30 Years Of Business Lessons With The Godfather Of NLP

Champions Of Mind - Episode 224 - 30 Years Of Business Lessons From The Godfather of NLP

Welcome to the Champions Of Mind podcast - game changing content from the UK’s leading success, mindset and motivational coaches Llewellyn and Rhys Davies and James Burtt.

This week we had the privilege to have the Godfather of NLP here in Europe, David Shephard, on the show to share his three decades of business experience. There are not many people who have more expertise in the professional personal development space so this was an insightful chat about changes in business, systems of success and how the fundamentals of business still apply when starting a brand. David shared how he ended up as a Master Trainer, how he grew his business by cold called his way to gaining clients and how he delivered free training sessions to small teams to grow his skillset and reputation. We talk about value-based sales so it was great to hear that this approach has been the best way to build a sustainable business for 30 years!

For more tangible, actionable and usable mindset and motivational content head to the official Champions Of Mind website now via www.championsofmind.com

Episode Transcript

(00:04):
Welcome to the Champions of Mind podcast, weekly content to help you take your
mindset, business, health and wealthto the next level. Starring the UK's
post in demands action taking coaches Llewellynand Riese Davies, with host James Burt.

(00:27):
Ladies and gentlemen, boys and girlsfrom around the world, Welcome to
the Champions of Mind podcast, whereeverything a week we bring you tangible,
actionable, motherfucking usable content from theUK's leading coaches. I'm dead excited today

(00:47):
because we're in the library of LlewellynDavis and there's a very good reason for
it. But let's before we bringon our main guest show, Let's give
them around of a pause. LouieDavis is the building. Everybody, what's
on the doctor boy lets myself andalso in the studio today you're looking very
reserved in dapper and slender and tender. You're not gonna hit any of that

(01:12):
intros. It's gonna be noisse becauseit was too loud. There we go
today on the show. Everybody.Now, you guys might know that we
are the UK's leading action taking coachesand from day one, from all the
way back, we look back allthose two years ago. I feel like
a mug stays when we started allthose two years ago. He's like,
shut up, mate, I've gotI've had meals that have lasted longer than

(01:34):
two years in the game. Butwhen we started off The Champions of My
podcast a couple of years ago,we said we're just going to give coaching
value on the podcast. That wasgonna be the idea of it. We
were not going to collaborate with peoplefor ego. We weren't going to try
and leverage audiences or anything like that. We were just literally going to try
and give coaching value every single weekon the show. But a people that
reached out we had the lights ofGrant card On, headlights of a Lane
on. We had, you know, snippets from our keynote talks in South

(01:57):
Africa. We had snippets from ourkeynote talks to Les Brown. But we
only wanted to ever bring on peoplethat genuinely added value to our audience.
We respect you guys massively, whetheryou're one of the people who lives where's
the latest place. We just gota new listener North Korea. Shout out
North Korea. Yeah, that's right. We reach further than Google. We've
got one hundred and eighteen countries,four hundred and fifty cities that get this
content every single weekn We respect yourawareness and we expect your attention. We

(02:21):
respect your time as well. Sowe were always going to bring on people
that can add massive value today onthe show. That's a long way about
talking about this guy. Wasn't ithorrendous? Intron Really sorry, David,
push it up my game. I'venlp'd myself. Yeah, he's been in
the game since nineteen ninety. That'sright. He left seven running businesses.

(02:42):
You were still running the streets family. I can't stop talking like that.
If you've never listened, if younever heard us outside of the podcast,
I don't really talk like just so. David Shepherd NLP guru, hypnosis experts,
Huna trainer. I don't know whatthat is. He's going to get
into that later on show. Timelinetherapy expert left a very successful job in

(03:02):
the city of London in nineteen ninetyto fourty z own path. Many said
back in nineteen ninety that he wascrazy. What on earth was he doing
with his life? Why would youleave a successful city job? But he
trailed, he blazed his own trail. I've done what I'm doing here.
He blazed his own path, hetried his own path, and he blazed
his own trail. And in nineteenninety three at his first experience of NLP,

(03:23):
which led to an experience which helpedhim to overcome dyslexia, a phobia
of bees and wasps. So don'tfear and if there's a being wasping here,
David's going to deal with it.Just hornets overcame anger, sadness,
of fear, hurt. He wouldoriginally start off as a software engineer.
He was then the marketing manager atReuter's for a long time, but he
wanted to blaze his own trail.He's one of the absolute godfathers and the

(03:44):
dons of NLP within Europe. Soif you're going, oh, NLP isn't
that thing that Tony Robbins does,Yeah, Tony, that Robbins does it
in the States and David does itin Europe. That's kind of the two
big players that you need to knowabout. And coming in behind David his
champers of miners what you also needto know about. But he's on the
show. Let's give a d plusDavid Shepherds at a bit respect, massive
respect David Shepherd and all jokes aside. We when we started the Champion of

(04:08):
My podcast, we said we werenever going to bring people on just for
vanity listening figures. We're only gonnabring people on who could generally add value
to our audience. And there's notmany people that the boys briutally honest.
There's not many people that the boysactually speak very nicely of you however in
general in life. But it's fine, don't listen to the podcast, but
the boys have all spoke very veryhighly of you, especially Louise. Like

(04:30):
I met this guy once. Isaw him do something from a stage.
I never thought it was possible.He's like he control. He actually said
he controlled like the audience and hemanaged to have an argument and he didn't
even have to hit anybody. Andhe phoned his wife at the time and
he phoned Race and he said,if if we can learn that stuff,
then we can we can master thewhole game. That's the bit that's missing
for those who are listening. BecauseNLP in this country, especially in this

(04:54):
country, gets a really bad reputation. Whether it's a lot of bad trainers
out there or it's just got it'slike, oh that voodoo stuff that people
do within sales. What is NLP, How did you get into it and
what is your Give us an elevatorpicture of your journey within the last twenty
nine years. I could hear yourbackstory. Yeah, So in nineteen nineties,
he said, I left my careerin the city Reuter's. Everybody did

(05:16):
think I was absolutely crazy because alsowe were just in the start of an
economic crash in nineteen ninety as well. And I bought a franchise for a
management consultancy firm and part of thetraining and the franchise was had to be
a consultant. And there was oneday on this thing called NLP and I

(05:38):
loved it. So I said tothe to the guy, where can I
find out more? And he said, I'm only aware of one book.
It's called Unlimited Power by Anthony Robbins. So you couldn't get Unlimited Power in
a regular bookshop in those days.I had to get it from a specialist
bookshop, you know, arrived inbrown paper, so that nobody knew you'd
bought a weird NLP book, youknow, personal development book. And I

(06:01):
loved it. Um. And thecompany that I bought the franchise from was
very forward looking because everybody had acoach. This is in nineteen ninety you
know. And the coach he hada coach. If you played tennis and
he went on a holiday on acoach. That was that was coaching in
those days. UM. So Ihad a coach. I really really found

(06:23):
it useful. So they had apartner company called the Center for Achievement,
and so I moved my franchise fromthe Center for Consultancy to the Center for
Achievement because I decided I wanted tobe an achievement coach. But I was
getting more and more into doing NLPstuff rather than the standard coaching stuff that

(06:44):
they were doing. I was findingthat was what was getting with the results.
But they said we we don't wantto be an NLP. So what
I did, I went, well, I do so I basically wound up
my franchise, took the took thelosses, and went out of my own
doing an LP and I set upa company doing firewalks seminars natural progression.

