Building a Values-Focused Business with Jonathan Rivera, Part 2

Continuing the conversation from last week, Jonathan Rivera opens up about his journey in re-evaluating client choices to protect his peace and prioritize life’s true joys.

Discover how crafting a business that supports your lifestyle can lead to unexpected freedom and happiness. If you're curious about redefining success on your own terms, this episode is for you.

Show Highlights:

• Discover the secret to thriving partnerships [01:49]
• How do you identify yourself with your business? [07:27]
• How can audiobooks & podcasts transform your career? [08:42]
• Do you get satisfaction from your business? [09:03]
• What happens when your life partner becomes your business partner? [10:03]
• Can you separate your business from your personal life? [11:27]
• Learn about the potential future of podcasts [16:26]
• Doing this will definitely run your business [17:15]

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To learn more about Jonathan Rivera, check out the websites below: https://thepodcastfactory.com/

Transcript:

0:09 Hey guys, welcome back. You're listening to the second part of last week's episode. Let's jump back in so like for you now, when you think about clients now, and particularly like in the light of everything that's happened in your life recently, and kind of what your priorities are now, you're clearly not just saying like, well, who has the money to work with me? Right? It's how do you think about picking the clients that help you optimize for your piece like you were saying. So back to your initial question, because I don't want to skip that. I know that's important to you guys listening with the the idea of, would I do that back when I started? And as, yeah, I mean, I wouldn't have known. So it's almost impossible to just say, like, on blind faith, no, don't take all that money.

1:00 I know you're like, Okay, handsome stranger, I guess you know, coming out of the smoking, like, Space Pod, like, listen, I just hope that I would learn sooner and fewer of them so I could feel it and then go, okay, that's for sure, not a fake. Give it two tries, right? Give it two tries. Why not? But, yeah, I mean, and this is the thing, right? I was reassessing the business and looking at some of our clients who are, are good clients, but the way that they need time, I don't know if that's fulfilling for me, and that's one of the reasons. Like, Dude, I mean, you know this, you're like, a top client of ours, because you've been around forever, and you just deliver, and you just and so it's low maintenance, and you appreciate our framework and our input. And so we have that we have a mutual respect for each other, and we help each other. And I'm looking at some of these other people where I'm like, Hey, I'm trying to dig in, and I can't love your business more than you do. It's just I can't, right? And so if you're not doing the things, and then you're requiring more time. So I'm starting to go back Dan and look at the business and say, if you don't fit in this package or that package, which I know what my time investment is, and then I can give myself as I wish, right? And you know that anytime I'm available to you, but you can text me or call me and I love you. I care about you. I'll be right there for you. But people who are demanding and wanting and getting it on the schedule, and that's what they deserve, and then not doing the work, I'm starting to review that and say, well, that pulls from my peace. My Peace is going to church, being with my family, having dinners, whatever it is, this business was created to support my life, right? Not the other way around. And so now, all right, if that's the case and the reason, then, what was the reason behind taking certain clients? Well, I want the money. Well, why do you want the money? Well, I don't have enough leads coming in, or I haven't had enough business, or I'm not hitting my revenue goals, so you're optimizing for that, then you're going to compromise other things in your life. And so now I'm looking at, okay, so we got these two pieces, maybe we don't have enough opportunities. Now it's time to go back and turn ads back on, put a little bit of time into building a funnel where we would get more opportunities, and then that way we can, we can cherry pick and pick the people that fit inside the framework. And so that's kind of where I'm looking at it. Now, I'm almost going back to the idea of an info product and stuff that gets me out of the beginning work, and then perhaps cherry pick one or two who are like, like, you, Hey, I know what you do. I want to work with you. Let's go. Yeah.

3:36 I mean, I think that's the this is the thing we we kind of fool ourselves into thinking, this is, this is kind of a universal thing. It certainly goes for the case in relationships, too. But I think a lot of people be like, Well, I'm never going to find anyone that likes me for me, so I better change to match what I think people are looking for, right? And it's like, it really is the case. This is a big Dan Nicholson, who's a wonderful, smart gentleman, is very big on this idea of what he calls the commissioner frame, where he's like, your business is your league, and you make all the rules. And so he's like, if you don't want to do sales calls, don't do them. And you can design a business where you don't do sales calls, right? It's like, where people come in and they're like, well, I need to have a webinar, ads that go to a webinar. And he's like, you know, it's like, Coca Cola doesn't have a webinar. You know what? I mean? Like, it's just, like, it's easy to get wrapped up in, like, the you have to do it this way. I'm like, that. I'm like, you gotta send everyone to a link to get on a call. Yeah? And you don't, turns out you really don't need to do that. You could do it a different way, right? So it's the whole idea of you keep saying this, and I think it's such a it's such a smart point where it's like, what are you optimizing for? Right? Like, if you are optimizing for growth, you might do it differently. You might have taken that client because you're like, Well, I don't care. I'm willing to sacrifice in order to grow. Right? But then I don't know, man, what's left over? You know what I mean, when do you get to enjoy it? Is always my question, like, you know, I don't want to wait till I'm 80. I'd rather do it now.

