Lady JB Owen

is a serial entrepreneur, who loves empowering others through telling their stories. She believes in igniting humanity through stories and philanthropy. 

She knows that entrepreneurs will save the world and she is doing more than her part to empower them to success. Lady JB shares parts of her business journey and how she was inspired by her own success to help others be successful

A little bit about Lady JB Owen...

Lady JB Owen is a fearless female leader who believes in the power of empowerment. Lady JB Owen’s focus is on helping others, which is why she started Ignite Publishing™, the leader in empowerment publishing, in 2019. She is a world-class speaker, 20-time bestselling author, and powerful business owner. She was knighted as Lady JB Owen for her entrepreneurial and philanthropy work.

JB has published over 700 authors, turning them into international bestsellers. She combines purpose, passion, and possibilities in everything she does. JB is inspirational, motivational, and transformational in how she teaches and empowers others to Ignite their own lives.

Check out more of Lady JB Owen

- Ignite Publishing:

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- Ignite Humanity Live Show:

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Lady JB Owen
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Show Notes

Robert Peterson 0:31
Welcome to the Add valued entrepreneurs podcast, where we're on a mission to end entrepreneurial unhappiness. If you're an entrepreneur with a burning desire to change the world, this podcast is for you. We're here to help you transform your life in business so you can achieve the freedom and fulfillment you crave. This show is dedicated to entrepreneurs who want more of their life, more meaning more purpose and ultimately, more happiness. You deserve it all. And it's possible. I'm your host, Robert Peterson. Pastor turned life coach for business owners. I believe that success without happiness is not true success at all. But there's always hope for those who are willing to take action. Join us every week as we bring you inspiring leaders and messages that will help you on your journey towards success. Thank you for investing your time with us today. Let's get started. Our guest today is a fearless female leader who believes in the power of empowerment. Lady JB Owens focuses on helping others which is why she started ignite publishing the leader and empowerment publishing in 2019. She is a world class speaker 20 Time Best Selling Author and powerful business owner. She was knighted as Lady jbo. And for her entrepreneurial and philanthropy work.

Noelle Peterson 1:54
JB has published over 700 authors, turning them into international bestsellers. She combines purpose, passion and possibilities in everything she does. JB is inspirational, motivational, and transformational and how she teaches and empowers others to ignite their own lives.

Robert Peterson 2:14
Robert Noel chat with Lady JB Oh, and a serial entrepreneur who loves empowering others through telling their stories. She believes in igniting humanity through stories and philanthropy. She knows

Noelle Peterson 2:25
entrepreneurs will save the world. And she's doing more than her part to empower them to success. Lady JB shares parts of her business journey and how she was inspired by her own success to help others be successful.

Robert Peterson 2:38
Well, JB, thank you so much for joining me today. I'm excited to have this conversation and learn about the impact you're making in the world.

Unknown Speaker 2:46
Thanks so much for having me. It's a delight to be here.

Robert Peterson 2:49
Absolutely. So we start each episode with a guest sharing their entrepreneurial journey and what's led them to taking that leap into serving others.

Unknown Speaker 3:00
Oh, wow. Well, I started my first business when I was nine. I had I know, I had a little tiny business where I was selling little necklaces that I made on Friday nights at the tavern the parking lot when my dad was having a little visit with his friends on a Friday night. And I would kind of approach people who were walking into the tavern and be like, Hey, Mister, do you want to buy your your girl a necklace, and you know, she would kind of bet her eyelashes and look at him. And he would be like, okay, and then she would try it on. And she would love it. And he would love it. And I would smile. And before you knew it, I had a little $2 bill in my hand. And it was like a win, win win, I was delighted by something I created and made made her so happy, which made him so happy, which made me so happy with $2 in my pocket. And then entrepreneur was born, I absolutely loved it and just been an entrepreneur ever since then really blessed to have multiple businesses, and at the same time faced all of the trials and tribulations that entrepreneurs do when we, you know, hit a snag fall on our knees have to start over. So I really have had the gamut of the entrepreneurial life.

Robert Peterson 4:04
Now, so let's let's talk about that because I believe entrepreneurship is like the the best crucible for personal development and, and that willingness to lean into the falling on your knees and starting over. And, and the lessons involved in that. I think obviously, we know a lot of people quit and give up rather than, you know, facing their inner self.

Unknown Speaker 4:30
Yeah, it's true. You know, the entrepreneurial journey really does make you toughen up. But it also makes you get clear and really focused on what is most important to you. And I think a lot of businesses start off with an entrepreneur, you know, wanting to do what they love. I sometimes feel bad for the woman who's really good at making cupcakes and she starts a cupcake business and suddenly she has to learn about you know, p&l and reporting and business and you know, employees and you know, taxes and all of that because she's just really good at making money. have gigs. And all she wants to do is her passion. And so a lot of entrepreneurs go down that road where they just really want to do what they love, but they don't really understand the business and the mechanics. And Michael Gerber, a good friend of mine wrote the E Myth, which I read numerous times, and I cried during reading it because I was like, That's me, you know, I'm going through that. But really appreciate the fact that when you decide to be an entrepreneur, you really do have to decide you're going to be all in, it's all in. And it is not for the faint of heart. And you have to be willing to be a student, you have to be willing to learn things that you don't know. And at the same time, you have to be willing to learn everything so that you can pass it over to your employees. When my son was 17. He wanted he was graduate, ready to graduate. And he said, Oh, I want to start, you know, a skateboard shop. And I said, oh, you should go to the mall and start working at the skateboard shop and learn everything you need to know. And he's like, Well, why would I do that, I'm just going to open a shop, and I'll hire everybody. And I said, like, wow, like, think about that, like you don't know what your employees need to do, you don't know what's gonna happen with the tail, you don't know how to handle the stock, you don't know how to run the business. If you hire people to run your business, those people will learn and then leave you and go start their own business. And so you've got to know every piece of your business, if you're really going to be successful entrepreneurship. Of course, he didn't start his skateboard shop, because it just was too much work. And so really, again, it is a personal journey, and a devotion to what you love to keep you in the game of being an entrepreneur.

