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The Power of Starting Something Stupid with Richie Norton
18th February 2020 • iCreateDaily Podcast • iCreateDaily Podcast
00:00:00 00:57:43

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If you haven’t yet heard of Richie Norton, you’ll want to tune into this episode for sure! And… if you’ve heard Richie before, you know you’ll want to tune in because Richie is rich in experience, knowledge, enthusiasm, positivity and bringing good things to life!

Author, speaker, entrepreneur, blogger, happy guy, family man, inventor’s best friend… Richie Norton is a man to follow. He’s a positive influence to many entrepreneurs and product creators with e-commerce brands, but most importantly, Richie is an inspiring voice with a positive outlook on life and he exudes that everywhere he goes.

Through his company, Prouduct, Richie helps businesses bring their product ideas to life through outsourcing to China; in fact, Richie is in China as we write this on another great trip for clients.

Richie helped one of our online mentors, John Lee Dumas create his best selling books:

The Freedom Journal and The Mastery Journals, both elegant hardcover books. Definitely, products to be proud of.

Forbes Magazine said: “Thank you Richie Norton for inspiring us to authenticity and greatness.”

We absolutely agree and you will as well as you dive into this fun and informative time with Richie.





Full Episode Transcription

[00:00:01] Devani: Welcome everybody to another episode of the iCreateDaily Podcast I’m Devani.

[00:00:06] LeAura: And I’m LeAura, and we’re here today with one of our favorite thought leaders that we’ve been following for a few years, Richie Norton.

I first learned about him when my daughter Devani kept sharing about him and talking about this amazing guy that she was connected with online through one of the groups that she was involved in. And one of the things that we had in common is that he and his wife are homeschooling the kids. The other thing we have in common is living in Hawaii where I grew up. He’s also an entrepreneur and creator. So welcome Richie It’s awesome to have you.

[00:00:44] Richie: You guys are the best and I love mother daughter. You guys are like the best family ever I want to be just like you.

[00:00:55] LeAura: You’re off to a running start for sure and we’re trying to catch up with you as well. Yes so a little bit about Richie, go ahead Devani.

[00:01:01] Devani: Yeah, Richie and I connected when I was working with Scott Oldford. He was in Scott’s Facebook group and I saw him as a member in there and sort of looked around in his profile and started talking to him and he was like doing all these cool things traveling with his family. He was constantly online.

[00:01:23] Devani: He’s a big social media influencer and is just constantly putting himself out there creating every day. He is a blogger, author, speaker. He’s written two books. One is, The Power of Starting Something Stupid.

LeAura: What an awesome name

Devani: And. Resumes Are Dead And What to Do About It. So that’s the offical bio of who Richie is and now we’re going to learn more about his creativity and how he helps other creators because he’s also the founder of a company called called Prouduct.

LeAura: like Proud and Products but combined.

LeAura: And what I love about it that you serve creators, we want to know so many things so we are going to have to rein ourselves in and start slow. But I want to back up just a few steps. This morning I started my morning with you

[00:02:19] Richie: OK.

[00:02:20] LeAura: About eight years ago in BYU (Brigham Young University) you were teaching a class, your pregnant wife was in there with you, and you were teaching in fact you came up with the concept in early stages, and said in the class the concept to the students that resume’s are dead. You were teaching the students you were you were sharing your story of how you became an entrepreneur which started back when you were a boy basically and you were encouraging these college students to basically take their life in their own hand own hands and be the decision makers and be the influencers of their own life and not rely on someone else to you know get them the job. In fact if they were to get a job let it be a freelance. Basically at that time. So. So we kind of know how you got started as an entrepreneur. But our audience doesn’t know so please share your story.

[00:03:09] Richie: I am so amazed. That’s like way far back stuff you’re watching. I think that’s really cool. So yeah I mean I guess got my start really when I was a kid, like you were mentioning, when one day I think I was 16 and I told my dad I want to get a summer job. And he said you know “Don’t get a job. your job isn’t just like go to school get good grades you can be working your whole life.” At the time I’m thinking like “Dads aren’t supposed to say that right you’re supposed to say go get a job.” I thought I was weird but he was an entrepreneur himself and he said what you want to do my job I want I want my own life I want to buy things like I want to be human, I want to have control in my life to not ask for money and you know those things. So he said OK well if you want money I live in San Diego. He said go to the watermelon patches out El Centro and ask the farmers if they have some irregular sized watermelons. I know this is weird but like that’s how specific he was.

I think he had a client out there that that was a farmer I think that’s kind of how he thought of the idea anyway. He said they can’t sell those watermelons to the grocery store. See if you can just take our family and take up the seeds and fill up with watermelons.

