Trusted Authority Live Event in San Diego, I gave a presentation that has been years in making. I truly believe this is the most important talk I’ve ever given, because it goes to the heart of what causes a business to shift from being “just another business” to a movement or a cause. I had several attendees come and tell me that it was the most powerful presentation they’ve ever seen since starting their business, because it finally uncovered the missing piece for them. How do some companies generate the kind of loyalty and fanatical following that make people line up in terrible weather overnight, just to buy their next product at full price? What’s the critical mistake that most businesses are making in their marketing when it comes to connecting with their audience? These questions have fascinated me for years, and in this keynote presentation that I gave, I bring all of it together and reveal how you can turn your business into a powerful movement that people want to get behind. This video is about 70 minutes long, but if you’re serious about building a long-term, sustainable business, you CANNOT afford to miss this. Set some time aside and watch this video, because I think you’ll find it’s worth your time. It gives you not only the framework of creating a powerful movement, but the 4 key questions you MUST answer in order to make it happen for your organization. This presentation was inspired not only by the work of Simon Sinek (who wrote the book “Start With Why“), but also by a recent presentation my friend Darren Hardy (publisher of SUCCESS Magazine) delivered. Enjoy – and PLEASE leave a comment telling what you think, and how YOU are going to apply what you’ve learned! ]]>
101 Responses
Gregg, these questions have fascinated as wel, so how we can turn our business into powerful movements that people want to collaborate.
Octavio Urzua
Greg I had the pleasure of being in San Diego to hear this mind changing presentation live. I have returned to Canada with a new vision for Debt Coach Canada -The Health Club For Your Wallet- to bring our message to a much larger community. My team and I are implementing the steps necessary to leverage what we have learned from your amazing teaching. Cheers, Eric
It’s all about the implementation – thanks for your comments Eric, and I’m glad you enjoyed the event!
Thanks Debra – too bad you weren’t there as it was an awesome event, but glad to be able to share some of the experience through the blog.
Thanks for your kind words, and good luck with the book!
Have you ever heard of Art Williams of AL Williams fame? He captured the hearts of people and took on an industry. If you want to some profound wisdom, read some of his works from Pushing Up People, Common Sense, to The Coach. His “Do It” speach is profound. This same kind of heart power is fostered in the new publicly traded company that it became. It will be bigger than Apple…being a part of this journey I too can attest to this heart power and enchantment.
Great job Gregg!
Derek
Saskatoon
Greg, I feel like I’m one of the first to watch this video…couldn’t resist the call of your ‘awesomeness’, despite a very busy day. I’m happy and not surprised to say it was time well spent!! Inspirational as always!
It’s amazing to me how much your message is in sync with mine and I love that! My key message in The Confidence Revolution is to know and live your WHY!
It’s the foundation for everything good and powerful and successful in life and business!
When you get clarity on your WHY, you are confident, you are powerful and unstoppable, you are connected with your tribe, and you can become the Authority in your field.
You have a fantastic way of sharing and teaching! Thank you for generously posting this video. I wish I could have been at the event this year (last year was amazing!).
Debra
Inspiring. Thanks
My comment is very short: ” Thank you!”
Great presentation. Greg just said what I’ve been thinking for years but couldn’t articulate. Thanks for that. My WHY? I really do want to inspire as many people as I can to understand they CAN do it. They just need to learn HOW. I hope my book: ‘How To Change Your Life One Day At A Time’ will help people with that.
Its all wrong – the limbic system is the emotional brain – the why is in the limbic system. The second circle. The how and what are both in the neocortex. Otherwise good presentation. Thanks
My purpose was to keep the analogy simple. It should be relatively obvious that I intended to keep things easy to understand, not perfect from an anatomical perspective. It’s not as simple as one brain or the other, since emotions also involve higher level perceptions and thinking. Focus on the point, not the semantics.
Greg, Thank you. Your messages always cause me to have shivers of truth…aka goose bumps…that make me pay attention to your message. And, my message…You have value. I’ll stand on top of a mountain to shout that to the world. I just realized this as my message last week. Many of us do not realize our value. Perhaps it is in asking the question, Why do I want to do what I do? that we find our value. To everyone out there, know: You Have Value. And, the world needs you to know it and share your unique gift to the world. Joy, love, and laughter to you.
