MDH 76 | Turning Passion Into Business

MDH 76 | Turning Passion Into Business


What do you do best, and what differentiates you from the rest? Join Victoria Wieck as she continues to give us tips on how to turn your passion into a business. In this episode, learn tips on how to identify your strength and find what gives you the greatest opportunity to make a positive impact.

Watch the episode here


Listen to the podcast here


Turning Your Passion Into Business

We’re still in the middle of my Do It Now System to help you figure out how you can turn your passion and purpose into a dream business and make a few dollars of profit along the way. We discussed defining the dream and how to set your goals. If you haven’t done so, go back and start over. It may sound like it’s a simple thing, how to define your dream and your American dream but trust me. Go ahead and read it because there’s a systematic way for you to figure out the dreams, not just a pie in the sky kind of dreams, but dreams that you can turn into reality.

It doesn’t have to stay a dream life. Go ahead and read the last episodes about your dream, what you’re willing to do for it and how you’re going to go ahead and achieve your dream, and how realistic it is. In this episode, we’re going to talk about the opportunity. We’re going to talk about the many business ideas you might have, or maybe you just have one. If you have more than one business idea, what’s the big idea that gives you the greatest opportunity to make a positive impact in the world and also to make the most amount of profits?

We would all love that. Ideally, that is easily possible for you. Again, this show is all about real transformation for people who don’t want to waste a lot of time or a ton of money learning how to do it. You don’t want to have to wait years to do it. You can do this now, especially if you’re talking about a side hustle. Let’s talk about what opportunities are out there for you.

Everyone is born with some kind of gift.

Before that, I’d like you to think about what is your why and what is your what. Why do you do what you do and what do you do better than other people? That’s important. These seem like there are philosophical questions, and they are philosophical, but I want you to think about that because when you have your business, go out, and start hustling, you start marketing your business, and you talk about all the things you do or your company does and all the things. They don’t care about what you do. They care about why you do what you do because it matters. To our consumers, it matters.

For example, if you’ve got a healthy food/protein bar that gives you a lot of energy with very low carbs and no sugar, you could sit here and say, “I manufacture protein bars that have no sugar, zero carbs, zero this and that.” You can go on all the things about it, but if you came in and said, “As a young child, I have diagnosed a diabetic. I had a heart condition. All the males in my family died young, and I was determined to make sure that I stayed healthy.”

Once I’ve known how to do that, I couldn’t wait to share it with everybody. That’s a completely different kind of marketing message. Think about your why, why do you want to do what you do, and what you want to do. Think about what is your God-given given gift. In other words, even if you don’t believe in God, I believe that everyone is born with some kind of gift. No gift is any more precious than others, but some people have the gift of gab. Some people have an amazing eye for things. Some people are great mathematicians. Some people love having conversations. Some people are healers. Some people are teachers.

MDH 76 | Turning Passion Into Business

Turning Passion Into Business: Whatever your gift is, find it, even if it’s something you don’t want to do.


Whatever your gift is, find it, even if it’s something you don’t want to do. I know that one of my children is very gifted in writing, but she doesn’t want to have any to do with writing. She doesn’t want to make a living doing writing. She’d write every once in a while when she wanted to. She doesn’t want to be on a schedule about writing. She doesn’t think she’s talented enough, so it’s a no-go. She does other things with her talents that she’s not talented in, but she has a lot of passion for it.

We’re going to discuss this as we move along in this episode. Figure out your why, and then figure out what you’re better at than most people. I’m going to give you some examples. Maybe you’re passionate about photography or food. Maybe you like a certain food. Maybe you want to be a chef or a food blogger. Maybe you want to be a photographer. There are a lot of different ways you can go with the category of food.

It could be gardening and yoga. You could be a yoga teacher or create yoga clothing lines. You could write books. There are all kinds of things you can do, like general fitness, hair, and makeup. We talked about this writing. Maybe you play a musical instrument. Maybe you’re a great writer of music. You like automobiles. Do you like to talk? Maybe it could be a talk show host or a YouTuber. Are you a jogger?

Turn your passion-based business idea into a highly profitable dream business so that you can live the life you want to live, not the life you think you have to live because you’ve got to pay your bills.

We can, believe it or not, know how to monetize your passion for jogging as well. I listed a few things. If you’re like most people, you might have more than one thing that you’re good at. For example, I love to read. I have been reading when I was growing up in South Korea. I read a lot because that’s how I saw the world. You’re living on a tiny island. I lived literally on an island within Korea. Korea is a peninsula. We had no internet. Nobody had internet at that time around the world. We had a TV, but the connectivity wasn’t there. It didn’t get as far to a remote island at that time.

We got mostly snow, and sometimes we’d get one little slip snippet of news, but we were sheltered there. I have read a lot since I was maybe four years old. I read picture books then. As I got older, I read fiction and historical novels. Everything I could get my hands on, I read. I love books, and then eventually, I learned to write and wanted to write. I love writing. I was very talented in art like painting and designing. What do you do? Do you become a writer? Do you become a writer and a designer? Do you become a writer and a painter?

Most people have more than one thing they’re good at, and it’s natural. I also love photography. Now, list out all the things you see yourself doing passionately for the rest of your life. If you don’t know how to go about doing that, and you’re like, “I don’t know. Is this going to make money? I don’t know if I’m going to love this. If I do this eight hours a day, would I love it?” don’t conflate all these other decisions. Only think about what you see yourself doing. Can you see yourself taking pictures, traveling, taking more pictures, and editing for the rest of your life if you’re a photographer? Can you picture yourself constantly evolving, educating other people about fitness, and sharing your passion?

MDH 76 | Turning Passion Into Business

Turning Passion Into Business: Pick the one idea that represents the biggest monetary potential with the least amount of effort.


Can you imagine yourself doing that? Envision what your life would be like if you chose one thing out of the whole list. There’s a lot, more or less. It’s important that you narrow it down to one thing. It’s tough to start three businesses and make them all succeed at the same time. Pick one idea, and we’re going to pick the one idea that gives you the most that represents the biggest monetary potential with the least amount of effort on your part. Next episode, we’ll talk about the target audience, how you identify them, how you reach out to them, and how you message them.

Let’s go back to this lesson about how you find the idea with the greatest opportunity. I have a worksheet that helps you do this. You can go to my website,, and download this worksheet so that you can plug in all your hobbies and interests, and you’ll be able to figure out exactly where you belong in terms of which idea is going to give you the most amount of satisfaction and profits.

In the meantime, I will tell you this. I’ll give you a hint. A simple way to figure out this is, “What would you do with your time if you knew you never had to worry about money?” If you’re competing with several ideas, you might be good at photography. You might be good at musical instruments. You might be good at cars, fixing cars, or buying and trading cars. This exercise will teach you how to figure out where you are going to get the most enjoyment and where you are going to get the most amount of money. Which idea is going to get the most amount of money?

It gives you a self-examination of competing ideas. Come to or and download that worksheet, and you’ll find that very interesting. This is all about turning your passion-based business idea into a highly profitable dream business so that you can live the life you want to live, not the life you think you have to live because you’ve got to pay your bills and you’re stuck at a job.

I look forward to the next episode because we’re going to kick it up in high gear and get into your target audience, pricing, and negotiating. All of that happens in the next few episodes. Until next time, please stay happy and healthy. Remember, happiness is a choice, and I hope you make great choices. Please do me a favor. Can you please share this episode with at least one friend or person? Please hit the subscribe button. I know I’m asking for a lot, but please leave me a review because that’s how other people find me. Thank you so much for reading, and I’ll talk to you next episode.


Important Links


MDH 75 | Goal Setting

MDH 75 | Goal Setting

Everybody has a dream but those dreams need a set goal. As an entrepreneur, you don’t have the risk to make a mistake. It’s important that you learn how to set goals so that you succeed with very low monetary risk. Join Victoria Wieck as she talks about the goal-setting system she uses, called the SMAART System. Your goals need to be specific, measurable, achievable, accountable, repeatable, and time-sensitive. Learn more in today’s episode as Victoria goes through each process so that you can start achieving your goals.

Watch the episode here


Listen to the podcast here


Goal Setting For Success

Welcome to another episode of the show. This is a special series where I discuss my own journey to entrepreneurship or my own journey to how I started with nothing but under a few hundred dollars to build my eventual empire. Many of you have requested that I do that. You want to know how I did it and whether or not I could share my own personal journey with you. Here we are.

I try to make it very doable for everybody. I do believe that every single person reading this can achieve their dream life. Their dream life could be becoming a multimillionaire or somebody who has all that plus having an amazing family or building back the community you live in and impacting the world in a positive way. Dream big. Let’s tackle this.

This is part two. If you haven’t checked the last episode, it’s about defining the dream. This whole series is about the do-it-now system, which I broke down into seven steps. They are defining your dream, defining the biggest opportunity, igniting that big idea within you, finding your target audience, how to negotiate everything with your employees, landlord, customers, or everybody else that is in your ecosystem, and how to monetize your opportunity, and then how to win the game. It’s called the do-it-now system. This is still within that first defining your dream phase.

Setting Goals

A lot of people have a dream. They’re like, “I want to leave my horrible boss. I’m going to ditch the commute. I want to make a lot of money. I want to work half the amount of time.” All of that is great, but you got to start learning how to set goals that will cause you to achieve that. Set goals so that you have a reasonable guarantee that your goals will come true, and there is a real trick to this. I’ve walked through this myself. This episode is all about setting your goals based on the dream that you have defined in the last episode. If you have not read it, please check it out because it’s very important that you go through this in order. There are only seven steps, so it’s doable.

First of all, I want to differentiate how you’re normally taught to set goals. If you go to MBA school or do a lot of digital learning, there are all these buzzwords about how you set your goals, and I’ve done all that. What I found out was that in the MBA school system or any other marketing guru’s special system, you were taught how to plug into a corporate world, how to plug into a marketing department, or how to plug into a system that’s already in existing, and then you survive in that.

If you’re on your own and you’re an entrepreneur, you don’t have a chance to make a bunch of mistakes on somebody else’s dime. You make the mistakes on your own dime. It’s important that you learn how to set goals so that you succeed with very low monetary and time risk. It’s one thing to lose the money you invest, but then also to give it your all and then not make any money. That’s a double whammy in a bad way. I didn’t have parents or colleagues who could support me. I didn’t have anybody who would give me a loan, so I had to do it on my own. It’s low risk but has a high chance of succeeding.

Learn how to set goals so that you have a reasonable guarantee that your dreams will come true.


Let’s get to this. This goal-setting system is called a SMART system. Some version of this is out there, but I have my own way, which is a slightly different version. The S stands for Specific. Be very specific. The M is to make sure it’s Measurable. It’s important that you find something that’s achievable or attainable. The A is to be Accountable. Somebody has to account for the goals you set. If you don’t meet those goals, you got to hold yourself accountable or have a system or somebody remind you, “You didn’t do this. You got to go back and try harder to meet that.”

The goals that you set must be repeatable. It’s not a one-off. For example, you set a goal this month and want to make $20,000. You make it but did it at the expense of last month’s income and next month’s income. You gave everybody discounts. You did everything you could, and it’s not repeatable next month. That’s not sustainable. The R is to make sure that it’s Repeatable. The last thing is to make sure it can be done in a timely manner. When you say, “I want to make $100,000 this 2022 with my side hustle,” 2022 is a time-sensitive thing. It’s not, “I want to make $100,000 some year.” That could be 10 or 20 years from now. Those things don’t count.


Let’s go back to my way of calling it a SMART system goal. Number one, what do I mean when I say be specific? Let’s say you set your goal of defining your American dream. You want to work less. You want to spend more time with your family. You want to have the financial means to take care of everybody around you, which could be your neighbor, parents, or sisters, and you want to do it in your own way by doing something that you love to do. These are your goals. If you break it down, be very specific.

In my own case, back in 1989, when I started my company, I worked for somebody else for several years before that. I realized that the lifestyle I was living was not attainable. I was commuting 90 minutes to work each day, and I was working somewhere between 10 to 15 hours a day, depending on the stress level that my boss had. That wasn’t sustainable. I was not going to be a healthy employee. I was coming to work mostly exhausted. I was sleep-deprived, so during the weekends, I slept. That was not sustainable.

I could not imagine how I could be a good mother to my two children, so I wanted to leave, but then, I had to figure out how I was going to make it work. Back then, I was making a lot more money than my initial goal. If everything went my way and I hit my home run that month, I wanted to be able to make $2,000 per month, which is $24,000 a year. I was making more money than that with my MBA degree, but I was not willing to work the hours that I was working or the commute. I was willing to work about 20 to 25 hours. I would grudgingly work up to 30 hours a week, but no more than that.

My ideal scenario was working for twenty hours a week and earning $2,000 every month. If you break it down to those units, you think to yourself, “How do I get the $2,000 a month?” I started a small jewelry company. I worked with the numbers that were already out there because I didn’t have a whole lot of experience with direct mailing or anything else. The industry standard at that time in 1989 was that we did a lot of direct mailing. I didn’t have money to buy the mailing list, so I borrowed lists.

MDH 75 | Goal Setting

Goal Setting: Use the SMAART System for goal setting. Your goals should be specific. They must be measurable and achievable. You have to be accountable. And, they should be repeatable and time-sensitive.


There used to be a whole industry called travel agencies, and those travel agencies had phone numbers to stores and places you could visit. They had the gift shop managers’ names and corporate addresses, but their contact points were dusted everywhere, so I would jot them down and mail them. I sent that mail with a postage stamp. The industry standard was that the return rate on your direct mail was something between 5%$ to 10%, depending on the quality of your mailing list and also the quality of your product, and how well they are matched.

I thought to myself, “I’m going to go on the low side. I’m going to figure out that there should be a 5% return.” When they returned it, they didn’t tell me that when they respond, you still only have a 50% chance of closing the deal. They might be interested in you, but when they find out that you’re brand-new and you don’t have an office, they don’t know who you are, they don’t know if they can trust you, meaning they don’t know if you can take care of their money or deliver the goods, you don’t have a chance to close the deal.

I would get those lists, and I would type up those little letters. It was mostly formed letters, so it was pretty easy to do. If I sent out 50 letters a day, that’s 250 letters a week. Those letters didn’t take me more than a couple of hours a day. Five days a week is not a whole lot. The research took me some time, but you can see that if I got 10%, that’s 25 people, getting back to me, or 5%, that’s 12 or 13 people, I can close five of those people. If I did that for four and a half weeks a month, I could make the $2,000 a month possible. If I couldn’t do it, I would up the number. I would do 75 letters a day, which is a little bit more challenging within that twenty-hour period.

I broke it down to specific numbers. I was like, “How many hours am I willing to work? How much money do I need to make?” I then broke it down to, “How am I going to accomplish this?” It turns out that my conversion rate was high. I got closer to 10% of the people responding, and I was able to close on more than 70% of them. I made more than $2,000 a month from the first month. That was an amazing thing. In fact, within the first eighteen months, I hit a number of $1 million. I never even thought about a number like that. I’ll go over how we did it in the next segments about how you identify your target audience, market to them, and all that other stuff, but in this episode, let’s go back and focus on setting goals.

Being very specific is important. Break down your goals to the smallest units you can possibly get. I can even get down to how many hours I could work. Also, when you are specific, you have to be specific about the non-negotiables. What are your non-negotiables? What are the things that you don’t want to negotiate at all? For me, a 40-hour workweek was a non-negotiable. I don’t care if it’s temporary or long-term. I didn’t want to work 40 hours a week.


When my kids were younger, they didn’t get sick from Monday to Friday. They don’t need mommy 40 hours a week. You have to put your foot down and work around their schedule, and I did that. The next category is being measurable. Make sure that you can measure your progress. You can measure by thinking, “Am I making $2,000 a month? Am I sending out so many letters a month or a week that justifies a $2,000 a month?” The other thing you have to figure out is you got to measure everything, like your return rates and conversion rates.

Break down your goals to the smallest units you can possibly get.

If your conversion rate is 60% to 70%, that’s great. You’re going to make $2,000, $4,000, $5,000, or $10,000 a month, but let’s say you send out 250 letters. You get back something very small. Only 10 or 20 people are calling you back, so then you have to convert even lower. You’re measuring those yards with a certain yardstick and go, “This isn’t working.” You either have to figure out how to enhance your marketing message, or in your product category, maybe you can’t get a list that’s ideally matched for you, so you have to work harder. Whatever it is, when you measure, you know what to do.

Let’s say you’re getting 10% of the people responding, but you’re only converting 1% of the 10% of the people. It means that when they give you a chance, you are not converting somehow. You got to figure out, “What am I doing wrong where I’m getting people interested in me but not converting?” It gets you back to where you can track your progress, where you need to tweak, where you need to work harder, and where you can work less. Your conversion rate is 10%. Maybe you don’t need to write that many letters because you only need 5%, but maybe you need to work on your conversion method.

Being measurable is very important. For me, I always track how many hours I’m working. It’s easy to think, “I’m working for myself. I’m my own boss. I can do this later or tomorrow.” If I look at my calendar and I’ve already worked for six hours, I can be like, “I can work another fourteen hours sometime on Friday.” You got to be disciplined and figure out which days you’re going to work and how you can continue to measure. We’re going to talk about accountability a little bit later, but it’s important that you measure your progress every day so that you can hone in on your technique for setting your goals and making sure that you give yourself the best chance of succeeding.


Also, make sure that your goals are achievable. When I say that, you have to have a short-term goal, a midterm goal, and then a long-term goal. If your long-term goal is to make a whole boatload of money, or you want to be known in your industry, or you want to help out everybody that’s poor or all the pets that are suffering, whatever your goal is, that’s 10 or 15 years from now. You might work your whole life on that, but you may not mind it.

For me, the journey is the most beautiful thing. What can you achieve in the next measurable time? A monthly goal of $2,000 a month was very achievable. Instead of saying, “I want to make $10,000 a month,” right from the get-go, I wanted to have a great foundation for my company so that every customer is real and I can continue to build on it. I want the customers to test me to make sure that I like them and that they like me. I didn’t want a huge order. I wanted them to test me with a small order so that there was not a whole lot of risk for them and for me either.

Make sure that your goals are achievable. I overachieved, so the next year, I increased my goal a little bit, and then the following year, I increased even more. I increased my goal for my monetary income, but I also reduced the number of hours I was willing to work. I became a lot more efficient over the years. Make sure that your goals are achievable and have a way to measure what you’ve achieved against your goal.

MDH 75 | Goal Setting

Goal Setting: You have to have a short-term goal, a mid-term goal, and then a long-term goal. Make sure that they are all achievable and that you have a way to measure what you’ve achieved against your goal.



The next category is being accountable. This is a huge thing. It’s true with weight loss, bodybuilding, fitness, and making money. Everything has to do with accountability. You got to hold yourself accountable, especially when you work for yourself. Every day, for 24 hours, you can sleep or go to the beach and come back. It’s hard to be disciplined and say, “I want to give my company the best chance to succeed.” Some people overwork. Some people work from 6:00 AM until 12:00 AM every day. They don’t know when to stop and take a breather. Some people are procrastinators, and they don’t do what they said they were going to do. They check the boxes or think there’s a tomorrow.

Make sure that you have a support system. I know that for me, in the first few weeks, things were rough. Back in those days, I gave them 30 to 45-day terms, so even when I did sell things, when I invoice people, they didn’t pay me back for the first 30 days or more. If we’re manufacturing this stuff, I’ve already paid my vendors. When I receive it, I have to send it to my customer, and they have 30 to 45 days to pay me. There was a gap between what I paid my vendor to what I was going to get paid, so there were times when I was short of money.

I would never explain that to my parents, but my mom would always ask me, “How did you do? How many letters did you send out? It’s amazing that you’re able to like send out these letters every single day. It has to get boring.” She didn’t realize she was holding me accountable because sometimes, I would be having lunch with her, and I think to myself, “I forgot I took Monday off. I should have made up for Monday by sending out 100 letters today. I’m now having lunch with her, so today’s already shot. That means that I should cancel the time that I have with my husband this weekend. We’re supposed to watch a movie. I’m going to use those 3 hours and pump out 150 letters that I didn’t do the last 2 or 3 days.”

Sometimes, when you send out a letter with a postage stamp, which was all I had because we didn’t have an email back then, it goes over 3 or 4 days. Some people would write back to you. Some people would call you back on the telephone. It may be a week before you see any results from anybody. Even the people that are responding to you could take a week. That whole week is very excruciating for you to wait. You could get discouraged to say, “I don’t want to do it. Why bother? I haven’t heard from the last 1,000 people I sent a letter to.” All those things could happen, but if somebody is being accountable and asking you what you have done, what’s working for you, and what’s not working for you, it is a trigger.

We didn’t have a whole lot of money. My parents always would tell me, “I’ve heard it’s hard to start a business in America. I’ve heard that most businesses fail, but if anyone can do it, it’s you because you’re persistent and don’t take no for an answer.” My parents would always tell me these things, but I’m sitting there knowing that I blew it off. I used to watch Charlie’s Angels and Mission Impossible way back when they were a weekly series. Sometimes, I go from episode to episode because I have nobody to talk to during the day. Everybody I knew was at work. I wasn’t helping out my family and my company at that point, so being accountable or having somebody hold you accountable is important.


There is this idea that whatever goals you set should be sustainable so that they can be repeatable on demand. If you say, “$2,000 a month is something I could do with my eyes closed. That’s something that I could be paid every single month. I can count on it. That’s my safety net,” then you can up your goals. It’s something that’s doable, sustainable, and repeatable every month and every year so that you can work with what’s working. It’s important that you continue to build on that.

Your goals should be sustainable so that they can be repeatable on demand.


Lastly, make sure that every goal you set is time-sensitive. For me, I started with monthly goals. Once a month, I would check how many letters I sent and how much money I got. When I broke it out to weekly, it added the urgency. I needed to make $400 to $500 a week. In my memory, what I did last week was a lot closer than what I did last month. I thought, “I had a zero week last week. Nobody bought anything. I better get on the stick here. I need to at least find three customers even if they buy very few things so that I have a little bit of a cushion for next week in case I have two bad weeks in a row.” Make sure that it’s time-sensitive and not someday in the future. You should think of a time that’s tied into action.

Even back then, a lot of people didn’t make money. I made more money, but what’s important to me is that I was able to make the $2,000 a month by working twenty hours a week by myself with no outside help. I didn’t have any help. I didn’t have an assistant. I did buy a 1-800 number, which was $200 a month. That added to my expenses, but I was able to do more every single month.

I hope this lesson about goal setting has been very helpful to you. In the next episode, we’re going to go into what’s the biggest opportunity you have to monetize in a big way with the least amount of effort and the lowest risk factor financially, time-wise, and career-wise possible. I hope you enjoyed this. In the upcoming episodes, we’re going to pick up the pace and go down to the whole seven-week program. Then, I have three weeks of bonus. After you reach all that, I’ll give you a little bit of extra information on how to scale your business and a lot of the basic stuff about building websites. That’s one of the few things you do need that I didn’t need back in 1989.