Robert Peterson 6:38
And I think that can be the challenge, especially early on is, is do you really love it, like, like, especially as a teenager coming out of high school? Do you have any idea what you really love yet? You know, and, and I think a lot of business owners take on that idea. I think, you know, we've we've both helped people that, that felt like they were experts in their field. And, and I can do it better than my boss, right? That technician who, who thinks they've got all those pieces, and like you said, they love to bake cupcakes, but they don't really like accounting and, and p&l is and, and all of the fun things that come with outsourcing and hiring. And

Unknown Speaker 7:19
so you know, conversely, you have to love what you do. I mean, my other son is just graduated and he's you know, working at a mechanic shop, and, and learning all about mechanics and how to fix cars. And you know, he talks about becoming an entrepreneur, because he realizes that working nine to five, or just working, you know, in a job that has a ceiling of a paycheck, there's that doesn't allow him to sort of really grow. And what I say to him is, you've got to do what you love, because I show up at my desk, 1617 hours a day, I show up seven days a week, I love what I do, and I have a great story. We live in Canada, we drove to LA and California to take the kids to Disneyland. We were in Disneyland for five days. And while we were driving back, it took about two days. I said like I can't wait to get back to work, I can't wait to get back to work. And my son was like, You're the only person I know that would leave Disneyland and like can't wait to get back to work. And just because I love what I do, and so it doesn't feel like work.

Robert Peterson 8:19
Well, and there's a lot to be said about loving what you do. But even more important is this attitude we've created as a culture about work. And, and we've we really have created this idea that work is this negative thing. And, and so many people approach work with a negative attitude. And I think entrepreneurs get past that because they do want to embrace what they love. But I think as a culture, we need to embrace work and celebrate work and be happy that we have work and we can do these incredible things. And, and of course, you know, we live here in North America where we're the opportunity to say I want to open a company and start a new company literally can happen now in in minutes, like minutes. You can you can you can get the IRS involved, you can get your LLC, you can take that to the bank, and within a half an hour, you could actually have a legal company. Now, you better have something that you can do, like a problem that you can solve for somebody. Because a business really is about people. And and I think some people get caught up in cupcakes instead of people. And so helping people realize that you're not about cupcakes, you're really about people that want to eat cupcakes.

Unknown Speaker 9:36
Exactly, exactly. Or people that can get caught up in trends like Oh, everybody's making money back to my kid selling sneakers, sneakers because that makes a lot of money. And I said okay, well why don't you try that and so I gave him a little bit of seed money. And within a very short time he realized that buying sneakers and importing them into Canada and paying duty on them and shipping on them only to turn around and sell them and shipping and export duties. He didn't make any money. And suddenly I was like, Okay, well, what did you learn? What was the lesson in that? Because just because everybody else is like, Oh, he's making money. You really, again, with the entrepreneurial brain, you need to do something that you need to think about it in all forms and facets. Because if you're just doing it, because on trend, you won't stick with it.

Robert Peterson 10:23
Absolutely. And, and the trends, you've got to be able to flex with the trends. I mean, just watch the sneaker companies that are huge. And spending billions, not millions, billions of dollars to, to follow a trend. And in you know, whether it's a trend in the sports world, or the music world, or whichever trends they're following skating world. Yeah, the sneaker industry is definitely who Hello.

Unknown Speaker 10:50
No, also like, this is such a great conversation. Because when people are also in traditional businesses are in businesses, like, oh, I own a dry cleaning shop, and there's a dry cleaning shop two doors down, I always talk to people to try to leapfrog over the trends. Because if you're always following the trends, you're actually kind of behind, if you're always trying to keep up and catch up with what's on trend. If you want to really make your business grow, you want to leapfrog over the trends and create a new trend, create your own trend, create your own unique, you know, niche. So I own a publishing company. And we really invented I was sitting in a beautiful conference with Vern Harnish talking about scaling up. And he said, you know, invent your own category. And so we sat there and created the leaders of empowerment publishing. Now, there wasn't anything in the industry called empowerment publishing, but we started doing it, we started becoming the leaders of it. And now people are really understanding that self help is sort of died out. People don't need help, people aren't helpless. And so we've created a new category about empowerment. And now listen, people are really wanting books about empowerment, they want to know about empowerment, they want to be empowered. And they're sort of feeling like, Yeah, I'm not helpless, I don't need self help, I need empowerment. And so if you really want to make a difference in your industry, you want to carve out your own unique landscape so that you can be at the forefront of it.

