What Would Leo da V Do?

Instead of publishing in 5-steps, he said the real world journey may circulate a dozen times among the steps back-and-forth before the process is complete.

Photo credit: marsupium photography on Best Running / CC BY-SA
Musing what Leo da V would do triggers a meandering tour through unconnected feelings, thoughts, ideas, memories and fragments of story ideas.

I’m cursed.  

I find it very difficult to stay focused.  

And, to follow a linear process when it comes to writing.

You know the sequence “they” teach.

  1. Prewrite
  2. Draft
  3. Revise
  4. Edit
  5. Publish

Matt Renwick in his blog, “Reading by Example” made me feel it was OK for me to skip around.

Photo credit: marsupium photography on Best Running / CC BY-SA

Instead of publishing in 5-steps, he said the real world journey may circulate a dozen times among the steps back-and-forth before the process is complete.

On a good day, here’s my path.

  1. Prewrite,
  2. Draft,
  3. Revise,
  4. Draft,
  5. Revise,
  6. Draft,
  7. Revise,
  8. Prewrite,
  9. Draft,
  10. Edit,
  11. Revise,
  12. Publish,
  13. Revise,
  14. Edit, and finally
  15. Publish.

If That, Then This … 

Do you need to take classes or earn certificates before you can write? 

No says Helen Jackson in an article from The Writing Cooperative. 

But, then how do you get started?

Helen recommends journaling.  

Photo credit: r.nial.bradshaw on Best Running / CC BY

I began journaling long-hand in spiral notebooks years ago and noticed how life passed through my pages.

It was exhilarating.

It became an obsession.

It became so important that I forced myself to walk away for breaks.

I had become addicted to forgetting to live my life unless I took the time – hours – to write-up a memorable 15-minute experience. 

Today I’m happy to say my journaling is confined to answering one question.

What would Leo da V do?

Not Michelangelo, but Leonardo da Vinci.

Leonardo kept stunning notebooks which revealed his wide-ranging scientific, artistic and human anatomy curiosities.

Walter Isaacson wrote about Leonardo’s genius, but didn’t gloss over how, due to his unrestrained creative inquiry during the Renaissance, Leonardo left many sponsored projects unfinished.

Musing what Leo da V would do triggers a meandering tour through unconnected feelings, thoughts, ideas, memories and fragments of story ideas.

Or what might be called my Prewrite.

“What would Leo da V do? Relish what the interviews reveal in Judd Apatow’s book, “Sick in the Head”. Like Marc Maron’s WTF podcast interviews, these are people who are in their 40s and 50s who are established in their careers – Gen-X – and reveal what it’s like to keep going, be creative, take newer risks, reflect on what’s going on around them now.”

If That, Then This …

Helen says, “Anything that comes to mind that you don’t want to forget — note it down. Sometimes re-reading your ideas can trigger another idea and it just snowballs from there.”

Leo led to a couple of surprises.

“Two organizing principles – Legacy and Taxes.”

The taxes symbolized a reminder that it is that time of year.

And, working on those taxes points out a need for making money – different business models to explore.

Legacy reminds me I need to return to my tagline – “How to Live, Love, Work, Play, Invest and Leave a Legacy” – and flesh out what it’s like to keep going and developing in the latter phases of artistic lives.

If That, Then This …

I may be cursed.

But, I’m also lucky enough that I recently took time off to trace Leonardo’s footsteps in Italy.

Where Are You Going?

I strongly feel you have to stay relevant and more marketable than your competition.

Periodically I revisit my approach for creating new (for me) knowledge that I can apply more efficiently and productively.

 

My approach unfolds in three phases:

  • What’s Going On? Why?
  • Where Are You Going?
  • What Happened on Your Journey So Far?

Part One: What’s Going On? Why?

Where Are You Going?

  1. What if?
  2. What will you be able to do?
  3. What are your expectations?
  4. How will you feel?
  5. What will you know or understand?

What if?

With so much stuff out there, how do you know what to trust?

What if I apply the research I’ve already deposited into my knowledge bank over the years?

The Knowledge Path Series

What if, then, I can engage a following, both locally and online?

What if I can attract a large enough fan base to build other products they find unique and valuable? The second volume of “The Knowledge Path” series will be about finding the right fit in company cultures for you as you compare 16 organizational talent cultures.

