Episode Transcript
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Welcome to the Adaptive Mindset. I'm Brett Gallant, cybersecurity thoughtleader and founder of Adaptive Office Solutions. Here, we
don't just talk tech, we unlock the strategies, stories, andmindset shifts you need to stay secure, lead boldly, and
thrive in a digital world. Let's get started. Welcomeback to the Adaptive Mindset. Today, I'm joined by Eric
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Svedberg, a dynamic entrepreneur and coach. Ericis the CEO of European Auto Works, our premier automotive
service company in Virginia Beach. And he's thefounder of Fuel Coaching, where he helps leaders accelerate their performance
through clarity, leadership, and accountability. Fromscaling an automotive business with a reputation for excellence to
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guiding other entrepreneurs on their journey, Eric has lived bothsides of leadership, the operator in the trenches and
the coach helping others rise. In this episode, we'rediving into his journey, the lessons he's learned about
building people and businesses, and how he fuels leaders toreach their potential. You're going to walk away with practical strategies
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you can apply in your own business, and maybe a spark ofinspiration to push further. Welcome to
the show, Eric. Thanks for having me, Brett. Excitedto be here. Awesome. Eric,
for listeners who may not know you, can you give us a quick backstory? HowYou know, when I was in high school, I went to work for a gas station because
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I needed some money to, you know, go out on dates. Soa friend of mine got me hooked up, you know, doing some terrible work,
cleaning bathrooms, filling gas at the full servicepumps and cleaning bays and all that. But I was
always mechanically inclined. That came from my dad,who's also a mechanical engineer for submarines. Fast
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forward, you know, college, all that good stuff. The shop Iworked at came for sale when I was 22. And so I ended up
buying it and I became the youngest Amaco dealer inthe United States of America. So that was a
very interesting time in my life at that age,So the foundation was laid in
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by necessity when you worked, when you first started, soyou can get out and date. That is a good way of putting
it, yes. Sowhat mindset shifts have you had over the years, when you think about
all these different evolutions of your journey and yourWell, many, that's for sure. I mean,
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we're talking 34 years. So Ithink a lot of entrepreneurs when they first start, and
I know I'm guilty of this, you're not humble.
You think you know it all, you thinkyou are going to grow this business, you're going
to figure it all out on your own and You know, eventually alongthat path, you decide, hey, there might be some people
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that know some things that I don't know. So that's numberone, being able to learn from others. You
know, when I was 22 and started the, you know, that first business,took over that business, that was the school of
hard knocks because it seems like every customer Italked to was looking for my dad because they did not assume
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I owned that place. And soon my family,my father was involved. And that certainly wasn't the
case. So you learn howto deal with customers
and their perception of you. You learn that skill set,customer service skill sets. When I got my first
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coach, that's where it all turned around. And thatwas in my 40s when I got my first business coach.
And I think back, what would have happenedif I had had a business coach in my 20s? How much further
would I have been? So, youknow, people have positive and negative outlooks on coaching.
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You know, I think if you have the right coach, it's positive. And sometimes itmight take going through two, three, four, till
you find the right person that inspires you and helps you grow. Yeah.
Yeah, I can relate towhat you're talking about, especially with the power of coaching.
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It's been very transformative for me as well. Butyeah, equally, I've heard people that have struggled, but sometimes you
have to, I think like in anything in life, you have topivot and transition until you find the right fit. So
sometimes that happens with our employees. What,when you talk, when we talk about coaching, what like
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what mindset has shifted for you the mostsince from being coach now to being a
I guess the biggest mind shift is making sureI am bringing a lot of value and
helping people grow. I wascoaching other businesses all the time,
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whether it be on forums or one-on-one. I was doingthat out of the goodness of my heart for 20 plus years
because I was just trying to get back to my industry. Itwasn't until later that I said, I have a lot of value to
bring that I can help people grow in their business. Andit's really fun where when they're in the trenches, like
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any business owner, And they bring whatever typeof issue, problem, subject up. And
as a coach where you've been listening to them call aftercall, and you just see it from a different perspective. And
so you help guide them and you help, youknow, say, hey, have you thought of it from this angle? And
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it's just a light bulb moment. Andto see that transformation and to see them
take that knowledge and then utilize intheir business and then come back on the next call and they
tell you what changed, what's better, what was fixed.
