John Lee Dumas: Dana is a former schoolteacher who turned her passion – helping babies sleep through the night – into a seven-figure business. Today, she's equally ignited about helping other women launch their own businesses so they can be present with their families, do work that matters, and earn a great income. Dana, let's take a minute. Fill in some gaps from that intro and give us a little glimpse of your personal life.

Dana Obleman: Well, this all started 14 years ago when I had my first son and discovered – the same way all my clients do – that some babies don't sleep so great. And I really was looking for a way to step back from teaching. I wanted to be around for my son a little bit more than teaching hours allow. And so, I really opened myself up to what's next for me. And having struggled with his sleep and really looking all over the place for support and guidance through that journey, I realized that was a missing niche. There was no one really there to coach, or help, or support parents when they were struggling with this. So, I thought, "Heck, why can't I do that?"

So, I quit my job. I jumped in with both feet. I started my business privately coaching parents. And then in 2003, we turned everything I knew into an e-book and started selling the Sleep Sense program online. And that morphed into the certification program which is about six years old now. And that's where I train other people to become Sleep Sense consultants so that they can go out in their own community and help parents one on one.

John Lee Dumas: Now, how long would you say it took you from actually jumping all in with your idea to getting to the point where you were generating enough revenue that you can say, "You know what? I can live on this comfortably right now"? What was that point? That time period?

Dana Obleman: Pretty scary when I jumped in. Because I was on a mat leave. We didn't have the money to float us for very long. So, it really had to sink or swim right out of the gate. So, luckily, because this was such a new idea, I got some great press right out of the start. Like front page of the Vancouver Sun pretty much right when I opened my doors. And that really just got the ball rolling super fast. So, I would say within the first three months I was making more money per month than I had been teaching.

John Lee Dumas: Wow. And Fire Nation, sometimes that will happen when you find the right niche. And there's other things involved like luck, the timing. There has to be this perfect storm. But of course, it wasn't like Dana was this overnight success. She had the years of experience teaching and of course, actually having a child. So, there's a lot of things that go in to factor here. But what would you say today, Dana, as we're speaking in 2017 is your rea of expertise? And then follow-up that with what's something that we should probably know about that area that we don’t?

Dana Obleman: It felt like great success out of the gate, but I knew nothing about being an entrepreneur. So, that was a huge learning curve for me. Going from a schoolteacher to an entrepreneur basically overnight was – you know. I made a lot of mistakes. And it was a learn as I go type process. So, I think one of the things that I learned pretty early on was that I need to support myself with people who actually know what they're doing. We were relying really heavily on Google AdWords back when we started the e-book online. And we were doing okay with that. But I started to think, "Who's talking about Google AdWords? Who's the expert in that field?"

So, we stumbled upon Perry Marshall who was at the time the Google AdWords master. And we bought his program and gave that a try and started seeing better results. So, took another big leap of faith and joined his Mastermind program. Which was a really big investment for us at the time. But I thought, "We'll never learn more than we already know unless we surround ourselves with people who know more and who are doing it well." And that's been our motto now for all of these years. Is that we've worked through Perry's Mastermind and we've hand selected a few really awesome coaches over the years who have –

John Lee Dumas: And that's how we might at Ryan Levesque's Masterminds.

Dana Obleman: Yeah. You got it. So, you meet some really cool people. And you learn a lot.

John Lee Dumas: So, Dana, today, what's your area of expertise?

Dana Obleman: My area of expertise is both helping parents get the good night's sleep that everybody deserves and also, my big passion right now is helping other women become entrepreneurs. Because I know what it feels like to feel stuck in a career where you know you're going to be away from your kids all day long. You know you're going to not be making great money. And daycare costs so much that it just leaves people feeling really lost and confused in their career path. So, having been through it myself and being able to basically transform all these women's lives so that they can make a good income, and have more time with their family, and grow their skill sets as entrepreneurs.

And I can mentor them through that process. It's just been one of my favorite things about my business to date.

John Lee Dumas: Dana, you launched that business years ago. And within three months, you're generating more revenue than you were from your job. And you were just rock and rolling. Going from strength to strength. You were investing in Masterminds. Google AdWords was working for you. What's something that didn't work? And not just didn't work, but what was the most crushing, worst entrepreneurial moment that you've experienced to date? So, Dana, take us directly to that moment. Tell us that story.

