In this episode of The Last 10%, host Dallas Burnett interviews JB Glossinger, founder of Morning Coach and creator of the Get It Done Now Method, who built a 21-year daily coaching platform with over 50 million downloads after a corporate aerospace career that left him unfulfilled. Glossinger shares how early attempts at speaking and book publishing failed, how Morning Coach began as a free conference-call “morning thing,” and how an iTunes feature drove massive growth before he moved behind a paywall for stability. They discuss modern leadership challenges like scope creep, burnout, decision fatigue, and the importance of systems, clear expectations, delegation, trusted advisors, and consistent cadence. Glossinger explains his mission-vision-values approach, the Get It Done Now cycle of failure, and introduces his new book and tools, including Remarkable planners and AI-enabled software.

Learn more and download for free at www.morningcoach.com/10.

The real true leaders are the ones that are consistent in their evaluation.

They're consistent in their discipline.

dallas-burnett_47_04-03-2026_141504: Hey, everybody.

We're talking to JB Glosser today.

What an amazing guy.

He's the founder of Morning Coach and a creator of the Get It Done

Now Method has some incredible stories from buying and selling

seven 40 sevens to near bankruptcy.

He's got a PhD in metaphysics.

Building a 21 year daily coaching empire with over 50 million downloads.

He is a great new friend of mine.

You don't want to miss this incredible conversation.

Welcome to the last 10%.

Your host, Dallas Burnett, dives into incredible conversations that

will inspire you to finish wel.

And finish strong, strong.

Listen as guests share their journeys and valuable advice on living in the last 10%.

If you are a leader, a coach, a business owner, or someone looking to

level up, you are in the right place.

Remember, you can give 90% effort and make it a long way, but it's finding

out how to unlock the last 10%.

That makes all the difference in your life, your relationships, and your work.

Now, here's Dallas.

Welcome, welcome, welcome.

I'm Dallas Burnett, sitting in my 1905 Koch Brothers Barber

chair in Thrive Studios.

But more importantly, today we have a great guest, the founder of

Morning Coach, creator of the Get It Done Now Framework, the Man behind

one of the longest running daily personal development shows in history.

Oh yeah.

Welcome to the show, JB.

jb-glossinger_1_04-03-2026_131504: Hey, I'm excited.

That intro got me all pumped up.

I'm like, man, I like that last 10% thing.

Like, that's really good.

So really good, man.

I'm ready to roll today.

Your energy's got me.

I'm gonna show up here every morning.

dallas-burnett_47_04-03-2026_141504: We like showing up and we love our guests.

And man, I'm excited.

I've been excited for this show for a while because, um, we

have so many things in common.

We were talking about before the show about your passion for coaching and your

experience in business and man, so I was just, I've been just looking forward

to getting into some of this stuff.

So give us a quick rundown.

because I'm sure with the intro everybody's like,

wow, who, what in the world?

This, who is this guy?

Who is jb?

So if they haven't already heard your show on, your podcast, your

episodes, tell everybody kind of your story, give us a backstory on JB.

jb-glossinger_1_04-03-2026_131504: Well, it's funny 'cause I, you

know, I just, I, the new books out, I just put the new book on it.

As we were talking before, you talk about PhD and MBA and I love all that stuff.

I had a really good career.

I ran aerospace companies at 35, but I was dying.

Like I was sitting in an office going, what the hell am I doing?

I want to be the big Lebowski here I am, making more money.

My parents are blue collar workers, you know, but

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: the big Lebowski, you know, I don't

wanna be sitting in this office.

So I was making so much money compared to my parents, who I grew

up in Indiana, a real small town.

But I was really complacent saying, okay, I just need to, Stay here, be happy.

And I wasn't.

I And so I had a look in the mirror and I looked at some

of my own mentors, Zig Ziglar,

dallas-burnett_47_04-03-2026_141504: Oh yeah.

jb-glossinger_1_04-03-2026_131504: Les Brown, and I was like,

man, I need to make a change.

And I decided to become a motivational speaker.

and that's when I started want to coach and do motivation.

But I wrote a book, it failed.

I went out and tried to speak.

It failed.

It was just a disaster.

And so I had a, I had as kind of the battle of attrition

to get here 21 years later.

So I wanna talk about all the good stuff, but there was a lot of bad

stuff that got to the good stuff.

dallas-burnett_47_04-03-2026_141504: Yeah, absolutely.

I mean, you know, I think that's a lot of what we find out, as some of it is just

you think you want certain things and then you get what you thought you wanted

and you realize that's not it at all.

oh my gosh, I'm not where I wanna be.

And then you gotta figure out how do I get from where I am to where I wanna be?

And so that's really awesome.

So let's talk a little bit about.

you've been in aerospace, you've been running businesses.

What is something that you see, 'cause you work with coaches and executives all

over the country, and so I would love to see, as you work with executives,

and then we can talk about coaches too.

But what's one of the things, 'cause you said, I was running this

business, but I was dying, like I'm running this thing, but I was dying.

What do you see as one of the biggest struggles for the modern leaders

today as they go into their workplaces and doing what they're doing?

jb-glossinger_1_04-03-2026_131504: not saying how to say no scope creep and, not

having the expectations with their teams.

So, w why I say that is a lot of people don't know how to say

no and they're people pleasers and some of your best people.

Like what

dallas-burnett_47_04-03-2026_141504: happens

jb-glossinger_1_04-03-2026_131504: giving them more stuff, and that

wasn't their original job expectation, because we've all heard it.

You know, if somebody's busy give it to the busy person, but

they end up burning out, right?

They end

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: pissed off.

Now you got a whole team that's angry and it's really on the leader, right?

Because

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: established expectations

and then went out of that.

And then as a leader,

dallas-burnett_47_04-03-2026_141504: right?

jb-glossinger_1_04-03-2026_131504: more successful you become

in any organization, you're

dallas-burnett_47_04-03-2026_141504: obviously

jb-glossinger_1_04-03-2026_131504: 10 percenters, right?

So you're saying yes to more things do

dallas-burnett_47_04-03-2026_141504: do everything.

So

jb-glossinger_1_04-03-2026_131504: load, which is what we're really

seeing right now, is decision fatigue is just absolutely crazy.

So what happens is, with most executives, without having the ability

to say no, without having the ability to understand what their people

should be doing with expectations,

dallas-burnett_47_04-03-2026_141504: They're cove.

The load goes crazy.

jb-glossinger_1_04-03-2026_131504: out,

dallas-burnett_47_04-03-2026_141504: out, they burn out.

literally like me,

jb-glossinger_1_04-03-2026_131504: you're killing yourself.

dallas-burnett_47_04-03-2026_141504: I think that's such a great point and I

think it's so, it's, it's so interesting because I know there's some listeners

that you're hearing this episode and they hear you say, the problem is

not saying no and they're already freaking out like, ah, I can't do that.

'cause that's like, then things wouldn't get done.

Or then something would drop or something would, the ball

was, or the plates would fall.

I gotta keep these things spinning and I don't think that's what it is at all.

What you're saying is more about when you say no.

That is saying either you're passing it off to somebody else, like you're

saying, no, I don't need to do that.

Somebody else needs to do that.

'cause they're better suited for that anyway.

Or no, that's not in the core focus about what I'm here to do.

Like if I've got priorities, this isn't one, it's.

It's urgent, but but it's not maybe important, right?

And so, uh, you know, I don't know.

I just feel like it's more of freeing.

And I do think that there's so much static now that we are experiencing

that leaders have to cut through.

There's so many things that they're coming and just between, you know, all

the legal stuff and the social and the marketing and the employees ai and all

the changes that sometimes we get lost in the shuffle and just end up, running

on the hamster wheel and you get up one day and you're like, what am I doing?

and it's like if we've gotten away from who we are as a leader and what makes

us tick, what makes us great, what we bring to the table, we can start

doing things we don't need to be doing.

So I think that's really, really important.

Yeah.

Yeah.

what would you say to those people?

jb-glossinger_1_04-03-2026_131504: And I think AI is making it even worse, right?

dallas-burnett_47_04-03-2026_141504: Hmm.

jb-glossinger_1_04-03-2026_131504: throw stuff in there and

it just kicks back stuff.

This is what you should be doing.

Um, you know, the key is you, you've gotta, we always talk about

cascading mission, vision, values.

So it's like you've gotta understand our mission and our terminology is

what you're gonna do over 12 months.

Our vision is who you're gonna become.

