Mitchell Levy, Global Credibility Expert, The AHA Guy

Scaling Up Services - Mitchell Levy

Mitchell Levy, Global Credibility Expert, The AHA Guy

Mitchell Levy, is The AHA Guy at AHAthat ( who empowers experts, thought leaders, and businesses to share their genius. His superpower is extracting the genius from your head in a two-hour interview so that his team can ghostwrite your book and make you an Amazon bestselling author in four months or less.

He is an accomplished Entrepreneur who has created twenty businesses in Silicon Valley including four publishing companies that have published over 800 books. Mitchell is a TEDx speaker and international bestselling author of over sixty business books. He's provided strategic consulting to over one hundred companies, has advised over five hundred CEOs on critical business issues, and has been chairman of the board of a NASDAQ-listed company. In addition to these accomplishments, he’s been happily married for twenty-nine years and regularly spends four weeks annually in a European country with his family and friends.

Twitter: @HappyAbout


[00:00:01] You're listening to Scaling Up Services where we speak with entrepreneurs authors business experts and thought leaders to give you the knowledge and insights you need to scale your service based business faster and easier. And now here is your host Business Coach Bruce Eckfeldt.

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[00:00:57] Welcome everyone this is scaling up services. I'm Bruce Eckfeldt. I'm your host and our guest today is Mitchell Levy, and he is the AHA guy at Ahathat and we're going to learn a little bit about more about his business and the work that he does with entrepreneurs with CEOs looking to expand their reach. Tell their story. He's gonna show us how we can use content to create great books and get them out into the world and make them work for us and help us grow and scale our business. So with that Mitchell welcome to the program.

[00:01:25] Bruce thanks for having me. Good to be here. Like your energy.

[00:01:29] So what do we start a little bit with your background and where were you before you became the AHA guy.

[00:01:34] Yes. Let me start first. I'm going to give you my seven second pitch so you get who I am today and then we'll back up from that. Sounds good right. Go for it. So Mitchell Leavy Aha. That I'm a global credibility expert. I work with busy successful professionals who recognize the need for a book but just can't find the time. So I have to imagine is four months from now. You are a amazon best selling author. Paperback Kindle PD F. hardcover book and you've spent about five hours of time. We press the easy button.

[00:02:05] Wait wait five hours five hours of time to create a book.

[00:02:09] We do the rest. So that's the. So here's what's interesting in the past we have. So where have I come from. Yeah prior to 2005. Let's see we'll get there don't we. Don't forget that point. Five hours it's like Oh my God that's not possible. It's very possible and we've done it hundreds of times. So the last time I worked for a company was nineteen ninety seven hours at the time running the e-commerce component of Sun Microsystems supply chain the dot com came I had to do my own thing. I was known during the dot com days as Mr. e-commerce and created tons of. So for executive business programs for and for a conference on the board of a public company did consulting for done did lots of fun stuff but was most fascinating and I'm sure you run into this every now and then. What was fascinating is my SO at the time I was it was 5000 dollars a day consulting seventy five hundred dollar keynotes and then the dot bomb. You guys remember that 2001 the dot bomb. My revenue went to zero. I mean literally overnight went to zero. So at the time I was running a small company on the side called CEO networking. I ended up running that for a decade. And my share two of the partners my share of CEO networking was 40000 a year during the dot com days. That forty thousand was so small. Every now and then I think I kind of get rid of this office. My revenue went to zero. 40000 seemed like a huge amount of money. So I did a couple. Some did some consulting started. I was still on the board of a public company. And then in 2005 I saw the the eventual democratization of book publishing.

[00:03:49] So I became a book publisher. So between 2005 and 2017 we published over 800 books and what I could say is I served the wrong audience the audience that I know that toils things like so so a why did it take so long. Exactly. I was I was holding onto my old beliefs essentially I was sort of the same class. So what what I was thinking about is because I liked writing books I wanted to do stuff myself. I wanted to make it easier for people to to actually have their books and I wanted to make it as easy as possible for them to write their books so that's everything I did was to try to make it easier for some to write their book. And at the end of 2017 if I'm going to short a long story at the end of 2016 I ran a Kickstarter. We hit 250 percent of coal 90 percent and I at that stage I had a process that somebody could actually write their book in eight hours or less. And so by the way how you do a Kickstarter that's successful if you take a product that you typically sell in the traditional world order service and you sell it at a discount. So 20 people paid us that when they wrote their book we'd publish it. So let's fast forward to the end of 2017 I did a TED talk that got me thinking about the world in a different way. And I looked at the numbers. So it turns out that of the 20 people who paid us they paid us once they wrote the book we publish it to actually wrote their book. So then I went to five of those people say how happened I read it for you.