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Oh yeah, yeah. I've actually, inmy own way, I've had a tremendous coach
for the last number of years. I'm also in another group coaching programand I'm a fitness coach and I'm a cyber security coach. But
I also had a momentwhere I just helped somebody a few times after
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the lady said, I told her how howrewarding coaching has been for me. And immediately
she said, could you be my coach? And I never thoughtof that. Never thought that was a possibility. And
I actually just gave her a few sessions to help her. And itIsn't it funny how those things come up? I was
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in Canada, I live in the US, but I wasin Canada a couple of weeks ago. And someone asked
me if I would be their coach. I didn't goup there looking for that. We were just having conversations. It's
not even an industry I was an expert in, but it was aservice-based industry. And just through
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us talking, he brought that up. And I wasprobably like you. I probably was telling the person all
the reasons they shouldn't have me as a coach. Andthey still were so persistent. I'm like, you know what, let's
do it. Let's see what three months of this looks like and see if I can't help you.
That's incredible. So you're actively working with thisI am. And so I think the
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And there's a big thing too about mindset. Sometimeswe hold back, think I could never sell into Canada or in my
case, I had this limiting belief atfirst that with the line of business that I do, it
was first just my city and then expand it totwo hours and expand it to land at Canada, then to Canada, because
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we have clients all over Canada now. Andthen I met somebody in a group coaching program and
they asked for an assessment and theylive in the United States and I overcome my
Yeah. Cause I was telling myself something that wasn't true. We getstuck in our own head. Yeah. Well, you didn't think it
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could never work and there's all kinds of reasons why it can't bepossible. But then like I, like
for myself, I've been a person that's overcomplicated things. AndKeep it simple. I use that statement
so much with my clients. Entrepreneurs loveto overcomplicate things. Entrepreneurs love
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to sit down every day sometimes and figure out, youknow, let me just come up with new stuff to do and new stuff, new spreadsheets
and new things for my employees to do. And Itry and see, you know, now that I've learned, I look
Yeah, we're all trying to build a better mousetrap, butlet's just use the mousetrap we have because it's been proven to be successful. We
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just got to execute and do what we promisedto do. And I think that's the power of coaching. What
you do is help people stay accountable also totheir commitments and help them get through those
spots where we get in the weeds of overcomplicating things.
Yes. And for most entrepreneurs, Italk about being humble. So I'm
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humble and I do well with entrepreneurs that are humble andcan listen. When they want
Yeah, absolutely. youfounded automotive, like you
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founded your business. And how did that comeabout? Like, how did the opportunity like come?
Like what really drove you to do that? Like, wasthere any key turning points where you had to step into leadership
Well, you know, it all falls backon, I feel like I was raised right. I have two amazing parents. Then
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secondly, I was always a go-getter. I bought myfirst house when I was 18, so I was always financially wise.
When I was going through college and this opportunity wascoming up to buy the Amaco station, I really
didn't know for sure if that's what I wanted to do. I decidedthat there would be two paths. And
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partly because I didn't know if Amoco would accept me. So therefore,it's not a franchise, it's a dealership network, not
a franchise network, but they still have to accept you.
So I said, okay, I like backup plans. SoI decided was I've always been into boating, love
boating, still do today. And the backupplan was for me to go work in the charter industry
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in the Mediterranean. So I'd already set that up, hadfriends out there, they could have gotten me on a yacht. And I,
you know, I knew that eventually I'd maybe work my way up to captain orsomething like that. So that was the backup plan, if Amoco
didn't accept me, but I did the you know, 1000 pagesof paperwork they asked for and met with the big wigs, you
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know, in a hotel and they interviewed me and they acceptedme. And so I went that path and not the charter
business path, which is sometimes I think back, Iwonder what my life would be like if I had gone the other path. But,
you know, I don't live with regrets and this life has beenYeah. Yeah. It's funny. And
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sometimes things just appear and happen for a reason andwe have to embrace those opportunities when they show up.