Robert Peterson 12:17
Oh, that's so valuable. And I think obviously, we have conversations with entrepreneurs constantly about niching, down to the smallest, smallest possible. And if you are your own niche, that's so helpful, because it can, it gives you the language right off the bat, if you know, your own language, and what's your own list stories that you're listening to, and the stories that you're telling, then those can be the stories of your niche. But if it's not, then you need to really, you really do need to narrow it. And everybody's afraid that that they'll miss somebody, right? Because I want to help everybody that I'll miss somebody if I niche down. And so recently I took I took my own, I took my own medicine and went from, you know, saying that I coach entrepreneurs to focusing on dental practices. And there's there's two pieces to that, because everywhere I go networking, I've been called the smile guy and, and now I take Keep smiling pictures because I support the Keep smiling movement. And they both just go back to dentistry. And when we were missionaries in Colombia, the dentists were the best partners that came on short term trips had the biggest impact in the community. And so they are a great niche that I have a great connection to. And they have that same problem as your cupcake for and that they go to school for many, many years. And they get taught how to be really great dentists. And they don't get taught at all how to run a business. And they don't get taught at all how to lead a team. And so that can be really frustrating for them. And my goal is to end entrepreneurial unhappiness. And my focus now is to start with, with dentists and then expand to other entrepreneurs. But I want to focus on a niche that that needs my services needs my help and is easily identifiable.

Unknown Speaker 14:03
And as a legacy mentor, I will say bravo because now you will be known in the industry as he's the guy that helps dentists and dentists talk to other dentists and dentists go to conferences with other dentists and dentists need and support other dentists. And so you have one person, now that person tells somebody else or tells five other people in your lane, again with your avatar. And then you really get to work with the people that you love to work with. And I coach my clients all the time, I say like if you're going to spend 10 hours a day working, who is exactly the person you want to work with, like what are their qualities? What are their attributes? What are their understandings, what are their needs, really know who it is you want to work with? Because there is billions of people on the planet that want what you have. And so saying, Well, I help people from 60 to 60, which I hear all the time. Like I help everyone or I help all kinds of people. I say well, do you want to work with all people? Do you want to work with people who are in who are plumbers or do you want to work with people who are you hairdressers, two totally different people. And so if you really know who what your niche is, you actually have a better business because you are using that process as its own self select. And so plumbers aren't going to come to you because you help dentists. Now, as you get better rinse and repeat and get really good at your business, then you get to move into another sector. I did this with dentists. Now I'm gonna go to optometrists, and I'm going to rinse and repeat and do the same thing with optometrists. But you've now really honed your business into know what works to know what successful to know what's good to hire the people to do it again and again and again, which allows you to now to move into another market sector. And you can just utilize that tweak it a bit because on trauma, tourists need something different than dentists. And that is really the way to scale. So if you're reading any of the books about scaling, you've got to create the systems that work, work, work, work, and then shift instead of trying to figure it out over here and figure it out over here, over here and over here.

Robert Peterson 16:01
Well, and not only that, the piece that really helps, and it was it's Alex Hermoza has worked for me that that led to, you know, he basically says your niche has to have three things, they need to be targetable, they need to have a problem that you can solve. But maybe the most important is they need to have money that they can pay you with. And there's there's too many people out there making cupcakes and giving them away at a bake sale. Rather than trying to find a target that that is willing to pay for that high end cupcake like like crumble cookies now is spreading across the United States, I don't know if they're spreading across Canada, but they sell cookies at almost $5 a cookie, like Hello. And, and they've targeted at a demographic that is willing to pay $5 for a gourmet cookie. And you have to target a demographic that that has money. And there's too many entrepreneurs that love what they do. And they just love people. And I had the same problem. I'm a pastor, I came from ministry, and I love to help people. And I spent my first running my business for free, because I love giving it away. And I love helping people and in serving people, but that doesn't help my family.

Unknown Speaker 17:15
Yeah, you know, and I think there's a progression to business, I want to a lot of my entrepreneurs that come to me, they're a little bit naive, because they're like, you know, crumble cookies is selling their cookies for $5. And they want to be that immediately. And what I'll say to them is there's always a progression. And so I'm a big proponent of get the easy, yes. And so if you have really great cookies, and you really want to sell your cookies, instead of just trying to come out of the gate and be exactly like crumble and charge $5 for a cookie, go for the easy, yes, and charge $3 for a cookie, and then do what crumble cookie is not willing to do that I feel it's the number one rule in entrepreneurship is do what your competitors are not willing to do. So that you stand out and you make a difference and make your business be an easy, yes. Now, again, my daughter, during COVID, she had somebody asked her to walk their dog and they would pay them. And so my daughter started walking dogs around the neighborhood. And I of course said to her, Hey, let's start a little business because you could get some of your friends from school who are at home and sheltering in and not going to school. And so and get them to be your little you know, other dog walkers. And then you have like 10 dog walkers, and they're walking dogs and all the neighborhoods in town. And then they're charging and you're taking a little bit from each client. And of course my kids are like, Mom, can I just be a kid? Business, but I do that all the time, my kids will say something a problem. And I will instantly say well, let's turn that into a business. Let's create that. Let's make that a business. And so if you have that mindset of solving a problem, and then you give something more than what your customer are your competitors willing to do. And you create the easy yes, you now can use your business and progress and improve and start to charge more and start to expand and start to do a different and start to add other products. But truthfully, a lot of entrepreneurs do show up and they want what Starbucks is doing. They want what Home Depot is doing. They want what you know, Kylie Jenner is doing they want to be immediately at the end before they've even walked through the ladder to get to where they need to go.

