the entrepreneurs radio show 047 ingrid elfver

THE ENTREPRENEUR’S RADIO SHOW

Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

Copyright © 2012, 2013 The Entrepreneur’s Radio Show of 28

EPISODE #47: INGRID ELFVER

"The Entrepreneurs Radio Show: Diamonds in Your Own Backyard” episode 47 will have Ingrid Elfver

as guest. Ingrid, a celebrity consultant and brand expert, is the founder of Born Celebrity, a business

and brand development company for creative entrepreneurs.

Travis and Ingrid will go in depth about the 4 steps that have led to Ingrid’s success. Join them and

learn how niche and mindset, image, brand strategy and building, and brand launch will help you

achieve greater success in your own business.

Ingrid Elfver – Using branding

and personality to build your business

Travis: Hey, it's Travis Lane Jenkins. Welcome to episode number 47 of "Diamonds in Your Own

Backyard: The Entrepreneurs Radio Show, Conversations with High-Level Entrepreneurs that Grow

Your Business.”

Sandra, my co-host, is still in Sebring International Raceway in Florida. Sandra, we miss you. Get back

to us as soon as possible.

Before we get started today, I want to remind you to be sure and stay with us until the very end if you

can. I’d like to share a little inspiration with you, and I’ll also reveal who I’m going to connect you within

the next episode.

One quick reminder: if you enjoy these free podcast that we create for you, we’d really appreciate it if

you’d go to diyob.com, which is Diamonds in Your Own Backyard, or short for diamonds in your own

backyard.com--so diyob.com--and click on the iTunes icon, and then post a comment and rate the

show. This would help us reach, instruct, inspire more great entrepreneurs like yourself with each and

every guest that we bring on the show.

Now before I introduce you to our guest today, I want to give our new friends that just started listening

to us some perspective for the Entrepreneurs Radio Show. Every interview is basically a conversation

between four friends: me, Sandra when she’s here, of course you, and then our guest. Even though

we’re talking with some of the brightest, high-level entrepreneurs and brilliant thought leaders around,

this is still just as if we’re sitting at a table having a casual conversation.

http://www.diyob.com/





Everyone that we're talking with has found success doing what it is they teach, and they want to help

you by sharing what they've discovered. Normally, the only way to get this level of personal access to

so many high-level entrepreneurs beyond having your own show is to join a high-level Mastermind, go

to seminars, events, and build that relationship over several years, while spending a fortune in the

process. Now with this podcast and this platform, I get to share these great people with you to fast-

forward your success and your connections that grow your business without having to go through all of

those things.

Our guest today is Ingrid Elfver. Ingrid is a celebrity consultant for creative entrepreneurs to build

brands with big impact and personality. Ingrid is the founder of Born Celebrity, which involves really a

combination of things, depending on who you are and what you’re after. So this is going to be a fun

conversation that really could go any direction. However, as always, there’ll be lots of value in helping

you take your business to that next level.

So without further ado, welcome to the show, Ingrid.

Ingrid: Thank you so much, Travis. I am super excited to be with you today.

Travis: I am, too. I know you’re really busy so thanks for taking your time out to join us. Hey, before we

get into that great intro that I just shared with our guests, would you mind giving us the background of

how you got to where you’re at today?

Ingrid: Well, the background is I’m originally from Sweden. I actually worked for Miss Europe, a beauty

contest. I was the emcee and the choreographer and sort of the recruiter for this beauty contest. I’m the

wrong person to be part of a beauty contest because I just never wanted to be onstage that way, but I

was modeling and I got asked. I was 17, and I’m standing in front of thousands of people with TV

cameras. I do radio interviews and magazine and newspapers and I do amazing. One thing I realized

there today is that all the things I learned there, I use in my business today. Then at 18, I moved to

Beverly Hills. My first neighbors were Burt Reynolds and Rod Stewart.

Travis: Interesting.

Ingrid: So I got a really fun start. Then I started doing Mindset Coaching, and I started working with a

lot of the A-list celebrities and lot of amazing entrepreneurs. It gave me an insight to success in an

absolutely unique way. Maybe the most powerful part that I got out of that was that I found myself that I

was judgmental towards the celebrities. I had to really recheck my mind and my perspective about

success really is. I have to tell you the truth, they have taught me more things that maybe I feel like I




could teach them about their mind and how to really embrace who they are, and be shiny then bigger,

but what they taught me is really something that you really need to hone in on who you are and hold on

to that. That’s what I do today with creating brands and businesses that have that clear persona and

clarity of who they are. Then I’ve been an entrepreneur now for 25 years. I guess I’m a serial

entrepreneur that…

Travis: You look like a baby. 25 years--did you start at five years old? Come on.

Ingrid: No, no, no, I started at 22.

Travis: Okay.

Ingrid: Boy, we must not talk age, but that’s…

Travis: Hey, me and you are the same age.

Ingrid: Yes, it’s really an honor. I love having this experience because I think it’s quite unique to have a

long-time experience in business.

Travis: Without a doubt. So let’s go back a little bit. How do you--how is your neighbors Burt Reynolds?

Are your folks affluent?

Ingrid: No, no, it was--my boyfriend lived in one of the guesthouses in Beverly Hills, and that’s how we

started. He knew--I mean, he had grown up there, so he knew everybody, and I got thrown into that

world in a very genuine fun way. Now it wasn’t that there wasn’t negative things because there was, but

I got to spend--my first New Year’s Eve was at the Playboy Mansion.

Travis: Boy.

Ingrid: Seriously, I did not know what I was in for, but it was a really good experience. I have a smart

head on my shoulders, so thank God.

Travis: Was that an eye-opener?

Ingrid: It was--I have to say that a lot of the Playgirls, Play Bunny girls--I guess that’s what they’re

called--are really intelligent, extremely smart and savvy. Again, it’s easy to judge people, but I really

learned a lot. Hugh Hefner’s really cool. But at that time, I think I wasn’t able to see some of this. But




today, I can really see how it made me into who I am today, which I just love people who allow

themselves to be really successful in whatever medium that is and whatever expression that is.

Travis: Now if you started out in beauty pageants, then why would you say that…

Ingrid: I was not into beauty pageant. I was leading the beauty pageant. I was the choreographer and

the emcee.

Travis: Oh, okay, okay.

Ingrid: So I was the host.

