“As Within Without” Podcast featuring Kathryn Porritt. Kathryn & John explore themes of authentic self-expression, creative freedom, and the importance of aligning personal fulfillment with professional endeavors, drawing parallels between music and business. They discuss strategies for building iconic brands, working with high-value clients, and the significance of intuition and synchronicity in achieving success, concluding with recommendations for further learning and engagement.
https://www.loaradionetwork.com/johnnovello
Aligning Purpose & Profit: Kathryn Porritt on Authentic Success and Iconic Branding In this inspiring episode of “As Within, Without,” host John Novello and visionary entrepreneur Kathryn Porritt dive deep into the art of building a business that reflects your authentic self. 🎵 They explore how intuition, creative freedom, and self-expression lead to iconic success — in both music and business. Discover how to attract high-value clients, align your purpose with profit, and unlock the magnetic energy of synchronicity and flow. If you’re ready to build an authentic brand and live in harmony with your passion and prosperity, this episode is your roadmap to conscious, soul-aligned success. 🌟 🎧
Listen now on LOARadioNetwork.com/JohnNovello
Become a supporter of this podcast: https://www.spreaker.com/podcast/law-of-attraction-radio-network--1595897/support.
Law of Attraction Radio Network - https://loaradionetwork.com
https://www.loaradionetwork.com/johnnovello
Aligning Purpose & Profit: Kathryn Porritt on Authentic Success and Iconic Branding In this inspiring episode of “As Within, Without,” host John Novello and visionary entrepreneur Kathryn Porritt dive deep into the art of building a business that reflects your authentic self. 🎵 They explore how intuition, creative freedom, and self-expression lead to iconic success — in both music and business. Discover how to attract high-value clients, align your purpose with profit, and unlock the magnetic energy of synchronicity and flow. If you’re ready to build an authentic brand and live in harmony with your passion and prosperity, this episode is your roadmap to conscious, soul-aligned success. 🌟 🎧
Listen now on LOARadioNetwork.com/JohnNovello
Become a supporter of this podcast: https://www.spreaker.com/podcast/law-of-attraction-radio-network--1595897/support.
Law of Attraction Radio Network - https://loaradionetwork.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
You're listening to the Law of Attraction Radio Network.
Speaker 2 (00:06):
Welcome to Manifesting your dreams. Join renowned Grammy Award winner,
jazz pianist and Amazon number one best selling author John Novello.
Each week as he uncovers the secrets of the Invisible Architect,
the quantum intelligent energy that permeates everything even us, discover
how to tap into this inner power to use it
(00:28):
to design the perfect life you deserve. The Invisible Architect
as Within So Without is your guide to achieving your
dream life. And now here's your host, the jazz philosopher
John Novello.
Speaker 3 (00:43):
All right, everybody, Hey, listen, it's John Novello here, the
Jazz Philosopher. By the way, I didn't give myself that name,
but since I've had an extensive, blessed background in jazz
and I've written a couple of metaphysical philosophy books, somebody
gave me that name, so I guess with it, and
I'm starting to actually like it now because it makes sense.
(01:03):
So anyway, welcome to my Invisible Architect As Within Without
weekly radio podcast on the incredible Law of Attraction Radio Network,
which I'm really excited in honored to be a part
of because I never thought I would actually have my
own radio podcast, because I didn't go after it. Somebody
asked me to do it, and I actually pushed back
(01:23):
and protested for about five months. I don't want to
do this every week, and I'm not into this, But
now I'm enjoying it. I've been meeting a lot of
incredible guests, so I'm really excited to be part of
this network. You know, the first part of my life
has been inspiring others through my God given musical talent.
But I never I really never figured in my twilve
years i'd be helping others as an elite personal and
(01:45):
spiritual mentor serving the creator, who I've named the Invisible Architect.
See my book on Amazon called The Invisible Architect for
the details how to design your perfect Life from within
for the details of the story. And my vision is
to significantly transform the quality of your life by raising
your mindset frequency towards the invisual architect God frequency. Because
(02:10):
once that happens, everything starts falling into place. So welcome
back to all subscribers, especially a Bill. Welcome to all
new ones to the as Within Without Radio podcast, which
is all about how our inner world. Our thoughts and
beliefs create our outer world. For more information on this philosophy,
(02:32):
you can go to my website, which we'll talk about later.
But each week I feature incredibly interesting guests who have
had the courage and personal integrity to discover their inner
world or, as the next guest states, their iconic self,
not only did she achieve her inner world, but now
she helps others. And I've been working with her, and
(02:55):
I think she is the epitome of clarifying one's inner
world and getting to manifest in the outer world. I
think she's the perfect guest. After selling her multimillion dollar
lifestyle company, she made the very deliberate decision to create
her next company from pure Joy. Good for you, because
(03:15):
that's how I've always operated pure Joy, and if it's
not Pure Joy, I always run away from it, and
it usually meant losing a lot of money, but happy
right anyway, She elected to work with a select few
brands on their luxury style website and branding projects. This
morphed quickly into the leading agency representing iconic brands globally
(03:38):
in their quest to not only brand as an icon
but sell luxury offers and deals. As well as create
iconic connections. She has become the leading expert on iconic
brands globally and is highly sought after as a speaker
media personality on luxury and personal brand strategies and iconic
(03:58):
marketing campaigns. Through her work, she has created icons, iconic empires,
and iconic brands that you know and love. She works
with a small group of hand selected clients and if
you are invited into her world, you join her clients
who have formed a unique and rich global bond, which
is almost as special as the work that she does. Anyway,
(04:21):
Catherine or It Welcome to the as Within Without Radio podcast.
I'm so excited that you're here.
Speaker 1 (04:29):
Oh John, I'm so honored to be here with you.
I'm loving the work that we're doing together. I absolutely
adore you, and I love that you've asked me to
be here today. It's a real honor. Thank you.
Speaker 3 (04:39):
I'm so glad you accepted. It was one of those things,
you know, how we talk about in the working together,
how you become your icon and you're the peer and
you don't think less of yourself or anything. But I
must admit I went, oh, she's too busy, and she
probably wouldn't do this because she does this for she
does this with other people, she won't be I did.
(05:00):
I went through all that and then one.
Speaker 1 (05:02):
Day, wow, yeah today sunshine.
Speaker 3 (05:06):
Yeah. Well but then then what we had one of
our sessions and here I am the guy that wrote
the book on mindset, right, so I'm going, what are
you doing? John? Are you out of your mind? And
then we had a session and you were doing your
thing which is so brilliant, and it was like it
beat me up without even trying. I said, what am
I doing? So I just got on the things send
it to carry and you said yes, and I said,
(05:27):
all right, fantastic.
Speaker 1 (05:28):
So anyway, immediate, immediately, Yes.
Speaker 3 (05:31):
Yeah, I'm interested. Although I know a little bit about
your story how you got going from just the regular
beautiful person you are into your mainstream business and into
this area because you had to do exactly what this
podcast is about, as within without you had to discover
(05:52):
your iconic self and clarify it and then have the
courage to go after it let alone help others. So
tell us that.
Speaker 1 (05:59):
Yeah, so lot, Look, long story short. I'm sure you
can hear from my accent. I'm Australian and I grew
up in a really beautiful town in Australia, very very
small town, just near Byron Bay, which is where the
Hemsworths now live, and you know, zac Efron and all
the Hollywoods upon us near in my hometown. So very
(06:21):
small town, really lovely parents like just I couldn't very
vanilla upbringing. So just a really safe place to live
and learn and play and have fun in all of
those things. So I grew up thinking that the world
was full of possibilities. I was very very lucky to
(06:42):
be in an environment where, you know, in Australia, I
think we tend to have to think big. You know,
we play bigger than you know that we really deserve to,
because we're just such a tiny little country. Really We've
got only the same population as California. So I think
that breeds a lot of creativity, a lot of innovation.
(07:03):
If we want to be seen, then we've got to
be you know, we've got to jump up and down
and from you know, from down in the back quarters.
And I think that's been on my side the whole way.
I also have a lot of evidence in front of
me of entrepreneurship. My dad ran a good, solid business,
my grandfather, my uncle's. You know, I've got a lot
(07:26):
of evidence of entrepreneurship in my family. So I started
my first business John when I was about twenty years
ago now, And I know precisely because I convinced my
diplomat husband, who's very risk averse, that I would start
this business when I was on maternity leave with our
first baby, Penny, who's just about to turn twenty in
(07:47):
about twenty days time. So yeah, and so I was
going to give this a crack for twelve months and
see how we go. I knew nothing that was a
good thing for your first business. I think it's not
about thing just to be full of bullish behavior, just
getting out there and giving things a crack and just
seeing where things land. Look, that did become a very
(08:08):
large business, but because I didn't know what I was doing,
I really was flying by the steed of my pants.
And the growth had a lot to do with luck
and a lot to do with real, big, big work,
lots of work, very strong work, ethic, worked very very hard.
Nothing stands in my way, So I just really went
for it. I remember very clearly, nine and a half
(08:30):
years into that business, my kids had grown up in it.
My husband had been incredibly helpful through the whole journey
as well, and I just thought, gosh, the fund's not
in this anymore. I remember the moment just exactly to
you know, the way that you talk about methodology and
really understanding so with your methodology, really understanding yourself and
(08:52):
listening to those voices. I really paid attention in that moment,
and that's when we decided to exit that business. I
was lucky enough to sell it, and then I really
made a very deliberate decision. And I think in my journey,
this is the biggest This is the one thing that
I want people to really listen to is I made
(09:15):
the deliberate decision to create a selfish business. And I
don't mean selfish as in loaded and arrogant and awful
and all of those types of things. I mean what
really brings me joy, Not what the market is telling
me to do, not what my competition is telling me
that there's this, you know, this little opportunity in the
(09:37):
market and I need to feel that. But actually what
brings me joy? And then how do I create a
business around that. I've successfully done that, and now that's
really the heart and soul of what I do is
teach people to connect to that. Where is the joy,
where is the flow? What is this mastery that you
can bring to the world, and then let's build a
business around it, rather than where's there an opportunity, We'll
(10:00):
connect you to it, which is where the boring businesses
come from. Sorry, I like the story.
Speaker 3 (10:06):
Yeah, i'd say something in the music business that I started,
the same thing happened. You know. The music business part
one is just trying to master your instrument. That's crazy,
just practically six hours a day for years and years
and years and paying to play and not knowing if
you're going to make any money. And I've always had
this intrinsic voice that I can't play music that I
(10:29):
don't like. I could play anything. I started. Yeah, I
remember I was in a club, and you know, you're
supposed to get in a band and cover other people's music,
and then you're supposed to do that, so you get
a gig, and I started not being happy about music.
