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How to navigate the online world as an online business

Today’s episode of the podcast is an interview with Sigrun, an award winning business coach, who helps women launch million dollar businesses. We talk all about what it’s like to have been in the online space for a while, have seen success and what that looks like now.As always, I’d love to know what resonates with you and what you think, so please feel free to connect with me on my social media!

KEY TAKEAWAYS COVERED IN THE PODCAST

  • How can we do things differently if things aren't working as they used to
  • How to navigate the online world if you want to be an online business
  • The importance of building relationships
  • Why you can’t automate everything
  • How to build an audience and get in front of the right people

THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE

Do not underestimate the importance of going back to basics and scaling intimacy.

HIGHLIGHTS YOU SIMPLY CAN'T MISS

  • New ways that we can do business online and reach out to our customers
  • How we would sell if we didn’t have the internet
  • Sigrun’s experiences of visiting Necker Island and meeting Richard Branson

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

Sigrun’s LinkedIn Account

Sigrun’s Instagram Account

Kickstart Your Online Business Book

2023 Planning Workshop

TRANSCRIPT

Hello and welcome to this week's of the podcast. How are you doing? This week I have an interview for you and it's with the lovely Sigrun. Now, you know we talk a lot about the online space or what if someone's been in the online space for a while and they've had success and they've seen success and they've created a big business.

How does that look now? How does that look for people who have been in the industry, and what does the online world look like now? And how can we navigate the online world if you want to be an online business? So those are the conversations I have with Sigrun. Those are the kind of things that we discuss on today's interview.

We also talk about new ways in which we can do business online, new ways of reaching out. And is it all about the numbers? Because for me, it's not. And I was gonna say anymore, I'm not sure I ever really was, but I think I thought it was because that's what I was taught. So for me it's about, you know, that connection and how can we can get that connection and how can we do things differently if things aren't working as they used to, how can they be done differently? So this is what we talk about. So without further ado, I'm just gonna hand over to the lovely Sigrun.

So I am very excited today to welcome to the podcast Sigrun. How are you doing?

Sigrun: I'm doing great and thank you for having me Teresa.

Teresa: My absolute pleasure. So Sigrun I always start the podcast exactly the same way, which I joke must bore my audience, but I think they're okay with it. Could you take a moment to introduce yourself and tell us how you got to do what you're doing today?

Sigrun: Oh, we could do the long version or the short version. I'll try to keep it short. Otherwise, we're here for an hour. Well, I am from Iceland originally, and then I had moved to Switzerland to be with my husband, and basically I lost my job twice in two years, and I had also been sick for seven months.

So I wasn't this weird space of thinking, do I really wanna work for another person? And not be able to take care of my health. And my back story was that I was been a CEO for 10 years for various small businesses, mainly in IP software. And so there also comes a point where you say, I'm always running other people's businesses.

Why shouldn't I be running my own? But I was waiting for that perfect idea, perfect business idea to come along and it just didn't come. And you know, it's supposed to happen in the shower when you go for a walk or something like that. But now I think for most people it doesn't happen that way.

It only happens when you actually get going, when you actually do something and then you realize, oh, I like this or I don't like this. And it's hard to kind of tell someone else who is at the starting point that they just need to get going. But that's really the only way, and I got so frustrated with myself. I had been switching the theme of my WordPress website multiple times, and then I gave myself a deadline of two days, and of course I could take a decision once there was a deadline.

And it's hard to be your own boss. It's hard to, there's no one telling you what to do. You can do whatever you want. One day, you can do nothing, the next day you are busy on social media. And doesn't actually lead to sales, but you felt you were busy on social media. So I went through all these cycles.

I spent a lot of time on Facebook back in the day, 2013, 2014, and finally I wrote my first blog post, and the name of the blog post was very kind of revealing for the theme of my life back then was like, why start before you're ready is the only way. I was basically talking to myself, writing a few blog posts, setting up by email list software.

It doesn't really mean that you have a business, but one day it hit me. I had to decide what I want to do and I was running around a little bit like, in the book Alchemist. If you haven't read the book Alchemist, really, everybody needs to read it. It's from Paulo Coelho and it's more like almost, it's like an adventure.

It's written like a children's book, but actually it's very much meant for grown up. So this boy is looking for a treasure and he goes traveling all over the world looking for treasure. And he comes back, hasn't found the treasure, and where is it? In his backyard. And that's exactly how I figured out what I was meant to do.