(07:05):
So in nineteen ninety two we've gota company doing firewalks seminars, which was
which we did for for a coupleof years. That's before Robbins came over
here to do fireworks. Yeah.Yeah, we were pretty much the first
people to do firewalks seminars in theUK. Yeah, and then people went
ear is crazy. Right. ThenI started working with a guy and I

(07:29):
thought my destiny, if you like, was to do sales training based on
NLP. And I started doing thatwith a lot of top top level life
insurance sales sales people m and Ithought, okay, I better get trained
in an n LP because it waspointing time. All I'd done was read
books. So I checked out someof the companies in the in the UK

(07:51):
for an LP. There were onlythree or four and I didn't really click
with them because for me, beingintroduced into NLP by Tony Robbins, it
was all about success and these peoplewere very kind of like low key bit
more kind of like counseling kind ofbackground. So I bought a book which
was written by this guy called TedJames, and I really the picture taken

(08:16):
with him recently. Yeah, he'she's He became my mentor, trainer,
personal friend. I met him innineteen ninety three. I flew over to
California and do the training. ButI'd gone to learn how to use n
LP and sales or so I believed. Right. But then you know,
as you said, James, ifI was you know, I went to

(08:37):
school in the sixties and seventies.If i'd been you know, if I
went to school today, I'd bediagnosed with dyslexia and attention deficit disorder and
whatever else. But in the sixtiesI was just diagnosed as being thick.
So school reports, like you know, David Sheppard, will never amount to

(09:03):
much. Please encourage them to continueplaying with bricks. So I didn't have
a good time at school, andparticularly because I got red air as well,
I didn't help. But I gotrid of my dyslexia. Wow,
Then you know, I got twobig kind of emotional events that happened in

(09:24):
my life. One was my daddying because my dad died young. Then
my marriage ending in divorce. Ihad a full range of emotions, anger,
sadness, fear, her guilt inan afternoon gone, just totally gone.
Then I've found a huge limiting beliefof I'm not good enough, which
has an adverse effect on every singlearea of your life. Got rid of

(09:48):
that in like ten minutes from yourbees and wasps gone. And then we
get to the hypnosis bit, andthere was a demonstration of this where Tad
did mistration this lady who wanted touse hypnosis to improve her eyesight, so
you didn't need to wear glasses,right, And I'm transfixed with this demo,

(10:09):
And during this demo, completely unconsciously, I took my glasses off.
So I took my glasses off innineteen ninety three and I haven't worn them
since. Really can't see a fuckingthing, but horrendous, a terrible driver.
I'm glad you've got big gates trouble. So I went, everybody should

(10:33):
learn this. You know, thatwas your basically, that was your you
brought into it was my personal epiphanic. And I thought, you know,
because I experienced things firsthand which Iwouldn't have even dreamt about because I would
have just thought it was impossible.Yeah, um so, and this is
what I want to do, youknow, because this holder. Then um

(11:00):
So I went to Tad and Iwent, Okay, there's nothing like this
in Europe. In fact, therewas nothing like it outside of California really
at that time. So I saidI want to. I want to do
this in London where I live.How do I do that? And he
goes, I haven't got a clue. Nobody ever asked me that before.
Give me a couple of days andI'll think about it. So we met

(11:20):
for lunch and he goes, Okay, you're gonna have to do this training,
this training, at this training,at this training, you have to
come over and coach. And heonly trained at that time in Orange County,
just south of la and Kona onthe big island of Havaii. So
you meant, I've got to bedoing all these trips over to California,
and why you got to do allthese trainings? That was broke. I

(11:41):
got no money. And it wasone of those things where like my mouth
opened and I went, Okay,I'll do it, And then I go,
how are you going to do that? How we live our whole life?
Yeah? Well I did it,and and then I started actually working
with Tad. You know, anumber of different situations happened. I came

(12:03):
back here, said of the former'spartnership in May nineteen ninety three and started
doing n LP tumline therapy and hypnosistrainings over here. And we were the
first people because at that time,NLP trainings were twenty days. And what
we did was we had people dopre study on cassettes. That's how long

(12:26):
ago it was, right not seethese cassettes. We'd moved on from vinyl
um and so people listened to thesetapes in advance of the training, so
then they already knew it. Sothat meant we could take it down to
seven days. And you know,because so many people at that time wanted

(12:50):
to do NLP, but they didn'thave twenty days, but they could take
a week. But what we didwas we did NLP timeline therapy, which
is the thing that enabled me toget rid of my negative emotions around those
traumatic events and my phobia and allthat kind of stuff and hypnosis all in
seven days. And I was anew kid on the block and all the

(13:13):
established NLP companies went like, it'llnever last. That was twenty six years
ago, so you know, weshook up the market, really shook up
the market big style. How bigwas that market at that point, because
it's obviously ANILP in training and coaching, like everyone's got a coach at the
moment. It's almost like the latestshiny penny thing. Yeah, how big

(13:35):
actually was that market? Was onlythe elite performers already looking for that step
up? Yeah, I mean itwasn't. It wasn't a particularly big market
then. Yeah. But one ofthe things then that I started doing because
we've got like our practitioner training thatseven days, we've got Master Practitioner training
which was fourteen days, and thenTed and I did trainers training where we

(13:58):
actually trained trainers. Yeah. Andso I'm probably blamed by the NLP market
place at this point in time forsaturating the market with trainers. But the
only thing was we saturated the marketwith the good NLP drat. Yeah.
I've got a question to ask you, right and where we are? You

(14:22):
got into NLP based on a personexperience? Yeah, okay, how do
you feel now? You know you'vebeen in it twenty nine years? Okay,
you got into it based on experienceto change your whole life? Yeah?
How do you feel now looking atthe marketplace, looking at Facebook?
Nowhere people are getting into it tomake money, having no experience, having
nothing shifted for them, and they'rejust doing it as a cash cow.

(14:45):
How does that person make you feel? Because me Lewie James. You know,
I respect your massively. We've beenin it two minutes and it pisces
me off and I dread to thinkwhat it was like twenty nine years.
It would make my piss boil.Ye, So how does it make you
feel? Be really honest for me? How is it? Do you not
give a fuck or do you care? I do care massively because um,

(15:05):
NLP in the UK at this pointin time, I believe is in trouble.
Yeah yea, though I'd even broadenit and go the personal developments they
may just get, so they mustn'tgo bigger than just NLP personal development,
brand development and business development. Yeah, all in all in trouble um which

(15:28):
um you know. And I startedhearing people saying things about NLP, like
they were saying like NLP ship orNLP doesn't work, you know, and
I go, hang on a minute, changed my change, changed my life
with NLP and telmine therapy and hypnosis. You know, I know it sounds
a bit cliche these days, butit's absolutely true, you know, which

(15:50):
is what's kept me going for fortwenty six years. You know, it's
I'm so passionate about it, youknow, No matter, and you know,
no matter how how passionate you areabout what you do for your business,
there'll be up some downs. Yeahyeah, what keeps you going through
the downs is that is the passionum And so I knew that it worked.

