Business Lunch

A Five-Step Inversion Ad Strategy

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Would you like 1.5 million App downloads? How about 3.5 Billion earned media impressions?

In this short and smart episode Roland Frasier explains Inversion Thinking and breaks down a Burger King campaign that first failed, but ultimately resulted in massive success, a 37 to 1 return on dollars spent on advertising.

What is Inversion Thinking? Inverse thinking helps you identify what you don’t want to happen so that you will know what things not to do that will lead to that unwanted result.

“Tell me where I’m going to die so I can be sure not to go there” Charlie Munger

If you know 1) What you don’t want and 2) The steps that will lead you to that thing you don’t want, then you know what NOT to do to avoid that thing you don’t want.

But sometimes Inversion thinking can help you create a brilliant campaign. With a little creativity, a fun scrappy approach, and these five steps, you’ll be on your way:

Listen For Roland’s Five-Step Plan To Build Your Own Inversion Ad Strategy

1) Apply Inversion Thinking - Ask ‘What do I NOT want my prospective customers to do?‘ - and then turn that undesired activity on its head and figure out how it could benefit your business.

2) Incorporate Data Collecting Tech - blend in favored or trending tech (in our case study it was geofencing but it could be as simple as Instagram) to facilitate that action you DO want your customers to take.

3) Engage your prospects further by ‘baking in’ Surprise and Delight.

4) Give them a story to tell!

5) Use data-based performance measurements (in this case it was app downloads and digital coupons) to monitor your campaign.

To dig in further with Roland on how to achieve massive business growth, head over to our site and sign up for exclusive content from Roland to your inbox.

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Power Up Your Online Course

If you have a program or you’re developing one, this is a MUST-LISTEN episode with plenty of takeaways you can implement right away to impact your customer experience AND your bottom line.

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Marisa Murgatroyd turns everyday entrepreneurs into online superheroes! - So that they can change the world from their living room. She has an extensive track record of building incredible personal brands that help coaches and entrepreneurs to stand out, become visible and attract a passionate tribe. For the past five years she’s been providing branding solutions to 6, 7 and even 8 figure entrepreneurs while building her personal online company, Live Your Message, from zero to 1.5 million.

Her company, Live Your Message focuses on entrepreneurs with online courses. Roland Frasier sits with Marisa in this episode as they get inside her business and break down the critical factors to put into programs and the elements to you must avoid!

"The dirty secret of the (200-billion dollar) traditional online program industry, is that 97% of people who buy these courses don’t finish the programs or get the results.” - Marisa Murgatroyd

Did you know that people will pay 13-18% more for better customer experience? That 56-80% of people will leave a brand they love based on one bad experience? Listen in today if you want your program to make more sales, you want to eliminate refunds, boost completion rates and get pages of success stories for your product. Maria has also set up a link for our listeners here if you want to find out more and dig deeper.

Listen Today for

• How this entire customer experience approach “Soup to Nuts” will have customers completely hooked and sharing with their friends.
• How refund rates plummet and cash in the bank increases.
• How to wrap your courses and programs with service that can’t be stolen and ‘ripped off’.
• The Ten Factors to put into your programs to escalate customer experience.
• The Ten opposite experiences to AVOID in your programs and services.
• How critical it is to define the goal and future-self for the customer in your program.
• Her ‘Mission Possible’ Template that’s working wonders for her clients and the ‘Experience product’ they’ve patented that’s getting30-90% (as opposed to 3%) of people across their finish line.
• How all content must be applied content, never content for the sake of content. Everything your customer learns must have an immediate application and move them closer to their finish line.
• How to avoid the 'Downward Death Spiral' (where people get stuck, they get frustrated and walk away) by narrowing down your end result/course focus.
• The Birds Eye View element that counteracts a ‘headlights in the fog’ feeling and builds trust with people.
• How to create unstoppable momentum in your program by challenging people just enough (4% rather than 40%) at the right time and in the right flow, so that people don’t get bored, overwhelmed, and frustrated.
• The inspiration she drew from Pokemon.
• The biggest challenge that she sees again and again in product creators, ‘the cognitive bias of being an expert’ - and how it doesn’t serve the consumer/customer.
• How she addresses that biggest challenge and provides a solution.