That is true. Yeah. Sois there any big takeaways you've learned along
the way, like from leadership perspective forYeah, too many to list, but I'll start with some. You
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talked about pivoting earlier, and that'sa big one. So I started off as
an Amaco dealer. I also was a shell dealer. I also had a towing company. SoI was really into the service-based businesses. Fast
forward, BP bought Amaco. Andso they were changing all the stations and they did not want
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what I had, which was, you know, automotive service.
So we had gas pumps. We also fixed cars. They didnot want to be in that space. They liked food shops and pumpers.
So the lease was coming up. I was able to get the land lease, um,got rid of Amaco, got rid of BP. And then I
had changed the name and that was automotive specialist. So therefore we are strictlyautomotive repair. So, you know, I had a 20-year lease,
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so a five-year lease with three five-year options. And coming upon that last option, I said, you know, I really should
do something before I just let this last option come. Andthat's when I started looking for another opportunity where
I could own the building and the shop and the business, whetherit be automotive specialists and I moved it or something else. That's
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when I came across European Auto Works many years ago. Andthat owner had built a successful business and
he was ready to retire. So I was able to findsomeone that could go into my old shop, set him up. I didn't make any
money on that, just set him up for success. And then Ipivoted, you know, to European Auto Works. And
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the funniest part was with automotive specialists, wedid not work on European cars. So we went from
Asian domestic to strictly European, likeovernight. but it's been very successful. We've
grown to, this year we'll probably be right at 3.7 millionat one location. So pivoting was
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the key, not getting stuck. So to go fromAmaco, to go to automotive specialists, to go to European Auto
Works, I had to pivot each time. So that's thekey takeaway for business owners. Be flexible, be able to pivot. The
market changes, your circumstances change. So.
Yeah. And I don't know if this is directly related tothat, but you're hitting on a point that I
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was speaking in another podcast. I was talking about howmuch, how much the book Think and Grow Rich has
inspired me. And this gentleman basicallydid a moment where he, like
if you're familiar with the book, Burn the Ships, he said, I'm getting rid of the old versionof me and going all in on this new opportunity, this
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new future. There's no going back. Inyour own sort of way, you burned the ships. There's that story that's
in the book. You pivoted,went to the new opportunity, and said, this is the future for me.
I'm going all in. I believe in it. I'm doing it. Andyou've reaped what you've sown. So
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many times, people hold back from doing that.
And I think tying it back to your coaching, andeven when you've been coached, Why do people sometimes
hold back on seeing those opportunities and going after themwhen it's right there? There's that fear, I
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Yeah, it also can be those limited beliefs thatthey don't think They're worthy,
they don't think they can do it. Also fear of failure. Thisis it for the fan heart, for sure. If something happens, you
have to face your family, you have to face your friends and you have to face yourself. ButI think entrepreneurs are pretty tough cookies and
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they can pivot, especially with a coach, they can pivot becauseYeah, well, the broader view or using
a coach as a sparring partner to look atother possibilities that you haven't even recognized or seen before with
the right questions. So, yeah.
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Sometimes it's not having the answer. Sometimes it's asking theYeah, yeah. And that's
asking the right question. Is this the truth? Isthis the truth based on what I know? Is there another
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perspective of this? Let's pivot backto fuel coaching for a moment and
dive into that for a moment. Whatreally inspired you to do that? I
know you said that you were helping people for basicallyfree online, but what really drove you to
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So, you know, getting in hisprogram, seeing what he was doing, seeing how he
helped people, how you could tell that whathe was doing was truly from his heart. That really
was inspiring. And I took that and ran with it andsaid, you know, if he can coach and give
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back to entrepreneurs, I cando the same. I have a lot of knowledge, I know how to run
you know, service based industries, I know what to look for, youknow, all all businesses have marketing, sales,
production and delivery. I feel like Ican help everyone master those four things for service based
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industries. And that's what we stick to. Andthat was the game changer was getting in Dan's program and saying,
you know what, I'm going to do the same thing. AndIt's been very fruitful and very
It's interesting you say that. I'm alsoin his coaching program with you. And he
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often says, even outside of the coaching program,why not you? So
you heard that, you took it and you ran with it. Why not you? WhyYeah. And
your listeners can use that withYeah. Well, let's talk
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about that, for example. How can some of ourlisteners do that? Maybe wherever they're stuck, ask
I think first they have to find what they're passionate about.