[00:05:16] Yeah let's say a couple of the 18 people that didn't actually write their.

[00:05:21] Yeah 18 people did right so. So of the five people I asked one said yes. Right. So then we. That's got me thinking about how do we make it easier to write books for people. So. But here's what to think about. 17 people couldn't find eight hours in a 12 month period to do so they pay for. That was beneficial for them. No. OK so that bothered me. You're shaking your head. No. So so. By those listening where we're doing the video things we can actually see each other. That makes it much more compelling conversation. So I'm shaking my head no. Now let me make it worse. Let me make it worse. The people who are in the online learning space. My friends in the online learning space and my friends in the Internet marketing space. When I said only three I didn't tell him about the two I said only three people of the 20 wrote their book. They go Mitchell. Do you realize that that is a 15 percent utilization rate. That's fantastic. Yeah I think so. By the way I'm not in the business to take people's money and not provide service. That just bothered me so 2018 is I perfected the let's write the book for somebody. So I have an aha that school I've got graduates of the school who do the writing.

[00:06:28] I've got the processes in place and 2019 is the year the partner I can come back to that year. So here's what happens. You want a book done and this is we do press easy button. What we figured out as a people don't read books anymore. So you need to be able to produce an asset that is easily consumable and even it's just open to one page it's easily consumable. The other thing you need to do is everyone shares their content on social media. We actually have and this is where the AHA that platform is. We have a platform called aha that. that has 800000 users and forty eight thousand pieces of content that you could share for free. And I call these aha messages. So now is it just something that's compelling that gets you thinking about the world a different way. So let me tell you an AHA message as my fact. Let me let me take it to the next step level. So imagine how many times you sit in a meeting where there are 30 or 40 people you're just meeting everyone gets 10 seconds to introduce themselves. And by that time they're done you like speaker coach trainer Amazon best seller you like what did the first guy say again you have no clue.

[00:07:32] So let me tell you what I do. So first I'm going to knock on my hard cover book. Doesn't that sound like has a lot of content in it. I did a TED talk in the end of 2017 that was called being seen and being heard as a thought leader. I thought well I have to market this TED talk. So I made it a hardcover book the hardcover book. I interviewed the really cool part I interviewed four other people. So now I have content that are from four experts that are in the book. And what I want to do is read for you are number four because as soon as you see that as soon as you hear that you know you're going to go Oh mitchell I understand what an AHA book is. So this is our number four from the book and what it says is good thought leaders or at the top of the mountain great thought leaders at the bottom of the mountain helping others climb up. I see sit in that you go oh am I a good thought leader am I a great deal. Now let me tell you how I use this.

[00:08:23] So if I am introducing myself remember those 40 people introduce themselves. Let me tell you what I do. I'm going to hold my book up it's a hardcover book. Here's what I'm going to say. I was a Mitchell Libby global credibility expert 10x speaker international best selling author. Now by the way I use those terms as well but I'm using them as verbs not nouns. You know what my noun is the noun is the title of my book and the title of the book is the C pop your customer porn and pain your solving. So I'm going to say international best selling author of the book being seen and being heard as a thought leader. And then for those that are that are not seen if you're in the room I'm going to do the Vanna White thing and as I'm doing the title My fingers are going to go down to somebody that I like as people are gonna say oh I need that. That's what a book is a book is the credibility piece that lets you be seen as an expert that solves the pain point that your prospects have. Every person inside a company who touches a client in any way shape or form should be an author of a book.

[00:09:21] So I you know my impression or I think a lot of people's impression and I think it's you know it has been mined to some extent to is that you know in order to write a book or in order to write a good book or a valuable book I need to you know go find a publisher and I need to do a manuscript on a need of a pitch. I need to shop it around like why is that no longer the model or the the way in which people should be thinking about publishing and thinking about books.

