If you haven’t yet heard of Richie Norton, you’ll want to tune into this episode for sure! And… if you’ve heard Richie before, you know you’ll want to tune in because Richie is rich in experience, knowledge, enthusiasm, positivity and bringing good things to life!
Author, speaker, entrepreneur, blogger, happy guy, family man, inventor’s best friend… Richie Norton is a man to follow. He’s a positive influence to many entrepreneurs and product creators with e-commerce brands, but most importantly, Richie is an inspiring voice with a positive outlook on life and he exudes that everywhere he goes.
Through his company, Prouduct, Richie helps businesses bring their product ideas to life through outsourcing to China; in fact, Richie is in China as we write this on another great trip for clients.
Richie helped one of our online mentors, John Lee Dumas create his best selling books:
The Freedom Journal and The Mastery Journals, both elegant hardcover books. Definitely, products to be proud of.
Forbes Magazine said: “Thank you Richie Norton for inspiring us to authenticity and greatness.”
We absolutely agree and you will as well as you dive into this fun and informative time with Richie.
- RichieNorton.com – [our Amazon affiliate link]
- The Power of Starting Something Stupid, by Richie Norton – [our Amazon affiliate link]
- Resumés are Dead and What to Do About it, by Richie Norton – [our Amazon affiliate link]
- Ruckus List Vlog – [no affiliation]
- The Freedom Journal, by John Lee Dumas – [our Amazon affiliate link]
- The Mastery Journal, by John Lee Dumas – [our Amazon affiliate link]
- 90 Day Goals Journal – [our very own creation]
- 90 Day Creator’s Challenge & Mastermind – [our very own program]
Full Episode Transcription
[00:00:01] Devani: Welcome everybody to another episode of the iCreateDaily Podcast I’m Devani.
[00:00:06] LeAura: And I’m LeAura, and we’re here today with one of our favorite thought leaders that we’ve been following for a few years, Richie Norton.
I first learned about him when my daughter Devani kept sharing about him and talking about this amazing guy that she was connected with online through one of the groups that she was involved in. And one of the things that we had in common is that he and his wife are homeschooling the kids. The other thing we have in common is living in Hawaii where I grew up. He’s also an entrepreneur and creator. So welcome Richie It’s awesome to have you.
[00:00:44] Richie: You guys are the best and I love mother daughter. You guys are like the best family ever I want to be just like you.
[00:00:55] LeAura: You’re off to a running start for sure and we’re trying to catch up with you as well. Yes so a little bit about Richie, go ahead Devani.
[00:01:01] Devani: Yeah, Richie and I connected when I was working with Scott Oldford. He was in Scott’s Facebook group and I saw him as a member in there and sort of looked around in his profile and started talking to him and he was like doing all these cool things traveling with his family. He was constantly online.
[00:01:23] Devani: He’s a big social media influencer and is just constantly putting himself out there creating every day. He is a blogger, author, speaker. He’s written two books. One is, The Power of Starting Something Stupid.
LeAura: What an awesome name
Devani: And. Resumes Are Dead And What to Do About It. So that’s the offical bio of who Richie is and now we’re going to learn more about his creativity and how he helps other creators because he’s also the founder of a company called called Prouduct.
LeAura: like Proud and Products but combined.
LeAura: And what I love about it that you serve creators, we want to know so many things so we are going to have to rein ourselves in and start slow. But I want to back up just a few steps. This morning I started my morning with you
[00:02:19] Richie: OK.
[00:02:20] LeAura: About eight years ago in BYU (Brigham Young University) you were teaching a class, your pregnant wife was in there with you, and you were teaching in fact you came up with the concept in early stages, and said in the class the concept to the students that resume’s are dead. You were teaching the students you were you were sharing your story of how you became an entrepreneur which started back when you were a boy basically and you were encouraging these college students to basically take their life in their own hand own hands and be the decision makers and be the influencers of their own life and not rely on someone else to you know get them the job. In fact if they were to get a job let it be a freelance. Basically at that time. So. So we kind of know how you got started as an entrepreneur. But our audience doesn’t know so please share your story.
