It's called LAUNCH! Inside Track and it's all about how to create something super-successful and market it in radically new ways to make it a smash hit - whether that thing is a book, a product, a service, an app, or your own coaching/therapy/freelance/consultancy career.
And you're going to learn all that while looking over my shoulder as I work through my own biggest creative & marketing project of the last 6 years - the launch of my long-awaited 2nd book.
To get all the details sent to you straight away, just enter your info below.
This year he has been working with Richard Curtis to publicise the United Nations' Global Goals to end extreme poverty, fight inequality & injustice, and fix climate change.
That's when he hit on the idea to text as many people on the planet as possible to raise awareness of the goals. Because the more people know about them, the more governments pay attention to them and invest in them.
I spoke to Chris this week and he told me his top tip for making an idea happen is this:
"Always think bigger than everyone else"
That's because there's actually less competition at that level!
It's also actually more enticing to say to the mobile networks operators, "Do you want to be part of the biggest media platform on earth?" than it is to approach them to do something smaller and less exciting.
The result of Chris' thinking big?
925 million people texted about the Global Goals... and counting.
A holiday gift to inspire you
to your own big challenge in 2016
(and contribute to a good cause at the same time)
Many of us were shocked by scenes of the refugee crisis this year. Chris was one of them and he decided to do something to help.
Chris quickly pulled together a book of 44 stories of people who took on a challenge in 2015 in order to inspire you to take on your own challenge in 2016.
And 100% of profits from the book go to The Guardian & Observer Charity Appeal for Refugees.
The stories span cycling around the world, to starting a coffee shop, to Chris' own adventure to write a book in 2 weeks. Everyone at some point on their adventures benefited from the kindness and generosity of strangers so it's a great match for supporting refugees.
The book is out today. Buy it for yourself and get inspired for 2016, or gift it to a friend...
Here's something I posted to the Screw Work Let's Play Facebook page recently that got shared more than anything else in many weeks. It's a short but brilliant clip of George Clooney from the movie Up In The Air.
George's character, Ryan Bingham, makes a living telling people they're being made redundant. It's a tough job but sometimes he manages to make a very profound point during the process – like in this particular clip:
I've spent all this month in Bali, having some time off, giving some talks, and connecting with the Digital Nomad community - a global movement of people who have designed their life to be location independent.
It's never been easier to create a business you can run from a laptop anywhere in the world. And a lot of people choose to do that in Bali. That's because it has hot weather year-round, a fascinating culture, beautiful beaches and scenery, and warm friendly people.
As a result, a number of initiatives have appeared in Bali to support Digital Nomads. One of the most important of those is the Hubud co-working space and Tribe Wanted, a programme for people to meet others and learn from each other as they work on their business.
I gave a talk for Tribe Wanted and asked Laura Thomas to explain a bit about it. Check out the video below:
Is this your dream lifestyle?
What's your perfect lifestyle? Would you like to be able live anywhere you want while doing what you love and getting paid for it?
Leave a comment and let me know. And if you have questions about Bali and being a Digital Nomad here, post them here and I'll take a shot at answering them.
A new way of working that became practical only a few years ago has now become an entire movement.
I'm talking about the Digital Nomad movement - a growing horde of people deliberately setting up their worklife so that they can live anywhere in the world.
When I first spent a month working from Bali just 4 years ago there were relatively few people living and working remotely. Now there are entrepreneurial retreats, Digital Nomad workspaces, and even online Digital Nomad directories.
There are no set rules about what being a nomad means - move to a foreign country permanently as a friend of mine did to run his app development business from Chiang Mai in Thailand, trip from country to country every few months, or my version of Nomad-lite where I spend much of my time in London but take a couple of months each year in Asia to escape the British weather.
Last month I ran a private-invite Marketing Intensive for just a handful of people and it was interesting to note that every one of the participants had a business that could be location independent.
In a few weeks I'll be travelling to Bali again to witness how it has become a Digital Nomad hub. I'll be meeting up with Roger Hamilton and I'll be dropping in to give talks at the entrepreneurial retreat Project Getaway and the co-working adventure that Tribewanted Bali have named "Silicon Rice Paddy".
