Joe: 00:22 Hey guys, Joe Troyer from digital triggers and show me the nuggets and welcome to this podcast. My backyard's looking a little bear, sorry about that. Just hurricane Dorian and everything else happening at the moment. Haven't had a chance to put everything back, has been a crazy week. In fact, I've been speaking with a ton of of you followers and fans, done a ton of strategy sessions this week with people helping people really break through like no pitch, just all content today alone, either either nine or 10 consults and was absolutely fantastic. I know that so many people had had breakthroughs in their business. But anyway back to the point of today's podcast episode, we're doing a recap. So one of the things that I wanted to do with show me the nuggets. And one of the things I want to do just with digital triggers period is I really want to push the free line in terms of content.
Joe: 01:11 What's acceptable to give away in today's market and not just trash, you know, not just, you know, me talking for hours with no value. That's not what I mean. Like what are the systems and processes that we can give it away? What are the big nuggets that we can give away? And I want to really push that free line and give away more value than anybody else in the space. And I know so many of you guys have reached out and said, I've done that. I really appreciate that. I love the, the reviews here on the podcast and all the positive feedback. It really means the world to me. And reflecting on what's been the biggest value so far from the podcast. And I really got to say one of the big things that I think a lot of people are missing is at the very end of each podcast episode, I ask, what's the one book that's made the biggest impact on your business?
Joe: 01:53 Not like in theory and in thoughts, but the one book that you
can correlate to having the biggest actual impact on your business. And the books that have been shared have been great. And it's not been all of the typical and usuals. And what's great is, is also not only just getting the recommendation, I'd been listening to a ton of them on audible and they've been good, but listening to the reasons why and what entrepreneurs took away from the books has been amazing and how they've actually implemented some of the strategies and what it's done. Like even if you don't go listen to the books, you gotta Watch the rest of this episode and really just hear the big takeaways and what's made the biggest impact on all of these amazing, awesome entrepreneurs that I've had on the podcast. So you definitely don't want to miss today.
Joe: 02:39 And if you guys are loving this content, you guys are loving all
the crazy value that we're putting out. Please, please do me and
my team a favor and leave us a review. That means that we're doing good. That helps us know that we're doing good. And if you really like any of the guests in particularly, please reach out to them on Facebook or Twitter or wherever, right? Wherever they mentioned in the interview, that's their place to hang out, even Linkedin, right? And reach out to them and just thank them. Trust me guys. At the end of the day, it makes a huge difference and it's super, super appreciated and it would mean the world to me. So enjoy this episode. All content, all value. Joe Troyer signing out.
Matt Diggity: 03:16 Okay. I want to say it's principles by Ray Daleo, but I haven't
implemented any of that stuff. It's just cool. They thought it was awkward, but that is all really cool. So all, I'm going to go with the e myth by Gerber. What's great about that is it's, it's really should be given to every entrepreneur very early on their career. It's gonna help people from making a lot of mistakes, but it's all just about creating standard operating procedures. And every time you do something and you decided that this is the way it's going to be done, that needs to be documented so the next person can do it for you. It's all gets those scaling principles in your head and standards principles in your head and it's really user friendly. Highly recommended if you haven't written it, read it. I think it should be required reading for all entrepreneurs.
Ryan Stewart: 04:04 There's a book called the subtle art of not giving a fuck. It just
came out not too long ago and that was, it's not a business book per se, it's more of a mental kind of, I don't even know what you classified as. But the reason why that was so important for me was because I've always been an introvert. I've always been somebody who like has held myself back from doing more because of what I, other, what I perceived other people thought about me. So what that bill talks a lot about is just understanding that you are, you are really kind of the, the biggest thing that's holding you back. A lot of things. And when I say that now it means in today's market, like doing things like, like I was very shy about using things like Instagram. Even now, like I still, I've only just now started posting business stuff on Instagram and when I look back, if I could've been doing this three years ago, like fuck man, like I miss like I missed out, you know?
Ryan Stewart: 04:55 And it was solely because I was worried about like what my
friends were gonna think about me like posting business videos and like there's only like 20 views that had, have like going, like if I could go back and you can go back to my business before I would have, like you say you pushed all in, but like I wasn't
really pushed on it. And even now I'm like realizing that now, like when I have this extra money, like it's great to have extra money, but like, am I really pushing all in or am I not pushing my like, am I really investing in the future? Am I really like doubling down on what I believed in myself and the businesses in that? I mean that book was great. That book really does take into really the psychology of yourself and of your own mind and, and yeah, I mean literally just like understanding that so much of this world is based on in so much of actions decision is based on what other people think, but they really don't give a shit and neither should you, you know?
