Business Owner, Podcaster and Entrepreneur Russ Barnes Helps Get Your Company Purposefully Profitable.

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The Licensing Jungle Discusses Protecting Your Idea with Intellectual Property
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Preliminary Steps Inventors Should Take After Your Big Idea!
September 15, 2017

Russ Barnes, USAF Colonel (Retired), MBA, MS Host of the Popular Show “Purposefully Profitable Podcast “ business owner and entrepreneur Colonel Russ Barnes is Senior Business Advisor for Systro Consulting, an organization design firm specializing in small businesses. He has more than 30 years’ experience drawn from military service, franchise ownership and consulting. During his military service, Russ flew combat missions and held senior leadership positions at Air Combat Command Headquarters, The Pentagon, US Strategic Command, US European Command, and US Central Command…to name a few. He has been awarded the Legion of Merit, Air Medal, Defense Meritorious Service Medal and more than 20 other decorations. http://systro.org The Inventors Launchpad – Roadmap to Success Series is presented by Inventors Launchpad in beautiful Tampa Bay, FL and hosted by Carmine Denisco. Carmine is an accomplished Author, Entrepreneur, Inventor and Co-founder/Managing Partner of Inventors Launchpad. Along with his business partner Rick Valderrama has changed the face of the invention industry and look forward to helping inventors from all over the world move their ideas forward. For more information please visit www.inventorslaunchpad.com
 

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Podcast Notes

1YouTube generated podcast notes, please excuse any typos.
I wanted and welcome to inventors
0:03
launchpad roadmap to success
0:05
I am carmine Dennis co your host for
0:08
today's episode and today on the
0:11
launchpad we have a guest who's been on
0:13
the show before I wanted him bring him
0:15
back on because he's been doing a lot to
0:18
help not only entrepreneur community but
0:20
also inventors around the country he's
0:23
doing a lot of work helping
0:25
organizations build their companies to
0:28
profit ability I have on the call Russ
0:31
Barnes from Cicero consulting hey Russ
0:35
are you over there hey thanks man I I
0:40
know that you've been traveling we've
0:42
been trying to get you on the show and
0:43
you're doing a lot out there traveling
0:46
around the country once you give us a
0:48
little bit of updates on what's been
0:49
going on with Cicero and what you're
0:51
doing well as you aware Cicero is the
0:55
central piece of what I do and the goal
0:57
is to help small business owners
0:59
particularly those who have little to no
1:01
resources to figure out how to gain
1:04
traction and how to become profitable in
1:07
your companies I'm really passionate
1:08
about that because I think that you can
1:10
have an impact on the economic
1:12
development of the community when people
1:14
can take control of their ability to
1:17
earn so that's the central piece and
1:19
what's interesting is sister has almost
1:21
become a translator because I'm working
1:24
on a PhD right now in the PhD is in
1:26
organization designing for small
1:28
business and I'm learning all of these
1:30
things from a scholarly perspective but
1:33
the language is of a level of complexity
1:35
that doesn't resonate well with small
1:38
business owners so I take what I learned
1:40
through the PhD program and I translate
1:42
it through a sister oh and then take
1:45
that out into a small business community
1:47
and I'm working with several networking
1:49
groups and organizations that enable me
1:53
to connect with the small business owner
1:55
and I'm finding that that's that I've
1:57
almost created an ecosystem that feeds
2:00
itself and the benefit goes directly to
2:03
the small business on this that I work
2:05
with yeah and it seems to be working
2:07
because I hear your name I know you've
2:09
been doing a lot of talks and and podium
2:13
speeches you know giving your knowledge
2:16
out and people are really relating to it
2:20
and you know again I get a lot of good
2:22
feedback after people attend some of
2:27
your speeches and have talked to you I
2:28
know that you could have had a lot of
2:30
advice you you're always there to help
2:31
people through questions and and your
2:35
Facebook pages and your website and
2:36
people are always reaching out to you
2:38
for some help there's one thing that I
2:39
always happy around the show today
2:41
because what I've found with some of our
2:44
inventors but also with some
2:45
entrepreneurs is that they get
2:47
frustrated very easily when they're
2:49
first starting their business and I was
2:52
wondering if you could just maybe give a
2:54
little bit of information on maybe the
2:56
best way when somebody starting in
2:58
business or even an invention you know
3:01
how to get how should they get started
3:03
without kind of wearing themselves out
3:05
or put themselves in a position where
3:07
they're frustrated they don't feel like
3:08
they're making any headway it's
3:10
interesting that you say that because I
3:12
just finished putting together a book on
3:15
that very topic and I put it together
3:17
