Before I Became a Business Coach
Before I became a business coach:
Corporate Experience
- I put myself through engineering school while working full-time construction jobs.
- Led multi-national teams of up to 75 people.
- Managed up to $200M joint ventures and global projects, with $1M operational daily burn rates.
- Joined a startup and led the technical bidding strategy which resulted in $1 Billion in awarded contracts in the first year.
- Utilized legal contracts expertise to successfully reject 96% of unsolicited change orders, protecting my client from $4.8M in one year.
- I’ve received over $1M in corporate training in leadership, operational development, contracts, processes, risk management, communications, and Human Resources.
- Worked extended months in UK, France, Italy, Angola, and Rep of Congo.
- Member of three M&A project teams, resulting in a 9-figure and two 8-figure acquisitions.
Personal Experience
- Active entrepreneur since my first LLC in 2001.
- Started 9 companies/ brands, failed at 5, succeeded in 4.
- Built and led two online communities with hundreds of thousands of registered members.
- Built a digital marketing creative agency which consisted of website design, logo design, cart implementations, and marketing creative.
- Built multiple 7-figure companies with zero loans, zero capital raises, zero debt.
- Sold two assets for millions net. LS1tech and PerformanceTrucks
- Nominated to serve on the SEMA marketing advisory team, still active there.
- Helped/ advised 12 of my former staff members and friends build 7, 8, and 9 figure businesses over the last 20 years.
This is why I’m qualified to do what I do. It’s who I am, and always have been.
-Tony
What I Learned in My 40's
I turned 50 last week. Here's what I observed and learned in my 40's.
I kicked-off age 40 with several wins and some momentum. I had finally started taking my diet and fitness more seriously, and regularly went to the gym.
I had just accepted a role at Chevron earning $240K per year, and had a $38K signing bonus. I bought my first Rolex. People congratulated me. I also had the wheel business netting me 6-figures on the side. I was happy and felt good about my career path and future.
I enjoyed my project team, and mentoring some of the younger members. The job was challenging on a technical level, with many moving parts, international time frames, and big dollars. My signature authority was managing $200M of a $1B project.
It only took a few months within that role for me to realize that bigger companies move slower, and that I'd have hardly any real way to create impact there. It felt a bit limiting. I was just an employee ID on badge.
Most of the other managers greeted you for the first time while mentioning how many years they were with the company. It was clear that the culture valued tenure over talent. I've always been somewhat of a maverick, trying to improve organizational processes, efficiencies, and profits. Chevron didn't seem to value that effort. "If it isn't broke, don't fix it."
Between ages 41-43, I was fortunate to work for months in other countries. I worked in France, UK, Italy, Angola, and Republic of Congo. Working in other countries, living and commuting there for work, is an entirely different experience than just vacationing there. I observed cultural differences, and compared what the USA did well, and not so well. This broadened my global perspective about business and lifestyle.
The most impactful trips were the months I worked in Africa. I learned that the most extreme levels of poverty didn't automatically make people unhappy. I saw the opposite. I met and spoke with more happy locals in Africa, than I see here in the USA on a daily basis.
People everywhere are resilient, strong, hopeful, and make the best of what they have, regardless of income levels. I realized that the less people feel entitled, or behave and think someone "owes them", the happier they are. These people are more grateful about life. Money doesn't create happiness. Happiness is rooted within your soul, it is your choice, your outlook, your actions that create it.
I started to ponder my remaining 20+ career aged years ahead. Would I be happy waiting in line for desks in bigger offices to vacate? Would more Sr job titles and salary bumps really satisfy me? Was I pursuing executive titles out of ego and competitive nature? Likely yes. I was already earning more than most executives, with all I had built. I knew I had the skills and work ethic. It was just a time game, at that point. "Wait your turn."
At age 43, in 2015, there was a downturn in the oil/gas industry. The last year of my employment, there were several waves of layoffs. Our entire project team knew that we'd likely be laid off after completing the project. It was a testament of performing under pressure, not allowing emotions to dictate actions. At that point within operations, we were burning millions per day to execute. I completed my scope on time, and on budget.
