Welcome back to cinch 3000. I'm Danielle Leslie. And in this episode, I'm going to be talking about the seat that scared the shit out of me. It is the seat I'm sitting in right now, which is the CEO seat. When I grew this business, I became the CEO by default. And I found myself a little lost and intimidated by this chief executive officer, I've been fed by others. And I want to share with you in this episode, how I redefined the role for myself as a CIO. So you'll hear what exactly that means. And I can't wait to share more about my philosophy. Let's go. I'm so excited to bring you today's episode. But before we do, I need to make sure you've heard about member up. So community driven products are the future. But Facebook groups are a thing of the past. And after 10 plus years in the online education space, I've taken all my learnings and I've built this incredible platform member up. It's a customizable, easy to use all in one platform where you can build a premium course community or membership site without the tech headache, gone are the days of having to duct tape together, your content, your community, your payments, all on different platforms, I want you to do me a favor, do yourself a favor and head over right now to member up.com Ford slash Danielle. And you can get started for free today. I promise you, I can't wait for you to see this platform. It's beautiful. Okay, the design is amazing your community is going to feel at home here and you are going to take pride in your online business, it is the place to start, head over to member of.com Ford slash Danielle. Now let's get into the episode. So I think one of the biggest questions I get as you're growing your business is how do I become a CEO. And there's a lot of questions about the CEO identity. And I've seen an evolution of what that means for me. And I hope this can be helpful for you as you're navigating your identity. Because really like that's where it begins and ends is your identity and who you see yourself as how you articulate that, because that translates to others around you. So in growing and scaling my business, the first version of CEO was the chief executive officer. And it's this identity, this term that is given to us fed to us that we accept as our truth. And that's what I did for a long time. And what it looked like for me was this almost unachievable level of authority, leadership, which that word still doesn't resonate with me, if you think about the masculine energy and feminine energy, it was a very masculine energy, I thought of CEO, Chief Executive, as a structured, predictable data, you know, step one, step two, step three, you lead in this way you set these things, it is a step by step by step by step. And I found myself in a lot of resistance. I tried really hard to be this chief executive officer, what that looked like in the beginning was the spreadsheets, it was setting the numbers, it was all those things, which are excellent. And then I kept running into these things that weren't vibing with me, and I knew they weren't vibing because I wasn't excelling as myself. So most recently, I redefined what SEO was. And I encourage you to do the same, you know, regardless of what size your businesses, your empire, Your Freelancing business, whatever it is, even in your own life, I encourage you to define it for yourself. And so how I have redefined it as I am not a CEO, I'm a CIO. And for me, cio means I'm a chief inspiration officer. I'm a chief innovation officer and a chief investment officer. And each of those identities play a different role. And each of those identities are me, naturally when I'm operating in my design, and that's really enabled me to lead my team in a new way with less resistance. That's more by design. And it's more of me embracing the feminine energy, which is freedom, liberation, creativity, passion, and it's where the quantum leaps lie, it is collapsing time on itself. It's not telling yourself If This Then That, I've got to do this in order to do this, this person before me did this. So I have to do this exact thing, that exact way. What it is, is embracing who you are in your design in your essence. So when we talk about a chief inspiration officer, for me, that is my role is to keep myself inspired. And when I'm inspired, I'm in the flow state and that's everything from what I put on in the morning. I mean was last time you saw CEO like this, hello. You know, I'm saying we got the pearls we got the whatever we ripped jeans. Okay, like all the hookah Well, hello. But this is me being inspired. And this is me being inspired. And so for you, you know, what does that look like to keep yourself inspired? For me, it's also a Saturday night watching King Richard, I most recently watched it for a second time, and I picked up on something that has been key to my ability to lead. And I hope you think about how you can embody this. So in King Richard, there's a moment where his daughter has Venus in this scene, and she's being interviewed. And she I think she's about 13 or so 12 At the time, and the interviewer is a middle aged white man. And he's asking her, what do you plan to do? And she said, Well, I plan to meet my competition and beat my competition. Well, what makes you think you can beat everyone? Because I know I can. And then he starts to ask another question, to plant a seed of doubt. And he said, but you haven't been playing juniors. So how will you? And before he can even finish the question out his mouth, Richard comes over, I feel like I didn't put respect on his name, Mr. Richard, Mr. Williams, he comes out and he says, way, way, way, way away, he says, Excuse