September 12, 2025 • 56 mins
Becoming the Expert — 7 Income Streams & Personal Brand Power w/ Katrena Friel
In this high-impact episode of The Finance Bible, Zeke is joined by Katrena Friel — award-winning author, international speaker, and founder of Becoming the Expert. With 25+ years of business transformation under her belt, Katrena reveals how to turn your life story into a seven-figure personal brand.
We dive into:
- The 7 income streams of a personal brand (author, speaker, trainer, coach, mentor, facilitator, consultant)
- Why shame-filled stories are actually your strongest assets
- How to turn your book into a year’s worth of content and a $10K product
- Why being ‘spirited’ as a child is often the trait of future leaders
- The difference between activated and dormant learners
- How to monetise attention and authority, not just followers
Katrena shares her entire framework for building a personal brand from scratch in 90 days — the same system that has helped corporate professionals and thought leaders become high-ticket experts.
Listeners aged 30–55: This one’s a wake-up call. You’ve got the runs on the board — now it’s time to capitalise.
🔗 Book a free session with Katrena: https://becomingtheexpert.com.au
🎯 Connect with Zeke: @zekeguenthroth
🎧 Enjoyed this episode?
Follow us on Instagram @zekeguenthrothofficial @oscardonproperty and @assetroad for daily insights, property breakdowns, and behind-the-scenes updates.
Explore more at www.assetroad.com.au
Top 10 Finance Podcasts in Australia on Feedspots ranking- https://podcast.feedspot.com/australian_personal_finance_podcasts/
Disclaimer:
The information provided in this podcast is general in nature and does not constitute personal financial advice. It has been prepared without taking into account your objectives, financial situation or needs. Before acting on any information, you should consider the appropriateness of the advice, having regard to your own objectives, financial situation and needs. Asset Road Pty Ltd recommends you seek independent financial, legal, taxation or other advice as required. All investments carry risk. Past performance is not indicative of future results.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Zeke Guenthroth (00:02):
Hey guys, welcome back to another episode
of the Finance Global Podcast.
Today's a special occasion.
We're actually joined with aspecial guest who's an
award-winning author, aninternational speaker and a
mentor on pretty much all thingsbusiness.
Please welcome in, katrinaFriel from Becoming the Expert.
Hey, nice to have you.
Katrena Friel (00:20):
Thank you.
Zeke Guenthroth (00:22):
No worries at all.
Yeah, look, let's just jumpstraight into it.
No need for long-windedintroductions.
Tell us a bit about, ultimately, to start just yourself, what
sort of things you do, and thenwe'll go where we go.
Katrena Friel (00:34):
Yeah, absolutely.
So I've been around for aboutoh, it's over 25 years now, but
I'm going to just cap it at 25and just keep saying 25 years
I've been doing this, where Iwas sort of out there on the
circuit doing training andcoaching and speaking and stuff,
and everywhere I went there wasalways one person that would
(00:55):
come up and say I want to dowhat you do.
And I wondered well, how do Ido what I do and how did it all
sort of happen?
So I started to reverseengineer what I was doing, get
rid of all the extraneous andall the errors and all the
mistakes and whatnot, and cameup with becoming the expert.
And that was sort of evolvedover decades.
(01:16):
And now I take people fromcorporate and create their own
personal brand business and givethem seven streams of income.
I can build all the assets in90 days and then the rest of the
12-month program.
We're sort of working onhand-holding and developing the
skills that they need to be anauthor, speaker, trainer, coach,
et cetera.
(01:37):
Yeah, so it's gone from a soupwhere I was doing groups right
down to it's now a very refinedsource where I work only
one-on-one with people and Ijust feel the done-for-you model
is now coming up as a tacticthat people understand is
(01:58):
valuable.
I think people are sick of justgoing from program to program
and getting a bit here and a bitthere, and a bit here and a bit
there, and a bit here and a bitthere.
I put it all into one programso they get everything they need
end to end full transformation,get it all started and off we
go, whereas, yeah, this you knowon your own, by yourself.
Online programs really hasn't.
(02:20):
The statistics are not great.
Zeke Guenthroth (02:23):
Yeah, absolutely.
There's just so many differentoptions out there and people are
just buying one thing, thenbuying another, this doesn't
work, that doesn't work, and soon.
And I think in today's world,like probably more so than ever,
you've touched on somethingreally important there, which is
the personal brand.
I think personal brand intoday's world is we're in a
stage where that's really moreimportant than actual company
(02:44):
brands, in my opinion.
Anyway, like you, you know yougo and look at what's an example
like l'oreal I don't even knowhow you say it, it's a beauty
product, so no surprise.
But like with tendril jennerbeing the face of their whole
thing, it's like that's a person.
And then there's a brand behindthe person.
You know, road with hayleybeaver, who she's just sold most
(03:04):
of it anyway, so she's not evenactually the owner anymore.
And then if you go to just likesimple advertising with any
brand, like athletes and thatkind of thing, it's like that
athlete is that brand.
So, yeah, personal branding nowis what I'm seeing more
important than ever and actuallyarguably more important
(03:26):
advertising for companies andrevenue creation.
Katrena Friel (03:29):
Yeah, yeah, and every CEO has a personal brand
and a thought leadership piecethat they need to put together.
And so come right down to everyperson has the opportunity to
not leave money on the table andthey can create a business out
of their own story.
And so what I do when I firstget together with somebody is
(03:51):
they usually don't know theirlife purpose or their soul
purpose or their direction.
They're a little bit stuckbecause we can't see through our
own weeds.
What's easy to us seemsworthless, whereas actually what
is easy to you is really whatyou should be offering to teach
people.
So, in my view, I thinkeveryone has the opportunity to
(04:15):
build a personal brand andeveryone should create a
business out of it, with sevenstreams of income, and that can
be put together reasonablyeasily.
And you know, get out there andstart to practice it.
And you know, everyone's got abook in them.
I think everyone's got 12 bookseries in them, because within
(04:36):
your philosophy story, thatshould be your first book.
And so what I do is I sort oflook at the clues and the crumbs
that they've left me throughouttheir entire career and I go
and pick up all those crumbs andI can actually see a theme and
I can see what it is that theyshould be offering their world.
I call that their medicine.
(04:57):
So what is the medicine thatthey want to give to the world?
And it could be anything.
It's amazing.
The world we live in now isjust completely magical in my
view.
Zeke Guenthroth (05:09):
Yeah, well, you're exactly right.
When you take, like, anyindividual in the world, it
doesn't matter where they'refrom or what their story is,
what their background iseveryone will have a story
that's interesting.
Like, no matter where you'reraised or how you're raised,
there's going to be those thingsthat go wrong, those things
that go right, the things youcan do, can't do, and so on.
And then if you're able to kindof compile that into a neat
(05:33):
story and make it somethingintriguing and turn it into
revenue, then it's such an easything.
You've already got it all there.
Why wouldn't you do it?
Katrena Friel (05:40):
Yeah, yeah.
It just sort of takes often abusiness mentor to sort of see
the diamond in the rough andthat, luckily, is my sort of
genius zone, so I'm able to dothat within about 15 minutes,
work that out just by listeningto their story and where they've
been, and it comes to me quitequickly and people go, wow, how
do you do that?
And it goes well, everyone'sgot their genius zone, everyone
(06:04):
it just this happens to be themuscle that I've built over many
, many decades of listening tomany, many stories and seeing
how fascinating it is howpeople's careers have developed
and how these opportunities havearisen and why that's happened
to them versus happening tosomebody else.
(06:24):
So I think within the mosttraumatic parts of your life,
that's where the good stuff is.
Zeke Guenthroth (06:32):
I completely agree with that.
It sort of shapes and mouldsyou into something and that's
like the intriguing point ofyour story, like where things go
wrong is normally like.
Even if you take a look atmovies with heroes and stuff,
it's like something goes wrong,there's a problem, and they turn
that into their superpower atthe end of the day.
That like shapes them andbuilds them into that better,
(06:53):
better final character.
Now with our, with ourlisteners, we have a lot of
people who are probably lookinginto personal brands, like with
instagram being what it isnowadays, and a lot of our
listeners are, you know, betweenthat 20 to 40 year bracket.
The question that I've actuallycome across a few times from
people that have, you know, um,in previous episodes have talked
about personal branding andwhat it is, given a bit of a
(07:14):
background but never reallygoing to the nitty-gritty of
like you know how do youactually do it and that kind of
thing.
One question that keeps arisingfor people is they struggle
with understanding with theirpersonal brand that they are
actually their personal brand,like you are the brand, so you
can't be you over here and thenyour personal brand over here.
(07:35):
They are one and the same.
Do you want to provide a littlebit of guidance on how to kind
of manage that and make surethat you are portraying
basically an authentic part ofyourself?
Katrena Friel (07:50):
Well, the first thing to really understand is
that your brand walks throughthe door before you, and so
that's made up of many, many,many different things of what
people have experienced aboutyou.
Or maybe they've stalked you onsocial media and they've got a
bit of a taste or a bit of asense of who you are.
So that walks in the door aheadof you, and then you're there
(08:13):
to either increase trust withpeople once they get to meet you
or decrease trust when they getto meet you.
So you're constantly buildingyour brand or tearing it down,
and the funny thing about brandis that it can be torn down in
(08:35):
what?
Five seconds recently with theguy at the concert who was
having an affair.
Zeke Guenthroth (08:41):
Yeah.
Katrena Friel (08:44):
That was a personal brand of two people
that have been destroyed withinfive seconds.
Now where do they go from there?
They have to start from groundzero and build their personal
brand, but it's against the oddsbecause they have to trudge
through all the.
You know all the way peoplethink of you after that.
(09:07):
You know Having an affair.
What does that say about youCheating on somebody in public?
What does that say about theway you respect your wife?
I mean, it just says so much.
And so he particularly has towalk through that mud and saying
sorry is not enough, andgetting divorced or separated is
not enough.
His brand walks in the doorbefore him.
Zeke Guenthroth (09:31):
Yeah, that's right.
And then that's somethingthat's happened to him like
while he's already got the brandthat he started.
Something I've noticed otherpeople struggle with too is
actually I can use myself as aprime example here because it
makes it easy and relatable foreveryone.
So when I was starting mypersonal brand, something that
was and it's the same foreveryone it's like a problem at
(09:53):
the start is people in yourcircle.
They know you for who you'vebeen, right, they know you
throughout your life and theyhave a preconceived perception
of what you are and who you areand how you act and that kind of
thing.
So when you decide this is whatI'm doing and you make that
commitment, it can actually havethe impact of people going well
(10:15):
, hang on a minute, that's notwho I knew or that's not what I
know him as, and create thatresistance there.
And then people get scared ofyou know making that shift or
jumping into that because like,oh, there's a skeleton in the
closet, like there's somethingbad in the past or or whatever
like for me it might be.
I was a brat throughout school.
I was an a-grade menace and Icaused a lot of trouble and
(10:38):
that's part of my story.
So, you know, there's probablypeople out there that are seeing
what's going on and they'relike, well, hang on a minute,
this guy was a great assholeback in school and like he can't
be doing this, he's a terribleguy.
So you know, there's thosethings.
What would you say to helppeople kind of establish, when
they're establishing theirpersonal brand, like how to kind
(11:01):
of handle that in the best waypossible or just keep pushing,
or what do you think?
Katrena Friel (11:06):
Oh, so good.
Look, I could say so much aboutthat, but let's try and keep it
brief.
But look, first of all, you'reallowed to change, you're
allowed to evolve and you'remeant to.
As a young adult, you're meantto transform.
Over time, in fact, every sortof seven to eight years, you'll
(11:32):
be taking a giant leap ofevolution, and so who you are at
eight, 18, 28, 38, 48, 58, andso on is completely different.
But what isn't different is thefundamental nature of who you
are Now, when we look at naughtychildren or rebellious children
, or menaces, or whatever youcall it, when you look at it
(11:54):
with the lens of an adult andsomebody that I can look at you
now, not as your parent, but Ican look at you and see that you
were spirited.