Robert Peterson 19:25
And the bigger frustration are the ones that are trying to put all those pieces together and and build a Home Depot without trying it and testing it. And and I think that that progression pieces really can be helpful for people to see like they're afraid to go on Facebook and do a Facebook Live or they're afraid to jump on a podcast because they've never done that before and, and the truth of entrepreneurship is it's a lot like science, we have to experiment and the willingness to experiment. Some people talk about it is you know, fail first fail fast. And I don't even consider it nailing because you're trying failing is the guy that sit at home trying to make it perfect without putting it out there. And the truth is, you've just got to put something out there. But you've got to be willing to get the feedback, you've got to test, test it and ask for the feedback to make the changes that are necessary. Find out what your needs really wants, because you can be making chocolate chip cookies, and you can be selling them at $3 apiece. But if you don't ask them, Is this what you guys are looking for? But when you do ask, and they say, No, we really want peanut butter. And you make peanut butter cookies, and you sell 10x. Because now you're making what your clients are looking for. Who meant then business takes off. But so many are so stuck, they're so stuck on the idea that I love chocolate chip cookies, I love chocolate chip cookies, I just want to make chocolate chip cookies because they're my favorite. But it might not be your niches favorite. It might not be your clients favorite. And we we make these assumptions as entrepreneurs, we make this great website that's got all these pretty chocolate chip cookies on it. And we're just convinced the whole world wants this because we love it so much. And I think helping people turn around and say no, if you're willing to ask, and you're willing to shift a little bit, people, people really want this. And it's not a lot different. But a little different than what you thought it was. And your willingness to progress and your willingness to accept that, hey, you know what, if you make peanut butter, they're gonna, they're gonna sell 10 times as many because that's what the people are longing for. Because they can get chocolate chip cookies anywhere. But nobody's making the peanut butter one.

Unknown Speaker 21:31
Yeah, really well said. I mean, a lot of entrepreneurs get into business because they because that's what they want. That's what they're interested in. That's what they need. That's what they like. And it only goes so far until you really have to make that pivotal shift between what you want and what your customer wants. And that takes mature. And that takes lessons and life lessons and learning for you to sort of step outside yourself because most of the times I started a kid's clothing business when my son was five months old. We lived in Vancouver full of rain full of sun and I was like wow, first of all boys get really ripped off when it comes to clothing but second of all, why is there no when it really great rain gear for kids? We're all wearing awesome rain gear. Why is it there really great athletic wear for kids. This is back in 2006 when Lululemon was just sort of starting all the all the moms were wearing Lululemon but the kids were wearing pajamas and stuff from the gap and really uncomfortable. And so again, problem, how can we make a solution? I also started making UV covered clothes and UV protection and wick away and stain resistant. I mean, think about it. Why does no one make stain resistant clothes for kids like Hello, exactly. It seemed like a no brainer to me. And I literally went from in my basement to a million dollar company in less than four years, because I started solving a problem. And I started thinking about my customer. Now I ultimately was the customer because I had a son I wanted him to be UV protected without putting skin sunscreen on him. I wanted him to have comfortable clothing. I wanted him to be stain resistant. So I became my customer. But over time when I listened to what my customers wanted, they also wanted like not non recyclable, diapers, recyclable diapers, they wanted up they wanted out stainless steel water bottles. I mean, this all sounds archaic, because this is all very much like we do that normally. But 20 years ago, we weren't doing that we weren't thinking about health for kids, we weren't thinking about proper clothing, we were thinking about natural fibers. And so when you decide that you want to make a difference in your niche, and you are your customer, you really need to also make that leap to what is it my customer needs and wants? And how am I going to serve them 360 Because that's also another really great way to grow your business. I was making raincoats and wool and rain gear and outdoor gear for my for my clients. And then suddenly I realized like, wow, I need to make active wear and then oh, what are those kids doing actively? Well, they need water bottles, and oh yeah, now they need like outdoor, you know, footwear and stuff like that. So I really was looking at the 360 of my client. And I asked you as entrepreneurs to do the same because you can easily pivot just so slightly with your products to then add additional products to your business and really grow your business in ways that you didn't think of. Because I've made enough peanut butter I've made enough chocolate chip I've made carrot cake I've made blueberry. Well guess what? Now all my customers want coffee or tea to go with that or lunch kit to go with that or they want a brownie and so just those little pivots can really expand your business.

Robert Peterson 24:43
So good. We will be right back after this short break. Are you an entrepreneur who started their business with purpose and passion, only to lose sight of it amidst the daily grind? We understand how frustrating that can be. That's why we're offering free strategy calls to help gain clarity on the barriers holding you back from achieving your dreams. In just 30 minutes, our experienced coaches will work with you to identify obstacles and develop strategies for overcoming them. There's no commitment or pressure, just a chance to get some assistance and clarity, human scheduling is easy, simply visit smiling and select a time that works for you. Let's jump on a call and build your business together. It's time for you to add value and achieve your full potential as an entrepreneur. Welcome back. Let's get back to more great. Alright, JB, you've mentioned a few few significant people that that you know, in relationships, how have connections helped you to grow businesses? How have connections helped you to grow as as an entrepreneur?