me, you're talking to a young black girl. You got to watch what you say to her. She just told you what she's going to do. What makes you think you need to plant a seed of doubt in her mind that tells her she can't do those things. And what I heard in that was we live in a world where she was living in a world we're living in a world where all the media all the messages we're getting are saying you as a little black girl are not enough. You can't do this. You can't do that. It's not in your design. It's not in the plan. And King Richard came in he was like, nah, nah, she she's good, bro. Fam. She's good backup she good. So what I took from that is this inner authority that we have the ability to listen to, because we come here to this planet knowing all we have to do is pause, be still be inspired, and listen. And that lesson has helped me lead from a place of inspiration. It's instead of looking outside, externally at well, what is the Chief Executive Officer supposed to do? What am I supposed to look like as a CEO? What am i What is this person was home do doing over here was homegrown over here. But instead for me to look inward and say what is my inner authority saying is my way of leading my way of inspiring. So in that Chief inspiration, Officer role, I know that it's in my design to live in the future, visit the future, see the future, and then come back and visit the president and tell my team what I saw. That's my role. That's me in my visionary seat, that's where I live, so that when I am inspired, then I can pass that vision on whether it's articulated literally or just in my being in in my essence, I can pass that energy on that inspiration onto my team and empower them to carry on my vision, even without me. So that's us in our chief inspiration Officer role. And what that means is I now have a team that's empowered to take the baton, I don't need to run the race with them. I'm just here to run the first and be like, take the baton, you already know what the finish line is. And in fact, if you see a better finish line, recreate that yourself. Because if I'm inspired, and I'm helping you be inspired, then you're gonna take it even further than I ever thought we could. So that's how I've really empowered my team. And that gets into role clarity. So before I thought as a CEO, all right, we got to do our roll scorecards, we've got to like be very specific. And now I'm taking into account well, who are the players who are taking the baton? Let's think about when are they most inspired? What's the environment we can help create for them. And they are recreating redefining their role. And guess what, when they are creating is way beyond what I thought we needed, or we could use, and therefore that lens to the second piece of CIO, which is the chief innovation officer. So it's my role to live in that future and think about what is next. And the what is next is not what is the B to the A, but it is what is the double A? What is the Double Z? What is the 123? What's pi 3.14? I don't know the rest of the digits, you know, pi as long but we're going for PI like that was what innovation is it is that collapsing of time, the quantum leap? How can we take something from this dimension? Because we're living in all the dimensions if we allow ourselves to access that? So in that innovation, see, you are able to dream and create and think about what is not even next, but what is like beyond? As my friend puts it, what's the bigger big? I think we were taught to think big and the thinking big sometimes can be limiting because we're like, Okay, well a and b, so maybe we could get too deep. But I'm like now the bigger big is the quantum it's in the quantum field. It's the unimaginable that we can make imaginable with our imagination when we're innovating. And that's where you borrow from different industries. So me having a course business and now getting into web three and fts. I can now think about how can we turn this into an NFT? How can we take this this idea of transparency and ownership and community from web three from NF T's and how can we put that A couple that with our course business with web two, so you when you're in innovation borrow from King Richard, the films you're watching at night, borrow from genius from Kanye watching him being flow, borrow from the NF T's and the web three, borrow from the cannabis industry, whatever you're into, borrow from that and incorporate it. So in our team meetings, for instance, we often open it with one word, what is one word for how you're feeling right now. And that sets the energy tone that sets the frequency. And that's a reminder that it starts with our body, us being connected, it starts here. And that's where innovation comes from when you're vibrating at a higher frequency, because you're being connected with your body, your feelings, I'm feeling elated. I'm feeling elevated, I'm feeling excited, I'm feeling enthusiastic, I'm feeling light and bright. That's where the innovation comes from. And then the last piece investment. So as the chief investment officer, you are really looking at where you're putting your money, and what that is yielding you. And that traverses everything. So a lot of times we start with the people, right, we've got people product profit. So with the people, if you start there you're looking at, I'm bringing this person on, and a lot of times we'll get stuck on, okay, they're going to be 3k a month, who, that's going to be a lot, here's what I invite you to look at when you bring in that person. And let's say that they are a marketing person. When you bring in that person, you're asking yourself, okay, we're