Reinvent yourself and take your business to the next level w/ Joe Nicassio

(Last Updated On: February 8, 2021)

Special guest Joe Nicassio wants to help entrepreneurs reinvent themselves. He believes as a business owner, you have the right to discover how to increase sales, multiply your profits, and “squeeze the most juice” out of all of your business efforts.

Reinvent yourself and take your business to the next level~ Episode #19 Joe Nicassio

 

ABOUT Joe Nicassio

Contrary to popular belief, succeeding in business is not risky or accidental.

It’s about doing something you love, sharing that Love through effective marketing, and receiving Love in the form of cash from grateful clients.

When you align your passions with proven principles, success is inevitable.

Since 1999, Joe Nicassio has been working with startup entrepreneurs and seasoned business owners to do just that.

If you want to learn some tactics you can put to work in your business today, pay attention to Joe Nicassio; he is an advisor you can trust.

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EPISODE #19 PODCAST TRANSCRIPT

My Beautiful Wife
Thank you for listening to the Freddy “O” Show, a podcast devoted to you, the listener, your purpose, mindset, and your marketing efforts designed to help you go to that next level. Now here's your host, Freddie O.

Freddy Owen
have author, speaker, and marketing coach, Joe Nicassio. Welcome to the Freddy “O” Show!

Joe Nicassio
Well, thanks for having me, Freddy.

Freddy Owen
So Joe. Let's dig deep right off the rip, and who is Joe Nicassio?

Joe Nicassio
Well, I started out as a child, and before that, I was a sparkle in my parent's eyes. Okay. You know, I used to be an electrical engineer, I made a million dollars in you see, I was in both the analog and digital side, and I made over a million in the early 90s, and lost everything, I may have had a very humiliating business crash and never filed bankruptcy, I worked my best to pay everybody off over it took me almost 20 years. But, you know, after I lost everything, I ended up getting a mentor guy named Jay Abraham. And I learned just a ton of marketing spent like seven years in his presence and learning from him. And I got so excited about, you know, marketing and business and making a business work. You know, Jay is like a real business scientist. He, he ran think tanks, you know, and, and he was an, you know, is Jay a genius. He's a genius at extracting the genius from other geniuses. And it was a blessing to learn from him and what I was like learning the truth about business. And so you know, who is John McCarthy? I'm this guy that, after I failed, I didn't chase the money anymore. I pursue the truth and the wisdom about what works in business. And I started to realize that almost everything we learn about business is a big fat lie. And that I also learned that a lot of people are making lots of mistakes in business. A lot of people are kind of accidentally successful. And I started to realize a lot of people are making mistakes. I wanted to help everybody, but everybody didn't want to be enabled. So you know, in business, entrepreneurs tend to have an ego, and the truth is your ego is not your amigo.

Freddy Owen
Yeah, so it's, in other words, you need to get rid of the ego.

Joe Nicassio
Yeah, you can't learn new things if you're just defending your old, ineffective ways.

Freddy Owen
Now, I usually have questions in a row, but I'm gonna go to one of the questions down below because the biggest mistake new entrepreneurs make was starting; what would you say that is,

Joe Nicassio
um, there are many mistakes that people make, because nine out of 10 businesses fail. But I would say the biggest mistake that a new entrepreneur makes is choosing the right business. For them, they don't choose the right business for their personality. You know, I think too many people go into business to make money at the expense of their happiness. And so, yeah, you got to choose wisely, because there's kind of three things to consider. You want to make money, but you want to like do something you're passionate about. And you also want to be competent at it. So if you're talented with what you do, and you actually can change lives, and you're passionate about doing that, it makes you money. And at the end of the day, like you can put your head on your pillow and say, Wow, I did some fantastic things. Today, I impacted some lives in a super positive way. That's how you really, that's an excellent starting point for succeeding in business. And unfortunately, too many people are chasing the Bucks doing things they don't like. And it's almost like they end up making a deal with the devil. I mean, they, it's not fair to sell your soul doing something just for the money if you don't enjoy what you're doing.