Great comments, thank you.
What a powerful message! You accomplished not only “selling” your self but giving me the shot in the arm that I needed today. I have been keeping a personal journal that asks me the why in my life such as: What are my core values? What is important to me? What is my role today? What do I want to accomplish? What is the greatest gift I can give? Why am I doing what I am, doing today?
To help me get clearer on my ” why” the greatest question you asked was: What bring tears to my eyes when I think about it?
One last thought. Who can resist some one who is honest.caring and compassionate?
Thank you your encouraging thoughts, Greg
All very true observations, thank you!
Great video Greg! I immediately started a huge mind map while watching it because so many thoughts and ideas were coming to me. I was inspired by this video and actually have some very interesting things I’ll be doing as a result of watching. Thanks for always delivering amazing content! Ever since coming to your live event (Engage Today) in 2011 with my cousin Daniel, my life has changed in amazing ways. I always look forward to your mind shifting videos. I’m sure our paths will cross again.
Thanks allot Greg!
Jeremy Nazareth
Sorry you couldn’t be there this year, but yes hopefully again in the future sometime! Glad you enjoyed the presentation.
To say I enjoyed this would be an understatement! Thank you!
Thank you Greg there is something that I am very passionate about and keep putting it off for later,because I don’t know how to get started.I have always wanted to have a business in which I can serve and help others through this passion.You have really encouraged me today.I have heard many speakers but somehow you speak to me and touch me.
I know the WHY I don’t know what steps to follow.I am going to do alot of inner searching
because that’s where I’ll find the answer as you said.
So I’m going to start working on it now.
You have really helped me.
Thank you again,
Mary
Glad that this helped give you a bit of clarity. Thanks for your kind words Mary!
Greg,
I completely agree with you. The really large companies are the ones who had a heart centered message. In the end it was because they cared and made a difference in other peoples lives!
I too own many apple products because they of the mission of the company. Thank you for giving me so much insight into how this world works and how to make a difference. You are the first one I came across that I realized does actually care.
You gave me a harvard education on how the to become a heart centered leader. Without your guiding voice I don’t think I would be nearly as far as I am in my purpose. I look forward to continuing to hear what you are up to in your life and making a difference.
I so look forward to hearing also more from “Peter H. Diamandis” and Singularity University – http://singularityu.org/. Will need to visit and take the “Executive Program”. Will be so cool to have a patent and license one day on an invention I created to make the world a better and cooler place 🙂
Thank You!
Jared Knowlton
Peter is a genius and I’ve been humbled to watch how big he thinks, and the imprint he’s making on the world. I believe he’s going to go down as one of the most important visionaries of our generation.
Greg, that was great and inspirational. Thanks
I am new to the motivational area. I have been giving pro bono positive thinking workshops to homeless, recovery and felons in the West Palm Beach, FL area. It fills my heart with joy to think someone might be helped by my talks.
I realize I have to play on a bigger stage to get more people to hear the message I feel so strongly about. You were one of the first people I encountered as I looked on the internet to learn how to communicate my message. I was so impressed by your honesty and caring. This has brought me back to you time and again.
This video capsulizes my passion and intention and I applaud your courage in delivering it.
I fervently believe the very existence of my country, the United States, rests in the WHY.
Thank you.
Hi Tom – thank you for such kind words, and I’m glad to be able to help you as you move forward with such an awesome mission!
Thank you so very much for the fantastic examples, clarification and the steps to follow. Very honest communication, Greg, and I’m all for being honest and totally real in business. Best 70 minutes of my week.
Thank you!
Greg, as always, very inspiring. Thank-you for sharing your wisdom!
Thanks Jason, good to hear from you.
Wao! Men you’re posses today. I won’t asl where all this came from, because you gave us already the answer. God bless your talent! You’re genuine! And I am lucky to be able to understad 90% of what you say. My native language is spanish. But you speak so clear. I would love to have the transcription… even thou i know the ilustrations i will miss. Thank you! Thank you! Greg. I will pass on this presentation to dear people. Aida
Wow! That’s powerful !! I’m sharing this with my friends and rewriting my about page. Thanks, Greg!
thank you -this is important information for me to integrate into my work. Thank you again.
