Business Innovation, Improve Your Business with Strategic Innovation | Tony Robbins Podcast


hey this is Tony Robbins listen thanks
for joining me for this podcast on business innovation my entire passion in life is helping people
to create an extraordinary quality of life that means life on your terms and
one of my obsessions for the last thirty eight years has been business and the
reason is because most of us spend more time in our work in our business than we
do with our children even what do we do with a spouse a boyfriend a girlfriend
are those that we love a business becomes an extension of a person’s
identity and so I found that if you can help someone transform their business to
reach that you transform their life because it’s the place that causes them
to grow and expand and to find a way to add value and my passion for business innovation is
really simple I love seeing people take control of their own lives and create
the life that they deserve by finding a way to do more for other people than
anyone else does so this podcast has one purpose to truly help you create
business breakthroughs the psychological insights that can get you to go to the
next level anything that’s usually a chokehold on
the growth of your business 80% of that is the psychology of the owner and 20%
of the mechanics or the strategies and I’m a strategist and this podcast will
have both I’m gonna share with you some of the best insights and strategies that
I’m aware of in the field but if you’re gonna really make progress it’s gonna
take more than just information that listening a podcast it’s gonna require
some real change and everybody wants things to be better but nobody wants to
change if you really want to take control if you want to make real
progress then let’s begin the journey with this business podcast now Netflix
Starbucks Apple Amazon Costco what do these companies all have in common
strategic innovation all of these companies rewrote the rules for
competition within their industry they found unique ways to provide more value
than anyone else and that’s why they’re dominating but strategic innovation is
different than constant never-ending improvement while you can’t run a
successful business without making improvements its strategic innovation
that will help you reshape the landscape of your business innovation and ultimately take
over your entire industry because the market will always be searching for
something new and you not your competitor must be the one to give it to
them you must always be looking for ways to
create something more new or better than what currently
exists consumers are no longer impressed with any one new feature or service for
very long they expect a constant evolution of improvement or they will
simply go elsewhere that’s exactly why Steve Jobs for
instance held weekly meetings with his operational heads at Apple that would
focus on the latest new products that the company was developing and
envisioned the next steps for each product line Apple was absolutely
committed to strategic innovation and they redefined each market they entered
by creating brilliant products that put the competition to shame consider
Starbucks known for its in-store innovations like the reverse French
press clover coffee or handmade sodas Starbucks is constantly finding ways to
cater to their clients they’re even testing out smaller express stores in
high-density areas to reduce wait times and many shops even have smartphone
charging stations available for their customers strategic innovation is about
standing apart and staying one step ahead it’s about ensuring sustainability
and success in short strategic innovation is power
now let’s hear more about what Tony has to say about it are you ready to rock
and roll well we’re excited because this morning what I want to talk to you about
briefly is this concept of creating strategic innovation innovation
everybody thinks about yeah we got to innovate our product we got to innovate
our service but remember I said all business really is not me if Drucker
said this is marketing an innovation or innovation in marketing you’re creating
something innovating something bringing something at the table that’s more new
alive a reason for people to do business with you today that gives you a
competitive advantage because there’s more added value for them to buy your
product or service than anybody else then you got to market it those two
forces have to be institutionalized in your organization it used to be you
could come up with a killer service you come up with a killer product and you
can run or promote or market that product for five 10 15 years as long as
a great product you could own the marketplace especially if you were first
today market cycles I mean I remember for example in the early 90s Sony used
to have a market cycle where they build a product and they would have about
four-and-a-half year market cycle so in the dirt days let’s say even the 80s
when they’re building like a Sony Walkman when they built Sony Walkman in
those days their market cycles in the seven-year frame then went in the 90s to
four and a half years anybody know what the market cycle is now no there’s a
creative product before they know they got to replace it and improve it and
sell it in that business six months six months they know that if they are gonna
hold on the customer every six months they have to find someone to take it to
the next level and by the way Sony used to do that and they own the marketplace
who replaced them in the sense of innovation when it comes to technology
quick Apple Sony was the Apple but interestingly enough Sony got to the
point where they stopped doing the same level of innovation they started coming
up with products that look different but there was no real innovation innovation
isn’t just looking different innovation by the way can be looking different
looks can be an innovation believe it or not but it can’t be the only innovation
over and over and over again a customer just get used to it it doesn’t mean
anything there’s not enough added value so what is strategic innovation it means
training everyone in your organization to think we have two jobs I don’t care
if you answer the phone or you work in the stockroom or your marketing and
sales or your head of accounting I don’t care who you are we do two things here
we innovate and we market anything you can figure out anything you can bring to
the table that can help us to innovate make our product or service better in
some way for consumers to meet their needs the more we can know about their
needs and the more we can find to meet those needs and anything you can tell us
they can get us out there to educate people about why ours is better anyway
we can get our message out in a unique way we all need to know you need to
reward within your organization now strategic innovation is different than
just constant never-ending improvement cani constant improvement is a very very
important principle if you’re not constantly improving you’re definitely
