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    Reinventing Commitment With Suzanne Evans

    Steve: Commitment is one thing but, commitment without a plan is a whole other story. So how do you balance the two in terms of making, shall we say the goal or the objective attainable? 

    Suzanne: Well, commitment without a plan is simply self suggestion. It's not really commitment and so, when you're committing to your next step, you really need three things. The first thing you need is the ability to understand the long game. Like, what am I ultimately going for? 

    The the ability to see the short game because, that's what you're going to be committing to in the moment and then you better have somebody or something that can show you how to get to that short game enough time, that gets you to the long game.

    I didn't know what the heck I was doing, I didn't have a business background but, I was smart enough to know to just go find some people that have already done it and get them to help you. The last thing, so many people get focused on the destination and that's a real problem. They get obsessed with the destination! 

    TD Jakes says, “Stop worrying about the destination and just jump on the transportation because, the transportation will get you to the destination.” I don't do what I did when I first started my business but, it got me started and it got a business going so that I could take that transportation and let it lead me to the ultimate destination of the business I have now.

    Steve: I want to talk about commitment as it pertains to authenticity and I remember when we had a conversation a couple of years back you were talking about, how one of the most well-read and best responded to emails that you had ever sent out was one where you talked about being fat, being broke and being gay. What triggered you to really, just, well put on the table something that a lot of folks would be super uncomfortable about and how that has propelled you? 

    Suzanne: Well, a mirror. A mirror is a great truth tool. I came into the industry that, I'm in at a time where there was a, it was about four or five you would know. All of them females, who were really kind of leading the industry and they all weighed eighty seven pounds, and they would all like you know, had beautiful hair and we're done to the nines and you know running all over California and I'm like, “Yeah, I'm getting in this industry, I'm gonna be that!”




    And then I woke up one morning and I'm like, “This isn't working, I can't be that.” I mean, I could try my whole life to be that and I'm never going to be that. So you better figure out how to be you and bring what you want, authentically to the table and what's interesting about you and and see if that works. 

    I wasn't trying to model things, I was trying to be things and first of all nobody wants to connect or work with somebody who's not you know, authentically themselves and second of all, it was so clear that, I'm the antithesis of most of those things and so when I said, “Okay what am I, and who am I, and how do I connect with people?” I just started sharing that story and I used that as my marketing language and my copy.

    That's really when my business exploded because, I truly believe that when people are their truest, most real selves in an unapologetic way for the good of others, that's when people want to be a part of your tribe and it sounds simple but, that's exactly what happened for me. 

    Steve: How do you deal with the collateral damage of committing to being your authentic self?

    Suzanne: You know, it depends on what your authentic self is. There's less collateral damage for people who are more conforming. You know, I'm loud, I'm crass, I’m  gay, I'm fat, I cuss. I tell people like it is, and so because of my style I trigger a lot of people. I came from the Broadway theatre industry and when you wake up after an opening and you're looking at the reviews, if the reviews are amazing, everybody figures out a plan to sell ticket.

    If the reviews are lousy, everybody figures out a plan to sell tickets. So whether you like me or not my job remains the same. I'm here to support people, I'm here to coach people, I'm here to help people and I'm not here to make friends. I'm here to make a difference.

    Steve: What do you tell folks in terms of, how do you figure out, what makes the most sense to commit to?

    Suzanne: In the beginning, you commit to the fastest path to cash. You commit to what will get you the most profitable result. The fastest because, business is about profit. That is the core essence of business. Now my job is to commit to less. I say yes to almost everything that makes sense except, there's a caveat. I do say yes and then my next question to myself is, “who can I get to do this for me on my team?”



    I think that's one of the biggest challenges as you go through business is in the beginning you commit to everything and anything that will make a difference to the bottom line as fast as you can. Then you slowly have to figure out how to stop doing that and that's also where a lot of people that are very successful stumble because, they don't build team, they don't delegate, they don't get support, they don't leverage, they don't create verticals and then you're stuck doing the same thing you've always done, just busier and more burnout.

    Steve: So tell people the title of your book and what inspired you to write it.

    Suzanne: The Way You Do Anything Is The Way You Do Everything I felt so many entrepreneurs who said they wanted to be in business but then wouldn't take any action that it takes to be successful.

    I call those Dreamers and you're either a Dreamer or you're a Doer and Doers have dreams that have plans and they take action on and they're committed to. So the book is for business owners. It's really about how do you show up in your life and how do you show up in your family and how do you show up in your business.

    Because, that is the truth that is being told about how successful you will be in business and you know it. I can tell you whatever you did this morning your routine with your family, with your friends, with your finances, is an exact reflection of how successful your business is.


    Kate Mikado

    Kate Mikado is the Editor In Chief of the San Diego based publication Funnel Magazine focused on the online marketing industry. This industry specific magazine focuses on strategic marketing and sales, lead generation, metrics, social media, and most importantly funnels. Through Funnel Magazine we work with experts in the industry like Russell Brunson, Caleb Maddix, Frank Kern, Lewis Howes, and many more.

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