Jairek Robbins recently had an interview with John Lee Dumas (aka JLD), the founder as well as the host of a hugely popular podcast called Entrepreneur on Fire. This podcast is a platform where successful entrepreneurs are interviewed as a way of helping budding entrepreneurs find their own path to success. JLD lives in Puerto Rico and was one of the people who inspired Jairek to move there as well. He has an amazing book out and Jairek asked him a number of questions about this book. We bring you the excerpts.
JR: Where can one find a copy of your book A Common Path to Uncommon Success?
First off, let me remind everyone that Jairek and I are big about giving value to our people, so this session will be packed with lots of value for everyone.
That said, we have amazing gifts for everyone who preorders the book. They will get a mastery journal, a podcast journal and my freedom journal. All these journals are written and designed by me, and they will all be yours if you preorder the book at the link uncommonsuccessbook.com.
JR: How have people been lied to by the so-called “experts” of the online world?
I’ve been at this for a decade, and I am entering my second decade doing this work. I have interviewed 3,000 luminaries. Through it all, I have listened to and learned from the world’s best, including you, Jairek.
What I have observed is that those people I interview are the “sheep dogs” you talked about, those who stand up for what’s right no matter what.
Unfortunately, there’s lots of people out there who are lying to their audiences/readers. They keep telling people that the path to uncommon success is hidden, is a secret and is complicated.
Let me be clear, the path to uncommon success takes a lot of hard work. But, it isn’t a secret, it isn’t hidden and it isn’t complicated. It is a step-by-step path that I have been on, that Jairek has been on together with thousands of sheep dog entrepreneurs.
I made it my mission to show that there’s nothing complicated about this. I spent 480 hours writing this book during my quarantine time. I could have gone with a ghostwriter; to be honest, I interviewed a couple of them, but I just couldn’t go with that option.
I am passionate about getting this common path to uncommon success out there. It is a 17-step roadmap, it is revolutionary, but it isn’t confusing.
JR: Does it cover success based on an individual or does it cover success from a financial standpoint? And, after interviewing 3,000 people, what is your finding on what most people want to achieve in life?
People are after one word, they are after freedom. If you can achieve freedom, what does that mean? It means every day, you get to do what you want, where you want, and with whom you want to do it with.
Because I achieved freedom, I get to do what I want, which is talk to amazing people. Back in 2012, my life sucked and the average of the five people I spent most time with was terrible. Having started podcasting, I got connected to great people like you Jairek, Seth Godin and so many others. The hard work has paid off, and I have attained freedom. I live in Puerto Rico out of choice, and I interview those I choose to interview. That’s freedom.
JR: Can you give us a clue about some of the 17 steps in that roadmap you mentioned?
I will give you everything, because I don’t hold anything back. In fact, when you visit that website uncommonsuccessbook.com, the entire table of contents and chapter overviews are available for everyone to access.
When you look at all those 17 steps and the way they follow each other, you will know that you need the book if the steps resonate with you. If they don’t, no need to buy it! Let’s now go over a few of those steps.
First, let’s look at step 1, which is where most people get it wrong. Look at Jairek, you’re living in your zone of fire. You are living your big idea. However, so few people have a big idea to live. Everyone reading this right now should know that they have a big idea.
The purpose of Chapter 1 of my book is to help everyone find their big idea. People see you or I living a successful life, and they immediately go off to launch a weak, pale version of what you are doing, thinking that they too will find success. What they don’t know is that you and I are living our idea, in the zone of fire.
I teach people to stop being weak, pale copies of others and instead find their own big idea so that they can work towards their path to success.
The last step, which is step 17, is keep the money you make. There’s lots of entrepreneurs making tons of money, there’s also a sad tale since lots of them are unable to keep that money they have worked so hard to get. That isn’t the zone of power, and I want to teach you about keeping your money.
JR: Is the book in an audio format yet?
Jairek, just three days ago, I completed working on the audiobook format of the book. I completed the book itself back in August last year, and then started the editing and publishing aspects of the work. The audiobook took about a month to complete and as I went over the book, I just fell in love with the content I managed to put together, and so I am excited to release this to the world.
JR: Can you share more about the launch?
Let me talk a little more about the steps in my process. Many people think that once they have identified their big idea, then it is time to go. This is a huge mistake, because lots of people have had big ideas before, including yours. This means that there is competition out there. This is a good thing, because it provides proof of concept for your idea.
However, if you immediately get to work once you find your big idea, the competition will crush you.
