Service Revolution: The Artwork of Turning Experience into Scalable Merchandise

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Service Revolution: The Art of Turning Expertise into Scalable Products 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  unravel the intricacies of service advertising and dive right into a groundbreaking method that transforms experience into scalable merchandise. The dialogue revolves across the revolutionary idea of productizing companies and its profound affect on company progress. Key Takeaways: Uncover the game-changing […]

Unlocking Your Unfair Advantage: How Your Unique Story Powers Your Entrepreneurial Success written by John Jantsch learn extra at Duct Tape Marketing

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 e book, “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 could be a highly effective catalyst for entrepreneurial success. Acquire invaluable insights into the Miles framework, a strategic method to figuring out and leveraging your strengths.


Key Takeaways

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 the Miles framework, they information listeners to determine and leverage their distinctive strengths, turning constraints into inventive alternatives.

The dialogue explores the proactive method 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 progress mindset in nurturing a optimistic 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 arduous work, does success actually lie within the center?

[05:55] Would you characterize your e book as a enterprise e book or a self assist e book?

[07:47] What are some hidden unfair benefits that folks don’t notice they’ve?

[10:02] How do you reply to the notion of making your individual 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 acquire a duplicate of your e book?


Extra About Ash & Hasan:

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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 as we speak is Ash Ali and Hasan Kubba. We’ll have two visitors as we speak. They’re award-winning authors and entrepreneurs. And regardless of not going to College, Ash turned a serial tech founder and the primary advertising director of the Unicorn Startup Simply Eat. Hassan constructed a profitable startup from his bed room with nothing greater than an internet course and a craving to flee the rat race. They’re now worldwide bestselling authors, coaches and keynote audio system, and we’ll discuss their newest e book, the Unfair Benefit, how You Already Have What It Takes to Succeed. So Ash and Hasan, welcome.

Hasan (00:43): Hi there. Thanks. Thanks for having us.

John (00:45): Hello. Superior. So the e book 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 basically unfair. Who desires to take that dollop of hope?

Hasan (00:58): I am going to take it. I am going to take it. Go on. So life is unfair. Yeah, that’s the underlying precept behind our e book is that life will not be honest. And typically whenever you get into self-development like I did, and I nonetheless take pleasure in a little bit of self-development, you be taught that what you bought in life is what you deserved. You constructed the life that you just’re residing now. You designed it, your choices led to the second you are in now, and all these sorts of quotes and beliefs and psychological fashions to make you are taking duty to your life, which is a really great tool, however it’s restricted as a result of it isn’t truly that correct. So one of many methods to have a look at once we discuss this within the e book is it is all about psychological fashions. So there’s one excessive, which is to assume that each one success relies on arduous work and advantage.

(01:46): And the opposite excessive is to assume it is all luck and unearned. And the truth is squarely within the center, there’s loads of serendipity in life. There’s loads of luck of births and genetic lotteries, and there is loads of issues that simply occur since you are in the correct place on the proper time. However on the similar time, you possibly can stack the deck in your favor, you can also make the correct choices, you may be constant in the way you assume, in the way you behave and the choices you make to steer in direction of success. So it is a combination of each. Life is unfair and finally we’re so fortunate and we must always all be so grateful for all the pieces that we now have going for us. And on the similar time, we are able to additionally exert our personal company on the world. We are able to additionally take bear some duty. We are able to additionally take management of our lives to an extent.

John (02:30): Yeah, it’s attention-grabbing. I imply, everyone knows folks have had all the pieces 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 method 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’ll name an unfair benefit that folks 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 in addition 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 additionally about your self as a person, as a novel particular person. So we discuss life is unfair and it isn’t a stage enjoying subject, however typically when life is unfair and it isn’t a stage enjoying subject, some folks can develop up with a sufferer mindset and a sufferer kind of pondering say, I did not have this, I did not have that. However truly what we are saying within the e book is definitely how do you flip that round? How do you make that stuff that you just 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 could be I grew up with little cash and after I begin corporations now, and I do know loads of listeners are listening right here who run small companies when you do not have an enormous sum of money for advertising budgets, for instance, I am the right particular person to return 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 would use

