Why Most Entrepreneurs Are Telling the WRONG Story with Greg Logan

Dustin: [00:00:00] So can you imagine if you can create a quest for your business that your audience wants to see achieve? It's so powerful and God loved the movies. They've created a really simple formula. And that formula is what do you do? Who do you do it for? And what value do you add?
Greg: All right. Welcome back to the Seven Figure Leap podcast. So I am joined today by a fellow storyteller, , someone who I've grown to really respect. , His name's Greg Logan and he was introduced to me by Amber Auer, who has introduced a few amazing guests to this show. And, , she's a former guest of, Seven Figure Leap as well.
Greg: Greg has a new book coming [00:01:00] out. We're gonna dive into that. , But I'm really excited about, we're gonna. Do our normal, , deep dive into his entrepreneurial journey and, and learn what he does and why he does it. , But we're gonna save some time at the end of today's episode for him to actually coach me with his brilliance and, , kind of unpack, some new storytelling gold for seven Figure leap the brand.
Greg: So, Greg, so , really appreciative of you and I, I really thank you for being here. , Please take a minute, introduce yourself and, give us a little insight into your own entrepreneurial journey here.
Dustin: Sure. Thanks Dustin. And it's great to be here. , I'm a brand storyteller, so I love to tell stories and hopefully, , the audience. can learn a few things. I started life actually a very young age 19. I started work as a copywriter at Leo Burnett Advertising, , huge agency.
Dustin: And, , it's all I really ever wanted to do was to work in advertising and create ads. And, and I loved it and I did it for over 30 years. , I was with for 17. , Of those, [00:02:00] and I left Burnetts to start my own agency. I sold that to a big, , global conglomerate. , And I started having Groundhog Day.
Dustin: I'd worked on the biggest brands in the world. , I'd won all the awards. You could win in advertising, but I just was like, I've done this. And right at that time I had written a couple of films, some feature length films, which didn't get done because I'm not very good at writing feature length films, but. Short films
is a different, , kettle of Fish. And I wrote a short film that won lots of awards around the world and won the Crystal Bear at the Build and Film Festival. And ,
and I kind of went, wow, this is fun. I like traveling the world, collecting awards but I'm not stupid enough.
Dustin: I had too many mortgages and I, not stupid enough to. Unemployed, underpaid writer. So I started creating reality TV shows and [00:03:00] within three months of leaving advertising and, going into entertainment, I won the world's best new reality TV format at Kahan, at the big TV market. And , I had a global deal with Warner Brothers.
Dustin: , I got CAA as an agent in LA and I was speaking to Ellen DeGeneres the next day. Like it was, crazy. And I moved from Sydney to LA and I started creating reality TV shows. In 18 months, I'd sold 12 of them, which the industry said, this is unheard of because you have no track record, but sold all these shows.
Dustin: Everyone was telling me I was doing well, but I was frustrated because I'd sell them. They wouldn't happen. You know, people would take the idea, look, I know some of them have happened, and I was like, I created that, but they changed it enough so they didn't have to pay me.
Greg: I was curious, this is an interjection, but I, there's an open loop that [00:04:00] you've, you know, with your good storytelling here, not being in the industry. So you sold a show, but it didn't get made. Can you just give us a little idea what that means? Like what does create and sell a
Greg: reality show?
Dustin: Sure, sure, So I'm not a producer. I'm not a production company. I'm an ideas person. And what the teething industry loved was my fresh ideas. because I had 30 years of taking business problems and solving them creatively, I could look at what was successful and put a new twist on it.
Dustin: And What I would do is I'd create the title and I would do the sell and, give it a structure. And this is pretty much an outline of what would happen. And then what they do is they, purchase that idea that they then own it, and then with or without me, they develop it. And where the big money comes is when it is on network tv.
Dustin: And then you make the big money as the [00:05:00] creator, so it's in their interest for you not to make that.
Greg: Yes,
Dustin: while I was waiting for all these shows to be created, and I'm a compulsive creator, I mean, I would create 10 shows a day, like I had so many ideas.
Dustin: The idea of brand storytelling became bigger and bigger and bigger, and I started going to conferences like South by Southwest, and all the talks were on why brands should become better storytellers. And there were really
convincing, especially the ones from neurosciences, how brains are hardwired to love stories and, why business.
