Unlock Financial Freedom: The Shred Method's Path to Prosperity with Adam Carroll & others

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Episode Transcript

(00:00):
The following is a paid podcast.iHeartRadio's hosting of this podcast constitutes neither an
endorsement of the products offered or theideas expressed. What it boils down to
for most people is there is anemotional connection to money. What I could
actually make a skincare brand using thesegreat ingredients and actually make a business out
of it. I was going togo back to work and my husband said,

(00:20):
absolutely not. You're a monster.What else can you do? I'm
Richard Gerhart and I'm Elizabeth Gearhart.You've just heard some great tidbits from our
show. Stay tuned for the rest. Want to protect your business? The
time is near. You've given itheart, now get it in gear It's
Passage to Profit. With Richard andElizabeth Gearhart. I'm Richard Gerhart, founder

(00:45):
of Gearhart Law, a full serviceintellectual property law firm specializing in patents,
trademarks and copyrights. And I'm ElizabethGearhart, not an attorney, but I
work at Gearhart Law doing the marketingand I have my own startups. Welcome
the Passage to Profit everyone, theRoad to entrepreneurship where we talk with startups,
small businesses and discuss the intellectual propertythat helps them flourish. We have

(01:06):
a very special guest, it's AdamCarroll, the founder of the Shred Method,
and he's going to tell us howto improve our money management, so
really looking forward to that. Andthen who doesn't want to be more beautiful?
Aha? Busalu with Viking Beauty Secrets. Really incredible formulation, So stay
tuned if you want to hear moreabout this, which I know you do.

(01:26):
And then we have Katie Centaurro whohas river City Virtual Assistants, and
if you haven't ever used a virtualassistant, you probably should at some point
and you definitely want to hear whatKatie has to say about it, So
stay tuned. Sounds great. Butbefore we get to our distinguished guests,
it's time for IP in the News, and the story today is about copyrights

(01:49):
and how all of these favorite Disneycharacters now are coming off copyright. Their
copyright has expired and as you mayappreciate, if you're a copyright whole then
you get to hold your copyright fromthe time of publication for a period of
ninety five years. Well, theoriginal copyrights for Disney for the Mickey Mouse
were held in nineteen twenty eight andso it's been ninety five years and now

(02:14):
the copyright for Mickey Mouse has expired. So I don't know whether to cry
or to jump with joy. Iam crying because people are doing horrendous things
with these tournament horror movies and stuff. But yeah, anybody can use the
figures that used to be copyrighted intheir own works of art. But then
really you're just a copycat, Iknow, but as you mentioned, there's
all sorts of different ways people cankind of capitalize off of Disney's good will.

(02:38):
It is important to note, though, that it's not all of the
Mickey Mouse characters that are going offcopyright, So it's only the original Steamboat
Willy, which is a black andwhite figure, and he's very famous in
the Steamboat Willy cartoon and you cansee him driving a ship at the helm,
so that's a very famous picture.But other pictures where he's in color,

(03:00):
his shape has changed over his time, he's had personality, so it's
really just the original copyright that isgoing off copyright. But you have to
be really careful because first of all, the article where we were reading had
some things in it that were wrong, so copyright law can get really confusing
really quickly. Copyrights have changed overtime, and right now the law reads

(03:21):
that if it was published before nineteenseventy eight, then it expires ninety five
years from the date of publication.But prior to that, there were rules
from nineteen twenty eight to nineteen seventyeight where it was the life of the
author plus fifty years, and especiallywith some of the old copyrights, it's
really kind of hard to get thatinformation. So anyway, if you're in

(03:43):
the copyright field and you want tocopyright and use a character or somebody else's
work, make sure you get permissionor at least contact an intellectual property lawyer
to figure out if really the copyrightis free or whether you should get a
license. So time now for Richard'sround Table and welcome to the show.
Adam Carroll, what do you thinkabout all this? It's really sad what

(04:04):
they're going to do with Steamboat Willie. He's going to be in horror movies,
he's going to be in video games. People are you know, kids
are going to be able to tearhis arms off his body and things like
this. I mean, this iswhat's going to happen. We're going to
see that likeness all over the place. In the next two to five years,
we'll see him in T shirts,it'll be on lunchboxes, it'll be
everywhere, and so On the onehand, kudos to the people who are

(04:27):
going to take advantage of that andgo make money on an expired copyright.
The downside of this for me ishaving created a lot in my life,
from documentaries to books to you know, software. Now it makes me nervous
to know that there are folks outthere that as soon as the copyright's gone,
somebody's going to pick it up andthey're going to make money on your
work. So yeah, I'm alittle conflicted, but I'm interested to see

(04:49):
where it goes in the next severalmonths. When Winnie the Pooh went off
copyright, they made the movie Winniethe Pooh, Blood and Honey. When
they take it to the extreme,it's sort of roy is the appeal of
the character, but no such thingas childhood innocence anymore. I guess not.
That's the world we live in Kenya. What do you think? Well,
I have to agree with Adam.I think that it's definitely going to

(05:11):
be detrimental to Mickey down the lineif they take his character and likeness and
do something crazy with it. ButI actually had a question for you,
Richard. Because the copyright expires,it's good for ninety five years. What
legal right does the original creator haveto recopyrighting something like that, and is
that even a possibility. There isno way to renew your copyright. So

(05:34):
once you get your ninety five years, that's it. Ninety five years to
me, those seems like a longtime. I mean, but if you're
Disney and you've been around for awhile, it's not. But most intellectual
property expires after a certain period oftime. And the reason that it does
that is because the society gives somebodythe exclusive right to use something for period

(06:00):
of time, and then that encouragespeople to be creative and create new works.
But then after the IP expires,it's dedicated to the public and then
the public can use it and profitfrom it. So that's sort of the
tradeoff in intellectual property. You getexclusivity, but then eventually it goes over
to the public. And so thefounding fathers thought that that was the best

(06:25):
way to encourage innovation, and that'sthe system that we have. Ava What
about you, what are your thoughts. I think it was Beethoven who first
started the copyrighting of his music,right, So it's been a long time,
hundreds of years, an issue thatis both positive and negative. I
mean, at the same time,all the classical music, most of it