Unknown Speaker 25:50
It's such a beautiful question. Because I believe that every single person you meet you meet for a reason, like even just bumping into somebody you know, in a restaurant or somebody walks by you at the gas station, or, you know, you're on a plane, like there's no coincidence to the people that you meet. So think about every person you connect with, because they help you grow and they help your business grow. And then conversely, be very intentional about the people that you surround yourself with. And so if you like Grant cardones style of business, then be around him. If you like Michael Gerber style of business be around him be very intentional around the people that you put in your viewfinder so that you can learn from them. Because there are a few steps forward, there are a few steps in front of you. You know, as a woman in business for the last 35 years, I have to be honest, there wasn't a lot of role models for women. And I actually struggled for a long time because all my role models were masculine. And so I was really trying to wear I used to wear a suit and tie I literally used to wear a tie that work. I you know, I emulated the men and what they were doing, and I talk about this in quite a few of my books, especially my new book called The the science of becoming rich for women. It talks about how we all have our own currency of success. And I think now more than ever, as we're stepping into this new era of, you know, the quality of our life is more important than the size of our bank account. People are realizing that their currency of success is different. Some people it is a house with a swimming pool, but some people it's freedom, or its relationship, or it's an avocado farm in Costa Rica, where they can have you know, all natural food, each and every one of us has a unique currency of success. And I think as we become entrepreneurs, to use that as the North Star of where I'm headed, why am I doing this business? Why am I getting up every day? What is important to me, and ultimately, when you take the time to really analyze your currency of success, because it's different for every single person. And I go back to for a long time, if my currency of success was what men were doing, until I really realized that as a woman, I have a very different currency of success. I want more collaborations, I want to be more involved in humanitarian, I want to be more inclusive, and what people do. That's an important currency of success for me, and may not be for someone else. But the best thing you can do in your business is know what your currency success is, Is it money? Or is it fame? Or is it a claim? Or is it is it? Is it domination? Or is it give back? Or is it humanitarian? Or is it inclusiveness? Or is it you know, big business, small business, and those things really help you feel focused on where you're going, because you're going for the feelings, I want to feel free, I want to feel supported, I want to feel loved, I want to feel creative, I want to feel, you know, dynamic, I want to feel like I'm giving back, those things will push you in your business, I believe more than any numbers on the bottom of the screen or on the bottom of bank statement?

Robert Peterson 28:53
Well, certainly what you jump out of bed in the morning for? Yeah, very few people jump out of bed in the morning, just for the dollars. And so

Unknown Speaker 29:02
definitely now more than ever, you know, we're really connected to the give back or the purpose or the mission and the values. And you know, all of the really good books do say like, what's your purpose? What's your mission? what's your what's your, what's the reason? What are your core values? And a lot of people skip that because they think like, well, that's silly, but I will tell you doing them and then doing them every couple of years or even yearly just reviewing them is really, really helpful. Because if you're on track each and every year, yeah, that's still my mission yet. That's still my core values. Yep. Yep, I'm still committed to that. Bravo. But without reviewing them, you don't realize that maybe you've changed a little bit or maybe you're just not that person anymore. Or maybe your business has evolved. Or you as a person has evolved and realized like that's not really what's driving you anymore.

Robert Peterson 29:48
Just one of the most dangerous things in coaching and in going to seminars and all these and try to share with people all the time. Don't let your brain say I know that I And I think that's what happens when we do that. We go to that annual review and we say, well, values Oh, purpose, all those are done. I know that. Right? And, and when your brain says, I know that you've already shut it off, and you've skipped all those things. And so I think it is so important to have opportunities annually to review your purpose and your values, because sure life changes, what's important to you shifts and, and it progresses just like your business progresses. And so I love that you help remind people look, these things are important. Let's look back at them. And let's make sure that we're still in alignment with what we want,

Unknown Speaker 30:35
right? And go back to what you said about mentors and surrounding yourself with people. Same thing. How many times has somebody tried to mentor you or share with you? And you're like, Oh, I know that or oh, I've heard that before. And it really in all honesty, it's

Robert Peterson 30:48
not even in a sarcastic way, right? Even even the brain just hears it at a conference or you read it, even if you're reading it in their book. And your brain just says, oh, yeah, I've heard that. Oh, yeah, I've heard that. If you let your brain do that, then your brain skips over all the important details. And so it doesn't even have to be a sarcastic or, or a negative attitude piece. It can be that that I think I know this, but I've never applied it. And I think that's the challenge for many is how do I how do I shift it to? Okay, I've heard this before. Am I doing it?