What will you be able to do?

Cultivating “True Fans”

Subscribers, members and patrons learn from my experiences and follow step-by-step details for packaging and repackaging their expertise to generate passive income.

By creating a community, I’ll be able to learn from their experiences too.

We’ll find out what worked and what didn’t work together. 

They’ll follow along to learn from my mistakes and I’ll be able to incorporate lessons they learned as well.

What are your expectations?

Only modest income once the websites are fully functioning and attract enough followers.

Mostly from crowdfunding rather than from book sales. 

This lifestyle business serves as startup with tax write-offs and low initial costs.

My ROE (Return On Effort) slowly and incrementally builds to a longer term sustainable income stream.

How will you feel?

Knowledge Products for Making Money While Your Sleep

Email subscribers will become more accomplished having mastered social, digital media, crowdfunding and self-publishing skills.

I’ll feel gratified, helpful and proud.

What will you know or understand?

As an amateur muddling through and testing my self-help, do-it-yourself process I’ll finally figure out how to offer websites as products through WordPress multisite.

By following along email subscribers  can profit by following my steps and missteps.

With a member community we can refine our learned lessons and offer in the virtual world what I offer to executives in the real world.

Conduct a laboratory. Bank new knowledge and expertise mastered. Package and repackage your deposits into new products.

Where are you going?

Part Three:  What Happened on Your Journey So Far?

 

 

What’s Going On? Why?

Even though it’s a cliche I hear frequently from almost all of the mentors I’ve recruited over the last decade, I too  want to give back.

 

“… I would suggest trying EVERYTHING and testing what works for you. This is what works best for me.”

 

Time Out.

Can we talk?

About what’s going on?

And a little later about where you’re (I’m) going with this work-in-progress.

And, maybe still later about what’s happened on your (my) journey so far?

Katherine Milkovich left sage advice in a comment about self-publishing:

There are always some new strategies, some of them are good while the others are not really worth my time because I saw no results. 

I believe what Katherine did was to simply define what I mean by “conducting a knowledge laboratory”.

We don’t always know what to believe and what not to believe when we cross into new territories (real and imagined) – territories filled with fear, uncertainty and doubt (FUD).

“… I would suggest trying EVERYTHING and testing what works for you. This is what works best for me.”

Periodically I revisit my approach for creating new (for me) knowledge that I can apply more efficiently and productively.

I strongly feel you have to stay relevant and more marketable than your competition.

My approach unfolds in three phases.

What’s going on?

The Knowledge Path Series
  1. What is your situation?
  2. What are the knowns?
  3. What are the unknowns?
  4. What are the threats?
  5. Why?

Where are you going?

  1. What if?
  2. What will you be able to do?
  3. What are your expectations?
  4. How will you feel?
  5. What will you know or understand?

What happened on your journey so far?

  1. What did you discover?
  2. What surprised you?
  3. What insights have you learned?
  4. What are new opportunities you are better positioned for?

So how does it work? Here’s what I’m experiencing in this journey so far.  Call it part one.

What’s going on?

What is your situation? I’ve been in the advising, consulting and expertise peddling business for more years than I’d like to reveal.  Here’s what I realized.  And what I wanted to do.

Make a Million Dollars
  • You either work for someone else or for yourself. 
  • What every consultant I know wants is to make money while they sleep.
  • They already sell an expertise. 
  • They need  a website to attract new clients. 
  • If so, why not combine their online marketing with a way to earn income from it – 24 hours a day, 365 days a year?

What are the knowns? In my day job at the business school I developed a curriculum, but realized most executive students weren’t attempting to build a lifestyle business.

I’m guessing you aren’t an executive.

You might play one on TV.

But I do know plenty of ex-executives who have been put out to pasture in their late 40s and mid-50s and now face these choices.

If Only. What if?

How to choose the ‘Preneur’ business model by weighing the pros and cons:

What steps should you (I) take?

I’ve already identified 12 steps (from the master list of 34) described and illustrated in Volume One  of “The Knowledge Path: How to Live. Love. Work. Play. Invest and Leave a Legacy.

Phew.

