839: Business + Consciousness... And Everything In Between w/ Nick Jones

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Hey, what is up?

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Welcome to this episode of the Wontropner to entrepreneur podcast.

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As always, I'm your host, brian LoFromento, and I wanna tell you something about today's guest, because this is someone who not only has such a passion for building businesses, but someone who is equally passionate about building a life worth living, and I think that's what makes him so different when it comes to his approach to entrepreneurship, his approach to growing businesses, his approach to life.

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You're gonna see so many different sides of today's guest, so let me tell you all about him.

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His name is Nick Jones.

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Nick has had a career spanning early Uber and Lyme expansion, un climate negotiations and starting multiple companies, including Eat, sleep, launch, repeat I love that company name which is a startup expansion agency.

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Five years ago, he attended his first Burning man event and quickly found ways to get more involved, becoming a volunteer ranger, setting him on a path that would lead him to co-founding this is so cool a retreat center.

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Where, in Costa Rica, where leaders can experience transformational change.

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Nick has now added one-on-one coaching and retreats to the list of services that he provides companies and leaders.

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We're gonna get a lot of food for thought in today's session, so I'm not gonna say anything else, let's dive straight into my interview with Nick Jones.

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All right, nick, I'm so excited that you're here with us today.

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Welcome to the show.

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It is a pleasure to be here.

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Heck, yeah, honestly.

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You and I know this.

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Listeners won't know this.

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This has been months in the works for you and I to line up our schedules Any puns.

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Thank you for being so patient with me Heck, yeah.

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well, obviously you're a bit of a world traveler, spending quite a bit of time in Costa Rica, so we're definitely gonna go there in today's conversation.

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But first things first.

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Take us beyond the bio.

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I tease listeners a little bit about all the great things that you're up to, but who the heck is Nick?

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How did you start doing all these cool things that you've gotten into?

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That is a great question, and I think something that I've come to really appreciate in the past couple of years is we get so concerned, especially when we're younger, with like does this narrative of our life flow right?

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Like are we, do the steps in our career make sense, like on our resume, and really it's.

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Did you learn something from each of these steps?

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And like either like learn that you wanna keep going in that direction or go in a different direction is kind of what I've come to, because I started my career in the Arizona State Senate just doing like nonpartisan research for elections issues and water rights, and I was gonna go to law school and then a friend told me about a little company called Uber that was in California and I was like, oh my gosh, like it would be great for us to have something like that.

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We have high DUI rates, we don't have a good taxi system, we don't have a really very good public transit system, and so I typical engineer brain I wrote like a five page email to supportadoobercom like telling them why they should come to Arizona, and it was two weeks before they outsourced support to the Philippines.

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So people in San Francisco read every supported Ubercom email and I got an email back saying do you wanna come in for a job interview?

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And I was at a crossroads in that moment and I decided to jump.

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I figured, well, you could always go back to law school if this doesn't work.

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And what ended up happening was I realized whoa, like startups are, where all these things that I had been told were negatives about myself, that I'm really good at starting things, at seeing opportunity, but then I like to find people who are smarter and more skilled at individual subjects than me to finish those things Academia and a lot of like government jobs.

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That's viewed as a negative, but in startups it's a huge positive.

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And so I like worked at Uber.

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Then I got to work at Lyme launching the electric scooters, got involved with like UN climate things and started a climate change nonprofit.

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And then, two weeks before the pandemic started, I started Eat Sleep Launch Repeat a great time to go out and start your own business.

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But I quickly was able to pivot.

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I helped a lot of small businesses kind of like adapt to the new normal during the pandemic and then started consulting these bigger startups again, doing operations and marketing.

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And yeah, I am just talking on and on and on and there are so many other things, but that's okay Tangents tangents are who I am.

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There's your answer.

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Exactly, but I'm not gonna lie.

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I think that's part of the important message and it's something that I echo so frequently here on this show which is we can call them tangents, but for me it's non-linear, like our conversation today certainly not gonna be linear, and both of our individual paths, nick, have not been linear, and I think that that's really the name of the game for so many entrepreneurs.

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I don't know if I've ever met an entrepreneur that, like, whatever they said on day one this is what I'm gonna do is what they ultimately end up doing.

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Even look at Jeff Bezos Like Amazon was an online book retailer.

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That's all that they did was online books, and so all of these things are non-linear.

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And I think to your point about how it's gonna sound like you've done so many different things and made so many different pivots.

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The reality is is that, as you said, those things build on each other, and that's why, when we look backwards, it looks linear and it sounds linear, but it definitely didn't feel linear.

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So walk us through that, because it sounds like you found your home, so to speak, when it came to the startup world.

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You love that hyper growth environment.

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What was it about all these past experiences, that at the worst time in human history in 2020, you decided yeah, let's start Eat Sleep.

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Launch, repeat.

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Yeah.

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So I think a realization I had.

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So I found my home with startups and I absolutely loved it.

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Something that occurred to me after finishing my third round of doing it at Lime was, if you're an expansion specifically which is what I'm in, right Like taking things from zero to 10, if you are really good at what you do, you build yourself out of a job unless the company radically pivots into a new vertical.

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And so, after finishing my 18 months at Lime, that was the third time in a row that I had worked for less than two years at a startup and been really good, right, but there just been nothing else for me to do.

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And, like the time kind of part, I thought to myself well, maybe I should like be involved with these companies at more of like a consulting and advising level, because then I'm not as expensive to them if they wanna keep me like part time later, Like in my mind, I was like, okay, I can help more companies at once and maybe I can stay with a company longer into their life cycle because I can scale up and scale down the hours that they're using me throughout that.