The Bali Digital Nomad Meetup
The centre of the Bali Digital Nomad community is Ubud so I'll be spending my first 3 weeks there. And I've decided to get as many Screw Work fans and digital nomads together for an evening on the 12th October to meet each other, have a drink, and discuss our favourite topics of doing what you love, where you love.
If you're based in Bali, or you're going to be passing through, or can get there, do come along.
I've just set up an event on the Screw Work Facebook page. Click the image below to RSVP if you can come (or if you're a maybe):
And if you can't make it in October, see if there is a way you could spend time in one of the Digital Nomad hubs around the world and plug into a different way to live and work.
It's easy to imagine that starting a new income stream or business is a slow and laborious thing to do. However that does not have to be the case.
You can now set yourself up to promote something to the whole world in just an hour or so – whether it’s your skills, writing, photography, products, event, or music.
That’s because there is a huge range of online tools available to help you start your business faster than you ever imagined possible. And many of them are very affordable or even free.
It’s like a giant toybox just waiting for you to dive in!
No website yet? No traffic? No problem!
If you don’t yet have a website – or you have one but its total weekly visitors would all fit in a London cab – it’s easy to see this as a roadblock to getting started. But we're going to sidestep that entire issue by looking at how you can start your own thing without needing your own site with lots of traffic.
Imagine having a huge audience ready and eager to buy exactly what you can offer. Sound good? Well that’s what is available for you right now. Here’s the trick: instead of marketing yourself on your own site that attracts nothing but tumbleweeds, promote yourself on a third-party marketplace which people are visiting every minute of every day searching for what you’re providing.
There are marketplace and community sites for every possible kind of product, service or experience you can offer. Here are some examples.
Selling your skills as a freelancer
If your business idea revolves around skills you already have from your previous career (or that you’ve been developing on the side) you can promote them on a freelance marketplace today. Sites like Freelancer.com, PeoplePerHour.com and Elance.com make an ideal showcase for any skills you have in design, photography, translation, web development, social media, marketing and business support. You can post a profile and then search for projects needing help and submit proposals. Freelancer.com has 16 million users who have posted a total of 8 million projects so far so there’s no shortage of work but you’ll need to show that you have something of real value to bring to a project to win it.
For a more playful take on selling services check out fiverr.com. People registered on the site will record a movie trailer-style voiceover, draw a cartoon, design a logo, transcribe an interview, or sing a personalised ring tone for $5 and up. As the bargain basement of freelance marketplaces, Fiverr can be a fun place to experiment with charging for something you’ve only previously done as a hobby.
If you want to sell your services to other businesses (eg as a consultant or trainer) and you don’t have a website yet, just create a profile on LinkedIn so that you can give its address to people interested in your work. You can also invite others into your network, write blog posts within the site to share your expertise, and join groups to communicate with others in your field.
If you have an idea for a live event, meetup.com is designed exclusively for that very task and has 22 million users across 180 countries. That means there could be up to a million people searching Meetup.com for events on any one day. The site is ideal for launching a free or low-cost event for the general public and can even take ticket payments for you. There is enormous value in running an event that places a whole group of your target market in the same room with you, even if the event itself makes little money. You can build a community and get to know their concerns and desires, you’ll be seen as a leader in your field, and you’ll have opportunity to promote your work.
If you want to start really low key – for example just to get some people together who might be interested in getting involved with your business – just post an event on Facebook and invite all your contacts to RSVP.
Selling arts, crafts, and physical products
If you have handmade or vintage arts or crafts you can set up a store front on Etsy.com which handles an estimated US$1 billion in total annual transactions. Or, even easier, just try selling your first items on eBay. What’s great about eBay of course is that you can see how much people are willing to pay for your product in an auction. That’s an ideal way to test pricing. You can also search the site for completed auctions to see what similar products finally sold for.
Alternatively it’s possible for you now to get a product manufactured in China (using a supplier listed on Alibaba.com) and sell it on Amazon or another online marketplace.
At the opposite end of the scale you can have a lot of fun creating T-shirts, mugs, magnets, and cards with just a few clicks by uploading your design to a site like Cafepress or Zazzle. Visitors can buy your product off the site, and it is then printed and shipped to them.