(16:12):
So basically what we got in anLP was it wasn't that NLP didn't
work. It wasn't the NLP wascrapo. It was there was crap training
than you crap trainers. You know, there's so many people out there if
you just looked at the NLP examplethat we can broaden it out is that

(16:33):
all they do with NLP is trainother people in NLP. They don't do
anything else with it. Sales.It's become a sales model. Whereas right
from the start UM I was doing, I was using n LP in business
consulting, I was using I wastraining working in NLP in sales, you

(16:55):
know, in presenting, UM,in therapy, in coaching, I think
people have personal breakthroughs. So thenwhen I was teaching an LP, I
could back it up with Look,I had this client, this is this
is what we did. We didthis, we did this, we did
this. Very few of the peoplein the NLP marketplace have got that and

(17:15):
can say that. You know,five years ago when I did your free
workshop, one of the things thatyou made us do immediately was sit down
and do what you were teaching.Yea, you know, I said straight
away, I left feeding like Iwas able to utilize the things that you've
been at the front of the stagetalking about. And that's the difference.
It's not just the work, butyou delivered. It was like, I've

(17:37):
just spoke about this for twenty minutes. Now you sit down and do it
for thirty ye and then when nothingwas happening, it was because of the
techniques that I were executing on.So you would actually walk around this is
what you did, and you'd sitdown, try it this way, try
it this way. So I actuallyleft better at NLP than when I went
in. Not only did I havemy awareness enlightened, so to speak,

(17:59):
I became a practice in a threeor four hour window. Right. So
that back to what you just said, I've been a testament to that.
Yeah. So you know, I'minto using an LP Tumblin therapy hypnosis to
enable people to create real tangible resultsin their life and business and the relationships

(18:19):
in their health. The whole thing. So yeah. So then when I
was hearing this stuff about, youknow, people saying bad things about n
LP rather than just sitting around andyou know, going oh well, I
thought, right, I'm going todo something about it. Yeah, because
I started to realize that I wasteaching NLP in a different way than other

(18:41):
people were. What way was thathighlights it for us? Please? So
you know my belief. I startedto realize I was teaching a different way.
But I also realized I got differentbeliefs and one of my and I
was hearing even top name in nLP saying there are certain people that NLP

(19:03):
doesn't work for. Well, ifthere's certain pick people that NLP doesn't work
for, what fucking use is it? Then? You know, but my
belief was different. My belief isNLP tumbeling therapy, hypnosis and the HUNA
works for everybody every time, providedcertain conditions are Metay, So then I'd

(19:26):
teach people this is how you thisis how you satisfy those conditions. Satisfy
those conditions. You know that thisthing is going to work with this person
in front of you before you've evenstarted. Then it becomes useful, Then
it becomes valuable. Yeah, yeah, And so what I what I decided
to do was to I thought NLPneeds an update. You know, NLP

(19:48):
is a model of excellence that wascreated in the early nineteen seventies. We're
in two thousand and nineteen. Theworld's evolved, it's different the world,
different people are different. So asan example, I think it was Google
Business or Yahoo Business did a interviewten of the most successful entrepreneurs in the

(20:11):
US about what they put down theirsuccess to, and every single one of
them said they put their success downdown to some kind of daily mindfulness process.
That might be meditation, or itmight be just like walking out in
nature like I said, you doevery morning with your box and stuff.

(20:33):
But there was there was no mindfulnessand no meditation or anything like that in
n LP. Ye, But ifit was created to day, there would
be. Then if we looked atwhat people are searching for on Google in
the personal development space five years ago, it was money. How do I
make more money? How do Ibecome wealthy? How to become rich?
If we look at it today,then what people are searching for more than

(20:56):
anything else in the personal development spaceis energy. Really, so I think
what's happened is that people from anEnL people of view physical energy positive.
Yeah, really like chunked up andpeople have gone, the more energy I
have, the more money I canmake. Really, the more energy I
have, the healthier I'll be.Change your market. More energy I have,

(21:18):
the better my relationships will be.It kind of figures out why we're
an attractive outfit because we're the mostenergetic in the market exactly. That's that's
what people are looking for, andwe sold our energy effective. How do
I get more energy? They're goingto how do I get the same level
of energy as you guys have gotyou don't That's what they want. There's
a course called Energy for Beginners andit's launching now. That's so interesting,

(21:45):
though, isn't it that the shiftin just five years, half a decade,
people have gone, I want moremoney. I think you're right,
you know, energy mindfulness. Thatword wasn't even heard of thirty six months
ago. Now it's everywhere everyone's talkingabout. If you think about what David
has just said, like the walksand meditation weren't something that happened ten,
fifteen, twenty years ago, andwe've unconsciously brought that in yeah, everyone's

(22:06):
out doing their five am cardio.Now it's gone full circle. You called
it state changing card We named itstate changing cardio. Control how you feel
in the morning, and then youcan execute on what you want. You
want to know what I mean,My brother did that back in the day.
It's because we're banned from every gymin the UK to go to pure
gym at five am before people gotinto the gym. Yeah, before the

(22:26):
pets, we called it state changingkind you changed your state. There was
there's that big was it Hanbury manoris it? Then it's just down the
Yeah, that's right. Yeah.Yeah. So we ran a seminar there
for a week, took people awayfor a retreat for a week, and

(22:48):
I took all the delegates who wanted. I took him into the into the
gym. And it's just years ago. We're doing what I was taught by
a friend of mine, doctor NickDelgado in California, which now we would
call it high intense you know,hit, high intensity training with forced assisted
reps reps and forced negatives and allthat kind of stuff, you know,

(23:11):
nasty stuff. Yeah, And andso I took the delegates into the gym.
I got banned because I said always, I mean, these people work
out too hard. He's a whiteversion of us. I thought I was
a white version. I literally caughtmyself out of a job. David Shephard

(23:34):
n LP me out of a job. I'm going to record the daily mail.
I've been there, didn't take long. What what you see is the
biggest because, like I said,there's a massive misconceptual with NLP, but
people think is like this voodoo thing. What is the main power of NLP?
As you said, if you haveto sum it up because I've never
been I've never heard anyone give aconcise explanation about what it is without being

(23:57):
too techy or two scientifics. Ifsomeone says to you, what is NLP,
how would you summarize it? Asan expert in it? It's got
olays say, it's got two elementsto it. First element is how do
you run your own brain? Youknow people tell us that there's like,
you know, the human brain isthe most powerful computer on the planet.
It still is, but when itwas delivered you didn't get you didn't get

(24:19):
an instruction manual. Yeah. Yeah, if you've bought a PC from PC
World, you know the box andthere was an instruction manual. You complain,
right, So NLP teaches how torun your own brain, because you
know most people's experiences, the brainjust runs them up, does random things,
and wakes them up in the middleof the night, scares the shit

(24:40):
out of them. Whereas you know, what we can actually do with n
LP is learned to It is mindcontrol, but it's not controlling other people's
minds, it's controlling your own.Then what it does is it teaches you
how to communicate with other people effectively. What it enables you to do is

(25:03):
to communicate with other people in theway that they communicate with themselves, which
will always be the most effective wayof communicating. But what the majority of
people do is they automatically assume thateverybody thinks in the same way that they
do. Of course, And thething with with NLP that I realize was
that you know, people think very, very very differently than me, even

(25:27):
the thing about NLP, but otherpeople in the NLP world think differently than
me. Yeah. Um, Sothat's that's in a in a in a
nutshell, it what it does,and a slightly different tangent. But we
talked about this before we turn themicrophones on what is Huna? Because I
saw a lot of videos about that. I'm really intrigued by. Yeah,

(25:48):
what huna is the original spiritual teachingsof the people of a Way. Does
the Rock do it? I don'tthink so he needs to do. Dwayne,
you'd be a stereotypical is he fromHawaii? Yeah? Yeah, Dwayne
Johnson hollow up my boy, Davidso Chepage. So when I was on

(26:14):
my practitioner training, there was amorning session on this thing called Huna,
you know, and I'd flown allthe way over to California. I'd also
spent all my money in getting there, so if there was if there was
any optional sessions, I was goingto be there to get the value out
of it, right, even thoughit was really early in the morning.
So I went on onto this sessionand Tad ran the rand the session,
and he opened the session and hechanted an a Yan chant that we know

(26:40):
is at least seven hundred and fiftyyears old, though the myths and legends
of a y you would say thatit might be as much as thirty five
thousand years old. And he startedchanting, and all the hairs on my
arms stood on end. I waslike plugged into the into the mains.
And even though consciously I knew thatI'd never heard it before, I knew
what was coming next. It waslike really weird experience. So I thought,

(27:06):
right, I've got to learn whoknow. But what I did was
I did all of my NLP trainingfirst practitioner, master practitioner, and trainers
training because I knew that would enableme to make the money that I needed
to be able to fly out toay twice a year to do the Huna
training. Um, So I starteddoing that. And you know, Huna's

(27:26):
very much about energy, because thebeliefs of the of the Ayans before the
missionaries arrived was that all mental,emotional, and physiological disease was caused by
a lack of energy or the energybeing blocked in the in the body in
some way. So Huna does itteaches you how to work with energy and

(27:52):
how to do energy healing, allof those kind of kind of things over
there. Yeah, is that marketdifferent to NLP or do you combine the
two? I combine the two,Okay, which one can come? Yeah?
I was going to say, whichone do you say supports which best?