[00:03:09] Richie: I am so amazed. That’s like way far back stuff you’re watching. I think that’s really cool. So yeah I mean I guess got my start really when I was a kid, like you were mentioning, when one day I think I was 16 and I told my dad I want to get a summer job. And he said you know “Don’t get a job. your job isn’t just like go to school get good grades you can be working your whole life.” At the time I’m thinking like “Dads aren’t supposed to say that right you’re supposed to say go get a job.” I thought I was weird but he was an entrepreneur himself and he said what you want to do my job I want I want my own life I want to buy things like I want to be human, I want to have control in my life to not ask for money and you know those things. So he said OK well if you want money I live in San Diego. He said go to the watermelon patches out El Centro and ask the farmers if they have some irregular sized watermelons. I know this is weird but like that’s how specific he was.
I think he had a client out there that that was a farmer I think that’s kind of how he thought of the idea anyway. He said they can’t sell those watermelons to the grocery store. See if you can just take our family and take up the seeds and fill up with watermelons.
[00:04:30] So what we did me and my brother when he was 14 I was 16 we went down there and we just filled our van with watermelon. It was so low to the ground that like it was like hitting the ground or we go over a block. And then I went through all my friends parents and anybody I can find it just you know it’s before all white cell phones were cool and texting and I just you know call people the Fourth of July is coming out. I have watermelons that are bigger than the ones at the stores. They’re just weird looking buy them from me. And how can they say no to a kid. So I made more money that day just from those watermelons than I would have made the whole summer working minimum wage. And looking back I was like wow I learned how to not necessarily trade time for money. Right. And that was a huge deal. And so through that experience and others I always decided my my like on when I start businesses you know and you know I’ve worked in three different companies doing different things. And there’s nothing like carving your own path out in life you know I can share more. Let me stop there and see where you want to go with that.
[00:05:40] LeAura: Well you OK so yeah there’s so many places we can go. Right now you’re wearing a cap cap rather called Ruckus.
[00:05:48] Right. And so you and your wife have started something new so maybe we can just take a big leap to the to the president and see what you’re doing with that.
[00:05:58] Richie: So the ruckus list is a YouTube channel and we started.
[00:06:03] And it was more of a way to try and stay relevant, because YouTube and video is everything right now and it’s becoming more and more so. So I want to play in that field. It’s about stories and help the lives and offer some real value to help them learn other ways to do it. And so it’s less of here’s how you should live your life and less of like look how all the cool things that we’re doing it’s kind of a combination like here’s some ideas that can help you do your thing but do and here’s how we make it happen. So it’s really fun. But it all started really. My wife and I after we got married we had kids you know, four boys. And during that time we had three boys. My wife’s brother lives on and off with us and he passed away at 21 in his sleep. And I can tell this story like a lot more sad. But like when it happened it it really…. It shook us destroyed us. And even though it sounds cliched, we realized that life is short and that’s cliche it doesn’t make any true. Right. Right. And we miss him and love him and we are. You hear me OK. So we’re going to get tricky.
Our fourth son when he slowed down so we had our fourth sign an end and Gavin after my brother that he passed away and this boy brought so much joy in our lives and helped us. You know I just got to fill the hole that got left in his own little way. And this Gavotte he caught. He got a cough and it persisted for a long time. I went to the doctors and everyone said it was fine until one night he got so bad we put him in like a little humidifier tent things we could breathe better.
And then we ran you know to the to the emergency room and after a while of being in the hospital we thought we’d be in and out of there like not like we had before they found out that he had contracted a disease called pertussis also known as whooping cough. And we were like oh. I mean that’s a thing of the past is he’s going to be OK. But no one knew. It turned out that it was just too much on his little body. And I remember the night when they were going to I don’t know they said it also stay the night and we always would stay the night. But what they were saying was it’s serious. And there came a time where they said do you want to. Like he basically said he’s going to pass. Do you want to bring in the crash cart and resuscitate him that will be a violent and he won’t live.
[00:08:59] But we have to by law or do you want to hold him.
[00:09:03] And so we chose after lots of thinking and praying about it to hold him. And my wife and I just kind of leaning over his bed on one side of me on the other. We promised each other this terrible experience what was happening right then wouldn’t tear us apart as much as possible. We knew that these kind of things can destroy relationships. We wanted to make us stronger to live better because of him.
