James Foo Torres

or just Foo chats with Robert about the power of relationships. He served in the military and wanted to stay in the United States and entrepreneurship opened up the greatest opportunities. He saw the potential in the internet and marketing and worked in a few spaces to learn where he really could make the biggest impact which was in amplifying people’s stories through public relations.

A little bit about James...

 James Foo Torres is a renowned Public Relations Strategist, a host of a top 1.5% of podcasts in the world, a bestselling author and an international bestselling author. He is best known as Foo, Founder and CEO of Imperium Authority. Following his service in the Air Force, Foo launched his company with the mission of amplifying the positive impact of exceptional leaders.

Check out more of James

LinkedIn: /in/jameslfoo

Instagram: /jameslfoo

Website: ImperiumAuthority.com

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James Foo Torres
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Show Notes

Robert Peterson 0:00 

Today's guest James foo Torres, or foo, is a renowned public relations strategist, a host of a top 1.5% podcast, and a best selling author and international best selling author. He is best known as foo, founder and CEO of Imperium authority, following his service in the Air Force, who launched his company with the mission of amplifying the positive impact of exceptional leaders, James foo Torres, or just foo chats with Robert about the power of relationships, he served in the military and wanted to stay in the United States and entrepreneurship opened up the greatest opportunities. He saw the potential in the internet and marketing and worked in a few spaces to learn where he could really make the biggest impact, which was amplifying people's stories through public relations. Well, Phil, thank you so much for coming on the show today. I'm excited to have this conversation. just looking forward to all the value you can share with our audience.

James Foo Torres 1:27 

Thanks for having me. I've had a couple of conversations with you. They were pleasant. I'm looking forward to this one. Yeah, I'm really grateful for the opportunity and just love sharing entrepreneurial stories. Just typically, my guests just share their own entrepreneurial journey, what led them to leap into entrepreneurship and what they're doing now.

James Foo Torres 1:50 

Just to give you a quick intro about myself, I'm originally from Puerto Rico, and I came here to the States with the Air Force. Then from there, that's when I started my journey to be completely bilingual. That's how, after I was in my last year, I was thinking, like, I wanted to do something more fulfilling, something with more purpose for me, because I'm glad that I serve in the military, but I really wanted to do something else. I didn't feel like that was my calling. That's when I kind of just did my research, I found the agency model. I started learning about SEO, lead generation and PR, PR was the thing that stands out the most for me. really, I just committed 100% to it. I 've just been increasing my connections in the media, increasing my connections with potential prospects, taking care of my clients, how I can add value to them, and how I can grow as a person and as a leader, and lead my company better. That's kind of been my little, little journey, little story here.

Robert Peterson 3:04 

But first, I want to thank you for your service. I appreciate anyone that's a veteran, and it means a lot to me. Having served myself and my whole family is a family of veterans. I always appreciate that. Appreciate the transition I lived in Colombia for for eight and a half years. I have an appreciation for language learning and for that transition, as well. I know, I know how much hard work that takes to acquire a second language and, and to become fluent to start living in, in a culture that speaks a different language. kudos to you for making that leap., and I don't think a lot of people understand how challenging learning a language can be. The one thing I do tell people, especially when we talk about entrepreneurship, is that, that idea of failure, ? That idea of many people don't learn a language because they're not willing to try and they're not willing to get it wrong. you have to get it wrong over and over and over again and get corrected and fix it and make it . There's a lot of similarities to this entrepreneurial journey in language learning.

James Foo Torres 4:21 

I completely agree with that. to your point about you have to be out you can't be afraid to fail to be able to learn something. you have to be willing to look like a fool. Like you have to be willing to do that. That made me jump in like, Okay, I'm gonna learn. I'm gonna go to a new country to learn English and even though I'm Puerto Rican, I've been exposed to English a lot. for me, like it's it's not like being exposed to it and then being able being making my almost my first language I want to come here, it's completely different, like I could understand and I, but but for me, I had to be very intentional prior to doing it coming coming to join the AirForce and then from there was like I create I was in this environment that allowed me to grow as a leader into practice my English in a safe environment, ? Like, obviously, if they sent me to Syria, you're not safe there, but I'm in my family, in my in my, my people won't won't be like bullying me or anything we have, like this brotherhood or sisterhood run or like, every, it's all genders there. So, in that, then not being afraid of jumping to a new country and learning a new language. For me, making the leap to entrepreneurship. that's why I didn't see it, that's too scary. I have already experienced jumping into something that I don't even dominate and I'm gonna figure out along the way, and I did that. That's basically what I did with my business too. I just, I wanted to, I wanted a vehicle, I knew I wanted to be an entrepreneur, I just needed a vehicle, I was like, I just need a vehicle that I can commit to, commit to it. 100% and just, just be successful at it because I just commit to it. That's how everything worked for me. Another thing that I kinda forgot to mention like My full name is James. If you see in the screen that says food PR strategist, it is because I go buy food, which is the first bar my last name, and then it does not have that last name, too. It's a big part of how I always felt special and always felt like, oh, I had this cool last name and that was my nickname too. that's why like PR and branding, all that was like a calling to me, because I always thought like I had that going on. Then I just wanted to create that path of freedom and impact for myself and then be able to teach it or sell it to others.

