Intellectual property (IP) is a business owner’s most valuable asset. It highlights what sets them apart and gives them an edge in their industry. But, knowing how to make the most of this valuable resource and customize it to meet their clients’ needs is a skill that only a small number of people understand.
In this episode of Influence by Design, we discuss the topic of selling and licensing your content with Mitch Axelrod. He is an expert IP strategist, has been in the entrepreneurship game for 45 years, and has helped companies and entrepreneurs generate $2.5 billion of additional income.
Early in his career, Mitch discovered to look beyond the traditional way of offering complete courses and programs and saw an opportunity with selling only the components his clients wanted. This concept is based on asking prospects one very specific question, “What do you want to do with it?”
Just us to discover how you can further leverage the power of your IP.
IN THIS EPISODE YOU’LL DISCOVER:
- How Mitch started profiting from sharing his IP (02:20)
- How IP is different from a product (05:59)
- The various ways you can leverage your IP (09:05)
- The importance of creating a system that allows you to deploy your IP in components (11:42)
- The value of determining client needs and tailor-fitting the IP you offer (15:50)
- Utilising the concept of transportation and transformation to help clients get to their destination (21:25)
- How to unpack your unique IP (24:42)
- How to make the most of using AI with our IP (27:40)
- “Most people don’t object to getting what they want, going where they want, or becoming who they want. They object to somebody trying to sell them what they don’t want.” -Mitch Axelrod
- “You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” -Buckminster Fuller
WHERE TO FIND MITCH AXELROD
- Website: http://mitchaxelrod.com/
- Facebook: https://www.facebook.com/mitchaxelrod
- LinkedIn: https://www.linkedin.com/in/thenewgame
- Twitter: https://twitter.com/mitchaxelrod
- Instagram: https://www.instagram.com/mitchellaxelrod
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ABOUT MITCH AXELROD
Mitch is a 45 year entrepreneur, speaker, trainer, advisor and #1 Wall St. Journal, Barnes & Noble and Amazon bestselling author. He has delivered 3,500 seminars, workshops, keynotes, executive briefings and coaching clinics to more than a million people on business, entrepreneurship, sales, leadership, values, intellectual property and life skills.
Mitch has appeared in dozens of media and taught at NYU, USC, Notre Dame and Harvard. He has helped his clients generate $3 billion of revenue.
TRANSCRIPTION (AI Generated)
Mitch Axelrod Snippet (00:00):
Stop selling people what they don’t want, and find out what they do want and help transport them as best you can. And you eliminate so much of the challenge and pull and push and pull of sales conversations, objections, I downs and all this nonsense that we were taught the old game.
The new game is, Hey, you are committed to go where you want, if you’re ready, and willing and able, I’m here to help transport you
Samantha Riley Intro (00:19):
Welcome to the Influence By Design Podcast. I’m Samantha Riley, authority positioning strategist for coaches and experts. If you’re ready to build a business that gives you more than just a caffeine addiction, and you dream of making more money, having more time, and having the freedom to be living your best life, then you’re in the right place, it’s time to level up.
Welcome to today’s episode of Influence by Design. I’m your host Samantha Riley. And today we’re going to talk about one of my all time favorite topics, which is IP and I’ve invited someone very special to the show today. Mitch Axelrod, who has been in the entrepreneurship game for 45 years.
He’s a speaker, trainer advisor, number one, Wall Street Journal, Barnes and Noble and Amazon Best selling author. He has delivered over three and a half 1000 seminars, workshops, keynotes, executive briefings, to more than a million people on business, entrepreneurship, sales, leadership and intellectual property.
That’s what we’re talking about today. He’s helped his clients generate over $3 billion worth of revenue. So strap yourselves in today’s gonna be a fabulous episode. And yeah, I cannot wait. So welcome to the show. Mitch, it’s great to have you here.
Mitch Axelrod (01:47):
Thank you, Sam, great to be with you.