I had been a video for 10 years. I've been done business consulting, I've done startup mergers, turnaround, you name it. And then I find myself not coming up with a business idea, and it was right there in front of me. Being a business coach was just what I was meant to do, and when I finally accepted it, First the word coach was like, uh, do I really want to be one of those coachings?

But I was like, yes, that's me. And you know, at least I can say I have real business experience. I've done it before and now I'm gonna help others do it. So that's kind of, what brought me to the place of actually doing what I do today.

Teresa: I love it. So with being a business coach, how did you start? Did you start doing one to one? Was it, did you go straight online with an online business? How did you start building that business up?

Sigrun: That was another frustrating phase where my mind, you only have an online business if you have an online course and, and I started with a four week online course. Pretty much based on my own experience, how to find your true passion and the right business idea.

That was my first four week online course. And then after doing that for a while, it was already fall of my first year, and I calculated that I had been making $17,000 for, in nine months I had made $17,000. My email list was 1500. I was doing weekly webinars. I was creating a lot of free valuable content.

And again, I got very frustrated. That's where I make the biggest turnaround in my business, and I decided to get outside help. I thought I could really do this on my own, and I wasn't willing to hire a coach or join a program was like, I have business experience. I know what I'm doing. I've done an online course.

Why do I need help? And I had to admit, you can't coach yourself. And if you're stuck, somebody else needs to open up and see your blind spot, then make you aware what you can do differently. And literally, when I invested those $5,000 into my first business coaching program, literally the same day or the next day, I got an email someone asking me if I did one-on-one coaching.

And I was like, wow, I didn't really be believe in that stuff where you say like, you know, energy and I'm like, this is true it works. So I invested myself, and then literally the money came back and not just that I earned 55,000 in three months. And so there was like a shift in my head. I had been preparing everything.

I had people that I liked what it was doing, but I was making the right offer. And so I started with one on one. I tried to an online course and my business coach said, no Sigrun I think you should do one on one. I said, no, I wanna sell an online course. I was really one of those, hard to coach people.

And I did a webinar, I had a sales page. Of course, I hadn't created the course yet, but I had a sales page. One person bought and that this is like two or three days into the launch and one person has bought and had 600 people on the webinar, so it was obvious that something was off and it was not working.

I responded, the person. But you know, I'm a turnaround expert myself. I was like, we must be able to turn it around. There are people still reading my emails. They must want something from me. And then we came up with one of my best emails where I just listed all the things I've been doing the last nine months.

And if they wanted an online business tricks so call with me. And 90 calls got booked and for the next three weeks I was crazy busy talking to all these people. Yeah. And I was fully booked for the next six months.

Teresa: That's crazy. That's so good. And that was then going into one to one. So you, cuz you now have a mixture of, online products, and this is, this is the interesting thing, isn't it?

I have obviously membership and courses and things and I do one to one as well. And, and I class it all as online cuz I'm doing it online. Although weirdly, not weirdly, it's amazing. Someone's flying over from the states to spend a day with me, which I'm like, Wow. Like not only are you paying to be with me for the day, but you're actually flying here, which is crazy.

I'm so excited that, so, so yeah. So now you have, tell us about how the business looks today.

Sigrun: Yeah, so, uh, I was doing one on one a little bit against my will, you could say, because I thought it was scalable and because I had been running businesses before, and one of the businesses that I run in the past was a website business.

And the only way to make more money, you know, assuming that you have enough clients out there, was to hire more programmers. And I decided, one day, if I ever have my own business, I will not have a business that's so based on ours. We were selling ours, and literally now I found myself having great success.

I was making more than six figures with one on one only, but I was still selling my time and I've quickly wanted to get out of it. So in my second year of business, I started the coaching program, and so over the span of 12 to 18 months, I created three level of what I called masterminds, but to be honest, they were probably more like group coaching programs.

And I started to, you know, replace the one on one in terms of revenue. I still had one on one. It was a 2017 in my fourth year of business that I really created a scalable signature online program, and then I started to face out the one on one completely. So I haven't been doing one-on-one really since 2017, but there is a lot of access.

You know, some of my programs there maybe just eight or 10 people in the program, so they do get a lot of access to me. Yeah. So then in fourth year of business, I create this 12 month program. And I also, like, I had this great vision for the program. People come to me and in 12 months they learn everything they need to know in online business.