I observed several unethical events on my way out of that industry. It was enough for me to realize that I didn't want to return to an industry that treated their loyal people so negatively.
I was laid off while still working in Paris. I never made it back to my Houston office, nor did I get to say goodbye to my team. I felt exhausted and underappreciated. I flew Lisa over, and we spent a few weeks driving around France, unwinding from a stressful year. We both were focused on "What next?" during those weeks.
I just knew that I wanted to create more impact in this world, but I wasn't certain which path it would be. At that point, I had the right thoughts and intentions, but I lacked urgency. I was burned out.
Urgency arrived in December 2015. I had a near-death experience while racing a car at the drag strip. I hit a concrete wall at 130 mph. I had no major injuries, but that moment before impact reframed my entire perception of time.
What if I had died? How would I be remembered? Was my imagined eulogy good enough? No, it wasn't. I'd have been remembered as "Nice rich guy, cool cars, gone too soon."
Up until that point in my life, I always tried to lead by example and mentor/help those around me, but I was also playing very small. Unless you were within proximity to me, you'd never experience the benefits I could provide. I've helped and mentored several friends to become highly successful... but how come I wasn't expanding my effort to the world?
It's because I was insecure about stepping into any spotlight. I was comfortable being the MVP behind the logos, behind the people I helped. I had built a very comfortable life without putting myself out there. I didn't like being on camera, photos, or recordings.
You see, that accident made me realize I was hiding. I was putting fear of criticism and judgment ahead of my true purpose. I had all the convenient excuses to deploy, just like many of you still do. "I'm too busy for that." "I have a family that takes up my free time." "I don't need to do that" It was all just lies I told myself, to avoid being uncomfortable. Sound familiar?
In 2017 I started writing my first book, Side Hustle Millionaire. It launched in 2018 and sold over a thousand copies the first week. It hit #1 on Amazon in several large categories, against most of the books you've likely read.
I weathered a small wave of critics, haters, and naysayers. Some of them I'd even known for years. Even had someone try to sabotage my business. I removed those people from my life. I'm grateful they exposed themselves.
Later in 2018 the 365 Driven podcast launched. Now we are 277 episodes in, and it is globally ranked in the Top-1% of all podcasts.
I've helped thousands of people find their confidence, learn business principles, and pursue their own dreams. I've advised clients with 7 and 8 figure exits, reduce their stress levels, and find more time freedom for themselves.
I no longer fear stages. I no longer fear cameras. I've invested heavily into myself to become the required character to pursue my mission and purpose. I no longer fear death, as it is inevitable.
My 40's were about living with intention, gaining awareness of the world and my innermost beliefs. It was an era of discovery and unveilings when it comes to other people and their weak intentions and false friendships.
My core values drive me, daily. I'm motivated by showing you all what is possible. I'm physically and mentally stronger than at any point previous of my life.
As a man of focused legacy and impact, I'm no longer impressed purely by someone's wealth or their internet flex. I admire the positive global impact that individuals create, regardless of their wealth.
I am now excited by uncertainty and the unknown. I look forward to what my 50's bring. 🧡
-Tony
The Truth About Alex Hormozi
I see a lot of you copying the caption style that Alex Hormozi uses. I hate to inform you, but your caption style isn't why your content isn't trending like his. 😭
It's a combination of several things that have placed the Hormozi's as the fastest growing business influencers in 2022.
First, he and his wife Leila Hormozi have established proven business results. The couple has exited companies in the 8-figures, and built a portfolio of joint ventures and equity partnerships up to over $100M annual revenue. People take advice from those who've achieved things.
They are also very articulate and intelligent, combined with certainty behind their message. Rather than repeating what others say, they both speak from their own personal experience.
Alex' appearance also breaks the traditional "look" of multi-millionaire business owners. He dresses like the gym bro that he's always been. He doesn't try to look like other people in the space. Plaid, muscles, tank tops, Crocs, jean jorts, and a scruffy beard. He just owns who he is, while most try to emulate others.
