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To learn more about today's guest, please visit www.bornleaders.com

Hey everybody.

Welcome back to the show.

I am excited today, as I always am because we have another amazing six figure

plus online entrepreneur with us today.

He is Alex Coon.

His business is born to lead.

Alex, how are you today?

Chris doing fantastic and just really honored to be.

audioChrisJolly42673615811: It's great to have you.

I'm really excited , and I know you're gonna have a lot of value to share

with my audience and I'm sure with me too, so I'm sure it's gonna be great.

Can you tell everybody out there a little bit more about Born to Lead,

how it started and what you do?

Sure.

Elvis, I think that are in this online entrepreneur space, especially when

it comes to coaching and consulting and speaking and serving worlds.

I think we all have a mission and thankfully through.

The past 12 years, I've really been able to grappl concepts of

business to really help people do good, change lives, make millions

and ultimately impact generations.

And for us, , born Elite is the only program that we have.

And very simply, it allows people to build scalable.

Multimillion dollar programs that I'm really grateful to have at this point.

We've had 300 clients that have gone through this program over

the past several years there.

Last year we had 17 that went from zero to their first seven figure program,

and right now we're on track to double that this upcoming year there.

But most importantly, what makes me so excited is that these are truly the.

Best people on the planet, like I'm sure most of your audience that's

listening to here, they really want to do something to help people.

It's at the core of their nature.

It's at the core of their d n a, and that's why we call it born and lead

because at some level, at some truly genetic level, there's a part of

every person in our world that simply says, I just want to help people.

I wanna do a business, but it's gotta align with my integrity.

And that's what makes it.

I'm so honored to work with so many clients just like that.

audioChrisJolly42673615811: That's amazing.

Can you tell us how you got started in coaching?

It's Something I've been doing since 15, and when

I say 15, when people obviously are here in coaching, they think, oh,

what kind of coaching, swim coaching?

I've been in swimming for my entire life.

That was the sport that I was basically grew up in.

It's what I did in college there, and it was actually my

first job after graduating.

I had the decision either taking some sort of higher figure management

position or I could go make.

$15,000 a year, working nineties hours a week as a college assistant swim

coach, of course, I decided to take the college assistant coaching position.

But coaching's been in my blood working through the college ranks, to actually

ultimately be a head coach and really, making some national champions to

working with some high level swimmers.

At the age of 30 I had.

This moment.

Chris Anne, and I can tell you from just a purpose perspective there

that, I grew up in a family of entrepreneurs and a lot of my family,

they did well on their entrepreneurial journey, but they never got beyond

the, what I call that self-employed entrepreneurial piece, right?

They, I saw them work at hearts, nights, weekends, et cetera, and.

At that moment of 30, I said, I don't even know what I want to do as an entrepreneur.

I just know that I want to solve this challenge.

I want to be that family member that helps people figure out how to build

a great business, do have a great life, and move in this direction.

So this was back in 2011 and.

I will tell everybody that the first year, the very first year I was

coaching very, which was life coaching.

Some clients paid me $25 an hour.

One client was paying me a big $500 an hour.

That first year I made $4,225.

And I think most people would've quit.

But in my mind there was this level of commitment that I was like,

I am going to figure this out.

I'm going to figure this out.

Whatever I've gotta do, I am going to find a.

Not go in all the details and we can talk more about it, but very simply,

one failed business after another failed business after another failed business.

Finally, only in 2014, I came up with a membership idea that was very

simply helping women from a mindset perspective with emotional eating,

and that was the first business.

Over two years we started and sold.

We had 15,000 members in the program There.

Obviously one of my first big paydays as an entrepreneur.

And that's obviously transformed into a couple other opportunities.

But 2020 I decided to start born a lead because that was the moment

where I said, you know what?

I wanna put something out there that.

The challenge I see, especially in the coaching industry, is that so

many of the concepts are based on what I call the diet approach of

business launch, sell, four week launch, 12 week course sell, et cetera.