Dana Obleman: Yeah. Well, it happened about eight months ago. And I got this great idea that I was going to create this Facebook group. And I was going to get all these parents in this Facebook group. And I would be in there for a week. Sort of a boot camp a baby boot camp. And I'd be teaching them things. And they would be supporting each other and asking questions. Then at the end of the week, I would sell them this VIP program that I'd created. And the whole week was so great in so many ways. People were talking and engaging. And there were tons of people in there. But when I went to make the sales pitch, I think we sold like 10. It just totally bombed.

John Lee Dumas: And just to put it in perspective, what were you hoping or thinking you were going to be around sales wise?

Dana Obleman: Oh, I think my goal was 200 or something. I mean, we had like 4,000 people in there. So, to sell only 10 was just crushing. And I spent about a week just wallowing in that. Just deep in the wallow of, "Poor me." But then I started to look at, "Okay. Where's the silver lining?" Because there's usually some good stuff in every failure. And I noticed that there was all this community. People were loving that aspect. Talking, and sharing, and everyone was being so supportive and helpful. And they seemed to really love that I was in there connecting with them. And I thought, "Okay. It's the community that they want. That's what they want." They don't want the program, right?

Anyone can go buy the program. But they wanted the community. So, from that failure, we are now working on a community membership program for our customers so that they can get all that good stuff that they were getting from that Facebook group.

John Lee Dumas: So, on that note, it's like looking back, you had this idea about what was going to work. And you had a hope for a number of sales, 200. And then you went through the process and everything was working. The conversations were happening. People seemed excited. Then the doors opened for the actually product and it wasn't necessarily crickets, but it was only about 5 percent of what you were hoping. And so that obviously was not meeting your expectations. So, looking back, what would you have done differently that you think would have maybe avoided that lack of sales? Or would you have just completely pivoted now, knowing what you do now?

Dana Obleman: I was sure it was going to translate into sales. But sometimes, there's a disconnect between what's working and what doesn't. All week long, I kept thinking, "Oh, this is going to be great. Everybody's so interactive." But almost to the point where they were so interactive that they didn't really need anything more by the end of the week. So, I almost feel like they got too much by the end of the week that they didn't need it.

John Lee Dumas: Looking back now – if you could rewind the clock – what would you have done differently? Would you not have had that product? Or would you have maybe structured that group a little differently? What would you do if you had been able to turn the wheels back of time?

Dana Obleman: I think I would've made myself a little less present. I think it was great that I was in there. But I feel like I maybe was in there a little bit too much with them. So, by the end of the week, they kind of felt like they'd got all that they needed out of the experience. That they didn't have to move forward with anything. But like I said, when you're an entrepreneur, you've got to just try things. Right? You've got to just take the leap, and the risks, and jump in. So, all in all, I think the experience taught me a lot. And it also sort of highlighted what my customers are looking for that I'm not currently giving them.

John Lee Dumas: Well, let's take a leap in another direction. And this direction's going to be one of your greatest ideas to date. Take us to another moment in time where you had this really wonderful idea. And really walk us through how that idea formed. And then more importantly, how you turned it into success.

Dana Obleman: So, I'd been coaching parents one-on-one for about four or five years. And through that time, I'd had a lot of – usually people that I'd already worked with say to me, "How could I do this? Can I partner with you? Can you teach me? Is there a way in which I can do what you do?" And I resisted at first. And I feel like the resistance was a little bit of ego. Thinking, "Nobody's going to do it like I can do it." And then, "Do I really want to set myself up with competitors?" So, there was some hesitation. But the more I thought about it, I thought, "You know what? I could really – " I mean, it's always been my mission to help as many parents as I can live the best parenting experience that they can live.

So, I started to just toy with the idea. Let it sort of percolate. What would that look like? And we started off with a franchising model. That seemed like that was going to be the best fit. And after about a year in that, realizing that's not a good decision for us. Because there's so much red tape. It's such a slow and laborious process. You can't cross provinces, let alone countries. So, it was very regulated. And it was holding us back from really accomplishing our goal. So, in a Mastermind, I was lamenting about my woes with the franchise model. And my Mastermind people shared their thoughts on it.