(06:46):
we can use or also as andsome famous famous American songs have used and
have not given credit to. Sothat's one. So now Mickey joins that
part, and then it just goeson like everything else. However, it
is also an opportunity to bring kindof attention to the importance of copyright,

(07:08):
an importance of the other things thatare copyrighted and intellectual property. I mean,
in recent years it has really becomea wild West. I mean,
even if you take like Instagram,right, and as a brand, I
market on Instagram, and because Iused to write music, I am very

(07:29):
respectful to not use somebody else's imagesin somebody else's work. However, I
see so many brands and businesses literallyusing somebody else's images. Like if even
let's say a major supermodel somebody,let vote magazine paid one hundred thousand dollars
to this big shoot in the Caribbean, and now we just use this image
and say Hey, it's our vibeand it's okay. So I think there's

(07:53):
a lot of conversation that should goaround it, and then of course if
you add to it. AI Onequestion we could ask ourselves elves, as
would Mickey Mouse have been so successfulwithout the copyright? Was that protection instrumental
in creating this huge famous character,or what over time once it got sort
of famous, would have been deludedby a bunch of other creators who were

(08:16):
copying it and maybe not doing sucha good job. Right. So I
guess it's really hard to tell inthe end whether the copyright helps, but
the assumption is as I guess thatit does. Katie, what are your
thoughts. I think it's going tobe something interesting to watch. I just
heard about this last night actually ina conversation with my husband, and you
don't really hear right away that it'sthis one specific character. So I'm interested

(08:39):
to see what's going to happen withkind of the lay person hearing, hey,
Mickey Mouse is out of copyright,what other characters are going to start
to copy, and what kind oflegal fallout there might be on the side
of Disney, Like how much arethey going to have to monitor that and
see what's going on with people recreatingthings. That's a great point. Somebody,
a normal person here as well,Mickey Mouse is off copyright. They
may think think that all the MickeyMouse characters are off copyright, and they

(09:03):
may just without even thinking about it, start copying the most recent ones that
are still protected, and then thatcreates a big headache for Disney. I
guess the moral of the story isis get your copyrights right and protect what
you can with copyrights. And nowit's time for us to turn to our
featured guest, Adam Carroll, who'sgoing to be talking about money things.

(09:24):
And we're really excited about that becausewe all love money. Let us know
how we can improve ourselves. Myprogram itself, the Shred Method, is
all about teaching people how to createmore efficiency with their money. To explain
that the two greatest expenses that mostpeople have in their life are taxes and
the interest expense on debt. Yearsago, someone said, if you can

(09:45):
figure out how to minimize taxes andyou can figure out how to minimize the
interest paid on the debt that youhave incurred, then wealth building is a
bygone conclusion. What we do iswe teach people how to create efficiency with
their income and blast away their deain record time. So how do we
do that? The key is whatyou do with what's left over? You
know, one of our core philosophieswith SHRED when we coach individuals is you

(10:09):
have to have more money at theend of the month, not more month
at the end of your money.And for business owners especially, the number
one reason businesses go out of businessis they're undercapitalized, right, they don't
have enough money to weather a financialstorm here there. And so what we
do is we teach people number one, how to create a surplus at the
end of the month, so wehave money left over. And then secondarily,

(10:30):
what do you do with that tomake sure that it's the most efficient
use possible. And I'll give youguys an example, Elizabeth, I'm going
to pick on you if you don'tmind. From time to time, Elizabeth,
would you say that there is extramoney, either in savings or checking
from time to time? Yes,I would say that. And when that
money is there, what do youfind. It generally goes to it generally

(10:50):
goes to dat, it goes topay off the credit card. Okay,
that doesn't mean that I didn't chargeup the credit card again. Well,
and where I'm going with that ismost people, if there's extra money sitting
there, it generally goes out somewhere. When money sits in our account,
we see it, it makes usfeel good. It also lures us into
this false sense of well, Ihave it. It's extra quote unquote extra.

(11:13):
So when we walk into Costco,we end up walking out with things
we didn't really need going in.There were just things that were like,
oh, that's cool. And mywife jokes that I'm the only guy who
can walk into Costco with a shoppinglist and walk out with a kayak.
Well, I say, I willsay I do do the impulsive buying sometimes,
yeah, and I do think thatthat can add up quickly. Let's

(11:35):
say, one of the things thatwe teach at the shred method is it's
not magic, it's math. Andwhen you understand the mathematics of how a
debt is paid off over time,and you begin to play the bank's game
against the bank, which is reallywhat we're doing in the form of software.
The question that I often ask clientsis if you had an extra fifteen
or twenty thousand dollars a year,would it be life changing for you?

(11:56):
And the answer typically is yes.Even that amount of money, even if
it's five grand for some or less, can be a life changing amount.
We often see our clients will clawback twenty or thirty or forty grand a
year in interest costs that they wouldnormally spend that is now going to build
their own wealth. And so Richardto your point, taking a great vacation

(12:18):
or taking your wife out for areally nice dinner from time to time,
all those things become infinitely easier whenyou're not sending that extra ten or fifteen
or twenty grand to the bank orin interest. Well, I have to
agree. I hate paying interest tothe bank, and I hate paying interest
on the mortgage and all that stuff. But the mortgage is at least lower.
But like credit cards are the devil. When we have a client that

(12:39):
may have some level of credit carddebt, student loan debts, another one
that can be seven, eight,nine percent or higher if it's private,
for sure, we go after thosedebts first in order to free up whatever
the monthly payment was on those debts. And so many of our clients find
that as they get older and olderand make more and more money, their
expenses actually are ratcheted down as opposedto going up. And in our society,

(13:01):
what happens is we make more moneyand we spend more money, and
so the more we make, themore our expenses become. And it just
kind of keeps us on this trajectorythat makes it not easier to live,
maybe the same level of difficulty tolive or more difficult to live. And
in our philosophy, the goal shouldbe that as you get closer and closer
to a retirement age, your expenseprofile actually is going down, so that

(13:26):
retirement becomes super easy. It's anon issue. I think it's fascinating that
you have software that helps address this. So what is the role of software
in helping people change these bad habits? In my world, what I find
is that most people are spending moneynot intentionally but unintentionally. Big difference between
I know where my money goes togive me the biggest benefit. For the
majority of consumers, it's very unintentional. It just goes out the door,

(13:48):
and at the end of the monthyou find yourself saying, I have no
idea where all my money went.I know I should have more than I
do. In my account. Ijust don't know where it all went.
And so the software itself we calla behavior modification tool because it's literally just
reprogramming your brain about where these paymentsgo on a semi regular basis. And
the metaphor I like to use isthis, if I told anyone on the

(14:11):
Zoom today that your car is runningin your driveway right now, what would
you do? Don't turn it off? Yet. What most of us do
is we park money in a checkingaccount or a savings account for days or
weeks or months on end, allthe while we're paying interest on amortized debts
like our mortgage, our car loans, our student loans, our credit cards.