So when I look back at you inthe past, I actually see spirit,
and I see spirit and I see astrong nature and a strong sense
of self and a lot of confidence, somebody that's willing to go
(12:18):
out on a limb and be crazy andwhile as a child that's not
appreciated by the police or theparents or the whatever, at the
end of the day there isspirited children.
Now, those spirited children goon to end up being very, very
influential adults, and so whenI'm coaching parents, I'm saying
(12:40):
to them look at this behaviorthrough the lens of them as an
adult, and all you see is aleader.
It's just we don't brand itthat when they're a child,
because it's in that context.
So, that being said, let thatland for a second.
The next thing I want to say tothat is you are allowed to
(13:00):
evolve, and what's going tohappen is people that can only
see you one way and will notallow you to evolve and keep
trying to drag you down and makeyou remember when you did this
bad thing and that bad thing,and remember when you pulled
your pants down and mooned thewhole school.
(13:21):
Or you did this or you did that.
You've got to look at it fromtheir perspective.
What is their intention in notallowing you to move on and not
just simply being proud of yougoing wow, look at you, look at
you.
Then Look at you now.
Look what you're doing.
Isn't that amazing?
Now, the ones that really loveyou and the ones that are truly
(13:43):
your friend will allow theirgrowth and you will do the same
for them.
The ones that will keepdragging the past out and won't
allow you to evolve.
They're the ones that arejealous of you and they're the
ones that really need sometherapy and they've got
self-esteem issues and so on.
(14:04):
So the third part of this isthat you want to kind of see it
as a way of kind of like usingthe stories to your advantage,
and that's strategicallybringing out the stories.
(14:27):
So, for example, when I gotexpelled, I make sure that when
I got expelled does not stay inshame.
I actually have brought thatout into the public and I make
fun of it and I love it and it'spart of my story and it's a way
of me showing that I've gotchutzpah, I've got spirit, and
so you know I can use that story.
(14:49):
But you just don't want to keepthings in shame.
Anything that's in shame thatyou wouldn't dare say on a
podcast or you wouldn't dare sayin a speech of some sort, then
you've got to go and do somework on that.
That's therapeutic work, toturn shame into a story, shame
into your hero's journey.
So that's sort of.
(15:10):
The third piece is how do youtake the old stuff and make it
work for you now?
And so one is there's a storywhere I had a miscarriage and I
left my corporate job for thelast and final time, and you
know I've turned that into astory.
And then there's a reallynaughty speech that I do called.
(15:32):
You know, what does the badgirls do?
That the good girls never will,and so it's turning my bad girl
reputation into actually.
It's made me the strong,independent woman that I am
today, and often women stuck inthis good girl, people-pleasing
(15:55):
inability to say no, with noconfidence and no assertiveness,
can you see, that's actually aproblem.
So while it looked bad when Iwas a kid, it actually serves me
with great power today, and thetrick is getting rid of the
shame around any of that.
And so you and I are bothmenaces.
Zeke Guenthroth (16:18):
Yeah, no, that's exactly right.
That's what I normally say too.
It's like when you have thatpart of something where you can
kind of turn it into a positive,like turning it from a negative
to a positive quote one of myfavorite people in the world,
people but ultimately thatcreates that effect of if you
(16:39):
can poke fun of it, like yousaid, and turn it into that
storytelling, you can find a wayto kind of rotate the narrative
and go yeah, look, you knowthis is what was happening and
this is what's happening now.
Like you know, that is normallythose things that you're like
they're questionable in public.
That can then prompt you tocreate the life changes and have
(17:02):
the skills and the talent to dowhat it is you do.
And so now what's going tohappen?
Yeah, it is amazing.
And now what's going to happenis people are going to be like,
okay, well, you know, maybe I'mnot so scared to start a
personal brand.
You know, I can get theseskeletons out of the closet,
have a bit of a laugh about it.
I don't have to keep hiding itand now create a personal brand.
The trouble they're then goingto face is they're going to be
(17:25):
in a position where a lot ofpeople go wrong creating
personal brands, where they justdo it.
They create the brand.
They don't really know whatthey're doing or how they're
going to monetize that.
You know, they might just go uh, what's an example?
I've seen a lot of peoplecreate brands where they'll
they'll be like creative in thefact that they can go and create
great content or something onInstagram.
(17:47):
They can generate a lot ofattention.
And then what happens is theykind of go well, I've got all
this attention, but I've gotnothing to actually monetize.
And a friend of mine from Sydneyhis name's Alfie Robertson
Anyone listening can look him upon Instagram.
He's got.
Alfie Gets Hard.
He can look him up on Instagramhe's got.
Alfie Gets Hard.
He's got.
Alfie the Creator he's gotAmplify, he's got Pure Body, he
(18:07):
works with Elastiboy, which isJake, he works with Medical Mars
, which is Marley, and they'rejust a group of young blokes
like myself, not much different.
You know, they love to go havefun, or used to have fun, and
they basically just rotated thatfrom.
They were changing their lives,they documented changing their
(18:29):
lives and now they're in aposition where they they just
show what they've done.
They've created brands off it,personal brands of them just
being like health freaks andworking out and doing business
and that kind of thing, andtheir product now is simply
helping other people do the same.
You know, whether it be healthand fitness, whether whether it
be creative, like creating abrand or whatever it is.
So they found a good way tomonetize it, where a lot of
(18:51):
people get it wrong and justcreate it and go cool, like what
now?
So when you're kind of guidingpeople through creating their
brand and you're thinking of,you know, the seven income
streams, what are you actuallysaying to them to sort of go
look, when you're doing this,you need to have a plan in place
for monetizing, and how do youactually go about that?
Katrena Friel (19:14):
Well, the first thing I do is I have a free
discovery session first, and Ilike to start there because what
I'm doing is trying to find myprojects and people that I want
to work with in a subject or atopic that I'm interested in.
So that starts there, and sowe're not going to just take
anybody who wants to start achemist or be a PT or whatever,
(19:38):
because they're a dime, a dozen.
You know it's not veryinteresting to me.
So I'm really looking for thoseprojects that I can really sink
my teeth into and create a fourand a half grand a day type
product.
So four and a half grand a dayis the day rate that we want to
sell them for.
So that's kind of the levelthat we're looking at, not
(20:00):
somebody that just wants a $50collaborative fee or a $500
collaborative fee or a $5,000collaborative fee on social
media.
That's not the kind of thingI'm looking for, because to me,
those brands will come and goand the best ones will evolve it
(20:21):
over time.
And I'm not an influencer,personal brand expert.
That's not the area I'm in.
What I'm in is I'll sit downwith them, have a look at their
career, and it could be 10, 20years of stuff that's gone on.
They are the expert.
They just don't know they'rethe expert.
(20:41):
And so what I do is I positionthem as the expert, package them
as the expert and then pricethem as the expert so that they
become the expert.
So becoming the expert is thename of the business.
So from there, once we'vedetermined that we want to work
with each other and we'vedetermined that it's a great
product and we know the thingthat we're going with, then we
(21:02):
sit down and do a full businessplan from year one, year two and
what the million dollar modellooks like, and so that they
know what I'm building, why I'mbuilding it where the money is,
where the money isn't, and sothat one day, business planning
strategy day is like thegreatest thing since sliced
cheese and I make strategy andbusiness planning fun and
(21:24):
interesting, and the day goeslike half an hour, but it's a
full day in it and we do a wholebunch of things about their
brand and what we're doing.
And then the second day we do inthis is in the kickoff.
So the kickoff is a two-dayprocess.
The second day we pull out ofthem their philosophy and that
(21:45):
philosophy becomes who they areand what they stand for, and it
also creates the book outline.
So we create the book outline,each chapter and each
sub-chapter, and then at the endof that, if we've got time,
because that's taken a dayusually then we put a little bit
of meat on the bone.
So when they go home to theirwriter's retreat and I want them
(22:08):
in writer's retreat at home forthe next seven days the book
writes itself, essentiallybecause it's already inside of
them.
It's really now they've got theoutline to draw that out.
And so once we've created thebook and we've gone number one
bestseller, the book cover thendictates the brand look and feel
, because we don't do the brandfirst, then do the book cover.
(22:30):
We let the book cover guide usas to what the website and the
brand's going to look like.
So then we do the branding,then we do the website, then we
set up all the social media andthen we create the TED Talk, the
20-minute speech that's goingto whack people in the head with
their philosophy and makepeople go oh, I never thought
(22:51):
about it that way.
And so from there you get yourleads.
So if you don't speak aboutyour philosophy, you don't get
any leads.
So you need to speak.
So the book opens doors for youto speak.
The speaking gives you theleads and then the leads allow
you to.
Then what we do is create asignature program.
(23:13):
So we turn the book into a live, transformational signature
program that you can sell for$5,000, $10,000, $20,000 or more
, whatever.
And then the signature programis what you rinse and repeat
sell, sell, sell, sell.
And then, once people have hadyour training, then, and only
(23:33):
then, can you coach them,because now they've got the
basis of what you are and whatyou stand for and they've got
the foundations from which towork from.
They've got the language.
Before they didn't know whatthey didn't know.
Now they have the language forit.
And only now can you coach themone-on-one at a more advanced
(23:56):
level, because they've got thebasics in place, they've got the
language in place, and so,author, speaker, they've got the
language in place.
And so author, speaker, trainer, coach they're four revenue
streams that you've got.
And then in year two clientswant more.
So let's assume you're reallygood at what you do.
They then want the mentoring,facilitating and consulting.
(24:16):
So that's the other threestreams of income.
But that all falls out of theoriginal signature program.
So it's very exciting that Ihave this process that just gets
done easily and effortlessly.
And there's certain work thatyou have to do, but a lot of the
heavy lifting is done by me atthe very beginning and they love
(24:38):
that.
First 90 days where it all getsbuilt, and you walk away at the
end of 90 days where it allgets built and you walk away at
the end of 90 days with your$10,000 signature program ready
to go, with your website, yoursocials, your book, your keynote
everything's already set up,ready to go.
So you know who you are, whatyou stand for and what you need
to be talking about.
Specifically when you go on thestage or on podcasts around the
(24:58):
world it's exciting.
When you go on the stage or onpodcasts around the world it's
exciting.
Zeke Guenthroth (25:05):
It's such a good way to do it because you
basically help them take whatthey've got, bundle it up into
one step, two steps, three steps, four steps, as opposed to just
spinning around in circles withyour hands up going I'm an
expert, but I can't.
I'm not an expert.
So, no, it's a really goodtheory and even practically
(25:25):
doing that step and developingthe program and all of that.
I think the talking part of itis probably the major actual
selling point there, because somany people now, like you know,
you've got YouTube, you've gotTikTok, you've got Instagram,
that speaking thing, the amountof content that's being consumed
worldwide every day.
That's the kind of thing that'sgoing to help you trigger the
(25:46):
morality and, you know,basically get you well-known in
the industry and even more sothan you already are.
Like, if you're an expert, youprobably well know that you're a
little niche group, but gettingyou out there further and then
being able to propel that intocreating you know, essentially,
your brand and monetizing it isjust a great way to do it.
(26:07):
And there's so many people outthere that would be in the
position where you know they'rean expert in whatever their
industry.
Is that just from doing this onelittle thing and it is a little
thing at the end of the day,like, yes, it's a lot of work,
you know, as you mentioned, it'sa 90-day program, but
realistically, grand scheme.
(26:28):
If you're an expert insomething, you've been doing it
for quite a while, you've spenta lot of time there.
That one change three months ofyour life.
Which grand scheme is literallynothing.
It's changed your whole life.
It's common sense.
Nothing to change your wholelife like you do.
It's common sense.
Also, I find as well thatactually you go ahead.
Katrena Friel (26:53):
I was just going to say.
I like to think that I savepeople five years and $75,000
because they're all getting thisbit and that bit and this bit
and that bit and then notactually knowing what bit to do
first.
That's part of the issue aroundbusiness is there's actually a
process to it.
