Brian Bosche, the CEO and Co-founder of The Purpose Company, as well as the co-author of the book, “The Purpose Factor”, unpacks the elements of discovering and articulating your purpose. We discuss his early career, his entrepreneurial ventures, and the journey of The Purpose Company. He shares some incredible truths and lessons you can take and apply to your own life, regardless of situation or circumstance. Link to Brian’s book: https://amzn.to/3aWC1w1

Shout out to today’s sponsor, WindowCraft (https://windowcraft.biz).


Aaron Spatz  00:05

You’re listening to America’s entrepreneur, the podcast designed to educate, entertain, and inspire you in your personal professional journey. I’m your host, Aaron Spatz. And on the podcast, I interview entrepreneurs, industry experts, and other high achievers that detail their personal and professional journeys in business. My goal is to glean their experiences into actionable insights that you can apply to your own journey. If you’re new to the show, we’ve spoken with successful entrepreneurs, Grammy Award winning artists, best selling authors, chief executives, and other fascinating minds with unique experiences. We’ve covered topics such as how to achieve breakthrough and business, growing startups, effective leadership techniques, and much more. If you strive for continual self improvement, and enjoy fascinating and insightful conversation, if the subscribe button, you’ll love it here at America’s entrepreneur. A dive right into another exciting program. I’m excited to welcome our guests on today’s show. It’s Brian O’Shea. Brian is the author or co author rather of the purpose factor. He’s also the CEO and co founder of the purpose company, Brian, I just want to welcome you, man, thank you so much for being here.

Brian Bosche  01:21

What’s up, man? It’s good to be with you this morning.

Aaron Spatz  01:23

Absolutely. Well, you know, if anyone’s been outside yet at this point, I mean, the product if your vehicles not garage kept, it’s definitely gonna be a probably an ice scraping type of morning?

Brian Bosche  01:34

I think so I think so. I think this is unexpected for a lot of Dallas types.

Aaron Spatz  01:38

For sure. For sure. So So on that note, what, what what what’s your origin story like or where Where are you originally from? Are you from DFW? If not where? Where did you grow up?

Brian Bosche  01:48

I’m a Texas like transplant. I grew up in Virginia. So I have a little bit of a southern accent because I grew up in the southwestern part of Virginia, not the Northern Virginia part. Yeah, Virginia. And then we relocated our life and our company and our business to Texas just about a year ago.

Aaron Spatz  02:04

That’s all so okay. So Southwestern, Virginia, that that’s, that’s home ground for me. So are we talking like the Norfolk, Virginia Beach, Chesapeake area.

Brian Bosche  02:12

So I was born in Norfolk. And then I grew up in a place called Roanoke little Brevard.

Aaron Spatz  02:16

Oh, yeah. Yeah, I know. I know, man. That’s awesome. It’s not not every day I run into fellow Virginia natives. So welcome. Welcome in Dallas, but how’s the how’s the, how has the movement for you in terms of getting settled in and obviously doing all that during a pandemic? What’s What’s that been like?

Brian Bosche  02:33

Well, so we relocated here, right here, right in March, literally the day before everything shut down. So we went to join our gym, shuttered. We went to go to restaurants shattered, everything just shattered. The week after we got here. She’s crazy and plays hard to move in, for sure. Yeah.

Aaron Spatz  02:50

Yeah, that’s nuts. Well, we’ll take us a little bit of a longer a longer journey in terms of the things that you’ve done prior to the purpose company, like what has been your career path, your career journey?

Brian Bosche  03:04

Yeah, I think how I really got to where I am today, you know, writing a book on purpose, starting a company that helps companies, you know, helps their employees discover their purpose, helping individuals discover their purpose. All of that started nearly seven years ago, when I was in a lot of pain kind of going through a period of depression in my life, I had come out of law school in 2013 got hired as a national journalist covering government corruption and terrorism did that for almost a year got laid off went through a divorce at the same time, literally was final the both of them the divorce in the layout for final in the same month. And so I was in this place of really deep depression. And in the midst of that, what brought me to where I am today was me searching for my purpose, because I had mentors telling me, you know, find your purpose, find your purpose, but, but they never told me how. And so that’s how this journey started. And that’s kind of the bullet point. Look at it,

Aaron Spatz  03:56

man. That’s crazy. Well, I’m sorry. You went through all like literally like all in the same month having like a bunch of major, major things going on. So I mean, what? So you glazed over this really quickly, but the I mean, you so your your cover, you’re covering your you’re covering the news, you’re covering stories at a national level. So like, tell me little bit more about that. What was that about? We

Brian Bosche  04:17

were covering things like Middle Eastern terrorism, we were covering, you know, government corruption inside of like the military industrial complex. We were covering stories that kind of fit right in those two niches and and we were doing kind of the more 60 minute style long form journalism, where you take a 30 minute to a 60 minute look at something at a level of depth that most journalism doesn’t go today.

Aaron Spatz  04:41

Wow. That’s great. It’s just it’s not every day that you’re talking to folks that have been on on that end of the I mean, what is it proper to say that it relates more like investigative journalism, or is it just correct? Yep. Well, yeah, no, because your mind Now, just some of the different some of the different things I’ve seen over the news in the last few years in terms of how some of these things are done. I mean, we’re talking, it could be months, if not years worth of digging and researching and interviewing. And then, and then after all that’s done, it’s like, the product, the output of all that work now becomes like this 30 minute or 44 minute or 60 minute long, you know, product in terms of what what actually happens? Is that going through that process alone, I’m sure, like, if you had no prior experience with that, like, yeah, what what was that like for you in terms of like learning all that stuff?