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And so the shred method what itdoes the software is it looks at
how much is coming in, howmuch is going out, what are all
the debts you have that you needto pay on, and then it says,
based on how much you have availablein either checking or savings or a
home equity line of credit, insome cases, it's going to tell you
to send a certain amount out tobegin blasting away those debts faster than you

(14:52):
would otherwise, which then frees upyour monthly discretionary income, which then makes
it easier to get out of debt. So it's kind of like a combination
of the debt snowball and then thishabit pattern of where does my income go
as it's cycling through my checking ormy heelock or my debt payments. This
is not a budget, is itbudget? I would call like the preliminary

(15:15):
step Richard. And what we dois we help people figure out what are
your fixed expenses, what are yourvariable expenses, how much is your income
and where do we need to carvesome of that out. Yeah, this
is a broad brush statement, butI think most consumers could free up somewhere
between three hundred and five hundred dollarsa month just by being more intentional.
Whether that means like repricing all ofyour insurances, calling your cable company to

(15:37):
see if there's a better deal,calling your cell phone company to see if
they're offering a different package or program. We can show people how to carve
five hundred bucks out in no time, and then it's figuring out what do
you do with that extra five hundredso it doesn't just go to target or
costo or dining out. What itboils down to for most people, is
there is an emotional connection to money. So some people are overspending because they

(15:58):
have this mentality of like, well, i'd is it. The first question
that we generally ask is what isyour earliest money memory. And when you
ask someone what their earliest money memoryis, what we presuppose is that your
money personality is set by the ageof nine years of age. The challenge
with that is your parents may havehad you when they were in their twenties,
maybe in their thirties, maybe intheir forties, and where they were

(16:21):
at in their career might determine whatyour money relationship is. And so we
go down and we help reprogram whatsomeone's money scripts were from the time they
were young to what they are today. Passage to Profit our special guest,
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nine one seven eighty five forty six. Now back to passage to profit once
again, Richard and Elizabeth Gearhart andour special guest Adam Carroll, who is
telling us all how to get ridof debt now who doesn't want more money
this year? And make their moneywork hard for them? And Adam gave
a ted talk which he is goingto talk to us about now. So

(18:52):
Adam, please, this is atopic near and dear to my heart,
Elizabeth, because it involves my children. And I realize that when you have
kids you can and run unsanctioned,unsupervised psychological experiments on them. So my
kids loved to play games, ballgames, board games, dice games, but
they loved playing Monopoly. And oneday I came back from a speaking engagement

(19:15):
at a college where it occurred tome that these college students were not really
making real financial decisions. They weresort of making them in a vacuum,
or their parents were making them forthem. And I'm watching my kids play
Monopoly, and I wondered, arethey playing this way because the money isn't
real? And they were playing likeoutside the rules of the game and buying
each other out of jail and thingslike that, And I thought, what

(19:36):
if the money were real? Andso I added up how much it would
cost to play a cash game ofMonopoly and went to my bank the following
Friday and pulled out ten thousand dollarsin cold hard cash and went home and
played a cash game of Monopoly withmy children that weekend. And it became
the topic of this Ted talk allabout when money isn't real, which I
think is what most young people areexperiencing. Is that is it's Venmo,

(20:00):
and it's PayPal and it's zell andwe're tapping our phones and our watches to
pay for things. It doesn't everfeel real. So today I'm teaching more
and more families how to create thelessons and you know, learnings they want
to teach their kids around money.But doing it in a very real way.
Our daughter was given a financial literacyclass in like fifth grade. Our
son didn't get that. And ourdaughter to this day has money in the

(20:23):
bank, like she made enough moneyworking for six months to support herself for
another six months, because she justsaved it all and just used what little
money she needed to And I thinkthat having the tools and the knowledge just
that can make a huge difference.And it's great that you're doing it with
kids, because that's where it needsto start. Kenya, do you have
a question couples and money. Doyou find that you attract your polo opposite

(20:45):
when it comes to money or doyou maybe attract somebody who kind of spends
like you? Because my husband isthe total opposite my wife. She grew
up in the coupon castle with thecoupon Queen, and they didn't buy stuff
unless it was on sale and theyhad a coupon. And I grew up
in a household where my dad wouldtalk about abundance, though I didn't know
this, they didn't really have itat the time, and so it seemed

(21:07):
like everything was possible for me,where nothing was really possible for my wife.
And today I would say, wecompliment each other very well because I
tend to play really good offense andshe plays really good defense. I think
couples that are both spenders that islike a recipe for disaster. And so
if you are married to someone whois a spender and you yourself are a
spender, that's where I think you'vegot to get really clear on what money

(21:30):
goals are and boundaries around how muchis spent and things like that. Otherwise
you could find yourself somewhere down theroad with a gigantic hole that you have
to fill back in. We'll havecouples ask each other how much do you
need in savings to feel safe andsecure? And typically I don't mean to
be sexist about this, but generallyspeaking, a female's answer is going to
be much higher than a man's answer. And whenever that is the case,

(21:52):
if there is a spread between twocouples, and it's a relevant of gender,
there is always going to be conflictaround money because someone's going to feel
stressed that there's not enough, andsomeone's going to feel stressed that there's too
much sitting in that account. Soat some level somebody's got to capitulate,
probably both of them and meet inthe middle and say, if we're both
good on this amount sitting there,then we know we're good. But it's