Dustin: And brands aren't tapping into this enough, and they should because it's really powerful. And I left South by Southwest like everyone else, convinced why brands should become better storytellers. But I realized on the plane back to LA, no one told me how and I just went, this is why I'm in America. This is [00:06:00] why.
Dustin: Someone with a advertising and brand background went into entertainment because I can put these two worlds together I went home and I was literally driving down Sunset Boulevard and I looked at the Hollywood sign and went, that's the how Hollywood is the how, you know, because. Throughout history, , Hollywood has been the most financially successful storytellers of all time.
Dustin: , Those studios put a lot of money behind those films, so they need a return on investment. So they create a formula to make sure it succeeds. And I went, that is the how the movie formulas is the how. Every movie is built on a
formula, and that formula has built la it's the seven biggest, , , business center in the world.
Dustin: It's really successful. I mean, a hundred years ago it was desert and the movies turned it in to a huge, huge successful city. And, , the formulas work, and [00:07:00] you may have heard of the Hero's Journey. , A brand and a business doesn't work in a two hour cycle. , And so I went 'cause I know a lot about brands. I was able to break down all the things a brand needs and a business needs to sell itself. Use the inspiration for movies and how do movies do that? And I've broken it down all the tricks that movies use and translated them for what a business needs.
Dustin: , So I did that. I had no idea if it was gonna work, and I was like, it seems like a good idea. , But I tried it on some businesses and it was like, wow. This really works. And then after a year, my clients were having phenomenal success. I mean, I didn't believe them in the first place. I was like, really?
Dustin: Like that many million? really? And after a while I realized, of course it's working because the big thing I do is I. get them out of the way, you know, , I stop them telling the [00:08:00] story they want to tell and start telling the one
the audience wants to hear. And when you do that, you show your audience why you matter to them.
Dustin: , so anyway, I started Narrativity, which is my business, , eight.
Dustin: , I've just had the eight best years of my whole life, in every, every way. it's been financially successful for me, but for my clients, and I've just had so much fun. because every time I spend my time with my clients, we're talking about the movies, we're looking at their business through the lens of Hollywood, and they just love it.
Dustin: They just go,
Dustin: wow.
Greg: they probably just eat that up. 'cause what's really cool about using that as the, , anchor point is not only, it's really works because obviously, you know, Hollywood's extremely successful with the formulas they use, but like everyone can relate to it. 'cause everyone's seen a movie.
Greg: Everyone has a favorite movie. Everyone has a, favorite, , hero's journey or storyline that they're familiar with. So, you know, you talk to the right person about Star Wars or. Or you know, something from their childhood, and I'm sure
they just light up. They're like, oh, [00:09:00] I thought my business was, but like.
Dustin: it is. And I, give them examples of each thing I do. It's like, this is what the movies do. And they go, I get that now. This is why you need to do that. And they go, I get that. But you also see there's some film nerds in the sessions and. Usually the Matrix or , Lord of the Rings, and they go, oh my God, this is just like Neo.
Dustin: And when he did, and, you know, and which is cool, it's really cool. But I think the thing for me is helping and look, my clients are big. work with some of the biggest companies in the world, but I also work for startups and entrepreneurs and small businesses. And that's the bit that excites me.
Dustin: Like it's fine making rich companies richer, but when I help a small business, I transform their life. every couple of months I get a, a message from a
client who goes. Greg, I cannot tell you how much you've changed my life and I wouldn't be where I am without these [00:10:00] stories. And you know, it's, I just love that.
Dustin: It's really, really cool. So.
Greg: This intersection of all these weird talents and experiences, right? Like you a copywriter and you loved advertising in the agency world and you had an agency and left that. And then you got into long film and in short film and in reality shows and, and then, you know, at some point it's sort of this epiphany moment of like, oh wait, there's this intersection of all these weird things that I know and I'm uniquely talented at.
Greg: And now I get to go apply it and get like instant fulfillment because it's like the light bulbs go off in the room. Then I get a text, you know, six months later about the ROI that they've gotten. And I've had, you know, a microcosm of that. I'm not as far along with my journey as you, but I can definitely relate to kind of feeling like, oh, I found my unique ability, you know, like I found like this thing, and it took me decades to work through it and do a lot of cool stuff along the way.
Greg: But like now I'm in this spot where you said, you know the best eight years of your life as you got to practice.