Brian Bosche  05:36

You know, I think the the legal education helped with the research side of things. But it is pretty interesting to take something that’s meant to be, you know, that took hours upon hours to get and compress it down to 30 minutes and still string all the quotes and the interview components together to create a cohesive story that the viewer can can follow very easily. And then then, of course, as a journalist, you’re, you’re looking at all the stuff you did have, and all the stuff you didn’t get to show the viewer. And I think that that’s the part that you have a hard time with is that you, you judge your work to an even higher standard, that the viewer is probably never going to look at your work that way. And for me to its I liked it because it was the kind of journalism where before you put something on the air before you put something on television or on the on a broadcast, you know, you had two to three verified sources who didn’t necessarily know each other. And it wasn’t just hey, we’re going to run a story on the backs of one anonymous source. This was the kind of journalism of old

Aaron Spatz  06:39

one one anonymous source I mean, I yeah, I love that. I mean, I could go create a story right now based on one anonymous source. I mean, it’s amazing. Well, take me take me through then the journey of purpose company, take me through the journey of, of getting of getting that just the idea of it articulated well, yeah. And then, and then your own personal journey of finding purpose.

Brian Bosche  07:04

Yeah, and I’ll go back to that place, I’ll go back to that depressed place, because that’s where all this started. And it was back to that place where mentors were telling me find my purpose. And I became very frustrated with that word, I felt that the word purpose was very emotional, somewhat overly emotional, I didn’t think it was very practical to discover your purpose. I didn’t think it had an ROI in the marketplace, whether on the job side of the entrepreneurship side, and I realized that my mentors knew the right thing, which was find your purpose, but they didn’t know how. And that’s the beginning of the journey. So for me, it was really had three questions. I had three primary research questions, it was, Are there parts to purpose? Are there components that I can put together, can’t be discovered more sequentially, more logically? And then the third part was, how can I practically apply my purpose to my entrepreneurship or my job? You know, people go down the job route, or they go down the entrepreneur route? And so how do you take your purpose and then leverage it in a practical way that increases certainly your personal fulfillment? Because that’s what’s everybody’s seeking? And also, how do you leverage it to increase your financial opportunity as well. Now, for me, this journey wasn’t about, you know, creating a company creating the purpose company writing books, back then that was nowhere near my mind. What I wanted to do was just get back to my first love, which was broadcast. But at the end of, you know, several months of initial research into those three questions, when I got the clarity that I got, when I saw what I had, that’s when I realized I could help a lot of people. And that began about a six year journey of developing iteration after iteration to the process by which we have exhibited in the purpose factor, which is a practical process whereby an individual can discover the components of their purpose, and then leverage it in a practical way, in both their job and their entrepreneurship.

Aaron Spatz  08:53

Wow. Well, like what what what’s the most common mistakes that you see people make as a relates to try to figure their purpose out? Because I’m sure that that’s something you probably have to help recalibrate people in terms of asking the right questions.

Brian Bosche  09:05

Passion is probably the biggest one. Oftentimes, we confuse and conflate purpose and passion. And I think the the essence of what I’m saying is found in the definition of passion, if you go into the Oxford dictionary, and you look at the primary definitions of purpose, or of passion, you’ll see that one of them is a barely controllable emotion. And so when you look out into the world where we’re telling people follow your passion, find your passion. And if you take that word and replace it with its definition, and you say, you know, find your barely controllable emotion, follow your barely controllable emotion, you start to realize how irresponsible that advice could be. And part of that is, is because we don’t want to be led purely by our emotions. I mean, Benjamin Franklin said if your passion if your passion drives you let reason hold the reins. In other words, you’ve got to put it within some kind of boundaries to make sure that you’re heading in the right direction. The other issue with passion too is that Passion doesn’t always exist at the start of something. So some people may say they’re passionate about singing, but they may be very bad at it. And then there might, there might not be any kind of training, that’s going to get them to a place where they can do it, you know, to increase their financial opportunity or grow in their opportunity. But the flip side of that is, you could be in the future very good at something, but because you’re not very good at it at the beginning, passion doesn’t exist. Because passion grows over time. So as your skills grow, your ability to help people with your craft grows. And as you see the impact of your craft played out in, you know, the lives of companies and lives of people that you have touched, that’s when passion and fulfillment grows. So what I tell people is that passion is certainly not purpose, passion is part of your purpose. And I think the best piece of advice I could say is, is that don’t start with passion, it’s better to take a look at what you’re naturally good at, first, what your current skill sets are, and look for ways that you can solve problems for people first, and then look at Passion after that,

Aaron Spatz  11:04

you know, well, I’ve heard it said a number of different ways in that. So oftentimes, we, like we have a certain set of core strengths. But to us, it doesn’t seem like their core strengths, because they’re so natural and just innate to us that we don’t realize sometimes the talents that each of us have. And so, I mean, every single person has just a bend towards certain types of problem solving, or causes or technical aptitude or whatever the case may be. And what’s funny is, sometimes it takes a an outside opinion, or just a, some someone to help point out to you like, hey, look, you know, look at all these different things that you’re like, you already have a baseline of competency here, like, I would never pretend to go and do this, like, Yeah, that should, that should, that should be a little bit of an indicator that you’ve got that you got something there and so that, that I’m sure is gonna be a bit of a, like, a funny part of the process when it comes to talking to people, because it’s like, talking to some, you know, amazing scientist, someone who’s like really, really good at, you know, solving or investigating medical related issues, and you’re talking to him, and they’re trying to figure out what, what their whole purpose is, and, and they love what they love what they do, but they don’t realize like, man, you’re you’re really gifted problem solver, like you’re really gifted at research. And I know, I know, I’m probably doing a really poor job of trying to articulate some of the some of the way that you’ve demonstrated that but just curious, like, how, how does that then play out for people as they are, as they’re kind of finding their way, like, what, what’s been some of the breakthroughs that you’ve seen as you’ve worked with people and in that, in that whole journey with them?