(22:15):
one of those conversations that's hard tohave and probably not had enough in most
couples. Years ago, there wasthis couple. I was reading about him
in a magazine. They won thelottery and they ended up divorced because the
man wanted to live like he wasa millionaire, which he was, and
the wife wanted to live like they'dalways lived, and she kept going to
the good will. It's like,lady, you have millions of dollars,
why would you buy anything at thegood will? And they ended up splitting

(22:37):
up because they could not square theirphilosophies around this amount of money. Where
I would go with that, Elizabeth, is that question of what was your
earliest money memory? Was one question. And the other one that I often
ask is, and this is aweird one for everyone listening. If there
was a knock on your front doorand you walk to your front door and
opened it and money is standing there, personified money in human form is standing

(23:00):
there. A what do they looklike? Who are they? And b
what is your relationship to them?Like? How does it make you feel
to have them standing there, youknow. Speaking of wealth, I mean,
what is your definition of wealth andfinancial freedom? I always like to
ask people, if your current incomestop tomorrow, how long could you live
your current lifestyle? That's wealth tome. You know, the average American

(23:22):
if you ask them that, ifyour current income stop tomorrow, how long
could you live, They'd be like, well, let's see today's Wednesday Sunday.
Now might not. And I thinkfinancial freedom for me is the idea
that when you have more money comingin passively than you have expenses, you're
financially free. The goal should beto create massive, passive, permanent streams

(23:42):
of income that supersede what your expensesare, and so long as your expenses
are always less than whatever your passiveincome is, technically you're financially free.
Passive income is key. You know, there are the traditional ones that an
advisor would probably talk to someone about. Those are going to be things like
in paying stocks and ETFs. AndI've known folks who have retired having invested

(24:04):
in one stock for the majority oftheir life. And Warren Buffett's a prime
example. He bought Coca Cola inlike the eighties. I think and his
shareholders were kind of a gas tohow much he spent on Coca Cola stock.
And then fast forward to the yearI think it was two thousand and
four or five, the dividend checkon Coca Cola was the amount that he
had paid for the stock twenty fiveyears earlier. So that's a prime example

(24:27):
of you know how to create it. Some of the less obvious ones are
real estate investing, and if you'renot wanting to be an active real estate
investor, there are syndications where youcould be a limited partner in a general
partnership where you might own one twentyfifth of the hotel chain or of a

(24:47):
multi family apartment complex. We dothose regularly, where we'll put fifty or
one hundred thousand dollars into something andit generates, you know, we're from
five hundred to one thousand bucks amonth into the foreseeable future, knowing that
three to five years out you're goingto get your original investment back plus the
profit when they turn that kind ofdeal. That's really where we're trying to
steer our clients is, first ofall, let's shred the debt. Let's

(25:11):
increase the amount of equity we haveand what we own, and then let's
deploy that equity in really strategic waysto be in creating that massive, passive,
permanent stream of income that allows youto achieve financial freedom. It's really
amazing. The majority of our shreddersare out of debt between three and seven
years, their mortgage included, andnot changing their expense profile so quickly.

(25:32):
How does this sort? So let'ssay, for instance, my son and
his wife who we love dearly,but it seems like they never have any
money although they make really good incomes. Would we buy them the program and
say put this on your phone oryour computer and do what it says.
There is a course, a communityin the software, the three parts of
what we do at the shred method. So if you are interested in them
participating, a registration fee gets theminto the course and the community. And

(25:56):
then the software is a month bymonth subscription service. But they're getting emails
and text messages that literally tell themwhat to do day by day and week
by week with their money. Sofor folks that have a hard time kind
of wrangling their spending or deciding whatto do with the extra payment, this
thing literally in a mathematical algorithmic formattells them exactly what to do in order

(26:17):
to achieve that goal. That's great, it's really been amazing talking with you,
Adam. Where can people find theShred Method at the best place to
go is simply the shred method dotcom. There's a masterclass that people can
go through, a free savings analysisthat will tell you how fast you can
be out of debt. And ourteam is more than willing to jump on
a call for twenty minutes and runyour numbers and show you what's possible.

(26:37):
Adam Carroll, the founder of theShred Method. You're listening to Richard and
Elizabeth Gerhart on Passage to Profit,but we have to take a commercial break
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(28:30):
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two four forty five ninety six.Passage to Profit continues with Richard and Elizabeth

(28:51):
Gearhart. Time for Power Move.Hey, Kenya, what's on for Power
Move? Well, I'm really excitedbecause it is the first official Power Move
of twenty twenty four and I'm goingto give it to no other than Patti
the Bell. So you all knowPatti the Bell is a singer. She's
gone from singing and moving her wayor powering her way into the pie industry.
I don't know if people know thisabout her, but she started her

(29:14):
own pie dessert company probably back,oh my gosh, several years ago at
the age of sixty four, andit's brought in over two hundred million dollars.
So we've been talking about building generationalwealth and you know, using your
gifts and your talents, and Ijust feel like she's a great example of
that. I am a big advocateof her desserts and she's our power move
all. That's great. Thank youfor sharing that, Elizabeth. What have

(29:37):
you been up to? Too manythings? Really? So. I have
Blue Streak, which I've been talkingabout. It used to be Fireside.
It's a video directory of B toB businesses. I'm still working on it,
and in the meantime, I'm doinga lot of work with podcasts,
and as we've mentioned on the show, we're going to Podfast in Florida later
in January twenty twenty four. I'mreally excited about that. But one thing

(30:00):
I've done is I started a podcastI'm doing all myself and it's Goot Stories
the Flip Side as the name ofit. But I'm using it to find
out things about how YouTube works becauseit's a video podcast, and kind of
using it as a stepping stone toexperiment with. So I'm really finding that
valuable and I really do want tosay to people, if you do have
a podcast, you really need tobe on YouTube because really where it's at,

