The Fastest Way to Feel Grounded When You’re Overworked with Scott Olsen

7FL Scott Olsen
Scott: [00:00:00] When we stabilize the body and we learn to connect our center, we're much more efficient, where we have less compressive forces. On the vessels and nerves and joints, and so that, that body can literally push harder. even if that means it's during a rehab phase, because a lot of people are going to amazing PTs and rehab centers, but because certain parts of their body are so compressed, they wind up injuring themselves in the attempt.
Scott: To get better.
Intro: You are listening to the seven Figure Leap podcast. We're here to leverage rich relationships and smart strategies to take your business to the next level, here's your host, Dustin Reman.
Dustin: Welcome back to the SIP Sugar League podcast. I'm really excited Today we have another. Coaching session here and I'm [00:01:00] joined by a good friend Scott Olson.
Dustin: Scott and I were reflecting a little bit before we hit record and we think we originally met because I was doing some in pat. And, I said, well, that's good because it's probably one of the strategies we're gonna be talking about for Scott's business is how to get him in front of his ideal clients and, be able to build relationships with people through education, which is really what I do and, is what we're gonna be doing today as I help coach Scott through.
Dustin: This transition period is in his business and where he is trying to go and hopefully give him some really practical strategies that he can implement and you as a listener can implement as well. So Scott, thanks so much for being here, man. I would love for you to just, give a brief introduction and give people a little context on your background, and then we'll dive into your business.
Scott: Nice. Awesome. And Dustin, thank you for having me. this is great. So, background and why I'm even here today in this opportunity. I have been a treatment specialist. I've been helping people with chronic pain and sports injuries for about [00:02:00] 26 years now. So I've been a sports rehab therapist.
Scott: I've worked with orthopedic cases, hospital settings, elite sport teams or performance centers. And through that I have almost always worked one-on-one. And so I have a clinic in La Jolla, California. But the last, few years of my working with people and coaching different aspects of movement and health, so that they're staying out of pain, has led to me doing some local seminars and workshops where my background in martial arts and Qigong gives me a different, Opportunity of working with the body and the mechanisms of the body to improve health. And so going forward, I'll be doing a lot more of that.
Dustin: That's awesome. Well completely, tangential, but fun fact, I experienced Qigong for the last time, or for not the last time. for the first time last week.
Dustin: What I was trying to say, I was actually at like a writing retreat in Puerto Rico and one of the [00:03:00] participants' husbands is a, a practitioner and a teacher and has studied in China, in some of these arts. And, it was, we gotta do it on the beach. It was kind of hard to beat. As someone who doesn't, hasn't had a lot of exposure to that world, I felt, A real change, like it was, impactful for me. So I'll selfishly, be absorbing some of your, some of the ways that you do this work and how you can lead people to understand it and appreciate it kind of in our Western culture. 'cause I know it's not as, Integrated, I guess, into how we think about wellness and health.
Dustin: but that's great. I know you have obviously very deep expertise in this 26 years, largely local La Jolla, California, which is near San Diego. and so you've started to expand into some workshop environments. You're starting to see the benefits of sort of a one to many model. so yeah, let's talk then about.
Dustin: The current day, and I know you're transitioning and making some changes, but maybe we think about today in the past 12 months,and kind of where your business has been. You mentioned a lot of, primarily one-on-one work. So what does that look like, in terms of [00:04:00] revenue, number of clients, working hours, and like is it all Scott right now?
Dustin: Is there any sort of support or team.
Scott: there is no, no team. in the past I've, had a bigger clinic where I had other professionals, acupuncturists, massage therapists, et cetera. During the pandemic, I actually scaled back, for many reasons. And so right now it's my own clinic that is a treatment room plus a movement room.
Scott: and through the years I've just worked in so many different settings, but right now this is, the model that's working for me in the sense that even though it's just me, it's that sweet spot of not too many hours a week, a very quiet setting, I can create a lot of tangible change for people.
Scott: But through that process too, I've realized that it, my ambitions to finish writing a book to teach more, keep getting, I'll say hampered by the fact that, well, I'm still putting a lot of energy out every single week. And so I've [00:05:00] realized I have to be a little more careful of how I'm, Creating a container around my commitments.
Scott: So, practically speaking, my revenue range the last three, four years has been between 160 to 185,000. my current rates per hour are $200 per hour. and, all the, as a note of transition, all the teaching opportunities, including a couple of keynotes I've given, they've all been by invitation.
Scott: I've never sought them out. And so there, there is that, that next step of my own business savvy as really learning how to do this going forward. and any other details that are worth mentioning?
Dustin: No, that's really good. I'll, yeah, I'll definitely ask some follow up questions. So, I guess just to break down the revenue, so 160 to $185,200 an hour, I guess that equates to maybe.
Dustin: 35 or something percent of your working hours are [00:06:00] billable. does that make sense? Like, so in a given week, you're Yeah. About, 15 hours a week or billable hours, and then the rest are, you're either off or your marketing or your admin and doing all the other things that a business requires, right?
Scott: Yep. and a note on that is I've, through my career, I've always had a. a problem scaling because if I, for example, do more than 25 sessions a week, my joints will start to break down. So I've always had this, depending on the year and my body, a cap of like, oh, maybe it's 20 sessions a week. Maybe it's a little bit more, a little less, but that I realize it's just not a great model going forward as I think about other things.