So, you know, they might be in something they actually don't evenenjoy doing. So I would never suggest someone to
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just expand upon that. I have them, you know,take a step back and, you know, just grab a journal and
a pen and paper and, and write down what Bringsyou joy. What brings, what are you passionate about? And
okay. Um, what can you do with that? How can you help people withthat? How can you monetize that? Um, what's the
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North star if you want to call it that. Yeah. Andthen once you figure that out, then
ask yourself, okay, why not me? And IYeah, that's really
helpful. Actually, I've been playingwith the idea of starting my own program as well to
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help entrepreneurs reclaimYeah, I'm actually writing a book And
I'm excited about that. And it'skind of the same where I'm trying to
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help entrepreneurs. So not only am I helping with coaching, but I'm hoping mybook helps them as well. So I can reach more people than
That book is meant to get out there to help people.
Uh, my goal is definitely in the year 2026, Ihave the outline, um, 99%, uh, speaking
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of coaching, I have a book coach because Ihad not written a book before. So if I have not written a
book before, I'm going to find someone to help me, you know, say, Hey,this is the process. And I'm here to, you know, look
over your shoulder and, and make sure you're, you're following theright path. And so we bounced the outline back and forth and
he asks hard questions. I am in. It's sofunny in the outline, I'm inversion. I
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believe 4.6. So we're from oneto 1.5 to 2.0 to 2.1 to 2.6. Now
change y'all up, change it to 3.0. So I'm atversion 4.6. I think maybe version 4.7 will
You're so close. I'm so close. Yeah. Ican see the excitement. Like it's, it's, it's right
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there. It's just that final iteration until you get it dialedIt's a lot of work. I never knew, since I
hadn't written a book before, but people have said, yeah, you start to write a book,it takes you a couple of years. When I first heard that,
I'm sure there are things we don't even think about. Nowthat you're in it, you have a better understanding and appreciation of
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it. Yes, for sure. Sonow that you've been a coach, What are
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I coach, they need more leads, they need more customers. Andmany of them are not doing nearly enough in marketing. They don't have a
marketing budget. They don't take a percentage of sales fortheir industry and dedicate that money towards marketing.
Number two is people. So inthe service-based industries, whether it's mine, automotive repair,
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or electricians and plumbers, We're dealing with a40-year issue with
people not going into those industries. We'redealing with people in high school that were told forever,
if you don't go to college, you'll never have a good job, so onand so forth. When the reality is not everyone
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is meant for college. There's many people that like working withtheir hands. They're not good test takers, but
they can figure stuff out and they can learna trade. These trades people can
earn six figures, no problem. Theemployee side has been an issue, where specifically
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telemote repair, I'm sure it's the same for others, where I usedto be able to go a week and then hire a
technician. Sometimes it's six to nine months toYeah, as being someone
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in my industry, I'm seeing that as well. Peers in my industry, employees,team, and just really the
other thing I'm seeing is just the leadertrying to do it all and not really buying back
their time. So like notstepping into the visionary leader For me,
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I used to say, my company used to run me, nowI run it. That's the
way, that's the win. Beinga coach now, what
are some of your biggest coaching wins or success storiesthat get you excited, that you're proud of, that you're able
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Well, obviously when they have revenue goalsand targets, then we hit those. But
many times it's something inSo I had a client who was working,
his wife was in the business with him. Andhis wife, you know, when I asked the right questions, really,
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his wife didn't want to be in the business. She semi feltforced to be in the business because it's quote unquote, family run business.