Start down a path with a  lifestyle business that you can take anywhere in the world “at the intersection of passion and quality-of-life“:

  1. Choose a business model that brings out the best in you.
  2. Conduct a preliminary marketing study about the  best places on your bucket list
  3. Activate a “Brand-as-an-Expert” campaign
  4. Maintain a consistent process of content aggregation, curation, composition, and circulation.
  5. Engage and nurture your audience of followers.  Grow to 1000 (2000?) raving fans
  6. Make it easy for them to buy your expertise and advocate on your behalf to others.
  7.  Automate the chain of awareness, interest, liking, desire, trial, repurchase and regular use.
  8. Practice daily to master your story telling process to engage your customers imagination.
  9. Cultivate a voice that is uniquely yours and delivers on your “Brand-as-an-Expert.”
  10. Sketch scenarios in five-year time frames to highlight potential risks and rewards, threats and opportunities.
  11. Prepare to pivot and thrive when key moments during your five-year scenarios arrive.
  12. Monitor and anticipate shifts in your environment.  Swim with the new currents and clue your fans in to what’s changing.

What are the unknowns?

Building a website that will describe my work-in-process.

  • Figuring out a way of capturing the knowledge and experience in a way that results in another knowledge product.
  • I didn’t know how to write and publish a book. 
  • I knew I had a story to tell.
  • Figuring out what the step-by-step process is for self-publishing, hosting a website and blog, submitting a book to Amazon, determining all the moving parts to a social media strategy and crowdfunding campaign.
  • If the return on my effort ROE may not be worth the time to master it from scratch. (Or, for you). 
  • Costs: Incurred expenses for registering domain names over two years with additional for confidentiality, hosting my 6 sites  

What are the threats?

For example:

  • My learn-as-you-go DIY project takes too long.

    Rearranging Creative Ideas
  • Is it analysis paralysis?  The research and writing parts vary between the extremes of terror and bliss.
  • My book content ages by the time it takes to successfully self-publish the series. The perceived value tanks and no-one buys my books.
  • I lose focus and move on to Volume Two prematurely. I self-sabotage as I near the end – what’s that old song – Slip Sliding Away?
  • The content business isn’t sustainable and you can’t really make a living following this business model.

Why?

Even though it’s a cliché I hear frequently from almost all of the mentors I’ve recruited over the last decade, I too  want to give back.

And, I wanted to learn something new by testing the process for creating new knowledge and innovation – called knowledge banking.

  • How you can choose the right resort community just for you in the Western Region of the United States – all you needed was fast wifi connection and a method.
  • Write Volume Two as a new series of books – selecting the type of organizations with talent cultures as clients or employers – that bring out the best in you. Optimize the entire process by applying what I’ve learned so far.
  • Integrate a project plan. Test what works and what doesn’t.   Grow your reading audience by igniting a marketing plan and social media campaign.
  • Pick the best crowdfunding platform.
  • Publish on Amazon – give it a way individually and as a five book series to experiment with pricing (Volume One) – creating a bucket list of best places attracting people like you in quality-of-life communities.
  • Offer exclusive reports and bucket list updates.

Conduct a laboratory. Bank new knowledge and expertise mastered. Package and repackage your deposits into new products.

What works for you?

Part Two: Where Are You Going?

Day 3.5 Pink, Pitches and Pixar

While practicing my craft 60 minutes each day I became obsessed with storytelling and pitching that story.

 

Story Telling Capital
Disruptions derail our critical plans. Learn to make healthy, wealthy and wise choices for living, loving, working, playing, investing & retiring in a world turned upside down.

You can tell I struggled with a name.

AnyWired didn’t help me much other than by telling me what to do, not how to do it.

While practicing my craft 60 minutes each day I became obsessed with storytelling and pitching that story.

One of Daniel Pink’s Best Sellers

Somewhere along the way I stumbled upon Daniel Pink’s book, “To Sell is Human.”

I remember him from this Free Agent book.

I had borrowed his premise when I wrote about one of my lifestyle groups “Permanent Temporaries.”

Anyway, here’s a take away that helped me as I struggled with my business name(s) and more accurately my network of enterprises.

I hope it helps you.

First the pitches, and how I used them.