Greg – I “take your shit and yes I actually use it” And “I’m a hugger and always have been”. You inspire me and thousands of other to be transparent. Your “Trusted Authority Course” was the best! Thank you again for who you are! And yes Cooper is a doll! Love the fact that you share you! Thanks for your leadership and mentoring!
Thanks Heather – I always appreciate someone who doesn’t just learn, but APPLIES! 🙂
This was God sent, as we just launched our website for returning soldiers and Veterans.
We were talking about what to give them and how t reach them, I opened my in mail and there it was, the message from you Greg and it could not have come at a better time.Perfect delivery 🙂 Thank You
http://www.NetworkForVeteranSuccess.com
I hope you can use some of my thoughts to make your mission more powerful and successful!
Absolutely AWESOME as usual. Greg you are a true leader!
GREAT content. Heard you at Super Conference and was impressed. Even more so now.
Thanks Alyssa, I appreciate that – glad you enjoyed this talk.
Glenn; you are spot on to say this is your most important video yet. It is and that is from a very high quality selection. Thank you.
I’m long retired and in not-for-profit. I’ll use this to sharpen our “Why” message.
Thank you again.
John Robertson
Greg, great! I am about to start something new, a school of wisdom and creative wizardry. Thinking of names, had been focussing on the what and how, suddenly now you fill me with a new emotion, yet of course familiar in other contexts – the emotion of my WHY. I am now yearning to communicate my WHY in the very foundational stuff – if possible, in the name itself. And like you, to attract people who give a damn, kindred spirits. Thank you – from my heart! – and i rarely say that 🙂
Awesome!
Hi Greg. Thanks so much for sharing this video. I’m taking your shit and using it. Here are my answers:
1. What do you believe in? There’s always a way – possibility.
2. What matters most to you? What are the non-negotiables you’re not willing to trade away for anything?
Progress. Moving forward. Improvement.
3. What makes you irrationally upset? Closed mindedness. ‘Not possible’ mindset. Reasons why not to do something.
4. What brings you to tears when you talk about it? Abandoning control of your future. Letting someone else control what happens to you in your life. Letting someone else dictate what you do. Not having a mind of your own. Allowing yourself to be influenced to do things someone else’s way and not believing in your way and your own personal power. Not being listened to, valued, appreciated, considered. Not mattering. When people believe the only way is someone else’s way, it brings me to tears.
By the way, your comment about hugging rang so true. I got the warmest hug I’ve had in a very, very long time from a friend of yours, part of the mastermind you mentioned in the video, and it stood out because it wasn’t rushed and lasted a couple of seconds longer than I expected it to. A very memorable connection. The surprising thing is, I felt a genuine warmth from a stranger that I haven’t felt from people I consider to be close to me. I’m left wondering if we are becoming more disconnected from people we are physically close to and more connected to people we aren’t.
Thanks again for the video Greg. Answering those questions has moved me another step closer to where I intend to be. Thank you.
Annie
You’re welcome! 🙂
Absolutely brilliant!! Thanks for sharing so much valuable ‘gems’ with us all 😉 Your openness is inspiring!
Thank you Marie. Now go out and apply it! 🙂
Yes. Thank you Greg. A couple days ago I received a massage on my mobile from a fortune teller. She told me that now my days will change and my business will change and i will start now earning a lot of money:) Now I see that this prophecy is ready to happen:)
Much Truth, Much beauty, but most of all, much of the forbidden “G” word, Goodness. A masterful job. Larry Mullins
Hi Greg, i´ve seen so much of your content and i´ve been with you in your programm but this one is my absolute favorite. I think i had great products, and great transformational things to give to people. But i´m stucking in the what and how!!! Now it´s clear. I was trapped! Now i will get free. I love you and your engagement. Thanks from your affiliate partner from germany. In Harmony Heiko Gärtner, Harmonie der Bewusstheit
Very good, you really inspired me to always start my presentation with my WHY.
Pascal L’Archeveque
Forestia.net
I thought I had a pretty good WHY before. But now I can definitely make it better! Thanks, Greg (and Koroush).