going to be paying them 3k. So as the chief investment officer, you are asking yourself, How can we get the biggest return on that investment? What are the key things and by the way, you don't have to create this, you're gonna empower your people, your person, your marketing person to create this, how can we get you in a position where you can generate $50,000 this month? If you have a product that is 10,000 5000 2000? How can we put this marketing person in a position where they can generate 50,000, so that 3000 a month that you're paying them? And let's back it up? Even 20,000 a month, they can generate that that 3k You're paying them per month, you now know, oh, my gosh, all right, well, that's worth the investment. Instead of getting caught up in Austin, I don't have the 3k How am I like can't afford this person, let me find someone for $500 a month. But guess what, there is a cost to everything. So as the investment officer, you have to ask yourself, when I bring on someone who's $500 A month versus $3,000 a month, the $500 month person is potentially less skilled and less experienced, which is fine, you just got to do the calculation. So I had to ask myself, if I'm bringing on a $500 person, instead of the $3,000 person a month, there's going to be a learning curve. And so that's going to be my time in training them, or paying another mentor to train them, that's going to be other team members time training them bringing them up to speed. And now instead of them being able right out the gate to generate that 50k a month for you, it might be a few months till they get up to speed. And so in that time, that $500 month investment that's actually turned into a cost of potentially 10s of 1000s of dollars, depending on how you value your time. So that is your role as Chief Investment Officer is to evaluate these people, investments, people is a person who you need to look at, and that first person I look at as myself, so I am the biggest and best investment I will ever be in my business in my life, just as you will be. And I want you to see that from now. Like if you haven't been seeing yourself that way. See yourself that way, like from yesterday, because you are the biggest invest investment in your business in your life. So what that means is people ask me I so they're like Danielle, why haven't you bought a house yet? And I'm like, because right now, if I think about buying a home the way I live, so I know myself. And in order for me to be inspired, my environment needs to inspire me. So right now I'm living right here in Brooklyn Heights, I got the view of the bridge, I got the exact view I wanted, which is trees, water city, I want to know that the city is right there, I want to see the density, I want to feel the energy. But before I feel that I want to feel grounded, and I want to know that I have the trees and I have the ancestors and all the generations right there accessible. I got a front lawn I can go on to and then I can see the water I can see the sunset. And I know that fuels me. And so I know that my standard of living at this point means if I want to home that's commensurate with where I am now. That's probably gonna be and I want to be in a city that love that's probably going to be $2 million minimum, right? Maybe three, maybe four villas a $2 $2 million minimum and my starting investment for that is going to be a lot of cash and we're talking about a 20% investment. What is that? $400,000 in cash. Do I got it? Yeah, you know, I got it. However do I want to put 400 grand in cash on that one thing Nah. So because of that, I say, you know, what I'll do instead is rent and I'm going to find a place where I'm living. And it might be 10k a month, it might be 16k a month. But I'm living in a place where I know that this is a place that is my corporate headquarters. So one thing you want to get smart about as the chief investment officer is how do these investments align with my business? How am I setting up my business to support my lifestyle, and what I need to feel inspired. So in this space, this is my corporate headquarters, when you are a CEO, a traditional CEO of a Fortune 500 company, there might be corporate headquarters that our guests what covered by the company, the whole thing is written off. So if you're a CEO, and you're living in corporate headquarters at a fortune 500, and your rent every month, is $10,000 a month, because they know in order to retain you, they need to put you up in nice places. And they know that for you to be inspired and show up every day as the boss you are as a CEO, they need to put you in a nice place. And they're like, alright, we can write that off on the business, you can do the same. That is the beautiful thing about running your own business. That's why we get into it. This is the secrets of the wealthy. So now you have a corporate headquarters, AKA your home, and also your corporate headquarters, where I do my SEO masterminds, I do my retreats, I bring my team here, we film things like this, we in my living room, by the way, this is now a complete business write off Nah, it's not about oh, I'm only using a third of my apartments, I can only write off a third of it, not the whole space is being used, we got a photo booth upstairs, we got everything my office. So this is the corporate headquarters. This is where our team comes to work. That is a business write off. And that is a worthwhile investment. Right? So these are things you want to think about other things, I think about what is what does my team look like? Like what do I need to be in proximity to to show up as the best version of me, because when I'm the best