Dustin: Yeah, you're getting older as am I, and so there's financial reasons to. Scale your impact in the sense of going more one to small group or one to many. but there's also physical reasons because you can't, and a lot of people, you think of like dentist or anyone who has gotta be on their feet using their hands, be very focused.
Dustin: they reach this point. They're middle age where they just can't practice [00:07:00] the number of hours that they've practiced in the past, and it requires a shift in their business model. so that makes a ton of sense. And then I guess the other aspect of that, that I wanted, two follow up questions. I'll start with the easy one.
Dustin: You have your own location. You mentioned like sports teams and things in the current version of your business. Does everyone come to you for one-on-one sessions? Is that the simplest way to summarize? Yeah. And then in the past, have you done things where you went to them to like, sports facility and things like that, but you've really truncated that and now everyone comes to you?
Scott: I did. and that too is, I mean, I've had some great opportunities for the years with Olympic Training Center, working with the Seattle Seahawks, working with Certo Soleil. but each of those commitments is time away from home and family in a very different daily schedule. And so, yeah, the last years I've actually scaled back a little bit to, to work with my needs and my family's needs.
Dustin: Okay. I love it. So you, it sounds like for all intents and [00:08:00] purposes, you're currently, Satisfied with your work and it's meeting your needs and it, people come to you, you get to work the number of hours that your body can sustain and that you still feel, maybe like you're doing your highest and best work.
Dustin: And yet, I sense a yearning. And I, we've had other conversations that, that tell me this too. There, there is a desire to have a bigger impact, grow the business more. you mentioned about writing a book, teaching. Yeah. Tell me, just tell me a little more about that. Like, what do you have in mind when you think of, say.
Dustin: 12 to 36 months out. Like where would you like this to pivot to,in terms of still have physical location, but less hours. Bring someone else in for the one-on-one. Are you out on a speaking tour? Are you writing a bestselling book? Like, tell me the Scott, 5.0 or whatever version of your life you're on, and where you see you making your impact moving forward.
Scott: the ambition is there in a few different directions. And so part of it is how do I, create a clear map for myself, writing a book, choosing that as the [00:09:00] anchor. Here is an example of the fact that I have. Benefited from an unusual tradition of knowledge through the Chinese martial arts I've studied, and that through my career in helping people with pain, I think gave me a lens of there's this incredible opportunity to improve our health.
Scott: Take our body to another level to support all the great work we're trying to do in life. And so from that perspective of I do want to have a bigger impact, I want to support a much bigger number of people. I. I know I can do that. Through teaching, through the curriculum I've created, I've taught many different contexts to sport, nervous system, to sport healing, to improve athletic performance, to do Qigong or longevity practices.
Scott: and I've, through the years, been creating more of a framework of how to do this. Methodically and without, too much complication [00:10:00] so that people actually feel really quick, tangible results. And so on that note, that's more than just, I wanna write a book to maybe inspire more people to, to live better or have self-care practices is there's a lot I can teach other professionals.
Scott: About how to stabilize the body, how to center the body and ground the body that have such specific payoff in different areas. And so I realized one of the avenues could be to create a certification course eventually. But beyond that specificity, it really, I'm really motivated to teach more people this methodology, this opportunity, and to be a bigger.
Scott: how to say, I, I do love giving talks. I've had this opportunity, I've enjoyed that, but to have a better conversation in the industry of how much movement [00:11:00] as medicine can impact our lives without it being narrowed too specifically to the things we call exercise. Or the many other siloed kind of, commercial industries that are currently around this concept.
Dustin: Yeah, that's really rich. I think it'd be useful sort of unpacked. You used, I, I wrote the word professionals. 'cause you used that in a certain sense for your life. Yeah. I just want this knowledge, this wisdom, this framework, my, all this lived experience I have so that more professionals can. Use it.
Dustin: Right. when you say professionals, do you intend that more like, I want to train doctors, lawyers, and engineers, they're professionals, right? Or is it more train the trainer where I want to empower people who are already working with people to improve their health wellness. Exercise and I wanna inform sort of at that level so that it trickles down and has a ripple effect.
Dustin: yeah. When you think about [00:12:00] who you want to reach in this next phase, like who would be that ideal, amplifier, I guess of your work?
Scott: That's a good way to say it. well there are, I'll say there are two categories I'm very motivated to work with, that fit within that phrase. One is the category of people who are really.
Scott: Driven to do incredible things. I've been lucky enough that in the past that might include athletes, that might include performers, but among my current client base, there are some people who are doing incredible things in life, and if they're not careful, their body is not keeping up with how hard they push.
Scott: And so on a personal note, I'm absolutely motivated to work with more of those professionals, and some of them may be coaches and creators may be business owners. and that's where the concept of creating a group coaching program might be the best fit for that type of personality. but then this [00:13:00] other layer is there are.
Scott: There are so many amazing groups of professional, therapists, coaches, any from the somatic world to the physical therapy world, to the personal training world. There's some great people out there, they often can be hard to find, but I have an unusual, I think through my career, an unusual breadth of how many of those professionals I've worked hand in hand with.
Scott: And I often, I can often see the gap of either their education or their current model where sometimes one or two things shared to that group or that person can create much more sustainable results for their client base. So that's this other component that might even feel more like a longer term commitment to me.