I hope you enjoyed this episode. This whole series of episodes was created based on the audience’s requests. Many of you have written to me wanting to know how I did it personally and if I would ever share it. I would share it. That’s why I started this show. It’s so that I can help other people succeed. In my family, it has always been a family belief that successful people don’t have to talk about how successful they are. Successful people go out and help other people succeed. That’s what I want to do. I want to be successful and create a lot of successful people. I will share everything.

I would appreciate any feedback you have. I would also greatly appreciate you sharing this episode with at least one friend so that they can benefit from it and our voices can be elevated and amplified. Until next time. Remember to stay healthy and happy. Also, remember that happiness is a choice. I hope you make great choices. Thank you.


Important Links


MDH 73 Dr. Victor | Empowering Your Reality

MDH 73 Dr. Victor | Empowering Your Reality


Have you ever wished to do what you’ve always loved or found a way to work fewer hours and still have all your career dreams come true to enjoy life fully? In this episode, Victoria Wieck’s guest is somebody who did just that. The author of two books, business mindset coach, Certified Pediatric Chiropractor, and holistic practitioner, Dr. Victor Manzo Jr. helps individuals gain clarity and break habits and patterns that prevent them from reaching their full potential. Today, get to know more about his journey to finding his passion and purpose and gain insights on how you can empower your own reality.

Watch the episode here


Listen to the podcast here


The Road To Greatness: Empowering Your Reality With Dr. Victor Manzo Jr.

You have heard me talk about this one topic over and over again. How do we all do what we love and find a way to work fewer hours and still have all our career dreams come true so that we could enjoy life and live the life that we deserve to live, not the life we think we have to live. In this episode, I am so excited to have a conversation with somebody who did that. Not only did he do it, but he did it in the category of business that is extremely difficult to position yourself and get ahead.

He used to be a full-time chiropractor. He still does this if somebody needs it, but he spends time coaching other people on how to do exactly what he did because he has found the formula for success. What I mean by success is not fast fame, fortune, and money, but about how to achieve your financial peak while at the same time still having all of the gifts of life that come your way. Without further ado, I want to introduce Dr. Vic Manzo. Welcome to the show.

Thank you for having me. I am excited to be here.

I said about you being a chiropractor but long before that when you were first born, you are the most unlikely chiropractor I have ever met because my father was an acupuncturist, which falls into the same category. He was the president of several different universities that taught that. It is a tough way to let people know what you do, especially if you are not in one of those big cities, people do not even know what a chiropractor is. They are like, “Is that a real science?” Most people do not realize that is a four-year course after you graduate from college so it is a Doctorate degree.

You came from a very blue-collar background. Your parents were not rich. They were not particularly hyper-educated. You somehow had to have some motivation that was given to you, like your DNA or you are self-motivated to go in that direction. From that beginning, tell us how you achieved all that you achieved and what you do now.

One of the things that always kept me moving forward was seeing the suffering that was going on and the arguments that you see. As a child, you do not pay attention to what people say. It is the reactions and the modeling that you saw. I saw this heavy presence and heavy attachment to finances, but we did not experience much of that.

My parents lived paycheck-to-paycheck going through that. For me, maybe it was by design in some way, but my father always had me go work hard and lay carpet with him. He is like, “I am going to show you what hard work is all about so you do not do what I do.” My grandfather used to make me go work with him. He was very successful in business from a restaurant standpoint, but then he gambled all his fortune away.

He had to work and he is like, “I do not want you to be a dummy like me.” I got to see that and they were trying to teach me their lessons. Throughout my life, it was always like, “I am not going to do that. I am going to be something different. I do not want to go down that path.” I have seen the emotional struggle, the limitedness, and the fears. I am an empath so I felt that even deeper. I was like, “What do I even want to do?” I was always thinking of the big stuff, like a lawyer, accountant, or maybe a chef. These are all these different things until chiropractic showed up and found me because I used to be very big in health and fitness and did everything from supplements and exercise.

My mom is a fitness instructor. I was doing everything right at nineteen years old. I have been doing it for six years and then all of a sudden, my health kept going lower. Long story short, I went to a chiropractor. I came back to the one I used to see when I was a kid. Within three months, I was in the best shape of my life. I felt absolutely amazing. That is where it, all of a sudden, sparked something. I am like, “What is this chiropractic thing? I want to learn more about this.”

I was telling the chiropractor, I am like, “You do this thing to me and that is going to take care of the laundry list of stuff I have going on?” He was like, “Yes. Pretty much.” I was like, “I got to learn and understand this.” That is where my drive came from there. I wanted to be the best chiropractor that I can possibly be for whoever I am serving and to continue to do that. That was a drive that kept me going through my career to get to the levels of what I was doing and so forth.

Embrace the darkness and see it as a teacher. See the wisdom that it teaches us. Have a different perspective rather than thinking, “This isn’t good.”

I am going to unpack that because I am going to get into how the work of chiropractic or the journey of it is very similar to the entrepreneurship journey. There are no quick fixes. You have to take care and have a pulse on your body, have a pulse on what is going on, and you keep on tweaking. A lot of this is art and trial and error as well. There is real well-proven science to that, but still, everybody is different. Your parents tried their hardest and they failed at many things. A lot of people either succeeded or made one mistake and then they are living paycheck-to-paycheck.

Your father did not make a check until he was working with his hands or his body manually. You got yourself motivated and you get into chiropractic. I am sure you found out that as much as you loved it, believed in it, and you want to go fix everybody drug-free, there was such a resistance to the science of chiropractic. Everywhere I go, I have a chiropractor on retainer. I travel a lot. I have traveled 4 million miles before COVID happened. I kid you not when I go to Minnesota, I have a chiropractor there. Not that I feel like I need to go see them the minute I land, but if I ever got in trouble, I want to know there was somebody there rather than going to a hospital.

I am a firm believer in that but I also know that having been recommended by chiropractors to other people that I know who suffer, there is such resistance. A lot of Americans would rather get surgery on their shoulders before they will even try it. It is amazing that you somehow found your financial peak in that area. That had to be hard for you to build a practice and business in that chiropractic.

Yes and no. I had to figure out what my message about chiropractic was because there is such a misunderstanding. Let’s say I adjust a newborn and patients would go, “Why does a newborn have to come here?” I am like, “Do you want the short answer to the long answer? What time do you have?” They say, “I only got ten seconds so I will give you the short answer.” I will explain how the brain is developed, how fast it grows, and all that. I say, “Would you want that for your child to be on track making sure it is developing the way it goes? Symptoms may not show up, but there will be things that will be going on, or do you want to take it by chance?”

They are like, “I did not know that. That is interesting.” When you talk to an adult and mention chiropractic, the first thing they are going to think of is, “Chiropractors just take care of back pain, neck pain, and headaches.” This is me figuring out my message of how I wanted to explain chiropractic because once I got authentic and congruent with myself, then all of a sudden, I set goals. It was happening because I was being true to me and what mattered most to me. I would tell people, “Chiropractic does not treat any illness, conditions, symptom, or disease.” Scientifically, we do not.

The reason why is because if I make an adjustment, no matter where I am adjusting, it may be the neck or lower back, how do I know it is helping the lower back? I can make an adjustment to your neck and someone can regain bladder function. A kid can get an adjustment at the mid part of their neck and all of a sudden, they are not peeing in bed at night anymore. There is no one thing to one thing. A lot of times, what happens in society, and this is mainly because we are mainstream medical driven, is that we think treatment is for everything. Chiropractic is not a treatment.

We do not do one-to-one. It is one-to-many. That is where the difference comes in. When I started educating my community on that, they started to see how it was more related to health just like working out, eating right, and sleeping right. The more you do those things, the better your health is going to be. The same thing came in with chiropractic.

You were dialed in on your messaging. What you said is interesting because a lot of chiropractors get so defensive and they do not know how to explain what they do. They do not like doctors. They talk badly about the medical community. There are a lot of things that they do that I do not agree with, but still, a lot of chiropractors are not clear on their own messaging. They do not believe that their messaging is going to work. You being brutally honest about what you can and cannot do, you are serving your community even if they do not come to you.

Simply by educating and setting an example, you were able to attract a certain number of your target audience. That is how you grow your chiropractic business. After you hit what you thought was your American dream, which is to be making a living and doing what you love to do. You became a chiropractor because you believed in it and then you are at your financial peak yet you were not happy according to your bio. Why were you not happy or not emotionally fulfilled?

It was one of the things where I looked at my wife and said, “We can have almost anything we want. We can enjoy what matters most to us. I was shocked that this was it.” I was conditioned to listen to other successful chiropractors telling me what success was. When I got to that point, I looked at my practice and I was like, “This is not what I want. I am not feeling like I am making a dent in the movement of health care and why I became a chiropractor in the first place.” Within a six-month period, I was letting go of patients that did not fit into the office anymore. We took a 40% hit financially, but all of a sudden, I was like, “This is where I want to go.” It was being a pediatric chiropractor.

MDH 73 Dr. Victor | Empowering Your Reality

Rediscover Your Greatness: A Guide to an INSPIRED and FULFILLED Life

I wanted to get into pregnancy and fertility. When you talk about pregnancy, there is so much fear being into the mindset and the psyche of women. My wife is pregnant and one of those things is the stories that people will say where it is like, “We are going to have a home birth.” They are going, “I wish you the best of luck with that.”

The advice that you give is you would never give that to someone who is starting a business or trying to heal from something, but for pregnancy, it is all this fear. I was like, “I want to be that person. I do not care what happens. If we succeed, we succeed. If we do not, we do not. I am going to go all in. I am going to help out kiddos because their health is declining like crazy. I want to be able to help make a dent in my community at least.”

We went to pregnancy and so forth, and I made that whole shift. Six months later, we were breaking records in the office. We were soaring back a year later to where we were and we maintain growth from that point. I was so less stressed. I was working less. The process was amazing because I was living my truth and what mattered to me now.

What was a chiropractor to Vic Manzo? What did that mean to be a chiropractor? What was my purpose? What do I want to do to serve at that level? We served about 50% of pediatrics in our office. It was kids coming in, getting adjusted regularly, and making sure their nervous systems are in alignment so they could show up being the best version of themselves.

My granddaughter was ten months old and I went through with this exact same thing. I am going to digress and backtrack for all of you who are reading this message. Many of you have known me for many years on TV. You may not have known that my father was an acupuncturist who believed in anything other than going to prescription drugs or surgery as a first thing.

He was a medical doctor back home, but he used to always say, “I do not understand why they call acupuncturists, chiropractors, and acupressure alternative medicine. That should be the primary way you treat your body. What is worse? Getting a bad adjustment from your chiropractor or a surgery went bad?” It is pretty drastic.

Don’t you at least owe yourself to try to do other assets? Here is a true story. My granddaughter is ten months. My daughter went through natural birth. She did not realize she was already for epidural and everything else, but because she was so well-prepared with her body, by the time she felt something moving, she thought, “I do not know if I am in contractions or not.”

Long story short, by the time they got in the car and got to the hospital, which was twenty minutes away, they were telling us she was at 5 centimeters dilated. They took her to the ER. She had the baby within 30 minutes of it then they admitted her to the hospital. They do not have time to give her admission forms. She is chilling out in her room with a healthy newborn.

The next day, they came back with like, “We forgot to admit you to the hospital. Here is your admissions form and a discharge form.” A lot of people do not realize this, but most babies actually are born with their heads favoring one way or the other. Her pediatrician recommended seeing a specialist for this.

There were going to recommend a $5,000 helmet for a baby. Coming from my background, I had questions like, “How uncomfortable is it for a newborn to be in a helmet? Does it sweat? What does it do?” They said, “It sweats and it is quite uncomfortable. They will have some problems with sleep.” I looked into alternative ways to fix this. We went to the osteopath once a week for about four weeks and then once every other week for the next month, and then once a month. Her head is perfect. No medications and the kids still sleep twelve hours a day. Every night, she goes to bed at 6:00 PM and gets up at 6:00 AM. It is amazing. That is what I wanted to tell you about pregnancy and children.

Instead of doing time management, which is fine and good, do energy management. Where are you going to get the biggest bang for your buck?

Let’s face it, professional marketers know that fear is one of the most profitable businesses so they sell fear. If you go to a chiropractor, they might break your bone when in fact, when you look at the real risks of the treatments, surgery going bad or you are not waking up from anesthesia or recovery going back, all those things are much more drastic than natural ways of healing yourself.

Getting back to your story, I see why you wrote the book entitled Rediscover Your Greatness because here you were, you thought you were doing an amazing business. You are an amazing chiropractor, you thought you have achieved the pinnacle of your success, but then you had to rediscover within that framework something that is even greater than what you were already doing. Is that when you wrote the book or did you write the book after?

It was a couple of years after. I was looking at what can help the greatness of individuals thrive and what that looks like. I walked through and talked about the different fabrics of life from the Law of Focus of who we are, how are we a creator, and how we choose our lives, and because of all the things I did in those few years before.

By shifting your focus and going in the direction that you wanted to go, wanted to own your chiropractic business, and practice your chiropractic skills on your terms on the people that you thought you would have a positive impact on. You went from working full-time to working fewer hours, and you have got absolutely more emotional freedom, but did it also help you financially? Did you grow up financially or was it at a cost?

Being a family wellness chiropractor, I was always told, “You have to work at least four days a week plus a weekend.” I started to build this confidence and I was like, “I chose to do these pediatrics.” I had to cancel my weekends and my practice grew. There is a law of least effort which states, “Anything in the world, anything in life, anything always has a minimum amount of effort to get the maximum gain.” That does not mean you can do more effort, but you are not going to maximize the gain. There is only a certain point that you are going to get to for every effort that is created. I was like, “What is the least effort I can do to keep my practice where it is or continue to grow?”

We started looking at our hours and getting creative. We are like, “What are the times that I want to work compared to what I was told to do or what most chiropractors do?” For a few years, we worked fourteen and a half hours a week, which means I was in the office fourteen and a half hours a week. The average chiropractor works about 24, 25, or 26 hours, give or take. I was almost half of that. It was one of those things where at the same time, I continue my growth. I was still growing at least at a minimum of 10% to 20% per year from a profit side, not a sales side. We never had a negative down year and it was wonderful. We were breaking records still. It was unreal.

Even during COVID where most chiropractors took hits of 35%, 80%, roughly. We took a 40% hit, but we regrouped and re-centered, and then we were breaking records in that year and continuing. I sound like a broken record, but it is what it was. Being authentic is what mattered to me. I am all about, “What is the least amount of work I have to do to get the greatest gain possible?” That has been my model in my life of trying to figure that out. We did it with the practice and it worked wonders.

The Law of Diminishing Returns is real. The military is a great place where they discover all kinds of experimental scientific backgrounds. If you are shipping something to QVC or HSN and I will make a piece of jewelry and they will sell 10,000 pieces of the same item, on any given month, I will be on TV and we go through 100,000 of something.

What happens is when they do a QA control, if you have twenty people checking the 10,000 of the exact same piece over and over again, the first few hours are very productive. They catch everything, every single stone that is missing, but after they hit about 8 hours, the next 10 hours, even if they are going to sleep, the next day they come back, they do not catch everything.

They are almost better off that they randomly pick 125 pieces. You can pick blindly and make sure that they check those. Believe it or not, they are more accurate in checking the 125 pieces than having somebody check all 10,000 pieces. That is a real deal. That is how most of these companies do their QA control. That is what we described as the Law of Diminishing Returns because your eyes cannot see the difference after a certain amount of time. A of times, many of you have spoken to me personally after a speech that you are exhausted and working.

MDH 73 Dr. Victor | Empowering Your Reality

Empowering Your Reality: What is the least amount of work you have to do to get the greatest gain possible?


You used to work 60 hours a week in corporate then you leave. You loved it when you were working 35 hours a week because you had to make enough money. You are now working 60 hours a week and making half the money. You are worried about whether or not your kids are eating healthy food or they are driving through a fast food thing with their dad. You certainly have found a way to maximize returns where your efforts are at their peak, not by working too many hours but by working the right amount of hours. You now have a path forward. Is that what you are sharing with your audience and how do you help other people?

It is all about health. You shared it greatly and the same thing with the mind. They have done studies on peak performance in the mind and what it can handle. A lot of times we think we got to keep grinding things out and what we know is that is so the opposite. That was old research about muscles and it was like, “We challenged a muscle,” and then they started seeing similarities in the brain.

What we know is the opposite. The brain likes to rest. Your heart beats all the time. It never stops. It never rests, but if you look at what the heart does, it works nine hours a day when you add up the time. It contracts and then relaxes. The reason why I shifted these gears is I wanted to maximize my energy in what I do and maximize my focus so that when I am doing something, I am 100% there.

I may have worked only fourteen and a half hours in the office. I probably worked about twenty hours a week in my business for chiropractic. I did podcasts. I had a book. I had another coaching business that I was doing but I was able to jump into each of those and it was that. The more you can laser focus in and hone in, some people call this flow state, and some people in athletics call it the zone, this is a true place to be when you are hyper-focused on what you are doing.

Do you have infinite energy? I can continue to go and go. It is one of those simplest things, but it is knowing how you can break this up so you can manage your energy. I teach a lot of my clients and I share a lot of this stuff instead of doing time management, which is fine and good, do energy management. Where are you going to get the biggest bang for your buck? For me, I am more effective when it comes to creative ideas first thing in the morning. All my good stuff comes in the morning. That is why I do it in the morning.

In the afternoon, I am doing more of the stuff that I got to get done. It is not the good creative stuff. It is maybe my socials. I will get that stuff out then because I know how my brain works, I know what works for me. This is something I share with my clients a lot. Knowing your type, are you a bear, and look at where your performance is going to be at most time.

I do not work out in the mornings because I do not have the energy there. I can work out but I do not hit the levels of where I want to go in my workouts. If I work out between 12:00 PM and 2:00 PM, that is prime time for me. I can go in, do a hard workout, hit the numbers, break some personal records, and go exert as much as I can.

When you are doing mental work, research has shown that it is anywhere from 30 minutes to 2 hours max peaks. You got to find what works for you. You got to play with this. You will know because your productivity or creativity starts to slow down or you start to get a little tired then you know you hit your max and you start playing with this until you figure it out. Mine is an hour and a half. That is what I know I can go to the max with then I need to take a break.

I completely agree with you on that. I am a very productive person in the morning. I am in the middle of writing my second book. I wrote science fiction, I am writing my second. I wrote from 5:00 AM to 7:00 AM because that is when I am most creative, but if I asked twenty entrepreneurs, “What is your most productive time?”

The truth is they do not know because you are too absorbed in your schedule and going with what is on your calendar, what your admin assistant tells you what you got to do, and you are just going until you mentally crash. You do not even realize it. The whole idea of taking an inventory of why you are here? What is your purpose in life? What are you passionate about? What impact do you want to have? What do you want to focus on? What do you want to align yourself with the belief system?

The universe is always there to support us. Every step of the way, it’s always there for the good. Everything’s always a win in life.

Also, take an inventory of your body. You got to understand that if you are a morning person, you probably are going to be most productive in the morning. You want to do the most important things in your life when you are most productive. I could not care less if I am burning 200 calories or 20 calories. I do not do that in the morning.

I love my science fiction. I presented it to a bunch of publishers and they all loved it. They asked me to write three books. Not only because they told me, but I loved the story and I wanted to write it so I am willing to get up an hour earlier than I normally do and write between 5:00 AM and 7:00 AM no matter what.

When you are talking about rediscovering your greatness, as your book said, you do have to have some inventory of what your skillset is, why you are here, what your purpose is, and what you want. You need to go, “I am here now, grinding it out. If I want to be over there, how do I get there?” Part of that is taking an assessment of yourself.

If you are not healthy enough to have a full schedule, maybe you should have an inventory of your health, too. Understanding what your strengths are, who you are, and what your mission is. If you do not have that dialed in, you cannot help other people. You cannot serve other people in a way that could be maximumly affected by that. I am glad you shared that with me. Now, let me ask you. You wrote another book called A Walk in the Dark. What is that book about?

It is all about the darkness that we face in life. It is obstacles, challenges, and traumas. The whole purpose of the book was to end mental suffering, but also to embrace the darkness and see it as a teacher, see the wisdom that it teaches us, and have a different perspective rather than thinking, “This is not good. I had this happen to me in the past.”

We resist it, which only affects our mental health and also our physical health, and to have the dance of life and return people back to that. They can understand that, “This challenge may be showing up or maybe this hiccup showed in my life, but Dr. Vic said in that book, the universe is always there to support us every step of the way. It is always there for the good. There is always a win in life. How can that be a win?” If you ask that question, “How can this be a win?” You will start to see that. Things will start to show up. If you truly believe it, it will start to show up.

One of my friends was sharing a story about how he had a flat tire and he goes, “Most people would be upset about that. All of a sudden, I had someone call me I have not talked to in years. I am waiting for someone to come. I had a great time being able to have a conversation. If I held myself being frustrated in my conversation with that person, I would not have time, but if it was, I would have been complaining. Instead, we were reminiscing about life and I have not talked to him a lot. We talked about how we have not seen each other. Now we are getting together next week for lunch.” If you had that shift, you would have known there is something always good coming out of that. That was the main purpose of the book.

I love the title of the book and when you explained what is in the book. I cannot tell you how much I appreciate the thought of embracing the darkness. Without the rain, you will not have a rainbow. Personally, it is very Asian thinking, I believe that a certain amount of darkness is given to you. It is built into your life so that you can learn and grow.

If your life never has any challenges, you do not have a dark day at all in your life. Number one, it would be pretty boring. Secondly, I believe and I know you believe this too based on your own background, it is all those dark moments that you have survived and endured that shaped your future. Only because you embraced it and you did not resent your father for working being a manual laborer or maybe your uncle or grandfather are telling you, “I lost all my money. Do not be like me.”

You embraced what they were telling you. You learn from their mistakes and watch other people suffer that you did not want to suffer. You were looking for a pathway out of that. I am so happy that you came on this show and shared your story and your journey. I am excited to see many of you go and check out Dr. Manzo’s website. It is As we close this episode, if you were to give somebody who started a business or who is in the process of starting a business like they are in that transition period to side hustle, what advice would you give them?

MDH 73 Dr. Victor | Empowering Your Reality

A Walk in the Dark: A Guide to Finding Your TRUE LIGHT

The thing I share with my clients when I started work with them on day one, and that is you got to create your vision. What is the vision that you see in your overall life? The reason why I say it is because success happens because we are congruent with something. When we do not have congruencies, we have blockages.

When you have blockages, it is going to be a hard battle to get up there. When you have crystal clear in your vision of what you are being here in this world like mine is to raise the consciousness of every human being I can come and touch with. All the work I do from every element of what I do aligns with that. That is why I write books because I want to help elevate the consciousness of a human beings.