Samantha Riley (01:50):
I’ve been following your work for such a long time I like I was saying to you before we started recording, I really respect your work. I love the way that you talk about things and the way that you really, I guess, see things in a in a different light to the way some people see it.
And that’s why I’m really looking forward to talking about IP, because IP is the thing that I believe is the most valuable thing that as entrepreneurs that we possess, what is your take on IP or intellectual property? And how did you kind of get into this part of your work because you do so many other things?
Mitch Axelrod (02:30):
Well, my take on IP is pretty simple. Everything that we create in forum starts with what’s up here, in essence. So I’ve said for 35 plus years now, the most valuable real estate in the world is not the south of France, or Manhattan or Beverly Hills.
It’s the six inches between your ears. It’s also the most trapped real estate. According to World Bank, not me, we have $700,000 of potential unrealized capitalized and monetized intellectual property. And so I discovered this game 30 something years ago, when I first began to record my own material.
And at the time, everybody was recording, you know, the sixth album cassette, back then, is the big video programs, the big fat workbooks and why not. And I took a different route, I said, you know, all these guys and gals are creating this stuff, printing 1000 copies, warehousing it overhead, now they have to sell it.
So he put a lot of pressure on yourself to sell it, you had to have a machine really to keep up with me, I took the opposite approach. I went out and sold it first, then created it got somebody to pay me the creative license that back then kept the masters and the originals.
And I’ve developed over the years, more than 20 different pieces of IP training programs, if you will, all of them paid for by someone else in advanced. And then I was able to leverage one into two into four.
And I was selling to companies, I wasn’t really selling retail to one person at a time. So I realized early on, that I could profit at any 5% By not actually creating a product by allowing my clients to pay me to create product and then would either sell it back to them or license it back to them. And then I would have that piece of IP to go and duplicate that effort.
So I like to say Well, everybody in my sphere were McDonald’s. I was the only Burger King If everybody was saying, You got to take it my way, the way I created, I said, you can have it your way. If you want it, you need it. And then I would give it to him that their way.
So I learned to private label, I learned to sell parts and pieces, and I sell you more about that as we go. So I took a different path. And it’s been great because I have no inventory, I have no warehouse, I have no have read, even before digital technology. And I only had, you know, one master and it was like if you want, you got to duplicate it.
And I booked that into the end, it was such an easier sell because I wasn’t selling a thing that I had already packaged, the customer could actually design their own solution. That’s synopsis of 3035 years of claims again,
Samantha Riley (05:53):
yeah, I love that you can distill 35 years into those couple of minutes. I’d love for you to share, I guess the first story of how you really understood the IP was different to a product because I think if you’re able to share this story, it might give our listeners context into what we’re actually talking about here. And now get some brain, little brain neurons firing and thinking, ooh, how can I do this for me?
Mitch Axelrod (06:22):
Okay, well, there’s kind of two signatures quite a few. But the one takes me back to the very first time. And this is like going to really date me. I was doing an industry training seminar for the insurance industry.
That was my target market. So even though my fee was like 10 times this, I got paid 250 hours for the day, because I got exposure to the whole industry. I put an old cassette player on the table, I hit play and record his nice little guide about it.
The seminars over guy comes up to me, says to me, that was the greatest thing I ever saw. I see you Have you recorded it, I’d like to have it. And I just came up with a question. That became like their standard question. I said, What do you want to do with it? I thought, you know, what does he want one copy?
He says to me, I have 5000 financial planning clients in business. I want to send them all that recording. That’ll give me more business and a paper, you know, clip or whatever, or pen set or a calendar.
How much now the cassette is in the cassette record. I have no sales letter, no pitch, no, nothing. I said you know what happened? You pay me $1 per person for cassette over hard course. He said that’s it. I said, That’s it. He said done. Signs a piece of paper says me check five grand two weeks later, I send the duplicator tell him just bring them up. You pan.
I realized at that moment, I was not consulting, speaking training. I was in intellectual property business. So wonderful. My head to my mouth, it should the cassette recorder. And that guy actually had no idea of how he could deploy my IP on his behalf.