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That was like this thought process prior to the pandemic happening.

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When the pandemic happened.

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I'm from a small town.

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I considered a small town like 75,000 people Flagstaff, Arizona and the pandemic hit our local businesses really hard.

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We're a tourist based economy and so I just kind of was like, well, this really sucks for everybody, but I have enough money saved up that I don't need to take on high paying clients immediately these local business.

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I need to help my community first.

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So that was in my head, my decision of okay, these first six months I'm really just focused on that, and what was so powerful for me about that is not only did I get to help my community with all these things I had learned at these big billion dollar tech startups, but also I ended up learning a bunch of even like thrifty is the wrong word, but like much more affordable ways to fix a bunch of problems.

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Because sometimes when you're at a startup and you have a lot of venture funding, the answer is like, well, we could do this one way, or we could just like throw $10,000 at it and fix it, and you can't do that with a small business.

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So I think I like learned even more that I've then been able to bring back into consulting all of these startups from that.

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Yeah, which I think is such an important perspective is that when we work in different fields, I always say that we have unfair advantages.

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Nick, you and I, because we've worked with so many different businesses.

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We're always talking to different business owners, all different enterprise level businesses gosh, just so many different perspectives that we can bring all of those, Whereas when we work a nine to five job, we only know how one business operates within one industry.

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So I love that perspective, but it also leads me to I think this is a question that you're uniquely positioned to answer, because you threw out there something that I don't think I've ever heard before, which is taking companies from zero to 10.

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I feel like we play so much societal and entrepreneurial emphasis on zero to one, and so my question to you is is zero to 10 a phase that we can focus on, or is it almost differentiated between going from zero to one and then?

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Is one to 10 a different step?

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What's your even approach to that early stage growth?

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That is a great question and also, I will preface, I know that different people use different scales, so I was referring to out of a scale of a hundred, just to make sure we're clear on not saying like zero to 10, like 10 being the final, but I think that still brings up a good point, even in a scale of a hundred, that you know, like zero to one is its own beast and I think when you're talking about things like that, I guess I would view so maybe you're correct.

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But I'm referring things for clients from like 0.5 to 10, because the founders, the founding team, they have to like be able to get things at least enough together and to also, in the same way that I am really good at finding the people who are going to take something from 10 to 100, they have to be able to find people like me who can help take this like fledgling thing from that like 0.5 or whatever.

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I love this that we're getting into like now percentages.

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This is great.

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I haven't thought about this before.

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I'm just going to take this for tickling my brain this way up to 10.

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But yeah, I think, as an entrepreneur, when you think on these like you know, like when you're starting out your venture it.

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The world is so different now too, like with digital marketing and with like, you actually can start and grow a fairly large business with only like yourself and a few other people.

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And you know when I was like getting my start in these startups like Uber, lyme, things like that obviously you know it takes huge teams of programmers and marketing and government relate like you know like 50 people just in government relations like making sure that, like a new law can be passed so that this like new innovative product can even exist, and so in that scale, taking something you know from 0 to 10 means something very different than maybe taking a online product or something like that from 0 to 10.

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But I think ultimately, it's the same type of process of first you need to really identify like is this, so you thought about this idea sounds like a good idea.

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Do other people actually think it's a good idea?

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Like is this a product other people would use?

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If it is, and there's so many great ways to test that now, like just making a landing page.

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What are the startups I worked for?

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We literally just made a Instagram profile and we ran $100 of targeted ads in New Orleans for like a flight school, a flight club, and just to see like will people sign up for this?

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And you know like 37 people signed up for it with $100 things.

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So like, okay, we're pretty sure the market wants this.

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All right, we've like now taken this.

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It's not just an idea, it's like clearly an idea that has some amount of momentum to it, and so then you know, we built off of that and it's just super cool.

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Yeah, and I think that's such a powerful example, nick, because it's funny, you and I it was an unspoken thing about the relative scale.

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I was with you too 0 to 10.

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I was also thinking out of 100, because I love that distinction that you made of the 0.5, because it sounds to me like we're aligned.

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The market validation is that first step and I think it's so interesting to hear how your mind goes there, because, nick, we live in a world where fancy digital marketers want to complicate everything and they want to talk about all these complex funnels, but I actually think it's quite simple and we're going to talk about some of those simple ingredients here today.

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But what are those, those things that your mind goes to once you have that market validation, because you've done this on repeat for a few other companies and you've been inside of big hyper growth companies like the Uber and Limes of the world Once you've got that market validation, a lot of people want to focus on things like their website, their logo, their branding, all these other things.

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But where does your experienced mind go after that 0.5 or maybe 1.0, to get to that 10.0?

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For sure and just you know, in the spirit of our tangented conversation, I will say an interesting thing was that when I started working with all these local businesses, it was like the exact opposite, where they had everything in place except a good brand and logo and website.

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Like they had already built a company that worked, but they just overlooked that step.

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So like that was what I helped a bunch of people with local businesses during the pandemic.

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But you're absolutely right, and I don't like to disparage anyone, but I will say that yes, there are a lot of people telling you that really all you need is like slick marketing and a funnel and almost kind of the insinuation, without actually saying it, that you can kind of like trick people into buying a product, like before you've even really like proven that it's a good product.

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So, yeah, obviously you need a website at some point, you need branding at some point, things like that.

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But where my brain immediately goes is okay.

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So you've like figured out that some amount of people want this thing.

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It's more than just an idea.

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People want it.

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And now the question is can you provide that to them Like?

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So you've thought of it, because that's not always necessarily the same person, the person who can think, see the opportunity and think of the solution, and the person who can actually kind of execute on it.

