Dane Maxwell Joins Us On The Steve Jobs Inspired Join Up Dots Podcast
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Introducing Dane Maxwell
Dane Maxwell is our guest today on the Steve Jobs inspired Join Up Dots business podcast.
He is the Co-Founder of The Foundation along with Andy Drish, owner of a multi-million dollar SaaS business, and has started 16 businesses in his career.
As he says “I’ve been an entrepreneur for over 10 years. I’m the Founder of The Foundation, a six month program designed to teach entrepreneurs how to build a profitable SaaS business, and currently own a multi-million dollar SaaS business as well as two smaller SaaS products where I do what I teach.
If you dont know what that type of business is it means “Software as a service (SaaS)”
Its a software distribution model in which a third-party provider hosts applications and makes them available to customers over the Internet. … For example, a business can write its own software tools and use the SaaS provider’s APIs to integrate those tools with the SaaS offering.
Our guest goes onto say “I found building a business around a painful problem to be extremely lucrative and encouraged anyone who wants financial freedom to learn the process.
I taught not to follow your passion, but to follow the pain, and become passionate about the process of problem solving.
His new book Start from Zero encourages the reader to embark on the 7 learning adventures to create a business from scratch.
How The Dots Joined Up For Dane
This book includes research on “who” is most likely to be successful in entrepreneurship across 26 different personality factors.
Would you like to join the special few who don’t exchange time for money?
The special few who have products and businesses paying for their dream life?
No hype. No BS. No fluff. This is a comprehensive book full of examples to draw from.
Start From Zero gives you the repeatable path to create a meaningful and profitable business without being dependent on any person, any platform, or anything.
So is the idea more important than the actual implementation of that idea?
And why are so many people focused on finding the passion, when pain works time and time again.
Well let’s find out as we bring onto the show to start joining up dots with the one and only Dane Maxwell
During the show we discussed such deep subjects with Dane Maxwell such as:
Dane shares the importance of setting his values and then living his life based around these values.
Dane shares how building up the expertise and authority first is not necessarily the right way of doing things.
Why its so important to not sell your product but to sell the solution to their problem time and time again.
Mr Maxwell shares his goals based book reading, whereby he looks for the answers on something that he needs to know, even if he doesn’t read the whole book.
Dane Maxwell Books
How To Connect With Dane Maxwell
Or if you prefer just pop over to our podcast archive for thousands of amazing episodes to choose from.
Full Transcription Of Dane Maxwell Interview
When we’re young, we have an amazing positive outlook about how great life is going to be. But somewhere along the line we forget to dream and end up settling. Join Up Dots features amazing people who refuse to give up and chose to go after their dreams. This is your blueprint for greatness. So here’s your host live from the back of his garden in the UK. David Ralph.
David Ralph [0:25]
Yes, hi there. Good morning, everybody. Good morning and thank you once more for tuning in. To Join Up Dots. We got a great show today we’ve got a guy who is never stressed, totally relaxed, builds businesses at lightning speed, and he is our guest. He’s also the co founder of the foundation, owner of a multi million dollar sales business and has started 16 businesses in his career. As he says, I’ve been an entrepreneur for over 10 years. I’m the founder of the foundation, a six month programme designed to teach entrepreneurs how to build a profitable sales business and Commonly own a multi million dollar sales business as well as two smaller products where I do what I teach. Now, I don’t know if you know what type of business it is when we say size based software as a service is a software distribution model in which a third party provider hosts applications and makes room available to customers over the internet. For example, a business can write its own software tools, and use the SAS providers API’s to integrate those tools with the offering. Now our guest goes on to say I found building a business around a painful problem to be extremely lucrative and encouraged anyone who wants financial freedom to learn the process. I taught not to follow your passion but to follow the pain and become passionate about the process of problem solving. Now these new books start from zero encourages the reader to embark on the seven Learning Adventures to create a business from scratch and this book includes research on who is most likely to be successful in entre partnership across 26 different personality factors. Would you like to join the special few who don’t exchange time for money? He says the special few who have products and businesses paying for their dream life, no hype, no BS, no fluff. This is a comprehensive book full of examples to draw from start from zero gives you the repeatable path to create a meaningful and profitable business without being dependent on any person, any platform or anything. So is the idea and the mental side of building a business more important than the actual implementation of an idea? And why are so many people focused on finding the passion when actually finding the pain works time and time again? Well, let’s find out as we bring them to the show to start joining up dots with the one and only Mr. Dane Maxwell. Good morning Dane.
Dane Maxwell [2:51]
Thank you. What an intro. Thank you.
David Ralph [2:54]
It is great to have you as I was saying to you before we press record, I said you you’ve seen very, very relaxed and you said, that’s how my life is. That’s how we operate. So give us an overview of what your life is actually like.