“People can not win the game if they don’t know what winning looks like”- Marisa Murgatroyd.

References Mentioned In This Episode

Custom link for Our Listeners

Contact & Follow Marisa Murgatroyd

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Labeling Something As Impossible Is Easy. It Doesn’t Require You To Try...

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Could JK Rowling be a recording artist? Could Oprah invent space travel or the self-driving car? In this snack-able episode, Roland makes a case that they COULD, and YOU CAN achieve whatever you’re passionate about, using this five-step plan.

“Ultra-high achievers align themselves and their dreams to opportunities that match their talent, skills, and resources, at times at which those opportunities present themselves. They increase the breadth of what’s possible for them by sculpting their own possibility vision, with the chisel of data and opportunity.”- Roland Frasier

To dig in further with Roland on the subject of possibility and achievement, this episode is one of several along these lines, so be sure to listen in to the Monday (snack size) episodes for this inspiring content, starting with episode 83. You can also head over to our site and sign up for exclusive content from Roland.

Listen Today for

• 10 Ways for a 65-year-old, 5-foot tall woman in a wheelchair could fulfill her dream of playing with an NBA team, by adapting her mindset and dream to take it from impossible to possible.

• How to adapt your desire and mindset in order to overcome systemic, physical, financial, societal or legal obstacles to your dream.

The Five-Step Plan

Step 1 Find the Fire.

Step 2 Conceive and Believe. Your subconscious will not allow you to achieve something that it hasn’t seen as possible first.

Step 3 Practice Adaptive, versus Non-adaptive possibility (otherwise you’ll have a lot of trouble seeing it as possible and accomplishing step 2)

Step 4 Apply data-informed resource opportunity alignment.

Step 5 Pursue, persist and persevere.

“We cannot say if Oprah could have developed a space ship or an electric car, but I’ll bet she could have had that if it had been her passion. Goodness knows that she could be the engine to either of those now because she has the capital and connections to make it happen”.-Roland Frasier

Contact & Follow Roland

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Subscribe & Review Business Lunch With Roland Frasier Podcast

Thanks so much for joining us this week. Want to subscribe to Business Lunch with Roland Frasier? Have some feedback you’d like to share? Connect with us on ApplePodcasts and leave us an honest review! Your feedback will not only help us improve the show, but it will help us connect with more high flyers like you.

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“Everyone can be hypnotized, there’s no one who can’t be”. Grace Smith

Optional exercise/meditation (around 20 minutes in). Listen responsibly! You could become overly relaxed while listening to this episode! 

Today, Roland Frasier gets deep into a fascinating discussion with Grace Smith, who if you haven’t already heard of her, is on a Mission to Make Hypnosis Mainstream. We get to hear the powerful story that fuels her passion and launched her career which has blown up to a 7-Figure business.

As a pioneer in the Hypnotherapy field, her private clients including Fortune 500 CEOs, A-list celebrities, Olympic athletes and government officials. She is Founder of the world’s #1 provider of hypnosis education, products, and services, Grace Space Hypnosis. 

In this episode Grace actually takes Roland (and us) through a 3 minutes exercise that will give listeners a taste of hypnotherapy. If you want to learn more in-depth about Grace and what she does, visit her website and follow her on social (links below).

“If you don’t want the result you won’t experience the result”. - Grace Smith

Listen For

• A three-minute demonstration (on Roland) and Grace’s explanation of how it works!
• How Grace sold close to 100 sessions in under 24 hours.
• What it was that caused her to consider hypnotherapy for herself and the 'miracle' that changed everything.
• What distinguishes her hypnotherapy and her programs from the rest.
• How Hypnotherapy accesses the critical Theta Brain state of our sub-conscious.
• The hardest thing about being a hypnotherapist - even with life-changing results and amazing success.
• How she practices self-hypnosis.
• Why many of the sessions at her practice are MORE effective over the phone.
• What Grace would do differently if she could go back and start her business again.
• What she would do if they had the capital - AND Roland’s better idea!