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So, are you capable of doing it?

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Are you capable of providing some of it?

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With the answer, you know it was not unequivocally that you can provide 100%, forever, scalably, of all of it, which pretty much no one can.

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Then now the next question is who do you need?

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Like you know, like, who do you need to bring into your team?

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Or like, is it a co-founder?

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Like, do you notice that there's some things that you really need At a peer level to balance you out, which some people do, and that case would be like a co-founder, or is it just need some advice and mentoring?

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Or do you just need people to, with their own areas of genius, to execute on things?

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And so that's part of it.

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And then, along with that and this is where, like my brain always goes, it's like two things at the same time is you need to, as you are working through your process, like how are you gonna fulfill this thing, whatever it is and I see this is very big because you could be selling Infinite number of things but whatever the service or product that you're gonna be providing is.

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Now the question is how will you start to analyze and standardize this process so that people actually like it's fulfilled correctly and the same way each time and that you will notice any quality issues if they arise?

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You know cuz I see other than people sometimes think about.

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They think that like standardization is a dirty word that I don't want, like cookie cutter experience, and it's not about a cookie cutter experience.

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It's about making sure that there's like QA and things like that, so that your end customers Always get an amazing experience and that you have the data to learn from so that you can provide an even better experience for them in the future.

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Right like with line.

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For example, in the time I was there, I think we had four generations of scooters.

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That doesn't mean that the first generation of scooters was bad.

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It means that the fourth generation of scooters was radically better than the first and people Would keep riding them and love them even more, and so I think it's it's that infrastructure question and it's what I I spend a lot of time with clients with, because it it's not sexy.

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There's actually like a hilarious episode of John Oliver that I remember like years and years ago that was like a joke, fake action movie about infrastructure like bridge infrastructure and trying to make it sexy.

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I think the truth of business like your website, your branding, saying you can slap on, like your Instagram bio or your LinkedIn that feels Powerful like you.

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Just you know you're attaching your name to this like really sleek thing and that's part of the journey, but you have to have like a product or a service that's worthy of that first, and so focusing on the unsexy things allows you to then Really own your sleek marketing later down the road.

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That's my humble opinion.

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Yeah, really well said, nick, especially because you introduced a word that I think we don't talk about enough in the world of entrepreneurship or business in general, and that is infrastructure.

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So, full transparency.

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My word for the year, my one word for the year, for 2024, is building, and I chose that word for both the verb as well as the noun, because when I look at buildings, I want to look at them and say Holy cow, there's a lot that goes behind this structure that stands here today, from the foundation to every floor, to all the different people who you know some people put up the drywall, some people work on the flooring, some people work on the electrical and I think that that infrastructure that goes behind these things are things that we take for granted, and you've showed us both sides of the coin, which is businesses who flourish, especially all those local businesses.

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I just went to a restaurant last night.

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Still doesn't have a website blows my mind.

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How much more could they grow if they had then.

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So, whether it's approaching it from one side of the coin or the other, if you're lacking these infrastructural pieces, then you are robbing yourself of that growth and then when you personally the way you talk about it, nick, is I keep hearing you talk about that?

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Repeat that standardization.

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It's right there in the name of your business eat, sleep, launch, repeat.

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What is it about that?

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Because obviously repeatable is something that you think about, it's something you say a lot.

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It's in the name of your business.

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Where did that approach come from?

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Yes, well, yeah, I think it's so interesting because a lot of it honestly comes from, you know, like my previous life and like kind of engineering with just this idea.

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Right, you need to your point, like you talked about buildings.

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Right, like you eat something that you were building on a large scale as an engineer has to be durable, right, like it has to be able to do something, to be used more than once, like it has this whole thing, and then, at the same time, all this time that I've spent in the sustainability movement you know, like we throw around this word sustainable lot the term like durable always Kind of resonated with me more, even in that context, to because I don't have anything is truly sustainable in the sense that, like it, without doing anything to it, it will just always continue forever.

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But I do like this idea of like durability, like are we building things that are going To last and that can be in a lot of context, but like all of this, you know, through my early career, already been in my head and so then I think it just kind of stayed there as I got into startups, both, like you know, when I was working at startups like Uber and Lyme, and then when I started consulting as well, it just I've never, I've never identified with the idea that everything could be chance, and I don't know fully what I do believe, but it's never resonated with me that like something could, just it could work perfectly just by complete random chance.

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Right, like it has to be, that there is intention put into these things and you might get pretty close with like some amount of luck and expertise and everything.

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But then the real step is okay, like we got to 70% of the way there.

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Now let's start really diving in and figuring out like okay, how can we?

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And so a lot of times at larger companies, when you talk about the repeatability, the hardest part, once you get past having standard operating procedures and stuff like that, is retention.

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Okay, so you have the processes and you have a rock star team.

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How do you retain that team?

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Because teams want, like individuals, want, to grow, but a team, in terms of providing a service, you still need people at each level doing things.

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So like, how do you build into a system room for people to grow and expand their skill sets and into new roles at a company, while then bringing new people up into the positions that are now empty because people are ideally moving up and not because they're leaving your company.

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That's a whole other issue with retention and if you have a bad workplace culture, but even if you have a great workplace culture, you still have to have this like funnel of people coming in.

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And how do you acculturate them so that, like they're part of the team but also make sure that they're bringing in new and innovative ideas?

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You don't want people to completely become the monoculture that exists.

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You want them to add something new, and I think all of that is just fascinating because it all comes back to like how do you like make something repeatable but still allow it to grow and evolve?

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And it's scary, it's fulfilling.