Freddy Owen
And I agree with that; I think that if you're doing something that you're genuinely passionate about, you're happy to do doing. So you're gonna make money in the process, as long as you're giving value and have some type of product to sell. So you love to help transform employees and entrepreneurs. That can be a daunting task, I would think, because a lot of employees will dig deep for their employer but not for themselves. How do you flip the switch in their mindset?

Joe Nicassio
Well, I don't do that. I find people who are ready, you know, I don't teach people to flip their minds. I, you know, if somebody makes a decision, I want to learn the ways of entrepreneurship, then, you know, it's more like when, when the students ready the teacher appears. So if you want to start a business, but you want to still keep acting like an employee, you're not a good fit for me in the work I do. You need to cut I am a mentor. So I'm going to one of the things I'm going to ask you to do when we start working is I want you to throw out everything you know about business. I want you to Throw out everything that you've done in the past. And we're gonna start with a blank canvas. Like we're gonna create your dream business, okay? So even if you've been doing something for 15 years, I think many people are career by default instead of a career by design. So you know that your past it's not trashed. But you can't create a fantastic dream business in the future if you have a blank canvas, and the first thing you do is you take that Canvas and you Poupon it with your past, we're going to create something beautiful. So let's start with, you know, this is a chance, an opportunity to do fantastic work, you know, the intention I have for my clients is to help them create a business where they, number one, do what you love, do what you love for yourself, do what you love for other people. Number two, share the love. Share the love through your service and share the love through good marketing and promotion. So that you can receive the love, receive the love in the form of gratitude, appointments, cash, repeat business, referral, business, video testimonials, there's a lot of ways to receive. And so I think that's it is like, let's take everything you know, and let's set everything aside. Let's start with a blank canvas and start asking the question, if you could have a dream business, if you could do something that you love, and share the love with others, you know, like, let's paint that painting and create that business. Because let's not repeat the past, you know, let's not repeat what you've done. It doesn't work. Let's create something amazing.

Freddy Owen
And so you said that you know you want people that already have that entrepreneur mindset? Well,

Joe Nicassio
not not the mindset, just the desire, like it's like, okay, I want to learn how to be an entrepreneur Teach me.

Freddy Owen
Okay, okay. So you show them the way, and you start from a blank canvas, and you create art from there, and you help them realize their potential, but they have to do something they enjoy, and they love.

Joe Nicassio
Yeah, I mean, that's the first step. I mean, I could teach you all kinds of things about branding, and offers and selling and negotiating, and time management. But none of that makes sense until we first nail down choosing the right business for you. Once you know that, and that's a big thing, it's like, and if we have to take extra time on that, we do because, because everything else doesn't even make sense unless you're in the right business in the first place. So once we nail that, then we can build the business from there. What's really cool about this is I'm helping people invent businesses that are truly personalized to their magic and skills and talents. And, and so they're creating, you know, businesses that are innovative and not like anything that we've seen before, although some people you know, you know, it doesn't have to be some kind of high tech business that some kind of crazy idea and crazy innovation. I mean, if you want to build a business, you know, cleaning homes, you can if that's where your magic or your passion lies, but I'm just saying that low tech effective is better than high tech ineffective. And so it's not about, like, the level of creativity at the end of the day. It's like, the Are you having fun making money? Or does it feel like work? You know, a lot of people feel like, oh, I gotta go to work today. And it's like this four-letter word that feels yucky. And it's like, okay, let's like just change the frame. Let's have fun making money. Let's serve others and have fun and, like, let's go have fun making other people's lives better and getting paid, you know, generously in the process.

Freddy Owen
I love how you say how you said serve others because I do. I truly believe that's a huge key. So so I think maybe, Becky, I'm sorry,

Joe Nicassio
it is the key, you know, it's if you don't like helping other people you should not start your own business is true entrepreneurship is about serving other people and making lives better. If I do that for you, you know, I had coffee mugs made up to have my mic's logo on the one side has my logo on the other sizes, I will fix your problems, and you will pay me gratefully and generously. And if you don't want to pay me, I don't have to help you fix your problems, you know, but it really is this idea of serving others and and and you know, the easiest way to make $10,000 is to solve somebody's $100,000 problem. So if I met service to you and have a $100,000 problem, and I can solve your $100,000 for $10,000, that's actually a good deal, but I did it because I served you and made your conditions better.

