Hanna Fitz: Absolutely!

John Lee Dumas: Yes! Hanna is an international brand strategist, business coach, author, and founder of HannaFitz.com. Over the past seven years, she’s consulted and coached international award-winning brands and female entrepreneurs, and she’s a fellow Caribbeanite. So, Hanna, take a minute, fill in some gaps from that intro, and give us a little glimpse of your personal life.

Hanna Fitz: Well, I live on the island of St. Lucia. I’ve traveled to over 109 countries over the course of my life and still counting. I lived in Italy for about two years. I spent a lot of time in the United States, in the state of Maryland, so those of you from Maryland, hello! And I’ve dedicated my life and my work to helping people build brands that have a deeper connection to who they are, and this is what really lights me up, branding how the mind works, how buyers think, what really gets them moving emotionally and into action in terms of buying a product.

And so, I’ve dedicated my life to that and incorporating transformational coaching because I think building a brand is an inside-out job.

John Lee Dumas: Well, speaking of inside-out, I’m kinda curious what your expertise is, what you know inside-out, so let’s talk about that. How would you break that down?

Hanna Fitz: So, my expertise are specifically in the areas of brand strategy and brand development. I’ve worked throughout the course of my career. Just to give you some insight, I started my career as a new-product development specialist for a major financial group on the island of St. Lucia. I left this company.

I decided to follow my passion, follow my dream to become an entrepreneur, and that’s when I started consulting for award-winning brands, luxury hotels, luxury jewelers, luxury services, so primarily in the area of high-end brands and people who are looking to sell high-end packages. Like how do you really get your product in the market differentiated, and create that greater perceived value than anything else on the market?

John Lee Dumas: So, Hanna, what don’t we know, those of us who aren’t experts in your area of expertise, that we probably should?

Hanna Fitz: Well, one of the things I see a lot in the online coaching and consulting industry is there are a lot of people running around very confused, like, “Who’s my ideal client?” and “What’s my message?” and all of that. And the core issue that I see with all of this is that everyone feels like they need to identify their ideal client first, or they need to identify their message first, when the core of what you’re gonna do is connecting with what your desires are.

How do you want to show up? What is authentic and true for you? And then, finding a tribe that really matches what you believe in and what you stand for.

John Lee Dumas: So, I love, Hanna, what you stand for and what you’ve identified as your area of expertise, and you seem to really be on top of it, and you’re traveling the world, but let’s be honest. You’ve had the ups and the downs, and that’s kind of what I want to talk about next is your worst entrepreneurial moment to date. So, take us to that moment, Hanna. Tell us that story.

Hanna Fitz: I think every moment serves to teach us something, but this moment really stands out for me. A few years ago, I designed a project. It was really a corporate social responsibility project to raise six figures to put the production together and everything. And I got a family member involved, and they didn’t deliver as they should, and it ended up not going the way I wanted to. There was no reasoning, and I ended up having to get lawyers.

And for me, it was the worst moment of my career because there I was, feeling proud that I had put this huge production together, but at the same time, feeling like I was losing a family member. And it’s one of the deep lessons that I had to learn on my journey, that sometimes you need to learn where healthy boundaries should lie, and also knowing how much you value a relationship, and before you enter a business relationship with someone who’s personal and meaningful to you, to really understand what the risk might be because it doesn’t always become this romance story.

John Lee Dumas: This is a really great life lesson, as well as a business lesson. And, Hanna, I’d love for you to share with Fire Nation specifically the one takeaway that you think that if we can maybe absorb that we might be able to avoid a similar catastrophe.

Hanna Fitz: I really feel, in situations like that, it’s also having a great contract. I think, because it was family, I took a lot of things for granted. And so, I think, as much as possible, getting covered regardless of who you’re dealing with. It might seem that you’re being too formal or you’re being too rigid with the situation, but everyone will be friendly with each other, and it might all end well when everything is clearly laid out and everyone knows what is expected from them and just not assuming that it’s gonna be delivered.

John Lee Dumas: Assuming is almost always a mistake, Fire Nation. No matter who it is – best friend, family member – never assume. Just get things down on paper. Be clear. Always communicate.

And for you, Hanna, you’ve had a lot of great ideas over the years. Obviously, remaining in the Caribbean, this wonderful area of the world that we both live in, but what’s one of those other great ideas that you’ve had, those aha moments that you think that Fire Nation would really enjoy as a story, as well as learn a lot from?

Hanna Fitz: Another thing I see happening with a lot of entrepreneurs, and it’s big in the personal development world. I’m sure, John, you’ve heard about, “Find your money story, and then you’re gonna find your way to abundance,” and all of that. One of the things I’ve realized as a brand strategist, and as anyone who’s looking to build a brand, not everyone is necessarily having a money story.

Maybe, the story is a love story, really connecting deeply with who you are and appreciating all the value that you have to offer. And I think when you connect deeply with love and you really express your passion in a way that feels authentic to you, I feel people are drawn to that. It’s like an energy that they want to be around. It’s so positive. It’s so magnetic.

And so, a lot of what the process of being an entrepreneur, yes, there’s the money aspect, money story aspect to transform, but really connecting deeply with your message, and standing in your power, and knowing that you have something valuable to offer, you have a unique perspective that no one else has, and really standing by that in love. And when you share from your heart, when you share from a deeper place within yourself, that’s when the power and the magic happens.