because there are certain principles
3:19
that apply when you are starting in any
3:23
venture you know it applies whether
3:25
you're starting a new job it applies
3:27
whether you are starting a company it
3:29
applies whether you've created an
3:30
adventure and you want to take that into
3:32
the market and there are basically 15
3:37
things that are laid out in that in that
3:39
book that really help you focus on what
3:44
it takes and you and I have had these
3:46
conversations for a very long time and
3:48
what we came to the conclusion of this
3:50
we really have to lay out a road map you
3:53
have to think through the challenges
3:56
that you may face down the road and in
3:58
order to do that you have to have some
4:00
sense of your desired hour where do you
4:03
want to go with this thing so one of the
4:05
things I point out in the book is the
4:07
exit strategy many people say well I
4:09
have no idea where I'm planning to end
4:13
up so it's really difficult for me to
4:15
choose an extra strategy but it's really
4:17
not there are only two ways you can get
4:19
out of business you can you can skip a
4:21
hell of business you can build a
4:24
business to sell and when you've made
4:26
those
4:27
two simple decisions or that one simple
4:29
decision am I going to sell this
4:31
business or am I going to create this as
4:32
a legacy now you can begin to walk it
4:34
back and identify and determine how to
4:38
use your resources along the way you can
4:40
say okay this is how these are how many
4:42
resources I have available to me and I
4:45
have to be very careful in my decision
4:47
making in moving forward to that desired
4:49
outcome and so the first lesson that I
4:52
would recommend is to have some idea of
4:56
where you're going where are you going
4:59
with this and that really helps you
5:01
become more purposeful in your processes
5:05
so so you know pushing back to an
5:09
inventor a lot of times you know they
5:13
just they they have this idea and
5:15
they're not sure really where that idea
5:17
is taking them now they're gonna are
5:19
they gonna manufacture it themselves are
5:21
they gonna need investment money are
5:23
they gonna try to license it and they're
5:25
getting a lot of information from people
5:26
online and their friends and their
5:28
neighbors is there a way that they can
5:31
push through all that static and really
5:32
figure out what's best for them is is
5:34
there a few steps or is there some way
5:37
that they can sit down and put it on
5:39
paper and figure out what should I do
5:42
here or should they just you know kind
5:43
of kind of fly by the seat of their
5:45
pants until they make a mistake or you
5:47
know and again I don't mean to go back
5:49
for some of our inventors are so worried
5:52
about moving forward because they don't
5:54
want to fail I guess what I'm trying to
5:56
say exactly and we've had these
5:58
conversations before to where it comes
6:00
down to putting together a plan and what
6:04
we found is people are afraid to make a
6:07
plan because in the first case they say
6:10
well I don't know if this plan will work
6:12
I don't know what goes into the plan and
6:15
what's most important about that is
6:18
significant as they say and if I put
6:19
together this plan and it doesn't work
6:21
then I become a failure and everybody is
6:24
laughing at me they were telling me that
6:26
it was gonna work to begin grow so they
6:27
are afraid to plan and there is a lot of
6:32
information out there and tons of
6:33
information that's available to us and
6:35
as you mentioned it can become
6:37
overwhelming for someone who has a great
6:39
idea they want to get
6:40
to the market they want people to use it
6:42
but they just don't know how to make it
6:45
happen and how to put it all together my
6:48
first recommendation for that is you do
6:52
have to find someone who's been there
6:53
and done that
6:54
um we we've you know I mean it goes back
6:58
to the reason why you and Rick started
7:00
this inventors month pad because you saw
7:02
so many people out there weren't
7:04
benefiting from their inventions and
7:06
they were approaching it in the trial
7:08
and error approached and they were doing
7:10
things haphazardly and they were
7:12
spending a lot of money and wasted a lot
7:14
of money because they just didn't know
7:16
what needed to be done and they were
7:18
just trying to protect themselves
7:19
instead of moving forward fast in a
7:22
direction they would just find trying to
7:23
protect themselves so here's what here's
7:25
what I recommend is first of all when
7:29
you have this invention you have to
7:31
decide do you want to take this
7:32
invention to market yourself do you want
7:34
to create a business and and be
7:37
responsible for everything that has to
7:40
do with creating a product the research
7:43
and development with identifying
7:46
distributors with identifying
7:48
manufacturers with controlling a sales
7:51
process which eventually hiring people
7:54
and no building facilities in order to
7:58
develop and build a product do you want
8:01
to be involved in all that is that
8:03
really what you thought about when you
8:05
had this idea or would you prefer to
8:09
perhaps license the product would you
8:11
prefer to work with someone who is