Freddy Owen
So do you feel like one of your superpowers is being able to tap into somebody's talents in a way?

Joe Nicassio
Well, one of my superpowers is helping my clients tap into their talents. Like my superpower is helping you identify your superpowers or Organizing those superpowers into a business so that you can monetize your superpowers.

Freddy Owen
So if you've got, you know, if you guys are listening, this Joe can help you find your superpowers because I personally believe in most cases, everybody has a superpower. They just, unfortunately, in their lifetime, they don't realize that superpower. And

Joe Nicassio
I think people have superpowers. I think people even know their superpowers, but they're not necessarily getting paid for their superpowers. And so, you know, want you to think of it as like, okay, children are born as geniuses like we were born with superpowers. From the day we're born, children are born as geniuses and then conditioned into mediocrity. Okay, we have superpowers, and then we get all these beliefs and things we think we should do that have nothing to do with our superpower. So they a lot of our superpowers go dormant. But anyway, from the day we're born, our parents tell us what thing the government does, you know, Sesame Street tells us what to think Disney, the government, you know, TV, movies, magazines, the news tells us what to think. And what happens is we develop all these different scattered aspects of our personality. So, you know, we have health interests, and family interests, and cooking interests, and, you know, entertainment interests and going to the gym interests. And so we have all these aspects of our personality, and it's not good or bad, it just like that's the nature of humans we have lots of different aspects. The challenge is, are we never took the time to organize those qualities, those talents, those skills. So if we show up in the marketplace and have superpowers, but they're scattered, they're not organized, okay, we don't, we're not going to impact the marketplace and not get paid much. But if you could take all like, think of a human-like a light bulb scattered in all directions, the same energy of a laser beam is the same energy of a light bulb, and it has a lot more impact. So the work that we do is like, let's identify what all those scattered forces are? And then how can we say, Okay, what do you love doing? How can we organize it? How can we take your superpowers and organize your superpowers in a way that benefits others? That is it service of others that improves the conditions of others? Well, look, if if I can make Frederick Rowan's life better, like a lot, for you know, and you see the value in that you say, you know what, you can make my life better, so I will pay you money. So that's what I do is I help you identify your superpowers. And then I help you organize your superpowers, and then market your superpowers so that other people go, Wow, here's a superhero showing up in my life who has superpowers? I want their help. Please help me, you know, and that's my favorite sales. The closing question is would you like my help?

Freddy Owen
I love how you said that. They're born geniuses. And then basically, you said something about mediocrity conditions and mediocrity. And it's so true. It's like that flame. It gets snuffed out because of other circumstances. And you would you expect, that's what you expect, you expect to get, you know, get up, go to a job, and then go home, and rinse and repeat every day. And I love that. So you have, go ahead.

Joe Nicassio
It's even worse than that. Okay, imagine that you're super skilled and super talented in the kitchen. And let's just assume that you had a job at McDonald's, and you invent a healthier, tastier french fry. Like you're using your superpowers to organize like I have a healthier, tastier french fry. Okay, is McDonald's gonna say, Oh, that's awesome. We're going to adopt that we're going to make a fortune because we'll boost our brand to be healthier and tasty. No, they're gonna like say, shut up. Like, don't mess with our brand. Okay. And so I think that's a metaphor, you know, how many times we had a job and wanted to make things better. It's like, that's not the way we do things around here. And I think that even our traditional employment squelches our fire our creativity, it's, it's like stopping creative. That's not allowed here. Anyway, yeah.

Freddy Owen
Do as you're told.

Joe Nicassio
Yeah. Do as you're told, you know, it's like you have a job description, a cookie-cutter job description. So you come here to do a cookie-cutter job, and we want you to be that cookie-cutter person that just does that cookie-cutter job, and please don't mess with the cookie cutter. I had a career counselor from my church, ironically, like, I don't know, 1015 years ago, say Joe. It's like; nobody's ever gonna hire you, you know too much. It's like, they want a cookie-cutter person and you could fix broken cut cookie cutters, and you can turbocharge cookie cutters, and you could even make a cookie-cutter from scratch, and they certainly don't want To do that,

Freddy Owen
wow, intense. So you have three steps to creating a happiness centered business, or business bliss, and everybody wants to be happy. So what are those three steps?