gonna be passed up by a competition but if you’re thinking about strategic
innovation what it really means to me is Rinat rewriting the rules for
competition within an industry with an area when you change how people compete
when you change the rules you take over that industry you shift
completely the game so in my industry the vast majority people spoke and still
do for one to three hours which many of you yesterday wish I was one of those
people but that’s usually it because what it was is about inspiration right
it’s inspired people and what happened for me is 90% for an hour or 90 minutes
and I was like it’s wonderful that’s a useful tool but you know inspirations
like motivation motivation is nice and it’s like a bath you know it doesn’t lie
ask me you still take a bath every day but my view was how do I get people into
immersion how do I put people experience where their life really changes and so I
change the game and people never even considered saying we’re gonna do three
or four days and nights we gotta go fifty hours no one will sit there they
won’t sit for a three-hour movie that someone spent 200 million dollars on but
I changed the game I changed the rules because once people got the results even
for the beginning it was tough on them by the end the level of transformation
was so huge it changed the rules to change the game it changed the size it
gave me a brand let me dominate an industry cuz when people walk up to me
throughout my life the number one phrase you can see me anywhere in the world
dozen times a day not in December I mean just walking around is oh my god Tony
Robbins you changed my life it’s like how I say you changed me thanks for the
credit I’m glad I helped but they’ll say that like clockwork every single time
that’s different than I like your product that’s different than I enjoyed
your seminar you changed my life that changes the rules for competition
that created a different way of competing I didn’t do it to compete I
did it because my person was I love people and I don’t want them just to be
inspired for the moment I want to make sure they really have the tools the
skills the ability the shift that creates a lasting change in their life
and I wouldn’t settle for anything less so you’ll have to do it to compete you
strategically innovate because you’re obsessed with meeting the needs of your
clients that’s the difference now who’s done this
well Sony did it in a really simple way Sony didn’t come and say let’s do some
research and let’s figure out what product people need next because when
they came out with a Sony Walkman the entire focus in the music business was
on making things what bigger or smaller no when they came out with Sony Walkman
the entire industry is about making things bigger bigger speakers bigger
woofers bigger everything nobody was asking for smaller bigger equal better
bigger equal more money bigger he was more status so what these people did is
they innovated strategically that’s the ability to reinvent the basis of
competition with an existing industry or invent an entirely new industry that’s
what Sony did Morita said wouldn’t it be wonderful if you could have the same
quality music that when you’re sitting here and you’re chairing these giant
speakers when you’re walking around he did not get that from a focus group he
not get that by someone telling him he just tried to figure out what do people
need that they don’t even know they need that’s a different game that’s when you
start to reinvent things otherwise you’re just an extension of everything
else what do they really need they don’t even know they need he really walked
around he talked to people and they talked about much they loved music and
so forth and he just thought gosh people are traveling more and more people are
mobile more and more I’m gonna come up with this idea and so now you think
about the Walkman it’s like this ancient dinosaur right there’s giant thing in
your hand you know compared to this little tiny you know the newest iPod
they’ve got that you know it’s like the size of your fingertip but the point of
the matter is he reinvented he created industry now Sony eventually lost out to
Apple for a lot of reasons and most of them are strategic innovations that
Apple didn’t so he stopped doing it’s that simple so they’re a perfect example
of that process so think of this way if you are gonna really be effective the
secret is don’t just improve change the rules of the game change the rules of
the game you do that the game changes overnight and I’ll give you an example
most of you probably make you stuff Starbucks did Starbucks change the rules
of what a coffee shop was yes or no a little or completely what was a coffee
shop before Starbucks it was a place that you got coffee and what else what
else yeah you got bacon and eggs and sausage I mean you need pancakes that
was a coffee shop true and people got their coffee what they did is they came
along and they said you know what people I notice
the world’s changing people used to go out to work to the bar and they don’t go
to the bar before work it’s like people need a place to go between work and home
to decompress before they deal with what’s at home and they said you know
they want to be social sometimes sometimes gonna be by themselves and
then this man didn’t even create this right how did he have it Howard find or
come up with Starbucks he went overseas he was in Italy and he saw these little
coffee shops these little Bistro seems like wow I think that could work all he
did was model it and come bring it here but he changed the game of competition
he wasn’t competing with Dany’s he wasn’t competing with these normal
coffee shops he was this high-end super expensive you
got an identity by going there you got a social experience by going there you had
a place to be able to go between your life to decompress they changed the
entire rules of competition and by the way he was first the first one not to
ever make one the first one to get in consumers hearts and minds and once he
was first there a bunch of people who tried to copy it they might even have
better coffee but once their first as a brand he innovated first and he branded
first and they own market and by the way how much have they grown how many stores
that they have in 1998 100 stores how many I have now last year the end it was
15,000 stores in 10 years that’s what happens when you strategically innovate
he could never have made a coffee and like made his product better and then
sold and grown like that the easily grew like that as he created a whole new
category that he was the leader at that’s what you have to be able to look
at that’s what I mean when I talk about strategic innovation Nike we gave the
example of yesterday also about what Nike really did along the way first he
sold you know somebody else’s shoes meaning sale night then he lost the
contract which looked like the worst thing in his life I’m losing my product
but what did it make him do it mean creating a product of his own to total
