How to become an Industry Rockstar – An Interview with Kane Minkus

Kane Minkus
How to become an Industry Rockstar – An Interview with Kane Minkus

 

Kane Minkus is one half of the duo Jeff and Kane, the creators of the Industry Rockstar training program. In this interview I ask Kane how we can position ourselves as leaders in our industry. Kane reveals…

  • The 6 revenue streams of an Industry Rockstar
  • The 5 M's of personal branding
  • Why you should have a line of extremely expensive products
  • The 3 rules of attracting clients to you
  • And more. Just click the play button below to listen to the interview or you can read the full transcript below the video...
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Joey Bushnell: Hey everyone this is Joey Bushnell. Today I have with me a special guest, his name is Kane Minkus. Kane thank you for being with me today.

Kane Minkus: You’re welcome Joey thank you for having me.

Joey Bushnell: For those of you who maybe are already aware of Kane he is part of a duo, Jeff & Kane, you may have heard of them before. They are very well known for their program the Industry Rockstar System. They are best selling authors on the topic of personal branding and before they were 30 years old they built 5 multi million dollar companies from scratch, so they really know what they are doing. At the moment they help train and coach people to become a rockstar in their industry and that is what we are going to be talking about today. So Kane thank you for being with me today and can I ask how did you get started in this industry?

Kane Minkus: Wow, how did I get started? Well, I got started by making lots of mistakes, doing a lot of stupid things, and started to think I’d like to help others not do that. So Jeff and I fell in to this industry a little bit by chance. I’ll give you the funny version, I was running a company of mine that I started when I was 22 years old. I was about 28/29 at the time and we had built one of the top companies in the world in production and media. We went to go and sell the company and I had it with a business partner and we were starting to get offers on the company and a lot of the investors and people who wanted to buy the company were saying “How dependent is this company upon the owners itself?”. In other words they wanted to make sure they weren’t buying a company that was going to dissipate once the owners left.

So I said “Oh no it has nothing to do with us at all” which was really quite trivial but kind of true because we were so involved in the business. So we had all of these offers on the table for huge amounts of money. We were all really excited thought we’d be retired for the rest of our lives. But a lot of them pulled out because they were concerned that the company was so dependent upon me and my brand.

So my business partner said to me “Hey how about you get lost for a while so we can prove that this company can run without you.” That was when I slipped on a business and called my friend Jeff and I said “Hey I’ve got to disappear for a while, what do you think about helping some other people locally learn how to build a business pretty fast?”. He said “Alright, cool we’ll have some fun and we’ll do it on the nights and the weekends”.

When we did our first seminar we rented a little restaurant and we invited about 15 – 20 of our friends. We said to them “Look, we need something to do, we’re going to teach you guys how to build your businesses so come on by.” We had all of these friends come on by and they listened to us for about 5-6 hours and they said “Wow, this stuff is so cool we want to invite some more friends and do a longer seminar with you guys.” We said “Sure no problem just let us know when.”

So about 3 months later we showed up to a hotel where our friends had arranged it and there was about 85 people there. So we shared with them our techniques and what we were doing and our marketing, branding and sales techniques, packaging and positioning. Everything we were doing in the industry; speaking and presenting. All of this stuff we talk about today in our trainings. They all said “Wow that was awesome we’d love to do it with our friends and even longer training.”

So a few months later we showed up and they had rented out another hotel room for 3 days and there were 350 people there. So I started to think “Well, I think we might have a business here because a lot of people showed up and they seem to want to learn so maybe we should do more of this.” So we started to get more formal  and we started to put together trainings and manuals and formulating our stuff.

Within about 2 years we started getting invited to some of the largest stages in the world to teach and ended up being on stages with Sir Richard Branson, Tony Robbins, Donald Trump, Robert Kyosaki and all of these great brilliant thought leaders. And they were just asking us to share what was our systems for building businesses so quickly. How were we able to do close to 24 of them before we were 30 years old.