(28:12):
I started to think, really thatNLP is a part of HUNA,
which is why you see on FacebookI've now got you know, David Shepherd
integrating NLP and HUNA. Yeah,because two reasons for it. Huna has
energy in it, which was thisthat now we know that people are searching

(28:33):
for. So integrating HUNA into myNLP trainings is what brings the energy into
it. Yeah. But equally,as your energy builds and you become more
and more powerful, and particularly youbecome more and more powerful at being able
to manifest what you're thinking into aphysical reality, then you better have you

(28:53):
thinking under control. Yeah yeah,yeah, yeah, yeah, because if
you're thinking is completly chaotic, youdon't want to increase your power because what
is literally your energy builds your abilityto create what you're thinking in physical reality,
the time frame decreases, and sowhat happens is is if you've got

(29:17):
a chaotic thinking, you create achaotic life. Yeah. Of course you're
talking into reality thing you're you're basicallydoing huna. You didn't even know.
Yeah, I won't go into depth, but yeah, yeah, that's that's
effective. It is there. Som when you say compulsory, yeah,
if you want to go to thehigher levels of huna. Then we say,

(29:38):
and this is this is out ofa caring for our delegates because we
know as they go to the higherlevels of Huna, if they've got random
thinking, chaotic thinking, literally,they'll blow their life up. Yeah,
I've seen it in the negative syHow do you preframe that? Because one

(30:02):
of the things we find that championsof mind, it's hard to get that
message across without causing offense. Alot of people think if there's different price
points or two different things being taughtat the same time. We like to
say, look, this is absolutelycompulsively if you're serious about going to that
next stage of your life. It'slike, you know, I know what
it is. He's been in agame so much longer, he's got more

(30:23):
experience. They have to listen.We've only been in it two minutes.
So it's almost like when we sayit, oh, you're selling, my
man's doing it for twenty nine years. I have to listen. He's educating.
That's what it is. I justbelieve it's a time thing because put
us in twenty nine years time rightwith all of experience. Do you know
what I mean? It's like youcan I think you can actually be ahead

(30:45):
of your time. I think meand you, with the people that we're
currently trying to influence and teaching,we're a bit too advanced because what I
think what Dave saying about HUNA right, manifesting energy, there's people that are
falling short of their goals now becausethey've got colt at thinking lots of energy
our expectations. Yeah. Yeah,like you've just said, it's gone the
wrong way. It's or it's theother people who sit there and sit on

(31:07):
the floor a cross legged for thirtyminutes every day thinking about their energy,
and I think that's what's going todeliver them the results. You've got two
people, the ones to take actionbut are doing it in the wrong way
to actually just get into ship resultsquicker, yes, or the ones who
never take the action because they're sobusying themselves a cross legged in the morning.
There's like a sweet spot in betweenthe two in there. Yeah.
It is. It's like, youknow, it is a balanced thing and

(31:30):
it's about again bringing you know,NLP tunneling therapy, mental emotional release hypnosis
HUNA into every aspect of your life. Yeah, um, and making it
real. Stop for one second,if the listeners can hear what you said

(31:51):
into every aspect, right, it'sdelivered how many motherin James pop? But
our content it's you always have toapply what you know works to fucking every
area. It was it's void andI wanted you to really pay attention to
what you said in every area ofyour life. And you know you can
know it. But but, butthe key in deliverance is application. You

(32:13):
have to apply it with the rightemotions, otherwise it's pointless. And not
just the areas that you feel mostcomfortable in, the things that make you
feel a little bit stretched, thethings that make you feel a little bit
vulnerable, they're the areas that youmust get to work on. Yeah,
it's basically misunderstanding, isn't Because youget lots of people, Oh yeah,
I do NLP at work? Youdon't. You don't do NLP? Do

(32:34):
you like if it's if it's apart of your being? So what you're
a good communicator work, but you'veyou walk for a funder and you and
you fundamentally choose to be shipped withyour partner. It just makes no sense.
I think it's still that misunderstanding ofhow to utilize it because people think
maybe it's how it's been pitched previously, that it's just a tool kit that
you pick up and put down thesame way you pick up attorney for a
mechanic. But it's not. Ithas to become part of like you say,
you know, across every area ofyour literally becomes who you are.

(33:00):
Yeah. Um, so now youknow, I don't know how I'd be
able to switch it off, Yeah, because I'm just it's just it just
changes the way that you think,It changes the way you feel, changes
the way that you behave And youknow, on a lot of my programs,
there's one I've got coming up soonwhich is like it's called fix your

(33:21):
Mind. Then you know, Ihave people pick a particular area of their
life that they want to work on, and I say, so, you
know, here's some ideas about whichone to pick. Which your area of
your life isn't working, Which areaof your life if you were to start
to work, would have the biggestimpact in all the other areas of your
life. Weird of life and it'syeah, the wiel of life. And

(33:45):
here's another way of thinking about it. Which area of your life do you
not would you not even want totouch with somebody else's barge pole. Yeah,
which area of your life do younot want to go, because that's
the area of your life you've gotto go. Yeah, fresh testing.
Yeah, so that's the Again,it's just down to this, you know

(34:07):
work. If you look at themarketplace right and you'll agree with me,
it's factual. People outside of that, people sell what people want to work
on. They don't sell the factors. You have to focus on what you
don't want to fucking work on,which is why a lot of people in
this space, you know, personaldevelopment, business coaching, they make awful
lot of money as course people thatdeliver because they sell the things that don't

(34:31):
really make an impact. You know, they stroke egos and they don't really
get tangible results. Does that makesense? What did you say before we
start? You have to sell themwhat they want, but then give them
what they need. Yeah, it'sso power true. How did you when
you were learning this journey? Becauseobviously you know now you can get certified
an n LP for twenty five quidonline. You can do it. You

(34:53):
can then become you know, anexpert in your craft in thirty two minutes
if you do it in record time, when you were back in ninety nine
three. You're penniless, broke,you're having to fund yourself go into How
did you fund it? And howmuch faith did you have to have when
you weren't just like buying into amarket, you are effectively creating a market
that didn't exist. Yeah. Well, to be honest with you, a

(35:15):
mate of mine lent me the moneyto do the to do the training.
Um, that's a good answer.That could have went the other way me
and my brother did. But that'sgood. I sold some stuff. I
can't talk about it. I didsell some stuff with guitars. It was

(35:37):
yeah, it wasn't it always theseboys are selling drum kits um. And
then so as soon as I cameback from the practitioner training, I gotta
make money. Yeah, so Ithought it very mind. This is nineteen
ninety three, right, So inthose days, Um, you could get

(36:00):
a phone from British Telecom and youcould use it for free for three months
because the phone came in in thefirst buildingn't arrive for three months, yeah
quarterly bill. So right, I'vegot I could get a phone, right,
so I've got to I've got tomake this phone make me money,
right, and also British Telecom atthis point in time also gave you a