I too want to work with people who give a damn!
The way you present information is uniquelly clear, simple and inspiring
Hi Greg,
I’m only a regular subscriber of your blog. You are very generous by sharing this video, which covers the core of a successful business in my opinion. This talk is a masterpiece.
I’ve been reading your blog for a year now, after one of my friends referred you to me as being great.
Always feel gulty for receiving your great content for free.
But you taught us by example that generosity attracts people and create business.
This video has a transformation effect on me, who is trying to transit from a 9-5 profession to a business that I’m passionate about. You taught me to set a WHY much bigger than simply trying to make some money and have more freedom.
THANK YOU!
You’re welcome Helen!
That was an awesome presentation. Very powerful and inspiring. That’s just the message that I needed to hear at just the right time.
Simply Awesome!!!
Greg, your passion and commitment shine through….and you are making a huge contribution to us all. Your content was extremely valuable. THANK YOU.
Wow! Thank you for sharing this. I realized while watching it that I’ve been holding back the “real me” in my business, for fear that others would think I was weird, unlike them, etc. I am inspired to be completely honest about what I stand for and who I am. Thank you for that!
That’s AWESOME and you’re right – you can only be powerful when you are yourself!
Thanks Greg.
This ties right back into the Success DNA evaluation that you gave away for free, that got me hooked on you to begin with.
Purity from front to back is my key to abundant life.
Thanks, Greg! Being authentic and a bit vulnerable makes a big difference in connections. Thanks for the great information!
Thank you for this eye opening material, It means the world to me,
I used to think that marketing was about cheating and misleading so that people buy from you, now I have a new view for marketing, I have always been an Apple fan
You’re welcome – and I know marketing and selling has a bad reputation.. but it can be powerful and inspiring – you can use it for good or for evil..it’s up to the person using it. 🙂
Thank you Greg for your clarity on making a difference in the world, and how to create connection with heart. I am in the spiritual market place and know that I have to share the heart of who I am. However I have been challenged with great concern on the how to, market myself and maintain integrity of my beliefs in the way my image and mission is placed out into the world. Amaliah Grace
When you get clear enough on your why, the how begins to take care of itself. There is a lot of “how to” help on marketing out there – what the world desperately lacks is heart felt inspiration driven by a powerful WHY.
Love the passion I hear. The polite Greg I’ve known in the past is kicking ass and taking no prisoners. I’ve got a huge “why” and think I’m gonna have to do something about it!
After 20+ years marketing small businesses, I COMPLETELY agree that all decisions – for home or business – are based on emotion. Engaging on emotion is the most powerful tool we have as marketers, and yet so often I see entrepreneurs “chicken out” when it’s time to act on it. Thank you, Greg, for putting it in context for us to really examine WHY it engages so strongly.
If only we could inspire entrepreneurs to regularly step up, get past their own worries and serve with abandon – now THAT would change the world for the better!
This was my biggest “take-away” from the even, Greg. What you delivered in this 70 minutes was what I went to San Diego hoping to get from the weekend, although what I thought I needed was a “unique selling position.” You gave me that and so much more right here. Rock on. 😉
You’re welcome Edie – keep up the awesome momentum! 🙂
Thank you Greg! You deliver better stuff for free than most others charge for (and your paid stuff is great). This particular video is not a new idea, but it is very well presented and it will affect how I position and market my products.
That means a lot, thank you Stuart! Very kind words.
Greg, I really appreciate you and your sincerity. I had to miss San Diego and am looking forward to meeting you at your next event. Both Athority Formula and Rapid Product Blueprint have catapulted me forward. Good stuff!
Glad to hear it, and appreciate that you’re taking it and using it!
WOW…very insightful and powerful. Thank you for all you do. I am just beginning my breakthrough in finding my passion and path and this is extremely helpful.
Thank You!
Looks like you took good notes Greg! 🙂
Woo. what a powerful impartion of the tools i needed in my marketing line.
Well done Greg.
It’s a great lesson which gives some insight.People motivated in the most times by their emotions,
and gives rational explanations to their actions.the “why is come from the emotions,but as rhe saying “When your Why is so big, you will see the How “.