Robert Peterson 6:54 

Nice. Well, I definitely understand being willing to look like a fool. We'd lost our keys to our house in Costa Rica and, and I went to have a locksmith come over and I just kept telling him that I needed it. Not every job is and he just kept on. All. All. Then finally I figured out that no, I was saying nine keys instead of new keys. Of course the two words are very close together. the locksmith played along with it. He's like, Yeah, man, I thought you wanted keys for your dog and your cat and your turtle. you just have to be willing to make a mistake. I appreciate what you talked about having a safe space, like in the Air Force and with your brothers and sisters there, that you could make a mistake. they might laugh at you. they're going to help you get the word. I've had more people correct my Spanish from when I was in the pulpit there in the back of the church yelling out now You mean this, because sometimes the words don't come out. there's a lot of corrections. For most people that don't learn Spanish or another language, English doesn't have gender. there's a lot of words in Spanish that all change the ending and it changes the meaning or changes. That gender piece is a lot to learn in, in learning a new language, but the willingness to look like a fool, is really what it takes to learn a language and then sometimes it takes to jump into something new, like entrepreneurship. Good for you for making those leaps and, and finding finding a vehicle that, that that meant something to you, because you've you looked at lead generation, you looked at some other things online and and found PR what was it about PR that that touched your heart and make just felt like it was in alignment with you.

James Foo Torres 9:01 

I always heard it like even having my subconscious, Forbes and Inc and intrapreneur because it's something that is commonly known by people who think, oh, Forbes 30, under 30. Even in movies they talk about or like it's something I was when I saw the opportunity to be able to create a path to get into those news publications, podcasts and TV that people already know, like and trust. I was like, if I can get there, then I can get in. I can get my clients there then I can get trust quicker, which when you gain trust quicker, then your client acquisition cost goes down. I was thinking this is not only attractive, because that's one one big thing too. It's attractive to people when you contact people and you tell them hey I can get you appointments, they're kind of tired of hearing that, oh, A, I can get you ranking higher on Google alone, then it's like to hear that. then if you go and say, hey, I can get you on Bloomberg and Nasta, again, Forbes, Yahoo, all these different things, people are like, wait, I know those logos, like I always I do my morning news, or my investing tools on Yahoo, all these different things that you already are familiar to it. then people, people who were more attracted to it, I had better response rates when I was prospecting for that. Also, it was something that I was personally interested in, because I wanted to be there. I wanted to have those things for myself as an accolade. alas to just practice what I preach and have that authority visibility and build that trust quicker. then I can get more clients and then be like, hey, work with you. ? then you should definitely do it. That was my, my, my train of thought for this.

Robert Peterson 11:04 

Nice. It helps that you're your own avatar. It's challenging for clients and for many entrepreneurs to figure out their niche and, and niche down to a specific group. if you are your avatar, if you are your niche, then that really helps. Now you've done what you're trying to help other people do. how to communicate with them.

James Foo Torres 11:26 

Yeah, exactly. That's how I started to determine what my niche was, because at first, I started, when I was n't even wasn't completely committed to PR. Initially, I was just like any marketing agent, full marketing, full service marketing agency, and it wasn't a pyramid agency at the time when I opened it. Then I was trying to figure it out, I started on calls with real real estate agents, realtors, because it was the easiest people to get on the phone for me to practice with. Then from there, I went to financial advisors for similar reasons, there's a lot of them easier to get on the phone and practice. Obviously I wanted to sell. It wasn't just practice. I wanted to sell but it was just, well, I want to learn about financial literacy. Oh, I might want to become a realtor, too. minus will start talking to people. That's kind of what got me into those conversations. then I was like, Okay, what, why will resonate more. I want to do it with people that are like me, that's how I started looking for people that are agency owners, but they don't have PR. they're not focused on PR, but your marketing and you say, Owner, let me give you that missing piece. That has worked out pretty well with the people that I've done it with because they already know how to market, I give them the PR to boost it. Another thing that I started targeting was veteran business owners. I'm a veteran business owner. That resonated with my biggest client. We connected because of that. He accepted the call because he was a veteran too. then from there, build a trust, I lead with value, all that stuff. Now we're doing amazing things. I just got him in Forbes, less than two weeks ago. I got him an in person interview too. Those things have been because of how I can resonate with people. without trying to force, it is more like what will feel natural for me to work with the people that will feel natural for me to have the conversations and that can relate to me, because I'm the brand. then obviously now I started growing my team. initially, it's just me. I was like college people resonate with me because I'm in the business. That's what I did in marketing agency owners. veteran business owners were like a big, big, big focus for me and took it from there.