Travis: Okay. Okay. Well, for those--I know this is a radio show, and so most people can’t see you, but

you look like you could be in the pageant, so that’s…

Ingrid: Well, I did modeling. I did a lot of runway and magazine kind of shoots, but I just wasn’t--that

wasn’t my passion.

Travis: Right.

Ingrid: I retired at 22 from modeling because I felt too young. I’m sorry, too old. I felt too old.

Travis: Too old?

Ingrid: I think that’s a really funny joke today.

Travis: Well, okay, so let me ask you this: now how long did it take you to start finding success in your

business? You’ve been in business for 25 years. What was your business initially, and how long did it

take you to start finding success?

Ingrid: Well, what was amazing is when I started my Mindset Coaching; I was doing them at the Whole

Life Expo. I also had arts. I created all these art pieces. I will say that I was--the first show I did, I had

amazing success. So from the moment on I started my business, it has completely supported me and

rather well.

Now how my business is today, the systems and structures that I have, and how big I am, and having a

team around me--that wasn’t my initial vision. It was just to start… I originally started a business




because I felt unemployable. I didn’t feel I wanted to sit 9 to 5 at someone else’s job. I wanted to live

my dreams and do what I do. I have never been really good at trying to box myself in. So for some

reason, I had some strange courage and probably intuitive insight that I needed to launch my business

at the Whole Life Expos.

For those of you who don’t know, the Whole Life Expos at that time, there used to be 40,000 people

walking through those shows. So I did San Francisco Whole Life Expo. I did L.A. Expo. I did Las Vegas

Expos. So I traveled around. It was amazing because I had clients for two or three weeks after the

event, and I had amazing sales at the booth during the shows. So it was a very smart way to launch a

business. I realize that today, it’s--again, sometimes you have to have hindsight to see what you do.

Travis: Right, right. What were you selling then?

Ingrid: What I was selling in products--I had these leather products: pouches, purses, really beautiful

handmade leather that I did. Because I’m an artist, I had this nutty idea that I was going to produce that.

It got out of hand. It got so big. So then I didn’t know--I didn’t really want to have offers from different

companies who want a license and want to produce my products. I had to say at that time, I didn’t have

the insight and understanding to really grow it that way. I didn’t want to. And then I had my coaching

mindset business where I saw clients.

Travis: You didn’t know what you didn’t know. Stage one of confidence is you were unconsciously

incompetent. You just didn’t know what you didn’t know.

Ingrid: I think it’s perfectly normal when you start--is we don’t really know. You have to go with your gut

and what’s right for you. On hindsight, I probably should have done a license in business and all those

things. But at that time, I didn’t know.

Travis: You were in the learning curve.

Ingrid: Yes. I was in the learning curve at that time, but what’s so fantastic about that part is that it grew

into--I started teaching everywhere and holding workshops, and I was traveling all over the US and,

literally, created a movement of, really, about mindset, sort of--I wouldn’t say spiritual, but more about

meditation and really tuning into yourself. It was really successful. It was really fun because I was only

22 years old and I was living my dreams.

Travis: I love it. I have a similar path to you. We were talking about this before we got on the show. It’s

just taking imperfect action. So when we’re young, we just get out there and start doing. What really




makes us strong as businesspeople now is we’ve come to realize through trial and error and failure and

success that we need to have a team. We need to have processes. We need to do things a certain

way, which really empowers you to turn around and show people the wrong way and the right way to do

things. Is that a fair statement?

Ingrid: I love that. The other part, I still love my naive part of just taking massive action. It always

works. It always works.

Travis: Yes.

Ingrid: It’s probably one of the greatest gifts I’ve ever learned--is that if I get an idea and I just go and

do it, I will often just succeed.

Travis: On the same way, even it’s a little bitty actions, I want to take one step further, one step further,

one step further. I’ll even stay up till midnight taking another step and taking another step. Is that the

same way for you?

Ingrid: Yes, I mean, I burn--and I’m thinking about this. It’s like people tell me that they don’t burn with

passion anymore. I burn with passion every day. I’ve done that for the 25 years I’ve been in business,

that I feel the same way about who I am in my business today, even though it’s bigger and different in

some ways where it has more structure. All the parts--in one sense, they’re just different. I still feel the

same great honor to be doing what I do.

Travis: Interesting. Well, let me ask you. In the very beginning, you said that you had a perception

about actors, actresses, however you want to put it, and you grew to see that you were wrong or that

perspective changed. Tell me about that.

Ingrid: Well, I think successful people--if we haven’t had incredible success, most of us will have some

kind of judgment. That’s why I’m owning up to it because I think we think that they’re different or they

took the shortcut or… I think this perminates society and our mindset in society. I really want us to pay

attention to when we put people down who are successful. Because it’s so easy to say to yourself, “I

want to be successful, but I don’t want to be successful like that,” or how they did it.

What I learned is when I’ve sat down with these amazing celebrities--and I mean in the movies, singers,

artist all kinds of people that you know their names, right--when you really peel back the curtains, you

started asking who they are, why they were doing what they were doing, what drove them, you’ll find

this fiercely hardworking, authentic human being that really understands their brand, understands their




messaging, understands that as a culture, we want to latch on to a persona, to a celebrity persona. We

want to see people a certain way, and still having the ability to keep on changing and growing, and

having that courage.

To me, there’s nothing more beautiful. That’s why I founded Born Celebrity because I feel all of us are

born to be celebrities, but there’s only few who actually have the guts enough to go for it. But I think my

own judgment was that however their medium was--because if you meet some of the celebrities,

they’re famous for being controversial, like Donald Trump, right?

Travis: Right.

Ingrid: It might be hard to really understand them or even love them or respect them because you can

feel that they’re using cheap publicity but the truth is, they’re really clever at what they do and they

understand how to use media for good or bad, whatever your perspective is, in a way, so that they can

get more publicity, more fame, in a sense, for their brand. I don’t think that’s a negative.

But most of us have a mindset about that that it’s something that is shameful and we shouldn’t do that.

The biggest thing that people would come up to me and say, “Well, I want to be a celebrity, but I don’t

want to be so famous that people will walk up to me in the milk aisle at the grocery store.” I say, “Well,

truthfully, it’s very few percentage of people that’s ever going to happen to, so I don’t think you have to

worry about that.”