Dustin: Okay. So I'm kinda, I love how you broke that down. That makes it really [00:14:00] tangible into kind of two groups. And I, the way I'm gonna phrase these, and you can tell me if this resonates. So like, group one would be high achievers, still end receivers of your expertise who are gonna put it into practice in their own body and life so that they can take whatever gifting they have and continue to.
Dustin: make the biggest impact, amplify, grow, push, because they are naturally going to do that, but their body may not support the, the intensity at which they want to operate. And so, like you said, the, athletes, performers, but maybe in this phase of life, entrepreneurs, business owners, executives who, kind of need that next gear,in a sense, and I really agree with you on that, would be a.
Dustin: Prime place for a one to one to many group coaching model where you can take a group of people who have similar drive, ambition kind of circumstances in life of being super busy and probably balancing family and work [00:15:00] and, all the other aspects. And they can come in a more intensive, condensed.
Dustin: Place and get kind of the, I don't even know if it's the minimum viable dose, but they can get what they need to make these, sustainable changes for them on a personal basis. So it's the recipient of the magic and is an individual still, but it's a select group of individuals rather than every random person in La Jolla.
Dustin: Who, LA Jolla, who can have proximity to your office. This would be online group coaching. Is that, yeah. And then the, so that's more of the B2C version, right? It's still direct to consumer, but these consumers are a much more selective group that you can serve online and you're taking them through a specific framework so you can get them, result in a group setting.
Dustin: And then the second group would be more the B2B. so who are. The professionals in the sense of therapists, physical therapists, [00:16:00] athletic coaches, trainers, wellness providers, doctors, whoever who are already in the practice of, Wellness care. I was gonna say healthcare, but really it's like this performance and wellness care and that the word I wrote down as you're describing that world is optimization.
Dustin: It's like they already have their base of knowledge, they have the thing that they practice, but you could come in and. Optimize that by adding a little, tweak or special sauce or,missing piece to where they could be a more effective practitioner and maybe charge higher rates or be able to drive a, drive up market a bit because they have some more specialized knowledge.
Scott: Yeah. and build a reputation for really creating lasting change in their client base. I. In the moment,to be clear, I've, I have enough experience. I've worked with, helping many different types of professionals so that, [00:17:00] it's not like I can say there's just one group that I wanna work with in this range, but I'll anchor two different clear opportunities.
Scott: One is what I'll call a little bit more of the internal, goals or perhaps, roadblocks that many of the people in the counseling or therapy or somatic experience space are supporting. And that is whether there's an actual, pathology or mental illness or frankly just people are on the edge of being burned out because of their career or their, their performance level.
Scott: the way that I teach to access breath and internal support is unusually grounding for the nervous system and reduces that the cost of internal tension and a lot of the. Through the years when I travel or when I have these opportunities to, to talk with these professionals. And by that I mean the [00:18:00] counselors and coaches and whatnot, they are really good at what they do from a mindset, a narrative, kind of a belief system.
Scott: And they don't necessarily have that many skills to ground these practices in the body. For their clients to then take away and work on in themselves. And I've found consistently, when the body feels more supported and integrated, the mind is less scattered, the heart is less scattered. And so I, I do see that as a really valuable direction for me to create opportunities and trainings for,
Dustin: I love that.
Dustin: And the word I wrote down. But that is like protocol, almost like you have the thing you do so well. You're a therapist, you deal with mental health. and you just don't have the tools or an accessible protocol that you kind of add to your toolbox to where you don't need Scott there to do this, but Scott can train you to get [00:19:00] this, yeah.
Dustin: Protocol right, like this process, method so that you can add that to, the experience of your clients because it's gonna. A multiplying effect on the work that you're an expert at. speaking to that professional is that this isn't my world, but hopefully I'm categorizing it. Yeah. Cool.
Dustin: So you said that, I think you said that was kinda one of two anchoring, case study sort of applications of this. So people who deal with. Helping their clients or patients with internal struggle, internal roadblocks, burnout, mental capacity and things like that. And then, is this, what's the second one?
Dustin: External.
Scott: external. And what's interesting is this more external one. 'cause of how I've designed it, how I've, how I was taught, how I think about this stuff can be applied more to a chronic pain scenario, such as migraine sufferers, as an example, or more to an athletic or high performance because it's actually the same tools.[00:20:00]
Scott: When we stabilize the body and we learn to connect our center, we're much more efficient, where we have less compressive forces. On the vessels and nerves and joints, and so that, that body can literally push harder. even if that means it's during a rehab phase, because a lot of people are going to amazing PTs and rehab centers, but because certain parts of their body are so compressed, they wind up injuring themselves in the attempt.
Scott: To get better. And that's a tricky one for people to navigate. And a lot of what I teach helps support that.
Dustin: Okay. So the, when we think about the professionals in this setting, that it's gonna be physical therapists, performance trainers, coaches, athletic trainers, things like that, where they're dealing with people who have recovering from injury.
Dustin: They have chronic issues, I guess, migraine sufferer, a migraine sufferer, could be. By all sorts of different, practitioners. Right. so would you say [00:21:00] one of the challenges you're experiencing as you look forward is narrowing or defining the target audience because. you are in a situation which everyone kind of finds themselves in, where they get so deep into a body of work that they see it applicable to like everyone could really benefit from this.
Dustin: and yet marketing doesn't work when you do that, right? So you have to get more narrow in your focus. So yeah. Tell me a little about like your thoughts on that, or maybe your struggles that you've experienced with that.
