Mastering Marketing Strategy: Simplify Your Success with These 5 Key Questions written by John Jantsch learn extra at Duct Tape Marketing
Advertising and marketing Podcast with John Jantsch On this episode of the Duct Tape Advertising and marketing Podcast, I dive into the complexities of selling technique. I break down advertising and marketing technique into 5 important questions that you simply want to have the ability to reply if you wish to be efficient in your advertising and marketing efforts. This strategy helps you concentrate on […]
The Duct Tape Advertising and marketing Podcast with John Jantsch
On this episode of the Duct Tape Advertising and marketing Podcast, I interviewed Ash Ali and Hasan Kubba, award-winning authors, entrepreneurs, and advocates for unlocking your unfair benefit. With their intensive expertise within the startup world, Ash and Hasan share profound insights from their ebook, “The Unfair Advantage: How You Already Have What It Takes to Succeed.”
Embark on a journey of self-discovery as Ash and Hasan focus on the idea of unfair benefits and the way your distinctive story is usually a highly effective catalyst for entrepreneurial success. Acquire priceless insights into the Miles framework, a strategic strategy to figuring out and leveraging your strengths.
On this insightful episode, Ash Ali and Hasan Kubba, famend authors and entrepreneurs, introduce the transformative idea of unfair benefits within the entrepreneurial journey. By means of the Miles framework, they information listeners to establish and leverage their distinctive strengths, turning constraints into artistic alternatives.
The dialogue explores the proactive strategy to luck, emphasizing methods to create one’s lucky path. Underscoring the ability of perception and innovation, showcasing real-life examples of people who harnessed their distinctive views for fulfillment. Moreover, it highlights the position of gratitude and a development mindset in nurturing a constructive entrepreneurial mindset, providing sensible strategies such because the ABC mannequin and cognitive behavioral methods. This holistic information empowers aspiring entrepreneurs to unlock their unfair benefit, embrace their tales, and chart a path towards unparalleled success within the enterprise realm.
Questions I ask Ash & Hasan:
[01:01] What’s your tackle the expression ‘life is unfair’?
[02:53] What are some simply recognizable benefits of unfair examples?
[04:38] Luck and laborious work, does success actually lie within the center?
[05:55] Would you characterize your ebook as a enterprise ebook or a self assist ebook?
[07:47] What are some hidden unfair benefits that individuals don’t understand they’ve?
[10:02] How do you reply to the notion of making your personal luck as an entrepreneur?
[13:20] What are your unfair benefits?
[18:39] What do you say to somebody who believes they’ve zero unfair benefits?
[22:08] The place can folks join with you and procure a duplicate of your ebook?
Extra About Ash & Hasan:
- Join with Ash Ali on LinkedIn
- Join with Hasan Kubba on LinkedIn
- Go to the Unfair Academy
- Get a duplicate of The Unfair Advantage
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John (00:00): Welcome to a different episode of the Duct Tape Advertising and marketing Podcast. That is John Jantsch. My visitor right now is Ash Ali and Hasan Kubba. We’ll have two visitors right now. They’re award-winning authors and entrepreneurs. And regardless of not going to College, Ash grew to become a serial tech founder and the primary advertising and marketing director of the Unicorn Startup Simply Eat. Hassan constructed a profitable startup from his bed room with nothing greater than a web based course and a craving to flee the rat race. They’re now worldwide bestselling authors, coaches and keynote audio system, and we will discuss their newest ebook, the Unfair Benefit, how You Already Have What It Takes to Succeed. So Ash and Hasan, welcome.
Hasan (00:43): Howdy. Thanks. Thanks for having us.
John (00:45): Hello. Superior. So the ebook begins out with this premise, and we might most likely do the entire present with out me asking one other query, however right here it’s. Life is essentially unfair. Who desires to take that dollop of hope?
Hasan (00:58): I will take it. I will take it. Go on. So life is unfair. Yeah, that’s the underlying precept behind our ebook is that life shouldn’t be honest. And typically while you get into self-development like I did, and I nonetheless take pleasure in a little bit of self-development, you study that what you bought in life is what you deserved. You constructed the life that you simply’re dwelling now. You designed it, your selections led to the second you are in now, and all these sorts of quotes and beliefs and psychological fashions to make you are taking accountability in your life, which is a really great tool, nevertheless it’s restricted as a result of it isn’t truly that correct. So one of many methods to have a look at after we discuss this within the ebook is it is all about psychological fashions. So there’s one excessive, which is to suppose that every one success relies on laborious work and advantage.
