In December 2017, I re-read Start with Why by Simon Sinek*. And based on this book, I spent time working to refine the WHY behind my business.
My current working WHY is: to help you gain the skills you need to build a strong foundation for your success.
Based on my refined WHY, I created a list of verbs that I’m using to guide my decisions. And this work has led to three big experiments I’m doing this year.
- switching the blog to a digital magazine, the artist’s Journal
- experimenting with more live videos
- canceling my social media scheduling service, CoSchedule
In this week’s In Session, I’m sharing the work I did to refine my WHY. And the reasoning behind these three big experiments. So you can walk away not only with a sneak peek at what’s to come. But more importantly, ideas on how you can refine your WHY and implement it in 2018!
Season 2 Episode 3 Live Broadcast Replay
Season 2 Episode 3 Live Broadcast Transcript
The morning everyone and welcome back to another in session I think so much for joining me today I’m in session is a weekly series that I do that started last year designed to give you tools and resources and skills you need to build both a strong foundation for your business on the regular business side as well as on the legal side so that you can spend your time doing the things that you love to getting your things out into the world and connecting with your clients and customers. I’m trying to slog through understanding the gazillion things out there you’ll have a better way to get to the path of finding your own way to success I’m it to date we are going to be talking about arms to work that I did during my mini sabbatical week in December which I’ll explain a little bit further in a second about really refining the why behind my business and how that’s playing out in 2018 and some changes that I’m making to kind of give you a full transparency around changes that I’m making and why I’ve made those decisions because I’m thinking that they’re going to better support might why an ad used to my day to day life which I think is all of our goals it so that’s kind of what we’re going to cover today those of you joining us via Facebook or you to it there is a link in the post that will bring you over to crown cast those are the questions that I can see well where life that’s where I kind of am hanging out at this very moment while we’re live I’m so if you have a question you want answered during the live broadcast if you want to interact with us here live. Hop over there. If you leave a question or comment over there I will answer it I will address it I just can’t do it right this very second so I will hop over there late those of you who are here on crowd cast there is a button below me that says ask a question if you’ve got a question if you’ve got something that you want me to cover a clarification those kinds of things pop them over there AC that Jude has one question that I’m going to automatically post over there for. So that’s taking care of but welcome welcome to our in session on my name is Tiffany Staley and I am the founder of the artist’s GT I started artistry DN 2014 kind of out of it a result of working with my law practice. So I am a practicing attorney here in California and I was working with my clients and seeing that there are a lot of people who weren’t necessarily at this stage that they could afford to work with an attorney at but had a huge you need to understand the law understand that the kind of principles that goes along with really building a solid creative business and that if they didn’t get those than they were never going to be able to kind of be able to afford my one on one services so part of it is I’m a teacher at heart I wanted to spread the message is that there can be easing the legalese of running your creative business but I also saw it as a way to help build and strength and creative businesses so that maybe one day they would hire me as their attorney because I love functioning as the secret weapon for creative business owners as their attorney so there was kind of a dual purpose in wire regionally started the artist JT. Com over this past Christmas between Christmas and new years I reread start with why by Simon sank I think that’s how you say his name static and I don’t know how this is last name so I reread this bookstore with why I’m I had read it us several years ago when I was first starting artists GT and I thought at that point it kind of kneeled in mind why and then I was kind of communicating that but over the course of kind of the last quarter of the year I’ve had some conversations with people and made me really realize that I probably wasn’t communicating the why behind my business while. So I went back bought the book again I think it out checked it out of from the library originally went out bought the books so that I could make lots of notes and take of market up. I’m and I re read it during my mini sabbatical week I’m so I work a schedule inspired by Sean west that I work for 6 weeks and then I take a full week off and not weak off I can have you as kind of a rest week but also a week where I can do some strategizing around my business sometimes on which is how I use this week it was the week between Christmas and new years yes there was family I was staying with my sister my whole family was all together except for my brother and his kids on what we were all together and so there was a lot of fun and family time on but it also allowed me some time to have some quiet reflection and can really think about some different ways that I wanted to make changes in my. And when I re read the book I realized that my why had slightly shifted or I haven’t really nailed it down before I mean I think that this is pretty common that you why is something that’s really