[00:01:12 ] So today I'm talking to Diana. Diana, where are you at in the world?

[00:01:16 ] Diana: [00:01:16 ] I am in Austin, Texas.

[00:01:18 ] dane: [00:01:18 ] So what's your big goal for the call today?

[00:01:20 ] Diana: [00:01:20 ] My big goal is to get more clarity on my direction for 2020 and beyond.

[00:01:24 ] dane: [00:01:24 ] And if you knew you couldn't fail, what would you do.

[00:01:28 ] Diana: [00:01:28 ] Hosts the most badass retreats and events ever.

[00:01:31 ] dane: [00:01:31 ] So what is there that you really need help with? That was pretty easy,

[00:01:38 ] Diana: [00:01:38 ] right? I got a call done. I think it, it's really about figuring out the path forward, right? So like, I have this vision of hosting retreats. Locally, nationally, internationally, and having kind of like, I guess like tiered offerings. Right?

[00:01:57 ] So there would be like monthly meetups, there'd be [00:02:00 ] bigger days.

[00:02:01 ] dane: [00:02:01 ] Yeah. I'm going to explain a business lesson to you very briefly, and I'm going to have you retell me everything based on the new orientation that I give you. Okay. So very successful businesses, and I'm talking like extremely successful businesses, the ones that are like the envy.

[00:02:16 ] I have three things very clear. Like crystal clear. Yeah, very clear customer. They have a very clear result defined the customer wants, and they have a very clear mechanism that gets the result. So this is the spine of a business customer result mechanism. Yeah. So what you were just doing as you were talking about the mechanism, which were your retreats, so clear customer, clear result, clear mechanism.

[00:02:45 ] So let's switch. So who's your clear customer for these retreats?

[00:02:51 ] Diana: [00:02:51 ] So my clear customer are the next level of seekers. The people who want to optimize their health and wellness, who want to connect in community. The people who are, you know, doing the personal development, doing the work. So mostly probably people in there, late twenties to mid forties

[00:03:09 ] dane: [00:03:09 ] is it safe to say people very passionate about personal development?

[00:03:14 ] Diana: [00:03:14 ] People? Very passionate about personal development.

[00:03:16 ] dane: [00:03:16 ] Okay. That's clear. Yeah. People very passionate about personal, not people that have read Tony Robbins people. Very passionate. Right. They haven't just read like a book. Well, how do you get more clear on what kind of path? Like what very passionate means?

[00:03:32 ] What do they typically done?

[00:03:34 ] Diana: [00:03:34 ] Yeah, so there are people who've already read the books, right. Done that. And that was like maybe their entry level. How many got, how many books? I mean, I'd imagine they've read 10 plus books.

[00:03:45 ] dane: [00:03:45 ] Okay. On what.

[00:03:47 ] Diana: [00:03:47 ] On soft development.

[00:03:49 ] dane: [00:03:49 ] What are some examples?

[00:03:50 ] Diana: [00:03:50 ] So it'd be like maybe like a path with heart by Jack cornfield.

[00:03:54 ] So like some spirituality components, like some of the, maybe you are a badass by [00:04:00 ] Jen Sincero. I really love Marie Forleo's. Everything is figure outable. So there would be like spiritual development, business development, and like relationship development. So maybe even they started old school, like how to win friends and influence people.

[00:04:16 ] You know, like that might've been something that they read when they were a teenager or younger and then have just continued on. So stuff by, Oh my God, I can't believe I'm blanking on his name right now. The brain guy, what's his name?

[00:04:29 ] dane: [00:04:29 ] Which one? Like this dispenser.

[00:04:31 ] Diana: [00:04:31 ] It does then see, you knew exactly who I was talking about.

[00:04:33 ] Dispenza. Yeah, exactly. Top of mind. So dispense maybe stuff by Bruce Lipton. Marianne Williamson, Bernie Brown. Kind of those like next level influencers?

[00:04:46 ] dane: [00:04:46 ] What do you mean by next level?

[00:04:47 ] Diana: [00:04:47 ] You know, I mean, there are people who are like on a particular platform, right? Like people would maybe consider like Kobe Bryan and influencer or like they would consider people who are making impacts in some realms, but I'm talking to people who like have global mission to have humanitarian efforts.

[00:05:06 ] People who are usually doing like give back causes and stuff like that.