Dane Maxwell [3:07]
Well, I’ve clearly defined the values that I want to live every day, which is not which was no easy task, but you know, their connection, creation, well, wealth, family, play, and feeling good in my body. And I’m still refining it. And instead of being motivated by an internal identity of needing to prove myself anymore, because I’ve woke up to that, instead of being motivated by anything else, then that I just choose to live my values every single day, and except maybe some of the weekends. But for for like connection, I talked to a customer for creation. I create what they want. Which is really fun to create something, when you have all this certainty that what you’re creating is what someone actually wants. It’s a whole different experience than the stress of trying to create something that you have no idea if anybody wants it or not, which most entrepreneurs do. Surprisingly still, they surprisingly do that. Then for wealth, I sell it in a system so it can sell without me. Software as a Service happens to be one of the best systems I’ve done it in. I don’t write the code, or anything like that. I hire developers. I’m the owner. I’m an owner of a business. I’m not I’m not a software developer. And then for family, I have that time scheduled in my calendar. You know, every day around one to two, four or five days a week with some exceptions. I spent an hour with my daughter. So I work from home. And then for play, I’ll schedule time in my calendar to play with Do games in the winter or, or hockey if hockey’s around and then for feeling good in my body, I’ll do a nice vigorous workout in the morning with a cold shower. And because Cold Shower lowers the resting heart rate by 20 to 30 beats per minute. Okay cold showers are you couldn’t get me to cold showers? No way. Am I getting a cold shower then
David Ralph [5:23]
I must admit I was an advocate of cold showers for quite a while. And then I realised I was the advocate of cold showers in the summer. And as it got colder and colder in the winter, it started to lose its appeal.
Dane Maxwell [5:36]
That it Yeah, it’s it’s, um, I love them. I love them because it they they suck. And it’s, you know, it prevents you from getting sick, it triggers your body. You know, so we’re not we’re not we’re not exposed to the elements every day. You know, like we’re getting freezing your body Cold water is very uncomfortable.
David Ralph [6:03]
So while you do the Wim Hof Method Danai you Yeah, yeah, that’s what you’re into. Yeah. So when when you started doing the cold showers, did it fundamentally change your life? Because it’s what people say to me. They say they get a perspective that I didn’t have beforehand, but actually increased their profits increased their happiness increased. So, so many other things.
Dane Maxwell [6:27]
Well, are we all looking for the magic?
thing? I think as much as we like to deny, like, there there is that what we we actually I think all of us intuitively know. There is some, like why do something he will look for a magic bullet? Is he really because we’re lazy? Or is it because all of us intuitively know that there is something out there that if we only found it, it would dramatically improve our life and That that does exist and that is the process of learning how to make best friends with your own mind so you’re not at war with yourself so your surrender to feelings the surrender experience making friends with everything in your mind that’s that is the magic of a magic bullet is like ever explained the more people I show that to the the more chilled out they are no matter what’s going on in their life because they found out how to say yes to any experience in their mind and when you can say yes to the experience in your mind you actually unlock it unconditional well being so that’s there is a magic bullets as they come that’s the best thing I found in terms of cold showers. Yeah, it certainly did. It actually really really shifted my life a lot and I was really surprised because well, so I could I wouldn’t do it man. I was like, scruple showers I do not want to get in a cold shower. Like I tried getting in the culture. I was like, this sucks. What the heck. And then I watched these these images Dick ulis results of people’s life and I was like oh my goodness, you know and then Coronavirus comes and I was like cold showers prevents you from getting sick and then okay lowers your stress and anxiety by 20 to 30 beats per minute if you get in a cold shower for two, three minutes a day. And so I spent like three days watching also Wim Hof stuff and I did the Wim Hof breathing and they said alright, so as you can hold your breath for two or three minutes after doing the Wim Hof, you’re ready for the for getting a cold bath. And so I could get kind of close to hold my breath that long. It was tough and so I got into the cold bath. I got into a cold bath. And that literally was probably one of the most shocking things ever. It was really painful. I like I got in the cold like all i techno music on. I had headphones on over my ears and I was doing Tony Robins Golden State Golden State I don’t really care to do that stuff but man like I’m more of a I don’t like to change my state to get things done I like to change the source so I live there more often than doing state change things but anyway for cold cold bath I did state get changes state I got in a cold bath and it was actually so painful that I lasted maybe 10 seconds I got out of the bath and I screamed as if I probably been like speared by something and I never experienced an emotion that that terrifying before. I think my body literally thought I was trying to kill it.
David Ralph [9:36]
And I can imagine it’s not gonna be good. And for men, there’s a certain ego that you don’t get by jumping out of a freezing cold bath as well. So definitely, definitely do that when your own. So let’s take you back to the early days because you weren’t effectively born an entrepreneur and you went into corporate land but you learn pretty early doors, but it wasn’t for you. What was it about corporate land that really didn’t rock your boat?
Dane Maxwell [10:05]
Yeah, and just very quickly, on that cold thing front, I ended up cold showers way easier than the bath. Yeah, way I
David Ralph [10:14]
can totally imagine. Yeah.
Dane Maxwell [10:16]
And And lastly, because this thing will follow through, if you get in a cold shower and you put your like just put your forearm, just put your forum and you’ll feel it’s cold, you’ll feel it’s hard, and you’ll feel it’s difficult. And if you can actually experience Cold Shower on your forearm, you can experience how hard it is, how cold it is, and how difficult it is without any other chatter. Just those three things like a lot of us unconsciously, if something’s really hard, we don’t like it. If something’s really cold, we don’t like it. something’s really difficult. We don’t like it. Like the idol for certain like, so I get in there and I retrain. My mind was Something’s extremely difficult, extremely hard. I’m like, it’s really difficult hard. And there’s no other chatter in my mind, right? There’s no wanting to make it easier. There’s no and that that extra mental space that’s not doing that is all left for like creativity and focus, etc. So, can you can you just re ask that first but the question you left me with again, and I’ll go there,
David Ralph [11:23]
yeah, about the early doors. What was it about the corporate land but didn’t sort of rock your boat?