And I said, Oh my God, what if I could do this for everybody? It dawned on me, it could play such a bigger, more expansive game than just creating a product and trend. So that’s how it all started.
Samantha Riley (08:40):
I mean, I was around in those times that the CDs I was still gonna have and tapes. I’ve even still got some in the bookshelf right behind me. World’s very different now. Obviously, we’re sharing our IP digitally. We know we’re not we don’t have hard costs of tapes and CDs and videos, and all that kind of thing. How are you or some of your clients doing or sharing this IP in this way right now?
Mitch Axelrod (09:14):
Well, I look at there’s quite a few things you can do with IP. So one is you can license right? You can license your IP to all size businesses that you’re soon to serve. And I think what really separates my thinking, from the course creation, program creation, you know, the product creation, whatever the product type is, is that you created in your mind and you put into it what you think the client needs.
I see the people every day, survey your clients and see what they’re using, what they’re not using, what they’re using those you might find parts pieces, segments, modules, formulas, frameworks, actually are being used more and are worth more individually and in bundles than the whole program.
Because no matter how good you are and how much your clients love your work, the chances are very slim that they’re using everything you’re giving them. What you do, we don’t cut a we’re not conscious that we’re forcing, well, we design the format to form from the essence, we are essentially saying you’re gonna take it the way I design it, McDonald’s. Alright, so you’re gonna get the two all beef patties, special sauce, lettuce, onions, pickles, whatever.
Whether you like it or not. Yeah, like lettuce, pickles and onions, ketchup? Don’t you gotta take it. Right. Yeah, I said, you don’t have to take it, you can have to all be added special sauce. And that’s it. If that’s all you need.
So I don’t force you to buy what you don’t need. All you do is buy what you do need, that means you come back and buy more and buy more. So it’s really IP is solving problem versus selling. Right? That’s a major distinction that people can get that they can realize that one Formula One model, one framework could be worth a fortune to.
Samantha Riley (11:31):
One, what do you want to say to the people that are listening that and I hear this all the time. But if my client says that they want that piece, let’s call that piece a piece. Now let’s call it C piece. But for them to get results in that they actually need to do A and B first walk? Can you talk to that?
Mitch Axelrod (11:58):
Well, that’s a multi pronged issue. Okay, is it some things are sequential and linear. Now gourds if you have to, and you really have to learn a and b become proficient to do C, then you have what’s known as the system sequence steps, okay.
And that’s different, to learn something to do, than to solving a specific problem. That steps C myself. So if c is not standalone, and like college courses, there’s free requisites A and B to get to C, then you somehow limit your ability to use A, B, or C as standalone pieces.
All right, in that context. So I suggest to people, even if you have a linear process, try to make each piece stand alone. So even if they have to learn a and b, to do C, they can still potentially practice C while they’re learning a bit. Ideally, though, as you begin to maybe reconstruct or deconstruct your IP, you say, Okay, I had a book, I booked 10 chapters.
It’s not one book, it’s 11 pieces of IP, the whole book and 10 individual chapters, I could take any one, I sold the chapter of my book, the new game to business, 20 years go for $25,000 one chapter now.
Why? Because I found out that my client didn’t have the main buy books for all 25,000 people. So I said to him, What did you really like about the book? He said, You’re not gonna read this, but chapter eight on success abilities, we loved it. I said, Well, would you rather buy 5000 books for at five bucks?
Or would you rather have chapter eight and give it to everybody? He said, How do you How can you do that? I said, I own the book. I’ll give you a PDF. You can even you know, write something up in advance, slap it on there.
And he was like, I can’t believe you’re doing that. So I sold one chapter for 25 grand. Right? What that again, it’s it’s of looking at how can you deploy what I’ve created in a way that benefits you even if I have to recreate, deconstruct, break it down, you know, separate parts and pieces. So always think mightily and think each individual piece as a standalone.
And maybe you can’t do what you need to do that way but you certainly have pieces that are in parts that are stand one potential.