Brian Bosche  12:47

Well, so you’re what you’re saying is actually kind of touching on it, there are four parts to an individual purpose, individuals purpose, there are four building blocks. The first is like their natural advantage, which is, we kind of decipher that between natural advantage and talent. natural talent is not always the best, I think description of what people have to offer, I think, especially if you’re a parent, and you tell your child that they’re naturally gifted or naturally talented at something, you may have just given them permission to not have to work to grow in that skill set. So we’d like to distinguish that from what we call natural advantage, which is the role that you tend to play. And there are five types of roles that people generally tend to play. Two of them, for example, would be like a builder, somebody who likes to start and build things. Another type would be a recruiter, somebody who likes to promote people and things. And so these are roles that people especially when you’re young, you can see this when, when somebody is under the age of 20. And their skill sets really haven’t started to develop yet that much, you can really start to see the role that they tend to play among their friends on sports teams in the family. And so that’s a really great starting point. The second building block is somebody who’s acquired skills. And it’s what you were talking about if you went to school for to understand medicine, if you went to school for law, engineering, architecture, communication, these are the acquire set of skills that you’ve gotten over time through education or experience. The next one is your passion. And we call it pull passion because passion is a barely controllable, emotion pull. Passion is the problem in the world that you want to be a part of solving. And then finally, that last building block is someone’s origin story. And this one’s critical. This is the moment that most shapes somebody’s perspective, it could be a failure could be a trauma, it could be a past rejection, or betrayal. But those are the four building blocks somebody’s purpose, but what you just asked was, What have we seen when somebody discovers the elements of their purpose? I mean, it’s unbelievable because there’s a there’s a lot of connective tissue between purpose and motivation, a lot of active tissue because a lot of people wonder, How do I become more motivated? Well, that is found and asking this question, Where does motivation come from? motivation comes from clarity, and it comes from clarity on four things, but one of them those things is your purpose. When somebody gets locked in to what their specific purpose is, and their destination, their steps to get there, the mindset to actually achieve it, you know, you’ll see people go from making 40 to 50k per year, you know, in a sales role to creating a, you know, million dollar per year ecommerce company in less than 18 months, you’ll see people get laid off as communications assistants and become NFL reporters in less than two years. These are the kinds of stories that you see when somebody gets that kind of clarity in their life, the transformation that takes place because they are just kind of rip to their future.

Aaron Spatz  15:36

That’s crazy. And I’m just sitting here thinking and so if, if you’re listening, or watching this, like, rewind two minutes, hit play, and take notes, and then go back and pause, rewind, take more notes, because I think I think what you’re sharing Brian is so so critical, I think it really does help people not have to, not have to, like this is gonna sound so bad, but you know, not wander aimlessly or, or wander with frustration, or really trying to get a grip and a handle on where they’re headed. And I think for a lot of folks, and again, I’m making massive generalizations here. So I realized that, but I think I think a lot of people have a general sense of the direction to go. But they’re, but they’re still not like, they’re still not really getting there. It’s like, it’s like the difference of going north or south. Like, they might know that they need to head north. But that’s about it, right. And so but then, taking all this and just kind of articulating it, as you’d said, like the building blocks of all that, and just really, really helping unpackage it, but also help help you as the person, build it out and see what that looks like. So really, really, really cool. So what what, what’s it been like for you then, in terms of, of growing this and in terms of a business? And that’s kind of what I was another topic I kind of want to touch on is, you helped me understand that the genesis of the business itself, in terms of just getting this idea that you know, you like you as you express your own origin story, but how did you take it from idea to book to coaching and consulting? Like, how did you take it from point A to point M?

Brian Bosche  17:17

Yeah, I mean, one of my notes, so that was the journey of discovering this process to discovering purpose, but it manifested differently. In my first company, my first company was called the 60 day author. And I was teaching people how to become self published authors in 60 days or less, it was a big promise with a process that taught people how to do that. But one of the components of that process is we would help individuals discover their purpose. I mean, my origin story, in terms of business is a very humble one. You know, when I first started six and a half, six years ago, in terms of my first business, I had zero capital investment, I had zero money to start a business. And thankfully, I had some great mentors in the motivational and digital space that taught me a lot of you know, tricks of the trade. And all I had wet back then was like $50, I had 50 bucks 50 to 100 bucks at best to invest in starting my business. And I use that to buy landing page software. And I created my first free offer where I did a free conference call, to help people discover how to become a self published author. And from there, I created 40 sales appointments to enroll people into my first digital course. And in two weeks, we went from $50 to $20,000. And the $20,000 became the seed money to launch the the next iteration of that, and, and so the origin was just teaching people how to become self published authors. And then over that amount of time, all the way up to today, I got to work on that purpose, Discovery Process Time and time again. I mean, it’s probably on its 15th iteration. Now, that led to speaking. And then my wife Gabrielle, and also my co author on the book, the purpose factor, was already speaking to corporations about generations and millennials in the workplace. So we just leveraged all of those corporate contacts that we had, and started teaching leaders how to discover their own purpose and help their people discover their purpose. And then that led to the book. And then what that led to is creating our digital experience, which is purpose, mastery, purpose, mastery is our eight week digital experience, where we take people through the building blocks of their purpose, and then help them define what that means for their career, how they’re going to level up, how they’re going to start their business, how they’re going to grow their opportunity, how they’re going to get their mind, like. So that’s really the path if you will, from start to finish to today.