(36:22):
prospecting list called the Yellow Pages.I got my first counsel from the Yellow
Pages. Yeah, I struggling.So they went, okay, who who's
got money? Who will invest moneyon something that's really leading edge if it
can get them results? And Ithought financial services salespeople, because at this

(36:44):
point in time, everybody in financialservices was on commission only. Yeah,
So what I did. I lookedat financial services in the Yellow Pages for
Northwest London and there are about onehundred and forty firms. So I just
started calling the masking to speak tothe to the branch manager. This is
a Jordan b. Yeah. Andbecause I knew that the branch managers have

(37:06):
to do a branch meeting every week. Yeah, and they're always like they
didn't like doing it. They wererunning out of material. You've got to
do like fifty of these a year, you know. So I phoned them
up and said, I've got thisthing called NLP. If I could show
all of your salespeople just how toget more rapport with all of their prospects,

(37:31):
would they be valuing that for you? And they weren't like yeah.
I said, well, I'll comealong and do your branch meeting for you
for free as long as I cansell them my training, and they went,
okay, you're on. So Iwas just going around all of the
northwest London doing little This is beforei'd done my trainers training, just teaching

(37:51):
people how to build rapport and thenselling them stuff that made money. And
then a couple of those firms hesaid, well, it was one guy.
I called him up and he said, can you teach my guys how
to do what you've just done tome? What do you mean? He

(38:12):
said, can you teach my guysto cold call? Because he said they've
all got call reluctant. Obviously youhaven't. Yeah said yeah. He said
okay, Well, how long wouldit take you to teach him? I
said the day? Said how muchyou would you charge for a day?
Those days I was charging like agrand or something like that, And so
I went in, we got aresult, and then basically he wanted me

(38:35):
to do more and more and more. So that's how I started getting money
coming through the door in the earlydays to be able to pay for the
rest of my training that I neededto do. Because I still need to
do more training before I could certifypeople in n LP. And then also
I was working with private clients.Wow, you know how valuable is this
for us? Sitting here right nowand you think, oh, do you

(38:58):
know what My Facebook retentions is notthat good and I'm only getting two percent
of my message? He was gettinga fucking Yellow Pages, making phone calls
and driving in a car, andyou have a car. This is what
the listeners need to need to understandbefore and we went live with this.
David was saying all of a suddenhis classes and overnight success, but when

(39:19):
people didn't know him, he wasfucking looking through the Yellow Pages and cold
calling people delivering thirty minutes free seminarsto opposite at the end of it based
on how good the seminar was,because you can't sell if you were ship
during that. Absolutely, and we'reliving in a very noisy era at the
moment where underqualified people are getting thesethe results financially because it's become just a

(39:39):
pitch fest. Yis become a pitchfest. I loved the idea of having
to go somewhere, show your sermon, create a shift, then qualify to
SAM. That's how that's how NLPshould be pitched. Now, allow me
to come and motivate you, shakemy hand and being my presence, allow
me to to show you what Ican do, and at the end give

(40:00):
you the option to purchase from somany Lewis NLP Battle Lewis. So many
people fail to sell their services inthis industry because they don't believe in it.
Yeah, yes, that makes sense. They lack the passion and the
right almost like authority to sell atthe end because they don't believe in what

(40:22):
they have to offer. Well,look at one of our biggest client bases
is people who are already pitching themselvesas coaches. I had it literally last
week. A woman message on theInstagram I didn't tell you about this message
on his and said how much isit for a day? And I told
her She's like, okay, great, useful to know. I'm already an
NLP practitioner. I just don't Thiswas having exact words, I'm already an
NLP practitioner. I just don't knowhow to use it. And I was

(40:44):
like, oh my god, yeah, you're kidding me because the pain on
his face. Where is the Godfather? Yeah? Yeah, here's my thing.
If you haven't got any clients,you're not a coach period. Yeah.
If you're as the result of youbeing associated with me, then my
clients a little bit personal. Ifthat hurt you to hear that from Louis

(41:07):
Davis, so that I hear thatstory so many times. I've done this
NLP training. It was really fantastic. I've got my first client, but
I don't know what to do,and I go like, well the training
wasn't fantastic then was It's true?One moment I got my course and my

(41:28):
coaching difficult and all that nonsense.We got taught the syllabus, we didn't
get taught how to use it,but I used on my lunch break to
close deals right take grand, takegrand, but not one has practiced it.
I made the most money to thisday of everyone because I was like,
this is amazing. Only if youfucking knew David. On my NLP
course. There was thirteen people onthe course, twether than became my clients.

(41:51):
By the end of it. Iprobably would him back, not letting
him through the door of our students. But that's the difference in it between
applying what you know and this isthe danger at the moment, like you
said a minute ago, the personaldevelopment space is actually in trouble. And
when you take it as serious,like like that's this is our bread and
butter. This is our fucking marketplace. We're not budging. We're not going

(42:14):
anywhere. So the ones you've comein and doing this instead of four X
or fucking bitcoin or property or intimentalh modes or Amazon or any of that
shit, like, we're here tostay. So we have to we have
to protect it. And a lotof people like you look a bit assertive,
you lot a bit aggressive, especiallylike these two. But because this
is our this is our marketplace,you're you're shitting on the fucking court.
Yeah, and it's a it's amassive market that's been spent spent on personal

(42:39):
improvement. Yeah, is massive.But then people aren't getting the result that
they're being promised, which could causethe entire thing to implode. Based on
what you're saying, listener is verycarefully right. But people are happy with
the results they're not getting because theythink that's the processing, that's it.

(43:00):
That's the horrific I say to somepeople, right, Coach client for fifty
grand, fifty thousand pounds right,they've got no experience in anything. And
I said, what are you givingthem for fifty grand? Just creat some
shifts, some lightbulbs, some lightbulemoments, take them to the next level,
shut the fire, yeah, thenext level. Yeah no, no,

(43:23):
but this is it. And theirclients seem really satisfied, mate,
because the level, of course.But then when when they're then exposed to
us and we deliver the truth fromwhat they're not being given, they push
back and leave. They then saythat we're too much. I'm like,

(43:43):
mate, you've just spent twenty fiveto fifty thousand pounds to be spoken to
or coached in a circle. We'vegot to come in with assertive an authoritative
dominion now to wake you the fuckup, because you're literally you're going broke,
learning absolutely nothing with then does thebad guys. But what we're trying
to do is save and keep thebread and butter. Yeah no, I

(44:07):
mean is an example. I hadsomebody come on a seminar for a weekend
seminar and at the end of thisseminar, this lady comes up to me
and she said, I've been workingwith a therapist in Harley Street. She
said, you'll probably know her name. I've been paying a five hundred pounds

(44:29):
an hour. I've got no resultwhatsoever but that she just told me it
would take time. Of course,bocks and she said, I've come on
on your your weekend and I've gotthe result of one. Yeah. So
she said, I'm gonna I'm goingto call her and ask her a thorb
of money back. Yeah, butyou know it was it was an example

(44:51):
of this. So I was doingone of my free you know, like
the free day you came to.I did a demonstration and getting rid of
a phobia, didn't I okay,I can't remember. Oh, it's always
always do that. So I gotthis guy on the stage and I didn't
know it's actually one of how Commonwealthsprinters and he had a phobia of flying
to the point where he couldn't geton a plane until he taken valium.

(45:15):
Right, So I don't know ifthat shows up in the drugs value of
performing drug. So I do thisdemo and he's up on the stage for
like ten to fifteen minutes and hisphobia is gone. This guy comes up
to me at the break and hesaid, can you do that for a
phobia of public speaking, so Ican do it for a phobia of anything.