The other reason you perceive them as "blowing up" is because they both spend nearly $100K per month on their content creation team. They drop several videos daily, on every platform. You don't have the budget to compete at that level.
Lose the copycat captions. If that's the reason you believe your content is struggling, hopefully I saved you some time and money.
Just focus on:
1) Create measurable results and success in what you wish to be known for.
2) Be yourself. The best version of you, not some watered-down version of someone else.
3) Create content with consistency and quality, over long periods of time. This means years, not weeks.
You cannot skip steps!
-Tony
5 Tips For Being a Great Podcast Guest
I've been interviewed over 400 times. Here's 5 tips on being a great guest. You may also use these tips for any conversation with someone you've just met.
1. Let the host speak, too. The best interviews are conversational, not pre-planned or scripted questions. The key word is conversational. Don't get into a 10+ minute monologue about yourself, and hog the microphone. Great guests know when to shut up, and allow the host to ask the next question.
2. Stay on topic with the question being asked. Think of this from the audience's perspective. They hear their favorite host ask you a question, and then they want to know how you'll respond to it. Don't add a bunch of sidebar stories, tangents, and other things which can distract the audience from hearing your response.
3. Invest in your public speaking skills. It's not enough to just have the knowledge or expertise. If you can't communicate it clearly, and you are boring to listen to, nobody will hear what you say. This is especially difficult for men, who generally speak monotone, mono-volume, and without emotion. The most downloaded episodes aren't always the big names, they are the guests who speak with raw emotion and entertain the audience. Hire a public speaking coach, join Toastmasters, and practice. Seriously.
4. Master the art of storytelling. Learn to respond to questions with stories that make people feel an emotion. If you get interviewed often enough, you'll start to hear a pattern of similar questions. Create fictional stories as examples that relate to the topic, or even better; Recall something you've experienced yourself. Emotions, whether humor or adversity, help the audience "hear" and more importantly, remember the lesson because they'll remember your story.
5. Help promote the interview when it's published. I see so few people that do this, and it blows my mind at the opportunity missed. I feel it has to do with some guests feeling they are too big of a deal to help a small show host. You can bet these same people would tell the world if Rogan interviewed them. Why would anyone spend an hour of their time on any show, and then disregard promoting it as more social proof? It's as simple as sharing it on your Instagram Stories, sharing a post, reel, etc.. on it. I've had some of the biggest names promo my show, and that's one reason they are the biggest names now.
If you'd like me as a guest on your show or stage, contact me. 🧡
-Tony Whatley
5 Tips For Coaches & Consultants
Five tips for my fellow coaches and consultants. 😎
1. Nobody will hire someone that has more perceived issues than they do. Control your craziness, meltdowns, and drama. It doesn't serve you. There is a fine line between being vulnerable online, and oversharing.
2. You'll never gain clients by shaming or guilting them into becoming your clients. Look, I get it; It seems cool nowadays to be the "blunt, tough-love" messenger. Everyone wants to be Andy Frisella, without Andy's years of work to build his brand, and his results. I'm very direct, but I also know there are a few ways to relay the same message. Ask yourself if your post shames and pushes people away, or if it encourages them to improve. I see a lot of fitness coaches failing this awareness.
3. Not gaining clients? Your consistency likely sucks. Your accountability likely has limited evidence to be found. Your discipline is lacking in glaringly obvious aspects of your life. Coaching is a full-time career, yet some of you seem to believe part-time consistency, part-time discipline, part-time content creation is going to attract clients who want to improve their accountability, discipline, and skills.
4. Great coaches live and lead by example, and demonstrate results in what they offer to help others with. Too many people want to coach something, before they've achieved results in something. A personal branding coach should have an established personal brand. A life coach should have a successful dream life that people aspire to achieve. A business coach should have built/managed a successful business. A fitness coach should appear fit and strong. A public speaking coach should have spoken on many stages. A mindset coach better have achieved at high levels of competition or overcome adversity.