what a sugar must come on guys a sugar a must by the way that’s what the value is
of the marketplace right now for many of you your worst nightmare is if you find
the way to use the demand to strategically innovate if
you do that it could be the greatest day of your life even if right now you’re
scared out of your mind take that fear as energy and there’s not a big
difference train fear and excitement same kind of drive one just has a sick
feeling to it the other has a little excitement attached to it alright but if
you get that thing you just go this the meaning is this is the gift and I gotta
figure I’m gonna use this gift this is demanding a change so what does he do he
innovates he comes up with a product like nobody’s ever done before and it
creates him on this explosive growth now as he wasn’t supposed to growth other
people start to copy what he’s doing and now I need to innovate again and he
doesn’t really come up with much innovation for the while until suddenly
his innovation is the way marketing it he changed the game he no longer sold
shoes he made Nike first of all a sports company he was the first one to sell $50
shoes but he was able to do that because he was also selling you clothing it was
an integrated look and feel and that evolved into selling were a lifestyle
just what right and all of a sudden this lifestyle the lifestyle had all these
members of the community Michael Jordan right Tiger Woods now he started
building that and gradually they built from a sports company that sponsored
events everything else too now there are community how many of you use Nike Plus
some of you run and use Nike Plus I’m curious Nike Plus if you’ve not seen it
you go online you type in you get this little device in your shoe and now when
you go running you can hear your music it tells you how far you’ve been running
you can have Lance Armstrong hey nice job you broke your record
yeah that’s happens at the end total reinforcement you plug it into your
computer and boom attracts everything and you can compete with other people or
you can track yourself you want to play three on three basketball they’ve all
community you want anywhere in the world click on you’ll find people who want to
go play with you that day what they’re now doing is they’re in your life every
day they’re no longer a product you’re no longer a service or a community that
you’re a part of that we invents the way they compete so guess what Nike doesn’t
spend these ads they got millions of people to log on every single day
because it’s part of the ritual of their life that’s reinventing the rules of
competition business innovation try that now come out a little company called scooby-doo shoes
and see well you do know maybe if you well by
finding a niche but you’re not gonna take over Nike all right they’ve
constantly found a way to strategically innovate not just you know make
something a bit better that’s the difference I’m talking about
harley-davidson harley-davidson after you know before World War two after
World War two rather became his giant incredible you know arm of marketing cuz
all these guys you know that where GIS came back for two they through living
these Harley’s and they wanted a Harley and a lot of them wanted an identity for
themselves that they were still a badass and they were coming back to just being
a normal person and they built the culture and that culture became very
loyal and the culture was promoted in movies and it was an identity right all
right born to be wild this crazy outrageous person is totally independent
owns himself as tough as nails totally masculine now they went through this
tremendous growth period and then all of a sudden in the 80s the Japanese started
building much better bikes lighter faster cheaper stronger and Harley
started just dropped through the absolute floor Harley was on the verge
of bankruptcy after being around since the earliest days of motorcycles and
what turned him around strategic innovation somebody came in the new
management team leadership team the CEO gets a lot of credit but was really a
team they say you know what if we’re gonna innovate we gotta say what
business are we really in that’s another way you can find how to innovate you
keep thinking you know what business you’re in you think you’re the person
that builds casinos that’s only one way to look at your business there’s a much
broader version of what business you’re at and I start looking around and saying
who our customers really what do our customers really buy from us are they
buying a motorcycle no they’re buying an icon they’re buying an identity they’re
buying legacy I mean these are not just bikes these are legends and gradually
they began to realize what we really sell at this stage we’ve been around so
long we’re really selling a heritage we’re selling a legacy we’re selling a
lifestyle we’re selling a way to live we’re really selling nostalgia a mindset
because baby boomers they found guess who buys the most number of motorcycles
what age today 38 to 50 it’s somebody about to have or
in the middle of their midlife crisis who says I’m still badass even though
I’m all and they begin to realize that’s where 80% of these motorcycles are sold
assisted here’s what we’re gonna do we’re gonna sell this identity not only
to these people if we want to expand the market between 38 to 50 year olds we’re
so nostalgia some people are gonna ride a bike but they want the identity and
guess how they grew their business like crazy and explain all their marketing
started selling all the clothing like crazy the market became create identity
so I can remember I I never rode a motorcycle
growing up mine one of my cousin’s you know was on a motorcycle we had no money
so I couldn’t afford one but also he actually crushed his leg and that
stunted growth one leg shorter and longer than the other fine every one of
the motorcycles I learned to fly helicopters later on in life and things
like that that’s my idea of really kick-ass flying and then I meet sage and
she says do you ride a motorcycle I go no she goes oh rip the doors off we’re
gonna be the helicopter surfing a little screaming down on the water just as the
curls coming and pull up as the wave goes underneath it but of course she got
motion sickness and threw up so that worked real well so I decided I got this
woman on the LOB with her you know she likes motorcycles and her dad always had
our Lee’s so I reluctantly go to Harley store thinking what the hell am I gonna
do cuz I didn’t have those iconic images in my mind trying to be a badass with
leather and all these good things so I get on this motorcycle and it’s like wow
wow it’s like flying I mean this is really cool it’s a lot like fly is
incredible feel so I don’t have a license I Drive a motorcycle for 20
minutes and a guy I said if I want to see the best motorcycles all at once
because I always want you know the very best how do they do it he said well
you’d go on this incredible rally they do this rally and South Dakota North