Robert Peterson 13:40 

Those are two great questions that a lot of people don't ask, , who do you resonate with? is a great way to figure out your niche. The other one is who do you like to hang around with? Do you want clients and people that you enjoy hanging around with? Otherwise, you end up with all these clients? Like I don't even like these people? Why would I want it? If I can't grab a beer with a client, then why would I want to be doing business with him? ? there's a lot of people that get caught up and trying to figure out the perfect person and or anybody with a credit card? Rather than focusing on? Who are the people that you'd like to hang out with? Who are the people that that man when you're in the room with them, there's just just a good vibe ? It just feels good to have conversations with them. It's natural. It's you feel like you belong, and then the conversations don't if you're not trying to sell them anything. You're just having a conversation. then if it works out that you can help each other You're like, oh, yeah, let's do business together.

James Foo Torres 14:40 

Yeah, I completely agree. that brings me to the point that I consume, like they might, I would say majority of the content that I consume or our lights a big part of the content that I consume is my clients content. I better surround myself with the people because I'm reading theirs Stories I'm reading, I'm writing, I'm doing the videos, I'm on creating strategies like I'm like, I want to engage with their content to to help them out to comment to be meaningful to to engage, to incentivize more engagement from other people too. For me, that's a big part, like, like you say, like, Oh, if I can't, can't have a drink with you, then like, I shouldn't be able to, I shouldn't, I shouldn't be a client, because we're gonna be talking a lot. We have to account that things will go wrong at times, and I'm not saying to every client, something will go wrong or anything, but like, things will go wrong. At some point with some client, you don't even know which one it is. then you have to, you have to make sure that you get clients that you can have good communication with. They can have in mind that like, especially in PR, which is a lot of unpredictable things, because the media has no incentive, they're not a business . I am in the middle, like trying to give the media what they want, and getting what the client wants, but I'm in the middle. For me, I need to make sure that my clients can understand what I'm doing, and it can understand me when something goes wrong. We just assessed, I'm not gonna, I'm not gonna, like just take your money or something went wrong, then I just boohoo, , like, I'll do it by you, but you have to let me do it by you, you have to talk to me. we all if this opportunity went away, now we need to do another one, like, that's fine, let's just reassess, we have to pivot, that's fine. Let's talk about it and find a common ground. Then, keep moving. that those are my two big points about picking the clients.

Robert Peterson 16:37 

Nice. Obviously, connection is an important part of what you're doing connecting with your clients connecting with the media. Let's dig into how you learned the connection process.. How do you help others understand the value of connection and make connections?

James Foo Torres 16:56 

Initially, I thought that I was, I've always been a very social person., and I, and I had a way to draw my life to be able to be in a bar, be in a place or a house or whatever, and use my environment to initiate our conversation. with that skill that I already have kind of grown just naturally, because I've changed a lot of schools, and I live in different parts of the island. and I like talking a lot, I guess my mom likes talking a lot. all those different things, that's what I use to, to start conversations or to make conversations interesting. my idea was to just get or is still to get people to know like, and trust me. Then business comes after. I use that skill that I already had. then with practices on how to be a better salesman, and how to say more with less words, when to when to take a pause when to ask for certain things, all those things have been with coaching because I thought that initially Oh, if I have this skill of I talk to a lot of people and people like me, and I can have conversations easily. That could translate to good sales, but it wasn't that I needed to let ourselves. That's kind of how I started. I just got myself out to have conversations with people and just talk internally, add value, and get value. Hey, what did I say wrong? Everything just get out in practice, and, and then from there, with coaching, on sales and client acquisition and in all these different things on on how to message how to take that call, how to make the flow, all those different things were were like that I combined to be able to then build this distrust in like No, no like and trust factor. Then from there, it's making sure that my business proposals, my business, my team in everything, like related to the business after the know, like and trust factor is already checked, then that's straight. that's kind of, I'm always looking to optimize this process. This is how I operate. just building the connection first. This is the same thing with clients. the same thing with the media. It doesn't matter if he's a partner, prospective client or or media contact. I always try to lead with value. Then when I'm leading with value, making them feel good about talking to me having a good time is refreshing because then now they're like, Oh, I could work with him because he's easy to talk to. That's literally how I've been able to manage this. leverage this for myself. then for the clients. I just have to make the connection after they know like and trust me it's easy, so

Robert Peterson 19:53 

nice. What tools were the most effective for building your audience and generating those leads?

James Foo Torres 20:00 

LinkedIn, definitely the strongest one. Instagram, it's something I've been on Instagram since it started. it's something that I always had and just kind of like the your Insta your business digital billboard type stuff, especially now if you're not doing ads on on natural organic growth is a little bit difficult at the moment and Facebook and Instagram, but now tick tock and LinkedIn and YouTube shorts those are the things that are moving a lot in in the cold market, let's say like nope, a lot getting to a lot of people that have never seen you before that's that's not happening anymore in Instagram and in Facebook much unless your Instagram reels and that's the one way that I've been leveraging a lot just like committing to real short video content has been the way that I've committed to be able to reach as many people as possible occasionally I do some paid advertisement but my approach is not not yet at least it has been to just do all like a paid marketing strategy to get client acquisition is more for increase of awareness on my page I boost a post and then from there follow people through my page because I have all client testimonials and encouraging results and all that stuff in my page then it's kind of like a funnel I just get them to my page and we're LinkedIn is just trying to live with value again and just connect reach out to people that the matches people that will be good good clients partners and and I invite them either to my podcast or or at a webinar or something of value. then from there already give them something of value or get them on a call leading with value and then from there we can we can if we like each other we see the potential then we can talk about possibly partnering or giving each other's work depending on where the needs are

