{"version":"1.0.0","segments":[{"speaker":"Darrell Evans","startTime":1.949,"endTime":4.649,"body":"This is the mind"},{"speaker":"Darrell Evans","startTime":1.949,"endTime":4.649,"body":"shift podcast where we share"},{"speaker":"Darrell Evans","startTime":4.649,"endTime":8.549,"body":"real stories, real strategies"},{"speaker":"Darrell Evans","startTime":4.649,"endTime":8.549,"body":"that will help you find real"},{"speaker":"Darrell Evans","startTime":8.549,"endTime":12.269,"body":"success. This is the place to"},{"speaker":"Darrell Evans","startTime":8.549,"endTime":12.269,"body":"hear from people just like you"},{"speaker":"Darrell Evans","startTime":12.419,"endTime":15.149,"body":"who've taken their ideas, goals"},{"speaker":"Darrell Evans","startTime":12.419,"endTime":15.149,"body":"and dreams from a point of"},{"speaker":"Darrell Evans","startTime":15.149,"endTime":19.019,"body":"inspiration to realization, or"},{"speaker":"Darrell Evans","startTime":15.149,"endTime":19.019,"body":"when life knock them down from a"},{"speaker":"Darrell Evans","startTime":19.019,"endTime":22.379,"body":"point of break down to break"},{"speaker":"Darrell Evans","startTime":19.019,"endTime":22.379,"body":"through. I'm your host Darrell"},{"speaker":"Darrell Evans","startTime":22.379,"endTime":24.599,"body":"Evans. Let's get started with"},{"speaker":"Darrell Evans","startTime":22.379,"endTime":24.599,"body":"today's episode."},{"speaker":"Darrell Evans","startTime":29.04,"endTime":31.71,"body":"If you want to succeed faster as"},{"speaker":"Darrell Evans","startTime":29.04,"endTime":31.71,"body":"a service based entrepreneur,"},{"speaker":"Darrell Evans","startTime":31.71,"endTime":35.43,"body":"here are my five best books for"},{"speaker":"Darrell Evans","startTime":31.71,"endTime":35.43,"body":"service based entrepreneurs that"},{"speaker":"Darrell Evans","startTime":35.43,"endTime":40.29,"body":"were written over 15 years ago"},{"speaker":"Darrell Evans","startTime":35.43,"endTime":40.29,"body":"that are still relevant today."},{"speaker":"Darrell Evans","startTime":40.47,"endTime":42.63,"body":"If this is your first time here,"},{"speaker":"Darrell Evans","startTime":40.47,"endTime":42.63,"body":"welcome to the mind shift"},{"speaker":"Darrell Evans","startTime":42.63,"endTime":44.85,"body":"Business Show. My name is"},{"speaker":"Darrell Evans","startTime":42.63,"endTime":44.85,"body":"Darrell Evans, I am your host, I"},{"speaker":"Darrell Evans","startTime":44.85,"endTime":48.24,"body":"am the co founder and CEO of a"},{"speaker":"Darrell Evans","startTime":44.85,"endTime":48.24,"body":"digital marketing agency called"},{"speaker":"Darrell Evans","startTime":48.24,"endTime":51.03,"body":"yoka. Local and over the last 11"},{"speaker":"Darrell Evans","startTime":48.24,"endTime":51.03,"body":"or 12 years now we've been"},{"speaker":"Darrell Evans","startTime":51.03,"endTime":54.3,"body":"helping companies grow to the"},{"speaker":"Darrell Evans","startTime":51.03,"endTime":54.3,"body":"tune of over 300 million in"},{"speaker":"Darrell Evans","startTime":54.3,"endTime":56.94,"body":"revenue. But I've also been an"},{"speaker":"Darrell Evans","startTime":54.3,"endTime":56.94,"body":"entrepreneur since the age of"},{"speaker":"Darrell Evans","startTime":56.94,"endTime":59.97,"body":"20. And I've started six"},{"speaker":"Darrell Evans","startTime":56.94,"endTime":59.97,"body":"successful service based"},{"speaker":"Darrell Evans","startTime":59.97,"endTime":62.97,"body":"businesses. I was on a podcast"},{"speaker":"Darrell Evans","startTime":59.97,"endTime":62.97,"body":"recently and someone asked me"},{"speaker":"Darrell Evans","startTime":62.97,"endTime":66.87,"body":"what what one of the best"},{"speaker":"Darrell Evans","startTime":62.97,"endTime":66.87,"body":"investments I've ever made in my"},{"speaker":"Darrell Evans","startTime":66.87,"endTime":73.08,"body":"business over the last 30 years."},{"speaker":"Darrell Evans","startTime":66.87,"endTime":73.08,"body":"My answer was my own personal"},{"speaker":"Darrell Evans","startTime":73.11,"endTime":76.35,"body":"development. What do I mean by"},{"speaker":"Darrell Evans","startTime":73.11,"endTime":76.35,"body":"that? But one thing no one will"},{"speaker":"Darrell Evans","startTime":76.38,"endTime":78.99,"body":"ever take away from you as an"},{"speaker":"Darrell Evans","startTime":76.38,"endTime":78.99,"body":"entrepreneur is what you put in"},{"speaker":"Darrell Evans","startTime":78.99,"endTime":82.92,"body":"your mind. And so my answer to"},{"speaker":"Darrell Evans","startTime":78.99,"endTime":82.92,"body":"him was very simply the best"},{"speaker":"Darrell Evans","startTime":82.92,"endTime":85.92,"body":"investment not the most money."},{"speaker":"Darrell Evans","startTime":82.92,"endTime":85.92,"body":"But the best investment I've"},{"speaker":"Darrell Evans","startTime":85.92,"endTime":89.67,"body":"ever put into myself as a as a"},{"speaker":"Darrell Evans","startTime":85.92,"endTime":89.67,"body":"business owner, is what I've"},{"speaker":"Darrell Evans","startTime":89.67,"endTime":91.95,"body":"done in my own personal"},{"speaker":"Darrell Evans","startTime":89.67,"endTime":91.95,"body":"development and today I want to"},{"speaker":"Darrell Evans","startTime":91.95,"endTime":95.64,"body":"talk to you about the five best"},{"speaker":"Darrell Evans","startTime":91.95,"endTime":95.64,"body":"books I would read if I were you"},{"speaker":"Darrell Evans","startTime":95.64,"endTime":98.85,"body":"as a service based entrepreneur"},{"speaker":"Darrell Evans","startTime":95.64,"endTime":98.85,"body":"today. So let's dive in. The"},{"speaker":"Darrell Evans","startTime":98.85,"endTime":103.08,"body":"first book is Cashflow Quadrant"},{"speaker":"Darrell Evans","startTime":98.85,"endTime":103.08,"body":"by Robert Kiyosaki. Some of you"},{"speaker":"Darrell Evans","startTime":103.08,"endTime":106.47,"body":"are familiar with the Rich Dad"},{"speaker":"Darrell Evans","startTime":103.08,"endTime":106.47,"body":"Poor Dad series. And of course,"},{"speaker":"Darrell Evans","startTime":106.47,"endTime":110.13,"body":"Kiyosaki is legendary. But we"},{"speaker":"Darrell Evans","startTime":106.47,"endTime":110.13,"body":"learned in rich dad poor dad"},{"speaker":"Darrell Evans","startTime":110.13,"endTime":113.19,"body":"that the quote, the four"},{"speaker":"Darrell Evans","startTime":110.13,"endTime":113.19,"body":"quadrants that he broke down are"},{"speaker":"Darrell Evans","startTime":113.31,"endTime":116.61,"body":"the E quadrant, the S quadrant,"},{"speaker":"Darrell Evans","startTime":113.31,"endTime":116.61,"body":"the B quadrant and the AI"},{"speaker":"Darrell Evans","startTime":116.61,"endTime":120.15,"body":"quadrant. One of the things when"},{"speaker":"Darrell Evans","startTime":116.61,"endTime":120.15,"body":"I read this book back in 2001, I"},{"speaker":"Darrell Evans","startTime":120.15,"endTime":123.87,"body":"remember being in the S"},{"speaker":"Darrell Evans","startTime":120.15,"endTime":123.87,"body":"quadrant, and I had a definition"},{"speaker":"Darrell Evans","startTime":123.87,"endTime":127.02,"body":"because of Kiyosaki, I got a"},{"speaker":"Darrell Evans","startTime":123.87,"endTime":127.02,"body":"definition for what I was"},{"speaker":"Darrell Evans","startTime":127.02,"endTime":130.14,"body":"experiencing at that point. But"},{"speaker":"Darrell Evans","startTime":127.02,"endTime":130.14,"body":"I also got a vision for the"},{"speaker":"Darrell Evans","startTime":130.14,"endTime":133.47,"body":"future as to what it looked like"},{"speaker":"Darrell Evans","startTime":130.14,"endTime":133.47,"body":"to transition to the other"},{"speaker":"Darrell Evans","startTime":133.68,"endTime":136.29,"body":"quadrant called the B quadrant,"},{"speaker":"Darrell Evans","startTime":133.68,"endTime":136.29,"body":"and eventually the investor"},{"speaker":"Darrell Evans","startTime":136.29,"endTime":138.66,"body":"quadrant, which is where I try"},{"speaker":"Darrell Evans","startTime":136.29,"endTime":138.66,"body":"to live most of my life today."