“The reason I look and appear so good at communicating with people is quite simply because the rest of the planet has got so shitty at it.”– Steve Sims
This episode is one of the most decorative yet. And as you get to know Steve, you’ll see exactly why. He gives it to you straight & doesn’t hold any punches. And he embodies what it means to care about relationships.
That’s how he went from bricklayer in London to stockbroker (and getting fired in 5 days), to writing his bestselling book, The Art of Blue Fishing… and having the ability to connect with just about anyone & make just about anything happen.
From getting people to the bottom of the ocean to see the Titanic, to getting people married in the Vatican by the pope, to getting people on stage with their favorite bands & invited backstage for a casual hangout.
Steve runs a high level concierge that can connect just about anybody with anything.
George: I’m just so glad that I bumped into you in Encino a couple of years ago, and we had those conversations, but Steve, I’d like to start these with a fun question… and you always deliver…
What is the biggest mistake that you’ve ever made in business and what’d you learn from it?
Steve Sims: Keeping it a business. There’s this old statement that we’ve been raised up on, and it’s a load of myths that are no longer relevant…
“Don’t take it personal it’s business.”
Business is personal. And the more personal you can make it, the better the business will be.
I remember I used to try and keep my personality out of it. Keep what would end up becoming my brand away from the business connection. Which made it all a transaction.
There was no connection. And worse there was no growth. So I learned very early on to get rid of that phrase like it’s cancer. Because it is.
Geroge: In the current state of the world, I think that’s probably the thing that everybody’s missing. I mean, you and I both have people sliding into our DMS, like, “Hey, I don’t know you. I’m not going to spit on my hand, but yeah. Will you marry me? Come into business with me.”
And people are destroying their businesses, their relationships, their life, and credibility, because they don’t understand that.
Steve: Well, it’s just filtered. Isn’t it. You can get so many filters for your Instagram and your videos to make yourself look, slimmer, smarter, prettier, tanned, you know, it’s just ridiculous.
I’ve never understood it. It’s like if I walked into the pub and I bumped into you, literally bumped into you and spilt your beer. We’re two big lads. We could dance, or we could be courteous and go, sorry, man. I spilt your beer. I apologize, mate. I’ll buy you another one. We may suddenly strike into a conversation. We may spend time chatting, but here’s the thing…
If I got any of that conversation wrong, when would I turn around and go, “Oh, hang on a minute, George. I didn’t mean to say it like that. I’m going to step out. We’re going to re edit that.”
We don’t edit life. Therefore, why should we edit how people see it?
We’ve all got shit that we’ve done wrong.
And usually that’s where we’ve grown most.
My wife often says that my superhuman strength is the power of ignorance. I do something and then I think about it. So I’ve never allowed intelligence and too much thought to get in the way of what I do.
The snake in the grass…
George: I think you embody this and it’s why I’ve loved you since day one. A lot of the stuff that people portray in that container, it’s not sustainable. Because it’s pretend. It’s like, “I’ve got to turn it on. I’ve got to look a certain way. I’ve got to go.” and they wonder why people don’t trust them. Everyone’s like, “Oh no, nobody trusts me.” I’m like, that’s cause they can feel the snake in your grass.
Like that’s not you, that’s not real. We live in a pretty crazy world right now. But we’ve been digital for a long time and in the way that I see it, I think there’s two buckets that I see…
- Who I’m pretending to be
- And who I really, really am.
And every single time I see it. Even the ones that are pretending to be, they’re like, Oh, I’m going to get there. I’m like, no, you might hit seven figures, but you’re going to crash and have to launch again next year. That’s why you have your third Instagram account or your seventh offer or your 27th product.
And then there’s the people that are like, this is who I am unapologetically authentic, documenting and creating. that but still the master of my domain.
Nobody remembers the little guy
Steve now has direct contact with the Vatican & it all started with one relationship… with a guard. Steve takes the time to give a shit about every person… even if they don’t hold an extraordinarily high career position. And by getting to know this one man, remembering a book he wanted, and sending it to him… he now can dial one number to set up exclusive deals with the Vatican.
George: How do you recommend people navigate these times right now? Because we live in a time where all the attention is increased, but I feel like the level of connection has decreased.
Steve: The reason I look and appear so good at communicating with people is quite simply because the rest of the planet has got so shitty at it. That’s why I looks so great. I’m not very warm and fuzzy. I’m not endearing. I just call it as it is. And that clarity, that transparency is what’s got me through.
You see, there’s two things you got to understand. With social distancing, today we’re in a world where we’ve been pulled away from the ability to walk up to somebody in the street and just go, dude, how are you doing? Give a back slab, give a handshake, you know, kiss, your wife.
we’ve lost in the ability to be able to do that and we’re missing it. So we’re actually desperate to connect with people.
Now here’s the bad thing…
While everyone’s screaming about how socially distancing is horrible…
We’ve been socially distancing for the last 20 years. Since the birth of friendster and facebook all the way along. You posting a picture of your baby up on site doesn’t tell the family what the baby looks like. You know, try to get around, get out there, meet people. I’m from the eighties when that was normal.
And my good friend, Jay Abraham, I always say the good thing about Jay is he brings the eighties back…
If wanted to talk to someone and this I’m talking about now. I wanted to talk to someone. I would often send them an email or send them a text and we know about a power text. I would send them a text and go George I’m in your area next Tuesday, do you mind if we get together for a coffee like mid day, is that okay? Or is another time going to be better for you? Now here’s the thing, I may well not be in your area, but if you respond. I’m going to be, you know. So, and I would just do that and I would actually force it. I’ve said to people, look, let’s come back to that next Tuesday and we’ll chat about it then.
