One of my favorite lines from my book The Million Dollar Dog Brand is ‘Be The Fox Pee.’

Sounds crazy. Well, what’s really interesting fact is that apparently fox pee is one of the most stimulating smells in the world for dogs.

They love it. They go absolutely mental for it. They can't deny it. They want to roll in it, lick it.

You want to be absolutely insatiably absolutely crazy making to your customers and clients that they absolutely are obsessed with.

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We are now at a point where we can evolve a little bit of this brand conversation into something I call a brand statement. Now if you haven't figured out your why and you don't feel like you have this big perfect picture of the ideal brand, that's fine. Remember, what we want to achieve is to just have a work in progress.

So the challenge that I'm laying down for you today is to work on your brand statement in progress.

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One of the things that seems a little bit funny to us when we start to get out there and try and market for the first time as entrepreneurs is just how hard it is to really get people to notice what we're trying to say.

There are so many businesses and products in the marketplace and it is so hard to get noticed.

And one of the most important ways is to craft communication that really stands out from everybody else's. But this is quite a task. This is not an easy thing to do and every brand and business is trying to do it.

One of the secrets to making this work is to do what seems completely opposite to our nature as human beings and logical creatures. And that is to talk less about what we do and to talk more about why we do it.

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What is normal?!

If there's one thing that most of us have in common that we are programmed and taught as early as we can remember, it's that we're supposed to be normal. We're supposed to be just like everybody else. We're supposed to fit in because if we stand out, then people make fun of us, they call attention to us, and that can be literally the most horrifying thing when you're a kid or a teenager to stand out, especially if you feel like you stand out in a way that you feel a little insecure about.

If you want to build a brand, the time for fitting in is over.

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So one of the things I talk about all the time as a branding expert is having a brand statement. This is sort of like an elevator pitch and you can find lots of resources on jnicholesmith.com to help you craft your very own. That’s for another video. But my brand statement is, well, you’ve already heard it.

I help entrepreneurs find freedom and fulfillment by building brands instead of just businesses.

Now you won’t really hear in there is what I do for a living or what I sell necessarily. But you do hear what I care about and what I care about is helping entrepreneurs. And what I care about is helping entrepreneurs find freedom and fulfillment. And what I care about is helping entrepreneurs build brands instead of just businesses. So it gives you a good insight into what I do and why I do it and who I do it for.

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Hey, magic maker. This is a very special episode of the magic maker Podcast for a couple of reasons. The first reason is that this is the first ever interview we've ever had on this podcast. Our interview today is one of my absolute business crushes and absolute idol in my life of someone who I have tremendous respect for. And that is Ms Ash Ambirge of the Middle Finger Project. I call her a Badass bitch because she is out there helping women disrupt, helping them be disobedient and create change and absolute magic in their lives by doing the brave thing.

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Whether you believe in the universe, wizards, ghosts, tarot, vampires, manifesting, or even God – you have to be a little bit mad to throw your head and heart into unrelenting faith in something you cannot prove.

Typically, magic gets pitted against science in the battle for proof. We humans like to be sure, and how can you be sure of something you can’t quite explain or prove? In life, and in business, looking at data and facts is an absolutely essential element in smart decision making and planning… but it’s not the complete picture.

I developed what I call the ‘Entrepreneurial Spectrum’ which highlights the opposites of entrepreneurs who are naturally inclined more towards facts and data – this end of the spectrum is called the ‘Method’, and those who are naturally included towards art and emotion – this end, I call ‘Madness’ . Most of us fall to one side or the other of this spectrum- and most of us are most comfortable with other people who sit on our side of the spectrum because we feel more belonging with people who believe what we believe. Both titles of ‘method’ and ‘madness’ are coined with love.

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Of all the business models I have ever built and grown - by far the most superior in every way is a membership site. I conceived of my first membership site in 2015 and brought it to life in 2016... it is called 'Working with Dog' and it is now a thriving community for pet entrepreneurs.

If, like I was, you’re searching for a better business model - a better way to apply your skills and passions while also building a sustainable business that affords you BOTH more freedom AND allows you to have a bigger impact with the people and causes you care about most… then this episode may just be the first domino you tip to trigger a cascade of small decisions that leads you to that life and business… so it’s worth sticking around and having a listen.

And with that - I think it’s time we make some magic, shall we?

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A couple of years ago when I was setting about to change my whole life because I got myself into a position where I had started the wrong business, I was completely miserable and knew that I was missing out on probably the best part of my career by doing the wrong thing.

I was spending my time in all the wrong ways.

I had spent a ton of money. I felt like a total failure and I was working on starting over during that time. I developed a lot of what I talk about now in all the different courses and videos like this where we dive into things like exploring your why and finding work that is truly fulfilling to help you find the freedom that you're looking for as an entrepreneur.

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One of the things I remember dreaming about and worrying about from a really early stage in my business is how I was going to get income or revenue in. That wasn't so hard. So if you are a service provider or you make physical products, maybe this is something that you can relate to because obviously building a business is hard and a lot of us have a story that it needs to be hard to count and that's a whole different, that's a whole different topic we can dive into later. But one of the answers to this issue as an entrepreneur when you were out there hustling to try and get clients or to try and get sales is to have revenue streams or sources of income in your business, which feel easy and or can be sold or bought while you sleep. Most of us call these passive income products and most of us have them on our mind because it sure sounds good to wake up with money in your bank account that you don't have to go out and deliver anything for, right? So if you are interested in bringing passive or leveraged income into your business and you're not really sure where to start, you're definitely going to want to pay attention because we are going to dive into it today and I'm going to give you some really helpful tips on how to actually make that transition from whatever you're doing now to having some passive or leveraged income in your business. Let's make some magic.

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