John (03:59): Straight. However once more, the flip aspect of that, I suppose everyone knows individuals who had all the pieces and will have made it. All of us most likely know at the very least any individual, or at the very least you have learn their story of any individual that by no means ought to have. Such as you stated, they did not have the schooling, they did not have the backing, they did not have the cash. They did not actually, seemingly did not appear that sensible. They’ve made themselves profitable the way in which we outline that. So I suppose 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 obtained a daughter now who’s rising up in privilege, and I have a look at her and I have a look at my life and assume, okay, does she have the fireplace within the stomach? And what can we do to assist her have the identical mentality of working arduous and attempting to realize issues in life? And one of many issues I discovered was that apparently is that constraint does form of foster creativity. And for those who simply give all the pieces to your kids, for instance, right away, then they are not going to really feel grateful for it right away except they’ve labored for it. So typically having constraints does make you extra resourceful and extra inventive. And that is for instance of one thing. We stay in an considerable world now the place all the pieces is offered shortly. You’ll be able to order your takeaway shortly, you possibly can order your cab shortly, they usually’re rising up in a distinct atmosphere in comparison with us the place we needed to look forward to one thing, however we needed to have some endurance round one thing. So it is understanding what constraint is and how you can 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 few dialup web and issues of that nature. Are you able to think about that now it could take 10 minutes and we needed to take turns. Who might use it? Just one particular person could possibly be on at a time and fairly loopy. So I believe would you classify or would you characterize this e book as a enterprise e book or a self-help e book?

Hasan (05:50): Yeah, good query. It truly is within the center as a result of what we have achieved with our e book is we have the origin of the e book, let’s get into the origin. We did this e book as a result of we had been getting pitched by a great deal of startups for funding, and it was identical to Shark Tank basically that’d are available 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 those that we’re like, even when we did consider in them, they are not going to shut out their funding floor. No one else goes to consider in them and they are going to actually wrestle right here. And what’s that distinction? And we begin occupied with this and actually diving into it, and we determined to put in writing this down, this concept of the unfair benefit, it is basically a sustainable aggressive benefit for a giant enterprise.

(06:32): It is the kind of factor Warren Buffet talks about in worth investing. You need a enterprise that has the financial moats, the defensibility that it should 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 choose it by the group, by the co-founders. And whenever you’re judging it by the co-founders, that is when you need to try to resolve, okay, what have they obtained going for themselves? What have they got that is going to permit them to push by means of? Have they got a monitor document? Have they got one thing that offers you the concept they will be capable of get into this? Have they got the unfair benefits? And basically that was the thought behind the e book, and that is what made us take into consideration how we may also help 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 increase funding? Must you bootstrap? Who do you have to associate with? These are the form of choices 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 e book and a self-development. It is concerning the early levels of a startup to

John (07:39): Workshop. So I believe there are some unfair benefits which can be fairly apparent that folks might determine. But when I am on the market listening, what are simply a few of the locations that you just go searching? I do know you could have a framework you name the Miles framework, so we are able to form of go letter by letter for the acronym, however what are a few of the locations perhaps which can be much less apparent that you’ve got stated, Hey, these are unfair benefits that folks do not even notice they’ve? So

Ash (08:03): The Miles framework is, it stands for cash, intelligence, location, and luck, schooling and experience and standing. And it sits on high of mindset. And we talked earlier about why it is vital for folks to grasp the unfair benefit within the context of enterprise as a result of enterprise is all about folks. And most traders put money into small startups and early stage startups due to the folks, not due to the thought itself. It is the founders themselves. And so for those who can determine 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 kind of miles frameworks in every a kind of letters, what you could have that is going for you. And one of many massive ones is perception.

(08:54): For instance, whenever you’re beginning an organization, you probably 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 e book round that about particular insights round that. One other one is being in the correct place on the proper time, the placement and luck. Can you discover the correct co-founder? Can you discover the correct prospects who’re near you probably who can develop into prospects right away? Standing is one other one, your community. And right here, if you end up beginning a enterprise, if you know the way to lift cash shortly and you’ve got a community, that is an unfair benefit. And if it’s worthwhile to 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 usually works. So there’s a number of little examples somewhere else for various kinds of tasks or companies. It relies upon the place you wish to apply the framework itself, whether or not it is a mission, whether or not it is your profession, whether or not it is a enterprise itself.