Travis: There’s so many different ways to go at that. Let me give you an example from my side, and

then you tell me what you think about it, okay?

Ingrid: Sure.

Travis: So my first business, we used to do a lot of TV advertising commercials, so I become very, very

well-known. We’d air 2,000 commercials a month.

Ingrid: 2,000 commercials? Wow.

Travis: Yes. Everybody knew who I was. Now the problem was people would not come up to me. They

would look at me across the room pointing, whispering, talking to other people. I let that own me. It

really can bother you, and then it drove me to be antisocial. As I got older, I come to realize that I really

should’ve just embraced it and used it to--as an opening conversation with people, but it took me 10, 12

years of being antisocial. What’s your take on that?




Ingrid: No, I think that, truthfully, there’s no road map for success or fame, depending on how you look

at it. I think that what really changed me was to spend time with absolutely the A-list ones who--they

make sure they have a private life, yet when they’re around fans, or when they’re performing, or

onstage, or at a red carpet event, they’re very engaging and very polite, and have a lot of structure in it,

so they have certain times when they’re going to be there and then they leave, right? But they’d

completely…

I don’t say every celebrity or every successful person is like that, but the truth is if you can really be

present with your fans or your customers, depending on how you look at this, and really be genuine

with them, they feel this deeper connection to you. But I think, also, I’m a fiercely private type of person.

I’m Swedish. I don’t know what--we’re more private people that way. But I’m very social when I meet all

my customers or when out speaking, I’m making sure I’m taking time with everybody, but then I’m also

making sure that I have time off to take care of myself.

It’s really normal because what happened to you is that nobody told you that part of the journey when

you are on TV and things is that you have to learn how to integrate that person. It’s a whole new person

because suddenly it’s like you’re your third person because that third person is famous, and you’re still

you. So when every time you walk in to the room, there’s another personality with you that you have to

learn how to deal with and integrate.

Travis: Right. Somehow, when people don’t know how to approach you, it causes an unspoken

element of weirdness and so--in my youth and in my naiveness, kind like you, I didn’t know what I didn’t

know at that time, so I didn’t know how to handle that, because if people don’t approach you in a

straightforward authentic personal way, they approach you from another angle. You don’t know how--or

I didn’t know how to handle it and how to deal with it, which was really… I wish I could go back and

redo that because I would do a much better job the next go around. I’d get your coaching, and I’d do a

better job as a younger man doing it.

Ingrid: Well, it’s just learning that people is used to you just have to ask them a question, or if you can

see they’re looking, go up and say hi, and shake their hand, and let them take your picture, and be

really sweet because it’s really, really okay to…

In society, whether we like it or not, we have idols, right? It can be—I mean, I have so many fans for me

and my brand. When I’m in events, people will act like that. They just start screaming or think it’s really

fun, and I think it’s fantastic, because truth is if we can do that in our business, we really can create a

brand around us that makes people excited, and when they see you, they’re really excited and




honored, I think it’s a good thing. It just can’t go to your head. You just have to learn how to deal with it

in a correct way so it doesn’t blow up your ego in the wrong way but instead endears you to your

audience and to your fans.

Travis: Right, right. So now you said you learned a lot from the A-list-type celebrities. I believe that

there’s a perception with a lot of people that many of those celebrities are very self-centered and not

very nice people. It sounds to me that you’ve got a different picture than that.

Ingrid: Well, I have to be truthful. There have times when, yes, I’ve had fights with some of these A-list

celebrities when I met them, and you’re out and they’re being inappropriate. But everybody has a bad

day. I really think so. It’s just that because somebody’s famous, they are in a glasshouse where

everybody can see them and you really can’t hide.

On all, even the ones who, like I said, who really I didn’t think I was going to like, truly, truly showed me

another side of them and who they are in ways that are really deep and really powerful. I think that in

some ways, we have these preset expectations or judgments in our mind when we see somebody we

think we know who is famous, and that’s the problem. We sort of have to reset that button.

Travis: Right.

Ingrid: But I believe this is what’s powerful, so let’s just go into brand, right? So this is what I do today--

is I help people create really powerful, high-impact brands, the good personality that has the potential of

really going worldwide and really big, right?

I always think about this because it’s like you have three seconds when somebody comes to your

website or somebody meets you to make an impression. It can either be good impression or a bad

impression.

For celebrities, in one way because they’re so famous, good or bad impression doesn’t matter because

it actually makes them more known. I think as a business owner, we always think that the positive

impression is the only one we need to make, but truthfully a negative impression is not always bad

either.

Travis: Well, that’s… I would’ve never guessed that. Explain.

Ingrid: Well, let me say this that there’s a lot of you--I don’t know if you’ve ever done this, but I was

having a conversation with a business partner about the secrets that a lot of online marketers are using.




They use their name, and then they put “scam” behind their name or--then they buy those websites.

They put all these material about them. So negativity--you have to learn how to manage it because it’s

going to happen to every business in social media. It’s going to happen to--there’s a client or customers

not happy, and no matter what you did, you can’t please them, right?

So you can’t control what people say. But, truthfully, it’s better to say something than nothing. You just

have to get used to that and learn how to deal with it because the first time I started getting negative

criticism in my business, I actually stood up and went “Whoo-hoo!” I’ve arrived. Because the truth is

how else can you deal with this stuff? I cannot please. I have 100,000-plus-plus people. I think it’s a

150,000, actually, in social media, right?

They’re always at me in a good way. I made sure I created a presence in social media, but you do get

negative e-mails or you do get negative comments. Some people, they just don’t like who you are. You

can’t really control that.

So how do you use that as a positive? Well, start seeing that good and bad, negative and positive

comments for your business is actually good. Now some parts you have to manage. If you have a

disgruntled client or customer, yes, and you should deal with that as best as you can, but when you get

bigger and the more successful you are, the harder that is and you just have to learn how to manage it

and not look at it as necessarily something negative.

Travis: So first, it sounds to me like you’re saying don’t take it personal, right?

Ingrid: Yes, don’t take it personal. I mean, people will say all kinds of things. People who never met

me or they’ve heard me speak or they will say things that I’m the fakest person. I find that so absolutely

amazing that somebody that actually don’t know me will have these judgments.