Robert Peterson 22:12 

nice obviously working with your clients and getting them into media getting him in other places you have conversations about character and authenticity and and obviously there's online space now there's the person that goes out and and Airbnb is a big giant mansion and parks a rental sports car in front take all their social media pictures over a weekend How do you feel about character and and the opportunity to be to be your authentic self in the online space?

James Foo Torres 22:47 

That's the reason that I like PR much is because it's about sharing your authentic self, sharing your story and your journey to success. what are what were the biggest challenges and all in what are your biggest examples of success if you can for your business, you can share names, that's fine but if you can, which is what we usually incentivize we tell our clients like if you can get a couple of clients that are willing to to contribute to the media to articles and maybe even get called by a reporter those are like the best way to tell the story because we get we get the story of the person but instead of being Hey look at me, this is me and my journey is more of there is a story. In that story, our client we want to make a story that is entertaining and educational that has takeaways and then in that story we put the client and then for the credibility part we like to include case studies in it have real people that can be like can even contribute get quoted and all that we what we do for like the clients to be able to incentivize to be in the articles or the clients or clients will be to hate to tell them hey, this is free publicity for you. Like if you if you agree to be part of this article and contribute this is free publicity for you that's the incentive that we give them because we try to always sneak in a link for them and mention them that way they all get value from it because they help us they took the time to to help us create an article which is the main thing that we do because obviously podcasts a lot easier you show up get interior write the when it comes to the articles that's when it gets a little tricky but it's kind of like a martial masterpiece almost like we're we're creating this art like that has a story and then we have to match it with the with the source and then the contributors everything getting the approval of everybody it's it's a little tricky but when You get everything together, you get the authentic story out, people relate to it any which resonates way better than being in front of rented mansion with a rented car. That's cool. If you want to be flashing on a, on an ad and stuff, that's cool. like, if you want to do a pattern interrupt or something, but there's nothing that people can relate better than your story. when you show yourself as human, as a person that, look, if I did it, you can do it too. That's what people want to hear. That's what people want to consume. That's what makes them feel something. That's why I like PR so much because it's about people who don't remember you, because of what you say, or say to them. They remember what you make them feel. That's why PR is big.

Robert Peterson 25:50 

Nice. Al, in your journey, what mentors meant to your growth and the growth of your business.

James Foo Torres 26:01 

It's been, it's been huge. There's, there's, there's two sides of it. I've been on both sides, which is actually that's a couple angles to this, there are the good coaches that you weren't ready for. That's one thing. then if in the sales process that didn't qualify you properly and everything, that's a different story, but I've been on programs that were good. I wasn't. I wasn't, even though I was putting in the time, but it was hard for me like mentally to kind of level up and get to there. I feel like if I had the same people now I would be better because I already went through stuff. That was one one thing. The other thing is there's some people that will just ask you for as much money as you can. then like, they will take your money in Yeah, there's some value here. If you want to come you have to go and get it. no, they kind of like, they sold you this dream, mentally and then like, oh, no, well, well, you're not doing the job. it's like, like, you overdo you went and and purposely like, sold me like this huge thing. then like, you're gonna just blame me like, that's this, there's still stings, but then there is then the big part that I want to sorry for saying the bad things first, but then the big part I would say is way has more more weight than those things, those things are just, it's just meant to happen. It just happens in everything, like coaching, hiring, when you have your own company, in getting a job all this matching process is always up, it's always a problem, like no problem, but there's always problems among them. The good part of it is having the support of people that you can always count on. accountability, support emotionally, because entrepreneurship is really hard. getting taught things that will allow you to either not commit certain, avoid certain mistakes, or just being able to get out of it quicker. just speed your journey to success. one thing that I can say is that I was thinking, Oh, if I pay for these very expensive programs, they're literally gonna give me step by step what to do, and I'll be successful. I'm paying to avoid failing. That was why I was wrong in my thinking. they didn't know any better, I guess, and, and now that if I were, if I were to go back, I would definitely invest in coaching. I would do way more due diligence of the people that I'm going to be investing in. make sure that when I commit to one, I commit to one and I just like to look at this . I said I did my due diligence, I'm clear, and I'm just going to do everything here. then if I have to look for other stuff, I'm always just going to look for support that is not going to be like another coach because if I get too many things for too many places, then that's not very good. That's what I would say about mentorship and coaching. It's super valuable. You just have to be careful on how you spend your money and with whom as long as you are very sure that this is the person for you. you can make the most out of this and commit like just just do it but definitely I am an advocate for it and I want I want to be able to coach other people in the future and that's now I'm still in the trailblazing like clearly creating the path and seeing what's best and I already amazing capabilities for my clients. Now, I'm still creating the path like I'm gonna take that step back when I'm like in that Ah, when my team can run a lot more without me, ? That's my thing. When I know that my team is running most of it without me, then I'll step in and say, Hey, this is what I did. This is the things that you should avoid and blah, blah,

Robert Peterson 30:13 

nice. Let's dig into just that idea with your team. Obviously, you've taken some time to design your business, and created something that's going to grow beyond food. What, what was the biggest challenge in hiring, making your first hire and building decision making the decision to build a team?