The Pixar Creative Process

1. The Pixar Pitch.

  • Once upon a time …
  • Every day …
  • Because of that …
  • Because of that …
  • Until finally …

2. The Twitter Pitch. (Two Sentences)

3. The Subject Line Pitch. (For Your Email)

4. The Rhyming Pitch.

5. The Question Pitch.

6. The One-Word Pitch. 

  • Write a fifty-word pitch.
  • Reduce it to twenty-five words.
  • Then to six words.
  • Then to one word.

Example One: Pristine

1. The Pixar Pitch. 

Once upon a time the story of the Wild West celebrated a spirit of adventure. Starting over with new beginnings full of promise. Fueled by dreams of striking it rich. We have a rich history of mining and panning for gold nuggets in the West. Making a life based on ingenuity, resourcefulness and self-reliance. Whenever travelers meet each other on the road, they swap info about the places they came from and ask questions about places they’re going.

Every day we followed the rules.  Go to work.  Keep our nose to the grind stone.  Marry our sweat hearts. Raise our children.  Save for their college education.  And, finally retire sometime off into the future to a glorious second half of our life.

One day everything changed: Employers shipped our jobs overseas.  We worked longer and longer in jobs we couldn’t stand.  But, at least we had a job.  But the stress piled on. And on.

Because of that we had to escape.  If only for a vacation. There’s nothing quite as all-American as a road trip, especially in the West, where a wealth of culture, natural beauty and excitement unfolds before you. What is it about traveling back to nature?  Where you feel most inspired? Where the yellow aspen do that shimmering dance beside the deep green of the lodge pole pines.

Because of that we notice our predicament when we return to work.  Are we who we really, really are when we keep our head down with our noses to the grindstone? What about those expansive western skies?  The majestic mountain peaks? The rushing babbling creeks and brooks? The taste of salt in the air along the coast?

Until finally we wake up and realize we don’t live in a vacuum any longer. We make a commitment to ourselves.  We can make healthy, wealthy and wise choices for living, loving, working, playing, investing and leaving a legacy in vacation communities where we feel most alive.

Leading source of news about the Western region in the spirit of sharing knowledge that makes travel so enjoyable.

2. The Twitter Pitch. 

Short and Sweet

The great thing about living where others spend their vacation is the year round quality-of-life. Winter in the mountains and summer at the beach.

3. The Subject Line Pitch. 

Nobody can follow your passions for you. Choose to live anywhere you want.

4. The Rhyming Pitch. 

Changing Seasons. Changing Reasons

5. The Question Pitch. 

Do you know how to fix your leaking bucket list?

6. The One-Word Pitch. 

Write a fifty-word pitch.

Qual·i·ty of life — the degree of enjoyment and satisfaction felt in everyday life. “In wildness is the preservation of the world.”  Henry David Thoreau. Follow your passions. Live, love, work, play, invest and leave a legacy anywhere you want from the Desert to the Mountains to the Sea and all the Pristine Rivers, Lakes and Islands in Between.

Reduce it to twenty-five words.

Live, love, work, play, invest anywhere from the Desert to the Mountains to the Sea and all the Pristine Rivers, Lakes and Islands in Between.

Then to six words.

Live. Love. Work. Play. Invest. Leave a Legacy.

Then to one word.

Pristine.

Example Two: Thrive

1. The Pixar Pitch. 

Once upon a time the pace of life flowed through us like a slowly meandering stream. We felt secure.  Our plans needed little tweaks here and there.  Our futures required little thought.

Every day we followed the rules.  Go to work.  Keep our nose to the grind stone.  Marry our sweat hearts. Raise our children.  Save for their college education.  And, finally retire sometime off into the future to a glorious second half of our life.

One day everything changed:  The old rules no longer worked.  Employers shipped our jobs overseas.  Even the white-collar, professional jobs found cheaper homes.  Most people missed the warning signs until it was too late.

Because of that the decisions we made based on the old rules are not be enough to protect us from high-risk consequences that threaten our current and future livelihoods.

Because of that conventional wisdom fails to protect us. While we still we have our life-time of dreams and plans, the perfect storm of economic, political, technological and social forces has its own set of unrelenting cycles of boom and bust that threaten us.

Until finally we wake up and realize we don’t live in a vacuum any longer. Disruptions happen.  We have to learn new ways to make ourselves valuable, marketable and in demand in a world turned upside down.

When we do we can make healthy, wealthy and wise choices for living, loving, working, playing, investing and retiring at critical turning points in our life-time.