Dane Maxwell [11:29]
And none of it? None of it works for me. It was the first day you know, your first day on the job. It was awful. god awful. I feel like my like, I went into my first day at a nine to five and it was like the the upper echelons of corporate for my, like the best I could do. I was at a big four accounting firm doing Sarbanes Oxley tech, audit attack auditing, after the Enron scandal, Sarbanes and Oxley came out and said, You can’t we can’t allow this to happen again. So it created this whole new field. And so I worked in that field to prevent Enron’s from happening again, it sucked. It really sucked hard because companies don’t like when you’re asking all these questions, look up their backside. Everything about it sucked for me
David Ralph [12:18]
about did it sound because it’s I’m always interested in this. Did it stuck because you knew there was an opposing way to live? How can I Oh,
Dane Maxwell [12:28]
I didn’t I had no idea what if there’s anything really different? Very, very vague. I’m 36
David Ralph [12:34]
years old. So I’m 50. And I know about the first few years of Well, probably the first decade of my life was before the internet and certainly at work as well as before the internet. So you didn’t have any comparison of what was going on other than going to work. And in many regards, it was easier because you just accept it. And you went and you earn your money and you come home once the internet started coming out and you could see what People were doing across the globe. That for me was when I started thinking, hang on. I don’t have to be doing this. That’s when I started questioning.
Dane Maxwell [13:09]
Oh, cool. That’s awesome. I is so miserable. I didn’t care. I mean, it was it was really bad. You know, two to three o’clock every day at the candy and drink pop. I mean, bad life is it? Night is terrible. Candy makes you feel crap, pop. an hour an hour later. It’s pretty. It sucks. I wanted to jump from a cubicle.
David Ralph [13:35]
Well, we’re glad you didn’t. We’re glad you didn’t because we wouldn’t have this had this book and the book because I bought it on Amazon and I’ve been going up and down it okay. And there’s a good section and the first section I really liked was the what you do and don’t know where it’s adventure to you split up into sort of seven adventures. And the thing that I like about it and I’m going to come back to that but there was a bit in it about Not all money’s good. There’s certain money that actually sucks your soul. And I always tell people base that no matter what you do you think it’s brilliant being paid for it, but it may not be. Explain your theory on that.
Dane Maxwell [14:14]
You made it all the way to the chapter on income happiness, did you? I did. Yes. That’s pretty far in the book. I’m impressed. You’ve got focus. Is there any way sir? You guys your host has legit focus. It’s one of the last last chapters of the book. Income happiness is essentially money you don’t have to work for you know, they call it passive income. You know, it’s very happy income. I mean, passive income is just life changing. It’s incredible. And I think asset income is a more accurate description so you, you learn the skills to create assets and the assets that end up paying for your lifestyle. And now if you use a starter card text, which is people first problem second, sales. Third, outsource product creation fourth, whether it’s software a book, of course, you know you’re teaching, you’re teaching parent, parent owners for the parents and stop biting them, you get a parrot trainer expert, give them 20% of the profit you don’t teach you’re not the expert people first problem second, sell a third, outsource product creation fourth, get results with your customer fifth and scale the other six to very happy way to make money and that’s the whole heart of the book summarise into what I call the starter context. If you compare it to the traditional context, which is expertise first with Look at me, I’m a doctor look at me and looking at all the things I know expertise first, which creates a lot of insecurity and people who don’t think they have expertise. expertise first, website second product third, random acts of marketing Fourth to get somebody to buy something doesn’t work out. So give up and call business risky fifth, and then tell everybody else business is risky six, when no, that’s not being risky. That’s this traditional context, that creates all that risk. But when you come to the starter context of people first problem, second, sales, third, outsource product creation, fourth, get results with your first customer fifth, and then scale the other six. It’s at the sixth step that you’re making a website. It’s at the sixth step, you’re considering a logo is that the sixth step that you’re actually you can do all the five steps out a website, you can do all of it without being an expert. You can do it that you can you can just take the money on paypal like it’s crazy. So an income happiness, you’re creating assets literally from nothing from like the just thin air they form by asking a five question process which is What’s your most present problem? And, you know, how are you trying to solve the problem on your own right now? Just let me
David Ralph [17:07]
just jump in there. Do you know I fell for that very first bit? Okay. How do the people find the people to ask that question to first of all, let’s cover that for them.
Dane Maxwell [17:16]
Well, I asked my my girlfriend when she was pregnant.