[00:09:44] No it's a great question. So first people don't read books as is now sometimes they listen to books. So audibles doing really well it doesn't mean books are not used so if you hand think about the books in your library shelf and the last 10 books you have and honestly say how many of those you actually read cover to cover and if it's more than two or three then you're either fooling yourself or your you know you're a unique individual right. So yeah. So what happens is you don't need to create a book where you find a publisher and hope that the book sells. Your job is how could you create a book that gives you credibility that you could. Now listen this. Did this put this in the hands of the people who could actually use it. So here's what we do. The core part of what we do is a two hour interview. And I have to tell you That's my superpower. And when I when I get too busy I can't do the interviews anymore. What we'll do is we'll create a certification program for other people to do the interviews. But right now everything about my company is automated. Everything has a process to it. Other than that two our interview is Mitchell leaving and on point you're genius. Got it. And what I'm listening to when we talk Bruce it's it's exactly the same methodology used when you're doing an interview. Right. You don't have structure questions you don't have a structure approach. What you're saying is OK. How do I provide value in this case. How do I provide value for my audience.

[00:11:00] Well you're thinking about ideas that I could bring to the table that your audience is going to say Aha. Right. That's what you do. Well guess what I do when I talk to the person and we did one this morning which was somebody who just phenomenal sales training and she gets brought into higher both sales leaders and sales professionals at large companies. So the question is what is the key elements what is the point that need to be communicated and every i.e. what is the C pop what is the customer point of pain. And if you spend two hours interviewing somebody on their point of pain what comes out of those conversations aha moments and those aha moments are those things that get people to think in a slightly different way. And so I gave you an aha moment before good thought leaders are at the top of mountain great thought leaders at the bottom of the mountain helping others climb up. Let me tell you how I'd use that in a room. Let's say if I'm in front of a small audience you know 10 20 30 maybe even 50 I'm going to be handing a copy of my book to everyone in the room not selling handed a copy. Ok now I'm in a larger audience. I'm going to find a sponsor to pay for it whether it's the sponsor who's the organization have me come in the door or if I'm in front of twenty five hundred people I'm going to say hello I'm in front of twenty five hundred people.

[00:12:16] These are the characteristics. How would you like if I do a custom version of my book and put a note from you in it like oh OK so here's what happens when I'm in front of that audience I'm going to turn. I tell them to turn to the page with that messages I talked about. Then I'm going to actually say hey here's what's important. How about you write down what you did yesterday or last week or the week before to help people climb the mountain. OK. Now why don't you write down what you got planned next week. Once they do that they're like oh maybe I should look at some of the other aha messages maybe they're as powerful as well they are. Yeah. Guess what. You don't need anything more in a book right. Because you've got that credibility. And one of the things we do is so. So we'll do the interview we'll come up with a manuscript we'll let the author review it and make updates. We then will ask them for ideas for the cover. Well then create a jacket which represents a front back of the cover as well as the interior. Once they review that we then say OK when would you like us to publish because we want the author to get five five star reviews. And once they've done that we do an Amazon campaign. So I can guarantee when we start the book that four months from today you'll be an Amazon best selling author on a book that satisfies the pain point that you address for your prospects. How cool is that.

[00:13:35] Yeah well this whole idea of the sort of custom publishing I mean I think that I mean some of this is rethinking what book is or rethinking what publishing is. And you know going from this single unchangeable thing that sits on a shelf that someone goes to a store and buys because they have some kind of need or they think they have something to eat and they're reading you know lots of different books are on this to being you know much more a tool of connecting and communicating to various specific targeted audience a particular value proposition or a particular message. And it becomes part of part of a conversation or part of a relationship building. And I love the idea that you could actually do a custom run. I mean tell me how did that come about and how do you actually do that in terms of you know being able to publish in that kind of style that kind of way.