James Foo Torres 31:15 

Since I started Aha, like I will, I need to build a team, like I never thought that I was gonna do it alone. I always was, okay, I need to make sales. I invested in coaching on sales first. It was like an agency thing, but like, what I was focusing on the most wasn't sales. After I have the cells in place, and I can be able to deliver and have something of value, then from there, that's when I have money to actually be able to hire people. I made the mistake of hiring outside people, instead of trying to bring people in, because I thought, like, why, like me trying to train somebody how to do things like, when I'm not even that great at sales, per se, like, I'm good at building trust. For that, obviously, it helps me to do sales, but I didn't have the skill set to lead our sales team, I feel. That's why I wanted to have an agency that can help me . That's, I did that and they weren't doing the job. it was like, it was always looking outside was tough, yeah, there's

Robert Peterson 32:37 

a there's a huge challenge, , the temptation is there, because the agencies got success, and they've got salespeople that are already trained, but they don't have your culture. they don't have

James Foo Torres 32:48 

and that's your identity. Definitely, and that's, that's, I learned my lesson from that. I know that's like, my, my branding, and my, in the culture of my business are the two main things that I'm focusing on now. I need to make sure that we have a cohesive message that resonates throughout the team, and then the whole team, there are high performers and in their work keeping each other accountable. That way, we can measure if we're going in the direction or not. That's my main focus now. As long as I have a good unified message, and in my mind, all my team is unified on the same vision and we all perform high, we have the energy, we have the work ethic and we're unified as a team. Then after that, just the marketing and sales, it becomes a lot easier because it's a reflection of the cohesiveness that you have. As a team, I'm already good. Like just getting people on the top of the funnel leading verbally all the stuff it's, it's, it's making, the journey of the client of the the customer experience as high end as possible. they feel happy when they work with us, they feel joy that way they can refer us to other people. Most importantly, clients feel like they got their value or way more than what they pay for.

Robert Peterson 34:29 

you mentioned vision there as part of your branding and culture. How important is vision to a brand and the culture of a company?

James Foo Torres 34:39 

For me it's like your foundation. If you don't have a solid foundation of money, it's a motivator for most people in a way because it's used to live and to buy things that make you happy. it's not everything. That's why people quit jobs that they're good paying jobs all the time. That's what's happening now more than ever, and that will keep happening like that. If anything, it's probably gonna get worse with time because now people have more options. A lot of times, there's been tough times with my team, and they stay because of the vision, because they see that is not what's happening now is what we can accomplish, and not just us wishing, dreaming. It's about talking about the strategy based on the resources that we have, or we will obtain soon enough, when you come up with this strategy, that you help people see the vision of where you're going, there's a bigger purpose than just earning money. dot that's when a company can sustain recessions can sustain bad months of sales. Like a competition, racing can sustain anything, because you are together. When you need to pivot, you need to do anything as long as you're together. In the same vision, it's like, okay, we want to impact as many people as possible in a positive way. We want to do it by amplifying their reach and their authority. That way, when you when, when you do think about it, this is our purpose, then you start thinking then we are amplifying the good that's being put out in the world. I'm making the world a better place. if you get behind that, then you're like, then everything that you're doing, even the things that you like, and the things that you don't, or some everything, it's towards that mission, then you will feel more motivated to wake up in the morning to actually work because it's just not work of like, you just got to do this, I get to do this, I have the chance to be part of this awesome vision, which is the vision of the company. That's my take on that.