(45:37):
He goes while I'm confused now,I said, well, why's that
he goes? Well, because I'vegot a phobia public speaking. I've just
started working with this hypnotherapist and he'stold me it's going to take at least
thirty sessions before I begin to getany benefit whatsoever. Charlotte's mother, I'm

(45:59):
going like what, yeah, Isaid, looked, Just go and see
my business partner, James. Thatfixed my mind. You'll be done in
an hour, really finished, Becausehow much does James Charger? He charges
around about four or five hundred pounds. Well, my my hypnotherapist only charges
fifty pound an hour. I woulddo the maths are But that's the mentality

(46:25):
of people, though, isn't it. That's actually shows people's map. Yeah,
yeah, exactly. You know itgoes, well, that's too expensive.
Hang on a minute, you're wastingthirty weeks of your life and fifteen
hundred quid compared to five hundred.Yea, he never phoned up. Oh
yeah, he didn't realized him everythinghis experience we're currently just collecting now.

(46:53):
You know, the macro Win isjust staying in the game for long enough
and harder. Ye, do notdeviate from the plan based on the minor
troubles or dramas or adversities that werecommonly have it. I think what you're
seeing with Dave or David, whatwould prefer him to call you? Don't
super name is David. I've gotmy uncle's called Davy. But I don't

(47:17):
mind with his personal beliefs based onwhat his experience, Yes, right,
what he's fucking experienced. A regardlessof what's going on in the marketplace,
you stay true to yourself and you'vepumped out what you think is valuable based
on your experience. And no matterwhat's happened to the marketplace, no matter
what's incommon, what external factors,have not affected your internal belief. And

(47:39):
I was here an extremely successful manpioneered away from you. Do you know
what? We've got a highlight forthe listeners as well. David didn't change
his belief to create a sale.His experience shaped everything that he now sells.
So when you talk about that wordwe talk about congruency, this is
a man that epitomizes that word.And one thing that you can't get that

(48:00):
I really want to say by listeningto this, he has a very different
aura and it's almost like a verypure aura that that there's no ego and
it's very different. Yeah yeah,compared to like a grant cargo and I
mentioned a big family. Yeah,but but it's just very different. Yeah,

(48:21):
because it's a man who's lived ina certain way for so much.
That's called alignment. Yeah. Yeah, it's very different. But if you
think about the hypnosis, the NLP, the timeline therapy, and the huna
that's created this, it's either thator it is a master bullshit. Yeah,
he's just doing that n old pacestuff, isn't he. He's doing
it the old time. But it'svery nice, Yeah, because I just

(48:43):
think what I want everyone to toreally understand is, you know, me
and Louis are roughnecks. You know, we're former criminals, man from Coventry
and were sat with a manut withred mind for many many years and he's
in Lui's fucking manor house. Ye. We ain't changed who we are to
get Dave here. You know,he had my who we are? Weird
who we are, And that's theperfect thing about life. What when you

(49:04):
follow your belief system, you know, the right people come into your life
for the right reasons. Do youagree that, Yeah, totally Agreetas we
got we've got to work towards wrappingup because we're get in short on time.
I know that whilst we said that, NLP sort of framed as like
a tool kit, and it's youknow, you can pick and use certain
parts of it, and I knowit's obviously could be specific for the person
that you're trying to utilize something with. Is there like a single NLP tool

(49:27):
You're like that if people just understoodthat one thing better, it would improve
their lives. Um because for meit's language patterns. I don't know about
you two. If you two haveI think your language patterns. For me,
I'm like, if you can understandhow you communicate with yourself and other
people, you can change your lifeentirely. In Huna, there is a

(49:50):
saying that one of our kumus inthe lineage that I'm a part of,
John Kiheemi Kawa, used to say, in the word there is life and
in the word there is debt.That's the power of words. Yeah.
Yeah, And what NLP teaches youthis is the l part of an LP.

(50:15):
The linguistics part of it is tobe very masterful, if you like,
with your words, because every singleword that you say has an impact
on the person who hears it.I think we've all experienced the devastating effect
of somebody saying the wrong thing tothe wrong person in the wrong way at

(50:38):
the wrong time. Yea. Butfortunately the flip side of that's got to
be true too, that the massive, creative, life giving power of saying
the right thing to the right personin the right way at the right time.
So yeah, it's all communication,both of that way you communicate with

(51:00):
yourself and the way do you communicatewith other people. So here's the thing,
then, I'm going to throw apositive spanner in the works. There's
there's a lot of different people thatcommunicate differently. Okay, obviously we're all
nappy qualified and stuff. Obviously you'rea bit more advanced than us. That
there's people that are very abrasive andhow they communicate. Okay, Dan Penna

(51:20):
penya, there's a manner of minemassively and I reasonally started student because it's
very successful. A way, howwould you what would you say with the
way that he communicates, because surelyhe debunks what nap he teaches. Obviously,
he speaks a lot of death soto speak. He calls people cunts,
various snowflakes. So give me youropinion because I watch him, I

(51:43):
don't think you know, fair Fox, you're seventy two, seventy four,
you're very successful, You've got realstrong energy. And if he speaks to
someone like your man, Brian Rose, you see a different side to him
because he's his mentor, right,But what he's on stage, I'm like,
even for me, you're not,So what's your opinion? I think

(52:04):
this thing for me is um Andthis is what I was teaching this weekend
at Presenting Magically is what a lotof people do when they get on stage,
is they put on another personae.They amplify things. Yeah, and
I'm I'm the same at home asI am on stage. Yeah, I

(52:25):
mean I don't walk around with aheadset, microphone on a home around that
kind of stuff. But but youknow, if you go to the bathroom,
it's going to be great. IMean I quite often say I always
dreamt of having a career where Icould spend all days sitting on a bar
stool, and that's what I do. And the thing is I wasn't quite
specific enough because I forgot the bar. Yeah, but you know, I'm

(52:50):
just me. But then, whatan LP enables you to do is it
enables you to be yourself, betrue to yourself. And also they'll be
flexible in the way that you communicatewith other people. Yeah, of course,
So you believe he's a master ofn LP, Dan Penya, because
he's a brasive, full fucking stop. So would you would you say that

(53:10):
people like Dan Penna, Grant Cardon, and Gary Vanychuk, they've been in
the marketplace communicating and documenting for overa decade now, none of them are
shifted how to communicate. So sowould you believe they're their masters of NP
but not knowingly, not knowing,not knowingly, but even though they don't
communicate all the time, to empowerpeople, Yeah, makes sense, makes

(53:31):
sense. Yeah. So I mean, my my whole thing in everything that
I do is around empowerment. Yeah, empowering people to be able to create
the lives that they that they want. Yeah. Yeah. Um, and
you know, my my my thingthat God as well is like when you

(53:52):
point one finger out somebody else,there's always three pointing back at you.
Yeah. So if you're putting otherpeople down, you're actually putting yourself down.
Yeah, I get it. Yeah, because your unconscious mind, which
is the most more powerful mind outof the two. You know, if
you looked at it just from aneuroscience point of view, your conscious mind,

(54:13):
mind you think with, has accessto your frontal lobes in the brain,
frontal lobes process forty nerve impulses asecond. Your unconscious mind has access
to the rest of your brain letalone in your nervous system that processes forty
million nerve impulses per second, Amillion times more. Yeah, and your

(54:35):
unconscious mind takes everything personally. Itdoesn't differentiate what you're saying about other people.
It thinks you're saying it about you. Yeah, So when you put
somebody else down, you're putting yourselfdown, But you're putting yourself down with
a part of your mind. You'repart of your mind that is one million
times more powerful than what you thinklogically, rationally and sensibly. So my

(55:00):
thing is, you know, alwaysthink everybody up, yeah, and even
speak and speak everybody up. Can'tever do it. If that's the actual
case, and your scientifically that's evena phraser a word. It's the powers
in the world. Like you justsaid, Yeah, I mean I got
this thing. I used to haveour training center in Chiswick and I'd park