(01:46): And the opposite excessive is to suppose it is all luck and unearned. And the fact is squarely within the center, there’s lots of serendipity in life. There’s lots of luck of births and genetic lotteries, and there is lots of issues that simply occur since you are in the correct place on the proper time. However on the similar time, you may stack the deck in your favor, you can also make the correct selections, you may be constant in the way you suppose, in the way you behave and the choices you make to guide in the direction of success. So it is a combination of each. Life is unfair and in the end we’re so fortunate and we should always all be so grateful for every part that we have now going for us. And on the similar time, we will additionally exert our personal company on the world. We will additionally take bear some accountability. We will additionally take management of our lives to an extent.
John (02:30): Yeah, it’s attention-grabbing. I imply, everyone knows folks have had every part handed to them, all of the funding, all of the backing, all of the mentors, all of the no matter, they usually’ve nonetheless discovered a strategy to piss it away, have not they? So it truly is form of that mixture. So let’s perhaps begin out by defining what an nfa, perhaps some examples of what you’d name an unfair benefit that individuals have a tendency to acknowledge.
Ash (02:54): So an unfair benefit is one thing that is distinctive to you based mostly in your circumstances and likewise based mostly in your background and who you’re as a person. There’s so many books on the market that discuss strengths, however what we do is discuss your energy, but in addition about your self as a person, as a singular individual. So we discuss life is unfair and it isn’t a degree taking part in discipline, however typically when life is unfair and it isn’t a degree taking part in discipline, some folks can develop up with a sufferer mindset and a sufferer sort of pondering say, I did not have this, I did not have that. However truly what we are saying within the ebook is definitely how do you flip that round? How do you make that stuff that you simply felt was unfair rising up in poverty or rising up in an space that wasn’t nice? How will you flip that round and make it a part of your genuine story and use it to a bonus? So an instance for me can be I grew up with little cash and after I begin corporations now, and I do know lots of listeners are listening right here who run small companies when you do not have an enormous sum of money for advertising and marketing budgets, for instance, I am the proper individual to come back in and work with you as a result of I understand how to be resourceful as a result of I had no cash. And so my mindset is all the time based mostly round being resourceful. That is simply an instance of one thing that you may use
John (03:59): Straight. However once more, the flip facet of that, I assume everyone knows individuals who had every part and will have made it. All of us most likely know not less than any person, or not less than you have learn their story of any person that by no means ought to have. Such as you mentioned, they did not have the training, they did not have the backing, they did not have the cash. They did not actually, seemingly did not appear that good. They’ve made themselves profitable the best way we outline that. So I assume to Hassan’s unique level, it is form of someplace within the center. It
Ash (04:32): Is someplace within the center. It is attention-grabbing as a result of I’ve acquired a daughter now who’s rising up in privilege, and I take a look at her and I take a look at my life and suppose, okay, does she have the hearth within the stomach? And what can we do to assist her have the identical mentality of working laborious and attempting to attain issues in life? And one of many issues I discovered was that curiously is that constraint does form of foster creativity. And should you simply give every part to your kids, for instance, immediately, then they are not going to really feel grateful for it immediately until they’ve labored for it. So typically having constraints does make you extra resourceful and extra artistic. And that is for example of one thing. We stay in an considerable world now the place every part is offered shortly. You may order your takeaway shortly, you may order your cab shortly, they usually’re rising up in a unique atmosphere in comparison with us the place we needed to anticipate one thing, however we needed to have some endurance round one thing. So it is understanding what constraint is and the best way to handle that, I suppose was,
John (05:27): Yeah, after all, it is so cliche now, however I like to inform even 30 12 months olds a couple of dialup web and issues of that nature. Are you able to think about that now it will take 10 minutes and we needed to take turns. Who might use it? Just one individual could possibly be on at a time and fairly loopy. So I believe would you classify or would you characterize this ebook as a enterprise ebook or a self-help ebook?