2. The Twitter Pitch. 

See how ideas and innovation are changing your world, for the better. Take advantage. Live, love, work, play, invest & retire.

3. The Subject Line Pitch. 

Is it over yet?  8 proven ways to weather the next perfect storm

4. The Rhyming Pitch. 

Anticipate and thrive while others barely survive

5. The Question Pitch. 

Are you ready for the next 5 years, no matter what?

6. The One-Word Pitch. 

Write a fifty-word pitch.

We don’t live in a vacuum. Disruptions happen.  We have to learn new ways to make ourselves valuable, marketable and in demand in a world turned upside down. When we do we can make healthy, wealthy and wise choices for living, loving, working, playing, investing and retiring at critical turning points in our life-time.

Reduce it to twenty-five words.

Disruptions derail our critical plans. Learn to make healthy, wealthy and wise choices for living, loving, working, playing, investing & retiring in a world turned upside down.

Then to six words.

Live. Love. Work. Play. Invest. Retire.

Then to one word.

Thrive.

Next Up, Day Four: Define Your Products.

Day Three: Decide on a Business Name

Day Two: 60-Minute Habit

 

Behind the Scenes

Day One: Decide on the one service you will offer.

Make a Million Dollars
“Once you become comfortable with providing that one service, you will naturally expand what you offer.”

This is so embarrassing.

I searched through my knowledge bank.

I tried several variations on names I felt it might be it.

Searching My Knowledge Bank

And, then by a few terms I associate with it.

Then the approximate date.

But, I can’t find the source.

About a half an hour later the name came to me out of the blue.

I just searched the web for it and found the name AnyWired, but not the original.

The new one helps students with writing their term papers.

Scheduling Start-up Milestones

The old one laid out 30 steps for starting a lifestyle business.

But, enough about that.

The key is I needed a resource for developing a curriculum about becoming a ‘Preneur.

For a workshop in my new job at the university’s MBA program.

Back then my pivot took me from consulting to full-time advisor to moonlighter.

And along the way, an intrapreneur.

An internal entrepreneur with the mandate to innovate, to create new services but within an employer.

With the executive MBA population, I enjoy discussions about their situations, thinking outside of the box and giving them new inspiration and innovative strategies.

Full disclosure?

I’m not the most focused kind of guy.

I’m a lateral thinker.

Efficiency and Productivity Ain’t the Be All And End All

I need to have several projects aka knowledge laboratories running at the same time – a “network of enterprises” – attributed to Brian Eno in a chapter of “Messy: The Power of Disorder to Transform Our Lives” by Tim Harford.

According to Harford, if one of the enterprises in Brian’s workshop hits a dead-end, he pivots to the next most promising.

So all, I’m saying is step one was the most difficult for me.

Decide on the one service you will offer.

I had what I felt was a working title, “Western Skies, Island Currents.”

And, a tagline:

“From the desert, to the mountains and the seas – and all the pristine rivers and lakes in between.”

  • A product or service about Island get-aways and local off-the-beaten paths.
  • Maybe something about best fit and best places.
  • Infopreneurial and lifestyle options in different geographical communities.
Rearranging Creative Ideas

I already identified those things that matter to parents, mid-lifers and empty-nesters and their extended families – kind of overlapping interests and priorities like:

  • a spiritual foundation,
  • life stage challenges,
  • generational issues,
  • recreation,
  • the environment,
  • education,
  • friends,
  • family,
  • values,
  • home and community life —
  • more of the relationships –
  • both social and political on the planet.

Some of my initial brainstorms:

Business Ideas
  • Maybe somehow the product or service could be play and adventure selections for people working through their bucket lists.
  • Maybe like how to produce knowledge products – guides or coffee table books –  from your checked off your bucket list of thrills and chills – in this case about the West and Tropical Islands.
  • Maybe how to’s: A tool for picking the best fit for you.
  • And writing about your adventures.

I liked the part about expanding it with follow-up products.

More maybe brainstorms:

  • A guide to best places in the West and Hawaii.
  • Subscriptions for narrowing down your choices so you don’t make the biggest mistake of your life.
  • Memberships with access to local guides and recommendations from others just like you.
  • Quality of Life Choices throughout the West — states communities and neighborhoods.