John Lee Dumas: The power and the magic will happen, Fire Nation, when you heed Hanna’s words and advice here. And what do you wanna make sure our listeners get? You just shared a lot of awesomeness there. What’s the one thing that you think, if we can really learn this lesson, walk away and absorb, and maybe apply it to our lives, that we could really benefit as entrepreneurs?

Hanna Fitz: As an entrepreneur, I really feel like if you let yourself be yourself and show up as you, so much happens. And a lot of times, we’re stuck because we’re trying to be someone else, like, “Who do I have to be to attract that client?” or, “Who do I have to be?” When you really follow your intuition, when you really follow who you are – like Steve Jobs did.

His team didn’t just say, “Oh, we’re just gonna create the Apple products and see what people are about.” They did it from a place of love, like, “We are passionate about that. We have a message to share. We’re different.” When they came up with the tagline, “Think different,” it really came from them knowing that they are different, and because they’re standing in that power of being different, they’re inviting people to that party. They’re inviting you to be one of the tribe, to be part of that club of people who think different.

So, always start with you connecting with your desires, connecting with who you are, connecting with what is true for you, and show up as that, and you’re gonna find your tribe.

John Lee Dumas: I get a lot of people that say, “John, how do I stand out? How can I be unique?” and my response is always, “Be you.” Fire Nation, be you because guess what? Nobody can be you, so that’s unique in and of itself. That’s how you stand out. You’re genuine. You’re transparent as absolutely you. That’s how you’re going to make this difference in the world.

And guess what? We are all standing upon the shoulders of giants. I learn from people who have come before me. People will learn from me. I’ll learn from others. As just this great world, we’re learning from each other, but translate that into your own voice, into your own message, into you, who you are. Be that individual, and guess what? It’s never gonna be hard or difficult being you because that’s who you are.

And, Hanna, what are you most fired up about today?

Hanna Fitz: I’m most fired up about the fact that I’m on the show with you –

John Lee Dumas: Yay!

Hanna Fitz: – and being able to share this message with thousands of entrepreneurs around the world who are on a journey to building a brand and really need to hear this message, like this is what really drives me to be able to – if it’s one thing that I say here today that impacts your life, that makes a difference to your business, to me, that makes me fired up.

John Lee Dumas: I love it. I love it, Hanna, so awesome. And, Fire Nation, if you think that Hanna’s been dropping value bombs thus far, wait for the Lightning Rounds, which is coming up after we thank our sponsors.

Hanna, are you ready to rock the Lightning Rounds?

Hanna Fitz: Yes, I am!

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

Hanna Fitz: Fear. I was afraid that if I left my fulltime job, the stability of, the certainty of a monthly salary, that what if I didn’t make it, and all the things that come up. I was afraid.

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

Hanna Fitz: The best advice I’ve ever gotten was that there is a solution to everything, and that’s when I left my job because I knew that, no matter what happened, there’s a solution.

John Lee Dumas: What’s a personal habit that contributes to your success?

Hanna Fitz: Definitely daily meditation and journaling. I don’t start my day without it.

John Lee Dumas: If you could recommend one Internet resource, what would it be?

Hanna Fitz: Here’s the thing. When I write, I write in pictures. I literally see vivid pictures. So, most times, I can’t spell-check myself. It’s very challenging for me. I’ll read it three times, and I won’t see the errors. So, what I’ve bought is this great app. It’s called Ginger, and they have a premium level where it really goes through your sentences. It checks for structure, errors, everything. I love it. I don’t write without starting that.

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

Hanna Fitz: So, the book that has had one of the greatest influences on my life is Joseph Murphy’s The Power of Your Subconscious Mind, and that book really, to me, it not only has helped me as a brand strategist to see things at a deeper subconscious level, but as a person to know that we can influence our daily outcomes by the way that we are being.

One of the things that I heard that has been life-changing is that people don’t buy what you sell. They are buying who you are being. And so, that book, I have found, has been a great guide for me to discover how I want to be in the world, how I want to show up in the world, and own that.

John Lee Dumas: Hanna, 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.

Hanna Fitz: Sure. What I have to say is that, in the journey to building your brand, to not leave you out of the equation. I really advocate for finding a niche. Most people take that to mean that they have to go down this rigid path. You can bring all of who you are into your brand because that’s what’s going to make you different.

And the gift that I want to give you to continue the journey, if you wanna learn more about how you can build that high-end brand, which is what I specialize in – how to build a brand where you’re selling high-end services, etc., online or offline – but it’s more tailored to the product entrepreneur who’s looking for that international lifestyle online, I have a free video training, and it’s gonna help you create your high-end brand. It’s gonna guide you through the process of what it takes to create a high-end brand, and you can find that at www.HannaFitz.com.

John Lee Dumas: Boom! Value bombs dropped, Hanna. And I wanna say, Fire Nation, that you are the average of the five people you spend the most time with, and you’ve been hanging out with HF and JLD today. So, keep up the heat and head over to EOFire.com. Just type “Hanna” 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 – timestamps, links galore. And, of course, head over to HannaFitz.com to check out what she has going on, including that great video.

And, Hanna, thank you for sharing your journey with Fire Nation today. We salute you, and we’ll catch you on the flipside.

Hanna Fitz: Thank you, John, for having me.