047 ingrid elfver using branding and personality to build your business by EntrepreneursRadioShow

THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

EPISODE #47: INGRID ELFVER "The Entrepreneurs Radio Show: Diamonds in Your Own Backyard” episode 47 will have Ingrid Elfver as guest. Ingrid, a celebrity consultant and brand expert, is the founder of Born Celebrity, a business and brand development company for creative entrepreneurs. Travis and Ingrid will go in depth about the 4 steps that have led to Ingrid’s success. Join them and learn how niche and mindset, image, brand strategy and building, and brand launch will help you achieve greater success in your own business.

Ingrid Elfver – Using branding and personality to build your business Travis: Hey, it's Travis Lane Jenkins. Welcome to episode number 47 of "Diamonds in Your Own Backyard: The Entrepreneurs Radio Show, Conversations with High-Level Entrepreneurs that Grow Your Business.” Sandra, my co-host, is still in Sebring International Raceway in Florida. Sandra, we miss you. Get back to us as soon as possible. Before we get started today, I want to remind you to be sure and stay with us until the very end if you can. I’d like to share a little inspiration with you, and I’ll also reveal who I’m going to connect you within the next episode. One quick reminder: if you enjoy these free podcast that we create for you, we’d really appreciate it if you’d go to diyob.com, which is Diamonds in Your Own Backyard, or short for diamonds in your own backyard.com--so diyob.com--and click on the iTunes icon, and then post a comment and rate the show. This would help us reach, instruct, inspire more great entrepreneurs like yourself with each and every guest that we bring on the show. Now before I introduce you to our guest today, I want to give our new friends that just started listening to us some perspective for the Entrepreneurs Radio Show. Every interview is basically a conversation between four friends: me, Sandra when she’s here, of course you, and then our guest. Even though we’re talking with some of the brightest, high-level entrepreneurs and brilliant thought leaders around, this is still just as if we’re sitting at a table having a casual conversation.

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THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

Everyone that we're talking with has found success doing what it is they teach, and they want to help you by sharing what they've discovered. Normally, the only way to get this level of personal access to so many high-level entrepreneurs beyond having your own show is to join a high-level Mastermind, go to seminars, events, and build that relationship over several years, while spending a fortune in the process. Now with this podcast and this platform, I get to share these great people with you to fastforward your success and your connections that grow your business without having to go through all of those things. Our guest today is Ingrid Elfver. Ingrid is a celebrity consultant for creative entrepreneurs to build brands with big impact and personality. Ingrid is the founder of Born Celebrity, which involves really a combination of things, depending on who you are and what you’re after. So this is going to be a fun conversation that really could go any direction. However, as always, there’ll be lots of value in helping you take your business to that next level. So without further ado, welcome to the show, Ingrid. Ingrid: Thank you so much, Travis. I am super excited to be with you today. Travis: I am, too. I know you’re really busy so thanks for taking your time out to join us. Hey, before we get into that great intro that I just shared with our guests, would you mind giving us the background of how you got to where you’re at today? Ingrid: Well, the background is I’m originally from Sweden. I actually worked for Miss Europe, a beauty contest. I was the emcee and the choreographer and sort of the recruiter for this beauty contest. I’m the wrong person to be part of a beauty contest because I just never wanted to be onstage that way, but I was modeling and I got asked. I was 17, and I’m standing in front of thousands of people with TV cameras. I do radio interviews and magazine and newspapers and I do amazing. One thing I realized there today is that all the things I learned there, I use in my business today. Then at 18, I moved to Beverly Hills. My first neighbors were Burt Reynolds and Rod Stewart. Travis: Interesting. Ingrid: So I got a really fun start. Then I started doing Mindset Coaching, and I started working with a lot of the A-list celebrities and lot of amazing entrepreneurs. It gave me an insight to success in an absolutely unique way. Maybe the most powerful part that I got out of that was that I found myself that I was judgmental towards the celebrities. I had to really recheck my mind and my perspective about success really is. I have to tell you the truth, they have taught me more things that maybe I feel like I

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THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

could teach them about their mind and how to really embrace who they are, and be shiny then bigger, but what they taught me is really something that you really need to hone in on who you are and hold on to that. That’s what I do today with creating brands and businesses that have that clear persona and clarity of who they are. Then I’ve been an entrepreneur now for 25 years. I guess I’m a serial entrepreneur that… Travis: You look like a baby. 25 years--did you start at five years old? Come on. Ingrid: No, no, no, I started at 22. Travis: Okay. Ingrid: Boy, we must not talk age, but that’s… Travis: Hey, me and you are the same age. Ingrid: Yes, it’s really an honor. I love having this experience because I think it’s quite unique to have a long-time experience in business. Travis: Without a doubt. So let’s go back a little bit. How do you--how is your neighbors Burt Reynolds? Are your folks affluent? Ingrid: No, no, it was--my boyfriend lived in one of the guesthouses in Beverly Hills, and that’s how we started. He knew--I mean, he had grown up there, so he knew everybody, and I got thrown into that world in a very genuine fun way. Now it wasn’t that there wasn’t negative things because there was, but I got to spend--my first New Year’s Eve was at the Playboy Mansion. Travis: Boy. Ingrid: Seriously, I did not know what I was in for, but it was a really good experience. I have a smart head on my shoulders, so thank God. Travis: Was that an eye-opener? Ingrid: It was--I have to say that a lot of the Playgirls, Play Bunny girls--I guess that’s what they’re called--are really intelligent, extremely smart and savvy. Again, it’s easy to judge people, but I really learned a lot. Hugh Hefner’s really cool. But at that time, I think I wasn’t able to see some of this. But