[00:09:30] Anyway they took up all the tubes and wires and I held her for a moment and my wife and just put my my hand on his little heart there and we waited for those last beats.
[00:09:42] And so I slipped away and it was you know the nightmare that every parent wishes they will never have to face. And so all that experience was not only was is horrifying. It’s like “What do you do?”
And my wife was holding the baby and was like “What what do we do now?” And this sweet angel of a nurse came and said you know can I hold him for you. And she kind of rocked him and we left the hospital empty handed. And between those two Gavin’s the passed away we we got a new perspective on life that you had all these big picture dreams. You think you’re going to wait until you’re fully prepared to do them. But like what not?
And someone asked what did you learn from this experience. And I learned which I wrote about in my book The Power of Starting Something Stupid, and really the reason behind the ruckus list YouTube channel was what we called Gavins Law. Which is “Live to start. Start to live.” Which means if you live to start those ideas that are pressing on your mind you really will start living.
[00:10:58] Most people that don’t like their lives or having a hard time. They may also there’s all kinds of weird things but they may be having thoughts but they’re scared to do it. But it’s those who embrace that fear or crush or wherever it is and do that thing whether it works out or not to find fulfillment and joy. You know in life. So the idea of the right. Is that a bucket list is a terrible way to live like because people will make this checklist and I’ll wait till they’re about to die to do ‘em. And so we’re saying don’t do that. Do it right now. And here’s how and here’s how you can make a living doing at the same time. So there’s a long way for you.
[00:11:40] Devani: You know that’s great. That is so important for creators because I think a lot of us live either on the edge of I know I want more. They’re in a job or they’re doing something else that is not necessarily related to whatever creative field they want to go in or they are doing a creative thing. But it’s their down about it because it’s not working out how they thought it would. They’re on this long journey and they’re like “Wow there’s so much here that I feel so behind I’m comparing myself to this other person who is great and amazing” and it’s like we don’t we’re not promised the next day the next week the next year and so don’t do it now it’s such an important reminder of like each day is a gift. And we actually recorded a video sort of along that line today about how you just have to go for it if that’s really what you want to do and you can’t be constantly kicking the can down the road for that dream.
[00:12:46] LeAura: Well it’s back to the title of the book The Power of Starting Something Stupid subtitle is How to Crush Fear, Make Dreams Happen, and Live Without Regret. So that ties very much in with ruckus list. And I think a term that we often use is you know we’re a bit of a ready fire aim kind of you know entrepreneurs where you know we often you know we like the Seth Godin just ship it kind of thing and so I you know are the Reid Hoffman thing if you’re not embarrassed than you’ve launched to late kind of thing.
[00:13:17] LeAura: So yeah I know that you’re all for that as well. How did you backing up how did you decide where did you come up with that phrase Power asserting something stupid and how when did you start to write the book.
[00:13:31] Richie: Good question. In that video you mentioned that I was doing where I was teaching, at that time I had a book in mind and I was working on the concept that I was researching. But at that time I was going to call it The Power of Start, not stupid. The power to start, and start — and I knew successful started things and I created an acronym based on like history of what successful people did. And the acronym for start is to Serve Think Ask Receive and Trust S. T A.R.T.
But as I dug into the research as I started doing it, now I also really like alliteration you know as I started digging into it. I realized that some of the most successful people whether in business or activism or whatever the heck they doing. They did something that someone once called stupid, in one way or another like that’s crazy you should do it someone else should do it. It’s bad timing it’s not for you it’s ridiculous like you have this stuff going on or you don’t you’re not good enough like whatever it was that just wasn’t a good idea. Ofr it was a good idea but not good for you to do, that might be good for someone else. Right. But these people that did that they amassed amazing success or wealth or influence. And that really intrigued me. So I started digging into that a little more. I was like whoa this is crazy, and crazy was a word people use a lot. He’s crazy like Henry Ford was crazy. Gandhi was great. You know the whole Apple thing was crazy it’s all crazy.
[00:15:14] And I’m like what is this thing about crazy crazy how can you be so good you know. realized that stupid is the new smart because all the smart people are doing the smart things. So the opportunity is where stupid lies, and it’s not that it’s inherently stupid. It’s that people are ignoring it because they’re scared of something. And I also realize that and it’s a big part of my book, that creativity starts at stupid. Like if you’re doing something everyone else has done. How was that creating, and so doing something different.