Dustin: it's all of those things, Dustin, that it's all my unique skill [00:11:00] sets in one, but it's also something everyone in the world needs. And every business in the world needs. So that has been amazing too. 'cause you know, there's very talented accordion players, but not everyone needs an accordion player.
Dustin: but whether businesses realize it or not, when I tell them what I do, they go, you can see them nodding, going, we need that. it's been wonderful.
Greg: He hasn't told me exactly what we're gonna do, but we're gonna, do a little bit of this, , towards the end of the show where we're gonna go through this formula or this, , paradigm of, the Hollywood storytelling for seven figure leap and we're gonna see what comes outta that, and I'm really excited to do that.
Greg: , There's a couple other things I wanna make sure that we, touch on before we get to that point. Greg, one's gonna be your book and we'll talk a lot more about the book here in a moment. But one thing we love, talk about. Let
them teach and we wanna hear their story. But I just like to know people's offers.
Greg: I just love offers. , , It's something I love to just what's out there and see what people are doing that's effective. And one [00:12:00] thing that stuck with me from our first conversation, the uniqueness of your offer, it's very simple. It's very, I guess you could call it productized in the sense that like, this is who I am, this is what you get.
Greg: There's one menu item for the most part. Right. , And you said you work with some really big companies and some smaller companies, but can you just give us a summary of what your offer is and how.
Dustin: Yeah, look, what I do is quite different on a number of levels, , as a creative company and a consultancy. Normally, , we would come in and certainly all the years I was in agencies as well, is you come in and you take a brief and, Weeks and months later and tell the client what you think they should do. I do something quite different. I spend a whole day with my clients and we create the stories together, and how I'm able to do that is by using the formulas I. Stolen and tweaked and [00:13:00] created from the movies. It gets us there very quick. And I use my, skill as a writer to listen to them for the gold about their business.
Dustin: I know writing and storytelling better than them, but they know their business much better than me. And I don't move on until they say, oh my God, goosebumps. and I can see when they're excited. I can see when something's. And then a few days later, three days later, I present what we haven't created in the room together.
Dustin: They give the inputs for, and I go away and write the longer stories for. So creating it with the clients is very different. But as you said, I've productized it because the normal consultancy that everyone's incentivized to take longer
Dustin: and their ideal is a retainer that it never ends but the thing about the normal consultancy is, especially if the client doesn't like it, someone like me has to do it again and again.
Dustin: And the longer that goes on, the more money I make. Like it doesn't make sense, like I haven't nailed it yet, I'm [00:14:00] getting more money.
Dustin: and there's bill shock. There's a lot of bill shock with clients and creatives can get around it because it's, it's subjective and you can create this magic. Oh no, it's all of this and it's very expensive.
Dustin: So I've productized it and I have a set amount of outputs based on my four decades with brands. This is all a brand needs to succeed because agencies and consultancies are incentivized to create things that a brand doesn't actually need. But every business and brand loves talking about themselves.
Dustin: We all love talking about ourselves, so it's an easy sell to go, oh, we need to find out, you know What color are you? Oh, lemme think. And you don't need that. So I've worked out all the things our brand needs, and within four days it's done.
Dustin: I have a set amount of outputs.
Dustin: There's 11 different outputs, messages, stories, everything from your [00:15:00] tagline to your backstory, to your entire homepage. There's 11 things, , that you are guaranteed in those four days, and there's a set price. I have to make changes and there's hardly ever any changes because the client has created it with me, , if there's any changes, I'll just keep going until for that set price.
Dustin: So it's a set output, set time, set price. It's very different for creative and for a lot of creative. I mean, normally what I do in four days would take four months probably. Sometimes longer. , So it's an efficient process. , It's an engaging process, , and it's a really effective one too.
Greg: I love it. some really good lessons to take away from that, whether you know, no matter what business you're in, if you're in. Business of serving. And you know, most of our audiences, coaches, consultants, some agency service providers. it's kind of cliche at this point. Everyone's like, you need a productized service.
Greg: You know, you need to have like, point to this menu. And that's the thing I want. And it's so hard to do [00:16:00] well and I think you're doing it at a high level and it's premium. you know, you're obviously at this as we've already discussed, but I think one of the things that I heard in there. I'll take away is the co-creation aspect, right? Asynchronously communicate or let, let Greg Divine what you're thinking or what you mean. It's like you sit together in a room and hammer it out together. And so it's not only better and it's really true to their voice, but you know, from your standpoint, like he said, there's hardly any revisions.