version of me, when I invest in myself as the biggest invest investment, then I can 10x 100x our earnings this year. So what that looks like is me having a stylist who I can collaborate with at the beginning of every month, and we can say this is my vibe this month, I want to feel like this. And we collaborate and create outfits and create things that I can show up as. And that is a part of the business, it's wardrobe for things like this. And then we have my personal trainer in order for me to show up as my best self that's keeping my body alive, that's keeping me in connection with it that's keeping the adrenaline up and everything, the dopamine rush all the all the technical terms, scientific terms, but that's what we're doing. That's another business investment, right? Because you are the CIO, or CEO, or whatever you deem yourself, whatever identity you choose. So all of these things are investments that you get to evaluate. So I want you to take the time to ask yourself, what are those investments that I may have overlooked. So you may get a personal chef, because a personal chef is someone you can have on your staff, and that is a write off, that is someone you're employing, that is a business expense. They're coming in and they're cooking, guess what they could cook your vegan food, right, there's an opportunity for you to reimagine what your diet is like, because your internal environment creates who you are. So maybe you want to have them do vegan meals, maybe they're more healthy, maybe they are gluten free. Whatever you want to do less sugar, no processed foods, you can now have a personal chef on your staff who creates that for you. So all of these things to an event planner, who's going to plan monthly dinner series where you bring in luminaries and influencers, who you want to connect with. That's a part of your business that's fueling you. That's business development, that's putting you in proximity with amazing people. These are all things you get to evaluate in that Chief Investment Officer seat. So I want you to open your mind to all opportunities. Another thing that happens when you invest in people I'm going to show you I got it in my pocket. So this right here is something that my Chief of Staff Helen brought to me today. So it's a stone. And before we started filming, she knew I had been I've been stressing about this week, okay. And she's amazing. She brings me this stone and she says, I have been meditating with this stone for a long time. And I asked it to deliver the message to make me a vessel have it pass through me. Give me the words when I don't have the words. And she gifted this to me today. And this is not a stone she bought yesterday at the store, like it has her energy, her power her words, her as a vessel and she gifted this to me. And this, to me was the embodiment of what it looks like when you make those investments to bring people around you who see you who help you remain inspired. And this is exactly what I needed today. Thank you, Helen. She's sitting right there. I see you. I love you. You know I never say that. So, air hug. Hey, this is Danielle Leslie and I have a question for you. If you are a creative entrepreneur, and your business is unique Why are you working with a generic accountant? One of the best decisions I made was who I would partner with on my taxes and my accounting. So if you're creative entrepreneur, you are growing your business, you're scaling your business, I want to introduce you to rebel. Rebel is a firm that can help you whether you're looking to prepare your taxes, or you're looking for that year round support. 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But even more importantly, she's built multiple multimillion dollar businesses once she learned how to overcome procrastination, so she's created a program where she shares her system on how to overcome procrastination. And it's based on emotional intelligence, neuroscience and accountability, she's going to show you step by step how to overcome negative feelings. So you can start taking action and start seeing a difference from day one. So text this number right now to schedule an appointment with Patti and her team to see if this is right for you, and what steps for you to take to overcome your procrastination 813-789-1097. And again, the number to text right now is 813-789-1097. Let's all overcome procrastination together. Now let's get back to the episode. So in my evolution, from CEO to CIO, when I started this business, I was in that CEO identity. And what I really focused on as my Northstar was top line revenue. So I came blazing in and I was like, Alright, we got to get it. And the first level I wanted to achieve was that million dollar mark, right? And it came fast. And I was like, boom, we hit a million. But that wasn't enough. They were like, Okay, let's hit 10 milli. Then a year later, we hit 10 Milli, and then we kept going. And then a year after that we hit 20 milli. And that was my Northstar for a long time because I thought as a CEO, my Northstar needs to be top line revenue. And here's the thing. There's the second evolution, which was me focusing on profit, and I said, Cool, that top line revenue is doing something but what that profit, what that profit doing what that margin doing, right. And so then I started looking at the profit margin. And when I started looking at the profit of the business, right, so this is at the end of the year, you subtract how much did we make in top line minus how much did we spend, and then you get your bottom line, your net profit, the cash you have sitting in your account at the end of the year. And I