Every entrepreneur is going to get--the more successful you become, you’re going to get these things,

so you might as well--just do what I do and just go, “Whoo-hoo!” I’ve arrived and celebrate it versus to

be destroyed by it, because I see also entrepreneurs completely be destroyed by it and almost

dismantled their business.

Travis: So, Ingrid, you’re telling me that not everybody loves you? How’s that possible?

Ingrid: You know what, I’m so grateful for that today. I think that has to do with maturity in your

business--is that I don’t really care if everybody doesn’t love me anymore. The only think I’m looking for

is the right customers and clients and fans for me, that really gets me, adores me, and love who I am,




and I love them that same way, with the same passion, so not everybody is for everybody. I think that’s

a good thing for a brand in a business.

Travis: I agree with you. It brings an old saying--I don’t know if you’ve heard it from back where you’re

from—but, “A friend to everyone is a friend to no one.” You can’t be a friend to everyone.

Ingrid: Right.

Travis: Because in the process of standing up for the things that you believe in, you’re going to have

some people disagree with you, and a lot of times people disagree with you out of jealousy. It can be

jealousy of your success, or it could be that they just disagree with your point of view on things, which is

okay as well, right?

Ingrid: I love disagreeing on point of views. But, again, I think that’s because of my upbringing in

Europe, in Sweden, where that’s part of how I grew up and it was normal to disagree without fighting or

even making each other wrong. It’s just everybody can have their point of view.

But in business, really make sure you don’t get bogged down or hurt yourself when somebody--when

people start sending you e-mails or letters and say all kinds of things about you and your business.

Travis: Right.

Ingrid: Most of these people don’t know who you are.

Travis: Now you said that there were three things, if I’m saying that right, that you focus on. Is that

how you said it, there’s three things that you focused on?

Ingrid: You mean in my business or…

Travis: Yes. Well, in helping business owners do what it is that you do, so--you help creative

entrepreneurs build brands with big impact and personality. In the beginning of explaining this piece of

the puzzle, I think you said that there were three key pieces that you focused on. Am I remembering

that right?

Ingrid: Well, actually I have a four, but that’s okay. It doesn’t matter.

Travis: Okay, okay.




Ingrid: But, yes, I have four different steps that I really pay attention to because from my story, and

most of you can probably hear it, I really believe that business is who you are, if you’re a personality-

driven type of brand, when the business is you and you’re the brand…

Travis: Hey, I’m losing you, Ingrid. Are you further away from the mic?

Ingrid: No. I keep…

Travis: There you go.

Ingrid: Is that better?

Travis: Yes.

Ingrid: I keep hearing some background noise, but we hopefully can just get through it.

Travis: Okay. I’m sorry about that. Let me see if I can dial things down on my end. Do you feel like it’s

feedback from my side?

Ingrid: A little bit. There’s just more crackle on the line, so I’m not sure. As long as you can hear me

good, then…

Travis: Yes, I’m not getting any type of feedback or anything on this end.

Ingrid: Okay.

Travis: Okay, sorry about that. So you were saying that there’s four key pieces. You had me so

mesmerized with your first explanation that I drifted there, so thanks for correcting me. So there’s four.

Ingrid: There’s four. Yes.

Travis: Okay. So bring me in to those four.

Ingrid: The first part that I always do is figuring out the person’s mission and their mindset and who

they really are, because I find that the more we can do that and discover what the person actually do

and what their beliefs are around that--because sometimes it’s just the belief. If you don’t believe you’re




great, if you don’t believe that you can achieve something bigger than where you are right now, we’re

not going to get any further. So mindset is a really important key.

To me, mission, figuring out why you do what you do and connecting that with your target market and

your customer, your dream customers, is also extremely important. Most entrepreneurs, they had never

done this work. They have never matched themselves and their mission and their brand with the perfect

ideal customer. Most of us just start and we go random, and then it’s kind of a mistake if we end up

being successful and communicate the right message.

Travis: Right.

Ingrid: When it comes to mindset, your thoughts, your feelings, your attitudes and belief about yourself,

other’s business and success, is what defines all of you. It’s amazing what one shift can make for you

and your business, just in money and flow and how you perceive yourself. You just made that example

of you were really successful, you were famous, and you were uncomfortable, and you totally didn’t use

that opportunity.

Travis: Right.

Ingrid: And these are things that constantly happen to us. We have to fix that.

So the other part that I do is brand niche definition and persona or image. What is the pain and problem

that you solve? What’s your solution that you have? Who is your target market? What differentiates you

from your competition? What’s the core messaging that should be part of all your marketing material

when you’re speaking, when you’re interacting with prospective clients, dealing with media?

I really make sure that this core part, the brand definition, will work with everything. I think, as

entrepreneurs, the worst part is that we try to reinvent ourselves day after day, and we say differently

what we do day after day. It really becomes a problem. If we can stick to something that’s really

powerful, that’s when we start becoming a brand and becoming more well known because people can

stick to our stories and what we say.

Travis: I like that.

Ingrid: The most important part is that most brands and businesses and entrepreneurs have not taken

their time to differen—diffiren--differentiate themselves. Sorry.




Travis: That’s a tough word. That’s a tough word.

Ingrid: This is hard. That’s a hard word for me today.

Travis: It’s not an easy word for me either, so no worries.

Ingrid: It’s really doing more research, analysis of your competition so you really understand what

makes you different from everybody else. The more you can become more of an orange than an apple,

so people can’t even compare you with somebody else, the more valuable you and your brand and

your business becoming in the marketplace.

Travis: I like it.

Ingrid: This is really a lot of research where you really figure that out. This also comes from a lot of

times from the person’s mission because I believe we’re born with unique gifts and talents that we can

integrate into our business that will make our business really different.

Then we get into core message, and that’s really about really writing, copywriting messages and copy

that makes you stand out, where you have a better understanding how to inspire and motivate people

in general, how you speak to your unique target market. Your core message needs to be something

that ignites your type of people, your tribe, your customers, your fans. This can be really hard at first--

figuring that out—but it’s really by creating more curiosity.

Then it’s about brand image where, who--what do you stand for? How do you visually look or

appealing… I work with clients with also their personal image because I really believe that the more

unique we are and the more we can really dress the part, whether it’s--some people don’t like to dress

up but at least look really incredible and successful in who you are, you’re going to have more

success.

Travis: Right.

Ingrid: The part three is brand strategy and brand building. To me, that really is about--it’s really having

a blueprint of action steps to build, to launch or re-launch, and monetize your brand in a much bigger

way.