And then one day I said, wait a minute, I
want to write my own music. This is on here.
(10:49):
So I started writing my own music and put the
band together and went out and played a gig and
I'll never forget it. I was at a small club
in Los Angeles and I played and play one of
my songs and I got a standing ovation and I went, yes,
my god, thank you father. You have just validated what
you just talked about. The joy I got a joy
(11:11):
of creating. Isn't that incredible?
Speaker 1 (11:13):
Yes? Yes, yes? And where so look in business and
careers in life, we're told we ought to do these
things all the time. There's so many gurus to attach
yourself to that have this list of autus and checklists
and templates and all of these things. I think personally
(11:35):
now that I am, you know edging towards fifty one
of the wonderful parts of having the maturity to have
gone through an aught to situation like you're talking about
as well with your music career, and then stepping into no, actually,
this is where the joy is. And I can be
paid to be enjoy I can be paid to do
(11:56):
my best work, and in fact, I'm going to be
much better at it. Drop all the autos and I
just get to know myself. Just get to know myself
and bring it out, bring that authentically to the world,
which is your creativity. See it right. Yeah.
Speaker 3 (12:12):
I had a teacher once, a music teacher, and I
came into the lesson one day and I was a
little bummed out. He goes, John, what's up. And he's
like one of the greatest jazz teachers in the world.
He had a waiting list of a year. And I said, well,
I played a gig last night, and I said that
this other piano player went on before me, and he
(12:33):
was so good. Oh my god. Now there is such
a thing as expertise and levels, and he was better
than me as far as his chocks, as we say
in the biz, right. So I came in a little
bummed out. It acted a little bit like a slap
in the face. He's such a great teacher, he goes, Hey, John,
let me just explain something to you. He goes, only
(12:53):
you can play your melody, even if he's better than
you chop wise or technical wise. Only you from your
soul can play your melody. So don't compare yourself. And
it stuck with me so much that I never got
disillusioned again. And I even more went after my inner
(13:16):
world to say, well, what is my melody? And I
had to search And I'm sure you have had similar
things where you had to search what your inner world is.
Speaker 1 (13:24):
Right, Oh, John, that just you're making my heart sing. Honestly,
that is the perfect way to explain. You know, it's
not about it's not about perfection at all. And you
certainly know this as a jazz musician listening to your music.
It's not perfect, but it's magic and it's filled with
(13:46):
emotion and steeped in creative. It as no one else
in the world that can play like you can play.
And I love that. That's the feeling that I think
we all as human beings, and especially as entrepreneurs like
you and I just creative bangs that are call that's
what we should be chasing. That magic.
Speaker 3 (14:06):
Well, that attracted me to I forgot how we hooked up.
It might have been an email or online. Yeah, your
whole concept of what are you the best in the
world at Right when I saw that phrase, I was
thinking about my music at that time, even though I
was in the middle of crossing over to this authory,
and I went, well, there's other people. But then I
(14:28):
got into your concept and you say it in a
different way. What's your micro niche that you you can do?
And it's the same thing with me. Chick Corea or
Herbie Hancock, other great pianists may be able to do
other things that I can't, but you know what, they
can't do what I do, and I had to come
Jesus on that. So now working with you in the
(14:50):
business world, it's the same thing. And I never thought
it could apply to the business world.
Speaker 1 (14:55):
Yeah, it so applies. And that's how we get the
position as an icon that I talk about. It's that
you can position yourself what's the truest thing, that the biggest,
truest thing that you can honestly say to the world
that you are best at. And it's defining that and
then articulating that, and then again this is build a
(15:16):
magical world around it, which is perfect with the you know,
in the music world and the creative world, it makes
perfect sense. But you take that and you apply that
to a business, that's when we get into the land
of the icons.
Speaker 3 (15:28):
Yeah, yeah, yeah, I like that phrase, the land of
the icons. Yeah. The other thing in the music world
is that music artists in general are rebels against the
status quo. We're regularly extreme business people and you've said
this many times. They go on survey Okay, what do
(15:48):
people want? And produce it? And we both know that
that doesn't mean you can't make millions. But I know
where the joy is in that. Like, if I want
to survey all these people, what music do you want
and then take my expertise and create that. What about
me that I'm not the joy of Creer. I'm not
happy anymore, you know, and I realize that as well.
And I'm realizing that. And the same thing. After I
(16:09):
wrote my book and it became a best seller, I
started having people contact me and say, hey, do you
do any mentoring? And it was like, oh, I guess
I could. I guess I couldn't good at it. And
you know, there we are. And that key word is
great magic. The magic it is your soul.
Speaker 1 (16:26):
Is Yeah, it's one hundred percent right. I mean at
the moment where sitting in Taylor Swift's world, right, I
think that this week is Taylor Swift's world, and she
does that magical world thing just so beautifully. I think
it's such a great case study for you know, leading
and innovating and creating from your soul and what serves
(16:46):
you and bringing the joy and then building this magical
world around it. So I love that being able to
take a case study like that and go all right, now,
how do we build a business around this? How do
you take that to your personal brand and older business
around In.
Speaker 3 (17:01):
Other words, you get the magic, then you put the
business around the magic. Right, Yeah, let's survey what what
the magic is and produce it. And to me, that's
backward the one my one teacher that told you about
he goes John, that's a businessman. You're an artist, you're
a rebel against the status quo. You've got a gun.
You need to explore what you're he called it your melody,
(17:21):
whatever your melody is, and then go out and attract
people to your melody. And if you've got a marketing.
Speaker 1 (17:27):
Yeah, yeah, yeah, yeah, that's exactly exactly our model, John,
isn't it. And applying that that vision to a business
is actually how luxury brands have always worked. If you
look at you know, a Chanel or a Rolix, or
you know some of the more heritage brands, like there's
some of the wine brands that have been around for many,
(17:47):
many centuries, they actually always have behaved this way, but
the trends set they're always at the point of end.
They're creating something that's novel and unique and extreme pioneering,
and then behind that all the competitors and the knockoffs
and the blah blah blahs. And as you said, you
can create a great business that way, don't get me wrong.
But for someone who's got extreme levels of expertise and creativity,
(18:12):
creativity and mastery like you and I and you know
there's other icons, that's boring. Is all all get out
to boring? Boring? Boring?
Speaker 3 (18:23):
What do you do? What do you what's your definition
or concept of one's an iconic self or an iconic brand?
Like we know the normal definition of an icon but
how are you using it?
Speaker 1 (18:37):
As we just discussed, Yeah, so I use it to
really anchor someone as the very best in the world
and the only dominant brand in that space. It's it's
the brand. In every niche, there will always be a
number one dominant brand that sets the tone, create the category.
(19:01):
Always is that leading brand that everyone else is looking
to for price, for product, for offers, for positioning. It's
that brand, and so every niche has one. That's what
we're looking for is that? And then really off the
back of that, we're looking to have how can we
(19:21):
create a magical world around that so that you can
continue to innovate and create this commercial what we call
an iconic empire, which is multiple well streams that come
off the back of that, and then of course you
can create IP and all of those nice things that
allow you to scale. So but yes, the definition of
an icon for me is the leading dominant category creation,
(19:44):
the creator in that space that everyone else is following.
That's what we want. How I create.
Speaker 3 (19:50):
That's what you mean by iconic transformation, right? And one yeah,
gos from regular because that story I told you at
the club in the sanset was the beginning of my
iconic transformation to realize that I did have an inner
world that had some value. And I didn't even realize
it until AI had the courage to go after and
(20:11):
write my own stuff. And then God sent me the
standing ovation to like tap me on the show, say
see do you get it now? Kid? Evidence Lazareth has risen? Yes, exactly.
I never looked back since that happened either. In fact,
(20:31):
I can't tell you how many gigs is a quick
little story. Madonna was looking for a new musical director
years ago, about twenty years ago, and that was one
of the most well known guys in LA but I
didn't play too much of that kind of commercial music.
I was more of a jazz and the guy that
was her musical director actually studied from me, so he
(20:56):
called me up and he goes, John, you probably aren't
interested in this, but pays hell with a lot of money,
and you would be great because Madonna needs a musical
director who's really strong. She doesn't want a yes man.
And my first wife at the time, I said, honey,
what do you think She goes, I think you'd probably
die of cancer the first week on tour, and I said, well,
(21:17):
you know what, I'm going to go down and audition
and meet her and if I get the gig, I'll
deal with it. Maybe we write a song together, who knows.
So I went down and all the players in there said, John,
what are you doing? In other words, they thought I
was kind of out of my element out. Yeah. So
I went did the whole thing, and near the end
(21:40):
of the audition, she said, you probably don't know Dick Tracy.
She had an album called Dick Tracy years ago.
Speaker 1 (21:47):
Oh I love that Alpha.
Speaker 3 (21:50):
Yeah, there was a very difficult tune, a boogie woogie tune,
which is really hard. Luckily for me, Pat Leonard the
musical or He goes, look it, nobody has this record yet.
It hasn't even been released. If I were you, i'd
learned this really hard tune in case she wants to
do it at the audition. So I learned it right,
and this is funny. So we get near the end
(22:12):
of the audition and she's a real ego. She's really tough, right,
So she looks at me. She's trying to find a
way to beat me down because I did so good.
She goes, well, Pat, the other guy John probably doesn't
know Dick Tracy right. And I look at her. I'm
right here. You don't need to talk to Pat. I
(22:32):
know it to you. And the whole band went ooh,
like nobody talks the Madonna right. She goes, oh really,
So I kind of out the thing and I started
playing it and we come around for her. She comes
in and she's sitting on a stoole next to me,
and she never came in. So I stopped the band
and I said, what's the deal. She goes, listen, I'm Madonna.
(22:53):
I can come in if I want. I just wanted
to know if you needed it, so hit the funny
part story. The punchline is I in my head, I thought, well,
I probably don't have the gig, so not that I cared. Really,
four days later, I get the call from her manager
and the exact words, and Madonna said, John is the best,
(23:15):
but I think he's overqualified, so let's go with the other.
And then I went, okay, they go with you, So
the story ain't over. Two weeks later, I get a
call back and the other guy didn't work out, So
now she's begging me to do it. At that point,
I had already had that magical no this is not yeah,
and I probably turned down twenty five grand a week
(23:37):
for nine months, and at that riot I could have
used the money. But you know what, two months later
I started a legendary band with Billy she and mister
rock and Roll.
Speaker 1 (23:47):
Yeah.
Speaker 3 (23:48):
I would have never started had I went out on toured.
You know what I mean?
Speaker 1 (23:52):
There, yeah, there you go. That is one of my
favorite all time stories. Done. I loved that story. Thank
you for sharing that with me. You know what, I
was only talking to my husband a couple of days ago.