I was a chiropractor because I want to elevate the consciousness of the human being that I am working through the art of chiropractic. Being a business mindset coach, mindset is everything. The mind is all ends and starts. That is why I do those things. When I have that, that is the one thing you want to get so crystal clear on. A lot of businesspeople miss that.

I was a Business major so I was like, “We heard about the vision statement. We heard about vision, but it was not that. We got the mission and we talked about what to do.” I have seen the radical change in my life and others. When we can get crystal clear on the vision, you are starting to utilize the universal principles, the laws, and how to interact in so many different ways.

Quantum Physics supports this, too, that you make the path a little easier because now when you make choices and if it is not aligned with your vision, you are not going to take it because that is a distraction. When you have a shortcoming coming up, you are not going to let the negative energy come in so much or lower vibration of emotions because you could stay centered on the vision of what you want to create. That is what the billionaires that I have studied done. Elon Musk is one of the prime examples. It is one of those things where if you can have that, that will set the tone for everything else.

Get clear on your vision and that directs all your efforts, your thinking, and your mind-body aligned with your vision because that vision is the end goal. If everything hits the right way, that is what you are going to end up with. That is important that you start with that, not something you are going to stumble into because there are a lot of other things before you get to the end. Can you share how other people can get ahold of you and when they get to you, what they can find on your website?

The easiest way to get ahold of me and find me on social media is At the top, you will see all the socials that I am connected with. My podcast, my blog, I have got some freebies on there. I got a book on the power of visualization sharing some science on how the mind can change matter. I share some studies there, and then you can contact me there and so much more.

Do not forget about the two books that he had authored. I believe everybody is great. You just have to rediscover your unique greatness. Believe me, you do have the greatness that you can share. Rediscover Your Greatness and A Walk in the Dark by Dr. Vic Manzo. Thank you so much for coming on. For those of you who are reading, please go ahead and subscribe to the show. If you have not shared it already, please share it with at least one other person so we can amplify and elevate our message out there. Until next week, please stay happy and healthy. Remember, happiness is a choice and I hope you make great choices.


Important Links


About Dr. Victor Manzo Jr.

MDH 73 Dr. Victor | Empowering Your RealityI am a business mindset coach, certified pediatric chiropractor, holistic practitioner, author, podcaster and speaker.

I am the author of two books, “Rediscover Your Greatness,” and “A Walk in the Dark.” I am currently working on my third book which will be released May 2022 called, “Decoding The Matrix.”

I am a podcaster for two podcasts, “The Mindful Experiment” which has over 360 episodes and has 30,000 downloads per month and The Mindful Chiropractor Podcast which started in Oct 2021.

I help business owners get truly clear on what they want to create in business and life, review where they are and what they have tried, help come up with and options to create action and hold them accountable by agreeing to the plan of action.

But, what separates me different is the mindset side of things. On top of the 4 things above, I go deeper to uncover their beliefs, blocks, behaviours, habits and patterns of thinking that prevent them from living the life or creating the business they like to experience.

From there, I use a box of tools to help reprogram the mind, reshift focus, teach spiritual truths and bring quantum physics into the mix to unveil their true potential and then, make that a reality.

With this breakthrough process and systems, it helps my clients achieve faster results, greater and deeper transformations and long-term success.
For more info, visit
It is a copy of my first 3 chapters of my 2nd book, “A Walk in the Dark.”






MDH 72 | Non Food Franchising

MDH 72 | Non Food Franchising


There was a time when franchising a business almost always involved food. Famous brands like McDonald’s, Popeyes, Kentucky Fried Chicken, and Starbucks were some of the most well-known in the food franchising sector. But soon enough, non-food franchising businesses such as pharmacies, nail salons, and travel agencies entered the scene. Today’s episode will talk about non-food franchising with a national franchise broker, investor, author, and international speaker, Jon Ostenson. Tune in to get expert advice and useful insights on franchising as well as how to achieve explosive growth in the business.

Watch the episode here


Listen to the podcast here


Achieving Explosive Growth With Non-Food Franchising With Jon Ostenson

Welcome to another episode of the show. I have a very hot and interesting topic to discuss. It’s a topic that I’ve always been curious about, but we’ve never presented it on this show before. I’m excited to learn about franchising, specifically non-food franchising. I have somebody who has been in the space for a very long time and is an expert. We can break it down into small bite-sized pieces so that we can understand the whole process of franchising from the point of view of the franchisee as well as somebody who has a concept of what’s a franchise business in a big way. Without further ado, I’d like to welcome my guest, Jon Ostenson.

Welcome to the show.

Thanks. I’m excited to be here. I love the show. I’m looking forward to our conversation.

Franchising is such a hot topic. I know you are in the non-food franchising, but I have some friends who are in the fast-food franchising and they’re all multi-millionaires, so apparently, franchising as a concept works. It’s working for the franchisor, but it also works for some of the franchisees. Why is franchising such a hot topic? Before we get there, tell us a little bit about your own background and how you got into this. Did you get stumbled into this?

I had a long run in the corporate world and, like so many of your audience, climbed the ladder and enjoyed the benefits that come with Corporate America, but I had that itch to do something a little more entrepreneurial. That’s where I stumbled from Corporate America into franchising and took a little bit of a different route. I then came in on the franchisor side. I served as President of the ShelfGenie franchise system.

We experienced some great growth. ShelfGenie did custom pull-out shelving for kitchens and pantries and had the opportunity to come in and run all of our supporting teams that were supporting our owners all across North America on a daily basis. For me, that opened up my eyes to this world of franchising outside of fast food, which I’d always associated with franchising as a lot of people do.

Long story short, I ended up becoming a franchisee of a few brands myself with some business partners, including the founder of ShelfGenie. For the most part, we’ve got good people running those businesses for us. It allows me to spend most of my time playing matchmaker going deep with all these different brands in different industries, representing a couple of hundred franchise brands and then helping them find great candidates to step in and take on new markets. We get to have a lot of fun working with our clients, taking them through a streamlined process, and introducing them to the opportunities that are the best fit for them.

Let’s get down to why franchising is so hot. Something becomes hot when it is a win-win situation. It’s when people get into something that is making a lot of money or making a lot of noise and becoming inventive. That’s why I’m guessing franchising is hot. It has been an upward trend for a long time, but people didn’t think about franchising. When you say franchising, they think of things like Subway, McDonald’s, or Burger King. They don’t think about other industries such as health and wellness that could be, for example, tanning salons. Massage Envy is probably another one. Why is it so hot, in your opinion?

A lot of times, people don’t realize they’re shopping at different franchises or they’re using franchise services. They don’t realize it’s a franchise. Franchising itself is an $800 billion industry, so it’s very important to the GDP of the country. There are 800 establishments leading to 8 million jobs out there. It’s a huge industry. In the past couple of years, franchising was experiencing an upward trend and then COVID accelerated that. QSRs and fast-food restaurants had a tough time during COVID, but a lot of other industries thrived.

What COVID did was it caused a lot of people to question the path they’re on and say, “Maybe now is the time to scratch out the entrepreneurial itch. Maybe I need to go build my own empire instead of someone else’s,” but oftentimes, they don’t know where to start. How do you enter into business ownership? What is the right opportunity?

A lot of times, people do associate franchising with fast food, and what they don’t know is that of the 4,000 franchise brands in the US alone, half of those are in non-food industries, which I know we’ll dig into in a minute. Once the light bulb comes on and they realize that there are these other paths to business ownership, we see a lot of interest from a wide variety of backgrounds.

We’ve done deals with those in their 20s all the way through their 60s, but certainly, there’s a lot of activity in the late 30s, 40s, and 50s where maybe half of our clients are those that are looking to make a jump into full-time business ownership and run the day-to-day as an operator. The other half are looking for the executive model or what we’d call a semi-absentee where they stand up a general manager from day one, and then they provide some coaching along the way. It comes down to having the right person, but we are able to coach them around that.


MDH 72 | Non Food Franchising

Non Food Franchising: Franchising is an $800-billion industry, so it’s very important to the country’s GDP. There are 800 establishments leading to 8 million jobs out there. It’s a huge industry.


You hit a lot of topics here that are in the news. I wrote my book, Million Dollar Passion, some time ago, in 2017 and 2018. In that time, the world has changed. We had COVID from 2020 to 2022. We’re now living in what they call the great resignation era, where we have upwards of 4 million Americans who quit their jobs every month.

I hear from a lot of them. Every time I give a speech or a free webinar, I’d say that a good 1/3 of the people tuning in have already started a side hustle or want to start a side hustle. They’re in a corporate world. They don’t know how to make that transition because they feel like the higher they are in a corporate environment, the harder it is for them to leave the job. It seems like the job sucks and they don’t have a lot of job security, but they’re still getting a huge paycheck, so they have to invest money.

There’s this conception that when you leave the corporate world, your only choice is to run an active business or become a silent investor in somebody else’s business that you don’t know who they are. In the middle of that, you’ve got the franchising. If you’re reading this and thinking about starting a business or you’ve already started a business and you realize you’re working longer hours than you used to in corporate and making less money, franchising could be something you could explore. What advice would you have for those people? What are the real benefits of franchising? Let’s go to that.

I’d start out by saying franchising is not right for everyone. I’ve got some clients that are too entrepreneurial. They want to put their thumbprints all over it and don’t want to live within the boundaries, but for so many, franchising is a better path to business ownership. You look at the numbers and after five years, over 90% of franchises are still in business, whereas less than 10% of startups would be. I like to say that with franchising, you’re in business for yourself but not by yourself. You do have a supporting mechanism. You’ve got that franchisor, and the better that you perform, the better they do. It’s a coach on the sidelines.

You’ve got other franchise owners and other markets that are living the same thing day-in and day-out. It’s a peer group that you can learn from. I’ve been a franchisee myself, and I’ve seen how we’ve traded marketing tips, tested different types of hiring practices, or found talent. We’re constantly exchanging best practices. The big thing is you’ve got that playbook. You’re not testing product-market fit on day one. You know it’s a proven model and a path to profitability. It’s all about going out there and executing it. That’s a huge win.

From an exit value standpoint, you’re building a business that’s going to have cashflow along the way. You’re going to be able to write off expenses that you couldn’t as a W-2 employee, but then lastly, you’re going to be able to sell that business down the road. There was an interesting study that came out by the Rinker School of Business that looked at 2,000 business exits over a twenty-year period. They looked at franchise versus non-franchised in like-kind industries. What they found was franchise businesses traded at multiple one and a half times that non-franchised in similar industries. There’s a lot of value that are resell-buyers down the road as well.

You brought up some great points. One of the biggest drawbacks of being a solo entrepreneur or a true entrepreneur is your business. The easiest way for you to succeed as a true solo entrepreneur is to become the personal branding yourself. A lot of the relationships with your suppliers are with you, not with your employees. All the important things are with you.

Therefore, you’ve got to be there the whole time, and then when you want to exit the business or if your kids don’t want to take it over, it’s tough to sell it without you being there. Having something like a franchise, your exit is somewhat guaranteed. You may not make a fortune off of it, but you’re still not going to lose everything when you leave.

There are a lot more exit options down the road. That franchisor has probably collected names of people in your market that have wanted to buy, but they haven’t been able to because you own the rights there. That’s a great lead list for us. One of the franchises that I’m invested in is a driveway repair business and concrete coating business. It’s going gangbusters, but we bought out two other franchise owners in the Atlanta market where we’re based. You do have those roll-ups naturally as well.

Is there such thing as minimum startup money that you need to start a franchise? I’m assuming it varies depending on location and as well as the industries, but can someone truly get into the franchising business with very little money?

A big piece of that comes down to the type of business, whether it’s real estate-related and that it’s got a brick and mortar customer-facing retail type of environment, which you think of when you think of franchising, but I’d say 50% to 60% of the deals that we’ve been doing don’t have a physical location. That’s where people have been gravitating towards as well coming out of COVID, not being tied down. I’d say 75% of the placements that we do fall in the range of 1$25,000 to $300,000. That’s the range that we see most deals falling into. Some are a little north of that and some are south of that.

There are different ways for funding that. In some cases, people are using SBA loans. Those are very common. Believe it or not, the government still supports small businesses in some ways like SBA loans, and then you’ve got the ROBS program, which is a retirement program. Another option is the self-directed IRA or 401(k). Portfolio loans are very common.


Franchising is not right for everyone, but for so many, franchising is a better path to business ownership.


That’s something that I do personally because the interest rates are so low. It’s an arbitrage type of opportunity. With the record levels of cash on the sidelines, you do have some people who are self-funding the business, but when I quote the $125,000 to $300,000, that would be an all-in, including working capital and everything.

I don’t know if you’ve seen this or not. My publisher told me that it’s not good enough to cite a recent Forbes article. You would have to write, “Forbes article on February, whatever of 2021,” and a written by so-and-so. It was in Forbes and it was something like 63% of Americans want to start their businesses. It’s interesting because 63% of Millennials want to start their businesses because they’re tired of horrible bosses, horrible pay, and horrible working conditions, and they don’t see a huge upside in the next ten years.

At the same time, 63% of the people that are looking at retirement age, 50 and up, are saying that they would prefer owning a business to retirement if money was not a huge issue because they feel like they have so much more knowledge than when they were in their twenties. They’re in a better position to fund their venture because they’d have some savings. They have all this money in there.

It was an interesting study that 63% was so consistent. That’s in every age group. This might be why franchising is hard because people would be evaluating their priorities and how they live. That sounds great. In every industry, even in franchising, there are some trends that are hot. What would you say are in the non-food industry that’s hot for franchising to jump in as a franchisee? We’re going to get into the franchise or thing in a minute.

We see things moving and coming out of COVID in the home and property services. That has been the hottest area. It’s a $600 billion market. I did three separate deals on gutters. We had a Wall Street attorney buying a gutter business. We had a couple of Corporate America executives buying a gutter business. They never thought they’d be in that space, but they loved the financials, the model, and the support on the backend.

I mentioned my driveway business, but I joke that non-sexy is the new sexy. I’ve got clients that are buying roll-off dumpster businesses or SERVPRO-type models that are services that Amazon or COVID is not going to disrupt. Recessions won’t ever put it out of style. Then, you also have health and wellness and fitness. I had a client in Arkansas. She’s a PhD from the University of Arkansas. She bought a fitness concept that’s a smaller box and technology-driven that caters to those 60 and above, which are largely not catered to by the big box retail type of shops. They care more about their health and wellness than ever before.

The people are about their health, homes, kids, and pets. Those are other areas that businesses can cater to. You think about the aging population. There are a lot of businesses that are not just in-home care but retrofitting bathrooms, chairlifts, wheelchair ramps, and letting people age in place. There are even oil changes. We know electric vehicles are coming, but less than 10% of cars on the road will still be electric fifteen years from now. There’s still a long runway.

We did another ten-unit deal where they used prefabricated buildings backed by an investor group in unused parking spaces of a retail shopping center. That concept’s on fire. They’d probably done 100 deals in the past. It’s because people are realizing, “This is a great model in an age-old industry and we can do it a little bit better.”

I’ve been looking for a gutter person to deal with my gutters here for almost a year. It’s hard to get anybody out. You don’t know who to call. We don’t have gutter franchisees out here in San Diego, where I’m at. I’m in a very affluent area where all these homes are very large. I used to have everybody on a schedule. I had a chimney cleaner guy go over all the chimneys in my home. The last guy who did the gutters moved to Arizona a couple of years ago and I haven’t found somebody consistent that can go up and do it. Roofers is another one.

When it comes to health and wellness, I’m in my 60s and my mother-in-law is 100 years old. For the last few years, we have had to go through all that. We had to do the chairs and we had to retrofit our bathrooms. We had to get everything for health and fitness. I’ve got pets. We used a franchisee called Just Dogs. I don’t know if you’ve heard of them or not. My dog had IBD and this company has a nutritionist there and they cook all the food. You go pick it up every Tuesday for the week. It was $400 a week for the dog food, but I was glad to have found them. I can imagine they made a whole lot of money doing that.

The driveway is another thing. My whole house is hardwired. A lot of that wiring is under the driveway. Even if you are not sure, at least with the franchisee, you have recourse if they do a horrible job. I hear you. Everything you mentioned makes a lot of sense to me. As far as the whole world is catering to the Millennials, I’m thinking about the Millennials and most of them don’t own homes, so in this list of things, if they don’t own a home, they’re not buying a home and property services.

To me, 60-plus is an overlooked market because they have the money. They care about their health, their children, and their pets. That’s interesting. Let’s jump back to the franchisor model. If you had a killer concept, for example, consistently helping to change eating habits, weight loss, or maybe a way for you to get a certain amount of calories, how hard is it for you to go from concept to franchising something?


MDH 72 | Non Food Franchising

Non Food Franchising: A lot of times, people associate franchising with fast food. They don’t know that of the 4,000 franchise brands in the US alone, half of those are in non-food industries.


It’s a great way for a lot of companies to scale. I think that a lot of business owners I talk to through the entrepreneurs’ organization and other groups are realizing, “Maybe I should consider franchising as a way to scale.” Think about that as a business owner. You always want your employees to act like owners, but here’s a way as a franchisor where people are putting skin in the game and you’re using other people’s money to scale. They know their local markets. They care about the business. You’re able to do that typically more quickly than if you were to go build it out yourself across the country.

There are a lot of benefits to that side. You’re able to buy in bulk on the back end. There are a lot of synergies. There’s a feel-good side to it too. You’re creating new business owners and jobs. You’re contributing to the economy and to their families as well. The flip side is, and I’ve been a franchisor, so I’m speaking from experience here, one day, you’ll wake up and realize you’ve got kids all across the country that have expectations of you. It does change your day-to-day.

I always encourage people that don’t have a franchising background to augment their industry experience with someone that has franchise experience. Hiring someone in-house that understands that the franchisor-franchisee dynamic is wise. Franchising makes a lot of sense for many different businesses in different industries. I always encourage people to have something unique. Do you have some barrier to entry or have you figured out a better way to do something versus competition that would entice people to want to buy into your business? Are you someone that they would want to partner with?

One thing that is attractive is when you think about that exit strategy from the franchisor’s standpoint. Private equity loves franchising. If you do some Googling, you’ll see all the acquisitions that have been happening. I’ve got private equity firms reaching out to me at least every other day saying, “What are you seeing out there? What franchisors would you recommend we take a look at?” You’re seeing the deal flow. They’ve got more money than they know what to do with. They love the whole model of franchising, so it does set you up for a good exit potentially as well.

Everything you said makes complete sense. When you look at something like SoulCycle, the idea that you’re riding a bike is not new, but the way they’ve packaged the whole thing is different. You ride a bicycle doing yoga. There’s also the music. They got all the DJs, at least the ones in New York. What they’re doing is they’re doing something that everybody’s already doing, but packaged in a different form that’s very unique to them.

I think of a franchise that I use, Drybar. I love Drybar. I was probably the very first customer they had in Los Angeles. I use them twice a week because it’s very convenient. It is not that expensive. Can somebody just blow-dry your hair? It’s not that difficult to do that, but it’s a pain to have to call your hairdresser. Going on to Drybar after booking myself every week is so easy. Sometimes, it’s not necessarily that you’ve invented the new wheel, but it’s how you do it so much better, cheaper, and faster than everybody else.

You’re bringing a degree of professionalism to oftentimes a highly fragmented space. That may be a white-collar approach to a blue-collar industry, or in that case, you are adding in the technology and professionalism in an industry that’s sporadic and fragmented.

If somebody was interested in looking at franchising as an option and maybe moving from corporate to starting their own business via franchisee, or maybe they used to work crazy hours, or you’re a brand new mom, but you missed the second income and you still want to have some connections with the outside world other than the baby babble, what advice would you give in terms of how you go about doing that? I know that you have a website that helps you go through that,, but other than that, what practical advice would you have on that?

I started doing some research. We talked about those leaving the corporate world as well as those looking for a side hustle. We also have a lot of clients that are existing business owners that are looking for additional opportunities to complement their core business. We had a real estate broker buy a property management franchise. He could have started it himself, but he said, “I’d rather start on third base than first base. Let’s get going.”

In some cases, it’s a different industry than their core business, and they like to diversify. We work with a lot of existing business owners as well. If you do some googling out there online, you’ll find that there are a lot of franchise opportunities and they’re all putting their best foot forward. They’re going to show you their marketing message and the challenges you don’t get to see behind the scenes, and that’s where we come in. The way we engage with clients is entirely free. We never get paid a nickel by our clients. We get paid by the franchisors on the backend. For them, it’s a sales and marketing expense and none of that ever gets passed on to our clients in any way.

What we’ve done is we’ve streamlined the process, helping you narrow down those opportunities that are available in your market that are the best fit. What we’ll do is we’ll get to know you. We’ll pull together the opportunities that are the best fit and available based on what you’ve shared with us and based on what we’ve seen resonating with others with similar backgrounds to you around the country. We’ll typically present 8 to 10 opportunities.

We’ll walk through those together and let you choose the top 2, 3, and 4, to then have an initial call with where you’re going to learn a lot. You’re going to start to build that framework. How do you analyze business A versus B versus C? We’re going to serve as a sounding board through that process, help you think about the funding decisions and the legal side of it, and hold your hand as you walk through it and then narrow it down to the right opportunity.


Franchising makes a lot of sense for many different businesses in different industries, but have something unique. Figure out a better way to do something versus the competition that would entice people to want to buy into your business.


The franchisor has a very concise time process within their timeline where they hit on unit economics and the franchise disclosure document review. You get to meet their team. You get to talk to other franchisees, the current owners of that business, so you get to hear their perspectives. The goal is to give you an eyes wide open view as you go through the process to make sure you’re making the right decision. We’ve seen success story after success story. We’ve had a Wall Street attorney, a couple of corporate executives, and stay-at-home moms. They come from all sorts of backgrounds but lend themselves to business ownership in one form or fashion.

I thought about one more question, which is, when you’re franchising, the hiring and firing decisions, do franchisors typically have something that replaces that traditional human resources department? I’m in California and I have a team. I have a nice group of people that work for me. The labor laws and everything changes all the time. They’re not major, but it’s all those little things that you want to check off. Do they have something like that? Do they provide you with something along those lines?

For things like the payroll, I use a paycheck service that does that for me. They do a lot of the things that have to do with monetary changes when it comes to employee relations, but when it comes to other stuff, I don’t have a human resources person that’s high level enough to handle the 6 or 7 people that are in this office. How does that work?

I’d say most franchise stores have systems that you’re able to use for your processing of payments and such. For payroll, it’s very common for them to offer a shared platform. They may say, “If you already have a preferred provider, go for it.” A lot of them do help you on the recruitment side, too, especially when it’s more specialized, whether it’s a martial arts trainer or a licensed contractor.

When I was at ShelfGenie, we’d have franchise owners say, “You’re making the phones ring with your marketing. You’re answering the phones with your call center. You’re supporting us in all these different ways. What do we do day-in and day-out?” I’d say two things. One, get involved in your local Chamber of Commerce and in your community. Sponsor the Little League baseball. It’s those grassroots efforts. Second, find good talent, incentivize, and retain them. Make tough calls when needed. It’s that local level and being able to work with people that I’d say separated our top owners from the average.