“I have no doubt Hypnosis will be mainstream and it will become a billion-dollar industry. It’s more effective than meditation, yoga, and psychotherapy at changing lives…and all three of those are billion-dollar industries…so all hypnosis has is a PR issue, an understanding of what Hypnosis is.” Grace Smith

Click to visit our website or find us on Apple Podcasts and other podcast players.

Thanks so much for joining us this week. Want to subscribe to Business Lunch with Roland Frasier? Have some feedback you’d like to share? Connect with us on ApplePodcasts and leave us an honest review! Your feedback will not only help us improve the show, but it will help us connect with more high flyers like you.

References and Links Mentioned:

Grace's website

The App

Grace's Book

Contact & Grace Smith

On Facebook

On Instagram

Through her website

Contact & Follow Roland

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Businesses Do Grow Lightning Fast - When They Have To.

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If you’ve been tracking with us on Business Lunch with Roland Frasier, you will have detected a growing theme, with Roland inspiring you to Think Bigger and Move Faster with a mindset adjustment and a smarter approach. In this way, you can indeed 10X your business in a year, or 10 times faster than everyone else thinks it can be done.

“There’s no time constraint other than the one that we impose on our growth as a result of our mindset or our physical wellbeing” - Roland Frasier

So if you’ve wondered how billion-dollar businesses like Uber, Airbnb or Virgin scaled as fast as they did, this is a phenomenal episode for you. Roland sets out HIS intentions and how he plans to do it.

Listen Today for

• The reason Roland is so fired up and hungry

• Roland’s examples and evidence that you CAN scale FASTER than you think

• The Artificial construct that we’ve been taught that holds us back and the beliefs that we mistake as a reality

• The ‘under-indexing’ that we tend to operate at

• What we ACTUALLY need to grow quickly

• The number one belief that kills dreams

• The two things that are actually growth requirements

1. Our Mindset
2. Our Physical Condition

“The number one thing that kills dreams and limits our otherwise limitless potential, is not so much a belief that something can’t be done, but a belief that it can only be done linearly, and not exponentially, that it can only done with certain resources and in a certain amount of time. I believe that we can supersede our beliefs and then fold time in half, and then fold it in half again…” Roland Frasier

If you want more from Roland, visit our site and sign up for exclusive content from Roland. Also be sure to go back and listen to the last mini-series on Possibility, starting with episode 83.

References Mentioned In This Episode

James Schramko

Time Collapsing Book

Living With A Seal Book

You Can’t Hurt Me Book

Contact & Follow Roland

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Subscribe & Review Business Lunch With Roland Frasier Podcast

Thanks so much for joining us this week. Want to subscribe to Business Lunch with Roland Frasier? Have some feedback you’d like to share? Connect with us on ApplePodcasts and leave us an honest review! Your feedback will not only help us improve the show, but it will help us connect with more high flyers like you.

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Roland Frasier got to sit down and dig into conversation with Paul Lemberg, a renowned business coach, and author who, simply put, helps entrepreneurs make more money.

Paul has consulted with Fortune-100 companies like Cisco, Adobe, IBM, Goldman Sachs, JP Morgan/Chase, Mass Mutual, and Accenture, but his real and true passion is helping small business owners and CEOs to double and triple their profits, and will sometimes grow their companies more than 10-fold.

So whether you're a scrappy upstart with no systems in place, or a train in motion ready to scale, this episode has lots of value for the process, nuts, bolts and strategy of scaling up. For more from Paul Lemberg, visit his website here.

”Most people sell one product to one group one time. That’s it!... They’re missing the 10x they’d get if they bothered to monetize the customer.”-Paul Lemberg

Listen For

• Pauls Two requirements for recognizing scalability in any business
• What is worth Testing
• How to master pricing
• The steps entrepreneurs & salespeople miss time and time again
• How to improve lead generation
• How to improve conversion
• How to improve your margin
• How to better monetize the customer
• How to master Systemization & Prioritization (and the use of your time)
• …And a plan for the beginning when things are ‘scrappy' and too early to systematize
• How to make it so your business can run without you - even if you’re an artist!

Plus,

Four Questions every business needs to constantly be asking:

1) Are we doing the most to create value for the customer?