It’s not necessarily an inherently stupid but some might point a finger and go that is ridiculous like why are you Picasso or Andy Warhol Why are you like doing these weird things that like a kindergartener to do with a crayon. You know what I mean why are you doing this stuff. It’s like I don’t know. But they’re going to love it 100 years you know.
[00:16:19] But whatever happens you do seek those opportunities. And in my mind though some people are like why have so many stupid ideas. And I’ve kind of become this stupid idea guy over time and I realized lately they were always asked which one do I start. Oh I don’t have one what do I do. I like to tell the story of Jeff Bezos who started Amazon who I think in this moment may be the richest man in the world or close to it or something like that. Right. And he goes up and down but he was working on Wall Street I think he was like 30 years old or something like that. He had a good job. And he had this idea cause he saw the internet growing. And he said I want to sell books like online, like that’s a thing. And his boss, you can look it up, but his boss around on a walk around Central Park for three hours I think it said and he said yeah my big idea but not for someone who already has a job.
[00:17:14] He had a great job and he asked himself this question and this is why I think creative should ask themselves too is will I regret it when I’m 80. He told himself he would regret not trying this thing out when he was 80 in a rocking chair looking back on his life.
[00:17:34] LeAura: Right.
[00:17:36] Richie: So he left Wall Street in the middle of the year which is not a good time to leave because those people lose their annual bonus. Right. That’s a big thing. And he just you know moves from New York to Washington and started this thing from his garage and look where it is.
Now the same time that could have completely failed like it could it may not. Unfortunately it didn’t because blessing all of our lives in different ways or not depending on what side of the book business you’re on. Things like that and everything else. But. He would have lived in regret like if he hadn’t done that he’d still be on Wall Street probably wondering.
It’s worth sometimes the risk of failing because even if you fail the whole concept of failing forward. It teaches you how to go on to the next thing and the next thing and the next thing and the same success. You either basically fail or you learn. And so I think with being creative and trying to do those things you got to try and at the same time I don’t think he was some dummy just like throwing stuff on the wall like he got smart. You probably found mentors he probably raised money like he found people. So I think is really important also.
[00:18:49] Find mentors who have been there done that even if it’s new and different space especially with creatives who don’t understand the business model maybe, it’s not always true but it’s good to have that, someone to tell you here’s something to think about as you move forward with this idea to depend on your goals.
[00:19:08] Devani: A lot of that gets back to sort of stop following the crowd if something inside of you is egging you to do something that’s really different, that’s against the current against the grain whatever it is. You don’t remember we don’t go throughout our day saying oh that average person doing that average thing a hundred other people do. That’s amazing that really stood out to me. We don’t ever do that.
Richie: That’s a really good point. Wow that was so average, congratulations.
[00:19:46] Devani: Right? No one says that, and it’s always that thing that somebody did like you were mentioning that everybody else was saying no that’s silly. That’s crazy that’s for somebody else to do not you. Go back to your job sit down. Whatever it is and it’s sort of it’s almost like those are the clues. It’s like those are the clues in your book kind of talks about like that is the clue if everybody else is so against it. That might be a thing to look towards. I think as creatives or creators are sometimes timid and scared about will this make it. This is my one shot. You know X Y Z and I know people like Brendon Burchard and Gary Vaynerchuk both who I follow some online, talk about how they’ve spent time at retirement homes and such and how the biggest thing that they learn from being in that environment is the regret that people have of like I didn’t do nothing when I had the chance to. And that is one of the saddest things I think and that but that can also be very motivating if you’re listening to this and you’re like do I start or not.
[00:20:53] LeAura: Yeah. Back to the you know 80 year old thing that you’re talking about Richie. So you have that when of business sense or good business. You have Akamai for that. And then you’re also but you’re also creative. Right. So like you create like you write books I know you write. What other kind of do you do any and your career creating video you teach which that is a very creative endeavor and you’re an excellent teacher. You’re speaker and you’re great at that. You’re a storyteller. So you know you have that nice blend of the two here. Yes. Yeah. Go ahead. When to say thing I’m not on any of those thing.
[00:21:33] Richie: Yeah. No that’s good.