So we worked to get her out of the business. Andso therefore, he hired someone else for that spot. And
his wife was able to go and do something sheloved. And because of that
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simple win, he talks overand over again about how awesome
his marriage is. And to me, Imean, look, I'm a business coach, but
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that's something that you can take every day and be celebrate, liketo have that, to be able to give that and be a part of that
So mindset and habits, what'sthe one mistake that taught you the most over the years from running
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your business now coaching to what's reallyAh, that's a good one. Probably slightly
different from running the business and the coaching. Fromrunning the business, as
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you get caught up with the nuts and bolts of how thatbusiness runs. And sometimes you forget to
see your business or the business fromthe customer's point of view. And what you feel is
normal, and what you feel is just this is the wayit is, and this is how we do things. might
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not work for customers or things change. Andso to be able to put yourself in the mind
of a customer, to walk through the front doors if you are a customer, changingthat perspective, many times makes the
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I believe being able to slow downand listen and digest and
not try and always just give an answer, butto think about what they said, what the issue is, follow
up with a few more questions, you might already havethe answer. So, I mean, that's the, okay, let me just
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give you the answer for the question you just asked me. butthat's not the same as when they come up with the
It's more powerful, isn't it? Much more powerful. Yeah.
I know I haven't asked this question before, but Ithink this will be helpful, especially
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for a busy man whose coaching hasrun a successful business. There must be daily routines
that keep you sharp, that you follow, that have definedyou and that help you. Could you share with our audience what
I wake up at 4.10 every morning and I'm out of the house by4.25 every morning to go to the gym. And
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then I'm usually home by- I'm with you. Yeah. I'musually home by 5.40 or so.
That's when I grab coffee. I always grab myjournal. And my cell phone and I grabbed the cell
phone because I just really want the calendar onthe cell phone so even though my calendars in my
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cell phone I write I write down inmy journal. why I'm doing that day, even
though, you know, it's electronic, I get it, but me writing it,Yeah. Correct. It sticks like in. And you
remember like, OK, I have a podcast to do at noon. I have, youknow, a coaching call at three and it gets your mind in
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the right place in that journal. Also, Iwrite down one area that I want to focus on that day. Then
I also write down some to-do's that I need to get done that day.
Um, after that's usually breakfast, uh, after thatI start working and either. I
only go to the shop one day a week. Um, Ireally don't have to do that, but I enjoy going there. So one day a week I go to the
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shop, um, and I do my normal routine there. Imake a routine. And then when I'm not at the shop, I go into my office and
I'm either going to be on a coaching call or I'm goingto work on the book. where I'm going to work on
visionary stuff, because I feel like I'm the visionaryfor the business, whether it be fuel coaching or whether it be European
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Yeah, and I think what my coach has said, likeall of that, that's incredible. I think
sometimes entrepreneurs, we forgetto put our own oxygen mask on. First.
Yeah, yeah. So you're doing that when you're allowing yourselfto be the visionary leader, because you're bringing the big ideas, and
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then your routine in the morning, of settingthe day off with a great way
of getting to the gym, getting the blood flowing. I haveReleased 120 pounds since October of 2023. Nice. Yeah.
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You know, like some wins or you, youknow, because obviously you have a goal. So therefore, you
know, I like incremental wins. So if you get to acertain point, you get to, you know, have something and of
Yeah, it was, it's funny. I've been at same, samelevel for a while. And I set a new goal, a new
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goal with stakes and a win. So I'm onthe road to 200 right now. I'm at two 27.8 today. And by December 31st,
Yeah. And so thegoal, I'm going to reward myself with
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a vacation and my family. IfI don't hit it, I don't get to go on the vacation. Love
it. Yeah. And the other part, which is funny, I said,if I don't hit it, I have to wear a Toronto Maple Leafs onesie
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and go in the hockey rink and havea little sign that says I didn't hit my goal and have them announce it.
But what's funny, when I told that to some of the people that knowme, they said, that's not really a punishment for you,
I guess you, uh, we'll do that one and maybe another punishment, butI have a feeling you're going to hit the goal if you've
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done. Yeah. I mean, you're on a path. Um, so ifyou've done that already, he, you know, this is,
this is something that you're going to be able to succeed with.
Well, I know like, and so like alongthe way, your journey, you've been inspiring people and people connect with
you and people have been connecting with me because of this journey. Andso I want to honor what I've already done and go
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to the next level. Love that. Yeah.
So that's, that's where I, you know, whereI would call it a decision day. And I think maybe this is a good focal point
for a second. I think every time inlife, entrepreneurs, they get
to that decision day. that maybethey've decided, I'm going to take my company in a new direction, or
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I'm going to do something, you know, commit to coaching.