Like two years ago I wanted to run, become a runner.

I've never been a runner, but I wanna qualify for the Boston Marathon at 56.

And I did.

So that was pretty cool.

But the reason I could do that is because I'm able to focus

dallas-burnett_47_04-03-2026_141504: appropriately,

jb-glossinger_1_04-03-2026_131504: the

dallas-burnett_47_04-03-2026_141504: That's but

jb-glossinger_1_04-03-2026_131504: but it's not just

dallas-burnett_47_04-03-2026_141504: focus,

jb-glossinger_1_04-03-2026_131504: it's being able to understand expectations

and the way you're gonna delegate and the clarity of your communication.

I wanna be the big leki.

It's funny, like I have, I'm running multiple companies right

now, Alison, my company's launching software and I'm building a home

dallas-burnett_47_04-03-2026_141504: in Palomino

Colombia

jb-glossinger_1_04-03-2026_131504: on the ocean.

Three minutes from the ocean, three minutes from

dallas-burnett_47_04-03-2026_141504: Wow.

jb-glossinger_1_04-03-2026_131504: It's the most beautiful place in the world.

How can I

dallas-burnett_47_04-03-2026_141504: do

jb-glossinger_1_04-03-2026_131504: all those things?

Qualify for Boston.

I run 40, 50 miles a week.

It's

dallas-burnett_47_04-03-2026_141504: being

jb-glossinger_1_04-03-2026_131504: able to focus.

It's the systems and structures you have and the clarity of communication.

If you able to do really cool things

dallas-burnett_47_04-03-2026_141504: yes.

jb-glossinger_1_04-03-2026_131504: It's a dichotomy you think, like

dallas-burnett_47_04-03-2026_141504: I just wanna go sit on the beach

and do nothing

jb-glossinger_1_04-03-2026_131504: but

dallas-burnett_47_04-03-2026_141504: to be able to sit on the beach

and do nothing

jb-glossinger_1_04-03-2026_131504: You have to have the most immaculate systems.

So I'm a lazy build, lazy.

dallas-burnett_47_04-03-2026_141504: I love that.

You know, though, it is so funny though 'cause it takes a lot of work

to get those systems right and so to earn the spot on the beach, if you

wanna earn the spot on the beach, man.

To dial in those systems.

You're exactly right.

you gotta have some really, really solid systems and processes.

Great people, great teams to execute 'em.

And so I just think that's, I think that's really good.

jb-glossinger_1_04-03-2026_131504: a great coaching.

And that's the thing.

Look, I'm

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: to talk about selling coaching, but it's true.

You need the right trusted advisors.

I'm not a big co, I'm morning coach, but I don't like the term anymore because

it's just so diluted because it's not, there's just so many coaches out there,

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: real.

Professionals.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: is what we are these trusted advisors

and everybody has a lawyer, you know, anybody professional, you have

to have your lawyers, you have to have your medical professionals.

The reason lawyers and me, and doctors can charge so much is because

you're going there with emergencies.

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: have a group of people around you that

support you, your trusted advisors, and we'll call them coaches for

right now, you have that in place.

Your systems, people, the structure, you don't have the emergencies, you don't

have the crisises, so you're not paying.

The price for the emergency, which,

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: to so many leaders and CEOs,

that's the biggest issue.

They're all paying the price because they're always in crisis.

dallas-burnett_47_04-03-2026_141504: I think that's a big issue is You

have a choice on the front side.

How proactive do you want to be?

Do you want to engage this before it's an issue, or do you just wanna wait until

it's inevitably gonna rear its head?

I think that's, I think that's really interesting.

I,

jb-glossinger_1_04-03-2026_131504: eat at McDonald's every day, right?

And

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: gonna be?

dallas-burnett_47_04-03-2026_141504: yeah.

Yeah.

jb-glossinger_1_04-03-2026_131504: and it's the same thing in business.

Like you can be proactive, you can get your systems in place,

you get your structure in place, or all of a sudden you're getting

a knock on the door by the IRS.

Why is it happening?

You're getting a subpoena in the mail.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: when stress really happens.

Why are those things occurring?

Because the systems and structure is not in place.

dallas-burnett_47_04-03-2026_141504: I think systems and structure

too speak to some, some amazing intentionality, you know?

Right.

Because like when you talk about going and eating McDonald's every day, I can

always come up with an excuse always of why I don't have time to go and

create or make a healthy breakfast.

Right?

I don't have time for that.

I'm just gonna go through the drive through and pick up a McDonald's,

and I'm gonna do that consistently.

But it's not until I'm intentional and say, okay.

I'm gonna intentionally do something different.

It may be painful for a while.

It may cost me in some other area, I may get to work later.

I have to get up earlier, right, to get a certain healthy breakfast.

But I'm gonna be more intentional about it instead of letting the

world kind of come on me and just me saying, okay, I this just the way

it is and making an excuse about it.

I gotta get a quick, quick day McDonald's.

So with those systems and process the same way, if you're running a team,

if you're running an organization, if you're running a business.

The, it's not gonna organize itself, it's not gonna systematize itself.

That takes so much intentionality, thought and just expertise and focus.

and there's sacrifices that have to be made to get to that other side,

you know, of where you want to go.

Just like it's easier to do the quick drive through version of life than

it is to really go and focus and say, I'm gonna make some changes here.

So I, I think that's a great example.

Really great example.

jb-glossinger_1_04-03-2026_131504: the final 10%, right?

So we're not here for perfection.

What we're here for is optimization,

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: I'm working on zone two running right now

because I wanna run a marathon in under three hours, which I'll be 57 or 58.

That's just unheard of, like, it's

dallas-burnett_47_04-03-2026_141504: Wow,

jb-glossinger_1_04-03-2026_131504: to do that at that age.

In order to do that, I have to do 40, 50 miles.

It's zone two, running at 133 beats per minute so that my speed increases.

Why my heart doesn't work.

You talk about intention, that's a

dallas-burnett_47_04-03-2026_141504: man.

jb-glossinger_1_04-03-2026_131504: of training and it's really

awesome because it's scientific gives me something to work with.

But it's the same thing in life.

And I'm gonna just quote Zig, who's one of my biggest mentors when I read

CU at the top, when I was 16, changed my life, is that you don't pay the

price, you enjoy the price, right?

dallas-burnett_47_04-03-2026_141504: Yes.

I love Zig man.

He was inspiring to me too.

I love Zig.

Oh my gosh.

Oh.

It's really great.

Well, let's talk about this because you talked about your rhythm and right

now your rhythm is a lot of running, amazingly amazing running e every

week to get ready for these marathons.

You have leadership rhythms, like what is what, if you're

leading an organization or a team.

what are some rhythms that you would say?

Do you have any advice on people creating some leadership rhythms?

What are some good ideas for leaders to create these rhythms for them?

You know, as they lead through all their thing?

jb-glossinger_1_04-03-2026_131504: we're big in open loops, closed loops,

and we're also big into cadence, meaning setting up some consistency.

People need to know when you're gonna be there and when you're gonna,

you know when it's gonna happen.

I'm very fortunate, I coach him professional golfers, one

of 'em playing in the masters.

He is 14th in the world.

He is doing great

dallas-burnett_47_04-03-2026_141504: Wow.

jb-glossinger_1_04-03-2026_131504: working with some good athletes

and athletes to become that level and athlete every step of the way.

Right.

takes a little bit more

dallas-burnett_47_04-03-2026_141504: it's really

jb-glossinger_1_04-03-2026_131504: Consistency and really being, I know

authentic is being thrown around a lot, but the real true leaders are the ones

that are consistent in their evaluation.

They're consistent in their discipline, and they're

And they're not

to do something

something else.

that framework.

So I

dallas-burnett_47_04-03-2026_141504: So I think the word that

jb-glossinger_1_04-03-2026_131504: to choose here is a cadence.

They have a

dallas-burnett_47_04-03-2026_141504: sailor come

jb-glossinger_1_04-03-2026_131504: They come in, people know what to expect.

They know what to do, and there are no sur surprises along

dallas-burnett_47_04-03-2026_141504: along.

And if you can do that.

jb-glossinger_1_04-03-2026_131504: man,

dallas-burnett_47_04-03-2026_141504: man, your leader.

jb-glossinger_1_04-03-2026_131504: great and it just

dallas-burnett_47_04-03-2026_141504: great.

jb-glossinger_1_04-03-2026_131504: get outta ego and be able to admit your

mistakes, you just get so much more buy-in that if you're just drilling all the time.