Really similar type of thing that I think real creative
people who ought to be in that iconic space really
need to hear what you went through with Madonna. There.
(24:14):
You would have been the underling of an icon. Yeah,
that is not your place. And I've struggled to be
an employee on the few occasions that I've gone into
that world and you know, gone to work for someone else.
I really struggle there because I really ought to be
leading and producing and the extreme pioneer and all of
(24:36):
those things that innovator, the creator. So yeah, as much
as I love that story, and I do actually love Madonna,
I am so happy that you turned that down. I
really am, because you you would have been miserable, definitely.
Speaker 3 (24:50):
And it's funny how my first wife at that point knew, right,
you're going to have you're gonna die of cancer or
a plane flight. And a week into that and I
looked at and what do you know, she just knew
me because I'm the kind of crippled in there. Yeah.
I like to do my own thing and fail more
than being successful. Yeah, something else in getting In fact,
(25:11):
I think that would be a good definition of hell,
to get highly paid for something you don't like. Oh
my god, I think that would be such a trap, you.
Speaker 1 (25:18):
Know, absolutely absolutely, I see people doing it every day
of the week and miserable and miserable and miserable. Which
is why stepping into your joy building something selfishly is
actually going to bring you so much. I actually believe
will bring you not just more impact, but it actually,
(25:39):
over time, will bring you more wealth as well. Because
if you're doing something that you really passionately believe in
and it's a legacy piece and it's something that you
just can't wait to put your energy in and you're
flowing in it, you can't help but build wealth with
that mindset. And I know you believe that too. It's
a lot of the work that you take.
Speaker 3 (26:00):
Yeah, just get up in the morning is exciting. If
you're doing something you don't like, I don't even think
you really want to get up. I mean I evenacuate
people around me. If I go to an auto mechanic,
I can tell if that mechanic is literally iconic mechanic,
meaning that he loves it, he loves getting dirty, he
loves working on your car. The guy I had the
(26:21):
deal or the guy at the dealer is just getting
paid forty bucks an hour. I don't even want him
to work on my car. You know what I mean?
Speaker 1 (26:26):
Right there we go. Yeah, I'm sew In sew In.
Speaker 3 (26:32):
Yeah. So I have a concept in my mentoring called
B do have, which fits exactly in your whole concept
of be. You resonate with the desire that you want
to manifest and you become it in your world first,
and a lot of people have it backwards. Have to be. Well,
(26:54):
if I had money, I had this connection, then I
could become somebody. And that's one of the fundamentals of
mine mentoring, and that's what attracted me to what you
do too as well, because I'm amazed at how similar
your whole concept is in a different way apply to
the business world. Amazing how you've managed to do that
(27:17):
in the business world. I don't know if anybody is
doing that.
Speaker 1 (27:21):
Yeah, It's funny. When I first started this business, stown
I had no I was thinking I was building a
branding company where I'd be working with people who you know,
already had pretty good brands, but they really wanted to
go there and I'd create something really extraordinary with them.
That's the concept I had in my head. What I
(27:42):
learned really quickly was that I really did need to
do a lot of mindset shifting with people, get them
to really deeply know themselves, ask very deep questions. For me,
to do a lot of listening, because if we really
do want to get to create something from true joy
(28:02):
and then we've got to, as you say, we've got
to learn who that person is inside of us first
and then be that person before we can go off
and actually create all of the offers and the deals.
And you might be lucky enough to pull one or
two of those things through, but I've learned from dealing
with hundreds, probably that thousands of icons now that it
(28:27):
is exactly as you say, You've got to you've got
to really know it, feel it in your bones. It's
got to be who you are. We call it iconic embodiment.
That that has got to be there first before you're
able to do, you know, these big deals, before you
become the Madonna or the John Novella or whatever it
(28:48):
is that you know, your your iconic presence is. You've
really got to You've really got to be it first.
So I think you're absolutely spot on.
Speaker 3 (28:58):
Yeah, I know, because then that happens from that bee
would be incorrect if that bee isn't exactly like my
teacher said, John, what's your melody? You know, as a musician,
you part of your training is emulation. You copy Great
(29:19):
Chick Korea, Charlie Parker, Herbie, all these people. You learned
from it. But at some point you've got to jump
off that emulation wagon. What's your melody? And initially you
kind of go, well, my melody's not that good. It's
almost like I'm not as good as them. And you've
got to go through all that. So my question to
you is, since you seem so adept at the mindset
(29:42):
part of the whole thing, did you have that naturally
or did you study on the side and get into
philosophy and mindset things and everything seems like you have,
but who knows. You may have organically done it. I
don't know.
Speaker 1 (29:55):
You tell me, yeah, well, actually it's a great question.
I've never been asked this before. But the truth of
the matter is I have never studied at all. And
what I've been very lucky to be around is I've
attracted great people like yourself, and I have worked very
(30:15):
very closely with a handful of some of the world's
best consciousness teachers and spiritual guides and it's through the
work of me positioning them, creating their content, writing their copy,
understanding their market, bringing them to the world that I've gone, oh,
this is really interesting. And that's where most of my
(30:38):
work has really been is in the knowing, the educating
myself about these extraordinary clients that I have the extreme
privilege and honor of being able to do their branding
and their copy and their content and help them build
these extraordinary businesses. So I'm endless curious. I'm like a
(31:01):
sponge and I love diversities. So you know what I
really enjoy about the work that I do is I
can be one day working with the surgeon and the
next day be working on copy for you know, a shaman,
and the next day be working on you know, incredible
a business strategy for someone who's in wealth creation. So
(31:23):
I've been very very very very very lucky that my
education has actually been through my clients and I get
to work with the world's best.
Speaker 3 (31:32):
YEA, working with these great people, it's like you're working
elbuls with these great, extraordinary people and you're helping them
be more extraordinary. So you're learning how they think and
helping them tweak that's amazing.
Speaker 1 (31:48):
Yeah, it's it's a it's a pretty deep honor to
be able to do that. And the fact that I,
again you know, that I'm able to grow and educate
through all of the projects that we work on, is
it's just a cherry on top. Honestly, my personal growth
through the work that I've done in this business is
(32:09):
just been extraordinary.
Speaker 3 (32:12):
I know, I was looking on your website. I wrote
down these five things for people to work with you,
and I really like them. You're already extraordinarying what you
do and we can talk about it. You're ready to
move beyond basic brand deals. You seek sophisticated monetization, beyond sponsorships.
You're prepared to build a legacy not just a business,
(32:33):
and you understand the value of premium positioning. And these
are the kinds of viewpoints and people you like to
work with.
Speaker 1 (32:42):
Expand on that, Yeah, for the audience, Yeah, I love
to work with people who don't want to playbook, as
you and I were just talking about. Where my best
work has been with masters, people who are extraordinary at
what they do. They may not know how to articulate it, yet,
they may not know how to put a bow around it,
(33:04):
and position it and put it out into the market
to create a commercial deal out of it or build
a business around it. But they've got an inner deep
knowing that they are extraordinary and they're willing to continue
to grow because you need to be an innovator to
be in this space, as we've just talked about. So
that's the number one thing that I'm looking for. And
(33:25):
then what I tend to be able to do with
those people When they've got that in a knowing, I
can show them the expanded vision of possibility because I
bring with me so much evidence and so much real
world experience and a deep level of business acumen where
I can say, Okay, this is your dream and this
is your mastery. Here's the expanded vision of possibility. Here's
(33:48):
what I see for you that goes beyond what you
can see for yourself. How does that feel? Is their
joy there? Once we've got to that point, then it's
just a matter of us linking arms and they go
on that journey of you know, being able to put
that incredible creative work and transformative work into the world,
(34:09):
and I can back them from a commercial standpoint, which
is oftentimes the thing that holds real masters back is again.
You know this so well as being such a great creative,
you've got to have that business manager, that person who
can wrap their arms around you, who can see the
evidence of possibility, who can see the red flags, who
(34:29):
can see the commercial deals and be able to anchor
all of that for you while you're doing your best work.
And that's really the best way to kind of describe it.
I think.
Speaker 3 (34:39):
I think that's amazing because I was reading Tony Robbins's
Tony Robbins Rise, and he was back in info days
and he didn't know really what he's doing, but he
ended up getting a business partner that had a lot
of money and they started off an infomercial campaign in flooding,
and Tony started doing that and positioned him and even said,
(35:00):
if that wouldn't have happened, you'd probably just been a
regular life coach and not ever happened. Yeah, yeah, yeah, yeah.
I'm not a fan. I'm not a fan of making money.
Speaker 1 (35:09):
You know.
Speaker 3 (35:10):
Let me take that back. I want to say that
I'm not having to take money. I'd rather be independently
wealthy and just create all day long and release products
and services and create, create. But unfortunately, as an earth
thing here. We have to survive and we have to
do what it takes to do, you know. So yeah, yeah,
(35:30):
you you were you were saying, well, I forgot my
train of thought. You just mentioned something at the end
when you were working with people. Oh so I got
the idea. If you take b do have, you're good
at making. If the guy's already got to be do
have because he must in order to already be successful,
(35:53):
you're showing him an expanded beings in a sense, you're
expanding the benus that they're already at and showing them
the vision of where this bee could be exponentially raised
to hear, I like that idea.
Speaker 1 (36:07):
Yeah, it's so true and more and more as you know,
this business is about eight years old now, John, and
I've been lucky enough to work with a lot of
extraordinary people over that time. A lot of them are
still with me, you know, eight years on. They've been
with me the entire time, which I'm very very proud of.
What the sort of people that I tend to attract
(36:28):
now just to that point, steemed to be out of
cross roads with their existing business and looking for something bigger.
They're frustrated, they're bored, they're watering things down and those
sorts of things, or they've come off an eggs that
they've sold a business and they're now I'm going to
build a legacy. Now I'm ready to do something really extraordinary.
(36:50):
You were lucky enough to have an epiphany and be
guided to that, but a lot of people don't. Necessarily
they're not attuned to it like you were. Whereas you know,
they know there's something there, they know there's something bigger,
they're just not quite sure how to do it. They
want to skip the line, they want to do it properly,
and they want to build something that's impactful. I often
(37:11):
talk about this idea of you know, if if I
had to ask you, what do you want to be
known for three generations from now? It's a big question.
But if we start with something like that, that's the
kind of person. I don't know what the steps are.
I don't have a roadmap, I don't need a script
or a template that I've got a knowingness that there's
(37:32):
there's something big here that's bigger than me, and three
generations from now, people are going to still be talking
about John Devello. That's that's what I'm looking for that
belief system and that inner knowing that there's something extraordinary there.
Then we get a pathway. We've got a worthway together.