(30:22):
that's where it's going to be atthe next couple of years, so
I've really been studying YouTube videos andalso podcasting from the other side to really
put them together to figure out howto really blow things out of the water.
This year, so I had theJersey Podcats podcast about cats with Danielle
Wooley, and we have Passage toProfit and I have ghost Stories of the
Flip side, and I'm starting anew one. We're starting a podcast meetup

(30:47):
here in Summit, New Jersey,but it's going to be on Zoom too
with Stacy Sherman, and she andI are going to do a podcast after
the meetup to kind of go throughthe high points of what people talked about
at the meetup. So enough aboutme. This is a great way to
kick off the new year. AhaBusalu with Viking Beauty Secrets, and I'm
really interested to hear what she hasto say. I did go to Iceland

(31:10):
and I did use some of theminerals there, and I see some of
her stuff comes from Northern Eard,So welcome, Aha, please tell us
what you're doing. Thank you somuch. Viking Beauty Secrets is a Nordic
skincare brand which uses the Nordic Superantioxidant and vitamin rich berries such as seabuc
torn, cloud berries and rowan berriesnamely as main ingredients. Now, these

(31:33):
ingredients have been used for wellness andskincare for centuries, hence the name Viking
beauty Secrets and our scrub that youmentioned Iceland. It's true. It actually
uses Icelandic volcanic sand as the mainingredient together with the raspberry seed oil to
nourish and rowan berries which is actuallyall sunt inflammatory. That's really great.

(31:56):
So what properties do the berries givethe makeup? In reality, these berries
are used widely in northern Lands alsofor internally which they are amazing. Like
I mentioned, rowan berries have antiinflammatory properties. For example, seabuck torn
is the only plant in a worldthat has all omegas omega three six seven

(32:19):
nine and all time. Vikings byactually using the dried seabuck torn on their
trips and then they would eat themto nourish. But the berries, like
pretty much anything, when we putit on our skin, we absorb some
of these properties. And when weput something on our skin, we do
absorb about thirty percent of it.Internally. Cloud berries from Finland this one

(32:43):
superberry. In the summer months,it soaks in so many vitamins, and
like, for example, when youharvest the end of the summer, that
little cloudberry has sixteen times more vitaminsea than oranges, for example, And
those vitamins and antioxidants in those berries, they helped to protect the barrier of
our skin from the environmental and freeradical damage. I mean a lot of

(33:07):
the problems we have, and Ialways I look at it together internally,
and you know, skin care isthat there is so much harmful chemicals in
I'm sorry, but in America,in a food and in a skincare,
and in reality it's toxic to us. Maybe tiny bits here, tiny bit
there, but then ten years ofthat tiny bit adds up, and then
you take twenty years and a lotof people have a lot of problems.

(33:29):
And I grew up in Northern Europewhere you know, organic and natural.
That was just normal. We didn'tthink about, oh, you have to
be you know, using organic productsbecause everything was kind of organic. Even
now, European Union has banned aboutthirteen hundred harmful chemicals from skincare, just
from regular skincare, not even organic. Compared to America, Guess how many

(33:51):
harmful chemicals has America banned, probablynot thirteen hundred thirty thirty thirty thirty zero.
Yeah, it's still a long wayto go. And I personally started
modeling, and then I started travelinga lot, and I ended up in
New York City, and I didn'tknow that my body wasn't used to these
harmful chemicals and these preservatives and things. So I started having a health problems,

(34:15):
and I started having a skin problems, which is really bad if you
a model. And I also workedas a stand in and a double for
famous actresses such as Nicole Kidman CharlieStern, so it really became a problem
for me. And I started learningabout what happened right, and I was
told also by my friends that ohno, you have to go to the
health food store and buy those organicthings and natural things. So I started

(34:39):
really researching what are the ingredients thatworked for me? And for years I
brought products from my country literally inmy suitcase when I came back, and
after a while I was like,well, you know, in this country,
which is the land of opportunity,I was like, what if I
could actually make a skin care brandusing these great ingredients that work for me

(35:00):
and my girlfriends want and actually makea business out of it. Yeah,
I want to ask Kenya she hasa question. Well, actually, I'm
glad that you mentioned where you're fromhere. So you're from Estonia originally,
right. You said you had cometo New York City and that's when you
started experiencing issues with your skin,which prompted your creativity for this line.
There's a million different skincare options onthe market. I guess what would you

(35:22):
say, besides the ingredients and allthese other things you're doing from like a
competitive marketing standpoint to set yourself apartfrom everything that's kind of being pushed onto
us in the marketplace. You're right, there is a million different options,
and unfortunately the consumer is really confused. And these days, you know,
it used to be like, ohwell, organic is probably so expensive.

(35:43):
It's really not. I mean,my products are very competitive, they're like
forty dollars range, right, ButI think consumers don't know, for example,
that when you have thirty photo organic, we have to put the expiration
date right on the box, onthe box and on the bottle or on
the tube. It is written everywhere, so even if you throw all the

(36:04):
box, you know when it expires. When you're buy regular products, you
don't have expiration date. You don'tknow if it expired five years ago because
it's not written there. Right,So are you exploiting that in your marketing?
I think that's what Kenny is asking, like, how are you getting
that message out? Well? Here, I'm talking to you, right.
I think that there is a lotof interest from the consumer, and especially

(36:28):
the millennials. They really do lookfor the ingredients. They do care about
what's harvested or how it was.I think their natural and organic product segment
in consumer goods is actually growing tremendously, both in cosmetics and in a food
service. And I think that peoplerealize a lot of diseases in America they're

(36:49):
actually not really happening in some othercountries. I hate to tell you,
but honestly, in Estonia, Ijust don't happen to know a single person
who has died or even had acolumn cancer. Because if you think about
those toxins and preservatives they settle inour bodies, they do. Adam,
did you have a comment or question? The first thing that came to mind
is is there a men's line.I want some of this, Yes,

(37:13):
I wanted to do. I wantedto do a men's line and Viking Men.
It sounds so good, right,and then I was okay, slap
it on. But in reality weare unisex in a sense that like the
scrub, actually as many men buyit as women, because especially men with
beards or when they have rough skin, it doesn't dry. It suits and
it's invigorating. Is men friendly?And we also do market this such as