And then I lost focus with those lateral network of enterprises.

Strategies to Trigger Get Unstuck

Damn you Brian Eno.

If a field guide crystallizes – everything you need to know to make the best possible career decision – then, why not include the best place to live out that decision?

If the Mobile KnowCo takes you step-by-step from moonlighting to launching a lifestyle business, why not pack it up and take it with you?

  • Find a Market Before You Move
  • Sample the Town over the four seasons before you move
  • Live and Play Where You Want

Why not go on vacation or move to your dream location, while your KnowledgeATM accepts deposits any time day or night?

Focus, Focus, Focus.

More tips from my notes taken from the missing-in-action, AnyWired:

“This approach will help you become skilled in the service you provide very quickly.

Since you want to be taking on your first client in 30 days, it’s crucial that you develop your skills to an adequate level.

Once you become comfortable with providing that one service, you will naturally expand what you offer.”

Day Two:  “Gather learning materials to help you practice your service before taking on a client.”

 

Appeal

“Find one or two lifestyles that describe you, then the logic goes other neighborhoods that attract the same  “Birds-of-a-Feather” lifestyle would appeal to you.”

Peel Away the Outer to Find Your Inner Appeal
An ongoing case study: How to convert thousand lesser fans into a thousand true fans, so they buy enough to support you and make a little profit?

Here’s the part I’ve always hated.

Crafting the sales message.

And, there’s a little irony.

To be successful you have to appeal to human motivations and I earned a masters degree in psychology.

The problem for me has always been that as a professional knowledge worker — in my case a consultant, coach and trusted advisor — we were trained not to advertise or to market ourselves

The path to a thousand raving fans was taken one referral step at a time.

No Advertising or Sales

Not by running ads.

Or by selling.

But by transforming clients with so much value they became enthusiastic advocates.

Can you advertise and sell online without crossing over into the “scam territory?”

Sure.

For the last few years I found plenty of information and inside intelligence that online marketers and other less scrupulous “Make Money Online” entrepreneurs misused.

But some of it could and should be used by legitimate consultants and lifestyle business owners.

Formula for Attraction

How can you convert a thousand Lesser Fans into a thousand True Fans?

So they buy enough to support you and make a little profit?

Keep these tips in mind.

One of the things that motivates you is to avoid unpleasant things.

Will your “knowledge product” – book or ebook, for instance – save your true fans from making a fool of themselves?

If Only You Knew in Time

Remember high school and how embarrassed you felt from time to time because you didn’t know or understand what everyone else did?

Television ads reminded us how bad our breath smelled or our stinky body odor offended the those around us.

We didn’t have a clue.

Others did though.

Or so the ads implied

There’s that whole wall of worry.

Stuff that makes us uncomfortable.

Things like worrying about having enough money …

  • for paying our monthly bills,
  • for our doctor visits,
  • for the car payment and
  • for what the insurance company won’t pay because of our high collision deductible.

As an entrepreneur you wake up abruptly at 3 a.m. in the dark doubting your ability.

  • Money is running out.

    Gotta Get Back To Sleep
  • Did you seriously underestimated the market for your product or service?
  • Can your knowledge product or service offer peace of mind ?

During the Great Recession we all worried if we would keep our jobs.

If we lost them we worried we might not find another one that paid as well located within a reasonable commuting distance.

Just before the Memorial Day holiday a couple of years ago one of the Chief Marketing Officers who volunteers to mentor our Executive MBA students shocked me.

I knew he lost his job, which comes with the territory when you reach age 50 and finally pull in the big bucks.

What I didn’t realize was how traumatic his situation was.

Now What?

He lost his house because he couldn’t make payments on his mortgage – a wapping $6,000 a month.

And he had to find and move into a two bedroom apartment that long weekend.

Plus lease a storage unit for all the stuff that wouldn’t fit.

Not only did he and his wife suffer the loss of their home and their wealthy influential lifestyle that came part and parcel with it, but their basic feelings of security disappeared that weekend.

Neither he nor his wife could qualify for for social security or medicare coverage.

At least not for another 12 years.

But, the truly shocking part he told me was he had taken out and spent equity loans while he drained his 401K accounts to make his lavish lifestyle “ends meet.”