I always tell people when you serve people the way they want to be served, they will bring ten other people. Franchising makes it easier for you to go out and do it because a lot of small business owners are stuck doing the day-to-day work and they never get out. That’s one of the biggest problems they have. Thank you so much for coming in. How can people learn more about you and what you do? If they want to connect with you and contact you, what are all of the ways they can contact you?

I’d say as a first step, come out to We have an agency putting out a new website. Come out to our website and sign up for our newsletter. We deliver great content on a monthly basis. If you sign up for our newsletter, make sure you get a copy of our book that comes out in the third quarter of 2022. We’re excited about that. We’re putting the finishing touches on it about all things food franchising. Follow us on LinkedIn on social media as well. We put out good content 5 or 6 times a week. LinkedIn is our primary place.

What’s your Linkedin? Is it under Jon Ostenson?

Yes. Feel free to email me at We’d love to set up even a 10 or 15-minute call, chat a little bit more, get to know you, and certainly help you think about whether it makes sense to jump into the process and explore franchises.

Thank you so much for coming by and sharing your incredible knowledge about this. You have made it very relatable and something that we can understand because a lot of times when we get into an area we don’t understand, we’re very lost, but you broke it down very easily for us. For those of you who are reading, please go ahead and subscribe, and make sure to share this episode with at least one other person that you know is thinking about career changes or franchising. As I always say, stay happy and healthy. Happiness is a choice, and I hope you make great choices. Until next time, stay happy. Thank you.


 Important Links


About Jon Ostenson

MDH 72 | Non Food Franchising

Jon is a top 1% national franchise broker, investor, author, and international speaker specializing in the area he has coined as ‘Non-Food Franchising’. Having served as the President of an Inc. 500 franchise system and now as a multi-brand franchisee, himself, Jon is uniquely positioned to educate others on franchising and franchise selection.

Jon serves as CEO of FranBridge Consulting and has helped thousands of entrepreneurs and investors explore business ownership and investment opportunities.

Jon is the author of ‘The Book on Non-Food Franchising’’ and is a frequent contributor and thought leader for publications on the topic of franchising and franchise investments. Prior to FranBridge, Jon was the President of ShelfGenie, a national franchise system with 200+ locations.

Sign up for our newsletter and book a free consultation call with Jon.

MDH 71 | Passive Income Stream

MDH 71 | Passive Income Stream


How do you create a passive income stream with little money? God-made millionaire and investor, Edwin Carrion is here to tell you. He joins host Victoria Wieck to define passive income streams and offer tips on the many ways you can start. You don’t need to have a million dollars to start investing. Tune in to get expert advice that will help boost your financial situation.

Watch the episode here


Listen to the podcast here


How To Grow Your Money Through A Passive Income Stream With Edwin Carrion

I’m so excited to be here every week to bring you some amazing conversations with guests that are fabulous and address our needs, concerns and more than anything, hope for the future. Talking about hope for the future, one topic I hear from you from my workshops and speeches over and over again more than ever now after COVID is the idea of creating a sustainable passive income stream. Even if it’s not huge, it’s something that you can work toward.

I finally found a guest who knows how to do that and who has done that many times over. He also helped other people achieve their financial freedom by starting a small passive income strategy. Without further ado, I’m going to introduce you to our guest. His name is Edwin Carrion. Welcome to the show, Edwin.

Victoria, thank you for having me on the show and everybody, thank you. It’s a great show and you’re going to get a lot of golden nuggets.

First of all, if you haven’t subscribed to the show already, please do so. Also, please share my show with at least one other human being, so that we can amplify and elevate the expertise of every one of our guests who have put their heart and soul into what they do. Especially with Edwin, he’s an immigrant to this country. I am an immigrant myself and immigrant life isn’t easy, especially if you come here with no money.

Having done what he has done, he started his first company at age fourteen and served in the Marine Corps. Anything about Marine Corps, they’re very disciplined, honorable and honest. All those things come into play. These are the tools that I’ve used to build my business and these principles go a long way. Edwin, tell me a little bit about yourself and what you’re passionate about.

I am a loyal husband, a God-made millionaire, a United States Marine, a loving father of two beautiful girls, and that was my God-given dream as well, an investor and a mentor. I love teaching people and sharing my story of life to success in order to help other people become successful and live life to the fullest. That’s what Edwin Carrion is.

You’re preaching to the choir. My American dream was very small and simple. I wanted to be able to pay for my own apartment that I could rent, and be able to find money to pay for insurance on a car that I already owned. At that time, the whole car was $2,000. For those of us who do it and have found a systematic way to achieve our next measurable goal, we can’t wait to share the joy, knowledge and journey with somebody else who’s struggling. Am I saying that accurately?

Yes, extremely correct. The thing is, it’s good to share it, but it’s amazing when people take action on the things they hear on how you get to success. There have been many times when I share my stories or people ask me, “How do you do this? How do you become successful?” I teach them the step by step but then they don’t do anything about it.

Once you’re happy, you make everybody else happy.

We’re going to talk about that part about the action because that’s why this particular show exists. I had been interviewed on other podcasts and had been on numerous TV shows and everything. People tell you, “Your story is so inspiring and encouraging.” They walk away with these incredible aspirations and inspirations with them. If you don’t take any action, it dies. It is just inspiration. That’s it. It doesn’t transform your life or my life. The whole reason why I’m giving free speeches is so that it can transform their lives, so I can get some joy back. It doesn’t.

I talk about action all the time. It doesn’t have to be huge action. I’m not asking anybody to go to the bank, withdraw money, and invest in something new. We’re talking about small steps. Think about the one tiny little thing you can do today. Not tomorrow, not next week, not next year, not when you find some time.

It’s important and you got to take that action today. It could be small little things. It could be setting aside an hour a day to research what you want to do. In my case, learning to speak English when I first came to America was a goal. I broke it down to I don’t have money. We didn’t have ESL classes or English as second language classes when I came.

My father had a dictionary because he didn’t speak English either. I looked at every word that was under five letters. My dad would circle it. I learned English to English translation. That was the only thing a thirteen-year-old could do, so you do it. Every day there’s something you could do to impact your life for the future.

Let’s get down to the meat of this whole interview. You’re very passionate about creating passive income and I love that. If you don’t understand the importance of passive income, it’s income that comes to you whether you’re sleeping or on the beach. Whether you’re having a good day or a bad hair day, it doesn’t matter. That income comes in whether you’re working or not.

It could be small but the problem is there was this perception that in order for you to create a passive income strategy or passive income of any kind, you have to start with a ton of money. You can take an example of you could put millions of dollars in the bank, the interest that comes is passive income. Now, interest is very low and most people don’t have enough money saved to make that interest a real income. If you don’t have a whole lot of money, what are some of the things that you know how to do? I know that you didn’t start with $10 million. How did you do it?

The first thing is taking that action. It goes back to what you were saying, you don’t have to have $1 million in the bank account. You don’t have to have $1 million to start creating passive income. You could start with $100. Passive income is free money or money that you don’t have to work for. The money works for you. As we work very hard for our money, it comes to a time that we have to let the money work for us. It starts at any age. It doesn’t matter whether you’re 18 years old or 50 years old, it’s never too late to start.

The first thing to do is open an investment account, then start putting $10 a week or $10 a month, whatever you could afford to lose that’s not going to hurt you that you’re putting aside. Eventually, you’re going to see those small little returns. When you start seeing those small returns, then you get hooked to it because you’re training your mind to start putting money away and to start having your money work for you. Eventually, you’ll see that money grow. You’re like, “I’m making $100 a month without having to do anything. This is good.”

MDH 71 | Passive Income Stream

Passive Income Stream: When you train your mind and your mindset changes to passive income, then you start looking for the opportunities.


When you train your mind and your mindset changes to passive income then you start looking for the opportunities. “I have $20,000 in the bank. Where can I put this money that somebody else is going to work for me and is going to give me passive income?” You then start investing. There are a lot of different forms of investment. There are syndication deals in real estate.

There are new ventures. Maybe a good friend of yours could be opening a brand-new business and tells you, “Why don’t you let me borrow some money? I’ll pay you high interest, more than what you’re going to get having that money sitting in the bank.” If you know he’s reliable, it has collateral and that money is secure, and you’re going to get a good return of interest, that’s called passive income. That’s how you start. Start very little.

My mother-in-law passed away. She was 100 years old. She lived a good quality life until the very last month or so. She lost her husband at age 53. She never remarried or anything like that. When she lost her husband, the family was pretty much bankrupt because, in those days, insurance didn’t cover a lot of things. It sucked up everything and she was a housewife. She never even learned how to drive. It was a very traditional marriage. She had to learn how to catch the bus. She educated herself and went through a school after several years became a school teacher at age 58 or so.

She passed away and I had no clue. She was a good saver. She put her money away, as you said, $100, $50. She never wasted money on a Starbucks or things like that. She saved all this money. When she passed away, her accountant informed us of her estate. It’s mind-boggling. It was over $1 million that the woman saved on a teacher’s income. It’s the power of how much the compound interest was paid in her case. We still have CDs that are coming due now long after she has been gone.

You start saving, that’s the first step. The second step is you’re going to start to invest little bits of money in places where you know who they are. You’re going to check out the investment opportunities. The mistake that a lot of people make is once they have a little money, they want to make that money quickly. They don’t vet the investment. They’re going to invest money in things that you don’t know much about.

They gamble. That’s what happens. It becomes a gambling game. You could gamble too because there are some times that I gamble. What I mean by gambling is when the big companies are on it or when everybody is on it, that was a time that I gambled because I know that I’m going to make a quick return on my investment. I’m either going to lose it all or I’m going to make it all. That’s when I jumped into it, but it was with money that I could afford to lose. I then have other money which is long-term. I’m always thinking long-term. When I talk about long-term, as you said with your grandmother, there are 10 to 20-year plans. The compound interest is amazing because it started growing so much little by little.

In our case, it was like $10 a week or something. That is crazy. Let’s go to another topic that you’re very passionate about. You and I share this a lot. I don’t know about your story specifically, but for mine, the idea that I wasn’t willing to give up my family life. I wasn’t willing to give up the quality of life that I’m giving to my children and parents.

When you are an entrepreneur, working by yourself with no outside money and you’re juggling 40 different things, somehow success comes at the price of family life. I tell people every week that that’s not true. It doesn’t have to be true unless you make it true. Tell me a little bit about how you’ve done that. People have heard until they’re blue in the face how I did it. What were some of the strategies you employed to make sure that your family didn’t suffer because you were chasing the dream?

Ninety percent of young entrepreneurs that get into business fail because they don’t have a business plan.

I was fortunate enough that I went bankrupt at 27 years old. I realized that I worked so much that I put everything away, everything that mattered to me, my religion, faith, family, friends and health, which are the most important things. To top it all off, I put aside my time. I went from 22 years old to 27 years old working all the time. That time that I lost, I was never able to get back because that’s the only commodity in life we can never get back. I learned that I need to have a balance in life. I need to live life to the fullest and enjoy every single day because we only have one day. When the day is gone, it’s gone. We cannot get that time back.

How do I balance my life and running multiple different companies? What I do is set priorities. My priorities are very simple. 9:00 to 5:00 is my free time. I get to work, have fun, and do the things that I want to do. That’s my set time. That’s my priority. After 5:00 PM, family time. Every Friday on the calendar is date night. Sundays, we go to church as a family. Saturday and Sunday, I spend time with the family.

We have to start setting those priorities straight. As business owners, we think that we have to work 12 to 13 hours a day and we don’t. Sometimes they come to the office and in two hours, I’m super productive and effective that I could take the rest of the day off and do the things that I love to do. There are times that I sit down in my office the whole eight hours and I don’t do anything. I sit here and I’m twiddling my thumbs trying to be productive. Those are the days that I don’t want to do anything.

If you set your priorities straight, that’s when you start having the balance in life. Make sure that you put the same priority on the same standards for your family, work and yourself because you have to be happy. When I’m happy, I make everybody else happy. I make my family, wife, kids, employees and everybody happy. I always tell people, “Be selfish. Make yourself happy first. Once you’re happy, you make everybody else happy.”

I’m glad you said that. Setting priorities is important. When I say set priorities, what are the most important things to you? That also includes some boundaries of things that you’re not willing to do. When I started my company, I didn’t have to make a whole lot of money. I just wanted to make $2,000 a month. What I wasn’t willing to do is work more than twenty hours a week because I was a full-time mom. I drove the kids to school. I organize and track all accounts, the soccer games and everything else. I was the mom who did all that.

I wanted to have a meaningful decent income, but I also had hours that I couldn’t work. It turns out that when you set those priorities straight, you become much more productive because you don’t have a whole lot of time. If you say, “I’m not working on weekends, evenings or at the crack of dawn. You find ways to be very efficient. You cut out the trips and the chit-chats. In my mind, you end up with better quality friends because you’re going to connect with only those friends that matter to you. At that point, you’re either giving up time at work or time with the family.

You end up with better quality customers because a lot of borderline customers, I wouldn’t take them. I wouldn’t call them. If they don’t pay me on time and if they are very needy and call me in all hours day or night, I’m like, “This customer isn’t worth it.” I look at my margin and I’m thinking to myself, “I’m not making any money and they happened to be the most needy and demanding. They don’t respect my employees or my time. You don’t get rid of them right away, but you try to get a better-quality customer to replace the one that is causing 90% of your agony for 10% of the volume.

You learned that quality over quantity.

MDH 71 | Passive Income Stream

Passive Income Stream: Make sure that you put the same priority on the same standards for your family, for your work, for yourself, because you have to be happy.


What Edwin and I are saying is there are some entrepreneurs who will go and chase after every deal and customer at all hours of the day. If you do that, what happens is you are going to pay a price. That price could be your own health or the quality of the relationship you have with the people that are closest to you. You’re unhappy even though you’re making money, and then you start resenting yourself, “I’m doing everything for everybody else, my customers, employees, community and family, and I don’t have any time.” You end up justifying not going to church and not doing things because there’s a lot of stuff that happens.

A lot of people set priorities and they understand them. If you’re reading this and you’re like, “These people are making complete sense.” When it comes to doing it and implementing your priorities, there are seem to be a disconnect between what you know is right for you and what you are willing to do. I love that. There are four million people quitting their jobs every month. A lot of them have started their own businesses. How do I know that? It’s because of the census bureau. There are 700,000 patent applications by the American people at the USPTO. You can look at this.

There have been more applications for business licenses from 2020 to 2021 ever in our history. Those are the people that we know about. There are people that started a side hustle without even asking for a business license. What are some of the most common mistakes that you see that people are making at the startup phase of their business?

The biggest mistake that they make is they do not follow the business process. You mentioned that when you started your business, you knew what you wanted. You have clarity. You said, “I wanted to make $2,000 a month and that’s what I want.” You have your business. You have your address for your business. A lot of people go, “I want to get into business and I want to do this.” They jump right in without having a solid plan or an idea of what is it that they want. Ninety percent of young entrepreneurs or people that get into business fail because they don’t create a business plan.

To me, having a vision board in life is my business plan. In business, every time that I started something from scratch, “Here’s our business plan. This is who we are. That’s what our values are.” It goes back to what you’re saying. Your values were, “I’m not going to work more than twenty hours a week.” That’s a value. “I don’t want needy clients.” You knew what you want. You had clarity. Creating a business plan is important. Besides the business plan, the second thing that I always teach people is you need to have a business plan, and then you need to have a cashflow sheet.

You’re going to work backwards. You’re going to go from a macro to a micro-environment. Meaning if you want to make $120,000 a year, it’s going to tell you how much money you need to make per month or per day. It’s going to tell you how many clients you need per day. Ninety percent of people don’t do that and it’s so simple. That’s where they tend to fail or they stay being an employee for their business for the rest of their life.

That’s exactly true. If you have a vague goal like, “I’m going to start my business, spend more time with my family, and make a lot of money.” These are all vague words. What’s a lot of money? Is it $100 or $100 million? If you say, “I’m going to spend a lot of time with my family,” what’s a lot of time? For me, I was making more money as an employee. My rent was $1,000 at the time. I had a two-bedroom apartment. If I can make my rent and I can pay whatever I needed, I could have survived on $1,500 a month, but my whole month scenario is $2,000 a month.

How am I going to make the $2,000 a month? If I wanted to make $2,000 a month, what do I have to do to make the $2,000? I designed jewelry. I thought to myself, “If I sent 50 letters out every day to all the major department stores and I got 10% of those people back, and the average sale was $10,000, is it possible? What if my term is only 2%, can I make that number?” The answer was yes. It wasn’t a huge goal.

Everybody changes in life but not everyone improves. We have to continue improving in life. That’s what makes us better every time.

The other thing too is if I’m writing 50 letters a day because they are mostly form letters, I thought to myself, “That’s more than plenty.” If you look at right now and start a business with twenty hours a week and you were spending three hours on social media. Three hours a week is a lot of time for social media. Trust me. I could do it in 30 minutes to create a post and post it, three times a week.

Even with that, you should have a plan. I do Motivation Mondays and some quotes. On Wednesdays, I show people how to use the product. Fridays are fun Friday. You can do that. You could have it all done in three hours at eternity. If you’re writing emails to solicit, you want to do five hours, that’s eternity. If you’re sitting there doing that all day, it’s a lot of time.

If you’re doing an hour to two hours a day in follow up and that includes phone calls or follow-up emails, again, that’s plenty of time. Nobody is going to talk to you for an hour. It’s going to be a five-minute conversation with anybody. If you think about how you can run a business in twenty hours, that’s plenty of time.

If you got 25 hours, it’s more than enough because when you’re in a corporate world, you’re going to sessions and useless meetings. You’re being called to by your boss or some department that you probably didn’t even know existed and somehow, they needed your opinion. You’re going through all this crazy stuff that you’re not even doing. It’s breaking it down to bite-size information that you can act on. We’re not asking you to go out or hire an MBA to come up with one. This is a common-sense type thing.

When you and I started doing this years ago, we didn’t have all the resources that all these people have nowadays. They have so many resources. Life is so much simpler now. You go to YouTube, join a group, go to Facebook and Instagram, and you can find all these resources. We didn’t have that when we were starting. It was so much harder for us.

When I started back in ’89, we didn’t even have internet. I had to type it on an electric typewriter. People are telling me, “It was a different time back then.” Now, a small company could have the same resources for focus groups, testing your stuff, or getting opinions as any other big company. In the old days, people naturally gravitated to the known quantity and going to the biggest names. Now, Americans love the underdogs who are not perfect and try hard to help you. I feel like you do have everything in your hands now.

With all this connection that we have worldwide, the audience just got bigger. Our customer base got bigger. Before, we were restricted to that area. Growing up, I was restricted to only working in my area. Nowadays, it’s so amazing. You can be worldwide with no problem.

You can work at any hour of the day too. If you were to give young Edwin or somebody who’s 22 years old and starting out, what would that one advice be?

MDH 71 | Passive Income Stream

Passive Income Stream: The biggest mistake that they make is they do not follow the business process.


I will say keep doing everything that you have done. I will not change one thing in my life because if I would change one thing in my life, I don’t know how my life will be now. I love this life. I love what I have, where I am, and what I have been through. Everybody should be the same. We should not keep living with a victim mentality. We should become the victor. Those struggles made me who I am now. Everybody changes in life, but not everyone improves. We have to continue improving in life and that’s what makes us better every time.

Look for more information about Edwin and the amazing life that he has lived and is living because of some of the mistakes, misfortunes, and incredible struggles that he has gone through. He’s gone broke at age 27, which was a blessing. You don’t want to go broke at age 60, trust me. That’s pretty hard. You don’t get to have a do-over at age 60. You do and you don’t. At 27, your whole life is still ahead of you.

The moral of this story is to believe in yourself. Live the life you want to live from day one, not when you make it someday. The journey is important. Set your priorities straight and stick to them no matter what. You’re either going to succeed right there and then, or you’re going to have a detour of some sort like bankruptcy or setback. You’re going to be richer because you chose to use that experience to enrich your life for the future.

When you enrich your life, as Edwin said, you’re not only enriching your life. Even if you’re not doing it consciously, you are reaching everybody else’s life. Every business has suppliers, vendors, manufacturers, and somebody who’s going to benefit from the one business that succeeds. Keep that in mind. Check out his website,, and his social media, Facebook and Instagram are @EdwinCarrion78. Until next time, please stay healthy and happy. Remember, happiness is your choice. I hope you make great choices. Thank you so much for coming by, Edwin. I enjoyed this interview.

Thank you, everybody. If you don’t know where you’re going, any road will get you there, so have a plan.


Important Links


About Edwin Carrion

MDH 71 | Passive Income StreamEdwin Carrion is a God-made millionaire, family-oriented, investor, and mentor. Throughout his run, he has founded several multimillion-dollar companies that specialize in real estate development, transportation and logistics, investment, and business education and consulting.

Backed by 20 years of extensive experience in various industries, Edwin Carrion now shares his passion for entrepreneurship by mentoring others, since he realized most people don’t live a fulfilled life. Simply because people believe success comes at the cost of poor family life, unbalanced life, or compromising their values to achieve success.

Edwin guides people in the path to living life to the fullest, by having balance in all areas. Edwin says, “I am here to share knowledge with aspiring entrepreneurs and to address the problems by sharing what I know and learned from experiences.”

MDH 70 Fabienne | 6 To 7 Figures

MDH 70 Fabienne | 6 To 7 Figures


You can reach your end goal without sacrificing important things in your life by just knowing and doing the right things! You don’t have to sacrifice your family time to earn a huge amount of money. Instead, take care of yourself and the people that you love. In this episode, author, mentor and coach Fabienne Fredrickson discusses how to go from 6 figures to 7 figures and get your life back. Most often than not, people earning this much with their job have to trade it for something else in their lives. It could be sacrificing their time and health. It’s time to get your life back!

Watch the episode here


Listen to the podcast here


A Proven Recipe To Go From 6 To 7 Figures Without Getting Overwhelmed With Fabienne Fredrickson

I am so excited about this episode. We have some amazing guests every week with incredible expertise who is generous with their time. This particular guest’s story is so familiar to me. If you’ve been following my show, you know a lot about my story. Her way of getting to the end goal and everything about her is very similar to my own story that I had to have her on. Her name is Fabienne Fredrickson.

She’s the author of a bestseller, The Leveraged Business. She also runs an amazing community of thousands of women on her website Before I ramble on about her expertise and background, I’m going to have her come on the show and explain to us why she does what she does and why it’s important to have some sanity and balance in our lives. Welcome to the show, Fabienne.

Thank you, Victoria. I’m delighted to be with you.

Tell us a little bit about your background, what you do, why you wrote your book and so on.