Greg: 'cause they're like, well I co-created this, like this. I have ownership in this. The same product. And I think that, you know, way back in my engineering days. That's one of the things that I, and the company I was with did really well is instead of going out and do a black box and then like, here's your engineering result we were dealing with, like traffic engineering.
Greg: It was, let's come to you and let's sit down together and I'll explain to you the technical stuff you need to understand, but like, let's co-create this. Let's make sure that when we walk away as, [00:17:00] I facilitated something, you have as much ownership of it as I do. Effective, but it's also like it removed a lot of the controversy and it, made the politicians very happy.
Greg: 'cause they're like, they wore it with some pride 'cause they, helped create the thing and I think you're doing.
Dustin: it removes so many barriers and it just means everyone in the end is happy. And the other thing is, you obviously build a much stronger relationship that day We spent together, I. They love me by the end of it, and I know as much about their business and their audience as they do. And so what happens is after that is they go, can you do this, Greg?
Dustin: You know us so well. Now can you do this? So it leads to other work. But the other thing is from my years in advertising, you'd present back. And if the client loved it, great, but quite often they didn't and or there'd be a sticking point. And if one person in the room has an issue, everything gets [00:18:00]
undone no one on their side defends me.
Dustin: they go, oh, well that's a good point. When we are creating stuff together, if someone has an idea or disagrees with something, I've put up, it's a workshop and someone else will defend what I've put up there and there's a discussion and that problem gets undone. Not the whole work, the problem gets undo.
Dustin: So it's such a great process.
Dustin: One thing I realized, Dustin, it was about three years after I'd been doing Narrativity and I realized that I've never asked a client for a brief and normally the contract is the consultant or the agency says, can you write a brief? No client ever wants to write a brief.
Dustin: And they go, I don't know what to put in it, so I'll put everything in it. So then the agency gets and goes, oh my God, they want a lot. But it's now a
contract because you've asked them to write it. They actually dunno what they want. What they really want is what the audience wants, [00:19:00] but they dunno what that is.
Dustin: So then you put back something that's full of everything and the client doesn't love it. They're not thinking it's because I've put everything in it, but it never gets to something great. Whereas I never asked my clients for a brief. I just come in and everyone will see this how I work when I do it with you, Dustin, but I will just ask you questions and you answer it.
Dustin: And that's how we create it. And never once in eight years has a client afterwards said, Greg, we love the stories, but there's a few key proof points we normally say that you haven't included. Never once. Never once. Because they look at the result and go, this is gonna be more powerful.
Greg: Yeah. I think as a, principle for the listeners and think about their own offers, I. already said there's other services that can follow, but there's basically on the front end, there's one way to work with Greg. It's got a clear schedule and deliverables. It happens quick. , It's a co-creative process.
Greg: It leverages his unique [00:20:00] ability and a really efficient way, so he makes a lot of money. The company is super happy and it creates a really long-term relationship because the nature of the way it's created and delivered. Develops a high level of trust, as part of the process. So that model specifically may not work for everyone listening, but I bet there's elements of that that you could take into your own business and apply.
Greg: So especially if you're doing a bunch of custom work, writing proposals and making everything, you know, a special snowflake, like, , once you, prescribe what your clients need first and what they need best, and then go offer that and deliver efficiently, I. Selfishly, I wanna leave as much time as possible.
Greg: , So you can work with me, but I do wanna make sure we highlight the book. So you've got this new book, it'll come out shortly after this podcast publishes, I believe, , creating a Blockbuster brand. So you're living the high life man. You're like living in three cities. You got all these great clients.
Greg: Yeah, he's holding the book up. If you're seeing the video, , why write a book? Like what's the purpose behind the book? And of course, who it's for and what's it about and all [00:21:00] those good things.
Dustin: Why write a book is a good question. More and more businesses said to me, I'd love to do it. How much are you? And they're like, I totally get the value of that, but I can't afford it. And I'd actually written every other form that exists. TV shows, movies, short film, magazine articles, newspaper articles,
advertising.
Dustin: I've done them all, but I'd never written a book.
Dustin: , But I was like, I need to write a book. And the publisher was like, We've got ghost writers who can write it for you. I'm like, I'm a writer. Like I need to write it. , But really the reason I wrote the book was to really help as many businesses as possible.