Sorry that’s a bit of a long story but that was how we fell into it and from there we learned that there was a whole world that we could make out of it, and we did. Now we travel the world teaching people how to build their businesses.

Joey Bushnell: Brilliant, and it’s very good as well I have seen you live myself Kane, I saw you guys come over to London which is when I first saw you and saw your content and it was really cool. When I saw you you were talking about concepts called becoming an Industry Rockstar. So what is that all about and what is the overall idea behind Industry Rockstar?

Kane Minkus: Well this is a great question. This is the core of our teachings and essentially the umbrella of our message is that those who are seen at the top of their industry ultimately are able to have the most impact in the world. Now that could mean that they are making the most money, although most people at the top of their professions are really most concerned about helping people, serving the planet, serving people, really making the impact and having a fulfilling career. And ultimately just being able to take care of themselves their families and have it at a much easier level than struggling around.

We noticed that there were many trainings that Jeff and I participated in, many coaches, many mentors that we had. We did a lot of research over the 10 years that we were running our own companies before we were 30. So we realized there were certain things we were doing that were helping our companies get packaged up and positioned in a market in a very effective way.

So being an Industry Rockstar is about being seen as the leader of your industry. Some people call it expert, this term in the world, we should show up as the “expert”, it’s really a space higher than that, we want you to show up as the innovator, as the leader and as the one everyone says this is the person you have to go to because they are the most significant brand in the market place in that industry.

A lot of people unfortunately think that you have to work your way up from the bottom. This is a very big common myth in business. In fact if you think about Donald Trump, if he was going to start a new business, just take your pick, an ice cream company or a shoe company, or any random company, do you think he would start at he bottom and start working his way up from an unknown entity? The answer is of course no. He would go in there and would use all of his techniques, all of his exposure, his muscle and power to start his company at the top.

We essentially started to assemble all of the techniques we were using to go right in to an industry, an over saturated industry by the way. We’ve done this in about 2 dozen businesses and many of them were in over saturated industries where there were already enough people in that industry servicing it and then within a couple of years became the leading brand in that industry. What we want people to be able to do is quickly navigate to the top, or maybe a better way of saying it is “start at the top” and then let everyone else around them know what an amazing business they are.

Otherwise they become what we call the best kept secrets. There are a lot of those in the world, where they are the best kept secrets and they are amazing at what they do but nobody knows they exist.

Joey Bushnell: Is this predominately information based businesses or can this apply to any business at all?

Kane Minkus: Information businesses or Information divisions, as we are calling it, is one of the fastest growing types of businesses or types of divisions but it’s absolutely not limited to this. We’ve worked with over 3 million people worldwide since we started 4 years ago and it really exploded. We’ve obviously covered practically every industry you could ever think of, I’m sure there’s a few we haven’t touched.

So it doesn’t matter what industry everything from oil industry down to little ma and pop shops as we call them in the states, individual, self employed, everybody from professionally to self employed professionals like graphic designers, all the way up to large corporations that we’ve worked with like Sony, Warner Brothers and Apple. It’s really just about how do you continue to design a business out of what you love, bring it in to the market place and be very successful at it very quickly.

Joey Bushnell: Brilliant, so in the information business space what kind of products can we create, what kind of services can we give and get paid for?

Kane Minkus: The information space which is really hot space these days and is often commonly referred to as the “expert space”. In other words you take yourself or your personal brand, and this is something we talk a lot about personal branding, you take your personal brand and you make yourself the business. In other words what you are selling is your knowledge or your information. There’s essentially never been a better time in history to put together your knowledge or information into a business and bring it out to the world and help people.

Because of the internet and social media branding yourself and building products and services where you are just taking them out of your head, or your intellectual property essentially, and turning them into products and services has never been easier to develop a really successful and global business.

What people can expect when building that business is to start to take out their knowledge, their systems and ideas. Somebody might be listening to this and say “Well, what kind of ideas, systems or knowledge do I have?”. The reality is everyone on the planet has specialized knowledge in something. Whatever you have spent your time doing or whatever you love to do, you’ve learned more about that area than someone who is 5 or 10 years younger than you or someone who is just entering in to that area because they love it. The information space is really about taking your specialized knowledge and turning it into products and services that help people reduce the timeline, not make so many mistakes and increase their success.  