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today, I can really see how it made me into who I am today, which I just love people who allow themselves to be really successful in whatever medium that is and whatever expression that is. Travis: Now if you started out in beauty pageants, then why would you say that… Ingrid: I was not into beauty pageant. I was leading the beauty pageant. I was the choreographer and the emcee. Travis: Oh, okay, okay. Ingrid: So I was the host. Travis: Okay. Okay. Well, for those--I know this is a radio show, and so most people can’t see you, but you look like you could be in the pageant, so that’s… Ingrid: Well, I did modeling. I did a lot of runway and magazine kind of shoots, but I just wasn’t--that wasn’t my passion. Travis: Right. Ingrid: I retired at 22 from modeling because I felt too young. I’m sorry, too old. I felt too old. Travis: Too old? Ingrid: I think that’s a really funny joke today. Travis: Well, okay, so let me ask you this: now how long did it take you to start finding success in your business? You’ve been in business for 25 years. What was your business initially, and how long did it take you to start finding success? Ingrid: Well, what was amazing is when I started my Mindset Coaching; I was doing them at the Whole Life Expo. I also had arts. I created all these art pieces. I will say that I was--the first show I did, I had amazing success. So from the moment on I started my business, it has completely supported me and rather well. Now how my business is today, the systems and structures that I have, and how big I am, and having a team around me--that wasn’t my initial vision. It was just to start… I originally started a business

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because I felt unemployable. I didn’t feel I wanted to sit 9 to 5 at someone else’s job. I wanted to live my dreams and do what I do. I have never been really good at trying to box myself in. So for some reason, I had some strange courage and probably intuitive insight that I needed to launch my business at the Whole Life Expos. For those of you who don’t know, the Whole Life Expos at that time, there used to be 40,000 people walking through those shows. So I did San Francisco Whole Life Expo. I did L.A. Expo. I did Las Vegas Expos. So I traveled around. It was amazing because I had clients for two or three weeks after the event, and I had amazing sales at the booth during the shows. So it was a very smart way to launch a business. I realize that today, it’s--again, sometimes you have to have hindsight to see what you do. Travis: Right, right. What were you selling then? Ingrid: What I was selling in products--I had these leather products: pouches, purses, really beautiful handmade leather that I did. Because I’m an artist, I had this nutty idea that I was going to produce that. It got out of hand. It got so big. So then I didn’t know--I didn’t really want to have offers from different companies who want a license and want to produce my products. I had to say at that time, I didn’t have the insight and understanding to really grow it that way. I didn’t want to. And then I had my coaching mindset business where I saw clients. Travis: You didn’t know what you didn’t know. Stage one of confidence is you were unconsciously incompetent. You just didn’t know what you didn’t know. Ingrid: I think it’s perfectly normal when you start--is we don’t really know. You have to go with your gut and what’s right for you. On hindsight, I probably should have done a license in business and all those things. But at that time, I didn’t know. Travis: You were in the learning curve. Ingrid: Yes. I was in the learning curve at that time, but what’s so fantastic about that part is that it grew into--I started teaching everywhere and holding workshops, and I was traveling all over the US and, literally, created a movement of, really, about mindset, sort of--I wouldn’t say spiritual, but more about meditation and really tuning into yourself. It was really successful. It was really fun because I was only 22 years old and I was living my dreams. Travis: I love it. I have a similar path to you. We were talking about this before we got on the show. It’s just taking imperfect action. So when we’re young, we just get out there and start doing. What really

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makes us strong as businesspeople now is we’ve come to realize through trial and error and failure and success that we need to have a team. We need to have processes. We need to do things a certain way, which really empowers you to turn around and show people the wrong way and the right way to do things. Is that a fair statement? Ingrid: I love that. The other part, I still love my naive part of just taking massive action. It always works. It always works. Travis: Yes. Ingrid: It’s probably one of the greatest gifts I’ve ever learned--is that if I get an idea and I just go and do it, I will often just succeed. Travis: On the same way, even it’s a little bitty actions, I want to take one step further, one step further, one step further. I’ll even stay up till midnight taking another step and taking another step. Is that the same way for you? Ingrid: Yes, I mean, I burn--and I’m thinking about this. It’s like people tell me that they don’t burn with passion anymore. I burn with passion every day. I’ve done that for the 25 years I’ve been in business, that I feel the same way about who I am in my business today, even though it’s bigger and different in some ways where it has more structure. All the parts--in one sense, they’re just different. I still feel the same great honor to be doing what I do. Travis: Interesting. Well, let me ask you. In the very beginning, you said that you had a perception about actors, actresses, however you want to put it, and you grew to see that you were wrong or that perspective changed. Tell me about that. Ingrid: Well, I think successful people--if we haven’t had incredible success, most of us will have some kind of judgment. That’s why I’m owning up to it because I think we think that they’re different or they took the shortcut or… I think this perminates society and our mindset in society. I really want us to pay attention to when we put people down who are successful. Because it’s so easy to say to yourself, “I want to be successful, but I don’t want to be successful like that,” or how they did it. What I learned is when I’ve sat down with these amazing celebrities--and I mean in the movies, singers, artist all kinds of people that you know their names, right--when you really peel back the curtains, you started asking who they are, why they were doing what they were doing, what drove them, you’ll find this fiercely hardworking, authentic human being that really understands their brand, understands their

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messaging, understands that as a culture, we want to latch on to a persona, to a celebrity persona. We want to see people a certain way, and still having the ability to keep on changing and growing, and having that courage. To me, there’s nothing more beautiful. That’s why I founded Born Celebrity because I feel all of us are born to be celebrities, but there’s only few who actually have the guts enough to go for it. But I think my own judgment was that however their medium was--because if you meet some of the celebrities, they’re famous for being controversial, like Donald Trump, right? Travis: Right. Ingrid: It might be hard to really understand them or even love them or respect them because you can feel that they’re using cheap publicity but the truth is, they’re really clever at what they do and they understand how to use media for good or bad, whatever your perspective is, in a way, so that they can get more publicity, more fame, in a sense, for their brand. I don’t think that’s a negative. But most of us have a mindset about that that it’s something that is shameful and we shouldn’t do that. The biggest thing that people would come up to me and say, “Well, I want to be a celebrity, but I don’t want to be so famous that people will walk up to me in the milk aisle at the grocery store.” I say, “Well, truthfully, it’s very few percentage of people that’s ever going to happen to, so I don’t think you have to worry about that.” Travis: There’s so many different ways to go at that. Let me give you an example from my side, and then you tell me what you think about it, okay? Ingrid: Sure. Travis: So my first business, we used to do a lot of TV advertising commercials, so I become very, very well-known. We’d air 2,000 commercials a month. Ingrid: 2,000 commercials? Wow. Travis: Yes. Everybody knew who I was. Now the problem was people would not come up to me. They would look at me across the room pointing, whispering, talking to other people. I let that own me. It really can bother you, and then it drove me to be antisocial. As I got older, I come to realize that I really should’ve just embraced it and used it to--as an opening conversation with people, but it took me 10, 12 years of being antisocial. What’s your take on that?