5. If you are using the internet to market yourself, don't cheap out on your website and personal branding. Nothing screams amateur like a beginner level do-it-yourself website, or phone selfies as your headshot images. Professional headshot photos cost less than $500 and last for years. A professionally designed website only costs $3K-5K on average. If you can't afford that, I wouldn't hire you to coach me at anything. It's a very low investment that instantly places you above the majority you'll be compared with. Unless you have experience building professional websites, hire someone, because we can tell when you cut corners.
I hope this helps you. I want to see you win. 😘
-Tony
Stop Being a Spectator
Remaining a spectator in life and in business, creates no individual results, and procrastinates the potential you have within.
One of my favorite speech passages is "Man In The Arena" by former US President Theodore Roosevelt. It reads like this:
"It is not the critic who counts; not the man who points out how the strong man stumbles or where the doer of deeds could have done them better.
The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming;
but who does actually strive to do the deeds; who knows the great enthusiasms, the great devotions; who spends himself in a worthy cause;
who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat." -T. Roosevelt, 1910
My business coaching clients have heard me advise them not to be spectators. When we have meetings, they should come prepared with questions and challenges that need to be overcome.
If you participate without any questions or challenges, you are merely a spectator. It indirectly tells me that you believe you already have everything figured out, and nothing left to learn.
Understand this, the highest level performers in any area, always have something new to learn. They crave new knowledge, new experience, new strategies. It's an eternal drive to improve daily.
I want you to step into that arena, onto the field, and pay attention to the game. Focus on what the best do, and how you can learn from them. Look for weaknesses in your opponent, and capitalize on them. Grow a mindset so strong, that you take actions without intimidation or fear.
You'll never win by sitting in the stands. 🏆
-Tony
Happiness Should Never Be Sacrificed
Happiness should never be sacrificed.
Most people take time for granted, until they are faced with an event or diagnosis that presents them with limited time remaining.
I tend to surround myself with other highly-driven people, who strive to achieve success. I've never been one to tolerate excuses from myself, or others.
In our pursuit of success, however we may define it, we sometimes make sacrifices and self-justify it as "paying our dues". Sometimes it even comes across as self-punishment, whether physically or mentally.
Here's the hard reality that nobody wants to discuss; Not everyone will become successful. Very few actually achieve the big goals that they set out to accomplish, in life. Many of those you perceive as winning today, will experience crashing downfalls only months later.
This is why happiness shouldn't be part of your sacrifice to achieve success. If you are going to put in hard work, dedication, and consistency into achieving success - do something you genuinely enjoy doing. Something that is backed with your purpose that makes you happy.
If you don't understand why, consider this; The worst regret of your lifetime may occur years down the road, once you've discovered your time is limited, and you haven't come close to achieving your goals of success.
In that moment, will you look back on years and decades of doing something you loved doing, and were happy doing, even without the goals being achieved? Or will you look back on decades of unhappiness and misery, because you placed your goals above your happiness?
Have a happy day.
-Tony
Lose The Underdog Mindset
People are fascinated by underdog stories, but they usually get the mindset all wrong for themselves.
The masses will cheer the underestimated challenger, as he/she takes on the predicted winner. Movies love this theme. Sports fans love this theme. David vs Goliath. We even enjoy when small business owners take on industry titans. When the underdog pulls off the upset victory, it instills a sense of hope among the people. It challenges their beliefs about what is possible.
Here's where the people get it wrong, however. They adopt an underdog story for themselves, and label themselves as such. They feel proud about being the underdog, and sometimes even use it to validate their lack of results. Someone is holding them down.
What these people fail to realize is that those who won victories as underdogs, never believed themselves to be underdogs. Sure, there may have been history, data, or stats that could present a case of them being an underdog.
But these underdogs never once believed they were lesser, not good enough, or didn't deserve to be in that arena. They were on a mission, despite what external data or stats might suggest.