I realized back in 1999 that I was unemployable and had to get out of corporate because it was never going to make me happy. I left corporate to open up my own nutrition practice out of my home. I thought, “I’ve been in advertising, marketing and sales. I’ll fill my practice. It will be fine. If I could make $65,000 a year, which is what I last made in corporate, I’ll be so happy.” I realized that when you’re selling yourself, it’s not easy to do that. It was a lot of dark nights of the soul, “Do I stay self-employed but very unhappy and struggling or do I go back?”

I decided to stay self-employed and create a client attraction system for myself. I filled my practice within eight months to full capacity. Other people started asking how I did it. A year and a half later, I became a business coach. I’ve been teaching women for many years how to use this client attraction system to get to $10,000 a month consistently.

MDH 70 Fabienne | 6 To 7 Figures

The Leveraged Business: How You Can Go From Overwhelmed at Six Figures to Seven Figures (and Gain Your Life Back)

Once I went to multiple 6 and 7 figures, other people started asking me, “How did you do this, especially with three small kids at home?” I said, “Let me reverse engineer what I did. First, I leveraged my team, systems, etc.” It has now become a proven recipe that you follow if you want to go from overwhelmed at 6 figures to multiple 6 figures and eventually 7 figures with your life back.

I believe that most people who are at that critical juncture of six figures are overwhelmed. They work evenings and weekends. They don’t pay themselves enough. They say too often, “One more email, and mommy will be right there,” with pangs of guilt. It doesn’t have to be this way. This is the process that I’ve reverse engineered, and now I teach it to thousands of people around the world.

That’s interesting because I’ve been there. As a daughter of immigrants, my parents told me that you got to get hyper-educated, become a doctor, lawyer or get an MBA, and get yourself a great job with upward mobility. That was your quickest and surest way to reach the American dream. I did all that and did get my job. What I quickly found out was that the higher up I got, the more hours came with that higher pay. I never got to see my kids. You have to wonder, “Why am I doing all this? What’s the end goal?”

You want to provide for your family and all that but you weren’t there. That’s the most important part of what you’re providing for your family, you’re not there. Other people are taking care of your kids and all that. For those of you who are reading this now who are overwhelmed, I talked to many of you quite often because a lot of you live locally here and you see me. You’re doing mid-six figures and you’re overwhelmed. You’re working crazy hours, seven days a week. You got your phone and email system attached to your hips. As you said, “One more email. One more client. One more product to develop. One more thing.”

When my kids were younger, you think, “It’s going to get better when I get the next $100,000 or something,” then that comes with more work. It’s very easy to get overwhelmed and not even realize that you’re overwhelmed. A lot of entrepreneurs, especially women, are now working more hours than they did in corporate. You’re making less money than you did in corporate with less job security. You don’t have healthcare benefits. You don’t have a lot of the stuff that comes with the structure of the corporate.

Especially those who have great college degrees wonder, “Should I go back to work because my life might be simpler or do I stick with this?” I love that not only did you survive this, but you’ve come up with a system that other people could follow. I love that The Leveraged Business book goes over the system of how you can economize scale and do all that stuff with small children. Tell us a little bit about the meat of the book. What’s the whole premise of it? What does the reader get out of that at the end?


We are always improving above and beyond positive and loving.


What I realized long ago is the recipe to get to 10,000 a month or get to six figures in the first place requires a lot of digging deep and doing everything yourself. It requires long hours of learning. You’re building the plane as you fly it. Once you get to $100,000 or more in your business, what got you here won’t get you there. There meaning 7 figures with 14 to 16 weeks of unplugged vacations a year. For you to grow from six figures and get your life back, you need to do less better.

I believe there is no such thing as a self-made millionaire in the sense that you cannot do it alone. You need the right people that you can trust so that you can stop white-knuckling it and let go. It’s going from the control enthusiast to the person who can delegate more fully to the people in her care, then it’s about creating systems for everything. Most of us start our business based on our personality. It’s us doing everything.

After a while, the mindset that needs to be adopted is that we become a process-driven company, not a personality-driven business. When everything is documented, has checklists, and runs like a well-oiled machine, fewer things fall through the cracks. You know this, Victoria, because this is how you have been so successful. When you take these two elements, because the right systems and processes are there, you can fully delegate to your team. This allows you to leverage your time. You leverage your team and your systems.

Now, instead of being a doer who has got her hands in everything and becoming a bottleneck for the company, you begin to use your time in a more leveraged way, focused entirely on what we call in the book as EGAs or Exponential Growth Activities. Those are the things where several of our clients will get to $1 million in a year or two because they are using their exponential growth activity days to create way different results and to change.

You leverage your business model instead of working hours to dollars. You’re working one too many and scaling your business. There’s more but if we focus on those first four first activators out of the eight activators, that’s when you can rapidly grow your business. It doesn’t matter what business you’re in or what you do, this is proven to work when you follow those processes.

I agree with you on that. Most people will agree that you can’t do it all. You need some help. I’m going to be a contrarian and ask you a couple of questions because that’s what this show is all about. The first thing is the agreement part. Look at companies that are successful out there like McDonald’s. McDonald’s started here in San Diego, not too far from where I live now. First, it was the owners flipping the burgers, packing them, talking about it, going door to door and buying all this stuff. All the relationships and the know-how were with them.


MDH 70 Fabienne | 6 To 7 FiguresMDH 70 Fabienne | 6 To 7 Figures

6 To 7 Figures: The recipe to get to 10k a month to get to six figures in the first place requires a lot of digging deep and doing everything yourself. It requires long hours just learning. You’re building the plane as you fly it.


They realized there was more money in franchising and systemizing what they were doing. Now they’re talking about a robot doing it. It’s a full-proof system that they have. There’s nothing that could go wrong in their system. There are 21 steps to make their fries and you don’t skip one so it’s exactly the same.

I agree with you that building a system is critical to growing. You can grind it out, grow and work more hours, but that is not the quality of life that we all aspire to have, nor was it what we envisioned with us working more hours. When you don’t delegate and don’t realize this, all your relationships with your vendors, clients, students and IT person are all with you. That means every phone call has to be initiated and answered by you. You don’t have enough time of the day to do that.

You work with a lot of entrepreneurs, especially female entrepreneurs. We’re very control freaks. This is how we became entrepreneurs. It’s hard to let go of that control. Do you think that it’s because we don’t trust other people and we don’t trust something is not going to go well? Why is it so hard for people to let go of some control? What do you think?

From my experiences, when we open up our own business, very few of us are taught how to hire strategically. What happens is when we are freaking out, working sixteen-plus hours a day, our instinct is to find anybody with a pulse to stop the bleeding. We’re just grabbing the first person who seems sane, a neighbor or a friend. We say, “Do this,” and we’re just focused. There are so many plates spinning in the air that we don’t hire strategically. We don’t use assessments to put the right person in the right seat. We don’t have most of us everything documented so that even a six-year-old could follow the process. What happens is we say, “Do this and I want it by tomorrow.” I’m exaggerating but not really.

I call this drive-by delegating, which is you’re throwing a hot potato at somebody. On the receiving end, that assistant or even a CEO that you hire doesn’t know what to do with the hot potato. You haven’t explained what it’s supposed to look like. You haven’t given examples. You didn’t take into account how much else they have on their plate. You didn’t tell them when it was realistically due. They either stand there frozen.

A lot of them are in fear because they don’t want to disappoint you, but they have no idea how to get it done, or they go down a rabbit hole for three weeks, and then they come back scared and proud of the work. They say, “Here you go.” You look at this and say, “Three weeks into this? This is not at all what I wanted. I could have done it better myself.”


When you have hundreds of women blowing wind in your sales, there is nothing you can’t do.


Do you think that sometimes, as entrepreneurs, we tend to hire the people we like or people we think could do multiple things as we do? Do you think you’re better off hiring a specialist that you are not good at? For example, I’m horrible at IT. I would hire somebody who talks like me, who is creative and all that which would be a real mistake in the IT world for my business. In IT, you want to have a system that works and that you can count on all the time. Do you think that’s one of the problems? You wrote a whole book about it, The Leveraged Business.

What do you think? Are we hiring people that are experts at specialties that we’re not good at? As an entrepreneur, you’re used to doing everything. We expect our employees to do half as much as we do. A lot of entrepreneurs tell me that. The reality is that most people who are going to do twenty things at the same time aren’t going to be working for anybody. They will be working for themselves.

Here’s a secret that I used to get to $1 million. I hope it’s helpful for the people who are here. I’ll talk about the four ways that I’ve discovered to hire the best people. When I started taking assessments early on being a business coach, I realized that I am a high idea generator who loves to start new things and entreprendre. I’m half French so I know this. Entreprendre means to initiate. Many of us entrepreneurs, 95% of us from my recollection, love to start new things but are not also wired to finish them.

The secret that I figured out is that I don’t have to change. I am who I am but I must surround myself with people who are wired to finish things, who are not coming up with sixteen fabulous ideas a day, but more who like to dot the I’s cross the T’s and are wired to follow through. The more you have people like that on your team, the more they can help you discern whether all those sixteen ideas are worth working on. They will basically take whatever you’re working on and make it happen. That’s one of the ways that you get there.

When you are looking to hire strategically, what I’ve discovered is you’re looking for four things. The first one is a skillset. Can that person do what you want them to do? The second is experience. Have they done this a lot before? Believe it or not, those two things are not always necessary. If you don’t have a lot of funds, you could hire some 23 years old from college as we did in the beginning, and you teach them the skillset. Eventually, they will have the experience. What is non-negotiable is the last two quadrants or elements, which the third one is wiring. Are they wired for the job? A lot of times, we hire a person to do coding, admin stuff and input, which is very dry. We also want them to pick up the phone and sell. You can’t do that. The wiring is strategic and so helpful. That is non-negotiable.

The fourth thing is culture fit. In my company, we are always improving above and beyond, positive and loving. We own it when we speak up. If somebody on my team is not positive and loving, they don’t own it, and they are just trying to clock in and out, they’re not going to fit with us. They’re not going to fit with our clients.


MDH 70 Fabienne | 6 To 7 Figures

6 To 7 Figures: When you are looking to hire strategically, what I’ve discovered is you’re looking for four things. The first one is skillset. The second is experience. The last two elements, which are wiring and then culture fit.


The culture fit is necessary. Once you’ve got at least the bottom two, which are the wiring and the culture fit. Ideally, you’ve got the skillset and the experience. That’s when with the right systems, you onboard and train them in a certain way that eventually, you let go and delegate safely and show them how to pay for themselves in the first 3 to 4 months. You can then move on knowing that you’ve got the right team you trust. They’re taking non-necessary things off your plate, and then you can go and scale the business.

That’s interesting. I love the word you used there. This is the sweet little sound to entrepreneurs, delegate safely. It’s like your other child when you give birth to your businesses especially those of you who are in that physical business and restaurant business. It’s those hours of grinding. Every single time you serve a meal, that’s your product and consistency going out there. When you delegate, it’s scary because your reputation, future and everything are on the line, especially the perfectionist. I happened to be one who used to be guilty of that.

I had let go a long time ago because my kids were sick a lot. I had to count on some people and let go. That was the best thing that ever happened to me. I love the title here, The Leveraged Business: How You Can Go from Overwhelmed at Six Figures to Seven Figures and Get Your Life Back. That’s what we all want. We want to be able to grow by working fewer hours with less resources because you’re much more efficient and you can scale upwards.

I’ve done the 8 and 9 figures. I can tell you that it’s much easier going from 7 to 8, and then the 8 to 9 almost happens on its own. My daughter is 30. She has a child. She started her own business pretty young realizing, “There was no way I could sustain this life.” Her child was born during COVID. She spent a lot of time at home and then she’s like, “Now I got to go back to work? What do I do?” What advice would you give to a younger you many years ago?

It all depends if the person already knows what business they would want to start. If the answer is no, one of the things that I have people look at is a four-question process that doesn’t need to take more than 30 minutes. An hour is ideal. It’s to answer the four ikigai questions, the reasons for being. The questions are these, “What do I love and what am I passionate about? What am I exceptionally good at, even if I take it for granted? What does the world need? How can I get paid?”

When you ask yourself these four questions, you receive a huge amount of clarity as to what you can do in the world in a way that has you passionate about using your skills so that it lands and it’s relevant to what the world needs according to why you’re here and how you can get paid. When you have those four things, it’s about giving yourself permission to start.


Leverage your team and systems.


The permission train isn’t coming, especially for young women. We’re waiting for people to give us permission. You give yourself permission and you go out there. Self-belief is a huge thing. I know you could say, “Self-belief? is that the secret?” I’ll tell you this. In my communities of women who are from all walks of life at all different levels of business, this feeling of inadequacy among women of, “I’m not good enough. I don’t know enough. I’m too much,” the self-belief changes everything. It’s about learning how to get to $10,000 a month and get to $1 million and more. It starts with that.

I completely agree with you on the whole self-belief thing. If you go into your first entrepreneurship business without fully believing in your business or yourself, and you don’t have a community like Fabienne’s community or you don’t have a mentor like her, what happens is you’re wondering, “Am I doing the right thing? Is this going to work?” You’re spending your time doing that. The first time something goes wrong, you’re going to give up.

That’s because our society and the school system are set up to create workers in factories. The minute you hit a bump in the road, your best friend, sister and even your spouse will say, “Maybe you’re not cut out for this. Maybe it’s time for you to get a real job.” What happens is you’re hearing all these toxic voices, which are creating toxic thinking in your own head. Society rewards the masculine, especially in business. You’ve got these little kids, and then you feel guilty all the time. When you’re working, you’re thinking about them. When you’re with the kids, you’re thinking about work.

There are so many toxic voices that have you question whether you are cut out for this. Get yourself in an intentional community, not an accidental community, meaning neighbors, people at the club or whatever. Forgive me, gentlemen, if you’re reading this. Many women benefit greatly from being in an intentional community with other women in business. Why? It’s because we are wired differently. We are wired to need to talk ideas through.

We don’t need everybody to fix us. We need the bonding chemical oxytocin. We need to feel elevated by other women, not women who will compete with us or try to tear us down. It’s a community where a rising tide lifts all ships. There is extreme generosity and encouragement, “If you can do it, I can do it. If I can do it, you can do it.” However cheesy this sounds, when you have hundreds of women blowing wind in your sails, there is nothing you can’t do.

It doesn’t sound cheesy at all. I’m old enough to have been born at a time of working women. Very few of them actually worked as an entrepreneur when I started my company in 1989. When I was working in corporate, women were often the people that would compete with you and compare. It’s time to stop competing and comparing and start to lift other women and collaborate.


MDH 70 Fabienne | 6 To 7 Figures

6 To 7 Figures: Women are wired differently. We are wired to need to talk ideas through. We don’t need everybody to fix us. We need the bonding, a chemical oxytocin. We need to feel elevated by other women.


Everything you said resonates with my own story. You talked about passion and purpose. I wrote a book called Million Dollar Passion. It’s about turning your passion and purpose into a dream business. One thing we didn’t get to talk about here is that Fabienne is a mother of three children. She has built this incredible business and community, and lifting thousands of other women with her children being a full-time mom. That’s the real jam. It is possible. I’ve done it, you’ve done it, and we both know a lot of other women who’ve done it. You can all do it now.

You have to take a deep breath, scale back a little bit, and figure out what you’re best at and what your passion is. We all do things we don’t want to do. I hate selling. I go on TV and sell. I hate being pushy. There are a lot of things that we don’t like doing. I have other people who do the selling for me. Figure out what you’re best at and what your passion is. Focus on that and delegate the rest. If you are scared of delegating or don’t know how, there’s a great book that Fabienne wrote, The Leveraged Business. I suggest that you check that out. Fabienne, how do people connect with you if they want to learn more about this fascinating subject?

One of the best ways to find out more and even get the book if this speaks to you is to go to Put your ear to your heart and then boldly go and do the thing. The book is free there. You just cover $2.95 in shipping. You can read hundreds and hundreds of stories of other women who have gone from being overwhelmed into creating businesses with little kids at home. I invite you to watch those videos and read those stories so that you can increase your own belief in yourself. If others do it, there’s no reason why you can’t put the same resources.

You can’t put a value on that. I’m sure anybody has done it. The road is not smooth. It’s full of landmines, sharp turns and some disappointments. It’s how you handle those. When you connect with other women who’ve been there, seen things and have experienced things that you can’t see now, there’s a lot of value in that. Unfortunately, when I started my business, I didn’t have mentors. We didn’t have online communities. There was no Facebook and internet. Microsoft was formed in ’89. That’s how far that goes. There was no community of online people that I could connect to or mentor.

I didn’t even know there was a mentorship program or anything like that. I went to USC and there were some mentorship programs, but they were in real estate or something. I design jewelry. Talk about having people tell you, “You need to get a real job. Let me tell you something.” I got that a lot. The best benefit of living nowadays if you’re a Millennial mom is having that online community and other people. The internet has opened a lot of doors, mindset and free books. It’s amazing. Take advantage of all of it.

As we close, I want to remind you, please stay happy and healthy. Happiness is a choice. I hope you make great choices. If you have not subscribed to the show, please subscribe and share it with at least one person so we can amplify our voices and help more women out there. That’s why I’m here. I’m here to help other people succeed because, in my culture and family, you are not successful until you help other people succeed. I’m here paying my dues. Thank you so much for coming to the show, Fabienne.

Thank you, Victoria. Thanks, everybody.


Important Links


About Fabienne Fredrickson

MDH 70 Fabienne | 6 To 7 FiguresFabienne Fredrickson is a beloved mentor to thousands of women in business. As founder of The Leveraged Business program, Fabienne has reverse-engineered how she scaled her business to several million annually, while remaining powerfully feminine.

Her book, The Leveraged Business: How You Can Go From Overwhelmed at 6-Figures to 7-Figures (and Get Your Life Back) is the definitive roadmap showing women how to increase their income and impact with heart. Find her at

MDH 69 Corey | Ultimate Safety

MDH 69 Corey | Ultimate Safety


What are the top three things you need for ultimate safety? Victoria Wieck sits with Corey Jones, the Principal Owner of Safetyman Consulting. The first is awareness. If you’re going somewhere, make sure you know how to get there. Decide your parking place and figure out if it’s a safe place. The next one is avoidance. Avoid bad areas and bad behavior. Don’t walk around with your head bent on your phone. You can do that later in a safer place. Join the conversation to discover more valuable ways to avoid dangerous situations.

Watch the episode here


Listen to the podcast here


What You Need For Ultimate Safety With Corey Jones

This is a very different kind of episode and it has to do with your safety, which is what we’re talking about that’s important. I’ve got somebody who’s got an extraordinary background in this. My guest Corey Jones was with law enforcement for 25 years. Everything from SWAT team to community policing, supervising, internal affairs, you name it, he’s done everything.

He understands how every party feels, how things work like in the police department, how they should interact with communities and how we can all feel safe. He’s a very interesting person and as his way of paying back, he’s got a couple of community service-type things. He’s got a TV show hosted by RadioVision Network called Be Ready with Safetyman and The Corey Jones Show. He’s also got two different podcasts to help you understand how you can keep your family safe and also do your part in your community as well. Welcome to the show, Corey,

Thank you so much, Victoria. I appreciate you welcoming me on. Hopefully, we’ll have a great talk.

When I look at your resume and bio, it’s scary all the things you’ve gone through and done. We see words like lethal weapons and things like the SWAT team. Thank God I’ve not had to interact with one in an interactive situation but you have done everything from diffusing a little thing around the community to some of the most lethal events.

I’m looking forward to this conversation about how we can feel safe. That’s a vague word, meaning that some people have different tolerances. How can we keep our employees and businesses safe? What do you think is the biggest problem out there in your last years of experience? What do you think are the top three things that people should be aware of to keep themselves safe? Why is the word safety such an elusive word?

In the first word, you hit the nail right on the head. I was on the news, NBC local to Philadelphia, speaking about the rising carjackings. It’s happening in a lot of big cities across America starting in 2020. Even in 2022, there are still, unfortunately, setting records that no one’s proud of for the amount of carjacking, some of which are fatal.

My message to everybody who’s potentially involved in a carjacking is the three A’s. The first one would be Awareness. I’m going to pretend to you that I’m training a secret service agent and I’ve had some training with the secret service. Some dignitaries come to my town is that situational awareness. Whenever you see a secret service person, their head is on a swivel. They’re looking around.

That second A is going to be Avoidance. Let’s avoid bad areas and negative behavior. Let’s not be walking around in transitional spaces or that area from our office to our car or when we’re at a red light or a stop sign, when our head is buried in our cell phones, trying to update that Facebook or return that cell message that can wait for a safe place.

When you travel, do pre-operational surveillance.

The last A is going to be Action. We want to have a plan that we already talked about on what action is going to be. What am I going to surrender? Am I going to escape the X, get off the X and drive away quickly? Am I going to fight for the lives of the people that are in my car, including my own, my kids, my significant other or some other person that’s in the car? Those three A’s are the three things that I want everybody to take with them, man, woman, at home, at work, anyplace.

I didn’t think about it in this very analytical way. I’m a female business owner and have traveled 4 million miles on flights. I’ve been to countries where bombs were flying over. When you’re traveling, you don’t know those things are happening while you’re in the air. I remember I was flying into Abu Dhabi and unbeknownst to me, I took a flight from Hong Kong to Bahrain. That’s how I got to up Abu Dhabi.

There was a bombing by US Forces in Lebanon and it was all over the place. You don’t sometimes know the situation that you’re going to get into. When I travel and book my flight, as well as my hotels, I always go online to see how well it is lit. How far is it from the parking? Is it underground parking to the front door? I look at all the reviews to see. I’ll do what I can. When I get there and it’s late at night, I would go to the front desk and say, “I feel a little bit uncomfortable parking my car over there and walking by myself at midnight. Would it be okay if I left my car here?” Most of the hotels will let you do that.

With your idea of awareness, doing your research, avoiding potential problems, being aware of that and avoiding all the things you could do ahead of time, bad things could still happen to you but you got to do your part. The part I don’t understand is action. How do you know when you surrender or fight? That’s fearful if you think about somebody coming after you and they’ve got a weapon or I’m looking at somebody a lot larger than me who’s got bad intentions. How do you know if you’re safer to surrender or you’re better off trying to fight for something? If you do fight, what do you fight with?

I want to commend you first off. You’re teaching my class for me that I teach people when I go places. It’s fantastic that when you travel, you do some pre-operational surveillance and that situational awareness. You know where you’re going to be, how to get from the airport to your hotel or your place of work and where you’re going to park. You found something that made you feel unsafe, so you want to avoid that. You then took action by going and speaking to the front desk to get your car parked in a safer place so you could do that. Secondarily, you can have somebody walk you to your car or watch you walk to your car to make sure you’re safe.

To your specific question of how do you know what action to take, you want to know what your skill level and line are. Everybody has a line of what they’re going to allow somebody to do to them before they decide to fight. If you’re by yourself, that line may be one place. If you’re with a significant other, that line may be another place. If you’re with children, that line maybe even in third place.