Dakota what’s it called Sturgis and he said it’s it’s happening
this weekend so this weekend they go yeah they’re gonna be like you know
400,000 bikes there so I said can you get me a ticket he goes you need a
ticket you just drive in that’s to burn up a motorcycle man on the license seems
that’s the problem I said listen can you arrange for
someone who can rat me a bike he goes well if you don’t have a license they go
come on man let’s make a deal so sure enough he arranges so I fly in my
private jet so I can get on a Harley so I can feel cool right yeah so I fly to
Sturgis a big stage I’ve only drew when these things for 20 minutes I never had
anybody on the back of it I have no license but I’m going to Sturgis baby
and I got my leather jacket and my chaps ready to rock so I get there the guy
gives me this thing I’m trying out orienting line come on hug it on the
back and she’s looking at me like can you really do this and we did this drive
unbelievable drive and with Mount Rushmore and it was just incredible and
then we got there that night and he said they’re gonna be all these bikes and we
got there and they’re probably 15,000 bikes which sounds like a lot but that’s
not 400,000 and by the way Sturgis this little tiny town I think will there’s a
lot of bikes but it’s not terribly exciting your third evening in the only
place that’s the nicest place in town is the Best Western so I took in the best
Western which is probably normally $99 at night and it’s $600 a night that week
and so I wake up the next morning and there’s a half a million bikes on the
road they all arrived that morning you can’t move and I’m out of my mind
then I bought everything you can imagine you know it was the first time I like
people going out with me with a camera going excuse me sir I’m like shows like
like know can we take a picture of your lady it’s a different world
but what Harley did they got a half million people now that are showing up
for these things I mean they transform their business the business exploded
because they innovated they said we’re not in a motorcycle
business right we’re in the business of nostalgia so that’s the reinvention that
I’m really talking about and you can do this in a smaller mind there’s a game
think maybe even a company right honestly it’s not a big name you would
recognize many but I met a guy in New Jersey kept
telling me about which his wife loved shopping at this place but what blew me
away as I was his house and a car showed up to pick her up from the store there
what happens is they don’t compete on price they know everything about their
customers and they don’t even just send this stuff to your house they send a
limo to pick people up and bring them shopping I mean they have no problem
with price competition they’re not worried about you know
recession/depression not at all cuz they’ve just reinvented
the entire way of competing if you look over here out of the Wynn Hotel see
Steve Wynn’s interesting the nos get building these hotels and they sold him
all the MGM and he would built the wind and the wind was supposed to be the
highest and than what she did two point three billion was the first one there on
course 2.7 billion and he changed the entire way of competing he decided what
kind of service is what he was gonna do and he wanted to own the high-end you
know what I found out one of his trip with him and I found out something
interesting he began to realize that all the money 80% of the money is made in
Bacharach and there are 50,000 players in the world that’ll make 80% of his
profit all those other things you do are minor tiny compared to the sales that
they make from 50,000 big whales that they take care of and he won’t have the
richest most exclusive most extraordinary place on earth for them to
go you will do this Madeline Bacharach has the best ratio best advantage you
know the house has the events but it’s tiny it’s the smallest so as Ayden as a
gambler you’ve got the best opportunity but that’s if you play once if I have
the advantage even by 1/10 of a percent you keep playing the wrong you play the
odds are on my side see so he innovated you wait you know
what we’re gonna build the most incredible place even when everything
else is down we’ll get those tonight where else to come here cuz we’re the
place to be reinvented the way of competing you don’t have to go volcanoes
and things like that no something really cool really magnificent but really made
for a different market he said not only who is my customer who do I want my
customer to be that’s the question you need to able to answer if you’re gonna
really be effective as many of you looking at your current customers your
current customers not buying is oh my god what do I do well maybe I need
to get them to buy more maybe I need to get more customers or maybe I need to
get a different kind of customer this is when we start to strategically innovate
as opposed to just improve what we have right now to make something happen
so let me very quickly give you this there are three points I want you to
know I think about when you think about strategic innovation the first one is
you really ideally want to be in a position where it’s at all possible I
don’t care you know what your approach is you put yourself in a place where you
want to be ahead of the curve you want to be slightly out of the trend you want
to at least be on trend but if you really want to be the innovator there’s
gonna be at the front of a trend the initiator if you can of a trend because
when you’re first and you create a trend you become branded and that branding if
you do your job is hard to get rid of I’ll give you an example what was the
first University that was ever built in the United States
Harvard what was the first for example rental car company in the United States
Cret Hertz what was the first soft drink in the
United States Coke by the way I guess who’s still number one in each of those
categories all three of those so that’s been more than 100 years 150 years 200
years simple situations see when you step in and you become the innovator and
you create the category everybody else has to fight for second place or third
in fact Ava’s finally figured away the vacant strategically compete they said
we’re never gonna be number one so they said we’re number we’re not number one
we’re what we’re number two but we try harder they create a new category to try
harder category one number one in to try harder category they may be number one
cuz I’ve been around forever but we’re gonna please you we’re gonna do
something in a different way that’s the way that you differentiate and produce
something you know you also if you’re there first like another example friend
of mine the gentleman Knight financial persons like coach the last 17 years
here this middle man and we’re having lunch when daddy goes here’s my friend
we start talking I said what business she and he said bottled water but I’m
about to get out of it I said oh that’s in sting it was this is like Annie I
think early 90s if I remember late 80s probably early 9:00
