Tony Robbins’ Tips for New Business Owners

cost to the customer), Zappos became incredibly popular.

The company went from bankruptcy to being sold to Amazon for $1.2 billion seven years later, all because they had the right offer.

3. Add more value than anyone else

The mantra for success is simple: Do more for others than anyone else will. Exceed their expectations. Add more value.

Don’t make the same fatal mistake that I see so many entrepreneurs make. They fall in love with their product or service when they need to fall in love with their customers. If you get caught up loving your product or service, you’ll develop loyalty to that instead of loyalty to your clients.

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When did you first learn you had a passion and talent for inspiring others?

I grew up in a tough environment. I had four different fathers and I remember telling my very strong-willed mother, “Mom, I’m confused. Why do I have four fathers?”

I had to become a practical psychologist. It was how I navigated the unstable shifts in my upbringing.

I became obsessed with understanding what makes the difference in people. Why did none of my four fathers ever find success or fulfillment in life? Why are there some people who have everything and fail, or can’t fight their way out of a paper bag? And yet others, whom life has given incredible amounts of adversity, go on to defy the odds and inspire us the most?

I discovered there are patterns. Patterns that make people happy, sad, successful, failed, fulfilled, and frustrated. By tapping into these patterns, first within myself, and transforming my own life, I had the power to transfer this to others.

What is your top advice for new and aspiring business owners?

I’ll give you three keys that any business owner needs to tap into when starting a new business:

1. Know your ideal client

It doesn’t matter what industry you get into; you have to know your ideal client. You have to know more about the customer than they know about themselves. You have to dig in and find out what they want, what they need, what they hate, what they fear, and what excites them. I’ve always said that life is the dance between what you desire most and what you fear most.

2. Create an irresistible offer

Next you need to create an irresistible offer. Something so enticing that your ideal client would feel foolish not to act on. In the instance of Zappos, they offered free shipping on shoes and free return shipping for any shoes that did not fit. People thought they were crazy!

At the time, trying on shoes at home vs. in-store was a novel idea, but because of this newly offered convenience (and at no additional

And if you’re wanting concrete skills to scale your business idea, I have a five-day immersive business program called Business Mastery where we help entrepreneurs discover the surprising factors that are holding them back in their business, create a monumental vision for their business, and develop actionable tools to grow their business.

What would you say to someone thinking about starting their own business to get them to make that leap of faith?

Life begins at the edge of your comfort zone. If you want a comfortable life, you won’t have success or passion. “Comfortable” never started companies, took investment risks, or created any meaningful progress.

Push past fear — turn fear on itself. What scares you more? Being uncomfortable, or settling for a life that’s less than you desire or deserve?

The only way to get through is faith over fear. It doesn’t necessarily have to be faith in a religious sense, but that deep knowing that you’re made for something more.