},{"speaker":"Darrell Evans","startTime":139.02,"endTime":141.81,"body":"That being said, when you're"},{"speaker":"Darrell Evans","startTime":139.02,"endTime":141.81,"body":"starting a business and anyone"},{"speaker":"Darrell Evans","startTime":141.81,"endTime":144.42,"body":"can, but one thing I learned"},{"speaker":"Darrell Evans","startTime":141.81,"endTime":144.42,"body":"back then especially as a"},{"speaker":"Darrell Evans","startTime":144.42,"endTime":148.11,"body":"service based entrepreneur, was"},{"speaker":"Darrell Evans","startTime":144.42,"endTime":148.11,"body":"that I was often trapped in the"},{"speaker":"Darrell Evans","startTime":148.11,"endTime":151.14,"body":"business, I didn't have systems,"},{"speaker":"Darrell Evans","startTime":148.11,"endTime":151.14,"body":"if it was going to get done, it"},{"speaker":"Darrell Evans","startTime":151.14,"endTime":154.29,"body":"had to get done by me, maybe"},{"speaker":"Darrell Evans","startTime":151.14,"endTime":154.29,"body":"even I had one or two or three"},{"speaker":"Darrell Evans","startTime":154.29,"endTime":157.77,"body":"people on my team or my company."},{"speaker":"Darrell Evans","startTime":154.29,"endTime":157.77,"body":"But it seemed like we were still"},{"speaker":"Darrell Evans","startTime":157.77,"endTime":162.33,"body":"just working harder and harder"},{"speaker":"Darrell Evans","startTime":157.77,"endTime":162.33,"body":"and harder to serve our clients."},{"speaker":"Darrell Evans","startTime":162.57,"endTime":164.94,"body":"What I learned about the B"},{"speaker":"Darrell Evans","startTime":162.57,"endTime":164.94,"body":"quadrant, which I'll summarize"},{"speaker":"Darrell Evans","startTime":164.94,"endTime":167.34,"body":"here, and again, I recommend you"},{"speaker":"Darrell Evans","startTime":164.94,"endTime":167.34,"body":"pick this book up links will be"},{"speaker":"Darrell Evans","startTime":167.34,"endTime":170.13,"body":"in the description below. So you"},{"speaker":"Darrell Evans","startTime":167.34,"endTime":170.13,"body":"can get an easy access to it."},{"speaker":"Darrell Evans","startTime":170.37,"endTime":174.42,"body":"And that was to create a"},{"speaker":"Darrell Evans","startTime":170.37,"endTime":174.42,"body":"business that had systems to be"},{"speaker":"Darrell Evans","startTime":174.42,"endTime":178.05,"body":"run by people, not me as the"},{"speaker":"Darrell Evans","startTime":174.42,"endTime":178.05,"body":"entrepreneur. And what's"},{"speaker":"Darrell Evans","startTime":178.05,"endTime":179.61,"body":"interesting about that is when"},{"speaker":"Darrell Evans","startTime":178.05,"endTime":179.61,"body":"you're a service based"},{"speaker":"Darrell Evans","startTime":179.61,"endTime":181.98,"body":"entrepreneur, a lot of times"},{"speaker":"Darrell Evans","startTime":179.61,"endTime":181.98,"body":"you're working face to face with"},{"speaker":"Darrell Evans","startTime":181.98,"endTime":185.4,"body":"those clients. And so you're"},{"speaker":"Darrell Evans","startTime":181.98,"endTime":185.4,"body":"really close to the acquisition"},{"speaker":"Darrell Evans","startTime":185.4,"endTime":187.89,"body":"of the customer, you're close to"},{"speaker":"Darrell Evans","startTime":185.4,"endTime":187.89,"body":"the fulfillment of the service"},{"speaker":"Darrell Evans","startTime":187.89,"endTime":191.34,"body":"of the customer, and the post"},{"speaker":"Darrell Evans","startTime":187.89,"endTime":191.34,"body":"level of service, or what we"},{"speaker":"Darrell Evans","startTime":191.34,"endTime":195.39,"body":"call delighting the customer for"},{"speaker":"Darrell Evans","startTime":191.34,"endTime":195.39,"body":"lifetime value. Well, you've got"},{"speaker":"Darrell Evans","startTime":195.39,"endTime":198.84,"body":"to change your mindset about"},{"speaker":"Darrell Evans","startTime":195.39,"endTime":198.84,"body":"being in the S quadrant, because"},{"speaker":"Darrell Evans","startTime":198.84,"endTime":202.5,"body":"it just means you own a job. And"},{"speaker":"Darrell Evans","startTime":198.84,"endTime":202.5,"body":"in many cases, you can make a"},{"speaker":"Darrell Evans","startTime":202.5,"endTime":205.74,"body":"lot of money, owning the job,"},{"speaker":"Darrell Evans","startTime":202.5,"endTime":205.74,"body":"but we want to talk about and"},{"speaker":"Darrell Evans","startTime":205.74,"endTime":208.38,"body":"what I loved about this book was"},{"speaker":"Darrell Evans","startTime":205.74,"endTime":208.38,"body":"it helped my framework over the"},{"speaker":"Darrell Evans","startTime":208.38,"endTime":211.77,"body":"last 22 years now since I read"},{"speaker":"Darrell Evans","startTime":208.38,"endTime":211.77,"body":"this book, to make sure I was"},{"speaker":"Darrell Evans","startTime":211.77,"endTime":215.91,"body":"constantly evaluating my actions"},{"speaker":"Darrell Evans","startTime":211.77,"endTime":215.91,"body":"to get into the B quadrant."},{"speaker":"Darrell Evans","startTime":216.27,"endTime":219.54,"body":"Number two, The Seven Habits of"},{"speaker":"Darrell Evans","startTime":216.27,"endTime":219.54,"body":"Highly Effective People. I mean,"},{"speaker":"Darrell Evans","startTime":219.57,"endTime":223.05,"body":"there couldn't possibly have"},{"speaker":"Darrell Evans","startTime":219.57,"endTime":223.05,"body":"been a better name for a book"},{"speaker":"Darrell Evans","startTime":223.2,"endTime":227.31,"body":"and why you should read it. If"},{"speaker":"Darrell Evans","startTime":223.2,"endTime":227.31,"body":"you're an entrepreneur, don't"},{"speaker":"Darrell Evans","startTime":227.31,"endTime":230.04,"body":"you want to be effective? Well,"},{"speaker":"Darrell Evans","startTime":227.31,"endTime":230.04,"body":"there's seven habits, right?"},{"speaker":"Darrell Evans","startTime":230.55,"endTime":232.65,"body":"What two of the habits that I'll"},{"speaker":"Darrell Evans","startTime":230.55,"endTime":232.65,"body":"talk about here, you should pick"},{"speaker":"Darrell Evans","startTime":232.65,"endTime":235.47,"body":"up the book to go through all"},{"speaker":"Darrell Evans","startTime":232.65,"endTime":235.47,"body":"seven of them. One of them was"},{"speaker":"Darrell Evans","startTime":235.5,"endTime":239.43,"body":"beginning with the end in mind,"},{"speaker":"Darrell Evans","startTime":235.5,"endTime":239.43,"body":"begin with the end in mind, you"},{"speaker":"Darrell Evans","startTime":239.43,"endTime":241.86,"body":"know, if you hang around the"},{"speaker":"Darrell Evans","startTime":239.43,"endTime":241.86,"body":"mind shift business environment"},{"speaker":"Darrell Evans","startTime":241.86,"endTime":243.93,"body":"for any any length of time,"},{"speaker":"Darrell Evans","startTime":241.86,"endTime":243.93,"body":"you'll know that we are always"},{"speaker":"Darrell Evans","startTime":243.93,"endTime":247.05,"body":"talking about how to go from"},{"speaker":"Darrell Evans","startTime":243.93,"endTime":247.05,"body":"inspiration to realization and"},{"speaker":"Darrell Evans","startTime":247.05,"endTime":250.59,"body":"when life knocks us down, from"},{"speaker":"Darrell Evans","startTime":247.05,"endTime":250.59,"body":"break down to break through,"},{"speaker":"Darrell Evans","startTime":250.8,"endTime":254.16,"body":"beginning with the end in mind"},{"speaker":"Darrell Evans","startTime":250.8,"endTime":254.16,"body":"is very much this idea of being"},{"speaker":"Darrell Evans","startTime":254.16,"endTime":258.33,"body":"able to see something in advance"},{"speaker":"Darrell Evans","startTime":254.16,"endTime":258.33,"body":"of its real existence. That's my"},{"speaker":"Darrell Evans","startTime":258.33,"endTime":260.76,"body":"takeaway from it. from a"},{"speaker":"Darrell