If you want to publish your own book, Amazon is without doubt the number one place to make it available, whether that’s a digital version on kindle or a printed version delivered by Amazon direct to your reader. Check out the Kindle Direct Publishing site to find out more.
Why invest endless time and energy to get people to come to your own site before you can make any money when you can go somewhere with thousands or even millions of people interested in the things you offer?
What could your instant business be today?
Leave a comment to let me know your thoughts, questions, and experiences.
I hope you're enjoying the summer*. I've loving London in the sunshine - the outdoor cafes, cycling around town, and the occasional cocktail with friends down by the Regent's Canal.
*If you're in the Southern Hemisphere I hope you're having a good winter
Update on book 2
I've organised my business to give me some space over the summer to finally finish my second book. Remember that thing?
Last year I got a very rough first draft complete but then got waylaid by launching and running the 30 Day Challenge with a couple of hundred people (amongst other things).
Now I'm back writing again and I'm loving it. Whenever I first return to writing there is always a painful reentry period where I have to load the entire book (its purpose, its key messages, its structure etc) back into my brain and decide where it is I am heading.
Now that's done I can enjoy the part that is enormously pleasurable for me - distilling my ideas into their clearest and most concise form and finding the best possible turn of phrase to describe them. When I do that I truly feel, "I am a writer". I'm also starting to get excited about the impact the ideas in the book will have on people that have never come across them before.
The early stages of writing a book are not so enjoyable. It's easy to forget that the first draft of anything will never be as good as your published work or anyone else's published work. So I came up with a phrase for myself - and which will also feature in the book:
That polished final version that delights yourself and the reader comes from multiple passes of revision and reworking; improving the structure, adding stories and quotes, and finessing the language. But you can't do any of that until you've written some kind of first, bad, draft. So another phrase came to me this week:
Of course, the same principle applies to starting a business - you must be willing to get started with the best bad idea you have until a better one crops up in the process.
Which reminds me of my favourite line from the film Argo when Ben Affleck's character and others in the CIA proposed an outlandish plan to rescue hostages from Iran by pretending to be filmmakers shooting a science fiction film:
What's next for SWLP
For the last few years I've focussed on how to help people find an idea and take their first steps. Now, the player tribe has evolved. Many people are telling me they've now got started on something and need help on making it more successful. For the people still searching for an idea, I created Find Your Money-Maker, freeing me up to help people with the next stages of getting paid to do what you love.
Later this year I will be running a high-end Mentorship and a Mastermind programme for a very small number of people who have already started something and want my direct input on how to monetise it, market it and multiply the revenue from it.
I'll also be hanging out in Bali for the whole of October so if you're in that part of the world then let me know. I'll be meeting up with Roger Hamilton and dropping in on a very cool startup retreat called Project Getaway (more on that later).
And some time in 2016 I might just reinvent the 30 Day Challenge in a new form.
I'm going to be blogging more regularly now things are a little less hectic so watch out for more soon. Meanwhile, enjoy the sunshine!
When is the right time to start thinking about creating your own thing – something you love that you can start on the side and make money out of?
Well for the past month I've been celebrating the 5 year anniversary of Screw Work Let's Play and sharing the 5 biggest things I've learned in the last 5 years.
Here's the last one, number 5:
There will never be a right time! You just have to start
We are all busier than ever these days. Jobs are more demanding, technology is more distracting, and family and friends don't take well to being ignored either!
And just like there's no perfect time to start a family, there's no perfect time to start your own thing.
At some point you just have to decide that you're going to take that first step.
SWLP reader Issy Zinaburg did exactly that not so long ago:
"After a long time wondering what to do instead of consulting, I read Screw Work Let's Play and attended a workshop ran by John. My first realisation was that I had known all along what I wanted to do: namely to get into interior design, which I had studied before succumbing to the idea that I 'had to get a proper job, because you can't make money doing anything creative."
Sometimes even if you have such a clear direction, you still need some help, encouragement and guidance to take action on it as Issy realised...
"My first concrete step was to take an SWLP course. I seem to remember getting quite stuck on the course at first, not really knowing how to take action. But I learned that the first thing I needed to do, after a number of years of neglect, was to get my creativity going again.