[00:05:10 ] dane: [00:05:10 ] Okay. So now the first draft, you said my customer are next level type of personal development. So let me tell you what I'm hearing. We'll see if this is a clear customer, and imagine you're in a room full of 15 baller business dues.

[00:05:26 ] They're all guys and they come to you and it's your turn to talk about your business. Now imagine you say we do retreats and this and this and this and this. Right? You just slipped into mechanism,

[00:05:37 ] Diana: [00:05:37 ] right? Rookie, right. Cause that's not selling a vision. That's not talking about who it's for. There's, yeah.

[00:05:43 ] dane: [00:05:43 ] And that's okay, but that's a rookie move and rookies not a bad thing. I'm not trying to mean it as a bad thing. I'm just saying it's like you haven't been trained. Right. So, okay, now it gets to you. For some reason, I'm wanting you to really picture, you're in a room with 15 baller business dues and you're in there.

[00:05:58 ] Okay. Yeah. [00:06:00 ] Like are you in a high rise? Is there windows around? Tell me about the room.

[00:06:04 ] Diana: [00:06:04 ] Yeah. I would think that it would be like a really. Nice setting. I wish had been to the Fairmont in Austin. It would be something like that. So like a rooftop patio is what I would envision outdoors. Yes. We're in Austin.

[00:06:18 ] Everyone likes to be outside. The weather is perfect, you know, it's like not too hot, not too cold. People are wearing kind of business casual, so they're fancy, but they're not like suit and tie.

[00:06:28 ] dane: [00:06:28 ] Great. Okay. So now you're in this environment and it's quiet enough where everybody can hear each other. And it comes to you.

[00:06:34 ] And as they say, so Diana, tell us about your business. You say, well, our business, we target folks who are very passionate about personal development, who have global missions, who think globally. Who've read at least 10 books and the personal development realm, things like Bruce Lipton, things like Joe Dispenza, about 70% of our customer tends to be female, and then 30% of men who would probably identify as a little more sensitive than the average male.

[00:06:58 ] Also, these are our customers. Does that capture it?

[00:07:02 ] Diana: [00:07:02 ] Yeah. I feel like there's still a little bit of an explanation of like, okay, cause I mean, I know that our point is to get people to lean in more as like, what exactly are we doing? You know? Like I have this vision of creating these life changing and memorable experiences for people who are very passionate about personal.

[00:07:18 ] dane: [00:07:18 ] We're part one clear customer. Now we're going to add in the clear result they want. So what's the clear result that these folks want?

[00:07:26 ] Diana: [00:07:26 ] Transformation and recalibration. So it's like, not necessarily like, Oh, we're fixed and we need to be changed, but it's like we're always working on ourselves. We're always refining and we're ready to have those kinds of transformational experiences.

[00:07:42 ] dane: [00:07:42 ] Is that the language that they use. Like they'll say, I want to buy a transformation.

[00:07:47 ] Diana: [00:07:47 ] Well, so it's funny because there's a big shift right now, right? Like people are shifting out of like, well, I want to like change and I want to retreat and I want to reset, and they're shifting more into this. Like I want to [00:08:00 ] create, I want to collaborate, I want to transform.

[00:08:03 ] I don't know if that's everywhere, but I know in Austin, those kinds of forbids are pretty popular and pretty common.

[00:08:08 ] dane: [00:08:08 ] Okay, so here, listen to this as a clear result. People that want to create their missions around others and collaborate. Yeah. You see how it's very tangible. It's clear and transformation is kind of like, that's probably the bi-product.

[00:08:23 ] Hmm. I mean, that offer gives me chills. What does it do for you?

[00:08:28 ] Diana: [00:08:28 ] Yeah. I liked that. I'm writing it down, so it's like people that want to create their global missions through collaboration,

[00:08:34 ] dane: [00:08:34 ] make sure you've put in there around others.

[00:08:36 ] Diana: [00:08:36 ] Could it be for collaboration and community?

[00:08:39 ] dane: [00:08:39 ] Well around others, through collaboration and community, but get around others in there.

[00:08:44 ] Diana: [00:08:44 ] Can you tell me a little bit more about that?

[00:08:46 ] dane: [00:08:46 ] The loneliness that people feel working on their missions. So if you have another way to articulate loneliness, because collaboration is somewhat hard to pictur