(37:37):
Perfect Present, Perfect Peer or Valentine'sDay or whatever. So where are you
selling your products? Do you havemen stores or anything? I have them
in few smaller stores in America.Of course we sell in Amazon. Can
they buy from your website? Absolutely? Yes, code Viking Beauty for twenty
percent off. Okay, so isthat your website, Viking Beauty dot com.
Yes it is. Well, thankyou very much, Well, thank

(37:58):
you very much. So now goingto be talking to Katie Santorro with River
Cityba. Which rivercitydeshba dot COM's orwebsite and she helps people by giving them
virtual assistance to help do their work. So welcome, Katie. Tell us
about your business. I am ona mission to create a world free of
burnout. I suffered from burnout mycareer and left my career and started another

(38:21):
business. But this is my secondbusiness. We fulfill our mission by providing
employment for parents and caretakers in theworkforce, so that's kind of where resource
people. And then on the secondside of our mission is helping business owners
and entrepreneurs avoid burnout by providing themwith skilled administrative assistants. We train our
assistance and we mentor them and thenwe match them with clients that can use

(38:43):
their help. Well, that soundsgreat. What made you interested in this?
So you said you wanted to helppeople avoid burnout. Certainly having some
extra help can do that. SoI started my career in the legal and
insurance world, and while I wasthere, I decided I wanted to start
a business. So I ran abusiness full time and worked full time.
So I was teaching in a yogastudio. I was running the yoga studio
and I burnt out. I hitlike full emotional, spiritual, physical burnout.

(39:08):
I left my career and I wasrunning the yoga studio and then in
twenty twenty I closed it due toreasons of twenty twenty and I was going
to go back to work, andmy husband said, absolutely not. You
were a monster. What else canyou do? And I said, you
know, there's an opportunity to freelancein this virtual space. Let me see
what that is. And I justkind of ran with it. And what
I found is that other business ownerswere in the same place as me.

(39:29):
They were extremely burnt out. Theywere trying to run their business in an
ever changing world, and they couldn'tfind people who were reliant and consistent and
who could handle the administrative tasks thatthey were throwing at them, especially with
the digital changes that we were goingthrough. So I ran with it.
We started helping people and now Ihave a team of seventeen employees. Well
congratulations, So did you see yourbusiness grow during COVID. I mean people

(39:52):
kind of got used to doing thingsvirtually right, so that must have really
hopped a lot. Yeah, Imean I started during COVID. I started
in twenty so really took advantage ofwhat was going on when people being virtual
and a lot of people were leavingtheir jobs and starting businesses because it was
kind of this i don't know,maybe the end of the world feeling right,
and it just kind of opened upthis space for us. So it

(40:13):
was a perfect time to start,and we're definitely seeing changes now, but
it's still something that people are reallyopen to. So when you have somebody
who needs a virtual assistant looks likefrom your right on your website, you
do a matching. I probably don'twant to work with somebody who I don't
know, doesn't understand what I'm doing, or our personalities clash or something,
so I assume you have a wayto match people up. We do.

(40:34):
We have sourced primarily out of mynetwork. We say parents and caretakers,
which is predominantly women who have lefttheir careers to be at home, and
they come from diverse career backgrounds.They have tons of experience, so we
will try and match based on skillset. But we also what we do
if they don't have the exact skillset that they need is we have an
internal mentorship and training program, sowe train them in the things that they

(40:55):
need. We match our team memberswith each other. So say we have
Amy who as an HR background,and then we have Jesse who has a
marketing background, and Jesse needs helpto help her assistant with something HR related.
We'll match those two together. Wepay them for their time to train
each other, and that gives everybodykind of more a well rounded background to
help their clients. But we do. We match on skill set, we

(41:16):
also match on personality. It's reallyimportant to have a good relationship with your
assistant. You want someone that youcan really trust and that knows your preferences.
Adam, did you have a commentor question? Well, I too
have been using VAS for an extraordinarilylong time, like the last fifteen years.
I've had someone working with me offand on. I'm curious, Katie,
if I have a number of tasks, does it make sense to have

(41:37):
four or five VAS that are separatedon all of them, you know,
like someone's doing marketing, someone's doingops, someone's doing client retention and so
on. Yeah, I think itdepends on their skill set, right.
You don't want to ask somebody todo something super far out of their skill
set. You also don't want toask somebody to do something that they hate
doing. Like I know some virtualassistants who hates social media and they'll say

(41:59):
to me, I just don't wantto work with this client. When you
ask someone to work outside of theirzone of genius, they don't do that
great it, right, So youwant to make sure it's something that they
want to do and do they havethe capacity to do it. So think
about when you've task switched during yourday, if you are going from balancing
your checkbook to ordering your groceries,that takes so much thought process to just
switch those two things. So areyou overwhelming someone by asking them to do

(42:22):
all that task switching during the day. So, I think it really depends
on the individual, their skill set, their ability to stick and pivot,
and then your needs and how muchtime you need from them. Kenyan,
did you have a question? Yeah, I just was curious, like,
what are some of the misconceptions thatcome when someone's considering, like hiring a
virtual assistant. That's interesting. Wedeal a lot with how people see us.

(42:45):
They see us as just as secretary, right, or you know,
maybe somebody who's just doing data entry. Our team in particular at vers City
Virtual Assistance is very highly skilled,very highly trained. We're not just an
old school secretary. So while wecan do things on the executive level like
helping you with your travel plans andyour document management, we also have the
skills to help with things like socialmedia, content management, really high touch

(43:08):
client care, help you with yourbusiness development plans. And help you with
strategy on those things as well.You know, people see as a staffing
agency or just secretaries or bodies andseats, and I think that we in
particular are way more than that.Yeah. I know with our virtual assistant,
there are some things she really doesn'twant to do. And honestly,
for me personally, I would rathersomebody say no, I'm not good at

(43:30):
that, I don't want to doit, than try to do it and
screw it up. And she'll say, I can find somebody else in the
agency that could do this for youbecause I can't. So I think that's
one of the beauties of virtual assistancetoo. And she has a backup,
so it's not like if somebody inyour firm goes on vacation for two weeks,
you have to find somebody to dothe work, because you'll find it
as head of the agency, right. Yeah, And we don't always give

(43:51):
them back up because of that likeone on one relationship that they have.
Imagine trying to have to teach someonehow to run your calendar in just one
week. It does always makes sense. But we can say, hey,
if you have an emergency, we'rehere to support you. We've got your
back, but we wouldn't necessarily giveyou like a stand in. We kind
of lose efficiency there. So howdo you charge your clients for the virtual

(44:12):
assistant services? How does that work? So we do flat rate packages.
We do ten, fifteen, andtwenty hours a week. We also go
up to thirty for some clients,and that's kind of your minimum. So
we do ask the clients to fillthose hours, and we do that so
that our assistants can block out theirtime. We ask them to block out
the hours they're not multitasking with otherclients. It's dedicated specifically to that client.