I mean, you just do this, ask people that you know and love. And hey, can I ask you to kind of try five question process on you to see if I could start a business with it? And they’re like, Yeah, sure. So I asked her, you know, what’s your most present problem? And she’s, well, good pregnancy, nausea. And I saw how well it sounds. It’s pretty hard. So we’re already connecting. And then I say, so how are you trying to solve it right now is adorable. She’s like, well, I’m trying to put my hair up. I’m trying to drink some tea and try to take a nap and none of it’s working. Wow. Okay, well, you know, number three, what happens if you don’t solve this and you say, Well, I can’t get the bookshelf organised. I’m just kind of sitting here wasting today. Dang. Okay, cool. Well, if you could wave a magic wand, how would you solve this? And she looks at me, you know? annoyed. Why not have pregnancy nausea? Okay, so question five stick stick to the process. Would that be worth paying for? If so, how much? And she says, Well, yeah, you know, actually, if I had a droplet or something I could put on my tongue or under my tongue. And I think I pay $25 for that, and I think it’s pretty, it’s pretty, not very much money as it would you would you pay 50 and she’s like, No, I’m cheap. She throws her hands up in the air. And I said, Okay, a droplet. So now I’m thinking about it. I’m like, Okay, can I make a business of $25 droplet? Well, let’s just go through the process to see. So you know what, now I’m going to look up acupuncturists. Now I’m going to look up natural Pathak doctors I’m going to look up herbalists and I’m going to see if they combine them and have them build a tincture or potions. experiment in helping with women’s pregnancy, nausea, and experiment. And now we’re on Step five, to experiment till we get results. And I offer the product creators, I offer them a 20% profit split on anything sold and all they have to do is make a product I do customer acquisition, I do customer support, I do marketing and sales and all that stuff. And and now I’m in a business and you know, a few minutes later, she’s like, you know what, yeah, definitely I paid 50 bucks. Because making tea is kind of a pain in the butt. I’d love to have a droplet. So if I just do that, that’s income, happiness. That’s a very happy way to make money and income happiness. The way that that dawned on me is I was a real estate agent, and it sucked. And I was making my own website. And I heard a couple realtors in the other office complaining about their websites and I knew how to do that. And I was trying not to do it very well. And those dangerous, you know, I thought I was good. But I, I needed to know how to make a left column on our website Google that I could find out, you know, and there was no series of those. I mean, WordPress was just starting to get speed back then it was, it was it was, in 16 years, 1516 or 16 years ago, I was starting to make my first website, it was a wild wild world there on the internet. But now, I had a class in college that taught us how to make websites is cool, but it was like real basic, like, I can make like a five page website. So I was making my own website. And these realtors were really complaining and they were saying, Oh, my God, my website sucks. And the guy’s like, Well, what do you mean he’s well, and I just don’t like it. What do you pay for it? And they said, Well, I pay $100 a month for a whole crap. I’m paying $8 a month for my server $100 and I can for eight bucks. I can have 1000 domains could God eight bucks, thousand domains $1,000 that’s a lot of money. A million dollars a year, what the heck? And but then the guy’s like, Really? I paid 200 bucks a month for mine. And, and he’s like, Well, do you like it? And he’s like, Yeah, he’s like, let me try that. So he doubled his from 100 to $200 a month and I was like, I do not want to be a realtor anymore. The way I make money as a realtor is I get in a car, I spent gas money, I drive people around to potentially buy a home they may or may not buy. That’s being a buyer’s agent. If I am a listing agent, I go to the property, I have them sign a contract, I take pictures of a home I put a sign in the yard I do all these things to market and promote it. It’s a little more passive listings is a way to build a little more temporary equity than being a buyer’s agent. But still I was like always My god, this sucks so hard, I was really unhappy. So when that website thing came around, I just went full tilt on that I made money so fast and so quickly it to what I to what society tells you that you can do it just, it kind of made my head spin. And in hindsight and what
David Ralph [22:21]
sort of money are we talking about?
Dane Maxwell [22:24]
Oh, I mean, also, I was 23. So,
you know, it wasn’t actually I don’t know if this was sound that fast. It was after a year, I was making 100 I was close to 100 grand a year and automated, recurring revenue after one year I was little I was right around 100 grand. Yes,
David Ralph [22:43]
that’s pretty damn good. Baby minds. You didn’t have any knowledge prior to that year?
Dane Maxwell [22:49]
Well, no, I mean, yeah, that’s pretty true. I mean, I I just, I do something. Well, I do something really interesting with reading books. I it’s called gold. Based I call it goals based book reading, like I define my goal. And then I admit what I don’t know. And then I read the book that I need to accomplish a goal. So like right now my goal is to really suck at leading teams. Like it’s really difficult to lead a team. So my goal is to I want to lead a team better. So I’ve got three books I’m reading, and I am looking at anything else. I’m not thinking about buying anything else, I’m very clear, learn how to lead a team. So I’m reading measure what matters which is incredible. I’m for leading a team. I’m reading the road less stupid, which is incredible for learning how to think like a business owner. And then there’s a third one that I can’t think of the name right now because I haven’t picked cracked it open yet. But that’s the school’s basic reading. So when I was starting the SAS, I am when I came across that idea, I had already done six months of cold calling.