Unknown Speaker 31:25
Yeah. And I think that's why a lot of mentors become disenchanted with mentees. Because and I've had it happen to me, you know, I've been mentoring people, they've been paying me a ton of money to mentor them. And I sit on a call and I'll be like, Well, what about this idea? How about that? And they'll be like, Yeah, but well, like, oh, yeah, I know that already. Oh, I've tried that already. And they're just not coachable. And so when you really think about the people who are the most successful as Singapore athletes, you know, they are coachable, their coach tells them something, they try it, they try it again, they practice it, they do it again. And there really are willing to listen to their coach who can see it from a different play, and Attack, attack it from a different maneuver, and then they get a different result. And so for entrepreneurs for sometimes a little bit, you know, we put on our I know that already had and it doesn't really allow us to see it from a different perspective. Because again, go back to what I said, every single person you meet, you meet for a reason. So if somebody says to you, like I really don't, you know, like the way you do this, or maybe this would be really great, or you know, what, have you tried peanut butter, that'd be really cool in a cookie. And we're like, oh, no, I already know that already. Oh, yeah, somebody else, it just stops all of that possibilities. And again, every person comes to you for a reason. So if somebody says something, and somebody gives you idea, truthfully doesn't mean you have to follow it. But what I would say is in the pondering in the consideration in the analysis, you actually want to two things, either you realize that maybe they have a good idea, or you get more affirmed and confirmed of your own convictions. And as an entrepreneur, I think and grow rich, one of the top, you know, rules is be able to make good decisions, and be able to make decisions quickly. And so if somebody gives you a feedback, and then you're able to be like, You know what, thanks for the feedback. But no, actually, I'm really, really clear that this is exactly what I need to do, and you become more convicted and therefore make a quicker decision. That's always the best way to do business. Now. I'm not being a proponent of like, not listening to people and ignoring them. But when you're really true to your business, and you're convicted. I mean, let's think about it. How many who's with I'm sure the guy with the Rubik's Cube when he showed it to a bunch of people. They're like, Oh, that's crazy. And he was convicted, or, I mean, we can think of tons of things, the little bird that goes in the water. I mean, there are so many examples, Colonel Sanders of people who said, yeah, no. And he's like, yeah, yes, yes, I'm totally convicted to this. And we know, so many examples of people change that, do that, do what I say, Do what I say. And the entrepreneur stays clear to themselves, and they eventually reach their success. So feedback is good in both regards.

Robert Peterson 34:01
Well, and that brings it back to who are you hanging around? Right? Who are you? Where are you listening to? Because Because, obviously, the naysayers and the ones that that don't believe in what you're doing. But then even the mission and the values, right, all of those pieces align, to give you the boundaries for those decisions. And, and when something's not within those boundaries, it's very clear. And so that's how you can make a decision so much faster is because I know all of these pieces, I've put all these pieces into place. And, you know, you mentioned peanut butter cookies, but I, I recognize that that's not who we serve, and that's not the direction that we want to go in. It's great to have all that information. And then the mentors at that point can be the ones that you say, you know, one of my clients mentioned this, and what do you think, should I try that? Should we should we add that as a possibility or is that a distraction? Right, and that can be so powerful, but that curiosity and that willingness has to consider. And that willingness to analyze takes it from the brain shutting it off to the brain saying, Okay, I'm open to this. And that, that it sounds simple. Like, it sounds like, well, how are those any different? But the truth is brain science wise, there's a huge difference between the brain saying, Okay, wait, process, put it in there. And the brain saying, Oh, no, I know that. Right? And so helping people differentiate that and really have that consideration. have that little bit of analysis that does this fit Does this match? Maybe this is a question for our annual review. Or maybe there's a question for the team, boom, and we make the decision is so powerful, and so much different than shutting it off.

Unknown Speaker 35:44
And it's so good that you talk about brain size, because some people might be listening to be like, what is that? And then it's like, oh, it's no coincidence, you're listening to this podcast talking about brain science, because maybe that's something you need to look into. Because maybe that's just the hint that you needed. I sometimes joke that God is so lucky to have YouTube because I'll be like listening to you to those in a commercial will come up or there'll be like a something. And I'll be like, Oh, my gosh, is exactly what I needed to know. Or I want to go down that rabbit hole and learn more about that. And I feel like God doesn't need the burning bush anymore, because he just asked like YouTube, or Facebook to be like, hey, what about that? Now, I will say that in being discerning to know not to go down the rabbit hole of things that don't serve you. But I love when you say about brain science, because we have an idea in our brain, we receive new information, which potentially let's say this podcast, it's when we put those two pieces together and formulate a third idea. That is actually that serendipity? That is all that's that is the excitement. Again, as a mentor, I don't just tell my clients what I think I don't demand or be like, Hey, do X, Y, Zed, a lot of times they have an idea, I will give them new information as an idea. So that they can reform a third idea based on processing that information. And the brain loves processing it loves creating are solving problems. In fact, sidenote, if your brain is idle, it will just create problems so that it can solve them. Because that's the brains job, the hearts job is to pump the kidneys do their thing, the brains job is to create solutions is to put puzzles together is to figure things out. And if you're idle in your business, or just idle in life, the brain will be like this is boring, let's create a problem so I can solve it.

Robert Peterson 37:32
And the majority of people are creating relational problems. And they're creating drama, and lead and they love to live in that space. Because guess what, the brains happy and all this drama that they're creating? And instead of that energy, going to drama, I love, love, love, love that you're open and curious. And I don't want to give my clients solutions, because if I give them solutions, they won't do it.

