Dan Kennedy

Well, you need to define your against position, right? Because you are now going to be against some portion. of the dogma and the rules of the road and the protocols of how things are done around here, right? And then you start to, you start to craft your radical position, which is sort of an extreme version of Ogilvy's, you gotta have a big idea.

So you need your radical statement, essentially, about what's going on. Um, in NSA, it was speakers. Mine was, um, and the first time I really delivered it, I did, I only got away with it once. I did a free, uh, one day seminar the day before the national speakers association convention. Since you were coming anyway. Right. And, um, I probably had 300, 350 there.

So you need your radical statement, essentially, about what's going on. Um, in NSA, it was speakers. Mine was, um, and the first time I really delivered it, I did, I only got away with it once. I did a free, uh, one day seminar the day before the national speakers association convention. Since you were coming anyway. Right. And, um, I probably had 300, 350 there.

So you need your radical statement, essentially, about what's going on. Um, in NSA, it was speakers. Mine was, um, and the first time I really delivered it, I did, I only got away with it once. I did a free, uh, one day seminar the day before the national speakers association convention. Since you were coming anyway. Right. And, um, I probably had 300, 350 there.

Maybe 100 walked out as we went along, but 250 stayed because I told them speaking is not a business. And you're being told this is a business. It's not a business. At best, it's a good job, but it's not even really a good job because if you get sick, you don't get paid. And you can never stop showing up ever, ever, ever, ever. The only way you get paid is to show up, right?

Maybe 100 walked out as we went along, but 250 stayed because I told them speaking is not a business. And you're being told this is a business. It's not a business. At best, it's a good job, but it's not even really a good job because if you get sick, you don't get paid. And you can never stop showing up ever, ever, ever, ever. The only way you get paid is to show up, right?

Maybe 100 walked out as we went along, but 250 stayed because I told them speaking is not a business. And you're being told this is a business. It's not a business. At best, it's a good job, but it's not even really a good job because if you get sick, you don't get paid. And you can never stop showing up ever, ever, ever, ever. The only way you get paid is to show up, right?

And there's no barriers to competition. You can't put a moat around it. There's no benefit plan. There's no retirement plan. It's a pretty shitty job. And if you figure out your hourly money, because they would all tell you, like, the fee range in the late 70s was about $3,000. So they would tell you they make it $3,000 an hour. I would go, did you travel to get there? Well, yeah.

And there's no barriers to competition. You can't put a moat around it. There's no benefit plan. There's no retirement plan. It's a pretty shitty job. And if you figure out your hourly money, because they would all tell you, like, the fee range in the late 70s was about $3,000. So they would tell you they make it $3,000 an hour. I would go, did you travel to get there? Well, yeah.

And there's no barriers to competition. You can't put a moat around it. There's no benefit plan. There's no retirement plan. It's a pretty shitty job. And if you figure out your hourly money, because they would all tell you, like, the fee range in the late 70s was about $3,000. So they would tell you they make it $3,000 an hour. I would go, did you travel to get there? Well, yeah.

Did you stay there all day? Yeah. Did you travel to come home? Yeah. So that's three days. So even if you do eight-hour workdays, that's 24 hours divided into $3,000. You ain't making $3,000 an hour, right? You're making whatever 3,000 divided by 24 is. And plus you got expenses. Did you eat? Yeah, I ate. Did you buy a candy bar at the airport? Yeah. Well, you got to deduct all that stuff, right?

Did you stay there all day? Yeah. Did you travel to come home? Yeah. So that's three days. So even if you do eight-hour workdays, that's 24 hours divided into $3,000. You ain't making $3,000 an hour, right? You're making whatever 3,000 divided by 24 is. And plus you got expenses. Did you eat? Yeah, I ate. Did you buy a candy bar at the airport? Yeah. Well, you got to deduct all that stuff, right?

Did you stay there all day? Yeah. Did you travel to come home? Yeah. So that's three days. So even if you do eight-hour workdays, that's 24 hours divided into $3,000. You ain't making $3,000 an hour, right? You're making whatever 3,000 divided by 24 is. And plus you got expenses. Did you eat? Yeah, I ate. Did you buy a candy bar at the airport? Yeah. Well, you got to deduct all that stuff, right?

So now you're down to like minimum wage. So, I mean, again, you show this to them. Some get really mad and walk out. But others are going, you know, that hand dawned on me. I just never really said it. But, you know, and so no, this is not a business because you have no customers. So by definition, a business has customers. You don't have any customers. You have gigs. A meeting planner hires you.

So now you're down to like minimum wage. So, I mean, again, you show this to them. Some get really mad and walk out. But others are going, you know, that hand dawned on me. I just never really said it. But, you know, and so no, this is not a business because you have no customers. So by definition, a business has customers. You don't have any customers. You have gigs. A meeting planner hires you.

So now you're down to like minimum wage. So, I mean, again, you show this to them. Some get really mad and walk out. But others are going, you know, that hand dawned on me. I just never really said it. But, you know, and so no, this is not a business because you have no customers. So by definition, a business has customers. You don't have any customers. You have gigs. A meeting planner hires you.

You go speak. You get a check. You leave. And you got to get another one. You don't have any customers. You don't have any recurring revenue, other than if you're lucky, that place will have you back again next year or the year after. But you don't have any recurring revenue. You have no revenue that occurs unless you are working. So when you take a day off, there's no revenue, right?

You go speak. You get a check. You leave. And you got to get another one. You don't have any customers. You don't have any recurring revenue, other than if you're lucky, that place will have you back again next year or the year after. But you don't have any recurring revenue. You have no revenue that occurs unless you are working. So when you take a day off, there's no revenue, right?

You go speak. You get a check. You leave. And you got to get another one. You don't have any customers. You don't have any recurring revenue, other than if you're lucky, that place will have you back again next year or the year after. But you don't have any recurring revenue. You have no revenue that occurs unless you are working. So when you take a day off, there's no revenue, right?

Shoe store, you take a day off, somebody still comes in and buys shoes, right? The guy may not sell as many shoes as he would if he were there, but somebody's going to buy a pair of shoes today. So for all these reasons and others, this thing is not a business.