Oh, you know what, let’s call it
Let’s call it two years, because I can basically get my head basically get my bucket for a year. In what way? Well, it’s, it’s, it is a little early in the morning. So my brain is a little fun. But it was once things started clicking, that’s that’s when the money started coming in really fast for me. And that was when I had found an idea that real estate companies were paying me $100 a month for, but I I am I tried coming up with my own idea first. So the realtors were talking. And I was like, I didn’t have the confidence to build a realtor website. I think that there’s I don’t I, I know that sounds really I mean, they have all these properties on there. Everything could break, you just seem to scare the crap out of me. So I am, I sold something simpler than I believed that I could provide. So that’s what I believed in myself at the time. And so I used them as an open source platform. called Joomla, which is like a WordPress and instal that for real estate companies and charge them 100 bucks a month for and sometimes I did weird things with pricing where I’d give it to them free or I charge them 100 bucks and an advertiser fee if they had advertisers advertising on the site. But it was a intranet. It was just like a collection of links to files a calendar or a message board for realtors and a real estate office. And I spent six months cold calling to sell that. And I literally sold five companies in six months because I was trying to sell my idea instead. And then six months in this guy’s like, dude, I don’t want this product, but I’ll tell you what I do want. I want this. And I was like, oh, and this was a recruiting product, a product to recruit agents into the office. And I was like, is that important to you? And he’s like, Oh my god, it’s all I think about all I think about recruiting and as like, why aren’t I sell something that’s all they think about. So I started selling something that’s all they think about. And that’s when the money started coming real, real quick. But it was it was it was a year once I found that recruiting product, and I didn’t know how to build that either. And I didn’t have the money to build it. So I went to my uncle and I said, Hey, do you want this product? He’s like, absolutely. That’s a great idea. And I was like, Well, I don’t have any money to get it developed. Do you want to pay for the development? And I’ll give you the product for free for life? And he said, Well, you know, how much is it going to cost as well about three grand to get it developed? He said, Yes, fine. And so he paid to develop it, got it free, and then I sold it to other people. And so then, thus, I was like, holy crap. Entrepreneurship is the coolest thing in the world. If someone wants, what do you think about all day long in your business, build a product around it. You know, what do you think about all day long in your businesses? Usually there’s a lot of pain in it. So you know, hey, what do you think about all day long? Is it painful? What’s your dream solution, a variation of those five questions, then getting an expert to build the product because they usually know exactly what they want to build. They give you the product idea the customer gives you the pain, the cost, like you know, when I did the pregnancy thing she asked for a droplet, I didn’t have to come up with the idea. And so I asked him about the website and he told me exactly what he needed. So I went out and found someone on rent a coder comm which no longer exists. Holy crap, rent Dakota was my jam. I found some gallon Russia to build the software product. She did a good job. Wow. And she also did a bad job, but you can’t see what a coder is doing. So you don’t know it’s a bad job until stuff breaks. But it means you can fix it, you know, so, hey, my software is broken because someone fix it, they didn’t they fix it. And, you know, it was scary, but it was really good learning experience, you know that that developer actually stored all the credit card numbers is clear text variables in a database. very safe. So like when I when my son was breaking and whatnot. It was just funny like the way that she had a credit card. Very was like the letter A or something for a credit card variable, you would probably want something like var credit card, so you know what the heck that variable is. So, you know, I got what I paid for free grant, but a good product work. You know, it was, you know, you know, Microsoft was not that great code, but they still made a lot of money. You know, say say with that recruiting product, you know, the marketing and sales was more important now. But now, software is a high art for me like it’s it’s like a really fun process. But I gotta tell you that recruiting product as soon as I found out what people were thinking about all day, that’s when money started making making money real fast, because your chart is charging brokers monthly. So you know, I had 40 brokers paying me 100 bucks a month, I was making four grand a month. And then I had an $800 per month developer, making sure it didn’t break.
David Ralph [28:54]
Really cool. Day sounds more than coal. Let’s listen to Jim Carrey.
Jim Carrey [28:58]
My father could have been a great teacher. But he didn’t believe that that was possible for him. And so he made a conservative choice. Instead, he got a safe job as an accountant. And when I was 12 years old, he was let go from that safe job. And our family had to do whatever we could to survive. I learned many great lessons from my father, not the least of which was that you can fail at what you don’t want. So you might as well take a chance on doing what you love.
David Ralph [29:25]
So what would you have said you wanted to achieve in the early days? And what do you think now? Are your values still the same? Or have they changed massively?
Dane Maxwell [29:34]
It is a difficult question.
There’s two things that as far as I can tell, I love to do. One of them is to sing. And the other is to build software.
Unknown Speaker [29:51]
Dane Maxwell [29:53]
singing is a difficult, difficult art all by itself. Not least of which it’s Difficult to safely build a family around, and also to have a quality of life as a singer became a software. So I’ve ended up combining the two. So I’ll sing for myself. And I’ll do software is interesting that I found what I love so early in life and I didn’t realise it though, like was with software. So I looked at, I looked at music, and I looked at software. And I thought, you know what I’m going to do the thing that I know for certain will help me provide for my family. And it turned out that his had this love affair with software. And you think about software, it doesn’t seem all that cool. If you think about software, it’s like, Okay, well, it’s software that’s like to do good software. Like do you remember when Gmail came out? How much email sucked and then Gmail comes out and changes everybody’s life of software. So really, really love getting to do that with software. And then but then I didn’t realise I had a hard time recognising what I love. I really I really do and did. And, you know, learning that it’s safe to love something is an ongoing journey and struggle for me. And so to say, you know, I’m pretty clear. I’d love singing. And I love software. I like them a lot. Love them a lot. But see, so check this out. So I started building software like 22 by 27. And five years, I’m set, you know, I move into a big old home, and Des Moines, Iowa. That was and that was after travelling. As we travel. My girlfriend did a 90 day trip around the world. She planned this whole thing. And I was like, Here’s 30 grand Go ahead. And while we were doing 90 day trip around the world I made 120 grand in three months I made 120 grand not working. You know, that’s how incredible software is. And because you know, you only have that’s for 40 grand a month, that’s 400 people paying you $100 a month. You know, you don’t have to continue prospecting. You don’t come up with the ideas developers build and they can maintain them for you. You just have to focus on the marketing and sales and that’s a skill you would need to build, which you can build with goals Facebook reading and pick up those books and read it. And, and then I 27 I started trying out all these things I tried. Man, I tried a lot of stuff. You know, I tried courses and I’ve tried, you know, I wrote a book and you know, as the books incredible like it there. There are people that are at the top of my field that regarded as one of the best business books they’ve ever read. And it’s no surprise because there’s very little ego in that book a tonne of Hart a tonne of hard work two years of writing five book editors, seven Learning Adventures, 302 pages of the comprehensive book personality research. All this stuff’s in the book as you know, you work hard on something, you know, you know, that and, and with all that being said, Okay, I released that book. I still have to work to promote it. I still have to work to get it in people’s hands. I release a software product. It’s a whole different level of excitement. I sing a song, man isn’t sure feel good in that moment.