Joe Nicassio
Well, yeah, everybody does want to be happy. So the first thing I want

Freddy Owen
to be happy, I always want to be happy

Joe Nicassio
you are, you know, I empower you to be happy right now.

Freddy Owen
Thank you so much; I

Joe Nicassio
appreciate that. Happiness is a decision. But I think also we want to, you know, choose an environment too, you know, that is in our business isn't just a place to make money, it's a place to impact lives and feel good about impact, you know, our businesses can be a source for good for doing good in the world. So the first thing, you know, I kind of covered it already. But you know, it started with the first one is do what you love. The truth is, is a lot of people aren't doing what they love, they have a job that they don't love, or maybe I've met a lot of people, they love what they do, but they don't love the environment. Like they're toxic people, and I love what I do, but there are toxic people in the workforce. So it's like, I did I do what I love, but there's something just gross about, you know, the work that I do because I'm around idiots. Being politically, politically incorrect. You know, doing what you love, you need to do what you love, you need to do what you love for yourself and others for your clients. Because you know, everything we want in this life, including cash, is controlled by others. And so if we're going to get paid by others, you know, think about it, spend money on different things, and spend money on housing, whether it's rent or mortgage. Why do we do that? We spend money on rent because it makes our life better? Why do we spend money on getting going to the nice restaurant? Well, life is better to eat out once in a while than cooking at home? Why do we spend money cooking at home because life is better to sometimes entertain and cook a meal at home, you know, it just feels fun. So so you need to do what you love for yourself. But at the end of the day, you're not going to succeed in business if you're not doing what you love for others, meaning customers, because really the purpose of a business is to create a customer. Without customers, there is no business; there is no money. There is nobody to serve. So that's the first one is Do you love for yourself and others. That's the first key to happiness. The number one, the number two thing is to share the love. You know, you need to share the love through your service. Like I love doing the work I do, I love being a business coach, you know, and you know, the bottom line is I got a guy that's a client. He's a master farrier who does horseshoes on million-dollar horses, you know, and, and so he shares the love. He loves working with the horses. And he, you know, and he's brought his grandson into the business. And, you know, so he shares the love through his service. And we also need to share the love through good marketing and promotion. We need to, you know, we need to share the love with our existing customers, you know, but we also need to share the love with people that don't even they're not even aware of us. So,

Freddy Owen
I completely agree with that. So

Joe Nicassio
otherwise, you're a little invisible.

Freddy Owen
Yeah, so I guess it's more so when creating happiness. When I was at I worked at the dealership, my story was in the car industry, which I'm not even a big car guy by any means. I did well there. But one day, it was just right after I got done being yelled at by a customer. I was a service advisor. I was sitting at the front desk; garage doors open the smell of the shop. You know, dude, I like the people I worked with. Yes, some I did not. But I tolerated them. But I didn't like the job. I know that then when I was looking outside. I used to tell the technicians, Listen, guys, because technicians were always, you know, like high maintenance people. And I was like, if you're unhappy, there's 1234567 there are eight exits out of this building.

In other words, you can make your life better if you want to if you're that miserable picador. I used to tell it to people. But finally, one day, I decided to pick that door as I was looking outside this, you know, blue skies at the getting done yadda, yadda getting done being yelled at by this customer. I'm like, you know what, I need to take my own advice. And it was the scariest thing I've ever done. It was very rough at first. I think that maybe back then, if I would have had a blank canvas and been able to because I think I did chase the money back then. You know, and it was a big mistake.

Joe Nicassio
We all did.

Freddy Owen
Yeah. And I learned that you couldn't do that and a lot of trial by error and listen to other people's Not listening to my heart was another big mistake. In other words, I mean by that is not per se a coach, but I'm talking about, you should do this, or you should do this. And I, you know, finally, at one point in time, I'm like, you know what I'm gonna do something that I'm passionate about, I'm happy to do. And I love doing. So I think that's one of the things when you realize that, so you, I realized that, and I wanted to go that route. But like you said, You hit you make things a lot quicker.