And I just thought there was a better way to not only serve our clients at

a higher attitude and aptitude, but even more importantly, to see them

succeed inside of our program so that we can keep them for lifelong.

That's why I started born the lead it's been doing for three years, and I

will gotta say it's the one business.

So get me fired up after three years.

audioChrisJolly42673615811: That's great to hear.

I can see how fired up you are about it.

And I just love when people are really in that, that much in touch with

their work and what they're doing.

Now, you mentioned that you work with a lot of entrepreneurs who are

going from building their course from the ground up to seven figures.

And first I love that's the aim because there's so much talk about out

there about getting to six figures.

And that's great and is a wonderful accomplishment for every business owner.

If that's your end in mind you are gonna do what you said you saw your

family do, which is give yourself a job, not really a business.

Yeah.

Talk to us about what it looks like working with

you from going nothing to building up to that seven figure level in a new.

As I always tell anybody that comes into our program,

whether you have zero clients in your first time coaching or consulting

or speaking, or you are somebody that's coming in already doing seven

figures in your business, I believe the very first thing that obviously

kills business at the end is that the business isn't protecting the leader or.

Ourselves.

We don't put the mask on ourselves.

We don't design the business around ourselves.

And ultimately, at the end of the day, we talk about actually first and

foremost, understanding your success.

D n A, meaning how do you actually design a business that works with

your talents, gifts, and strengths?

And ultimately, no matter if it's just you today or a big team tomorrow, that

you're allowing yourself to do that.

Because I think the higher level of friction in the business, let's be real.

There's moments it's.

It can be difficult to show up.

Some weeks are a little scarce, quite frankly, especially when

you're starting right now.

But you gotta feel like you're doing something you really enjoy

and that's really important.

So the very first thing we do is our first track is what we call growth, which is

very simply we wanna help you find that one program, no matter what you, how you

deliver it there, that really allows.

Be that specialist in the marketplace so people gravitate towards you.

You're solving a problem as opposed to trying to be the niche that works with

online entrepreneurs who have two dogs, three houses and two kids or something.

And it's be about this idea of being really problem specific and helping you

get to that mid six, seven figures level.

Because once you're at that stage, You can actually then begin

to go into that freedom stage.

And in that freedom stage, you get to actually begin to understand how you

actually leverage a new resource, which most entrepreneurs never understand, which

is that you are working there, your time and energy, and at some point you have

to transition to using that dollar to grow your business, to improve your life.

To help your clients.

It can't just be on you if you want to go to that next stage and it's a new

fuel, it's a very scary fuel to use.

But if you actually understand how to use it right and set it up right

from the very beginning, it makes the process a whole lot easier.

And then Chris, a lot of times for us, it's, you have a seven figure program,

you're love and life, it's great.

You'll love the business.

So many of the people I work with have kids, they have families, they have

friends, and ultimately it's not about actually just having money to have money.

It's having money to make an impact.

And I believe this is really that decade for the Chris's, for the Alex's, and

for everybody that's listening to this, it's like it's time for the good guys

and the good gals to win in business.

And that's one of the reasons why our secret sauce is what we call our utopia

level, which is very simply is that.

You have your business now, how do you actually start to build

your passive income and equity streams around that business?

And the one thing I don't share too often, Chris, is that yes,

born Elite is my business.

It's my passion business.

It's that this is my active income business, but I have 14 other.

Great businesses that I own that bring either equity or passive income, that

allow me to know that my, if something happened to me tomorrow, that my two

little ones that are four-year olds and one-year-olds are gonna be safe,

that my wife's gonna be taken care of, that, all the other things that have to

happen if I wasn't around or gonna be.

Necessarily taken care of.

So that's what I want so many of the people that are listening to here

to understand is that we need to get all of you to a place in your

business and in your world right now where your daily work is not

what was required to serve humanity.

Yeah, I think that's so important and that

is the differentiation between the people who give themselves a job and

the people who build themselves a lifestyle so that they can continue

to impact the world and to lead and.

To help others and not have to show up and, crank the handle, turn on the lights,

and make sure everything's working.