started looking around online, right, looking outside of myself at what other people were saying around profit. And what I realized is there's a lot of profit shaming, and it sounded great at first, right? We had a lot of people in the market saying, you know, will you make in Milly's? But like, how much are you making a profit? Because if you're not making 50% in profit, then what are you doing? And then other people were like, well, I'm making 40% in profit, and I'm better than you. And I realized, like, you know, I thought that focusing on profit was the next Northstar. And that was the next big thing without asking myself, well, why? And do these people who are raising the flag of I've got 50%, and profit all the power to and by the way, that's amazing. I know. For me, though, I had to ask myself a lie. Like, why is the 50% profit margin? Why is having $500,000 in cash, why is having $3 million in cash at the end of the year in December sitting in my account important? And what I realized, I made that shift, and I'm like, you know, my Northstar is different now. So when I think about the profit, I'm like, Well, what do I want to do with that? I actually want to keep pouring back into the community that gave so much back to me. So for me in my CIO, see me evaluating the investments. I'm asking myself, How can we take this and reinvest it? So instead of being so I want to encourage you when you're thinking about profit, and you're seeing all these people, top line revenue, profit, I want you to just sit in your why, like, why is it important for you? What will you do with that money? Will you start a foundation? Will you put you know, this curriculum in schools, will you bonus out your team? Will you get into a new industry, right? And for me, what I found is as my new Northstar shifted it shifted into so self expression. And the reason self expression is my new Northstar is that I know that as a being, I'm here to be, and I'm here to create, and I'm here to self Express. And when I do that I'm feeding back into the community. And yeah, that can look like organizing team retreats, it can look like doing, doing new projects and new industries. But what I want you to do is ask yourself, what does that look like for me? What am I going to use this for? Why is this important? So as I was going on my journey, and redefining myself at this, as the CIO, I realized it was in alignment and in parallel with this shift that we're seeing at a macro level. And I was first introduced to this concept from my spiritual adviser, rosemary, and this was back in 2019. So this was pre COVID. And she told me Daniela shift is happening. We're going from the Newtonian age, where money is currency to the Quantum Age, where well being is currency. And she said, we're going from this money as currency, structured, predictable, to measuring to this winner lose mentality. You either have it or you don't you either got it or you went to this quantum which is collaborative, there is no win or lose. We're all winning, how can we create a situation where we're all winning? How can we co create co manifest coexist, then COVID hit, and that accelerated this shift, and we saw people at home, and I remember myself, I was in my Midtown apartment, on the 52nd floor, looking out. And I was like, I have all this money in the account. But like, I can't really do nothing with it. Because we inside right now, what's important is how I feel. So how do I feel? That was a real wake up moment for me to say, Am I doing things that feel good? Am I doing things that grow my well being? Because when you strip away all this other stuff, it's really about how do you feel? And I think we all felt that it was really like, do I like where I live? Like do I like the people I'm in relationship with? Do I like drag people I can call up on the phone and Kiki with and feel good. It became about more and really by more it was what we came on to this planet to do, which is to be and to live and to express. So what I started thinking about was this new definition of wealth when I think about wealth, w e a l th it is tied to money, you know, how much do you have an assets. And what I thought about is not like the new wealth is W E ll T H, where it's about your well being because well being is the new currency. It ain't about the money, assets, but it's the well being as a currency. And when I think about wealth, that is my new Northstar is this feeding my well being is this enabling me to be my fully expressed self. Because when we are truly in our being and feeling good, we can create things and the world feels the good behind it is not just like another like cookie cutter thing that everybody else is doing. It has your energy signature on it. It's got you on it, it has your essence it has your energy. So that has been the new driving force in our business and how we're teaching our CEOs, our CIOs. We're asking them what is a wealth habit that you can create? What is something that feeds your well being that is true to who you are. And I'll give you one that's a technical example. But it truly fed my well being and my wealth, my my money being at the same time, but it started with my well being. So it was a moment when I said what would it look like for me to keep my word to myself. And in that moment, it was a weekly webinar. And the reason I love the Weekly Webinar is because I like performing, which I didn't realize. But when I was little I remember auditioning for Annie and I was so nervous and so shy. According to my mom, the only reason I didn't get the role was because I don't look like Annie. She's like, No, no, you were in second