Aaron Spatz  19:37

Wow. So so just make sure I understand it, right. So you could you could either buy the book purpose factor, or you could buy the book. And the course in the course is kind of like you sitting down with the person with the book and kind of helping in some ways it’s like it’s like explaining or or or expanding upon the concepts and practical application of what is actually contained in into the pages.

Brian Bosche  20:01

Yeah, so I mean, purpose mastery is a hybrid growth experience. So if you were to, you know, if you were to count the number of hours, for example, that purpose factor is on audio, I think it’s like five hours. Our purpose mastery digital experience, which is a hybrid on demand, slash live experience, weekly, is over 40 hours of content. So it’s a very immersive mentorship experience that takes people through all that the building blocks, destroys all the myths about purpose, helps them redefine purpose in a proper way, takes them to the building blocks. But what’s really critical, I mean, this discussion about purpose really often does become very generalized. And it’s, you know, a lot of companies will say they’ve got a purpose, or a lot of companies will say they’re purpose driven. And that’s good for the company, but they haven’t taken the time to help the individual discover their individual purpose and connect it to the corporate purpose and help them find fulfilment in their work. And so for me, our differentiator is help someone practically leverage it. And we do that very simply by helping people understand who’s their people who’s that group of people that they’re best fit to serve, what’s that problem that that people group has, that they can provide a solution for. So we don’t just stop at purpose discovery, we help them go people problem solution, and then see the sequential path whereby they’re going to build their influence in their company or build their company, if they start one of their own.

Aaron Spatz  21:23

That’s brilliant, very, very well said in terms of being kind of roadmapping. That whole, a whole process out. So what I’d like to do actually, is when we come back from the break, I’d like to go back into just your your business story, because there’s a lot of folks that are listening to this or are either early on in their own entrepreneurial journeys, or they’re or they’re in their corporate career and contemplating different aspects of business, whether it’s a promotion or a move into different into different organization, or maybe even starting their own their own venture. I’d love to hear a little bit, maybe you rewind the clock and go back to some of your earlier business ventures. And I’d love to understand some of the big things that you’ve learned through those experiences that you took forward. So we’re incredibly grateful for our amazing sponsorships. And so I just wanted huge shout out to today’s sponsor window craft window craft. As you saw last week, we had actually the owner and president of the company Luke Morrow on the show and so if you’re looking for higher end like new construction replacement work in terms of iron, steel, bronze, architectural aluminum, for Windows and for doors, these guys are the folks that want to call the head they actually have a showroom there in Dallas, they also have an office up in Gainesville, which is you know, on like on the way to to Oklahoma, I think it’s like eight minutes away, but they have in house installation crews which is really which is really awesome. It’s not all farmed out outsource so it’s the same couple groups of people are out actually making this stuff happen. So you know that the workmanship of not just the window as well but the that the process like you know getting into the into the window frames of your of your office building or have your your beautiful house getting all that taken care of for you. So they do residential commercial, they you do historical replications of all of all different types. So that would be really really cool to see. So anyway, give give those guys a shout incredibly grateful for their sponsorship. Amazing folks. So thankful for them. But Brian, let’s jump right back into a sir. So yeah, one just appreciate you being so open about some of the some of your earlier experiences and some of the difficulties that you encountered. But I’d love to even go back to it, you know, where did the entrepreneurial bug? Where did the entrepreneurial idea come to you? Because you were at some point, you’re working somewhere and then you were you took this idea. So I think a lot of a lot entrepreneurs struggle with this. And then there’s another group of people that like they, they have the safety of a job and I actually encourage people to Hey, hang on to your job for as long as humanly possible until you’re actually doing your own customers a disservice. And then you got to get in then you gotta jump I don’t think anyway, that’s that’s a whole nother that’s a whole other topic. But but take me take me through though that that experience of of taking, transitioning from a corporate type role into doing your own thing.