There's a step-by-step thingthat you do to build your brand,
and so what people do iseverything out of order, and
(27:16):
every time you do anotherprogram with another mentor,
they've got another point ofview.
So you get spun around againand everyone's program is to
tell you that their bit is thesilver bullet bit and there is
no silver bullet.
It actually is a matter ofbringing it all together at the
(27:37):
right time in the right order.
All the bits there's no onesilver bullet.
The book on its own is a wasteof time.
Speaking on its own is a wasteof time.
Having a signature trainingprogram is a waste of time.
You actually need the book andthe speaking and the training
program and then from there youneed the coaching program.
So to me it all makes sense now.
(27:59):
It's taken me 25 years torefine it to the level that it
is now.
I make it look easy, but, geez,if you are on your own trying
to do this, there's literally noway to work it all out.
It'll take five years and$75,000 worth of wasted time and
effort and money.
And who's got that sort ofmoney to waste?
Nobody.
Zeke Guenthroth (28:21):
Yeah, that's right, you need one thing to
propel the next, to propel thenext, and then so on and so on.
And even just the simple thingslike you saying, yeah, sure,
you say it's five years of timePeople are probably going to
look at that and go, well, hangon five years of time, like I
could go and whip all this outin a year very easily.
But no, what I think peoplewouldn't understand is if you're
trying to set yourself up as anexpert, even just something
(28:45):
like a book, doing that andgetting it right with the
structure, the tonality,basically what image that
creates, that can be a two,three, four-year process on its
own, just the book.
Then you add in creating thatspeech, the TED Talk that we
mentioned to basically geteverything going.
(29:05):
A 20-minute talk is a long timeand the content that you need to
have within that to againtonality, delivery, the words
involved, what sort of outcome?
Otherwise, you're literallyjust doing one thing, one thing,
one thing, one thing, and wecall it throwing shit at a wall
(29:27):
and hoping it sticks.
Exactly Like it's not going tohappen.
You're going to be doing allthe right things in the wrong
order and doing them all at 80%efficiency and it's just not
going to work.
It's not going to get you quitethe results that you need.
Katrena Friel (29:41):
The book itself has got so much within it Within
the book.
What we do is we strip the bookat the end and we get a year's
worth of social media out ofjust the book content, because
that's all your quotes and soyou don't have to think about
social media.
That's all done for you at theend and all scheduled ahead of
(30:02):
time and you don't have to worryabout it.
And then every time you speak,we record it so that becomes
your content, and so not only infull, so we put that onto your
blog, that becomes your news,your latest interview, but also
we can strip that down to 100little video vignettes and that
(30:23):
becomes more content.
So we don't focus on content inisolation, we just automate all
that and get you back out theredoing the big things and
closing the big deals, nothoping to God somebody finds you
on Instagram randomly.
It just doesn't happen.
It just doesn't happen, likenot in a proactive way, it's a
(30:47):
reactive way, like imagine if Ijust sat back and went oh, I
just hope Instagram does goodfor me this week, hope, hope,
hope.
No, I can't build a businesslike that.
I go out proactively and bringmy leads back into my business.
I don't wait around the socialmedia to give me that.
(31:07):
And even if it does give it toyou in the short term, what's
happening in the medium term?
What's happening in the longterm?
And what happens when thealgorithm changes?
And what happens when they shutyou down for no reason?
What happens?
I mean, it's just going on allover the town and it's terrible.
So never hang your hat onsocial media.
Use it in conjunction with amuch stronger sales strategy.
(31:31):
That's underpinning that thatyou have control over.
And so my sales strategy isspeaking.
So I'm out, live speakingwhenever I can and I bring my
leads back from that, and onespeaking gig can give you a
year's worth of leads.
It's not an issue, it's qualityleads, a whole core audience,
(31:53):
not all the gump for people thatjust scroll past you.
Zeke Guenthroth (31:58):
Yeah, it's creating that organic content
and the organic lead generation.
Even people in just a regularbusiness, for example, let's get
a person in the room for aminute and just talk about what
sort of company can we use?
A plumbing company selling tapfiltration?
So what they might do is theywill need a brand, obviously, to
(32:21):
generate organic leads andorganic reach.
We need to be promoting an areathey specialize in or whatever
it is.
Of course, what they might dois go out and spend $100 a day
on meta-advertising and it'slike, okay, if we target this
area, we can get X amount ofleads and we can prospect them
and close them and so on.
But what happens when you'renot doing that?
(32:43):
Where are the leads coming fromthen?
So you, using this personalbrand example, with the speeches
and that kind of thing, you'regenerating that organic lead.
When you're not out therepaying for advertising, you're
not out there scrapping andfighting to get leads that are
poor quality and thenprospecting them and trying to
close them.
You're generating actual,qualified leads, most of the
(33:04):
time with a high level ofinterest that you can just go
sit back.
They already know you, theyalready want your product,
they're already meeting with you, they're at the talk or they've
watched your 20 minute longform talk, which is a lot of
content for someone to sit downand watch when you know there's
10 second-second clips on TikTokgetting 50 million views, 100
(33:24):
million views, 1 billion views.
Or what was that girl's name?
Leah Holton or whatever hername is, the Melbourne girl.
The video where she's drivingher car and literally has a
video on her Facebook eightseconds got 1 billion views.
Like that's the kind of stuffyou're competing with.
So if you can get them to watchthat long-form content, you
know you're winning at the kindof stuff you're competing with.
So if you can get into what'sthat long-form content, you know
(33:45):
you're winning at the end ofthe day, absolutely.
Katrena Friel (33:47):
Look, there's horses for courses and social
media, and seo for certainbusinesses is absolutely key.
I mean, that's a whole worldthat needs to be conquered.
But in the personal brandbusiness, when you're an
educator and you're educatingpeople about something that's
interesting, then, speakingreally for that one moment in
(34:08):
time, you are important in theirworld and of the 50 billion
trillion things they could belooking at and listening to and
learning from, in this onemoment in time it's you, and
once you leave that room, theyare back out there with all the
distractions, so you areforgotten.
(34:30):
So, for that one moment, youwant to capture that lead, and
what I'm looking for is acertain quality of lead, not
just some rando thing thatdoesn't suit me and is going to
take up a year of my time.
So, yeah, to me it's quality,quality, quality, quality,
quality all the way, and reallyfinding a way to get those leads
(34:53):
coming in.
No matter what that's qualityand I find with Google, the
quality is atrocious andFacebook is atrocious.
What you get from them is justa whole bunch of shit, and
probably AI shit and probablybots, and you know like you
(35:15):
don't even know.
So I just like to go out.
Zeke Guenthroth (35:18):
Yeah, I can attest to that.
Katrena Friel (35:20):
Yeah, and I worry because they're taking our
money and not delivering quality.
So I just don't know how longpeople will really cop that.
So I've got my ear to theground on the social media
advertising realm.
I've got clients in that spaceand I must admit I tread very,
very carefully and I do what Icall experiments very, very
(35:42):
carefully and I do what I callexperiments.
And with AI now it's just goingto change the game.
So we've got to scrapeverything we've done and start
completely from scratch, with AInow at the helm.
And what is that going todeliver?
Who knows?
Zeke Guenthroth (35:59):
Exactly, yeah, but you're touching on as well,
two of the most important thingsthere which you instantly
generate with doing a talk likethat, is driving authority and
driving attention.
They're probably the two mostimportant things that you can
generate to actually monetizeanything, because attention is
everything and if you've got anauthority like if you looked at
(36:20):
as as a position of authoritythen you can't really drive that
selling force.
But, yeah, the Google, theFacebook, all of those
advertising you get someinteresting results of that.
Obviously, it's a part of mostbusinesses, but that shouldn't
(36:43):
be anyone's prime focus.
Ultimately, you need, outsideof that You're doing it with a
bit of personal branding.
You get a little bit ofbusiness advice too.
Yes, I think anyone out therethat's sort of stuck in their
ways, like if we're talkingabout experts in the industry,
(37:05):
you know we might be dealingwith there's definitely
dinosaurs and we're not evengoing to talk about them as in.
Yeah, these fossils have justbeen around forever and they
don't even know how to use acomputer.
They never will.
Katrena Friel (37:17):
They'll never think about it.
Zeke Guenthroth (37:21):
But yeah, people who are, you know, maybe
in their 40s, 50s, you knowthey've been.
Katrena Friel (37:27):
Have entered.
You enter your peak at 40, thebeginning of your peak.
It's not the peak If you lookat it as a bell curve.
The beginning of your peak.
At 40, you've earned.
Prior to that, you've earnedthree stripes and only now,
after you've earned those threestripes, are you actually
interesting.
So at 40, I want everyone tounderstand that you're beginning
(37:51):
your peak.
So this is not the end of days.
This is the beginning of yourmastery and your monetization
and you becoming the wise person.
Zeke Guenthroth (38:01):
You know you becoming the, you know the wise
person in the village about thisthing, whatever, the thing is
Exactly what I was hoping you'dsay, because there's so many
people in their 40s, 50s thatare like they've been doing it
for so long.
There's so much there andthey're at a point in their
career, normally, where they'rewhat they would refer to as
(38:23):
successful.
You know they're, they might bein a higher role or they've
been in their company for 20years or whatever it is, and
it's like they're comfortable,they've got a comfortability.
You know they're not youngenough where they're
uncomfortable and chasing things.
They get to that point wherethey're like, yeah, I've got my
family, I've got my job, I'm anexpert, everything's good.
At that point in time, that'swhen you've got the background
(38:45):
to flick that switch and justderive it even further.
So you know, I'm glad that youjust jumped straight into that.
That's exactly where I wasgoing.
Katrena Friel (38:53):
Talking to that, there's 90 percenters.
So I call them 90 percenters.
They're lifelong learners.
They're going to learn and growby default, only if they have
to, you know, and they just geton with it.
And quite their worst thing isthat they're comfortable.
No one's successful becausethey're comfortable.
Most people do very, very wellbecause they're starving.
(39:14):
So what I'm looking for insomebody is that failure isn't
an option.
So I want people that arehungry, that failure isn't an
option, and so you look forthose driven people.
They're the ones that are themost successful, not the comfy
ones.
They are institutionalized,their mindset is fit for comfort
and they don't want to rock theboat or muck anything up.
(39:37):
What I'm looking for is theactivated lifelong learners.
They are 10% of the world'spopulation and they are
proactive with their development.
They're listening to shows likethis to see what they can pick
up and learn very quickly, andit all just goes in.
They're a learning machine andthey're very activated.
(39:57):
They're on, they're switched on, and so you and I are activated
lifelong learners.
Don't bother talking to peoplethat are just lifelong learners,
just the 90 percenters.
They are people you won'tunderstand.
You won't understand thatthey've got the house, they've
got the two cars, they'remarried, they've got the kids.
(40:18):
We want people that are at thatpoint going is this it?
Is this all there is?
And they're the people thatstart to reach out to people
like you and I and go this can'tbe it.
Tell me, this can't be it.
And at 40, you tend to startthinking that way.
You start to go oh shit, thisis boring.
Is this all there is?
(40:39):
Like, is this all I'm capableof?
Is this?
Have I even touched my fullpotential?
No, you haven't.
You are unlimited potential.
And you're driving a Ferrarithat you've never even turned on
the engine.
Get ready to turn on the engineand let's drive this thing home
.
That's what it's like to livein a world of freedom and
(41:02):
lifestyle that you create, andthat's what it's like being an
activated lifelong learner.
You're asking questions like ohmy God, is this it?
This can't be it.
People are idiots.
Zeke Guenthroth (41:13):
Yeah, that's something that we've been trying
to drive home as well on thepodcast lately.
Or, oscar and I, when we're inbusiness or meeting with clients
that are like, you know, atthat stage where they're taking
that leap of investing inproperty or something which is
one of our businesses that wework in, and it's like the
people you meet, the people thatare like I think that's just a
(41:35):
bit too much of a risk for meand it's like, okay, let's have
a look at, like your actual life.
Like let's take a zoomed-outapproach and look at what else
is going on in your life.