In step 2 after one has discovered their big idea, I teach you how to find your niche. There’s a niche within your big idea that’s not being served. There’s a void that needs to be filled, that’s being ignored.
I teach you how to find that void. To niche down once, twice or even thrice until it hurts. This is necessary because that’s how you are going to get the initial traction for your big idea, by being the best solution to a real problem in your big idea. Not the 30th or 40th best solution to a real problem, because that gets you ignored.
I will teach you how to provide a real solution to a real problem within the niche you have zeroed in to. This will get your fingernails in there so you can get started on your journey. I will then teach you how to blow yourself up from that initial start.
In my case, I started in 2012 with literally nothing; no one knew my name, I didn’t have any money or any connections. I had nothing. My big idea was a podcast, but if I launched just any podcast, I would get decimated since there were thousands or even millions of podcasts out there already killing it.
I opted to go a layer down to business podcasting. This had a little less competition. But then, I went further down to business interview podcasting, which had even less competition. Admittedly, there are quite a number of successful podcasts in this niche, so my question was, what if I 10x their quantity so that instead of 4 podcasts a month I could do 30?
I looked around and there wasn’t a single daily podcast interviewing entrepreneurs. The day I launched the first episode of Entrepreneur on Fire, EOfire.com was the best daily business interview podcast because it was the only one in its niche. It was the worst daily podcast interviewing entrepreneurs, but I won because it was the only one.
Everyone starts low because you can’t be good at something when you are doing it for the very first time! You’ve got to start in a niche which is underserved, and then be the best from day one. Then you grow, then you germinate, and then you expand.
JR: That, right there, is great advice, John! I remember in my own case, when I first started out coaching on my own after leaving my dad’s brand, I wanted to offer general coaching and nothing happened. However, when I partnered with someone and we super narrowed our niche, we made about $800,000 in the first 18 months of that collaboration serving a specific community of Los Angeles. I was then able to expand my focus thereafter once I had that initial momentum under my wings. So, start when you are super niched, and then grow outwards thereafter!
Let me repeat something which you’ve said right there; you served an unmet specific need in your chosen niche. Each time you do that, you are going to win, no question about that.
JR: Please get into one more of the steps in your process.
Before I get into another of the steps I cover in the book, let me say something about priorities. You, Jairek, have achieved freedom because you just mentioned that you would like to wind up this interview so you can go spend time with your son while your wife leaves to get her massage. You can now choose what you do, when you do it, and with whom you do it. That’s freedom at its best!
The last thing I will share is step 7, which is chapter 7 of the book. You mentioned that we publish our detailed financials every month, and we have been doing this for 90 months in a row. For each of those months, we have averaged a minimum of $100,000 net profit. As I wrote this chapter 7, I realized that our success was largely due to the content I was sharing in step 7. By the way, the average chapter in this book is approximately 3,000-5,000 words, but this one alone is the size of some entire business books at 13,500 words.
This chapter is about making a content production plan, and that’s the main reason why we have made over $20 million in a duration of 8 years. Our content production plan is probably 100 times better than the content production plan of anyone out there. Let me say this, if you have a content production plan, it probably sucks.
I’m not saying this to be mean, but to be honest, my own content production plan sucked when I had just started out. Over a period of 10 years, I have refined my content production plan to such an extent that with just three virtual assistants, plus Kate and I, we have kept this going at the very highest level. However, many people believe that we have this 100-person business because they see us do this webinar, handle speaking engagements, or write journals and books, and so on. The trick is in our content production plan.
When I say your content production plan sucks, take that as a challenge because we all suck when we are starting out.
I sucked for the better part of a decade, and I have put everything I learned along the way into the 13,500 words found in chapter 7. Just preorder the book and I will personally mail it together with the bonuses I mentioned to your doorstep. By the way, this book has been endorsed by Neil Patel, Seth Godin and so many other people I am so proud to say approve of my work in that book.
This book isn’t just out of my head, but it is the result of everything I have learned and practiced while interviewing over 3,000 entrepreneurs over nearly a decade. All this is distilled into the 171,000 words contained in the book, just for you.
JR: Thank you very much for jumping on here to hang out with us. Now I am going to throw in an extra bonus, via a link that I will give to John to add to his page. If you can preorder the book within 24 hours after this interview, I will give you a copy of our high performance program online which has Shawn Stevenson, Wim Hof, Ben Greenfield, myself…it contains some of what students from 120 countries from around the world are learning from us, and we are going to give it to you for free as a bonus. Thank you everyone!
To Your Success,