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Ingrid: No, I think that, truthfully, there’s no road map for success or fame, depending on how you look at it. I think that what really changed me was to spend time with absolutely the A-list ones who--they make sure they have a private life, yet when they’re around fans, or when they’re performing, or onstage, or at a red carpet event, they’re very engaging and very polite, and have a lot of structure in it, so they have certain times when they’re going to be there and then they leave, right? But they’d completely… I don’t say every celebrity or every successful person is like that, but the truth is if you can really be present with your fans or your customers, depending on how you look at this, and really be genuine with them, they feel this deeper connection to you. But I think, also, I’m a fiercely private type of person. I’m Swedish. I don’t know what--we’re more private people that way. But I’m very social when I meet all my customers or when out speaking, I’m making sure I’m taking time with everybody, but then I’m also making sure that I have time off to take care of myself. It’s really normal because what happened to you is that nobody told you that part of the journey when you are on TV and things is that you have to learn how to integrate that person. It’s a whole new person because suddenly it’s like you’re your third person because that third person is famous, and you’re still you. So when every time you walk in to the room, there’s another personality with you that you have to learn how to deal with and integrate. Travis: Right. Somehow, when people don’t know how to approach you, it causes an unspoken element of weirdness and so--in my youth and in my naiveness, kind like you, I didn’t know what I didn’t know at that time, so I didn’t know how to handle that, because if people don’t approach you in a straightforward authentic personal way, they approach you from another angle. You don’t know how--or I didn’t know how to handle it and how to deal with it, which was really… I wish I could go back and redo that because I would do a much better job the next go around. I’d get your coaching, and I’d do a better job as a younger man doing it. Ingrid: Well, it’s just learning that people is used to you just have to ask them a question, or if you can see they’re looking, go up and say hi, and shake their hand, and let them take your picture, and be really sweet because it’s really, really okay to… In society, whether we like it or not, we have idols, right? It can be—I mean, I have so many fans for me and my brand. When I’m in events, people will act like that. They just start screaming or think it’s really fun, and I think it’s fantastic, because truth is if we can do that in our business, we really can create a brand around us that makes people excited, and when they see you, they’re really excited and

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honored, I think it’s a good thing. It just can’t go to your head. You just have to learn how to deal with it in a correct way so it doesn’t blow up your ego in the wrong way but instead endears you to your audience and to your fans. Travis: Right, right. So now you said you learned a lot from the A-list-type celebrities. I believe that there’s a perception with a lot of people that many of those celebrities are very self-centered and not very nice people. It sounds to me that you’ve got a different picture than that. Ingrid: Well, I have to be truthful. There have times when, yes, I’ve had fights with some of these A-list celebrities when I met them, and you’re out and they’re being inappropriate. But everybody has a bad day. I really think so. It’s just that because somebody’s famous, they are in a glasshouse where everybody can see them and you really can’t hide. On all, even the ones who, like I said, who really I didn’t think I was going to like, truly, truly showed me another side of them and who they are in ways that are really deep and really powerful. I think that in some ways, we have these preset expectations or judgments in our mind when we see somebody we think we know who is famous, and that’s the problem. We sort of have to reset that button. Travis: Right. Ingrid: But I believe this is what’s powerful, so let’s just go into brand, right? So this is what I do today-is I help people create really powerful, high-impact brands, the good personality that has the potential of really going worldwide and really big, right? I always think about this because it’s like you have three seconds when somebody comes to your website or somebody meets you to make an impression. It can either be good impression or a bad impression. For celebrities, in one way because they’re so famous, good or bad impression doesn’t matter because it actually makes them more known. I think as a business owner, we always think that the positive impression is the only one we need to make, but truthfully a negative impression is not always bad either. Travis: Well, that’s… I would’ve never guessed that. Explain. Ingrid: Well, let me say this that there’s a lot of you--I don’t know if you’ve ever done this, but I was having a conversation with a business partner about the secrets that a lot of online marketers are using.

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They use their name, and then they put “scam” behind their name or--then they buy those websites. They put all these material about them. So negativity--you have to learn how to manage it because it’s going to happen to every business in social media. It’s going to happen to--there’s a client or customers not happy, and no matter what you did, you can’t please them, right? So you can’t control what people say. But, truthfully, it’s better to say something than nothing. You just have to get used to that and learn how to deal with it because the first time I started getting negative criticism in my business, I actually stood up and went “Whoo-hoo!” I’ve arrived. Because the truth is how else can you deal with this stuff? I cannot please. I have 100,000-plus-plus people. I think it’s a 150,000, actually, in social media, right? They’re always at me in a good way. I made sure I created a presence in social media, but you do get negative e-mails or you do get negative comments. Some people, they just don’t like who you are. You can’t really control that. So how do you use that as a positive? Well, start seeing that good and bad, negative and positive comments for your business is actually good. Now some parts you have to manage. If you have a disgruntled client or customer, yes, and you should deal with that as best as you can, but when you get bigger and the more successful you are, the harder that is and you just have to learn how to manage it and not look at it as necessarily something negative. Travis: So first, it sounds to me like you’re saying don’t take it personal, right? Ingrid: Yes, don’t take it personal. I mean, people will say all kinds of things. People who never met me or they’ve heard me speak or they will say things that I’m the fakest person. I find that so absolutely amazing that somebody that actually don’t know me will have these judgments. Every entrepreneur is going to get--the more successful you become, you’re going to get these things, so you might as well--just do what I do and just go, “Whoo-hoo!” I’ve arrived and celebrate it versus to be destroyed by it, because I see also entrepreneurs completely be destroyed by it and almost dismantled their business. Travis: So, Ingrid, you’re telling me that not everybody loves you? How’s that possible? Ingrid: You know what, I’m so grateful for that today. I think that has to do with maturity in your business--is that I don’t really care if everybody doesn’t love me anymore. The only think I’m looking for is the right customers and clients and fans for me, that really gets me, adores me, and love who I am,