we have this conversation he was yeah I said wow what a trend the idea that
people could get us to pay for these bottles of water you know two dollars
three dollars everybody used to drink for three I mean that’s the ultimate
marketing fact coca-cola be like that were making more money some of them were
charging more per ounce for water than for coke more than for beer or Borden’s
milk it was just water that’s amazing marketing he was yeah I
was really lucky though he said I got in a mineral water business right as a
trend happen I said what was that he said when people started saying it was
okay not to drink and he even started promoting designated driver I thought
this is a trend that I think is gonna stick you know I think people are gonna
take advantage that you only have to drink you’re not to feel pressured to
drink I think they’re gonna be look for an alternative alter in the bar and he
said I thought the alternative was this little company I bought for $500,000
called pair yet he bought it for $500,000 it was making a hundred
thousand a year he kept that company for 15 years and sold it for 2.2 billion
dollars because he was ahead of a trend alright he was there by the way you
don’t say give me a middle water most the time they’d say give me a period in
fact Pepsi hates that people still often say can I have a coke cuz they’re first
all right and so in any industry you can do that you know in my industry the
greatest pop I got a speaker’s come up and say to me and I’ll gosh you know
guess what I had these people tell me you know you remind me of Tony Robbins I
think wow I’m really complimented I’m also going great I want you to be like
Tony Robbins that’s a great compliment for me a great compliment for you but it
also comes because I was your first baby and I did my job I delivered to the
category no.1 never done thing like that’s how you strategically innovate
and own something see you got two choices trying to go sell everybody or
have people when they think of the best they think of something they want and
they think of the best they think of you very very different game very very
different approach now you want to be first ideally but if you can avoid it
you don’t want to be the ultimate pioneer in some distances against the
pioneer the Indians usually put arrows in their back so it’s nice to know the
trend is real as possible it’s not always possible but
ideally new to leave the other thing you wanna do ideally is get in the game with
infinite upside getting a game with infinite upside if you’re going to
strategically innovate and create this new product this new service this new
approach to things you don’t want to be in a situation where you spend all this
time and energy create something new that has a limited upside it’s gonna
have a three month outside a six month upside or people gonna do so much now I
didn’t do this because I didn’t enter business and go where can I go get the
largest margin possible as a business owner this is my mission so I didn’t do
that I mean business that I can go sell for 10 times 20 times 30 times women get
the largest multiple I didn’t do that I didn’t look for internet outside in my
case it was just driven by wanting to serve but today is a businessman
entering the business is like going what’s a trend that’s just beginning
that I think has real legs is there a place is there a way to partner where
we’re the leader in that trend but also when that trends not gonna be
short-lived it’s got infinite growth an upside but there’s a real opportunity
then you start to think in a more strategic way is this making sense okay
so now you might say okay Tony this is all cool but how do I do it here’s what
I’m gonna make just so damn easy five little areas that if you go into these
areas you will automatically get the ideas for strategic innovation in other
words if innovation needs to be a part of your life and you’re saying okay Tony
I want to innovate how do I do it if you do these five things or even a couple
these five things you’re gonna find yourself in a position immediately where
innovation will start to happen because your goal is not to be the innovator
your goal is to have an organization they constantly innovate because if
you’re the innovator then the entire business innovation is still dependent upon you but
if you’re the person that’s creating innovation you know by a system you’ve
created then the people can change the environment can change and the
innovation is going to keep occurring so here is the first of the five I want you
to drop these down and then afterwards I’m gonna have you jot down how you can
use these five so the first one is you need to get new voices you need to get
new voices no what does this mean well I know companies one of my friends is a
guy that’s with about six and a half billion dollars he’s a
private manatees in New York City most people don’t even know his name because
everything he does he’s he’s in the background up I have enormous respect
for him cuz he gives away about a hundred million dollars a year
anonymously each year to organizations that he thinks makes the largest
difference in the quality of human beings live like master he did one for a
mentoring organization it’s just a wonderful guy totally private man how
does this guy who’s very quiet he frankly when you’re in a room you don’t
know he’s there at the end of the meeting when everybody’s talked he might
say something he says it real quietly people kind of lean in like EF Hutton in
the old days glisten but he has this incredible ability to take companies to
another level and the reason is he just told me so Tony were the first things I
do take over an organization is I figure out what that organization is what the
trends are and then I go find somebody else a group of leaders to bring they’re
not to run it but because I know they’re gonna bring a completely different voice
to the organization and one example I’ll give you that I know about that he told
me about from a friend of his is remember when IBM grew like crazy they
managed to give away the most valuable thing and their entire life the software
to the IBM PC to Windows I mean think about it here’s the man you know runs
Microsoft this little company this young boy who’s creative and gutsy
he leaves college Bill Gates and he calls the guys throughout the Altair
computer and says you got this computer you got no software I’ve written
software for it which by the way he hadn’t written one line of code and he
didn’t even have access to an alter computer he just believed he could and
he sold them and he got together start writing code writing code and he figured
how to do it and got the thing going and then what was his big breakthrough did
he write ms-dos know how they get em estas someone tell me and his thoughts
which is the basis of making all his money but before he copied Apple’s
Windows it was in the stars he bought it how much anybody know fifty
thousand dollars he bought ms-dos then went to IBM and licensed with IBM to
