Brandon C. White - August 2020
VOL. 3 · AUGUST 2020
SUCCESS SECRETS BRANDONCWHITE.COM · 320 CENTRAL AVENUE, HALF MOON BAY, CA 94019 · 415-429-1229 ENTREPRENEURSHIP ON 2 WHEELS What I’ve Learned From Competitive Cycling
Some people watch documentaries in their spare time. Other people read fantasy novels, build furniture, or bake cakes. I ride my bike. Every week, I average 125–175 miles, which comes out to somewhere between 9–13 hours of pedaling. I do this partly because I enjoy it and partly to prepare for the big races I participate in. When I say big, I mean big! Many of these are Gran Fondos, long-distance cycling races that can include riding 125 miles and climbing up to 16,000 vertical feet in a single day. I began road biking in 2010 when I realized that I couldn’t run anymore because I’d had too many ACL reconstructions. Because I like to learn new things, I quickly immersed myself in the cycling world. I bought a bike, joined a local cycling club, and started doing group rides. At first, I didn’t really fit in with the cycling group. I was a beginner, so I wasn’t as fast as the rest of them. For the first 52 weeks we rode together — yes, an entire year! — I was dropped on every ride. This meant the group went on ahead while I lagged behind because I couldn’t keep up. Even so, I kept showing up. The rest of the group couldn’t believe that I was coming back over and over again to eat their dust, but I’m a competitive guy. After a year, I finally turned a corner and made it through a whole ride without losing the pack. Within three months, I was finishing in first place. A switch had flipped. Then I started doing competitive races, and that year I placed in the top 10% of my bracket nationwide. Since then, I’ve sought out the most challenging rides in the country, which involve biking hundreds of miles
daily controlled chaos of my office. That’s why I recommend a workout regimen to all my students. Exercise is great for your health, and it puts your mind in a different realm, allowing the subconscious to come forward to solve persistent problems. I’ve come to realize that competitive cycling and entrepreneurship have a lot in common. Both take incredible endurance and persistence. In cycling and entrepreneurship, you need to be willing to put yourself in situations where you aren’t an expert in order to win. To be a successful entrepreneur, you need to realize that you’re not always going to be the smartest person in the room. A lot of people can’t endure that, but it’s something you need to accept to succeed. Similarly, you need to be persistent. This applies to cycling when you’re on your last 1,000 feet of a climb and doubt whether you can make it, and it applies to entrepreneurship when you’re on your third business idea in three years. In either case, you can’t look at the process as a whole or you’ll never get through it. Take it mile by mile, or day by day. A few years ago, I took this analogy even further and wrote “21 Pieces of Start-Up Advice From a Bike Racing Entrepreneur,” drawing parallels between every aspect of my two passions. If you’re interested in reading those insights, reach out to me today to request a copy! And if you’d like to take up cycling, feel free to pick my brain on that, too.
in extreme weather conditions and lung- busting vertical climbs. I’ve done the Garret County Diabolical Double in Maryland (a 126.2-mile route that climbs 16,500 feet and is considered the hardest single-day ride in the world), the Death Ride, the Terrible Two, Jensi’s Gran Fondo (on the “Shut Up Legs” Route), and more. Riding has been a challenge for me, but it’s also been an outlet. When I’m pushing myself to my mental and physical limits, I find an absolute focus that lets my mind rest. I’ve thought of a lot of my best ideas while riding because it takes me out of the
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Overthinking Undermines Your Success HOWNHL GOALIES LIVE IN THE MOMENT
It takes a lot of guts to leave a successful corporate career to pursue a passion project. On Nov. 30, 2017, my student Nancy Connor took that leap when she closed the door on corporate America to build her inclusive fashion brand, Smart Adaptive Clothing. A STUDENT SUCCESS STORY Meet Adaptive Clothing Designer Nancy Connor
On Feb. 22, 2020, David Ayres was sitting in the stands next to his wife watching a Carolina Hurricanes hockey game. By the end of the night, this 45-year-old Zamboni driver would be the first emergency goaltender to record a win in the history of the NHL. After the Hurricane’s first two goalies were taken out of the game due to injuries, Ayres was called onto the ice. He stopped eight out of 10 shots, helping the Hurricanes claim victory. This isn’t the first time an emergency goalie has been called in to help win an NHL game. When Scott Foster, a 36-year-old accountant, was called in as an emergency goalie for a 2017 Blackhawks home game, he didn’t let a single puck past him. How are ordinary men like Ayres and Foster able to go from sitting in the bleachers to crushing it on the ice at a moment’s notice? They have the remarkable ability to thrive under pressure by not overthinking their situation. A good goalie cannot overthink anything. They must be able to assess the situation and react instantaneously to block a speeding puck. Physical training is only half the battle. Achieving true success means mastering the psychological game. This kind of mental fortitude can be valuable in business, too. “The key difference between those who get the gold medal and those who don’t is between the ears,” says Martin Turner, senior lecturer in sport and exercise psychology at Staffordshire University. “Business leaders can learn to develop robust psychological skills to help them fulfill their potential under pressure, and importantly, help others around them fulfill their potential.” How can you learn to stop yourself from overthinking during high- pressure situations? Don’t view those high-pressure situations as life or death. “It was wild; it was fun,” said Ayres after his historic win. “These guys were awesome. They said to me, ‘Have fun with it, don’t worry about how many goals go in. This is your moment — have fun with it.’” “Have fun” is exactly what Ayres did, and the Hurricanes won the game. When you find yourself overthinking a high-pressure situation, remind yourself that no matter what decision you make, it’s not the end of the world. That moment is just one of many opportunities you’ll be presented with. Above all else, keep a positive outlook. Win or lose, success or failure, being positive will always take you far.