Unknown Speaker 37:53
Right? Yeah, so you to form it in their own brain, their brain needs to go, wow, I knew this. And then she told me this and deducting the difference between those two things. I actually now realize like a Ha, wow. And when the brain has that, aha, well, I figured it out myself. That's a driving force for the brain to be like, Okay, I want to go do that. Oh, how do I fix that? How do I make that happen? And so allowing yourself that through mentors, through books through podcasts, you're learning through trial and error, that allows your brain to just keep evolving. And if you think about human beings are designed to evolve, that's really absolutely there's no stagnation in anything when it comes to life force. And so you want to keep evolving. And so many people say to me, like, just when is my business going to be complete? Like, when is it? What am I going to not have to keep at it? And I tell them all the time, really never because you sell it? Yeah, exactly. But most people even when I still buy businesses are closed a business. You know, after a while, it's like, Oh, something new, something new, because we want to evolve our brain Absolutely. be evolving.

Robert Peterson 38:56
Yeah. It's so powerful. All right, Lady JB, tell me about writing a book. Well, what was the benefit? What was the blessing of writing your first book? And and why is writing continuing to write books and now publishing books, such an important value for you?

Unknown Speaker 39:11
Well, I wrote my first book in 2003. So I was very blessed to go through the self publishing process myself, Mark, Victor Hansen endorsed my book, and then I you know, I had it on the market. I did back in that day 2003, I went across the country and sat in bookstores and did book signings and went on TV and went on the radio and did the whole book tour prior to internet and all of the things we have prior to emails even. But what I will say and I say this to all of my authors, now, a book is a business. So if you have a story, and this is so important, listen up. You have such a unique IP. It's your IP, it's your story. Nobody on the planet has your story. Your story is unique to you and no one can own your story. So people come to me all the time. I don't have it. business, I don't have an ID I don't have a brand. I don't have a product. And I'll say, Well, do you have a story? Oh, yeah, let me tell you about my story. This happened to me in this habit when this happened to me. And then I'll say, let's use that story to start a business. Let's use that story as your own unique IP, no one can take that from you, and start crafting a business around your story. And so we can think of so many examples, Mothers Against Drunk drivers, they that started from a story, Alcoholics Anonymous that came from a story, you can hear so many stories of people who have lost a family member, or were involved in a plane crash, or you know, we're a victim of rape. So many people have taken their story, and then used it to create a business and create something powerful. Now, if you know anything about me, I'm all about igniting humanity. And I believe that our stories are actually the power that we have to ignite one another because they bring us together. And I do a lot of talks on stage telling people your unique story is your unique IP. And that's what makes you different than any other dry cleaner on the street, any other cookie salesman, your story how you got there, where you came from, is super, super unique to you, and people will resonate with you. I just did an interview this morning, a lady started a project, it all stemmed from her losing her daughter from suicide. Now, her business now is flourishing because she can relate to other people and other parents who have lost their child through suicide. And her clients can relate to her in a way that they couldn't relate to me even if I had the same product because they have similar stories. And so you can tell how excited I get when you write a book and share your story. Even if you share just your story in a chapter book or you share your story in a full length book, you now are creating a business. We just we do compilation books you can see behind me, we did a book called Ignite your your wisdom. And each and every author shared a wisdom story inside our book, we have 35 authors. But one author took it to the next level. I mean, she just really she she created a wisdom circle, she created a wisdom Meetup group, she created a wisdom five week course she created a wisdom after class. I mean, she just took that one chapter and parlayed it into a huge business. And that one book suddenly became a landing page. And the landing page suddenly became a place to collect emails. And the email suddenly became a now a place to do a lead magnet or do a drip campaign or reach out to people and offer them something. Her landing page then had a little ebook a free giveaway. So a book actually is such a springboard for you to grow your business. Why? Because you have wisdom from your story. You don't need to go to university to have the wisdom from your story. You take what you've been through, and you create the wisdom, the golden nuggets, the five steps, the two tips, the new philosophy, the theology behind your stories journey, and you instantly have a business.

Robert Peterson 42:58
Alright, I don't want to imply that our audience isn't up to date, but use the use the initials IP. And you explain to the audience what your unique IP is.

Unknown Speaker 43:09
Yeah, so it's your intellectual property. It's your unique prospect. It's like what you have that no one else has. So I grew up in a small town, I started my first business when I was nine, I moved to the big city, I went to school, I became a fashion designer. I eventually worked in the movie business. When I got pregnant, I get out of the movie business, I started a clothing business for kids. I had this clearly business for numerous years. And then I burnt out and ended my business I ended up going bankrupt, I walked away from my business, I ended my marriage, I closed my business within 90 days, and I restarted my life so that I could then be healthier, happier, more balanced. And then I started a new business that was all about eco friendly and supporting people. And I implemented what I call the triple win into a business, you win, I win the customer wins. And so just in that very quick little tirade of my business in my life, you can relate to me different than anybody else. I have unique IP in my story. Oh my gosh, she was a single mom, oh my gosh, she went bankrupt. Oh, she had a kids clothing company. Oh, she's in the fashion business. Oh, now she published his book. So all of my story now gives you anchors into why you want to do business with me. And it allows us to relate in a more unique way because you're like, Oh, I was a single mom, she can understand me. If you read any of my stories, and I have 21 books that we have published through Ignite and I put my story in all of them. You will learn a little bit about me that will make you say I want to do business with her because when you share with people your story, you don't say like I'm a really cool person and go look at my website. You'll say You know, I was in a situation where I was really failing as a mother. I was unhealthy I was unhappy and what I decided to do was close my business so that I could be a mom to my three and five year old and I so unhappy and so burnt out and so unhealthy that I could barely walk, I had such damage this spot, my spine and the disc in my spine, that I literally needed to go into therapy and re learn how to walk and how to do all kinds of things because I was so unhealthy. Now, just in that little bit, I didn't tell you, I'm a great person, I didn't tell you how cool I am, I told you how I handled a really difficult time I told you the choices I made, I told you the values that were important to me. And so you have learned about me that I will do anything for my kids that my my health and my wellness is more important than a toxic marriage, that I took the time to rebuild the next business under very important parameters and ethical reasons. So my story tells you who I am without me trying to say I'm this and I'm that and go to my website, and you'll find out more about me. That's your unique IP. It's your story that connects with anyone else. Nobody else has my story. And so the