Robert Peterson 37:04 

Nice. what has been the impact of hosting your podcast,

James Foo Torres 37:11 

by podcast, it's been a great way to lead with value with people. That's the main thing, because getting people to spend 30 minutes or an hour with you, when you have very limited hours in a week. especially, intrapreneurs startups doing a bunch of things. Even people that are already past seven, eight figures, they still have a lot of different things, they're in a different mindset. Now they're doing this, but they still have a lot on their mind, they want to impact more people too. to be to ask for them for an hour of their time. It's a big ask. when I ask them for an hour of their time to have not only a podcast, not only a conversation with me, but something that will get recorded, and then will get posted through a bunch of different audio and video platforms that then you can leverage. then what I've seen, I have people that they record content with their phones while I'm interviewing them. then they answer all these questions that I'm doing. I've seen people do over 15 or 20 pieces of content or one conversation with me. that that's something that if they have that, it's like it's a no brainer. It's like, oh, let me just go there and have a time with him. That's great. then obviously, that the authority and visibility that the podcast itself has given that listen notes ranks it as a top 1.5% podcast in the world. that that is something that has authority, you can repurpose the content. Plus you have the YouTube link, I've seen people, some of my clients put it in their in their signature on the email. while you send an email, Oh, you want to see an interview of me get to know me better. Just click here, boom take you there, you get to know the person and because I make it about value, because I asked key key questions like what's a challenge taught you something that you think is worth sharing with the audience that's value there, then you can learn how that person reacted to a challenge. if you're looking to work for that person, don't isn't that something that you want to know about them how they react to a challenge. Another thing is to share advice to either business owners in general or your younger self. If you were to restart that way you can , you can get like what from their mind like how they think about value, how they think about giving value. those key things I did very purposely because I have no intention because I wanted people now I have this this gallery of of interviews that that you can go and check out and like if I want to let me see if I can work with somebody here, like literally let me just listen to their story and listen how they react to these things. it's a great way to then the links are already there. you'd like them, click on the link, contact them. It's a great way to be. a very versatile thing that you can repurpose in many different ways. That's why I loved the podcast because I get to do the conversation, I learn a lot during them too. In and then we can impact people in many different ways. I love it, because there's much value in many different ways. That is great.

Robert Peterson 40:40 

Yeah, well, then, absolutely. Creating content for the guest is, is taking it to another level, ? Being able to give the guest here's clips, here's, here's these pieces that you can use to promote yourself. then of course, the whole, the whole episode, which is a bigger ask to share. Yeah. yeah, it's powerful to have those conversations and to share. I, I like how you, you're grateful for the people giving you their time., and I'm grateful not just for my guests, but I'm grateful for the audience that's taking the time to listen to an hour long episode, and wanting to have value to add to them and increase their value. you kind of mentioned gratitude there. How gratitude served you on your journey?

James Foo Torres 41:31 

It's a huge thing for me, because it's easy to get caught up and all the things are going back. I, this, I do this, basically daily, that I have to remind myself, I tell myself, log you, you have your own house, you have your own business, you have team members, you you have a girlfriend that loves you and supports you, you have a family that loves you and supports you, you have friends that love you and support you. That's something that our people don't have. I know that I am very fortunate because of that. that gratitude of being we being grateful of having all these things is what allows me in a way to be able to get through the big problems of the intrapreneurial journey, because it's it's now has become that this is way bigger than me., and it's not, if I quit, I'm letting a lot of people down and not just the people that just supporting me, but I even have team members like that they pay their bills and stuff from that and in, in a house. That's why it's very important for me to remember the vision and why I'm doing it. Why did I quit? Why did I get out of the military? Why did I quit my corporate job? even like, if I wanted to stay in my lane, then I would have just stayed there. ? I kept out of it because I wanted something that I knew was gonna be hard., but I needed a Northstar. That's why I like vision and having a support system. It's something that has allowed me to keep moving forward, even when I'm feeling almost defeated. I feel bad. It's like I'm tired of grinding and grinding and grinding zyre, , but, but then when I have supportive people I remember, like, damn, like, I am blessed, I am blessed. I have all these different things. I know I can do this, I just have to push through and I'll figure it out. Just Just keep moving. Keep adding value, keep being the best version of yourself that you can possibly be in as long as I can go. After I get out of the shower, I look at myself in the mirror at night before going to sleep. I can look at myself in the mirror and think you did as good as you could today without being too hard on myself. make sure that I don't burn out and I take temps to relax. Knowing that I was efficient and I can do it without lying to myself, if I can do that every night, then I feel like it was a great day.

Robert Peterson 44:15 

Nice. With all the business success that you've had, what's been the biggest challenge?

James Foo Torres 44:21 

For me, the biggest challenge has been knowing who to trust to be honest, and that's why I'm big on it. I've been burned many times like I pay people and they are like, oh like super Christian and super everything and I'm gonna help you out and all that stuff and then something goes south or maybe he was meant to go sell since the beginning. and they don't care, and in that it's like I don't even know how they go to sleep at night when you. When you do that, when you want somebody, it's pushing for amplifying the impact of positive business leaders., and I am making a living out of it. I am growing a business that that, young business, doing this like, majority by myself with some help. that's been something that has been the biggest challenge for me because it's, it's tough to, to know who to trust when people are like saying the things, . That's why it's important for me to do to like the PR, it makes sure that it's not just land on somewhere, just cause it's, it's landing there and making sure that that you're doing it, you're you're actually telling a story in, in doing value giving value and in adding trust indicators. like case studies, for example, in an article in, in those, that's why it has to be a combination of not just one thing, it's it's more that's why like PR is not just all don't let me just get me in Forbes, and we'll be done. ? It's not like that. It's like, how can we consistently be getting editorial coverage, because you're giving value to the media, and then adding up all these different things that I call like, like red flags or green flags, ? Like when people start wanting to work with you, they want to look for as many green flags they can and as many if not, red flags to avoid you. That's why PRs are important because he adds those green flags. In fact, I've learned to do my research a lot better, and how to trust people and how to get them to kind of jump some hoops and stuff nowadays to be able to, to prove to them that I can trust them. There's a big part that I would say it's in that goes along with the coaching in literally everything, partnerships and everything. just make sure that you are working with the people, and you can trust them. you can if something goes wrong, you can fix it with them. That stuff has been my biggest challenge. now I'm moving forward from my, from all my mistakes that I learned and this is why I'm giving it to people here. 