As experts, we think differently than our students. So we sometimes not always know what's best for them. So I had to make much mistakes. So lots of people bought the program. I thought it was great success. One and a half years into the program, I start to see what's wrong with it. 12 modules in 12 months.

People don't do the work, like people don't have the stamina for long programs. Not in the beginning. When you have beginners, you need to have shorter program. The more beginner the short of the program, when people are more advanced, longer programs, then people want six or 12 month program. So I find myself with big beginners, and I call them sometimes advanced beginners, people who have kind of started to do something in online business, but they haven't had great success yet.

They were in this program. And they're just watching my videos and not doing the work. And I, I got so frustrated. I got frustrated with the students, but also with myself. Like, who am I to sell this program if they're not doing the work? So I must change, it's my fault. I have to take responsibility. And, you know, I didn't have any regrets.

I hadn't done anything like wrong. Not knowingly. Not knowingly, but I figured out there must be a better way. So I said I'll do some sort of a challenge, like have them do some work in the summer, and specifically the summers were frustrating to me because in Europe, Women just take off. Yeah. You know?

Yeah. They take off for 6, 8,10, 12 weeks. Yeah. And they don't work on their business, so no wonder their businesses stay small or there is not much business when they come back to the fall. And I was like, Ooh, I'm going to make sure they don't take a break in the summer. And they actually do something and that's when I came up with a brand new program.

First I just ran it for my students in the program. And I called it some summer school. The program was called Sumba on i b. And it was everything that I hoped for and more, I decided they would create an online course because I thought it would be best. It was like an asset to something tangible.

After the summer, they have a core. Now they're more excited about continuing to build their business. And so I just seated this program, I really hadn't created it. I just knew they want that and then I would have them create a core. And 124 courses got created that first summer courses that would otherwise not have been created.

And people who had been in my program for six months were finally taking action. And I was exhausted after the summer, to be honest. You know, I was very proud but exhausted. And I said, where do I take my business from here? Now I've been four years in business. This is like, no, this is my fifth year, sorry.

This was my fifth year in business. And I was like, what do I do now? Like my best program is a precal inside a paid program. I wasn't ready take a decision yet. I was really just exhausted also myself from running this alone. I had no, no team really. And then the following year comes along, 2019 I started getting messages and emails if I would do it again.

And I just got exhausted thinking about it. So I sent a heart fills email out to my student who had been in the program and said, I need some volunteers to help me run it. And 40 people, 40 people filled that form. And I thought I said 40 people is a little bit too much. So I accepted 20 and we did it again from the summer school.

This time, 264 courses got created. And again, it was a challenge within a paid program. So I still hadn't solved, like, how do I do this? But right after the program, it was clear to me like, this is it. This is my signature program. It's a 10 week program, it's not a 12 month program.

Finally, it got people to take action. It was not too long the program, you know, they can work. You can work a little bit harder for a short amount of time, but not for 12 months. And we had a lot of accountability, we would check on people, make sure they did the work. So in fall of 2019, I shifted and made this my main thing.

I still kept the 12 month program like a backend membership. Yeah, so I do have a membership, but it's not public. And so Kickstart, now it's called Kickstart. This thing that I created and now I love the story because it what created organically out of frustration. It was opposite of what I saw was wrong, like you see in the industry.

I, I thought I was creating a great program. I was basically emulating what I thought others create and I had to find my own way and that's great, but you cannot do it in the first year of business. You have to dive in, you have to do what you think works. And then you'll figure out with feedback from students and your own observation that there's another way.

There's your way of teaching. And I felt so good that I had found my way out. I was like, yeah, I like to, I like to push people, I like to motivate them. I like to kick them in the box, so then kicks that, what's perfect. And so that's the first program, then I recommend everyone go, go through on the journey that I offer them.

And then I have, and then I have a 12 month group coaching program. But we've gone through Interesting there. And this is fairly new this is the first time I talk about. Actually, it's not on my website yet, so nobody knows it. But the thing is, before we started to record this episode, you were like, oh yeah, are there any painted I notice.

Even though that people are a little bit further in business, 12 month program, is a huge, both investment financially and time wise and the trend I am seeing what was easy to sell before as a 12 month program, now you have to offer people to maybe join for three months or six months.

It could still be the same program, but you offer people to join for shorter month time and they basically then can opt for you know just continuing. And when I was thinking like how do you do this best, is actually having the three months fairly high compared to the 12. So you are having them invest more.