It depends on where the client is. If you’re not--you’re starting, but maybe you want to really build your

platform for your brand in a bigger way, that’s when we really create a brand strategy, what to do. This




is where we come into system and structure, content, information and exposure strategy. It’s getting

you out there even more.

One of my favorite things is how to be seen everywhere online and even locally or nationally, and

learning how to do that in a way that you start using media, social media, and ads and all kinds of

different tools in order to make yourself more known.

When it comes to system and structure and content… System and structure--without that, I don’t think

any of us have any business. Like I said, when I started, I was so naive. I totally thought I could do

everything sort of on an intuitive way. I kept on having to do the same thing over and over again. Then I

think that’s one day when I realized that you can’t just keep doing the same thing over and over again

and think you’re doing it new, when in reality, there’s actually rhyme and reason to who you are and

what you do everyday.

Travis: Right, right, right.

Ingrid: And you can’t build it bigger.

Travis: Now, does this apply to any business, this approach, or is it just for certain B-to-B businesses

or B-to-C, or what?

Ingrid: No. I mean, I pretty much work with every business there is. I don’t think it matters. You just

really have to know who you are as a brand. If you understand what your personal mission is, what

your business mission is, the things you have to think about, if you want to get to your new goal in your

mindset, and then start building a brand that really has a persona and image and a definition, where it

has that pain problem solution kind of thing--I always think about brand being something that

communicates, kind of like Apple, that communicate something greater and bigger, that changes the

world. For some reason, when we pick up an Apple item--I have an Apple iPhone in my hand right now-

-I think of being different, of being almost a rebel, right?

Travis: Right, right.

Ingrid: Being an artist, it stands for something. If you can create that in your brand, then it’s really

powerful. So this, what I do, works with any type of business.

Travis: It doesn’t need to be a new startup. It could be a business or an entrepreneur that wants to just

take a kind of a holistic approach to ramping their business up. Is that right?




Ingrid: Well, I don’t think anything I do is actually holistic. I really don’t. I use to think it’s more about

going back to the core of who you are, what do you do, and then looking at everything that you’ve

already created, and then really getting into why in a much bigger way. I’m not sure at all that anything I

do is holistic. We do a lot of SEO, search engine optimization, a lot of research on keywords and what

that person actually do. It works in a really great way in social media, online, offline, so people can

naturally find you in a much more powerful way. When they get to your website, it looks really powerful,

really clear, and gets people to opt in, meaning, they will give you their name and their e-mail.

Travis: All right, okay. So step one--I know I’m interjecting here in the middle of your flow.

Ingrid: Sure.

Travis: So in one word, step one is mindset, right?

Ingrid: It’s mission and mindset, yes.

Travis: Okay, mission and mindset. Then step two?

Ingrid: And that might be a niche. Does that make sense? That’s another word. Mission for me,

another word for that is niche.

Travis: Okay. Niche and mindset. That’s step one.

Ingrid: That’s step one--to figure out who the person is that we have in front of us.

Travis: Step two?

Ingrid: Step two is--sorry, I got to go back to it, so I say it the right way. That’s the brand niche

definition and your persona, an image for your brand.

Travis: Image, okay.

Ingrid: That’s when we talk about the pain and problem and solution that you offer in your business.

Who’s your target market? What differentiates you? What’s your core messaging? So you have the

same message throughout your brand and business, your brochures, or speaking, or Keynote




speaking, videos, whatever it is you do, that you really, really have a core to who you are so people can

instantly recognize you and your value.

Travis: Yes, it definitely makes sense. So what I’m going to do is drive home those four elements. So

three is what?

Ingrid: That’s brand strategy and brand building. That’s where I talk about creating the system and

structure. A lot of times, with system and structure, is that we’ve only done so much that we need, but

in reality we might need to restructure or create more system and structure so we can go bigger and

have a bigger team, right? The better our system and structure is for our business, the faster we will get

to the next level of success, or we can step back and do other things which, for most entrepreneurs--

most entrepreneurs that work in their business versus working on their business. I think working on

your business is your most important job as an entrepreneur.

Travis: Well said. I love it. I love everything that you’re saying here. Just your background--you’ve got a

complete different angle or approach on this. It’s really still kind of some of the same things that I agree

with as well, but I love your different angle. You’re that orange that you’re talking about.

Ingrid: Well, because we’ve got only a few seconds today. There’s so many businesses starting

constantly. There’s so much competition out there. It really is incredible marketplace today and

incredible opportunity, but so very few entrepreneurs dare to create brands that stand out and really

makes a difference. That to me is what’s important.

Then we get into exposure. So the stuff that we do is public speaking, speakers purse, press releases,

print newsletter, online newsletter, direct mail, print advertising, all these things, media, telemarketing,

all these things is because the right exposure for your business--I have a whole list of them, right? For

one business, it might be that they need to do more print newsletter versus an online newsletter. Maybe

they need to have social media ads versus doing other type of social media strategy, right? Somebody

might be really good on TV and they need to do tons of interviews, where somebody else that’s not so

good on TV but they’re excellent on radio.

Travis: Right.

Ingrid: These are the strategies we keep on creating. Again, having that brand core and who you are

and then knowing what you’re going to say, what’s your target market’s pain and problem, and then

having really great offers is important.




Travis: Would you say number 4 is brand exposure then?

Ingrid: No, that’s still the number 3.

Travis: Okay.

Ingrid: That’s still the number 3.

The number 4 is brand launch, re-launch, sustainability, and that’s really--now when you’ve built a

brand and you have exposure, how do you get more exposure? How do you get more people talking

about your business, and how do you grow that list and following into something really big versus a few

thousand that most entrepreneurs--that’s what they have in their business. They don’t have big lists.

Continue, support your team--create a support team, and have more joint ventures with other partners

and affiliates. I think those are the strategies that are really important, so that’s an ongoing. Step 4 is

constantly looking at what can you do next to grow bigger and within the range that you want to do

Travis: Right.

Ingrid: Do you want to have a team around to do more things for you? So you might not be working in

your business anymore, but on your business.

Travis: Definitely makes sense. I love it. One thing, I want to go back to your mindset.

Ingrid: Yes.

Travis: Because I want to clarify--I want to drive something home here that really kind of blew my mind.