Speaker 3 (37:48):
Even though I had that epiphany that was in music,
and here I am getting in my twilight years, I'm
still younger.
Speaker 1 (37:55):
I you are young guy. What are you talking about? Twilight?
Speaker 3 (37:58):
I remember when COVID hit, we were about to go
on another tour and down deep inside it and say
this to anybody, but necessarily myself, I said, oh God,
I'm going to write another CD and I'm going to
go out and tour and we're going to have a
great time, and the CD is going to be acclaimed
and standing. It was almost like if you had climbed
Mount Everest and all the highest mountains in the world,
(38:21):
you didn't necessarily want. Something is bigger inside me. And
then I ended up writing this book The Architect, almost
like as a labor of love for my own set.
And then when I realized it, it became an Amazon and
I went, oh, there is something bigger. So almost like
you just said, I think you used the word an exit.
(38:42):
I didn't caustively make a decision to exit the music
business because I'm going to keep that there as my
stepping stone, resume and use it because of the book.
The same thing happened with what happened in my epiphany
about writing my own music, went oh, I have value
another Ara. This is a whole repositioning. It's a very
(39:03):
whole new game, you know what I mean?
Speaker 1 (39:06):
Yeah, totally, totally, totally and I love that, you know,
building out almost architecting a legacy is what that is.
That feels to me. I mean, what an honor that
I get to do.
Speaker 3 (39:17):
That.
Speaker 1 (39:17):
I am endlessly grateful for the work that I get
to do and the people that I get to hang around,
like yourself, who are just brilliant and I get to,
you know, go there with you step by step? What
is this massive dream? And how can we architect this
legacy and put this together? Well, it's just brilliant.
Speaker 3 (39:35):
Well there you are using my word architect.
Speaker 1 (39:38):
I am. I am that the word. It's perfect.
Speaker 3 (39:41):
It's the perfect word. And h yeah, yeah, it's so
exciting and I'm a firm believer. Have you ever read
the book by James Redfield. It's a fiction book, but
it's got a lot of spiritual stuff in it. Stil
Stained prophecy.
Speaker 1 (39:57):
I have not know.
Speaker 3 (39:58):
It's amazing fictional book book about a guy who was
born entrepreneur in Philly and he heard that in the
mountains of Peru there was some spiritual insights, and since
he was bored, he decides to go there and he
ends up uncovering seven or eight amazing fundamental spiritual insights
and one of them made the concept of synchronicity. And
(40:19):
one should pay attention to synchronicity. And every person that
I've met in my life that's been the case. And
I remember when we first well before you knew of me,
I had known you and went to your website so
I'd reading all about it and I went, hmm, yeah,
I'm to be working with her. And then I didn't
(40:41):
fight it. I was just busy doing and all of
a sudden you I'd get an email or a reminder
and I went, so, it's to me so amazing and
sarenipity and a synchronicity. And then here I am with
my own podcast that I rave and tried, and here
you are is a get. I mean, you just can't
make that stuff up. It's not an act.
Speaker 1 (41:00):
Yeah like that, it's absolutely not. I love synchronicities, and
I'm a big believer in that as well, and I
see them every day of the week and the work
that I do and the life that I'm leading, and
it just the world is an endlessly magical place if
you let it be.
Speaker 3 (41:18):
Absolutely it's fantastic. If you almost have to say to
yourself that you are blessed, and there you shall be.
You know, yeah, you're not blessed and the world's against you,
then so shall that be? You know, a broke which
is write two times every day anyway, so you might
as well just you know, there was another phrase that
(41:40):
came up I was reading, explain to my audience what
you mean by elite ecosystem.
Speaker 1 (41:49):
Okay, great, So what we do, my fundamental business strategy
for people who have this step level of mastery is
that we started top and we work our way down.
Speaker 3 (42:01):
So that's a that's what got work top down because
I was always trained, you know, I talked about it.
You got to build, build, build build, and that is
so frustrating to me.
Speaker 1 (42:17):
Right, So that's exactly right. So a standard, what we
call a mainstream business strategy is you start from the
top and you work your way up. It's an ascending
business strategy where you build an audience, You ask your
audience what they want. You then create what your audience wants,
and then you.
Speaker 3 (42:34):
Incrementally work you out.
Speaker 1 (42:38):
Yeah, but a descending business model, which is what again,
luxury businesses do this. I didn't make this up, but
they start at the top and they work their way down.
So the core philosophy is that if you start at
the top and you work with when you're an absolute master,
you work with a core few incredible clients. And this
can be B two C B to be. It can
(42:59):
be across any any industry, any vertical that you want to.
You know, give me the example of it works there everywhere.
You work with some people at the very highest level,
and I've got clients that are working at a million
dollars plus per transaction, so they've got four to six
clients that they're working with at that level. Then from
there and that could be one hundred k five oun Okay,
(43:22):
whatever it is, but you get my drift. It's it's
a big amount of money with a really impactful person
or company. Then what we do is we develop our
ip there, we developed the stories, we develop the social proof.
Then we can scale down. And so this idea of
building out this elite ecosystem really talks to this idea
(43:45):
of okay, we'll start at the top with private clients.
You skip the skip the you know, skip the line,
because you are brilliant at what you do, and you
know how to position at that at that you know level,
work with people there, build out these stories. Then we
can take that IP and we can descend. So you
still get to scale your business. You still get to
(44:07):
have what we call these multiple well streams to build
out and iconic empire. You can still have a massive
fan base, you can still be famous if that's something
that drives you. You can still license or your IP,
and you can have your best selling book and all
of those things. But we start at the top and
work our way down. So that's the ecosystem that I'm
(44:28):
talking about. Every business that I've built since my first one,
which was a typical mainstream business, every business I've built
since then has worked with this top down philosophy, and
it just allows you to skip the line. And it
really plays into this building a business from joy, working
with fewer people, hyperniching, and then building great margins and
(44:51):
then you can find endless commercial opportunities to then descend
and build out as I say, this elite ecosystem that
you're pointing to there, which we call the iconic ampign.
Speaker 3 (45:02):
I love that. That's what attracted me first, if I recall,
was that whole concept and I had that. There's a
band that I have. We haven't played since COVID, but
it's a very legendary fusion. I don't know what fusion
music is, more of a fusion of contemporary jazz, and
it's instrumental music, and it's very niche, and it's very
(45:23):
connoisury gonna have a big market like rap or country
and billy She and this legendary rock and roll base player.
We got together and we did the Joy of Crew.
We just wrote music we liked. It was all instrumental,
and when we're done with one song, we played it
for some record label people that I know. And here's
what the initial survey was, Well, you don't have a singer,
(45:47):
you don't have a guitar player. It's never going to work.
That's not commercial enough. And it was the funniest thy
Me and him looked at each other and I said,
you know what I think we got something here because
they were trying to put there's thumb on us, And
first of all, I'm Italian and I never let that happen.
And second of all, that must mean we got something there.
(46:08):
So we finished the whole album ourselves been about thirty
grand did the whole album instrumental, no vocalist, no guitar,
and I said, you know an idea, Chick Coreau rest
his soul was one of the greatest jazz genis that
ever lived. He passed away three years ago. I knew
him because I had worked with him, so I called
him up. I said, he'd Chick, I've got a new
project and I'd just like to send it to you.
(46:32):
So we went at coffee. There's the coffee, right, Yes.
I gave him the CD and he goes, John, I
love this. This is incredible, it's unique, it's different. And
he signed us to his record label and I didn't
even know he had a record label. So there's one
(46:52):
of those things again. And that was the band that
I created after turning down Madonna. Isn't that wild?
Speaker 1 (47:00):
I'm amazing and like filled with synchronicity? Is that whole story?
Isn't it build with them?
Speaker 3 (47:06):
Beautiful listen, it's so fantastic talking to you. What would
you like to say to not just because I know
you specialize in entrepreneur in the business world, but since
the name of podcast is as within as without and
the business to help people realize that their inner world
(47:26):
is important and they shouldn't have some research to find
out that intuition, which I help them with in my
mentoring and yeah, so they can create a better out
of world, which of course creates a better planet. So
what would you want to say to our subscribers on
that theme?
Speaker 1 (47:45):
Yeah, I think John's work is very, very important because
it is about connecting to who you really are, your
that essence of who you are, and connecting to your intuition,
learning to block out the noise, remove the impedis, get
a clean space, and really learn who you are. That
to me is just such an important function for all
(48:07):
of us to learn as human beings, and unfortunately, I
feel like it comes way too late for so many people.
You know, it took me a long, long, long time
to realize just how important that was as I was
trying to race around the world and win every winner
all the time. So I think I think that would
be my number one priority is find yourself white space
(48:30):
and the purity of thought, to really connect into who
you are. Then from there, find that joy and have
the courage to go. You know, I was just talking
to another one of my clients who she's got these
viral posts that are going around at the moment where
she's dancing in gyms. Every gym she goes to, she
just dances and people just look at her like she's
(48:52):
a crazy person. But that's just that's just who she is.
And she's just saying it's endlessly comical to her that
people are so intimidated, and you know, like, oh, who
is this woman? Isn't she mad? This is a bit crazy?
But she's like, I'm being exactly who I am, and
it's ridiculously attractive, and she's joyful, and she's been just
(49:17):
just in her joys and building this amazing business. I think, John,
you leave your life that way as well. I live
my life that way as well. I'd love to think
that hopefully our conversation today is opening, cracking open a
few people and they're going to, you know, really be
inspired to live their life with absolute joy.
Speaker 3 (49:35):
That's the whole purpose of the podcast. Yeah, I just
got a yeah, I better say this idea so you
know I said it in case I forget it because
you say that unfortunately it happens too late in life.
And I thought, wow, yeah, I just got to doing
an animation for kids about how important because we know
kids inner world is, that's where they live imagination, and
(49:59):
then they usually their imagination starts getting beat down by
that charitine and by the outside world. But imagine if
you're cool in kindergarten, first grade and all that stuff,
they had this kind of mindset philosophy in an animation. Yeah,
that's one of my next problems.
Speaker 1 (50:15):
Oh, I absolutely, fully, fully agree. I know my mom
would too. My mum was an art teacher for little kids,
and I mean being in creativity to little kids and
allowing them just to be in their joy and just
create and have fun. I mean, come on, I'm with you.
I'm with you, Katherine.
Speaker 3 (50:35):
If people want to get a hold of you, just
so I have it recorded, you tell the listener where
to get a hold of you, your website. I'll put
it in the notes as well, but go ahead and
say it.
Speaker 1 (50:47):
Absolutely love you to check us out at Iconicempire. Dot
com and you can also find out a little bit
more about May at Katherineport dot com.