(44:35):
That also allows our assistants to relyon their income every week, which
keeps them reliable and consistent. Sobecause we've kind of set up that,
I call it almost like a socialcontract, right, like the client agrees
to giving this many hours a weekto the assistant and keeping them busy,
and the assistant agrees to blocking outtheir time to work these hours. We
have clients that have been with usfor years, and we have assistants that
have been with us for years,so it really creates trust and balance in

(44:58):
the relationship. Do you try tomatch the time zones because that's always something
right. Yeah, not only timezones, but also availability. So everybody
on our team is US based,and because we work with parents and caretakers,
it might be, hey, Ihave the best block of time in
the afternoon to work when the kidsare in daycare, or it might be
I would really rather work in theevenings when my spouse is home to support

(45:19):
me. So we match that availabilitywith what the client needs. You know,
people who are in a typical nineto five business environment, they need
the help during the day. Andthen your entrepreneurs, especially if it's a
side gig, they'd rather have somebodyon call in the evenings or on the
weekends. So we try and matchon kind of what everybody needs and the
best way to support everybody. Whatare some tips that you would share about
working with a virtual assistant. Howwould you help somebody get started with it?

(45:45):
My number one tip is building arelationship. When we see relationships fail,
it's because clients don't show up tomeetings, they cancel meetings, they're
not meeting with the assistant, they'renot giving the assistant all of the information
that they need. We have anonboarding process that we do with our clients
so that we make sure we're gettingeverything that we need at the beginning to
be set up for success, andthen we kind of make it mandatory to

(46:07):
have a weekly meeting between the clientand the assistant so that the information can
be exchanged. That's really my numberone tip is just making time, knowing
that putting in an hour on aMonday is going to save you ten hours
in the rest of the week.What about trusting a virtual assistant with personal
or sensitive matters. I mean it'salmost like you can't do anything now without

(46:30):
a password, right, and sofor the virtual assistant to be able to
help you, you need to givethem passwords and give them access to sometimes
sensitive information. How do you makeus feel comfortable with that a couple different
ways. One of the ways iswe use last Pass. So last Pass
is a program where you can putin all of your passwords and then you
have a master password, so atany time you can turn that off,

(46:52):
turn that on if there is anyinformation being stored. We ask our clients
to set up like a drive ontheir system for our assistant to have access
to. So last Pass is likea storage area for passwords, and then
does the assistant see the passwords?Then or do they just click on a
button and go into the account they'reable to click on it. It's encrypted,

(47:12):
so you would put your information inand then you give them access to
the passwords that you want them tohave access to, so you could keep
all your information in there and thensay, okay, well I'd only like
Sarah to have access to these threeaccounts, and you can give them access
to those ones. We also suggestsetting up admin accounts on things if you
can, so having another seat andhaving an admin account where you can limit

(47:34):
their ability. So, for instance, if you have somebody updating your blog
for you and you don't want themhaving access to your full website, you
can set their ability on your websiteto just do the blog. And then,
like I said, we also havethem store all of the information.
We just have internal policies where theyhave to store information on the client's drives,
not on their drives. If it'sin our drives, we provide the
information back to them and nothing evergoes on a hard drive. So Katie,

(47:58):
where can people find They can findus at river City hyphen Va as
in Virtual Assistant dot com, sothat's RiverCity Hyphenva dot com. You can
also find me on LinkedIn Katie SantorroPassage to profit our special guest, Adam
Carroll, and we'll be right backafter this. Have you ever met a
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Eight hundred nine one seven eight fivefour six, eight hundred nine one seven

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eight five four six, eight hundrednine one seven eight five four six.
That's eight hundred nine one seven eightyfive forty six. Have you heard about
podcast yet. It's the world's largestcontinuous in person podcasting event in Orlando,
Florida and you got to check itout. Richard, Dearheart here, and
I want to tell you about anevent that we're going to that we're super
excited about. Yes, Podfast Expotwenty twenty four is coming soon, a

(49:29):
huge podcasting festival in Florida, andit's their tenth anniversary. Go to Podcastexpo
dot com and use the code garHeartlaw for your ticket. Whether you have
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in twenty twenty four. Meet thepeople who are shaping and influencing the podcasting
industry and join podcasts as they alsohost the Podcasting Hall of Fame. The

(49:52):
dates are January twenty fifth through thetwenty eight, twenty twenty four, and
we'd love for you to join usin meeting podcasters from around the globe.
The diverse cast speakers means there's somethingfor everyone. The learning and networking will
be amazing. Throw in a coupleof parties just for fun, and you
have the podcasting event of the year. Go to Podfastexpo dot com to get
your ticket. Now use the codeyour heart lot for a special discount,

(50:13):
Elizabeth, and I hope to meetyou there. It's Passage to Profit.
Now it's time for Noah's retrospective.Noah Fleischmann is our producer here at Passage
to Profit, and he just hasa way of putting his best memories in
perspective. I'll never forget that Fridaynight at eight o'clock when I was nine
years old and I watched this greatconcert on television Bob Dylan and Friends.