Joe Nicassio
Yeah, I've been doing it, you know, six months with me, it'll take 30 years off your learning curve. Yeah. And so one of the things I like about being an entrepreneur is we can start sizing up who isn't a plus quiet, you know, or a five-star client. You know, I have turned people around because they did have abrasive personalities, you know, I have three criteria, you know, rough criteria you know, money service and fun, I'm here to make money, it is a business, okay? Well, first of all, let me take a step back; okay, instead of being a pushy salesperson, I'm just looking for the truth of a good fit. If the truth is, it's a good fit, you know, everybody wins. If the truth is good, it's not a good fit, you know, I win because you win every time you get to the truth. So, if you always get to the truth of a good fit, you always win. So what makes a good fit? Well, money service and fun, you know, this is business, and I do need to get paid service, you know, can I be of service to you? And number three is, you know, is it an enjoyable relationship. And, you know, any one of those three can be a deal killer; I need ball three, money, service, and fun. And if it's not a good fit, great, I just won because I learned it's the truth; it's not a good fit. If there is a good fit, then there's money; if there is service, there is fun, then I will, I will put my heart and soul into it. I'm a massive contribution to the clients I serve. You know this is one of the reasons they pay me big money because I don't hold back, I'm a massive contribution, I give a ton of value. You know, I'm a, I'm not just a mentor or coach, I'm your masterful thinking partner, and I give you never really want to be perceived as the salesperson you want to be the consigliere you want to be, you know, a right hand to the dot, the dawn's trusted adviser,

Freddy Owen
and trusted advisor.

Joe Nicassio
Yeah, that's so much better positioning than being the salesperson.

Freddy Owen
So I don't think we got to number three, or did we get to number three,

Joe Nicassio
we were just on number two. And I think there was one more thing I wanted to say about that. Yeah, share the love. We need to mark it, you know, because otherwise, we'll be a little bit invisible. And we'll have a small business, and we won't be happy. So it's important to grow. If you're not growing, you're dying. And if you die, if you're, if you're not dying, you're dead, or if you're anyway. The third one is receiving the love, you know, receive the love, you know, make money, you know, receive the love in many forms. Still, in the form of appointments, you know, I don't chase clients; if somebody is interested in working with me, you're going to schedule an appointment on my calendar. And then we're going to have that conversation. So I've done all of my marketing to generate leads, but also warm up those leads so that people, when they're ready, ‘ll schedule an appointment because it's like, Okay, I'm ready to tap into your expertise, or at least thinking about it. So the first thing you receive the love is those inbound appointments. You also receive the love in the form of gratitude, you know, even if you give free information, you know, people appreciate it. I appreciate being appreciated, you know, thank you for thanking me, I appreciate being appreciated. But we also start receiving love in the form of cash. When we sit down with somebody who is a good fit, we need, you know, we need to have that conversation that turns to cash if we're not bringing in the money, we aren't in business. So we're not going to have that business happiness. So you know, do what you love, share the love, receive the love and, you know, once you get you to know the true sale begins after they pave because now you got to get to work and you got to be that provider of service. So there is a fulfillment that you receive by just doing good service. But when you do good service and create happy clients, you receive the love in many forms, raving fans, repeat business, referrals as you know, you receive the love. When you have a happy customer, they'll share you with 100 people and receive the love through video testimonials, people you know, once you've given people a great experience, they'll turn on their video camera and say nice things about you and in adores you. And so,

Freddy Owen
and I'm not mistaken; you have less Les Brown, was he one of your clients?

Joe Nicassio
Yeah, Les Brown hired me, and I coached him. I lived with him for four months. And it was an amazing experience to help him, and, you know, it was a blessing to just be in his presence and learn a couple just watching him operate. You know, he's, he's a pro.

Freddy Owen
Pro. So real quick, let's go-to marketing. What's your favorite way to market?