Robert Peterson 47:35 

That just shows how important character authenticity is. people can say the thing, but if their character doesn't match it, eventually it'll show up and hopefully it shows up before you've given them too much of your money.

James Foo Torres 47:48 

Yeah, yeah, that's, that's a big thing. I feel that going back to like the gratitude power makes me feel like I'm destined for greatness. I always felt like that when I was a kid. Then when I started doing the journey, I kind of doubted for a second. I still sometimes it's like, yeah, you thought you were special. Like what like, this is like, heavy, high. Then I remind myself about everything and then that's why I take those mistakes that I've made, trusting their own people for fulfillment, for partnerships, or even for a new hire. All those things have taught me a lot of things now that I'm starting out. As I move forward, when I'm dealing with deals that are like, millions of dollars, because I know that just at the rate that I'm going, that's kind of what I'm gonna be doing, I'm gonna be dealing with a lot bigger deals. Now that I made those mistakes, now I know how to be more prepared for this new deal. That way, that's how I see it was a learning lesson. yeah, you messed up here. Now when you're dealing with bigger deals, you already learned your lesson and you're not gonna make the same mistakes.

Robert Peterson 49:02 

Nice. Let's switch it up a little bit. How important it is to have fun while building your business.

James Foo Torres 49:10 

That's you're hitting all the spots, let's say because that's important because you kind of mentioned a little bit earlier if you have to, work as hard as you can. At the same time, you have to make sure that you don't burn out and to not burn out. It's very important for you to do things that you like doing that are making you happy, make you feel alive, make you feel glad that you're alive. work sometimes it's tough it doesn't matter. If you're working for passion and you have a purpose and everything, there's gonna be a lot of things that you don't like that you have to do and that will make you feel like you're burning out. That's why it's very important to always have a way to unwind and anything like entering the weekend. Also, another big thing that I want to say is, you should learn to be able to own wine every morning, every night before going to bed is very important. If you want to be able to have a good night's sleep, you can just be like work and then like a straight event like you need to give that warm down all those like when on Fifth warm up is getting heated, then it's like maybe like a reverse warm up, ? Like where you're unwinding and just just letting go of things and have peace because I believe that for people that have trouble going to sleep, is because you are not able to, to have peace with yourself to be able to just peacefully go to sleep. That's why when you talk about leisure and doing something for fun, it's something that is very important because there are the everyday bottles. then there's like the weekly the monthly, like quarterly the yearly, ? as long as you establish yourself realistic goals and small wins along the way. then you can feel better, you don't burn out, then you can work hard for longer, but then still, there's going to be a point that you need to unwind. that's there every day before going to bed. then there is like okay, I work really hard this week, Saturday, let me go take a hike. Let me go on the boat with friends. let me do something that makes me feel alive that this is what I work for.

Robert Peterson 51:32 

I appreciate you talking about the evening routine of unwinding of cooling down and, and setting yourself up for sleep because that's almost as important as, as a morning routine. Very few people actually talk about it. The best way to get a good night's sleep is to have a good plan for going to sleep. The best way to have a good morning routine is to wake up after a good night's sleep. What other routines do you find valuable for your daily routine?

James Foo Torres 52:00 

Doing yoga, yoga is something that I tell almost every interview that again, because it's been powerful. I'm not saying like, Oh, if you don't do yoga, you're nothing like I'm not like that just pick whatever works for you. I'm just not a gym guy. i It's not that I don't like it. It's just I need to get motivated and have somebody with me and all that stuff to be able to enjoy it. I don't even like I just don't like lifting weights just cause I just like well, like there's certain ones that I do like and if I'm with a friend it is cool. I always like playing basketball. Basketball has been a little tough because of COVID. That's when I My girlfriend was doing yoga, and then I started doing it with her. I was like, damn, this is cool. The main thing is I picked this specific challenge from Boho, beautiful Bo H Oh, beautiful, just for people who want to check it out. There, they have a 14 day challenge. It's like meditation and exercise or a morning routine or something. there's 14 videos, they're all different from somebody that's not doing voiceover it's just all surely talking to you. It's very good for all levels. like you can you can take it slow and stuff. then if you want to make it you use the same video, you can just push yourself a little harder on the same video. when I, when I got that I was I really liked it because it felt like he was I have my own personal like Yogi master, ? Like I was like, in having her in front of me, like actually talking is like feeling like she's there. Like I have my TV. I'm just doing it in front of her. She's telling me what to do. He helps me a lot to not have anything else on mine. Like I just have to just focus on your breathing and focusing on what she's saying and just follow that. He's 14 days, that's first of all, it's a challenge that you take at first, ? Then for me, it was like, well, let's do it again now to see how good the processes are, and after two weeks, you don't even remember a lot of the things around it. I started doing it like that. now I did it many times and then got to a point, especially with my girlfriend, she was like kind of like she was always with me. then we were like, oh, like we started slacking. then now I use it as kind of like a medicine cabinet because I've done it many times. I already know like, oh I have 15 minutes because it's 15 to 30 minutes tops, nothing else and there's just 130 minute video other ones are 25 minutes or less. It's such a short period of time, and it's efficient because not only do you exercise, you almeditate and you stretch. I got in the best shape of my life by doing just 15 to 30 minutes of exercise every day. then watching what I eat. Obviously, it's not just do that and then eat like shit, ? you have to do it, can you commit 15 to 30 minutes every day, especially if you see it as an investment. that's how I started seeing it is to kind of like getting that day free daily reward that is like, oh, yeah, I just gotta show up and get this thing. then after I get it, then I earn more. it's, if you if you spend 30 minutes every day, but then you get an hour or an hour and a half in return, because you can be more productive, you feel better, your your flow is everything better. It's like, I'm just getting time at a discount. That's why I see it. that's how I tell to people,