(50:35):
Wow, I'll never forget it.There I was seated in front of my
little Panasonic portable TV in my bedroom, my slice of Sarah Lee pound cake
for dessert. The show opened withthis really cool commercial for Craig Audio,
the people who made the eight tracktape decks in those days. It was
a wonderful evening. I didn't getto see that concert again until maybe thirty
years later. But when I did, I discovered something. It wasn't Friday

(50:57):
night at eight o'clock that it aired. It was actually a two Tuesday night
at nine. How is that possible? I remembered it so well, I
remember the television I watched it on, the dessert that I had, the
commercial I watched. You know ifyou're an advertiser and people can actually keep
your name in their mind for thatmany years successfully, you've done something right.
Anyway, it was a great eveningoverall. Bob Dylan and friends.

(51:19):
Wow, I think that's what itwas. Now more with Richard and Elizabeth
Passage to Profit, we're just havinga little bit of a discussion now about
the question that Elizabeth is going toask. So my question is that I'm
going to ask Adam first, whatare your growth plans for twenty twenty four.
I would say over the last yearwe've been doing a very organic marketing

(51:40):
channel. I've done probably one hundredpodcasts in the last year. It's provided
great organic traffic, not always exactlywho we want as clientele, and so
our growth plan for twenty twenty fouris really zeroing in on who exactly are
product and program is for and doingsome very specific direct marketing and retargeting to

(52:00):
that group, which I think isgoing to really expand the traffic to our
site and then the conversion the pullthrough to appointments and folks that end up
registering. A much more targeted approachis our twenty twenty four plan. I
applaud you for that that's really greatplanning and something that we're working towards too,
like your heart law. Aha,what are your growth plans for twenty

(52:21):
twenty four? I would like tojust first of all, we start out
with bringing out a new product,a new peptide serum, so we are
marrying the ancient great Nordic ingredients witha little bit of modern technology so that
would actually work on your skin.And also I am just basically looking out
for more retailers to sell out productsin. And also this year, now

(52:45):
that we made New year resolutions,I have decided that I want to breathe
more, listen more without you know, just jumping into things, and that's
how I deal with not getting overwhelmed. And so far it seems to be
working excellent. Great, So Katie, what is your growth plan for twenty

(53:05):
twenty four? We spent all oftwenty twenty three setting up to really scale,
so we feel really comfortable in doingthat. One of my biggest challenges
is that I'm an introvert and Ido all of our business development. So
a key role we hired for thisyear is a business development specialist to help
me. Word of mouth is greatfor us getting out talking to people.
Everyone we meet needs a virtual assistant, whether it's to help them in their

(53:28):
business or just help them in theirlives. So getting out talking to people
has been really difficult for me.I'm really comfortable being virtual and being at
home. So we've hired someone tohelp us with that. We've hired an
extrovert. You know. We've beenfollowing the data too and looking at what's
coming down. We pay a lotof attention to the economy and trying to
figure out how to kind of pivotwith those changes. And my growth plan

(53:50):
for twenty twenty four is to grow. So, Kenya, what are your
plans for growth in twenty twenty four? Why? I felt like twenty twenty
three was also a year of scalingfor everything that I've doing, just from
a content perspective, from a personalbranding perspective. So I feel like twenty
twenty four is the year to implementall that which I believe bringing other people

(54:10):
on board to help will help meget to the next level. Great.
So, Richard Gerhart growth plans fortwenty twenty four, I guess I'm going
to be more focused on content creationthis year and really getting out there a
little bit more It's something that Ienjoy doing, and there's just so many
possibilities now with social media and YouTube, and I just want to take advantage

(54:35):
of those. We're in a uniqueposition where we can educate people about intellectual
property and talk about entrepreneurship, andso I just want to keep going with
that. I think you should.So my growth plans for twenty twenty four.
I've been working on Blue Streak,and I've been doing Passage to Profit
and a couple other podcasts as Imentioned, But I really want to hone
my expertise in YouTube and podcasting asI mentioned before, and really get highly

(54:59):
competent and help other people with itbecause I really feel like podcasting people are
telling their stories. They're sharing theexpertise, and they're telling their stories,
and I think we all need totell our stories. I think it's a
really great thing for people to beable to do all the time. So
we're actually going to fix up thestudio that we're in right now in our
building in Summit, New Jersey andmake it really cool so people want to

(55:21):
come here and do podcasts and we'regoing to help them with that. And
so it's a target for twenty twentyfour to start that new business and grow
it. That sounds like an amazingadventure. Just to recap everybody who was
on the show. Adam Carroll wasour guest with the Shred Method, the
Shredmethod dot com. I know allof us probably waste at least some money.
If you can take that money anduse it better, this is going

(55:43):
to help you get rid of debtand get rich. And then aha,
thank you. I'm going to leaveyou like that because you say it so
beautifully. With Viking Beauty, VikingBeauty Secrets, and her website is Viking
Beauty dot com really pure nutritious skincare. And then Katie sent with rivercitydash Va
dot com Virtual Assistance, and itsounds like she has a really good way

(56:06):
of making sure that you're going tobe as pleased as you can be with
your virtual assistant. Your virtual assistantis virtually there, is virtually there.
And then of course Richard Gearheart withGearhart Law, patents, trademarks, copyright,
so if you need intellectual property help, yeah, absolutely contact us.
And before we go, I'd liketo thank the Passage to Profit team Noah
Fleischman, our producer, Alisha Morrissey, our program director. Our podcast can

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be found tomorrow anywhere you find yourpodcasts, just look for the Passage to
Profit Show and you can find uson Instagram and threads at Passage to Profit
Show and Twitter, or if you'reeven more up to date, x at
Passage to Profit and on our YouTubechannel. Lise. Also join us on
our new Facebook group search for Passageto Profit Show Listener Community, a new

(56:52):
community space for our listeners and guestswhere you can post questions that you would
like answered on the show and interactwith a message to profit team. And
remember, while the information on thisprogram is believed to be correct, never
take a legal step without checking withyour legal professional first. Gearheart Law is
here for your patent, trademark andcopyright needs. You can find us at

(57:14):
gearheartlaw dot com and contact us forfree consultation. Take care everybody, Thanks
for listening, and we'll be backnext week. The proceeding was a paid
podcast. iHeartRadio's hosting of this podcastconstitutes neither an endorsement of the products offered

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or the ideas expressed