Speaker 3 (50:56):
Fantastic, Catherine, thank you so much. It was such a
prisent and honor to have a good time talking with
you like this. And if you want to stay on
the line a second, we can just wrap it up.
But let me just say my little coda here and
then I'll stop the recording. So anyway, thanks to Catherine
pour it luxury iconic. You know to me, you should
(51:18):
have the PhD. In the inner world creates the outer.
Speaker 1 (51:23):
Thanks, I'll take that. I'll take good.
Speaker 3 (51:26):
So thank you subscribers and all you new people. And
remember I really enjoy your feedback. So you can email
me at John at johnnovelloauthor dot com and or get
the details of my one on one mentor program at
johndovelloauthor dot com. And until next week, flourish It's your destiny.
(51:47):
Jon Novello, the Jazz Philosopher, Over and out.
Speaker 2 (51:50):
This concludes this week's podcast with the jazz philosopher John Novello.
To learn more about John, visit his website at novelloauthor
dot com or to schedule a one on one consultation
with John visit go dot John novelloauthor dot com, Forward
Slash Register, See you next week.
You're listening to the Law of Attraction Radio Network.
Speaker 2 (00:06):
Welcome to Manifesting your dreams. Join renowned Grammy Award winner,
jazz pianist and Amazon number one best selling author John Novello.
Each week as he uncovers the secrets of the Invisible Architect,
the quantum intelligent energy that permeates everything even us, discover
how to tap into this inner power to use it
(00:28):
to design the perfect life you deserve. The Invisible Architect
as Within So Without is your guide to achieving your
dream life. And now here's your host, the jazz philosopher
John Novello.
Speaker 3 (00:43):
All right, everybody, Hey, listen, it's John Novello here, the
Jazz Philosopher. By the way, I didn't give myself that name,
but since I've had an extensive, blessed background in jazz
and I've written a couple of metaphysical philosophy books, somebody
gave me that name, so I guess with it, and
I'm starting to actually like it now because it makes sense.
(01:03):
So anyway, welcome to my Invisible Architect As Within Without
weekly radio podcast on the incredible Law of Attraction Radio Network,
which I'm really excited in honored to be a part
of because I never thought I would actually have my
own radio podcast, because I didn't go after it. Somebody
asked me to do it, and I actually pushed back
(01:23):
and protested for about five months. I don't want to
do this every week, and I'm not into this, But
now I'm enjoying it. I've been meeting a lot of
incredible guests, so I'm really excited to be part of
this network. You know, the first part of my life
has been inspiring others through my God given musical talent.
But I never I really never figured in my twilve
years i'd be helping others as an elite personal and
(01:45):
spiritual mentor serving the creator, who I've named the Invisible Architect.
See my book on Amazon called The Invisible Architect for
the details how to design your perfect Life from within
for the details of the story. And my vision is
to significantly transform the quality of your life by raising
your mindset frequency towards the invisual architect God frequency. Because
(02:10):
once that happens, everything starts falling into place. So welcome
back to all subscribers, especially a Bill. Welcome to all
new ones to the as Within Without Radio podcast, which
is all about how our inner world. Our thoughts and
beliefs create our outer world. For more information on this philosophy,
(02:32):
you can go to my website, which we'll talk about later.
But each week I feature incredibly interesting guests who have
had the courage and personal integrity to discover their inner
world or, as the next guest states, their iconic self,
not only did she achieve her inner world, but now
she helps others. And I've been working with her, and
(02:55):
I think she is the epitome of clarifying one's inner
world and getting to manifest in the outer world. I
think she's the perfect guest. After selling her multimillion dollar
lifestyle company, she made the very deliberate decision to create
her next company from pure Joy. Good for you, because
(03:15):
that's how I've always operated pure Joy, and if it's
not Pure Joy, I always run away from it, and
it usually meant losing a lot of money, but happy
right anyway, She elected to work with a select few
brands on their luxury style website and branding projects. This
morphed quickly into the leading agency representing iconic brands globally
(03:38):
in their quest to not only brand as an icon
but sell luxury offers and deals. As well as create
iconic connections. She has become the leading expert on iconic
brands globally and is highly sought after as a speaker
media personality on luxury and personal brand strategies and iconic
(03:58):
marketing campaigns. Through her work, she has created icons, iconic empires,
and iconic brands that you know and love. She works
with a small group of hand selected clients and if
you are invited into her world, you join her clients
who have formed a unique and rich global bond, which
is almost as special as the work that she does. Anyway,
(04:21):
Catherine or It Welcome to the as Within Without Radio podcast.
I'm so excited that you're here.
Speaker 1 (04:29):
Oh John, I'm so honored to be here with you.
I'm loving the work that we're doing together. I absolutely
adore you, and I love that you've asked me to
be here today. It's a real honor. Thank you.
Speaker 3 (04:39):
I'm so glad you accepted. It was one of those things,
you know, how we talk about in the working together,
how you become your icon and you're the peer and
you don't think less of yourself or anything. But I
must admit I went, oh, she's too busy, and she
probably wouldn't do this because she does this for she
does this with other people, she won't be I did.
(05:00):
I went through all that and then one.
Speaker 1 (05:02):
Day, wow, yeah today sunshine.
Speaker 3 (05:06):
Yeah. Well but then then what we had one of
our sessions and here I am the guy that wrote
the book on mindset, right, so I'm going, what are
you doing? John? Are you out of your mind? And
then we had a session and you were doing your
thing which is so brilliant, and it was like it
beat me up without even trying. I said, what am
I doing? So I just got on the things send
it to carry and you said yes, and I said,
(05:27):
all right, fantastic.
Speaker 1 (05:28):
So anyway, immediate, immediately, Yes.
Speaker 3 (05:31):
Yeah, I'm interested. Although I know a little bit about
your story how you got going from just the regular
beautiful person you are into your mainstream business and into
this area because you had to do exactly what this
podcast is about, as within without you had to discover
(05:52):
your iconic self and clarify it and then have the
courage to go after it let alone help others. So
tell us that.
Speaker 1 (05:59):
Yeah, so lot, Look, long story short. I'm sure you
can hear from my accent. I'm Australian and I grew
up in a really beautiful town in Australia, very very
small town, just near Byron Bay, which is where the
Hemsworths now live, and you know, zac Efron and all
the Hollywoods upon us near in my hometown. So very
(06:21):
small town, really lovely parents like just I couldn't very
vanilla upbringing. So just a really safe place to live
and learn and play and have fun in all of
those things. So I grew up thinking that the world
was full of possibilities. I was very very lucky to
(06:42):
be in an environment where, you know, in Australia, I
think we tend to have to think big. You know,
we play bigger than you know that we really deserve to,
because we're just such a tiny little country. Really We've
got only the same population as California. So I think
that breeds a lot of creativity, a lot of innovation.
(07:03):
If we want to be seen, then we've got to
be you know, we've got to jump up and down
and from you know, from down in the back quarters.
And I think that's been on my side the whole way.
I also have a lot of evidence in front of
me of entrepreneurship. My dad ran a good, solid business,
my grandfather, my uncle's. You know, I've got a lot
(07:26):
of evidence of entrepreneurship in my family. So I started
my first business John when I was about twenty years
ago now, And I know precisely because I convinced my
diplomat husband, who's very risk averse, that I would start
this business when I was on maternity leave with our
first baby, Penny, who's just about to turn twenty in
(07:47):
about twenty days time. So yeah, and so I was
going to give this a crack for twelve months and
see how we go. I knew nothing that was a
good thing for your first business. I think it's not
about thing just to be full of bullish behavior, just
getting out there and giving things a crack and just
seeing where things land. Look, that did become a very
(08:08):
large business, but because I didn't know what I was doing,
I really was flying by the steed of my pants.
And the growth had a lot to do with luck
and a lot to do with real, big, big work,
lots of work, very strong work, ethic, worked very very hard.
Nothing stands in my way, So I just really went
for it. I remember very clearly, nine and a half
(08:30):
years into that business, my kids had grown up in it.
My husband had been incredibly helpful through the whole journey
as well, and I just thought, gosh, the fund's not
in this anymore. I remember the moment just exactly to
you know, the way that you talk about methodology and
really understanding so with your methodology, really understanding yourself and
(08:52):
listening to those voices. I really paid attention in that moment,
and that's when we decided to exit that business. I
was lucky enough to sell it, and then I really
made a very deliberate decision. And I think in my journey,
this is the biggest This is the one thing that
I want people to really listen to is I made
(09:15):
the deliberate decision to create a selfish business. And I
don't mean selfish as in loaded and arrogant and awful
and all of those types of things. I mean what
really brings me joy, Not what the market is telling
me to do, not what my competition is telling me
that there's this, you know, this little opportunity in the
(09:37):
market and I need to feel that. But actually what
brings me joy? And then how do I create a
business around that. I've successfully done that, and now that's
really the heart and soul of what I do is
teach people to connect to that. Where is the joy,
where is the flow? What is this mastery that you
can bring to the world, and then let's build a
business around it, rather than where's there an opportunity, We'll
(10:00):
connect you to it, which is where the boring businesses
come from. Sorry, I like the story.
Speaker 3 (10:06):
Yeah, i'd say something in the music business that I started,
the same thing happened. You know. The music business part
one is just trying to master your instrument. That's crazy,
just practically six hours a day for years and years
and years and paying to play and not knowing if
you're going to make any money. And I've always had
this intrinsic voice that I can't play music that I
(10:29):
don't like. I could play anything. I started. Yeah, I
remember I was in a club, and you know, you're
supposed to get in a band and cover other people's music,
and then you're supposed to do that, so you get
a gig, and I started not being happy about music.
And then one day I said, wait a minute, I
want to write my own music. This is on here.
(10:49):
So I started writing my own music and put the
band together and went out and played a gig and
I'll never forget it. I was at a small club
in Los Angeles and I played and play one of
my songs and I got a standing ovation and I went, yes,
my god, thank you father. You have just validated what
you just talked about. The joy I got a joy
(11:11):
of creating. Isn't that incredible?
Speaker 1 (11:13):
Yes? Yes, yes? And where so look in business and
careers in life, we're told we ought to do these
things all the time. There's so many gurus to attach
yourself to that have this list of autus and checklists
and templates and all of these things. I think personally
(11:35):
now that I am, you know edging towards fifty one
of the wonderful parts of having the maturity to have
gone through an aught to situation like you're talking about
as well with your music career, and then stepping into no, actually,
this is where the joy is. And I can be
paid to be enjoy I can be paid to do
(11:56):
my best work, and in fact, I'm going to be
much better at it. Drop all the autos and I
just get to know myself. Just get to know myself
and bring it out, bring that authentically to the world,
which is your creativity. See it right. Yeah.