And said, "You know what? You should just abandon that and go certification model. Then you can teach group classes. And you can expand cross-country and globally. And you can really speed this whole process up." And that was a lightbulb moment. I was like, I can't believe I hadn't thought of it myself. But we shifted gears. We scrapped the franchise. We went full into the certification. And that's been about 200 people now that I've ran through that program. And it just keeps growing every year. So, it's been awesome.

John Lee Dumas: So, looking back on that, what is the one thing that you'd want our listeners to take away? Just like that information that you took away from people in your Masterminds. What do you think Fire Nation should really learn from that to maybe apply to their businesses, to their niche?

Dana Obleman: Yeah. I think you've got to pivot quickly. It's not worth – you know. We had invested – I mean, we'd put a lot of money into this franchise model. I mean, tons. Like hiring lawyers and getting the model. And really trying to make it work. But if it feels like it doesn't fit, right? Like you're just trying to push it in there like it's got to fit, and it just didn't. That it's okay to just scrap it and start fresh with a brand-new idea. And that might be the one that works. And maybe it's the next one. But pivot fast.

John Lee Dumas: Fire Nation, if your gut's telling you that this round peg doesn't want to fit into a square hole or vice versa, there might be a reason for that. So, just sometimes move in the direction where there's that least resistance. Now, for you, Dana, you have a lot of cool things going on. I got to hear some of those things at Ryan Levesque's Mastermind here in Puerto Rico. But what's the one thing that you're most excited about today?

Dana Obleman: Well, I'm still just riding a high. I had my annual Sleep Sense convention last week in Vegas. And all my people – I felt like my people had arrived. And my group got together and we spent three days together just talking business, and family, and that work-life balance everyone's trying so hard for. And we're laughing, and crying, and sharing. And it was just one of my proudest accomplishments. I set out to create this support center for entrepreneurial women to help each other and support each other. And these women are from all walks of life. We've got scientists, and mathematicians, and nurses, and doctors, and teachers.

And they all come from different backgrounds. But they all share this one passion about helping parents get the sleep that they need and teaching children to sleep well. And I just love – because being an entrepreneur can be a lonely road, right? And so, I really wanted to create this awesome community of supportive people that are sharing and helping. And I feel like I've accomplished that. That's one of my proudest moments.

John Lee Dumas: And where can some of our listeners that want to learn more about that learn more?

Dana Obleman: Yeah. If you want to find out more about the certification program, I've created a special little intro gift for you. If you go to SleepSense.net/ignite, you'll find out more information about it.

John Lee Dumas: Love it all. And Fire Nation, we are going to ignite the lightning round. So, don't you go anywhere. We're going to take a quick minute to thank our sponsors.

Dana, are you ready to rock the lightning rounds?

Dana Obleman: You bet.

John Lee Dumas: What was holding you back from becoming an entrepreneur?

Dana Obleman: I think the biggest thing was I had this college degree that I had paid for and all this student loan debt. And I thought, "This is what I've got to do for the rest of my life." And so, yeah. Because I'd paid for it and I was a teacher. And I thought, "This is what I have to do." And that was totally holding me back.

John Lee Dumas: What is the best advice you've ever received?

Dana Obleman: Don't box yourself in. Right? Just because I decided to become a teacher, it didn't mean I had to be that for the rest of my life. So, don't spend your life doing something that you don't feel passionate about.

John Lee Dumas: I like to call it the sunk cost theory. Just because you've invested time, money, energy into something in the past doesn't mean you have to dedicate your future to it. I mean, so many people when I was in law school had that mentality. I dropped out after one semester and I'm so thankful. Because I would just have stayed. Because I was like, "Oh, I was there for one semester. I might as well stay for two. Now, three." And then now I have $200,000 in debt had I stayed. Whereas, I'm just like, "This isn't what I want to do. Let's just cut the ties and look towards tomorrow. So, Fire Nation, it doesn't matter what you did in the past, take it as a learning experience and apply that knowledge going forward in something that you're excited about or that you can add value to in the world. And what's a personal habit, Dana, that contributes to your success?

Dana Obleman: I practice what I preach. I'm pretty religious about my night's sleep. I like my eight hours every night. I have my routine. And my schedule stays on track. Because I know that a good night's sleep makes all the difference.

John Lee Dumas: All the difference in the world. And share an Internet resource like Evernotes with Fire Nation.