Hasan (05:50): Yeah, good query. It truly is within the center as a result of what we have completed with our ebook is we have the origin of the ebook, let’s get into the origin. We did this ebook as a result of we had been getting pitched by a great deal of startups for funding, and it was similar to Shark Tank basically that’d are available in and pitch us. And we thought, what’s the distinction that makes a distinction right here? After we confer between ourselves, we’re like, what’s it with some folks that we’re like, even when we did imagine in them, they are not going to shut out their funding floor. No person else goes to imagine in them and they’ll actually wrestle right here. And what’s that distinction? And we begin occupied with this and actually diving into it, and we determined to write down this down, this concept of the unfair benefit, it is basically a sustainable aggressive benefit for an enormous enterprise.
(06:32): It is the kind of factor Warren Buffet talks about in worth investing. You desire a enterprise that has the financial moats, the defensibility that it’ll maintain. And it is the identical factor for people as a result of at that early stage of a enterprise, when you do not but have a product, even typically when you do not but have prospects, you do not but have traction and gross sales, how are you going to guage it? Nicely, you are going to decide it by the crew, by the co-founders. And while you’re judging it by the co-founders, that is when you must attempt to resolve, okay, what have they acquired going for themselves? What have they got that is going to permit them to push by way of? Have they got a observe document? Have they got one thing that offers you the concept that they will be capable to get into this? Have they got the unfair benefits? And basically that was the thought behind the ebook, and that is what made us take into consideration how we can assist folks to achieve that form of self-awareness to know what sort of enterprise to go for, to know what sort of technique to go for. Must you elevate funding? Must you bootstrap? Who do you have to companion with? These are the form of selections we wished to assist folks with at that early stage. So we’re simply bringing it again to the person. In order that’s why he is in between a enterprise ebook and a self-development. It is in regards to the early phases of a startup to
John (07:39): Workshop. So I believe there are some unfair benefits which are fairly apparent that individuals might establish. But when I am on the market listening, what are simply a few of the locations that you simply go searching? I do know you’ve gotten a framework you name the Miles framework, so we will form of go letter by letter for the acronym, however what are a few of the locations perhaps which are much less apparent that you have mentioned, Hey, these are unfair benefits that individuals do not even understand they’ve? So
Ash (08:03): The Miles framework is, it stands for cash, intelligence, location, and luck, training and experience and standing. And it sits on high of mindset. And we talked earlier about why it is essential for folks to grasp the unfair benefit within the context of enterprise as a result of enterprise is all about folks. And most buyers spend money on small startups and early stage startups due to the folks, not due to the thought itself. It is the founders themselves. And so should you can establish your unfair benefits after which amplify these in your pitch, in your message to hiring folks to your or getting prospects, it’s going to enable you get your early traction, which is what begins a enterprise. So coming again to the Miles framework, it is about understanding inside every a type of miles frameworks in every a type of letters, what you’ve gotten that is going for you. And one of many massive ones is perception.
(08:54): For instance, while you’re beginning an organization, when you have perception into one thing that no person else has and you’re beginning a enterprise round, that is a really highly effective unfair benefit. And there is so many case research in our ebook round that about particular insights round that. One other one is being in the correct place on the proper time, the situation and luck. Can you discover the correct co-founder? Can you discover the correct prospects who’re near you doubtlessly who can develop into prospects immediately? Standing is one other one, your community. And right here, when you find yourself beginning a enterprise, if you understand how to lift cash shortly and you’ve got a community, that is an unfair benefit. And if you should exit to the market to lift cash from floor zero and have no person, no community, it is a lot more durable to do, a lot more durable to do. And we all know that is how funding typically works. So there’s numerous little examples in other places for various kinds of initiatives or companies. It relies upon the place you need to apply the framework itself, whether or not it is a undertaking, whether or not it is your profession, whether or not it is a enterprise itself.
John (09:48): I need to come again to perception in a minute and have you ever share some examples to assist make clear that one. However let’s discuss luck. Some individuals are purely fortunate. I imply, they run into luck, proper place, proper time, such as you mentioned. I’d say lots of entrepreneurs have come to the belief that they make their very own luck, and that is virtually one thing that is earned versus one thing that is an unfair benefit. How would you reply to that notion?