Robert Peterson 46:00
great thing about it is most people are so worried about their IP getting stolen, I've got an IP that I gotta protect my IP and copyrights and trademarks, and all this. But what you're talking about, can't be stolen. Exactly, because it's your story. And nobody else has lived your story. And so that's, that's so powerful and so fantastic. Right, one of the things that I share, and I talk a lot about is this intentionality of designing a life designing what it is that you want, and then designing or building a business to support it. And so that sounds like what's happened for you and you transitioned and you basically business died, you killed it. And then you started over by design intentionally Can you share real quick about about that choice?

Unknown Speaker 46:49
Yeah, and in a lot of ways, I look back to my business, and thank goodness, it crumbled, or I walked away from it, because I wasn't doing business in a way that was serving me. It wasn't sort of, you know, I was all about competition, I was dominating the market, I was crushing my competitors, like I was doing everything from the old business paradigm. And that's what I learned growing up into that masculine energy. And so I have to lovingly share that I shifted into my feminine energy on how I could do business that was going to serve me my unique currency of success. And what I did was I really wanted to create a business that was going to help others and through my own personal story and sharing my story, what I realized is that we can actually come together and be more connected, and attract the right clients who want to work with us. If I tell you that I, you know, started a business and it's all about the triple win, you can decide that's cool for me, or I don't like that or that's not that's, that's not interesting to me. But my unique IP allows me in so many ways to filter my customers so that I attract the right people to be and folks we all know about energy. We all know what how many hours of the day we put into our work. So we want to work with people that resonate with our frequency. So when you get really clear on what your business's what most important to you what you want to do, because it serves you, it's not selfish, it's actually the best thing you can do, because it actually allows your customers to show up and really be served in a way that you want to serve them. I'll share a little bit more as you know, one of the big things Ignite is all about igniting you, it's all about ignite possibilities are all about igniting humanity. And so and during COVID, my husband and I cycled across Canada, just to show people what's possible, we were stuck sheltering in, gained a lot of weight, you know, just feelings, you know, what is possible. And I said, Well, what is fit, you could just get up off the couch and get on a bike, we have a tandem bike in the garage, and we just cycle 5000 kilometers and raise money for charity. And, and we did it because it was important to us. It was part of our health, it was part of our mental wellness. But at the same time, we use it in our business to show people this is possible and you can do this, and we raise money for charity. And we and we lived our passion. And we allowed it to filter into our business because it was real and authentic. And I gotta tell you, people loved it. And we since then we've cycled to Alaska, we've cycled coast to coast. We're going to cycle Norway this summer. And so you got to do what you love for you and then bring it into your business so that people see that you're not just pixels and and numbers and taxes and transaction, they see that you're a real person with real passion and real desire, real willingness to lead because all great entrepreneurs are leaders, they lead the way for other people to do the same. And so when you do what you love again, and you follow your passion, and you have balance in your business, and you're authentic about it, that attracts more customers and you know what to do with and those customers are real and true to you. Because the worst thing you can do is pretend and then your cost You must show up and you can't fulfill because it's not really you.

Robert Peterson 50:03
Yep. And they'll feel it, you'll feel it, and everybody will go. And then you get bad reviews and everything goes the other way. Yeah. JB, thank you so much for sharing your wonderful story and your wisdom, and just the positive impact that you're seeking to make in humanity. So love that thank you for all that you've shared.

Unknown Speaker 50:22
Thank you so much for having me on the show and all the work you're doing for the entrepreneurs because entrepreneurs are really going to ignite humanity. So go out and do what you love, and have an Ignite moment in your life. Thanks so much, Robert.

Robert Peterson 50:36
Thank you for tuning in to this episode brought to you by the power of intentional decisions that lead to massive action. Those aren't just buzzwords. They're qualities that can help you take control of your life and build a successful business. To support you on this journey. We're offering you our most popular survey to help you establish a baseline visit enjoy his to check it out and take the first steps towards changing your life and we often make things more complicated than they need to be losing sight of what's truly important. This tool will help you refocus on what matters most, so that you can start doing the things you've always wanted to do, like spending quality time with loved ones. And if you enjoyed this episode, please show us some love by liking, subscribing, or leaving a review, but most importantly, share it with someone who needs to hear it. In our next episode, Dr. Kyle Stanley and Robert talked about the challenges of dentistry, where even the most successful dentists feel like no one trusts them. Patients are afraid and sometimes hate their own staff can feel distant and then wrestling with the insurance companies to get paid is worse than pulling teeth. He stepped out of the pressure named entrepreneurship and wants to encourage others who feel stuck by the sunk costs to consider they have other options.