Otherwise it's unfair to those who are willing to invest for 12 months. But after three months you can tell them, Hey, You can now pay the difference, or at least you get, you know, a fair offer, for the next nine months. So this is a change that I've been seeing last one or two years, and now specifically with the economic situation.

You know, people are not stopping spending money, but they're more careful. So if someone has the option of three months versus 12 months and I'm spending maybe one third, even if it's like one fourth of the time, but I'm spending one third, that sounds a better deal right now to test this coach, to test this program, and that's…

And the cool thing about that is that we are seeing upfront payments on those investments versus on the 12 month people up for the payment plan. So if you're thinking as a course creator, this is a smart thing to do because cash flow is key. And then I have a final program on the top for those who wanna make the million Red Circle Mastermind.

Teresa: Yeah. I went through, I had to look at it actually, and it looks really good. And then I looked at your, you did a retreat or something with them as well, and that looked amazing. But I think you're right. I think especially now, people are nervous to invest. I know. And you are right. You know someone just agreed to fly everywhere with me for a day.

So it's not that there isn't the money, it's just the how we package it up and how we look. And the other thing I think is so important, and you must have found this and I'm interested to get your take on the online space, but is I don't mind. And I am happy for someone to test me out, for someone to check that I am the right coach for them.

I show up the way I say, I show up that I am the type of person I say I am. Because there, I think, and like I said, I'd love to get your opinion on this. I do think there are a lot of people in this space who, who don't quite match up to the, to the presence that they're showing, or it doesn't quite live up to expectation. And I think a lot of people have been burnt by that.

Sigrun: Yeah, it's beautiful now, we were recently doing a smaller launch and a lot of people, you know, decided to join us maybe next time we run the program. But the feedback we got, and that's maybe the approach I wanna talk to you about, why we got that feedback is like, but you give some up.

You have such a personal approach. Like they are in, you know, they haven't bought yet, but they're in my world. And they are convinced that this is the right next step for them. Maybe they need to finish another program. Maybe they need to save up or whatever. Whatever they, they will come when they're ready.

And I'm not in a convincing business if it's not the right time for someone, it's not the right time. But I will of course tell the story where I think I'm never ready for anything and I still jump in and all that stuff. I really think what is so important to do now is to scale intimacy.

And so it is a bit back to the basics. I think when we talk about online business, 2014, 15, I guess I was like hugely influenced by this and I thought, oh, I don't have an online business. If I don't have an all like court, oh wow, I don't have sales funnels. There must be something wrong with me if I don't have sales funnels all automated, then I have never had really sales funnels to be honest, I have never had automated courses. Everything I have offered has had a touch of, there's a Facebook group, there are coaches.

Teresa: There's a live element.

Sigrun: There's a live element to it. And I just saw myself that if I buy a self-study course, I will buy it. I will open it up. Maybe. Maybe. But that's it, nothing happened because there's no accountability. There's no people to meet. There's no one to discuss. There's no, no one that really can answer your question. And notice that you know I love launching, but launching has also changed in a way that we do a lot more to try to get in touch with people.

So one of the things that I, and this is before we were in the situation, we find ourselves and this year, but I, I already started it last year. So at the end of it's year, I love telling stories and I started many years ago to send out email, year one, year two, year three. Those people on my email list, they would have like a, I don't know, it's like a little blog post, but like what do they do in year one? What do they do in year two?

So because on your email list you might have upgrade beginners and they are fired up reading about year one and two, and then there are people for their business and year two and three sounds three and four sounds exciting to them. And then people even further than I think, oh, I think year six and seven.

So I started to write one email per year and the beginning was cool. I would do it be when Christmas and New Year. And then the emails became more than the time between Christmas and New Year. So I was like, how do I do this? I was, I was getting into first year, I was like, this doesn't make any sense.

So it's said to my team last year, we are gonna do this middle of December. It was completely different. I had always done this after Christmas and, you know, December 27th and then into the year. I was like, I'm gonna do different this time because it's now eight emails. It's like, how do I fit this in?

And, you know, sending daily email, then you are not really selling anything. You know, it's, but almost no unsubscribed because you're telling this story or how I build my business. But what I added to the email was always a reply to me. Call to action. And different call to actions, you know, depending on what I felt was right for the email.

And people would write back their story. And I had a team responding personally to each person. And within a few days we had 300 replies and sometimes the same people. And then, you know, and then we tagged them. We tagged them in our system and said, Hey, they reply to the year end emails, we call them.