Exactly.

Love it.

Okay, so now can you tell me a little bit more about the leadership archetypes

you work with within this success?

D n A.

Yeah.

people ask me what ki is this like a personality test?

And I think there, this is a very different type of assessment.

We actually call it at its core leader operating system.

And when we talk about these arche types, we define as a leader is very simply

is using their talent to impact lives.

But everybody has a very different specific talent and some talents are

actually underrated leadership skills that we wanna make sure that, listen

this, if this is your talent and this is your skill, you are a leader.

And so much of the feedback we get, Chris, is that born.

It creates such controversy.

People are like, no, you can't be born to lead.

You're made a leader and stuff.

And I would challenge 'em to say, yes, you were born to lead, but you

were supposed to born to be leader in a different way than others.

And so we got actually four different archetypes that we talk about.

The first one is developer.

And a developer is what we think of as that natural coach.

They're really good at asking questions.

They're very intuitive of hearing it and listening to the person on the other side,

even if they weren't a subject matter.

This is the person who's just that friend that you go to and ask 'em about.

Anything and everything there it is.

That leader that just simply has a way of actually being able to see into the

person's soul, into the person's heart, into the person's mind, and ask questions

that they've been asking themselves and guiding them to a better tomorrow.

The second type is our architect.

To me, the most underrated leader on this planet.

The architect is the person that can help.

Maybe not see the vision, but way more importantly, see the goal, see

where the organization or person is today, and create the step-by-step

approach and know exactly what needs to be put in place to make it happen.

This is the person who wants to know all the details.

This is the person who feels a little uncomfortable when things aren't going

according to plan, but at the end of the day, This person's value is

actually, it helps so many of us as entrepreneurs, as these visionary and

big picture idea people to get it put all together to actually see how it actually

can basically work as an orchestra.

Meaning the music sounds great as opposed to how many of us run a

business, whereas a big ju mess when we're trying to just play catch up.

The third is a motivator.

Motivator, and I'm a natural motivator and a nat and me as a motivator.

Obviously, I've got high energy.

I can talk all day every day to anybody, but a motivator just simply has the

ability to get people to say yes.

Whether it's to the company vision, whether it's to their own dream, whether

it's to overcome a fear, they have a way of speaking, of talking, of communicating

that the person just simply agrees with oh yeah, I see it that way, and now this, I

always tell people like, this is the skill that can be used for both good and evil,

just like all of these there, but this is the person that you just know that man.

It just seems like they're able to get people to do things

that maybe they wouldn't have.

Without that person.

And then finally, the fourth is the visionary.

And I know this is the, what we consider the holy gra of leadership,

but all visionary to us simply means is that the person has the ability to

anticipate what's coming in the future.

They have the ability to predict what's coming six months down the road, one year

down the road, five years down the road.

They can see things happening before they happen.

I also tell people that there's a big difference between visionary.

An influencer, and it's really important to be careful that you don't

look at influencers as visionaries.

They just simply have a skill to actually influence the direction of a marketplace.

So whichever one you are, understand that the more you buy into that

gift and talent, the easier business is gonna be to grow.

audioChrisJolly42673615811: Yeah, absolutely.

It's all about finding what your strengths are and focusing more on those, and then

doing the other piece you said, which is handing off everything else to other

people who are better at that and who it is their archetype to get that work done.

Yes,

Okay.

Now I wanna ask you for your biggest initiative inside your business this year,

or the one thing you would really love to have accomplished by the end of the year.

our business specifically born.

Yes.

Sure.

Very simply, we are very client focused.

Our missions is what can we do to get our clients to another level?

Last year we had our clients, I think as a collective generate at a minimum,

because obviously we're just taking their numbers at their word, about 58 million.

We had 17 to hit the multimillion dollar mark.

This year we wanna see 50 of.

Actually hit millions there.

It's not about us just growing our clientele, although we are

doing that, it's about actually our clientele having success.

I believe us having that actually tangible goal, it actually

does something very different.