[00:21:35] Richie: When you were mentioning about people visiting retirement homes, it reminded me when I wrote Power of Starting Something, before that happened to my son, and even my my brother in law, I had been interviewing people that were in retirement. And I asked them like basically what worked what didn’t work and what you wish we have done differently. And they all said something similar: “If I had more time, more education, more money to do what I wanted to do, I could have done the thing.” Only to find out when they got there they still needed more time more education, more experience, and more money. And that’s a lot of reasons like we always think we need more or, the world changes or, we change as a person. And so I think it’s really important to act on those so-called stupid ideas immediately and not to necessarily launch it immediately. You can at least noodle on it. It’s actually cool to try and scratch that itch and figure it out. You know the creativity comes from those limitations. Right. You know you start figuring out how can I do it differently. Even though I don’t have everything I would want you know honest. It’s no fun to do it.
[00:23:00] And It’s not fun to do it if you already know and have everything to do it. That’s the fun part.
[00:23:09] Yeah. I became an entrepreneur because my dad was an entrepreneur but I really got into when I lived in Brazil for two years and I saw people in the north east and there’s a lot of poverty where I was not like that everywhere but where I was there’s a lot of extreme poverty now near favelas which are like slums. And I would meet these people and they. But they didn’t necessarily have the resources or the connections the networks to get out of poverty.
[00:23:44] So I made my mission. So I find my mind in my mind before that I thought “when I retire I would love to help serve and donate. How the people get out to poverty.” But then I thought I ask myself you if you ask a better question you get a better answer. I went up to one of my mentors and I asked myself could I do.
[00:24:04] I would want to do any type it right now like that was the question and the second question was How do I feed my family you know. And so that was my first. Yeah. Can you hear me OK. We’re going yeah.
[00:24:20] Richie: So my first business is actually a social venture where I helps a Mongolian family that I met in Hawaii, go home land already gone back to Mongolia. But they want to create jobs there. So I started a cashmere business in Mongolia. I knew nothing about Kashmir. I knew nothing about Mongolia or even how I went there there wasn’t even a McDonald’s there like there’s nothing, nothing right. But it was in the doing able to ask others. They gave me a reason to reach out to like really cool guru people who were doing amazing things that gave me a reason to do it. And then I learned and I did it again with other companies and the Asian Pacific Rim.
[00:25:05] Then that got me like going. And then you know being in Hawaii it’s expensive. I started doing whatever I could random things. I mean even when I was a student, I was selling soda pops little kids so I could you know wash laundry. And so I figured some some parent might beat me up or something.
[00:25:22] But like you just do what you’ve got to do to make it work and create some success and start doing real states are doing insurance charges doing whatever I could to make to make money but I didn’t want to forget that dream of “lets do what we want to do in retirement right now” and still make money and serve and help people and doing what I what.
[00:25:54] I’m sorry what was a second. Yeah we’re kind of kind of we’ll see if we can improve our Wi-Fi here. Just one second. What was that. Are you going to get into that in a minute. Because I don’t want to disrupt your flow here. But I’m am very interested to know that. So.
[00:26:19]Richie: Want to posit all talk if you get one second OK this is better.
[00:26:24] LeAura: Go ahead Richie.
[00:26:27] Richie: So from for me and a lot of my friends the past the success when something like this they would say “I’m going to graduate high school. I’m going to go to college I’m going to probably get married and have kids are going to make a good living. Maybe I’ll be a millionaire by 40 or 50 or 60 if I’m lucky maybe 65 then I’m going to retire and I’m really going to do the things that I want to do.” And I thought, that’s so weird because my dream was help people get out of poverty. That’s what I want. And I thought if I say I’m 25 if I wait I’ll say 25, 35, 45, 55, 65 if I were 40 years, 40 years to go and do this work I mean that’s that’s two generations right. I’m going to be talking to great grandparents. I could’ve been talking to kids. I mean like the same person over that time period you know potentially. And that’s so.
[00:27:34] LeAura: That’s what you were teaching at BYU the presentation this morning and you were so amazing to consider how many lives were touched and potentially changed for the better if you took the leap sooner.