[00:14:17] So I say how do we get here. So this is where I was always trying. Between 2005 to 2017 just to make to make it easier for an author to use a book for success. And it was only when I realized that only three out of 20 people when given a chance and they've paid money and they have a year actually wrote their book so that that just meant between 2005 and 2017 that thousands or tens of thousands people I talk to I had 800 come back to me and publish your book. So of Sunrise man there's a whole audience I'm missing. How many people just are doing phenomenal things in life. But how cool would it be if they had a book like we did the first book for LinkedIn. I'm sitting around with with Reid Hoffman Konstantin Gerlach and essentially the same thought process there. This is before they were making money. And like Hey guys where do you think the first thing is we're going to make money on you know this job posting thing is pretty cool. Great. Let's create a book called happy about Lincoln for recruiting and let's charge the amount of money you're going to charge for your job posting and we'll make the job posting for free. So in essence our company my thought. Process help them kick off books. That's what that's what books are used for.

[00:15:25] And the thing that's interesting so for those people who this is not your audience but those people who make money as sales trainers when they're looking at a book and in the past the book was this asset that we would teach people new philosophies help them learn new things help them grow. So what happens now is you give the book away and then you encourage them to upgrade to the online course. The online courses where you do what the book did before and now if you are a corporation you could charge for the online course or you could still give away the course for free. The book is that lead magnet. It's that trigger that gets you know whether or not you give away books for free. You do the free plus shipping program where you give away a million copies or the e-book or you're sharing the hundred and forty odd messages which represent a book. You're sharing those on different components of social media and we help you do that as well. So it's now we thinking OK now if books are something different how do I make my book more living. Well if it Bruce let's say you did a state of the business video once a year. Well we can have in your book a link to your video and by the way the link is from a tiny you or else so instead of having the full blown we put in the time you're also every year you update it.

[00:16:37] We want to redo the book. We just now link to something else. Yeah. So when we do bookstore people we're not only doing the Amazon campaign we're helping them read their audio. So now they're on 23 three locations where audio books are being sold. We help them create a videos and we include those as links as part of the book because it's really people need to see you feel you kids statically get a feeling of what it might be to work with you and those are things that are different. So that was a long answer. Let me just answer you that drug question how do we get to customization. So let's say you had a book today that solved a very focused problem right because that's what the books are no longer in the old days a publisher would want you to borrow the ocean and solve world hunger. What we want now take a if you doing a Facebook ad campaign take a category of your Facebook ad campaign. That's your book. Now if you want to move to another category we can actually custom create a new book. So for companies we've worked with what we've done is we produce books at or below their Trotsky budget.

[00:17:35] Right. Right. So so instead of leaving the chair drop a toy.

[00:17:41] Oh yeah. It's like instead of the coffee mug or all the stuff that gets thrown out. If you had a book that is essentially delivered the components that your customer needs and you know what you have somebody sitting in a booth who's the author of the book or the CEO or president comes in or they're the right V.P. comes in for an hour every day of the conference to sign autograph copies of the book because what happens during that time. That's the expert as a person. People gravitate to Hey come back at 2 o'clock during the break and have our CEO sign copies of his book. We had a company that had a A.S.A.P. product the SAS based product. And so I RSP I don't know what that stands for or where that came from so let's ask other side. My brain went somewhere else.

[00:18:27] I think it was application server which is I think you're talking about the Microsoft Microsoft technology my web atlas.

[00:18:33] So let's roll that one out so beat blooper. So the thing that's interesting is that company has a book that works for a particular conference when they go to the next conference. Well here's what's interesting for a whole lot less money than we originally charge. You can change everything in the book because the book's already done. Right. So you could change a cover. You can actually add somebody else to be a co-author. You could have other people become do forward. You could change the content inside though because if you if you focused on one conference which has a very specific focus you might want to change it slightly for another. Well guess what. Every conference you go to you now have a custom made Chatzky that has significant more power and the guy who we did web a video testimonial. Typically it's a company called sign. Now typically what happens when they go to an event they pick up clients which they're a ISP average selling price. That's why I got to HP. So their average selling price is forty thousand a year. Well with a book in hand they increase the RSP from 40000 150. Wow. Right. Because guess what. If you're SAS based company you have no tangible thought leadership. You only have online. So. So now there's a book because the person at the conference is probably not the decision maker. It's just the influencer. So now the influencers goes back to the Germans with a book with a book enhanced by the way. This is why we need to go with this product.