So I think cadence is what I

dallas-burnett_47_04-03-2026_141504: Yeah.

I love that.

I love that.

And I think as leaders too, you know, when we have that cadence, it gives you the

ability to, A, be intentional about it.

We talk about systems for our companies and our businesses, but if you're

getting some result in your own personal life as you're going through,

like you were saying, I was leading this company, I was doing all these

things, and I was just miserable.

I was dying.

I think that having a proper cadence gives you that balance of stress with

recovery of, doing the intentional things Well, where you can come back

and you can look at the results and say, yeah, this is the results I'm getting.

I'm getting what I'm putting in and I like what I'm getting.

So I think, that's really good.

What was a, wait, was there a time, in that season in

your career when you kind of.

Had a wake up call wake, like when you said I was dying, was there,

what was it that triggered you to say, I, you know, what I gotta do?

I gotta do something different.

jb-glossinger_1_04-03-2026_131504: Well, I think,

dallas-burnett_47_04-03-2026_141504: I,

jb-glossinger_1_04-03-2026_131504: as we study development, we go back

to Viktor Frankl's, man, search for Meaning, and then you search Jim, you

read Jim Collins Good to Great, there's some really amazing research and study.

You start to get all that body and knowledge.

For me, I started looking at like, okay.

So I need some meaning there

dallas-burnett_47_04-03-2026_141504: there obviously isn't

jb-glossinger_1_04-03-2026_131504: here.

dallas-burnett_47_04-03-2026_141504: Right?

jb-glossinger_1_04-03-2026_131504: And then I

dallas-burnett_47_04-03-2026_141504: and then I started looking

at college and I some.

jb-glossinger_1_04-03-2026_131504: I need something, what is

dallas-burnett_47_04-03-2026_141504: what is this

jb-glossinger_1_04-03-2026_131504: about?

Why

dallas-burnett_47_04-03-2026_141504: Why am I dying here?

jb-glossinger_1_04-03-2026_131504: And then I

dallas-burnett_47_04-03-2026_141504: Then I started looking at that and doing my

jb-glossinger_1_04-03-2026_131504: assessment.

And I'm like, okay,

dallas-burnett_47_04-03-2026_141504: own,

jb-glossinger_1_04-03-2026_131504: my

dallas-burnett_47_04-03-2026_141504: my values

jb-glossinger_1_04-03-2026_131504: with this company I'm running.

I was reporting

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: to the president.

You know, we were, I was running the

dallas-burnett_47_04-03-2026_141504: aerospace

jb-glossinger_1_04-03-2026_131504: I had another, and I was one person.

14 person board that was always fighting with the industrial division, which was

gigantic, but we were making all the money

dallas-burnett_47_04-03-2026_141504: money.

jb-glossinger_1_04-03-2026_131504: we had the margin.

dallas-burnett_47_04-03-2026_141504: I

jb-glossinger_1_04-03-2026_131504: I took

dallas-burnett_47_04-03-2026_141504: took this knowledge of

jb-glossinger_1_04-03-2026_131504: Frankl and

dallas-burnett_47_04-03-2026_141504: and took the Nick

jb-glossinger_1_04-03-2026_131504: from Jim Collins and

dallas-burnett_47_04-03-2026_141504: and all this

jb-glossinger_1_04-03-2026_131504: study.

And as I did my PhD is in this really weird esoteric metaphysical area

where I started studying, spirituality and philosophy and religion and

dallas-burnett_47_04-03-2026_141504: And was like.

jb-glossinger_1_04-03-2026_131504: What the problem is in going back to

dallas-burnett_47_04-03-2026_141504: back,

jb-glossinger_1_04-03-2026_131504: and Franco is there's no meaning.

Like I

dallas-burnett_47_04-03-2026_141504: yes.

jb-glossinger_1_04-03-2026_131504: meaning.

I had

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: and my values were out of alignment

to be free and I was selling, I was selling stuff and then I went into

leadership, which is a typical pattern.

So now I'm, where I was free, going

dallas-burnett_47_04-03-2026_141504: going out taking guys out for

jb-glossinger_1_04-03-2026_131504: and flying around

dallas-burnett_47_04-03-2026_141504: flying around.

Yeah.

jb-glossinger_1_04-03-2026_131504: aerospace stuff, going to the

Dubai show, the Paris Air Show.

Now I'm stuck in a fricking office.

trying to manage people and having, a loan come in and say, oh,

that's not how we used to do it.

We wanna do it

dallas-burnett_47_04-03-2026_141504: Yeah.

you like, good grief.

Yeah.

jb-glossinger_1_04-03-2026_131504: I'm

dallas-burnett_47_04-03-2026_141504: a,

jb-glossinger_1_04-03-2026_131504: I wanna go do a hundred million dollars deal

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: aircraft sale.

I don't want

dallas-burnett_47_04-03-2026_141504: All right.

jb-glossinger_1_04-03-2026_131504: talk about, your password's not working.

So it really was, what is the meaning,

dallas-burnett_47_04-03-2026_141504: Yeah, That's really cool because

I think there's so much to that.

again, with the meaning, I can't agree with you more.

I'm happy to hear you talk about that cascading, the mission,

the vision and the values.

we're going through an exercise right now in one of the organizations

I'm in, a values driven exercise.

'cause that's them.

We're gonna be values driven.

There's just no, there's no way around it.

'cause that's all, that's how I operate.

'cause if you are, then when you show up, we all have kind of this.

Similar expectation.

We're all here for the same reason.

We all agree to this, we're rowing the boat in the same direction.

We know what we're supposed to do.

What is one of the things, 'cause one of the things I'll tell you in

my experience, and I would love to hear about it from your experience,

I've worked with several companies, log companies, and one of the things

that I feel like companies when they approach this mission, vision, values.

conundrum, maybe they haven't, taken the time to codify that

or flesh it out, clarify it.

Maybe they have or they haven't really lived it.

One of the things I see them making, when they do that and they try, but they miss

the mark, usually they miss the mark.

And what I've seen is not really connecting it to anything,

not anchoring their values.

In anything specific.

So they'll put the values on the wall.

and, I forget, I think it was Enron that had like their values, like the, I can't

remember, but maybe you've read something.

I think it was Enron that had integrity was like one of the

values on the wall, right?

jb-glossinger_1_04-03-2026_131504: that's,

dallas-burnett_47_04-03-2026_141504: It was.

jb-glossinger_1_04-03-2026_131504: like you can't have bullshit

dallas-burnett_47_04-03-2026_141504: Yeah,

jb-glossinger_1_04-03-2026_131504: people read, Do that.

Don't insult your people.

then that's what I was gonna tell you.

Like in my back in the corporate, that's what would happen to me.

I'm this guy that's moving forward in advanced thought.

Like really, I'm

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: as much as I can reading books again in my book.

My first line is retard because I got held back in third grade

and I was called a retard.

So I'm not saying I'm special on anybody else, but it does qualify me

to be a great coach 'cause I have a

dallas-burnett_47_04-03-2026_141504: To have a report card here with absentee

jb-glossinger_1_04-03-2026_131504: on

dallas-burnett_47_04-03-2026_141504: on it.

jb-glossinger_1_04-03-2026_131504: So

dallas-burnett_47_04-03-2026_141504: So I had to figure out a way

to make things work without.

jb-glossinger_1_04-03-2026_131504: The straight A's and the golden spoon.

So

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: I talk about those things, but at the

end of the day, yeah, it's just don't insult the intelligence of your people.

Man.

I used, we, we went through a values exercise and they put 'em

all up there, but the only value the company cared about was profit.

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: so

dallas-burnett_47_04-03-2026_141504: Oh my gosh.

Yeah.

jb-glossinger_1_04-03-2026_131504: and nobody's, and that's okay.

if that's one of your values, that's okay, but that's not

gonna keep your people there.

There's no mission there.

You can make that part of your company and your organization

like, we wanna be profitable.

We want, double digit growth or whatever the hell you want.

But if that's it, and then you have all this value, integrity, and honesty and

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: to the stakeholders in the

environment, but yet you come in and everybody's just drilling you.

Why aren't we growing?

What the hell's going on?

dallas-burnett_47_04-03-2026_141504: That's so funny.

jb-glossinger_1_04-03-2026_131504: have that.

You don't have that structure.

dallas-burnett_47_04-03-2026_141504: Yeah, I was, that's so funny 'cause I

was, one time, this was over a decade ago, but I was talking to a founder.