You have to come to terms personally with yourself like, “If I take action, I’m going to fight 100%.” I recommend that everybody go to a few self-defense classes. In most areas, there are self-defense classes that are offered where it’s women-only, so you don’t have to have that awkwardness of having a hot, sweaty male that you never met laying on top of you. It’s that exposure of what that feels like, some of the techniques that are going to tell you how to defeat a hair pull, a wrist grab, a purse grab and so forth.

I teach my clients to try to surrender verbally. Put your hands in a neutral but protective position. “I’m going to cooperate and give you what you want. Do you want my wallet or purse? Here it is.” Throw it far away. If they go after the money, the purse, the cell phone or the item, the watch, the jewelry that you threw, you run the other way. If they’re chasing you, it’s no longer a property comp crime. It becomes a personal crime. We’re going to have to fight. Attack the eyes through the groin and eliminate the ability to see, breathe and stand.

MDH 69 Corey | Ultimate Safety

Ultimate Safety: The mission is to make people feel safe with the police and to make the police better.


Follow what Corey is saying. Also, I want to say that before you even do that, check out his two podcasts. One is called Safetyman Consulting Podcast and the other one is called Safetyman Podcast. I’ll tell you why this is important. Safety is a continuum thing. You can never be safe enough. For example, I was robbed here at my home. I live in an incredibly safe area. If you look at the safety rating by the government, it’s the number 2 or 3 safest place in the United States. That’s why I came here. Most of my neighbors don’t even lock their doors. It’s pretty rural where I live, so it’s hard for people to get out of here.

I’ve lived here since 2004 and felt safe but I’ve got a husband who’s a real paranoid person when it comes to his family’s safety. We have security cameras and an alarm system that is a motion detector. We have community policing here. We have a very active patrol service. The headquarters for that is two minutes flat from my home. You would think that you feel safe and I felt pretty safe but he would always lock all the doors and turn the alarm when we leave. We did that day.

My mother-in-law had passed away and all of us were out. We had a remodel going on, so we’re still trying to figure out who’s who here but when the motion detector company called and told us there’s a security breach and we got an alarm that went off, we were on the block. Our house is on a street that only runs one block.

It was pitch-black about 9:00 at night. I told the guy that it was probably a false alarm because the motion detector was set pretty high and we were on our block. I said, “Let’s go back home and see what’s there.” Our home has a private gate. It opens slowly, so if somebody is driving away, you could see it because I’m on this block here.

When I got home, I still didn’t see anything. The gate was closed. The gate picks a full 45 seconds or so to open and then it’s a long driveway. What happened was we entered the house. My dog is going crazy and it looks like the people who robbed our house were still in the backyard. I didn’t know it at the time. The community police had already gotten here because my neighbors had already called them and everything was going off. We all got here at the same time, within two minutes.

The sheriff’s department, as well as the patrol, said that the robbers know that once the alarm goes off, they have a full two minutes before they have to get out. When the alarm goes off, they first called the landline and then the cell phone line. It takes anybody two minutes to get there. They know that they have somewhere between 2 to 5 minutes while they have to get out and they took exactly 3 minutes to get out. They were probably still in the backyard because of the way that my dog was behaving.

The only thing I can say is I took all the precautions but my feeling right at that time was, “Are they still in the house?” Secondly, I’m glad that they didn’t come after us with bodily harm. What I’m saying is that if you feel like you’re safe because you live in a safe area and crime is not a huge concern, it could hit you from everywhere. You should probably listen to a podcast and a radio show. It’s free. Safety is real. It only takes one incident.

The good news about this is my house is almost all glass, a very California home. It’s all tempered-proof glass, so they had to take it with a crowbar and take the glass piece by piece to be able to put their hand through. They left some blood drops, so we’re able to get the DNA. I don’t know what’s going to happen. They told us that we were the eighth home that they hit in this area. They were very quick.

Go to a few self-defense classes and learn techniques.

All the areas they hit were super safe and it just took them two minutes to escape. There was one woman that was raped about 4 miles down the street. I feel glad that they didn’t kill us or take us hostage. Who knows what they would do if you entered the home right there? Safety is something you take very seriously.

Some people are scared when they see policemen and some feel like they’re very safe that the policemen are there. I have mixed feelings about that. What do you think the origin of that is? Do we reach out to the neighborhood police stations and see if they can come and talk to us? How does that work in terms of the community versus the law enforcement that’s around us that’s supposed to help you?

As a retired police officer, I’m tired of going to parties and people finding out that I used to be a police officer and I still sometimes engage in training law enforcement officers that they give me a bad story. They had this interaction that they considered negative with a law enforcement officer. One of my life’s missions is not only to make people safe but to make people feel safe with the police and make the police better.

Let’s be honest. In law enforcement, we had some rough edges and some things that we had to fix and have to fix. One of the things I teach law enforcement officers is Verbal Judo, verbal de-escalation and treating people with dignity and respect. I can come up to you and say, “Give me your license.” I also can say, “I’m Corey Jones from your local police department. The reason I’m talking to you is we had a report of a suspicious person in this yard. Are you allowed to be here? Is everything okay?” That sounds much better. I can get a better result as a law enforcement officer doing that way.

I want you and your readers to know that law enforcement officers across the country are focusing on verbal de-escalation and treating people with dignity and respect. What I would tell citizens to do to answer your question is you can have an officer from the community policing division or their public affairs division come to a local meeting that you have, whether it be a neighborhood watch, a community meeting that you had or community event.

If you’re having a barbecue, they’ll come out and play with the kids. They’ll answer all the questions that you have about how many officers are working, what their crime rate is, their response time is, help ease those concerns and show that positive image that we’re trying to do. In my career, I’ve trained with law enforcement agencies from the federal state, local and county from the East Coast to the West Coast and some from outside of this country.

The vast, overwhelming majority high, 98% of them were professional people that I would trust coming into my house to rescue my wife and kids if I were traveling abroad. There are those bad apples that, unfortunately, the ones that get plastered all over the media. What do we do as citizens? We see that and think that all the rest of them are the same way. They’re not. I was in internal affairs and if somebody did something wrong, we could either handle it with additional training, have minor discipline, major discipline or fire that person. I’ve been involved in all of those things.

I am apt to tell you a funny story. I was flying for years and years. I was doing my show on the Home Shopping Network for many years. The first few times I flew into Tampa, I didn’t know the lay of the land and they didn’t have the GPS like they used to have after, so you had those little maps. I’m a very dyslexic person. I’m not very good at directions. When somebody says Northeast, I don’t even know if that’s a left turn or right turn.

MDH 69 Corey | Ultimate Safety

Ultimate Safety: The vast majority of the police officers don’t have crystal balls.


I was driving and see these flashing lights. I pull over on a bridge. It’s not an off-ramp or anything. It’s one of those bridges that go a few miles. Two policemen come out. He was trying to say something to me. I watched a lot of those crime shows on snapped. It’s so bizarre. People can kill somebody. I’m addicted to the show.

I watched a true California story. There’s a sheriff officer that was assaulted and in prison at this point. It was very fresh on my mind. When the officer that stopped me walked over, I lowered the window so that I could speak to him. I asked him if I could take a picture of his badge. I called in his badge number, not to his police station but to my husband and everybody like, “I’m in Tampa Stopover.” I looked out for him.

He said, “Your taillights aren’t working,” or something. I can’t remember what it was. It was something minor. I said to him, “It’s a rental car. I didn’t know that. I’m lost. I might have been weaving a little bit. I’m not sure because I’m reading this map.” He said, “No problem.” He asked me for my driver’s license, so I went ahead and gave it to him.

These two officers escorted me to my destination, which was a few miles. They were very pleasant. With my robbery here, I freaked out. We were coming back from the viewing of my mother-in-law, who had passed away a few days before. We didn’t even know what to think because that was the last thing that we were going to deal with that day.

The officers were very calm and asked me to step outside because it was not safe. They went through the whole house, the backyard, the front yard, the neighbor’s yard and all this stuff. He also told us that there are some security issues. If I wanted to feel very safe, they’re going to go ahead and make some recommendations. We had security cameras but they weren’t pointed at the right places like the entry points and things like that.

They gave us a whole recommendation and walked through room by room. For example, I have those motion-detected flashing lights, so it shocks people. It’s hardwired. They were very nice. Sometimes I’m stopped over for something and an officer might say something like, “Do you want to step outside?” I’m like, “What did I do wrong?” They don’t want to talk to you. They treat you like you are drinking or something. I don’t even drink.

A lot of that has to do with your background. People’s minds go to the worst experience they ever had and the worst thing that could happen. Safety is something that we have to take very seriously because we don’t have any control over that. Secondly, if you’re going to be safe, you’re going to need officers to help you. They’re the ones you can call when you’re in trouble.

If you’re potentially stopped by someone and you’re not sure if it’s a real police officer, I have a podcast episode that deals exactly with that and what you’re supposed to do. The main thing is to turn on your four-way flashers, reduce your speed to the speed limit, pull over to the right but not over if you’re unsafe and call 911, which is everywhere in the United States.

Verify if, in fact, the one stopping you is a legitimate police officer.

If you have an idea of where you are, the 911 operator will be able to locate that police officer attempting to stop you and verify if it is a legitimate police officer. That little bit of time that you took with your four-ways on is not going to make that police officer any more upset because that 911 operator is also going to communicate with that police officer like, “Your motorist was trying to verify because they were scared.” That is well within the law as long as you’re not committing any additional motor vehicle violations when you do that. I talk about some other things in the podcast too.

I want to congratulate you because you told two positive stories. Even if you’re doing it subconsciously, you’re balancing them against some of the negative experiences in the stories you had and giving officers a chance to do the right thing. Two of those stories that you told me were right out of the playbook of how I would train my officers, the one on the car stop, finding out who you are, identifying you, making sure you’re not a criminal or wanted and then helping you to your destination safely. The second one is getting you out of the danger zone of your house that was recently burglarized and would still be occupied by dangerous, desperate armed people and clear that for you.

Going so far to give you some tips and techniques to make your house safer and prevent that type of situation or worse, like some assault, from happening later. They were right out of the playbooks. I want everybody reading to understand that the vast majority of the police officers don’t have crystal balls. We don’t know what we’re going to show up to. We know a dispatch tells us but it’s often inaccurate because that’s based on a 911 call from an upset person. We have to handle everybody as a potential suspect. My job is to be able to teach officers how to handle a person as a potential suspect while still treating them with dignity and respect.

With the sheriff officers that came here, I’m able to call the detective. He usually returns my call. I thought he’d be so busy because he got murderers to deal with. I just got the robbery thing going, so I feel a little guilty when I do the follow-up calls. I’m not interested in getting my things back. I’m just interested in making sure that person doesn’t go out and do any more harm. The other biggest fear is what if they come back because they didn’t get all they wanted? We didn’t come back at five minutes. We came back within a minute when we got there.

I love the idea of having some collaboration with your live watchman officers, whether they’re sheriffs, the police or community policing. It’s hard if they freaked out that you may be the suspect, the suspect might be there trying to hurt them and then the victims freaked out as well. Wouldn’t you say that over-communicating and having a little bit more tolerance and giving everybody a little bit more benefit of the doubt might help a lot of the situations that we don’t have to face unnecessarily?

The collaboration between law enforcement and community, we touched on that already by inviting your law enforcement officers to your business, residence or if you’re having a block party or something like that, you got to lure them with donuts and coffee though, just haven’t been a cop or something exciting for them like if you want to get kids to come, you got to have candy. If you want to get guys to come at someplace, you got to have beers.

Have them come through your business and check their business out so the first time they’re there on your block, it’s not during an emergency. Transition that to all your neighbors working together.

When you responded to the incident at your home, your neighbors were there also and called because they heard the loud audible sirens, which is good. Have that plan in place where everybody’s looking out for each other. They’re reporting suspicious vehicles immediately to the police department. Having that local two-minute response time, use that to your advantage.

MDH 69 Corey | Ultimate Safety

Ultimate Safety: My job is to be able to teach officers how to handle a person as a potential suspect while still treating them with dignity and respect.


We want to scare those bad guys away. We want them to know that when they’re out there pre-planning and doing as we did, which is the situational awareness, they’re doing that pre-operational surveillance. We want them to get caught and see that they’re not going to be able to get away with this in the fashion that they wanted to.

Everything that you said makes complete sense in many ways. They are things that we don’t think about because crime is something you don’t think about until it happens to most people. Luckily for me, I was in the jewelry business, so we were always targets. I went through a lot of safety training and that kind of stuff. I wanted to commend you for everything you’ve done and all the service that you’ve given to your community and this country. Also, what you’re doing is educating all of us on how to keep you feeling safe.

That’s the other thing too. Being safe is one thing but also feel safe enough where you can function at your maximum. I loved that. Also, all the things that you can do to preemptively prevent some of those things that could happen or going back to your three A’s, being aware, avoiding and also taking action. For those of you who are interested in more safety, I can’t stress enough to you how important that is to follow someone like Corey, who’s been there for a long time to prevent anything like what had happened to me.

Luckily, the only thing that happened to me was they took a bunch of jewelry. I designed jewelry, so it’s not all that devastating to me per se but it was an eye awakening experience and a shakeup moment for me as well. Corey, I’ll have you tell where people can listen to you, how they connect with you and how they could also get you to speak at their events nationwide, virtually or in person.

Thank you for that and those words of confidence. They can go to my website, which is They can have me come out. I can teach verbal de-escalation, crisis management and active shooter preparation. I can come out and speak specifically to women business leaders and teach them different things that they want to do to prepare themselves for internal or external problems to help with the “#MeToo Movement,” all different types of things and how they can report that.

They can look at my podcast channel, which is Safetyman Podcast or Safetyman Consulting and then my YouTube channel, which is Safetyman Consulting. Everything that’s on the podcast channels is also on the YouTube channel. If you like my smiling face, you can watch it on YouTube. If you want to listen to it on your ride home, you can go right to the podcasts. I update them weekly. You’ll find that the common theme is making those preparations and plans, communicating those plans of who you’re with and then making those plans happen or taking action if something does kick-off.

Thank you so much for coming in, sharing your expertise and time with us and also all the places that we can connect with you. Those are all free channels. It’s just an investment of a little bit of time for you to get super aware of what’s going on. Until next time. I wish you safety and happiness. Remember, happiness is a choice. I hope you make great choices. Thank you.

Thank you, Victoria. Stay safe.


Important Links


About Corey Jones

MDH 69 Corey | Ultimate SafetyI served 25 years with the Mt. Laurel Police Department (NJ) beginning in 1993. During that time, I served fifteen years with Special Weapons and Tactics (SWAT) Team, ultimately becoming the leader for the Burlington County Regional SWAT team. I am trained as an instructor in all lethal and less lethal weapon platforms as well as verbal de-escalation.

In 2000, I was promoted to the rank of Sergeant. As a Sergeant, I was tasked with conducting routine and advanced training, public information, community policing, supervisory duties, internal affairs investigations, quality control and operating as the incident commander for critical events. I served as a shift commander and retired in September 2018 at the rank of Sergeant. I oversaw more than one thousand arrests and numerous critical, life-threatening incidents.

With Safetyman Consulting I specialize in four critical services stemming from Safety, Security and Survival. I am the consultant for several multi-billion-dollar companies including Annie Mac, Jefferson Healthcare and Royal Farms.

1) I provide critical instruction to all levels of employees and management. I teach Tactical Communications through the Verbal Judo Institute. I stress conflict avoidance strategies. The goal of this instruction is to increase safety and enhance professionalism.

2) I train private citizens, security guards and professional law enforcement officers on how to properly deploy firearms and Tasers.

3) I train businesses, schools, houses of worship and daycare centers in readiness response. Specifically, I instruct active shooter prevention, training and recovery.

4) I train 1st Responder agencies in Incident Command and Crisis Management.

In an effort to give back to the community, I conduct speaking engagements with youth on how they can survive an encounter with police while protecting both their lives and their rights.

I have weekly, online TV Shows hosted by Radio Vision Network ( ) called “Be Ready with Safetyman” and “The Corey Jones Show”. I have a two weekly podcasts on all major podcast sites called “Safetyman Consulting” and “Safetyman Podcast” where I provide safety and readiness information.

My goal is to leverage my training and experience for your organization. I plan to deliver current industry-standard content which is geared to build a culture of safety, resilience, readiness and professionalism in the face of unexpected adversity.

MDH 68 | Personal Brand

MDH 68 | Personal Brand


Understanding the target audience is fundamental to our success. How do we do that? We have to learn how to build a personal brand that is authentic and memorable! Join your host Victoria Wieck as she sits down for a conversation with Mary Henderson about creating your own personal brand. Mary is a heart-centered, compassionate, and tenacious entrepreneur who thrives on human transformation and witnessing people fulfill their dreams. She discusses the key concepts of developing an unstoppable brand that can solve people’s problems. As an entrepreneur, we want to find a unique way to understand what people are looking for and not just aim for fame.

Watch the episode here


Listen to the podcast here


Be Unstoppable: How To Create An Authentic Personal Branding With Mary Henderson

We talked about the terminology, personal branding, how important it is that you become likable and become a part of your brand, and how that brand has been exemplified in everything that you do, starting from your heart. It’s a topic we never stop thinking about. We can always grow into this. I have an amazing guest and her name is Mary Henderson. She’s been doing this for quite a while with tens of thousands of hours she has personally put into finding her own unique way of helping you build your personal brand. Mary, welcome to the show.

Thank you for having me.

You have a background that’s very similar to a lot of our audience, especially female entrepreneurs. We don’t wake up one morning and say, “I was born to be a female entrepreneur.” I’m pretty sure there are some people like that. In your case, you grew up and did all the things that most people do. You get a job, climb the corporate ladder and all those things, then your kids come, and then that whole wake-up moment happens.

That happened to me. After my first child was born, I was thinking to myself, “I can’t sustain this life. I can’t be giving 150% of my life, my time and my effort to my job, my boss and my clients, and then come home exhausted while a nanny or someone else is taking care of my children. What’s the purpose of my life here?” I went through that whole epiphany at one point. That’s how I got into the entrepreneurship space. I know you did too. You went ahead and started your own company, then you sold it and you started doing something else. Can you tell us a little bit about what happened, a quick bio or an overview of what event shaped your life and how that led to what you’re doing now?

In the year 2000, I was climbing at the height of my corporate career. I was in the IT sector, which I loved. On the first day of this new job, my boss said, “I’ve got good news and I’ve got bad news. The good news is you’ve got this amazing opportunity. The bad news is you’ve got twelve weeks to fix the problem.” I’m thinking to myself, “I wish they could have told me that in the interview,” but I’m up for a challenge.

I had the interview. I had my very first meeting with the client and there was a whole room of people that I was there to meet, but the person who was meant to be the decision-maker didn’t show up to the meeting. The meeting was more or less null and void because they had already decided as an organization that they were going to move their business from our company.

This is a declining $8 million business per year at this point. As I leave this meeting and I’m heading into the lift, there was this woman in the lift. I’m wearing my red snakeskin boots. I could feel the daggers on my back and this person was checking me out up and down. She turns around and says, “I have to have those red boots.” I looked at her and intuitively, I knew it was the person that was supposed to be in that meeting that didn’t show up.

I turned around and said, “Is your name such and such?” She said, “Yes.” I said, “You were supposed to be in my meeting but you didn’t show up.” She said, “That’s because we are pulling all of our business away from you. No one in your company has been able to solve this problem and we’re done.” I said, “Are you going downstairs to have lunch?” She said, “Yes.” I said, “Please let me buy you a coffee. Maybe other people haven’t been able to solve the problem but I truly believe I can.” I had no idea what I was saying, by the way.

Strive to be the person that every IT company wants.

We sit down for five minutes and she looked at me. She goes, “Tell me what you want.” I said, “I want you to give me twelve weeks with your operations team. I need to understand your system. Once I understand the system, I can solve the problem.” She said, “I’ll give you twelve weeks. You can come and sit here for twelve weeks and figure out what the problem is. On the 12th week, if the problem is not solved, you guys are out.” I said, “I promise you, I will solve it.”

I’m sharing that story because that was a sliding door moment for me. When I left that meeting and as I was crossing the road, I paused for a moment and said to myself, “I’m either going to screw this up or I’m going to build a brand around Mary.” That’s what I’m going to do. I’m going to command my own demand in the industry and be the person that every IT company wants. I have an opportunity of a lifetime to fix this complex problem.

To cut the long story short, I solve the problem. I built that business from $8 million to $22 million in eighteen months with double-digit margins which in IT, that’s unheard of. I started getting job offers from all other vendors, not just in Australia but internationally. The next job I was offered was by an American company. I was there for four years. I built that business from $4 million to $54 million in 48 months. I had a massive sales team. It was at that moment that I realized I’ve got an opportunity here to turn these salespeople into brands or I can leave them as job descriptions. That’s what everyone else does.

I was there on a mission. I knew how to build brands because I built my own. I knew that it was a different approach to just showing up as a job description. That happened, and then in 2005, I decided to leave the corporate sector. I was traveling a lot and my body was done. I started my own business which was a web-based software company. I can see that there was a major opportunity and a niche in the academic sector so I went after that niche. We built software for that sector.

In 2011, my second son was born and that was the moment where my whole life collapsed. I had this child and three hours after, I had the most incredible epiphany. My business card fell out of my purse as I was reaching out to get some lip balm. I picked up this business card and I’m thinking, “My whole life has been a label.” Everything about me has been a label, mother, daughter, boss and MD.

I knew at that moment that I would resign from my own company. I resigned from the company that I had built from the ground up that I had for seven years, turning over seven figures per year. In January of 2012, I merged that business with a design agency. I took a twelve-month sabbatical to find out what am I going to do for the rest of my life.

In that twelve-month process, I had two incredible mentors. One, in particular, was a professor in Philosophy who would be the person that would change the trajectory of my life and make me understand. In that twelve-month period, I unpacked Mary, my knowledge, my wisdom, my skills, my gifts, my talents, and I made sense of it all.

Coming from a tech background and loving systems and Excel spreadsheets, as I was unpacking this version of Mary that I didn’t think had any currency, suddenly, I could see the passion and I could see that I could solve some complex problems. If I could merge those two together and design a system, I can go out into the world and serve people who I can help. That’s where I’m at now.

MDH 68 | Personal Brand

Personal Brand: We’ve never been taught to view our professional and our personal experience in the form of currency.


Let me dive right into the brand. You mentioned the word Mary is a brand, and I agree with you. Without a personal brand in a small entrepreneur space, it’s tough to make it. You can have a business where you can make more money and more revenues than costs, but you’re never going to build a scalable business unless you have a brand. Either the business is a brand or you are a brand or hopefully, they align with one another. In your opinion, what are some of the key essential factors that make a brand?

The first thing we need to look at is at the center of personal branding is you, the business. It’s the human being. We need to understand what that “you” looks like in its authentic state of being. To do that, we need to understand some fundamental attributes. We need to understand what the identity is of that natural state of being. What does it look like? What does it sound like? How do we want the outside world to perceive that person? We need to understand our core values. We need to understand what our core story is. All of those attributes convert to us being believable and trustable. That’s what we’re looking for.