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and I love them that same way, with the same passion, so not everybody is for everybody. I think that’s a good thing for a brand in a business. Travis: I agree with you. It brings an old saying--I don’t know if you’ve heard it from back where you’re from—but, “A friend to everyone is a friend to no one.” You can’t be a friend to everyone. Ingrid: Right. Travis: Because in the process of standing up for the things that you believe in, you’re going to have some people disagree with you, and a lot of times people disagree with you out of jealousy. It can be jealousy of your success, or it could be that they just disagree with your point of view on things, which is okay as well, right? Ingrid: I love disagreeing on point of views. But, again, I think that’s because of my upbringing in Europe, in Sweden, where that’s part of how I grew up and it was normal to disagree without fighting or even making each other wrong. It’s just everybody can have their point of view. But in business, really make sure you don’t get bogged down or hurt yourself when somebody--when people start sending you e-mails or letters and say all kinds of things about you and your business. Travis: Right. Ingrid: Most of these people don’t know who you are. Travis: Now you said that there were three things, if I’m saying that right, that you focus on. Is that how you said it, there’s three things that you focused on? Ingrid: You mean in my business or… Travis: Yes. Well, in helping business owners do what it is that you do, so--you help creative entrepreneurs build brands with big impact and personality. In the beginning of explaining this piece of the puzzle, I think you said that there were three key pieces that you focused on. Am I remembering that right? Ingrid: Well, actually I have a four, but that’s okay. It doesn’t matter. Travis: Okay, okay.

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Ingrid: But, yes, I have four different steps that I really pay attention to because from my story, and most of you can probably hear it, I really believe that business is who you are, if you’re a personalitydriven type of brand, when the business is you and you’re the brand… Travis: Hey, I’m losing you, Ingrid. Are you further away from the mic? Ingrid: No. I keep… Travis: There you go. Ingrid: Is that better? Travis: Yes. Ingrid: I keep hearing some background noise, but we hopefully can just get through it. Travis: Okay. I’m sorry about that. Let me see if I can dial things down on my end. Do you feel like it’s feedback from my side? Ingrid: A little bit. There’s just more crackle on the line, so I’m not sure. As long as you can hear me good, then… Travis: Yes, I’m not getting any type of feedback or anything on this end. Ingrid: Okay. Travis: Okay, sorry about that. So you were saying that there’s four key pieces. You had me so mesmerized with your first explanation that I drifted there, so thanks for correcting me. So there’s four. Ingrid: There’s four. Yes. Travis: Okay. So bring me in to those four. Ingrid: The first part that I always do is figuring out the person’s mission and their mindset and who they really are, because I find that the more we can do that and discover what the person actually do and what their beliefs are around that--because sometimes it’s just the belief. If you don’t believe you’re

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great, if you don’t believe that you can achieve something bigger than where you are right now, we’re not going to get any further. So mindset is a really important key. To me, mission, figuring out why you do what you do and connecting that with your target market and your customer, your dream customers, is also extremely important. Most entrepreneurs, they had never done this work. They have never matched themselves and their mission and their brand with the perfect ideal customer. Most of us just start and we go random, and then it’s kind of a mistake if we end up being successful and communicate the right message. Travis: Right. Ingrid: When it comes to mindset, your thoughts, your feelings, your attitudes and belief about yourself, other’s business and success, is what defines all of you. It’s amazing what one shift can make for you and your business, just in money and flow and how you perceive yourself. You just made that example of you were really successful, you were famous, and you were uncomfortable, and you totally didn’t use that opportunity. Travis: Right. Ingrid: And these are things that constantly happen to us. We have to fix that. So the other part that I do is brand niche definition and persona or image. What is the pain and problem that you solve? What’s your solution that you have? Who is your target market? What differentiates you from your competition? What’s the core messaging that should be part of all your marketing material when you’re speaking, when you’re interacting with prospective clients, dealing with media? I really make sure that this core part, the brand definition, will work with everything. I think, as entrepreneurs, the worst part is that we try to reinvent ourselves day after day, and we say differently what we do day after day. It really becomes a problem. If we can stick to something that’s really powerful, that’s when we start becoming a brand and becoming more well known because people can stick to our stories and what we say. Travis: I like that. Ingrid: The most important part is that most brands and businesses and entrepreneurs have not taken their time to differen—diffiren--differentiate themselves. Sorry.

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Travis: That’s a tough word. That’s a tough word. Ingrid: This is hard. That’s a hard word for me today. Travis: It’s not an easy word for me either, so no worries. Ingrid: It’s really doing more research, analysis of your competition so you really understand what makes you different from everybody else. The more you can become more of an orange than an apple, so people can’t even compare you with somebody else, the more valuable you and your brand and your business becoming in the marketplace. Travis: I like it. Ingrid: This is really a lot of research where you really figure that out. This also comes from a lot of times from the person’s mission because I believe we’re born with unique gifts and talents that we can integrate into our business that will make our business really different. Then we get into core message, and that’s really about really writing, copywriting messages and copy that makes you stand out, where you have a better understanding how to inspire and motivate people in general, how you speak to your unique target market. Your core message needs to be something that ignites your type of people, your tribe, your customers, your fans. This can be really hard at first-figuring that out—but it’s really by creating more curiosity. Then it’s about brand image where, who--what do you stand for? How do you visually look or appealing… I work with clients with also their personal image because I really believe that the more unique we are and the more we can really dress the part, whether it’s--some people don’t like to dress up but at least look really incredible and successful in who you are, you’re going to have more success. Travis: Right. Ingrid: The part three is brand strategy and brand building. To me, that really is about--it’s really having a blueprint of action steps to build, to launch or re-launch, and monetize your brand in a much bigger way. It depends on where the client is. If you’re not--you’re starting, but maybe you want to really build your platform for your brand in a bigger way, that’s when we really create a brand strategy, what to do. This