Hasan (10:12): I completely imagine in making your personal luck as effectively. So we discuss luck and we discuss the truth that it is ignored and luck exists. Hey, luck does exist, expertise does exist. All these books has develop into stylish to say there isn’t any such factor as expertise. Simply work tremendous laborious and get the ten,000 hours in. And that is sufficient. This stuff exist. Tiger Woods might swing, a golf might swing a membership earlier than he might stroll. These are the sorts of issues that’s pure expertise. Oprah Winfrey was giving speeches to complete congregations at church when she was three years previous. So these items exist, however making your luck additionally positively exists. We discuss within the ebook about how one can truly enhance your luck. There have been psychologists who’ve studied the phenomenon of people that consider themselves as fortunate, much less of people that do not, and the way the truth that they consider themselves as fortunate simply makes them extra proactive, makes them extra observant to alternatives that come up. And it has been actually confirmed in research. So it is fairly attention-grabbing that you would be able to make your personal luck. We are saying, put your self on the market extra, enhance your floor space to luck, and perhaps extra fortunate issues will occur. So it is basically rolling the cube. Simply maintain rolling it. Nobody’s counting what number of you are throwing the D, what number of instances you are throwing the cube. In the event you maintain rolling, you are extra more likely to roll the double six.
John (11:25): Yeah, I truly, I began my weblog in 2003 that I discuss being in the correct place on the proper time. That was luck to identify that expertise. But additionally it led to my first ebook 4 years later. However that time, I had additionally written a thousand weblog posts. So I all the time discuss, actually that was a fortunate resolution on my half to go that route. However then I do suppose you too can then flip that luck into one thing that could be very fruitful.
Ash (11:52): Yeah, completely.
John (11:54): So what’s your unfair benefits? And I will allow you to each reply that one. Go on. For instance, as you talked about, you did not go to school, so we will
Ash (12:03): Take, okay, I will
John (12:03): Cease the faculty diploma from Oxford off the desk, proper?
Ash (12:07): Yeah. That may be an unfair benefit if you understand how to make use of it. Some folks do not know the best way to use that as effectively. We see folks coming to us and like, oh yeah, I went to Oxford in Cambridge or wherever, and it is simply par. It is regular for them. However truly that could possibly be an unfair benefit if you understand how to make use of it correctly. An unfair benefit, there’s a number of various things with energy. They are often double-edged swords as we name them. So having one thing and never having one thing, and we discuss constraint earlier on. I will undergo it from my perspective, which is the double-edged sword model of it, and has somebody undergo it from his perspective. So from my perspective, I had no cash rising up. So now after I’m constructing startups, I am actually shrewd and really lean and I can construct issues in a short time and I am very resourceful.
(12:46): And truly what it does has completed to me is made me extra artistic. So considered one of my excessive expertise is creativity, intelligence, and perception. I’ve numerous insights with companies as a result of I am doing issues on a regular basis. I am all the time taking motion. So I am seeing alternatives and getting insights and various things and intelligence. There’s various kinds of intelligence. Lots of people mentioned to me, Ash, you are actually cool. You are the glue amongst your mates. So I am good at bringing folks collectively and doing issues collectively, which is cool. And I do not prefer to be the neatest individual within the room. I might quite not be probably the most clever individual within the room, however I can study from different folks shortly. So I suppose that is the eyesight location and luck. I used to be born in Birmingham, which is the second greatest metropolis within the uk, an automotive retail business form of group.
(13:24): And the tech business was booming in London. So I moved to London on the age of 19. If I did not transfer, I would not have had the identical alternatives, would not have been capable of be part of corporations like Juste and do the IPO and luck, the IPO, what number of corporations IPO, far and few between as soon as once more, and there is a luck issue behind that and the correct timing of that. After which seeing how that might work out. Schooling, excuse. I did not work college, so I did not really feel entitled. In order that’s why I form of did every part and something. And I constructed my experience up in digital market and the time when everybody wished to know the best way to do search engine marketing and on-line advertising and marketing, I used to be there. After which standing just a few, and your Rolodex of contacts, I did not know many individuals, however now I do know numerous folks. So if I must do something now, for instance, I can open my black ebook of contacts, LinkedIn community connections and make issues occur due to my standing of getting connections that I’ve constructed up over time. In order that’s develop into an unfair benefit for me.