Scott: Yeah. Well, the, you're nailing the conflict and the tension through the years because I was.
Scott: Teaching some of these things 10, 15 years ago, but it was always on the side. Never gained momentum. I tried different versions,and yet at the heart of my, dedication to this is I've been refining things because I work one-on-one with people. So I've had thousands of hours of Let's try this.
Scott: Let's, okay, let me teach it a new way. Let's have it click even faster. [00:22:00] And that's why I'm much more confident that it can work in these different directions. As you kind of pointed out the, to the short answer is yes, I,the market is still too varied. but if, but I'm also confident in starting.
Scott: In one direction and building that reputation because what I've really found is through the years, I do best in some version of a partnership or an invitation or a, we have shared interests. Let me see what I can offer. and that's really much more of a. Even it is, those are all business exchanges, but that's also very personal exchange,
Dustin: very relationship based, collaborative, sort of coming at it from a view of abundance where we some is a great, or the whole is greater than the sum of the parts.
Dustin: We can work together better than we could do separately. Of course, anyone that's listening to this show, that's, that's my thing too, that's near and dear to my heart. and that's gonna [00:23:00] transition us really nicely, I think, into. Strategy and how to apply this. Before we go there, one thing I do wanna double click on, is the book.
Dustin: So you mentioned a book as sort of an anchoring point. I think it's a good forcing function. can't write a book unless you know who you're writing it to. where you at in that process? And do you have a de are you dedicated to, or do you have a sense for like, who will be the ideal reader of that book?
Scott: Is the clear answer because I've iterated a few times. I realize I could, for example, choose to lower the expectation, write more of a. I'm gonna call it a 70 page book instead of a traditional published book, in which case I could actually more readily do that for three different groups because then I can actually make it way more relevant to that person I'm speaking to as you had just shared.
Scott: and so I realized that might be a step, that frees me up and gives me a little more motivation to [00:24:00] accomplish those tasks. The simplest point of reference, in terms of I'm an avid reader. I've been blown away by speakers and authors through the years. it's kindled that passion for me that have taken me on a journey that's lasted for decades.
Scott: and I actually see a book as not for everyone, but for a few people that pick up that book that just has that lasting impact. It like increases the call and that's why I value it so much. I. And I've been in situations where I've come in to teach, but I didn't have a book. It was hard for the group to really position me and I realized, oh, that it's a bit of a stumbling block at the level of expertise I have.
Scott: That, that what I'll call that credibility marker of being published actually feels like it, it matters at this stage.
Dustin: So I can relate a lot to this. so I am actively working on a book and I've been wrestling with the exact same [00:25:00] ideas of what's, there's a book or multiple books.
Dustin: Then there's the book, right? There's this pressure of sort of the legacy book, the, and I think you actually nailed it in the sense that I wrote down small book and big book, right? And you said there's like three small, those would be very practical. Shorter and specific, whereas there's like, there's also this yearning to have this impact that other people have had on you with like the book, that's more of a paradigm shift and it's more of a, the really big idea book.
Dustin: I think the good news is the news that it's freed me up a little bit is, you can do all of the above with enough time, right? And so then it becomes a choice of which is the first book. And it's not the only book, it's just the first book. the path I'm choosing is. To write a useful book. and there's, you may have read it, there's a meta sort of book that does this.
Dustin: It's called Write Useful books. And, the whole premise, you gotta read it. Like, that'll be, that, that'll be one of your action items. It's a very short book. It's like intended to be [00:26:00] able to read on a plane ride. And the whole premise of the book is, It's in this shorter category of like write a really useful book that solves a specific problem for a specific reader and spreads by word of mouth.
Dustin: And he talks a lot in terms of like value per page and you start, and like your table of contents, if someone just read the table of contents, they would. Make progress towards the goal because you've already broken down the process that's easy to follow, to get the result. And that's a very different book than the book, the legacy book.
Dustin: Right. So I'm working actively. I was in Puerto Rico last week at a writing retreat, finally getting started on, a podcast guesting book. and in some ways, like podcast Guess Guessings are super useful. It's changed my life. I help a lot of people with that. I'm known for that. And there's also a sense of.
Dustin: I know a lot more than that. I've had a lot bigger impact than that. I have a lot more to share than just a podcast guessing book. And yet a podcast guessing book would be a really useful book. and it would advance my business goals. It would be a good lead generator, and it gives me authority when I go [00:27:00] speak on stages about marketing.
Dustin: And so I'm saying all that just to relate. Like I, I totally get it. and ultimately you can choose, but I do think there would be room here to consider. If you think of there's like three of these useful books in you that you want to get done, maybe we start with one of those that's. Specifically at your primary first target that we're gonna talk about next, like, who is that market?
Dustin: What do we want them to believe and be able to take action on so that I have authority and credibility that opens a lot of doors to speaking. It doesn't take that long to create. and maybe there's a book two and a book three for slightly different audiences or for different applications and ultimately all that material.
Dustin: Can feed into the Legacy book, right? It's still part of the same body of work. It's just not as big of a breath. So I talked a lot there, but any sort of responses or am I kind of barking up the right tree in how you're feeling about the book project?
Scott: Yeah. and as you share that, I, I'm realizing I, I have thought about this many times and there, there's already [00:28:00] a bit of a sequence that I think I've been arriving at and that is creating, the practical book.