2) What value is a customer trying to satisfy when they purchase our product? - Is there anything else I can provide that would help them obtain that value?

3) What else does a person who's thinking about X need that I can also help them with?

4) What’s the capacity of this business to deliver more of what it's got without investing more in?”

“You want consistent and predictable results so that no matter who's running the process/system in your business it works out roughly the same way.” Paul Lemberg 

Click to visit our website or find us on Apple Podcasts and other podcast players.

Contact & Follow Roland

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Contact & Follow Paul Lemberg

On Twitter

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Through his website

References and Links Mentioned:

Always Be Testing by Bryan Eisenberg 

Be Like Amazon

Waiting for Your Cat to Bark

My Life and Work by Henry Ford

Be Unreasonable by Paul Lemberg

Subscribe & Review Business Lunch With Roland Frasier Podcast

Thanks so much for joining us this week. Want to subscribe to Business Lunch with Roland Frasier? Have some feedback you’d like to share? Connect with us on ApplePodcasts and leave us an honest review! Your feedback will not only help us improve the show, but it will help us connect with more high flyers like you.

Click to visit our website or find us on Apple Podcasts and other podcast players.

Have you ever felt that the structure of our society and how things work socially make your goal impossible?

If you’ve ever felt this, or that what you want to do might be impossible for another reason, - or that it will take too long, or that “no-one has done it before so it’s probably a pipe dream”… this podcast series is for you.

Click to find us on Apple Podcasts and other podcast players 🎧 

This is the last episode in this mini-series. Roland has built a strong case that to achieve exceptional things, you must first sincerely believe that what you want to do is actually possible. If you cannot even conceive and believe that the thing you want to achieve is possible, then your amazingly powerful brain will find a way to support you in that belief.

The truth is that there are very few things that are truly impossible.

In this episode, our host Roland Frasier joins us with MORE evidence that will inspire you to expand your possibilities and BELIEVE! Roland is known to be ‘The smartest guy in the room’ and this episode gives us a window into his mindset. One that will help you achieve so much more than you thought you could!

"Tens of thousands of bold and persistent entrepreneurs before you have stared down doubt, pushed past legal impossibilities, overcome physical impossibilities, dreamt impossible dreams and brought them to reality, broken through immense fiscal impossibilities and persisted past social impossibilities.” Roland Frasier

Roland has been breaking down the five categories of commonly held beliefs about Possibility. 

1. Legally mandated impossibilities (Episode 83)
2. Physical impossibilities (Episode 85)
3. Perceptual impossibilities (Episode 87)
4. Fiscal Impossibilities (Episode 89)
5. Societal Impossibilities

Last but not least, listen today for Roland’s examination of Societal Impossibilities:

Have you ever felt that there are too many 'gatekeepers', or a 'good old boy network', blackballing, or simply that too many people are competing for the thing that you want? So, therefore ‘it’s just impossible’ to get a break, get noticed and rise above the noise to get a foot in the door?

Well, if you’re thinking it’s impossible, then let’s look at what other people facing the similar challenges were able to do, and maybe we will learn that it’s not so impossible after all!

• Milton Hershey left school after the 4th grade. He was fired from his first job as a printer’s assistant and then had 2 failed businesses before founding the Lancaster Caramel Company. He grew that to 1,300 employees and sold it for $1 million to fund a new start-up called The Hershey Chocolate Company, which is now worth about $28 billion.

• Theodor Giesel, better known as Dr. Seuss, was told that his work was “utter rubbish” and received 27 rejections before finally succeeding in publishing “And To Think I Saw It On Mulberry Street.” His books have now sold over 600 million copies in 20 different languages.

• Albert Einstein didn’t even speak a word until he was 4 years old and performed poorly at school. His parents thought he had a learning disability and he dropped out of school at age 15. He even flunked the entrance exam when he tried to go to college. But, by age 26, he had forever revolutionized scientific understanding with his Theory of Relativity and Quantum Theory of Light.

• Stephen King, who has sold over 350 million books, was rejected 30 times before he found a publisher.