Samantha Riley (14:55):
There is one huge piece that standing out and everyone has probably caught What up, but I really want to hone in on it just in case anyone’s missed it. And that is the importance of asking the question before you assume what your prospect needs.
You know, right at the beginning, you said to the person with the recording, like, what are you using it for? You said to the person with the book, what was most important? Unless you asked that question, there was no way that you were ever going to be able to come up with the solution.
And I think that this is absolute gold, like we could almost stop the interview here and know that we’ve dropped a massive value bomb, because that is really where the value is. Because this is so valuable, what are some of the other ways that we can ask this question, to be able to come up with different ways to sell our IP.
Mitch Axelrod (15:52):
I look at myself as a doctor. I even have this shirt. Sometimes they were at school if
Samantha Riley (15:59):
you didn’t look like you’re about to go into surgery.
Mitch Axelrod (16:02):
Yeah. So the way I see it, is people are coming to me for a diagnosis, they’re coming to me, because they trust me, and they’re looking for a prescription. Now, if you see yourself as Doctor, metaphorically in your industry, right, and your client needs an aspirin, or a client needs an antacid or something over the counter, you’re not going to recommend stomach surgery, right.
But we do is when we create our products, we’re creating it like it’s stumped surgery, I have to get the whole thing. While I maybe I do need that. So part of it is shifting or thinking and returning from forum to essence.
And realizing that when you create form, you’ve got to make two sales, you got to sell the content will solve the problem that they like it and then you got to sell the form, it said, There was a time that I would not watch a video.
And if it was just saved my life, I would not watch because I like to read or I was on the road and you did audio, we create a product, we have to make to sales rep to the silver content as a solution on the form it’s in.
And if that form has anything that is not useful at the moment, because it’s peripheral to the problem the client wants to saw, if you can’t break that apart, deconstructed and just give the client what the client wants your athlete putting up an obstacle to getting that client to buy.
So the question becomes a what is the minimum viable solution to this particular problem? And then how can we deliver that solution, whether it means breaking up what we have or returning to essence and then recreating it accustomed, charging more, they’ll be happy to pay for it. Because they don’t have to buy all this other stuff.
They don’t need to get the water to thing they do need. So you’ve got to become really good at really being empathetic care, and finding out what is it that you really want to do. And I’ll leave you with one word as I came up with this 45 years ago when I was in the insurance business. And I didn’t want to say I sold life insurance because that was everybody rides away from Yeah, right.
Samantha Riley (18:46):
That’s like, get no thank you.
Mitch Axelrod (18:50):
So what people said, what do you do? I say I’m in the transportation business. I help people get from point A to point B financially, where are you going? And that became the foundational context of everything I do.
I’ve trained a million people realize, and we’re all in the transportation business. And we’re focused on our transportation too much. We have to focus on their destination. And once you know where they want to go, who they want to be what they want to do, then you can match your track now, let me see if I can get a vehicle to catch it.
That ontic ship changes every big doors swing a little changes. I’d incorporate the phrase but I popularized it. And it’s the guiding light I left the little hinge that will open the big door. Solve the problem.
Get them loving me, serving them going on to the next problem. If I gave them a whole library like an encyclopedia Then they gotta choose what problems they want to solve. They don’t need me anymore.
They got the encyclopedia. And yeah, so I think we’re moving, we have been moving toward one product, one solution. Now you do it move on to next. So I said, People minimize, and start to look at doing like a mini max, look at your parts and pieces that have the most value that could stand alone, either individually or as a unique bundle.
Samantha Riley (20:32):
Oh, my goodness, I love this so much. One of the things that you said there was, you know, we don’t ask our people what they want. And what I took from this is that, you know, as experts, we can say, well, we know that our clients generally want result A, B, C, and D.
But for some B’s really, really valuable, but for some days really, really valuable. And what we can tend to do is kind of bundle all of these people in the same bucket. But you know, some person might want to, you know, really lose weight, some person might want more energy, another person might just want sleep, they don’t necessarily want the whole lot.