David Ralph [33:36]
And what was your favourite song then? The one that you always if you pick up your guitar or your piano or whatever, well, don’t pick up a piano. That’d be stupid. But the song that you constantly go for it’s
Unknown Speaker [33:51]
Dane Maxwell [33:53]
there’s, there’s one song It’s um, it’s uh, see here. When comes and
Unknown Speaker [34:05]
when your smile is here, but only for now will you
Unknown Speaker [34:15]
wish you saw the
Unknown Speaker [34:20]
front of you in this moment
Unknown Speaker [34:29]
now because there we go the crowd the crowd there was
Dane Maxwell [34:34]
my headphones so I could tell who’s flat or whatever that that’s that’s one of the songs and that song was gonna given to me I recorded it and I threw it on the back of a lot of my business videos because I train people you know how to start businesses from scratch so they spend more time with their loved ones, you know, building a great business that you don’t have to work in. That’s the that’s the way and and you You do that by me Being an expert. If you’re the expert in your business, you got to work in it. So you hire out these experts. And
David Ralph [35:09]
you disregard totally personal branding men do you do not think personal branding is important?
Dane Maxwell [35:15]
You know, I got filled vomit.
It’s vomit on look at me and look at my skills and my stuff. And this ain’t about you. It’s not about you. It’s not about you. And that is one of the most liberating things for the most highly insecure person who’s never started a business that thinks they need all this amazing stuff to start a business. You don’t need any of that to start a business. You just need the starter context, you asked five questions. What did I need to do to start a pregnancy drop? I needed to ask five questions, and then I need to hire an acupuncturist and naturopathic, and then when it comes to marketing, I’m not going to put my face on it. I’m going to put the faces of my customers on it that got results with it. It’s about your customer. The money comes from your customer. The money doesn’t come from your brand, that it’s I can’t stand personal branding, but you know what people love it. And one of my friends made a joke. He’s like, Listen, if I was broke, I would probably just go sell billboards to realtors, because they love to see their picture of their face on it. And it doesn’t even drive sales. So personal branding is like, okay, here’s my story arc. And here’s how I connect emotionally and here’s my hero’s story. And here’s my origin. It’s just, it just makes me sick. When you could be like, Hey, here’s 100 women who all cured their pregnancy nausea. here’s, here’s Sally and Suzy and, you know, they were struggling around their house. And then they had this and you know what, they were able to be productive while they were pregnant.
You don’t have like, it’s a story. It’s a story about them. And then That’ll get you really rich by the way.
But people are obsessive personal branding. And you know, my friend teaches it, and it works in some some capacity. I guess people love buying it. But good god, I can’t stand it.
David Ralph [37:15]
Dane Maxwell, we had a guy back on the show, August 2014. When we were just, we were just a baby called Jessie Krieger. And I noticed in the book, but he was your publisher, and you give him a little mention, and pretty much you say, and telling me this is what Jesse says, telling me, I’m one of the most qualified people you know, to teach this kind of book. Now listen to you listening to you. It doesn’t sound like you sort of lack confidence in you. But then when I read fat, it sounds like he had to push you to actually believe yourself to tell us about it.
Dane Maxwell [37:50]
Oh, man, I still don’t believe in myself.
Unknown Speaker [37:56]
I’m still working on that one.
David Ralph [37:58]
Well, I will I will use still working on that. From the outside, it looks like you’ve kind of nailed it Really?
Dane Maxwell [38:05]
Oh my god, though, what I’ve done is so grand other people, but it’s like, droplet to what I can do. People are so impressed by what I’ve done, but inside me, I’m like, Oh my god, I could I could slay dragons. You know? I mean, it’s it’s a dude believing in yourself no joke. That’s a hard it’s a hard endeavour. And and I didn’t, I didn’t believe in myself. Like I did 16 ideas, right, but 11 of them failed. But you know, I just didn’t give up and I reflected, you know, I didn’t do the same stupid thing over and over again. But after I did a bunch of like, you know what, crap, my way is not working. I can’t do things my way anymore. And so like, I was like, I can’t come up with my ideas. I can’t do that. It’s too risky. It’s way too risky to come up with my own ideas. I’m going to sit there and I’m going to listen to someone and I’m going to ask them about their problems and Ask them what they’re thinking about because you know what, I don’t believe in myself to make a product that anybody wants. I don’t believe in myself to do this. But you know what? Every like I had so much fear every day I started a business, but I found a way to quiet the fear, like a so much fear. And it’s all gone literally like I was able to sidestep all fear by literally obsessing with a customer and just serving them. When I was connected to a customer my fear was gone. When I’m not connected to a customer, the fear is so high. So I just kept doing that. But not realising that the whole time I’m still not believing in myself, but it doesn’t matter if I believe in myself or not. What matters is if I can take action. It doesn’t matter if I have confidence or not. What matters is I can take action. That’s way more important like you like okay confident then take action. No, no, no, no Lady Gaga was selling playing to Madison Square Garden sold out Madison Square Garden, one of the greatest Rock Stars of All Time, based on sales and metrics and things like this, not opinion. And she goes out there and she’s unique. And she before she goes out on stage, she looks at herself in the mirror, and she says, God, I still feel like the ugly kid in high school and everyone beat up no confidence, no confidence in that moment. And then she goes out and sings the Madison Square Garden.