Hi Greg …. we have an apple phobia in our home too … and we own an i-phone, macbook and i-pad. I too have a burning desire to help all the people of the world
and I have been doing so for the last 2 years promoting my book MasterMind
http://www.mastermindbyrodalangrana.com / http://newauthoronamazon.wordpress.com
for it is based on the law of attraction and I wish to empower people to reach their
success, heal themselves of illnesses, ideally get what they want and desire
by connecting with God through the pages of MasterMind. Please share if you
feel my cause and purpose is a worthy one.
Greg, you leave me breathless. I know what my passion is, which is why I recently became a Passion Test Facilitator for Adults, Kids and Teens. I am genuinely passionate about helping people live the life they love. I LOVED the Nike commercial that Oprah showed ! I look forward to meeting you someday, and one of my passions is to travel with Janet and you to Uganda and share the Passion Test with the children at your school. This is my small way to help the kids in Uganda play their favorite sport… http://www.thedailynorwalk.com/sports/cranbury-baseball-collects-players-uganda
I love being in your tribe. Just let me know how I can help. Thank you for your message.
Great info Greg! Keep up the awesome work you are doing!
Best always!
-James Malinchak
I took alot of notes from this presentation. Greg you have pulled the rabbit out of the hat yet again and I appreciate your consistency in what you say and deliver. My takeway is that the product comes way behind the emotion and belief that is represented to the audience using the Why.
Hi Greg,
Wow….what a powerful message mate! I don’t normally have tears in my eyes learning but as I watched your message shared, I did, at the ads you showed but also at something profoundly deeper as I have become a dad recently and I have not been living to my fullest authentic potential and when you mentioned little Cooper I unexpectedly had tears in my eyes as I thought of my son Jack and I have been searching for a role model to inspire me….honestly, I have and I genuinely feel right now that your message and who you are has touched this need in me…fulfilled my search and as I sit here typing this I feel a paradigm shift in moving from my procrastination to genuine heartfelt motivation to share who I trully am with our world…..
Thank you Greg for sharing this message at this moment, I deeply feel there is a reason I have received it…..and now to act on it….
I trully needed help to clarify why I am doing what I do in my business or even if this is the right thing for me to keep doing in my life….and I have struggled and procrastinated and made excuses…..but watching your video and more than that….feeling this message…..asking myself these questions and answering them have transformed my clarity in a matter of hours…..I am clear and for this I thank you deeply………….and if I ever meet you I’ll give you one of those hugs you mentioned, lol… 🙂
Kind Regards mate,
Paul
Paul, you’re very welcome. Thanks for the comment, and I appreciate your sharing such a powerful experience. Thanks!
Thank you Greg, Invaluble. Illuminating! I think I can start taking my first steps to write my book and start a business.
With Gratitude,
Louis
Wow that was a great message Thanks Greg! I’ve known my ‘Why’ for a long time and believed that it was not an accepted part of ‘business’ to show people that vulnerable side, even though I just want to scream out the truth about how I feel – I truly believe that everyone has the power to heal themselves once they know what to do and this is what I have been trying to share. So Thanks for the way to do that! Lisa (thegoodwitch.ca) p.s. I’ve been on your list for quite some time and get hundreds of emails from so many people – you really have stood out from the crowd with your authenticity 🙂
Hi Greg,
Thanks for the wonderful message. I’ve always done what I do because I care. As you say, it hasn’t been a big plus in some business circles in the past. Like you, I prefer helping someone to spouting my “numbers”‘. In fact, I hate to be measured by numbers; they are such a small part of the reality. You can’t put numbers on smiles or gratitude received when you’ve provided what someone really needs, or the joy when you’ve provided an “aha” moment.. Thank you so much for your clarity – and for helping me to see things that have been there, never expressed, never given enough thought for expression.
Thank you Greg for keeping me awake until 01:30 AM watching this video. Well, I was not only blown away by your inspiring talk, but I went and buy the Simon Sinek’s book Start With Why and now I’m reading it. Next step is APPLYING everything I learn. Because ultimately not the amount of knowledge would make the difference in OUR WORLD, but the actions that comes from that. And as Einstein says: The ones that have the privilege to know have the duty to act”
Keep inspiring!