hard to communicate it’s like that amorphous statement that kind of guide your decisions but you can’t necessarily act on your why sometimes unless you make it a little more concrete I’m in so I kind of came to the conclusion that my why was. To kind of give creative business owners the skills the tools the resources that they need to find their own path to success and to build out really strong foundation. And I wanted to keep it brought enough after reading start with why that it didn’t necessarily include. One of the action ways that I implemented it but in the book it they really encourage you to kind of think of it as something that’s not going to you know kind of really pigeon hole your business that you know that he says that the kind of the why behind apple is innovation and thinking differently and that because of that why because there why wasn’t just associated with putting a computer in every home that’s what the reason why why that’s why in 2 different senses senses the reasoning behind the fact that they could dominate. Reinventing the music industry and reinventing the phone and reinventing other things than just a personal computer because we see them as consumers not as someone who’s getting a computer into our homes so all we really care about are the technical specifications we see them as innovators who are changing industries and who are people who think differently gravitate towards them and their products and we don’t necessarily care the technical specifications because certain times I’m not is way less powerful than a PC. But people will flock or the iPhone is less powerful than some of the android devices out there on the market but we flock to them because we identify with their why behind their business of a business thinks differently and because of that we gravitate towards our products so I wanted my why not just to incorporate the legal stuff because I think that having a strong foundation both on the business side is really important and that there are other kinds of skills and resources that you might need it that you do need in order to build a strong foundation for your creative business there’s insurance things there’s accounting things there’s those kinds of things so one of my wide to be big enough that if at some point in time I decide to make this some global international brands that I could and that would allow me to continue to grow and develop and get excited about new things and get excited about new projects without really having to totally prohibit and confuse those of you who are out for a while that so kind of related to Tony asked the question earlier. Do you change your why as you learn more about. What the who needs and wants or do you change your shoe so that your why is kept front and center so I think is that when it comes to at least my understanding of this book how I’m working with my why is that your why is kind of the bigger picture kind of more amorphous kind of things and I wanna talk about how I made it a little more concrete in a second but I think that your why probably isn’t going to change that the who and the how and the what you’re doing are going to be tweaked but that though why that I’m helping provide creative business owners the skills the tools and resources they need to build a strong foundation for their own success and to find the right path there rather than the one handed to them that that’s my why and the exact things that I’m doing who exactly I’m serving might change right now my primary focus is on you know artists and I’ve got a ton of product these businesses in my community and those kinds of things but over time that might become. Something a little different that might be come you know small kind of corporation creative where we’ve got the creative director who was the founder of the business I’m you know maybe someone like family McDowell and the partnership group that she came into maybe in the long run I’m gonna have it and try to serve those people as well. And so that who would change but the over arching why of what I’m trying to do and why I’m serving them isn’t going to change so hopefully that answers your question Tony related to kind of how you’re going to do that so I would keep the wide front and center I would keep the why the core of the marketing message though what you’re trying to get it you know how you’re trying to connect with them to position your brand but that who and that those kinds of things you’re gonna slightly each week as you learn more about them as you will learn what kind of products you love to put out there on what services you love to deliver and what your customers and clients really neat. On. So once I kind of figured out that over arching why then I kind of drilled it down a little bit more in the house and in the book he suggests that kind of this is where that you know that vision statement and that mission statement often fail because they’re filled with a bunch of now that you’re not quite sure how you’re supposed to execute so I came up with 8. How’s that all start with the verse and I’m gonna show you guys the layout that I made in my soul mime bullet journal this year had to upgrade to like a serious point 5 by 11 piece of. Notebook like real serious notebook because my whole journal last year was just not. And I had way too many notes in way too many ideas and it was up unreadable mask so this year I upgraded to something humongous so that I can make lots of notes and sketches and ideas I’m and so what I did was ended up putting it we’re gonna try to hopefully maybe you guys can see that kind of that so I left a lot of white space for now so that I can edit and change and make arm you know different ideas as the course of the year goes on. But at the very top I wrote that why not why