Dustin: , And so in this book, and if you are watching, that's, , my cover, creating a Blockbuster brand, , Hollywood Storytelling Secrets for Your Business. . What I was out learning before about the product I do with my clients, I break down each one of those 11, , messages and brand [00:22:00] tools. each one has its own chapter and so you can do it yourself and I just break it down and guide everyone through it to make it as.
Dustin: Easy and clear as possible. , Obviously you're not gonna have me writing it, which my clients do. , But for under $30, it's a much better value. , But I think that's why I wrote it. It's just so everyone could do it. , And the people who have read it so far, I mean, it's, launching , 24, but the people who have read it so far.
Dustin: Just go, wow, this is really helpful. It's not one of those business books that you read and you go, they could have said that in five pages.
Greg: How many times in the past year. I read books and I like them and someone's like, what'd you think of that book? And I'm like, read the first third or read the first half and then throw it away. 'cause it's just re repeating the same stuff over and over. So, , that's refreshing we'll repeat this at the end, but blockbuster brands.com is the place to go pre-order. If you're listening to this right away [00:23:00] or if it's a little further down the line, obviously that's the place to pick up the book.
Dustin: the book website just went live. And in terms of pre-ordering, there's some really cool bonuses like. Seriously valuable, , bonuses that I don't even give my big clients. So, , there is an incentive to, pre-order. .
Greg: Awesome. I'm looking, I'm looking at the page now. Listeners. they should go here while they're listening to you, walk through the process , with me and they should be buying this book so they can do this on their own since they don't have the, having the seven figure eight podcast to invite you on and, and get to, cheat and steal your wisdom.
Greg: , First of all, blockbuster brands.com is a really great domain, so, , that kudos to you for getting that one. That's awesome.
Dustin: I know I look at. People just think you can't get cool, uh, , URLs. But it's amazing actually how many are still there. Or even, when I launched Narrativity, the.com was taken, but it wasn't live. And [00:24:00] after, I don't know, five years, I was like, okay, its time to. The guy wanted 90,000 US dollars for it.
Greg: Geez. Okay.
Dustin: And I went, well look, I have a really successful business that's been going for five years. You haven't even been trading. I'm fine without it. so I said, instead of 90,000, how about nine? And he went, okay. so now I have narrativity.com, it makes such a difference like.
Greg: Yeah, it does. And narrativity.com is also a place obviously people should check out. It's a really cool website. , And obviously it gets deeper into some of the frameworks and things that you teach. , But yeah, definitely get creating a Blockbuster brand, the book, and yeah. So we've got, you know, let's say 10 minutes here, Greg, 10 or 15 minutes, and.
Greg: I'd let you set the stage. I'm coming completely unscripted, unprepared. He just said, lemme do some coaching with you at the end of the episode. And I said, that sounds fun. So , we'll see you in 10 minutes if I think it was fun, but I [00:25:00] think it will be. And I'm, excited. So, Greg, yeah, cue it up for us.
Greg: Like what are we gonna do together and, and, , how can people maybe follow along at home?
Dustin: We are gonna create your quest.
Dustin: So it's one of the things I've taken from the movies, , and the movies work. Every movie works because a hero has a quest at the start of the film that we, the audience agree with. And the reason we follow the hero's journey all the
way to the end, and that quest is never furthest away than 10 minutes before the end of the film.
Dustin: But amazingly, it always gets achieved. the reason we watch terrible films all the way to the end and at the end go, why did I waste three hours of my life on that rubbish? Is 'cause when we are actually not happy, our subconscious will not walk away. Until we see that quest achieve it is so powerful.
Dustin: So can you imagine if you can create a quest for your business that your audience wants to see achieve? It's so [00:26:00] powerful and God loved the movies. They've created a really simple formula. And that formula is what do you do? Who do you do it for? And what value do you add? So if we look at the movies, star Wars, the quest there is Luke had to, what did he do?
Dustin: Save who for the Galaxy and the value Save the Galaxy by defeating the evil empire. We, the audience, want to see that achieved. If you think about Barbie, what does she do? Restore who? For girls. And the value she adds is restore girls' boundary between perfection and reality. And one of my favorite, , quests is Finding Nemo. What does dad have to do? Find who for Nemo. The value he answer to life is Find Nemo. Yes.