I always knew mindset was important. It was really funny. As a little kid, I’ve always had the mindset

that I would be successful, so I had instant success much faster than most people. I think a lot of it

comes from, as a child, I just knew that I was going to be successful on my own terms.

Then I got a chance to see it in a way that I’ve never seen it before. I had the good fortune of reaching

the millionaire status when I was in my early 30s. Now by the age of 40, I’d lost it all and had to start all

over again, and I was lucky enough to make it back.

But I went to an event where there was 800 people at T. Harv Eker’s Millionaire Mind. He had the 800

people fill out a questionnaire: 100 questions, rating one to ten. It dealt with a mindset of your attitude

about money, rich people, wealth, affluence, all of those things. Out of the 800 people, me and one




other guy scored under a 10. Everybody else scored 20, 50, 100, 200, whatever. He said, “Anybody

that scored under a 10, raise your hand,” and so it’s me and this one other guy. He said, “Stand up, and

then let me ask you a question.” Both of us stood up, and he goes, “Are you both financially

successful?” We said yes. He said, “Is anyone else financially successful or has achieved that level of

being considered a millionaire?” Nobody else in the room. It was the first time I’d ever actually seen the

separation of the mindset with the impact of where people were financially.

I think that just illustrates the gravity of how powerful your mindset is. If you can’t see yourself achieving

this things, then all of this other stuff is very difficult to achieve as well. Do you agree with that?

Ingrid: I so agree. It’s a really, really good example you have because, I mean, to me, what I really

work on with entrepreneurs is creating a rebel mentality, literally go against societies and the norm.

Really trust your instincts instead and have this sensitivity to your visions and your dreams versus

trying to conform to society. Have really good discernment, making sure you say no a lot to a lot of

things. I say no to a lot of things. I get tons of people wanting to interview me, but I don’t want to do

every interview. It’s not out of that ego. It’s more that I really just want to spend my time on the absolute

right things. I trust myself in the sense of if something is good or bad. If you can’t do that as an

entrepreneur, you really can’t access that greatness. You can’t harness what you’re here to do. You

have to be fearless. You have to have a bulletproof confidence. You have to have unstoppable

persistence. You have to have even swagger. It’s not bad to have swaggers in entrepreneur. You have

to have a sense of style. You have to be coachable. You have to be willing to be vulnerable in front of

others. You have to have humility.

There’s so many different parts in entrepreneur mindset that is unique. There’s no one like you in the

whole world. It doesn’t come with a road map. It doesn’t come with a blueprint. We have to learn how

to--understand that we are the creators of dreams. We are the ones who build things out of nothing,

who does the things that everybody says can’t be done. That kind of person acts and thinks different

than everybody else. If you also have then financial freedom, how you operate is never from fear. It

comes from another place. It comes from a place of, “Well, what can I do next, and how can I do it?”

versus, “Can I?” and “Can I afford it?”

Travis: Right. I had a friend of mine say one time, and I thought it was really poignant because he had

not found financial success yet--he goes, “Travis, I just want to make enough money to be the person

that I really am.” I thought, “Wow.” That just blew my mind. How poignant. Because a lot of times

people are a victim of their circumstances, and so they’re not able to sit back and make the decisions

based on what they want. They have to make their decisions based on what their circumstances

dictate. Does that make sense?




Ingrid: Absolutely. I mean, my favorite thing and why I always think so big and dream big and take big

action and--if you were to talk to any of my team members, they just all think I’m a little crazy, but I’m

usually right because one thing I learned from being around really wildly successful people is that the

only reason they got pay what they were paid is because they imagined it and so thought that they

were worth it. I realized that all this thing about money--it’s how we feel about money towards

ourselves, whether we feel worthy of making that amount of money, whether do we think we can earn it

or… The illusion about money is we think that we have to actually earn it. Money flows to you. If you

feel that sense that you are valuable, it will come to you. So I always suggest to a lot of my clients, and

I do it myself, well, you charge really good prices for what you do. I have 25 years of experience. I work

with amazing people in the world. So why shouldn’t I charge a good amount for that, for that expertise?

Travis: Exactly, yes. Even though I have that mindset, I think it’s important to say I still fight with my

mind because my mind says, “What are you doing? Why are you… Oh, you got another show you got

to do. Do you really want to do that?” I still have that little voice that tries to jump up and sabotage me. I

have to have a conversation with it saying, “Thank you, but, yes, I am going to do another show.” I have

to quiet that voice. There’s so many people that I believe… The mindset thing is something--it’s kind of

like working out. You’ve got to constantly work on it.

Ingrid: I meditate a few hours everyday. That’s been on my daily practice because I need that silence

in order to really have clarity in myself and for my clients. During that time, when I meditate, that’s when

I take time to really refrain my thoughts and my vision. I believe that’s the only reason I have such a

resilience and consistency.

In 2002, on a personal level, I actually was told I was going deaf-blind and spend the rest of my life in a

wheelchair. I had this acute dizzy condition--I don’t know--vertigo from that illness. For two years, I was

so dizzy and ill and couldn’t handle light that I had to spend it in my bedroom for two years, almost

alone, because I couldn’t deal with people. I would say, during that time, had I not done mindset before

that, I think I would’ve never healed. Because doctors told me that it was impossible. I was done.

But I kept thinking, well, I believe in miracles. I actually think I can heal. I thought--even the days I didn’t

believe it, I just said it, because I thought, “What if I can? What if I can?”

Travis: Right.

Ingrid: What if I can be one of those in a billion who can heal this? By having that little door open,

things happened. We have to have the same in our business as entrepreneurs. If you’re doing the




impossible, if you’re doing something new, or if you’re doing something old that you’re getting tired of

and you don’t know how to do the next step, just open the door and say, “Well, what if? What if I could

become this? What if I can do this?” Because that’s when we start really--something different happens

in our being. We start having a bigger belief and clarity, and other things start happening, an alignment

maybe with business, life and who we are.

Travis: Right. So how do you coach… By the way, I completely agree. How do you coach someone

into accurate thinking? It’s one thing to have a mindset of success and you’re going to do this and

you’re going to accomplish that, and then I see that there’s underbelly at times of people that are a

couple of degrees off and, for some reason, they’re not able to dial in an element of accurate thinking.