8:15
already producing a similar type product
8:17
and then put your product into that
8:19
pipeline there are certain very various
8:22
ways you can go but if you do so make
8:24
make two decisions make one decision do
8:27
I want to build a company but do I just
8:30
want to find a way to generate revenue
8:33
to myself from this idea that I've had
8:36
so that I can continue to maybe invent
8:39
other things because that's where my
8:41
passion lies is in the invention part of
8:43
it not necessarily in the business
8:45
ownership quality so let's make that
8:46
decision first so we make that decision
8:48
and you say okay I do want to go down
8:52
the path of building my own company
8:54
this is important to me so the next step
8:58
would be then to connect with people who
9:00
done that before
9:01
and you can go to the Small Business
9:03
Administration in Small Business
9:04
Development Center you can talk to
9:06
school counselors you know you can
9:08
obviously come in and speak with people
9:10
like yourself at the event is my pad and
9:13
get some sense of what that roadmap
9:14
looks like what does that process look
9:16
like now
9:18
you have just given yourself a strategy
9:22
and a main a mindset that will enable
9:26
you to be very comfortable and patient
9:29
in the process it also gives you a sense
9:32
of how much this is going to cost it is
9:34
very expensive to start a business and
9:37
start a company and if you haven't
9:40
prepared for that part of it you can run
9:42
yourself at money very fast as well so I
9:45
know that was a long answer and but it
9:49
but the complexity of what what happens
9:51
when you're trying to build your company
9:53
is what we need to get to it what we're
9:56
really trying to get to the essence of
9:57
is this is complex let's see if we can
10:00
make it more simple it's more simple by
10:03
creating a roadmap and then you'll be
10:07
able to make the right decisions in the
10:09
right order at the right time
10:11
you have the planning is so important
10:14
and as you said deciding really on what
10:17
you want to do all right Larry is super
10:19
important you know if you have a
10:20
full-time job if you have a family you
10:24
know you have good benefits you know you
10:25
have all these things going you've got
10:26
twenty years into your business into a
10:28
job and you know you really don't want
10:30
to quit - to go after this dream you
10:32
have of taking an invention to market as
10:35
as Russ has said it really you have to
10:38
put it down to plan and getting your
10:39
family involved I mean Russ that that's
10:41
pretty important when you're making a
10:42
huge decision like this because there
10:47
are three people three types of people
10:50
that you're going to run into when you
10:52
start any adventure you're gonna run
10:53
into people who are sources of
10:56
information they know where you've been
10:58
where they know where you're going and
11:02
they have a type of information that can
11:04
help you there are people who are going
11:06
to be referral sources
11:08
and they're going to connect you with
11:10
other people that you need to know
11:12
whether it's people who would help you
11:14
with funding people people who help you
11:16
with manufacturing whatever that may be
11:18
so you have your information folks and
11:21
then you have your referral types of
11:23
people but the most important people in
11:25
your network will be those who will
11:27
support in many cases those are people
11:30
in your family friends and they'll know
11:33
they know you so they will say yeah you
11:37
know it's it's tough but you can do it
11:39
you know they'll encourage you or
11:41
they'll say you stop doing sorry for
11:44
yourself they'll kick you the but
11:45
they'll get you though but because they
11:47
know you they will really be helpful and
11:51
so you really need to get get them
11:52
involved in and get to support and get
11:55
them behind you I think that you you
11:58
know as you say that the family and and
12:00
you know hopefully our entrepreneurs or
12:02
inventors have a family that's
12:04
supportive behind them and if they're
12:06
not there's probably your reason it
12:07
could be something where you're always
12:09
talking about doing something but you
12:11
never really do it or you always just
12:13
spinning your wheels and you're not
12:14
moving forward and and if you have a
12:16
family that's that's not behind you you
12:19
should really find out why and ask those
12:21
questions ask those important questions
12:22
because there's got to be a reason I
12:24
mean family is there to help yeah and
12:27
and if it's one of those things as Russ
12:29
is talking about you're always planning
12:30
but you're not implementing or you're
12:33
implementing without planning or
12:35
whatever it is it's it's super important
12:38
to really be truthful to yourself as you
12:40
move forward in this endeavor but I
12:44
think one of the biggest things for us
12:45
is that people are are worried about
12:48
failing and I don't even like that word
12:50
failing I actually love that word say
12:58
one thing your family in some cases will
13:04
be hard on you because they don't want
13:06
to see you fail well they'll be