But also what I do know and I’d love you to speak to this is that generally I find that once someone has that answered, they’re quite willing and open to wanting the rest of it, because they see how all of the little puzzle pieces fit.
Mitch Axelrod (21:35):
Sure, and they get to decide the mode of transportation. So if you’re in a transportation business, we’re all in the transportation on transformation business. If I decide I want to go somewhere, do something be something you can then say I’ve got the vehicle to get you there.
What how do you want to travel? I want to get there fast. Okay, hop on, I got a chauffeured limousine. I want to take the scenic tour, hey, maybe you take a train, I got plenty of time, I want to do it over a month, maybe you should take a boat, metaphorically, it. So each of those vehicles, we have as a solution.
Metaphorically, every one of your solutions as a vehicle to transport your clients to the destination. They get from point A to point B guess where they want to go are in St. Point D. I have clients I’ve been working with for 2025 years.
They come in in my life, they go out of my life to come back. Why? Because things change. And they feel that I can help them go from where they are where they want to be. And so it really changing conversation and then eliminates it.
In fact, we don’t. Whenever a new game is sown training, I’ve trained a million people. There is no module in our training, sales training on overcoming objections. How could you do that? Why?
Samantha Riley (23:07):
Oh, my goodness, I love that, because we don’t
Mitch Axelrod (23:10):
get them. Here’s my philosophy about objections. And this is observation. So don’t take it as gospel, you have your own experience. Most people don’t object to getting what they want, going where they want, or becoming rooted.
Well, they object to somebody trying to sell them what they don’t want. Mm hmm. Just stop selling people what they don’t want. And find out what they do want and help transport them as best you can.
And you eliminate so much of the challenge and glue and push and pull of sales conversations, objections, tie downs, and all this nonsense that we were taught the old game, the new game is, Hey, you are committed to go where you want.
If you’re ready, and willing and able, I’m here to help transport you. If I don’t have a vehicle, I want to commend since she might have to be, I have a trusted network of people. If I can take you there, I’ll take you there. If I can’t get you there. I have somebody can’t. And I cheated that person within my orbit. And even if they aren’t becoming a client, I helped them get where they want to go. Good Karma all around.
Samantha Riley (24:26):
I love that so much. So you mentioned at the beginning of the episode, all of the different ways that we can unpack our IP, you know, models and frameworks, methodologies, systems, that there’s so many different ways that we can do it.
Do you have any advice for people that want to really start unpacking their unique IP? Because we all do things differently. We all explain things differently, have experiences, but sometimes people really struggle with where do I start? I call this blank Ah, itis people stare at a blank page and go, I don’t know where to begin.
Mitch Axelrod (25:05):
Well, that’s if you’re trying to create IP pro spectively. In other words, shall blue arise, clean slate blank page. Now what am I going to create? Well, you’re kind of back in that it’s got to come from up here.
So the question is, what do you always assume that most many of you have the majority of people who listen to this already have some form of IP? What is that a fair assumption?
Samantha Riley (25:35):
Absolutely. 100%. Okay,
Mitch Axelrod (25:38):
if you have something in your brain, and it’s not informing it, my magic is tables of contents, I have rarely made millions of dollars on tables of contents. And I have an interview I do where I explained how I use the Table of Contents, get a program created, sell 100,000 of it, get another program created, get a contract for quarter of a million on a table of contents. So if you don’t have a new form yet, great a table of contents, go out there and get a company of business, somebody to record it filament, make a sweetheart deal.
Now you’ve got your IP. But if you do already have IP, go back to your clients and ask them your best clients. And he asked them of everything he’s gotten Sunday, give me a three to five things you use, most, most valuable.
You can’t do without them. And if data, you know eliminate everything, but those three to five things, what would they be, and you might find you already have gold in them there hills, buried within your big programs, that if you just extract those and allow yourself to open to sell, sell it or license it individually, you might find that those items are these valuable and more easily sold, than the whole program or product.