[00:19:57] So tell us more about the interview process because I think that is for me that's kind of the secret sauce or the way that you make this whole thing work when you interview folks. How is it different than just OK. So what's your name and what is your company and what does your company do and who is your customer. What is the what is the thing that you do that makes this makes this work that gets this book's worth of information out of someone. And two hours.

[00:20:20] Well here's just so you know as an aside you'll be somebody I mark in my database as somebody who could conduct interviews. Right. Because the reason why you don't have a set there are people who just have to ask a set amount of questions. What. That's not the way to do an interview where you point content. So let's let's be clear. In a five minute conversation we're going back and forth. We produce five aha messages. That by itself isn't a aha message. So in a five minute interactive conversation will produce five aha messages. Right. Like oh well there's one that only took 10 seconds. So if you're asking the right questions you'll make that happen. Now here's what fascinating human beings process the world in one of three ways. They're either Visual Kinesthetic or oral. So the one thing I learned is if I have an oral personality that I'm talking with it's a three hour conversation not a two because oral people want to tell stories. So in a five minute story I may pull one aha message versus five in a five minute conversation. If you now go back and look at most of the interviews you've done a half hour conversation produces somewhere between 30 to 50 aha messages. And what what we're talking about as long as you stay focused on what the person solves as a pain point to their clients what they're doing is they're telling you things that just they're like oh that's what you call and we don't necessarily take the quote that's mentioned exactly as is because an on message Bruce is simply what could you say in such a way where the person who's receiving it person who's either reading it hearing it seeing it that that person says ah I never thought of that or I could do something different or let me take action or let me.

[00:21:59] That's what an arm that's so it's not just a quote It's a message that communicates to somebody else. I need to take action or this makes sense to me. Yeah. And so. So as you're interviewing people you'll probably never do an interview again because now when you're talking to people you're going to be saying yourself Oh man that was that was an aha. Remember. Remember sometimes there are some people who are just so public speakers are really good at giving of dropping soundbites dropping on. So imagine when you talk to somebody that in five minutes they drop 10 or 15 out a message like your brain starts exploding. Occasionally we have some of those. But generally speaking anyone in the world if you talk to them about their core expertise and you talk to them about something their passion about eye solving problems for their client base which really fascinating has how brilliant many people are. Yeah mostly bore a lot out of them.

[00:22:53] Yeah well I like that idea of your as is the interviewer your kind of thinking on behalf of their prospect and you're trying to you're trying to figure out what what would my prospect ask or how would I phrase what you just said for my prospect to better understand. I think there is I think is a really valuable kind of translation process that that you do through that by taking kind of what what the experts are saying and say okay well this is going to land. This is going to land it for the people that you're trying to talk to. If we say it this way you know it's kind of this interpretation side of it.

[00:23:23] And by the way just so you know that's why you would make for a good interviewer right into it. I mean you are a good interviewer or just interactively back and forth for your show. But that's why you would make for a good aha interviewer because just this morning the person I was talking with was oral. So it was a three hour conversation. And what's interesting is when I would ask a question I get an awe response back and I'd say OK let's assume I was kinesthetic. How would you make. How would this make me feel. Does this make me feel this way. And then I'd get a different response oh for the visual people. How do you think this how does this look for a visual person right. So so what you're doing is you're just echoing what is the value of this thing called a interview. What does it actually produce and what you're ultimately doing whether it's you or me. We're trying to serve up content. So what you're doing is you're serving up content for your audience. Now when I'm doing an interview I'm serving up content for my ghostwriters to make their life easy to come up with a manuscript of 140 bite sized quotes and seven blog posts because the the easier I could make it for them the better chance we do something where the author Caesar bookie goes Oh my God this is amazing because that's obviously that's always our goal is for them to go Oh my God this is amazing.

[00:24:33] So you talk about the book but you also talked about the blog post the social media like I guess how does this system of things work together to actually drive results for your client.