Greg: Does not have to be a complex, ethereal
Greg: concept. Right.
Dustin: If what you [00:27:00] do and who you do it for is the value, you don't need to say anything else. So that's the formula I'll use and I'll give you an example in a business. I worked with a funder for small to medium businesses in the uk and they were number three. And when I started working with them and said, we're gonna do the quest, they went.
Dustin: Greg, we don't need to do that. 'cause we just spent six months working it out and we're pretty happy with it. And I said, Greg, what's your quest? And they said to be the number one independent funder for small to medium businesses in the uk. And I said, that is terrible. And they were quite upset and they said,
Dustin: what's wrong with wanting to be number one?
Dustin: And I went, nothing is a business objective, but think of your audience. They're small business owners that need funding. They're in a world of financial pain. They can't sleep at night, and they come to you and you say, you want to
be number one. You won't get number one by doing that. And they went, you are right.
Dustin: so what do they do? Relieving [00:28:00] who for business owners and the value they add to their lives relieving business owners from the pressures they're under. If you're a business owner who can't sleep at night and you come to them and say, we're gonna relieve you from the pressures you're under, you want to see that achieved, you wanna make that happen.
Dustin: And you know what happened in six months, they went from number three to become the number one independent funder for small to medium business in the UK because that's what they said. They told their audience a quest that they wanted to see achieved, and in that six months, the product didn't change.
Dustin: People didn't change their price, didn't change their story. Did that was it? That's the power of the quest. So we're gonna do that with you now, Dustin, for seven figure leap
Greg: Perfect. And just as a, disclaimer, I'm a verbal processor, and so I already know what's gonna happen. You're gonna ask me something and I'm gonna talk for three minutes. You're gonna be like, okay, here's two words to summarize what you just said. I'm sure that's pretty common with your client.
Dustin: You'll also see the power of this formula. 'cause I'm breaking it down so you, you [00:29:00] can't,
Dustin: so even though the formula starts with what do you do, the most important thing you need to start with in any business is your audience. So let's start with them. How would you best describe your audience?
Dustin: Is it business owners? Is it entrepreneurs? Is it experts? Is it ambitious entrepreneurs? Is it the ambitious, like what we need to pick one to put in the middle of the quest, but how would you best describe your audience?
Greg: Phrase I have grown endeared to is, is mission-driven experts. And so they are also entrepreneurs. And the mission-driven, the way I define it, is they're entrepreneurs. They wanna make more money, they wanna have a bigger income, but a core driver for them is, is impact. And they have a story to tell behind why they wanna have an impact in the world.
Greg: So they're on a mission, they're experts in some niche, , and they are also entrepreneurs who are applying that to a business.
Dustin: Okay, so you would prefer mission driven [00:30:00] experts than entrepreneurs?
Greg: Mission driven entrepreneurs or mission driven experts? I kinda use 'em interchangeably. , Probably entrepreneurs would be a better descriptor 'cause they are people who are growing a business.
Dustin: just, for everyone listening as we go through this, I'm gonna go, is it experts or is it entrepreneurs? the reason I'm just saying that is what you find in a quest. Is the simpler and broader you make it, the bigger it is.
Dustin: when we crack it we'll then compare it and go see the difference. But for people listening, if you are unsure, just use people.
Dustin: It will work with people. , But for instance, I did one with a university and they did the Finding Nemo model, and it was furthering humanity. Like what a cool quest. When you think about a university, that's what they do and it encompasses every part of the university, but they chose humanity [00:31:00] as their audience.
Dustin: I mean, it doesn't get bigger than that, but, so the bigger you can make it, , you know, star Wars is the galaxy and Barbie is girls, and so it's big. , So let's use entrepreneurs now again, we start with what do you do? Let's leave that to the end because it will naturally appear when we talk about what's the benefit of seven figure leap to entrepreneurs, what's the value you add to entrepreneurs?
Greg: , Yeah. I think what's unique about what the value that we're adding to entrepreneurs is we allow them to grow their business by telling their story, by doing the things they already love to do, like teaching and coaching.
Greg: And so we remove a lot of the. , Pressure in the obstacles around marketing. So we try to make marketing fun and, , the way that we, that is typically fun for our clients is like, what if you could just show up and teach and coach and do the things you already do to love on people? And, , that was your marketing.
Greg: And so we use podcast guessing as this [00:32:00] specific channel for most of our clients to do that. at its core, it's helping people use their story as the momentum to grow their business for their market.