Dana Obleman: Well, I just discovered about a year ago Voxer. And it's a great platform for quick communication with team. Or I use it for my Sleep Sense consultants. If they have questions for me, they just shoot me a Voxer. It has decreased my inbox by at least half. And it's so much faster.

John Lee Dumas: Wow. If you could recommend just one book, what would it be and why?

Dana Obleman: Well, I love a book called The Power of Full Engagement. And I think as an entrepreneur – I know a lot of my consultants feel this way too – that we don't have enough time. And there's all this talk about time management. But really, we all have exactly the same amount of time. And it's not really time you need to manage. It's energy. And so, how do you keep your energy resources flowing consistently throughout the day so that you're fully engaged in the work that you need to do? And also, fully engaged in your off time and enjoyment time? And that's been like a revolution for me.

John Lee Dumas: Dana, let's end today on Fire with you giving us a parting piece of guidance. The best way that we can connect with you. And then we'll say goodbye.

Dana Obleman: Don't get stuck in your day job if you're not enjoying it. You sometimes need to just take those big risks and jump in with both feet. And get somebody to help you and show you how to do it. And life's too short.

John Lee Dumas: Yes.

Dana Obleman: First of all, if you have a baby that's not sleeping through the night and you want some more information, I've got a free gift for you. If you go to SleepSense.net/fire, I'll give you a free sleep report customized for your little one plus a big discount on the Sleep Sense program.

John Lee Dumas: Love all of that. Because, Fire Nation, like Dana knows because she's invested in herself, you're the average of the five people that you spend the most time with. And you've been hanging out with D.O. and J.L.D. today. So, keep up the heat and head over to the EOFire.com. Type "Dana" in the search bar. Her show notes page will pop up with everything that we've been talking about today. These are the best show notes in the biz. Timestamped, links galore.

Of course, head directly over to SleepSense.net to see all that Dana has going on. SleepSense.net/ignite for the certification program. SleepSense.net/fire for your free gift that she just mentioned. Any more links you want to share, Dana? Or did I cover them all?

Dana Obleman: You got them all.

John Lee Dumas: Dana, thank you for sharing your journey with Fire Nation today. For that, we salute you. And we'll catch you on the flipside.

Dana Obleman: Thanks so much.

[End of Audio]

Duration: 19 minutes
John Lee Dumas: Dana is a former schoolteacher who turned her passion – helping babies sleep through the night – into a seven-figure business. Today, she's equally ignited about helping other women launch their own businesses so they can be present with their families, do work that matters, and earn a great income. Dana, let's take a minute. Fill in some gaps from that intro and give us a little glimpse of your personal life.

Dana Obleman: Well, this all started 14 years ago when I had my first son and discovered – the same way all my clients do – that some babies don't sleep so great. And I really was looking for a way to step back from teaching. I wanted to be around for my son a little bit more than teaching hours allow. And so, I really opened myself up to what's next for me. And having struggled with his sleep and really looking all over the place for support and guidance through that journey, I realized that was a missing niche. There was no one really there to coach, or help, or support parents when they were struggling with this. So, I thought, "Heck, why can't I do that?"

So, I quit my job. I jumped in with both feet. I started my business privately coaching parents. And then in 2003, we turned everything I knew into an e-book and started selling the Sleep Sense program online. And that morphed into the certification program which is about six years old now. And that's where I train other people to become Sleep Sense consultants so that they can go out in their own community and help parents one on one.

John Lee Dumas: Now, how long would you say it took you from actually jumping all in with your idea to getting to the point where you were generating enough revenue that you can say, "You know what? I can live on this comfortably right now"? What was that point? That time period?

Dana Obleman: Pretty scary when I jumped in. Because I was on a mat leave. We didn't have the money to float us for very long. So, it really had to sink or swim right out of the gate. So, luckily, because this was such a new idea, I got some great press right out of the start. Like front page of the Vancouver Sun pretty much right when I opened my doors. And that really just got the ball rolling super fast. So, I would say within the first three months I was making more money per month than I had been teaching.

John Lee Dumas: Wow. And Fire Nation, sometimes that will happen when you find the right niche. And there's other things involved like luck, the timing. There has to be this perfect storm. But of course, it wasn't like Dana was this overnight success. She had the years of experience teaching and of course, actually having a child. So, there's a lot of things that go in to factor here. But what would you say today, Dana, as we're speaking in 2017 is your rea of expertise? And then follow-up that with what's something that we should probably know about that area that we don’t?