13:08
discouraging of the idea because they
13:10
don't want see you fail they care so
13:12
much about you that they don't want to
13:15
see you fail and now the reason I love
13:18
the word failure is because failure
13:22
is where you find the greatest
13:24
opportunities hmm you know failure
13:26
failure is where you gain clarity on
13:29
what you're doing and you it enables you
13:33
to get those ideas that might not come
13:37
through necessarily if you having
13:41
success you know at every at every stage
13:43
and success can lead you down the wrong
13:47
path and what I mean by that is if
13:50
everything you're doing seems to be
13:53
working out perfectly all the way along
13:55
the line then
14:00
and at the end of the line you know what
14:03
do you do at the end of the line and if
14:04
you put it in terms of an app and a team
14:06
sports team and in this sports team is
14:10
is winning and winning and winning and
14:11
winning and winning what's happening
14:13
behind the scenes is that people are
14:15
seeing that they're saying okay how do
14:17
we defeat this team and they're looking
14:19
at your strengths they're looking at
14:21
your weaknesses and they're preparing
14:22
for that opportunity when needed to meet
14:26
you and at that point since you haven't
14:28
faced adversity and you haven't been in
14:31
very difficult situations that you've
14:33
had to overcome then you know you got
14:36
you'll probably go down pretty quickly
14:38
and at that point it will be final so
14:41
but if you're used to overcoming
14:43
adversity and facing those challenges
14:45
and building up your personal strength
14:47
and your mental toughness and your
14:49
intestinal fortitude then you'll be able
14:52
overcome whatever anybody throws hmm and
14:55
if anyone's question what what Russell
14:57
speaking about we can look back at
15:00
history at huge companies that you would
15:02
never think could fail Xerox in the
15:04
early 2000s almost went bankrupt all the
15:07
stores large large retailers that are
15:10
closing their doors they they didn't
15:13
learn from their mistakes or they
15:15
allowed their competition to see their
15:18
weaknesses and they weren't constantly
15:21
learning and and fat I guess like you
15:24
said Russ failing and learning from
15:25
those mistakes and you know they're
15:27
getting gobbled up and when you get
15:30
people who are afraid to fail then all
15:33
of your creativity goes out your
15:35
innovation goes out your adaptability
15:37
goes out and that's the that's the
15:42
signal for final failure that's that's a
15:45
signal for really going out of business
15:47
yeah so so real quick for you so then a
15:51
question how do I recover from these
15:56
failures I mean it's so and again I just
15:59
don't like to wear failure itself I like
16:02
trying things and learning from them and
16:05
I I'm a person who just goes and tries
16:08
ten things nine of them don't work out
16:11
you know and I learn a lot from those
16:14
you know with inventions or even
16:15
business in that sense but if you're a
16:18
person who's just gonna keep getting
16:19
back up then I guess it's it's not a bad
16:21
thing to try it but those for those
16:23
people that don't I mean there's there a
16:25
way for them to overcome it or is that
16:27
part of the plan that you're talking
16:28
about yeah you know and there's you know
16:32
maybe one of the things that we're we're
16:35
talking about these mistakes there are
16:38
failures and there are mistakes and you
16:41
learn from each one the failures maybe a
16:44
situation a circumstance where it's
16:46
unrecoverable
16:47
you've got to a point where it's not
16:48
recoverable but you take those lessons
16:50
from those failures and you keep up and
16:52
you move on if you have a plan and you
16:57
have a desired outcome then failures are
17:01
never final I mean you know who is it
17:04
Norman Vincent norman vincent peale
17:06
brother failures and never final you may
17:10
have to start over maybe with a
17:12
different product or a different service
17:15
but you take those lessons you've
17:17
learned and you move on from there so
17:19
that's one way and I had a question a
17:21
while back because the Small Business
17:23
Administration has a statistic that says
17:25
50 percent of small businesses failed
17:28
within the first five years and I
17:30
thought that's okay but then I thought
17:32
how many of those the first time
17:34
business owners and what would the
17:35
statistic be for someone who is on their
17:37
second tribe or in a third try they
17:41
learn things and they're applying those
17:42
things so I think the statistic for a
17:44
second time business owner or third time
17:46
business owner trying it again would be
17:49
significantly lower in terms of the
17:52
failure rate higher in terms of the
17:54
success rate because they've taken those
17:56
lessons to heart and you're moving on
17:59
mistakes on the other hand more
18:01
recoverable one spot so you made a
18:04
mistake
18:05
you really have to gather together
18:07
quickly and assess and analyze what
18:11
happen and then move forward fast now
18:14
I'm a believer in looking at desired
18:18
outcomes because there's the other side
18:21