And then I’ve literally turned up at that office and the send Steve’s here, and I said, look, I’ve set up, be here Tuesday, you know, let’s chat. People liked that, but also here’s the dumb thing that was common because that was the only way we did it back then.
Now, it’s novel. It’s innovative. And here’s the thing he shows he Gaz, you know, so I think the bottom line of it is I’m not brilliant at communicating well, we’re in a world where people are desperate to communicate. So why don’t you try it rather than sticking a post up on?
Birth of Digital Relationship
George: And I think too, when you think about it, I think what happened when like Friendster, Napster, Myspace, Facebook, all the things came around is everybody thought that it was a different world, but it was just a tool to create in the world and they utilized it incorrectly and it became. And like I wrote this post the other day. I’m like, the problem is as it used to have, two ears and one mouth. I was like, but now you have two ears, 10 fingers, and you prematurely ejaculate on the keyboard all day and you got to slow it down, but like it’s a tool. And I think I’ve watched people and this is why I love your book. I love what you teach. I love everything that we do together is because. Nothing exists without that relationship. Nothing like you can be meet somebody on Facebook all day. You can like all their crap. You can have them click their ads, you can support them, but you’ll will walk up to them in person and you’ll have to reintroduce yourself and they’ll have no fucking clue who you are. That is not a relationship at all. Not at all.
Steve Sims: I’ve had, I’ve had periods in my life. And I remember one back in the nineties And I had money and I had stupid fuckin you money. And I remember going into London once and I wasn’t even living in London, I was in Livington and that time. And walked into a Ferrari dealership and bought the car with my Amex.
You know, literally came out with a brand new 355 on my Amex, Kevin. I was of that standard and then the shit hit. The recession went down or and you know, the funny thing is. Amex never had my bank. You know, the bank that I was with, which enjoyed my fees for years never had my bank. The people that had my back, the people that I fought up was like, Oh crap, this is, this is going downhill. And it’s about, and they were like, let’s have a coffee, let’s see what we can do together. And I suddenly realize it wasn’t my bank account that I needed to have been focusing on. It was my equity and credibility, in my relationships, in my connectivity. Luckily it was strong so that I was able to look at the bank and go that is not my friend. The bank is never going to be your friend, but it doesn’t matter how much money you have in the bank because you can all guarantee it’s going to go up and it’s going to go down.
Steve Sims: But if you’ve got relationships, that’s really where the power comes through. That’s really where it opens up the doors of the Vatican or sends you down to the Titanic or put you on stage with whatsoever. It’s those friendships that are key and the dull thing is we’ve already identified. Relationships are getting harder today. Not because they’re harder to make, but because you’ve decided not to put any effort into it. So we need the relationship, but we’re not having the relationship. We’re human beings. We yearn for it. And guess what? As we go on, Amazon’s going to get smart as Siri or Alexa, we’re becoming transactional and then when moaning, because we’ve isolated, we have no one to talk to. You know, your fault.
George: And I actually loved the Spargo. You got them to make your cocktail, Hey, go pick it up and get out. I think Steve, like what I love about you? I mean, I consider us friends even in the beginning when, like I met you. I see these things in these people, in our industry and outside of our industry, walk around with chips on their shoulders. Like first they think their shit doesn’t stink. And get away from me. Don’t talk to me. Or the other side is somebody is afraid to come talk to them because they literally don’t think their shit stinks.
And the truth is like, at the end of the day, we’re all human. And it’s like, you’ve treated every single person I’ve ever seen myself included, like the humility and dignity and then like, if I fuck up, you tell me. But not really. You’re like, Hey, let’s talk about it. Let’s go. Let’s get in. And it’s common practice for you. And what’s interesting to me is that most people don’t understand that at the end of the day, it doesn’t matter what business you have, what product you have, what servers you have. There’s still a human being, making a decision and spectrum to make a decision with no depth of a relationship.
None whatsoever. And so like, I listened to it and like people I watch people like give you the credit, like, he did this probably cause he asked them how their morning was probably it was when he walked by, he wasn’t looking at his phone. He was looking at their eyes. Like, there’s so many parts of this world that people are screaming for it and I agree with you. I get frustrated right now. Like I’m, I’m online just as much as you are. Everyone’s like, Oh, I wish we could get together or I wish they call me back and we’ll go pick up the phone and call them, like, send them a text, like build a relationship. So when you think about, you know, relationships in humans, the way that I see it from your side and mine, is every single person I come into contact with Israel relationship. It’s a potential relationship. It’s a potential touch point. And my job is to improve upon that silence, to learn something about them, to see if I can support them in any way, make an introduction, have a touch point, make a memory. How do you go about like creating relationships, nurturing relationships, navigating relationships cause you’re pretty good at it.
Building the Relationship
Steve Sims: So the first thing I do is I’m a selfish prick. I am totally selfish. And we’re taught as kids not to be selfish. Usually it’s the mum that goes now don’t be selfish,share your sweets. Now in that context, that’s fine. But today you need to be selfish, especially if you’ve got drive and ambition. Be selfish and what that means is. Don’t waste your timethat doesn’t benefit anyone.Don’t look after those two. Won’t look after you. Don’t have someone’s back the one of your back. All right. So whenever I get into a relationship and it sounds strange, but I’m very selfish when I get in a relationship and I want to know.
Is this person gonna invigorate, entice, scare, motivate smile, make me money, you know, any of those things. And I’ve got relationships that make me millions of dollars. I’ve got relationships where whenever we get together, I know I’m paying the bar tab because I’m taking them to the bars I drinking. Not the shit, but they make me smile and they challenge me.
So then needs to be a benefit in a relationship. So whenever I meet anyone. And this can usually be assumed. Like, you know, when you’re at an RV muzzle, or when you’re one of your events, the you’ve already filtered the caliber of people to be in that room. So you you came to a point go, well, I like George, so I’m gonna like these people, I just need to get to know them.