• Oprah Winfrey was born in poverty in rural Mississippi, ran away from home at 13, had a child at age 14 and lost it, and was molested by no fewer than three of her close family members. Her first T.V. show totally bombed, but eventually, she was able to build an empire that creates a personal net worth of over $2.9 billion.

• Thomas Edison famously said, “I have not failed 10,000 times, I’ve found 10,000 ways that will not work.” In addition to failing to invent the electric lightbulb over 1,000 times, Edison also enjoyed several other spectacular failures, including the automatic vote recorder, the electric pen, the tinfoil phonograph, the talking doll, ore mills and separators, the Edison Home Service Club, and the Home Projecting Kinetoscope.

• Walt Disney was rejected by bankers over 300 times when trying to get the funding he needed to get his Mickey Mouse empire off the ground. He also was fired by a newspaper for “not being creative enough.” His first cartoon business, Laugh-O-Gram, went bankrupt. He suffered a mental breakdown, and an unscrupulous producer stole Disney’s first big commercial success, Oswald The Lucky Rabbit and all of Walt’s animators and left Disney with nothing. Disney took it in stride though. He said, “you may not realize it when it happens, but a kick in the teeth may be the best thing in the world for you!”. He continued, “It is good to have a failure... because it teaches you so much. For one thing, it makes you aware that such a thing can happen to anybody, and once you’ve lived through the worst, you’re never quite as vulnerable afterward.”

Today, Walt Disney Co has about a 1/4 Trillion dollar market cap.

So... Do you still think you can’t overcome the odds and make the impossible happen?

Tens of thousands of bold and persistent entrepreneurs before you have stared down doubt pushed past legal impossibilities, overcome physical impossibilities, dreamed impossible dreams and brought them to reality, broken through immense fiscal impossibilities and persisted past social impossibilities.

"All you have to do is believe that you can do what you desire and then have the vision, tenacity, grit, and persistence to make it happen. I believe in you! Now you go and make the change. Go and be the change!” - Roland Frasier

Contact & Follow Roland

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Subscribe & Review Business Lunch With Roland Frasier Podcast

Thanks so much for joining us this week. Want to subscribe to Business Lunch with Roland Frasier? Have some feedback you’d like to share? Connect with us on ApplePodcasts and leave us an honest review! Your feedback will not only help us improve the show, but it will help us connect with more high flyers like you.

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“I owe other humans my honesty”- Danette May

Today we have a great episode with Roland Frasier and Danette May, the founder of Mindful Health and iRise organics. She’s a world-renowned motivational speaker, #1 best-selling author (of seven health and empowerment books), and former celebrity fitness trainer.

Just a few years ago she was a single mom with nothing to her name, but she had a clear dream to "Inspire women to change their bodies through healing foods, healing movement, and healing mindset - so that they could rise up”. Her companies are now scaling so fast that she has to be fiercely intentional about keeping the brand authenticity.

Roland and Danette get into some great topics and takeaways today, but if you want to dig deeper, visit Danette’s website and connect with her on social media (scroll down for links). 

“It's been 5 and a half years. We literally started with $47. I had $47 to my name and then in 5 years we hit the high 8 figures” Danette May

Listen for,

• The #1 Key to building a loyal customer fanbase.
• What ‘soul writing’ is and what it looks like for Danette.
• The key partnership that she knew she needed that preceded her success.
• The questions she ritually asks herself and the success she attributes to this practice.
• The question to ask yourself as an entrepreneur that’s more. effective than broad big thinking: “What’s the next big move that I can take right now?”
• The key thing she believes is often standing in the way of more sales.
• Danette's advice to entrepreneurs on developing and staying true to what you stand for.
• The marketing tactics wins, and pitfalls Danette has used and still uses now. 
• The Facebook Ads breakthrough that took her business to another level.
• What she found was the best content for her Facebook Lives and why.
• The progression of her content and the offers she’s been making along the way.
• How Danette approaches and combats her everyday stresses.
• How she builds a company culture (with everyone working remotely).
• How she stays inspired and fiercely committed to her mission.
• The biggest challenge in her fast-growing companies.
• How she goes about finding the right employees and what she looks for in prospective leaders. 

Plus!