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is where we come into system and structure, content, information and exposure strategy. It’s getting you out there even more. One of my favorite things is how to be seen everywhere online and even locally or nationally, and learning how to do that in a way that you start using media, social media, and ads and all kinds of different tools in order to make yourself more known. When it comes to system and structure and content… System and structure--without that, I don’t think any of us have any business. Like I said, when I started, I was so naive. I totally thought I could do everything sort of on an intuitive way. I kept on having to do the same thing over and over again. Then I think that’s one day when I realized that you can’t just keep doing the same thing over and over again and think you’re doing it new, when in reality, there’s actually rhyme and reason to who you are and what you do everyday. Travis: Right, right, right. Ingrid: And you can’t build it bigger. Travis: Now, does this apply to any business, this approach, or is it just for certain B-to-B businesses or B-to-C, or what? Ingrid: No. I mean, I pretty much work with every business there is. I don’t think it matters. You just really have to know who you are as a brand. If you understand what your personal mission is, what your business mission is, the things you have to think about, if you want to get to your new goal in your mindset, and then start building a brand that really has a persona and image and a definition, where it has that pain problem solution kind of thing--I always think about brand being something that communicates, kind of like Apple, that communicate something greater and bigger, that changes the world. For some reason, when we pick up an Apple item--I have an Apple iPhone in my hand right now-I think of being different, of being almost a rebel, right? Travis: Right, right. Ingrid: Being an artist, it stands for something. If you can create that in your brand, then it’s really powerful. So this, what I do, works with any type of business. Travis: It doesn’t need to be a new startup. It could be a business or an entrepreneur that wants to just take a kind of a holistic approach to ramping their business up. Is that right?

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Ingrid: Well, I don’t think anything I do is actually holistic. I really don’t. I use to think it’s more about going back to the core of who you are, what do you do, and then looking at everything that you’ve already created, and then really getting into why in a much bigger way. I’m not sure at all that anything I do is holistic. We do a lot of SEO, search engine optimization, a lot of research on keywords and what that person actually do. It works in a really great way in social media, online, offline, so people can naturally find you in a much more powerful way. When they get to your website, it looks really powerful, really clear, and gets people to opt in, meaning, they will give you their name and their e-mail. Travis: All right, okay. So step one--I know I’m interjecting here in the middle of your flow. Ingrid: Sure. Travis: So in one word, step one is mindset, right? Ingrid: It’s mission and mindset, yes. Travis: Okay, mission and mindset. Then step two? Ingrid: And that might be a niche. Does that make sense? That’s another word. Mission for me, another word for that is niche. Travis: Okay. Niche and mindset. That’s step one. Ingrid: That’s step one--to figure out who the person is that we have in front of us. Travis: Step two? Ingrid: Step two is--sorry, I got to go back to it, so I say it the right way. That’s the brand niche definition and your persona, an image for your brand. Travis: Image, okay. Ingrid: That’s when we talk about the pain and problem and solution that you offer in your business. Who’s your target market? What differentiates you? What’s your core messaging? So you have the same message throughout your brand and business, your brochures, or speaking, or Keynote

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speaking, videos, whatever it is you do, that you really, really have a core to who you are so people can instantly recognize you and your value. Travis: Yes, it definitely makes sense. So what I’m going to do is drive home those four elements. So three is what? Ingrid: That’s brand strategy and brand building. That’s where I talk about creating the system and structure. A lot of times, with system and structure, is that we’ve only done so much that we need, but in reality we might need to restructure or create more system and structure so we can go bigger and have a bigger team, right? The better our system and structure is for our business, the faster we will get to the next level of success, or we can step back and do other things which, for most entrepreneurs-most entrepreneurs that work in their business versus working on their business. I think working on your business is your most important job as an entrepreneur. Travis: Well said. I love it. I love everything that you’re saying here. Just your background--you’ve got a complete different angle or approach on this. It’s really still kind of some of the same things that I agree with as well, but I love your different angle. You’re that orange that you’re talking about. Ingrid: Well, because we’ve got only a few seconds today. There’s so many businesses starting constantly. There’s so much competition out there. It really is incredible marketplace today and incredible opportunity, but so very few entrepreneurs dare to create brands that stand out and really makes a difference. That to me is what’s important. Then we get into exposure. So the stuff that we do is public speaking, speakers purse, press releases, print newsletter, online newsletter, direct mail, print advertising, all these things, media, telemarketing, all these things is because the right exposure for your business--I have a whole list of them, right? For one business, it might be that they need to do more print newsletter versus an online newsletter. Maybe they need to have social media ads versus doing other type of social media strategy, right? Somebody might be really good on TV and they need to do tons of interviews, where somebody else that’s not so good on TV but they’re excellent on radio. Travis: Right. Ingrid: These are the strategies we keep on creating. Again, having that brand core and who you are and then knowing what you’re going to say, what’s your target market’s pain and problem, and then having really great offers is important.

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Travis: Would you say number 4 is brand exposure then? Ingrid: No, that’s still the number 3. Travis: Okay. Ingrid: That’s still the number 3. The number 4 is brand launch, re-launch, sustainability, and that’s really--now when you’ve built a brand and you have exposure, how do you get more exposure? How do you get more people talking about your business, and how do you grow that list and following into something really big versus a few thousand that most entrepreneurs--that’s what they have in their business. They don’t have big lists. Continue, support your team--create a support team, and have more joint ventures with other partners and affiliates. I think those are the strategies that are really important, so that’s an ongoing. Step 4 is constantly looking at what can you do next to grow bigger and within the range that you want to do Travis: Right. Ingrid: Do you want to have a team around to do more things for you? So you might not be working in your business anymore, but on your business. Travis: Definitely makes sense. I love it. One thing, I want to go back to your mindset. Ingrid: Yes. Travis: Because I want to clarify--I want to drive something home here that really kind of blew my mind. I always knew mindset was important. It was really funny. As a little kid, I’ve always had the mindset that I would be successful, so I had instant success much faster than most people. I think a lot of it comes from, as a child, I just knew that I was going to be successful on my own terms. Then I got a chance to see it in a way that I’ve never seen it before. I had the good fortune of reaching the millionaire status when I was in my early 30s. Now by the age of 40, I’d lost it all and had to start all over again, and I was lucky enough to make it back. But I went to an event where there was 800 people at T. Harv Eker’s Millionaire Mind. He had the 800 people fill out a questionnaire: 100 questions, rating one to ten. It dealt with a mindset of your attitude about money, rich people, wealth, affluence, all of those things. Out of the 800 people, me and one