have to be the exclusive software for all their computers and then for when
everybody knocked off IBM pcs clones became the basis of that just think
about that because most of you of him you think of this incredible
coding genius which he has but he made all his money basically just by finding
a way to reinvent the rules for competition either IBM cell everybody
razors and he sold the razor blades and so IBM to make much money in fact IBM at
one point you remember they were in deep deep deep trouble they brought in a
series of new CEOs to turn things around and they brought in what pronounce his
name was cuz that nerd the gentleman who came in it was like the major turnaround
guy what’s it Gertner thank you and Gartner comes in and sure enough a
gardener came in the first thing Gartner did was brilliant as he realized that
for IBM to change somebody interviewed him in an article that’s what I saw and
they said will IBM be able turn things around will they be able to come back
will they be able to become a force in computers or computer services or any of
that nature he said I have the same question when I came on board they said
here’s how I address that I asked the question of our executive team our
leadership team our management team our marketing team I said this how many
people do we have under the age of 40 who are based on the west coast in
Northern California on our core teams that was the only question else and he
went none he said the answer is we will fail
he said because 85% of the innovation that’s happening in the world is coming
from the location called Silicon Valley in Northern California and it’s my
people under the age of 40 what we have to do right now if we’re going to
transform this company and innovate is we need new voices we need people have a
completely different voice they have a completely different life experience
they will naturally cause us to what innovate but we can’t do this if we’re
like going to visit them once in a while proximity is power whenever you’re
around something day in and day out it’s gonna have an impact on you and you need
to go get new voices so my friend I told you about from New York what he’s
consciously doing is each year even in companies he owns he deliberately brings
in some new key executives constantly if for no other reason but make sure he
gets new voices new voices will cause innovation to occur
it will happen very very rapidly for you here’s the second way or place you can
get innovation new questions new questions give you new what my
friends answers you see a lot of times you’re starting out with a
presupposition like last night when the gentleman raised his hand again and you
know will came over to me initially and said well you know how do I do this when
it’s impossible how do I do this when no one is buying right now casinos you know
not building casinos how do I presuppositions his question guaranteed
he couldn’t come up with an answer the quality big question creates the quality
your answer so I’ll give you one example that’s real fast then you can think of
some your own ideas here new questions would be Bill Gates sockless would be
about new Bill Gates and I’m trying to dig underneath and some of you’ve been
to my programs and he who’s been to date with destiny buddy you’re gonna date
with destiny Wow quite a few so I’ve been a date with destiny you know all of
us as human beings are controlled by what we focus on
whenever you focus on your gonna feel it even if it’s not true so if you focus on
the world’s ending you imagine the whole world’s gonna come to an end we’re never
gonna ever be you know happy times again you see it you imagine you focus aren’t
you to feel it but what controls our focus more than anything else is
questions because if somebody asks you a question even if you don’t wanna answer
it if you keep asking that person just to understand what you’re saying they
have to imagine it they have to go in their head they have to change what they
focus on well the human beings tend to have what I call a primary question one
question you ask more often than anything else on earth and you ask it
subconsciously all the time and be blue today with Si discover it and it’s why
some people for example might go out in life and they make all these great
changes in a never last cuz the primary question they have is
you know why do I always screw things up that’s an unconscious question why can’t
I have succeed or sustain success or how do I make everybody happy all the time
ain’t gonna happen but see they’re constantly asking a question that’s
unanswerable or moves them in a negative location you change that question and
you change what they focus on their whole life changes so things change the
question – how can I appreciate even more all the gifts God’s giving me right
now and that becomes a primary question they walk around in gratitude all the
time subconsciously so since control the way we think whenever
you see someone successful they come up with a new answer is because they asked
a new question what question Bill Gates asked that was different than other
people building software he did not ask the question of himself and his team how
can we build better software here’s the question he asked the exact question he
asked his repeated me again and gave my people on his core partnership and team
he said how can I become the intelligence that runs all computers
worldwide how can I become the intelligence that runs all computers
worldwide and when he asked that he realized all computers have one thing in
common and that is if we’re gonna have a computers me will communicate to each
other we’re gonna have to have common software hardware maybe difference the
software and that’s why I got that by the way that question is also why he was
late to the internet because the Internet is not about controlling
computers it’s a different question with a different answer about networking so
you gotta ask yourself what are some new questions because new questions by the
way will start new conversations and if you do with new people new voices
innovation is gonna go crazy it’s gonna be institutionalized through a question
a third new thing for you as new perspectives new perspectives only
happen if you get yourself in a new environment you know there’s a company
called Nokia many of you know who’s got a Nokia phone in this room I’m curious
now look at those hands Nokia was dominating the market place prior to the
iPhone complete domination of the market place for many many years
Nokia was not a dominant source where’s Nokia based who knows yeah it’s in a
very very cold dark place and Scandinavia on the edge of the Adriatic
Sea and they were trying to figure out what customers wanted by working with
engineers who are working there in Finland and guess what they weren’t
doing so well but somebody the group got smart and said you know what we keep
making more and more technical phones and we keep innovating the technology
like they used to do with VCRs when almost for kids and they made so much