The first Canadian who deeply touched me with his generosity, nobility and courage was general Roméo Antonius Dallaire. I watched him on History Channel. Another Canadian who touched me deeply with their ingenious talent is Robert Bateman, painter. And you, dear Greg, is third Canadian who left the same impression on me as the previous two.
All the best,
Drinka Mercep
Serbia
WOW! Heard your teleseminar with T Harv Ecker and I have now seen you on this video clip – Seriously wow! So when are you coming out to Australia?
Greg, I’ve kept this link in my inbox for over a month, since you sent out the email, looking for the opportunity to watch the video. It’s phenomenal…my only regret was that I couldn’t be there in person.
I almost cried when you quoted ” i just want to work with people who give a damn! ” and that you get excited when someone actually takes your material and uses it.
I feel like I’m batting uphill against mass ignorance among so many business owners who just don’t get it, and don’t care, that how they visually promote their business is critical to their marketing, when I KNOW my service can make a difference for them. Thank you for the great message on finding and selling the ‘why’ of your business.
As always your materials are a source of helpful knowledge and inspiration!
Our company’s motto is leave your ego at the front door, being in an enviable position of being invited into clients homes to conduct our business means to me if I don’t convert this enquiry into a sale I’m to blame! Needless to say I work on my authentic personality everyday and people just get me and my passion for converting their ideas into tangible products by listening closely to what fits their hearts desire with a few drawn lines on a page I have set up the anticipation of the final result.
I love your ability of confirming back to me my 25 year old business is still relevant today in this world of technology and that face to face business is so powerful. For the short time I am with them, maybe an hour or two I make it my job to create a bubble with no outside distractions and buy totally into their world. Total absorption and passion for what you do is what I buy from you, I get it, but it is still a rarity to find it within the general population , I have met a handful of like minded people through my work and stuck with one as my mentor, I knew it when I found it, his simple messages changed my life and I followed them hungrily feeling deeply fulfilled with each step….
Hi Greg,
I was there and you are in a league of your own. Awesome! It was great seeing this video again, and reminding myself how important my WHY is in the first place! Very exciting to take and use this challenge to be authentic! You have so many deeper points mentioned in this segment. I had come thinking that I wasn’t sure it was anyone’s business why I pursue my biz from a spiritual perspective, or that no one would care.
What I got instead was that the more I can comfortably disclose my core beliefs that I really want to help protect people’s health and bodies from the environmental toxicities we’re exposed to, so they can live longer and healthier lives. Thereby, increasing their health awareness. Somehow, this added greater clarity of purpose, and a more truer alignment of what I believe in. I believe it’s possible to improve one’s health no matter where they are at on the continuum of health, and that it’s sustainable, with the right knowledge and self care.
Loved the commercials you shared as those were the most powerful examples of what moves us to action, especially the Anheuser Busch and the Chipotle. Those images are still in my mind’s eye now. So now I need to work on crystallizing what type of images I’d like to instill in my patient’s minds further.
It was a great conference and heard so many attendees say one of the best things was that you were there to teach, share and serve, and not interested in selling them something like so many other type of marketing conferences everyone has been to. You are different in this way, and why you deserve to have longtime lifers in your niche/ tribe including me. Thanks for bringing this up for us to re-review. It’s so vital!
Just THANK YOU for inspiring, sharing and being authentic, being you!
Hi Greg,
I’m very glad that I found your video through my Google search on “starting a movement”. I am working towards initiating a few community centered programs to make our world a little better and while I have always presented myself from the perspective of “why?”, your words resonated with me and reassured me that my not being a money driven person was the way to be in my presentation and actions to those around me. Thank you very much for sharing and making your presentation available to the world for all to enjoy and learn from.
Wesa
Hi Greg,
I’m very glad that I found your video through my Google search on “starting a movement”. I am working towards initiating a few community centered programs to make our world a little better and while I have always presented myself from the perspective of “why?”, your words resonated with me and reassured me that my not being a money driven person was the way to be in my presentation and actions to those around me. Thank you very much for sharing and making your presentation available to the world for all to enjoy and learn from.
Wesa