Scott: Stage one more for the creator, the entrepreneur and growth phase, who's pushing hard, no longer young, needing more tools to support their body, and their impact, and then dovetailed hopefully soon after. Is that a year after? Is that months after? Is touching upon that more internal,almost mental health psychological opportunity because some of that would be just as valuable for people.
Scott: Running businesses are in the workforce,or social media influencers who are getting burned out by all the new technologies. It is a very weird time we're living in.
Dustin: Absolutely. Yeah. You can have a whole big chapter on AI and its impact on your internal, compass and wellbeing.
Scott: Yeah. Open story loops, closed story loops, even sleep at night.
Scott: and so I could see that just being, even though I might pitch that a little bit more [00:29:00] to the coaches and therapists. It still is like irrelevant to the bigger conversation. and then the other points of reference is,though I do want to teach my techniques to professional, to the professional audience that get then can coach or train, as we've talked about that, that feels like a smarter second or third step.
Scott: As I in, in one sense, try to free up my current bandwidth, which has been so clinic focused. So that's where I thought the group coaching over the next 18 months. it's something I would enjoy doing also, it's a skillset I can refine and a new revenue stream, and that might start to create some of those openings where these other opportunities fit in much more neatly.
Dustin: Yep. totally agree. And I had actually written a similar sequence in when I was sort of naming your, useful books in [00:30:00] order. I'm like, I like that a lot. And when you think of the p I'll call it peer-to-peer market, or it's the therapists and the doctors and the wellness practitioners, I think if, let's call it phase one.
Dustin: Let's get Scott freed up from the clinic setting to where you're still doing a B2C model, but it's in small groups. And the key to do online group coaching is to speak to a specific outcome, and as much as possible to a specific audience, right? So if you've got. 60 day, 90 day program, and you work with, let's just say entrepreneurs and you have a specific promise for them that, hey, at the end of 90 days, here's what's gonna change in your life and your business and your impact because you've worked with me.
Dustin: that was all kind of a preamble to say, if that's your focus and that's the lane that you're. That you're, specializing in, in the next phase of this, the practitioners and all these relationships, they have those [00:31:00] people in their audiences too. And that's where this partnership model,can start to thrive, right?
Dustin: Where there's a physical therapist that you have a great relationship, and. They have some people in their, roster who are entrepreneurs, business owners, and they're like, yeah, my buddy Scott, he's a peer, he's not getting in and stretching your knee in the stuff that I'm doing in the clinic, but I really recommend you go read his book and go to his seminar, or come to his workshop and, ultimately join his program.
Dustin: And of course, there's a. See of opportunity there. when we talk about podcasting and guest training and in-person workshops and some of the stuff that you've already done, and the key there is. The key to collaboration many times is specificity. It's like, I'm not trying to replace what you do as my peer, but I think I can serve some of your clients in this really specific way with the thing that I'm really good at, and I've got a program for that, and I would, or I've got a free educational workshop, or I've got a book right.
Dustin: in essence, that's what [00:32:00] I do. that, that's my whole model and how we met, through SPI through Pat Flynn is Pat serves creators. Pat's a marketing genius. Pat's been a podcaster a lot longer than me, so why would Pat have me come do a workshop for his audience? Because I specialize in podcast casting.
Dustin: Right? And he doesn't. And so he was very open to, Hey, you've got this really specific thing, you can come in for 45 minutes and teach my people. that's a win for Pat because this new content and a fresh perspective, it's a win for his audience because they gain those things. And it's a win for me because there's certain people in that audience who are like, yeah, I really wanna go deep on that thing.
Dustin: Right? And that's how we met. And I've had other clients come from that as well. And of course I run a group coaching program, so I. Just reflecting back to you. I think you have that opportunity, really well defined and, I, I think that to me also, I guess I'm concurring, that also seems like the next logical phase because it's kinda the shortest leap from where you're at.
Dustin: It's like taking clinical work, but taking a [00:33:00] portion of it to a specific audience, which allows you to bring it online and do it in a small group setting. And it. Leverages the relationships you have with your peers without yet trying to say, I wanna come to you and you pay me money and I'm gonna certify you in my methods.
Dustin: Like eventually we'll get there too. But now, for now, you can basically, they can be a conduit to their clients so that you can serve them in this setting. So that's a little bit of a monologue, Scott, but like, is that bar, is that resonating?
Scott: It tracks it. It really is an alignment.
Dustin: So then if, and again, this will be your journey and you can reflect on this as we go, but we, over the last maybe like 10 minutes we have left, let's run that out a little bit.
Dustin: So if we say the goal for the rest of this year, and getting into next year is. Write the useful book that takes your protocol and your framework and points it at entrepreneurs and business owners and people that are in stressful professional settings that are on a mission and want [00:34:00] to have a big impact and are starting to feel limited by their own physical and mental capacity to do that.
Dustin: Those are our people. Write that useful book. Create a group coaching program, that you should be able to charge a premium for deliver online, which frees up a lot of your, Replaces revenue that you'd otherwise have to be in person in clinic delivering. or it's additive to that and you just, double your income and that'd be good too.
Dustin: so does that feel like a good place for us to focus for the rest of our time? We start thinking about how to find the people to feed that.
Scott: It, it does. I feel really confident, we'll say, on the curriculum side of a two month program I to create. Transformation. for me it's the getting in front of the people.