So whenever you speak to someone, we’ll go, okay. How is this person? First question. How is this person going to help me? And then before you ask for that help or request, that help bring value to that game. You know, and it may be a case of, Hey, it’s really good at you. You joke about the Vatican.
It was just down the vote from the Vatican, but when I was working in Florence I had to work with I did a whole thing in Florence where I took over museum and I had a private dinner party in the academia, the gallery at the feet of Michelangelo’s David and had Andrea Bocelli coming you know, that story. But when I got there that night now on driver people and up I have security guards for Andrea and for the museum. All right. And there was the doorman. He was like a, not joking, probably 400 pound. Couldn’t couldn’t have done anything, you know, and wasn’t paid to do anything. It’s basically like, you know, the shopping mall, you know, security.
As we turned up, I went to walk in, it was chilly. And I said to him, I said, yeah we all went all good evening. Then he was even, I was intimidated by you are walking in with Andrea Bocelli in Italy, you know, it was pricey like walking in with Elvis, you know, and he was all kinda like chili and stuff like that.
And I said to him, you cold. I think he’s like, yeah, just that I didn’t, there was a nip in the air and, and, and it’s, it can get a bit cold. So I went in and the first thing I did before I paid attention to anybody else was I actually went in and I got a cup of coffee and I took it out to him on a little tray with some creamer and some sugars. And I went, there you go. And he was, would have moon, but you know, the funny thing is when I walked back in everyone looking at me, because I had left all of these big players, these scary security guards, these people with money, and I’ve gone to pay attention to the security guard.
And so then what we did afterwards was I said to him, I said that I don’t want to bring it up, but I can see you feeling a little bit guilty that I paid attention to him. And you didn’t. Yeah, kind of a big deal in Italy and the planet. Do you want to step outside and just say hello to him? And he was like, I’d love to, and I’d love too. This guy was older.
So I was getting paid a handsome amount of money to make this happen yet, the first 20 minutes of that night, we spent hanging around with the doorman.Now the amount of people that actually wrote emailed me found out about me because the doorman, not because of the climb, that when no one knows she’s name, I’ve never declared his name, but that dormant my profile by another 250 people because he went home and he was, and here’s the dumb thing. They contacted me. They didn’t contact on Jaya. They contacted me because I was the instigator to make it happen. Focus on those people. Like you say, we’ve all been to events where these people think that bigger than shit. And I’ve spoken at some of the biggest stages in the planet and I’ve spoken from Harvard to the Pentagon and the funny thing is you get these people on stage and they want to be left alone backstage. They won’t do selfies with the other speakers that are coming through the ranks. And I have always made sure out of my way to get to know every speaker, whether I agree with them or not, or whether or not I like that speech, I can always decide afterwards, not hanging up but I’ve always got to know all of them. And I’ve known some of these others have been collide. No, I’m I’m bigger than you. I demand more money than you. And the funny thing is I’ve been in this game of speaking luxury industry, 10 years in the influence of self-help market, like 3 or 4. And I’ve noticed some of those small players are now big players and some of are big players are now dull and boring and repetitive, and no one wants them on that stage. So always look after everyone in your sample.
George: And the truth is, is that every single thing is a touchpoint. And in my opinion, the way that I look at relationships is whether you, realize it or not is when you touch somebody, it is either progressing that relationship forward or it’s regressing it backwards. There’s very little neutrality. I’m like you ignore somebody it’s backwards. You don’t acknowledge somebody. It’s backwards. You take the time to have a conversation with somebody it’s forward.
George: And I don’t think most people realize the exponential qualities of quality touch points. Cause like, you know, you and I have done a lot. We’ve spoken a lot. We’ve been around this and there’s those people that like their shit doesn’t stink. Don’t talk to me backstage. They didn’t book themselves on the stage and they’re ignoring everybody. You just take a moment to talk to people around them. They’re the ones that are going to go spread the message about you. They’re the ones that are going to go do it. Just like you talked about Jonah Berger talks about this and contagious all the time. And I think it, it leads to a really quality point and I love the fact that I want to, I want to reiterate this.
You have to be selfish because that means that you are super crystal clear on who you are and what you need, which is the only place that you can actually serve and add value to somebody else to authentically or else it feels transactional or manipulative.
And so for everybody who’s like, Oh no, like I say it all the time, add value first. Of course you do, but you have to know who you are and be grounded to add that value or else those people can’t have a relationship with you. They cannot respond to you because they’re going to feel icky. Like in people, like, why do they feel like you were, they’re not talking about like, you gotta be honest and authentic with them. Like, that’s what I love about it. Like, I have no problem being like, yeah, I’m coming to see you. Cause I need it. She would introduce me to somebody, but what can I do for you first? Like what can I do for you first? And so that leads me to a really, really good point and this is what I love about you is, you’re not afraid to use your voice and it’s not that you’re different for it, but like you understand the power of yourself and authenticity, even your kids. And I love watching everything that you do, but I have so many people that are like, I can’t say that. I’m like, why not? And they’re like, Oh, what are they going to think? I’m like, well, they’re gonna think whatever they want to cause you’re not giving them anything else to think right now. Like I never, and I mean, I never ever want to allow somebody else to come to their own conclusions about me, my beliefs, my stance, or where I sit. I always want to be the person that’s. It was like, this is who I am. This is what I believe in. How do you feel about that? Think about that. See that in the world for everybody listening to this.
Steve Sims: Again, they are for a start that’s a calculation Elon Musk and Einstein put together couldn’t solve. You know, it’s these people that go, well, hang on a minute. I want people to look at me like they’re so I don’t want to do this because I need them to think of me like that. That’s a lot of assets. And I can’t understand why people aren’t very tired trying to be people who they’re not. So as we’ve always said before, this is me. The way I look at it is there are billions of people in the planet.