Yeah. And then we launched a month later. And the progression from these people was the highest. You don't need, you know, when I'm launching, we try to get 10,000, 15,000, 20,000 leads, but only the couple of hundred actually responding to you, or even just a few dozen? Yeah, it's the people that respond.

It's, it's the quality of the lead. It's not the measure. So yes, I love launching, but we have, I call it the ping pong strategy, you know? Okay, ping pong, like table tennis, you know? They reply and they say something and I reply back and you don't cut, cut off the conversation by saying, oh, I have a program for you by here. Here's the link. No, no.

It's only once they say, I would like to join or where do I get on the insider wait list, then you share. It's like really, if you're talking to a friend, would you go to a friend and say, here, buy from me. Here's the link. Without them having a conversation first, no. And I felt the online business was going very much that route of, yeah, hey, we would just wanna sell the thing.

And I'm like, No, it's a relationship. We need to build it up. Even if it's, you know, and let's say scaling, I'm not replying to those emails, but I read them all in Slack. We have connected our help desk and I see every single email that comes in, but I do not have time to respond to hundreds of emails. But they are responded to a way that, you know, feels right to me.

I have a brilliant, they are even better at responding than I would , you know, some of my team members. Yeah. But this is just one way of really going back to basics. What if we didn't have the internet and all these tools that we have, how would we sell? We would build a relationship and then when the person is ready, they say, okay, where is this thing? I want to buy it.

And how can you take that into email. We love doing it over email. I think not enough everybody picking it on social media, but I find email to be best for me. Yeah. It's a best tool to have this conversation. They're more thoughtful. The responses I feel, than over dm. We offer DM as well and that we also use heavily when we're promoting something.

And the Lakers launch I did, I even was very direct. I said, we are promoting this program. You know, I hadn't opened the doors yet. I said, we are promoting this program, we will be opening doors soon. If you are curious to know more, or you even maybe know that you want to join. See on Instagram.

Then we get the hot leads. They tell it themselves that they want to know more, and this is so easy. This is not salesy. This is so easy. This is just a bit like, let's go back. You can't automate everything and people don't want it anymore, you can automate something else. For instance, when I have someone schedule a call with me or you know on the podcast you can have, if someone books a call, you can all automated and a Google Doc is created and this person is notified, that's great and we can all do that. But we cannot automate the human to human connection.

Teresa: No, and I think you're right. And for me that's something that, that I'm looking at more and more. I've done a few in person events in the last year and a half. I've got three plan for next year just because there is nothing more valuable, not only from a, an experience, my experience and how I do it. You know, cuz I like being in a room of people. I like feeling the energy from them. So I love that.

But also what happened at my first, well I did a couple of real VIP events, then I did a more general event. And when I did the general event, I didn't realize the power of having my audience in there mixing with newer audience.

So I'd got members who had been in my world forever and them talking to these people who, maybe this was the first thing they'd seen me do in person might have been the first time we'd met. And the conversations that happened in that room were just phenomenal because it was like so natural. So, It was just, it was just really nice.

And they were like, if you love this, you're gonna love the club. You're gonna love doing this. And that was just, if you were looking at a sales tactic like that was not what I thought, but wow. It was a really, really good thing to happen. But again, I was really comfortable with that because they were sitting in a room with people who work with me all the time, and I'm stood in front of them.

So they're getting to test me out. They're getting to see how I am with my members and how you know, how well I know them and how much you ever laugh and all that kind of thing. So I think you're right. I think that person stuff is, is huge. So you have had the craziest last few weeks with some very exciting things. So firstly, you have launched a book, which is very, very exciting. So tell us about your book.

Sigrun: Yeah. I decided to write a book about my course, this experience that I shared before, like how did I come up with this course and what are the steps? What are the steps that kickstart your online business? That's basically the name of the book, but you know, the book writing a book was inside of me for a long time, and I know that you've written a book too, and I think I was six years old when I thought I would be an author.

It took me a few more years to actually write a book and I always thought that my first book would be this map book about how to be successful in online business. But then I thought, oh, I might be making the same mistake as I did with my 12 month course. Because I know, I know that book will come because I feel there comes a book where you kind of wanna summarize your story and your program or whatever, or just generally online business from my perspective, but I'm so glad that when I started to explore how to write a book, finally. I've been trying to do it on my own, didn't work. I had to hire a book writing coach. He said, write a niche book, like very specific. And I was like, I'm so glad I did. It feels so right and this bigger book can come later.