Like obviously, yes, you canstart investing, but you're in
your role, like there's so manydifferent things you could be
doing and there's so muchimprovement that you could be
doing.
You're just scraping along thesurface, like just sort of
(41:56):
comfortably gliding through life, but it's like you could really
change everything in a quickthree months and your life would
be different to anything you'veever known.
Your friends would never see itcoming and then, two years
later, you're gonna look backand go shit, I was wasting that
much time.
I was just sitting there when Ihad all of this in me and I
(42:19):
didn't even know.
So hopefully people listeningto this podcast, um, that might
be feeling like that, get a bitactivated and go okay, hang on,
there's actually so much moreI'm going to be doing and take
that step and take that leap.
Katrena Friel (42:32):
Yeah, yeah, and that's my job Every time I get
up to speak.
A third of people are going tolove me, a third of people are
going to hate me and a third ofpeople don't care.
So me.
A third of people are going tohate me and a third of people
don't care.
So I'm talking to the third ofpeople that love and can engage
with what I'm saying, and withinthat, there's the 90% who are
not switched on yet.
(42:53):
So my job in that speech,whenever I open up my mouth, is
to switch people on and to go.
Oh, I never thought of it thatway.
Oh, really, there's more.
Switch people on and to go oh,I never thought of it that way.
Oh, really, there's more.
Yes, there's more.
Come on, let's go, let's drivethis Ferrari, because who wants
to have a Ferrari in thedriveway and never actually
(43:13):
drive it?
It's crazy, and that's whatwe're in Our bodies, our human
meat suits are an incredible,priceless type machine.
We need to use it, andparticularly our brain and the
way our brain is capable of, andnow, with AI, ai is going to
relieve us a lot of the noise.
It's going to relieve us of alot of the noise, and so it's
(43:37):
going to give us back time, andthat time is for creative
thinking and creating our lifeand our life that we want to
live.
It's up to us to co-create withthe universe.
The universe is not creatingfor us.
We are co-creating with theuniverse and we have a whole
blueprint ready to be ignited ifwe allow it to, but with the
(44:00):
destructions, the way the worldis set up for you to be ignited
if we allow it to, but with thedestructions, the way the world
is set up for you to bedestructed, with social media,
television, drama, fear, all thethings.
If you're on that, then you havebeen taken.
You've been taken and it's verydifficult to get you back from
that.
Whereas you and I are notdistracted by those things, we
(44:21):
are distracted by some good,juicy things that we use to
build and drive our Ferrari.
So, yeah, it's exciting times,but you can't convince anybody
of that.
They're either in the 10% andwant to come over to the 10% or
they don't.
Don't stand your mind to peoplethat never will see it.
Zeke Guenthroth (44:41):
It's either they're already thinking
differently or they're not, andthat's all there is to it.
If you're at a point in your30s, 40s, 50s where you've never
thought differently, reshapingthat mindset is going to be very
, very tough, very tough.
Katrena Friel (44:54):
If you're still in your parents' programming at
30, you've got a lot of work todo and that work often never
gets done, whereas for me, I wasactivated at 25 because I was a
seeker, and so if you're born aseeker, you're constantly
(45:15):
seeking and the teacher appearsat different points in your life
.
And for me, thank God, 25, Iwas activated and boom, the rest
is history.
Like I was on from that momentand I remember I'm feeling
activated right now, like thetingling sensation when you're
activated and you can beactivated in conversation.
You can be activated withpeople's lives.
You can be activated by justlistening to a podcast or an
(45:39):
audio book or reading a book.
I mean, these things are thereto activate you and each little
thing is activating you andpushing you along your path, and
you don't even know it half thetime, whereas for you and I,
we're doing it proactively andwe're doing it consciously,
whereas other people they'rejust being pushed along and they
(46:00):
feel at the mercy of the worldand it's like no, no, no, you
can actually take the reins here.
You can come to the front ofyour bus and you can start
driving it if you want to.
It's your choice.
But most people are notawakened.
They're not awake and they'rejust asleep at the back of the
bus and going.
Well, this is bloody boring.
I know what I'll do I'llself-medicate, I'll drink, I'll
(46:23):
smoke, I'll eat, I'll shop.
I'll do all these distractionsand all these things, because
what else am I going to do?
Zeke Guenthroth (46:34):
Yeah, absolutely.
Katrena Friel (46:35):
So simple.
Zeke Guenthroth (46:37):
Even people that have goals and stuff.
What I've started to notice is,you know, their goals will be
so limited and short-sighted.
Or, you know, even if you go astep further and people are like
, yeah, the sky's the limit,it's like, well, it's footprints
on the moon, the sky's not thelimit anymore.
So there's so much more outthere that people can have.
If they just actually getactivated, I should say, and
(46:59):
chase it like just be a, go, geta put in the effort, go, do it.
And you'll know, like, ifyou're, if you're listening to
this and you're feeling a bitlike revved up, then you
probably are one of those peoplethat are activated.
Or if you walk down the streetand you see things and you go
really like people are doingthis or people are doing that,
and you're finding yourselfquestioning other people or
(47:20):
society, trends or cultures orwhatever it is, or just general
things, you sit back and take alook and you're like what, why?
Then you're probably one ofthose people, right.
Katrena Friel (47:31):
Yeah, you're a seeker.
Yeah, I say attention, seekers,attention.
Zeke Guenthroth (47:37):
Yeah, that's right.
Katrena Friel (47:38):
I call you in.
I call you in.
I call you in, come, come, comeand look.
Quite frankly, zeke, if peopleare having a good time today and
they're enjoying ourconversation, reach out.
I'm happy to have a freediscovery session.
You never know what I'll beable to unpack for you within a
very short period of time.
It's the free discovery sessionis like an hour if it's
(47:59):
interesting, but within thefirst 15 minutes I'm going to
have a bit of a dig about andsee straight away where the
problems are.
What's holding you back?
Whether it's a mindset issue,it's limiting beliefs, it's
programming from your upbringing, all these things that are
holding you back.
Let's remove those things.
I call that therapeuticcoaching, where we remove all
(48:20):
the gumph and then we set youfree so that you can actually
think straight about you andwhat risks you're willing to
take.
As you say, some people aren'twilling to take any risks.
Well, life is a risk.
Getting in a car is a risk.
Going on a bus is a risk.
Going to Sydney yesterday was arisk.
Everything's a risk.
(48:42):
It's just how much are youwilling to stretch outside of
your comfort zone to go anddiscover just how green the
grass is over there?
Well, most of you will neverknow.
Zeke Guenthroth (48:57):
Yeah, I don't think people realize how risky
things like life actually is andhow lucky they are to be in the
position they're in.
Like, realistically, if you're30 years old, you you're well
abled, your body works, you canwalk, you can move, you can talk
, you can understand things, youcan listen to this podcast and
actually think about it.
There's so many people thatdon't actually even have that
(49:17):
opportunity, like the fact thatyou've merely made it to that
point in time when you couldhave been stillborn.
You know you could have beenborn with severe issues and a
whole bunch of other things youcould have been, you know, run
over at three years old.
There's that many thingshappening and so many people
don't make it that far, but youare that lucky to take the risk.
Katrena Friel (49:37):
Yeah, we are truly.
And look you, and I don't evencall it risk we're saying that
word risk because that's theword they understand, but really
it's not a risk, it's astrategy, and if the strategy….
Zeke Guenthroth (49:52):
For us, the risk is not doing it.
Katrena Friel (49:54):
I mean, it's not like we're stuck in any one
paradigm.
We can go anywhere we like withit and as long as you're
learning and growing, you'redoing your life's purpose.
Your life purpose is to learnand grow.
What 90% of people are doing isjust learning and growing
really slowly and in a veryboring way, whereas activated
(50:14):
lifelong learners are learningand growing in a very fast pace.
They love to learn fast andfail quickly and move on.
So it's a very differentexperience when you're activated
and very boring.
I reckon if it was the other wayaround, I would just want to
stick a pen in my eye and killmyself.
Seriously, I wouldn't want tolive like that and I remember
(50:36):
what it was like to hang aroundpeople like that and I find it
very draining and I just cannotat 56, I just cannot waste any
ounce of my energy anymorehanging around with you know
energy drainers and just so youguys know, at 30 you will shed
(50:57):
people, you will outgrow people.
You will have to have some veryharsh discussions on occasions
with friends and family becauseas you evolve, they don't get
you anymore.
You are not playing the samegame that you used to play and
they don't like that.
So that you can get attackedalong the way.
(51:17):
So anyway, just know you willlose friends, and that's why we
call it lonely at the top,because you haven't got the
amount of people that you usedto have.
Now you have quality andhopefully you surround yourself
by the five people that willtake you where you want to go
(51:41):
not where you don't want to goExactly.
Zeke Guenthroth (51:42):
Yeah, I always say show me your friends or I'll
show you your future.
Yeah, it's actually a goodillustration.
I was thinking of this.
I can't remember the exactwording so I'm probably going to
misquote this, but it wassomething to do with you know
someone, a regular person outhere, catching a bus, and the
bus has like 30 people in it andobviously there's a
(52:04):
socioeconomic level of that bylooking at it, and then when
they make it to the top, they'redriving a Ferrari.
The Ferrari's only got twoseats.
Why is that?
Because you cut so many peopleoff.
You take that step, you're nowdriving it with your one mate
who's driven you the whole way,whereas those other 30 people
were holding you back on thatbus.
So now you've got the Ferrari,you've got the friend, you've
cut that and you're ready to go.
(52:25):
I think there is going to bepeople fired up about this and
ready to sort of get in touchwith you, even just for a
conversation.
So, katrina, what is the bestway for people to actually get
in touch with yourself?
Katrena Friel (52:37):
Just jump online to becomingtheexpertcomau and
click on the free discoverysession and book in yourself my
mobile's there.
You could always ring and leavea message and we can do it
manually if you prefer.
But while you're fired up, takeaction.
This is the thing.
(52:57):
In an hour you're going to behaving a coffee.
You won't be thinking aboutthis anymore.
So take action while it's hot.
And that's the differencebetween activated and just being
a normal person is that theydon't take action.
They poo-poo everything, theyroll their eyes in every meeting
(53:19):
they've ever been to, whereasactivated lifelong learners, we
just get on it and we can't waitto get on it as quickly as
bloody possible.
So for those 10% listening tothis that can feel that it's
time to have a chat with Katrina, who's going to sort them out,
then jump on it, please do, anddon't feel like you're wasting
(53:40):
my time or anything.
It's not about selling youanything.
It's about me showing youwithin 15 minutes, your worth
and your value and how I would,if given the opportunity, would
position you, package you andprice you in your field of
excellence.
Go get it.
Zeke Guenthroth (53:57):
Exactly, exactly, yeah, no, I always say
to people book the meeting, havea chat, and the worst-case
scenario is you walk away fromthat going.
Wow, I could be doing so muchmore.
Yeah, that's literally theworst-case scenario.
Worst-case scenario 100%.
I think I'll also put yourdetails and the link to your
website in the show notes, butbefore we go, do you have any
(54:22):
final piece of advice or anyfinal guideline, or even just a
funny story to share to wrap upthe podcast today?
Katrena Friel (54:26):
Gosh, I just don't think most of us are
actually living.
I really don't, and I thinkwe're just plodding along,
waiting for the next day and thenext day and the next day.
What I really want for peopleis to know what it is to thrive,
and to know what it is to livein full color, full out, and to
(54:47):
die knowing that you reallyunderstood the edges of your
potential and what that couldactually look like.
So, yeah, it's time just tostart living and get rid of all
this shit that's grabbing ourattention.
It's not real.
It's not real.
That's to keep you where youare, so our job is to get you
(55:10):
out of that.
So, yeah, I really just thinkit's time to start living in
full color.
That's magic.
Zeke Guenthroth (55:18):
Yeah, that's exactly right.
Everyone's built life in them,everyone's living life, but
they're just not actually.
They're letting life live them.
They're not living life.
And I think that when you takethose steps, you go be a
go-getter.
You'd be surprised at what youcan do.