So those some of the pieces of advice I have, really it comes down to what I call a mini Next, look at your best three to five pieces of simple stuff. MN just go out there and make it available to people in a unique way.
Samantha Riley (27:29):
Or I love that. And I think that the word there that really stands out is unique because that is what our IP is, it’s unique. Now I want to, I guess, call out the elephant in the room people may be have been hearing just recently that there’s people that are creating courses and creating, I guess, methodologies or content using artificial intelligence.
Now, you and I have had a quick chat about this beforehand. I am definitely not an expert on artificial intelligence. You told me neither are you. But there are people that are probably thinking, oh, you know, we can use artificial intelligence to start to, you know, unpack, or I guess, not unpack our IP, but add to it to create something more.
You shared a few of your thoughts before we started recording. And I’d love you to share them now just around your idea of how I guess how we can use AI and let’s just talk chat GPT and how we shouldn’t use it right now when we’re specifically talking about the topic of intellectual property.
Mitch Axelrod (28:42):
Well, I don’t have a crystal ball.
Samantha Riley (28:45):
I wish she did.
Mitch Axelrod (28:47):
It you. However, I’m getting you the waves that from the future. I they think with the Russian using AI, the idea that it will replace humans. There’s a difference between information, knowledge and wisdom.
The information is Google’s can information is ais gain. It knowledge is a whole different level, because you take information and you make it available for people to access the news. Alright, that’s what the information game it’s like, let’s create a product that people can actually use, follow the steps and get a result have a transformation.
But there’s experience and wisdom that only reside in the human. And no matter how good we make the machine, we have to be careful that we don’t make the machine actually supplant the human. So what separates us from the machine.
It’s not just word construction, or creating images. It’s that unique wisdom and experience that you bring to gain to Your clients and customers that comes from your experiences and what’s up here. And as of right now, oh, those machines can’t get I’m sure at some point they will when they’re connected, but right now they’re No,
Samantha Riley (30:15)
Mitch Axelrod (30:18):
No, I don’t want to go there. But however, you have to start to look at what makes your IP unique. And so you’ve got right now you’ve got to get back to your clients, and make sure that they understand and they share with you.
What is it about you your IP, and you rip. You know, it’s so funny. What I see the evolution over the years a decades, it went from, you want to be the highest paid person because your skill is being paid for, to hand you don’t want to trade hours for dollars on everybody trades hours for dollars. And far too many people had traded hours for no doubt, there’s thinking they haven’t created a product and never got their investment back.
Yeah, right. A you rip, if you really wanted to have your IDP, Max lashed out, you know, the idea of sending in the hammock on the beach with your laptop or just your phone. Here’s the ultimate IP play. You get paid picking up or just 1000 Half a million a million dollars to sit and just take phone calls. Because what’s up here?
And what you glean through wisdom and experience is so valuable, that people don’t need forms worksheets. They just need you to say, do this, or what’s your opinion of this. So my goal is to just get paid for what’s up here.
Yeah, I have a lot of stuff in forming. And you’ve got to put it informed me that they can consume it the way they know. So if you start thinking of you as IP, and you realize that everything you put into form came for essence, and you go back to essence, you put a high price on the essence, you may find that you can be paid two or three times as much for what you know, your wisdom and experience.
One nugget of wisdom is worth 1000s and 1000s. of information. So we faced a challenge ahead to preserve our unique voice and our unique intellectual property amidst what’s going to be an avalanche of information.
Aggregating knowledge and little by little just gonna get to be difficult to say, Oh, I created that. Oh, no, I created that. Oh, who created? Who was it? Yeah. So could be a bumpy ride the next few years. So I, everybody, the old game was keep everything close to best. The new game, get your work out there.
All right, yes, get it out to let everybody know, I create models and formulas and names for everything. And I put it out there, let everybody know this is mine. And that’s, that’s really a lot different to what it used to be where you get there, everything close to the vest, do what anybody can steal it. Now they’re actively looking to steal it, you better get your your stuff.