Evans","startTime":258.33,"endTime":260.76,"body":"spiritual standpoint, even it's"},{"speaker":"Darrell Evans","startTime":260.76,"endTime":263.58,"body":"like, do you have the vision for"},{"speaker":"Darrell Evans","startTime":260.76,"endTime":263.58,"body":"something that wasn't even"},{"speaker":"Darrell Evans","startTime":263.58,"endTime":267.75,"body":"there? I remember hearing many"},{"speaker":"Darrell Evans","startTime":263.58,"endTime":267.75,"body":"years ago, Jim Rohn, saying,"},{"speaker":"Darrell Evans","startTime":267.96,"endTime":271.56,"body":"When should you start"},{"speaker":"Darrell Evans","startTime":267.96,"endTime":271.56,"body":"construction on the home? And he"},{"speaker":"Darrell Evans","startTime":271.56,"endTime":275.28,"body":"said as soon as it's built, and"},{"speaker":"Darrell Evans","startTime":271.56,"endTime":275.28,"body":"I was like, What are you talking"},{"speaker":"Darrell Evans","startTime":275.28,"endTime":277.86,"body":"about? And it was really a"},{"speaker":"Darrell Evans","startTime":275.28,"endTime":277.86,"body":"concept that I think came out of"},{"speaker":"Darrell Evans","startTime":277.86,"endTime":281.04,"body":"this book by Stephen Covey. In"},{"speaker":"Darrell Evans","startTime":277.86,"endTime":281.04,"body":"that you must begin with the end"},{"speaker":"Darrell Evans","startTime":281.04,"endTime":283.92,"body":"in mind. In order for us to"},{"speaker":"Darrell Evans","startTime":281.04,"endTime":283.92,"body":"build something we have to"},{"speaker":"Darrell Evans","startTime":283.92,"endTime":286.89,"body":"actually see the finished"},{"speaker":"Darrell Evans","startTime":283.92,"endTime":286.89,"body":"product, we have to be seeing"},{"speaker":"Darrell Evans","startTime":286.89,"endTime":289.68,"body":"how our business is going to"},{"speaker":"Darrell Evans","startTime":286.89,"endTime":289.68,"body":"grow. We have to see the future"},{"speaker":"Darrell Evans","startTime":289.68,"endTime":293.31,"body":"of our of our organization. You"},{"speaker":"Darrell Evans","startTime":289.68,"endTime":293.31,"body":"can't just do it after you see"},{"speaker":"Darrell Evans","startTime":293.31,"endTime":296.82,"body":"it. Right. And so when I think"},{"speaker":"Darrell Evans","startTime":293.31,"endTime":296.82,"body":"about this book and a number of"},{"speaker":"Darrell Evans","startTime":296.82,"endTime":299.4,"body":"the great principles that come"},{"speaker":"Darrell Evans","startTime":296.82,"endTime":299.4,"body":"out of this book that begin with"},{"speaker":"Darrell Evans","startTime":299.4,"endTime":303.12,"body":"the end in mind I sharpening the"},{"speaker":"Darrell Evans","startTime":299.4,"endTime":303.12,"body":"saw, right? I mean, look, if"},{"speaker":"Darrell Evans","startTime":303.12,"endTime":305.82,"body":"you're not constantly getting"},{"speaker":"Darrell Evans","startTime":303.12,"endTime":305.82,"body":"better at yourself, getting"},{"speaker":"Darrell Evans","startTime":305.82,"endTime":308.88,"body":"yourself better as an"},{"speaker":"Darrell Evans","startTime":305.82,"endTime":308.88,"body":"entrepreneur, as a parent, as a"},{"speaker":"Darrell Evans","startTime":308.88,"endTime":312.93,"body":"friend, as a colleague, as a"},{"speaker":"Darrell Evans","startTime":308.88,"endTime":312.93,"body":"leader, you are going to end up"},{"speaker":"Darrell Evans","startTime":312.93,"endTime":316.53,"body":"having that erosion of pressure"},{"speaker":"Darrell Evans","startTime":312.93,"endTime":316.53,"body":"on your shoulders, that's going"},{"speaker":"Darrell Evans","startTime":316.53,"endTime":320.07,"body":"to erode away at your passion."},{"speaker":"Darrell Evans","startTime":316.53,"endTime":320.07,"body":"And so a number of great things"},{"speaker":"Darrell Evans","startTime":320.07,"endTime":322.71,"body":"came out of the book, very"},{"speaker":"Darrell Evans","startTime":320.07,"endTime":322.71,"body":"powerful lessons, it's all about"},{"speaker":"Darrell Evans","startTime":322.71,"endTime":325.32,"body":"that personal development. For"},{"speaker":"Darrell Evans","startTime":322.71,"endTime":325.32,"body":"yourself as an entrepreneur, as"},{"speaker":"Darrell Evans","startTime":325.32,"endTime":328.47,"body":"a leader, I would highly"},{"speaker":"Darrell Evans","startTime":325.32,"endTime":328.47,"body":"recommend, as a book number two,"},{"speaker":"Darrell Evans","startTime":328.5,"endTime":331.77,"body":"Seven Habits of Highly Effective"},{"speaker":"Darrell Evans","startTime":328.5,"endTime":331.77,"body":"People. Book number three, Good"},{"speaker":"Darrell Evans","startTime":331.77,"endTime":335.94,"body":"to Great by Jim Collins, when I,"},{"speaker":"Darrell Evans","startTime":331.77,"endTime":335.94,"body":"when I came across this book,"},{"speaker":"Darrell Evans","startTime":336.48,"endTime":340.95,"body":"2004 2005, maybe 2006. The"},{"speaker":"Darrell Evans","startTime":336.48,"endTime":340.95,"body":"subtitle is Why Some Companies"},{"speaker":"Darrell Evans","startTime":340.95,"endTime":345.15,"body":"Make the Leap, and others don't,"},{"speaker":"Darrell Evans","startTime":340.95,"endTime":345.15,"body":"you know, I've been now in the"},{"speaker":"Darrell Evans","startTime":345.18,"endTime":347.49,"body":"I've been blessed to now work"},{"speaker":"Darrell Evans","startTime":345.18,"endTime":347.49,"body":"with hundreds and hundreds,"},{"speaker":"Darrell Evans","startTime":347.55,"endTime":350.34,"body":"close to probably 1000 companies"},{"speaker":"Darrell Evans","startTime":347.55,"endTime":350.34,"body":"now, whether consulting,"},{"speaker":"Darrell Evans","startTime":350.34,"endTime":354.36,"body":"running, marketing and sales as"},{"speaker":"Darrell Evans","startTime":350.34,"endTime":354.36,"body":"their agency of record, or just"},{"speaker":"Darrell Evans","startTime":354.36,"endTime":356.58,"body":"teaching them through our"},{"speaker":"Darrell Evans","startTime":354.36,"endTime":356.58,"body":"coaching and consulting and"},{"speaker":"Darrell Evans","startTime":356.58,"endTime":359.25,"body":"educational program. And the"},{"speaker":"Darrell Evans","startTime":356.58,"endTime":359.25,"body":"interesting thing about what I"},{"speaker":"Darrell Evans","startTime":359.25,"endTime":362.94,"body":"hear is people are stuck in"},{"speaker":"Darrell Evans","startTime":359.25,"endTime":362.94,"body":"being a good company. But"},{"speaker":"Darrell Evans","startTime":362.94,"endTime":364.83,"body":"there's a couple of critical"},{"speaker":"Darrell Evans","startTime":362.94,"endTime":364.83,"body":"things that are keeping them"},{"speaker":"Darrell Evans","startTime":364.83,"endTime":367.53,"body":"from taking the leap. One of the"},{"speaker":"Darrell Evans","startTime":364.83,"endTime":367.53,"body":"key things you'll pick up out of"},{"speaker":"Darrell Evans","startTime":367.53,"endTime":370.47,"body":"this book that I learned and I"},{"speaker":"Darrell Evans","startTime":367.53,"endTime":370.47,"body":"stick it sticks in my mind, and"},{"speaker":"Darrell Evans","startTime":370.47,"endTime":373.32,"body":"I say it on a regular basis."},{"speaker":"Darrell Evans","startTime":370.47,"endTime":373.32,"body":"That is as you think about even"},{"speaker":"Darrell Evans","startTime":373.32,"endTime":376.05,"body":"going to the B quadrant. Going"},{"speaker":"Darrell Evans","startTime":373.32,"endTime":376.05,"body":"back to Cashflow Quadrant,"},{"speaker":"Darrell Evans","startTime":376.32,"endTime":378.48,"body":"you've got to make sure that"},{"speaker":"Darrell Evans","startTime":376.32,"endTime":378.48,"body":"when you start building a team,"},{"speaker":"Darrell Evans","startTime":378.48,"endTime":382.11,"body":"you've got to get the right"},{"speaker":"Darrell Evans","startTime":378.48,"endTime":382.11,"body":"people on the bus, the wrong"},{"speaker":"Darrell Evans","startTime":382.11,"endTime":386.76,"body":"people off the bus, and the"},{"speaker":"Darrell Evans","startTime":382.11,"endTime":386.76,"body":"right butts in the right seats."