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other guy scored under a 10. Everybody else scored 20, 50, 100, 200, whatever. He said, “Anybody that scored under a 10, raise your hand,” and so it’s me and this one other guy. He said, “Stand up, and then let me ask you a question.” Both of us stood up, and he goes, “Are you both financially successful?” We said yes. He said, “Is anyone else financially successful or has achieved that level of being considered a millionaire?” Nobody else in the room. It was the first time I’d ever actually seen the separation of the mindset with the impact of where people were financially. I think that just illustrates the gravity of how powerful your mindset is. If you can’t see yourself achieving this things, then all of this other stuff is very difficult to achieve as well. Do you agree with that? Ingrid: I so agree. It’s a really, really good example you have because, I mean, to me, what I really work on with entrepreneurs is creating a rebel mentality, literally go against societies and the norm. Really trust your instincts instead and have this sensitivity to your visions and your dreams versus trying to conform to society. Have really good discernment, making sure you say no a lot to a lot of things. I say no to a lot of things. I get tons of people wanting to interview me, but I don’t want to do every interview. It’s not out of that ego. It’s more that I really just want to spend my time on the absolute right things. I trust myself in the sense of if something is good or bad. If you can’t do that as an entrepreneur, you really can’t access that greatness. You can’t harness what you’re here to do. You have to be fearless. You have to have a bulletproof confidence. You have to have unstoppable persistence. You have to have even swagger. It’s not bad to have swaggers in entrepreneur. You have to have a sense of style. You have to be coachable. You have to be willing to be vulnerable in front of others. You have to have humility. There’s so many different parts in entrepreneur mindset that is unique. There’s no one like you in the whole world. It doesn’t come with a road map. It doesn’t come with a blueprint. We have to learn how to--understand that we are the creators of dreams. We are the ones who build things out of nothing, who does the things that everybody says can’t be done. That kind of person acts and thinks different than everybody else. If you also have then financial freedom, how you operate is never from fear. It comes from another place. It comes from a place of, “Well, what can I do next, and how can I do it?” versus, “Can I?” and “Can I afford it?” Travis: Right. I had a friend of mine say one time, and I thought it was really poignant because he had not found financial success yet--he goes, “Travis, I just want to make enough money to be the person that I really am.” I thought, “Wow.” That just blew my mind. How poignant. Because a lot of times people are a victim of their circumstances, and so they’re not able to sit back and make the decisions based on what they want. They have to make their decisions based on what their circumstances dictate. Does that make sense?

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Ingrid: Absolutely. I mean, my favorite thing and why I always think so big and dream big and take big action and--if you were to talk to any of my team members, they just all think I’m a little crazy, but I’m usually right because one thing I learned from being around really wildly successful people is that the only reason they got pay what they were paid is because they imagined it and so thought that they were worth it. I realized that all this thing about money--it’s how we feel about money towards ourselves, whether we feel worthy of making that amount of money, whether do we think we can earn it or… The illusion about money is we think that we have to actually earn it. Money flows to you. If you feel that sense that you are valuable, it will come to you. So I always suggest to a lot of my clients, and I do it myself, well, you charge really good prices for what you do. I have 25 years of experience. I work with amazing people in the world. So why shouldn’t I charge a good amount for that, for that expertise? Travis: Exactly, yes. Even though I have that mindset, I think it’s important to say I still fight with my mind because my mind says, “What are you doing? Why are you… Oh, you got another show you got to do. Do you really want to do that?” I still have that little voice that tries to jump up and sabotage me. I have to have a conversation with it saying, “Thank you, but, yes, I am going to do another show.” I have to quiet that voice. There’s so many people that I believe… The mindset thing is something--it’s kind of like working out. You’ve got to constantly work on it. Ingrid: I meditate a few hours everyday. That’s been on my daily practice because I need that silence in order to really have clarity in myself and for my clients. During that time, when I meditate, that’s when I take time to really refrain my thoughts and my vision. I believe that’s the only reason I have such a resilience and consistency. In 2002, on a personal level, I actually was told I was going deaf-blind and spend the rest of my life in a wheelchair. I had this acute dizzy condition--I don’t know--vertigo from that illness. For two years, I was so dizzy and ill and couldn’t handle light that I had to spend it in my bedroom for two years, almost alone, because I couldn’t deal with people. I would say, during that time, had I not done mindset before that, I think I would’ve never healed. Because doctors told me that it was impossible. I was done. But I kept thinking, well, I believe in miracles. I actually think I can heal. I thought--even the days I didn’t believe it, I just said it, because I thought, “What if I can? What if I can?” Travis: Right. Ingrid: What if I can be one of those in a billion who can heal this? By having that little door open, things happened. We have to have the same in our business as entrepreneurs. If you’re doing the