the skills to build the foundation to your success that I’m kind of using to guide everything and then I came up with 8 house how I’m doing that is by sharing my experiences and all I’m doing things like that I’m gonna be pulling back the curtain I’m gonna say this is what I learned when I read this book this is how I’m gonna try to do it at this is exactly you know what this experiment is looking like so by sharing those experiences and knowledge I’m gonna provide you practical and intuitive legal and bizrate source I’m you know last week we talked about this creative business campus that has been in my sketchbook for months about how you guys can really quickly and easily create a business plan that’s not traditional and stuffy but forces you to answer the same kind of questions that a traditional business plan does so that you can kind of implement those kinds of things so that you can ask yourself those hard questions and start to know who use or how you’re serving them what problems they’re facing what revenue streams are gonna have how you’re defining success and how you’re going to measure for getting closer to it or not so all of those kinds of questions I’m you know kind of providing you with those kind of practical resources that are specific to create a business. I’m I’m going to seek out a wide variety of perspectives you know the last year or 2 I’ve kind of honed in on primarily getting my business advice from my own business from a handful of people and this year I’m really trying to listen to some people that I initially have been brushing off as people who are kind of 2 sales the or too slick or to you know maybe necessarily that I don’t necessarily jive jive with who their customer is I I’m not necessarily their ideal customer they’re talking maybe in a a little bit more of the manly on you know internet marketer kind of way I’m I’m trying to get out of wider variety of perspectives so that I can learn from those things that maybe I wouldn’t necessarily initial drive with that I can you know get ideas and make different connections and increased my own repertoire of stories that I am telling and experiences that I’m using that don’t necessarily fit with the just the life experiences that I’ve had. To kind of go along with that I want to look at problems from a variety of angles I want to get different perspectives and I want to figure out how that relates to exactly what I’m doing and how I’m doing it and maybe if I’ve made some false assumptions along the road and that I need to kind of course correct I’m going to experiment on for those of you who don’t know experimentation has always been part of my Brandon my business because I was a wildlife biologist before I went to law school and so to continue to run those experiments to continue to do different things and see how they play out how I like them how you like them and how it kind of works. I’m I’m going to make sure that I’m helping creatives find their own path not the one that others think that they should take I’m I was talking about on this item I had a pre podcast interview earlier this week and this is really one of my things that I really kind of focused on this year I think is that there is no set formula you know it would be really great if we could all get a play book that says this is how you create a successful creative business. Is there’s no playbook because we all have different definitions of success we all have different places that we want to end up and so we have to craft your own playbook and I really kind of want to provide you the tools and the resources to say here some options you need to figure out which one jibes best with you your brand with your customer with how you want to take your business on and will get you one step closer to that path to success I can’t necessarily give you a checklist says do all these things and you’ll have a legally sound creative business because some of those things may be totally inapplicable if you don’t have that revenue stream in your business or if that’s not going to help you get towards your and goals and then it’s a waste of time and money and resources which none of us want to do a small business owners we already have too many things on our plate that we tell ourselves we should be doing on it and so we don’t need to add to that I don’t need to add to that by telling you you have to do all these things when not necessarily all of them are clickable yes there are 5 you’ve heard me say before I’m gonna stick to there are 5 must use for every creative business of those 5 things I think definitely need to be on the list which if you haven’t heard them before they are. Setting up your own business banking accounts and getting an E. I. and making sure your assets are covered by getting business liability insurance making sure that you’re the right business type. Being the kindest person around by having contracts and seeing if your city or state or county requires any sort of the business license or permit just for the privilege of doing. So those are the 5 must use for everybody on everything beyond that is when you know something that you will do if and when it applies. Related to that it’s the kind of little last 2 are in power creatives to make the best decision for them and then act on it. So those are kind of the the verbs that I came up with the kind of make it a little more concrete they’re the ones that I am whenever I get an idea whenever I you know have a zillion ideas like this this was this is my current brainstorm idea task list it’s just my dumb of all that sounds like a cool idea you know so I’m then still during that idea through those questions is it going to help one of these house is it going to help hopefully most of them all of these houses many as possible is it going