[00:24:42] The best thing I could say is we do all this stuff that probably the best way to say it would be we're giving you electricity and the electrical outlets. OK. Right. So we're giving you all the infrastructure stuff. So you're an Amazon. Let me just echo all the stuff that I do. And let me tell you then. Now say that's not worth anything unless you do something with it. OK. So for most of now you'll be an Amazon best selling author you will have 100 paperback 25 hardcover hardcover bother is super cool. You'll have a PDA. Now typically people use PDA for Legion. So you don't get the book for free. You'll have a Kindle we use the Amazon best seller. We use the Kindle for and that's what we do in four months. And we also have a book on the AHA about platform. So how that platform as we get to share your book socially we will help you then read your book so you'll have an audio book that won't happen in four months that happens a little bit after we'll create seven videos for you. So these are videos that that will help you talk about each of the sections of your book. I would do a blog post. Would do a press release. So those are all cool things and for the price it's crazy amazingly inexpensive. Now if all you did is stop right there and didn't tell anyone else like you just took all that stuff and didn't announce else it is almost the same as a tree falling in a forest and no one around.

[00:25:59] Right. So we're giving you everything possible we're giving you the credit but it's sort of like any AP HD but not putting doctor in front of your name or not putting it on your LinkedIn profile if you don't tell anyone about it. That's not going to happen. You know you don't apply for the jobs that require HD. Right. So. So the thing is this is the 2019 is the year of the partner for me what I'm doing work on today is Who do I play with. That will be the right appliance to plug into the electrical outlet. So is it a speaker coach. I've got five PR agencies. It's about a bizarre deaf person who's going to guarantee clients as part of that. So what I'm trying to figure out is the and I'm close. What is the go to market strategy so for me I do thought leadership I have I allow. In addition all the books we do allow up to three clients a year I've got one at the moment and then I can't do more than that where I'm actually doing one on one coaching. Well guess what. You get the Amazon best selling book and you get coach for your firm Mitchell every right.

[00:26:56] So. So I'm grabbing all these appliances basically people do super cool stuff. There is a firm. This is relevant for your audience. There is a firm that does a 10 city tour so for 10k OK. If you wanted to go on at a 10 city tour they'll book the room. They'll make sure there's 20 people in the room. What you need to do is hire or bring a photographer with you and now you've got four 10k you've got social proof tour because you're in 10 cities with people on a trip. And you take all these pictures you post on social media so you couple that with an amazon best selling book where at 12 so not 20 to five you're on amazon best selling author and a 10 city tour. Right. You then couple that with PR agency so we have a ton of different PR people that in 3 6 12 months will promise X amount of media hits. So my guess would be for less than that you're paying the person full time to do a aspect of your marketing. You could actually get more press release and press coverage. You could do some TV and radio start to have an amazon best selling book in a tent city tour. So that's where I'm heading is what all the appliances you could plug together to actually achieve some of the results that you need.

[00:28:06] But the fundamental component is this piece called the electricity and power. I that book that that shows you're an expert on what you do. But then and by the way isn't my first time talking about this. You're doing well. I wanted a test drive to see how it felt and how your reaction was. So the more important part is who wants to be the appliance. Right. And then by there which really cool when people come to me and they already have their book well then I just need the appliances to plug together. And that's what what I think is missing in the world today is the old way we used to do business. We used to shake hands. Right. So. So imagine small town. There's a butcher you know on Wednesday. You've got guests coming over on Friday. Wednesday you stop by the butcher and you say hey I'm feeding 10 people or 15 people on Friday. Could you have the right Steak delivered to us. That's all you say. Yeah. You know you don't talk about price. No you don't talk about you you just help my cooks going to start doing that at 4:00. Right. You don't talk about anything other than you know with 100 percent certainty that the right quality steak is going to get to your location at force your cook can do their thing. There's no question. Because if if if the butcher did do that they wouldn't be the butcher anymore.

[00:29:20] And so that's where that's what I want to live in. I like this like a.. Coach I'm working with. She's 10 k. She promises that if after taking her program if you don't make between 150 to 200 thousand as a speaker she'll book you to make that. right. So like I want to have a handle on this brand promise guarantee. I like it the better way to think about it is here's what we're gonna do. Here's the price point here's a KPI key performance and here's what's gonna happen if we don't make it. So the best Dev person teeth is and I don't know what the price point is yet so we're still working on that but the bids dead person you will get. So you're gonna go to school for a year. The first four months will give you will we will graduate with a best selling book and one client and then you've got on the job training for the next eight months where she's gonna bring you some set of clients and that'll cost some dollar amount. Let's kind of cool. Yeah right. You know what you're paying for performance agitating with a diploma and getting clients. Yeah. I mean you know. That's what we we it's the world I want to live in. So I'm gonna with a bunch of partners we're gonna create.