which is problem solving and when you're
18:24
trying to solve a problem with typically
18:26
ends up happening in my
18:28
you're looking for who caused a problem
18:31
and you're looking to place blame and by
18:33
the time we find out who the blame for
18:35
the problem you have wasted time and
18:39
still haven't figured out what to do
18:41
about the fact that you made a mistake
18:43
whereas if you look at the desired
18:45
outcome and you say okay we wanted to be
18:47
there we want to go in that direction
18:48
but we made a bad decision with the
18:51
money now we have a cash flow problem
18:53
that we need to solve because someone
18:56
made a mistake with pain of danger now
19:00
we can say okay because we need to be
19:03
there what other options do we have
19:05
available to generate short-term cash to
19:08
cover this position to move forward to
19:11
get past this issue to where sales can
19:16
pick up and get us back on track so
19:18
those are just some of the things that
19:20
you can think through and that's my
19:22
perspective on the difference between
19:24
how you recover from a failure and then
19:27
how you knee cover from mistake yeah and
19:30
and as you say there's no recoverability
19:33
if you don't have a plan or if you don't
19:35
know where you're going there's there's
19:38
no you can't recover
19:39
because in ality you have no target you
19:41
have no place to go you think that might
19:43
be the end but if you run into a problem
19:45
or you have a failure or make a mistake
19:47
you could say well that's not our goal
19:48
so we can go around that we can figure
19:50
out a way to fix it but if you think
19:52
that's the end of the line because you
19:53
know have a plan yeah yeah you know of
19:54
course your it could be detrimental to
19:56
your business I don't know whether I've
19:59
made life a little more difficult on
20:01
myself a little easier on us maybe a
20:03
little easier on myself but becoming the
20:06
strategist and by always thinking in
20:08
terms of strategy and when I define
20:11
strategy it simply means how do you get
20:14
from where you are to where you want to
20:16
be and that's my simple definition I
20:19
don't get any more complex than that
20:20
it's how do you get from where you are
20:22
to where you want to be first thing
20:24
being identifying where you want to be
20:26
and the reason I say did I make life
20:31
more difficult or less difficult is
20:33
because sometimes it is a challenge but
20:35
it's so hard for me now to think about
20:38
anything that I do without knowing
20:41
where its eventually going to take me
20:43
and I'd like to make an analogy of
20:45
traveling from Florida to New York we
20:48
living in Florida I grew up in New York
20:49
and when I just man when I make the
20:51
decision to travel there I go okay I
20:54
can't drive but that's gonna probably
20:56
take me you know a day or more 24 hours
20:59
27 hours whatever it takes to drive I
21:02
can fly which would be cool I jump on
21:06
the airplane and I'd be updated a couple
21:07
of hours but that's gonna cost me a lot
21:09
more money I can go by way of Atlanta
21:13
because I'm just gonna leisurely trip
21:16
and there's no sense of urgency but the
21:18
point is I know I'm going to New York
21:20
and I know that there are a variety of
21:21
different ways that I can take to get
21:23
there and I just have to look at my
21:24
resources figure out which one works for
21:28
my time schedule which one works for my
21:30
money schedule and then I can execute
21:33
that and along the way of course there
21:36
may be roadwork so I have to take a
21:38
detour I may run into rain there may be
21:42
an accident all of these things can
21:44
occur but we're going to overcome them
21:48
because we know where we're going at the
21:50
end so it may take a little bit longer
21:53
well things may go smoothly you may get
21:55
bit a lot faster you just never know but
21:58
that's the fun part
21:59
to me coming that's the fun part because
22:01
now you are your patient you already
22:05
figured out how long it was going to
22:06
take you generally speaking to get there
22:08
and you let your family know so they're
22:11
not expecting you any earlier than then
22:14
the next day and you can be relaxed you
22:16
can be a little more relaxed as you as
22:18
you make that journey take that trip and
22:20
overcome those challenges that you need
22:22
them only yeah well I mean I think what
22:25
you're you're saying is that just
22:27
because you have a plan doesn't mean
22:28
that you can't be flexible I mean things
22:30
are gonna go wrong in your plan there's
22:32
no doubt about it I mean but having a
22:34
plan is important you know that you know
22:36
where you're going getting there is part
22:39
of the fun is there's no doubt about it
22:41
you have you have to have the plan
22:44
there's no doubt but the plan having a
22:47
plan gives you flexibility as well
22:49
flexibility and adaptability as you know
22:51
Harmon I'm retired military and we are
22:54
saying
22:54
that no plan ever survives contact with
22:57
the enemy but that didn't stop us from
22:59
playing because since we knew that we
23:02
knew okay this is how we expect things
23:05
to go when things don't go as we
23:08