If 10% of those people are curious about me. And 1% of that 10% do business with me. I still have it money to buy you know? So you haven’t got to overcomplicate it. You said before about the snake in the grass, make it impossible to misunderstand, make it so obvious that there’s no distraction.
The Big C
Steve Sims: I told when I coach with, with some of my people. About the big C. Now, if you say to someone in, in the world or the big C, they know it’s cancer, the big C in business is confusion, and he’s just as deadly as cancer. Cause you can’t take a tablet to get rid of it. No confused person will ever do business with you.
And here’s the other bad thing. No confused person. There’s just make use, going to turn around and go well, can you explain your stance on it because I’m not getting that. They’re not just going to piss off to someone else who’s more, more clear about it. So you saying something that alienates this person he’s going to grab this person. And if you do it, you’ll find that your energy level goes up because you’re not spending energy on trying to be someone you’re not we’re in a very superficial world. And it goes back to the filters where everyone is trying to make out that every single one of that days is beautiful. Sunshine, beautifully. Perfect. And I shift pulled together.
No one shits pulled together. You know, everything goes long. Couple of days ago, I went down on my credit score by 115 points in one uptight. And yeah, we’ve been COVID, I’m being very careful what, with money, I’m reducing my liabilities, paying off my credit cards cause we don’t know how long this shit’s going to be going on volt. So I’m doing all the good things and I paid my mortgage forward by five months. Cause I thought, okay, I’m going to be, if the shit hits the pan, I got five months to get at it. So I did all of these things. My credit score went down by over a hundred points. for a week. I was like, what’s going on? We found out that some of a point, I just seem strangely enough, my own bank and recorded a delinquent account. And I posted it on my account rather than the client’s account. So they quickly removed it, but the bottom line of it is for three days, I had no idea what the hell was going on.
So the bottom line of it is that even when it’s not your own doing shit happens, you know, and shit happens to absolutely everybody. I don’t want to waste any of my energy, trying to persuade you to be in my circle. It’s here. It’s obvious. It’s blatant. It’s sometimes rude. It’s definitely direct. I welcome you into my sandpit, but if it doesn’t suit your fantasy, No harm, no foul.
George: I love that. And actually that brings me to the point, cause you, you nailed this and we’re all kind of here. Like I lost a business in the middle of this right. Supplement company, basically gone. We went from doing 8 million to nothing due to circumstances. You and I both do events. We haven’t done events, we haven’t done anything. but I think what I’ve witnessed, Steve is one of two things. Cause I know your phone was ringing off the hook. My phone was ringing off the hook. Like what do we do? And I was like the opposite of what you’re doing now, which is nothing. And I’m like, if you stare at a flat tire, it doesn’t change itself.
And so can you talk about, you know, cause we have a lot of experience, a lot of people falls here. There’s a whole lot of uncertainty in the world. There’s a whole lot of ambiguity. We don’t know what’s happening, but we also can’t sit idly by and just wait for something to happen for us. Like nobody’s coming out to save us. You’ve had to pivot, I’ve had to pivot. So how have you gone about that? And like, where are you focusing your time and energy during this uncertainty to create momentum or progress, or even fuck even the possibility of something happening?
Steve Sims: I’m going to go out on a limb here and probably piss some people off. I think COVID is fantastic. Hand up. I don’t want it to continue. But for the first couple of months, I was like, Game on. It wasn’t a case of these people were making money. These people were not, everyone was stopped. Everyone had all of that businesses, no matter what business, it was just ground to a hole. Everyone was in the same boat. And as we mentioned at the beginning, the game was on and it wasn’t a choice of asking you, do you want to play this game? You were playing. So did you want to sit on the bench and cry and mope and fricking binge watch Netflix? Or did you want to turn around and go, well, hang on a minute. All right. I’m in the game now, let me see how much I can control and believe it or not, entrepreneurs are a lot more in control of themselves than what a lot of people give them credit for. We all there’s functional with disruptors. So the bottom line of it is we’ve been given this situation.
Now I had a couple of weeks where I saw my travel industry slow up. I saw nothing for about two weeks, my team and my staff refund. I showed digits should dive bombers on my bank account. And then I went home. How can I make this work for me and not against me? And the first thing I did was I cleaned up my desk, you know, I know it sounds funny together. Polish my desk, and put everything back on. There was a project that could benefit me, reading books. Redefining my course, I launched a fake shallow plug. I launched a Facebook page. There’s free of charge called an entrepreneur’s advantage. And I just started bringing people into that. Anyone could join that. I launched a virtual happy hour. Which was the dumbest thing in the world. Well, I thought to myself come far tonight, I like to go out with my pals and just drink a whiskey. Why don’t I do it online? And I said, look, do you want to join me on online? And I’ll do a virtual happy hour. We had about 80 people join us for watching me make an old fashion. And then we told the most appalling jokes. These really are embarrassing jokes. And you know, the funny thing is. We did that on the second week of COVID and we’ve done it. We missed a couple of weeks. We’ve done this for about 14 weeks now, you know, and people are loving it.
Being in momentum
Steve Sims: The bottom line of it is I realized that needed taken advantage. I’ve done a lot more,I cleaned up my desk, cleaned up my garage, cleaned up a wardrobe, cleaned up my business. Cleaned up my focus. Cleaned up my intentions, cleaned up by impact. What am I wanting out of this? You know, what am I going for now? The funny thing is, and we talked about speed earlier. There’s always a sign that fast is slow and slow is fast. Anyone that’s ever been on a racetrack knows that you need to carry a momentum. Not speed. And there’s a massive difference. The guy that goes into a corner at 130 mile an hour, going into a, to a 90 degree bend he’s off in the dirt.