I was, we were, it was a startup.

It's a fully funded venture startup, and he, they had brought

me in to help him and he was like.

I said, okay, let's, I want to hammer out this vision and mission and values,

just like what you're talking about.

I said, what?

What is it that's really important, for you and the company?

what's really like getting down to that nitty gritty purpose and that mass?

he says, really what I want people to do is make me a billionaire.

So if they'll go out and just make me some money, That's what's important.

And I was just like.

I'm so glad that you're not talking to anybody but me.

'cause you at least have somewhat of a chance to get this thing off the ground

as long as you keep your mouth shut.

So that ain't flying.

We're not doing it this way.

let's talk about something a little bigger.

jb-glossinger_1_04-03-2026_131504: why people need executive coaching

dallas-burnett_47_04-03-2026_141504: Yes.

Yes.

jb-glossinger_1_04-03-2026_131504: one of my CEOs call me and say, Hey,

I got a person that's 400 pounds.

wanna hire him as a sales manager.

What do you think?

Now, I'm not giving an opinion there.

But here's the thing, he couldn't talk to his hr, he couldn't talk to his

board, but he needed to talk to somebody.

Regardless of what you think about a 400 pound person.

He just was trying to figure out what to do.

have to have the emotional intelligence as a founder or leader to have the

right support system around you.

Going back to your story, so sorry, just to make that point to your point.

Yeah.

Because that if he goes out there and starts grinding that through,

that organization's gonna have no,

dallas-burnett_47_04-03-2026_141504: Yeah,

jb-glossinger_1_04-03-2026_131504: self-motivation.

dallas-burnett_47_04-03-2026_141504: no.

jb-glossinger_1_04-03-2026_131504: want self-managed teams.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: that's what it's all about.

So how do you create self-manage teams?

You get them and have some purpose, have a

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: in the morning, not to

dallas-burnett_47_04-03-2026_141504: Yeah.

Yes.

A hundred percent.

A hundred percent.

Because hey, you know what?

We know in business that it's not always up and to the right.

we hope it is.

We plan for it, we try for it, we shoot for.

But what happens when it doesn't?

You better have some purpose, or when it gets hard or when you have to do

something you don't wanna do, you better have that purpose to lean back on.

'cause if it's just about the Benjamin's, just about a dollar

bill, then that won't last.

jb-glossinger_1_04-03-2026_131504: know as well as I do, you were

working with companies to build teams.

If you have good people and it is just about the Benjamins, there's no purpose.

They're just gonna keep moving.

Like

dallas-burnett_47_04-03-2026_141504: Oh

jb-glossinger_1_04-03-2026_131504: to the next company.

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: so hard to get those to your show's point.

People that are in that upper 10%, oh my god, they're so hireable.

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: they don't have a purpose for being

there, they're gonna go find a place where they can work for purpose.

I'm

dallas-burnett_47_04-03-2026_141504: A hundred percent.

A hundred percent.

So I want to talk a little bit, let's talk about your book.

Let's talk about your latest book, 'cause you've had several books, but

let's talk about your latest book.

tell me a little bit about the inspiration behind this.

what's what kind of got you.

going down this road of get done now?

I.

jb-glossinger_1_04-03-2026_131504: I love your coach, so you

understand systems, right?

So for 21 years I've been building and every book that I've written

before, it was about the money.

So get outta Nutri.

My first book, it was like, okay.

I told my wife, I'm gonna be a motivational speaker.

We're gonna sell a million books.

It had nothing to do with the book.

Now, I love the book, don't get me wrong.

I put my heart into it.

But the motivation was money.

My last book was with Hey House 10 years ago, sacred Six

more of a productivity book.

They wrote me a big check.

So read

dallas-burnett_47_04-03-2026_141504: there you.

jb-glossinger_1_04-03-2026_131504: Hey jb, we want you to write a book for us.

And Wayne Dyer, I don't know if you're familiar with Wayne, but

dallas-burnett_47_04-03-2026_141504: Yeah.

Yeah.

Wayne Di.

jb-glossinger_1_04-03-2026_131504: was a friend of mine.

He was gonna write The Forward, but he passed away at that

dallas-burnett_47_04-03-2026_141504: Ah,

jb-glossinger_1_04-03-2026_131504: So then that book came out and it was great,

but it was more about the, it was more, Hey, let's write a book for the money.

Let's put the, this is the first book that I've written

that I actually built a system.

Like I'm so excited.

dallas-burnett_47_04-03-2026_141504: wow.

jb-glossinger_1_04-03-2026_131504: work.

It's going out there, it's doing great.

And it's really my system, 21 years put together, which is a cascade of

mission, vision, values, and then goals, projects, task, that's structure.

And then we have open loops, closed loops, and it's a lot more than

that, obviously, but it's the whole structure of that system.

And it correlates to the belt system that I created that

we were talking about before.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: a little bit that, I'm a Six Sigma guy.

That's what I grew up with.

I grew up in aerospace and every aerospace engineer, or every

company back when I was in aerospace was run by a six Sigma engineer.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: that's what it was all about.

So I was like, I, I decided to build a belt system.

So it's been a fun system and that's what the book is.

It's my passion, it's my system.

It's helping a lot of people.

dallas-burnett_47_04-03-2026_141504: So now tell us about, so you've

got a belt system in this, get it.

tell us about the, is it for individuals?

Is it, or is it for teams or for companies?

What's the,

jb-glossinger_1_04-03-2026_131504: thanks

dallas-burnett_47_04-03-2026_141504: it applied to?

Yeah,

jb-glossinger_1_04-03-2026_131504: thanks.

So morning coach is my baby.

I've done 6,000 right?

So they're

dallas-burnett_47_04-03-2026_141504: Wow.

jb-glossinger_1_04-03-2026_131504: shows I do every morning that

integrate into the system.

So you read the book and then you could get me every morning.

It's

dallas-burnett_47_04-03-2026_141504: Ah, wow.

jb-glossinger_1_04-03-2026_131504: Okay, so

dallas-burnett_47_04-03-2026_141504: Okay.

jb-glossinger_1_04-03-2026_131504: to get you started, to get you going.

And like I said, I've done 6,000, so I've been doing this for 21 years.

So we have a community of founders and professionals, but it's

dallas-burnett_47_04-03-2026_141504: But,

jb-glossinger_1_04-03-2026_131504: operating system.

So it's really more for individuals,

dallas-burnett_47_04-03-2026_141504: okay,

jb-glossinger_1_04-03-2026_131504: It's really for an individual.

so

dallas-burnett_47_04-03-2026_141504: so many people have tools, they

go by the remarkable, they try

jb-glossinger_1_04-03-2026_131504: they try all

dallas-burnett_47_04-03-2026_141504: all these things.

jb-glossinger_1_04-03-2026_131504: It's really about a founder professional.

Yes.

Getting organized.

So we make planners for the remarkable, we got a lot of people use the remarkable,

dallas-burnett_47_04-03-2026_141504: love remarkable.

But you're right, it's tools.

It's not the solution.

It's just a tool.

jb-glossinger_1_04-03-2026_131504: that's what I scream about.

You gotta have the system with the tools.

So we actually make a planner for the remarkable and the

remarkable move we work with.

Remarkable.

dallas-burnett_47_04-03-2026_141504: really Wow.

jb-glossinger_1_04-03-2026_131504: so that whole system's integrated.

So some people like the coaching and the tools, and then we just launch a software.

So the software actually works with Claude and it literally takes all that

information and then says, okay, this is what you should focus on today.

and it really helps you optimize.

So it's really about optimization for individuals.

dallas-burnett_47_04-03-2026_141504: That's great.

jb-glossinger_1_04-03-2026_131504: it for organizations.

It's not something we, that's something I really don't really

want to go that direction.

I like B2C right now.

It's really great.

And so we have a lot of founders and entrepreneurs that are dealing,

and then we have meetups, like we have a German engineer, he does his

meetup, he's a community member.

He is awesome.

And then people get together and say, Hey, I use a whiteboard, or

I use clickup, or I use this and how do we integrate the system in?

So it's a pretty cool thing.

dallas-burnett_47_04-03-2026_141504: So now, what inspired you to start

Morning Co. Is it Morning Coach?

because It was 2000.

You've been doing this 21 years, 20 2005

jb-glossinger_1_04-03-2026_131504: Yep.

dallas-burnett_47_04-03-2026_141504: doing that before.

podcasts have exploded,

jb-glossinger_1_04-03-2026_131504: one of the

dallas-burnett_47_04-03-2026_141504: but yeah, that was way early.