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impossible, if you’re doing something new, or if you’re doing something old that you’re getting tired of and you don’t know how to do the next step, just open the door and say, “Well, what if? What if I could become this? What if I can do this?” Because that’s when we start really--something different happens in our being. We start having a bigger belief and clarity, and other things start happening, an alignment maybe with business, life and who we are. Travis: Right. So how do you coach… By the way, I completely agree. How do you coach someone into accurate thinking? It’s one thing to have a mindset of success and you’re going to do this and you’re going to accomplish that, and then I see that there’s underbelly at times of people that are a couple of degrees off and, for some reason, they’re not able to dial in an element of accurate thinking. Maybe it’s due to a lack of getting mentorship or guidance from someone that’s been down that path before? Does this make sense what I’m talking about? If so, how do you coach people through that? Ingrid: Well, when it comes to accurate thinking, again, as entrepreneurs, we haven’t learned how to think because usually the people we are surrounded with have jobs. How they think and how they operate, the choices they have to make every day is very different from a choice than an entrepreneur has to make. So, really, it’s the self-worth. I always find the biggest core for all of us, especially as entrepreneurs, is understanding that we’re born to be great. We’re born here to live our true potential, and that potential in us is amazing and is unlimited. The more we can access that every day and start really visualizing who we want to become and what we want to animate when people meet us, when we shake their hand, when we look in their eyes, what do we want our customer-client or a person we just meet to feel from us? The more we’re aware of that, the more clear we can communicate who we are as a brand, as a business, as a person. A lot of people continuously struggle with this negativity that they’re not great, that they’re not born to be great, that they’re just average. I truly think that we simply have to accept that we are something more powerful than average. All of us are that. As an entrepreneur, you have to have that sense of grandeur of delusion. Isn’t that what it’s called? Travis: Yes, delusion of grandeur. Ingrid: The delusion of grandeur. Travis: Delusions of grandeur. Ingrid: That we are born special. We’re different type of people, and even if other people say that we shouldn’t be special, we can say we’re and exception, or, “Why not me?”

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Travis: Right. Ingrid: And continues to reprocess and reprogram what we believe within because unleashing greatness is gorgeous. It only creates more greatness around us. I found that it creates other people become able to do incredible things if we unleash it within ourselves. So I find it a duty that we as an entrepreneurs have, is to really, really allow ourselves to be what we’re born to be, which to me is superstars. Travis: I love it. Well, the name of the show is "Diamonds in Your Own Backyard,” and it’s about finding a shift in your life to where--a lot of times, people have this paradigm shift through a transition where you think that it’s the absolute worst phase of your life or the worst thing that could happen to you, and quite often as you get some perspective, you come to realize that it was really the shift that you needed to bring you to the level of where you’re at and, ultimately, your destiny. It sounds to me like the--your description of what happened in 2002 could’ve been your diamond with that shift. Is that right? Ingrid: It was really powerful because that’s when I realized that having four streams of income was not enough because they’re all active streams. They weren’t passive. I changed my whole business structure from that, the whole situation. I changed everything and really became, I say today, more of an entrepreneur and really own my business sense that and I think in a very different way today and how I operate everything. Travis: I love it. Ingrid: So it’s been my--that illness is my biggest blessing in my life. I’m absolutely grateful. Travis: Right. I have something very similar to that, so I definitely understand where you’re coming from there. I love your four keys there. It’s definitely obvious that you walk your talk and you understand business in an extremely deep level. So thank you for sharing that with us. We’re getting close on time. Would you mind if we segue into the lightning round on these three questions that I sent to you? Ingrid: Absolutely. Travis: All right. Ingrid: I’m excited.

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Travis: Wonderful. So what book or program made an impact on you related to business that you’d recommend, and why? Ingrid: Yes, the latest one is “Outwitting the Devil” by Napoleon Hill. It’s the latest book by Napoleon Hill. It was not to be published 40 years after his death. Even his family did not want to release this book because it’s too controversial, too outrageous, and completely off the wall. His wife, Napoleon Hill’s wife, did not want this book to ever be published. Travis: Well, you know, that’s right. The agreement was it couldn’t be published until she had passed away, right? Ingrid: Right, right, right. I love that book just because there’s so many books--I mean, truthfully, “Think and Grow Rich” is the bible for every entrepreneur, I believe. So if nobody had read that one--but “Outwitting the Devil” is more advanced in a sense, I think, for entrepreneurs, understanding that you can either be somebody who really knows who they are or you can be a drifter; meaning, you just don’t have goals in a sense of who you are and you just don’t have any direction. The clarity… I always find that that’s the difference between somebody who’s successful--is somebody who’s a non-drifter, who really, really knows where they want to go, and keep working at it, versus somebody who just lays down and say, “Well, I’ve given up and given in, and I don’t care.” Travis: I know you don’t know this: Napoleon Hill is one of my all-time favorites. He is one of the first books I read as an adult from cover to cover that put me on that path of success. I’ve read that book or listened to it on audio, no less than five, maybe six times. It’s that powerful. He’s that powerful of a writer. Ingrid: Yes, every year, I read the book because I want to make sure I don’t forget something. I really recommend that. But that’s the book that I think that if you’re mature entrepreneur and you’re really ready to take a look at what your beliefs are and how you communicate with yourself—now there are certain parts in this book that I don’t care about, and I think they’re way too out there, and it sounds sometimes that Napoleon Hill might be a little bit delusional, but the core of it, if you can have the core and the spirit of it, it’s really, really powerful. Travis: Right, right. Thanks for that. What is one of your favorite tools or pieces of technology that you’ve recently discovered, if any, that you would recommend to other business owners and why? Ingrid: Well, none of them is really recent, but I would have to say I have three different parts that have totally changed my business. First one is SocialOomph, and that’s a way to schedule your social media

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updates to Twitter, to Facebook, to LinkedIn. It gets on a time schedule, so it schedules your updates and you can schedule it for months ahead of time, and it updates a document so you don’t have to Tweet or update your social media. I use it 100% because I’m too busy. I don’t like spending more than 10 minutes a day in social media. Some days, I don’t want to spend any time. Like I said, I have over 100,000-plus people, way above that, that I am constantly in contact with on my mailing list and social media and all of it and it can be very overwhelming for an entrepreneur. This is one of my secret tools. It’s SocialOomph: S-O-C-I-A-L-O-O-M-P-H .com. SocialOomph. It’s really, really a magical tool for an entrepreneur. Travis: Excellent. Ingrid: Then I have one more. Sorry. Yes, go ahead. Travis: No. No, go ahead. No, no, no. Ingrid: There are actually two more, but the other one that every client that I work with--scheduling sessions with me, I do through a software called Time Trade. It’s a scheduling system. It’s really, really magical. It’s so inexpensive compared to all the other ones. It’s the one that I’ve had the least problems with because I don’t have time. I realized before I had this software, timetrade.com software, I used to spend like an average of two to four hours trying to schedule people back and forth in e-mails, on phone calls, that makes sense with the clients. That has completely been removed, and everything can be automated. So I love that one. Travis: Great. Ingrid: The final one is OptimizePress for WordPress. That’s a plugin. That one, for an entrepreneur, you can create sales letters, you can have opt-ins, you can pretty much do all the things you see Internet marketers do. OptimizePress is an amazing, amazing plugin for WordPress. Travis: I agree with you. Ingrid: So those are the three that I feel really changed my business. Travis: Excellent. Thank you for that. Ingrid, what famous quote would best summarize your belief? It doesn’t even have to be famous, but which quote would best summarize your belief or attitude in your business?