Yeah. And so I just said, okay, what is the, you know, what do you write a book about? It's typically the entry point into your business. And I was like, well, then it's about Kickstart my signature program, because that's where I think most people should start. And it was so great to be able to share all the stories from the women all the way back from 2018, 2019.

Some of them are making million dollars. Now, if I written the book, if I had written the book sooner, my success stories would have not had the same like stories because about what happened in 10 weeks. It's about what happens afterwards, like how did this 10 week course change their life and businesses and how are they doing today?

So I love doing that and I just finished recording the audio book. I'm so excited and that was a great experience as well. I recorded the book myself, but I got a, a team member who is a half British half German. It was good. It was important to me that she was a non English speaker as well, and she reached all the success stories.

So we have two voices in the book. I was amazing. You know, it's so, so much support from the community and without asking people, people were in the program 2018, 19, they shared online, they wrote their own version. Like, oh, this is the program that changed my all and business journey.

And now there's books. But a lot of people ask, like even you're telling the whole, you know, past in the book, why would you do that? But that's exactly what you said before. People need to test you and try you and if someone reads the book thinking like, wow, she reveals all of this in the book, but we know it, they still need how to get it done. Reading the book is the same as implementing.

Teresa: And do you know what? I have read so many books that I have, like, you know, so let's take building a Story brand or other books like that, that you're like, gosh, this is so good. Yeah, it doesn't mean I'm putting it into practice because like you said, it's a book and we're reading it. Whereas, we'll need that help, we'll need that accountability, or we need the practicality of putting it in our situations, in our life, our business.

And that's the other thing is that I think sometimes when people get scared that they're given too much away. Actually, you're giving away what you decide to give away and you're giving it away from one point of view. You might give some examples of how it worked for this person or that person, but ultimately it's just one point of view.

It's not personalizing. And I guess the difference in the online business and the, depending on the kind of structure of things is that we get to personalize it to the people sat in the room type thing. So one question I've got about. The one thing that I've always seen that's been a kind of key thing for an online business is having that audience.

And I actually like, because I'm in the UK, I think it's harder for me to build an American audience where the bigger audience is, cuz it's a much bigger country. So how did you build your audience? How did you get in front of the right people? Because obviously you have a really good audience now and obviously you're not in the states, so how did you do that?

Sigrun: Yeah. Yeah. I'm based in Switzerland. I also live in Iceland, and I, I knew I wanted to build a business in English. I preferred the language over everything else. I speak fluent German, but also Iceland. It didn't sound like an option for me. 380,000 people there, but I thought I would, be able to target US, Canada, UK, New Zealand, Australia.

But the interesting thing, yes, my email list was for a long time, 50 50, 50% American and 50% European. But most of my clients are based in Europe, continental Euro. I would say 70% of my clients are living somewhere in Central Europe. They have maybe lived up or they have this international exposure, or they are an exta or you know, they, they don't live in the country where they were born.

There are all kinds of reason, and I'm like, I'm appealing to this audience because I'm a non-native English speaker and I am based in Switzerland, so I was huge German speaking. They are based in Germany, Switzerland, Austria, also Eastern Europe, Poland, Czech Republic, also very big audience.

So it's kind of like, what's different than I thought? And yes, I do also have people from US and Canada, but really a small portion. Uk also a few, but not so many. So I think it's easier where you actually are based for a weird reason. Even if it's an online business, it's somehow that feels, people feel like, Hey, I could drive to her, or I could take the train. It's not so far away.

And I was like, this is so odd. But even, you know, Scandinavia, I thought, Hey, I'm from Iceland. I must be able to attract a lot of people from Norway then where I can like, No so much. I do have several of those, but it really, the closer to me, I have clients that are literally in the next here in Switzerland.

Yeah. And it's so funny. So, it developed differently than I thought, and once I realized this, well, it's easier for Facebook targeting and all older targeting to. But it also comes from, you know, we think online business is like, Hey, you just do ads and then you, I did a lot of ads in the beginning and I still do, but they work less than they used to.

So I write line more on affiliate partners now and that exactly. You know, I have one superstar client may be in the Czech Republic. He brings in hundreds of clients then. So that's, that's how it kind of, the ball starts to roll and it's got nothing to do with Facebook ads. So now it's like, really, if someone is a huge success story and they want to be affiliate partner, that of course great because then it's a win-win situation. They get a, a very decent commission and, and I get people from these countries that otherwise I would not have appealed to them directly.