Speaker 3 (12:12):
I had a teacher once, a music teacher, and I
came into the lesson one day and I was a
little bummed out. He goes, John, what's up. And he's
like one of the greatest jazz teachers in the world.
He had a waiting list of a year. And I said, well,
I played a gig last night, and I said that
this other piano player went on before me, and he
(12:33):
was so good. Oh my god. Now there is such
a thing as expertise and levels, and he was better
than me as far as his chocks, as we say
in the biz, right. So I came in a little
bummed out. It acted a little bit like a slap
in the face. He's such a great teacher, he goes, Hey, John,
let me just explain something to you. He goes, only
(12:53):
you can play your melody, even if he's better than
you chop wise or technical wise. Only you from your
soul can play your melody. So don't compare yourself. And
it stuck with me so much that I never got
disillusioned again. And I even more went after my inner
(13:16):
world to say, well, what is my melody? And I
had to search And I'm sure you have had similar
things where you had to search what your inner world is.
Speaker 1 (13:24):
Right, Oh, John, that just you're making my heart sing. Honestly,
that is the perfect way to explain. You know, it's
not about it's not about perfection at all. And you
certainly know this as a jazz musician listening to your music.
It's not perfect, but it's magic and it's filled with
(13:46):
emotion and steeped in creative. It as no one else
in the world that can play like you can play.
And I love that. That's the feeling that I think
we all as human beings, and especially as entrepreneurs like
you and I just creative bangs that are call that's
what we should be chasing. That magic.
Speaker 3 (14:06):
Well, that attracted me to I forgot how we hooked up.
It might have been an email or online. Yeah, your
whole concept of what are you the best in the
world at Right when I saw that phrase, I was
thinking about my music at that time, even though I
was in the middle of crossing over to this authory,
and I went, well, there's other people. But then I
(14:28):
got into your concept and you say it in a
different way. What's your micro niche that you you can do?
And it's the same thing with me. Chick Corea or
Herbie Hancock, other great pianists may be able to do
other things that I can't, but you know what, they
can't do what I do, and I had to come
Jesus on that. So now working with you in the
(14:50):
business world, it's the same thing. And I never thought
it could apply to the business world.
Speaker 1 (14:55):
Yeah, it so applies. And that's how we get the
position as an icon that I talk about. It's that
you can position yourself what's the truest thing, that the biggest,
truest thing that you can honestly say to the world
that you are best at. And it's defining that and
then articulating that, and then again this is build a
(15:16):
magical world around it, which is perfect with the you know,
in the music world and the creative world, it makes
perfect sense. But you take that and you apply that
to a business, that's when we get into the land
of the icons.
Speaker 3 (15:28):
Yeah, yeah, yeah, I like that phrase, the land of
the icons. Yeah. The other thing in the music world
is that music artists in general are rebels against the
status quo. We're regularly extreme business people and you've said
this many times. They go on survey Okay, what do
(15:48):
people want? And produce it? And we both know that
that doesn't mean you can't make millions. But I know
where the joy is in that. Like, if I want
to survey all these people, what music do you want
and then take my expertise and create that. What about
me that I'm not the joy of Creer. I'm not
happy anymore, you know, and I realize that as well.
And I'm realizing that. And the same thing. After I
(16:09):
wrote my book and it became a best seller, I
started having people contact me and say, hey, do you
do any mentoring? And it was like, oh, I guess
I could. I guess I couldn't good at it. And
you know, there we are. And that key word is
great magic. The magic it is your soul.
Speaker 1 (16:26):
Is Yeah, it's one hundred percent right. I mean at
the moment where sitting in Taylor Swift's world, right, I
think that this week is Taylor Swift's world, and she
does that magical world thing just so beautifully. I think
it's such a great case study for you know, leading
and innovating and creating from your soul and what serves
(16:46):
you and bringing the joy and then building this magical
world around it. So I love that being able to
take a case study like that and go all right, now,
how do we build a business around this? How do
you take that to your personal brand and older business
around In.
Speaker 3 (17:01):
Other words, you get the magic, then you put the
business around the magic. Right, Yeah, let's survey what what
the magic is and produce it. And to me, that's
backward the one my one teacher that told you about
he goes John, that's a businessman. You're an artist, you're
a rebel against the status quo. You've got a gun.
You need to explore what you're he called it your melody,
(17:21):
whatever your melody is, and then go out and attract
people to your melody. And if you've got a marketing.
Speaker 1 (17:27):
Yeah, yeah, yeah, yeah, that's exactly exactly our model, John,
isn't it. And applying that that vision to a business
is actually how luxury brands have always worked. If you
look at you know, a Chanel or a Rolix, or
you know some of the more heritage brands, like there's
some of the wine brands that have been around for many,
(17:47):
many centuries, they actually always have behaved this way, but
the trends set they're always at the point of end.
They're creating something that's novel and unique and extreme pioneering,
and then behind that all the competitors and the knockoffs
and the blah blah blahs. And as you said, you
can create a great business that way, don't get me wrong.
But for someone who's got extreme levels of expertise and creativity,
(18:12):
creativity and mastery like you and I and you know
there's other icons, that's boring. Is all all get out
to boring? Boring? Boring?
Speaker 3 (18:23):
What do you do? What do you what's your definition
or concept of one's an iconic self or an iconic brand?
Like we know the normal definition of an icon but
how are you using it?
Speaker 1 (18:37):
As we just discussed, Yeah, so I use it to
really anchor someone as the very best in the world
and the only dominant brand in that space. It's it's
the brand. In every niche, there will always be a
number one dominant brand that sets the tone, create the category.
(19:01):
Always is that leading brand that everyone else is looking
to for price, for product, for offers, for positioning. It's
that brand, and so every niche has one. That's what
we're looking for is that? And then really off the
back of that, we're looking to have how can we
(19:21):
create a magical world around that so that you can
continue to innovate and create this commercial what we call
an iconic empire, which is multiple well streams that come
off the back of that, and then of course you
can create IP and all of those nice things that
allow you to scale. So but yes, the definition of
an icon for me is the leading dominant category creation,
(19:44):
the creator in that space that everyone else is following.
That's what we want. How I create.
Speaker 3 (19:50):
That's what you mean by iconic transformation, right? And one yeah,
gos from regular because that story I told you at
the club in the sanset was the beginning of my
iconic transformation to realize that I did have an inner
world that had some value. And I didn't even realize
it until AI had the courage to go after and
(20:11):
write my own stuff. And then God sent me the
standing ovation to like tap me on the show, say
see do you get it now? Kid? Evidence Lazareth has risen? Yes, exactly.
I never looked back since that happened either. In fact,
(20:31):
I can't tell you how many gigs is a quick
little story. Madonna was looking for a new musical director
years ago, about twenty years ago, and that was one
of the most well known guys in LA but I
didn't play too much of that kind of commercial music.
I was more of a jazz and the guy that
was her musical director actually studied from me, so he
(20:56):
called me up and he goes, John, you probably aren't
interested in this, but pays hell with a lot of money,
and you would be great because Madonna needs a musical
director who's really strong. She doesn't want a yes man.
And my first wife at the time, I said, honey,
what do you think She goes, I think you'd probably
die of cancer the first week on tour, and I said, well,
(21:17):
you know what, I'm going to go down and audition
and meet her and if I get the gig, I'll
deal with it. Maybe we write a song together, who knows.
So I went down and all the players in there said, John,
what are you doing? In other words, they thought I
was kind of out of my element out. Yeah. So
I went did the whole thing, and near the end
(21:40):
of the audition, she said, you probably don't know Dick Tracy.
She had an album called Dick Tracy years ago.
Speaker 1 (21:47):
Oh I love that Alpha.
Speaker 3 (21:50):
Yeah, there was a very difficult tune, a boogie woogie tune,
which is really hard. Luckily for me, Pat Leonard the
musical or He goes, look it, nobody has this record yet.
It hasn't even been released. If I were you, i'd
learned this really hard tune in case she wants to
do it at the audition. So I learned it right,
and this is funny. So we get near the end
(22:12):
of the audition and she's a real ego. She's really tough, right,
So she looks at me. She's trying to find a
way to beat me down because I did so good.
She goes, well, Pat, the other guy John probably doesn't
know Dick Tracy right. And I look at her. I'm
right here. You don't need to talk to Pat. I
(22:32):
know it to you. And the whole band went ooh,
like nobody talks the Madonna right. She goes, oh really,
So I kind of out the thing and I started
playing it and we come around for her. She comes
in and she's sitting on a stoole next to me,
and she never came in. So I stopped the band
and I said, what's the deal. She goes, listen, I'm Madonna.
(22:53):
I can come in if I want. I just wanted
to know if you needed it, so hit the funny
part story. The punchline is I in my head, I thought, well,
I probably don't have the gig, so not that I cared. Really,
four days later, I get the call from her manager
and the exact words, and Madonna said, John is the best,
(23:15):
but I think he's overqualified, so let's go with the other.
And then I went, okay, they go with you, So
the story ain't over. Two weeks later, I get a
call back and the other guy didn't work out, So
now she's begging me to do it. At that point,
I had already had that magical no this is not yeah,
and I probably turned down twenty five grand a week
(23:37):
for nine months, and at that riot I could have
used the money. But you know what, two months later
I started a legendary band with Billy she and mister
rock and Roll.
Speaker 1 (23:47):
Yeah.
Speaker 3 (23:48):
I would have never started had I went out on toured.
You know what I mean?
Speaker 1 (23:52):
There, yeah, there you go. That is one of my
favorite all time stories. Done. I loved that story. Thank
you for sharing that with me. You know what, I
was only talking to my husband a couple of days ago.
Really similar type of thing that I think real creative
people who ought to be in that iconic space really
need to hear what you went through with Madonna. There.
(24:14):
You would have been the underling of an icon. Yeah,
that is not your place. And I've struggled to be
an employee on the few occasions that I've gone into
that world and you know, gone to work for someone else.
I really struggle there because I really ought to be
leading and producing and the extreme pioneer and all of
(24:36):
those things that innovator, the creator. So yeah, as much
as I love that story, and I do actually love Madonna,
I am so happy that you turned that down. I
really am, because you you would have been miserable, definitely.
Speaker 3 (24:50):
And it's funny how my first wife at that point knew, right,
you're going to have you're gonna die of cancer or
a plane flight. And a week into that and I
looked at and what do you know, she just knew
me because I'm the kind of crippled in there. Yeah.
I like to do my own thing and fail more
than being successful. Yeah, something else in getting In fact,
(25:11):
I think that would be a good definition of hell,
to get highly paid for something you don't like. Oh
my god, I think that would be such a trap, you.