The inspiration for the company came from Nancy’s late father.
“My dad was a professional,” she says. “After he retired, he was still someone who liked to wear a button-down shirt and slacks, nothing luxurious, but he always looked smart.” Eventually, Nancy’s father went into assisted living. There, he broke several bones and became largely immobile, which meant he was no longer able to wear the clothes he loved. The aides at the senior community didn’t want to take the time for buttons and slacks. Instead, they suggested pullover sweatshirts and sweatpants. “That’s when the lightbulb went off for me that there had to be a better way, another solution for clothing that would let people dress the way they wanted to dress and that was easy-on and easy-off for individuals and caregivers,” Nancy says. The market need was there, but Nancy still had to find her audience, build a website and social media presence, and hand-pick every fabric and button. Her business acumen and experience were vital, but she credits my Build a Business course, which she took in 2017, with helping her level up as an entrepreneur. “Brandon is amazing,” Nancy says. “He gives real-life, practical advice. It’s not just research or theory; he’s done it. It’s proven. So I continue to take his courses as they come up. I follow him and am part of his group, his tribe. I’m always excited to take any course he’s offering.” Nancy’s brand is growing rapidly, and she’s pivoted to making disability-friendly masks in addition to shirts with Velcro closures for men and women. Her brand has been featured in London Fashion Week, on "The Today Show," in Forbes magazine, and more. This summer, she contracted with a major online e-retailer, adding to her portfolio of wholesale accounts. She also joined representatives from London-based wholesaler SB Shop and Italian personal styling company Virgo Image for an international conversation called “The Future of Fashion Inclusion.”
I’m incredibly proud of how far Nancy has come in these last few years. To explore her work, visit SmartAdaptiveClothing.com.
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HOWTO CHOOSE THE RIGHT PARTNER FOR YOUR BUSINESS The Perks and Pitfalls of Celebrity Endorsement
One of the most iconic examples of celebrity endorsement in American pop culture is the football player Isaiah Mustafa’s partnership with Old Spice. Thanks to viral commercials showing Mustafa spontaneously appearing on a horse, clubbing a pirate pinata with a fish, and wowing the ladies, his face has become more or less synonymous with Old Spice scents, driving up media coverage and sales. This is an example of a celebrity-brand match made in heaven, one that elevates both the brand and the celebrity. With the right match, a celebrity endorsement can be pretty lucrative. As USA Today reports, “A celebrity endorsement increases a company’s sales an average of 4% relative to its competition, and also increases a company’s stock value by 0.25%.” This effect is a product of the consumer psyche, which has a quirk called the “extended self.” Basically, studies show
that people view their possessions as a part of themselves and reflective of their personalities. When they see a celebrity they admire endorsing a product, they aspire to own it, too. A bad celebrity endorsement can have the opposite effect: If consumers hate a particular celebrity, they’ll steer clear of their brands. Ditto for a combination of brand and celebrity that doesn’t make sense (imagine Steven Spielberg endorsing baby food, for example). So, how do you match your brand with the right celebrity? According to “Impact of Celebrity Endorsements on Brand Image,” a paper published by the Social Science Research Network, a celebrity endorsement needs 20 different attributes to be effective. For example, the celebrity needs to be physically attractive, have regional and international pull, match well with your brand, mirror your target audience, and actually use your product. As a quick rule
of thumb, though, look for a celebrity who fulfills the F.R.E.D. objectives for your customers: Familiarity, Relevance (both to your product and the consumer), Esteem, and Differentiation. Finally, it’s smart to consider the cost — celebrities don’t come cheap. As Forbes puts it, “Celebrity endorsements can work and be affordable, but small businesses must tread carefully, choose celebrities who are laser-focused to their audience's wants and needs, and make sure performance tracking mechanisms are in place before the campaign launches.” So, all things considered, it might be wise to explore what a celebrity endorsement might do for your business.