},{"speaker":"Darrell Evans","startTime":387.12,"endTime":389.85,"body":"One of the things that I learned"},{"speaker":"Darrell Evans","startTime":387.12,"endTime":389.85,"body":"out of that book was just this,"},{"speaker":"Darrell Evans","startTime":389.85,"endTime":392.97,"body":"how bigger companies and by the"},{"speaker":"Darrell Evans","startTime":389.85,"endTime":392.97,"body":"way, many of these companies,"},{"speaker":"Darrell Evans","startTime":393.0,"endTime":395.1,"body":"you can look at the book and"},{"speaker":"Darrell Evans","startTime":393.0,"endTime":395.1,"body":"say, Oh, those companies aren't"},{"speaker":"Darrell Evans","startTime":395.1,"endTime":397.77,"body":"relevant today. Or, you know,"},{"speaker":"Darrell Evans","startTime":395.1,"endTime":397.77,"body":"maybe something's changed, it"},{"speaker":"Darrell Evans","startTime":397.77,"endTime":401.16,"body":"doesn't matter. The principles"},{"speaker":"Darrell Evans","startTime":397.77,"endTime":401.16,"body":"are the same. Right? People on"},{"speaker":"Darrell Evans","startTime":401.16,"endTime":403.98,"body":"the bus wrong people off the"},{"speaker":"Darrell Evans","startTime":401.16,"endTime":403.98,"body":"bus, right butts in the right"},{"speaker":"Darrell Evans","startTime":403.98,"endTime":407.46,"body":"seat. So often, I remember back"},{"speaker":"Darrell Evans","startTime":403.98,"endTime":407.46,"body":"in the early 2000s, when I first"},{"speaker":"Darrell Evans","startTime":407.79,"endTime":410.67,"body":"was hiring, I remember just"},{"speaker":"Darrell Evans","startTime":407.79,"endTime":410.67,"body":"needing to get someone on the"},{"speaker":"Darrell Evans","startTime":410.67,"endTime":413.43,"body":"team to help me out, I needed to"},{"speaker":"Darrell Evans","startTime":410.67,"endTime":413.43,"body":"get people on the team to do"},{"speaker":"Darrell Evans","startTime":413.43,"endTime":416.4,"body":"some of the things to take the"},{"speaker":"Darrell Evans","startTime":413.43,"endTime":416.4,"body":"load off myself. Well, that's"},{"speaker":"Darrell Evans","startTime":416.4,"endTime":419.13,"body":"the wrong way to go about it if"},{"speaker":"Darrell Evans","startTime":416.4,"endTime":419.13,"body":"you don't have a clear path of"},{"speaker":"Darrell Evans","startTime":419.13,"endTime":421.86,"body":"what you need that person to do."},{"speaker":"Darrell Evans","startTime":419.13,"endTime":421.86,"body":"And what I've learned so many"},{"speaker":"Darrell Evans","startTime":421.86,"endTime":425.64,"body":"years now later, is that there's"},{"speaker":"Darrell Evans","startTime":421.86,"endTime":425.64,"body":"a way to align that person's"},{"speaker":"Darrell Evans","startTime":425.64,"endTime":429.42,"body":"skill set in their gift with the"},{"speaker":"Darrell Evans","startTime":425.64,"endTime":429.42,"body":"job at hand that's needed to be"},{"speaker":"Darrell Evans","startTime":429.42,"endTime":432.66,"body":"done in your company. Right. So"},{"speaker":"Darrell Evans","startTime":429.42,"endTime":432.66,"body":"another big key component out of"},{"speaker":"Darrell Evans","startTime":432.66,"endTime":436.98,"body":"Good to Great was a concept"},{"speaker":"Darrell Evans","startTime":432.66,"endTime":436.98,"body":"called the hedgehog concept."},{"speaker":"Darrell Evans","startTime":437.1,"endTime":439.38,"body":"Now, I'm not going to explain"},{"speaker":"Darrell Evans","startTime":437.1,"endTime":439.38,"body":"that all here. But it's"},{"speaker":"Darrell Evans","startTime":439.38,"endTime":445.59,"body":"literally the the synergy of"},{"speaker":"Darrell Evans","startTime":439.38,"endTime":445.59,"body":"finding out what you're best in"},{"speaker":"Darrell Evans","startTime":445.59,"endTime":450.18,"body":"the world at. And just focusing"},{"speaker":"Darrell Evans","startTime":445.59,"endTime":450.18,"body":"on that. So often we get so"},{"speaker":"Darrell Evans","startTime":450.18,"endTime":452.7,"body":"pulled left and right with all"},{"speaker":"Darrell Evans","startTime":450.18,"endTime":452.7,"body":"the different things going on in"},{"speaker":"Darrell Evans","startTime":452.7,"endTime":455.64,"body":"the world in the marketplace,"},{"speaker":"Darrell Evans","startTime":452.7,"endTime":455.64,"body":"that we try to do too much for"},{"speaker":"Darrell Evans","startTime":455.64,"endTime":459.12,"body":"people in our quest to serve"},{"speaker":"Darrell Evans","startTime":455.64,"endTime":459.12,"body":"them and build a business. The"},{"speaker":"Darrell Evans","startTime":459.12,"endTime":463.05,"body":"hedgehog concept is one of those"},{"speaker":"Darrell Evans","startTime":459.12,"endTime":463.05,"body":"concepts that make you get laser"},{"speaker":"Darrell Evans","startTime":463.05,"endTime":467.49,"body":"focused on what you can be best"},{"speaker":"Darrell Evans","startTime":463.05,"endTime":467.49,"body":"in the world at your look in my"},{"speaker":"Darrell Evans","startTime":467.52,"endTime":472.62,"body":"in my world, my methodologies,"},{"speaker":"Darrell Evans","startTime":467.52,"endTime":472.62,"body":"my models for business growth"},{"speaker":"Darrell Evans","startTime":472.62,"endTime":476.46,"body":"and customer acquisition and"},{"speaker":"Darrell Evans","startTime":472.62,"endTime":476.46,"body":"sales. And they fit on a lot of"},{"speaker":"Darrell Evans","startTime":476.46,"endTime":479.01,"body":"different industries. But what"},{"speaker":"Darrell Evans","startTime":476.46,"endTime":479.01,"body":"we have made a committed"},{"speaker":"Darrell Evans","startTime":479.01,"endTime":482.49,"body":"decision about is to make sure"},{"speaker":"Darrell Evans","startTime":479.01,"endTime":482.49,"body":"we stay laser focus with"},{"speaker":"Darrell Evans","startTime":482.49,"endTime":485.7,"body":"companies that have service"},{"speaker":"Darrell Evans","startTime":482.49,"endTime":485.7,"body":"based business models. Now,"},{"speaker":"Darrell Evans","startTime":485.76,"endTime":488.94,"body":"service Software as a Service is"},{"speaker":"Darrell Evans","startTime":485.76,"endTime":488.94,"body":"a service, but it is software."},{"speaker":"Darrell Evans","startTime":488.94,"endTime":492.33,"body":"But so that falls under my"},{"speaker":"Darrell Evans","startTime":488.94,"endTime":492.33,"body":"umbrella. But what we are not"},{"speaker":"Darrell Evans","startTime":492.33,"endTime":495.99,"body":"great at is we're not the"},{"speaker":"Darrell Evans","startTime":492.33,"endTime":495.99,"body":"biggest product agency, we don't"},{"speaker":"Darrell Evans","startTime":495.99,"endTime":498.21,"body":"have a ton of E commerce"},{"speaker":"Darrell Evans","startTime":495.99,"endTime":498.21,"body":"companies that come to work with"},{"speaker":"Darrell Evans","startTime":498.21,"endTime":500.64,"body":"us. A lot of them are coaches"},{"speaker":"Darrell Evans","startTime":498.21,"endTime":500.64,"body":"are professional service"},{"speaker":"Darrell Evans","startTime":500.64,"endTime":502.95,"body":"providers or local business"},{"speaker":"Darrell Evans","startTime":500.64,"endTime":502.95,"body":"owners who provide professional"},{"speaker":"Darrell Evans","startTime":502.95,"endTime":505.77,"body":"services, engineers, doctors,"},{"speaker":"Darrell Evans","startTime":502.95,"endTime":505.77,"body":"you can name it, coaches,"},{"speaker":"Darrell Evans","startTime":505.77,"endTime":509.19,"body":"speakers, authors, those people"},{"speaker":"Darrell Evans","startTime":505.77,"endTime":509.19,"body":"who provide some sort of service"},{"speaker":"Darrell Evans","startTime":509.19,"endTime":513.12,"body":"to their customer or their"},{"speaker":"Darrell Evans","startTime":509.19,"endTime":513.12,"body":"client. And that's a concept of"},{"speaker":"Darrell