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It's scary, it's fulfilling.

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It's also the duality of life.

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Honestly, the older I get, the more I think about how all these things coexist at the exact same time, and I think that that's what makes life, not just business, so fascinating.

00:22:46.260 --> 00:23:02.416
Which, to that point, nick, I am fascinated because now we're seeing your business strategist hat on, we're seeing your engineer hat on, and I'm about to cross one more bridge, because I really want to see this side of you in action, and that is I don't think I can have a conversation with you without talking about the mindset piece.

00:23:02.416 --> 00:23:04.034
I mean, it's right there in your background.

00:23:04.034 --> 00:23:05.951
Look at what someone does, not just what they say.

00:23:05.951 --> 00:23:10.896
I mean you are investing time to go to Burning man, for example, to open a retreat center in Costa Rica.

00:23:11.085 --> 00:23:19.032
So obviously there's something to that facet of personal development, of leadership, development, of business growth that you take very seriously.

00:23:19.585 --> 00:23:36.592
And when you use the word durability, for example, what I think about because I talk to entrepreneurs and entrepreneurs every single day of my life and I'm just like part of the threat to durability is our own mindset, is self doubt creeps in and tells us nah, let's not do that, let's do something else instead, or, nick, I'm going to use this example.

00:23:36.592 --> 00:23:38.171
I don't think I use this example often enough.

00:23:38.171 --> 00:23:50.071
I meet entrepreneurs who have found something that works let's say it's a marketing mechanism or channel, let's say it's an ad campaign that's really working and they inevitably want to change it just for the sake of change.

00:23:50.071 --> 00:23:58.665
Rather than I've loved adopting that mindset of I've heard successful personal trainers use it which is same stuff, different shirt Every day.

00:23:58.665 --> 00:24:01.433
They do the same stuff that works, just with a different shirt on.

00:24:01.433 --> 00:24:07.291
So, nick, take us there, because it is a threat to our durability, it is a threat to everything that we're building.

00:24:07.291 --> 00:24:08.750
Is that mindset component?

00:24:08.750 --> 00:24:10.430
Why is that so important to you?

00:24:10.430 --> 00:24:12.391
What is it that you focus on within that realm?

00:24:14.969 --> 00:24:32.837
Yeah, it's huge and again kind of like what I was saying earlier with this whole thing of I don't fully know like what I believe in terms of everything else that exists out beyond where we currently are.

00:24:32.837 --> 00:24:45.377
But I do think, like as I look back now, that I kind of like the past few years starting this place in Costa Rica and like being involved more with this kind of work.

00:24:45.377 --> 00:24:55.278
I think what I've realized is the engineering part of my brain just wasn't like allowing me to fully, like I was seeing a lot of these things with mindset and everything.

00:24:55.278 --> 00:25:00.482
My brain just wasn't telling me that that's what I was seeing and focusing on.

00:25:00.482 --> 00:25:13.852
Because it's absolutely true that you can think about it however you want, Like that just getting through things with pure grit and determination or whatever, like however you want to approach mindset.

00:25:13.852 --> 00:25:24.508
But the truth is that the only being that is experiencing reality the way that you are is you.

00:25:24.508 --> 00:25:32.107
Like, even just in terms of thinking about, like people, like our brains are all different neurochemically.

00:25:32.107 --> 00:25:33.592
Some of us are neurodivergent.

00:25:33.592 --> 00:25:50.269
All these things we can talk about like reality, you know, is like no, like reality, like we're all in this reality right here together, but you know, you can be walking down the street with me and a loud car could go by and that might tell your brain very different things than me and we might be experiencing that environment differently.

00:25:50.269 --> 00:26:06.559
I think once I really started unpacking that, like from all these long conversations I had with people out at Burning man and just kind of starting to understand consciousness, that's what really made it clear to me, like why mindset is so important and everything.

00:26:06.559 --> 00:26:24.375
Because whether you like terms like manifesting or whatever, like I don't know if I like love that term but the truth is that you are making whatever reality you're in based on your choices of what mindset you're going to adopt about things.

00:26:24.375 --> 00:26:44.268
And so if you think that you're not going to succeed in a business, I can guarantee you you're not, Because just even chemically, hormonally, your body isn't going to send the right signals to your brain, into your body, into your endocrine system to give you the energy and resilience to get through something.

00:26:44.429 --> 00:27:01.522
And similarly with your example of changing something that's not broke, if you are telling yourself the story that, hmm, my business is stagnating, I could imagine that could be why somebody would switch a working tactic for a brand new thing.

00:27:01.522 --> 00:27:05.632
Maybe it's a different story, but I don't know this person, so I'm just going to go with this example.

00:27:05.632 --> 00:27:10.788
So if you tell yourself that story that, oh, my business is stagnating.

00:27:10.788 --> 00:27:15.803
It's just this thing I need to innovate, and maybe that's coming from a good place.

00:27:16.383 --> 00:27:39.825
But if you allow yourself to tell yourself that story and adopt that as your mindset, without letting the other parts of your brain evaluate that statement and look and be like, well, but I would that thing, like maybe it would work for this business, but also, like this thing is working probably doesn't make sense to do this because, like it's still working right.

00:27:39.825 --> 00:27:44.291
Like it would make much more sense to start up a new vertical.

00:27:44.291 --> 00:27:54.839
Or to maybe like, if you're feeling a little stagnated but your business is doing really well, maybe like get involved with volunteering or doing some other things.

00:27:54.839 --> 00:28:05.576
Like part of what I love about Burning man and volunteering as a ranger is I get to use a bunch of different parts of my brain and it doesn't have to relate directly to my or a client's business, right.