WORLD’S BEST VEGAN CHIMICHURRI
Inspired by Simple Vegan
"IF YOU LOVE LIFE, DON’TWASTE TIME, FOR TIME ISWHAT LIFE IS MADE UP OF."
INGREDIENTS
• 1/2 cup oil (extra-virgin olive oil recommended) • 1/4 cup vinegar (apple cider vinegar recommended)
• 2 tbsp dried oregano
• 1/2 tsp salt
(Himalayan pink salt recommended)
–Bruce Lee
• 2 cloves garlic, minced
• 1/4 tsp ground black pepper
• 4 tbsp fresh parsley, finely chopped
• Cayenne pepper, to taste
DIRECTIONS
1. In a bowl, add all ingredients except cayenne and whisk until well mixed. If desired, add cayenne pepper a little at a time until you reach your preferred level of spiciness.
2. Serve immediately or, for an even better taste and texture, refrigerate for 1–2 days.
3. You may increase the batch size, but keep the ratio of oil and vinegar the same — 2-to-1. Store in an airtight container in the fridge for up to 3 months.
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415-429-1229 AUG
PRST STD US POSTAGE PAID BOISE, ID PERMIT 411
BRANDONCWHITE.COM 2020 320 CENTRAL AVENUE HALF MOON BAY, CA 94019
SUCCESS SECRETS
INSIDE THIS ISSUE
Entrepreneurship on 2 Wheels
PAGE 1
NHL Goalies Can Help You Stop Overthinking
PAGE 2
Meet a Student Making Waves in the Fashion Industry
The Perks and Pitfalls of Celebrity Endorsement
PAGE 3
World’s Best Vegan Chimichurri
PAGE 4
The Key to Boosting Your Performance When Exercising
Have you heard? I have a podcast! Check out the latest episodes of "Build a Business Success Secrets" on Apple Podcasts, Google Play, TuneIn, Spotify, or Stitcher, and subscribe for new content every week.
THE KEY TO BOOSTING YOUR PERFORMANCEWHEN EXERCISING 3 Devices to Improve Your Breathing
When you’re biking, running or lifting weights, oxygen is the fuel that keeps you moving. It rushes into your lungs and blood with every breath you take, and your heart pumps it out to your muscles, where it becomes vital energy. Ensuring your airway is open is the key to making this process run smoothly. If you exercise regularly, you probably know how important proper breathing is. You might even be employing breathing techniques already. But did you know you can also buy your way to better breathing? CREATING AN OXYGEN SUPERHIGHWAY Mouthguards aren’t just to protect our teeth during sports anymore. According to specialists, wearing a mouthguard can help open up your airway by moving your jaw forward and keeping your tongue
stable. And when your tongue is stable and on the roof of your mouth, it assures you’re breaking out of your nose which is the right way to breathe. This lets more oxygen in and lets more carbon dioxide out! One study published in The Journal of the American Dental Association even found that wearing an Under Armour mouthguard boosted college athletes’ endurance, exercise intensity, and recovery. PUTTING YOUR BEST NOSE FORWARD Since the 1996 Olympics, athletes all over the world have been using nasal dilators to improve their breathing. These devices make it easier to breathe through your nose, either by pulling open your nostrils from the outside (like the Breathe Right Nasal Strips you see on football players) or pushing them open from the inside (like Nas-Air that clips into the nose, a bit like a bull’s
ring). These devices aren’t exactly fashion statements, but they work, particularly the internal ones! According to an Italian study published by Acta Biomedica, athletes using an internal dilator made by Nas-Air felt less fatigued after working out than athletes using Breathe Right strips or no device. Mouthguards and nasal dilators are just the tip of the breath-enhancing iceberg, but they’re the most accessible options for athletes just starting to dabble in the practice. And there are things you can do without these devices. Tune into my interview with author of the Oxygen Advantage and world renewed breathing expert Patrick McKeown on the Build a Business Success Secrets podcast to get some high percentage tips (HPTs) on some exercises to get you started today.
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