Evans","startTime":513.24,"endTime":515.67,"body":"being laser focused one of the"},{"speaker":"Darrell Evans","startTime":513.24,"endTime":515.67,"body":"concepts I picked up out of the"},{"speaker":"Darrell Evans","startTime":515.67,"endTime":518.88,"body":"book, which is why I recommended"},{"speaker":"Darrell Evans","startTime":515.67,"endTime":518.88,"body":"his book number three, on my"},{"speaker":"Darrell Evans","startTime":518.88,"endTime":521.85,"body":"five best books to read as a"},{"speaker":"Darrell Evans","startTime":518.88,"endTime":521.85,"body":"service based entrepreneur, book"},{"speaker":"Darrell Evans","startTime":521.85,"endTime":526.2,"body":"number four, getting things done"},{"speaker":"Darrell Evans","startTime":521.85,"endTime":526.2,"body":"by David Allen. And I can"},{"speaker":"Darrell Evans","startTime":526.2,"endTime":529.5,"body":"remember so well back in the day"},{"speaker":"Darrell Evans","startTime":526.2,"endTime":529.5,"body":"when I was struggling with"},{"speaker":"Darrell Evans","startTime":529.53,"endTime":533.58,"body":"working from about 767 in the"},{"speaker":"Darrell Evans","startTime":529.53,"endTime":533.58,"body":"morning, until like 1011 12"},{"speaker":"Darrell Evans","startTime":533.58,"endTime":536.61,"body":"o'clock at night, this book"},{"speaker":"Darrell Evans","startTime":533.58,"endTime":536.61,"body":"helped give me a framework, a"},{"speaker":"Darrell Evans","startTime":536.61,"endTime":540.0,"body":"model for how to work through"},{"speaker":"Darrell Evans","startTime":536.61,"endTime":540.0,"body":"productivity through my day, at"},{"speaker":"Darrell Evans","startTime":540.0,"endTime":542.4,"body":"that time. And as you probably"},{"speaker":"Darrell Evans","startTime":540.0,"endTime":542.4,"body":"are as well, you're probably"},{"speaker":"Darrell Evans","startTime":542.4,"endTime":545.04,"body":"inundated with all sorts of"},{"speaker":"Darrell Evans","startTime":542.4,"endTime":545.04,"body":"requests, you've got marketing"},{"speaker":"Darrell Evans","startTime":545.04,"endTime":547.05,"body":"to do you got sales to do you"},{"speaker":"Darrell Evans","startTime":545.04,"endTime":547.05,"body":"got fulfillment to do, you've"},{"speaker":"Darrell Evans","startTime":547.05,"endTime":549.69,"body":"got customers you got to deal"},{"speaker":"Darrell Evans","startTime":547.05,"endTime":549.69,"body":"with, you've got employees"},{"speaker":"Darrell Evans","startTime":549.69,"endTime":553.23,"body":"payroll, all the things right."},{"speaker":"Darrell Evans","startTime":549.69,"endTime":553.23,"body":"How do you process through your"},{"speaker":"Darrell Evans","startTime":553.23,"endTime":556.92,"body":"day, one of the things I learned"},{"speaker":"Darrell Evans","startTime":553.23,"endTime":556.92,"body":"about productivity and getting"},{"speaker":"Darrell Evans","startTime":556.92,"endTime":559.47,"body":"things done, and I'll just share"},{"speaker":"Darrell Evans","startTime":556.92,"endTime":559.47,"body":"with you really quick, the"},{"speaker":"Darrell Evans","startTime":559.47,"endTime":562.53,"body":"whole, the whole concept of the"},{"speaker":"Darrell Evans","startTime":559.47,"endTime":562.53,"body":"book is can literally put on one"},{"speaker":"Darrell Evans","startTime":562.53,"endTime":565.77,"body":"PDF, one of the best things I"},{"speaker":"Darrell Evans","startTime":562.53,"endTime":565.77,"body":"thought about and what I learned"},{"speaker":"Darrell Evans","startTime":565.77,"endTime":569.34,"body":"was, if a task can be done in"},{"speaker":"Darrell Evans","startTime":565.77,"endTime":569.34,"body":"two minutes or less, get it done"},{"speaker":"Darrell Evans","startTime":569.34,"endTime":572.52,"body":"now, don't schedule that for the"},{"speaker":"Darrell Evans","startTime":569.34,"endTime":572.52,"body":"future. So in other words, one"},{"speaker":"Darrell Evans","startTime":572.52,"endTime":576.15,"body":"of the filters is, is can this"},{"speaker":"Darrell Evans","startTime":572.52,"endTime":576.15,"body":"be done in two minutes or less?"},{"speaker":"Darrell Evans","startTime":576.18,"endTime":578.67,"body":"The thing that I need to do can"},{"speaker":"Darrell Evans","startTime":576.18,"endTime":578.67,"body":"it be done in two minutes or"},{"speaker":"Darrell Evans","startTime":578.67,"endTime":582.48,"body":"less? That's the one of the"},{"speaker":"Darrell Evans","startTime":578.67,"endTime":582.48,"body":"first filters that was one thing"},{"speaker":"Darrell Evans","startTime":582.48,"endTime":584.79,"body":"that just still sticks to me to"},{"speaker":"Darrell Evans","startTime":582.48,"endTime":584.79,"body":"stay I still talk to my team"},{"speaker":"Darrell Evans","startTime":584.79,"endTime":587.64,"body":"about it on a regular basis."},{"speaker":"Darrell Evans","startTime":584.79,"endTime":587.64,"body":"Another key concept that I got"},{"speaker":"Darrell Evans","startTime":587.64,"endTime":591.75,"body":"out of the process as the book"},{"speaker":"Darrell Evans","startTime":587.64,"endTime":591.75,"body":"was this idea of is this"},{"speaker":"Darrell Evans","startTime":591.75,"endTime":596.52,"body":"actionable or not actionable"},{"speaker":"Darrell Evans","startTime":591.75,"endTime":596.52,"body":"being the key word with this"},{"speaker":"Darrell Evans","startTime":596.52,"endTime":599.07,"body":"thing that's coming in as David"},{"speaker":"Darrell Evans","startTime":596.52,"endTime":599.07,"body":"Allen describes it, these are"},{"speaker":"Darrell Evans","startTime":599.1,"endTime":601.8,"body":"inputs right Day, we've got no"},{"speaker":"Darrell Evans","startTime":599.1,"endTime":601.8,"body":"shortage of input. We've got"},{"speaker":"Darrell Evans","startTime":601.83,"endTime":605.19,"body":"email we've got in mail on"},{"speaker":"Darrell Evans","startTime":601.83,"endTime":605.19,"body":"LinkedIn, we've got text"},{"speaker":"Darrell Evans","startTime":605.19,"endTime":608.43,"body":"messages, we've got voicemails,"},{"speaker":"Darrell Evans","startTime":605.19,"endTime":608.43,"body":"we've got phone calls. In some"},{"speaker":"Darrell Evans","startTime":608.43,"endTime":611.55,"body":"cases, some of us still have"},{"speaker":"Darrell Evans","startTime":608.43,"endTime":611.55,"body":"paper documents coming into our"},{"speaker":"Darrell Evans","startTime":611.55,"endTime":616.35,"body":"office. We have DMS on Instagram"},{"speaker":"Darrell Evans","startTime":611.55,"endTime":616.35,"body":"and YouTube and Twitter and"},{"speaker":"Darrell Evans","startTime":616.35,"endTime":619.35,"body":"everything right? There's more"},{"speaker":"Darrell Evans","startTime":616.35,"endTime":619.35,"body":"inputs, as David Allen would"},{"speaker":"Darrell Evans","startTime":619.35,"endTime":623.88,"body":"describe it than any time in"},{"speaker":"Darrell Evans","startTime":619.35,"endTime":623.88,"body":"history probably right. But is"},{"speaker":"Darrell Evans","startTime":623.88,"endTime":628.41,"body":"the input actionable or not,"},{"speaker":"Darrell Evans","startTime":623.88,"endTime":628.41,"body":"it's a split down the line. The"},{"speaker":"Darrell Evans","startTime":628.41,"endTime":630.84,"body":"next piece to it that was so"},{"speaker":"Darrell Evans","startTime":628.41,"endTime":630.84,"body":"fascinating for me, which I"},{"speaker":"Darrell Evans","startTime":630.84,"endTime":635.61,"body":"still think about to this day,"},{"speaker":"Darrell Evans","startTime":630.84,"endTime":635.61,"body":"is if it is actionable, do I"},{"speaker":"Darrell Evans","startTime":635.61,"endTime":638.82,"body":"need to do it? Or can someone"},{"speaker":"Darrell Evans","startTime":635.61,"endTime":638.82,"body":"else do it right, you start to"},{"speaker":"Darrell Evans","startTime":638.82,"endTime":643.32,"body":"really pick up on is this"},{"speaker":"Darrell Evans","startTime":638.82,"endTime":643.32,"body":"something