expected them to go it's a lot easier to
23:11
be adaptable and make a small change
23:14
than it is to be lost and have no idea
23:17
and now you have this team of people and
23:20
no one has any idea of what to do but if
23:23
you have a plan each person individually
23:26
understands what that plan is and they
23:28
can figure out ways to get back to us to
23:33
that plan at some point down the road so
23:35
it's easier to deviate and get back to
23:38
your center line to get back to your
23:40
main objective when you have a plan but
23:43
if you have nothing then you're just out
23:44
there just doing whatever you think is
23:48
the right thing to do and that's where
23:49
we get back into what you started out
23:50
talking about which is you're confused
23:53
you're overwhelmed you're frustrated
23:55
you're depressed you don't know what to
23:58
do next and you you ultimately end up
24:03:00
with the with the definition of failure
24:06:00
that you hate which is you're done you
24:09:00
know there's no recovery getting going
24:14:00
jump and jump a little ahead a lot of
24:17:00
times an inventor or an entrepreneur as
24:20:00
you probably know you work with more
24:23:00
entrepreneurs than I do we weren't worth
24:25:00
more on the inventor side they get to
24:28:00
the point where they say I need a
24:29:00
partner
24:30:00
I need somebody to bring on what's the
24:34:00
best way for them to go about finding
24:36:00
somebody like that and you know does it
24:39:00
do they have to be a perfect fit I guess
24:42:00
what's your some of your advice for
24:43:00
looking if they need to bring on a
24:45:00
partner first of all know what your
24:47:00
strengths are what do you get what do
24:49:00
you do there are the basic personality
24:52:00
differences you have people who are
24:54:00
introverted personalities and that
24:56:00
doesn't mean you're shy and quiet it
24:57:00
just means that they get their energy
24:58:00
from concepts and and when you're in
25:02:00
front of a crowd it drains energy then
25:05:00
there are the extroverted personnel who
25:06:00
get
25:07:00
and they love to be up front in front
25:08:00
and they love to do things on the fly
25:12:00
because it's exciting it's interesting
25:14:00
and it's energy they get energy from
25:18:00
that so here's a here's a couple of
25:20:00
basic things so if you're an introverted
25:22:00
personality you might want to partner
25:23:00
with someone who is who's going to be
25:26:00
willing to get out there in front so let
25:28:00
it be the face of a company so that's
25:30:00
one that's kind of one way to look at it
25:32:00
you may be the type of person who is
25:34:00
very creative and innovative and you
25:38:00
just get up and you do things and you
25:39:00
need someone who will take those great
25:43:00
ideas and put them into a framework so
25:46:00
that you can scale your company so that
25:48:00
you can you can have things in an
25:50:00
organized way so you're not constantly
25:52:00
letting down your customers and your
25:54:00
clients because you don't have any
25:56:00
organization so you know putting in
25:58:00
organ desire organized person together
26:00:00
with a with a creative person that can
26:03:00
be a really powerful combination you can
26:06:00
even take it to a more functional level
26:09:00
in saying that I'm a I'm a leader I'm my
26:13:00
real role isn't being a CEO so I need
26:16:00
someone who will run the operations
26:18:00
aspect I need someone who will do the
26:19:00
sales and marketing I need someone who
26:22:00
would be able to manage the production
26:23:00
aspect of things so you can look at it
26:26:00
from it from a variety of ways and what
26:29:00
I like to talk about is wearing separate
26:32:00
hats how many different how many
26:34:00
different activities have to occur
26:36:00
during the day in order to make your
26:38:00
company function and move forward and
26:40:00
you can you can identify what those are
26:43:00
and then you can determine now in the
26:45:00
beginning you're the only one so you're
26:46:00
wearing all the hats and as you go
26:49:00
through your day say ok I'm wearing I'm
26:52:00
wearing my CEO hat right now I'm wearing
26:54:00
my production have them wearing my sales
26:56:00
hat right now and you find out which one
26:58:00
of those you are best at in which one
27:00:00
you really don't do well and really
27:02:00
don't like to do and that's how you can
27:04:00
begin to make a decision and say you
27:06:00
know in order for us to continue moving
27:08:00
forward I begin to generate some revenue
27:09:00
so I think I can bring somebody in to do
27:12:00
sales you want to bring somebody in in
27:14:00
the beginning who's going to help you
27:15:00
generate revenue to the company so that
27:18:00
then you can begin to bring in
27:19:00
the people on the administrative side we
27:22:00
don't directly bring money into the
27:24:00
company but they make the company from
27:25:00
more effectively so that you can so that
27:29:00
you can grow and move forward hmm no I I
27:32:00
like what you're talking about because
27:34:00
if you're gonna bring a partner in you
27:37:00
want it to be to the point where you
27:39:00
know things that you like to do things
27:40:00
that they like to do there's no doubt