[00:04:30] So what we did me and my brother when he was 14 I was 16 we went down there and we just filled our van with watermelon. It was so low to the ground that like it was like hitting the ground or we go over a block. And then I went through all my friends parents and anybody I can find it just you know it’s before all white cell phones were cool and texting and I just you know call people the Fourth of July is coming out. I have watermelons that are bigger than the ones at the stores. They’re just weird looking buy them from me. And how can they say no to a kid. So I made more money that day just from those watermelons than I would have made the whole summer working minimum wage. And looking back I was like wow I learned how to not necessarily trade time for money. Right. And that was a huge deal. And so through that experience and others I always decided my my like on when I start businesses you know and you know I’ve worked in three different companies doing different things. And there’s nothing like carving your own path out in life you know I can share more. Let me stop there and see where you want to go with that.

[00:05:40] LeAura: Well you OK so yeah there’s so many places we can go. Right now you’re wearing a cap cap rather called Ruckus.

[00:05:48] Right. And so you and your wife have started something new so maybe we can just take a big leap to the to the president and see what you’re doing with that.

[00:05:58] Richie: So the ruckus list is a YouTube channel and we started.

[00:06:03] And it was more of a way to try and stay relevant, because YouTube and video is everything right now and it’s becoming more and more so. So I want to play in that field. It’s about stories and help the lives and offer some real value to help them learn other ways to do it. And so it’s less of here’s how you should live your life and less of like look how all the cool things that we’re doing it’s kind of a combination like here’s some ideas that can help you do your thing but do and here’s how we make it happen. So it’s really fun. But it all started really. My wife and I after we got married we had kids you know, four boys. And during that time we had three boys. My wife’s brother lives on and off with us and he passed away at 21 in his sleep. And I can tell this story like a lot more sad. But like when it happened it it really…. It shook us destroyed us. And even though it sounds cliched, we realized that life is short and that’s cliche it doesn’t make any true. Right. Right. And we miss him and love him and we are. You hear me OK. So we’re going to get tricky.

Our fourth son when he slowed down so we had our fourth sign an end and Gavin after my brother that he passed away and this boy brought so much joy in our lives and helped us. You know I just got to fill the hole that got left in his own little way. And this Gavotte he caught. He got a cough and it persisted for a long time. I went to the doctors and everyone said it was fine until one night he got so bad we put him in like a little humidifier tent things we could breathe better.

And then we ran you know to the to the emergency room and after a while of being in the hospital we thought we’d be in and out of there like not like we had before they found out that he had contracted a disease called pertussis also known as whooping cough. And we were like oh. I mean that’s a thing of the past is he’s going to be OK. But no one knew. It turned out that it was just too much on his little body. And I remember the night when they were going to I don’t know they said it also stay the night and we always would stay the night. But what they were saying was it’s serious. And there came a time where they said do you want to. Like he basically said he’s going to pass. Do you want to bring in the crash cart and resuscitate him that will be a violent and he won’t live.

[00:08:59] But we have to by law or do you want to hold him.

[00:09:03] And so we chose after lots of thinking and praying about it to hold him. And my wife and I just kind of leaning over his bed on one side of me on the other. We promised each other this terrible experience what was happening right then wouldn’t tear us apart as much as possible. We knew that these kind of things can destroy relationships. We wanted to make us stronger to live better because of him.

[00:09:30] Anyway they took up all the tubes and wires and I held her for a moment and my wife and just put my my hand on his little heart there and we waited for those last beats.

[00:09:42] And so I slipped away and it was you know the nightmare that every parent wishes they will never have to face. And so all that experience was not only was is horrifying. It’s like “What do you do?”

And my wife was holding the baby and was like “What what do we do now?” And this sweet angel of a nurse came and said you know can I hold him for you. And she kind of rocked him and we left the hospital empty handed. And between those two Gavin’s the passed away we we got a new perspective on life that you had all these big picture dreams. You think you’re going to wait until you’re fully prepared to do them. But like what not?

And someone asked what did you learn from this experience. And I learned which I wrote about in my book The Power of Starting Something Stupid, and really the reason behind the ruckus list YouTube channel was what we called Gavins Law. Which is “Live to start. Start to live.” Which means if you live to start those ideas that are pressing on your mind you really will start living.

[00:10:58] Most people that don’t like their lives or having a hard time. They may also there’s all kinds of weird things but they may be having thoughts but they’re scared to do it. But it’s those who embrace that fear or crush or wherever it is and do that thing whether it works out or not to find fulfillment and joy. You know in life. So the idea of the right. Is that a bucket list is a terrible way to live like because people will make this checklist and I’ll wait till they’re about to die to do ‘em. And so we’re saying don’t do that. Do it right now. And here’s how and here’s how you can make a living doing at the same time. So there’s a long way for you.