to kind of do that and that then and only then does it go from the great idealist to the some day less. And you know the word that I selected if you’re not familiar with picking a word to kind of guide your year I’ve done it for several years in a row I was inspired there’s a lot of people out there doing that I was inspired by Susanna Conway several years ago to kind of take that on in my word this year is eat and so I’m thinking after a filter it through of doing all of those kinds of things then I’m filtering it through that final filter this year which is you know is this something that’s going to add you to my day to day working life is it going to create this. You know sometimes we start a project and then we realized that it touches all of these 50000000 other things and then all of a sudden 50000000 other things have to change so really trying to think through a little bit better on how a project going to play out on and will it make my day to day life easier or harder and if it will make it harder is that return worse that is it making my life harder for the next month 6 weeks 8 weeks while I implemented but then it’s gonna add a ton of use for the rest of the year so it’s something that requires a bunch of up front investment but it’s going to add use over the course of time. So those are kind of the the filters that I’m using I’m when I went took some of the things that I was currently doing in my business on through the these filters through the house and through the ease factor I made some made some changes on the first as I canceled coast Gadgil as my kind of social media scheduler on my website is based on wordpress and so cool scheduled talks really nicely with wordpress so I’ve been using it to schedule all of my social media and to kind of schedule my Instagram in my Pinterest on my Facebook. At this process also meant that I decided that I was not doing even paying attention to Twitter anymore to order just went by the wayside. And so I decided that I was canceling my social media scheduler I decided that I would rather have. Real time conversations in situations like this with creative business owners where they could interact with me where they could get their questions answered where we weren’t necessarily having asynchronous conversations that we were having much more real time synchronous conversations even if it was just there talking back to me via text and I’m talking to them via video that I really wanted to kind of have that because that just spending the content out there spitting out the status updates I didn’t necessarily think that that was really hitting as many points as I wanted it to for the amount of time it was taking me to do it. So I decided instead to cancel social media scheduling canceled the scheduler doll that content just went into the ether that I’d already created and instead focus much more on live video so in the course of the next couple weeks I’m gonna be rolling out an Instagram only live video series there’s gonna be a short Facebook only live video series and and we’re gonna keep with the kind of this Wednesday in session more in detail so twice a week we’re gonna have a much shorter kind of thing that’s going to happen exclusively on Instagram or exclusively on Facebook but on Wednesdays we’re going to focus on kind of doing the more in detail of the more kind of how to the more I’m kind of in depth conversation kind of routes things so I’m gonna focus much more on the live video one because I hear from you guys that you really love it that you see that I can just answer questions off the cuff talk about the law in a really approachable manner and that you really enjoy that and it’s something that I really enjoy on and you know it’s also something that is easier for me especially you know doing certain things like you in ages I really don’t need a lot of crap for that because you know the questions come in I answer them live I might you know coke and you know kind of have the resources wind up to share with you related to questions that I know we’re going to come up but it adds a lot of use on my end as well. So those are 2 of the big changes the final changes I’m making is how I’m releasing kind of del blog content is so I decided that I was going to release all the blog content primarily for the month for that 6 week period up on the same day and it would be individual articles but also bound together as a kind of digital magazine that you can download as a PDF. I’m in part of the reason I did that is because I wanted to kind of give you a set of related topic. Also do. There’s the think about things from different angles but to do it at your own pace and to do it at in a way that works so if you want to dip into individual articles you can do that on the website if you want to download it and kind of have it to read while you’re waiting kids up from school while you’re waiting to do all those kinds of things you can do that as well. So those are kind of the 3 big changes that I’m making. And that’s kind of what I wanted to share with you today so kind of questions related to how you can think about and there is this in your own business how I went through this process on what you know things can I help you brainstorm around today around that. He’s throw them there’s the ask a question button down there please throw them down there I’m gonna answer Jude’s question and then any other ones and then we will wrap up for the day I’m so do you ask. How do I learn to do these things is posting videos to my site to something anyone like you can just jump into so I learned to do these things by running experiments by Google Google your best friend it how did you on how to do Facebook lives the very first time I did a Facebook live was a little over a year ago I started the in