John (09:48): I wish 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 persons are purely fortunate. I imply, they run into luck, proper place, proper time, such as you stated. I’d say loads of entrepreneurs have come to the conclusion 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 consider in making your individual luck as nicely. So we discuss luck and we discuss the truth that it is missed and luck exists. Hey, luck does exist, expertise does exist. All these books has develop into fashionable to say there is not any such factor as expertise. Simply work tremendous arduous 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 entire congregations at church when she was three years outdated. So these items exist, however making your luck additionally positively exists. We speak within the e book about how one can truly improve 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 you can make your individual luck. We are saying, put your self on the market extra, improve your floor space to luck, and perhaps extra fortunate issues will occur. So it is basically rolling the cube. Simply preserve rolling it. Nobody’s counting what number of you are throwing the D, what number of instances you are throwing the cube. For those who preserve rolling, you are extra prone 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 know-how. But in addition it led to my first e book 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 choice on my half to go that route. However then I do assume 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 am going to allow you to each reply that one. Go on. For instance, as you talked about, you did not go to school, so we are able to

Ash (12:03): Take, okay, I am going to

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 know the way to make use of it. Some folks do not know how you can use that as nicely. 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 know the way 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 am going to 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 really what it does has achieved to me is made me extra inventive. So one in every of my excessive abilities is creativity, intelligence, and perception. I’ve a number of 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 stated to me, Ash, you are actually cool. You are the glue amongst your folks. So I am good at bringing folks collectively and doing issues collectively, which is cool. And I do not prefer to be the neatest particular person within the room. I would slightly not be probably the most clever particular person within the room, however I can be taught 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 trade form of neighborhood.

(13:24): And the tech trade 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 a 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 will work out. Training, excuse. I did not work college, so I did not really feel entitled. In order that’s why I form of did all the pieces and something. And I constructed my experience up in digital market and the time when everybody wished to know how you can do website positioning and on-line advertising, I used to be there. After which standing a couple of, and your Rolodex of contacts, I did not know many individuals, however now I do know a number of folks. So if I have to do something now, for instance, I can open my black e book 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 stated, the diploma from a prestigious faculty used to actually imply rather a lot. It looks like notably within the entrepreneurial area, it is extra about what had been you doing to your summer time job than what diploma you bought or your aspect hustle or no matter. It appears to really maintain extra weight than school. And I believe loads of it is as a result of folks notice school is nice for making connections. What they educate in loads of a advertising course in school can have little or no software to what it is prefer to market in the actual world. And in order that schooling, the precise studying classroom schooling might be not that invaluable.

Ash (14:52): I imply, if you wish to be taught,

John (14:53): So Hasan, how

Ash (14:54): Then the quickest method to be taught is studying blogs like yours, John. And if you wish to study advertising, you possibly can be taught much more from studying blogs and advertising books can get outdated in a short time. What occurred a while in the past, timing-wise won’t work now. So it is protecting recent and updated with data. I believe that is actually vital. And we discuss this in a e book about, there’s three features of college, however I am going to let Hasan speak concerning the Miles’s favourite from his aspect 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 novel set of them. And that is why Ash goes by means 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 offers issues a go, he simply goes for it. So for me, I’d say that it is my capacity to be taught 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 purchasers and begin to develop and get referrals is the power to construct rapport and construct belief in a short time. So I believe that is partly simply from my capacity to soak up data and data in an area that is so new and one thing, one of many most important issues I used to be doing was website positioning.