I mean, we have confidence backwards. Like you think you need confidence to do things. Well, confidence does have does stop me. So like, like man for me like it’s so weird. It’s so weird. Like I was physically abused growing up, and that stuff hurts and like it’s, it’s um, you know, you take two twins and one of them gets abused and one doesn’t. You can actually the blood the molecular chemistry in the blood of the person abused is different. They have a higher level of a lower level higher level of like innate stress or anxiety, because they’re not sure when the next fist is going to hit their face. And I think you can clear it to I don’t know if they did the therapy or not. And I’ve done some pretty good work on this stuff. But I can tell you like with that kind of abuse, like in the deepest part of my psyche, there’s still parts of me that believe that believe I’m ugly. And, God It sucks, you know, so every time before, you know I go to launch a product up, people are gonna see my ugly heart or like, all these things happen. And I just, I was so probably angry about what happened to me or you know, I, I don’t know what it was it I just, I was like, I just wanted to do stuff. And it was so strong, that desire to do stuff was so strong. So in terms of believing in myself, I’m only now only now just starting to do that. And what you saw me do? Well, you know, I did see okay, this is really wild for me to even like join up the dots on because I was so good at building software. Without knowing it, you know, and I still doubt that I’m good at software some days, like, you know, I’ve got my CEO, the CEO that runs my SAS business. It’s an amazing SAS business, I got a CEO that runs it, he loves me, I love him, I pay him well, and I get a passive distribution. Every quarter, he messaged me on Skype, and he says, Hey, your distribution is x y Zed. Go ahead and withdraw it now. It’s incredible. You know, I get around. Yeah. You know, I don’t want to save us. It’s a good amount of money. And, and but that’s this is a wonderful business and that CEO and I’m sitting there talking to him, and he’s like, yeah, and you know, you’re really good at building software. I’m like, Whoa, you think so? I’ve already built a bunch. So I gotta tell you, I’m just now starting to believe in myself. That Okay, no, sorry. Sorry, let me I feel like a broken record here. But let me explain this. So I started building software. I’ve I’m really good at it. But I think it’s so darn easy that anybody We can do it. Because my opinion on myself is so low that if I can build software, anybody can do it. So it’s almost like I built all that software having no confidence, like, but I guess that was like, you know, it’s like the it’s like the guy who is blind, how beautiful he is, or the guy who’s blind, how intelligent or strong like, wait, wait, you think this is valuable? Like that was what was going on for me. So like, I built seven software products, and they were all making money. And I was like, This is so easy. You just listen to someone, they tell you what to build. You hire a software developer, you get the customer to pay for it. You started something for nothing. Why not go do that? Don’t do not go and do that until you get trained because there’s a lot more to it than that, you know? But to me, that’s it. That’s all it was. It’s so easy. So I went and I said, Hey, guys, is the easiest thing in the world. Come and build a business with me. And I had a lot of people come and learn how to build businesses and I taught them all how to go Software. And now I’ve got students all over the world. They have 15 millionaires that I’ve taught, because I taught them how to build software and the same process to build software works to teach a parrot training course you find the problem, hire an expert, find a problem, hire a software developer, but I had no confidence that I was like, if I can do this, anybody can do it. And you know what, me recognising that not anybody can do it is me looking at myself in the mirror and saying I’m good at something is me believing in myself. So, I am I started crashing actually, when I when I realised how gifted I was.
Unknown Speaker [44:42]
It actually was so confronting that
Dane Maxwell [44:48]
I left a business completely for four years and went into music. And when I went into music, you know it was it was interesting for me to leave at the height. business. Like I was at a pinnacle of I had a tonne of attention. I had a guy put a tattoo of the foundation on his arm, which the foundation is now transformed to start from zero start from zero is the new foundation, the old those ideas are going to change something else probably the next few years foundations about sass likely, but maybe I’ll do long story short foundation became start from Xerox, it’s more articulate for what the foundation is, but I got a guy put a tattoo, I had people make a flag. I had people send me blankets with the foundation beliefs on them. Like I had all this stuff going on. And when I realised how gifted I was, it was so confronting that I, as far as I can tell right now, based on my current level awareness, I’m pretty sure I ran away because I didn’t believe that I was as good as gifted as everybody was sharing. I mean, you gotta you got to think about like, I go from boy Kid called ugly by women rated as ugly by women rated as socially awkward and appropriate, like, you know, tortured, like, shit that excuse my language and stuff that happened that, you know, I would never wish on anybody. And I go from that to being a decorated multimillionaire, who teaches other people to become multimillionaires that has all this power in business and has achieved before 30 what some can never touch and try their whole life for and then teach other people how to do is like what in the world do I got? So I went and in my in my experience, what I think happened is I went to go well find my heart and music in a different way that I had in business but some part of me thinks I I went to go high. I went to go high from all the success I created, because I didn’t believe in myself.
David Ralph [46:55]
I think so many people would have that issue. I don’t think you’re alone. I think even you know, Oprah Barack Obama, you know, apparently every time Oprah does a speech or has a conversation with someone, they always say at the end, was that okay? Is that what you wanted? And it doesn’t matter how big or famous, they still want validation, they still are insecure themselves.
