Dan Henry

And so you will sell things that are different over the years.

You will get into new things.

You will possibly start new companies.

Maybe you start a charity.

There's so many opportunities and things you could do throughout the course of your whole life.

And it's okay to change directions once you want to do something new if you've previously been successful.

But for me, I always start that change.

I always point that ship with a book.

When you write a book, the whole concept of a really well-done book, like for instance, Jocko Willick and Leif Babin wrote a book called Extreme Ownership, okay?

And it was a book about how the Navy SEALs lead through this concept called extreme ownership.

And to just put it simply, you basically just pretend everything's your fault.

No matter what somebody else does, no matter what happens, it's your fault, it's your fault, it's your fault.

Because when you do that, when you take extreme ownership, it allows you to always seek solving the problem rather than to put it on somebody else, right?

It's a very simple concept.

He wrote a whole book, a very thick book about this.

And it was all these military stories of basically this time this happened and I took extreme ownership, this time this happened.

And then he told stories about how he's helped people in corporate use that same ideology to grow their business.

And so when he sold the book, it was like, okay, well, now that you understand this concept of extreme ownership, come to my $5,000 seminar on how we're going to go through this in two days and apply it to your company.

So what he was really selling was business consulting.

But the way he sold business consulting was through his brand on extreme ownership and military stories.