Dana Obleman: It felt like great success out of the gate, but I knew nothing about being an entrepreneur. So, that was a huge learning curve for me. Going from a schoolteacher to an entrepreneur basically overnight was – you know. I made a lot of mistakes. And it was a learn as I go type process. So, I think one of the things that I learned pretty early on was that I need to support myself with people who actually know what they're doing. We were relying really heavily on Google AdWords back when we started the e-book online. And we were doing okay with that. But I started to think, "Who's talking about Google AdWords? Who's the expert in that field?"

So, we stumbled upon Perry Marshall who was at the time the Google AdWords master. And we bought his program and gave that a try and started seeing better results. So, took another big leap of faith and joined his Mastermind program. Which was a really big investment for us at the time. But I thought, "We'll never learn more than we already know unless we surround ourselves with people who know more and who are doing it well." And that's been our motto now for all of these years. Is that we've worked through Perry's Mastermind and we've hand selected a few really awesome coaches over the years who have –

John Lee Dumas: And that's how we might at Ryan Levesque's Masterminds.

Dana Obleman: Yeah. You got it. So, you meet some really cool people. And you learn a lot.

John Lee Dumas: So, Dana, today, what's your area of expertise?

Dana Obleman: My area of expertise is both helping parents get the good night's sleep that everybody deserves and also, my big passion right now is helping other women become entrepreneurs. Because I know what it feels like to feel stuck in a career where you know you're going to be away from your kids all day long. You know you're going to not be making great money. And daycare costs so much that it just leaves people feeling really lost and confused in their career path. So, having been through it myself and being able to basically transform all these women's lives so that they can make a good income, and have more time with their family, and grow their skill sets as entrepreneurs.

And I can mentor them through that process. It's just been one of my favorite things about my business to date.

John Lee Dumas: Dana, you launched that business years ago. And within three months, you're generating more revenue than you were from your job. And you were just rock and rolling. Going from strength to strength. You were investing in Masterminds. Google AdWords was working for you. What's something that didn't work? And not just didn't work, but what was the most crushing, worst entrepreneurial moment that you've experienced to date? So, Dana, take us directly to that moment. Tell us that story.

Dana Obleman: Yeah. Well, it happened about eight months ago. And I got this great idea that I was going to create this Facebook group. And I was going to get all these parents in this Facebook group. And I would be in there for a week. Sort of a boot camp a baby boot camp. And I'd be teaching them things. And they would be supporting each other and asking questions. Then at the end of the week, I would sell them this VIP program that I'd created. And the whole week was so great in so many ways. People were talking and engaging. And there were tons of people in there. But when I went to make the sales pitch, I think we sold like 10. It just totally bombed.

John Lee Dumas: And just to put it in perspective, what were you hoping or thinking you were going to be around sales wise?

Dana Obleman: Oh, I think my goal was 200 or something. I mean, we had like 4,000 people in there. So, to sell only 10 was just crushing. And I spent about a week just wallowing in that. Just deep in the wallow of, "Poor me." But then I started to look at, "Okay. Where's the silver lining?" Because there's usually some good stuff in every failure. And I noticed that there was all this community. People were loving that aspect. Talking, and sharing, and everyone was being so supportive and helpful. And they seemed to really love that I was in there connecting with them. And I thought, "Okay. It's the community that they want. That's what they want." They don't want the program, right?

Anyone can go buy the program. But they wanted the community. So, from that failure, we are now working on a community membership program for our customers so that they can get all that good stuff that they were getting from that Facebook group.

John Lee Dumas: So, on that note, it's like looking back, you had this idea about what was going to work. And you had a hope for a number of sales, 200. And then you went through the process and everything was working. The conversations were happening. People seemed excited. Then the doors opened for the actually product and it wasn't necessarily crickets, but it was only about 5 percent of what you were hoping. And so that obviously was not meeting your expectations. So, looking back, what would you have done differently that you think would have maybe avoided that lack of sales? Or would you have just completely pivoted now, knowing what you do now?

Dana Obleman: I was sure it was going to translate into sales. But sometimes, there's a disconnect between what's working and what doesn't. All week long, I kept thinking, "Oh, this is going to be great. Everybody's so interactive." But almost to the point where they were so interactive that they didn't really need anything more by the end of the week. So, I almost feel like they got too much by the end of the week that they didn't need it.