5:08 That was one of the big realizations I had recently Dan, that changed my life, was that I already had everything I wanted. And so when I got out of the mastermind circuit and got quiet and got to praying and meditating and thinking about things. It's like, Well, why do you want to hit that next million Why do you want to hit this so I can have vacations with my family, so I don't have to get up without an alarm clock? So I'm doing that stuff already, right? What am I doing here? But it's an awesome again. I want a better alarm clock. It's got 10 alarms on it. Yeah, got a horn. I had this same experience. I was like, every year I'm like, write your write out your perfect day. And I was like, I wake up in the morning and make my wife coffee and come to the office, I sit down, and then I'm writing down my perfect day. And I was like, it just looped into itself, and it became, like a MC Escher fractal house of mirrors kind of thing. And I was like, Oh, I'm already, that's my life now, duh. I mean, it's just that, like, I was like, also I own a lake house or something, you know? I mean, there's like, something weird in the background that's like, I don't really care about that much. I'm like, I could just, I could run one small, easy, I can have it by this afternoon, Airbnb grow exactly.

6:24 I can just leave it. I don't have to worry about the fact that, like, you know, lake monsters come out at night or whatever, like, it's, it's easy peasy. So it's so interesting because, you know, we were both saying this before, the classical business story is growth to bigger growth to massive sales, right? And then you're done, and then it's like, and then it's like, the part that they leave out was like, then two years later, you're done, you just die because you're so bored, you got nothing to do, right, right? So when you think about, and maybe it's early for you, kind of given what's going on in your life. But when you think about the future for yourself, like when you I'm sure you still have goals. Maybe there are more personal goals or whatever, right? You're still a driven, ambitious person. So for you, when you think about the next 510, years, how do you think about it differently than like young Jr was thinking about

7:17 it's that, that separation, I guess, one of the things, especially when you've been a business owner, as long as we we have, is identifying you with your business, right and and I think separating yourself from that, where the business is an asset, a tool, it's not you don't take it personally. I think that's one of, one of the big things. And I think the the other piece is really looking at my mission to serve and how that fulfills me, because we all want fulfillment in life, and that's why I like the analogy of the relationship with your business, which I hadn't thought about. But yeah, well, you're married to these things, man, we're here. I mean, there's the three of us now, me, cupcake in the business, right? But I think in terms of what, what is this doing to help support the man who I want to be? And so, yeah, of course, I want to take care of my family. That's big. That's that we all do as men who care. I want to serve that purpose, like I said, where maybe a conversation like this one or another one that you've had, or maybe one of the other shows just lands right on that listener and changes their perspective. Because the reason I'm sitting here with you is because when I didn't know how to Well, I'm not gonna say didn't know how to read, I wasn't a very good reader, obviously, when I was younger, and thank goodness for audiobooks, right? And then audiobooks put me onto podcasts. And then podcasts put me onto this life, which I now have, I get to do this work every day, so making sure that that the business supports the life that I want, in terms of purpose, in terms of, obviously, financially, and then in terms of satisfaction from life, from what I do, and obviously all that comes with getting results for our clients and doing things that I think are fun and interesting. And so I see it as it's going to be evolving. I mean, next year, I might just go all info products and then be like, I hate this. I want to go back to taking care of needy people. I doubt that. But, you know, it could never know,

9:23 leave it open, to just leave it open come to be needed. Sometimes it is, it is, and I think, and that's another thing I've looked at, the idea where I found it fulfilling, just like you do, of what would coaching look like, and who would I coach? And could I coach people where I can see them getting results, changing their lives and things like that. Maybe that's something I want to do. I don't I don't know, but I will always look at the business as a tool to provide the lifestyle I want. Also, obviously we like to do a lot of giving and things like that. So driving the giving that we do is another big point for us. Yeah.