Joe Nicassio
That's an interesting question. The ones that work. I'm training them all. Okay. You know, I think, you know, I think the best way to market my favorite has a face to face conversation. Well, okay. Yeah, if I've never met somebody and start talking to them, and they see my value, there's no higher level of connection that you know, you can't get that from social media. I'm making a lot of difference in a, you know, I think others are endorsing my favorite marketing method. I'm speaking this week, this weekend, and next weekend at a conference online. And I always get endorsed by this crowd, and it's nice to have people say, you know what, I've known Joe for 20 years. He's the real deal. You know, you're, if I know that if I send people to Joe, that, that you're safe in his hands. So there's nothing you know, let's face it, Frederick, you know, if you had an endorsement on TV from Oprah Winfrey, your business, you would need to mark it anymore. True. True. Game changer. So endorsements are good. Lately, I've been just really enjoying having conversations like messenger chat, and just being very masterful and skillful at connecting with people and really getting them to open up and uncover their problems. Then migrating them into a conversation, and those conversations turned to cash. There are so many ways to market referrals, you know, you can't beat referrals. Referrals are great, you know,

Freddy Owen
I love referrals. That's my favorite.

Joe Nicassio
But they're all good. They're all good. I mean, if they get your cash register to ring, is it bad?

Freddy Owen
No, it's not bad at all. So here's the thing you guys need to make sure you check out the show notes go to win with Fred calm, you'll be able to connect with Joe also, Joe is giving away a free rapid business growth coaching session. It's a $500 value for free. So the link will be in the show notes. And you can schedule a free call. That's gravy, guys. So make sure you check out the show notes. So Joe, are you ready for the super-fast hyper q&a round?

Joe Nicassio
Let's do it.

Freddy Owen
Okay, here we go. There we go. If you could eat only one food for the rest of your life, what would it be? Fall?

Joe Nicassio
What does it for Vietnamese soup?

Freddy Owen
Really? Oh, it's okay. So if you are a pro wrestler, what would your name be?

Joe Nicassio
The entrepreneur, the entrepreneur.

Freddy Owen
Everybody has something Nadir at the end.

Joe Nicassio
on the monetizer

Freddy Owen
monetizer Okay, what's invisible but you wish people could see what invisible what's invisible, but you wish people could see

Unknown Speaker
love?

Freddy Owen
That's awesome. If animals could talk, which would be the rudest?

Joe Nicassio
I don't know. Cats.

Freddy Owen
Cats are jerks in the first place. So yeah, in most cases.

Joe Nicassio
We got attitudes.

Freddy Owen
And epic feasts are held in your honor. What's on the table? Post?

Joe Nicassio
No. We'll go with the prime rib.

Freddy Owen
as one of my favorites love primary my daddy's snake a killer prime rib. And who is going to be the Super Bowl champ this year?

Joe Nicassio
I have no idea.

Freddy Owen
no clue. The people that are, I don't know.

Joe Nicassio
I really' not following it. I'm a digital nomad. I'm traveling, I'm helping people fix their businesses, and I don't watch hardly; I probably watch. I watch some Netflix but not much.

Freddy Owen
Joe does not have a pick for this year's Super Bowl, which is a-okay. That's all you can do. So, Joe, one last shout out to The Freddy “O” Show fam, that you can feel it can impact them going forward today.

Joe Nicassio
Yeah, you have magic in you. You know you're a child of God. God gave you gifts, and God gave you life, and you know, one of the questions I like asking so When I first meet them is what big things are you up to? And it's okay if you're trying to figure that out, but a lot of people say I asked what big things are you up to? And they say not much, and if you're not up too much, I'm not interested in you as a human being. But if I asked Elan musk Hey, Ilan Musk, what big things are you up to? It might be the most interesting conversation of my life. So the advice I want to give to you is, find out what your magic is and and and be up to something big, you know, you're not just put on this planet to eat, sleep, go to the bathroom and die. You are here to you know, you've been given this gift of life, so do something amazing with it.

Freddy Owen
Joe Nicassio, Thank you so much! Guys. Check out the show notes to get on that free call. And thank you so much for being on the radio show.

Joe Nicassio
Thank you for having me.

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