(16:08): I used to be doing branding and web site stuff, however website positioning 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 possibly can 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 outdated with my household to flee the conflict 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. For those who think about if I would come after I was 20 years outdated and I would have the thickest accent, and I would have a lot problem by way of simply how I come throughout the standing aspect of it by way of constructing rapport, constructing belief. So that is so fortunate. So you possibly can form of go into the genetic cluttery of all of it. You’ll be able to go into the place you grew up and how much colleges you went to. You’ll be able to go into your capacity to ability stack and construct your abilities and experience and be taught issues shortly. So I believe that studying aspect 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 achieved webinars on this, that finally any individual involves you and says, look, that is nice, however I haven’t got any unfair benefits. What do you say to that individual that feels, particularly since mindset actually sits on high of this, what do you say to that individual that 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 assume is a drawback, you possibly can flip into a bonus, and I am going to offer you a straightforward one. So we now have a couple of examples within the e book of people that had a form of traditional drawback. So a traditional drawback is a lady entrepreneur. So lady founder. The instance is Sarah Blakely, founding father of Spanx. Now, if you consider it, what was her unfair benefit? Okay, nicely, it was robust. She had no concept about how you can increase funding. No one would consider in her. She had no connections in that area, et cetera. However what did she have? She had an incredible perception into an issue based mostly on her standing as a lady, which is that this concept of shapewear and Spanx turned out to be Spanx. She would lower off the ft off tights.

(18:15): A person would not have provide you with that, would not have had that perception. The identical with Tristan Walker, who’s one other instance within the e book. He grew up within the tasks in, I believe he was the Bronx perhaps, if I am remembering accurately. Queens truly Queens in New York and actually poor. His dad was murdered when he was younger. However hey, he was sensible. He obtained scholarships, he obtained into good colleges. He spent a very long time occupied with what his massive concept is. In the long run, his perception was that black males want a distinct 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 totally different wrappers who additionally from his location, so the wrapper Nas grew up additionally in Queens, after which he promoted his model, after which ultimately he was acquired by Procter and Gamble for $30 million.

(19:00): So it is like what looks as if a drawback you should utilize to your benefit for those who grew up poor. Then you could have an perception into how poor folks stay, what wants they’ve, what mass market merchandise you may be capable of create, to illustrate. Or for those who grew up as no matter, you grew up from one other nation otherwise you’re studying languages or there’s all these totally different features to all the pieces. So it is all about your mindset. When you have a progress mindset, and we discuss within the e book the expansion, the truth progress mindset as a result of we wish to root it in some actuality, then you possibly can develop and you may flip what looks as if a drawback into a bonus. And pay attention, for those who’re listening to this podcast, for those who’re capable of learn this e book, for those who most likely have rather a lot to be glad about, so that you simply have to do a kind of an audit. And gratitude is likely one of the underlying themes of our e book.

John (19:46): And it is attention-grabbing too as a result of as we develop up, loads of the issues that drive our mother and father or academics loopy finally come out as a bonus. We had been advised they had been a unfavorable. 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 advised for a very long time that that was an issue that has served me extraordinarily nicely in my skilled life. And I believe that is typically we simply have to beat what society has advised us is a unfavorable, do not we?

Ash (20:15): Yeah, completely. When folks focus in your weaknesses greater than your strengths, that is whenever you begin to misunderstand actually what your unfair benefit is, as a result of we have all obtained strengths. And the thought of the premise for the e book is to double down in your strengths slightly than focus an excessive amount of in your weaknesses after which plug these gaps the place you possibly can 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

John (21:02): Superior. And the e book is, can be out there in, I do not consider there’s an audio model, is there?

Hasan (21:07): There’s,

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 whenever you’re listening to this out there in every single place that you just purchase books.

Hasan (21:19): Yeah, it is out there now at time of recording. It will 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 e book has been awarded. I haven’t got it written right here. Inform me the most effective enterprise e book within the UK in 2021 or one thing. You possibly can do it higher than I simply did. Inform me what the award was.

Hasan (21:36): So we had been stunned and completely satisfied to be taught that we might gained our class of the startup class of the enterprise e book awards. After which it was like 12 totally different classes, after which it turned out we would gained the entire thing as nicely over all of the classes. So we would gained the enterprise e book of the 12 months 2021. It was truly, it is based mostly within the uk, however it’s a world award as nicely. The one nation that the e book hasn’t come out but till now could be within the US and Canada in North America. So yeah, it is achieved rather well. It is actually fashionable 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 possibly can see some summaries on YouTube. You learn all of the evaluations it is doing, it is fortunately, it is spreading by phrase of mouth. Individuals 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 highway.

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