that I must do. So"},{"speaker":"Darrell Evans","startTime":643.35,"endTime":645.42,"body":"there's a number of things that"},{"speaker":"Darrell Evans","startTime":643.35,"endTime":645.42,"body":"go along with this, I still"},{"speaker":"Darrell Evans","startTime":645.42,"endTime":649.14,"body":"share the one pager with all my"},{"speaker":"Darrell Evans","startTime":645.42,"endTime":649.14,"body":"team, I don't make my team use"},{"speaker":"Darrell Evans","startTime":649.14,"endTime":651.54,"body":"David Allen's formula. There are"},{"speaker":"Darrell Evans","startTime":649.14,"endTime":651.54,"body":"other formulas out there,"},{"speaker":"Darrell Evans","startTime":651.54,"endTime":653.97,"body":"though, people you might be"},{"speaker":"Darrell Evans","startTime":651.54,"endTime":653.97,"body":"studying. If you're doing"},{"speaker":"Darrell Evans","startTime":653.97,"endTime":655.86,"body":"something well, and"},{"speaker":"Darrell Evans","startTime":653.97,"endTime":655.86,"body":"successfully, you don't feel"},{"speaker":"Darrell Evans","startTime":655.86,"endTime":659.22,"body":"overwhelmed with your daily"},{"speaker":"Darrell Evans","startTime":655.86,"endTime":659.22,"body":"productivity, great. But if not,"},{"speaker":"Darrell Evans","startTime":659.28,"endTime":661.56,"body":"I would recommend picking up a"},{"speaker":"Darrell Evans","startTime":659.28,"endTime":661.56,"body":"copy of getting things done, I"},{"speaker":"Darrell Evans","startTime":661.56,"endTime":664.68,"body":"still send it to my team who"},{"speaker":"Darrell Evans","startTime":661.56,"endTime":664.68,"body":"want some help with productivity"},{"speaker":"Darrell Evans","startTime":664.71,"endTime":667.83,"body":"and time management. That's why"},{"speaker":"Darrell Evans","startTime":664.71,"endTime":667.83,"body":"it's number four, Book number"},{"speaker":"Darrell Evans","startTime":667.83,"endTime":672.75,"body":"five, simple idea, told"},{"speaker":"Darrell Evans","startTime":667.83,"endTime":672.75,"body":"extremely elegantly with amazing"},{"speaker":"Darrell Evans","startTime":672.75,"endTime":676.02,"body":"case studies of how companies"},{"speaker":"Darrell Evans","startTime":672.75,"endTime":676.02,"body":"and industries have been"},{"speaker":"Darrell Evans","startTime":676.02,"endTime":680.16,"body":"disrupted by choosing to"},{"speaker":"Darrell Evans","startTime":676.02,"endTime":680.16,"body":"position your product in the"},{"speaker":"Darrell Evans","startTime":680.16,"endTime":683.64,"body":"market or your service in the"},{"speaker":"Darrell Evans","startTime":680.16,"endTime":683.64,"body":"market, in a blue ocean versus a"},{"speaker":"Darrell Evans","startTime":683.64,"endTime":687.27,"body":"red ocean, right? Let's just"},{"speaker":"Darrell Evans","startTime":683.64,"endTime":687.27,"body":"keep it simple. A red ocean is a"},{"speaker":"Darrell Evans","startTime":687.27,"endTime":691.08,"body":"competitive marketplace full of"},{"speaker":"Darrell Evans","startTime":687.27,"endTime":691.08,"body":"sharks, literally, you know,"},{"speaker":"Darrell Evans","startTime":691.38,"endTime":694.14,"body":"eating eating at your your"},{"speaker":"Darrell Evans","startTime":691.38,"endTime":694.14,"body":"pocketbook, they're taken away"},{"speaker":"Darrell Evans","startTime":694.14,"endTime":697.14,"body":"the clients, you're really just"},{"speaker":"Darrell Evans","startTime":694.14,"endTime":697.14,"body":"in a competitive market. And"},{"speaker":"Darrell Evans","startTime":697.14,"endTime":699.66,"body":"let's be clear, if you're going"},{"speaker":"Darrell Evans","startTime":697.14,"endTime":699.66,"body":"to be successful in business,"},{"speaker":"Darrell Evans","startTime":699.66,"endTime":702.12,"body":"today, there's a good chance you"},{"speaker":"Darrell Evans","startTime":699.66,"endTime":702.12,"body":"have competition. Now, there's"},{"speaker":"Darrell Evans","startTime":702.12,"endTime":704.91,"body":"some rare occasions where you're"},{"speaker":"Darrell Evans","startTime":702.12,"endTime":704.91,"body":"gonna start in a marketplace"},{"speaker":"Darrell Evans","startTime":704.91,"endTime":708.12,"body":"that has no competition. But"},{"speaker":"Darrell Evans","startTime":704.91,"endTime":708.12,"body":"let's be clear, if you're in a"},{"speaker":"Darrell Evans","startTime":708.12,"endTime":711.0,"body":"market that has no competition,"},{"speaker":"Darrell Evans","startTime":708.12,"endTime":711.0,"body":"you probably have a long road"},{"speaker":"Darrell Evans","startTime":711.0,"endTime":712.89,"body":"ahead of you. And you've"},{"speaker":"Darrell Evans","startTime":711.0,"endTime":712.89,"body":"probably invented something"},{"speaker":"Darrell Evans","startTime":712.89,"endTime":715.89,"body":"completely game changing. But"},{"speaker":"Darrell Evans","startTime":712.89,"endTime":715.89,"body":"that's not the vast majority of"},{"speaker":"Darrell Evans","startTime":715.89,"endTime":718.95,"body":"you. The vast majority of you"},{"speaker":"Darrell Evans","startTime":715.89,"endTime":718.95,"body":"are in industries that have been"},{"speaker":"Darrell Evans","startTime":718.95,"endTime":722.37,"body":"decades if not hundreds of years"},{"speaker":"Darrell Evans","startTime":718.95,"endTime":722.37,"body":"old, and have lots of"},{"speaker":"Darrell Evans","startTime":722.37,"endTime":726.63,"body":"competition. So how do you go"},{"speaker":"Darrell Evans","startTime":722.37,"endTime":726.63,"body":"into a blue ocean and start to"},{"speaker":"Darrell Evans","startTime":726.63,"endTime":729.93,"body":"compete where your competitors"},{"speaker":"Darrell Evans","startTime":726.63,"endTime":729.93,"body":"are? How do you up in the"},{"speaker":"Darrell Evans","startTime":729.93,"endTime":733.11,"body":"competition? One of the examples"},{"speaker":"Darrell Evans","startTime":729.93,"endTime":733.11,"body":"I remember from the book had to"},{"speaker":"Darrell Evans","startTime":733.11,"endTime":736.65,"body":"do with Cirque du Soleil and how"},{"speaker":"Darrell Evans","startTime":733.11,"endTime":736.65,"body":"they came in. Pardon me if I"},{"speaker":"Darrell Evans","startTime":736.65,"endTime":739.83,"body":"said that wrong, could be served"},{"speaker":"Darrell Evans","startTime":736.65,"endTime":739.83,"body":"to so I'm not familiar with"},{"speaker":"Darrell Evans","startTime":739.83,"endTime":742.11,"body":"exactly the way you process it,"},{"speaker":"Darrell Evans","startTime":739.83,"endTime":742.11,"body":"although I see the shows you're"},{"speaker":"Darrell Evans","startTime":742.11,"endTime":746.22,"body":"in Vegas all the time. But how"},{"speaker":"Darrell Evans","startTime":742.11,"endTime":746.22,"body":"did they come in and disrupt"},{"speaker":"Darrell Evans","startTime":746.22,"endTime":751.47,"body":"what had been the circus model"},{"speaker":"Darrell Evans","startTime":746.22,"endTime":751.47,"body":"in industry for decades upon"},{"speaker":"Darrell Evans","startTime":751.47,"endTime":755.43,"body":"decades, and before you knew it,"},{"speaker":"Darrell Evans","startTime":751.47,"endTime":755.43,"body":"PT Barnum is gone, right? And"},{"speaker":"Darrell Evans","startTime":755.43,"endTime":758.22,"body":"Cirque du Soleil is the way we"},{"speaker":"Darrell Evans","startTime":755.43,"endTime":758.22,"body":"love to see circus today in the"},{"speaker":"Darrell Evans","startTime":758.22,"endTime":761.37,"body":"way we'd love to see acrobatics"},{"speaker":"Darrell Evans","startTime":758.22,"endTime":761.37,"body":"and the show put together. It's"},{"speaker":"Darrell Evans","startTime":761.37,"endTime":763.98,"body":"just fantastic. One thing I've"},{"speaker":"Darrell Evans","startTime":761.37,"endTime":763.98,"body":"thought about in service"},{"speaker":"Darrell Evans","startTime":763.98,"endTime":767.13,"body":"business models is from a red"},{"speaker":"Darrell Evans","startTime":763.98,"endTime":767.13,"body":"ocean standpoint, and a blue"},{"speaker":"Darrell Evans","startTime":767.13,"endTime":770.76,"body":"ocean standpoint is what can we"},{"speaker":"Darrell Evans","startTime":767.13,"endTime":770.76,"body":"do? And by the way, at that"},{"speaker":"Darrell Evans","startTime":770.76,"endTime":772.41,"body":"time, when I'm reading this"},{"speaker":"Darrell Evans","startTime":770.76,"endTime":772.41,"body":"book, I'm in the mortgage"},{"speaker":"Darrell Evans","startTime":772.41,"endTime":775.2,"body":"industry, right? If you are in"},{"speaker":"Darrell Evans","startTime":772.41,"endTime":775.2,"body":"mortgage real estate industry,"},{"speaker":"Darrell Evans","startTime":775.2,"endTime":778.23,"body":"it's it. It's pretty red ocean,"},{"speaker":"Darrell Evans","startTime":775.2,"endTime":778.23,"body":"it's just red ocean, it is what"},{"speaker":"Darrell Evans","startTime":778.23,"endTime":781.62,"body":"it is, how do you figure out how"},{"speaker":"Darrell Evans","startTime":778.23,"endTime":781.62,"body":"to carve out your blue ocean."