The other element is, “What problem can I solve that makes me believable and trustable?” What I see a lot of people doing is going and chasing a niche or chasing an industry because they’ve been told to do that. That’s the worst-case scenario because it’s only a short-lived experience. When you can solve a problem based on your knowledge, your wisdom and your skillset, there’s a currency right there. That is another form of currency outside of dollars in your bank.

We’ve never been taught to view our professional and our personal experience in the form of currency. Think about it. It never depreciates. It’s always with you. Whereas dollars depreciate and you could lose it. We need to give that currency a whole new meaning. The other part of your brand is, “Who are we talking to?” Understanding the target audience is fundamental to our success. These three critical pillars are the core to developing an unstoppable and memorable brand.

I have to disagree with you on one thing, which is dollars depreciate. I say that for a lot of small entrepreneurs. If you are not careful, you can depreciate your personal branding as well if you do things that are contrary to your stated core values and your stated mission. One of the things that I see a lot with small entrepreneurs is that they get what you were saying, all the three points that you made.

The end goal is that people will only buy you, your services or whatever that you have to offer if they trust you and respect you. We want to attain some level of respect and trustworthiness from the digital space. They come to your website and they haven’t met you in person. They don’t know you. They are making judgments by a few clicks they’re making.

A lot of entrepreneurs will try to look bigger than they are. They will try to look more professional than they are. They will try to do all these things on their website that don’t jive with who they are. If I meet you in person, I might go, “That Mary is so smart, professional and on top of it. She’s down to earth. She’s a mother of two kids. I get her story and I want to give her a try.”

I’m not saying you particularly, but a lot of times, you go to Mary’s website and they don’t know you and the juicy part of you that makes you trustworthy is omitted. There’s a lot of space out there for somebody to cash in on teaching small entrepreneurs how a whole lot of themselves, including their vulnerabilities, are all translated into everything they do in the digital space.

At the center of personal branding is you.

This is why consistency and congruency are critical. I would never work with an individual that hasn’t accumulated at least 10,000 hours in their specialization because so many people are chasing fame. This is the biggest problem. A lot of those people come to me. They are the people that want to be famous for being famous. I can’t work with those people because the people that I work with are already running their brick-and-mortar businesses. They have PhDs and Masters. They have been in corporate.

These are people that have got a lot of information stored as a currency inside of them. That currency needs to be organized, not just organized in the problem that they can solve, but also in how they want the outside world to perceive them. If I’m coming on this show and you’re asking me a question on personal branding, I’ve come face to face with personal branding for many years. I’ve converted what I started to know that has become my vocation into an actual system. That’s lots and lots of years of trial and tribulation, lots of practice and lots of people that I’ve tried it on.

The congruency and the consistency are what create the believability and trustability factor, but also the authenticity. I don’t want to be anyone else. I want to be myself, including my vulnerabilities and the knowledge and skillset that I want to share with people. The other thing and the most important thing out of all of these, the ones that are genuinely creating their brand essence are the ones also that have the capacity to also create ecstatic brand experiences for paying clients and for prospects.

This is the biggest gap that I see in a lot of people who are going down this path of creating supposedly a personal brand. What they’re thinking is, “I want to be famous.” There’s a very clear line between those and the ones that genuinely are wanting to package all of their genius because they know they can solve a complex problem. They know that they can serve an audience. They’re on a mission to solve a problem for that target audience. It’s a very different mindset.

It’s interesting because a lot of coaches out there have never run a business. When you are about to lose a customer or build something for a client, sometimes they work great. You go from $5 million to $54 million in so many months. There are others that you don’t do all that well, but there is a learning experience with every one of those, even the ones that went right. Even the $5 million to $50 million that you do and you’re thinking, “If I could have only done this one thing, it could have been a $500 million business.”

I think coaches were never coached but they learned all the buzzwords. They learned how to teach. They just don’t have that authenticity or the core DNA. There are so many amazing people out there that are serving and adding value to their clients. They are so busy and exhausted from working so many hours that they don’t even realize what they need to digitize and monetize their businesses. They enjoy doing what they’re doing. Every day is like a school day.

For someone like yourself, a client comes to you and you can look at them and see how they talk, what their desires are, who their target audience is, and whether or not their mission is aligned with what they’re doing. Also, if they truly have the desire to build a true personal brand. You don’t have to have fame in the end. I have a personal brand. I’ve sold over ten million pieces of jewelry just here in America. Even in the US, I’m not a mainstream everyday celebrity but within my audience, my name is the most googled name in the jewelry industry. Building a personal brand that turns into a currency that you can trade and make money off of takes time. It takes knowledge and hard work.

If you want to dip your toes into this, Mary has a free program in She can quickly diagnose you. That’s an amazing service for anybody. It’s free and you get the expertise of somebody who has been through a lot of clients who are lost. You may even be sitting on some amazing wisdom, knowledge, skills and experience that could be packaged into a coaching program. I do a lot of speeches and I do a lot of pro bono work. I work with a lot of people that are sitting on an amazing gold mine of experiences that should be monetized.

MDH 68 | Personal Brand

Personal Brand: The ones that are genuinely creating their brand essence are also the ones that can create ecstatic brand experiences for paying clients and prospects.


A lot of people are in that position which is incredible.

Mary, if you were to give a younger Mary Henderson some advice on how you should go about charting your future, what would that be?

I’m quite a deep person, so I’ve spent a lot of time in reflection, stepping into the shadow of my vulnerabilities and things that we all downloaded as children. The belief systems that were never ours, to begin with. For me, doing that work, whilst it’s quite confronting and difficult to make sense of your past, you have to go there in order to see the other side of the coin. Everything has a duality.

What I’ve come to realize is the embodiment of every aspect of who I am. It’s not just the good, the bad and the ugly. It’s also the pain, the disappointments, the sadness and the trauma. All of that needs to be embodied. I’ve enjoyed that process because it’s in that space where I have found possibilities, ideas and creativities. I also found the true person of who I am.

Knowing what I know now, I would go back to my younger self and say, “It’s going to be okay. Trust the process.” That’s a very important word for me, trusting that process and having a deep relationship with my spirituality and what that means to me. That whole trust process has been a very big part of my journey. When you go through that process, yes, you’ve learned knowledge and skills and you’ve all turned it into wisdom, but then there’s the underlying thing. What lies beneath the surface of the skin?

Our 70 trillion cells are carrying memories that are converting into our behavior and our state of being. That’s where I want to go. I want to give all of that a whole new meaning. While it’s been difficult, it’s been an amazing journey. I’ve been able to embody all of the aspects that make up Mary and become the best version of myself, which is how I feel now.

What you said is so profound. In America, if you ask our children or teenage kids to define the word success, there’s going to be some form of money, fame or both in there. What you are saying is that there’s so much more. Each of us has different journeys. You took a year off to reflect upon yourself and look at how to live a happy purposeful life.

There are some coaches that will tell you, “I can turn your business from $2 million to $3 million tomorrow morning.” You can do that but at what cost? Are you going to stop seeing your family? Are you going to stop being a parent? Are you going to be turning into a psycho that nobody understands? I’m taking that as an extreme, but that’s different than someone like you, Mary, sitting down with someone and saying, “How do you envision your life five years from now? How do you want to live your life? If you want to live your life where you’re spending 50% of your time with your family and you want to monetize your business, this is how you’re going to get there.”

We have to stop thinking that we have to get to the destination as soon as possible because then we miss all the teachings and the wisdom.

It’s understanding the total need, not just the monetary and the business aspect. We all want to be successful in business so that we could be free to spend time the way we want to spend it. A lot of times people are chasing the things that do not lead to a purposeful life. Don’t get me wrong, but some people don’t know and have never taken the time to reflect on it and say, “What’s the purpose of my life here?”

It’s a work in progress. Where I was in 2012, fast forward to now, I’m still a work in progress. I’ve embraced that because I don’t think we ever stopped learning. For me, a very important word is order because I need order in my life. We don’t understand the power of being still and making sure that our household, our business, our relationships and the clients that we have. When I have order in my life, I’m attracting order as well. I see a lot of people define success as dollars in the bank account. They’re chasing something outside. They are chasing this thing called dollars. Making money is the effect of my cause. I’ve completely flipped it.

I don’t wake up in the morning like, “I’m going to manifest $100,000.” I don’t do that. I’m very systemized and ordered. I am in a position where I can choose who I want to work with. The reason I do that is that I’m passionate and clear on who I want as part of my tribe. I don’t want toxicity and craziness. I want to be able to work with people that I can show up with that I’m all in. I’m showing up 100% of the time. The positive side of that is that I’m available.

That’s very important to me in my business because if I’m available and my clients can trust me, from the bottom of their hearts, not only do they become my brand advocates, which converts into referral business, but also that’s the brand that I want to be known for. I don’t want to be known as a quick-fix brand or somebody that makes false promises. I want to be the brand that people say, “I trust her. Anything I need, she’s there for me.”

I had a weird sleep and I reached out to get my phone. One of my clients messaged me and said, “I need to run something by you.” She’s got some issues. I’m like, “Of course.” I didn’t wake up there and then, but I said, “Let me wake up in the morning. I’ll send you some time. It’s a done deal.” If you want to build a brand around being memorable and creating a brand signature, we have to understand right from the outset, “What does that look like?”

The effect of a brilliant brand is the opportunities, the dollars, and the abundance that follows that. A lot of people have flicked it. They have got it the wrong way around. Even in my methodology, we start with personal branding, but the effect is a lead generation strategy. The dollar is the last thing because it’s easy to make money when you have the system in place.

You and I have a lot of things in common. I’ve been a mentor in a lot of different programs for both the schools I’ve gone to, UCLA and USC. I do a lot of mentoring programs for women’s networking and small businesses. If somebody does not believe your personal brand and how you serve others, and they just want to chase the dollars, you cannot ever convert until they change their thinking paradigm.

This has been a delightful conversation. I agree with so many things. I built my brand with no money and all I had to sell was myself and my brand. I didn’t even know I was building a brand, but working my rear end off and always being the first person to offer a solution and never criticizing anybody else. I don’t even have time for that. I ended up building a brand for many years.

MDH 68 | Personal Brand

Personal Brand: The effect of a brilliant brand is the opportunities, the dollars, and the abundance that follows that.


I’m glad that you came on this show and explained how building a brand is not something you can teach somebody overnight. It’s not fancy advertising that you’re going to spend on Facebook. It takes a lot of work understanding yourself and how you can easily then align yourself with your target audience who understand you. It’s a journey. The journey itself of discovering the solution, who you are, what works and what didn’t work is the most beautiful part of what we do. I hope I never have to get off this journey.

That’s what I say to people, “You’re either the tortoise or the hare in the race.” I want to be the tortoise. I want to stop, absorb, listen, smell the roses and then move along. That’s what the journey is about. It’s all about the good, the bad and the ugly. We have to stop thinking that we got to get to the destination as soon as possible because then we miss all the teachings and the wisdom. That’s what I crave.

I’ve got a very loyal audience taking in every word of my guests. If you’re working at some company and you have yet to become an entrepreneur, but you always think, “I should,” and you’re running around with 50 ideas. Every time you have a bad meeting, a bad day or you lose a client, you’re thinking, “I should have.” Think about it this way. Sometimes what you think is the safest thing is the riskiest thing. There’s nothing worse than at age 55, you get laid off because no one is going to want to hire you. There’s age discrimination. There’s discrimination in everything going on.

Age discrimination is real. It seems to be an epidemic. I know so many people who are in their 50s getting laid off, downsized and being moved. When that happens, I would hate to see you freak out and panic. If you’ve worked for somebody as the senior vice president, CFO or head of sales for some company, you’re sitting on 1,000 hours, 10,000 hours, 20,000 hours, 30,000 hours or 50,000 hours of knowledge, compassion and know-how.

You may think, “No one is going to pay for it.” Let me tell you something. You probably can package, systemize, and digitize what you know. Even as a side hustle, you could generate some income from what you know. What you know is authentic. What you’re sharing is authentic. Real knowledge is not some textbook theory.

That’s the key.

It turns into the transformation of somebody else who can benefit from what you’ve gone through. You’ve got a lot of young Millennials who are 35-years-old starting a business. Can you imagine if you’re 50 years old and you’ve gone through all of that process already? You are being reasonable about that. Check out and what she has to offer. I wish you all the best. Mary, how do people get ahold of you other than the website?

Feel free to email me at You can connect with me on Facebook, which is Mary Henderson Coaching. You can also connect with me on LinkedIn at Mary Henderson Coaching with a pink circle around my face, and my website,

Thank you for coming to my show and sharing your knowledge and expertise. For the audience, thank you for tuning in to this episode. If you haven’t shared the episodes already, please go ahead and share them with your best friends because that’s how you can amplify and be a force multiplier. Until next time, please stay happy and healthy. Remember, happiness is a choice, and I hope you make great choices.


Important Links


About Mary Henderson

MDH 68 | Personal Brand Mary is an internationally recognised Personal Branding & Online Business Specialist. Mary helps Service Industry Experts systemise, digitalise and commercialise their knowledge, wisdom and skills into a scalable & profitable online business and a brand so they become an authority in their niche or industry.

Mary has 20+ years of experience building 7 & 8 figure businesses & building high-performance sales teams in the IT sector and 15 years delivering online solutions for large and small businesses. She has been featured in many publications and is regarded a thought leader in the digital sector.

Mary’s point of difference is her Personal Branding technology, a SaaS platform that has the ability to define a person’s s brand essence with precision that can be applied across all communication touchpoints. When you engage Mary, you access 39,000+ hours of experience, knowledge and wisdom in Personal Branding, client profiling, lead generation strategies, online program development, sales leadership, content development and digital acumen.

Mary embraces technology and social media in a big way and her followers are growing daily. Mary is a heart centred, compassionate and tenacious entrepreneur who thrives on human transformation and witnessing people fulfill their dreams.

MDH 67 | Exponential Growth

MDH 67 | Exponential Growth


Exponential growth is something all entrepreneurs want for their business. So how can you achieve it? Victoria Wieck and her guest Bimal Shah, the CEO of Rajparth Achievers, LLC, dive into scaling your business and achieving growth. Bimal is passionate about helping entrepreneurs, and he shares his insights and resources on how to hurry the scaling of your business. Tune in for more great lessons in growing your business.

Watch the episode here


Listen to the podcast here


Grab Your Business Goals: Achieving Exponential Growth With Bimal Shah

I love sharing with you some amazing stories of great entrepreneurs who are now in a position to help other people collapse time and get funding, and all those things that small business people want. The top two reasons why people go out of business are lack of money and lack of customers. There are a bunch of other reasons too, which we are not going to get into. We have someone who can help us with both of those fronts. His name is Bimal Shah. He is an expert in helping you scale your business. He scaled his own business, which is in the financial sector. Now, he helps entrepreneurs achieve their three-year goal and collapse it into one year. I want to welcome Bimal and have him introduce himself and tell a little bit about his journey and what drives his passion. Welcome to the show.

Thank you very much for having me. I appreciate the opportunity. My passion has been to make a million entrepreneurs and convert and transform them into pioneers. My goal is to make a million pioneers in the world before I die by helping them scale to the next level. I’m taking their 25-year vision, converting it into a five-year moonshot, and then taking their 3 to 5-year goal in one year. I built a lot of resources. I have written a full thirteen-book series, Becoming A Pioneer. The first one was launched on Amazon. It was the number one new release.

Thank you for sharing that. I have written two books. I have to tell you that unless you’re crazy or you don’t understand how money works, writing a book is a low ROI proposition. You and I can all go out and make a lot more money doing other things if you have skills than writing a book and getting $9 or whatever a copy. If you’re publishing it through a publisher, you get $1 a copy. Those of you who are writing books or authors like Bimal, you do it because you love it. You do it because you want to help other people. You got to give your heart and soul. Every word has to mean something. Thank you for sharing that.

The first book is Becoming A Pioneer and that’s on Amazon. You’ve got thirteen other books. Before we get to scaling, I want to talk about small business people. Do you think they don’t have the expertise or don’t know about setting goals? If you ask a lot of people, “What are your goals?” They will tell you, “My goal is to make $1 million.” Some of them might say, “My goal is to get 300 new customers this year,” but they don’t have a clear picture of their 25-year goal versus what you can achieve in the next five years versus how you can achieve the next measurable goal. Let’s talk about goal setting in the first place. How should they start? A lot of people I meet don’t even have goals because they don’t think their goals will come true.

One of the biggest things that I see in entrepreneurs is setting goals. That’s one of the reasons. 99.7% of the businesses are small businesses. It’s sad to hear that even 80% of them fail after fifteen years in the business. Goal setting is so important. The very first thing in setting a 25-year goal. I always say, “Don’t set a goal of I want to make $1 million or $1 billion.” Think about the impact and transformation that you want to bring. Think about the problem that you want to solve. When I said that my passion is about making pioneers, I want to do this. I’m committed to making a million pioneers however long it takes. That is my passion.

Similarly, in your business, think about the passion that you have and what transformation you want to bring to the table and make that your vision. I’ll tell you a quick story about a $1 billion company that was built on that. That is from Naveen Jain. His passion was making chronic illness a choice. He founded the Viome, the testing that we do. That is where we start. We start with a 25-year goal on what is your character vision and bring it down to moonshot. I have a very specific question, and the first book on Amazon is about that.

MDH 67 | Exponential Growth

Exponential Growth: Goal-setting is one of the reasons why 99.7% of businesses are small businesses. It’s sad to hear that 80% of them fail after 15 years.


Let me go back to the word scaling. I don’t want to offend and be insulting to anybody, but I’m going to define the word scaling. There was so much confusion in the business coaching or business world about what the word scaling means. Scaling doesn’t necessarily mean that you’re growing exponentially. You can grow exponentially if you’re willing to put in $5 million a year into your business, but properly scaling in a small business environment means that you are not having to spend an exorbitant amount of resources to grow.

If you’re putting in everything you’ve got, you’re banking every single penny you make back into the business, and you’re facing a diminished rate of return but you’re still growing, that is not scaling. Scaling means you’re putting in fewer resources and less amount of time because you’ve got all the right systems in place. You’re taking something that’s working and scaling this up.

I want to make sure that we understand that when you follow Bimal’s system, you can see a lot of things that he’s got. He’s got a whole platform, dashboard, monthly workshops, and all these things are going on. It’s Bit.Ly/ThePioneersClub. You can go and follow more about this. In terms of scaling, I say this because a lot of people who are coaching scaling, you go into a mastermind program, workshops or whatever, and their whole goal is to sell you more services so that you can get more business. What that means is you’re spending more money in all the wrong places to grow a little bit more than what you had before. That is not what we’re talking about here.

You specifically said that you’re going to take their three-year goal. If you said, “This year, I’m going to hit the $1 million mark. Next year, I want to do $1.2 million. In the following year, I’m going to do $1.5 million.” You were saying that you can take that three-year goal and have it accomplished in one year. Tell me how you help people do that.

I will tell you a quick story so you can get the idea. One company wanted to scale ten times. They are a $5 million company and says, “We want to grow it into $50 million company, but we don’t want to grow ten times the number of our staff. We don’t want to grow ten times our expenses as we grow. How do we build a lean company and grow that big?”

What we did is we started with a dream come true profit and loss statement. We build their financial for the future. That’s where I start. Even with the company that says, “I want to take this $1 million to $3 million,” we’ll build that $3 million P&L statement. I can tell you another company that’s a home healthcare company. All we needed to do was add 2 more people to grow 3 more times. That is structuring their responsibilities, building the organization chart for the future, building clear responsibilities and outcomes, and building the right target.


Think about your passion and what transformation you want to bring to the table and make that your vision.


As you said in the beginning, it’s the lack of customers and lack of money. If you’re after the right customers, it will take less time and fewer resources on your part. You make 3 to 5 times for the same effort or even 10 times more. That’s chasing and going after the right people. That’s what we did. We built the right relationship and strategic alliances. We did that even with the law firm and built them a whole list of public adjusters that they would make more than $500,000. That’s one of the things you start with.

When you said you could grow three times as much by hiring two people, I want to qualify that as two right people, not just anybody. That takes skill. The other thing is small business people can use a lot of help in finding the right people. A lot of small business people think that since they were doing everything and they’re wearing all these hats. They’re the CEO, CPA, lawyer. They’re meeting customers or vendors. They’re shipping and doing everything. They’re going to need to hire somebody who is more like themselves. No, you don’t want that because no one is going to work that hard for you for little money. You’re probably better off hiring some people to do things you are not good at.

Let’s say I don’t like to sell. I’m not a pushy person. If I send them a nice polite email, I think people should send a nice polite email back to you rather than me having to keep nudging them. I’m not good at that. What do you do? If you have somebody like you, the two of you are waiting for the email to show up. It’s not going to happen.

You need to hire somebody whose expertise is that. You may not like people that are pushy, but you need a pushy person for your business. I’m using that as an example. A lot of people don’t know how to hire people, and when they hire them, they don’t know how to manage them because they haven’t set out a clear vision. They haven’t set up clearly what their responsibilities, boundaries and expectations are. Do you have help on your site on all of those?

I will share three steps structure on how to hire right. One of the things we do is we divide your hiring into three different units, before unit, during unit, and after unit. Before unit is how you attract your dream come true employee to come to you. My company website is On that, there is how to build talents and how to attract talent. There is a link there. That’s Bit.Ly/MyDreamEmployee.

One of the things I always tell every company is to ditch the title. Whenever you want to hire someone, get rid of the title because the title boxes or limits the employee’s capability that you want to hire. I have a whole system that I’ve built that many entrepreneurs can utilize for free. They can go on Bit.Ly/MyDreamEmployee. There’s a six-stage questionnaire that allows you to build your dream come true employee profile. Even if you don’t work with me or utilize me, going through that profile and getting the information back to you, you know exactly who you want.

MDH 67 | Exponential Growth

Exponential Growth: Whenever you want to hire someone, get rid of the title because the title boxes limit the employee’s capability that you want to hire.


It’s interesting because what you’re saying is to hire the person and not the tasks. When people ask me about my own journey, I have the same issue. When it comes to hiring people and growing employees, it’s a whole art by itself. A lot of people tell me, “When you started it back in 1989, things were so much simpler. It’s so much harder these days.” I’m like, “No, things were a lot harder back those days because, in 1989, we didn’t have internet.” When I started my business, I didn’t have internet. I didn’t have free access to information as we have now in Google or YouTube.

You can learn how to build a rocket ship now on YouTube by yourself if you have the time. We don’t have podcasts and people like you sharing information. I always say, “Only a stupid person will only learn from their own experience. Smart people learn from other people’s experiences, other people’s failure, as well as their successes.”

Now, things are so much simpler. You have everything you want. Running a business is free. Your Google calendar is either free or $10 a month. A lot of information you have, you might have to run through or sift through information. A lot of crazy information is out there on the internet. If you’re listening to a podcast like mine, I bring amazing guests every single week. Believe it or not, I only have 26 guests a year because it’s a weekly show, and then every other episode is me to them.