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Ingrid: This one is Napoleon Hill. I keep not wanting to do this one, but it’s so much my favorite. It’s what I live by, that, “Opportunity often comes disguised in the form of misfortune or temporary defeat.” Travis: I love that. I love it. Ingrid: Because I found that every time I hit the wall, there’s always something bigger right there. If I just looked and have faith and didn’t give up, there were always, always doors open. I have found that to be true at my last hour in business, you know, when I thought everything failed, it’s amazing if we just have that thought that there’s always opportunity even in the worst times. Travis: Right, right. Yes, I think it says a lot about--don’t quit, don’t quit. You’re just right around the corner from it. Ingrid: Well, I tell entrepreneurs, you can think about quitting, but no one would know if you didn’t quit. There’s times when we’ll think about it but, truthfully, if you just keep going, it’s the most powerful think we can do. Momentum is sometimes more powerful than planned action. Travis: Yes, yes. Hey, Ingrid, what do you dream of? Ingrid: What do I dream of? I dream of really more deeply connecting with more entrepreneurs around the world and really helping them live and be who they’re born to be and have amazing businesses that clearly create millions and millions of dollars every year doing what they love. Travis: I’m going to help you with that. Ingrid: That’s my favorite part. Travis: Yes, more than just this show. I’m going to help you with that. Ingrid: It’s just beautiful in the sense of what other gorgeous ripple effect can you create in who you are? I don’t think there’s anything more beautiful than helping others shine. Travis: I agree with you. Hey, how do people connect with you? Ingrid: They can go to borncelebrity.com: B-O-R-N-C-E-L-E-B-R-I-TY, so borncelebrity.com. If you go there, you can also get a 60-minute audio training that I have about brand secrets. It will really show you the secrets you can do to really make your brand more successful.

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Travis: I love it. You’ve been a wonderful guest. Ingrid: Oh, it’s been amazing. Thank you, Travis. You’re so fantastic. I want to--I didn’t want to do it today, but I love turning it around and interview the hosts because I always find, especially you, you’re so absolutely interesting and amazing. Travis: Oh, well, thank you. I absolutely love you. Ingrid: I adore you, too. Travis: Well, listen, can you hang out for a couple of more minutes? Ingrid: Absolutely. Travis: All right, great. Listen, I want to remind you to go to diyob.com, which is short for Diamonds in Your Own Backyard.com. I’m going to place all the links and any other links that Ingrid may want to share with us in the show notes. You can go there and see how beautiful Ingrid is on the outside. I’m going to put a picture there as well. Obviously, she’s beautiful on the inside, too. She’s a wonderful person. Enter your name, and we'll send you the “2013 Business Owner’s Guide” when you go to diyob.com, which is basically a--I titled it “From Frustration to 70 Million Dollars”--a candid behind-the-scenes look at what you need to know to grow your business to incredible levels of success no matter where you're at in your business or the size that you want to build your business to. Maybe you don’t want to build it to that level, but still the things that I’ll talk about are critical to your success that no one's talking about because it's not in their best interest financially. When you opt in, you’ll become a member of Authentic Entrepreneur Nation, which is a network of people, tools and resources that you can trust to grow your business. This our private rolodex, mine and Sandra’s, that we use and recommend that will give you accesses as soon it goes live. It's taken a little longer than we planned to do all the backend stuff to get it set up for you. In the next episode, I’m going to connect you with Lewis Howes, and we’ll talk about--

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Ingrid: He’s my favorite.

End of Interview Travis: All right! Yes, he’s a great guy. We’ll talk about how to maximize LinkedIn for your business. Lewis has coauthored two books titled “LinkedWorking” and--it seems like that should be LinkedInWorking--but “LinkedWorking” and “LinkedIn Master Strategies.” So it goes without saying you’ll definitely want to join this. Today, I want to close this show with the quote from Helen Keller. The quote reads, “Optimism is the faith that leads to achievement. Nothing can be done without hope and confidence.” This is Travis Lane Jenkins signing off for now. I want to remind you that what you’re contributing as an entrepreneur and a leader really does matter. To your success, may you inspire those around you to go after their dreams, too. Take care.

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How We Can Help You We know that finding someone that you can trust online today is hard and that so many “so called gurus” are self-‐appointed and have never really even done what they teach you to do. That’s exactly why we created the Double Your Profits Business Accelerator. This is an exclusive offer for our fans at a fraction of its normal cost. Here's what to expect. We'll Schedule a 'One on One' private session, where we'll take the time to dive deep into your business and tell you what is missing, so that you can have your best year ever! We'll do this by performing a S.W.O.T. Analysis. This tells us your Strengths, Weaknesses, Opportunities and Threats within your business. This will be an eye opener for YOU, for several reasons, however some of the most common reasons are. As the 'Business Owner' it’s difficult to see the big picture of your own business because you’re in the middle of a daily management. And you are too emotionally involved to completely impartial. This is a common problem for EVERY business owner. It doesn’t matter if you are a one-man army, or an army of 150, the problem is still the same.

Travis Lane Jenkins Business Mentor-Turn Around Specialist Radio Host of The Entrepreneurs Radio Show “Conversations with Self-made Millionaires and High-level Entrepreneurs That Grow Your Business"

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