Way early.

jb-glossinger_1_04-03-2026_131504: Way beyond.

Yeah,

dallas-burnett_47_04-03-2026_141504: Beyond early.

Yeah,

jb-glossinger_1_04-03-2026_131504: Yeah, they were listening to cups and strings.

Back then, we had, everybody had cups and strings.

No, it's funny, it was actually a drunk night, so I told you, I

wrote a book, get Outta Neutral.

I went to be a speaker.

I quit my job.

I thought I was Mr. Genius.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: I fell flat on my face.

nobody me.

Nobody bought the book.

Like it was just a comedy.

Like my wife, I honestly, it was.

Depressing.

I didn't know what to do and

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: got, I was getting drunk.

I, was like in a really bad place and my buddy says, man, your stuff's really good.

Why don't you do a morning thing?

And I'm like, A morning thing.

He's yeah, just do some type of call.

And so there wasn't podcasts or anything.

I actually literally, got free conference call.com and we

dallas-burnett_47_04-03-2026_141504: I remember that.

Free conference call.com.

I've used that too.

jb-glossinger_1_04-03-2026_131504: I would go on MySpace and I got a

Dreamweaver book and for 24 hours I built a website in 24 hours.

I swear to God, I went to Barnes and Nobles and I built the Can't

know if I could swear, but it's a horrible website, and people would

put their name in and a phone number and they'd call and they'd six

dallas-burnett_47_04-03-2026_141504: Oh my gosh.

jb-glossinger_1_04-03-2026_131504: and at 10 30 I would do it for the West Coast.

And so I'd get up at six 30 and I'd say, good morning everybody.

I hope you're here on the call today.

I hope you're doing great.

And what happened was I had a hundred people on the line and

we started selling some books.

I'm like, oh my God, I might be able to do this.

and it was called Morning Coach

dallas-burnett_47_04-03-2026_141504: Oh my gosh,

jb-glossinger_1_04-03-2026_131504: to get it out because free

conference call costs money past a

dallas-burnett_47_04-03-2026_141504: yes.

Yes, yes.

jb-glossinger_1_04-03-2026_131504: so I literally was on Alta Vista,

like it wasn't even Google back then, and it was like podcasting.

It was like Adam Corolla.

I was like, well, I can do this.

And I got my Sony vial and I literally would record with a phone like this.

And in the background, I didn't know how to edit, so somebody

was going to the bathroom.

There was a guy that would, you could hear a flush, a pee, and a flush.

And so people were sending me emails like, Hey Jamie, shouldn't go to

the bathroom when you're recording.

And I'm like.

It's not me.

So we finally figured how to edit, like it was just a comedy errors.

And then in two, late 2005, this is what's nuts, 2005 going into two th

I think it was 2006 actually about a hundred episodes in, or 300 episodes.

this is so long ago, I can't

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: but we, the, somebody at Apple loved it and

it's, and focused, featured it on iTunes.

We went to 40,000 a day.

I was top 25.

I

dallas-burnett_47_04-03-2026_141504: my gosh.

jb-glossinger_1_04-03-2026_131504: I started going on stage with Gary

Vanerchuk, Tim Ferriss blog world.

I was keynote and all over the world.

It

dallas-burnett_47_04-03-2026_141504: Oh my gosh.

jb-glossinger_1_04-03-2026_131504: Yeah, so it

dallas-burnett_47_04-03-2026_141504: Just like that.

just like that

jb-glossinger_1_04-03-2026_131504: on Christmas Day.

It's like New Year's.

Listen to morning coach.

I literally, they used to have personal development.

I had eight of the 10.

I was meeting Tony and Tim and all those guys.

The problem was, which between 2005 and 2009, there were no sponsors.

was making no money.

dallas-burnett_47_04-03-2026_141504: Yeah.

Nothing.

jb-glossinger_1_04-03-2026_131504: but wasn't making any money.

So in I said, guys, you need to pay for this.

And I went behind a paywall.

I had 1,321 people come with me.

I thought it was a disaster because we had 13,000 people on an email

list and I, we got a 10% conversion.

Conversion.

I thought that was horrible.

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: that's

dallas-burnett_47_04-03-2026_141504: that's like freaking awesome.

Yeah.

jb-glossinger_1_04-03-2026_131504: Yeah, and it was like a billion dollars.

So that was 20 some thousand a month.

We charged 20 bucks.

We charge a hundred dollars for our base level now, $200 for our software.

But

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: it was 20.

It was like a million dollars.

I mean, it was like a billion dollars.

Like it changed my life.

I'll

dallas-burnett_47_04-03-2026_141504: My gosh.

jb-glossinger_1_04-03-2026_131504: those 1,321 people.

There's still some with me.

And that

dallas-burnett_47_04-03-2026_141504: And that.

jb-glossinger_1_04-03-2026_131504: Coach.

I mean, I think I had the first membership side on the web.

I think I had one of the first landing pages.

So it's a crazy story.

dallas-burnett_47_04-03-2026_141504: That's so amazing.

And what's awesome is too, that's another reason why you have to have

values and have this passion and vision because you how many years?

I mean we, it was funny 'cause I used to dabble in, well, the music

business long, long ago, past life and people would always say, oh,

this person was an overnight success.

And everybody in Nashville's like, yeah, he's been grinding or she's

been grinding for 13 years, and so everybody would say yes, thir, it's a

10 year or 13 year overnight success.

Right.

And I mean, so you're, you're sitting there grinding for like four years, five

years and you're not making any money.

You're not making nothing.

and,

jb-glossinger_1_04-03-2026_131504: What's crazy is had this pseudo fame like, oh my

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: development guy.

we're losing the house.

Like it was

dallas-burnett_47_04-03-2026_141504: Oh.

jb-glossinger_1_04-03-2026_131504: And what was great about when I

signed with Hay House, I got to go on stage because back then it was, Wayne

Dyer had such a big influence on me.

I mean, I had all the guys, but Wayne was really important 'cause it

was, I needed spirituality at that

dallas-burnett_47_04-03-2026_141504: Yeah.

Yeah.

jb-glossinger_1_04-03-2026_131504: didn't have much money.

I knew my stuff was good.

We had a huge audience.

We were monetizing with a few coaching clients, but it was still,

we actually opened viral Kung fu and we were doing websites for 50, 60,000.

So I paid my team by, we were doing websites like, it was crazy.

And so, yeah, people would come to me and say, oh man, that's great.

You know how to podcast, yeah.

You're one of top 25.

Can you teach me?

And I'm like, no, but we can build your website.

You know, that's, and so we built a company doing that and it

was, that's what got me through.

But it was a rough time until I went, it went out, my dog died.

I had a dog from college is my best friend.

I went to Columbia.

I spent a lot of time at Columbia and I came back and said,

shit, I'm just gonna go paid.

That

dallas-burnett_47_04-03-2026_141504: man.

jb-glossinger_1_04-03-2026_131504: and we went paid in 1,231, I'll never forget that

number, came with me and man, those, that, that residual money started coming in and

I knew I had it every month and it really,

dallas-burnett_47_04-03-2026_141504: Yeah,

jb-glossinger_1_04-03-2026_131504: everything.

dallas-burnett_47_04-03-2026_141504: had a base.

He's like, I can live now.

I can pay The bills.

I can at least, and then I can grow from this.

You know?

I think it was,

jb-glossinger_1_04-03-2026_131504: the only thing, and sorry to interrupt, sorry.

It is just the only

dallas-burnett_47_04-03-2026_141504: oh

jb-glossinger_1_04-03-2026_131504: is I went behind a paywall, so I

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: momentum.

So and Tim did.

We were at the same time.

Tim launched four hour work week, Gary, was it wine library tv then

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: thing, and there was another guy,

Steve Pavlina, who did personal development for smart people.

He was doing blogging.

And so I don't know what Steve's up to, but I was the podcast guy.

And so we did these huge events and I would keynote,

dallas-burnett_47_04-03-2026_141504: right?

jb-glossinger_1_04-03-2026_131504: Grandma Marquee Las Vegas.

But I lost all that momentum because I went behind a paywall.

dallas-burnett_47_04-03-2026_141504: Oh man.

But you know, it's funny 'cause I think it was Tim Ferris that was like,

all you need in that four hours, like all you need is 1000 raving fans.