[00:11:40] Devani: You know that’s great. That is so important for creators because I think a lot of us live either on the edge of I know I want more. They’re in a job or they’re doing something else that is not necessarily related to whatever creative field they want to go in or they are doing a creative thing. But it’s their down about it because it’s not working out how they thought it would. They’re on this long journey and they’re like “Wow there’s so much here that I feel so behind I’m comparing myself to this other person who is great and amazing” and it’s like we don’t we’re not promised the next day the next week the next year and so don’t do it now it’s such an important reminder of like each day is a gift. And we actually recorded a video sort of along that line today about how you just have to go for it if that’s really what you want to do and you can’t be constantly kicking the can down the road for that dream.

[00:12:46] LeAura: Well it’s back to the title of the book The Power of Starting Something Stupid subtitle is How to Crush Fear, Make Dreams Happen, and Live Without Regret. So that ties very much in with ruckus list. And I think a term that we often use is you know we’re a bit of a ready fire aim kind of you know entrepreneurs where you know we often you know we like the Seth Godin just ship it kind of thing and so I you know are the Reid Hoffman thing if you’re not embarrassed than you’ve launched to late kind of thing.

[00:13:17] LeAura: So yeah I know that you’re all for that as well. How did you backing up how did you decide where did you come up with that phrase Power asserting something stupid and how when did you start to write the book.

[00:13:31] Richie: Good question. In that video you mentioned that I was doing where I was teaching, at that time I had a book in mind and I was working on the concept that I was researching. But at that time I was going to call it The Power of Start, not stupid. The power to start, and start — and I knew successful started things and I created an acronym based on like history of what successful people did. And the acronym for start is to Serve Think Ask Receive and Trust S. T A.R.T.

But as I dug into the research as I started doing it, now I also really like alliteration you know as I started digging into it. I realized that some of the most successful people whether in business or activism or whatever the heck they doing. They did something that someone once called stupid, in one way or another like that’s crazy you should do it someone else should do it. It’s bad timing it’s not for you it’s ridiculous like you have this stuff going on or you don’t you’re not good enough like whatever it was that just wasn’t a good idea. Ofr it was a good idea but not good for you to do, that might be good for someone else. Right. But these people that did that they amassed amazing success or wealth or influence. And that really intrigued me. So I started digging into that a little more. I was like whoa this is crazy, and crazy was a word people use a lot. He’s crazy like Henry Ford was crazy. Gandhi was great. You know the whole Apple thing was crazy it’s all crazy.

[00:15:14] And I’m like what is this thing about crazy crazy how can you be so good you know. realized that stupid is the new smart because all the smart people are doing the smart things. So the opportunity is where stupid lies, and it’s not that it’s inherently stupid. It’s that people are ignoring it because they’re scared of something. And I also realize that and it’s a big part of my book, that creativity starts at stupid. Like if you’re doing something everyone else has done. How was that creating, and so doing something different.

It’s not necessarily an inherently stupid but some might point a finger and go that is ridiculous like why are you Picasso or Andy Warhol Why are you like doing these weird things that like a kindergartener to do with a crayon. You know what I mean why are you doing this stuff. It’s like I don’t know. But they’re going to love it 100 years you know.

[00:16:19] But whatever happens you do seek those opportunities. And in my mind though some people are like why have so many stupid ideas. And I’ve kind of become this stupid idea guy over time and I realized lately they were always asked which one do I start. Oh I don’t have one what do I do. I like to tell the story of Jeff Bezos who started Amazon who I think in this moment may be the richest man in the world or close to it or something like that. Right. And he goes up and down but he was working on Wall Street I think he was like 30 years old or something like that. He had a good job. And he had this idea cause he saw the internet growing. And he said I want to sell books like online, like that’s a thing. And his boss, you can look it up, but his boss around on a walk around Central Park for three hours I think it said and he said yeah my big idea but not for someone who already has a job.

[00:17:14] He had a great job and he asked himself this question and this is why I think creative should ask themselves too is will I regret it when I’m 80. He told himself he would regret not trying this thing out when he was 80 in a rocking chair looking back on his life.

[00:17:34] LeAura: Right.

[00:17:36] Richie: So he left Wall Street in the middle of the year which is not a good time to leave because those people lose their annual bonus. Right. That’s a big thing. And he just you know moves from New York to Washington and started this thing from his garage and look where it is.

Now the same time that could have completely failed like it could it may not. Unfortunately it didn’t because blessing all of our lives in different ways or not depending on what side of the book business you’re on. Things like that and everything else. But. He would have lived in regret like if he hadn’t done that he’d still be on Wall Street probably wondering.

It’s worth sometimes the risk of failing because even if you fail the whole concept of failing forward. It teaches you how to go on to the next thing and the next thing and the next thing and the same success. You either...