[00:30:24] I like it. Yeah. I think there was a good rule of thumb around a lot of these things as any service.

[00:30:28] Anything that you do with a client should be generating somewhere between five and 10 times return. Right. So if you if you factor in kind of profitability and things like that that if someone's gonna pay 10 thousand dollars for something it should be generating somewhere between 50 and a hundred thousand dollars for them. You know it's such a nice rule of thumb. I like it. Aha.

[00:30:44] That's an aha. Said that was done.

[00:30:50] Get to see this applying to lots and different situations and people that are trying to grow and scale their business. What.

[00:30:55] Is there anyone that this does not work well for or can you think of like or have you come across situations either kind of industries or type of people or types of businesses that just don't need or don't benefit from this kind of approach to thought leadership.

[00:31:09] I so love your set of questions. So at the end of the day it depends who the audience is you're serving. And if the audience you're serving can't process things as a series of let's say 140 aha messages. So examples of audiences that don't work if you're selling to engineers and engineers want white papers engineers want dense stuff now having a white paper and dense stuff along with an AHA book can't hurt. But if you're only going to do one you got to do. You can't even get to the academia and this is unfortunate because we are we're in the midst of most massive transformation. Humankind has ever gone through where we're in the midst of the transformation from the Industrial Age to the social age. And between 1920 and 2019 and hundred year period we've only made it 50 percent of the way there. For those who are holding onto their chairs guess what they're going to make it the other the other 50 percent in the next decade or two. Everything you know about the world is going to change in the next 10 to 20 years period. Right. So and academia is one of them. And so unfortunately today our books don't work well in academia because that's not how they work today. And that doesn't mean that I'm right and they're wrong.

[00:32:24] I could just say that they're wrong. because think about anyone who graduates from college today are they prepared to actually do the job. And in most cases the answer is No. So. So what happens is we need to train our younger generation just to be to come into an environment and do new things and it doesn't mean they don't learn stuff it's just not they're not always taught the right stuff. And know those are good. So I think school teachers engineers. I don't know. We're actually in the midst of doing stuff for financial and medical right now. So I would have said before then no but maybe we want the simplicity we do it stuff for startup companies we do stuff for mid tier to large scale companies so the only downside for me is the world is my oyster so I am targeting different verticals by playing with partners who recognize that hey I want some electricity too and I want to I want to juice up the service offerings I'm giving and Mitchell I love your promise of four months. Yeah let's play together. And so that's what helps me get into a broader market then then my company is today because when I play word partners we could we basically are solving the verticals that they're going into a script.

[00:33:39] So if people want to find out more about you about the AHA offerings and the strategy and how to know how to actually write a book in four months. How do they get more information where they go.

[00:33:50] So you know let me throw you to your URLs and I'll give you the be all end all. You can go to AHA that dot com platform 3D is free to share there's forty eight thousand pieces of content you want to listen to AHA messages you can go to AHA that radio dot com we play our messages 24 hours a day but here's what I'll say in terms of reaching out to me it's my name It's So M.I.T. C H E L L last name LEVY 3 6 What happens is you'll be able to see the social media sites I play on Connect me where you want to connect if you want to schedule time to connect to me you could schedule chat to talk and that's great I'll make sure that the link is in the show notes sure this has been a pleasure.

[00:34:31] I'm excited about the message you've got out there and the work that you're doing and I encourage everyone to go check it out.

[00:34:38] Cheers thank you. Really appreciate the interview appreciate getting to know you better.

[00:34:43] You've been listening to Scaling up Services with Business Coach Bruce Eckfeldt. To find a full is a podcast episodes. Download the tools and worksheets and access other great content. This is a Web site that scaling up services dot com and toll free to sign up for the free newsletter scalingupservices/newsletter.