So you’ve gotta be able to nail your entry speed on your ass and keep the momentum going through it. I’ve been able to look at whatever I’m doing and tweak and edit. The downside is pre COVID. The world was rosy. Everything was going out. We were doing really well. We were a fast car and the trouble is people tried to keep that speed.
When you’ve got that speed, you can’t turn on the next right hand, turn in, you know, you miss it. So if you can slow up and look at what COVID is done, which has put the brakes on and going, okay, where was I headed? You know, what was the brand people were associated me with? What was my messaging? What was my click funnels? What was my next booklet? You’ve now been given a book, beautiful chance to look in the mirror on absolutely everything you’ve got. I’ve been going through subscriptions. First thing I did was I downloaded three months credit card statements and we highlighted all the subscriptions. And then we went to these work for, or against me, or they have no relevance. Get rid of a load of subscriptions. I actually found myself increasing some of the subscriptions. Enjoying COVID everyone wants money. So little trick for you. If you’ve got any kind of like CRM mail program, web hosting, find out what the yearly package offer is at the moment. I got basically a 50 to 60% discount on all of these things by moving into an annual.
So it’s all paid up. It’s all done. So I’ll be very much focusing on mate. I’ve done something which I’ve never been able to do before. I’ve read the classics. You know, how many of us have heard of the book? How many of us have ever read that? You know, I meant the original copy, you know, the original truck, not the edited version. I read original copy, stunned, how relevant and all of it in there. It was talking about the disruption of radio, you know, and I’m think, well, okay, it’s funny. Cause it’s called radio, but change the word radio to tik tok. And the argument is still the same. It’s not a plumb line of it is I read, I read so many books.
I got so many smart, I ditched projects that I was working on because they didn’t infuse me. They didn’t excite me. They didn’t arouse me. So I was talking to a client probably better than summary of this. I’ve got a client mine in Ukraine. And he’s a, we’ll just say he’s a colorful character and leave it at that. But I’ve reached out to him and I said like, you know, how are you coping? How you’re doing? And he was like, Steve, it is great. It is wonderful. And it is great. And I thought to myself, has he been on the drink already? You know? Cause he seems very happy. And I said to him, I said, you know, so I’m glad you’re happy, but why are you happy? And he said it, and I think it was 85. We’ll use 85 as an example, but it was 80 something he showed in 85. I bought a factory, a manufacturing, a production facility. He said, and there’s, there was something like about 200 machines in there. You said factory runs 24 hours a day. Every time a machine breaks, we have to repair it to 1985 standards, because if we made it faster, if we did anything to improve it, it would run out of sync to the other two onto machines in there. So we weren’t able, so we have been up, we have been managing and repairing 1985 equipment up until now. He said I was able, because we got shut down just like the rest of the planet, update every single machine. Not only can I produce faster, I guess you can reduce it with better technology, more accurate, more data. I can do way more. And I saved money on the efficiency of it as well. He was over the moon because he and a win in today. Me, I found wins in today. I’ve always said the richest guy on the rainy, is the guy selling the umbrellas.
And now is the time for us to look inwards and go, well, okay, what can I clean up? Because when the green flag goes down and it will, we know where not on this forever, we don’t know what it’s going to end, but we sure as shit is gonna, it’s gonna land. You ask anyone, you think we’ll be at COVID someone’s going to go.
Yes, whatever vaccine will build up shirt, herd, immunity, whatever, but he’s going to go away. When that green flag goes down, that is not the time you want to be getting out of checking the oil in the car, getting the car ready. You want to have your foot and hit that first corner first. . And you can only do that by preparation now. And again, I’m going to piss people off. I would like to see COVID last one month, every single year of my life, where every year, just one month the lights go off, we’ll get back to our family. We’ll get back to the focus and we get to restrategize and read the type the route that we want. Wouldn’t that be beautiful. Every year, a month of reflection.
George: I can say, honestly, that COVID, who was probably the biggest gift, cause COVID caused a little pain for me today to stop me from going out of business five years from now. Because there were holes I never would have seen. There were things that were tracking that I never would have thought. And quite frankly, I was like, I spent how much money a month on things I didn’t use. Are you kidding me right now? Like that could have gone into my children’s future real estate business, like whatever the case was. And so, you know, the, the one thing I reminded myself of Steve and my wife’s amazing at this stuff. Cause she just, you know, she’s a fiery redhead too. It’s right in the face every time. And she’s like, don’t pretend that you don’t love this. Look at your life. You love getting hurt. Coming down and proving how good you are. You’re an entrepreneur, you love ambiguity. What are you complaining that the world gave you what you asked for? And I’m like, Oh shit. Oh, you’re always right. And, and, and it’s, it’s riddled with opportunity and, and the way I wrote a post about this this morning, I’m like, if you focus on losses, you see losses. If you focus on mistakes, you see mistakes. If you take a step back, you can find opportunity everywhere and it hurts like, but it plugs the bleeding.
It gives you an idea of what’s there and quite frankly, everybody’s comfort zone was like, I’m running a profitable business. It’s all working. I’m like you’re hemorrhaging. Wouldn’t believe like the fact that you can’t take a day off for a week off and it hurt me too. I mean, I. I lost about seven figures of deals. In 90 days, I lost the company. I’ve had to redo everything and it hurt. Like I was down. I was like, yeah, what am I going to do? And I was like, but I have two options, right? Like I either sit here and mope about it and it all comes true or I get up and do something about it and at least give myself the fighting chance.