Speaker 1 (25:18):
Know, absolutely absolutely, I see people doing it every day
of the week and miserable and miserable and miserable. Which
is why stepping into your joy building something selfishly is
actually going to bring you so much. I actually believe
will bring you not just more impact, but it actually,
(25:39):
over time, will bring you more wealth as well. Because
if you're doing something that you really passionately believe in
and it's a legacy piece and it's something that you
just can't wait to put your energy in and you're
flowing in it, you can't help but build wealth with
that mindset. And I know you believe that too. It's
a lot of the work that you take.
Speaker 3 (26:00):
Yeah, just get up in the morning is exciting. If
you're doing something you don't like, I don't even think
you really want to get up. I mean I evenacuate
people around me. If I go to an auto mechanic,
I can tell if that mechanic is literally iconic mechanic,
meaning that he loves it, he loves getting dirty, he
loves working on your car. The guy I had the
(26:21):
deal or the guy at the dealer is just getting
paid forty bucks an hour. I don't even want him
to work on my car. You know what I mean?
Speaker 1 (26:26):
Right there we go. Yeah, I'm sew In sew In.
Speaker 3 (26:32):
Yeah. So I have a concept in my mentoring called
B do have, which fits exactly in your whole concept
of be. You resonate with the desire that you want
to manifest and you become it in your world first,
and a lot of people have it backwards. Have to be. Well,
(26:54):
if I had money, I had this connection, then I
could become somebody. And that's one of the fundamentals of
mine mentoring, and that's what attracted me to what you
do too as well, because I'm amazed at how similar
your whole concept is in a different way apply to
the business world. Amazing how you've managed to do that
(27:17):
in the business world. I don't know if anybody is
doing that.
Speaker 1 (27:21):
Yeah, It's funny. When I first started this business, stown
I had no I was thinking I was building a
branding company where I'd be working with people who you know,
already had pretty good brands, but they really wanted to
go there and I'd create something really extraordinary with them.
That's the concept I had in my head. What I
(27:42):
learned really quickly was that I really did need to
do a lot of mindset shifting with people, get them
to really deeply know themselves, ask very deep questions. For me,
to do a lot of listening, because if we really
do want to get to create something from true joy
(28:02):
and then we've got to, as you say, we've got
to learn who that person is inside of us first
and then be that person before we can go off
and actually create all of the offers and the deals.
And you might be lucky enough to pull one or
two of those things through, but I've learned from dealing
with hundreds, probably that thousands of icons now that it
(28:27):
is exactly as you say, You've got to you've got
to really know it, feel it in your bones. It's
got to be who you are. We call it iconic embodiment.
That that has got to be there first before you're
able to do, you know, these big deals, before you
become the Madonna or the John Novella or whatever it
(28:48):
is that you know, your your iconic presence is. You've
really got to You've really got to be it first.
So I think you're absolutely spot on.
Speaker 3 (28:58):
Yeah, I know, because then that happens from that bee
would be incorrect if that bee isn't exactly like my
teacher said, John, what's your melody? You know, as a musician,
you part of your training is emulation. You copy Great
(29:19):
Chick Korea, Charlie Parker, Herbie, all these people. You learned
from it. But at some point you've got to jump
off that emulation wagon. What's your melody? And initially you
kind of go, well, my melody's not that good. It's
almost like I'm not as good as them. And you've
got to go through all that. So my question to
you is, since you seem so adept at the mindset
(29:42):
part of the whole thing, did you have that naturally
or did you study on the side and get into
philosophy and mindset things and everything seems like you have,
but who knows. You may have organically done it. I
don't know.
Speaker 1 (29:55):
You tell me, yeah, well, actually it's a great question.
I've never been asked this before. But the truth of
the matter is I have never studied at all. And
what I've been very lucky to be around is I've
attracted great people like yourself, and I have worked very
(30:15):
very closely with a handful of some of the world's
best consciousness teachers and spiritual guides and it's through the
work of me positioning them, creating their content, writing their copy,
understanding their market, bringing them to the world that I've gone, oh,
this is really interesting. And that's where most of my
(30:38):
work has really been is in the knowing, the educating
myself about these extraordinary clients that I have the extreme
privilege and honor of being able to do their branding
and their copy and their content and help them build
these extraordinary businesses. So I'm endless curious. I'm like a
(31:01):
sponge and I love diversities. So you know what I
really enjoy about the work that I do is I
can be one day working with the surgeon and the
next day be working on copy for you know, a shaman,
and the next day be working on you know, incredible
a business strategy for someone who's in wealth creation. So
(31:23):
I've been very very very very very lucky that my
education has actually been through my clients and I get
to work with the world's best.
Speaker 3 (31:32):
YEA, working with these great people, it's like you're working
elbuls with these great, extraordinary people and you're helping them
be more extraordinary. So you're learning how they think and
helping them tweak that's amazing.
Speaker 1 (31:48):
Yeah, it's it's a it's a pretty deep honor to
be able to do that. And the fact that I,
again you know, that I'm able to grow and educate
through all of the projects that we work on, is
it's just a cherry on top. Honestly, my personal growth
through the work that I've done in this business is
(32:09):
just been extraordinary.
Speaker 3 (32:12):
I know, I was looking on your website. I wrote
down these five things for people to work with you,
and I really like them. You're already extraordinarying what you
do and we can talk about it. You're ready to
move beyond basic brand deals. You seek sophisticated monetization, beyond sponsorships.
You're prepared to build a legacy not just a business,
(32:33):
and you understand the value of premium positioning. And these
are the kinds of viewpoints and people you like to
work with.
Speaker 1 (32:42):
Expand on that, Yeah, for the audience, Yeah, I love
to work with people who don't want to playbook, as
you and I were just talking about. Where my best
work has been with masters, people who are extraordinary at
what they do. They may not know how to articulate it, yet,
they may not know how to put a bow around it,
(33:04):
and position it and put it out into the market
to create a commercial deal out of it or build
a business around it. But they've got an inner deep
knowing that they are extraordinary and they're willing to continue
to grow because you need to be an innovator to
be in this space, as we've just talked about. So
that's the number one thing that I'm looking for. And
(33:25):
then what I tend to be able to do with
those people When they've got that in a knowing, I
can show them the expanded vision of possibility because I
bring with me so much evidence and so much real
world experience and a deep level of business acumen where
I can say, Okay, this is your dream and this
is your mastery. Here's the expanded vision of possibility. Here's
(33:48):
what I see for you that goes beyond what you
can see for yourself. How does that feel? Is their
joy there? Once we've got to that point, then it's
just a matter of us linking arms and they go
on that journey of you know, being able to put
that incredible creative work and transformative work into the world,
(34:09):
and I can back them from a commercial standpoint, which
is oftentimes the thing that holds real masters back is again.
You know this so well as being such a great creative,
you've got to have that business manager, that person who
can wrap their arms around you, who can see the
evidence of possibility, who can see the red flags, who
(34:29):
can see the commercial deals and be able to anchor
all of that for you while you're doing your best work.
And that's really the best way to kind of describe it.
I think.
Speaker 3 (34:39):
I think that's amazing because I was reading Tony Robbins's
Tony Robbins Rise, and he was back in info days
and he didn't know really what he's doing, but he
ended up getting a business partner that had a lot
of money and they started off an infomercial campaign in flooding,
and Tony started doing that and positioned him and even said,
(35:00):
if that wouldn't have happened, you'd probably just been a
regular life coach and not ever happened. Yeah, yeah, yeah, yeah.
I'm not a fan. I'm not a fan of making money.
Speaker 1 (35:09):
You know.
Speaker 3 (35:10):
Let me take that back. I want to say that
I'm not having to take money. I'd rather be independently
wealthy and just create all day long and release products
and services and create, create. But unfortunately, as an earth
thing here. We have to survive and we have to
do what it takes to do, you know. So yeah, yeah,
(35:30):
you you were you were saying, well, I forgot my
train of thought. You just mentioned something at the end
when you were working with people. Oh so I got
the idea. If you take b do have, you're good
at making. If the guy's already got to be do
have because he must in order to already be successful,
(35:53):
you're showing him an expanded beings in a sense, you're
expanding the benus that they're already at and showing them
the vision of where this bee could be exponentially raised
to hear, I like that idea.
Speaker 1 (36:07):
Yeah, it's so true and more and more as you know,
this business is about eight years old now, John, and
I've been lucky enough to work with a lot of
extraordinary people over that time. A lot of them are
still with me, you know, eight years on. They've been
with me the entire time, which I'm very very proud of.
What the sort of people that I tend to attract
(36:28):
now just to that point, steemed to be out of
cross roads with their existing business and looking for something bigger.
They're frustrated, they're bored, they're watering things down and those
sorts of things, or they've come off an eggs that
they've sold a business and they're now I'm going to
build a legacy. Now I'm ready to do something really extraordinary.
(36:50):
You were lucky enough to have an epiphany and be
guided to that, but a lot of people don't. Necessarily
they're not attuned to it like you were. Whereas you know,
they know there's something there, they know there's something bigger,
they're just not quite sure how to do it. They
want to skip the line, they want to do it properly,
and they want to build something that's impactful. I often
(37:11):
talk about this idea of you know, if if I
had to ask you, what do you want to be
known for three generations from now? It's a big question.
But if we start with something like that, that's the
kind of person. I don't know what the steps are.
I don't have a roadmap, I don't need a script
or a template that I've got a knowingness that there's
(37:32):
there's something big here that's bigger than me, and three
generations from now, people are going to still be talking
about John Devello. That's that's what I'm looking for that
belief system and that inner knowing that there's something extraordinary there.
Then we get a pathway. We've got a worthway together.
Speaker 3 (37:48):
Even though I had that epiphany that was in music,
and here I am getting in my twilight years, I'm
still younger.
Speaker 1 (37:55):
I you are young guy. What are you talking about? Twilight?
Speaker 3 (37:58):
I remember when COVID hit, we were about to go
on another tour and down deep inside it and say
this to anybody, but necessarily myself, I said, oh God,
I'm going to write another CD and I'm going to
go out and tour and we're going to have a
great time, and the CD is going to be acclaimed
and standing. It was almost like if you had climbed
Mount Everest and all the highest mountains in the world,
(38:21):
you didn't necessarily want. Something is bigger inside me. And
then I ended up writing this book The Architect, almost
like as a labor of love for my own set.
And then when I realized it, it became an Amazon and
I went, oh, there is something bigger. So almost like
you just said, I think you used the word an exit.
(38:42):
I didn't caustively make a decision to exit the music
business because I'm going to keep that there as my
stepping stone, resume and use it because of the book.