Scott: and,I know my positioning's gotten a lot better over the last couple of years, but that, refining that and then choosing to. Take this next step to get on more podcasts. Years ago, I was on podcasts, then I had a hiatus [00:35:00] last summer. I was on one. we had talked about that briefly, which is a great, conversation of disconnection and meaning and being present,by a fabulous man named Joshua Church.
Scott: But at the time I had no, no strategy, no. Like forward thinking, no call to action. And so, yeah, I, now it's time to organize
Dustin: and we'll pause here and we'll say, if I said. So far, we haven't even talked about which podcast to be on and what you would teach and what your call to action would be.
Dustin: But just on where we've gotten in a sense of clarity and specificity about what we're trying to accomplish. If I said, Hey, Scott, good news. I got you booked on three podcasts next week, and they're entrepreneurial podcasts and they're all about optimizing performance, but you'd already, you can already see, and anyone listening to this conversation could see.
Dustin: Oh yeah, like it would be way more clear what I want to talk about, what I want to teach, what my call to action's gonna be, and it becomes obvious [00:36:00] that. You're speaking to a specific outcome. So you're gonna get people to raise their hand to come, go deeper with you on that, right? To get a free resource or to get some more training, which is then when you would invite them to a group coaching program.
Dustin: So a lot of times in these, in, in a coaching session like this, or just, in the course of doing what I do. People start with the wrong question and they start with, which podcast should I be on? And I was like, well, we have a five step framework. I'm big on frameworks too. It's, and the first step is purpose, because you can't answer the other steps until you know who you wanna reach.
Dustin: what's the outcome you ultimately want to drive them to for their benefit and to grow your business? What transformation are you gonna provide them? And once you have those things, then you can talk about the messaging and what do they need to hear and believe and feel the empathy for, and the authority for so that they're ready to take that next step with you if they're ready and qualified for your services.
Dustin: All that's step one. And we've talked a lot [00:37:00] through that even in our conversation. Step two then is which podcast to be on, right? Which seems like the first, that's the obvious place to start. After you get clear on step one, step two actually becomes really almost like a domino. It's like, okay, well yeah, I would be, and I would, so I'd actually love to hear in your words, if you think about this audience with this useful book that you're gonna put together and this framework, and by the way, you don't need the book before you sell the group coaching program.
Dustin: but you kind of go hand in hand. so, but if I said, Hey, we're talking to entrepreneurs and we're talking about performance and, Tools to support their body and their impact in all this breadth of experience that you bring to bear. and I said, Scott, which types of podcasts would you wanna be on?
Dustin: what would you say? Like, I would imagine you already have some thoughts.
Scott: yeah. Well, I'll say the, what comes top of mind are the podcasts that are already talking to active creators. Meaning they're in a growth phase of their own work. They aren't that part of their [00:38:00] business, whether they're.
Scott: Speakers are behind the camera or whatever version. because yeah, they have the right, drive that I can speak to really well. and they are just at risk of burning out and breaking down as any other high performer. and the other, though it may even seem broader than that, are, podcasts that are speaking to leaders or leadership.
Scott: I, most of my client base is over 60 in my current practice. I'm about 50 now. Like I, there's something about the long view perspective that I gained through training Chinese martial arts, Tai Chi, Qigong, that is already speaking to people who are way more seasoned. In their career
Dustin: we're so dialed in.
Dustin: I literally wrote the word seasoned as you were speaking it. Like, so yeah, go ahead.
Scott: Yeah. but sometimes it feels like it, maybe it's not the same market. Maybe it's a different group of people I could be speaking [00:39:00] to. But there's a lot of people who might be second half, second stage of life who they already have so much clarity and.
Scott: And so much more leverage than they ever did when they were younger. And I realized, oh, there's a lot I can share with that group of people.
Dustin: And from a business perspective, they tend to have more money, they tend to have more, decisiveness. They're like, they're able to identify like this is a constraint, and they realize that.
Dustin: They probably have more money than time, and they're willing to invest in shortcuts and not shortcuts in the sense of, you know what I mean? they're in, fast passes, if you will. Like who, not how like more seasoned entrepreneurs, more seasoned business leaders realize. Going and trying to Google search or chat GPT, the solution and figuring it out.
Dustin: They ain't got time for that. Like they're busy. Their time is too valuable. They have some resources, they just wanna go pay the expert to help them. Right? and so I love this idea of a seasoned creator, seasoned [00:40:00] leader who has. so kind of two aspects here. There's the general audience that we want to approach, which is these seasoned creators and professionals and entrepreneurs.
Dustin: I think we can start to get a, I'm 47, like I'm in that group too. Like they're, they're past the, they've hustled and grinded a lot to get where they are, and now they don't want to do that to get where they want to go next. Right? And they probably are balancing kids and maybe. Teenage kids and aging parents, like there's a lot of these sort of external weights on their shoulders.
Dustin: And they would love the idea of just tell me, lead me exactly through the right things to do with my body and my mind. and they're open to this,this, this wellness world that you are an expert at. So there's this. There's this, dartboard we've established that these people live on.
Dustin: Right? and then in the bullseye of that would be, sort of a think of, like that's the canvas. And if we wanted to [00:41:00] draw an intersection on the canvas, that's really the bullseye. I would say it's people that have, they are at least problem aware and they're probably moving towards solution aware. So we already know their state of life a little bit about their, Their circumstances and how their, their goals and what they're driven by. That's the dartboard. The bullseye we really want to talk to specifically would be, they're having these problems, right? and so what are the problems that they experience? And if we had more time, I'm sure you could articulate for 20 minutes a lot of the problems because you work with these people every day, right?