Ryan Stewart: 05:41 And again, when it comes to like this world and what gets
success right now, so much of it is social media. Like I posted something about Twitter yesterday about like, I think social media is way more powerful than SEO. Like I checked social 50 pounds a day off my channel. They literally like shapes our world and our opinions and our views and like what we see in the world. We get it from social media whereas Google like Yabu we'll search for stuff and like maybe buy something. But like do we though like you see a product on Instagram, you see it here and then like you're going right to that website to buy it most of the time or you're going to Amazon to buy it. You know, so obviously I still love SEO. Huge market, huge place for in business, but got off track. But yeah, that book like really helped me to understand that if I really want to be where I want to be and who I want to be, then I need to stop getting my own way, you know, really good book. I do recommend everyone check it out.
Tim Soulo: 06:25 I can answer with the book that actually I think it changed my
life and my career. And it's, it's quite famous book actually. It's called outliers by Malcolm Gladwell. So there's a very famous takeaway from the book that it takes 10,000 hours to become a master at something. And overall the book explores what what makes you a successful? Is it luck? Is it a, the time you put in, is it hard work? Is the, the environment, et Cetera, et cetera. And after reading the book, I realized that even though a lot in my life depends on luck, I actually have control over many other things. And I can put in the work, I can create necessary connections. I can change my environment, et Cetera, et cetera. So I think that book like pretty life changing for me. So if people if anyone in your audience haven't tried that, I do recommend it.
Josh Nelson: 07:24 I would say if there's one, I would give the nod to the ultimate sales machine by Chet Holmes. Not sure. I'm sure you've read that book at some point. Yeah. I mean just kind of like, it's the
best book in terms of how do you build a sales process, how do you put the different marketing strategies in place from a strategy perspective? And then from a tactical perspective, like how do you make the calls and get the appointments and do the follow up correctly? I think it is kind of foundation of a lot of the, the marketing and business development stuff we do in our, in our business.
Shaina: 07:56 You know, that, that's a tough one cause there's, you know,
every, there's always like things out of different books that you pulled together and it kind of evolves into this mesh of what your business becomes. But I would say the one that the I really took to heart the most, and it, I read it right before I started all podcast means it was like during that time period was Leaders Eat Last. I wanted to make sure that I created a culture of like trust and wellness and making sure that everybody kind of felt like they had a voice and they were part of a team. Because to me what the last thing I wanted to do is create a business that didn't, wasn't thriving on the inside. Cause all of that is so important to me. So to have that reiterated and to know that I wasn't nuts to be thinking that way, it was Kinda Nice. And then I'm going to piggyback on that with it's not really a book, but it's a journal. The living your best year ever has 100% change in my life. Just in starting. I started about a year and a half ago. And if you haven't heard of it or used it, go get it and buy it for somebody else to be your accountability partner because it will literally change the things that you can accomplish in a much shorter amount of time are pretty incredible, which has been awesome for me.
Gael Breton: 09:06 The Lean Start - Up, I read it ages ago, but it's my favorite. I
think like my favorite part of the book is like when he talks about like sending a a hundred wedding invitations and he's like, oh, how are you going to do like folded? Like fold all of them. Then put all of them in the envelope, etc. He's like, yeah, well if you fold all of them and you realize they don't fit the envelope, like you just wasted all your time, you actually, you, it's faster to do things smaller one by one, even though it seems inefficient until you actually understand the process properly. And then after that, automate it. So you should run every single once from a to z before you build a process around it. And I think 99% of the SEO People tried to automate stuff that has never made money. And, and that's where they waste most of their time.
Rob Warner: 09:51 I'm going to give you a book that is probably not on your list and it's probably on your list because it's not a business book. But to me the lessons are super transferrable. For those who know
me, I'm a bit of a space nerd. I like most things. Space-Related there's a book by a former space shuttle commander by the name of Chris had it's called an astronauts guide to life on earth. And it's his story of how a Canadian became an astronaut bearing in mind that Canada has no space program and no astronauts previously. That was that was a pretty hard ass when at five years old you decide to become an astronaut. There's not, there is no clear path for you to follow. And yet not only did he fly the space shuttle twice, he also flew the Soyuz. Yup. And had incredible experiences along the way.
Rob Warner: 10:48 And one of the key lessons in, in which I'll just share very briefly
cause I know we're short on time, Joe is simply this, a whole generation of astronauts. What do you think? You get to be an astronaut. What you think? That's it. And we were in space. Most US lost. Oh no space. A whole generation of astronauts who grew up with a shuttle program couldn't go to space when the shore retired and the Soyuz, the Russian craft took over for one reason. It was smaller at all. Astronauts could no longer fly. So Ho the much, and you've trained for 20 years and suddenly you're three inches too small for the new craft through 12th the new craft. Can you imagine how that feels? The message he brings to that is you have to learn to love the process outcomes themselves. Your goals that you've set are really important.
