Built to Serve

1. Uncover Your "Who": Core Values Define You

Your Who is your rock.

Core Value Discovery. Your "Who" represents your most important core value, the foundation for your decisions and actions. Identifying this value provides clarity and direction, helping you navigate life's challenges and resist external pressures. It's about understanding what you stand for, not what others expect of you.

Exercises for Self-Discovery. To find your "Who," reflect on what makes you happy and what you hate. Consider your favorite teachers, movies, and role models, identifying common threads among them. Alternatively, list the people you dislike and pinpoint the toxic traits they share; the opposite of these traits likely reflects your core values.

Living in Alignment. Once you've identified your "Who," evaluate your life to ensure it aligns with your core values. Are you in a career, relationship, or environment that supports your "Who"? If not, it may be time to make changes to live a more authentic and fulfilling life.

2. Your "Why" Fuels Your Purpose

Your purpose comes from your pain.

Pain as a Catalyst. Your "Why" stems from the most painful moment in your life. This pain, once identified and understood, becomes the source of your purpose. It's about transforming personal suffering into a mission to help others facing similar struggles.

Psychological vs. Physical Pain. Psychological pain, such as guilt, rejection, or trauma, is often more powerful and lasting than physical pain. Addressing this psychological pain through service can lead to profound healing and fulfillment.

Service-Oriented Life. By focusing on serving others who share your pain, you create a life of purpose and meaning. This service not only benefits others but also provides a sense of empowerment and worth, turning your weakest point into your greatest strength.

3. "How" You Overcame Pain Becomes Your Passion

Your How is your passion.

The Path to Healing. Your "How" represents the specific methods and strategies you used to overcome your pain. This process, once identified, becomes your passion – the way you help others navigate similar challenges. It's about sharing your unique recipe for success.

Teachable Process. The steps you took to cope with and heal from your pain are teachable and can be adapted to help others. This might involve selling meditation videos, creating support groups, or offering coaching services.

Evolving Passion. While your "Who" and "Why" remain constant, your "How" can evolve over time. As technology, markets, and your own skills develop, you can adapt your approach to helping others, ensuring your passion remains relevant and fulfilling.

4. Money Follows Purpose-Driven Value

Make money your god, and it will plague you like the devil.

Money as a Tool. Money is essential, but it should not be your primary motivator. Instead, focus on providing value to others, and financial success will follow. Your "Who" should guide your decisions, ensuring you prioritize your core values over short-term financial gains.

Positive vs. Negative Content. It can be tempting to create negative or sensational content to attract more views and generate more revenue. However, staying true to your "Who" means creating content that aligns with your values, even if it means sacrificing some short-term profits.

Long-Term Perspective. By prioritizing your "Who" over money, you build a sustainable and fulfilling business. This approach attracts the right audience, fosters trust, and creates a lasting impact, ultimately leading to greater financial success in the long run.

5. Share Your Story: Vulnerability Inspires

The currency of leadership is transparency.

Authenticity and Connection. People connect with people, not with perfect facades. Sharing your story, including your struggles and vulnerabilities, builds trust and allows others to see themselves in you. This connection is essential for effective leadership and influence.

Emotional Connection. Connect with people emotionally before you connect with them logically. Your story, your Who and your Why is what will connect them. If you want to lose weight, you know how. Eat less. Eat healthier. Work out. Every weight loss plan is some variant of that. You know eating junk food means you’ll gain weight. You know it, and yet you keep doing it because you’re not emotionally invested in the people giving you the advice.

Overcoming Fear. Sharing your story can be scary, but it's necessary to reach those you can help. By being open about your experiences, you give others permission to do the same, creating a community of support and empowerment.

6. Model Success, Don't Re-Invent the Wheel

Long ago, I realized that success leaves clues, and that people who produce outstanding results do specific things to create those results.

Learning from Others. Instead of trying to figure everything out on your own, study successful people in your field and model their strategies. This approach can shortcut your path to success and help you avoid common pitfalls.

Bill Gates Example. After quitting his business, Carmichael modeled the success of Bill Gates and applied it to his business by forming marketing partnerships with companies.

Adaptation, Not Duplication. While modeling success is valuable, it's essential to adapt the strategies to fit your unique circumstances and values. Don't blindly copy others; instead, learn from their experiences and create your own path.

7. Start Small, Scale with Proof

Never spend money before you have earned it.

Resourcefulness over Resources. Don't wait until you have a lot of money to start your business. Instead, focus on being resourceful and using your time, energy, and hustle to get started. This approach forces you to be creative and find innovative solutions.

T-Shirt Business Example. Instead of ordering 5,000 t-shirts with money you don’t have, start with the design. Are you going to design it, or do you need to get a designer? If it’s you, awesome. Get to work. Finish your design. What are you waiting for? If you need help, then that’s your next step. Don’t pay for the design, though. Find people who will do it for no money.

Validate Before Investing. Before investing significant money in your business, validate your idea by making sales. This approach minimizes risk and ensures you're building something people actually want.

8. Partnerships Amplify Your Impact

I’m no longer an artist; I’m a business partner.

Leveraging Connections. Instead of trying to reach customers one at a time, partner with people who already have access to your target audience. This approach can significantly amplify your reach and accelerate your growth.

Finding Alliance Partners. Identify individuals or organizations that share your values and serve a similar audience. Reach out to them and explore ways to collaborate, such as joint ventures, cross-promotions, or referrals.

Value-Driven Relationships. Focus on bringing value to your partners, not just taking from them. By building mutually beneficial relationships, you create a sustainable ecosystem that supports your business and theirs.

9. Thought Leadership Attracts Ideal Clients

We all have a life story and a message that can inspire others to live a better life or run a better business. Why not use that story and message to serve others and grow a real business doing it?

Content as a Magnet. Create valuable content that attracts your ideal clients to you. This might include blog posts, videos, podcasts, or social media updates. The key is to share your expertise and insights in a way that resonates with your target audience.

Defining Your Message. Your content should reflect your "Who," "Why," and "How." Share your story, your values, and your unique approach to solving problems. This authenticity will attract clients who are aligned with your mission.

Consistency is Key. Thought leadership takes time to build. Be consistent with your content creation and engagement, and eventually, you'll establish yourself as an authority in your field, attracting a steady stream of quality clients.

10. Evolve Your "How" to Stay Relevant

You cannot change your destination overnight, but you can change your direction overnight.

Adaptability is Essential. While your "Who" and "Why" remain constant, your "How" must evolve to stay relevant. As technology, markets, and customer needs change, you must be willing to adapt your approach to helping others.

Jim Rohn Example. Jim Rohn is a legend, but nobody knows about him anymore. Why? Because he’s not relevant on the platforms that matter. Right now, YouTube matters. Instagram matters. Jim’s team doesn’t want to work with me because they want to sell DVDs, CDs, and VHS tapes of his material. Nobody’s buying that. Who even still uses a DVD player, let alone a CD or VHS player? That’s the problem—and it’s why he has legend-level talent, but nobody knows him anymore.

Continuous Learning. Stay curious and keep learning about new trends and technologies. This will allow you to identify new opportunities to serve your audience and maintain your position as a thought leader.

Last updated: February 28, 2025