Teresa: Mm-hmm. . Yeah. Yeah. Yeah. That's so good, isn't it? And I think, like you said, it is interesting, it always surprises me how even though I'm an online business, there are so many people who live literally minutes from my house.

It's really, really funny and, and I know in my small group coaching program, we have got together and literally there's some up in Scotland and there are some a bit further away, but the UK is not that big. But there are some that are literally like 10 minutes down the road. It's so, so funny, so funny.

Okay, so the other exciting thing that I wanna talk about before I let you go is the fact that you went to Necker Island. Oh my goodness. How was that?

Sigrun: That was amazing. Something that I thought would never happen. I, I didn't even put it on my wish board because it sounded so absurd. But I remember 2006, I believe I read one of Richard Branson's book.

I think there was called Screw It let's Do It. And, but I had to reread this before the trip because I had forgotten what was in it. So there was a new version, but you know, never in a million years I thought like I could meet with Richard Branson. Maybe I had put Ultra on my vision board and actually I've been to Oprah event.

I didn't meet her like in person, but I was at her, one of her life events some years ago. Yeah. But when this opportunity came a couple of years back to, to go on a, a trip, it's like a charity trip through Necker island. I was like, yes, yes, I wanna do it. And then, you know, the pandemic was, and you saw this also, this started to sound like, okay, it will not happen.

It's all gonna, you know, not work out. And, and then you're suddenly there and I'm rounding to finish reading the book again on the play. And I was like, yeah, I wanna be prepared. But it was so cool to, see you know Richard, but also just the island and the staff, and they are like one big family and there is this service mindset like no other.

And I think that's a huge lesson, kind of like. You got this welcome feeling instantly when you arrive. Welcome to Necker Island. And I was like, oh, can you say that again because I did have to on video and then we said it again. Welcome to Necker Island, and you know, there is this service mindset. I don't know, it's, it like hard to explain, but I think you get it.

It's like the stealing off. They're there for you. Anything you need, literally anything you need. If I wanted an Icelandic hamburger at midnight they would make it for me, but I didn't, I didn't even have thoughts like this.

Teresa: No, no, no. Cause you wouldn't.

Sigrun: No. It's like, why haven't make an extra effort. But yeah, it, and then of course Richard, I think we were lucky in many ways that this cut on couple of years because we find himself being 72 years old, it's, it's right after pandemic. He seems to be traveling a little bit less. And therefore he was with us every single day. And normally that that is not the case.

And we, we saw all these different sides of him. We saw him play tennis and he would take time to, get to know you, ask you what your business is and, and then, you know, talk about his different projects. He is more into the nonprofit side now. I don't call them necessarily charities because some of them are about building up leaders.

The leaders of Theuse Here he has the elder, that's a group of 12 people that he feels was, are doing a better job than the UN because the UN has the veto of the bad countries. And the elders will be thinking about collectively what's best for the world. And it is impressive when he says, for instance, this is also in his book, but he also repeats what a lot of it what's in the book.

That's his stories of course. His biggest regret is not to prevent the Iraq war, and you're like, wow. He could have prevented the Iraq.

Teresa: Yeah. Yeah. Like it's almost a bit of a shocking thing to say, like, yeah. That's so odd. What was his, did he give some like caveat as to how he thought he could have done that?

Sigrun: Yeah, there was a president for removing a crazy leader of a country, letting them step down in a good way. A good way, in a way like for them, like they wouldn't see to be losing something. And this had happened in DPI believe before. And now we were talking about Iraq and there were discussions and Satin agreed to step away move to Saudi Arabia, I think, but only of course if it's done with dignity for him. So it meant there would be a plane coming with Nelson Mandela and Kofi Aman, and they would, you know, with dignity, remove him, you know? He would leave, of course, on his own term and he would move to another country and we would prevent the war.

And they missed out on one or two days. It was just like, you are in front of this man and he is, to me, the ultimate life skill entrepreneur. That's another thing, you know, lifestyle business. People think, oh, if someone with a laptop, but a be and they will work a few hours, I think nobody goes with a laptop but a be unless you wanna ruin the laptop.

Teresa: Exactly. I say this all the time. Exactly. You'll get sun in the, you can't see the screen. Ridiculous idea.

Sigrun: But the ultimate lifestyle entrepreneur to me is Richard Branson. He has actually, never really worked in an office. Every, everything if you read this book, you know, you read this book, it's fascinating.