In my chapter, “Why Careers Are like Real Estate Markets,” I described the dilemma many like my CMO friend faced.

They find themselves at the cross roads between “Doing What You Love vs. Doing What You Hate” and “Living in the Same Geographical Location vs. Moving to a New Preferred Community.”

“My passion and location stories described four different communities …  ‘Wealthy Influentials,’ ‘Wireless Resorters,’ ‘High Country Eagles,’ and ‘Permanent Temporaries.’”

Here’s a snapshot of each.

Permanent Temporaries don’t anticipate the future well and have a hard time adapting to new work realities. 

Many become consultants and entrepreneurs because they can’t find full-time employment. 

Guarded Gate Communities

They aspire to live in, or return to, the guarded-gate communities of the Wealthy Influentials. 

What if they’re forced to relocate, where do they go?

When forced to move to lower cost-of-living neighborhoods they choose small university towns populated with High Country Eagles in higher quality-of-life communities. 

But, they long for face-to-face project-based work as a way of affiliating with other people on a more regular basis.  

Succeeding at interim work demonstrates their value in a new organization. 

What about the trade offs?

Between projects they miss the teamwork and seek to counterbalance the isolation and extreme independence they are forced to endure being on their own – no matter if they’re  interim middle managers, trapped urbanites or just starting over in a new marriage, neighborhood or way of life.

Wealthy Influentials live in neighborhoods that showcase their status and affluence

Viewed from the outside, it’s as if they’ve cornered the market with a wealth-generating machine. 

Like my Executive MBA Mentor once was able to afford …

They find a safe haven for high margin income, pay for a high cost of living, accumulate peak real estate appreciation, and live in a secluded, secure, and mature suburbs or an upscale metropolitan center. 

Selling products or services to this group means offering highly personalized, luxury, and one-of-a-kind experiences.

What if you found yourself in a similar situation?

How about …

Quality-of-Life Lifestyles

Wireless Resorters share the love of a new quality-of-life community with High Country Eagles. 

They realize that with the ability to operate anywhere there is Internet access, anyone can move to unspoiled smaller towns and rural regions. 

Many moved to the mountains areas that became destination vacation  areas like the ski resorts in Colorado.

All four lifestyles populate thousands of thousands of communities from coast to coast.

Across the western region of the United States you’ll find residents in Wealthy Influential neighborhoods like Del Mar or Coronado in California; 

High Country Eagle towns like Sedona or Bisbee in Arizona or Angel Fire and Taos in New Mexico; 

Permanent Temporaries parts of Reno, Nevada or Coeur d’Alene, Idaho; 

or, in some of the better known ski resorts attracting the Wireless Resorters like Breckenridge and Steamboat Springs in Colorado.” 

What if you could find the perfect town for you with just the right kind of neighborhood you’d love?

Claritas, now Nielsen Segmentation, helped pioneer market segments initially based on each new census update.

They linked consumer behaviors for “shopping, financial, media and much more …” with household lifestyles living in specific zip codes across the United States.

Household Shopping Lifestyles

If you’ve ever received direct mail addressed to you or “current resident” those marketers are taking advantage of household data.

The key to their business model unlocks a specific zip code.

In their PRIZM segmentation you can slice and dice over 60 different lifestyles ranging from high to low degrees of affluence and status.

By age and life stage.

Type in your current zip code and they’ll supply you with the top four or five lifestyles in your community.

Find one or two lifestyles that describe you, then the logic goes other neighborhoods that attract the same  “Birds-of-a-Feather” lifestyle would appeal to you.

Try to search for that lifestyle in their segmentation database and build a “Bucket List” of awesome zip code neighborhoods.

Can’t do it.

Doesn’t work that way.

  • But, what if you devoted the time to reverse engineer it?
  • And, you “mobilized” your lifestyle business?
  • Once you authentically built your virtual community of a 1000 raving fans?
  • You could move them with you, right?

And, you’d be able to zero in on regions and communities varying from …

  • high to low  density,
  • from urban to suburban, exurban, rural and
  • remote populations.

You wouldn’t have to worry about making a living solely from the locals.

Instead, you’d live that quality-of-life that can bring out the best in you.

More on that later.

An excerpt from Book Two in “The Knowledge Path Series” dedicated to helping you make more money from a lifestyle businesses you’re truly passionate about.