[00:27:49] Richie: Yeah we can break that down. So let’s say there’s there’s someone in some country that I could potentially help today and help them essentially then affect their entire family tree. If you wait 40 years this person got married and had kids and their kids got married and had kids assuming people have kids every 20 years which isn’t true. But you never know. And they have brothers and sisters and all that, I mean you’re affecting two generations which could be dozens of people raised and and all of them. So when you finally go back 40 years later you’re now you’re talking to that same person. It’s not it’s not too late but you missed a huge opportunity to help all those generations. And what could have happened with all of the people they affect. Right. So when you combine that concept with I could die tomorrow. You’re like I got to do something. I’m going to figure this out. And so that was my dream really is to do a lot of social work internationally and play in that space. But when I realized I couldn’t necessarily make money with that I figured how can I get into what’s called social entrepreneurship. And where everything changed for me as I read a book called Banker to the Poor by Muhammad Yunus and this book taught me about micro-finance. That book changed my life and Apple changed the way I thought about business and also thought about being self-reliant and also creating sustainable businesses that simultaneously help people but also feed my family at the same time.
[00:29:27] So a lot of my creativity has come in the form of business models and helping people. But in that I’ve created books and speeches and online courses. And you know that’s that’s my art. I come from music background like when I was in high school I was in a rock band. We had record deals. You know I was a thing that I would do I just love making stuff. And now when people ask me as a consult with them to help them create physical products and not just digital stuff everything came full circle because my first one of my first businesses was that cashmere company in Mongolia. So I had this period. And so now I have this company called Product, like you mentioned. So I help people make stuff is not about what I know like their product is. I expect them to know. And then our job was to help find those suppliers that are expert at that.
[00:30:21] We have people who speak Chinese and all. And just you know make it work. We make ideas. Basically we make them into physical things. So wherever it is that you’re creating that a lot people have a struggle between their art and selling their art and selling out. Right. So if I’m an artist and video person or whatever I do I should make whatever I want and they should buy it for tons of money if they’re going to buy it but I’m a sellout if I make it only if I hate it and I make it only for money.
[00:30:58] So it’s a struggle. But there has to be a balance. If you can give people what they want and sell them what they want. You’ll be able to create the income to then be able to stand in a place we have a huge audience and make them whatever you want whether they like it or not. And so it can go both ways. But at some point you have to realize what am I doing this for that just for me. Or am I trying to add value to other people. And what is that look like.
[00:31:28] Devani: That’s a really interesting point because I know for me like I want I’m one of my passions is fiction writing novels and the struggle with that sometimes is like you see all the popular thing you see what’s out there you see what’s selling. And in terms of giving business advice it’s like you was selling and you see how you can plug in to that and how whatever you make and your mission how that can apply to what the marketplace is buying. And then the artist side comes in and says “But I really want to make this other thing that I don’t really know if it’s proven to sell or not.” And so that’s a that’s a really good point about sometimes you do need to do things that the market wants because the market tells you like “this is what I want” and that’s not necessarily selling out because you can pour loads of artistic quality on your own flair into making things of value that people want. And I think the artists struggle is sometimes wrestling between I want to produce my quality thing that is my full 100% percent stamp of approval. But we can change that a little bit. The mindset too “I’m going to bring value and my tremendous quality into whatever I produce out there because it’s it’s still coming from me and people are buying it because they resonate with me somehow.” So yeah you do. It’s like that you know. And it’s not even about making a compromise it’s about sticking to your values and surviving too.
[00:33:06] Richie: That’s true. I love what you said and think it’s a compromise I think you can do both. And if you have a talent why would you withhold that from the world if they’re asking you for it. And why what’s the alternative. Like you’re going to wait tables and that’s that’s that’s glorified like starving artist thing like that’s not art you know. So there you go again. Is that ask a better question get a better answer. How can I still stay true to my art I make money at the same time same question Is Me How can I live the retirement lifestyle of helping people like serving and those guys things Wall doing it was talking and just getting married with kids right.
[00:33:44] A better question will get you the answer. And sometimes it’s hard to find it might take a few shots out. But with that in mind your mind is smart enough and strong enough to work towards that solution.