Joey Bushnell: So we’re putting this information into coaching programs, speaking and events, books and other things like this?

Kane Minkus: Yes exactly. We’ve been teaching for years what we call the 6 revenue streams of an Industry Rockstar or this person who is using the information division.

Essentially coaching or consulting is your first 2 domains. When you are consulting you’re sharing your specialized knowledge. You’re getting paid to help others learn what you know already. When you’re coaching you are helping them implement or apply that specialized knowledge to make sure it’s actually getting he results they want.

The next few domains are public speaking where you can get paid as a keynote for you to go in and share your specialized knowledge. Or at seminars and trainings you can be a seminar leader. This is where you will offer group events or group trainings and you present over X amount of hours or days and you just share your knowledge with people.
The other areas are what we call authoring. This is where you are essentially writing books, writing eBooks, putting out content and getting paid for those things. Creating products, board games or anything where your knowledge has gone in to authoring it.

The last one is the internet marketing component.

Now when people put together all of these things the coaching, consulting, seminar leading, speaking, authoring and internet marketing they are utilizing this leverage model that we teach of how to get revenue in from all these different sources.

Joey Bushnell: Once we’ve done that and we’ve put together products and services on offer, we have got to get ourselves out there. One thing that people want to know is that we are the expert, that we are the right person who can teach them what they are looking to learn. When I saw you, Kane, you mentioned something called the 5 M’s of personal branding and through that we would be able to increase our perceived value in the market place. Would you mind going through those 5 M’s please?

Kane Minkus: Sure, so let me preface this a little bit to say the 5 M’s are about personal branding. So what’s going on these days is that executives are coming out from behind the logos, CEO’s are coming out from behind the business logos and business owners are coming out from behind the logos. In other words, people are understanding because of social media that we like to deal in very personal experiences. People like to deal with the people behind the logos and they want to deal with the people behind the businesses. This has pushed a very strong and important world around personal branding.

Even if you own a business and your business is not an information business they still want to get to know you because you are the person behind the business. You can go on Facebook nowadays and look up what somebody had for dinner last night, where they were hanging out, where they were traveling, who they were with and we are so used to getting such personal information that if you’re not personally branding yourself or in other words getting yourself out there from behind your company people feel like you’re hiding and they don’t like to do business with people who are hiding these days. They like to do business with very visible brands.

Great examples of this are people like Sir Richard Branson. Who is just an incredible brander he’s obviously got a very strong personal brand. If you’re listening to this and you know who Richard Branson is then you’ve at affect of his brilliant personal branding. People like Steve Jobs also did a great job with personal branding and being an important personality behind the force of Apple.

So these 5 M’s are about how to personally brand because you don’t just wake up one morning and you’re great at branding yourself. We’ve seen a lot of people try to do it on their own and they end up making a mess of their company, their brands and end up destroying things. So these 5 M’s are the ones that we teach in our training in great detail but I’ll just run through them here…

The first one, about your personal branding, is your make-up. This is what we call M number 1 your make-up which is things like your name because your name is a part of your brand which is a pretty straight forward one. There are things like your label and If someone says to you “what do you do?” and you say “I’m a journalist or I’m a photographer or I’m a graphic designer” you’ve now labelled yourself. We teach people how to create a powerful label for their brand.

For example people have come to know and have labelled Jeff and I as the number 1 global business coaches. So that’s our label and that’s part of our brand. The question is, do you have a profound or powerful label? This is something that you need to choose actively.

The next part of your make-up is essentially your clothing and things you wear on the outside of your image. It’s essentially the image you are creating through your dress. Although we don’t spend a lot of time teaching people how to dress or how to do image, we do say it’s an important part of something you need to pay attention to.

The last part of make-up is your colors. What type of colors are you using to represent yourself?