Dustin: burnout, chronic fatigue, headaches, joint pain, lack of energy. They, there's a lot more like desire in them than they feel they have the physical or mental capacity to do. They're starting to resent the fact that, man, I was a college athlete and now I can't even, make it past lunch without needing a nap.
Dustin: Like, these are all like problems that they're like, these things are limiting my potential and I frustrated. So we're at least talking to 'em there. And then the ones that are gonna be even [00:42:00] more in that bullseye are gonna become more solution aware where they've started to look for. Therapies, meditation practices.
Dustin: They've started studying a little bit. maybe they started taking some Tai Chi classes or they, like they're sort of like moving toward. Finding Scott. And when they hear Scott talk, they're gonna be like, this is it. This is the, like, this is exactly the solution I've been looking for.
Dustin: Not everyone's gonna be that far down that spectrum. so we really wanna focus our partnerships and podcasting opportunities, make sure we're on the right dart board, like most of the people we're speaking to are in that audience. And then we wanna speak a lot to the bullseye where it's like, Hey, if you're experiencing these problems, if you feel this way, if you have this circumstance, if your day looks like this, here's the good news.
Dustin: This is what life is like on the other side when you address it and you get the right help and some people are arguing and that's the bridge between what we call like before island, where you find them and after island where they want to be. There's a bridge between the two. You're the bridge, your group [00:43:00] coaching program's a bridge.
Dustin: Your book is a bridge. Some people are gonna be halfway across the bridge and like ready to. Get to the other side and some people are gonna be stuck on before island and don't even realize there is a bridge. and you're gonna speak to both audiences and people will go across that bridge at different speeds.
Dustin: But, hopefully those analogies make sense. 'cause the picture I'm trying to create here is, the hardest part of this is defining before island. Like who are we speaking to? What are they feeling? you have a very clear bridge, which is great 'cause I, I work with a lot of people who are like.
Dustin: I'm on after island, but I don't really know how I got there. And like, I love the people on before Island, but I don't really know how I, how to coach. I don't really know how to, I don't know what the framework would be. You've got a very defined bridge. It's just us putting that bridge between the right two islands.
Dustin: and then you just go speak to people on before island and. They all run across, not all, but the right ones run across the bridge and wanna work with you. So, how is that feeling? And then we'll close out in the last five minutes with maybe a little more, direction on next steps that you can go find, the [00:44:00] people on before island.
Scott: Yeah. Well, the analogy you gave, is a really good way for me to orient because. A lot of knowledge that I've built up, but also the many ideas, sometimes the biggest opportunity is just to pause and kind of re reorient, like, which direction should I be looking? And so that the visual you just gave me was really helpful on that.
Dustin: Good. And so, assuming you've got the bridge and I know that you do, Let's just spend the balance of our time talking about how do we find, how do we get invitations to these groups of before island people, right? Like who, in other words, like who's already got them in their audience, where you can come and be, build the bridge to the after island for the stuff that you do.
Dustin: Right. and honestly, I think we've gotten there in, on the podcast front in a large sense. It's, you have a specific. Topic, you want to cover a specific promise for that audience. and we [00:45:00] know who the audience is we're talking to, and I think we've got numerous, specific, verticals that we could go after.
Dustin: Like we talked about entrepreneurship sort of, I like, I really like the idea of people who are. probably had a successful corporate career and they're, growing their business and they're in this phase of life and they're realizing that in many ways they're the roadblock, for the first time.
Dustin: Or leaders who are, yeah, they're lacking, energy for the first time burnout. I mean, there's a, just a wealth of opportunity there, that we could tap into on podcasts for sure. and then the other side of this. Which you've already done some of, but it wasn't targeted is, so podcasts are one form of partnership where like that is an aggregation of your ideal market and people listen in and you could just do podcasting and this would work.
Dustin: The other one I really like to think about is places to guest train. So it's a little deeper. It's a little more like, Down that, that awareness spectrum. and you've [00:46:00] mentioned you've done this, but by invitation only. but anything come to mind there, like associations or communities or other practitioners who are very complimentary to the work you do and you could come into their audience and serve in this specific way?
Dustin: is anything kind of jumped to mind when you think of this one audience? Of the entrepreneur, creator, speaker leader.
Scott: Yeah. Yeah. the most obvious one right now is there's, a lot more interest, and talk around the nervous system regulation space, and I have a unique perspective on how the body can better support that.
Scott: So I. I think that would be an easy fit in terms of me talking about a slice of that pie, but not necessarily being the nervous system person. 'cause there's some great people out there.
Dustin: Yep. And so my story, my playbook [00:47:00] with our clients is, and you don't get here immediately, but as the goal cadence would be if you were on one targeted podcast a week.
Dustin: Again, we have a system running to support that. So it's not like you're doing all the legwork, but just imagine a scenario where basically you check your calendar, Hey, it's Friday. I've got a 30 minute interview next Friday. I've got one in the morning. So every week you got a podcast that is on the dart board.