Like, and you can, you know, and that, but I'm like, you're, you're saying Yeah.

but when you left and you pulled back behind a paywall,

there was a give and take.

it helped you launch because it gave you some stability.

jb-glossinger_1_04-03-2026_131504: I'm not

dallas-burnett_47_04-03-2026_141504: Gave you money, yeah,

jb-glossinger_1_04-03-2026_131504: it, it just is what it is.

dallas-burnett_47_04-03-2026_141504: Is what it is.

jb-glossinger_1_04-03-2026_131504: Most of the people that are

listening are entrepreneurs,

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: all mostly founders with A D, DHD.

We don't diagnose or not, I mean, I've made every mistake that everybody's made.

I've had fame, I've had that, and I don't wanna say fame, but it was top 25.

I mean, O, we open burn Ellen, and you know, I've crashed.

I mean, I've gotten in my own way more than anything.

And that's why I think you need coaches and structure and system.

'cause you just need to be around the right people.

I got a lot of bad advice.

One of my really good friends, it's not bad advice.

I went to his group, Jeff Walker did Product Launch Formula.

I was in a mastermind with him and they had this big internet thing.

So I went to a meeting.

I'm sitting in the meeting with 1200 people in my group, I'm making, 30,000

a month, which is amazing money for me.

I'm very simple person, and these guys are

dallas-burnett_47_04-03-2026_141504: Are.

jb-glossinger_1_04-03-2026_131504: dollar launches.

With Mastermind.

So I come back and launch a mastermind.

Now I bill it to a million dollars, but I hated the business.

I was doing events and masterminds.

I'm charging 45,000.

I'm under the phone with people saying, Hey, yeah, it's okay to join.

It's 45 grand for three meetings.

I'm like, what am I doing?

dallas-burnett_47_04-03-2026_141504: Wow.

Wow.

jb-glossinger_1_04-03-2026_131504: a lot of mistakes along the way trying to chase.

The

dallas-burnett_47_04-03-2026_141504: The next thing.

yeah.

jb-glossinger_1_04-03-2026_131504: on my ba. And that's why I think I'm so

proud of my book and the systems we built now because I'm so focused and I know

dallas-burnett_47_04-03-2026_141504: Know where

jb-glossinger_1_04-03-2026_131504: who I am and I know what I'm about.

Back to that cadence discussion.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: people know like they can read that.

is

dallas-burnett_47_04-03-2026_141504: What is he doing And

jb-glossinger_1_04-03-2026_131504: I lost a lot of

dallas-burnett_47_04-03-2026_141504: a lot of people when I went to that master,

' jb-glossinger_1_04-03-2026_131504: cause we went

dallas-burnett_47_04-03-2026_141504: we went from this

jb-glossinger_1_04-03-2026_131504: a

dallas-burnett_47_04-03-2026_141504: a month to, hey,

jb-glossinger_1_04-03-2026_131504: don't have $45,000, you don't

dallas-burnett_47_04-03-2026_141504: you don't qualify.

jb-glossinger_1_04-03-2026_131504: of my people are like, doing?

dallas-burnett_47_04-03-2026_141504: yeah, yeah, Yeah.

And just, you're just trying to, figure it out.

You're saying the next thing this, you're looking around at your

peers and you're like, wait a minute, they're doing this on one.

I mean, hey, why not?

You know?

jb-glossinger_1_04-03-2026_131504: syndrome.

I'm

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: I'm the only one with the assistant.

My business was probably bigger than anybody's business in there.

dallas-burnett_47_04-03-2026_141504: Wow.

jb-glossinger_1_04-03-2026_131504: a residual standpoint,

dallas-burnett_47_04-03-2026_141504: Wow.

jb-glossinger_1_04-03-2026_131504: in there with imposter syndrome going, man,

I don't think I know what I'm doing.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: And I

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: fricking business model

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: have the right mentors and coaches around me.

dallas-burnett_47_04-03-2026_141504: Oh my gosh.

jb-glossinger_1_04-03-2026_131504: I'm okay.

Like I came out of it fine.

I'm best I've ever been.

But I wouldn't have had that process if I would've had the

right systems and structure.

And that's why, we say we write the books for ourself.

I mean, mission, vision, values are

dallas-burnett_47_04-03-2026_141504: that's the truth.

Yeah, that's true.

jb-glossinger_1_04-03-2026_131504: Sorry, I get excited.

I

dallas-burnett_47_04-03-2026_141504: No, you need to, that's worth getting excited.

about.

I mean, I'm just hearing your story and I'm like, man, that's awesome because

you had so many different pivot moments in that, and I think that's encouraging

to all the entrepreneurs and business owners, because you're making your way.

But I think also it should be encouraging to people, like, you

know, sometimes you get into doom scrolling on, whatever it is, if

it's Instagram or x or whatever your.

You know, doom, scroll of choice.

Social media platform is, but you see these and there's always someone that's

gonna tell you, Well, if you're doing it and you're not doing this, like if

you're not on the beach or if you're not, if you have any employees and you

hadn't outsourced everything, or if AI isn't running your life and it's doing

all this and you're making millions of dollars, all this stuff, then.

And you start thinking exactly that.

I think that's a really, because back in the day when we, were less

connected, you had less ability to see all these other things.

Right.

And so you just didn't know, you just didn't, you just didn't know.

You kind of had more of a chance to do your thing.

Now it's so much connection.

There's, so you see everything all the time, all at once.

And so you just have, you have to fight that imposter syndrome, I think

more now than ever before because.

You if you're, especially if you're on social media, it's a

constant scroll of everything.

You're either not, you don't have, you want, you should want, you could want.

I mean, it's just, it's unbelievable.

So I think it's really encouraging that you were able to move through that.

You saw it, you tried it.

You're like, what am I doing?

This is not what I am.

And then you just pull back, said, and you pivoted again.

You changed again.

So I think that's really, really, really good.

jb-glossinger_1_04-03-2026_131504: we mentioned this before we

got on, but that's why I'm creating a life operating system.

So you understand now I'm helping people stay structured and

focused for 200 bucks a month.

Like I'm not trying to go into corporations and do it.

I'm really working with founders and professionals in a different

kind of structure, and it's

dallas-burnett_47_04-03-2026_141504: That's great

jb-glossinger_1_04-03-2026_131504: we're tight, let's make sure

we know what we're doing.

And.

That's what I'm driving to.

And it's very unique as you're doing some very unique things.

I'm with it every day.

I'm doing, that's why I do a coach

dallas-burnett_47_04-03-2026_141504: approach

jb-glossinger_1_04-03-2026_131504: day.

Like

dallas-burnett_47_04-03-2026_141504: like it's, very unusual.

But I have A-P-D-A-P-D-C.

jb-glossinger_1_04-03-2026_131504: that comes from engineering.

I'm not an engineer, but I worked with them through

dallas-burnett_47_04-03-2026_141504: aerospace

jb-glossinger_1_04-03-2026_131504: it's

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: make sure we got a plan, let's execute on the

plan and make sure we're continually, staying focused in your personal life.

dallas-burnett_47_04-03-2026_141504: Yes.

Yes.

Well, I think too, you said something early, earlier that I just have to.

To hit a pause button.

I wanna know about it 'cause I've also got a few books out and it's

so funny 'cause you said, told my wife I'm gonna write a book.

I'm gonna be a motivational speaker and I'm gonna be, you

know, this is what we're gonna do.

And it just totally, you know, whatever.

I think I wrote my first book and you do, you put blood, sweat, and tears in it

and you're just so passionate about it.

And I was so excited 'cause I was like, even the editor, man, I'm sure she's

gonna read This's gonna change her life.

the editor, she sends it back and I'm like, wait a minute,

is all the red on the paper?

Her stuff or than mine or what is that?

You know, like it was more red than black when she got done with it.

So, but you know, I, it's So funny now because I recently have

bought a publishing company and so now I see the other side of it.

And so it's like, oh my gosh, you know, but I did everything wrong

on the launch of my first book.

if someone was thinking about writing a book, in your opinion.

how would you advise as a coach?

and every, obviously everybody has different reasons for writing a book, but

would there be any advice or, any wisdom that you would share with people that are

actually thinking about writing a book?

Because I know everybody's expectations is they're gonna be the next bestseller.

The likelihood of that is if you think that's the case, you probably should go

buy a lottery ticket too, just in case.

But,

jb-glossinger_1_04-03-2026_131504: Yeah.

Yeah.