John Lee Dumas: Looking back now – if you could rewind the clock – what would you have done differently? Would you not have had that product? Or would you have maybe structured that group a little differently? What would you do if you had been able to turn the wheels back of time?

Dana Obleman: I think I would've made myself a little less present. I think it was great that I was in there. But I feel like I maybe was in there a little bit too much with them. So, by the end of the week, they kind of felt like they'd got all that they needed out of the experience. That they didn't have to move forward with anything. But like I said, when you're an entrepreneur, you've got to just try things. Right? You've got to just take the leap, and the risks, and jump in. So, all in all, I think the experience taught me a lot. And it also sort of highlighted what my customers are looking for that I'm not currently giving them.

John Lee Dumas: Well, let's take a leap in another direction. And this direction's going to be one of your greatest ideas to date. Take us to another moment in time where you had this really wonderful idea. And really walk us through how that idea formed. And then more importantly, how you turned it into success.

Dana Obleman: So, I'd been coaching parents one-on-one for about four or five years. And through that time, I'd had a lot of – usually people that I'd already worked with say to me, "How could I do this? Can I partner with you? Can you teach me? Is there a way in which I can do what you do?" And I resisted at first. And I feel like the resistance was a little bit of ego. Thinking, "Nobody's going to do it like I can do it." And then, "Do I really want to set myself up with competitors?" So, there was some hesitation. But the more I thought about it, I thought, "You know what? I could really – " I mean, it's always been my mission to help as many parents as I can live the best parenting experience that they can live.

So, I started to just toy with the idea. Let it sort of percolate. What would that look like? And we started off with a franchising model. That seemed like that was going to be the best fit. And after about a year in that, realizing that's not a good decision for us. Because there's so much red tape. It's such a slow and laborious process. You can't cross provinces, let alone countries. So, it was very regulated. And it was holding us back from really accomplishing our goal. So, in a Mastermind, I was lamenting about my woes with the franchise model. And my Mastermind people shared their thoughts on it.

And said, "You know what? You should just abandon that and go certification model. Then you can teach group classes. And you can expand cross-country and globally. And you can really speed this whole process up." And that was a lightbulb moment. I was like, I can't believe I hadn't thought of it myself. But we shifted gears. We scrapped the franchise. We went full into the certification. And that's been about 200 people now that I've ran through that program. And it just keeps growing every year. So, it's been awesome.

John Lee Dumas: So, looking back on that, what is the one thing that you'd want our listeners to take away? Just like that information that you took away from people in your Masterminds. What do you think Fire Nation should really learn from that to maybe apply to their businesses, to their niche?

Dana Obleman: Yeah. I think you've got to pivot quickly. It's not worth – you know. We had invested – I mean, we'd put a lot of money into this franchise model. I mean, tons. Like hiring lawyers and getting the model. And really trying to make it work. But if it feels like it doesn't fit, right? Like you're just trying to push it in there like it's got to fit, and it just didn't. That it's okay to just scrap it and start fresh with a brand-new idea. And that might be the one that works. And maybe it's the next one. But pivot fast.

John Lee Dumas: Fire Nation, if your gut's telling you that this round peg doesn't want to fit into a square hole or vice versa, there might be a reason for that. So, just sometimes move in the direction where there's that least resistance. Now, for you, Dana, you have a lot of cool things going on. I got to hear some of those things at Ryan Levesque's Mastermind here in Puerto Rico. But what's the one thing that you're most excited about today?

Dana Obleman: Well, I'm still just riding a high. I had my annual Sleep Sense convention last week in Vegas. And all my people – I felt like my people had arrived. And my group got together and we spent three days together just talking business, and family, and that work-life balance everyone's trying so hard for. And we're laughing, and crying, and sharing. And it was just one of my proudest accomplishments. I set out to create this support center for entrepreneurial women to help each other and support each other. And these women are from all walks of life. We've got scientists, and mathematicians, and nurses, and doctors, and teachers.

And they all come from different backgrounds. But they all share this one passion about helping parents get the sleep that they need and teaching children to sleep well. And I just love – because being an entrepreneur can be a lonely road, right? And so, I really wanted to create this awesome community of supportive people that are sharing and helping. And I feel like I've accomplished that. That's one of my proudest moments.