Then we move on to number 2 which is called your message. Your message is really important because your message is what people bond to in the market place. They have this little saying called your “Message to market match” and this is one of the most important parts of your personal brand. In short it’s the message that you are giving to your market or to the audience and that is the reason they are going “Yes I love that message, I love what that person is saying!”

For example our message is that you can take anything you are passionate about and turn it in to a 7 figure business a year, in 3 years or less. That is our message to the market place. You want to do something you love to do? You can and we will teach you how. That message will resonate with a certain amount of people in an audience and that’s really what they bond to with us, that’s why they come to spend time with us and engage in our trainings.

The 3rd M in personal branding is what you call your method. Your method is essentially your blueprint, it’s a system or a formula and it helps you achieve a certain result. It’s your recipe. Everyone of us has a step by step recipe we use to create the results that we create in a certain area of our lives. If you’re an incredible mother you have a step by step recipe that you do all day long to have your children be extraordinary. You may not have ever thought about it that way but you do it. If you are a chef or a cook you follow recipes, you have recipes and you’ve created your own recipes. This method that we are talking about is your recipe for whatever you are great at.

The 4th out of 5 M’s is called moments and your moments in your life are an important part of your brand. In other words these are your stories. These are the moments of your life that go into making up who you are. Of course every person has stories in their life a lot of people have awesome stories and some people feel like they don’t have good stories so they feel like “How can I be so special?”. As it turns out even your most boring stories of your life are very interesting to other people because it helps them learn lessons from your life.

I want to make a quick note here that one of the most important things that you have as a human being is your mistakes and the things that you’ve done that were pretty stupid. I’ve done a lot of them I’ll tell you that. One of the reasons why Jeff and I are up on stages in front of thousands of people is because we’ve effectively be willing to make more mistakes in the last 10 years than most people will make in their entire lives. So don’t forget some of these moments and these stories are about sharing the silly stupid mistakes that you’ve made in your life, your business and your relationships in what you teach about.

The last of the 5 M’s is called metaphors.  This is the part of your personal brand where you use imagery, where you surround yourself with representations or images that already carry a lot of strong emotion. Maybe you come to your website and you have a beautiful nature scene or trees because that is important to you and that evokes an immediate experience for the person.

Jeff and I use the Rockstar thing because part of my history was in media and music and production. So what would ring true for me is to keep this metaphor going in my life of concerts, of music, of excitement, of that kind of energy of being the Rockstar. So we use a little bit of imagery of concerts, people, lights and stages and when people see that, they have an immediate reaction because it’s already carrying so much emotion with it. So what are the emotions that you want to evoke, what is the imagery that you’re using in your branding and is it matching?

Joey Bushnell: Thank you Kane that was great. We are sprinkling these 5 elements across everywhere it’s the way we package our products, it’s on our website, it’s the stories we tell from stage, it’s included in free reports, books and auto responder series, on your blog too, is that correct it’s everywhere?

Kane Minkus: Yeah, all of these elements to your personal brand are essentially what give the character behind the business. You are using them all the time, everywhere.

Joey Bushnell: You mentioned earlier Kane about how you can fast track even if you feel that you are coming from the bottom. What you should do is go to the top. I know that you mentioned before that perceived value is one way to do that. Do you have any tips on increasing our perceived value? Is it an internal thing? Do you find that people are holding themselves back on this issue?

Kane Minkus: This is one of the critical things and you said a great term in there which I really want to stress back out which is perceived value. We talk about how value is a perception. What makes a Rolex worth so much money? What makes a Ferrari worth so much money? What makes a Mont Blanc pen worth so much money? I’ll give you a couple of juicy morsels here; the first thing is the story of it and I did just a little bit about this in the moments of the personal branding already but your stories of your life make you very unique and valuable.

A friend of ours Seth Godin who is a very famous marketer in the states who has written many best selling books on marketing, he says it’s not really about stuff that we sell anymore it’s really about the story. He says it about now but I think it’s quite classic. Essentially anything that sells, sells on the story.