[00:33:54] Devani: You said something interesting I would last so last night I was listening to your interview on Palin’s podcast and you said something that was awesome and it was for people who make products and who are they have like anxiety or whatever around being ripped off. And you said I might put it so sorry but it was something along the lines of
“You can either you can either be scared and not make a thing because you’re afraid that somebody is going to rip you off, or you can make your thing and you can be successful at it. But if you’re scared and you never put it out then you’re right back where you started. You’ve not made the thing. You’ve not helped anybody. You’ve not put your self into the world and taking that leap of faith and vulnerability to do that.”
And I think that’s important for artists too like if you choose because you’re scared or because it tells you you’re still not providing value to the market.
[00:34:51] Richie: That’s true. If you are afraid someone’s going to steal it from you and you don’t do it you’ve already stolen it from the world. You’ve stolen it even from yourself. And I went to my father in law told me he said he’s in the book world and he said piracy is better than obscurity.
[00:35:12] Richie: Nobody nobody copies things that they don’t like they copy things that are cool. I’m not saying it’s a pirate. I’m just saying you know you’ve got to look at it another way.
[00:35:29] LeAura: Well I do have a question because I have wondered in a lot of people talk about you know proof of concept and you do need to get your product idea out there and yet there is the possibility. Like how do you do that while still sort of protecting your domain name or the possible domain name I guess you could buy that first. It’s not very expensive. How do you get proof of concept while at the same time you can’t have everyone sign a non disclaimer know an agreement. So if you have any kind of recommendations along those lines.
[00:36:03] Richie: I mean here are some general rules of thumb, not a lawyer but like, if you patent you do all those things and maybe you should. They’re worthless. You’re going to spend time defending them. So just remember that. Right.
[00:36:16] And which is fine go for it so depends on what level you’re playing. But if you’re just like starting in your worst was going to rip it off and rip it off and make a story about them ripping you off them and have them make you famous. You don’t have me right. Right. You just gotta go for it.
[00:36:31] But as far as protecting it for yourself you need to name it. It’s something unique like literally name it.
[00:36:40] Well yeah maybe it’s the domain Maybe it’s that but I say “Richie Norton’s course on growing carrots” no one else in the world can have written orders of course on growing carrots. I don’t have that course. But if I named it that no one else could have, it’s mine. Now that’s a bad example. But if you look like it it looked like another example of say any brand in the world. I mean how many diapers are there out there. They’re probably all pretty much the same. But now there’s a million brands. So when you look at some point someone may have a good idea steal it. Now it’s perfectly legal in America to steal something and change it. I think it’s the percentage like maybe 20 percent different and now is different enough that you can legally rip it off like it’s going to happen. So the goal is either to be first or to be a really good follower you know or you know someone else that was first and then make it yours by I NIMBYism think they’re putting a new twist on it. Well just the way the world works I mean how many bicycles are rather out there. You know what I mean like are they all stolen. Guy who made the tires or not you know. Same thing with cars anything you can imagine.
[00:37:53]Richie: But aside from all that stuff Seth Godin is you know a mentor of mine. I know you mentioned him I loved him. The whole idea of tribes like you sell to your people why you build audience build an email list build the following…
[00:38:09] They only care if your neighbor is doing the exact same thing they don’t know your neighbor and they hate your neighbor for having the same thing. They only want to buy yours. So you want to create the art and intimacy with your people and you’ll be ok.
[00:38:24] Devani: I think that’s where a lot of creators would thrive because they’re all about their uniqueness and originality. That’s why they decided to start the thing. It’s like because they have a unique angle to whatever they’re creating and it’s them and is there their heart and soul inside of whatever they’re creating. And a lot of creators are very into it. An air of sound cannot seem to understand like this is what I’m making and I can tell that you get what I’m making. And so you are my people and I think that if creative use that to their edge that they can really get ahead even if they need a partner to help with the business side the financial side whatever. You know just because you don’t have that you know you have so much elevator all over the world.
[00:39:20]Richie: That’s true. That’s so true. I know a guy right now who does some really cool stuff that he’s being ripped off over over and over again for taking a exact same website putting their old. It’s terrible. But what he’s doing is he’s telling everybody what’s happening and all of his fans are saying they’re sharing it and say look how bad these guys are is actually helping him because he’s leveraging it that way and at the same time. If you’re a true creative you don’t have one idea right. You have a million ideas and not about the idea right now. It’s about the next idea. It’s always about the next night. There’s always a new opportunity in the future. You steal my stuff now steal something way better tomorrow you know. And so I have that kind of like regret, be like steal it all either crush you or all you know in real life. Crush you by being something better. You just keep going.