And life is such a high, it'ssuch a drug when you're doing it
(55:38):
right and you know what's goingon and you become I'm smiling
just thinking about it becauseI'm in a position where I can
actually enjoy life and livelife as opposed to letting life
lead me.
So when you guys are in thatposition, you're going to love
it.
Katrena Friel (55:54):
Yeah, we can say welcome to the Activated
Lifelong Learners Club.
It's good over here yeah that'sit.
Zeke Guenthroth (56:01):
Welcome, yeah, with open arms.
We love that.
We love networking withlike-minded people.
So anyone out there that doeswant to get in touch.
You heard it go tobecomingtheexpertcomau, and then
there'll be a link in the shownotes as well.
Otherwise, katrina, it's beenan absolute pleasure having you.
Thank you very much.
Katrena Friel (56:20):
Thank you.
It's been so fun talking to you.
You're amazing.
Appreciate you Likewise.
Cheers.
Zeke Guenthroth (56:26):
Cheers.
Hey guys, welcome back to another episode
of the Finance Global Podcast.
Today's a special occasion.
We're actually joined with aspecial guest who's an
award-winning author, aninternational speaker and a
mentor on pretty much all thingsbusiness.
Please welcome in, katrinaFriel from Becoming the Expert.
Hey, nice to have you.
Katrena Friel (00:20):
Thank you.
Zeke Guenthroth (00:22):
No worries at all.
Yeah, look, let's just jumpstraight into it.
No need for long-windedintroductions.
Tell us a bit about, ultimately, to start just yourself, what
sort of things you do, and thenwe'll go where we go.
Katrena Friel (00:34):
Yeah, absolutely.
So I've been around for aboutoh, it's over 25 years now, but
I'm going to just cap it at 25and just keep saying 25 years
I've been doing this, where Iwas sort of out there on the
circuit doing training andcoaching and speaking and stuff,
and everywhere I went there wasalways one person that would
(00:55):
come up and say I want to dowhat you do.
And I wondered well, how do Ido what I do and how did it all
sort of happen?
So I started to reverseengineer what I was doing, get
rid of all the extraneous andall the errors and all the
mistakes and whatnot, and cameup with becoming the expert.
And that was sort of evolvedover decades.
(01:16):
And now I take people fromcorporate and create their own
personal brand business and givethem seven streams of income.
I can build all the assets in90 days and then the rest of the
12-month program.
We're sort of working onhand-holding and developing the
skills that they need to be anauthor, speaker, trainer, coach,
et cetera.
(01:37):
Yeah, so it's gone from a soupwhere I was doing groups right
down to it's now a very refinedsource where I work only
one-on-one with people and Ijust feel the done-for-you model
is now coming up as a tacticthat people understand is
(01:58):
valuable.
I think people are sick of justgoing from program to program
and getting a bit here and a bitthere, and a bit here and a bit
there, and a bit here and a bitthere.
I put it all into one programso they get everything they need
end to end full transformation,get it all started and off we
go, whereas, yeah, this you knowon your own, by yourself.
Online programs really hasn't.
(02:20):
The statistics are not great.
Zeke Guenthroth (02:23):
Yeah, absolutely.
There's just so many differentoptions out there and people are
just buying one thing, thenbuying another, this doesn't
work, that doesn't work, and soon.
And I think in today's world,like probably more so than ever,
you've touched on somethingreally important there, which is
the personal brand.
I think personal brand intoday's world is we're in a
stage where that's really moreimportant than actual company
(02:44):
brands, in my opinion.
Anyway, like you, you know yougo and look at what's an example
like l'oreal I don't even knowhow you say it, it's a beauty
product, so no surprise.
But like with tendril jennerbeing the face of their whole
thing, it's like that's a person.
And then there's a brand behindthe person.
You know, road with hayleybeaver, who she's just sold most
(03:04):
of it anyway, so she's not evenactually the owner anymore.
And then if you go to just likesimple advertising with any
brand, like athletes and thatkind of thing, it's like that
athlete is that brand.
So, yeah, personal branding nowis what I'm seeing more
important than ever and actuallyarguably more important
(03:26):
advertising for companies andrevenue creation.
Katrena Friel (03:29):
Yeah, yeah, and every CEO has a personal brand
and a thought leadership piecethat they need to put together.
And so come right down to everyperson has the opportunity to
not leave money on the table andthey can create a business out
of their own story.
And so what I do when I firstget together with somebody is
(03:51):
they usually don't know theirlife purpose or their soul
purpose or their direction.
They're a little bit stuckbecause we can't see through our
own weeds.
What's easy to us seemsworthless, whereas actually what
is easy to you is really whatyou should be offering to teach
people.
So, in my view, I thinkeveryone has the opportunity to
(04:15):
build a personal brand andeveryone should create a
business out of it, with sevenstreams of income, and that can
be put together reasonablyeasily.
And you know, get out there andstart to practice it.
And you know, everyone's got abook in them.
I think everyone's got 12 bookseries in them, because within
(04:36):
your philosophy story, thatshould be your first book.
And so what I do is I sort oflook at the clues and the crumbs
that they've left me throughouttheir entire career and I go
and pick up all those crumbs andI can actually see a theme and
I can see what it is that theyshould be offering their world.
I call that their medicine.
(04:57):
So what is the medicine thatthey want to give to the world?
And it could be anything.
It's amazing.
The world we live in now isjust completely magical in my
view.
Zeke Guenthroth (05:09):
Yeah, well, you're exactly right.
When you take, like, anyindividual in the world, it
doesn't matter where they'refrom or what their story is,
what their background iseveryone will have a story
that's interesting.
Like, no matter where you'reraised or how you're raised,
there's going to be those thingsthat go wrong, those things
that go right, the things youcan do, can't do, and so on.
And then if you're able to kindof compile that into a neat
(05:33):
story and make it somethingintriguing and turn it into
revenue, then it's such an easything.
You've already got it all there.
Why wouldn't you do it?
Katrena Friel (05:40):
Yeah, yeah.
It just sort of takes often abusiness mentor to sort of see
the diamond in the rough andthat, luckily, is my sort of
genius zone, so I'm able to dothat within about 15 minutes,
work that out just by listeningto their story and where they've
been, and it comes to me quitequickly and people go, wow, how
do you do that?
And it goes well, everyone'sgot their genius zone, everyone
(06:04):
it just this happens to be themuscle that I've built over many
, many decades of listening tomany, many stories and seeing
how fascinating it is howpeople's careers have developed
and how these opportunities havearisen and why that's happened
to them versus happening tosomebody else.
(06:24):
So I think within the mosttraumatic parts of your life,
that's where the good stuff is.
Zeke Guenthroth (06:32):
I completely agree with that.
It sort of shapes and mouldsyou into something and that's
like the intriguing point ofyour story, like where things go
wrong is normally like.
Even if you take a look atmovies with heroes and stuff,
it's like something goes wrong,there's a problem, and they turn
that into their superpower atthe end of the day.
That like shapes them andbuilds them into that better,
(06:53):
better final character.
Now with our, with ourlisteners, we have a lot of
people who are probably lookinginto personal brands, like with
instagram being what it isnowadays, and a lot of our
listeners are, you know, betweenthat 20 to 40 year bracket.
The question that I've actuallycome across a few times from
people that have, you know, um,in previous episodes have talked
about personal branding andwhat it is, given a bit of a
(07:14):
background but never reallygoing to the nitty-gritty of
like you know how do youactually do it and that kind of
thing.
One question that keeps arisingfor people is they struggle
with understanding with theirpersonal brand that they are
actually their personal brand,like you are the brand, so you
can't be you over here and thenyour personal brand over here.
(07:35):
They are one and the same.
Do you want to provide a littlebit of guidance on how to kind
of manage that and make surethat you are portraying
basically an authentic part ofyourself?
Katrena Friel (07:50):
Well, the first thing to really understand is
that your brand walks throughthe door before you, and so
that's made up of many, many,many different things of what
people have experienced aboutyou.
Or maybe they've stalked you onsocial media and they've got a
bit of a taste or a bit of asense of who you are.
So that walks in the door aheadof you, and then you're there
(08:13):
to either increase trust withpeople once they get to meet you
or decrease trust when they getto meet you.
So you're constantly buildingyour brand or tearing it down,
and the funny thing about brandis that it can be torn down in
(08:35):
what?
Five seconds recently with theguy at the concert who was
having an affair.
Zeke Guenthroth (08:41):
Yeah.
Katrena Friel (08:44):
That was a personal brand of two people
that have been destroyed withinfive seconds.
Now where do they go from there?
They have to start from groundzero and build their personal
brand, but it's against the oddsbecause they have to trudge
through all the.
You know all the way peoplethink of you after that.
(09:07):
You know Having an affair.
What does that say about youCheating on somebody in public?
What does that say about theway you respect your wife?
I mean, it just says so much.
And so he particularly has towalk through that mud and saying
sorry is not enough, andgetting divorced or separated is
not enough.
His brand walks in the doorbefore him.
Zeke Guenthroth (09:31):
Yeah, that's right.
And then that's somethingthat's happened to him like
while he's already got the brandthat he started.
Something I've noticed otherpeople struggle with too is
actually I can use myself as aprime example here because it
makes it easy and relatable foreveryone.
So when I was starting mypersonal brand, something that
was and it's the same foreveryone it's like a problem at
(09:53):
the start is people in yourcircle.
They know you for who you'vebeen, right, they know you
throughout your life and theyhave a preconceived perception
of what you are and who you areand how you act and that kind of
thing.
So when you decide this is whatI'm doing and you make that
commitment, it can actually havethe impact of people going well
(10:15):
, hang on a minute, that's notwho I knew or that's not what I
know him as, and create thatresistance there.
And then people get scared ofyou know making that shift or
jumping into that because like,oh, there's a skeleton in the
closet, like there's somethingbad in the past or or whatever
like for me it might be.
I was a brat throughout school.
I was an a-grade menace and Icaused a lot of trouble and
(10:38):
that's part of my story.
So, you know, there's probablypeople out there that are seeing
what's going on and they'relike, well, hang on a minute,
this guy was a great assholeback in school and like he can't
be doing this, he's a terribleguy.
So you know, there's thosethings.
What would you say to helppeople kind of establish, when
they're establishing theirpersonal brand, like how to kind
(11:01):
of handle that in the best waypossible or just keep pushing,
or what do you think?
Katrena Friel (11:06):
Oh, so good.
Look, I could say so much aboutthat, but let's try and keep it
brief.
But look, first of all, you'reallowed to change, you're
allowed to evolve and you'remeant to.
As a young adult, you're meantto transform.
Over time, in fact, every sortof seven to eight years, you'll
(11:32):
be taking a giant leap ofevolution, and so who you are at
eight, 18, 28, 38, 48, 58, andso on is completely different.
But what isn't different is thefundamental nature of who you
are Now, when we look at naughtychildren or rebellious children
, or menaces, or whatever youcall it, when you look at it
(11:54):
with the lens of an adult andsomebody that I can look at you
now, not as your parent, but Ican look at you and see that you
were spirited.
So when I look back at you inthe past, I actually see spirit,
and I see spirit and I see astrong nature and a strong sense
of self and a lot of confidence, somebody that's willing to go
(12:18):
out on a limb and be crazy andwhile as a child that's not
appreciated by the police or theparents or the whatever, at the
end of the day there isspirited children.
Now, those spirited children goon to end up being very, very
influential adults, and so whenI'm coaching parents, I'm saying
(12:40):
to them look at this behaviorthrough the lens of them as an
adult, and all you see is aleader.
It's just we don't brand itthat when they're a child,
because it's in that context.
So, that being said, let thatland for a second.
The next thing I want to say tothat is you are allowed to
(13:00):
evolve, and what's going tohappen is people that can only
see you one way and will notallow you to evolve and keep
trying to drag you down and makeyou remember when you did this
bad thing and that bad thing,and remember when you pulled
your pants down and mooned thewhole school.
(13:21):
Or you did this or you did that.
You've got to look at it fromtheir perspective.