' dallas-burnett_47_04-03-2026_141504: cause there's so many books, but

what advice would you give people.

jb-glossinger_1_04-03-2026_131504: it 'cause I've been on both sides of it.

I've been with Hayhouse, so as a

dallas-burnett_47_04-03-2026_141504: yeah,

jb-glossinger_1_04-03-2026_131504: and D grammar student, I wanted to become

a published author, so that was great.

Now obviously a lot of stuff I'm doing itself, I'm working with the Amazon

relaunch and it just gives me control.

And if somebody wants to come and buy it and write me a me a big check.

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: write it first.

I would say write.

I think it's the greatest thing in the world.

I think there's no experience like opening your book for the first time,

dallas-burnett_47_04-03-2026_141504: That's true.

jb-glossinger_1_04-03-2026_131504: did that.

So first advice is write it.

Second thing is that, unfortunately you're gonna have to learn marketing.

it's, unless a publisher's giving you half a million or million dollars.

You're gonna do all the work and you can't have the expectation that it's

just gonna go get an Amazon and get it.

Look, I have a gigantic following.

I launched this book last week.

We're doing great.

It's number one in time management and organization.

It's doing great.

dallas-burnett_47_04-03-2026_141504: Oh wow.

jb-glossinger_1_04-03-2026_131504: reviews, right?

So they're all five star, but it's not killing it, right?

It's not, following.

dallas-burnett_47_04-03-2026_141504: yeah.

jb-glossinger_1_04-03-2026_131504: and, I got people that are

paying me to be members that haven't bought the damn book yet.

So

dallas-burnett_47_04-03-2026_141504: That is so true though.

So true.

jb-glossinger_1_04-03-2026_131504: you just, nobody tells the truth, right?

So it's like.

Understand it's your business card, understand what it is, what it's used for.

And, um, you know, for us, like it's the front end.

It is important to us.

We market it, we spend money on it.

and we're trying to get those readers because readers are professional.

It's just getting to them.

And the truth is, if you really do the analysis.

Most books that are released and there's like 1700 a day, like

dallas-burnett_47_04-03-2026_141504: Oh yeah, it's massive.

jb-glossinger_1_04-03-2026_131504: book sales is actually pretty good for a

dallas-burnett_47_04-03-2026_141504: Oh yeah.

Oh yeah,

jb-glossinger_1_04-03-2026_131504: 10,000 is like a bestseller.

So I

dallas-burnett_47_04-03-2026_141504: a hundred percent.

jb-glossinger_1_04-03-2026_131504: at least I did, like, I could just tell you

from my experience, you know, I spent $40,000 and we ordered I think 4,000

books and I had special edition and stuff.

We sold two.

Like it was a disaster.

I mean, we had books in the kitchen.

We had books in the bathroom.

I hated that book.

I went from loving it to 80 and you wanna hear something

stupid, like I had to have a DD.

So I'm like trying to get this going.

'cause I think it's the path to freedom.

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: when my editor sent it to me to print it.

He's like, okay, do one final copy.

I didn't do that.

So there were errors all over in it.

dallas-burnett_47_04-03-2026_141504: Oh.

jb-glossinger_1_04-03-2026_131504: first speaking event I ever did, we

put post-it notes, a hundred of them.

And books like, I'm sorry, we'll correct this.

We'll get you And I mean, I literally went to this event and didn't sell any

books and so I had to carry 'em all back.

I got the call when they came in, the guy's like, do you have the forklift?

I'm like, A forklift.

What the hell do you need a forklift for?

You don't realize how heavy books are like,

dallas-burnett_47_04-03-2026_141504: yes, yes.

jb-glossinger_1_04-03-2026_131504: I've made every, if you ever gonna

talk offline, I've made every mistake publishing that you've ever made.

Right?

So.

I'm glad, I'm glad you're getting into it.

But I think, people should write the book, have the right expectation,

and then start building your list.

And if you wanna do a book launch, like I'm doing this, not a launch, like I don't

have a bunch of people, advanced readers, like there are some ways to do it.

My friend Sel spent a hundred grand on her book launch.

Bestseller.

She did great.

But that's the type of commitment, just think about that.

She spent a hundred grand in two years to launch rich relationships

and I watched her do it and I was like, wow, that is fantastic.

I just don't have that energy.

Like

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: not that important to me.

But.

dallas-burnett_47_04-03-2026_141504: Yes.

jb-glossinger_1_04-03-2026_131504: I think people need to understand, I mean,

back in the day, we had Result Source.

I never used it.

Reed hated it at Hay House.

I could tell you his conversation, but you know, you could pay, pay 250 grand

and basically they would aggregate by all the books and then they would go out.

I don't know if they still do it, but there's a way that

people would game the system.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: I just think Wright, my

friend Sean Platt's awesome.

He's a

dallas-burnett_47_04-03-2026_141504: He's

jb-glossinger_1_04-03-2026_131504: writer.

dallas-burnett_47_04-03-2026_141504: writer.

jb-glossinger_1_04-03-2026_131504: write shit as hell.

it.

dallas-burnett_47_04-03-2026_141504: it.

That's it.

great Yeah.

jb-glossinger_1_04-03-2026_131504: don't get so caught up in everything.

So, again, sorry to go on my tangent, but it is a big part of my life.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: the book please, if you're

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: about it.

Work with somebody like

dallas-burnett_47_04-03-2026_141504: Somebody you

jb-glossinger_1_04-03-2026_131504: some experience.

I'm not

dallas-burnett_47_04-03-2026_141504: I'm not here

jb-glossinger_1_04-03-2026_131504: coach people on book writing.

That's not

dallas-burnett_47_04-03-2026_141504: No, no.

jb-glossinger_1_04-03-2026_131504: but write the book and then get some help

dallas-burnett_47_04-03-2026_141504: Yeah,

jb-glossinger_1_04-03-2026_131504: the right

dallas-burnett_47_04-03-2026_141504: expectations

jb-glossinger_1_04-03-2026_131504: it is deflating, like I gotta tell you, it was.

If I didn't have Wayne Dyer and, the books and the systems,

I could have been suicidal.

I lost everything.

it was, we wrote the book and nobody bought it.

Like you really take your identity in that, right?

So it's like, how big of a loser am I?

I went to a bookstore with about 50 books and put 'em on the counter.

I'll never get this.

There's a teenager running the bits, like a, just a little hole in the wall.

They had 20 chairs set up, right?

So I'm there on the lecter or on the podium with my book,

getting ready to read it.

Nobody's there.

Somebody sat down.

I start reading.

They got up, I just kept reading.

I mean, it, it still brings me to tears.

I mean, I was crushed.

I went to the counter and the girl just looked at me, goes,

do you want the book, the books?

And I'm like, no, just leave them.

And I went in the car and cried.

I don't think.

People really understand, the crushing defeats that you go

through sometime to build stuff.

dallas-burnett_47_04-03-2026_141504: Oh, it's tough.

jb-glossinger_1_04-03-2026_131504: it

dallas-burnett_47_04-03-2026_141504: think it is so tough and I think that's

a hard thing for creators specifically because people don't understand,

like I, for a long time, like when I was young, one of the first lessons,

like I had, I worked with my in the fam, the family business, right?

Growing up, my dad and his two brothers started a company together, when

I was like four or five years old.

And one of the first things they would ask me, like I'd do a job

'cause I'm little, Tough when you're growing up in a family business.

'cause like they see every mistake and everything.

Like you're learning to, to live and work and stuff.

And they just like, oh, You know, whatever.

And this was not the, necessarily the, the most, uh, it was very direct

environment, let's just say that.

And so one of the lessons, it was always, would you sign your name to that?

If I heard that one time, I heard it a million times,

would you sign your name to it?

And I'm like.

Seven.

I'm like, oh no.

Yeah, yeah.

I signed my name to.

They're like, well, you should.

But then when you get, when you create something for the first time, it, I

don't care if it's a piece of artwork, I totally know why artists sign their work.

It's totally exposing musics, putting out a cd, a book, an author, because when

you put it out to the world, it's like.

Oh my gosh, I'm naked, I'm here.

I am.

Especially if it's authentic and you put all your blood, sweat, and tears into it,

you feel naked and your name is on it.

And so like when someone, when it just doesn't respond well, or people,

you know, don't take it in, like, even if they don't, it's not like

you're getting mocked, but just if they don't take it like they're like.

Eh, meh.

That's almost like as worse.

Like I'd rather be like somebody, I don't believe it.

At least you could have an argument about it.