(55:22):
in, I'd go na for lunchSunday, lunch, same same restaurant every
Sunday, and I'd see this sceneunfold like clockwork every day. Every Sunday.
I'll be sitting there and you'd hearit first because it was a bright
yellow Lamborghini Gilado, right, wouldwould come up and park right outside the

(55:43):
restaurant, and Chiswick High Roads busy, so you know, you got people
wandering around this stopping like, oh, what a wonderful car, a fantastic
car, amazing car. And thenthe scissor doors would open and this bloat
would get out and he wasn't aday over twenty one. Really, people's
state changed instantaneously, went from whata wonderful car to bastard. Yeah,

(56:06):
yeah, must be either born richor he's got to be a drug dealer
and wander off up the road,chuntering away, you know, and I
go, well, if you weren'tborn rich, it's too late, yea.
And if you're not, if youdon't want to be in the drugs
business. Then what you've just doneis told your unconscious mind you can never
have that car. Yeah, becausethat does that make sense? Yeah?
Of course ye. So you knowwhat's the better way of doing it?

(56:30):
The better way of doing it islike, good for you? How did
you do that? Gone up tomen that's out of Bentley when I had
a viewerge Audi where the doors werebroken? So excuse me, mate?
Can I ask how you got thatcar? Right? It was in Coventry,
so it didn't answer me before,But genuinely, I I really want

(56:52):
to know, because I've got afucking clue. Ar I'm ever going to
get how do you even get that? How did Yeah? I used to
drive around right in my view youread with fake carmining glasses on a fake
Rolex, playing speed out, pretendingI was driving a Bentley right, pretending
I was driving a b So wheneverI saw anyone that had anything that I
wanted, the first thing I'd dowould please tell me how David. Before
I got this house, I droveevery single one of my personal one to

(57:15):
one clients here, and I said, within two years, I'll be coaching
you out of the library or theoffice. I drove all my clients here
right park out there. We walkedup and down the lane, right,
yeah, it is the thing.As soon as you're gonna like right,
good, good for you must bewonderful having a car like that. And

(57:35):
then I go and how much easierwould it be for me to get one
at fifty sixty years older, notother than twenty one? Yeah, and
your unconscious mind then goes, letall right, I'll start working on it.
Let's get it done. Yeah,and listen, And this is a
problem that I have or found withso many fucking people. Right, listen
to this. They say stuff butinternal dialogue walking contradiction, and they don't

(58:02):
manifest fuck all. And I sayto people, listen, I can read
you, and your words are emptybecause your internal belief system is blocking everything
from manifesting itself. And people think, oh no, no, no,
I am going to do it now, but your words are fucking empty.
I so completely agree, And thenthen what happens They lacked belief in the

(58:28):
process. I see it all thetime. And that's why affirmations don't work.
Yeah, yeah, I mean,because affirmations will only work in an
area of your life where you haveno baggage. Yeah. Man, well,
in an area of your life whereyou've got no baggage, you don't
need affirmation. No, you don't. And I can remember in nineteen ninety
first tape set I bought was BrianTracy's New Psychology of Achievement, and there's

(58:53):
one tape which is on affirmations andhe goes every morning, first thing you
do, go to the bathroom,look in the mirror, put a big
smile on your face and say Ilike myself. I like myself. I
like myself. My unconscious minds going, no, you don't. And I
think after like a month, myunconscious mind went, okay, I'll say

(59:14):
that you like yourself as long asyou bloody leave me alone in the morning,
it's true. Whereas if you haveto have an affirmation that I like
myself means you must have a beliefbut you're unlikable. Yeah yeah, So
just use an LP and timeline therapyto get rid of the belief. Yeah
problem. Yeah yeah, But theonly this, this kind of message from

(59:35):
a man like him, needs tobe heard to our marketplace. Yeah,
because this is tried and tested.N LP isn't affirmations and want to burn
it's not the law of attraction.You know, come on, you know
we need to revamp it because we'rehearing it from a practitioner of the trade,
a true and honest trailblazer, andnot only easy given us his own

(59:57):
concept of n LP and how it'showit's changed his life. He's explaining why.
You know, it's fantastic. It'sa breath of fresh air forest.
Listen. If the law of attractionworked, you'd see a news piece in
the Daily Mail which said man knockedunconscious by bag of gold whilst meditating.
Of course, yeah, yeah,And since we haven't had that, reporter's

(01:00:22):
suggest that the law of attraction byitself doesn't work. Yeah. Just so
we go, just so we gooff from one because it's very interesting to
me. That was the very firstbook that I read us from Rhonda Burn
and it wasn't The Secret. Ifound that a little bit too much.
It was the first book that Iread. It was The Power, and
that got me at a point inwhich I needed it. It's what I

(01:00:43):
call entry level belief system. Youknow, it allows you to believe in
something outside of the ship that you'rein. But after that, after you've
read that book once and you've neutralizedyourself. You've got to put that book
away because there's no actual wind forcostination. Yeah, there's no actual win.
There's no actual win or progress tobe had from that. Yeah.

(01:01:05):
I mean, here's here's a littlestory for you. A friend of mine
and student of mine, Eric Edmeads, was in the movie movie business,
and he was there when they filmedThe Secret. You know, when you've
got Bob Procter, you've got youknow, I think James Ray, all
these Joe Vitally, all these kindof people, and every single one of

(01:01:25):
them stressed how important it was totake action to achieve your goals. Right.
The producers of the movie decided toedit those bits out because they believed
the movie would sell better if peoplewere led to believe they could get envisaged,
that they could get their dreams comingtrue by naughty doing nothing. Naughty

(01:01:46):
that bro, Oh it sales,doesn't it? Yeah? Very naughty,
isn't it. They played the game. That's why. That's in all honesty,
if we think about it, that'swhy the market became so big,
and then we've had to or somore yourself, we find it give the
truth. Yeah, okay, whichis why you know, I said earlier
before we started, the reason Iof you guys, one of the reason

(01:02:07):
I love you guys is you golisten. You know you can achieve your
goals. And it's gonna be fuckinghard. Sorry, but it is.
And everything's not going to go theway that you want it. Yeah.
You know you are going to getslapped in the face a good number of
times. Yeah. And it's thepassion inside of you, the belief inside

(01:02:30):
of you that actually has you getup like a bloody weeble and do it
again. Yes, people like thatmessage when they think it's directed at others.
They don't like it when it's actuallydirected at them or they're directing it
at themselves, which we've been findinga lot recently. Again, it's great.
Okay, Here, here's a questionfor you, a personal question from

(01:02:51):
what I'm experiencing. Now. Doyou find and this is what we'll find
as business owners Now, we growevery single day, and there's a massive
difference between saying it and doing itright. Gone from zero to have a
million quid in a year profit,it's fucking great. Right. So here's
the thing we're growing individually in ourvisions growing now okay, and we still
to tolerate the frougazes, the fakes, the pransters. Right, what advice

(01:03:15):
could you give us? Because aswe continue to grow, we're stuck in
a predicament. Bro, you know, do we continue to service the through
gazes or do we move on andtag it in your market? And I
want your personal experience because the thingis this, right, I can keep
creating sales ye with these people,which is our bread and butter, but
it doesn't service me, makes usfeel, doesn't make unaligned right Does that

(01:03:39):
make sense? Coru? Yeah,that makes sense? And it's then then
we've created a genuine job where I'mlike a use all fucking assholes. I
don't particularly respect you because you're lyingand I know you're lying, but you're
not listening to me. Give yousome advice. Well, I mean a
couple of things. I heard theI think it was the head of the