Rob Warner: 11:31 But if you can get your kick from the process you put yourself
through everyday to move forward in your business or in your personal life, that process is far more valuable than that momentary success that fades fast. That goes away and joined the process doesn't. And so it's a brilliant book and that's just one little snippet out there that I find personally very valuable.
Mads Singers: 11:55 Um it's called first break all the rules, what the world's greatest
managers do differently. And what that really taught me was like, I'm not a typical manager in a large organization like IBM. Like, like most managers and IBM are you know, very driven, very similar personalities who yourself like very, like Dr [inaudible]. Right? And it really helped me understand that like, even as an entrepreneur, like you don't have to be like Steve Jobs, Elon Musk, the whole thing is actually trying not to be like them.
Mads Singers: 12:32 If you're not, the whole thing is figuring out what is your key
strength from a management standpoint, what are you really good at and how do you, how do you become the best manager with that as your forte. Right. That's, that's really the, for me, the big, big thing, right. So, and that's really the, that's really the book I would say that makes the biggest difference. I mean from
a learning perspective, disc was definitely it, but this was the book that really helped me get a good understanding that, that I really, that was really, really valuable for me.
Marcus Taylor: 13:07 I think the one that is possibly that did have a huge impact, but it's also to some degree largely like not dependent on time and events is anything you want by Derek Sivers, which is funny. He goes, it is quite as a relatively personal, like it's, it's a summary of like all of his blog posts and he's a brilliant guy. But the reason why I picked that is it made me realize a few things about business. One being, but you can just like everything that we hear about how to run a business and all these folks, it's just a perspective. There's no right way of doing this and you can kind of just make up your own rules. Like running a business is just a way of creating your own little world where it's, it's your vision of how you want things to work. And I, for me, that was just like, just a relief. It was like, Huh, okay. Like I don't need to subscribe to like, you know, eos and traction and scaling up and all these like frameworks that, sure they're, they're effective and they're great, but they're just our perspective. Like you can just make this stuff up and you know, follow your intuition to what you [inaudible].
Nathan Gotch: 14:18 You know, if I'm gonna, if I had to pick just one, I'd probably
have to say cashvertising. And the reason is because I've, or I've referred to that book so many times, like every time I w I reopened the academy, I pulled that book out and I, I do a review of what's in that book because I want to get my mind in the right place. You know, obviously persuading in the right way. And then if you stack influenced the old school book with that, those are very, very similar books. So usually those are the two that like, I'm trying to get my mindset right with a, but there are just, there are so many. But those, those two really are, I mean, if you just had those two books, you could really do a lot in business. That's, that's my opinion.
Tommy Griffith: 15:00 It's a, it's technically pitched as a course, but it's just a text
course. So I'd call that a book. It's just text. Yep. On Andre Chaperon autoresponder madness. Yeah, maybe familiar with with him. Yeah, yeah, yeah. So we are copies very much inspired by him. The basic idea is storytelling in your email marketing and the way he does it is incredible. The basic format is tell stories that are interesting, that are human and keep users wanting more. Every single email. All of our, all of our email marketing is designed around this and it was incredibly helpful. As a, I guess as a book,
James Schramko: 15:38 When I was a stock controller for a telephone company, I was
succonded to a sales division and brand new sales team. And digital telephony was new in Australia in 1993 a little bit before America actually. And they'd recruited the best sales people from Xerox and from the other telecommunications companies. So they were like the top gun of salespeople for seven or eight of them. Okay. And they were fascinating human. So yeah, this was interesting. I was more of an accountant, credit controller type person and they were all using a methodology that was popular at Xerox that was taught by Neil Rackham called spin selling. And that book was their core training and they taught on that methodology and yet I couldn't help but be sort of sucked into the vortex of that idea. And along with other other things, some Brian Chasey cassettes and a Tom Hopkins book, I'd have to say that spin selling was the most important book that I've read in terms of dollars made because it gave me a methodology that I still use today even though it's so deeply subconscious in the way that operate.
James Schramko: 16:56 But I love it because it's customer focused. It teaches you more
about investigation and problem solving rather than 57 tricky closing phrases you can say to, to win a customer. So I love the sauce of it. I like the research that was behind it. There's not been anything like it since, except for the challenge method, which is the foreword is written by Neil Rackham because it's fully research. But that was a massive thing for me to read. And I took that methodology to Mercedes Benz and just dominated with it. I was the top selling sales person in Australia for both BMW and Mercedes Benz. And I would say that book was a big part of it because there was a new concept people.