10:00 So I have to ask this, what is it like working with someone you are in a relationship with? Because I think my wife has told me multiple times because I've asked her. I was like, Hey, you should come be like, my executive assistant, and she's like, I'll kill you or murder you in front of everyone. You're not even like, oh, okay, so not so what you guys, you guys have made it work. You made it work for a long time, right? So that's a that's a strong working relationship outside of the regular relationship. That's a really strong working relationship. So what that, what has that been like? I think that

10:36 goes back to to the idea of lifestyle design, and we were always looking to, well, she says, and accurate. She says it was me that always wanted to this idea of a business that supports your lifestyle. Lifestyle design is what they've called it. And when we had, when we adopted our son, I don't know how many years ago now, maybe 10 plus years some, no, eight years ago, I think she was working in corporate America, and she thought she was going to go back, and when the kiddo came home, like, there's no way that we can do this. And so we have to look at how we move forward, and the way we move forward was her joining the company and working with us. And look, it's absolutely amazing sometimes, and it's absolutely horrifying sometimes. I mean, that's, that's the fact, but there is that, that separation of, you know, business and life. But the the fun part, I would say, for us, is that we're working in the same, same direction together. And so before she used to talk to me about this, lady did that, and I'd be like, Oh man, why are you stressing me out with this stuff? I don't, I don't care, really, but I feel bad for you. But now, when we're talking it's usually going to be about the same thing, and we're more into a problem solving mode, and we work together to run things by each other, to support one another, and to give each other room, like we had to work towards this. You know, it wasn't, yeah, wasn't all Ichi keen in the beginning, but finding our role, finding where we're strong. And so I'm Front of House, she's back of house. She runs the financial stuff. I run the marketing stuff. And buying where, where we fit, is actually rewarding, so much so that we brought our son into it, into the routine where we decided to homeschool, and so now everything we do is our life, right? There's not the business and the church and school. Everything is our life, and our life fits into this flow that we're in, and it's a partnership for all of us to be together, to grow together and to get to wherever we're, you know, to do, contribute what we're supposed to be contributing, whether to the family, to the clients, the community.

12:49 Yeah, that's really cool, man. I mean, I really do. It really does drive home the extent to which you guys have very consciously designed the way your life works, right? Like, and it's, I think we all at least I won't speak for everybody. I'll just speak for me. I often forget that a lot of the sort of structures around me that I take for granted were just stuff that people made up. Yeah, right. And it's like, oh, I don't have to, I don't have to do that. You're like, no, no one ever said you had to do that. We you just kind of assumed you had to do it. I was like, was like, oh, okay, you know, like my parents always did, yeah, exactly.

13:27 Just like, there's like a part of me that still believes, like, I'm not really in business because I don't wear a suit, right, right? I just my dad wore a suit. I'm like, I don't wear a suit, so I can't be doing the same thing he did, right? It's yeah. And so it's really cool to see someone, to see that in practice, because there's one thing to say it like, people say, like, lifestyle design. And what they mean is, like, I worked out of a coffee shop today for you. You know what I mean, like, but they're miserable. They're like, stocks or whatever. This is the one. This is the one the laptop on the beach. Let me tell you something. A laptop on your beat on the beach. You're melting the skin off your thighs, all right?

14:06 It's like there's sand in the laptop, yeah, get that laptop off the beach. Why? This was a thing? This is like, when you're on the beach, you don't walk the lap. That's the whole point. That guy can't put that laptop away. He's like, answering support tickets on his like, weird supplement company that he runs. Dude, this was such a blast. I really enjoyed this conversation, and you've been so open with how your business runs. I want to end this with something that I'm curious about your take on, which is how you see podcasts fitting into the sort of larger ecosystem today. I know what I think about them and why I still think it's such a valuable medium. Why I still tell people, if you're interested in meeting people, if you're interested in growing a brand, having a podcast is such a powerful thing, even if, like almost no. But he listens to it almost doesn't matter, right? But I'm curious your take on it, because you've seen, like said, a lot change. We're in a period of a lot of technological change right now. So where do you see podcasts in our world, visitors right now, and maybe in the next 510, years, something like

15:20 that. I think that it you gave me one of the best reasons to use a podcast. I mean, at least the way that you put it in, doing the last show that you did, getting your reps. It got you clear on your thoughts, and it got you creating tons of IP and I think that's one of the reasons that you say it's a huge benefit, even if nobody was listening. It's about sharpening that tool for yourself. And I think that is going to remain the same, bro, because I came into this, this interview right now, I came in here as a fellow artist, because you're an artist, right? And I'm like, we're going to have the art of conversation. And so this helps me sharpen up my art, what I create, and that kind of thing. So that'll never change. That'll never change. I think the connection point is getting easier, where podcasts are everywhere, and people know what podcasts are, because it wasn't that way when I started, and now it's gonna be just like, what's going on with viral videos, where it went from who you know to what you like. That's the out the algorithm now, right? It's an interest algorithm. And I think the same thing is is coming for podcasting, where, right now we're still in the it's something that you have to search for. But I believe that through AI, through it, being able to search through all that content, through everything they're learning already, that it'll be served up interest based, and we'll be able to get a wider audience just from that. But I will hold firm to my belief that it doesn't matter. It doesn't matter because when you create the podcast, at least for us, because we're doing it from a business perspective. And this one that you're doing is a little more artsy, a little more loose. Our original one was tight to the point, supposed to get leads on the calendar old school. And I don't think that goes away. I don't think that goes away if you can tap into interest and have a good funnel, it will it will run the business. Or if you do something like this more artsy, you'll be able to increase your network and also create your art and make yourself sharper.