Brian Bosche  24:13

You know, when I was a journalist at a broadcast media company, I had met my first business mentor who ran a motivational company. They did big, large live events filled 10 20,000 seat 40,000 seat stadiums for motivational events for speakers like George W. Bush, Rudy Giuliani, the Mannings. And so that was one of my primary business mentors. That was $100 million company. And at the time, I was selling self help products for my business mentor. So I transitioned I went from getting laid off as a journalist, meeting my business mentor, and in that time, then I sold motivational products, high ticket motivational products for about a year in my transition. And after doing that, that’s when I started my first business. And so I did just Well enough selling motivational products that I was able to take care of by situation, but not well enough to stack up a bunch of cash. And so that’s hence the starting of my business was not a comfortable one. It was kind of a jump. I remember that actually started my first business, the 60 day author. When my wife Gabrielle and I got married. And so when I did that first free conference call, where I taught people for free, kind of a free little mini lesson on how to become a self published author, and then I up sold them through a free appointment whereby they could enroll into a course experience, I had just got married, I mean, Gabrielle and I were literally driving in the U haul truck. And I was making those sales calls that I had set up for those first appointments, I’m specifically quarter five, at least four to five of those appointments were made from a U haul truck. And surprisingly, some of them sold. I don’t know if you’ve ever been in a U haul truck. But a U haul truck is not exactly the quietest capita to write in. So you know, the best noise cancelling headphones, you can find, I guess. And that literally converted what was an initial investment of about 50 bucks into $20,000.02 weeks later. And that gave me just enough to start investing in the digital platforms, what was lead pages back then and Kajabi, and all of those platforms to create my online course experience. And then from there, we started to scale it through selling our products through webinars and all kinds of other digital mechanisms. And then what we noticed is my wife and I noticed she was doing corporate speaking. And because of the experience I had had with my business mentor, I was able to actually help my wife massively increase her speaking price. And then when I saw what we were doing with corporations, and I saw a lot of the overlap of my wife’s purpose and my purpose and her talents and my talents, we decided to merge our efforts under one roof. And then that began with speaking at companies about purpose, doing executive briefs, doing internal speaking, doing conference speaking. And then we leverage the capital from that to create time for us to write the purpose factor, which, by the way, the purpose factor took two years to get in terms of a publishing deal. I know it’s kind of like bragging rights, how many publishers turn you down, ours rounded out at about 79, I don’t even know, there were 79, I didn’t even know there was 79 publishers, but about 79 publishers. And then once we got that done, and got that book done, sold 1000s of copies on the first day, we were able to create room to build a digital experience. And so that was the step by step it started from zero, little mini digital course then speaking, then books, then after that it was building a digital experience and digital experiences really do create scalability, you know, you have essentially, you know, you’re you’re only limited by sales hours and customer service. And then once you eliminate the need for a salesperson, you’re only limited by, you know, limit limited by customer experience and taking care of that customer experience.

Aaron Spatz  27:58

Yeah, no, I mean, that that’s exactly, that’s exactly what I was gonna say is, because when you’re doing one to one, consulting, in terms of that being all that you’re doing, you’re you’re gonna have a cap, like, there’s gonna be a ceiling at which, like, you’re just no matter what you do, you’re gonna you’re, you’re gonna hit that, sure, you might raise you, you’ll raise rates, of course, in terms of just supply demand. But in scale, though, if we’re wanting to grow that economy of scale, then we that that’s one way to do that you’re you created, you’ve created derivative products, from your expertise and from your background. And so it makes makes makes total sense. I like to actually, since you kind of open the door on this, I like to go. And because I think there’s a lot of people that are just genuinely fascinated about the publishing experience, in terms of like, Man, how do I get a book deal? Like, what does that what does that whole journey like? Do I? Do I need to have the book finished? Do I? It doesn’t need to be manuscript form. Do I need to? Is it 50 50%? Done? 100%? Done? 0% done? And then and then how do you go round? And one? What like what help help people understand why would you go get a publisher? And then what’s that whole journey like? Well, I

Brian Bosche  29:05

think one of my business mentors, said that the dirty little secret about publishers is that the only thing they know how to do is print books. This is somebody who ran a very successful company, and who is also a New York Times bestselling author, I’ll leave the name out of it to not trash publishers or anybody else. But the only thing they know how to do is print books. And what she told me is don’t trust them to do anything but print the books, you know, you need to have oversight over your cover, you need to understand that you’re the marketer, you’re the salesperson of those books. And these days, it’s not totally necessary. There are some benefits but these days, Amazon is pushing 80 to 90% of the book market. And and so the self publishing you can get into self publishing you can do print on demand paperbacks without the no cost, no inventory costs. You can upload your book to Kindle for free you can upload it to print on demand for free, meaning when the buyer buys the book, they pay for the printing of that book and it goes Amazon Prime and it shifts to you. And then you can even upload your Amazon audible book for free too, as long as you have a high enough quality mic that is accepted by Audible in terms of sound quality. So you can get in for free now you’ll have to potentially pay somebody to edit your work, you might have to pay a cover art designer, you might have to do all those things. But the threshold to actually get into having a book is very, very low, which gives you access if you’re a good marketer to 80 to 90% of the Book Marketplace. Now the benefit of a publisher is that you don’t when it comes to the bestseller list, let’s say you have a really strong chance that you know in the next year or two to work your way towards the bestseller list, the bestseller lists don’t yet consider self published works. So Wall Street Journal USA Today, New York Times bestseller list, if you want to hit one of those, you need a publisher. And I can only tell you what our experience was. Now some people already have their manuscript done. Some people have a book proposal, which is kind of like a primer on what the book is about. And a few chapters and a table of contents. In our case, we decided to go that route, because we have a really great literary agent, our literary agent is amazing, Dan StartSSL. He is also the literary agent for one of the co authors on Chicken Soup for the Soul. And, and so he was really great. And he helped, he helped us package together really a marketing piece that Dave, these publishers have, you have a couple of chapters in the table of contents. And then he as the agent worked with those publishers to paint the vision for them as to what this book would be all about now did the pursuit of that still took almost two years. And I have to say too, I was really happy that it didn’t work out on the first pitch, because the book two years later was way better than what we came out of the gate with. And it turned out way better than it would have been. And for me, that was just a maturity thing. I still needed as a business person. Probably two more years of maturity before putting that out there.