And of course if you ever have the chance, try to get Necker Island. There lots of that goes there. Um, and so he talks about, you know, working from the basement of this and working from his household and now he works from Necker Island. He wakes up at 5:00 AM in the morning. I couldn't do that I'm not an morning person, but I totally, totally get it.

It's, you know, he basically, collaborate with his people in the UK and then when it afternoon for him, you know, it's evening for them so he can then play tennis or go to or whatever. Yeah. So he works a few hours a day and he does a lot of sport and I think that's where I walked away.

I'm like more, he played tennis twice a day. And he is way fitter than any of them. You know, like, and he's 72. He has, and you could say, oh, he has a fitness trainer and he has a tennis trainer and he has a nutritionist and everybody just on this island making sure he fits and he has his blood every six months and adjust his diet to his blood.

He wants to live as long as possible and that's what you can do. And we can all do it, we don't need the personal trainer. And yes, okay, the blood test, we could do that too actually, but it's really about, are we taking a half an hour a day or an hour a day to be fit? Because he said, if you're not healthy, what's the point of all these?

You haven't got a business, you haven't got a life. And I was really touched by how fit he was and how he talked about health and health being a priority. And I'm sure in the beginning when he works 2030s, it was probably not, but the priority. I didn't read in his book that he was a 40 person back then, but I think at some point he got it.

If we wanna live long and have a healthy life and not be sick and be in bed when we're in seventies and eighties, we gotta take care of our body. That's, that's our engine and it's gotta be fit. And still eat parties and drinks alcohol, so it's not like you have to be boring.

Teresa: Yeah, it's not like, yeah, exactly. That's it, that's his life. But yeah that's so good. That's amazing like, I know a couple of people have been to Necker Island and it just yeah, it's almost like one of those things, exactly like you said, you wouldn't even put it on your vision board because you wouldn't think for a second that you're gonna go and meet him and and hang out there. And how many days were you there for?

Sigrun: So with five days in total? Yeah. And it was absolutely amazing experience. But after five days, you also think like, I really don't wanna live on island. It's a really small island. So you've seen everything. You've done everything and you just take with you this energy of like, okay, how am I gonna change my life?

Like, can I think bigger? That was really also the impression I have with Richard. Like there is a story of he wanted to have the video screens and the seat of the plane for Virgin Atlantic and the investment was 10 million and he didn't have 10 million. So he goes and talks to some banks and sees if we get a loan for 10 million because he wanted Virgin Atlantic be the first airline to have video in the back seat.

Well now it's outdated because we have iPads. But back then that was a super cool face. And he, you know, he knows what works in marketing and branding. He's experts with asset like this. .Nobody wants to give him a loan. So, and this is where most of us would just, I guess, give up and wait and you know, I'll save up the money or whatever.

No, he called up Boeing and asked if he could, if he would buy new planes, if it would throw in the video screens for free. He got a loan for 4 billion to buy planes, but nobody wanted to lend in 10 million for the video screen.

Ah, that makes sense.

Teresa: Can I think like this, I ask myself, I'm not sure, but I wanna practice. I wanna practice thinking so crazy if this thing doesn't work. What if we do it completely differently?

Yeah. What if we just ticked it on its head and tried the other completely different angle at it? I love that. That, that's so good so good. So this has been so much fun. Thank you so much. I have seen you in follow, in fact, as you and I met many years ago.

I think at one of James Wedmore's events in Laguna or somewhere like that. I think you were there and I think we met Ben. So it's really lovely actually to catch up again and hear from you and see all the cool stuff you're doing. Now, obviously we're gonna link to everything in the show notes, but is there anywhere particular that you hang out that you would like people to come say hi to you?

Sigrun: I am actually diving into LinkedIn. I, I'm not such a video. I'm not such a video person. I like texts and images. So yeah, LinkedIn, you could find me LinkedIn, but you can also find me on Instagram and of course, check out my book on Amazon.com.

Teresa: Absolutely, we will link to it. Sigrun thank you so very much.

I hope you enjoyed that interview. I hope it's given you lots of ideas. And if you're ready to plan your 2023, then make sure you join me for my one off special workshop that I'm holding on the 30th of November for three and a half hours where you can plan your 2023. Look at your goals, align with your values and who you are, and also do the strategic side of actually putting a plan in place for 2023, including a bonus call in January with me.

You can find out more information at teresaheathwareing.com/2023 until then, have an amazing week and I will see you very soon.

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