Dustin: , So what comes to mind when you just say that is the quest is, making entrepreneurs the marketing.
Greg: Making entrepreneurs the marketing So if you kind of expand on that thought, it's marketing's not something that's out there and it's not this science. You have to go get a degree in it. You just, you are your
Greg: marketing
Greg: when.
Dustin: Yeah, you are the marketing cause No one wants to do marketing. They don't really know how to do it. And the one thing they do know is it's really expensive
Dustin: , And you know, wrap bags like Greg Logan are gonna come in and take all my money and advise me and something that doesn't work and you know, but if seven figure leap can make me the marketing.
Dustin: Wow. Like, do I wanna see that happen? Yeah, I do. , So you can see the formula. [00:33:00] What do I do? Making who For entrepreneurs and the value I add to life is make them the marketing. A little the quest is Your customer mission. , So you always put the audience at the heart of it. Sometimes when you go out externally, you can remove the audience 'cause you're talking to them.
Dustin: So for instance, , the funder I told you before, relieving business owners from the impression that was there. Quest, I removed business owners. From the external marketing said, relieving you from the pressures you're under because you're having a one end. So for instance, you could say, when you are talking to me, for instance, you would go, I make you the marketing, but on your website you may go, 'cause you're talking to maybe a third person or a broader market. we make entrepreneurs. , The marketing, other ones that spring to mind, , from what you were saying is you share entrepreneur stories with the world. I think one thing [00:34:00] you didn't quite talk about. Then, but it is related to making them the, the marketing is you are delivering entrepreneurs a receptive audience. So a pain point of marketing is, I'm wasting so much money because I'm just putting all this money out there. And there might be 0.05% who actually. Who I need to speak to or receptive to me. But what you do is you, you deliver people who are already receptive to that person. , So I think that's a really interesting quest that your audience wants to see it.
Dustin: , If I'm a business owner, entrepreneur, if you can deliver me an audience that's receptive to me. Wow. that's valuable. And another way of saying that is, what do you do exposing, who do you do it for? Entrepreneurs. And the value is exposing entrepreneurs to a world that wants [00:35:00] them. you can see it's another way of saying, I've just said the same thing three different ways.
Dustin: Make entrepreneurs, the marketing, delivering entrepreneurs. And exposing entrepreneurs to a world that wants them, they're all saying the same thing.
Dustin: Can see there's different, and they're all, cool.
Greg: I. Well, making entrepreneurs, the marketing like that felt the most on the nose because I think most people would point at me and be like, he helps you with marketing. In reality, I feel like I do a lot more than that. You know, like when people get into our world, we help them with their mindset and their self-confidence.
Greg: We connect them to other entrepreneurs and we give them a lot of clarity and so. Marketing sort of like the front end, but , there's a deeper experience. And so the making entrepreneurs, the marketing is really powerful. But then as you start talking about like exposing entrepreneurs to a world that wants them, that feels like how much, like in my chest, like that's deep.
Greg: You know, like, 'cause that, very multifaceted. Like they want you [00:36:00] because. You're deserving of being wanted because you have an identity, because you stand for something, because you have clarity about who you are and who you wanna serve. 'cause you're on a mission that goes way beyond just marketing.
Dustin: Or a demographic, it's, we're gonna expose you to a world it's very movie like. It's, epic. , A hero in a world, you know, but a world that wants them. There's a world out there that wants me and you are gonna expose me to that. I want that to happen. I wanna see that achieved. and I.
Dustin: Making you the marketing is actually a phrase you can use in your process. Like, you think marketing's this big scary thing, but what if it's you? Like, what if you are the marketing?
Dustin: we're gonna expose you to a world that wants you. So is. Look how quickly we just did that. but because there's that structure in the formula. and
look, everyone listening can do it now. What do you do? Who do you [00:37:00] do it for? And the value add to your life. Start with who, who you do it for, and then next step go, what value do I add to their lives? Your natural instinct will be.
Dustin: To use phrases you use again and again and again and catch phrases and then also talk about how you do it. But in the movies, if you explain the whole plot, it'd be really boring. you wanna hook people in. You just go, what's the benefit of what you do? And as you come up with things, you're gonna say.