Aaron Spatz  31:56

Wow. Wow. And then the the literary agents. So the, again, the whole drill here is just helping helping those of us that don’t understand this whole process, what what’s it like behind the scenes? So with the literary agent, your Are you hiring them to represent you to the publisher? So is that the first question, you got it that you need to recruit successfully? Or like, how does that work?

Brian Bosche  32:18

Yeah, if you want to, I mean, if you want to get with a publisher, most publishers will not talk directly to authors, it’s very, very hard, they put up all of those walls, makes them feel important, I guess. But it’s kind of a filtering mechanism to people who were are able to successfully procure an agent, probably have a better work product to offer a publisher. So for us, we met our literary agent through a relationship through an introduction. And but literary agents, you could submit manuscripts and proposals to literary agents as well. And then once the literary agent signs with you, then, you know, they pitch it to the publisher. And our arrangement is, you know, our literary agent gets a percent of our royalties. And we were actually was a, it was very good, he was actually able to successfully negotiate for us, instead of a royalty arrangement, which is like you just get a percent of the book’s revenues, we were actually able to strike a 5050 profit share with our publisher, which was was was nice because it made us and the publisher, in essence more like business partners, so we had a little bit more oversight as to the creative process.

Aaron Spatz  33:23

That’s cool. That’s really cool. And then like the and then the process because there’s a lot of other elements of the book in terms of like helping it gain legitimacy and credibility. And so you’ve got the you’ve got the front and back cover, but then oftentimes, you’ll have like a foreword written by like another prominent author or get endorsed by you know, these eight people in their in their their little blurb is either on the front cover or it’s on the back or something like so like, Was Was Was there any of that work that that you needed to do to make that happen as well?

Brian Bosche  33:54

Yeah, a ton of that work. I mean, we we were able to successfully procure the rocks team to get him to Dwayne The Rock Johnson to endorse the book. Olympians Simone Biles, Lewis Howes Mark Victor Hansen, motivational legend Brian Tracy endorsed the book. And there’s a lot of work that goes into that process. My recommendation is find a publicist with good relationships with those people and their people. And that’s the fastest way to get an endorsement otherwise you’re going to be working really really hard to get filter costs Owler to be honest with you if you’re if you want to put those names on your book and get their endorsement it’s probably best to go through a publicist that already has the relationships and it’s going to save you a lot of time and money over time.

Aaron Spatz  34:41

Wow okay, no doubt no to self and if and if you’re considering writing a book hope I hope you’re taking notes this is really really solid man so I appreciate appreciate you givin giving a little bit insight there. So Alright, so let’s so then let’s let’s bit let’s back up and like helped me understand, then, you know, Where have you taken the company today? What what, what does that? What does that process been like for you?

Brian Bosche  35:06

Yeah, I mean, we’ve got hundreds and hundreds of students in our purpose mastery experience we have, I think across all of our social media and all of our email lists, I think we’re over 45,000 people following what we’re doing. And so we’re in 2021, it’s going to be all about scale. And it was perfectly time to because of course, speaking and training for a lot of speakers, including us went down because of the pandemic, at least in person speaking, we converted a lot of our in person speaking to virtual speaking. And then we started offering virtual training, in lieu of, you know, keynotes and presentations. But it also afforded us the time because, you know, we were traveling every week or every other week for some kind of speaking around the country. And so by reducing that trap, we put a lot of our creative energy into creating the digital experience, purpose, mastery. And what that afforded us for 2021. And 2022, is the ability to scale a lot. And so what we see in 2021, is, is bringing on 1000s of students into our purpose mastery experience, which is exciting for us. Because in the past, you know, if you’re not speaking in a room, you know, you’re really kind of done helping people, you know, you know, if I can’t get in front of a room, or if I can’t get a book into somebody’s hand, it’s hard for me to do what I love the most, which is helping people. And so purpose mastery affords us the opportunity to help as many people as possible at scale.

Aaron Spatz  36:35

Oh, yeah, I mean, again, going, going back to the whole digital experience, I mean, that’s how you’re able to be more than one place at the same time, which is, which is obviously a huge challenge. And so you know, what, we’d love to then go a little bit back and talk a little bit about the purpose process. And so oftentimes, I like, I’m guessing, that you that you see probably a few common things with people as it relates to what’s what’s holding people back, like, what’s what’s keeping them from, like, they’re right there. But what’s what is often, it doesn’t have to be one thing, I’m not trying to get you to boil it all down to one on one item. It can be, but what’s what’s the one or a few things that you find most that’s just holding people back?