Robert Peterson 55:47 

you're gamifying your routine. I like it. All , foo, what, what's the big dream?

James Foo Torres 55:55 

My big dream is to impact as many people as possible in a positive way. The way that I want to do it is I see myself traveling all over the country and all over the world. Having being part of different people's masterminds, and al have my owns that I have, like, I want to have one in Puerto Rico, maybe one here local in, in Portland area, and then maybe have one in South America or something and it's like, maybe every quarter like I have different locations what I'm doing but then in between I'm visiting other people's masterminds to, to gain the knowledge to then bring to my life events., and because the reason that I say that is because I went to a mastermind last year. in Brickell, Miami in Brickell, Florida is close to Miami, and it was first day learning in kind of networking, connecting with people, then second day, half day learning some very cool stuff and see, to connect. Then after that the second half of the day, we were on yachts, and liked jet skis and drinking and it was super fun. I was like, this is the best, it's one of the best experiences I've ever had in my life. It wasn't only about just being in the yacht, like which I do love, but it's how I make connections with people that don't seem like they have anything that I don't have. they are making, like over $100,000 a month to up to over 100 over a million dollars a month in guys like in their 20 something and like just making this and it's like, it was such an eye opener for me. It's like this people, they don't have anything that I don't have, like I can do this. that the connections alone are way better than what you're learning in there. Like what you really learn. Yes, cool, all the different techniques and stuff that you can apply to your business, but the connections, it's the main thing of that, that offline connections, there's nothing like learning and then having fun with these people, those bonds are forever. That's what I want to be doing. I know that that's the best way that I can change people's lives. create a community and network that we all help each other in. Another thing is I want to add, I do everything with what three in the back of my mind, because that's just like that's what we're everything is going on. I want to have an IP T project, when I'm on my own, like Project branding for me, but then every event will have its own. That way, when you buy a ticket, you get an NF t. then if that happens, for example, I get the next Alex normalcy. He goes to my event. Then after that, he learns from the people in there and gets the connections and suddenly blows up and becomes like 100 Million Man and blah, blah, blah, ? That moment in time. now that is now as a racer in the blockchain. It's like you can track it back. It's like, oh, before this event, he wasn't big. Then after these events only he went on this big thing and became this big, this big thing. now this becomes a collective one and a moment in time, that that like I changed somebody's life and in some non fungible token that that could be resold. Then I make money from it. That's without counting all the branding and, and publicity and everything that I'm getting, because what I visualized is all these different people that have NF TS from Imperium authority, or like a fool NFT or something like that, ? Like depending on how we go about it. then all these people. There's all these different successful people that have an NFT in their public wallets, which will be the future of social media, it will be social media, the central social media will show all your nfts. That's just the future. When you go to all these like digital wallets or decentralized social media, you see that all these people have some in common, they all have an NFT from food or from a peer majority. That's something that is gonna be like who is full like, like, how is it all the successful people have this and that's how I visualize my future,

Robert Peterson 1:00:11 

then they're all going to have FOMO Al, our young entrepreneur audience has been listening to you for an hour and you've been strategizing and helping them but you want to leave them with Food, words of wisdom, what would you share?

James Foo Torres 1:00:27 

This is something that I learned from Mr. Johnson, Terrence X Johnson. He told me this one time, and I've been telling this. Well, everybody, you don't get what you want. You get what you believe. believe in yourself, believe and you can accomplish these things. if you can't visualize like you won't be able to do it. you have to be able to visualize you can believe in it. When you believe in it, you can do it.

Robert Peterson 1:00:52 

Through thank you much for sharing your story for sharing much wisdom, and just for adding value to our audience

James Foo Torres 1:01:00 

of things. Thanks for having me. I really enjoy this and there's a lot of value here.