You can imagine I don’t put on everybody. I only put on people relevant to my audience who focused on transformation. I believe that information is free. Why should I have another podcast talking to them about information? People are willing to pay for transformation. They’re not willing to pay for free information. That’s why I’m focused on transformation.

When you go and check out Bimal’s site, it is full of the tools you need. They involve simple tools and big tools. You can utilize all the freebies as you do on my site on how to scale your business, and how to work fewer hours with fewer resources and make more. You’re going to be more efficient and more effective to your target audience. If you want to work with them, I’m sure you have a bunch of different programs you can plug into. You have a community of people, do you or do you not?

We have the pioneers community, and you can connect with other pioneers. My whole mission of making a million pioneers is that I want to build a community of people that connect with each other and help them scale. When you ask about managing people, I have a whole system of building culture structure, building an optimal day for everyone, and accountability, which is big in many companies because they don’t have these systems. I have already had these all set up. It’s all plug-and-play for many companies because I built all of these things. As I work with companies, one of the things I do is if it’s a problem for one, it’s a problem for many.


Always dream big. Don’t cut yourself short. Think about your dreams and have them clearly spelled out.


The other thing too is a lot of the things that a bigger company with a bunch of employees, office politics and all of that stuff happens to you. When you’re a small business and got four people, you can have management problems unless you know how to manage. That’s a huge thing. In terms of community, I’m a huge believer in collaboration.

Even if you’re in the same business and you see your competitor as somebody evil or somebody you need to get rid of, try to find ways to collaborate with anybody you can. When you have a community of people, you can find somebody you can collaborate with, learn from, lift, impact, and help you transform your business. I’m glad that you started the interview with the fact that instead of looking for money or anything, look for what impact you have on other people’s lives.

The only way an entrepreneur makes money is if you add value to somebody else’s life. In the long term, that’s the only way you’re going to make money. That word impact is huge. I happen to be Asian. In Asian countries, we look at more than money or anything when you die. The thing you want to look at is what legacy you leave behind. While you’re building your career or dream business, if you have a chance to leave that impact, even if it’s in front of the 50 people that you know, that’s huge. Learn everything you can.

We’ve talked about scaling and growing your business, and this is something that we all dream of. Bimal came to us with a lot of experience on how to do it himself. He shared it with thousands of other people as well. As we close this interview, if you can give one piece of advice that you have not shared so far here to a young entrepreneur starting now, what would it be?

I have a saying, “A journey of a billion miles begins with three steps.” You’ve heard that the journey of a thousand miles begins with one, so I’ll give three. Number one, always dream big. Don’t cut yourself short. Think about your dreams and have them clearly spelled out. It’s a vivid vision where you’re detailing everything. That’s what the first book is all about. Building a very detailed vivid vision, including what visual you see of your building, office, people, the team, everything is very thoroughly detailed.

Number two, you need to hire right. You cannot do everything yourself. You don’t need to necessarily mean that you have to put employees on the payroll. We live in a world where we can collaborate and work with people. All kinds of stuff are possible. You don’t have to necessarily take the word hire means, “I have to have employees.” It means that you look for resources that you can get done elsewhere.

MDH 67 | Exponential Growth

Exponential Growth: You’re probably better off hiring some people to do the things you are not good at.


Number three is you need to have proper messaging and marketing. People need to know who you are and what you do. You need to hire right and market right. You need to be in the right market with the right message. You need to have at least seven touchpoints with any ideal customer that you’re chasing at a minimum. Ideally, it would be 25.

How can they get ahold of you, find your books, and everything?

On Amazon, they can search Becoming A Pioneer. If they buy the book and join can join the club, it’s Bit.Ly/ThePioneersClub, or they can go to my website, I also have a website called In any of these places, you’ll be able to access many of the resources.

I have built a whole system. These thirteen books were there for a reason. It’s not to write many books, but my mission is to leave behind the system that people can use 10, 20, 50 years from now to keep using that over and over again to scale themselves. These thirteen books are a whole system, step-by-step, week-by-week to help them achieve the three-year goal in one year.

Thank you so much for coming to this show. Thank you so much for those of you in the audience. Please stay healthy and happy. Remember, happiness is a choice. I wish you a great week where you’re making great choices. Until next time.


Important Links:


About Bimal Shah

MDH 67 | Exponential GrowthBimal is the Founder of Rajparth Group of Companies that provide unique and customized consulting to executives and teams of companies to positively impact their bottom line. Bimal is on a mission to make pioneers out of entrepreneurs by helping them achieve their three-year goal in one-year and have the government pay for it through Grants. Bimal Shah is well-known in South Florida and in business community for the last 21 years. He is a recognized speaker with presentations at several professional business associations, conferences, and meetings like Goldman Sachs Cohorts, Miami Beach Chamber, FCPA chamber, Boca Raton Chamber, ABWA, BNI, NPI, BRIC, Vistage, SFHHA, SFHNG, Lab Miami, AANGFL, SFTA, and Religious organizations like JAINA and SFHT.
MDH 66 | Montessori School

MDH 66 | Montessori School


Montessori school is individualized learning; it allows the child to be who they truly are. Victoria Wieck introduces Brigitta Hoeferle, the Founder of The Montessori School of Cleveland. Brigitta shares how she wanted her children to go to a Montessori because she didn’t want to push them into one classroom. Since there weren’t any around when her first child came, she created one herself. Join in the conversation to discover how you can start your business ventures with your current resources. Start with a big vision in mind, but with small steps. And make sure to create a detailed business plan. Tune in to learn more!

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How Montessori Schools Support Individual Learning With Brigitta Hoeferle

I’m excited to discuss some very needed topics in this day and age and someone who can speak from firsthand experience. Her name is Brigitta Hoeferle. She immigrated here from Germany with a lot of skills and had to start her life over here again. She’s taken all of the great things that she’s learned in Germany, as well as what she learned as an immigrant here, and started some amazing things. I will let Brigitta speak about her own journey here so that it will be a little bit more accurate and interesting. When she speaks about her herself, it’s a little bit more interesting than if I can read her bio. Welcome to the show.

Thank you, Victoria. Thanks for having me. This is exciting.

Tell my audience a little bit about your background. What fuels you? What it was like to come here and start your life over? What age was that when you came? You don’t have to state the age and what year but I want to know if it’s teenage years or later on.

I will give you the whole rundown. I was born and raised in a very small village in Germany. It was 600 people. Gorgeous Southern part of Germany, vineyards all around, and we played in the vineyards but it was very small-minded as well. I couldn’t wait to get the heck out of there. I went to school in Germany, all the way through my university times. I have two degrees. I started my life in Germany. I climbed the corporate ladder in Germany. I met my husband in Munich. I’m not originally from Munich but I worked there in a large publishing house.

When we met, I was in my very late twenties like 29. It was that late. We decided to get married and have children. Me, being a student that never liked being in school, although I hold two degrees, I hated school, probably because I was bullied and overweight. That’s a story for a whole other time. One of the degrees that I hold is in Social Pedagogy, and that is to be a teacher. I never did anything with it.

When it was time for us to have children, I didn’t want our children to go to a Montessori school, which is very individualized learning. It allows the child to be who they truly are and not try to push children in one classroom, and they are all in the same box, if you will. Through my education times, my university times, when I learned about the methodology of Maria Montessori, which has been around for more than 100 years now, I thought, “What an incredible methodology. How come I never went to a Montessori school?”

It was clear to me that I wanted our children that were not even born yet, weren’t even conceived yet, to go to a Montessori school. I created a Montessori school out of necessity because when it was time to give birth to our first child in Munich, the waitlist for Montessori schools was three years. I didn’t have that time because I loved what I did, and I traveled a lot through Europe into the United States, back and forth for the publishing house, with the organization that I worked with. I couldn’t do that, being a stay-at-home mom, waiting three years to have a space in a Montessori school for my child, our daughter, Emily, I said, “I have the degrees. I have the knowledge and marketing. Why don’t I start our own school?” I did that.

I was 32 at the time when we moved to the United States to grow the business because I came to a place where I needed a much bigger facility in Munich. If you know anything about Munich or German real estate it’s, A) Very hard to get and, B) Very unaffordable. For me to grow into the big vision that I had, my husband and I said, “How about we moved to the States?” We made that decision and did that. Now that I’m talking about it, it sounds very simple. It wasn’t all that simple moving an entire business and household with a small child but we did it. We started with our own child, the school, and grew rather quickly into 125 students that we have now.


Montessori school is individualized learning; it allows the child to be who they truly are.


You basically started your first Montessori school out of necessity. You had to go abroad to live out your vision of bringing that experience, an individualized learning experience, to other people.

I want to. It was a choice I made.

It’s true but if you are living in a place where you’ve got 600 people living there, it is pretty limiting. It is a choice but I would say, either way, you made that decision. It’s interesting because I come from a whole family of school teachers, and I was not a great student. As with you, I have degrees from very prestigious universities. I did get pretty good grades. I didn’t enjoy it. I didn’t like it and don’t use it. I’ve got two MBAs and all that stuff. I have never used it because I’m an artist. I make a pretty good living practicing my art.

The conventional thought of becoming a doctor, a lawyer, an MBA or whatever, to gain your freedom, didn’t apply to me. I sometimes think to myself like, “How much more successful I would have been if I was allowed to become an artist ever since I was a kid?” I never went to art school, any design school. I created an amazing business for myself. I agree with you that people, especially children, should be nurtured for their individuality and work with them. They develop at different ages, different things. They have different dreams. Not everybody fits in that same set of boxes that they put us in.

Let’s go back to what it takes to start a school. Not only start it but sustain, then grow and scale it. All those things came in handy here. By the way, I do think that in America, I wish there were more Montessori schools, more school choices because when I sent my kids to school, as you said, there were all these waitlists. We didn’t have those choices. My kids literally went to part private, part public, and part homeschool. I have one child who excelled in Literature but hated Math. That child needed specialized education to get to the national average. She excelled in Literature. She could have taught her teachers a few things.

The other one was good at Math and Science. She took after my husband, who went to Harvard with Math and Science and all that stuff. She hated Literature. They were in the same school, as you can imagine. We need a lot more of the Montessori school or types of school that you have created. I wish you all the best in the future because I’m sure you haven’t stopped helping other people. In terms of how do you start, what do you get funding for? How do you go find your target audience? How do you talk to them? How do you convince them that this is their thing?

I have funded it all through my own capital that I brought from Germany and I didn’t bring a whole lot. It varies oversee a full amount that I brought.

When you were in Germany, how did you fund the first one?


MDH 66 | Montessori School

Montessori School: You need to have a team, and you need to know how to delegate.


Through my own capital. I didn’t have any investors. Everything that I have done up until now, I have done through my own efforts. I never looked for investors. I did have some investors that wanted to be part of it. I said, “When I need you, I will let you know,” but we have organically grown from facility to facility. We started out with a small facility went into a medium facility. We moved over the pandemic in July 2021 into a very large facility and are now able to take even more students. We haven’t started high school yet. That’s a whole another can of worms that you would open.

How did I start out? I started with a business plan. Being in marketing, a smart businesswoman, I knew I had to have a very clear business plan laid out. I knew I needed to start not big with a big vision. I needed to start with a vision in mind but with small steps. What can I do with everything that I have? What can I do with the funds that I have now? What can I do with the knowledge that I have now? I knew continuously pouring into myself as the owner of the school will help me with the growth as well.

For the business to grow, I’ve got to grow as well. It’s going to have to start with me, so business plan. Starting with a handful of students. We started with seven students in Germany. Out of that, I did some market research. Who is my target client? Who sends their kids to Montessori school? What do they appreciate? For what reason would they send their kids to a Montessori school and pay high tuition rather than sending them to public school?

I did all of that research. That was all part of my business plan. With that, we left Munich, and we went to Cleveland. When we touched down in Cleveland and bought a building, and started there, I immediately became a member of the Chamber of Commerce. That was one of the first things. I became a member of the Chamber of Commerce, and I’ve also got some help from the Small Business Development Center, which most small business owners don’t even know that they are around. They are paid by our tax money, go and use their services.

They helped me tremendously, especially coming from a different country. It might be easy to cross cultures from Germany to the United States until you do it and get everything set up. If you are not familiar with the ins and outs and the banking in a different country, all of that is a learning curve. All of that takes time.

I became a member of the Chamber of Commerce, and out of that, my first students came about. A lady that I met at the Chamber of Commerce. She had twins and a little one. Her twins were a little bit older, and she had another little one. She spoke German, and that’s the connection that we made. Connections are always made with people that you sympathize with and that you know, like, and trust. There was that immediate connection of the two of us being German. She says, “I love that.”

Out of that, within the Montessori school, I then created the German language school. I was partnering with the General Consulate here in Atlanta. All of that happened organically. I continued to pour into myself, into my staff, into the business. By that, I mean in knowledge, in wisdom, in mentorship and learning, and coaches that would come in and help us grow. That’s why we are where we are now. I’m not in the day-to-day operation anymore. I live in Atlanta now, and the school is still up in Tennessee.

There’s a lot that small business people can learn from what Brigitta did. Basically, you, starting up a school or any business, it starts with identifying your target audience then finding out their need. What are they hungry for? What are the needs that are not being met? What are your competitors doing? Competitors in your case were public schools and maybe some super expensive private schools that are doing the same thing that public school is doing with a controlled environment for a little bit more money. In your bio, one of the things that you listed that stuck out right away to me and I have it highlighted here, which is active listening.


Start with a vision in mind, but with small steps.


A lot of people say listening is important. All of that becomes a buzzword. A lot of times when you are talking, and you know somebody is listening to you, especially when you meet somebody at the Chamber of Commerce or wherever like in a big function, they are listening to you. They are still looking around. You almost see their heads spinning, trying to figure out how to respond to what you are saying before you even finish what your sentence is. To listen with empathy, listening actively, listening with care, their care in mind, what their needs are that was your first step, whether that’s one person at a time or as a community of school moms who have this need.

For those of you who are reading, these are the stuff that we talk about the week in and week out, identifying your target audience. It wasn’t all school moms. Some school moms love being in public schools. They think Montessori schools are great. They don’t even know what that is. It’s fine but that was not your target audience. You went there. You look for help.

By the way, on your first remark, Small Business Development Center. There are many associations, so much help out there that a lot of small business people don’t know to look for. I, myself, volunteered at SBA. We have chapters all over here, retired people from all over the country volunteering their time, mentoring, finding money for you. That is a great resource that you mentioned. Scaling your business now, this is how you’ve got started, how you identified yourself.

Now, what did you do to scale that business? As you said, you are not there actively day-to-day. I identify as scaling your business differently than growing your business. Growing your business means you are putting more resources, working more hours, putting more money into something to grow at. Scaling your business, you are working less, fewer hours. You don’t have to put in proportionately the same amount of money to grow it exponentially. Tell us a little bit about how you scale your business.

As I already said, I’m not there at all anymore. I have meetings once a quarter, and that’s it. I have a great team that runs the business, an incredible team, and a big shout-out to them. Now that we have 125 students and we started with 7 students in Munich and 3 students here in the US and grew it from there, we started with one classroom. If you know anything about Montessori, there’s one classroom with many teachers. I had to choose to have quality teachers and train them in the Montessori method. They went and got their diploma in the Montessori method as well to put an official approval stamp on it.

There are a few components in scaling. First of all, you’ve got to have a good team. Second of all, you’ve got to know how to delegate. You’ve got to know what the big picture is. How are you going to get there? How can you reverse engineer of seeing that big picture? What do you have to do now to get to those steps?

That’s where most business owners fail because they see this big vision. They want to scale, grow but then they don’t know which next steps to take, then they get frazzled, sidetracked, and it all falls apart. They never get to the growth that they desire. We started with one classroom. As we had enough funds, we added another classroom because, organically, this is what happens. The children in our one classroom grew older, grew more mature then were ready for the next classroom.

We were organically filling our next classroom. I often ask my clients as they are scaling their business, “What do you already have that you can use to not recreate the wheel but you can use and utilize that and use it in your growth that you don’t have to go out and buy another this or do another that?” No, use that very strategically for something else. The something else was another classroom with students that we already had.


MDH 66 | Montessori School

Montessori School: Where most business owners fail is how they see this big vision. They want to scale and grow without knowing which next steps to take, then they get frazzled, sidetracked, and it all falls apart.


Constantly, we are working on getting new students in, and it was word-of-mouth. I hardly ever did any marketing other than being very involved in the Chamber of Commerce. To a point where they asked me to serve on their board, which I did. I was then asked to serve on several other boards, and that helped me to be visible. Visibility plus credibility. I had the huge credibility that I worked for. I had credibility coming in with the credentials that I brought but being in a community like Cleveland, Tennessee, there wasn’t any other probability than the official stems that I had from school.

I had to work on that. I had to work to make a name for myself. Being invited to serve on the Chamber of Commerce board was a huge credibility piece. I was the only female person around the boardroom table, and I was about a good 25 to 30 years younger than everyone else around the boardroom. All of that to say is, you’ve got to be out there. You’ve got to be visible. You’ve got to be credible to be profitable. All of that helped me in scaling my business, and that’s where I’m coaching other organizations to scale their business.

Basically, you have a great team behind you, build an amazing system, usually by testing, growing, small steps at a time. I’m going to take it a little bit even further back to your original. When you first started out, it was very similar. You started with seven students. That was a great flexible testing ground or because you were truly meeting each individual person’s need.

You know the names of every single person there, probably their parents and grandparents. You basically built and accelerated the growth a little bit when you came to America. I love that business model. Going back to a little bit about visibility. People have to like you. You have to be credible. They have to trust and respect you before you can even get visibility.

The way you do that is by getting out there like you did, meeting all people, not theoretical people. You would be amazed at the doors that open for you if you truly are authentic and giving your heart, your expertise, and your share freely. All those things come to you. Believe it or not. That’s a great lesson to learn, and you’ve got great firsthand experience in that. As I said, there was a lot of need for all types of schools. I’m not advocating Montessori. Maybe your kid needs a structure.

I have two children. My one child wanted to be in the biggest school. She went to UCLA. She thrived there. There are 100,000 kids there, and she loved it. My second child didn’t want to be in a big school. It was overwhelming, and they wanted a 3,000 school-type thing, and that’s okay, too. Not one is not better than the other. Giving accurate and tailored information, offering options that fit a lot of different kids, you are doing an amazing service for our youth. I have this one little beef. Maybe you can since you are in that position now to help. I’m not trying to pitch you on this at all but I’m passionate about it when it comes to children. I found that with my own two kids going to college and they are now older than your kids are.

I found it interesting that our schools here in America, at least, we teach Math, Calculus, Algebra, Geometry, all these things but we don’t teach any relationship with money and life. All of a sudden, they go to college and get so awestruck by the kid who can buy $100 worth of whatever. I’m actively involved here now in California, trying to bring a little spirit of entrepreneurship early on because what does entrepreneurship mean? As you said, it requires you to understand other people. When you understand who your target market is, what do they need? You’ve got to find out what they need, what are they willing to pay for it, and how often.

When you have conflict resolution between your vendor or your customer, they want to pay you, let’s say, $10 for the iPhone case. You have to charge $30. “Why are you charging me so much money? We are friends.” The kids can learn negotiating tactics and understand conflict resolution pretty early on. I wish that somebody would start doing something like that in school. Especially when they are a little bit older like a sixth grade on, that would come full circle even if they don’t become entrepreneurs later on.


Connections are always made with people you sympathize with, like, and trust.


I agree with you. Our daughters go to an entrepreneurial high school here in Atlanta, and they do that. They have to build a website for their business. They have to create a business, finding something that they are passionate about. If they might continue it after high school or not, it doesn’t matter but it teaches them how to build a business plan, how to create a budget, and how to stick with the budget. What does stuff cost?

It’s interesting that you brought that up because within building my Montessori school and being invited to speak at all conferences on that topic, I found that the work with children is easy. I love working with children. It’s the parents and adults around them. That’s why I created another educational facility for adults because we can pour into our kids over and over again.

If there are certain adults around them, thought leaders, parents, aunts, uncles, family members, religious leaders, teachers. You name them. They are not in the right mindset, then that has an impact on our kids. The work is not being done on our kids. The work needs to be done on the parents, the thought leaders, and the teachers.

I heavily pour it into and continue to pour into our staff, into our parents. That’s why I started coaching parents because I had parents come to school. They would have a meeting with me and say, “Something that I’m not getting here. You seem to have a completely different child at school than I have at home. What is up?” We said, “There are boundaries. There’s a very clear structure. Within that structure, there’s also freedom.” That beautiful balance, I’m not saying all of the kids but a lot of kids are not getting that at home.

There is no enforcement of boundaries. There’s no positive enforcement of empowerment of a child. I took it on for parents to learn that because that’s where it starts. I want to share with my child what it takes to open a bank account and what it takes to budget or make sure that we have enough money for groceries this month. It’s all about being active in the family, too.

As we close, how do people get ahold of you? Do you have any last-minute advice for young entrepreneurs, young entrepreneurial moms?

The advice that I have is don’t give up. Keep going. You are doing this for a reason. Be mindful of what the big picture is and keep going. There are no unresourceful people. There is only an unresourceful state of mind. You might at times find yourself that you are not resourceful, which is not true. You are in an unresourceful frame of mind. Find someone that can be a resource, and I would love to be that resource, If you google my name, I’m the only one that comes up with that name. That’s how you get ahold of me.

Her name is Brigitta Hoeferle. I wanted to thank everyone for reading because this was very meaningful. Many of you, not only are you business people but many of you are young moms. You’ve got kids anywhere from 2 years old to 18 years old. You are not alone. You have choices. You might not know you have all these choices because I run into people who don’t think they have choices but you do have a lot of choices to give your children the education that you envisioned. Anyway, thank you so much for coming to this show. I wish you all the best in your future endeavors, Brigitta.


MDH 66 | Montessori School

Montessori School: The work needs to be done on the parents, thought leaders, and teachers.


Thank you, Victoria, for having me.

For those of you, I always sign off by saying, please stay healthy and happy. Remember, happiness is a choice. I hope you make great choices this coming week. Thank you.


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About Brigitta Hoeferle

MDH 66 | Montessori School

Brigitta was born and raised in Germany and resides in the U.S. since 2004 with her two wonderfully independent
and successful teenage daughters, and her husband, the renowned Culture Guy. She is the award-winning founder of the German Language School and the Montessori School of Cleveland.
As the Founder and Shareholder of The Montessori School of Cleveland, and as CEO & owner and Grandmaster of The NLP Center, a global institute located in Atlanta, GA she gives full credit for her success to her unique communication and listening skills, her tenacity and her never-ending desire to take something from good to outrageously great. To add even more fuel to the fire and more credibility to her work, Brigitta has created Coaching Programs for large Corporations and conducts extensive trainings for Corporate and Government Organizations,
leading The NLP Center with knowledge & heart as the CEO and master trainer.