Brian Bosche  37:24

That’s what most people have a fear of failure. Most people have are so hamstrung by their fear of failure. And especially if people are after the age of 30, especially after the age of 35. I mean, I think that what a lot of people discover is that when they turn 30, they wake up and they go, Whoa, what’s that, and they start to realize it’s all those regrets. They didn’t think what happened in their 20s. And so it’s in the 30s, that regrets and the sting of regret starts to show up a lot. And then that creates a fear of failure. And then that kind of hamstrings people in terms of taking action. And what’s interesting is, for me, I’m trying to help people minimize their regrets, or eliminate their regrets by teaching them that their purpose allows them to take all of their failures and all of their successes, turn them both into assets and get out into the world and help people. And but what holds people back is, I think, today, especially this generation millennials, and Gen Z included is that they struggle with the art of making real decisions, a real decision where you yourself, consider the outcomes, weigh the outcomes, and then make a real decision A versus B. Most people today wait for their circumstances to force them to make a decision. And that’s not really a decision, that’s your circumstances pushing you towards a couple of outcomes that you didn’t really choose. And now the outcomes aren’t really that great. So what holds people back today is that most people aren’t equipped to make real decisions, real proactive decisions when the choices are plentiful to them. And I think too, I would put a second one on that. And that is most people are not well versed in processing their emotions. You know, today, there’s this myth that entrepreneurs that if you’re going to if you’re going to create a company, or you’re going to start some kind of venture, that you’re going to get into what a lot of people are calling getting into the flow state, or that I’m, I’m going in the right direction, it’ll be the path of least resistance. Well, that couldn’t be further from the truth. It is completely mythical to think that if you get in alignment with your purpose, start building a company or start leveling up in your career, that you’re not going to experience resistance. And and that mindset, that false mindset actually causes people to give up when things just get a little bit tough in their business or their career. And then they just move to something else that’s more exciting or more shiny. And so what holds people back is usually their inability to make a real decision, or their inability to process their emotions when things get tough, and to be able to recast those emotions into something that motivates them.

Aaron Spatz  39:53

Wow. I think that I think that was probably one of the most concise explanations that I’ve heard. In terms of how people process change in their own feelings in their own desires, particularly in probably in the 30 to 40 range, they’re in terms of what, what that looks and what that feels like. And it’s fascinating that that’s a great perspective when it comes to not taking complete ownership of your decision making process. And it’s, it’s fascinating. what’s so fascinating about that is, is the way in the way that you set it is you’ve got all these different circumstances, all these different external factors playing into whatever your life story is. And you’ll find yourself kind of letting it kind of push you into one general direction. And then and then you make, then you make the decision. That’s a that’s a fascinating study. And I want I can’t help but wonder if that is also a little bit of the, of the result of having this abundance of options. I mean, like, never before, have you had so many options to choose from? And so I think for a lot of folks, they also struggle with the, the just sheer volume of choices available to them. So it’s like, it’s not like, you know, rewind the clock, decades, you know, even going into the, you know, 100 years, where, you know, your profession was more or less going to be one of a few things. And it usually followed what your family was doing, because you’re living in more of a, you know, agrarian society. And, yeah, so folks had very specific roles and things that they could choose to do. And if they didn’t follow that path, and there was, you know, there was maybe a couple of other things they could they could have done. But now 2020 2021, and going forward, you have a plethora of options available to you. And so how, how can people and I get I mean, it probably all ties right back to the book. But I’m trying I’m trying to draw other points out of this, though, is like, how do people sort through the abundance of choices when there are so many things like you said, the shiny object thing, when there are so many things that interest in fascinate, and things that they probably could be decently good at? How do people separate that stuff from what’s actually going to really unlock everything for them? Yeah,

Brian Bosche  42:17

I think there’s this mindset that there’s a lot I can do, I can do so many things. There are so many choices. I think, by the way, if you’re if you’re a parent, again, it’s kind of like saying, you know, Hey, kid, you’re naturally gifted at this, and then you give them permission to not work very hard towards becoming better at that. But there’s also the idea that, hey, the world’s your oyster, you can do anything, you can do anything that you put your mind to. But if you try to do everything, you’ve really accomplished nothing, you know, because you can’t go in 100 directions and accomplish something of excellence over time. And I think it’s kind of a myth. In reality, you can probably do a few things well, and so you want to eliminate everything you could do that is not even in your universe. And for me, you know, purpose is what you have inside of you to help others. It’s the collection of things that your life has to offer to help others help companies help whoever. That’s what purpose is. But purpose is also a decision making paradigm. It’s a decision making filter. So when you consider the parts of your purpose, what you can use that to do is you can use that to help you make decisions about the things that you should pursue. And for me, when new opportunities come up, because I get new opportunities all the time as as a business person, new opportunities come my way new partnerships come our way, all those things. But when those things come up, I have to ask the question, Will this get me closer to or further away from using my purpose to help others? That’s my filtering question, is there a degree of connection between who I am and this opportunity, who I am and who I can help in this opportunity. And if that degree of connection doesn’t exist through some kind of skill set, some kind of relationship, some kind of relationship with my whole passion, some kind of relationship with my origin story, in my perspective, that’s not an opportunity that I’m going to consider. And so the first thing I want to tell you or tell anyone is that though, it seems like there are a lot of things that you could do, it’s probably a collection of a few things that you need, you need to narrow that list down. And then once you narrow that list down to two or three things to consider, now you need to think, Okay, if purpose is what I have to help others, what’s the best of what I have? What’s my absolute best natural gifting? What’s my absolute best skill set? What drives me the most? Because we have a finite amount of time. I mean, the average person in the United States will live to the age of 78. Okay, we start contributing to society at age 20. That’s 58 productive years. By the way, it only takes seven months to live 1% of a productive life live to 78 years old, so it’s a very short amount of time. So because time is finite, you really want to boil down to the two or three things that you could do, and then find out according to my purpose What’s the best that I have to offer to the world? And which opportunity affords me the ability to do that?

Aaron Spatz  45:08

Very well said. So if you don’t mind, I’m not trying to put you on the spot here. But yeah, basically, but basically, I am so like, take me take me through what what was that like for you in terms of narrowing down to your plethora of choices down to a couple of things down to one thing?