},{"speaker":"Darrell Evans","startTime":781.89,"endTime":783.9,"body":"There are some things we talked"},{"speaker":"Darrell Evans","startTime":781.89,"endTime":783.9,"body":"about inside of my ship Business"},{"speaker":"Darrell Evans","startTime":783.9,"endTime":787.14,"body":"Academy, which I won't get into"},{"speaker":"Darrell Evans","startTime":783.9,"endTime":787.14,"body":"here. But one of the concepts"},{"speaker":"Darrell Evans","startTime":787.14,"endTime":790.74,"body":"that really served us well was a"},{"speaker":"Darrell Evans","startTime":787.14,"endTime":790.74,"body":"concept I created called the"},{"speaker":"Darrell Evans","startTime":790.8,"endTime":795.9,"body":"iceberg concept. And the iceberg"},{"speaker":"Darrell Evans","startTime":790.8,"endTime":795.9,"body":"concept simply meant is if you"},{"speaker":"Darrell Evans","startTime":795.9,"endTime":800.46,"body":"think about the iceberg and the"},{"speaker":"Darrell Evans","startTime":795.9,"endTime":800.46,"body":"thought process of an iceberg 85"},{"speaker":"Darrell Evans","startTime":800.46,"endTime":805.11,"body":"or 90% of the iceberg science"},{"speaker":"Darrell Evans","startTime":800.46,"endTime":805.11,"body":"says is is underneath the water,"},{"speaker":"Darrell Evans","startTime":805.11,"endTime":809.22,"body":"you can't see it 10 or 15% is"},{"speaker":"Darrell Evans","startTime":805.11,"endTime":809.22,"body":"above the water. Again, this is"},{"speaker":"Darrell Evans","startTime":809.22,"endTime":812.34,"body":"just a generality, right, what I"},{"speaker":"Darrell Evans","startTime":809.22,"endTime":812.34,"body":"started looking at in my"},{"speaker":"Darrell Evans","startTime":812.34,"endTime":817.41,"body":"marketplace was what if the red"},{"speaker":"Darrell Evans","startTime":812.34,"endTime":817.41,"body":"ocean in my marketplace was all"},{"speaker":"Darrell Evans","startTime":817.41,"endTime":820.35,"body":"of the customers meaning all of"},{"speaker":"Darrell Evans","startTime":817.41,"endTime":820.35,"body":"my competitors, and we were all"},{"speaker":"Darrell Evans","startTime":820.35,"endTime":823.98,"body":"competing for that 10 to 15%"},{"speaker":"Darrell Evans","startTime":820.35,"endTime":823.98,"body":"above the water that who had"},{"speaker":"Darrell Evans","startTime":823.98,"endTime":827.4,"body":"already raised their hand, who"},{"speaker":"Darrell Evans","startTime":823.98,"endTime":827.4,"body":"were interested in our product"},{"speaker":"Darrell Evans","startTime":827.4,"endTime":831.15,"body":"or service. And I started saying"},{"speaker":"Darrell Evans","startTime":827.4,"endTime":831.15,"body":"it's really competitive up here,"},{"speaker":"Darrell Evans","startTime":831.15,"endTime":833.67,"body":"when the person has already"},{"speaker":"Darrell Evans","startTime":831.15,"endTime":833.67,"body":"indicated they wanted to buy a"},{"speaker":"Darrell Evans","startTime":833.67,"endTime":835.83,"body":"home, they've already indicated"},{"speaker":"Darrell Evans","startTime":833.67,"endTime":835.83,"body":"that they wanted to get a"},{"speaker":"Darrell Evans","startTime":835.83,"endTime":839.28,"body":"mortgage, they'd already filled"},{"speaker":"Darrell Evans","startTime":835.83,"endTime":839.28,"body":"out a loan app on whatever"},{"speaker":"Darrell Evans","startTime":839.28,"endTime":842.7,"body":"online website. And now we're"},{"speaker":"Darrell Evans","startTime":839.28,"endTime":842.7,"body":"all competing for that same"},{"speaker":"Darrell Evans","startTime":842.7,"endTime":846.06,"body":"customer. That to me was what I"},{"speaker":"Darrell Evans","startTime":842.7,"endTime":846.06,"body":"associated with a red ocean. And"},{"speaker":"Darrell Evans","startTime":846.06,"endTime":848.76,"body":"I said well, where are those"},{"speaker":"Darrell Evans","startTime":846.06,"endTime":848.76,"body":"people beneath the water?"},{"speaker":"Darrell Evans","startTime":848.79,"endTime":851.79,"body":"Where's the part of the iceberg"},{"speaker":"Darrell Evans","startTime":848.79,"endTime":851.79,"body":"beneath the water? In my case,"},{"speaker":"Darrell Evans","startTime":851.79,"endTime":854.97,"body":"the iceberg our customers"},{"speaker":"Darrell Evans","startTime":851.79,"endTime":854.97,"body":"prospective customers, and how"},{"speaker":"Darrell Evans","startTime":854.97,"endTime":858.84,"body":"could I reach them before they"},{"speaker":"Darrell Evans","startTime":854.97,"endTime":858.84,"body":"raised their hand up out of the"},{"speaker":"Darrell Evans","startTime":858.84,"endTime":862.95,"body":"water and became known to all of"},{"speaker":"Darrell Evans","startTime":858.84,"endTime":862.95,"body":"my competitors, which was the"},{"speaker":"Darrell Evans","startTime":862.95,"endTime":866.91,"body":"red ocean that became the"},{"speaker":"Darrell Evans","startTime":862.95,"endTime":866.91,"body":"difference maker and how I"},{"speaker":"Darrell Evans","startTime":866.91,"endTime":870.93,"body":"shifted my marketing, my sales,"},{"speaker":"Darrell Evans","startTime":866.91,"endTime":870.93,"body":"my nurturing of my database and"},{"speaker":"Darrell Evans","startTime":870.93,"endTime":874.5,"body":"a concept that I thought of"},{"speaker":"Darrell Evans","startTime":870.93,"endTime":874.5,"body":"called Return on relationship"},{"speaker":"Darrell Evans","startTime":874.5,"endTime":877.38,"body":"and I started really focusing on"},{"speaker":"Darrell Evans","startTime":874.5,"endTime":877.38,"body":"the growth of my database and"},{"speaker":"Darrell Evans","startTime":877.38,"endTime":880.74,"body":"not the sales number. Again, we"},{"speaker":"Darrell Evans","startTime":877.38,"endTime":880.74,"body":"talk a lot more about the"},{"speaker":"Darrell Evans","startTime":880.77,"endTime":883.92,"body":"iceberg concept inside the mind"},{"speaker":"Darrell Evans","startTime":880.77,"endTime":883.92,"body":"shift, Business Academy mind"},{"speaker":"Darrell Evans","startTime":883.92,"endTime":886.62,"body":"shift community and if you"},{"speaker":"Darrell Evans","startTime":883.92,"endTime":886.62,"body":"haven't come into our world or"},{"speaker":"Darrell Evans","startTime":886.62,"endTime":888.81,"body":"if you'd like to take a peek,"},{"speaker":"Darrell Evans","startTime":886.62,"endTime":888.81,"body":"just head over to mind shift"},{"speaker":"Darrell Evans","startTime":888.81,"endTime":892.44,"body":"community.com You can come in"},{"speaker":"Darrell Evans","startTime":888.81,"endTime":892.44,"body":"there for free and then if you"},{"speaker":"Darrell Evans","startTime":892.44,"endTime":894.75,"body":"want to take a look at the"},{"speaker":"Darrell Evans","startTime":892.44,"endTime":894.75,"body":"Academy, we can get you"},{"speaker":"Darrell Evans","startTime":894.75,"endTime":899.25,"body":"information on how to do that."