innovation you can use any of it so he said you know we gotta do if we’re gonna
really today we got to know what our customers
want but the customers we want who we want our customers to be we want our
customers to be leading-edge people we want the kind of people that influence
other people there’s people today don’t just want to phone they want an identity
they want to feel different so they sent their engineers these guys that are not
marketing guys because they knew they kept telling them change this but they
couldn’t do it they sent them to three places in the world King’s Cross
Australia the east of London in Venice California and they said go live there
for six months interact with as many human beings and customers as you can
and then come back and we’re gonna redesign our phones and you know what
they all did they all came back and they found the most important changes they
could possibly make to the phone guess what it was collar same thing that they
did with Apple originally they came out with the first ones with a red phone and
a purple phone and then a way in which you could print out off of your computer
a cover for your phone and then they came up with ringtones so you can have a
special unique identity that’s what the engineers end up coming with because
they were given a new perspective again proximity to the customer in a radically
different environment automatically created new answers for them are new
innovations for them and then fourthly new passions new passions listen when
you’re passionate don’t you tend to innovate by your own nature as you’re
doing something you love you’re doing something you’re excited about and
probably the best example of passion driving a company is virgin with Richard
Branson most of what Richard has created his company’s was something that he
experienced a product service heat experience and disliked immensely and
said this is what I want it was totally passionate about it from
where you get to stay when you go at the you know to the airport and you’re
transitioning he’s I want a place where I can play pool I want a place where
there’s a swimming pool I want to be able to have you know massage I want
some great drinks and so he reinvented it you know I would have a bar on the
plane I mean that’s what he did everything he’s done all the business innovation
that has set him apart has been because he’s thought about something that he’s
so passionate about that if he had it woulda light him up like a Christmas
tree and he felt that he’s a representative of a generation he really
is and he’s not incredibly well and finding who I was when I jog down for
you as a new experiments if you’re gonna innovate many of you
don’t innovate because you go damn what if it doesn’t work right I mean I only
got so much time well we have so much energy we can invest so much money will
you start to work on this and it you know right now we got a great business
right here I don’t to mess with my core business you don’t have to keep your
core business where you’re rebuilding you know these casinos but then create
for yourself a couple skunk works projects a couple experiments almost all
the innovation happens at Apple what happened the Mac came from a store
clerks crew a group of people they said you know what we’re building the Lisa
all our money’s going into the Lisa the computer they’re building at that time
but we’re gonna take this small group of people and they’re gonna go work and see
if they can reinvent something with scotch on their own if it doesn’t work
we don’t care we’re gonna try it at Google many of you know people have
about 20 to 25 percent of the time designed for skunkworks to work on some
project they think is worthwhile Google Maps came out of that Twitter came out
the company is building these great resources you know suicides stupid the
project called Twitter and now it’s drawing at what eight thousand percent
you know they’ve already been offered I think three hundred million bucks or 330
million dollars right Facebook wants to buy them and they’re at the beginning of
the beginning of the beginning what’s happening with Twitter a total
innovation you can use these same resources you know Twitter’s in this
example I thought to myself so much tell me why you gotta do this Twitter thing
and I’m like Twitter I mean get a life what I want to type when I’m doing when
I’m doing as I said first of all my wife would kill me cuz we have a private life
as I said oh yeah here we are and Sun Valley and all sudden people start
showing up right I said but second of all it’s like who wants to read what I’m
doing or what other people are doing have no interest whatsoever so my buddy
goes I use a different way so I said what do you do he goes I use it to get
the answers so what’d he mean he goes watch this he goes Tony Robbins is here
with me right now beside me and wants to know I used Twitter and he clicked the
button and in the middle second later there were 35 people just one hey Tony
and what’s your several others here’s what you should do or like all these
cool ideas it’s like wow maybe I’ll go to Twitter councilman’s gonna get
without my name and I did it and I barely ever used it because since my
name wasn’t on ER and interact with anybody and I didn’t put it on there and
it’s like what am I broadcasts yes I’m doing a seminar right
yeah that’s new information for me right but then one day I thought you know
there’s all these people out there and people kept coming up to me saying you
know would you do something to inspire me every day and I’m like you know
another product another service you know I don’t want to commit to that I thought
you know what I’ll just put a quote on my Twitter each name for something just
a simple quote not just mine other people’s it’ll make me look for one each
day to that I like not to share it if I find cool clips every now and then I
share with my friends I’ll share them as well
and I did that 10 weeks ago and this morning with 300,000 people there’s 8
million people on Twitter we’re number 35 it’s like wow this blows my mind it’s
just a fun cool little tool so it wasn’t much of a strategic innovation for me
somebody else created the innovation but sometimes you can use the innovation for
your core business as well and I use it again to look at okay here’s this little
experiment I’m doing you know gosh if this continues maybe it won’t but it’s
gonna use half a million people that I could send a message to three months
from now four months from them at the curb growth rate it stays there it takes
longer but I like the idea I really am passionate about I want to send a
message to people a million people like that that’s a great tool and I know
there’s a business application you’re somewhere for it most people haven’t
figured out yet I’m sure Twitter will find theirs it’ll be advertising or
something but yeah it’ll be a great tool for keeping people informed and what’s
great is I actually read them all but I’ve spawned them off like email oh my