Maybe it’s due to a lack of getting mentorship or guidance from someone that’s been down that path

before? Does this make sense what I’m talking about? If so, how do you coach people through that?

Ingrid: Well, when it comes to accurate thinking, again, as entrepreneurs, we haven’t learned how to

think because usually the people we are surrounded with have jobs. How they think and how they

operate, the choices they have to make every day is very different from a choice than an entrepreneur

has to make. So, really, it’s the self-worth. I always find the biggest core for all of us, especially as

entrepreneurs, is understanding that we’re born to be great. We’re born here to live our true potential,

and that potential in us is amazing and is unlimited. The more we can access that every day and start

really visualizing who we want to become and what we want to animate when people meet us, when we

shake their hand, when we look in their eyes, what do we want our customer-client or a person we just

meet to feel from us? The more we’re aware of that, the more clear we can communicate who we are

as a brand, as a business, as a person.

A lot of people continuously struggle with this negativity that they’re not great, that they’re not born to

be great, that they’re just average. I truly think that we simply have to accept that we are something

more powerful than average. All of us are that. As an entrepreneur, you have to have that sense of

grandeur of delusion. Isn’t that what it’s called?

Travis: Yes, delusion of grandeur.

Ingrid: The delusion of grandeur.

Travis: Delusions of grandeur.

Ingrid: That we are born special. We’re different type of people, and even if other people say that we

shouldn’t be special, we can say we’re and exception, or, “Why not me?”




Travis: Right.

Ingrid: And continues to reprocess and reprogram what we believe within because unleashing

greatness is gorgeous. It only creates more greatness around us. I found that it creates other people

become able to do incredible things if we unleash it within ourselves. So I find it a duty that we as an

entrepreneurs have, is to really, really allow ourselves to be what we’re born to be, which to me is

superstars.

Travis: I love it. Well, the name of the show is "Diamonds in Your Own Backyard,” and it’s about finding

a shift in your life to where--a lot of times, people have this paradigm shift through a transition where

you think that it’s the absolute worst phase of your life or the worst thing that could happen to you, and

quite often as you get some perspective, you come to realize that it was really the shift that you needed

to bring you to the level of where you’re at and, ultimately, your destiny. It sounds to me like the--your

description of what happened in 2002 could’ve been your diamond with that shift. Is that right?

Ingrid: It was really powerful because that’s when I realized that having four streams of income was not

enough because they’re all active streams. They weren’t passive. I changed my whole business

structure from that, the whole situation. I changed everything and really became, I say today, more of

an entrepreneur and really own my business sense that and I think in a very different way today and

how I operate everything.

Travis: I love it.

Ingrid: So it’s been my--that illness is my biggest blessing in my life. I’m absolutely grateful.

Travis: Right. I have something very similar to that, so I definitely understand where you’re coming

from there. I love your four keys there. It’s definitely obvious that you walk your talk and you understand

business in an extremely deep level. So thank you for sharing that with us. We’re getting close on time.

Would you mind if we segue into the lightning round on these three questions that I sent to you?

Ingrid: Absolutely.

Travis: All right.

Ingrid: I’m excited.




Travis: Wonderful. So what book or program made an impact on you related to business that you’d

recommend, and why?

Ingrid: Yes, the latest one is “Outwitting the Devil” by Napoleon Hill. It’s the latest book by Napoleon

Hill. It was not to be published 40 years after his death. Even his family did not want to release this

book because it’s too controversial, too outrageous, and completely off the wall. His wife, Napoleon

Hill’s wife, did not want this book to ever be published.

Travis: Well, you know, that’s right. The agreement was it couldn’t be published until she had passed

away, right?

Ingrid: Right, right, right. I love that book just because there’s so many books--I mean, truthfully, “Think

and Grow Rich” is the bible for every entrepreneur, I believe. So if nobody had read that one--but

“Outwitting the Devil” is more advanced in a sense, I think, for entrepreneurs, understanding that you

can either be somebody who really knows who they are or you can be a drifter; meaning, you just don’t

have goals in a sense of who you are and you just don’t have any direction. The clarity… I always find

that that’s the difference between somebody who’s successful--is somebody who’s a non-drifter, who

really, really knows where they want to go, and keep working at it, versus somebody who just lays

down and say, “Well, I’ve given up and given in, and I don’t care.”

Travis: I know you don’t know this: Napoleon Hill is one of my all-time favorites. He is one of the first

books I read as an adult from cover to cover that put me on that path of success. I’ve read that book or

listened to it on audio, no less than five, maybe six times. It’s that powerful. He’s that powerful of a

writer.

Ingrid: Yes, every year, I read the book because I want to make sure I don’t forget something. I really

recommend that. But that’s the book that I think that if you’re mature entrepreneur and you’re really

ready to take a look at what your beliefs are and how you communicate with yourself—now there are

certain parts in this book that I don’t care about, and I think they’re way too out there, and it sounds

sometimes that Napoleon Hill might be a little bit delusional, but the core of it, if you can have the core

and the spirit of it, it’s really, really powerful.

Travis: Right, right. Thanks for that. What is one of your favorite tools or pieces of technology that

you’ve recently discovered, if any, that you would recommend to other business owners and why?

Ingrid: Well, none of them is really recent, but I would have to say I have three different parts that have

totally changed my business. First one is SocialOomph, and that’s a way to schedule your social media

http://amzn.to/Zov2Rd

http://amzn.to/Zov2Rd

https://www.socialoomph.com/




updates to Twitter, to Facebook, to LinkedIn. It gets on a time schedule, so it schedules your updates

and you can schedule it for months ahead of time, and it updates a document so you don’t have to

Tweet or update your social media. I use it 100% because I’m too busy. I don’t like spending more than

10 minutes a day in social media. Some days, I don’t want to spend any time. Like I said, I have over

100,000-plus people, way above that, that I am constantly in contact with on my mailing list and social

media and all of it and it can be very overwhelming for an entrepreneur. This is one of my secret tools.

It’s SocialOomph: S-O-C-I-A-L-O-O-M-P-H .com. SocialOomph. It’s really, really a magical tool for an

entrepreneur.

Travis: Excellent.

Ingrid: Then I have one more. Sorry. Yes, go ahead.

Travis: No. No, go ahead. No, no, no.