},{"speaker":"Darrell Evans","startTime":894.75,"endTime":899.25,"body":"But this idea of red ocean and"},{"speaker":"Darrell Evans","startTime":899.25,"endTime":901.62,"body":"blue ocean came out Out of the"},{"speaker":"Darrell Evans","startTime":899.25,"endTime":901.62,"body":"Blue Ocean Strategy is so much"},{"speaker":"Darrell Evans","startTime":901.62,"endTime":903.78,"body":"more, by the way so much more in"},{"speaker":"Darrell Evans","startTime":901.62,"endTime":903.78,"body":"this book. That's just"},{"speaker":"Darrell Evans","startTime":903.78,"endTime":907.71,"body":"fantastic. But if you're in a"},{"speaker":"Darrell Evans","startTime":903.78,"endTime":907.71,"body":"competitive market, how can you"},{"speaker":"Darrell Evans","startTime":907.71,"endTime":911.4,"body":"create a blue ocean where you"},{"speaker":"Darrell Evans","startTime":907.71,"endTime":911.4,"body":"have less competition in an"},{"speaker":"Darrell Evans","startTime":911.4,"endTime":915.09,"body":"uncontested market space, and as"},{"speaker":"Darrell Evans","startTime":911.4,"endTime":915.09,"body":"a service based entrepreneur,"},{"speaker":"Darrell Evans","startTime":915.09,"endTime":917.52,"body":"chances are, again, you're"},{"speaker":"Darrell Evans","startTime":915.09,"endTime":917.52,"body":"competing in a red ocean"},{"speaker":"Darrell Evans","startTime":917.58,"endTime":922.05,"body":"already, it's going to be easier"},{"speaker":"Darrell Evans","startTime":917.58,"endTime":922.05,"body":"if you find your blue ocean. So"},{"speaker":"Darrell Evans","startTime":922.05,"endTime":924.36,"body":"there you have it. Those are my"},{"speaker":"Darrell Evans","startTime":922.05,"endTime":924.36,"body":"five best books for service"},{"speaker":"Darrell Evans","startTime":924.36,"endTime":927.81,"body":"based entrepreneurs that were"},{"speaker":"Darrell Evans","startTime":924.36,"endTime":927.81,"body":"written over 15 years ago, and I"},{"speaker":"Darrell Evans","startTime":927.81,"endTime":929.85,"body":"still think they're relevant."},{"speaker":"Darrell Evans","startTime":927.81,"endTime":929.85,"body":"Today."},{"speaker":"Darrell Evans","startTime":929.94,"endTime":933.6,"body":"Listen, what I've learned along"},{"speaker":"Darrell Evans","startTime":929.94,"endTime":933.6,"body":"my journey is that if one good"},{"speaker":"Darrell Evans","startTime":933.6,"endTime":936.99,"body":"idea, one big idea comes out of"},{"speaker":"Darrell Evans","startTime":933.6,"endTime":936.99,"body":"any book that you read at the"},{"speaker":"Darrell Evans","startTime":936.99,"endTime":940.41,"body":"price of that book, it is worth"},{"speaker":"Darrell Evans","startTime":936.99,"endTime":940.41,"body":"it, it is worth your time. And"},{"speaker":"Darrell Evans","startTime":940.41,"endTime":942.54,"body":"one thing I would recommend for"},{"speaker":"Darrell Evans","startTime":940.41,"endTime":942.54,"body":"entrepreneurs listening this"},{"speaker":"Darrell Evans","startTime":942.54,"endTime":946.26,"body":"right now is you must, at the"},{"speaker":"Darrell Evans","startTime":942.54,"endTime":946.26,"body":"very minimum, keep building on"},{"speaker":"Darrell Evans","startTime":946.26,"endTime":948.81,"body":"your own personal development,"},{"speaker":"Darrell Evans","startTime":946.26,"endTime":948.81,"body":"keep getting the information."},{"speaker":"Darrell Evans","startTime":949.02,"endTime":951.18,"body":"Sure, I'm not saying you"},{"speaker":"Darrell Evans","startTime":949.02,"endTime":951.18,"body":"shouldn't join a mastermind. I'm"},{"speaker":"Darrell Evans","startTime":951.18,"endTime":953.28,"body":"not saying you shouldn't hire a"},{"speaker":"Darrell Evans","startTime":951.18,"endTime":953.28,"body":"coach, I'm not saying you"},{"speaker":"Darrell Evans","startTime":953.28,"endTime":955.44,"body":"shouldn't join an academy or"},{"speaker":"Darrell Evans","startTime":953.28,"endTime":955.44,"body":"community or buying online"},{"speaker":"Darrell Evans","startTime":955.44,"endTime":958.56,"body":"training. What I would tell you"},{"speaker":"Darrell Evans","startTime":955.44,"endTime":958.56,"body":"is at the very bare minimum,"},{"speaker":"Darrell Evans","startTime":958.56,"endTime":960.72,"body":"you've got to pick up books that"},{"speaker":"Darrell Evans","startTime":958.56,"endTime":960.72,"body":"are relevant to what you're"},{"speaker":"Darrell Evans","startTime":960.72,"endTime":963.57,"body":"working on and what you're"},{"speaker":"Darrell Evans","startTime":960.72,"endTime":963.57,"body":"struggling through, and get the"},{"speaker":"Darrell Evans","startTime":963.57,"endTime":967.41,"body":"one or two or three breakthrough"},{"speaker":"Darrell Evans","startTime":963.57,"endTime":967.41,"body":"ideas that could be talked about"},{"speaker":"Darrell Evans","startTime":967.41,"endTime":970.17,"body":"in your world 15 or 20 years"},{"speaker":"Darrell Evans","startTime":967.41,"endTime":970.17,"body":"later, notice, I read these"},{"speaker":"Darrell Evans","startTime":970.17,"endTime":974.13,"body":"books 20 years ago, practically,"},{"speaker":"Darrell Evans","startTime":970.17,"endTime":974.13,"body":"they all still have relevance"},{"speaker":"Darrell Evans","startTime":974.13,"endTime":976.86,"body":"today. Even though we transition"},{"speaker":"Darrell Evans","startTime":974.13,"endTime":976.86,"body":"from an offline world to an"},{"speaker":"Darrell Evans","startTime":976.89,"endTime":981.45,"body":"online world, the principles are"},{"speaker":"Darrell Evans","startTime":976.89,"endTime":981.45,"body":"the same. But let's be clear,"},{"speaker":"Darrell Evans","startTime":981.48,"endTime":984.72,"body":"books are just not enough. And"},{"speaker":"Darrell Evans","startTime":981.48,"endTime":984.72,"body":"you know that right? So I would"},{"speaker":"Darrell Evans","startTime":984.72,"endTime":986.94,"body":"invite you once again to come"},{"speaker":"Darrell Evans","startTime":984.72,"endTime":986.94,"body":"take a look at what we're doing"},{"speaker":"Darrell Evans","startTime":986.94,"endTime":989.85,"body":"with our live master classes. To"},{"speaker":"Darrell Evans","startTime":986.94,"endTime":989.85,"body":"help service based entrepreneurs"},{"speaker":"Darrell Evans","startTime":989.85,"endTime":993.45,"body":"grow each and every month, head"},{"speaker":"Darrell Evans","startTime":989.85,"endTime":993.45,"body":"over to mind shift community.com"},{"speaker":"Darrell Evans","startTime":993.45,"endTime":996.24,"body":"and join there for free. And if"},{"speaker":"Darrell Evans","startTime":993.45,"endTime":996.24,"body":"you're not ready to come into"},{"speaker":"Darrell Evans","startTime":996.24,"endTime":998.58,"body":"the community right now, that's"},{"speaker":"Darrell Evans","startTime":996.24,"endTime":998.58,"body":"perfectly fine. If you've"},{"speaker":"Darrell Evans","startTime":998.58,"endTime":1001.34,"body":"enjoyed today's content, hit"},{"speaker":"Darrell Evans","startTime":998.58,"endTime":1001.34,"body":"that subscribe button and turn"},{"speaker":"Darrell Evans","startTime":1001.34,"endTime":1004.28,"body":"on the notification bell so you"},{"speaker":"Darrell Evans","startTime":1001.34,"endTime":1004.28,"body":"never miss an episode. And if"},{"speaker":"Darrell Evans","startTime":1004.28,"endTime":1007.4,"body":"you're up to it, send this to a"},{"speaker":"Darrell Evans","startTime":1004.28,"endTime":1007.4,"body":"friend who might need one of"},{"speaker":"Darrell Evans","startTime":1007.4,"endTime":1009.71,"body":"these books and what they're"},{"speaker":"Darrell Evans","startTime":1007.4,"endTime":1009.71,"body":"going through in their business"},{"speaker":"Darrell Evans","startTime":1009.71,"endTime":1011.87,"body":"right now. I'm Darryl Evans and"},{"speaker":"Darrell Evans","startTime":1009.71,"endTime":1011.87,"body":"I'll see you next time"}]}