Samantha Riley (33:31):
Mitch Axelrod (33:33):
And so yeah, so we’re in for a bit of a ride, but it’s going to separate the wheat from the chaff and exhaust. You have the people that really do have quality value, they’re going to be able to stay in the get.
Samantha Riley (33:47):
I 100% agree with that last thing. Well, all of it, but really with that last thing is that we need to get it out there and it will it will, you know it will have a separation. I think that someone changed my mind about this a little while ago when they said to me, if you really want to change the world, it’s very hard to do that when you’re you know, when you’ve got a new jacket and you’re only opening of a certain people. If you want to change the world, you’ve got to share it with everyone.
And that really changed my thinking around. You know, don’t, don’t be secretive and hold it close to your chest share. Let everyone know what it is. Now, Mitch, I know that you’ve got some information or a resource, I guess, for our listeners that have been listening to our conversation. And they’re really interested in licensing their IP and taking, you know, I guess taking their IP to the next level. Can you share a little bit about what you’ve got for us
Mitch Axelrod (34:47):
are actually a couple of pretty good resources. I have a six step program. I called the ultimate licensing formula. And it’s six steps everything Then for assessing and selecting your IP, all the way through contact approach, meaning, recommending a solution, grading proposal signing a deal and contract.
Okay. And I have a summary of that. I did a webinar. And it was transcribed, we have a great article that summarizes all six steps. And literally, you could read this thing, and you could go out there and say, I’ve gotten an opportunity right now, if I just approach it, and you know, clear my mind of my preconceived notions of how it should be.
One of the quotes I have in a code book I’m writing is the way we think it should be. stopping us from having the way could be a couple that is powerful. And because we all have a vision of the way we think it should be, there ought to be it’s supposed to be, we sometimes put the blinders on and say, Oh, can I make it that way.
And there could be a limo or Learjet sitting right here next West, ready to take off. And we don’t see it because we’re stocking away we think it should be or suppose at every breakthrough in business was not done the way it was supposed to be.
It was created from like it, like Buckminster Fuller said, if you want to change things, you can’t change a system, because it’s resistant to change, you have to replace it with a new system. And like IP, we’ve been so inundated with the information product game, that you almost have to like, live on the hard drive, and install new software that says, hey, let’s look at this one, but a slightly different cause if you change the way you look at things, the things you look at change.
Samantha Riley (36:54):
So powerful, we’ll pop the links to those resources that Mitch was just talking about in the show notes over at influenced by design podcast.com So that you can get a copy. And I highly recommend that you do because mici, as you’ve heard over the last little bit is an absolute wealth of knowledge.
And, Mitch, thank you so much for coming on the show dropping your value bombs, he just every time we speak, I’m just like, yeah, that is another way to you’re seeing her like yeah,
Mitch Axelrod (37:25):
I Well, i To me, life is like a kaleidoscope of colors, you know. And too many of us get stuck in black and white thinking. So I run into wrestling and you know, you’re stuck in binary. And I’ve never like a there are certain things that are binary, I grant you.
But this game is like so expensive, that people actually liked the conversation, because it’s a collaborative cooperative conversation, to come to a way that they can deploy your genius, and maybe a totally unique way that you never thought of.
And that all of a sudden, wow, that creates a whole new piece of IP that you can sell. And if you’re open to that, you’d be surprised the value of sitting in your digital computer.
Samantha Riley (38:15):
love it so much, Mitch, thanks so much for joining me today. It’s been an absolute pleasure chatting with you.
Mitch Axelrod (38:20):
My two I really enjoyed it. Thank you, Sam for branding.
Samantha Riley (30:18):
Thanks for joining me for this episode of the Influence By Design podcast. If you want more head over to influencebydesignpodcast.com for the show notes and links to today’s gifts and sponsors. And if you’re looking to connect with other experts who are growing and scaling their business to join us in the coaches, thought leaders, and changemakers community on Facebook, the links are waiting for you over at influencebydesignpodcast.com