So the question is what is the story that you are telling the market place? Are you telling them a story that is increasing the value? Do you have a story for your product or service, or are you just trying to sell your product or service?  So think about the story that you give about what is the product or service that you are selling. That’s one of them, I’ll give you a couple of others. But the reason I start with story is because everything else that is going to follow here is essentially the story of your business.

The next one is your price point. Are you expensive? You should be expensive because odds are you spent a lot of time investing in yourself and investing in your abilities why wouldn’t you be in the upper echelon of price points for your industry? If not the most expensive. Because that perception of you being expensive always brings this sense of cachet and sense of exclusivity to you because obviously only a certain amount of people can achieve or spend on the more expensive products.

Why Louis Vuitton have the brand it has? Why does Gucci have the brand it has? These things are expensive brands and people know that they are exclusive because they are expensive. That is part of their story. If you ask what is part of the story of Louis Vuitton it is exclusive purses for a woman who wants to spend a lot of money, it’s a certain type of woman. Well that part of the story causes the perceived value to rise in the market place.

A couple of things you can look at right away just out of this conversation is what’s the story you’re telling the market place? Are you expensive? You should absolutely have an expensive line of products, very outrageously expensive products and be selling those things because there are people who will buy your expensive stuff.

We had dinner with Sir Richard Branson last year and one of the best lessons we learned was, there is someone everywhere in the world who wants everything. If you want a very high end product there is someone in the world that wants to pay you and have that experience. So why not offer it? Because it gives you cachet and you will probably sell stuff.

Joey Bushnell: So why do people not charge expensively Kane, what’s the reason for that? Is it just a feeling that they will price themselves out and people won’t want to spend that money?

Kane Minkus: This is an awesome question, why do people not have extensive product lines? Why don’t they charge a lot of money? It often comes down to fear. In our trainings we not only explore the tactical side of building businesses but we also explore the leadership side and the mindset side, like top CEO’s and top executives. What do top entrepreneurs and world class successful entrepreneurs think like in all these domains? What makes them tick in their behaviors? How do they manage their fears and what kind of beliefs are they running around with? How do we get aligned with those people?

When I was 22 I was completely broke, I was homeless, I was $40,000 in debt, I had no money to my name, I was sleeping on a friends couch, I had no home, my parents were really worried. I basically dropped out of university and they were thinking “Oh my goodness what did we do wrong?” But 3 years later I had built one of the top companies in the world and the distinction was, the thing that really made the difference was having a great mentors around me that thought completely differently than I did.

They made me go “Huh? that person thinks totally differently than I do in that topic what would it be like if I adopted their belief system and operated from their belief system?” Take your pick because there is 1 million conversations like…

What if I adopted their belief system about my own value. What if I showed up in a sales meeting and I really truly congruently believe that I am worth 3 times as much than what I thought I was yesterday, what would happen? What would happen if I asked for twice as much? What would happen if I decided I wasn’t going to take on a client that could barley pay me but I was only going to network or hang out with super wealthy and successful people? What if I took on the mindset that what I have is so valuable that they all want it? And what if I started to figure out how to position?

It’s this sort of questioning in conversations and this the stuff that we really help people change their thinking in because that’s really what is driving the bus.

Joey Bushnell: How do we build and find our audience, predominately online and how do we start attracting the right people to us?

Kane Minkus: Great question, we often say that businesses are essentially 3 things. The explanation of what somebody does is done in 3 different ways.

The first one is who do you serve? People must know who you serve and they have to be able to say “yes, this is me” or “no, this is not me”. If they don’t know who you serve it’s very frustrating for them and they end up nodding their heads, smiling and saying “Yes that sounds great” and then nothing ever happens. So you need to know who you serve specifically and the more specific the better.

Do you serve women between the age of 45 – 55 who are transitioning out of their jobs into building their first business as an entrepreneur. That’s pretty specific I could even get more specific it could be a geographic location, it could be a specific type of woman a religious section or a cultural or ethnic section. The more specific you are about who you serve, the faster you get to that market.