Initially I helped out some friends with their places for free, and then worked up to getting some paid projects, which was amazing. It was a dream to be getting paid to do interior design as the design part of the job didn't feel like work at all (albeit I liked some other parts of the job like dealing with tradesmen and suppliers less!)"
Having taken action on one big idea, other ideas started popping up:
"Amir (my hubbie) and I weren't sure whether we wanted to continue to live in London or not so we decided to take some time out to travel.
First of all we spent some time driving round France, Spain and Portugal in Betty the old black cab my hubbie converted into a mini-campervan. Then we spent 5 months in South America including living in Rio for 4 months.
After taking the time out we came back to the UK a year ago and have since had a baby; but what travelling taught me was that it was really important for me that my business would allow us the freedom to be able to travel often and/or possibly even move abroad at some stage without having to start over.
So I started to think how I could bring more of my business online to make me more location independent.
That's where the experience of my former life as a consultant came together with my earlier experiences helping friends out with their places (where I had to be sensitive to our friendship and gently help coach them through the process rather than be too dictatorial). This inspired me to come up with my Ecourse and online design coaching services, which help people discover their own style and design their dream homes themselves.
So in the 4 years since I read Screw Work Let's Play & did my first SWLP programme I have gone from being a disillusioned management consultant thinking I didn't know what I wanted to do, to reigniting my passion for interior design, starting my own interior design biz, and finally taking it online though creating an ecourse and offering 1to1 interior design coaching atissyzinaburg.com"
None of the things Issy and Amir chose to do were easy decisions. But at some point you have to realise that you really do only have one life.
And you can be pretty sure everything Issy and Amir did included the odd "Head in hands" moment as Charlie and Harry called them in my post earlier this week about launching their innovative ice cream.
Sometime it comes down to a critical piece of advice or an encouraging word at the right moment to put you back on track.
Where are you on making it happen?
If you haven't yet found something to start or haven't been able to get under way with it, I want to help.
I am celebrating 5 years of Screw Work Let's Play by doing something new; something to help as many people as possible to find their own idea and get it going.
That's my mission and that for me is play.
Get my new step-by-step programme to find an idea you love and get it making money:
Over the past month I've been celebrating 5 things I've learned in the 5 years since Screw Work Let's Play was published and Harry and Charlie are the ultimate playful example of my 4th major learning:
#4: When you've got a good idea, run with it
– and hold nothing back!
It's easy to be hesitant about our ideas but Harry and Charlie show just what can happen when you really go for it. This week I had a chat with them to get the inside scoop (sorry) on Oppo Ice cream.
Here's what happened:
John: How did you come up with the idea for Oppo Ice Cream?
Harry: I first read Screw Work Let's Play while on a beach in Egypt on a Windsurfing trip in April 2011. It got both of us thinking about ways to do what we enjoyed doing. So a month later in May we decided to go on an adventure in Brazil.
We were going to break the unofficial world record for the longest distance travelled by kite buggy on land, unsupported. We got the sponsorship in June, and we were on a plane to Brazil by July!
Charlie: During our kite buggy adventure we ran out of food so lost 8kg of bodyweight in 2 weeks. Not to be recommended and fairly painful! We survived on wild superfoods, which tasted fantastic whilst being very healthy. This was proof that it is possible to make the most indulgent food healthy. What about luxury ice cream that’s good for you? So I quit my job, and founded Oppo.
Everyone said it was ridiculous and for many months it was! Following 25 months of research, three different factories and lots of ‘head in hands’ moments Oppo launched in October 2014 – Waitrose, Ocado, Wholefoods and many independents.
Oppo replaces sugar and cream with stevia leaf and virgin coconut oil. Each flavour is boosted with a unique superfood, creating a delicious luxury ice cream containing fewer calories than an apple.
Did you try some other things out before you came up with the Oppo Ice Cream idea?
Charlie: I've always had little projects - from selling Pokemon cards at primary school to having a tuck shop at school when I was 13. I had various more serious concepts I worked on just before Oppo - for example an app where you can create your own postcards abroad and they get printed and sent at home - but then I realised there were several other multi-million pound companies doing just that and I didn't see how I could do it any better.