Dustin: So you're out there talking to these entrepreneurial leadership audiences and there's enough to do that for the next decade, right? and we want to be targeted in how we do that and very intentional. But we do that once a week and our goal is once a month. We get a deeper partnership where maybe you're going into, a physical setting in California, or you're coming in as an association speaker, you're coming to a conference of physical therapy and you're coming to talking about nervous system regulation.
Dustin: there's a lot of these. I personally find almost all my partnerships, those, these deeper embedded trainings through podcast guesting. So the podcast [00:48:00] guesting activity actually, Helps to be a discovery tool for the partnerships. So I was on, as a live example here, I was on Pat Flynn's podcast.
Dustin: It went well and I said, Hey Pat, is there any way I can serve your community? He said, yeah, and I actually did three of 'em. I don't remember which one we met in, but I went to his mastermind and did a deeper training. I was, he had a cohort based course is actually on podcasts hosting. I went in there and did a special session on guesting to Grow your podcast.
Dustin: And then there was a third one that was, sort of their mid-level community. and then, that, that story goes on. Then I was at Craft and Commerce a conference, and then because I developed relationship with Pat, he's like, Hey, you wanna come to this dinner with me? I said, that'd be amazing.
Dustin: And then I met all these other speakers and some of them have become clients and now they're all partners in different ways, right? And that's how this works. And so you don't need to sit here today and say. April, may, June, July, I know exactly where I'm gonna be doing partnerships. But you have the benefit of many [00:49:00] relationships, many experiences and peers in the industry, where you probably could sit down if, if I made you just write a list of all the potential people you could call and say, Hey, I'd love to come do a guest training.
Dustin: I'm specializing in this, I'm writing a book on this thing. Would that be useful to your audience? Many people are mean. Heck yeah. Come on. but even for the listeners, if you don't have Scott's Rolodex of experience in that way, podcast casting is a great way to discover those partnerships too. 'cause many hosts.
Dustin: Many of the other guests on a given show. Some of the listeners also have communities, masterminds, group coaching programs where you can come in and be, a specialist alongside the work that they do and add, be additive to the mix. So, so Scott, I know we're, we're running up against the time.
Dustin: I want, definitely tell people where to find you before we do that, any. main takeaways or insights that you're taking away from this kind of rapid fire conversation we've had the last 55 minutes.
Scott: Yeah. Well, the two biggest [00:50:00] I think are, as you had shared, the before island, after island and the bridge.
Scott: and that is a really clear way for me to orient. and it's, it somehow really clicked. So that's really helpful for me.
Dustin: And the freeing thing there is there's lots of different before islands that you can eventually access. We just wanna pick one to start with. Yep.
Scott: Yeah. and then this piece that you just shared about how you're encouraged scheduling podcasts or those there.
Scott: There's something so natural about when there's momentum, the opportunities arrive.
Dustin: A hundred thousand percent. Yes.
Scott: Yeah. And there's no way I could research enough to create, I mean, of course, but some of those true gems come in motion in momentum and I really liked just the simplicity of that cadence of like, this is how you do it.
Scott: so that was very helpful.
Dustin: Yeah. And I mean, we run a mastermind and, And that was literally like I can, that was on the whiteboard in our fall retreat, and these are all business owners that [00:51:00] are. multiple six figure seven, some multiple seven figures, and I was like, here's my experience. I think a seven figure solopreneur business can completely be fueled with the right clarity with one podcast a week and one partnership a week.
Dustin: As we started to unpack that the light bulbs are going off of people like, that's actually exactly what I did, or, or like a version of that, or like, yeah, I can totally see how that's possible. and I think there's a,the theme of that retreat was simplicity scales and the idea that like, you don't need all the different tools.
Dustin: You just need the right tools, and you want the tools, the marketing tools, I should say that, that play to your strengths. And I think, Scott, you're a natural educator. You have a ton of lived experience, you got really cool stories. and so yeah, podcast guesting, I think is a natural fit for you. And then.
Dustin: Related to that as these deeper partnerships that will come from that. And that can also, live alongside that. And that's my whole model. We built a seven figure business doing exactly that. and I, [00:52:00] I'm a thousand percent confident that you can do that if that's what your desire is. And I think the big constraint that we've solved for today is just.
Dustin: Saying, there's many things you're going to teach. There's many audiences you're going to reach. We just gotta pick one to start with because getting in motion with the first one is how you're gonna get the clarity to the next one. And it's how you're gonna create the first book and the first group coaching program so that you have assets and clarity and income that frees you up from, the current, Kind of dollar per hour model that you're in with your physical location. So. Awesome.
Intro: Well,
Dustin: yeah. Well, I'm,I'm grateful that you are so transparent and we made, I feel like a ton of progress today in less than an hour. So people are listening. our audience is, generally creators, entrepreneurs, and many of them are as old as me.
Dustin: so what is the best way for people to learn more about you and your work?
Scott: Yes, so you can find me@bodyreliance.com. Where everything I'm doing going forward in my next phase of life is helping people rebuild a body they can [00:53:00] trust. and there's a chance to join a newsletter and other things, of course, much more will be coming, your way.
Scott: So thank you.
Dustin: That's a really good domain. So body reliance.com. well, Scott, Scott Olson, you're amazing, man. appreciate having you, as a guest. And, I think there's so many people who are gonna relate to your story and be able to take action as a result of you being here and opening up and,and, strategizing together towards the future.
Dustin: So, thanks for, again, for being here.
Scott: I hope so. Thank you, Dustin. Thank you so much.