• Roland shares what his current challenges are and how he's going after what he wants to do next.
• Danette’s favorite travel hacks
• Roland’s recommendation for THE best hot chocolate in the world

"The entrepreneurial journey is the most spiritual journey you'll ever take. You'll learn every facet of yourself: the shadow, the light, all of it... It's quite fascinating." - Danette May 

Click to visit our website, find us on ApplePodcasts, or find us on your preferred podcast player.

Contact & Follow Roland

On Facebook 

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Through his Website 

Contact & Follow Danette May

On Instagram 

On Twitter 

On Facebook

Visit DanetteMay.com or https://iriseorganics.com/

References and Links Mentioned:

Danette’s Sleep Crown Pillow

The Stages of Business Growth(Roland refers to this in their conversation)

Subscribe & Review Business Lunch with Roland Frasier on Apple Podcasts 

Thanks so much for joining us this week. Want to subscribe to Business Lunch with Roland Frasier? Have some feedback you’d like to share? Subscribe on ApplePodcasts and leave us an honest review! Your feedback will not only help us improve the show, but it will help us connect with more high flyers like you.

What’s possible (and not possible) with regards to Business?

“Don’t fail to excel because your mom says you can’t. It’s just not a good enough reason… Massive, rapid, hyper-growth, is in fact very possible.” Roland Frasier

If you’ve ever felt like what you want to do might be impossible, or that it will take too long, or that “no-one has done it before so it’s probably a pipe dream”… this podcast series is for you. Roland establishes that to achieve exceptional things, you must first sincerely believe that what you want to do is actually possible. If you cannot even conceive and believe that the thing you want to achieve is possible, then your amazingly powerful brain will find a way to support you in that belief. 

The truth is that there are very few things that are truly impossible.

In this episode, our host Roland Frasier joins us with MORE evidence that will inspire you to expand your possibilities and BELIEVE! Roland is known to be ‘The smartest guy in the room’ and this episode gives us a window into his mindset. One that will help you achieve so much more than you thought you could!

To help us examine the issues, Roland discusses the five categories of commonly held beliefs about Possibility, and we hone in today on the fourth of these; Fiscal Impossibilities.

1. Legally mandated impossibilities (Episode 83)
2. Physical impossibilities (Episode 85)
3. Perceptual impossibilities (Episode 87)
4. Fiscal Impossibilities (Today)
5. Subscribe on Apple Podcasts for next week’s episode

Today, Listen for Roland’s examination of Fiscal Impossibilities

• You don’t have to grow your business like everybody else.

• Your friends and family and business advisors and attorneys and accountants and everyone else(!) may tell you it’s going to take 3 to 10 years… We argue that you can achieve your 10-year goals in 6 months (Peter’s argument), and I’m saying you can follow my 4 step plan to 10X your business in the next 12 months.

Listen for some hyper-rapid scaling case studies that support what Uncle Peter and I are saying and prove how fast it is possible to scale revenue, customers, and employees...

• Desktop Metal (3-D printing company) hit $1 billion valuation in 21 months.

• Groupon reached $1 billion in sales in just over 2 years.

• One year after launch, Google was answering 3.5 million search queries, per day.

• Tesla has hired 37,000 employees over the past 9 years.

• Grail (cancer-fighting company) was worth $1 billion a year and 9 months after it started.

• Electric Scooter Company, Bird, reached $1 billion valuation in only 2 months after its first funding round.

• Priceline reached $1 billion in sales in just over 2 years.

• Amazon scaled from 11 employees at start-up in 1997 to 614 just 2 years later. One year later it had 2,100! It then added 3,500 employees per year each of the 2 following years. And, here’s the whopper, Amazon added 335,200 new employees in the 2 years between 2015 and 2017.

• Groupon handled $2 billion in Billings in its first 2 years.

• LinkedIn reached 1 million users in its first 494 days of operations.

• Office Depot reached $1 billion in sales in less than 5 years.

• YouTube had 1 billion users in 8 years and 1 month

• Alibaba went from 0% to 84% of all eCommerce purchases in China in just 4 years.

• Facebook reached its first 100 million users in just 55 months and its 2nd 100 million 8 months later. It was worth $1 billion just over 2 years after founding and hit the magical 1 billion user mark 8 years and 8 months after it began.