Dane Maxwell [47:22]
Yeah, I am. I definitely struggle with insecurity. You know, you know what, you know what’s amazing about that, though, is if you can get brave enough to just ask someone about their problems, and just listen, man. That’s the key, though, is the key. My girlfriend was like, I don’t believe I’m worthy of solving a problem that someone would want to pay for. And I was like, you don’t have to believe you’re worthy. You just do the five question process. And so I had to do the five question process and she found a problem that someone would pay for
Don’t have to have to have that stuff just follow a process. Well,
David Ralph [48:04]
we’re just following it. We’ve been following a process through this show. And if I if I don’t bring it to an end, it’s going to be the world’s longest show here. So this is where we’re building up to, and this is the part called the Sermon on the mic. When we take you back in time to have a one on one with your younger self. And if you could go and speak to the young Dane, what kind of advice would you love to give him? Well, we’re going to find out because I’m going to play the music when it fades is your time to talk. This is the Sermon on the mic.
Dane Maxwell [48:59]
I would say you have Have no idea how beautiful you are. And the people that hurt you never saw you. They only saw the idea of you in their own mind and is scared them. So they attacked their idea of you.
But they never saw you. There’s a lot of people who need your help. Don’t let the bullies win.
That’s what I would say.
David Ralph [49:24]
What’s the number one best way that our audience can connect with you, sir?
Dane Maxwell [49:28]
start from zero calm is the best place to find me. We’ve got a podcast where I mentor people, one on one directly. It’s like a hot seat where I tell him exactly what to do to make money, a lot of specific tactics and things like that. If you’d like a free excerpt of the book, to see if you want the book, you don’t have to buy the book. Look at the excerpt first. If you like the expert, then go ahead and get the book but the excerpts at start from zero.com forward slash five and you’ll get you’ll get the real account of that. Five question process with my girlfriend you get to see it in writing it’s a it’s a it’s there’s quite a bit to it. And that’s, that’s just come say hi. Come say hi and start from zero calm here. You’re worthy of your own business. You definitely are. And, and not only that, but there are people that need your help. There are people that are in pain right now. Right now that you could find that you could remove pain. There’s people out there struggling with something that nobody’s solved yet. And there’s always another problem to be found it. It’s wild. Always Write,
David Ralph [50:39]
write advice, and we’ll have all the links on the show notes to make it as easy as possible to connect. Dan, thank you so much for spending time with us today. joining up those dots. And please come back again when you got more dots to join up because I do believe that by joining up the dots and connecting our past is the best way to build our futures. Dain Maxwell, thank you so much.
Dane Maxwell [50:58]
David, can I say something Real quick, you go for it. Yeah, you guys lucky enough to listen to David show, you know, it’s it’s very clear that that David cares. And there are a lot of people out there that are going through the process, the mechanical process because they know how to create success as a mechanical thing is very rare when you know they just dawned on me David how much you care about people being happy.
David Ralph [51:25]
Thanks Dane Maxwell. Really appreciate it, man.
Dane Maxwell [51:28]
And yeah, welcome and like, this guy really wants people to be happy. So if you didn’t know that guy’s listening, you probably did. But I felt it with within 111 episode and you know this the first time I’ve ever saying anything like this, David, so thank you for what you’re doing.
David Ralph [51:47]
Really appreciate that. Thanks very much me. Mr. Dane. Maxwell, he was enthusiastic wasn’t a there wasn’t much of me in that show. But it’s funny. Isn’t It even somebody who has achieved so much still fundamentally doesn’t believe in themselves and has to be pushed to overcome. And I think that is that that’s just the truth across the board. Sometimes I walk up to record a podcast, and I just don’t feel it. I really don’t feel it and I’ve done 2500 episodes, and I could almost be sort of like stage fright. And then once I get into it, I’m okay. Other times I just fly we’re all humans, we all have ups and downs, we all have dark times and light times. But every single one of us can make a difference. If we focus in on the problem, we focus in on ourselves. And we take step after step, dot after dot. Until next time, I will be here waiting for you to look after yourself. And I’ll see you again Bye bye.
Unknown Speaker [52:54]
Are you ready to make a full time living online? Check out the amazing Join Up Dots business coaching.
Unknown Speaker [52:59]
Hello My name is Alan. And I’ve just completed the excellent eight week course with David. Before I started working with David, actually, I had no idea at all where to start. I had a lot of ideas about what I probably bought was going to be good business. David was able to help me through that though, to find that passion. Within literally minutes.
Unknown Speaker [53:21]
Unknown Speaker [53:22]
we had a business idea. And for the last seven weeks, we’ve been building on it and building on it and the position I’m in now, I don’t think I’ve ever got here
Unknown Speaker [53:30]
on my own because of the amount of information that David gives the structure. He’s got the full package here and he explains it in a way that I can understand. His support is is phenomenal. I feel like this is the way business is supposed to work.
Unknown Speaker [53:45]
David helped me understand, okay, what were the next logical steps that I should do? How can I get this up and running? So I would really recommend this as an excellent course helping you if you have an idea if you have no idea, really teasing that out and at Some of the practicalities and steps to take to really launch your business whether as a full time job or as a side hustle. So it was really excellent. I recommend it for anybody thinking about setting up their own business.
Unknown Speaker [54:10]
I don’t think it’s an exaggeration to say David will totally save you years. Thank you, David, for all your amazing help and support which keeps on going. And we certainly couldn’t be where we are today without you. So you’re awesome.
David Ralph [54:25]
So if you would love to become my next success story and have your own life changing online business following my step by step system, fine tuned over many years to take away the effort and expense that others struggle with Ben come across to Join Up dots.com and book a free call with myself. Let’s get you living the easy life as it’s there waiting for you to get it right is Join Up dots.com business coaching.
That’s the end of China. Calm conversation. Now it’s time for you to start taking massive action create your life busy only life. We’ll be back again real soon. Join Up Dots Join Up Dots Join Up Dots john the gods Joe Joe