27:42:00
about and it could mash a little bit I
27:44:00
mean you always want to be able to you
27:45:00
know throw ideas and bounce ideas off
27:48:00
your partner and you want them to have a
27:49:00
little bit of knowledge about what you
27:51:00
do but the different strengths are it
27:53:00
could be so powerful bringing on a
27:54:00
partner I didn't call it could also also
27:57:00
be be something that could drive the
27:59:00
company down after a while so you have
28:01:00
to make sure that and and rustling get
28:04:00
your back your idea on this is that you
28:06:00
know when you bring a partner on you you
28:08:00
got you have to it has to be crystal
28:10:00
clear what that partner's
28:11:00
responsibilities alright I mean you just
28:13:00
don't want to be you know hey come on up
28:15:00
here and we're gonna do this that's
28:17:00
right there are more horror stories
28:18:00
about partnerships that have failed then
28:21:00
there are about partnerships that have
28:23:00
succeeded and when you are in a
28:27:00
partnership it can be great and that's
28:30:00
fine until things go wrong everything is
28:35:00
good until something goes wrong and
28:37:00
that's when it's important for you to
28:39:00
have an operating agreement when you
28:42:00
start out in a partnership it doesn't
28:43:00
matter how much you like each other and
28:45:00
how great things are going you need to
28:48:00
sit down and put together an operating
28:50:00
agreement that says if certain things
28:54:00
happen
28:55:00
this is how we're going to handle those
28:57:00
there are horror stories about things
29:00:00
going on everything's going okay but
29:02:00
then one partner may pass away now
29:05:00
because it's a partnership you may find
29:07:00
yourself in business with some other
29:09:00
family member and now that's a
29:12:00
completely different scenario that you
29:13:00
had not anticipated if one person if one
29:16:00
partner decides to leave what are going
29:18:00
to be the pile procedures how is that
29:20:00
individual who decide to leave whether
29:22:00
to get compensated for they by the time
29:24:00
that they put in and so that's a that's
29:29:00
an it's incredibly important to sit down
29:30:00
and have those honest conversations and
29:32:00
to be honest
29:33:00
if you can't sit down in the beginning
29:35:00
and have an honest conversation about
29:37:00
how to put together an operating the
29:39:00
previous then it's going to protect both
29:41:00
of you you probably don't want to go
29:44:00
down start down that path I mean that's
29:47:00
just being being blunt not just about
29:49:00
yeah but I would 100% agree with that
29:52:00
there's there's no doubt about it so we
29:54:00
only have a few minutes left for us I
29:55:00
want you to just tell a little bit I
29:57:00
mean we talked about sister'll I mean we
29:59:00
only are touching a surface on the
30:02:00
knowledge that you have and how you're
30:03:00
helping on preneur entrepreneurs and
30:05:00
inventors give us a little bit of
30:07:00
background on Cisco Cisco and and you
30:12:00
know and and what you're offering at the
30:14:00
company I mean I I know that you're
30:16:00
really helping a lot of people so I want
30:18:00
people to know what you got going on
30:19:00
so Cisco came out based on experiences
30:24:00
that I had after retiring from the
30:25:00
military and deciding I wanted to be in
30:27:00
business myself being in an environment
30:30:00
where we were able to figure out playing
30:33:00
determine how to get things done very
30:35:00
quickly when a rapid cycle and move
30:38:00
forward fast I was looking for that same
30:40:00
sort of an approach when I went into
30:42:00
business myself
30:43:00
okay people have been going into
30:44:00
business for years and using use how do
30:46:00
we do it what's the first thing they do
30:48:00
what's the path what's the what's the
30:51:00
roadmap and as I start out down that
30:54:00
path I couldn't find one there were a
30:56:00
bunch of people providing great
30:58:00
information but there was nothing that
31:00:00
said this is the center line and I know
31:04:00
you'll deviate I couldn't find it so I
31:06:00
thought while I decided that I wanted to
31:09:00
create that and I started
31:10:00
sister'll and sister o stands for
31:13:00
systems strategies and organization and
31:16:00
the systems is more systematic it's a
31:20:00
systematic approach as opposed to just a
31:22:00
framework and what really makes a
31:25:00
business owner successful is the mindset
31:27:00
and mentality so systems strategies and
31:30:00
organization give you the mindset to
31:32:00
make decisions in the right order at the
31:34:00
right time and that was what I had been
31:37:00
working on for the past four years to
31:40:00
come up with the frameworks that small
31:43:00
business owners can use especially when
31:46:00
you don't have resources
31:47:00
and you can't afford to make multiple
31:50:00
bad decisions because then you you fail
31:54:00
like you mentioned and I did I have to
31:57:00
go back and say something very quickly
31:58:00
because I always talk about three ways
32:00:00
you can get out of business sale scale
32:02:00
or fail mmm and we don't want to talk
32:05:00