So number one, the team that you see on the front end, the Kias and

Celeste's on our team, you actually see them obviously working harder

and understanding like, Hey, I want to get that client to this level.

I want to understand their goal because they're gonna be way more

focused on delivering the client the.

Opposed to saying we gotta get another client in the business.

So it actually creates a little bit more of a goodwill focus.

The second thing is that the people you don't see behind the scenes, right?

The people that are working on our websites, the people that are working

on our funnels, the people that are working on our technology, they get

bought into it there because they understand the why behind their work.

They are the people that are the unsung heroes in our business because they're

not the ones that, unlike me and Kiana, we're getting the great gratitudes and

the recognition for helping that client or being on amazing podcasts like this.

But they're the ones that are helping me be.

Like I don't have to worry about what's getting done behind the scenes.

So having that altruistic goal and truly really making sure as that

leader, Kiana and myself, making sure we really are speaking that into the

existence, it ultimately helps 'em understand that their work is for

good, not just to grow a business.

And I think it's a big difference in how we've been able to attract.

Some of the best minds and some really incredible people that they could

probably, quite frankly, get way more money working for somebody else.

But they believe in the core of our mission.

They believe in the core, our vision.

They really believe in what type of clients we work with.

I love it.

The author of the Emmy talks about finding a game worth playing and then

you can get everybody on your team, and it sounds like you've really

found that game at Born to Lead.

I really appreciate that.

Now, as far as you personally, what is your with set the business aside, your

biggest personal financial goal right now?

I don't make financial goals, I will tell you that

I actually make way more impact goals, and I don't wanna sound corny when I say

that, for me, Financially, I am grateful for what I have accomplished in my life.

I tell people like my one th one thing I wanna buy as an n f NFL football team.

So if you wanna talk about my financial goal, that's probably it.

So I got a few few millions to go before I can do that, but I'll tell you something.

I think everyone that might be listening to this can really agree with this.

When we talk about people over profits, that there is a concept of motivation

and excitement that I get by working with our clients and seeing our group grow.

We just got invited up to.

Gary Vanerchuck and we got to go look around cuz we're, we're one of the

fastest growing coaching companies here in the world, and I'm grateful for that.

But I also, take that as a responsibility.

Because when you're growing, there are problems and challenges for growing there.

And so the financial piece for me is not just about growing my bottom

line and top line to the, great nextmark would be 50 million, then

the nextmark could be a hundred million so I'm doing well financially.

It's more actually about.

How do we use this financial platform to make sure that we are actually putting

our Do good mission into other areas that aren't feeling this effect yet, that

aren't feeling the work that we're doing?

That's what's really got me fired up more than anything.

audioChrisJolly42673615811: Yeah, absolutely.

And that brings me to the next thing that I wanna talk about is that, whatever

level you reach financially, there's always the next plateau to aim for.

A next goal to set.

And it's really more about what you're going to do with it and how

you use it to perpetuate, the world that you want to see essentially.

So tell us what is financial freedom for you when you're to that place where

you've stepped away from your business and you're only doing what you wanna do,

you don't have to be there for months at a time, and you've got all the money

you could ever use besides running an N F L team, what are you gonna.

So , clients were asking me, they said like, how,

like how much time could you take off?

And I think what we've gotta figure it out.

I think I could take off without making another dollar, at least

like 64 years is what I could do.

Asking me the questions about financial freedom, what would I do with it there?

And the answer is I would work.

That's as funny and silly as it sounds.

There was a moment, and I could tell you this, after I sold my digital

marketing agency back in 2018, that to me a lot of the biggest mindset

challenge is very simply this.

And when you ultimately feel it is when you don't have to show up to work and

you don't have to show up and make money, and you literally don't have to show.

Anywhere because really there's no place you're needed.

And what I think you most people will discover is that is one of the scariest,

if not the most scariest place on this planet because it actually does ask you

that question of what really is purpose?

No disrespect to anybody that needs to make money cuz so many of us at

every stage need to make money to live , to make money, ultimately

is a very important factor.