What is their intention in notallowing you to move on and not
just simply being proud of yougoing wow, look at you, look at
you.
Then Look at you now.
Look what you're doing.
Isn't that amazing?
Now, the ones that really loveyou and the ones that are truly
(13:43):
your friend will allow theirgrowth and you will do the same
for them.
The ones that will keepdragging the past out and won't
allow you to evolve.
They're the ones that arejealous of you and they're the
ones that really need sometherapy and they've got
self-esteem issues and so on.
(14:04):
So the third part of this isthat you want to kind of see it
as a way of kind of like usingthe stories to your advantage,
and that's strategicallybringing out the stories.
(14:27):
So, for example, when I gotexpelled, I make sure that when
I got expelled does not stay inshame.
I actually have brought thatout into the public and I make
fun of it and I love it and it'spart of my story and it's a way
of me showing that I've gotchutzpah, I've got spirit, and
so you know I can use that story.
(14:49):
But you just don't want to keepthings in shame.
Anything that's in shame thatyou wouldn't dare say on a
podcast or you wouldn't dare sayin a speech of some sort, then
you've got to go and do somework on that.
That's therapeutic work, toturn shame into a story, shame
into your hero's journey.
So that's sort of.
(15:10):
The third piece is how do youtake the old stuff and make it
work for you now?
And so one is there's a storywhere I had a miscarriage and I
left my corporate job for thelast and final time, and you
know I've turned that into astory.
And then there's a reallynaughty speech that I do called.
(15:32):
You know, what does the badgirls do?
That the good girls never will,and so it's turning my bad girl
reputation into actually.
It's made me the strong,independent woman that I am
today, and often women stuck inthis good girl, people-pleasing
(15:55):
inability to say no, with noconfidence and no assertiveness,
can you see, that's actually aproblem.
So while it looked bad when Iwas a kid, it actually serves me
with great power today, and thetrick is getting rid of the
shame around any of that.
And so you and I are bothmenaces.
Zeke Guenthroth (16:18):
Yeah, no, that's exactly right.
That's what I normally say too.
It's like when you have thatpart of something where you can
kind of turn it into a positive,like turning it from a negative
to a positive quote one of myfavorite people in the world,
people but ultimately thatcreates that effect of if you
(16:39):
can poke fun of it, like yousaid, and turn it into that
storytelling, you can find a wayto kind of rotate the narrative
and go yeah, look, you knowthis is what was happening and
this is what's happening now.
Like you know, that is normallythose things that you're like
they're questionable in public.
That can then prompt you tocreate the life changes and have
(17:02):
the skills and the talent to dowhat it is you do.
And so now what's going tohappen?
Yeah, it is amazing.
And now what's going to happenis people are going to be like,
okay, well, you know, maybe I'mnot so scared to start a
personal brand.
You know, I can get theseskeletons out of the closet,
have a bit of a laugh about it.
I don't have to keep hiding itand now create a personal brand.
The trouble they're then goingto face is they're going to be
(17:25):
in a position where a lot ofpeople go wrong creating
personal brands, where they justdo it.
They create the brand.
They don't really know whatthey're doing or how they're
going to monetize that.
You know, they might just go uh, what's an example?
I've seen a lot of peoplecreate brands where they'll
they'll be like creative in thefact that they can go and create
great content or something onInstagram.
(17:47):
They can generate a lot ofattention.
And then what happens is theykind of go well, I've got all
this attention, but I've gotnothing to actually monetize.
And a friend of mine from Sydneyhis name's Alfie Robertson
Anyone listening can look him upon Instagram.
He's got.
Alfie Gets Hard.
He can look him up on Instagramhe's got.
Alfie Gets Hard.
He's got.
Alfie the Creator he's gotAmplify, he's got Pure Body, he
(18:07):
works with Elastiboy, which isJake, he works with Medical Mars
, which is Marley, and they'rejust a group of young blokes
like myself, not much different.
You know, they love to go havefun, or used to have fun, and
they basically just rotated thatfrom.
They were changing their lives,they documented changing their
(18:29):
lives and now they're in aposition where they they just
show what they've done.
They've created brands off it,personal brands of them just
being like health freaks andworking out and doing business
and that kind of thing, andtheir product now is simply
helping other people do the same.
You know, whether it be healthand fitness, whether whether it
be creative, like creating abrand or whatever it is.
So they found a good way tomonetize it, where a lot of
(18:51):
people get it wrong and justcreate it and go cool, like what
now?
So when you're kind of guidingpeople through creating their
brand and you're thinking of,you know, the seven income
streams, what are you actuallysaying to them to sort of go
look, when you're doing this,you need to have a plan in place
for monetizing, and how do youactually go about that?
Katrena Friel (19:14):
Well, the first thing I do is I have a free
discovery session first, and Ilike to start there because what
I'm doing is trying to find myprojects and people that I want
to work with in a subject or atopic that I'm interested in.
So that starts there, and sowe're not going to just take
anybody who wants to start achemist or be a PT or whatever,
(19:38):
because they're a dime, a dozen.
You know it's not veryinteresting to me.
So I'm really looking for thoseprojects that I can really sink
my teeth into and create a fourand a half grand a day type
product.
So four and a half grand a dayis the day rate that we want to
sell them for.
So that's kind of the levelthat we're looking at, not
(20:00):
somebody that just wants a $50collaborative fee or a $500
collaborative fee or a $5,000collaborative fee on social
media.
That's not the kind of thingI'm looking for, because to me,
those brands will come and goand the best ones will evolve it
(20:21):
over time.
And I'm not an influencer,personal brand expert.
That's not the area I'm in.
What I'm in is I'll sit downwith them, have a look at their
career, and it could be 10, 20years of stuff that's gone on.
They are the expert.
They just don't know they'rethe expert.
(20:41):
And so what I do is I positionthem as the expert, package them
as the expert and then pricethem as the expert so that they
become the expert.
So becoming the expert is thename of the business.
So from there, once we'vedetermined that we want to work
with each other and we'vedetermined that it's a great
product and we know the thingthat we're going with, then we
(21:02):
sit down and do a full businessplan from year one, year two and
what the million dollar modellooks like, and so that they
know what I'm building, why I'mbuilding it where the money is,
where the money isn't, and sothat one day, business planning
strategy day is like thegreatest thing since sliced
cheese and I make strategy andbusiness planning fun and
(21:24):
interesting, and the day goeslike half an hour, but it's a
full day in it and we do a wholebunch of things about their
brand and what we're doing.
And then the second day we do inthis is in the kickoff.
So the kickoff is a two-dayprocess.
The second day we pull out ofthem their philosophy and that
(21:45):
philosophy becomes who they areand what they stand for, and it
also creates the book outline.
So we create the book outline,each chapter and each
sub-chapter, and then at the endof that, if we've got time,
because that's taken a dayusually then we put a little bit
of meat on the bone.
So when they go home to theirwriter's retreat and I want them
(22:08):
in writer's retreat at home forthe next seven days the book
writes itself, essentiallybecause it's already inside of
them.
It's really now they've got theoutline to draw that out.
And so once we've created thebook and we've gone number one
bestseller, the book cover thendictates the brand look and feel
, because we don't do the brandfirst, then do the book cover.
(22:30):
We let the book cover guide usas to what the website and the
brand's going to look like.
So then we do the branding,then we do the website, then we
set up all the social media andthen we create the TED Talk, the
20-minute speech that's goingto whack people in the head with
their philosophy and makepeople go oh, I never thought
(22:51):
about it that way.
And so from there you get yourleads.
So if you don't speak aboutyour philosophy, you don't get
any leads.
So you need to speak.
So the book opens doors for youto speak.
The speaking gives you theleads and then the leads allow
you to.
Then what we do is create asignature program.
(23:13):
So we turn the book into a live, transformational signature
program that you can sell for$5,000, $10,000, $20,000 or more
, whatever.
And then the signature programis what you rinse and repeat
sell, sell, sell, sell.
And then, once people have hadyour training, then, and only
(23:33):
then, can you coach them,because now they've got the
basis of what you are and whatyou stand for and they've got
the foundations from which towork from.
They've got the language.
Before they didn't know whatthey didn't know.
Now they have the language forit.
And only now can you coach themone-on-one at a more advanced
(23:56):
level, because they've got thebasics in place, they've got the
language in place, and so,author, speaker, they've got the
language in place.
And so author, speaker, trainer, coach they're four revenue
streams that you've got.
And then in year two clientswant more.
So let's assume you're reallygood at what you do.
They then want the mentoring,facilitating and consulting.
(24:16):
So that's the other threestreams of income.
But that all falls out of theoriginal signature program.
So it's very exciting that Ihave this process that just gets
done easily and effortlessly.
And there's certain work thatyou have to do, but a lot of the
heavy lifting is done by me atthe very beginning and they love
(24:38):
that.
First 90 days where it all getsbuilt, and you walk away at the
end of 90 days where it allgets built and you walk away at
the end of 90 days with your$10,000 signature program ready
to go, with your website, yoursocials, your book, your keynote
everything's already set up,ready to go.
So you know who you are, whatyou stand for and what you need
to be talking about.
Specifically when you go on thestage or on podcasts around the
(24:58):
world it's exciting.
When you go on the stage or onpodcasts around the world it's
exciting.
Zeke Guenthroth (25:05):
It's such a good way to do it because you
basically help them take whatthey've got, bundle it up into
one step, two steps, three steps, four steps, as opposed to just
spinning around in circles withyour hands up going I'm an
expert, but I can't.
I'm not an expert.
So, no, it's a really goodtheory and even practically
(25:25):
doing that step and developingthe program and all of that.
I think the talking part of itis probably the major actual
selling point there, because somany people now, like you know,
you've got YouTube, you've gotTikTok, you've got Instagram,
that speaking thing, the amountof content that's being consumed
worldwide every day.
That's the kind of thing that'sgoing to help you trigger the
(25:46):
morality and, you know,basically get you well-known in
the industry and even more sothan you already are.
Like, if you're an expert, youprobably well know that you're a
little niche group, but gettingyou out there further and then
being able to propel that intocreating you know, essentially,
your brand and monetizing it isjust a great way to do it.
(26:07):
And there's so many people outthere that would be in the
position where you know they'rean expert in whatever their
industry.
Is that just from doing this onelittle thing and it is a little
thing at the end of the day,like, yes, it's a lot of work,
you know, as you mentioned, it'sa 90-day program, but
realistically, grand scheme.
(26:28):
If you're an expert insomething, you've been doing it
for quite a while, you've spenta lot of time there.
That one change three months ofyour life.
Which grand scheme is literallynothing.
It's changed your whole life.
It's common sense.
Nothing to change your wholelife like you do.
It's common sense.
Also, I find as well thatactually you go ahead.
Katrena Friel (26:53):
I was just going to say.
I like to think that I savepeople five years and $75,000
because they're all getting thisbit and that bit and this bit
and that bit and then notactually knowing what bit to do
first.
That's part of the issue aroundbusiness is there's actually a
process to it.
There's a step-by-step thingthat you do to build your brand,
and so what people do iseverything out of order, and
(27:16):
every time you do anotherprogram with another mentor,
they've got another point ofview.
So you get spun around againand everyone's program is to
tell you that their bit is thesilver bullet bit and there is
no silver bullet.
It actually is a matter ofbringing it all together at the
(27:37):
right time in the right order.
All the bits there's no onesilver bullet.
The book on its own is a wasteof time.
Speaking on its own is a wasteof time.
Having a signature trainingprogram is a waste of time.
You actually need the book andthe speaking and the training
program and then from there youneed the coaching program.
So to me it all makes sense now.
(27:59):
It's taken me 25 years torefine it to the level that it
is now.
I make it look easy, but, geez,if you are on your own trying
to do this, there's literally noway to work it all out.
It'll take five years and$75,000 worth of wasted time and
effort and money.
And who's got that sort ofmoney to waste?
Nobody.
Zeke Guenthroth (28:21):
Yeah, that's right, you need one thing to
propel the next, to propel thenext, and then so on and so on.