00:28:05.576 --> 00:28:16.251
Like I'm using a lot of these skills but it's in a totally different environment, and so I think it keeps things fresh, even if other things feel like they're not fresh, if that makes sense.

00:28:17.279 --> 00:28:23.634
Yeah, I think not only does it make sense, but I think it comes back to that point that you made about nothing happens by pure coincidence.

00:28:23.634 --> 00:28:25.923
There's no way any of this stuff is random chance.

00:28:25.923 --> 00:29:03.213
Because, as I hear you talk so much about Burning man, about Costa Rica, about really just the mindset stuff behind so much of the work that you do, I'm just like it's not by chance that you fell into this stuff, it's not by chance that you decided to go to your first Burning man and I think back we once had an amazing comedian and author from Los Angeles here on the show Shout out to Bill Connolly, and Bill talked about the concept of space and so for one of his books he was writing about, he really honed in on this this one random small town middle of nowhere, tennessee, and he noticed that so many great country singers come from this one random small town.

00:29:03.213 --> 00:29:07.830
So he flew out there and he started asking people there, aspiring country artists what is it?

00:29:07.830 --> 00:29:08.712
What's in the air here?

00:29:08.712 --> 00:29:11.028
Why are so many successful artists coming from here?

00:29:11.601 --> 00:29:26.807
And I'll never forget he told me that one of the people he talked to, who was wildly successful in the country scene, said to him well, bill, the reality is, when you're out here, there's so much space to think, there's so much space to see, there's so much space to dream.

00:29:26.807 --> 00:29:34.819
And that really sat with me because in our day to day look, nick, the entirety of the first part of our conversation today was about business strategy.

00:29:34.819 --> 00:29:45.393
These are things every listener sits in, worries about, thinks about, but this stuff that we're talking about, I would argue it can't happen within those day to day scenarios.

00:29:45.393 --> 00:29:52.828
So I'm going to ask you this is going to be a broad, vague question that I have no idea which direction you're going to take it in but what is it that you found?

00:29:52.828 --> 00:29:59.272
And I don't care about the nature of Burning man and all the things that go on there, but I'm more interested in Nick Jones, the person.

00:29:59.272 --> 00:30:01.227
What did you find at Burning man?

00:30:01.227 --> 00:30:05.307
What did you find when you went to Costa Rica and opened up a retreat center?

00:30:08.401 --> 00:30:10.688
I found two things at Burning man.

00:30:10.688 --> 00:30:12.648
Well, maybe three things.

00:30:12.648 --> 00:30:15.362
I'm doing this again to you, I'm so sorry.

00:30:15.362 --> 00:30:19.510
My brain, adhd, dyslexia, typical entrepreneur.

00:30:19.510 --> 00:30:27.940
So here's what I can tell you Within an hour of getting to where.

00:30:27.940 --> 00:30:29.201
So my first Burning man.

00:30:29.201 --> 00:30:39.895
I had just launched Tempe, arizona for Lyme and been at a government relations function and then got on a plane.

00:30:39.895 --> 00:30:47.874
I was arriving two days late to Burning man but it was the only way to even get like six days off from this hectic launching job that I had at the time.

00:30:48.640 --> 00:30:54.409
So I fly into Reno I think I got in at like 10 pm I rent a car, go to Walmart to get some supplies.

00:30:54.409 --> 00:31:01.806
By the time I get in it's like 2 am on a Wednesday and the whole world.

00:31:01.806 --> 00:31:05.433
I'm so stressed about everything going on in my life and everything.

00:31:05.433 --> 00:31:10.031
And then you're in a line waiting to get in for an hour and you're like when is this going to be over?

00:31:10.031 --> 00:31:11.163
I just want to be there.

00:31:12.000 --> 00:31:17.371
And I got to my campsite, I saw some of my friends and I could start to feel things melting away a bit.

00:31:17.371 --> 00:31:34.463
And then one of my good friends who invited me out there said hey, like I know it's like late, but like let's unpack your bike, like let's just go for a short ride so you'd like don't just go to bed, like you're here, even though it's like 3 am, like let's ride around.

00:31:34.463 --> 00:32:13.194
I can tell you within like 20 minutes of just like riding around looking at all of these like huge pieces of art and all these little pieces of all this intention poured into things, all of these spaces that have been created, all of the things that people were wearing and doing, and it just like hit me that I was like I started to cry a little bit and I realized I I have always to some degree felt like an alien looking in on humanity.

00:32:13.194 --> 00:32:28.951
And I don't mean that like I don't think that I'm like a human, but I've always felt like I've had to really like go out of my way to learn how to interact with other people so that they can understand me and that I can understand them.

00:32:28.951 --> 00:32:39.083
And this was the first time in my life that I really felt like, oh my God, like I'm not just like a one off, like there are more people like me, I'm not just an alien.

00:32:39.083 --> 00:32:42.521
Like this is like home and it's what like.

00:32:42.582 --> 00:33:04.224
It's like that's like a whole Burning man thing is like welcome home, and it like kind of all like swirled around and like hit me at once, and I think part of it is that there's all sorts of different people at Burning man but there's just this like social pact that you are supposed to be your authentic self there and there are no spectators, there are only participants.

00:33:04.759 --> 00:33:18.292
And it's like this idea of active participation that the burn cannot exist the way it is going to exist without every single person doing their part and being their authentic self.

00:33:18.292 --> 00:33:33.712
And something about that is just like so beautiful, not just in the context of like a festival, but in a family unit, in a community, in a business, in a nation, as a species.