• Juul (the vaping company) was founded in May 2015, and less than 36 months later it owned 72% of the e-cigarette market. It grew from its first funding round to a valuation of $10 billion in just 7 months.

• WhatsApp hit 1 billion users in 8 years and 6 months.

So, when you’re telling yourself that it’s impossible to grow your $10k, $100k, $1M or $10M business 10x in the next 12 months, just read through that list above and remind yourself of how much easier it is for you to 10x your business than it was for them, and just how very possible it is for you to make it happen in your business.

If you want more on this from Roland Frasier, visit our website and leave us your email, and be sure to subscribe on Apple Podcasts for the next installment in this series. We have snack size episodes on Mondays with Roland and longer ‘sit down’ business lunch episodes on Wednesdays.

References and Links Mentioned:

Peter Thiel

Contact & Follow Roland

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Thanks so much for joining us this week. Want to subscribe to Business Lunch with Roland Frasier? Have some feedback you’d like to share? Subscribe on ApplePodcasts and leave us an honest review! Your feedback will not only help us improve the show, but it will help us connect with more high flyers like you.

Click to visit our website or find us on your preferred podcast player.

The Power Of Brand Consistency

The concept of branding is thrown around a lot these days but there’s few with a better handle on what that means than Bernt Ullman. Bernt has a weighty and impressive trail of success in fashion and branding with the likes of Donna Karan whom he took from 40m to 250m in international revenue. Roland and Bernt talk today and garner some great takeaways for you, our listeners.

Mr. Ullmann has been the trusted business acceleration expert by CEOs such as Daymond John, Eddie Lampert, and Tommy Hilfiger. He’s arguably the world’s leading expert in celebrity brand development, brand management, licensing and distribution, and monetization - having contributed to the successful launches of brands for clients including Jennifer Lopez, Adam Levine, Nicki Minaj, and many others. The brands he has worked with have generated over $6 billion dollars in global sales, and as such, some call him the “6 Billion Dollar Man”. But Bernt didn’t start out in high fashion, he had a more down-to-earth start with his launch of Scandinavia's first home delivery pizza service, Pizza Pronto, in Copenhagen.

All that to say, we think you’ll enjoy his story and will benefit from his experience! If you want to dive deeper, check out his website and his book, the Billion Dollar Branding Blueprint.

"You cannot be 'best in class' within every single product category. It's just not even credible... I believe in concentrate and dominate. Be really, really good at what you're good at. If you want to be a global lifestyle brand, you need to have a number of different product verticals, but it's not logical that you're the best operator for every single vertical."- Bernt Ullman

Listen For

• The 'Good, Better, Best' pricing strategy that Bernt learned at Donna Karan that caters to people who can’t afford higher-end products and pricing, but still protects the feeling of exclusivity at the higher end.
• 'Halo Products' and Brand Essence.
• Consider the emotion you want your brand to evoke and make sure that feeling is consistent across all your product lines and everything you do as a company. This is Brand Consistency. 
• How licensing can help you expand your brand and ensure better quality - without tapping out your resources
• The three ingredients that make up all great brands: Authenticity, Aspiration, and Credibility. Find out what you can do when you have all these under your belt!
• What Bernt learned from his first entrepreneurial venture, Pizza Pronto.
• How he moved to LA and managed to get a foot in the door at Barneys, Nordstrom, and Nieman Marcus.
• How he and his partner worked with a ‘factoring company’ to fund the orders (listen for Roland’s explanation of what a factoring company is/does).
• How he took Donna Karan from $40 million to $250 million in international revenue.
• The Price Anchoring tactics FUBU used to sell ‘boatloads’ of high-end jeans.
• How to put your brand ‘on steroids’.
  

“At the end of the day, brands are about trust". - Bernt Ullmann

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References and Links Mentioned:

The Power of Broke by Daymond John

The Billion Dollar Branding Blueprint. 

Contact & Follow Roland

On Facebook 

On Instagram 

Through his Website.

Contact & Follow Bernt Ullmann

At his Website

On Facebook

On LinkedIn

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