But if they're like, meh, then you're like, that's me.

You just, man.

jb-glossinger_1_04-03-2026_131504: Exactly.

dallas-burnett_47_04-03-2026_141504: what?

And so I think that's Exactly.

right.

when you put your name on something as a creator, it takes

a lot of courage to do that.

Put it out to the world.

and that doesn't, it doesn't have to be art.

It could be a business plan to your team.

It could be anything.

Anything that you own.

'cause that's what it is.

That's what we talk about.

Ownership.

I love talking about ownership.

and that idea and, with our teams, because when you own something, you're

willing to sign your name to it.

But when you do that, you're also saying, I gotta have enough bravery

and courage to put it out there and deal with that and be okay.

I've gotta be comfortable enough with myself.

'cause it is so hard.

It is hard.

It's hard to do that.

jb-glossinger_1_04-03-2026_131504: Yeah.

Well, and there's two points.

You know, Don McGill, Reese says, don't take anything personally.

Right.

And it's really hard, to not take it personally.

when you put your love and energy into something, it's hard,

you're gonna take it personally.

a again.

You also gotta realize that even the best in the world fail, like

the venture capitalists of the best in the world hit it 30%.

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: and sometimes we think that, hey,

the book's gonna be the thing that makes the thing happen.

But it's just one of those seven failures that gets you to the

30% that makes all the money.

Right.

And in business we

dallas-burnett_47_04-03-2026_141504: yes,

jb-glossinger_1_04-03-2026_131504: that too.

I'm a sales background, so it's like you need seven sales or

seven touches to close a sale.

Most people quit at one or two.

And I think this all feeds into that.

Like this is

dallas-burnett_47_04-03-2026_141504: yes.

jb-glossinger_1_04-03-2026_131504: of the identity kind of thing, which

of course, my expectations are up.

I have informed optimism and we can get into that a little bit and the

Cameron's kind of cycle of failure.

But I talk about that in my book.

But it's like I had this.

Uninformed optimism that I was so gonna build this big au,

you know, be this huge author.

And then I hit the next part of the cycle, which is informed pessimism.

I'm like, oh

dallas-burnett_47_04-03-2026_141504: Oh shit, this

jb-glossinger_1_04-03-2026_131504: work the way I thought it was gonna work.

And now you have a crisis of meaning.

And what most people do at that, what most people do is they're going to come back

and they're gonna go back to, you know, the original thing and do something else.

They're gonna start all over again.

dallas-burnett_47_04-03-2026_141504: Yeah.

I think that's true.

I think I, I would love to unpack that idea, from get it

done now, the cycle of failure.

'cause you said that you glossed over that.

But I think that's such a hallmark of great leaders, of great

coaches is that they understand how to move through failure.

and so I'd love to hear more about that from your book and stuff on how,

jb-glossinger_1_04-03-2026_131504: So we, just real quick.

So Harold Cameron is a guy that you know, that I quote in the book.

He came up with this cycle and he was, we all know Elizabeth

Cooper, Ross Elizabeth Cooper.

Ross is wrote on death and dying.

Who's this really?

Solid person on grieving, you know, she does the grieving cycle.

And, he was, he, so he looked at this from an entrepreneur standpoint

and said, okay, there's kind of this pattern that happens with people.

They start off with this really excitement, this uninformed optimism.

I'm gonna build this business, I'm gonna write this book, I'm gonna do this thing.

And so you start going, and then you get informed pessimism where

the informed pessimism is, oh shit, there's a lot more to this.

I gotta do marketing, I gotta do this, I gotta do that.

And that leads you to this crisis of meaning, like, well, I don't

know if I wanna do all that.

Right?

So what happens with most people is at that stage, either burnout

or they find something new, which leads us back to guess what?

Uninformed optimism.

Oh, I'm gonna go launch the new product.

I'm

dallas-burnett_47_04-03-2026_141504: Yeah,

jb-glossinger_1_04-03-2026_131504: do this.

Oh, it's harder than I thought it was.

Boom.

And it's a dopamine cycle.

So how do you break through that is you get great coaches, you get

great mentors, and you go from.

uninformed optimism to informed optimism.

You start to understand this is what it's gonna take.

These are the systems I need to build, this is what it's gonna happen.

And then what happens is that leads you to success.

So

dallas-burnett_47_04-03-2026_141504: agreed.

jb-glossinger_1_04-03-2026_131504: most people are in that failure loop they

call it, where it just this continually chase the next thing to kind of find

the next thing that you're going to do.

And they're constantly in this process.

dallas-burnett_47_04-03-2026_141504: Again, I go back to that,

the original example that you said, that it's just going by

McDonald's every day for breakfast.

That's that dopamine hit.

I just need something in the morning.

I'm gonna get that mocha ccha latte, whatever, whether it's

McDonald's or Starbucks, and hit it.

And I get that immediate dopamine hit.

'cause it just kind of is a short term thing, but.

If you're looking for long-term, you gotta be able to embrace that process.

You gotta embrace, and it's like you said, it's that having that informed optimism.

It's like the information is not, the information is just information.

The optimism is like, I can approach this information and be like, good grief.

And just be overwhelmed and go and do something else.

Or I can approach that information and respond in a way that's more

optimistic and say, look, I know it's gonna be hard and we like it,

you know, we like, we going to, we gonna do it even though it's hard.

I, love that.

I love that.

I love that cycle.

That's really good stuff.

Well man, this has just been great.

yeah,

jb-glossinger_1_04-03-2026_131504: I started the book off with that

because it was really important for people to understand.

'cause I get a lot of executives that they get in that pattern of chasing the

new thing, the, we're in productivity.

So it's a lot of new tools, like the Remarkable then it's oh, I'll get a

books device or I'll get an iPad and it's

dallas-burnett_47_04-03-2026_141504: Yeah.

jb-glossinger_1_04-03-2026_131504: tools.

We gotta slow down here.

Let's get something that's working.

and that's why we started with the Cameron Cycle, which I did appreciate that.

I actually thought it was adii.

Attributed to Elizabeth Kler Ross, but it actually

dallas-burnett_47_04-03-2026_141504: Ah,

jb-glossinger_1_04-03-2026_131504: somebody else put it together and

then I modified it a little bit too.

dallas-burnett_47_04-03-2026_141504: that's really good stuff.

I love that.

All right, you guys.

You guys, if you haven't already, you guys gotta go out

and buy the book, check it out.

This is really, really good stuff.

Get it done now.

By JB and I wanna ask one last question before we finish up.

You've had like over two decades of daily coaching right?

in the morning.

Morning coach.

You've written multiple books.

What's one story.

From either a member or someone you've coached or some interaction

you've had through this that kind of reminds you that you showing up every

day is a, is a huge deal and that it's, it keeps that motivation going.

jb-glossinger_1_04-03-2026_131504: Well, it's, my people are the

most important thing, right?

So it's like just the coaching in general.

Like I had, I talked about, Juergen, a German engineer who came into one of my

meetings and we, he implemented our system and he implemented it three years ago,

and his wife said, what are you doing?

Like, why are you listening to stuff?

Why are you spending that money?

This is the dumbest thing.

And, he said she was crazy and he had, he was, I didn't even know this till later,

but he actually was like, where I was like, he was having heart issues and super

smart guy, and so he started organizing, working with a coach, getting things

structured right, using our systems.

The next year she was okay, you're doing this.

But the third year took three years, right?

So it

dallas-burnett_47_04-03-2026_141504: Wow.

jb-glossinger_1_04-03-2026_131504: the first year, it wasn't the second year.

The third year she comes in and says, I don't know what you're doing,

but I love the man you've become.

And to

dallas-burnett_47_04-03-2026_141504: good stuff.

jb-glossinger_1_04-03-2026_131504: was the, I, it almost brought me to tears.

I'm like, that's all I care about.

dallas-burnett_47_04-03-2026_141504: that's, it.

jb-glossinger_1_04-03-2026_131504: doing my job.

And I'll give you another one.

John, who's been with me for years, I remember four years ago

he said, I'm taking up a guitar.

He posted on our community last week that he was at a service, worship

service, playing guitar in public.

dallas-burnett_47_04-03-2026_141504: Wow.

jb-glossinger_1_04-03-2026_131504: That's what I

dallas-burnett_47_04-03-2026_141504: That's it.

jb-glossinger_1_04-03-2026_131504: experiences.

We can all go build businesses, but at the end of the day, what are you

doing to become a better human being?