Ingrid: There are actually two more, but the other one that every client that I work with--scheduling

sessions with me, I do through a software called Time Trade. It’s a scheduling system. It’s really, really

magical. It’s so inexpensive compared to all the other ones. It’s the one that I’ve had the least problems

with because I don’t have time. I realized before I had this software, timetrade.com software, I used to

spend like an average of two to four hours trying to schedule people back and forth in e-mails, on

phone calls, that makes sense with the clients. That has completely been removed, and everything can

be automated. So I love that one.

Travis: Great.

Ingrid: The final one is OptimizePress for WordPress. That’s a plugin. That one, for an entrepreneur,

you can create sales letters, you can have opt-ins, you can pretty much do all the things you see

Internet marketers do. OptimizePress is an amazing, amazing plugin for WordPress.

Travis: I agree with you.

Ingrid: So those are the three that I feel really changed my business.

Travis: Excellent. Thank you for that. Ingrid, what famous quote would best summarize your belief? It

doesn’t even have to be famous, but which quote would best summarize your belief or attitude in your

business?

http://www.timetrade.com/

http://www.timetrade.com/

http://www.optimizepress.com/




Ingrid: This one is Napoleon Hill. I keep not wanting to do this one, but it’s so much my favorite. It’s

what I live by, that, “Opportunity often comes disguised in the form of misfortune or temporary defeat.”

Travis: I love that. I love it.

Ingrid: Because I found that every time I hit the wall, there’s always something bigger right there. If I

just looked and have faith and didn’t give up, there were always, always doors open. I have found that

to be true at my last hour in business, you know, when I thought everything failed, it’s amazing if we just

have that thought that there’s always opportunity even in the worst times.

Travis: Right, right. Yes, I think it says a lot about--don’t quit, don’t quit. You’re just right around the

corner from it.

Ingrid: Well, I tell entrepreneurs, you can think about quitting, but no one would know if you didn’t quit.

There’s times when we’ll think about it but, truthfully, if you just keep going, it’s the most powerful think

we can do. Momentum is sometimes more powerful than planned action.

Travis: Yes, yes. Hey, Ingrid, what do you dream of?

Ingrid: What do I dream of? I dream of really more deeply connecting with more entrepreneurs around

the world and really helping them live and be who they’re born to be and have amazing businesses that

clearly create millions and millions of dollars every year doing what they love.

Travis: I’m going to help you with that.

Ingrid: That’s my favorite part.

Travis: Yes, more than just this show. I’m going to help you with that.

Ingrid: It’s just beautiful in the sense of what other gorgeous ripple effect can you create in who you

are? I don’t think there’s anything more beautiful than helping others shine.

Travis: I agree with you. Hey, how do people connect with you?

Ingrid: They can go to borncelebrity.com: B-O-R-N-C-E-L-E-B-R-I-TY, so borncelebrity.com. If you go

there, you can also get a 60-minute audio training that I have about brand secrets. It will really show

you the secrets you can do to really make your brand more successful.

http://borncelebrity.com/

http://borncelebrity.com/




Travis: I love it. You’ve been a wonderful guest.

Ingrid: Oh, it’s been amazing. Thank you, Travis. You’re so fantastic. I want to--I didn’t want to do it

today, but I love turning it around and interview the hosts because I always find, especially you, you’re

so absolutely interesting and amazing.

Travis: Oh, well, thank you. I absolutely love you.

Ingrid: I adore you, too.

Travis: Well, listen, can you hang out for a couple of more minutes?

Ingrid: Absolutely.

Travis: All right, great.

Listen, I want to remind you to go to diyob.com, which is short for Diamonds in Your Own

Backyard.com.

I’m going to place all the links and any other links that Ingrid may want to share with us in the show

notes. You can go there and see how beautiful Ingrid is on the outside. I’m going to put a picture there

as well. Obviously, she’s beautiful on the inside, too. She’s a wonderful person.

Enter your name, and we'll send you the “2013 Business Owner’s Guide” when you go to diyob.com,

which is basically a--I titled it “From Frustration to 70 Million Dollars”--a candid behind-the-scenes look

at what you need to know to grow your business to incredible levels of success no matter where you're

at in your business or the size that you want to build your business to. Maybe you don’t want to build it

to that level, but still the things that I’ll talk about are critical to your success that no one's talking about

because it's not in their best interest financially.

When you opt in, you’ll become a member of Authentic Entrepreneur Nation, which is a network of

people, tools and resources that you can trust to grow your business. This our private rolodex, mine

and Sandra’s, that we use and recommend that will give you accesses as soon it goes live. It's taken a

little longer than we planned to do all the backend stuff to get it set up for you.

In the next episode, I’m going to connect you with Lewis Howes, and we’ll talk about--






Ingrid: He’s my favorite.

End of Interview

Travis: All right! Yes, he’s a great guy.

We’ll talk about how to maximize LinkedIn for your business. Lewis has coauthored two books titled

“LinkedWorking” and--it seems like that should be LinkedInWorking--but “LinkedWorking” and “LinkedIn

Master Strategies.” So it goes without saying you’ll definitely want to join this.

Today, I want to close this show with the quote from Helen Keller. The quote reads, “Optimism is the

faith that leads to achievement. Nothing can be done without hope and confidence.”

This is Travis Lane Jenkins signing off for now. I want to remind you that what you’re contributing as an

entrepreneur and a leader really does matter. To your success, may you inspire those around you to go

after their dreams, too. Take care.




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Here's what to expect. We'll Schedule a 'One on One' private session, where we'll take the time to dive

deep into your business and tell you what is missing, so that you can have your best year ever!

We'll do this by performing a S.W.O.T. Analysis. This tells us your Strengths, Weaknesses,

Opportunities and Threats within your business.

This will be an eye opener for YOU, for several reasons, however some of the most common reasons

are.

As the 'Business Owner' it’s difficult to see the big picture of your own business because you’re in the

middle of a daily management.

And you are too emotionally involved to completely impartial.

This is a common problem for EVERY business owner. It doesn’t matter if you are a one-man army, or

an army of 150, the problem is still the same.

Travis Lane Jenkins

Business Mentor-Turn Around Specialist

Radio Host of The Entrepreneurs Radio Show

“Conversations with Self-made Millionaires and High-level Entrepreneurs That Grow Your Business"

http://www.rockstarentrepreneurnetwork.com/biz-accelerator

http://theentrepreneursradioshow.com/

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