And so, you know, I think it’s really awesome. And it’s funny. I remembered you were talking about momentum and I’ll remind Steve of this. And my 15 year old daughter came to the go-kart track with us and smoked us all. We’re all Steve’s professional racer, Mike dealer, professional race car driver. I’m here all the time. And my 15 year old daughter just smoke checks and soccer. So she’s the only one without an ego there. And she’s like, I’m just going to make it around the track as efficiently as possible. And so I love it. So when we think about a lot of this and everything that you said I completely agree with. And it’s something that I’ve had to do as well. And we did the annual thing. We paid things off, but then what I also realized too, is I had this massive opportunity to go deep with people in my life, my business, my customers, my team, that I didn’t have the space or time for before.
And the one mistake that I’ve seen most people happen with businesses and entrepreneurship is things got tight and they’re like, Oh, I’m here to care about you. But the moment things loosened up again, they went back to business as usual and they tried to go lateral rather than deep. And I think really what’s happening is that the people that take the time now, Steve, to go deep in the relationships to actually connect and care, not like, Oh, I’m giving you lip service. You’re going to win relationships for life. That would have never had the loyalty you see that they could have under times of stress. People make decisions and emotional times human agency got taken away. At the state of the world. And what people are going to remember is how, who was here, how did they make me feel? How did they respect me? See me, hear me. And so I love you launched the Facebook. I loved by the way, this, the happy hours. Cause I love all your jokes, but I have a lot of people here where you said, and I love this, like you have to go introspective, but once you get there, I think there’s a massive opportunity to go deep with your team, with your customers, with your relationships that you couldn’t do before.
So what are some of the ways that you’ve utilized that, or you’ve seen that other people have been successful or things that they can do to deepen that level of relationship in any of those areas?
Attention and Acknowledgement
Steve Sims: So attention is the first one. And acknowledge, you know, it’s very easy for us to sit here. Me and you have very similar, so it’s very easy for us to be sitting here going blah, blah, blah. There are days, mornings to dark of night. There are those moments every now and then when we go, God, I wish this was over. Oh my God, the monotony starting to get to me. Oh my God. Something’s going, Oh my God, is this ever going to come right? There are those we all get into maybe now and then, and then we get out again.
Acknowledged the fact that your clients are going through the same as you. So you can say that that company, you would not even know in someone you can go without, this is probably stopped. They’re probably staring at my bank account a little bit more than they should. All of those kinds of things now is the time you pay more attention because one we’re lasting and yearning and desire in that connectivity. And too, everyone’s scared. That’s not a good mixture for a cocktail. So if everyone’s journey connection, give them a connection, you know, and as you say, if you’re giving someone a connection, now you like, we open up this Facebook group, we’re all, not just under 1700 people that have jumped in there. Why? Because they want hair products from me. No, because they want to buy my shit. No, because we don’t advertise it in there. We don’t promote it. The bottom line of it is there is a for like minded widows. And as we call them, create if there’s disruptors to connect and the things that I’ve been doing, I sent out a couple of mugs.
You go in, you are a fucking volume of sunshine is set on it. I sent people funny notepads that says great ideas while I’ve been drunk. You know, just all these stupid I sent out stupid little stuff in his little thing. The mugs were $15. I booked 20 mugs with, I am Avaya, fucking sunshine on it. I bought 20 $15 mugs for about $4.99 each.
And because the order was over 10, no postage and they’ve got some, another funny thing is people love it because no one’s sending stuff you may have seen. I have a Facebook, my Christmas cards. Have you seen that? Where people have been getting my Christmas cards? Yeah, anyone within my groups, I sent a Christmas card and I said, who sends a Christmas card in July? I do. Why? Because it got you engagement is different. Now you try something different.
So I’m urging people to try something different. Now is a phenomenal time for you to get people’s attention is everyone’s quiet. Everyone’s petrified. Everyone’s in a coma. If you’re out there going, Hey, this is a great book from my buddy. Here’s a copy or his like I’m sending, you know, I’m Benjamin Hardy’s book. Your personality is a permanent. I’m just getting it all packaged up now to send out about 230 and 50 books. Why? Because that was a great song to me to book, you know, now’s a perfect time to you for you to reestablish what you look at as your brand and personality.
The smallest amount of focus today. Will lead to the most exponentials as we come out, because why, when you’re down, you’re the member, who’s got your back. All of those people don’t have in the bar cheering you on when you’ve just bought your fourth Mercedes, and you’ve got more money than God in the bank account. You’re not going to remember those name, but when you asss on the line and you’re slightly concerned, confused, disrupted, disjointed, distracted. When someone puts their hand down and go, Hey, Let’s chat. Let’s swap stupid jokes on a Friday night, and we both get drunk together via zoom. Let’s have a little phone call and let’s both look at your business and see what I can identify. And if you do that, those people are going to remember you not next month when we’re at a, COVID not next year, but in 10 years, that’d be telling them fricking kids about ya.
George: And the one thing that, and you and I are super similar about this, I, I agree with everything and actually. one of the ways when I get into those moments. Like I’ve had those moments, like I woke up at 3:00 AM this morning and I was like, all right, I’m not supposed to be up for my workout for two hours.
What’s going on. I’m like anxiety, banquet. Like I woke up and started responding to comments on social media. I’m like, go help you here. . So one of the things that I do is like, when I get in that state, I don’t try to stay there longer acknowledge what’s there. And then I go give it away. Give connection, give value, give everything. How do you manage that? Because we have lots of pressure. You run a massive company. I mean, like you started a fucking credit card a couple of years ago. Like you, you’re playing a big game. You have employees, you have people, you have funds, you have this, the house, the kid, the cutest bulldog, right things later, along those lines. And we do get hit with that stuff. Steve, there’s tons of us all the time that get hit with those moments of anxiety. And sometimes it feels crippling. How do you navigate that? Like what do you do when that comes up to get out of it or to not sit in it wallow and go binge Netflix for, you know, 24 hours.