The second thing that a business is, is what problems they have. What are the problems that you solve for people? Because all a business really is, is solving problems. If you want to be really successful and get really rich and help a lot of people, just learn to solve their problems. Find out what problem they have, solve it and charge them for it. What is cool is people have an endless amount of problems so you could have an endless amount of great businesses.

The 3rd thing is what people get when they purchase from you. So it’s who you serve, what problems you solve and what do they get? What do they get? Is it a box of DVD’s? Is it a vacuum cleaner? These are physical results, what do they actually get from you? Do they get a system or something else and what are the results that it produces?

If my problem is, I don’t know anything about cars and I’m having car trouble this week with noises from my car who do I go to? Simple a mechanic. Why? Because I know who he serves is people who own cars, and that’s pretty general, of course you could probably get more specific. But let’s say people who he serves is people in Sydney where I live, who are having car problems who don’t know anything about their cars. What you get is a car that is fixed, piece of mind and you get to get on with your life without having to worry about your car. If I meet that guy online or offline and he was crystal clear about those 3 things, he would get my business because I would feel like “wow”, I get him.

Joey Bushnell: So how do we go about actually selling to these people? Do you have any specific scenarios where you actually ask for a sale?

Kane Minkus: Well, what you just said is very important because as it turns out, one of the number one reasons people don’t get the sale is because they don’t ask for it. Specifically online one of the main reasons people don’t get the sale is because people are not clear about how to buy or where to buy from them. What you just said I think is very profound which is make sure you are asking for the sale. Look around on your website, are you asking for the sale?

In offline are you saying to them “I’d like to do business with you, let’s do business, are you ready to go?”. So maybe back up a step, I think what you’re asking is how do we put them in the path of being able to buy stuff? That’s where packaging comes in.

Ultimately people want to buy some sort of system and this is something we say a lot in our first training is, you’re not selling information,you’re not selling a product, you are selling a system. People have a problem and they are looking for a solution and they want to buy something that is a proven system that they know if they drop the marble in the start, it’s going to roll through some black box and come out the end as whatever they want, a beautiful sculpture for example.

Metaphorically they want to be able to plug their problem in to the system and come out the other side with a solution. That can show up in many forms IT can show up in DVD products, CD’s, you could have iPhone applications, books, templates, coaching, group coaching, seminars, keynote speaking, technology products, any physical products such as inventions but all of these things fall in to the category of packaging.

What we really need to know is, what are the right packages for them and how do we effectively package up our knowledge in to a product or service? This is exactly what we teach in our training is this, how do you take all of your wisdom and knowledge, turn them in to products and services that people can consume and solve their problems around the world.

Joey Bushnell: Brilliant, Kane thank you so much for doing this interview with me today, I’ve really loved all of the amazing content that you’ve given. Where can we go to get more content from you, do you have a website or a blog? Also if we want to go deeper in to this, where can we find out more about the Industry Rockstar program?

Kane Minkus: Ok, so we are now in 11 countries and cool enough we are going to be leading very extensively in the UK this year. Which is awesome as we’ve gone all around the globe but haven’t stopped off in the UK yet until this year. We got invited by some very large promoters there they loved our work, they invited us and they are going to be promoting us pretty heavily throughout the UK. So you can come and join us at an event in one of the cities of the UK this year.

In order to know where we are going to be, you should go to our site called industryrockstar.com or if it’s easier for you to remember you can go to jeffandkane.com

Either way you will get our tour schedule there as we tour across the globe. Come and join us at an event, we often give complimentary events in territories and we also do some really cool things to help people to get to know us and know what our philosophy is before they spend more time with us on our trainings.

Joey Bushnell: Kane thank you so much for doing this again. I really recommend guys that you go over to the website and check that out and I recommend that you go and see them. I’m sure that you’ve learned a lot during this interview today. It’s very evident that Kane really knows what he is talking about and if you want to fast track your business and get it to the place where you want to be in a relatively short amount of time, who better to teach you how to do that? So Kane, once again thank so much I really enjoyed it!

Kane Minkus: Thank you for having me, it was a total pleasure.

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