However the Oppo idea had always been smouldering in the background, I just didn't quite know it. I've always been fascinated by nutrition and fed up with how our favourite foods aren't good for us. It seemed to me like large food manufacturers were lazy and stuck in their ways. Sugar and artificial ingredients are cheap and easy ways of making food taste great.
Even though the world's largest ice cream manufacturer told me my aim of healthy ice cream was utterly impossible - I've proved if you work hard and think different it's perfectly possible to create food utopia - our favourite indulgent foods that are good for you too.
What made you think this is the right idea to pursue?
Charlie: It grabbed me. I became more excited the more I thought of it and realised how awesome it would be if I managed to create an ice cream that was truly healthy. I thought I could turn the category on its head.
Until now, innovation in the category has been in different formats, flavours or sizes. Uninspiring. What about changing what we understand ice cream to be? Using none of the same ingredients yet still arriving at the same end result – a product that can legally be called ice cream and still has the taste sensation of your favourite treat.
For an idea to be worthwhile it’s got to excite you in every way, and continue to excite you as you develop the idea. Oppo did that for me. Crucially, it did it for others too.
The Oppo Story
What were your first steps to act on the idea?
Charlie: Asking industry experts. I first asked if it was possible to create such a product – they all said no, so I realised I was on to something.
Then I changed my questions to – “what would a company have to do to succeed, if they created such a game-changing product?” Through this I learned about marketing, FMCG brands, product creation, branding etc. That limited understanding was what I started with.
It was then that I left my job to start full steam ahead. In hindsight, I could have stayed at my job for longer, which would have given me an income for a little longer but I was lucky that I could move back with my parents, and later on to my brother Harry’s sofa to save money and work 100% on Oppo.
When did you first realise this thing was going to take off?
Charlie: Firstly when I created the product – when I realised I had done what I set out to. Then it was when Harry joined the business full time after I’d been trying to get him on board for 2.5 years.
However I think it’s rare that you find a big milestone that suddenly catapults your business, or when you realise something will work. As an entrepreneur you always have to have unflappable belief that it will work, of course it will – if you don’t, no-one else will. Milestones and big events only occur after the accumulation of months or years of intense work. It’s rare to find sudden success one day.
What was your first playcheque?
Harry: So I guess our first playcheque was a £10,000 order from Waitrose! With ice cream it’s slightly harder to create a play project in the way you should do to test an idea, but I’m sure if Charlie was less convinced about the idea then we could have done that, and grown the business more slowly and with less risk by taking market stalls and the like to test demand.
Now we have a team of 10 from a small office in Clapham in SW London. We got into wholefoods last week, a large contract caterer the week before, a national distributor this week, and are speaking to various other retailers and wholesalers to grow the Oppo brand.
Recently we raised £300,000 in three days, making us the fastest food and drink start up globally to raise investment using crowd funding, and the most over subscribed company on the Seedrs crowd funding site.
We have also won an award for most innovative product of the year, and have been shortlisted in the final ten for Virgin’s pitch to rich award – fingers crossed we get through as the prize is £250,000 of marketing budget which Oppo sorely needs – and it’s all dependent on votes! Hint hint…
John: Read below how to vote for Harry and Charlie and their healthy ice cream on the Pitch To Rich site.
What’s your advice to someone trying to choose the right thing to pursue?
Harry: Work out what you like spending time doing and where you often forget the time when you’re doing it. Then work out if there is anything in particular about that activity that you seem to get a buzz from, and examine ways that other people might want to pay you to do that.
But I didn’t really do any of those things. In our case it was spotting something that we wanted to change in the world, and then finding an opportunity to do that. It’s then about being relentless in the way you pursue your goal – nothing is perfect and there will always be setbacks, but you’ll find the right path in successfully navigating those setbacks.
Like the idea of healthy ice cream?
Take a moment to support Harry and Charlie...
I've been approached by several SWLP readers about their entries for Richard Branson's Pitch To Rich competition for new businesses and have been helping out wherever I can (retweeting their campaigns etc).
Harry and Charlie are particularly exciting because they are very close - in the top half of the final ten contestants - to winning no less than £250,000 of help with their business. Plus, it's for a healthy ice cream. What's not to like?
You can help them out by voting on the Pitch To Rich site - it takes literally just a few seconds.