Perhaps you could share in your own way, whatyou've seen from people you've coached and even your
decision day of what you decided to do. There's those pivotalYeah. I mean, just to refer
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back to the book and why I'm writing it, it'sabout taking a business, and
even though I talk about service-based businesses, it can be peoplein your space too, and going from amateur
to pro. So thatis something that is definitely a mindset. And
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sometimes it's something that has to be taught. So inthe book, I'm talking, you know, it's kind of a fable where I'm following
someone, um, and that, or writing the storyabout someone, and he's going from, you know, A
to B to C and, uh, That'swhat I see for service-based industries of
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when you can go from amateur to pro, when you can makeyour business more professional, you gain better
customers, you gain better employees, and you gainbetter profits. So that's it in a nutshell. And
sometimes that's the mind shift is amateurI heard that said in another way, you're
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familiar with John Maxwell? Yes. Hesays it so many times, I've heard him say it. He said,
I could do this presentation andnot put the time in it, but I
made the decision to go pro and give it all,work for it. Yes. Yeah. So going pro. Yeah.
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So Eric, what's the best way for people to reach out toyou and find you and learn more about fuel coaching and, and communicate
Well, if they go to Instagram, they can do Eric dot Spiedberg.
Um, S V E D E E R G. I know it'sa difficult last name. It's Swedish. Uh, they can find
me there. They can find me on Facebook. Theycan find me on LinkedIn. Um, I have a YouTube channel,
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um, not much on the YouTube, but Instagram is theeasiest or eric speedberg at gmail.com. They can find me
there. And then if they, ifthey reach out to me, um, you know, I can share. You
know, I have a document about going from amateur to pro. I can share seven stepsthat you could, you know, implement within 30 days to move
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your business from point A to point B, you know,So, so if they DM you on Instagram, seven
steps. Yeah. Yeah, please. Yep.
Awesome. So Eric, I want to, before wewrap up, I want to do something that I enjoy
doing just rapid fire questions for a moment. So tellus first thing that comes to your mind. Okay. What
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Making money is killing your business. Who'sthat written by? Oh, who wrote that
Oh, there it is. It is, is killing your business. Hold on.
Here it is. Yep. See, I'm not just making this up. Allright. So this is second Chuck Blakeman. Making
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Ooh, a, um, a, uh,A Bugatti. Okay. Nice. Okay. Okay.
Best piece of coaching advice you've ever given. Given?
Given. Yeah. Keepit simple. Okay. And pivoting that
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best piece of coaching advice you received. It'swhat's caught, not taught. I know where you heard
that from. That's a great one. ANot going to the Mediterranean to work
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Yeah, yeah, because your life would have turned out differently, wouldn'tit? Much. Yeah. Okay,
last question. Tough one. It'snot tough, but one habit you'd
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If they're not already, tolead a healthy lifestyle, whether that be working out
Yeah. Yeah. And I can agreewith that. Just my own journey has made all the difference in my life. Yeah.
The game changer. Absolutely. SoEric, this has been a pleasure to have you. I really enjoyed
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our conversation. I'll have links in the show notes toeveryone to find Eric, especially the Instagram. Remember
to DM him seven ways. And Eric, any final thoughts beforeThis has been a pleasure, Brett. I hope I brought value to
your listeners. Even though I come from the service-basedindustry, I think any entrepreneur could
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take this podcast and use something from it, whichIt does. And I think, well, I know there has been
so many, there's been so many great takeaways and everyonelistening, the best way you could thank Eric and
myself is by thinking one or two people, especially inyour life that needs to hear some of these nuggets that Eric has dropped, because
(42:10):
we're all put on this earth to help each other. Andyou can help somebody by sharing the episode. Somebody you know, needs
to hear what Eric has talked about, even though they're not in the service-based industry,or they may be. Connect with them.
So Eric, from just havingyou here, talking about from, you went from fixing cars to fueling
(42:32):
leaders, and you've certainly fueled a lot of people today,Excellent. Thanks for tuning into
the Adaptive Mindset. If you found value in today's episode, don'tforget to subscribe, leave a review, and share it with someone
who's ready to thrive in the digital age. Stay secure, stay