And it's the first thing I tell every single one of our clients is

that do not be bashful about telling people your goal is to make money.

You need to make a financial living.

We need you to succeed financially so you can start helping others get

to that stage to find their purpose.

So what I value is very simply giving back.

I think that at the core of anything I find with any of our clients

that are at that level, especially from a utopia perspective, is that

they feel depressed if they don't.

Productive.

And a lot of times that productivity is somehow giving back to people,

whether it's being part of a charity and nonprofits, whether it's getting

into coaching, like if you look at it, how many of the richest people do we

see somehow start their online presence and start courses or masterclass

or some sort of helping hand?

Why?

Because their purpose is to give back to me.

I think no matter who it is, I think that's always gonna be the.

audioChrisJolly42673615811: Yeah, absolutely.

And that's why I love interviewing entrepreneurs so much , and it's

really the difference between showing up every day and doing something you

love and showing up and doing something every day to make money because.

A lot of employees just want to get to that retirement age of 65 or whatever

and be done and take their time off.

And then you find people lose their purpose.

And a lot of people even die soon after retirement because they are

used to identifying with something that they don't do any longer.

And then you talk to an entrepreneur and they're like, oh, if I never had

to show up for work again, I just show up for work again and do what I

love to do and help people, because that's why I started it in the first.

Yeah, I, and I always think it comes

from a place of pain, right?

I think know when people are in pain you don't wanna do it anymore, right there.

And I understand, I've got, and probably you and I, right?

We've got those friends right there.

Their employees and they're looking for that, 65 or 67 or

whatever it is now, and retire.

At some point when you develop so much incredible skills over years and years

of decades to all of a sudden just say you're not gonna use it anymore.

I don't know.

I feel that it feels depressing to me , and I think it's one of the

reasons why retirees are very depressed and why quite frankly, they do need

that, that mental and quite frankly, coaching support to make sure they

find their next path and their next.

Absolutely.

Alex, it's been a pleasure.

This has been a great interview.

Now, before I let you go, can you tell everybody where they can find

out more about you and what you do?

I'm born to.

Absolutely.

So you heard me talking about our success DNA archetypes,

our website Born leaders.com.

You go straight to the front page.

And you can actually take an assessment to actually determine what is your

leadership archetype, developer motivator, visionary, and architect.

And while you're hearing this, you may think you are one, but I can tell

you probably about 30% of the time somebody will tell me they were shocked.

By the result.

And the reason why is that it actually gets to the core of

your leader operating style as opposed to what you've been trained.

You may discover that the way you've been trained is exactly the

opposite or not in line with your core operating leadership style.

So again, Born leaders.com goes straight to the front page.

You will see the assessment right there.

And of course, this is not just a business about me, it's actually a

business that my team runs so we've got Kiana, we've got Celeste, we've

got wonderful people there that we have to support you no matter what

stage of your business you're in.

audioChrisJolly42673615811: Absolutely amazing.

Any parting words or piece of advice for all the entrepreneurs out there listening?

I think the first, the only advice I have for

everybody is that as much as we talk about goals and visions and all the big picture

stuff there, I think the most important factor in terms of our success is trust.

Trusting ourselves to make the mistakes and get back up, trusting ourselves to

succeed and know how we're going to handle that success and trust that ultimately

when all said and done, it's gonna be.

audioChrisJolly42673615811: Alex, it's been wonderful.

Thanks again for taking the time outta your day and for

sharing yourself with me and the.

Appreciate.

Absolutely, and for everybody listening out there,

if you enjoy this episode and you haven't subscribed yet, I don't know

what the heck you're waiting for.

And if you can leave us one of those five star reviews, we really appreciate that.

It helps us get the message out to more entrepreneurs.

And if you are a six figure plus entrepreneur, like our amazing guest Alex

was today, and you'd love to come on our podcast, we'd like to talk to you as well.

To do that, you can go to ffe podcast.com.

That's the letters FFE podcast.com.

Alex, thanks again

Thank you.