And even just the simple thingslike you saying, yeah, sure,
you say it's five years of timePeople are probably going to
look at that and go, well, hangon five years of time, like I
could go and whip all this outin a year very easily.
But no, what I think peoplewouldn't understand is if you're
trying to set yourself up as anexpert, even just something
(28:45):
like a book, doing that andgetting it right with the
structure, the tonality,basically what image that
creates, that can be a two,three, four-year process on its
own, just the book.
Then you add in creating thatspeech, the TED Talk that we
mentioned to basically geteverything going.
(29:05):
A 20-minute talk is a long timeand the content that you need to
have within that to againtonality, delivery, the words
involved, what sort of outcome?
Otherwise, you're literallyjust doing one thing, one thing,
one thing, one thing, and wecall it throwing shit at a wall
(29:27):
and hoping it sticks.
Exactly Like it's not going tohappen.
You're going to be doing allthe right things in the wrong
order and doing them all at 80%efficiency and it's just not
going to work.
It's not going to get you quitethe results that you need.
Katrena Friel (29:41):
The book itself has got so much within it Within
the book.
What we do is we strip the bookat the end and we get a year's
worth of social media out ofjust the book content, because
that's all your quotes and soyou don't have to think about
social media.
That's all done for you at theend and all scheduled ahead of
(30:02):
time and you don't have to worryabout it.
And then every time you speak,we record it so that becomes
your content, and so not only infull, so we put that onto your
blog, that becomes your news,your latest interview, but also
we can strip that down to 100little video vignettes and that
(30:23):
becomes more content.
So we don't focus on content inisolation, we just automate all
that and get you back out theredoing the big things and
closing the big deals, nothoping to God somebody finds you
on Instagram randomly.
It just doesn't happen.
It just doesn't happen, likenot in a proactive way, it's a
(30:47):
reactive way, like imagine if Ijust sat back and went oh, I
just hope Instagram does goodfor me this week, hope, hope,
hope.
No, I can't build a businesslike that.
I go out proactively and bringmy leads back into my business.
I don't wait around the socialmedia to give me that.
(31:07):
And even if it does give it toyou in the short term, what's
happening in the medium term?
What's happening in the longterm?
And what happens when thealgorithm changes?
And what happens when they shutyou down for no reason?
What happens?
I mean, it's just going on allover the town and it's terrible.
So never hang your hat onsocial media.
Use it in conjunction with amuch stronger sales strategy.
(31:31):
That's underpinning that thatyou have control over.
And so my sales strategy isspeaking.
So I'm out, live speakingwhenever I can and I bring my
leads back from that, and onespeaking gig can give you a
year's worth of leads.
It's not an issue, it's qualityleads, a whole core audience,
(31:53):
not all the gump for people thatjust scroll past you.
Zeke Guenthroth (31:58):
Yeah, it's creating that organic content
and the organic lead generation.
Even people in just a regularbusiness, for example, let's get
a person in the room for aminute and just talk about what
sort of company can we use?
A plumbing company selling tapfiltration?
So what they might do is theywill need a brand, obviously, to
(32:21):
generate organic leads andorganic reach.
We need to be promoting an areathey specialize in or whatever
it is.
Of course, what they might dois go out and spend $100 a day
on meta-advertising and it'slike, okay, if we target this
area, we can get X amount ofleads and we can prospect them
and close them and so on.
But what happens when you'renot doing that?
(32:43):
Where are the leads coming fromthen?
So you, using this personalbrand example, with the speeches
and that kind of thing, you'regenerating that organic lead.
When you're not out therepaying for advertising, you're
not out there scrapping andfighting to get leads that are
poor quality and thenprospecting them and trying to
close them.
You're generating actual,qualified leads, most of the
(33:04):
time with a high level ofinterest that you can just go
sit back.
They already know you, theyalready want your product,
they're already meeting with you, they're at the talk or they've
watched your 20 minute longform talk, which is a lot of
content for someone to sit downand watch when you know there's
10 second-second clips on TikTokgetting 50 million views, 100
(33:24):
million views, 1 billion views.
Or what was that girl's name?
Leah Holton or whatever hername is, the Melbourne girl.
The video where she's drivingher car and literally has a
video on her Facebook eightseconds got 1 billion views.
Like that's the kind of stuffyou're competing with.
So if you can get them to watchthat long-form content, you
know you're winning at the kindof stuff you're competing with.
So if you can get into what'sthat long-form content, you know
(33:45):
you're winning at the end ofthe day, absolutely.
Katrena Friel (33:47):
Look, there's horses for courses and social
media, and seo for certainbusinesses is absolutely key.
I mean, that's a whole worldthat needs to be conquered.
But in the personal brandbusiness, when you're an
educator and you're educatingpeople about something that's
interesting, then, speakingreally for that one moment in
(34:08):
time, you are important in theirworld and of the 50 billion
trillion things they could belooking at and listening to and
learning from, in this onemoment in time it's you, and
once you leave that room, theyare back out there with all the
distractions, so you areforgotten.
(34:30):
So, for that one moment, youwant to capture that lead, and
what I'm looking for is acertain quality of lead, not
just some rando thing thatdoesn't suit me and is going to
take up a year of my time.
So, yeah, to me it's quality,quality, quality, quality,
quality all the way, and reallyfinding a way to get those leads
(34:53):
coming in.
No matter what that's qualityand I find with Google, the
quality is atrocious andFacebook is atrocious.
What you get from them is justa whole bunch of shit, and
probably AI shit and probablybots, and you know like you
(35:15):
don't even know.
So I just like to go out.
Zeke Guenthroth (35:18):
Yeah, I can attest to that.
Katrena Friel (35:20):
Yeah, and I worry because they're taking our
money and not delivering quality.
So I just don't know how longpeople will really cop that.
So I've got my ear to theground on the social media
advertising realm.
I've got clients in that spaceand I must admit I tread very,
very carefully and I do what Icall experiments very, very
(35:42):
carefully and I do what I callexperiments.
And with AI now it's just goingto change the game.
So we've got to scrapeverything we've done and start
completely from scratch, with AInow at the helm.
And what is that going todeliver?
Who knows?
Zeke Guenthroth (35:59):
Exactly, yeah, but you're touching on as well,
two of the most important thingsthere which you instantly
generate with doing a talk likethat, is driving authority and
driving attention.
They're probably the two mostimportant things that you can
generate to actually monetizeanything, because attention is
everything and if you've got anauthority like if you looked at
(36:20):
as as a position of authoritythen you can't really drive that
selling force.
But, yeah, the Google, theFacebook, all of those
advertising you get someinteresting results of that.
Obviously, it's a part of mostbusinesses, but that shouldn't
(36:43):
be anyone's prime focus.
Ultimately, you need, outsideof that You're doing it with a
bit of personal branding.
You get a little bit ofbusiness advice too.
Yes, I think anyone out therethat's sort of stuck in their
ways, like if we're talkingabout experts in the industry,
(37:05):
you know we might be dealingwith there's definitely
dinosaurs and we're not evengoing to talk about them as in.
Yeah, these fossils have justbeen around forever and they
don't even know how to use acomputer.
They never will.
Katrena Friel (37:17):
They'll never think about it.
Zeke Guenthroth (37:21):
But yeah, people who are, you know, maybe
in their 40s, 50s, you knowthey've been.
Katrena Friel (37:27):
Have entered.
You enter your peak at 40, thebeginning of your peak.
It's not the peak If you lookat it as a bell curve.
The beginning of your peak.
At 40, you've earned.
Prior to that, you've earnedthree stripes and only now,
after you've earned those threestripes, are you actually
interesting.
So at 40, I want everyone tounderstand that you're beginning
(37:51):
your peak.
So this is not the end of days.
This is the beginning of yourmastery and your monetization
and you becoming the wise person.
Zeke Guenthroth (38:01):
You know you becoming the, you know the wise
person in the village about thisthing, whatever, the thing is
Exactly what I was hoping you'dsay, because there's so many
people in their 40s, 50s thatare like they've been doing it
for so long.
There's so much there andthey're at a point in their
career, normally, where they'rewhat they would refer to as
(38:23):
successful.
You know they're, they might bein a higher role or they've
been in their company for 20years or whatever it is, and
it's like they're comfortable,they've got a comfortability.
You know they're not youngenough where they're
uncomfortable and chasing things.
They get to that point wherethey're like, yeah, I've got my
family, I've got my job, I'm anexpert, everything's good.
At that point in time, that'swhen you've got the background
(38:45):
to flick that switch and justderive it even further.
So you know, I'm glad that youjust jumped straight into that.
That's exactly where I wasgoing.
Katrena Friel (38:53):
Talking to that, there's 90 percenters.
So I call them 90 percenters.
They're lifelong learners.
They're going to learn and growby default, only if they have
to, you know, and they just geton with it.
And quite their worst thing isthat they're comfortable.
No one's successful becausethey're comfortable.
Most people do very, very wellbecause they're starving.
(39:14):
So what I'm looking for insomebody is that failure isn't
an option.
So I want people that arehungry, that failure isn't an
option, and so you look forthose driven people.
They're the ones that are themost successful, not the comfy
ones.
They are institutionalized,their mindset is fit for comfort
and they don't want to rock theboat or muck anything up.
(39:37):
What I'm looking for is theactivated lifelong learners.
They are 10% of the world'spopulation and they are
proactive with their development.
They're listening to shows likethis to see what they can pick
up and learn very quickly, andit all just goes in.
They're a learning machine andthey're very activated.
(39:57):
They're on, they're switched on, and so you and I are activated
lifelong learners.
Don't bother talking to peoplethat are just lifelong learners,
just the 90 percenters.
They are people you won'tunderstand.
You won't understand thatthey've got the house, they've
got the two cars, they'remarried, they've got the kids.
(40:18):
We want people that are at thatpoint going is this it?
Is this all there is?
And they're the people thatstart to reach out to people
like you and I and go this can'tbe it.
Tell me, this can't be it.
And at 40, you tend to startthinking that way.
You start to go oh shit, thisis boring.
Is this all there is?
(40:39):
Like, is this all I'm capableof?
Is this?
Have I even touched my fullpotential?
No, you haven't.
You are unlimited potential.
And you're driving a Ferrarithat you've never even turned on
the engine.
Get ready to turn on the engineand let's drive this thing home
.
That's what it's like to livein a world of freedom and
(41:02):
lifestyle that you create, andthat's what it's like being an
activated lifelong learner.
You're asking questions like ohmy God, is this it?
This can't be it.
People are idiots.
Zeke Guenthroth (41:13):
Yeah, that's something that we've been trying
to drive home as well on thepodcast lately.
Or, oscar and I, when we're inbusiness or meeting with clients
that are like, you know, atthat stage where they're taking
that leap of investing inproperty or something which is
one of our businesses that wework in, and it's like the
people you meet, the people thatare like I think that's just a
(41:35):
bit too much of a risk for meand it's like, okay, let's have
a look at, like your actual life.
Like let's take a zoomed-outapproach and look at what else
is going on in your life.
Like obviously, yes, you canstart investing, but you're in
your role, like there's so manydifferent things you could be
doing and there's so muchimprovement that you could be
doing.
You're just scraping along thesurface, like just sort of
(41:56):
comfortably gliding through life, but it's like you could really
change everything in a quickthree months and your life would
be different to anything you'veever known.
Your friends would never see itcoming and then, two years
later, you're gonna look backand go shit, I was wasting that
much time.
I was just sitting there when Ihad all of this in me and I
(42:19):
didn't even know.
So hopefully people listeningto this podcast, um, that might
be feeling like that, get a bitactivated and go okay, hang on,
there's actually so much moreI'm going to be doing and take
that step and take that leap.
Katrena Friel (42:32):
Yeah, yeah, and that's my job Every time I get
up to speak.
A third of people are going tolove me, a third of people are
going to hate me and a third ofpeople don't care.
So me.
A third of people are going tohate me and a third of people
don't care.