Dustin: Probably more rational things just each time you come up with one go. But what's the benefit of that and what's the benefit of that and what's the benefit of that? And you can see I just said different things in different ways, but it was always how does it get bigger? How does it get bigger?
Greg: Specific power in this framework as someone who talks about marketing all the time and you know, has the StoryBrand background and all that stuff, like a lot of the energy behind marketing in general is specificity. So it's [00:38:00] like, the problem you solve, that's not specific enough. Go deeper, go deeper, go deeper.
Greg: And you're like, we're getting, trying to get very granular and specific because that is easy to. Market and identify and refer people to. But I think the power of what you just went through with me and, where I'm getting a lot of energy from it is it made it much more broad, which made it much more universal, powerful.
Greg: I can start to see like literally a movie start to form in my mind of like exposing an entrepreneur to world that wants them, like you kinda get this idea of like slum dog millionaire or something. You get this like hidden talent, this genius, and he has no exposure and he think no one he. Weird and no one would ever wanna know him.
Greg: And then he, as he goes on this journey, he finds this guide who helps him, you know? And like eventually he's on the world stage winning the Nobel Peace Prize because the world wants what he had to offer. You know what I mean? Like you can kind of get this whole dramatic sense about that because it's a much bigger quest and not a specific narrative application.
Greg: You know, we're not talking about a short story here with a lot of specificity. I love it. That's [00:39:00] awesome.
Dustin: Be big.
Dustin: Because that's what's gonna excite people. And I can just see how excited you are because you, you've just seen your business through a different lens, but the lens you've seen it through is what the world can see it through. And when the world sees themselves through that, , actually let's go, let's try exposing entrepreneurs to a world that wants them to exposing mission-driven experts to a world that wants them. I feel like mission driven experts is its own thing. it's an idea in itself and when you put it into the sentence, it gets in the way
Greg: I .
Greg: feel like they're even like podcast guessing is like the vehicle that we often use, but a lot of times I feel limited by that. Right? It's like, oh, he is the podcast guesting guy. And podcast guessing is a special skillset and talent, it's something we can help people with and it's an offer, but the mission we're on is way bigger.
Greg: You know, like, , to me it's a mission of evangelization. It's a mission of, , getting people's [00:40:00] impact multiplied in the world and like. my seat is one of like leading the leaders, guiding the guides. Like every person I can empower, who's got a mission, has, has got something to share with the world.
Greg: And whatever their unique skillset is, I can be an amplifier to that and help them multiply that, you know, out into the world. And podcast guessing is a cool vehicle for that. But you know, like that's why like writing a book about podcast guessing is compelling as like a, field guide. But writing the book that Dustin's legacy stands behind has gotta be something bigger.
Greg: And this idea of. All the things that you said to me are, create a foundation for the much bigger thought leadership platform I'd wanna stand on over time, and that I want my company to, be known for. So that it's definitely powerful. I love it. Awesome. , if you want some of that in your life, you should definitely get ahold of Greg, but at a minimum you gotta get his book right.
Greg: , So the book will walk people through this process and help them develop the 11 sort of deliverables that come out of this way of thinking. , Greg Logan, you're a gift to me. And, , let's see the book, blockbuster brands.com is where you'll go to find it.
Greg: The book is called [00:41:00] Creating a Blockbuster Brand. If you wanna go do this for yourself, , with Greg, kind of over your shoulder asynchronously, what a cool thing to do. Any closing thoughts or is that, the next best step for people listening if they wanna go deeper with you?
Dustin: Yeah. Yeah. . Blockbuster brands, dot com for the book. But this is why I love what I do. Just your reaction now is just, makes me so happy and look how simple it is. Like people get so caught up in process and all that rubbish that just gets in the way of this great stuff , and you know, business owners.
Dustin: So close to it. They can't see what makes them great. My toughest client is me. Like I redo my things a million times because I'm too close to it.
Dustin: but everyone is, and everyone has an amazing story. they just haven't found it yet.
Greg: Well go find yours. Anyway, I hope everyone, is as inspired by this process as I am inspired by your story and your transparency and just, you know, to show up here and give your time and, , be a gift to my [00:42:00] audience. Thank you so much. Thank you for what you just did for me. I will
definitely utilize it and take it deeper and I'll definitely be pre-ordering the book and being your biggest fan.
Greg: So, blockbuster brands.com, narrativity.com. Greg Logan, thanks for being here and thanks for, uh,, being a.
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