00:33:33.712 --> 00:33:56.752
For us like not to get like super like out there, but like it just kind of like really hit me where I was, like yeah, wouldn't it be amazing how much more would we get out of people and how much happier could people be if we could find mechanisms to allow people to just be more of their authentic self more of the time.

00:33:56.752 --> 00:33:59.667
I think that's what I got out of it.

00:33:59.667 --> 00:34:06.326
I've gotten a lot of it, but I think that was like the lightning bolt that hit me straight down almost immediately, you know.

00:34:07.402 --> 00:34:25.650
Yeah, what I love about that story, Nick, is I can't help but think, because I've not been to Burning man but living in LA for as long as I did gosh, I know a heck of a lot of people who go there every single year, and what I've always found fascinating especially, I appreciate hearing your insights into it, because so often societally, our minds go to oh, what do you do for work?

00:34:25.650 --> 00:34:26.851
Oh, what is this, what is that?

00:34:26.851 --> 00:34:29.130
And what I'm hearing is that commonality is well one.

00:34:29.130 --> 00:34:40.590
I can tell that, Nick, you showed up with an open mind and open eye and an open heart, and what you found is really that level of consciousness that comes with going through that experience, which is why I'm going to use it as a natural segue.

00:34:40.590 --> 00:34:44.050
It's an easy way for me to do this which is startup consciousness.

00:34:44.260 --> 00:34:49.672
I want to talk to you about what you're doing down in Costa Rica with regards to startup consciousness.

00:34:49.672 --> 00:34:51.887
What the heck do those two words mean together?

00:34:51.887 --> 00:34:56.903
Because I think that this culminates so much of our conversation here today is it's the merging of both of those.

00:34:56.903 --> 00:34:58.108
What's it mean to you?

00:34:58.108 --> 00:35:00.105
Tell us a little bit about what you're doing down there.

00:35:01.108 --> 00:35:01.568
For sure.

00:35:01.568 --> 00:35:02.641
So.

00:35:02.641 --> 00:35:18.731
So Kohn Samanya is the name of the retreat center down in Costa Rica that I started with a few other people, including a couple burners, and it's a transformational retreat center, and so we wanted to create a space.

00:35:18.731 --> 00:35:36.070
There's lots of retreat centers that essentially are either a glorified Airbnb, like it's just a property that a retreat leader can book but just to use, or they're more business to consumer, and it's the retreat venue, it's the retreat leader, it's everything.

00:35:36.070 --> 00:35:48.431
And I thought there was this kind of hole in the market for a B2B business that provided not only a venue but the staff an event planner, logistics, help with your marketing.

00:35:48.431 --> 00:36:12.472
So it's like a place where, if you believe that you have something that you can give to people you know to like help them go through growth you can partner with us and you take care of the people who come on your retreat, teach them the things you're going to teach them, all that but we take care of everything else so that you can just focus on those people.

00:36:12.472 --> 00:36:19.789
And I thought that was very in line with what I've been so focused on throughout my entire career, which is like how do you build spaces right?

00:36:19.789 --> 00:36:25.786
And like like how do you build spaces so that people can be their best selves on a team, company, everything.

00:36:25.786 --> 00:36:39.266
So when I started this journey in Costa Rica, I was just like, okay, I'm not like a coach, I'm not someone who's like, I didn't view myself as these kinds of things, and so it's like I, but I believe in this.

00:36:39.266 --> 00:36:45.664
So I'm going to use my startup skills, my infrastructure operation skills to like, help build and launch this thing.

00:36:47.579 --> 00:36:52.929
And along the way, I realized that it was also.

00:36:52.929 --> 00:37:13.275
I was going through a transformational experience, being there, like and I again, I don't fully know what I believe, but I know that I'm no longer I'm no longer cynical about this kind of like spirituality and things like that.

00:37:13.275 --> 00:37:57.764
I'm still a skeptical person, but I realized that I had also brought in some cynicism to my skepticism and that was something that I wanted to like let go of and be open, like truly open, and I went to what these things and when I went through my first plant medicine ceremony, what occurred to me was there's probably a lot of people like me that are very skeptically minded, people who wouldn't put themselves in this position because how like my and their brain types work is red flags go off when people start talking about birth charts and like all of these other things.

00:37:57.764 --> 00:38:11.369
And so it's kind of like this crystallizing moment where, similar to like that thing at Burning man right, where, like sometimes things just like hit you like a lightning bolt, and I had this realization there's more people like me out there.

00:38:11.369 --> 00:38:21.668
Most retreat leaders, at least, don't outwardly tell people that they have like this type of brain type, like that they are kind of skeptical about things.

00:38:21.668 --> 00:38:34.431
And so I had this realization I should like do some coaching and host some retreats and like to kind of provide that space for people.

00:38:34.572 --> 00:38:42.425
Like in business, oftentimes we talk about like sometimes your client is you five years ago, right, like kind of things like that.

00:38:42.425 --> 00:38:59.288
And I think the same is kind of true with this, where it's almost like I'm looking to help heal and grow a previous version of myself who maybe didn't find Burning man, didn't find this place in Costa Rica, and I was so funny.

00:38:59.288 --> 00:39:02.168
I was at a beach, like the beach that's near the property.

00:39:02.168 --> 00:39:10.844
I say to your put this so funny because you're talking about like how, like the branding and stuff isn't like that important, I agree, but like a name is kind of necessary.

00:39:10.844 --> 00:39:14.030
That's like the one level of branding that you kind of do need before you launch something.

00:39:14.030 --> 00:39:15.664
It's like, well, what could it be?

00:39:15.664 --> 00:39:16.387
What could it be?