So I'm talking to the third ofpeople that love and can engage
with what I'm saying, and withinthat, there's the 90% who are
not switched on yet.
(42:53):
So my job in that speech,whenever I open up my mouth, is
to switch people on and to go.
Oh, I never thought of it thatway.
Oh, really, there's more.
Switch people on and to go oh,I never thought of it that way.
Oh, really, there's more.
Yes, there's more.
Come on, let's go, let's drivethis Ferrari, because who wants
to have a Ferrari in thedriveway and never actually
(43:13):
drive it?
It's crazy, and that's whatwe're in Our bodies, our human
meat suits are an incredible,priceless type machine.
We need to use it, andparticularly our brain and the
way our brain is capable of, andnow, with AI, ai is going to
relieve us a lot of the noise.
It's going to relieve us of alot of the noise, and so it's
(43:37):
going to give us back time, andthat time is for creative
thinking and creating our lifeand our life that we want to
live.
It's up to us to co-create withthe universe.
The universe is not creatingfor us.
We are co-creating with theuniverse and we have a whole
blueprint ready to be ignited ifwe allow it to, but with the
(44:00):
destructions, the way the worldis set up for you to be ignited
if we allow it to, but with thedestructions, the way the world
is set up for you to bedestructed, with social media,
television, drama, fear, all thethings.
If you're on that, then you havebeen taken.
You've been taken and it's verydifficult to get you back from
that.
Whereas you and I are notdistracted by those things, we
(44:21):
are distracted by some good,juicy things that we use to
build and drive our Ferrari.
So, yeah, it's exciting times,but you can't convince anybody
of that.
They're either in the 10% andwant to come over to the 10% or
they don't.
Don't stand your mind to peoplethat never will see it.
Zeke Guenthroth (44:41):
It's either they're already thinking
differently or they're not, andthat's all there is to it.
If you're at a point in your30s, 40s, 50s where you've never
thought differently, reshapingthat mindset is going to be very
, very tough, very tough.
Katrena Friel (44:54):
If you're still in your parents' programming at
30, you've got a lot of work todo and that work often never
gets done, whereas for me, I wasactivated at 25 because I was a
seeker, and so if you're born aseeker, you're constantly
(45:15):
seeking and the teacher appearsat different points in your life
.
And for me, thank God, 25, Iwas activated and boom, the rest
is history.
Like I was on from that momentand I remember I'm feeling
activated right now, like thetingling sensation when you're
activated and you can beactivated in conversation.
You can be activated withpeople's lives.
You can be activated by justlistening to a podcast or an
(45:39):
audio book or reading a book.
I mean, these things are thereto activate you and each little
thing is activating you andpushing you along your path, and
you don't even know it half thetime, whereas for you and I,
we're doing it proactively andwe're doing it consciously,
whereas other people they'rejust being pushed along and they
(46:00):
feel at the mercy of the worldand it's like no, no, no, you
can actually take the reins here.
You can come to the front ofyour bus and you can start
driving it if you want to.
It's your choice.
But most people are notawakened.
They're not awake and they'rejust asleep at the back of the
bus and going.
Well, this is bloody boring.
I know what I'll do I'llself-medicate, I'll drink, I'll
(46:23):
smoke, I'll eat, I'll shop.
I'll do all these distractionsand all these things, because
what else am I going to do?
Zeke Guenthroth (46:34):
Yeah, absolutely.
Katrena Friel (46:35):
So simple.
Zeke Guenthroth (46:37):
Even people that have goals and stuff.
What I've started to notice is,you know, their goals will be
so limited and short-sighted.
Or, you know, even if you go astep further and people are like
, yeah, the sky's the limit,it's like, well, it's footprints
on the moon, the sky's not thelimit anymore.
So there's so much more outthere that people can have.
If they just actually getactivated, I should say, and
(46:59):
chase it like just be a, go, geta put in the effort, go, do it.
And you'll know, like, ifyou're, if you're listening to
this and you're feeling a bitlike revved up, then you
probably are one of those peoplethat are activated.
Or if you walk down the streetand you see things and you go
really like people are doingthis or people are doing that,
and you're finding yourselfquestioning other people or
(47:20):
society, trends or cultures orwhatever it is, or just general
things, you sit back and take alook and you're like what, why?
Then you're probably one ofthose people, right.
Katrena Friel (47:31):
Yeah, you're a seeker.
Yeah, I say attention, seekers,attention.
Zeke Guenthroth (47:37):
Yeah, that's right.
Katrena Friel (47:38):
I call you in.
I call you in.
I call you in, come, come, comeand look.
Quite frankly, zeke, if peopleare having a good time today and
they're enjoying ourconversation, reach out.
I'm happy to have a freediscovery session.
You never know what I'll beable to unpack for you within a
very short period of time.
It's the free discovery sessionis like an hour if it's
(47:59):
interesting, but within thefirst 15 minutes I'm going to
have a bit of a dig about andsee straight away where the
problems are.
What's holding you back?
Whether it's a mindset issue,it's limiting beliefs, it's
programming from your upbringing, all these things that are
holding you back.
Let's remove those things.
I call that therapeuticcoaching, where we remove all
(48:20):
the gumph and then we set youfree so that you can actually
think straight about you andwhat risks you're willing to
take.
As you say, some people aren'twilling to take any risks.
Well, life is a risk.
Getting in a car is a risk.
Going on a bus is a risk.
Going to Sydney yesterday was arisk.
Everything's a risk.
(48:42):
It's just how much are youwilling to stretch outside of
your comfort zone to go anddiscover just how green the
grass is over there?
Well, most of you will neverknow.
Zeke Guenthroth (48:57):
Yeah, I don't think people realize how risky
things like life actually is andhow lucky they are to be in the
position they're in.
Like, realistically, if you're30 years old, you you're well
abled, your body works, you canwalk, you can move, you can talk
, you can understand things, youcan listen to this podcast and
actually think about it.
There's so many people thatdon't actually even have that
(49:17):
opportunity, like the fact thatyou've merely made it to that
point in time when you couldhave been stillborn.
You know you could have beenborn with severe issues and a
whole bunch of other things youcould have been, you know, run
over at three years old.
There's that many thingshappening and so many people
don't make it that far, but youare that lucky to take the risk.
Katrena Friel (49:37):
Yeah, we are truly.
And look you, and I don't evencall it risk we're saying that
word risk because that's theword they understand, but really
it's not a risk, it's astrategy, and if the strategy….
Zeke Guenthroth (49:52):
For us, the risk is not doing it.
Katrena Friel (49:54):
I mean, it's not like we're stuck in any one
paradigm.
We can go anywhere we like withit and as long as you're
learning and growing, you'redoing your life's purpose.
Your life purpose is to learnand grow.
What 90% of people are doing isjust learning and growing
really slowly and in a veryboring way, whereas activated
(50:14):
lifelong learners are learningand growing in a very fast pace.
They love to learn fast andfail quickly and move on.
So it's a very differentexperience when you're activated
and very boring.
I reckon if it was the other wayaround, I would just want to
stick a pen in my eye and killmyself.
Seriously, I wouldn't want tolive like that and I remember
(50:36):
what it was like to hang aroundpeople like that and I find it
very draining and I just cannotat 56, I just cannot waste any
ounce of my energy anymorehanging around with you know
energy drainers and just so youguys know, at 30 you will shed
(50:57):
people, you will outgrow people.
You will have to have some veryharsh discussions on occasions
with friends and family becauseas you evolve, they don't get
you anymore.
You are not playing the samegame that you used to play and
they don't like that.
So that you can get attackedalong the way.
(51:17):
So anyway, just know you willlose friends, and that's why we
call it lonely at the top,because you haven't got the
amount of people that you usedto have.
Now you have quality andhopefully you surround yourself
by the five people that willtake you where you want to go
(51:41):
not where you don't want to goExactly.
Zeke Guenthroth (51:42):
Yeah, I always say show me your friends or I'll
show you your future.
Yeah, it's actually a goodillustration.
I was thinking of this.
I can't remember the exactwording so I'm probably going to
misquote this, but it wassomething to do with you know
someone, a regular person outhere, catching a bus, and the
bus has like 30 people in it andobviously there's a
(52:04):
socioeconomic level of that bylooking at it, and then when
they make it to the top, they'redriving a Ferrari.
The Ferrari's only got twoseats.
Why is that?
Because you cut so many peopleoff.
You take that step, you're nowdriving it with your one mate
who's driven you the whole way,whereas those other 30 people
were holding you back on thatbus.
So now you've got the Ferrari,you've got the friend, you've
cut that and you're ready to go.
(52:25):
I think there is going to bepeople fired up about this and
ready to sort of get in touchwith you, even just for a
conversation.
So, katrina, what is the bestway for people to actually get
in touch with yourself?
Katrena Friel (52:37):
Just jump online to becomingtheexpertcomau and
click on the free discoverysession and book in yourself my
mobile's there.
You could always ring and leavea message and we can do it
manually if you prefer.
But while you're fired up, takeaction.
This is the thing.
(52:57):
In an hour you're going to behaving a coffee.
You won't be thinking aboutthis anymore.
So take action while it's hot.
And that's the differencebetween activated and just being
a normal person is that theydon't take action.
They poo-poo everything, theyroll their eyes in every meeting
(53:19):
they've ever been to, whereasactivated lifelong learners, we
just get on it and we can't waitto get on it as quickly as
bloody possible.
So for those 10% listening tothis that can feel that it's
time to have a chat with Katrina, who's going to sort them out,
then jump on it, please do, anddon't feel like you're wasting
(53:40):
my time or anything.
It's not about selling youanything.
It's about me showing youwithin 15 minutes, your worth
and your value and how I would,if given the opportunity, would
position you, package you andprice you in your field of
excellence.
Go get it.
Zeke Guenthroth (53:57):
Exactly, exactly, yeah, no, I always say
to people book the meeting, havea chat, and the worst-case
scenario is you walk away fromthat going.
Wow, I could be doing so muchmore.
Yeah, that's literally theworst-case scenario.
Worst-case scenario 100%.
I think I'll also put yourdetails and the link to your
website in the show notes, butbefore we go, do you have any
(54:22):
final piece of advice or anyfinal guideline, or even just a
funny story to share to wrap upthe podcast today?
Katrena Friel (54:26):
Gosh, I just don't think most of us are
actually living.
I really don't, and I thinkwe're just plodding along,
waiting for the next day and thenext day and the next day.
What I really want for peopleis to know what it is to thrive,
and to know what it is to livein full color, full out, and to
(54:47):
die knowing that you reallyunderstood the edges of your
potential and what that couldactually look like.
So, yeah, it's time just tostart living and get rid of all
this shit that's grabbing ourattention.
It's not real.
It's not real.
That's to keep you where youare, so our job is to get you
(55:10):
out of that.
So, yeah, I really just thinkit's time to start living in
full color.
That's magic.
Zeke Guenthroth (55:18):
Yeah, that's exactly right.
Everyone's built life in them,everyone's living life, but
they're just not actually.
They're letting life live them.
They're not living life.
And I think that when you takethose steps, you go be a
go-getter.
You'd be surprised at what youcan do.
And life is such a high, it'ssuch a drug when you're doing it
(55:38):
right and you know what's goingon and you become I'm smiling
just thinking about it becauseI'm in a position where I can
actually enjoy life and livelife as opposed to letting life
lead me.
So when you guys are in thatposition, you're going to love
it.
Katrena Friel (55:54):
Yeah, we can say welcome to the Activated
Lifelong Learners Club.
It's good over here yeah that'sit.
Zeke Guenthroth (56:01):
Welcome, yeah, with open arms.
We love that.
We love networking withlike-minded people.
So anyone out there that doeswant to get in touch.
You heard it go tobecomingtheexpertcomau, and then
there'll be a link in the shownotes as well.
Otherwise, katrina, it's beenan absolute pleasure having you.
Thank you very much.
Katrena Friel (56:20):
Thank you.
It's been so fun talking to you.
You're amazing.
Appreciate you Likewise.
Cheers.
Zeke Guenthroth (56:26):
Cheers.
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