god another 300 messages Twitter is like people put clicked in I don’t see what
they’re doing it’s a very cool thing so again you want to look at this and say I
don’t have to change my business maybe there’s some experiments I want to do on
my business innovation and then here’s some questions 9 questions for you to
consider here’s what they are just rolling out for you real quick
what business are we what really in that’s of course you got to keep asking
yourself why are we really successful many of you think you’re successful for
one reason but you’re successful for something completely different
it’s temir taking the time with your team to ask this question who is our
customer or what really or who does our customer really
need to be in the next five years if you’re gonna start a business today from
scratch and maximize impact leverage and profitability what would you do
some of you you may be starting a business within your business to compete
in this new world what distribution channels are we not
maximizing or using what technology are we not using or maximizing that’s why I
mentioned Twitter to you what identity do you want people to associate to your
business who do they become by doing business with you and if you’re going to
create another industry from scratch if you were going to create an industry
within your industry or somewhere else what would it be
so you’re likely to do let’s just take five minutes literally to brainstorm how
are you gonna get new voices into your business by the way do you have to hire
somebody then for them to be your new voice yes or no so if you’re a brand new
you’re an army of one or two or three or ten you could go get people you can do
it through a variety of sources you can do focus groups you can sit with a group
of friends you can get a group of your customers you can use a service like
Twitter you can do all kinds of things how are you gonna get new voices but be
specific what kind of voices do you want to gather who would help you innovate
what kind of person could you bring to the table
ideally somebody on your team but also workers get new voices what are some new
questions that you need to ask I gave you these nine is a sampling but what
are some questions you need to ask to innovate in your business where could
you get a new perspective maybe after you hear Tony speak today from Zappos
maybe some of you while you’re still here in Vegas might see if you might
make an arrangement to go tour it take it the our tour and just go get the
perspective out a business goes from zero to a billion it really runs if I
were you I would do it I took the tour myself incredibly worthwhile um where
can I go right now to get tapping the new passions maybe not even my passion
maybe on my team I got some really bright people and they are passions I
don’t even know what they are maybe their passions are the origination the
place that we get a Genesis for a new product a new service or a new way to
you know change the rules of competition and what are some new experiments we
could do what are one two three four five max new experiments we could try
this program here was a result of an experiment I was watching television
listening to all the mock talking to people coming up to me telling me I
don’t know what to do in their business and I saw the figure I know that
intellectually and back my but it emotionally hit me 70% of all new
jobs are created by small businesses I picked up the phone immediately I called
my office I said you know we’re gonna do I want to coach five I said fifty
business innovation people who have small businesses zero 200 million I’m gonna
Friday how do you believe all the businesses 50 10 5 just starting your
business and I said I want to coach him for 90 days and I said we’ll make it
really easy will do and I’ll do some kind of immersion so we did a version
like this instead of five days we did in a day and a half so I basically killed
everyone and I said then we’re gonna work on online twice a month for about
an hour and a half then I’ll keep taking different pieces of information refine
it I’m just a roommate we’re gonna transform their lives and we’re gonna
create a system and once we have that system it won’t be limited me and my
throat it’ll be something that people can do in immersion on their own over
and over again so they get the training effect and I said and we’ll find the
right partner well market it together we’re looking for ways of transforming
the business we will just teach him we’ll give them tools so I’ll team up
and partner with the right people and all this came out of being stimulated by
something I’m passionate to make a difference in and doing an experiment
and then I got some new questions and new voices and now we’re laying the
foundation here this week for something that we’re gonna be launching that I
think will be as big as anything we’ve done in a and where other companies well what’d you think listen the purpose
of a podcast like this is not just to inform not just to educate you but get
you to take some action so one of the most important commitments I’ve learned
is anytime you learn anything and you find it as any form of value the most
important thing you want to do is while you’re still in state while it’s still
important while it’s still in your mind you want to take some form of action
whether that’s as simple as saying these are three principles that I want to
really educate the rest of my team on at my company or I want to take action on
this today I’m gonna create this format today for my marketing or for my
anticipation or for using the strategies that you’ve learned here so before you
turn this off as a final moment just write down two or three key eater
principles you want to remember or action items and ideally do something to
share it or do something to act on it today remember so knowledge is not power
knowledge is potential power really truly if you really look at what makes
someone successful versus not it all comes down to execution execution
Trump’s knowledge every day of the week so go out and execute and I’ll see on
the next podcast you have the right mindset and skills to
take your business to the next level business mastery is the only event in
the world created by Tony Robbins to prepare you to master the mindset and
skills you need in business to elevate your game a one-of-a-kind immersive
program business mastery will allow you to understand the critical factors
impacting your business then refocus and realign with the strategy and psychology
you need to compete and innovate in any economy
remember business success is 80% psychology and 20% mechanics if you’re
ready to learn and master the strategies to help you grow your business and stay
competitive that don’t hesitate apply for the next business mastery program
now learn more about the business mastery event at WME robbins comm the
Tony Robbins podcast is directed by Tony Robbins hosted by Andy org and produced
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