Brian Bosche  45:23

Yeah, I mean, at the end of the day, I was I wanted to be a journalist. And I got the opportunity to do that, you know, I got to do it at the national level I got to do at the National investigative level. And that was my first love. And it’s very rare to get to do that out of school. So I had the broadcast thing, but going back in that direction, after getting laid off, I have a lot of grace. So I could be a lawyer doing trial work, personal injury, corporate work, all that kind of stuff. And then when I had this discovery, I had that thing. And I had to ask myself the question, what brought me the most fulfillment, because fulfillment is this. It’s not happiness, happiness is fleeting, goes up and down every single day. But fulfillment happens when you see that your life transformed the life of another transformed the outcome of another. And so for me, I had to ask myself, what was going to bring me the most fulfillment, certainly, I can bring people to a level of understanding and broadcast about their political situation and political environment and how things in their country are going, that could be fulfilling, I could have helped people who suffered grievous injuries through personal injury work, or I could help people discover and find their purpose. And for me, that was personally fulfilling because when I was seven years old, I went through a childhood sexual trauma that really shook who I was, for decades, I struggled with my purpose and my identity. And because of that, I knew that I was more drawn to helping people who were struggling with their purpose and their identity. And so the reason I went down this road, as opposed to law or broadcast journalism, is because I saw that I was getting more fulfillment, and helping people have that kind of transformation in their life. So for me, that was my elimination process. Oh,

Aaron Spatz  47:03

I appreciate you sharing with sharing. Yeah, that all with me? Because that’s, I mean, intensely personal. And obviously, the things that you went through as a child, no, I mean, no doubt that that could definitely have a long lasting effect on on who you are. And really cause has a lot of questions to be asked. Right. So yeah, I appreciate appreciate you sharing. So, you know, as we as we kind of start to wind things down here. I’d love love, just turn the floor back over to you for one last segment in terms of if there’s anything that we haven’t already covered that, that we haven’t gotten to yet that you’d like to share. If there’s any other final, final parting shots of wisdom, or of of anything that we haven’t gotten around to you. I’d love love to give this last bit back to

Brian Bosche  47:45

you. Yeah, I’ll tell you what, I think people today, especially during what we’re going through right now, a lot of people are either consciously, very intentionally or subconsciously asking very existential questions. You know, who am I? Why am I here? Do I matter? Do I matter to others? Do I matter to the people around me? Does my work matter? These are all questions that are being asked right now. And in all of them in terms of their answer, find their origin in the discovery of purpose. So discovering your purpose is the most important journey that you could ever go on in your entire life. No matter your age, it is the starting point. It’s the foundational building block, simply because it becomes the filter by which you make decisions. And if you don’t have a filter by which you make decisions, it’s very easy in a career world, in an entrepreneurial world, where Facebook ads, Instagram ads, and all of these things are hitting you with all the ideas that you could do, it’s really hard to navigate that if you don’t have a decision making paradigm. So that’s the first thing that to answer these existential questions and come to a place of wisdom on those, it’s to first discover your purpose. That’s the first thing. The second thing is look out into the world either in your career or in your area of entrepreneurial expertise, and look for that people group that you’re best fit to serve, you know, you’ve got a collection of, of skills, you’ve got a collection of talents inside of you, you need to take the best version of all those things and seek to create a solution to a problem in the world. And that could be in a career setting, or it could be in an entrepreneurial setting. But the starting point to those existential questions really is the discovery of your purpose. And I want people to also eliminate this idea that you have all the time in the world, because a lot of people feel that way. A lot of people think that, you know, I’ve got all the time in the world, don’t be so hard on yourself and extra, don’t be hard on yourself. But one of my favorite interviews was with Alex Tibet in the last year of his life, where he was asked essentially, Are you a person of courage and he was talking about how, you know, life is no longer an open ended proposition for me. It’s now a closed ended proposition because of the terrible survival rates of pancreatic cancer. And what he actually brought up was very important, but the truth is, is that It’s closed ended for all of us. And for me, what resonates the most and what holds me accountable to the most, and what gives me the most wisdom every single day is to recognize that seven months equals 1% 1% of my productive life to make a difference. And so, I think that that’s kind of what I would give to people today who are going through a lot of these questions during this time.

Aaron Spatz  50:22

Now, I love that. So how can people get in touch with you? How can they follow your work? How can they get purpose factor? Yeah. What’s the best way to do that?

Brian Bosche  50:32

Yeah, sure. Purpose factor. book.com is the best website for the book. But also, you can go right over to Amazon and look up the purpose factor, Brian O’Shea, Gabrielle Brochet. It’s on Audible hardback and Kindle. You can catch us on Instagram me personally at at Brian O’Shea. Of course, I’m on Facebook as well and LinkedIn. So you can find us in all of those places, but the best starting point is to just go grab the book. Okay.

Aaron Spatz  50:58

Well, Brian, I just I really appreciate you man, thank you for spent so much time with me this morning and for kind of taking us along with you on this journey. It’s been been it’s been fascinating. It’s been it’s been a lot of fun. I really sincerely enjoyed it. Yeah. Thank

Brian Bosche  51:11

you. Aaron, thank you so much for a really good morning conversation. You know, I can’t say I can’t say it enough that the best conversations like these are the ones that are just conversations, and I really appreciate that.

Aaron Spatz  51:24

Yes, sir. Thanks for listening to America’s entrepreneur. If you enjoyed the show, please leave a review or comment on your preferred social media platform. share it out with friends, family, coworkers, others in your network. And of course, you can write me directly at Erin at Bold media.us. That’s a Ron at Bold media.us. Until next time,

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