place. And she's like, you had an amazing voice you saying you acted you did everything right? It was just they didn't think you had the look. And I think since then I've always known like in my unconscious and my higher conscious that I'm a performer. I think in my next life won't be Josephine Baker, okay. And I'm gonna be like on stage performing. So for me in this life, it is my webinar, like that is my stage. So I would show up every Wednesday big money, Wednesday's shout out to Caleb he named it that and he would like celebrate me every Wednesday. And those were my days to perform. I was like a method actor. Every Wednesday I would do the show for a brand new audience. And it was the same show but I would I would show up with a new energy and give them the show and then I would invite them to join me. And in those webinars, I would invite them to believe in me as their guide to believe in my methodology. In course from scratch, you can turn your story into a course and educate others and believing in yourself. I was inviting everyone on that performance on that webinar on that masterclass to believe in themselves. So me asking myself what is a wealth habit w e LLTH, where I can be in while my well being, or I can be in alignment with keeping my word to myself, or I can be in alignment to what makes me feel good, which is showing up and performing every Wednesday, how can I transfer my well being and help others find theirs, help others find the power in their story, and know that it's enough to just be all you got to do is tell your story that you've already lived and share it with others. And so that's how I translated my well being into this new wealth. And what I hope for us is we start to see the shift and embody it, embody it now, we're already there, the world is shifting, if you pay attention, the old ways aren't necessarily working the same. It's starting with us. I think what you're also seeing on a macro level is this shift from the industrial age, and the industrial age was all about efficiency. It was about the factory system. Step one, step two, step three is gonna get us to step 10. Faster. However, it's linear, we've got to do it in order, and it is extracting the imagination, it's extracting the room for creativity, extracting the room for being it is just about doing. And that worked for us when we were in that age. But guess what we're moving into what I call the culture, an economy, where our cultural advantage is driving this economy. That's where the innovation, the inspiration, the new ideas the origination comes from, it's when we can steep into who we are our cultural advantage, how did you grow up? How did that feed you? How did that shape your identity? And how can you now create a product, create something that you can share with the world, that's a reflection of that, that makes you feel good in the process and therefore makes others feel good. So in this culture, at economy, it is about embracing who you are? And guess what? Because you are one of one if you think about economics, right, though, back to econ class, and you think about economics, you've got supply and demand. And what that law says is that the lower the supply, the higher the demand. So when you have more supply, you got 10,000 of these things, you got a large supply of something that demand for it goes down, because you're like, Well, I got 10,000, I'm gonna just pay $1, because I can get it anywhere, I could get it in any store any any corner. Now, when the supply goes down, when there's only one of those things, the demand goes up, because they're like, I can only get that thing from this one place. Guess what you are the new supply. Like you're hiring a supplier, because you went, you are one of one. And when you embrace your culture and recognize that your supply is low, meaning it's one, there's only one place to get you. And that means the demand for you as long as you own, that you are one of one you own your culture and you own the fact that we're in this economy that rewards you for being different rewards you for being you, your demand goes up, you can ask for a premium price. More importantly, you can be selective about who you put in proximity with yourself, who you bring into your circle, who you educate who you share your gifts with. But that is the reality of where we are. And I want to invite you to embrace that like yesterday, because we already there. And the people will figure this out. They are building empires on being themselves. Listen, sometimes life be life in and we do not know what's coming down that road next. Well, that's what happened to me in 2016, when I was unexpectedly laid off from my job. And I was six figures in student loan debt, I had no savings. And I didn't know what was going to happen next. Now luckily, I had this little voice inside of me at that time that I couldn't ignore, and it was telling me to take the leap. It was saying use this as your opportunity to build your business. Use this as your opportunity to create your dream life. And so I believe that life happens for us, not to us, and that nudge in my spirit, I should listen to it. Luckily, I did. Fast forward to today, I have a business that's made over $20 million. And I've helped over 10,000 people create their online businesses and their dream lives. So do you want to learn how to turn your story into an online product and launch in 30 days, head on over to course from scratch.com Ford slash since 3000. I want you to join us on this journey so you can listen to that little voice inside of you too. So go now Do yourself a favor course from scratch. att.com Ford slash since 3000.