I grew up without money, and had to figure out much about life and success on my own. I could have adopted an underdog narrative in a few ways, but I never wanted to be an underdog. Why would I purposely label myself the predictable loser in anything?
Whenever I needed to perform, I never worried about comparing myself to others. There isn't any upside benefits to doing that. I simply focused on the game, the rules, and becoming my best. Sometimes I'd lose, many other times I'd win. I always play to win.
People spectating outside the arena may choose to label you as the underdog, but the voice inside your head should focus on winning without that narrative. It doesn't help you, when you give yourself reasons to fail before you even start the game.
Tony
10 Life Rules I've Learned From Mistakes
10 life rules to share, which I've learned from making mistakes. 😮
1. Never assume other people think how you think, believe what you believe, or know what you know.
2. Very few people want to be a leader. Most just want the paycheck and job title associated with being a leader. True leaders lead regardless of job title or position, even when it isn't their duty to do so. Don't promote people based on performance within supporting roles, unless they've also demonstrated they continuously lead others.
3. Never take financial or investment advice from someone with less net worth than you have. They may know what to say, but they may not know how to play the game.
4. Do not waste another minute in any relationship with someone who does not support or believe in you. It's better to be alone than to carry an anchor on your back.
5. Call your shots and utilize external accountability from others to complete your daily, weekly, and yearly goals. There is no "hustle hard in silence" until you've demonstrated amazing results and proven discipline. Most people keep quiet so that they can simply fail in silence, to avoid having other know about their failures. Don't you want to achieve goals, instead?
6. Hang around with a bunch of divorced people, and you'll likely end up divorced, too. That mindset is contagious, and I've seen this play out too many times to count. Hang around with people who gossip, and they will gossip about you when you aren't around.
7. The ultimate key to happiness is simple. Control access to your mind. Stop watching the news, which is just manipulative propaganda intended to stir up negative emotions. Unsubscribe and unfollow all news media, and unfriend or unfollow people that keep sharing the atrocious news headline articles. You control what you see and read, nobody else.
8. Most people define their self worth, or worse; Their ceiling of potential, based on a snapshot of their current salary, profession, or income level. We are conditioned to believe the levels of society exist, and that we must fit in, somewhere. This is all imaginary. Your potential is endless and has no limit. The only limit is what you believe for yourself; or what others have told you about your limits.
9. Broken, insecure, envious mindsets exist within the entire spectrum of social and financial standings. As you earn more and surround yourself with others earning more, you'll discover that these negative mindsets aren't something that you graduate from, or earn enough to outgrow from. Victim and fixed mindset people exist everywhere, at every income level. Avoid those people, they tend to run in groups.
10. Most will never achieve what they truly want, because most will never sacrifice something they truly love, in order to move backwards. Sometimes the correct move is to move backwards momentarily, regroup, and redirect focus. Scarcity mindset causes people to hold on to what they possess with a death-grip. Your material possessions, career, lifestyle, perceived status, distracting or expensive hobbies, etc... It's easy to give up things you don't really care about, but nearly impossible for most to give up things they truly love and enjoy; even if the sacrifice is short-term and leads them to their dream life.
-Tony Whatley
The Problem With Personal Development
The problem with the personal development industry 😮
We need less pep-talks, and more step talks.
Motivational memes and feel-good speeches are certainly appealing to consumers that first step into this space.
I get it, I've been enticed by them before.
The problem is that these do zero to help someone improve their own situation.
Motivation is temporary. People run out of it and they go seeking another hit of it, just like crack.
It's a distraction from taking action.
Successful people execute even when they don't feel motivated. They are goal driven or purpose driven, not emotionally driven.
There are too many people wanting to enter the field of personal development, positioning themselves as motivational speakers and thought leaders.
We really need more proven experts to learn from. Experts who have accomplished actual results.
We need actual strategies, tactics, and steps to climb past our own challenges.
We need leaders who live by example.
We need more teachers who have achieved before they taught, rather than those teaching before they've achieved.
-Tony