John (14:14): It is attention-grabbing, as you mentioned, the diploma from a prestigious college used to essentially imply rather a lot. It appears like significantly within the entrepreneurial house, it is extra about what had been you doing in your summer time job than what diploma you bought or your facet hustle or no matter. It appears to really maintain extra weight than faculty. And I believe lots of it is as a result of folks understand faculty is nice for making connections. What they educate in lots of a advertising and marketing course in faculty can have little or no software to what it is prefer to market in the true world. And in order that training, the precise studying classroom training might be not that priceless.
Ash (14:52): I imply, if you wish to study,
John (14:53): So Hasan, how
Ash (14:54): Then the quickest strategy to study is studying blogs like yours, John. And if you wish to study advertising and marketing, you may study much more from studying blogs and advertising and marketing books can get previous in a short time. What occurred a while in the past, timing-wise may not work now. So it is conserving recent and updated with information. I believe that is actually essential. And we discuss this in a ebook about, there’s three points of college, however I will let Hasan discuss in regards to the Miles’s favourite from his facet and what his benefits are.
Hasan (15:20): So for me, so it’s simpler to simplify it to what’s your unfair benefit. However the actuality is all of us have a set of unfair benefits and a singular set of them. And that is why Ash goes by way of so many. For Ash, I’d positively say his creativity is simply one of many high issues about him. And the truth that he simply provides issues a go, he simply goes for it. So for me, I’d say that it is my means to study actually quick. So I believe I’ve that form of the intelligence the place I decide issues up quick after which I will talk them. So one factor that actually helped me to get my preliminary shoppers and begin to develop and get referrals is the flexibility to construct rapport and construct belief in a short time. So I believe that is partly simply from my means to soak up data and information in an area that is so new and one thing, one of many important issues I used to be doing was search engine marketing.
(16:08): I used to be doing branding and web site stuff, however search engine marketing and getting folks to the highest of Google was enormous. And so the truth that I used to be capable of clarify it to native companies, construct connections with them, construct belief, I believe that massively helped me. In order that was enormous for me. After which you may go additional again and simply say, pay attention, I used to be born in Baghdad, Iraq, and I got here to the UK and London after I was three years previous with my household to flee the battle and all of that. So my unfair benefit is we moved to the UK after I was a child, and I grew up right here in London. In the event you think about if I might come after I was 20 years previous and I might have the thickest accent, and I might have a lot issue by way of simply how I come throughout the standing facet of it by way of constructing rapport, constructing belief. So that is so fortunate. So you may form of go into the genetic cluttery of all of it. You may go into the place you grew up and what sort of colleges you went to. You may go into your means to ability stack and construct your expertise and experience and study issues shortly. So I believe that studying facet is form of the large piece for me.
John (17:06): So I think as you have each gone on the market and perhaps given talks on this or completed webinars on this, that in the end any person involves you and says, look, that is nice, however I haven’t got any unfair benefits. What do you say to that person who feels, particularly since mindset actually sits on high of this, what do you say to that person who has that mindset?
Hasan (17:28): So I’d say that basically this concept, and as has touched on this concept of double-edged swords, what you suppose is a drawback, you may flip into a bonus, and I will offer you a straightforward one. So we have now just a few examples within the ebook of people that had a form of traditional drawback. So a traditional drawback is a girl entrepreneur. So lady founder. The instance is Sarah Blakely, founding father of Spanx. Now, if you consider it, what was her unfair benefit? Okay, effectively, it was powerful. She had no thought about the best way to elevate funding. No person would imagine in her. She had no connections in that house, et cetera. However what did she have? She had a tremendous perception into an issue based mostly on her standing as a girl, which is that this concept of shapewear and Spanx turned out to be Spanx. She would reduce off the ft off tights.