about the failed cartel strategies in
32:08:00
that and so sister oh my focus is on
32:10:00
helping micro business owners primarily
32:12:00
and you know I want to see them be able
32:16:00
to gain the traction that they need in
32:18:00
order to grow their companies what I
32:20:00
found along the way is even though my
32:22:00
focus is on the micro business owner
32:24:00
what I've created is applicable to
32:27:00
businesses of all sizes folks have come
32:31:00
to me who have multiple division
32:35:00
corporations and said well you know I've
32:38:00
been using this and I've been using this
32:39:00
but yours actually makes mine more
32:42:00
understandable I can't get my people to
32:44:00
understand how to use this but when they
32:46:00
see your is now the sudden it has more
32:49:00
clarity so I feel very good about where
32:52:00
I'm going and where the direction is
32:53:00
with Cisco and I'm always looking for
32:56:00
what you were talking about the
32:57:00
partnerships but when I look at a
32:59:00
partnership it's someone who is a
33:01:00
specialist in their area you know you're
33:05:00
a specialist with inventors that's why I
33:07:00
love working with you and I love working
33:08:00
with Rick when I come into your office
33:10:00
spaces you know precisely what you're
33:13:00
doing you know what the road map looks
33:15:00
like you see all of the various
33:17:00
challenges and so with sister'll is very
33:19:00
easy for me to collaborate with you if I
33:21:00
have someone who is an inventor I can
33:24:00
bring them to invent a launchpad you
33:26:00
will work them through the process of
33:27:00
manufacturing and I can work them
33:29:00
through the process of organization
33:30:00
development design so that's where Cisco
33:34:00
is going that's where we evolve to at
33:37:00
this point and it's just an exciting
33:38:00
it's exciting it's really exciting from
33:40:00
yes no I I totally agree with what I
33:43:00
love about what you're doing and I know
33:45:00
it's taking you a long time you're
33:46:00
you're condensing to happen what you've
33:48:00
done over many years in this short
33:51:00
interview that we're doing is that you
33:55:00
you do break it down but you make it
33:57:00
easy because most business owners what
33:59:00
you're talking about they don't
34:00:00
talking about it or they're scared to
34:02:00
talk about or they're confused and they
34:03:00
won't talk about what they don't like or
34:05:00
what they're confused about it but what
34:07:00
your system does is it's clean simple
34:10:00
drawn out and it's very applicable to
34:12:00
any business I mean you could have a
34:14:00
lemonade stand or you can have a half a
34:17:00
billion employees that and that's what I
34:18:00
love about what you're doing so anyone
34:21:00
that's out there listening you know
34:22:00
don't be scared to plan to implement and
34:25:00
to fail I mean that's one of the things
34:27:00
that we wanted to have Russ on for is
34:30:00
that it happens to all of us right
34:32:00
that's exactly right
34:33:00
start start with the desired outcome
34:35:00
don't be afraid of that part of it it
34:37:00
doesn't have to be perfect you just have
34:40:00
to have an idea of what you want to do
34:42:00
and then you start talking to people
34:43:00
some people are afraid to talk to people
34:46:00
about the invention because they think
34:47:00
they're gonna steal the idea most people
34:50:00
won't you know your idea is your idea so
34:52:00
we start with some some idea where you
34:55:00
want to end up and then just begin
34:57:00
talking to people and they will help you
34:58:00
it's Romanies yeah yeah well Russ as
35:02:00
usual thank you so much for being on and
35:05:00
we ran out of time very quickly I looked
35:07:00
over at my stuff I said I can't believe
35:09:00
this time is going by already real quick
35:11:00
how can people get in touch with
35:12:00
obviously they can they can search your
35:14:00
name they can search for Cicero would
35:15:00
you can make it easy for them what's the
35:17:00
quickest way to get in touch with you
35:18:00
please send me an email
35:21:00
many people don't look like I love email
35:24:00
send me an email Russ at Systrom or our
35:28:00
USS sy s TR o Orakei Russ at Cisco or
35:34:00
send me an email please I'd love to hear
35:36:00
from you I love getting the
35:38:00
conversations about organization
35:39:00
development and how that creates freedom
35:42:00
for you in your life so say meaning now
35:44:00
say meaning yeah very good and all this
35:46:00
information Russell's contact
35:48:00
information will also be on the
35:49:00
inventors Launchpad podcast website
35:52:00
we'll have all this information our
35:54:00
whole discussion the videos will be on
35:56:00
our YouTube site so go ahead if you have
35:58:00
some questions for us here at the Venice
36:00:00
launchpad or certainly any kind of
36:02:00
questions for Russ on business structure
36:03:00
organization entrepreneurship reach out
36:06:00
to them and I could guarantee you won't
36:08:00
be sorry if you do so Russ until next
36:11:00
time thanks a lot my friend and we will
36:12:00
talk to you soon
36:13:00
all right thanks
36:14:00
it's been fun as I expected take care
36:17:00
buddy