(01:03:59):
London Business School saying there's only tworeasons for being in business, money and
fun. If they're both. Ifif you don't have both, it's not
sustainable. Yeah, just if it'sfun. If it's fun but there's no
money, not sustainable if there's money, but there's no fun, not sustainable,
right, So I think the thingis um you know, and it's
really as well. It's around beingon purpose, you know what, what's

(01:04:25):
your what's your purpose? Yeah,and sticking with that purpose. You know,
I've got this. My purpose ischanging the thinking of the world.
Yeah. And then the way thatI deliver that purpose has changed over twenty
nine years because the world's different now. Yeah yeah, yeah, So you've

(01:04:45):
got to stay with the times otherwiseyou're you're finished. But you know,
if working with these people that you'resaying at the moment that's bringing the bread
and butter in isn't satisfying your purpose, isn't fulfilling you, it's not going
to be sustainable. My purpose isto create the genuine life changing shifts that

(01:05:09):
I have done for years now,but I want to do it on a
macro scale, less personable, aswe talked about at the beginning, so
less accessible, more content that ifyou apply yourself, you're going to get
the results. But I don't reallyhave the time, that energy and the
resources now where I just want totell you what's changed my life for you
to go Yeah, over your fuckinghead, does that make sense, and

(01:05:32):
what we're enjoying it now is transitioningfrom you know, making those a dough
two. Okay, we don't reallywant to service this type of market now
we need to move forward. Yethat makes sense. That is the way
of doing that overnight. Put yourprices up, Yeah, yeah, making
decision in ten percent. I wasjust literally going to say, when you

(01:05:54):
make that decision, your price automaticallygoes up. You know, you put
your and what happens is this.When I first started coaching, I would
coach people for twelve weeks or sixh sixty pounds. I couldn't get a
client, right. You know,my prices are nowhere near that now and
I have thirty times more right youknow, as I believe, it's down
to our personal value, not beingsat outs and sticking to our guns,

(01:06:16):
because it's quite easy to change thevalue that you think you're offer based on
the value that people think they havethemselves. Yep. I remember you know
Deborah I was talking about my commercialdirector. She was looking at the stuff
and going, I can't afford foryou to see private clients because we make

(01:06:41):
more money from you doing you knowwhat I call I call everything that I
do a gig because it puts adifferent frame on it. Yeah, yeah,
I get it. Yeah, becauseeverything, everything is a performance everything,
and you've got to be entertaining thesedays too. So she said,
the only way that you can,I can afford for you to see private
clients is if you if you chargetenth thousand pounds of time. Yeah.
Yeah, of course that's the onlyway you can. I can do it.

(01:07:02):
And she goes, So, youknow, either stopped seeing private clients
or start charging them that. Now, did that bring some stuff up for
me? It did? I gotI don't know if I'm worth that.
Yeah. Yeah. But then I'vegot NLP timeline therapy, so I can't
use that as an excuse. Infact, you can't use anything as an
excuse. So I put my pricesup and then I started getting more clients.

(01:07:25):
Yeah yeah, yeah, So youknow that's the thing. The guys
in Fix your Mind we charge roughlyfive six times more than the average hypnotherapist.
Yeah, but we're decked out,in fact, to the point where
were certain clients that we just can'tsee because we haven't got time for it.
I just want I want to listen. There's a massive difference between value

(01:07:48):
and perceived value and getting tangible results. And obviously what Dave's didn't here with
his business is he's got tangible results. So it's value six times more than
you started a hypnotherapist. Right now, there's people in the marketplace that have
a perceived value based on giving justgeneric content that satisfies people's ego. Huge
difference with limited tangible results. Doesthat make sense? And you know when

(01:08:10):
you listen to him communicating, howhe communicates and his energy around it communicates,
there's no sales epicture, there's noweird all right, what you're saying
is just a factual. It's quiterefreshing. Yeah, yeah, I find
it's mega education. Yeah, myfavorite podcast everybody I've enjoyed and appreciated it
and one of the biggest underlying oneof the biggest underlying messages I want you

(01:08:32):
all to take from David is iseverything that he talks about he's lived through.
So when you listen to the wordsthat he's speaking, the way in
which he says it, it comesfrom a place that not many people can
access, called understanding. It's calledunderstanding, it's called congruency, it's called
being in the game. That you'retrying to sell and do walllying. So
if you haven't already added him,I highly recommend and suggest you search David

(01:08:56):
Shepherd NLP and go and give himsome love, say champions, mine sent
you brilliant, Thank you guys.Where can people find more information if any
of this is like struck, Achord of him is if you've got websites,
you're on social where can people yeahconnect with your well all social media?
Facebook, LinkedIn, Instagram? Um, if again n LP, David
Shepherd Shepherd has spelled s h Ep h r D, so just think

(01:09:19):
hard. Um. Also, ifyou go to Performance Partnership dot com,
that's where there's more information about themy seminars, my trainings, that kind
of stuff. And then if yougo to David Shepherd dot com, that's

(01:09:41):
where you find out about the theapp, which I livingly call the Netflix
of NLP and personal. It's agreat tagline. Where where's the final question?
Where's the personal development space in twentytwenty five? What does it look
like? I think there'll be Ithink there'll be a radical change. I
have to think at the moment thatpeople are getting pissed off with pitch fests.

(01:10:03):
Yeah, yeah, yeah, youknow they're they're going along to And
it used to be like it wouldbe a free event and it would be
a pitch fest, but you know, people weren't paying for it. Now
what they're finding is they are payingmoney to go to what they believe in
a seminar which is going to havecontent and it's a pitch fest. Now

(01:10:25):
they've paid for it, right,they're getting they're getting pissed off with that
quickly, just jump in. I'veactually been highlighted the other day where people
are now actually paying to go toan event because they know it's a pitch
fest and they want to buy morecourses. We call them course junkers.
That's now that's really fucked up,right, Yeah. Yeah, they're not
going for the content, They're goingto see what can I buy next?

(01:10:47):
Amazing? Yeah yeah yeah yeah,So I'll just have to highlight people actually
now oh yeah, we'll go tocourses and I'll take actually two grand non
credit cards. Yeah. I mean, the thing that that I've got is
that the people, the people thatI don't want to come along to my

(01:11:09):
seminars, gigs or whatever, arethey I'll give this a go. Next
crowd. Yeah, it's the peoplethat come along and they go see when
I did NLP, I had tomake it work. Yeah, I didn't
give myself a choice. Yeah,I had to. I was on my
shiny penny syndrome. It's not amarket fashion. So if you go along

(01:11:31):
to a seminar, I'm thinking,you know, it's it's gonna work automatically
for you. It doesn't. You'vegot to make it work. That's going
to be a reality check for alot of listeners, mane because you know,
sometimes I think people listen to me, Lou and James. Yeah,
whatever your opinionate this fuck. Butwhen you've got twenty nine years experience and

(01:11:54):
you're speaking exactly same as us,I'm so glad info reality check. Yeah
they're in because like, okay,then wow, twenty nine years, a
couple of years in a game,fifteen years experience. Do you know what
I love about what you've just said? As well, we our audience,
because of how we communicate, areattracted to the way in which we do

(01:12:15):
it. Ultimately, they also needto be exposed to people like David and
vice versa because the liking of theenergy, but the knowledge in the experience
you combine the two and that's therealism of where personal development business development.
I believe lewis subconsciously pitching you there. You know you're twins, so good.

(01:12:42):
Just go to energy NLP Shepherd comedot com straight a company called I
Am Your Mind. Wow, whata great show it's given an amplies David
Shepherd. You will be the NLP. Thank you for listening. Now go
out there and do something spectacular becauseyou know you want to LB. Goodbye.

(01:13:08):
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