(18:15): A person would not have give you that, would not have had that perception. The identical with Tristan Walker, who’s one other instance within the ebook. He grew up within the initiatives in, I believe he was the Bronx perhaps, if I am remembering appropriately. Queens truly Queens in New York and actually poor. His dad was murdered when he was younger. However hey, he was good. He acquired scholarships, he acquired into good colleges. He spent a very long time occupied with what his massive thought is. In the long run, his perception was that black males want a unique shaving system than different folks do as a result of they’ve extra ingrown hairs. And so he developed this single blade shaving system. He used completely different wrappers who additionally from his location, so the wrapper Nas grew up additionally in Queens, after which he promoted his model, after which finally he was acquired by Procter and Gamble for $30 million.
(19:00): So it is like what looks as if a drawback you should use to your benefit should you grew up poor. Then you’ve gotten an perception into how poor folks stay, what wants they’ve, what mass market merchandise you may be capable to create, as an example. Or should you grew up as no matter, you grew up from one other nation otherwise you’re studying languages or there’s all these completely different points to every part. So it is all about your mindset. If in case you have a development mindset, and we discuss within the ebook the expansion, the fact development mindset as a result of we need to root it in some actuality, then you may develop and you’ll flip what looks as if a drawback into a bonus. And pay attention, should you’re listening to this podcast, should you’re capable of learn this ebook, should you most likely have rather a lot to be pleased about, so that you simply must do a kind of an audit. And gratitude is among the underlying themes of our ebook.
John (19:46): And it is attention-grabbing too as a result of as we develop up, lots of the issues that drive our mother and father or lecturers loopy in the end come out as a bonus. We had been instructed they had been a damaging. For instance, my mother and father used to all the time joke about how curious I used to be and all the time moving into issues as a result of I needed to educate her similar factor. I used to be instructed for a very long time that that was an issue that has served me extraordinarily effectively in my skilled life. And I believe that is typically we simply have to beat what society has instructed us is a damaging, do not we?
Ash (20:15): Yeah, completely. When folks focus in your weaknesses greater than your strengths, that is while you begin to misunderstand actually what your unfair benefit is, as a result of we have all acquired strengths. And the thought of the premise for the ebook is to double down in your strengths quite than focus an excessive amount of in your weaknesses after which plug these gaps the place you may appropriately and perceive that we work in groups and other people is about enterprise, is about folks. So it isn’t nearly you as a person.
John (20:41): So Ash Hasan, inform folks the place they will discover extra of you, extra of the work you are doing, and clearly seize a duplicate of the unfair benefit.
Hasan (20:49): Yeah, we’re throughout social media. So I am @startuphassan. Hasan is spelled with one s and Ash, is it @AshAliuk. Ash, for many of your socials you could find us and our web site is unfairadvantage.com
John (21:02): Superior. And the ebook is, can be out there in, I do not imagine there’s an audio model, is there?
Hasan (21:07): There may be,
John (21:08): Yeah, there may be. Okay, so an audio after which in e-book format in addition to hardcover and out there rely on while you’re listening to this out there in every single place that you simply purchase books.
Hasan (21:19): Yeah, it is out there now at time of recording. It’s going to be launched tomorrow, so it’s going to be out there by time
John (21:24): From that. And I ought to have talked about this, however the ebook has been awarded. I haven’t got it written right here. Inform me the most effective enterprise ebook within the UK in 2021 or one thing. You may do it higher than I simply did. Inform me what the award was.
Hasan (21:36): So we had been stunned and glad to study that we might gained our class of the startup class of the enterprise ebook awards. After which it was like 12 completely different classes, after which it turned out we might gained the entire thing as effectively over all of the classes. So we might gained the enterprise ebook of the 12 months 2021. It was truly, it is based mostly within the uk, nevertheless it’s a world award as effectively. The one nation that the ebook hasn’t come out but till now’s within the US and Canada in North America. So yeah, it is completed very well. It is actually in style on Goodreads, it is on YouTube rather a lot. Viral movies on YouTube summarizing it. So if you wish to test it out a bit additional, you may see some summaries on YouTube. You learn all of the critiques it is doing, it is fortunately, it is spreading by phrase of mouth. Persons are loving it.
John (22:21): Superior. Nicely, thanks a lot for stopping by the Duct Tape Advertising and marketing Podcast, and hopefully we’ll run into you each, someplace on the market on the street.
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