The same thing happened with what happened in my epiphany
about writing my own music, went oh, I have value
another Ara. This is a whole repositioning. It's a very
(39:03):
whole new game, you know what I mean?
Speaker 1 (39:06):
Yeah, totally, totally, totally and I love that, you know,
building out almost architecting a legacy is what that is.
That feels to me. I mean, what an honor that
I get to do.
Speaker 3 (39:17):
That.
Speaker 1 (39:17):
I am endlessly grateful for the work that I get
to do and the people that I get to hang around,
like yourself, who are just brilliant and I get to,
you know, go there with you step by step? What
is this massive dream? And how can we architect this
legacy and put this together? Well, it's just brilliant.
Speaker 3 (39:35):
Well there you are using my word architect.
Speaker 1 (39:38):
I am. I am that the word. It's perfect.
Speaker 3 (39:41):
It's the perfect word. And h yeah, yeah, it's so
exciting and I'm a firm believer. Have you ever read
the book by James Redfield. It's a fiction book, but
it's got a lot of spiritual stuff in it. Stil
Stained prophecy.
Speaker 1 (39:57):
I have not know.
Speaker 3 (39:58):
It's amazing fictional book book about a guy who was
born entrepreneur in Philly and he heard that in the
mountains of Peru there was some spiritual insights, and since
he was bored, he decides to go there and he
ends up uncovering seven or eight amazing fundamental spiritual insights
and one of them made the concept of synchronicity. And
(40:19):
one should pay attention to synchronicity. And every person that
I've met in my life that's been the case. And
I remember when we first well before you knew of me,
I had known you and went to your website so
I'd reading all about it and I went, hmm, yeah,
I'm to be working with her. And then I didn't
(40:41):
fight it. I was just busy doing and all of
a sudden you I'd get an email or a reminder
and I went, so, it's to me so amazing and
sarenipity and a synchronicity. And then here I am with
my own podcast that I rave and tried, and here
you are is a get. I mean, you just can't
make that stuff up. It's not an act.
Speaker 1 (41:00):
Yeah like that, it's absolutely not. I love synchronicities, and
I'm a big believer in that as well, and I
see them every day of the week and the work
that I do and the life that I'm leading, and
it just the world is an endlessly magical place if
you let it be.
Speaker 3 (41:18):
Absolutely it's fantastic. If you almost have to say to
yourself that you are blessed, and there you shall be.
You know, yeah, you're not blessed and the world's against you,
then so shall that be? You know, a broke which
is write two times every day anyway, so you might
as well just you know, there was another phrase that
(41:40):
came up I was reading, explain to my audience what
you mean by elite ecosystem.
Speaker 1 (41:49):
Okay, great, So what we do, my fundamental business strategy
for people who have this step level of mastery is
that we started top and we work our way down.
Speaker 3 (42:01):
So that's a that's what got work top down because
I was always trained, you know, I talked about it.
You got to build, build, build build, and that is
so frustrating to me.
Speaker 1 (42:17):
Right, So that's exactly right. So a standard, what we
call a mainstream business strategy is you start from the
top and you work your way up. It's an ascending
business strategy where you build an audience, You ask your
audience what they want. You then create what your audience wants,
and then you.
Speaker 3 (42:34):
Incrementally work you out.
Speaker 1 (42:38):
Yeah, but a descending business model, which is what again,
luxury businesses do this. I didn't make this up, but
they start at the top and they work their way down.
So the core philosophy is that if you start at
the top and you work with when you're an absolute master,
you work with a core few incredible clients. And this
can be B two C B to be. It can
(42:59):
be across any any industry, any vertical that you want to.
You know, give me the example of it works there everywhere.
You work with some people at the very highest level,
and I've got clients that are working at a million
dollars plus per transaction, so they've got four to six
clients that they're working with at that level. Then from
there and that could be one hundred k five oun Okay,
(43:22):
whatever it is, but you get my drift. It's it's
a big amount of money with a really impactful person
or company. Then what we do is we develop our
ip there, we developed the stories, we develop the social proof.
Then we can scale down. And so this idea of
building out this elite ecosystem really talks to this idea
(43:45):
of okay, we'll start at the top with private clients.
You skip the skip the you know, skip the line,
because you are brilliant at what you do, and you
know how to position at that at that you know level,
work with people there, build out these stories. Then we
can take that IP and we can descend. So you
still get to scale your business. You still get to
(44:07):
have what we call these multiple well streams to build
out and iconic empire. You can still have a massive
fan base, you can still be famous if that's something
that drives you. You can still license or your IP,
and you can have your best selling book and all
of those things. But we start at the top and
work our way down. So that's the ecosystem that I'm
(44:28):
talking about. Every business that I've built since my first one,
which was a typical mainstream business, every business I've built
since then has worked with this top down philosophy, and
it just allows you to skip the line. And it
really plays into this building a business from joy, working
with fewer people, hyperniching, and then building great margins and
(44:51):
then you can find endless commercial opportunities to then descend
and build out as I say, this elite ecosystem that
you're pointing to there, which we call the iconic ampign.
Speaker 3 (45:02):
I love that. That's what attracted me first, if I recall,
was that whole concept and I had that. There's a
band that I have. We haven't played since COVID, but
it's a very legendary fusion. I don't know what fusion
music is, more of a fusion of contemporary jazz, and
it's instrumental music, and it's very niche, and it's very
(45:23):
connoisury gonna have a big market like rap or country
and billy She and this legendary rock and roll base player.
We got together and we did the Joy of Crew.
We just wrote music we liked. It was all instrumental,
and when we're done with one song, we played it
for some record label people that I know. And here's
what the initial survey was, Well, you don't have a singer,
(45:47):
you don't have a guitar player. It's never going to work.
That's not commercial enough. And it was the funniest thy
Me and him looked at each other and I said,
you know what I think we got something here because
they were trying to put there's thumb on us, And
first of all, I'm Italian and I never let that happen.
And second of all, that must mean we got something there.
(46:08):
So we finished the whole album ourselves been about thirty
grand did the whole album instrumental, no vocalist, no guitar,
and I said, you know an idea, Chick Coreau rest
his soul was one of the greatest jazz genis that
ever lived. He passed away three years ago. I knew
him because I had worked with him, so I called
him up. I said, he'd Chick, I've got a new
project and I'd just like to send it to you.
(46:32):
So we went at coffee. There's the coffee, right, Yes.
I gave him the CD and he goes, John, I
love this. This is incredible, it's unique, it's different. And
he signed us to his record label and I didn't
even know he had a record label. So there's one
(46:52):
of those things again. And that was the band that
I created after turning down Madonna. Isn't that wild?
Speaker 1 (47:00):
I'm amazing and like filled with synchronicity? Is that whole story?
Isn't it build with them?
Speaker 3 (47:06):
Beautiful listen, it's so fantastic talking to you. What would
you like to say to not just because I know
you specialize in entrepreneur in the business world, but since
the name of podcast is as within as without and
the business to help people realize that their inner world
(47:26):
is important and they shouldn't have some research to find
out that intuition, which I help them with in my
mentoring and yeah, so they can create a better out
of world, which of course creates a better planet. So
what would you want to say to our subscribers on
that theme?
Speaker 1 (47:45):
Yeah, I think John's work is very, very important because
it is about connecting to who you really are, your
that essence of who you are, and connecting to your intuition,
learning to block out the noise, remove the impedis, get
a clean space, and really learn who you are. That
to me is just such an important function for all
(48:07):
of us to learn as human beings, and unfortunately, I
feel like it comes way too late for so many people.
You know, it took me a long, long, long time
to realize just how important that was as I was
trying to race around the world and win every winner
all the time. So I think I think that would
be my number one priority is find yourself white space
(48:30):
and the purity of thought, to really connect into who
you are. Then from there, find that joy and have
the courage to go. You know, I was just talking
to another one of my clients who she's got these
viral posts that are going around at the moment where
she's dancing in gyms. Every gym she goes to, she
just dances and people just look at her like she's
(48:52):
a crazy person. But that's just that's just who she is.
And she's just saying it's endlessly comical to her that
people are so intimidated, and you know, like, oh, who
is this woman? Isn't she mad? This is a bit crazy?
But she's like, I'm being exactly who I am, and
it's ridiculously attractive, and she's joyful, and she's been just
(49:17):
just in her joys and building this amazing business. I think, John,
you leave your life that way as well. I live
my life that way as well. I'd love to think
that hopefully our conversation today is opening, cracking open a
few people and they're going to, you know, really be
inspired to live their life with absolute joy.
Speaker 3 (49:35):
That's the whole purpose of the podcast. Yeah, I just
got a yeah, I better say this idea so you
know I said it in case I forget it because
you say that unfortunately it happens too late in life.
And I thought, wow, yeah, I just got to doing
an animation for kids about how important because we know
kids inner world is, that's where they live imagination, and
(49:59):
then they usually their imagination starts getting beat down by
that charitine and by the outside world. But imagine if
you're cool in kindergarten, first grade and all that stuff,
they had this kind of mindset philosophy in an animation. Yeah,
that's one of my next problems.
Speaker 1 (50:15):
Oh, I absolutely, fully, fully agree. I know my mom
would too. My mum was an art teacher for little kids,
and I mean being in creativity to little kids and
allowing them just to be in their joy and just
create and have fun. I mean, come on, I'm with you.
I'm with you, Katherine.
Speaker 3 (50:35):
If people want to get a hold of you, just
so I have it recorded, you tell the listener where
to get a hold of you, your website. I'll put
it in the notes as well, but go ahead and
say it.
Speaker 1 (50:47):
Absolutely love you to check us out at Iconicempire. Dot
com and you can also find out a little bit
more about May at Katherineport dot com.
Speaker 3 (50:56):
Fantastic, Catherine, thank you so much. It was such a
prisent and honor to have a good time talking with
you like this. And if you want to stay on
the line a second, we can just wrap it up.
But let me just say my little coda here and
then I'll stop the recording. So anyway, thanks to Catherine
pour it luxury iconic. You know to me, you should
(51:18):
have the PhD. In the inner world creates the outer.
Speaker 1 (51:23):
Thanks, I'll take that. I'll take good.
Speaker 3 (51:26):
So thank you subscribers and all you new people. And
remember I really enjoy your feedback. So you can email
me at John at johnnovelloauthor dot com and or get
the details of my one on one mentor program at
johndovelloauthor dot com. And until next week, flourish It's your destiny.
(51:47):
Jon Novello, the Jazz Philosopher, Over and out.
Speaker 2 (51:50):
This concludes this week's podcast with the jazz philosopher John Novello.
To learn more about John, visit his website at novelloauthor
dot com or to schedule a one on one consultation
with John visit go dot John novelloauthor dot com, Forward
Slash Register, See you next week.
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