Steve Sims: So here’s the funny answer that you may not, you may not expect. But I let it come. You see, I used to be a fighter. Yeah. I used to fight Wishu Kwan, which was Chinese kickboxing. And then I raced motorcross and now I race the Bucatti in race tracks and on all of those things, there was a commonality.
The commonality is you broke when you held onto tight. Now we’ve, someone’s getting through your guard and he’s going to punch you in the head. If you brace yourself for it, it’s going to increase the impact on your nose. If you roll with the punch, still going to hurt, still going to smart may, still crack your nose. But it’s not going to hurt as much. When you own the motor cross bikes, especially motorcross taught me a lot. You know, you get on the bike and you’re holding on for dear life when you’re so good, you bust up your shoulders and those locks bounce you off the bike. But you know, as soon as you let it go, all of a sudden you became fluid and now you can’t hold onto the water. It’s going to find a way of getting through. So whenever that shit happens, the first thing you need to realize is realize. The first thieng you’ve got to do is, I got this wave on me. I’ve got this anxiety. I will actually turn around to my wife and I’ll go, I’m having a moment. Don’t mean me wrong. Well, I’m just having a moment, I may try and get it out of myself by going for a bike ride or maybe jabbing the box in bag out doing something. Oh my go for a long walk. Oh, Maybe just sit down on my ass, shove a movie on and just leave, let it go. And know that I’m letting it go because I’m just about to get me back when you’re holding on too tight, you find you actually accentuate that timeframe and that’s when it does most damage, you know, so realize it, respect it, acknowledge it. See pin to it. Let it go. Alright. I add a moment now let’s get back in.
George: And the wisest Shaman I’ve ever met in my life looked at me dead in the eye and said, if it’s coming up, it’s coming out. And I was like, okay. And so now when I don’t recognize, I have my moment, my wife looks at me like, Hey, go handle your shit. I’ll see you in an hour. I’m like, thanks baby. I’m out. I just listened to it and I get out. And it’s important to have those people around you, but I think it’s so quality. So Steve, when we think about the current state of the world, whether it’s now, whether it’s six months from now, I feel like you, and I recognize a ton of holes that exist and just day to day practice things that we can do. So for everybody listening, what are some things that people can do to fortify their relationships, to build stronger ones, to be that neural pathway top of mind, like talk about in 10 years, tell my kids about like, what is it that you carry forward? Like you do amazing things. You pay attention. You know what you’re doing, you follow up with people, you make it about them, which is absolutely amazing. But what are some things that everybody listening can do? Like right now, if they’re like, Oh shit. And like, now I have an opportunity. I see what I can do. I see where I can go. What are some of the things that you carry forth, that you teach people, you teach your team to put into practice in their relationships or business.
Steve Sims: So I would love to help you and say, well, you need to be buying this program or you need to be buying this tablet, or you need to begin this flow on or this CRM, but it’s nothing that you have to pay for. You have to pay attention. I have to literally reach out and I’ve been doing it on all of my stuff, both on Facebook, LinkedIn, my client bank. And the way that I do it is I’m not a technical guy. We’ve got CRMs because it helps my team and it helps my accountant in the house, my lawyer. But what I did was yet a month is I said, print off. Who’s active. Who’s been with me for over 10 months. Who’s fresh, you know, and, and I’ve got to, and anyone that’s fresh, this joined any one of my programs, I’ve reached out to them and I’ve gone. Hey, George, I saw the purchase. My product seems to still be on this day. Why did you do that? And what are you hoping to get out of it? And I’ve started a conversation.
The amount of people that are absolutely stunned. Because they send you cause while you usually get, is, is this one of Steve’s team? Is this an autoresponder? And I’ll be on my back and I go, fuck, no, this is the ugly man himself. And I’m not just sending, I’d be like, You texted me all. You’ve emailed me and I’m like, yeah, now let’s get back to the question. Why did you waste your money on my product? Because if it’s not a waste, what are you open again?
And I started confronting them and it’s helped on so many ways. And people are looking at their business. It’s amazing today. Like my travel business is fucked at the moment. I actually was a Dodo in a Coburn drunk on a Friday night. So that’s as simple as that. So you’ve just got to go.
Alright, pocket. Don’t put any effort into it. There’s no need, I can’t book anything. I can’t do anything. Leave it alone. So focus on all the stuff you can do. And what we can do is we can connect with people and I’ve got clients in the travel industry, and then I don’t want to be arrogant, but looking up to me is one of the leaders of the private concierge world and not going, how are you surviving? And I go, I’m not. But how am I growing? That’s a different question and I’m reaching out to my clients going, Hey, we’ve all got problems, but what are you dreaming of doing when we came out of this? You know, that was a brilliant time for you to kind of step back and go, well, hang on a minute. Is the new AMG Mercedes really where my focus is? Or is it going out to Utah with my family? You know, do I really want the new Rolex Daytona? Oh, do I want to make sure my daughter really has the best chance of college, even though she’s only two years old now, you know, it’s now a great time. Noww I’ve noticed from the trial well industry, every the cycles as erratic and as random as we think we’re human beings, we fucking ain’t.
We have these cycles. Every recession, every political upheaval, every terrible was the time that we’ve ever happened, straight off to that. Conscientious spending has come in and people have started focusing on threes and not trinkets are often not 11, no one was born rich watches. They would go in away with the family. They were building granny flats on that, on their house. I’m moving the inlaws into that. I’m still, they were closer to the family and that parents could see that kids all the time. You know, we will becoming whole again. And then we diverse out and we get back into the shiny stuff. And then we get political upheaval and we come back again. As soon as we’ve got out of COVID, no one gives a rat’s ass about investing all their money in a GT3. They’re going to want to go down to the public. Couple of months down the line. Then I look into that because we forget the pain that we’re in.