00:39:16.387 --> 00:39:22.568
It's like, well, you do a lot of stuff with startups and this is like consciousness, startup consciousness.

00:39:22.568 --> 00:39:25.847
And then I was like, oh my God, so like it can be two things.

00:39:25.847 --> 00:39:36.695
It can be startup like a startup consciousness for the business, or it can be start up consciousness for yourself.

00:39:37.099 --> 00:39:39.528
And I don't know, like I felt very proud of myself.

00:39:39.528 --> 00:39:48.951
I know it's like a silly name, but kind of all crystallized together and I was just like, oh yeah, I think this is like what I'm supposed to do for this next step.

00:39:48.951 --> 00:39:53.411
And I still have lots of normal business clients and, like I have my agency.

00:39:53.411 --> 00:39:55.706
We have like lots of launch experts that are on there.

00:39:55.706 --> 00:40:00.463
Like we still do plenty of not this stuff, if that's not what people are into.

00:40:00.463 --> 00:40:14.782
But I do firmly believe that even dipping your toes into this realm, of just starting to think about these things, it makes life so much more vivid.

00:40:14.782 --> 00:40:17.302
That's like a word that somebody used to describe it.

00:40:17.302 --> 00:40:18.340
I was like that's what it is.

00:40:18.340 --> 00:40:32.898
It's like you were watching old Technicolor TV and then you watched a brand new state of the art, 4k on one of the new streaming services thing and just seeing all of these different gradients of color and everything.

00:40:32.898 --> 00:40:37.786
And there's my eighth tangent of the day.

00:40:38.155 --> 00:40:40.295
No, I love it, nick, especially because you're right.

00:40:40.295 --> 00:40:51.824
I love that double entendre of startup consciousness, because I, being in the business world, I went immediately to startups, which is what we've talked so much about here today but I didn't even think about kicking off.

00:40:51.824 --> 00:40:55.521
It's that initiative into consciousness, so I do think that it's super clever.

00:40:55.521 --> 00:40:56.503
I think it's amazing.

00:40:56.503 --> 00:41:04.201
I'm so glad that you use that word vivid, or that someone used it with regards to your work, because it's something that I feel very strongly about, even with regards to your agency.

00:41:04.201 --> 00:41:15.063
Each sleep launch, repeat which, listeners, nick's gonna drop some links on us in just a minute here but even your website, it is so vivid because you are so passionate about the business expansion.

00:41:15.063 --> 00:41:16.286
That's a key word.

00:41:16.286 --> 00:41:17.862
I feel like that's something that I think of.

00:41:17.862 --> 00:41:20.802
I don't just think growth when I think about the nature of your work.

00:41:20.802 --> 00:41:27.280
I really love how much you embrace that notion of expansion rather than simply growth, so I think that's really powerful.

00:41:27.914 --> 00:41:32.621
The other thing I knew today I had no idea where our conversation would take us, but I did know that we'd be running out of time today.

00:41:32.621 --> 00:41:37.257
So, listeners, this is just the tip of the iceberg of what Nick can talk about, so we will be.

00:41:37.257 --> 00:41:43.579
He doesn't know this, but we will be inviting him for an action Saturday episode, so you can look forward to that in the near future if Nick takes us up on that.

00:41:43.579 --> 00:41:51.422
But, nick, I always love ending these sessions by asking my guests a tricky question that puts all the emphasis on you and I just get to sit back and listen.

00:41:51.422 --> 00:41:53.422
Which is, what's that one takeaway?

00:41:53.422 --> 00:42:09.960
With so much good stuff that we talked about here today, from a strategic perspective, to the mindset stuff, to expanding consciousness, to all of these great topics, what's that one thing that you hope listeners, whether they're entrepreneurs or entrepreneurs, walk away from today's session with?

00:42:11.297 --> 00:42:32.255
Hmm, I think if we had to boil all of these things down to kind of like one nugget of truth, that would be kind of universally applicable.

00:42:32.255 --> 00:42:56.293
It's to keep an open mind about others and about yourself, and I won't say this like trite thing of like always say yes to everything, but maybe you know like when an opportunity presents itself to go to something new, it doesn't have to be something like Burning man.

00:42:56.293 --> 00:43:01.875
It could be like a business networking event, like something that you've never really done before.

00:43:01.875 --> 00:43:23.083
The next time your brain starts to kind of like say no, like don't do that or we've tried that before, don't do that, just delve a few more levels deep into it, just kind of like ask yourself like well, do we know for sure that we wouldn't like this or that it wouldn't work?

00:43:23.916 --> 00:43:25.523
Was there something that we could change?

00:43:25.523 --> 00:43:27.543
That might like change the outcome of this thing?

00:43:27.543 --> 00:43:47.981
Cause I do believe, if you could boil my entire life and all of these like great things that have happened to me down to one thing, it's that not only do I keep seeing opportunities, but even though they're really scary sometimes, like giving up, like going to law school, to like go to a little like startup.

00:43:47.981 --> 00:43:52.061
I mean, it ended up becoming a big startup, but it was really scary.

00:43:52.061 --> 00:44:15.295
It was a big thing and I think just being open to the idea that life is both too long and too short to not take opportunities and chances and like what's the worst that can happen, cause it might just completely change your life, right, like I think that's- Boom.

00:44:15.356 --> 00:44:27.505
That is profound advice, Nick, and a really deep question to ask ourselves, not just once, but it sounds like you've built a habit of asking yourself that question of do I really know if this is true?

00:44:27.505 --> 00:44:31.005
I think that that question is so important for all of us to ask.