17:24 Yeah, I always say, like, my first ever business mentor talking about, we were on the mastermind, you said the mastermind circuit, which is really funny, because it's like, that is kind of true. And you'll see me, oh, you're this one too, like, and my business partner Tony just recently, was like, you've been in any good masterminds lately? And I'm like, this is like, I was like, other old people play golf, we're just in masterminds, right? But that's like, first ever business coach I ever had. Michael Port, best selling, author of the the, you know, the world famous book, Yourself Solid and very nice guy. But one of his rules for, like, how do you get clients? How do you find your first clients? And one of his rules was, you always have something to invite people to. That was, like, his thing is, I always have a thing to invite people to. Anytime you meet someone, hey, come and see my whatever it is at the time he was talking about, you could do like a weekly webinar or something like this, but I find, Hey, would you be willing to come on the podcast? Gold is such a compelling people love going on podcasts, and it's an excuse to talk to cool people. So now, every time I read a book, every time I see someone cool, I'm like, well, that person, come on my podcast, and a shockingly high percentage of people will. So it's like, I watched a video this guy from the University of Chicago. He's like, you know, at the time, I think he, I think he retired like the 2000 10s, but he was like, the writing, the sort of like faculty writing advisor at the University of Chicago, and faculty and students would go to him for help, like getting published, or, you know, writing effectively. And he gave this incredible talk that you can find on YouTube. And I was like, I want to talk to that guy. And without the podcast, it's really weird to just email someone and be like, Will you talk to me, right? Will you talk to me for an hour. It's a hard sale, but if you just say, Hey, I would love to have you on the podcast, all of a sudden, like, doors are open and it's so much fun, so Absolutely, it helps grow your business.

Help grow your network, makes you better. I believe all those things, but man, just as a tool for connecting with people, and that's the thing is, like, you know, when you're talking about AI and stuff, the thing that I think that podcasts do better than any other sales platform I've ever used it is the particularly in the agency. When people come through the agency and they build they'd be like, I've been listening your podcast for two years, and now I'm ready, and those people are the best clients you're ever going to have. Yeah, because. You've been in their ear. They know you. They know how you think, right? And they're not listening to you. Hopefully they're not. Hate listening to my podcast every week. I hate his voice like they're, they're, they're my people. Yeah, right, and, and no matter, it doesn't matter if 1000s of people do that, the people that do are like in your corner in a way that like isn't possible to recreate in any other, any other platform. I really, I really believe that it's so intimate as a medium. It's really, it's really fascinating. So yeah, I love the Podcast Factory, which we mentioned this before. The podcast factory.com, you can go there. These are the people that run this podcast. They read my previous podcast. They are when I say like a well oiled podcasting machine, that's what I mean. It's always super stress free for me. I never have to worry about whether my podcast is going to be like uploaded or handle it, and it's amazing. Is worth every penny and more. So please make sure you go check out the podcast factory.com Jonathan Rivera, Jr, as he is called to some people in his chronological timeline. Thank you so much for being here, man, and being so open and sharing so much a really I think it's a really refreshing take on business, and I really, really appreciate

21:23 it. Thank you, man, I've been looking forward to this. I've been watching your journey, and I'm grateful to watch your growth, to learn from you, and to be able to rap with you. Man, it's nothing but love here. Man, I feel exactly the same, dude. Thank you for your time. All right, that's gonna do it for this week's episode. Hey, by the way, if you are listening to this, you are listening to a product of the podcast factory.com I have used the Podcast Factory for my shows, both my previous show, Rei marketing nerds, or Yeah, are you the REI marketing nerd podcast? Almost forgot the name there, and in this one as well. And I highly endorse Jonathan and his team over at the Podcast Factory. They are fantastic. If you're looking to do your own podcast, you could not go anywhere better. And I don't get paid anything to say that. That is just my personal experience. As always, you can find me over at better questions.co. I write one blog post a week all about the best stuff that I am learning. Highly, highly suggest that you go check me out over there. Better questions.co and thank you again for listening this show. It means the world to me. It really, really does. I am so looking forward to the next episode, and I will see you then you.