The Real Friends
So today is when you got to put your hand out and go, Hey, let’s talk. You know, we’ve got this thing called zoom. We got this thing called Skype. We’ve got this thing called face time. We got this thing called a fucking phone. You know, let’s just spend 20 any minutes and let’s just see if either of us are, I’ve seen opportunities that the other person can’t see and just show you care, you will be stunned to what it will do to your relationships and more important. It would acknowledge them and it will cement them. And you don’t remember your best mate kicking around sponging off of you at a bar. You remember that time when he had your back in a bar fight or when he was there to fix your flat or what he would came over to help you to a tough time when you were crying, because you’d split, I’ll be a girlfriend and it’s almost like that’s when you submit them relationships.
Never the high times I’ve got no friends that I’ve remembered from flying around on private jets. I remember my friends where my ass was on the line when they came over and knocked on the door and said, Steve, I’ve got no money to help you out of the shit you’re in, but I can’t afford you a couple of beers.
And then you’d go down to the pub. I remember a perfect time. What I was in England once and I was up against Dan. I was serious the up against some big money crunch. Yeah. And I had some really powerful people, the contact to me and they went, we’re going to help you out. I don’t remember saying to them. Great. I need this amount of money. And they went, no, we’re not giving you a dollar. We are going to strategize how you can get out of this. And when you can get, once you’ve learned how to get out of that a million times. But druing that same time, I told you earlier about my friends that go to really bad balls. A friend of mine picked me up in the car, took me down and he said, I’m just going to buy you two beers. That’s all I can afford. But it found up some other boys and each one of them bought me a couple of beers. And not one person in that could afford a round for everyone. So they bought themselves a beer and me and then themselves am me. And that’s the kind of people we have. And that’s the moment you remember.
George: It’s so true when you think about it. Like the world got pushed down and everybody’s like me. And I was like no, turn that around too growth and support. You’ll get yours, but this is the thing it’s like, it’s, it’s not about like how good your product is. Like Jonah Berger said, it’s actually wrote it down earlier. The world we live in is like, what could I do to try to convince somebody, right? That was the world of marketing. And now. It’s why haven’t they changed already. What’s stopping them. And normally it’s safety. It’s a relationship. It’s a conversation. Somebody actually giving a shit to lean in and get it. And for those of you that are listening to this, if you don’t get this, like, this is how business has always been built. Except people got fast passes and excuses to get out because people were buying the dream or the idea. And now you’re left with humans. You’re left with real humans and by the way, relationships don’t build themselves. And Steve. I loved, you know, that whole, that gets me fucker. I got the best message on Facebook. The other day I responded personally. They’re like, this doesn’t sound like George, what bot wrote this. And I wrote, I opened my phone, a video.
I’m like, Oh yeah. I’m like, what would you like me to say, let me read it to you. And they’re like, Oh shit, I’m so sorry. I’m and it’s my favorite thing in the absolute world. So Steve, just in selflish pug cause I forgot to do this earlier. Where do you want everybody to find you? I mean, I recommend you all the time. Your Facebook group, your book, blue fishing, Steve sends, I mean, you are the guy that’s noticeable. I have stickers of your face on some of my stuff, right? Like where does everybody find you?
Steve Sims: You see that cup that I gave the other day. it’s on my it’s on an entrepreneur’s advantage on facebook. It’s on Instagram and SteveDSims it’s everywhere, but. This guy actually wanted something to motivate himself in the morning. And he got a coupon code from Vista print. So what he did was he went on a Vista print and he ordered a mug and a pad with my screaming face on it. And he said, nothing scares him into action needs boarding. Other than he may have a coffee with this bug is fricking hilarious. But you can go to an entrepreneur’s advantage with me, Steve Sims that’s the, the Facebook group, you know, put your details in there and you’ll be let in. SteveDSims is my personal page and my, I’m pretty easy to find any toilet walls. Probably got something written about me, so I’m easy.
George: Oh my God. I love it. So if you had to leave everybody with one thing, like to remember to take forward, close it out, what would you leave him with?
Steve Sims: My dad was not the sharpest tool in the shelve by far. And I remember one day we were walking through London and he, he was a chain smoker, so he would have one cigarette smoking and another one in his hand, ready to change. There was never a time when he didn’t have his hand with one and the other one in his mouth. We’re walking down the street and he’d just gone off one cigarette and he was just lighting up the other one before we’d managed to get a renewal in his hand. He put his hand on my shoulder, never looked me in the eye. We carried on slide in and he said, son,
No one ever drowned by falling in the water. They drown by staying there with that.
He put his hand in his pocket, he got his next cigarette and cowered and walking. I was about 14, 15 years old at the time. And I remember stopping going, what the fuck was that? You know? And I just thought to myself hitting, just consumed like a fortune cookie or something. I had no idea, but sometimes in my life. When it didn’t quite go to plan, we get loads of those as entrepreneurs, we get them regular. We get more downs than we get ups. And it’s always made me realize , no one’s ever drowned by being in here. There drowned by staying there.
George: Such a good. I got nothing to say. I’m going to mic drop that one. So Steve always an honor and a pleasure. We are due for a drink in person soon. We’ll get some rides through the Kenyans,for everybody listening to this, I highly recommend Steve is somebody. I consider a mentor, whether he knows it or not, what I consume, what I learn, I pay attention. And I’m humble enough to say that I learned from the greats and play the game with them. So go check out Steve follow wherever you follow him. Steve, thank you for being here and everybody we’ll see you in the next episode.