00:44:31.005 --> 00:44:39.385
I also think it's an uncomfortable question A lot of people don't want to question their own beliefs but I think it's so profound and so deep and I think that that's the road to growth and expansion.

00:44:39.385 --> 00:44:43.038
So, Nick, I love the direction that you took that question in At this point.

00:44:43.038 --> 00:44:45.882
I know that listeners I've been teasing so much about your work today.

00:44:45.882 --> 00:44:56.262
Listeners will be keen to go deeper into your work with Eat, Sleep, Launch, Repeat, as well as everything that you've got going on in Costa Rica your one-on-one coaching, your retreats, your agency, all that stuff.

00:44:56.262 --> 00:44:58.001
So drop some links on us.

00:44:58.001 --> 00:44:59.480
Where should listeners go from here?

00:45:00.454 --> 00:45:03.483
Yeah, so Eat Sleep Launch Repeat.

00:45:03.483 --> 00:45:09.681
My agency, that's just eatsleeplaunchrepeatcom Startup Consciousness is.

00:45:09.681 --> 00:45:12.880
It has its own website, so startupconsciousnesscom.

00:45:12.880 --> 00:45:27.103
And then, even though I'm not a terribly profound social mediaer, you can find me on Instagram and Facebook at Nick Danger-Jones, if you want, or on LinkedIn at Eat Sleep Launch Repeat.

00:45:27.103 --> 00:45:32.556
And yeah, I'd love to hear from you all this.

00:45:32.556 --> 00:45:34.963
I was talking before this interview.

00:45:34.963 --> 00:45:53.530
This is my first podcast interview ever, so you all, by listening to this, you automatically have a special place in my heart as being people who supported this additional opportunity to say yes that I gave, even though it scared the crap out of me.

00:45:53.530 --> 00:45:57.050
So I would love to connect with you and any questions you have.

00:45:57.525 --> 00:46:00.384
Yes, I so love and appreciate that transparency.

00:46:00.384 --> 00:46:00.565
Nick.

00:46:00.565 --> 00:46:06.492
We don't hear it from guests all the time and I'm gonna tack on to that because listeners very few people end up reaching out.

00:46:06.492 --> 00:46:17.965
As someone who's been podcasting for 800 plus episodes over the course of almost a decade, at this point so few people have that courage to reach out to hosts or guests that they hear on these shows.

00:46:17.965 --> 00:46:28.572
But you just heard from Nick that Nick and I are doing the scary stuff of getting behind a microphone, and Nick especially sharing his thoughts so transparently and sharing his journey with all of us here today, with people in over 150 countries.

00:46:28.572 --> 00:46:33.813
So be one of the few that reciprocates that bravery and reaches out and has amazing people in their network.

00:46:33.813 --> 00:46:37.010
As far as all those links, nick, thanks for dropping those on us.

00:46:37.010 --> 00:46:39.452
I can't believe you got startupconsciousnesscom.

00:46:39.452 --> 00:46:41.751
That's an incredible domain name.

00:46:42.413 --> 00:46:43.867
Mind blowing yes.

00:46:44.365 --> 00:46:45.764
So, listeners, you know the drill.

00:46:45.764 --> 00:46:50.293
We are dropping all of those links down below in the show notes, wherever it is that you're tuning in today.

00:46:50.293 --> 00:46:56.833
Otherwise, nick, on behalf of myself and all the listeners around the world, thanks so much for joining us on the show today.

00:46:57.724 --> 00:47:05.947
It has been an absolute honor and pleasure and I did not know, peaked behind the curtain for everybody.

00:47:05.947 --> 00:47:17.851
I did not know, prior to that being dropped, that I'd be invited to an action Saturday, 100% in, and I would love to have you down in Costa Rica sometimes so we can talk a little bit more about consciousness.

00:47:18.333 --> 00:47:18.653
Heck.

00:47:18.653 --> 00:47:20.048
Yes, thank you so much, nick.

00:47:20.048 --> 00:47:26.994
Hey, it's Brian here, and thanks for tuning in to yet another episode of the Wontropner to Entrepreneur podcast.

00:47:26.994 --> 00:47:31.012
If you haven't checked us out online, there's so much good stuff there.

00:47:31.012 --> 00:47:37.472
Check out the show's website and all the show notes that we talked about in today's episode at thewontropnershowcom.

00:47:37.945 --> 00:47:40.253
And I just wanna give a shout out to our amazing guests.

00:47:40.253 --> 00:47:49.012
There's a reason why we are ad free and have produced so many incredible episodes five days a week for you, and it's because our guests step up to the plate.

00:47:49.012 --> 00:47:51.072
These are not sponsored episodes.

00:47:51.072 --> 00:47:52.670
These are not infomercials.

00:47:52.670 --> 00:47:56.155
Our guests help us cover the costs of our productions.

00:47:56.155 --> 00:48:07.126
They so deeply believe in the power of getting their message out in front of you, awesome Wontroperners and entrepreneurs, that they contribute to help us make these productions possible.

00:48:07.126 --> 00:48:15.612
So thank you to not only today's guests, but all of our guests in general, and I just wanna invite you check out our website because you can send us a voicemail there.

00:48:15.612 --> 00:48:16.949
We also have live chat.

00:48:16.949 --> 00:48:21.570
If you wanna interact directly with me, go to thewontropnershowcom.

00:48:21.570 --> 00:48:22.976
Initiate a live chat.

00:48:22.976 --> 00:48:32.413
It's for real me, and I'm excited because I'll see you, as always, every Monday, wednesday, friday, saturday and Sunday here on the Wontroperner to Entrepreneur podcast.