John Lee Dumas: And where can some of our listeners that want to learn more about that learn more?

Dana Obleman: Yeah. If you want to find out more about the certification program, I've created a special little intro gift for you. If you go to SleepSense.net/ignite, you'll find out more information about it.

John Lee Dumas: Love it all. And Fire Nation, we are going to ignite the lightning round. So, don't you go anywhere. We're going to take a quick minute to thank our sponsors.

Dana, are you ready to rock the lightning rounds?

Dana Obleman: You bet.

John Lee Dumas: What was holding you back from becoming an entrepreneur?

Dana Obleman: I think the biggest thing was I had this college degree that I had paid for and all this student loan debt. And I thought, "This is what I've got to do for the rest of my life." And so, yeah. Because I'd paid for it and I was a teacher. And I thought, "This is what I have to do." And that was totally holding me back.

John Lee Dumas: What is the best advice you've ever received?

Dana Obleman: Don't box yourself in. Right? Just because I decided to become a teacher, it didn't mean I had to be that for the rest of my life. So, don't spend your life doing something that you don't feel passionate about.

John Lee Dumas: I like to call it the sunk cost theory. Just because you've invested time, money, energy into something in the past doesn't mean you have to dedicate your future to it. I mean, so many people when I was in law school had that mentality. I dropped out after one semester and I'm so thankful. Because I would just have stayed. Because I was like, "Oh, I was there for one semester. I might as well stay for two. Now, three." And then now I have $200,000 in debt had I stayed. Whereas, I'm just like, "This isn't what I want to do. Let's just cut the ties and look towards tomorrow. So, Fire Nation, it doesn't matter what you did in the past, take it as a learning experience and apply that knowledge going forward in something that you're excited about or that you can add value to in the world. And what's a personal habit, Dana, that contributes to your success?

Dana Obleman: I practice what I preach. I'm pretty religious about my night's sleep. I like my eight hours every night. I have my routine. And my schedule stays on track. Because I know that a good night's sleep makes all the difference.

John Lee Dumas: All the difference in the world. And share an Internet resource like Evernotes with Fire Nation.

Dana Obleman: Well, I just discovered about a year ago Voxer. And it's a great platform for quick communication with team. Or I use it for my Sleep Sense consultants. If they have questions for me, they just shoot me a Voxer. It has decreased my inbox by at least half. And it's so much faster.

John Lee Dumas: Wow. If you could recommend just one book, what would it be and why?

Dana Obleman: Well, I love a book called The Power of Full Engagement. And I think as an entrepreneur – I know a lot of my consultants feel this way too – that we don't have enough time. And there's all this talk about time management. But really, we all have exactly the same amount of time. And it's not really time you need to manage. It's energy. And so, how do you keep your energy resources flowing consistently throughout the day so that you're fully engaged in the work that you need to do? And also, fully engaged in your off time and enjoyment time? And that's been like a revolution for me.

John Lee Dumas: Dana, let's end today on Fire with you giving us a parting piece of guidance. The best way that we can connect with you. And then we'll say goodbye.

Dana Obleman: Don't get stuck in your day job if you're not enjoying it. You sometimes need to just take those big risks and jump in with both feet. And get somebody to help you and show you how to do it. And life's too short.

John Lee Dumas: Yes.

Dana Obleman: First of all, if you have a baby that's not sleeping through the night and you want some more information, I've got a free gift for you. If you go to SleepSense.net/fire, I'll give you a free sleep report customized for your little one plus a big discount on the Sleep Sense program.

John Lee Dumas: Love all of that. Because, Fire Nation, like Dana knows because she's invested in herself, you're the average of the five people that you spend the most time with. And you've been hanging out with D.O. and J.L.D. today. So, keep up the heat and head over to the EOFire.com. Type "Dana" in the search bar. Her show notes page will pop up with everything that we've been talking about today. These are the best show notes in the biz. Timestamped, links galore.

Of course, head directly over to SleepSense.net to see all that Dana has going on. SleepSense.net/ignite for the certification program. SleepSense.net/fire for your free gift that she just mentioned. Any more links you want to share, Dana? Or did I cover them all?

Dana Obleman: You got them all.

John Lee Dumas: Dana, thank you for sharing your journey with Fire Nation today. For that, we salute you. And we'll catch you on the flipside.

Dana Obleman: Thanks so much.