sessions series as a Facebook only live series last year ago January. And the date that I decided to do it I grew old how to do Facebook live. Went and figured out how I was gonna set up my my I pad because it could stand up and so I didn’t need any you cook. Put some books underneath it so it was tall enough so that I you know wasn’t I like to stand when I do a lot of these things on just because I feel like it changes your energy and it changes on your own on mental process around it. So I googled I’m I started really simply with couple Facebook lives those first ones not a lot of people showed up and I was completely okay because Hey I was getting used to the idea of talking to my own face in a room by myself which is a little weird and awkward at first on and then you know it just kind of built on each other so I learned to do these things by deciding gonna do them Google link and then just running with them knowing I’m gonna make mistakes knowing the first few times I’m gonna learn from. Making notes and making corrections on later on. My friend lord George posted a really great Instagram or re Graham yesterday about something it was something to the effect of do the best you can and tell you know better and then do the do do it better and basically repeat kind of thing so do the thing the best you can until you know that year there’s a way to do it better than you do without better way until you know there’s a way to do better and then repeat and repeat and repeat and so that’s kind of how you you do those things you know you can you know Facebook lives all live video all you really need is the act and so you can run an experiment you can try it on you know the the other great thing about life is that people don’t have the same expectation of production quality so you standing in your studio talking about something that you’re working on is completely okay for you know Facebook or some kind of live video I’m if it was a paid courses and someone might expect something a little bit of a higher production value. And so I think that you know. The best way to find out if you like something and if your audience or your clients to your customers like something is to do it and find out and you can’t sometimes just do what once you’ve got a sometimes do it a few times in order for you know that reach to start getting out there because the first one or 2 times you might do something it might just be your you know your close friends who are on supporting you doing at your Die Hard fans kind of people that that participate in everything you you deal and then over the course of time that’s going to build and grow it so you that’s kind of how I do that I am a voracious reader I am reading all the time I constantly am reading a business book on and I’m you know constantly reading a novel and I’m constantly reading these days my third book kind of I’m as part of the ease process this year I’m looking to kind of refine my meditation and arrests and those kinds of practices so I’m focused the third book that I’m reading right now is always focused related to those kinds of things I just this morning finished the book of joy by the archbishop Desmond Tutu and the Dalai Lama. So you know and I think that’s how you that’s how you learn how to do those things is just be willing to learn be curious ask questions and Google’s your best friend. I’m so I’m not seeing any other questions I’m anything else before we wrap up for today. Give you just a second. Whom if not then methinks Angela thanks for coming today you know what this year we’re going to kind of I’m gonna run some experiments with in session you know we’re gonna do some more of these kind of sneak peek things it you know I’m also going to experiment with and you know we’re friends on Facebook or on the Instagram you know I’m gonna run some experiments with some live videos over there so I’m and I’m always open I want to know if this is actually helping you alone think still yeah I love that I love the live sessions you know I I think they’re so much fun. I’m so tell me what you wanna hear tell me what you want me to talk about like I said I am I I love to brainstorm with people I love to come up with ideas and so I want you know I want to make sure that your walking away with ideas and things that you can implement in your business you know while it’s fun to talk and brainstorm the real magic happens when you step outside of your comfort zone and put the metal to the way we all and like actually do the thing on because a business in the abstract is wonderful but it doesn’t result in anything real and it doesn’t help your bottom line and it doesn’t help you and your survival on so I’m gonna leave you with will call up the sleeve for those of you who haven’t heard this story this touch you is my daily reminder that the magic happens when you get outside of your comfort zone so I’m going to encourage you to do one thing today that’s a little bit outside of your comfort zone it to do something that you wouldn’t maybe due to learn something new to try something new on to say hi to that person that you keep running into when you go to the coffee shop that looks like a cool artists creative person as well that you’ve been wanting to make friends with whatever it is do one teeny little thing today to step outside your comfort zone and to. Grow and challenge yourself and grow your business so thanks so much everybody thanks for tuning in I hope to see you next week on I think next week we’re going to do us sneak peek of the membership community of all the tools and resources that exist in there to kind of help you find your own path. To help you it kind of come up with what that is and to really create that secure foundation for your business so thanks everyone and I hope to see you soon.