[00:40:16] Devani: I love your attitude towards all of this and that’s the mindset of a successful creator. It’s whether you’re doing enough money whether you’re doing it for whatever reason that’s the mind’s I like. “Tomorrow I’m going to show up and make something better.” And on and no as a creator yourself. How are you generating all that energy. Because you’re all over the place on social media and people can literally feel I don’t know I can feel your enthusiasm every time you make a post every time you do a video like you might put everything into what you do. And it’s so apparent. So where do you generate that energy. I mean does the fact you live in paradise.
[00:40:56] Richie Can’t complain. No no I appreciate that. It’s it’s not it’s not forced. Like I’m just I’m just doing my thing. I love it. And if someone is is maybe more introverted or this or that you don’t have to be that crazy weird person that I am like just do your thing you know be yourself. If you love and that being good will come out that way. Right. You know I was just so in the beginning like trying to figure it out and put it out there. Who am I and what are they going to think.
The real answer is you can only worry about what you can control. Everything else is just a distraction. I can’t control what they’re going to think of my stuff but I can control. I like working right now. You know what I mean right. So you just put it out and then you know if someone does it we live in a digital age soapstone doesn’t like it. Freek’n block ‘em. You know I do what whatever you got to do here.
[00:41:52] Leaura: Is your wife’s name Natalie? I think I saw her video on ruckus just talking about that same kind of concept. You know basically don’t let the fear of what others will do stop you kind of thing.
[00:42:07] LeAura: I wanted to ask about so since many are in our audience currently are visual artists although over time we’re hoping that more inventor type you know product creators will come on as well because we’re about I create daily whatever that may be whether you’re a coder or a painter or photographer or speaker or creating something creating content. So I know that your company or prouduct.com is a sorry product is you help people outsource to China from beginning to end and get the whole thing done and that’s what basically stops many people from doing things. You also teach about the concept and that you spoke about in the Pat Flynn podcast as well as on the EOFire podcast which we will link to both of those where you talk to give a little bit of a teaching on how people can look into products that are selling and maybe come up with their own come up with their own white label. So my question is more that kind of concept is out there and it’s being done a good bit. Where it seems that creators struggle like you started finding people to buy their stuff. And I know that there is a tribe we can build the audience etc.. What I’m wondering is of the products that you’re getting sourced to China two things, two questions one is. Are any of those based on people’s original creation that inventions as opposed to white labeling a similar kind of product.
[00:43:36] And then the other side of that is, are you doing any helping of outsourcing within the U.S. or North America. That’s that’s two pronged.
[00:43:48] Richie: Sure. Good question. So we do a lot of white label where you just kind of just have an existing product and put a stamp on it.
[00:43:57] Richie: If we do that though that’s not normally does happen in the US is usually in small quantities. It’s murder. It’s just burn that it’s whatever. Usually it’s what we do overseas is extremely custom like John Lee Dumas’s book which you see custom leather, the gold the emboss like yours. We even tried to do it in America and they were saying I was going to be 80 dollars her book. Like this. It’s impossible. Who’s going to buy that thing you know. He recalls it now for only 35 bucks I think it is right now whatever it is. But so the stuff overseas is extremely extremely custom. What’s cool is I mean anybody can make anything. And so your real question is like how do you sell it. Right. How do you know if we’re going to buy. And there’s two way one is you like make it and share it and see if people buy it which is a little more like fishing. You know I blush to see if they’re going to get it or you can be a little more strategic and just ask your people what they want. So I’m a huge fan just doing a survey and saying. Literally what’s your name what’s your email make those required. If you could ask me anything what would it be if you could buy something from me what would it be. What did you buy around this thing in the last you know two years how much you spend. I don’t know. Wherever the question is are you get enough people.
[00:45:20] Richie: You can incentivize people to fill it out with giving something way for free, $100 gift card to Amazon and Nordstrom or whatever, and you can get 100 people, a thousand people to to fill it out. You have a list of people who told you exactly what they want to buy and you can you give it to them. It’s so much more simple then with that cash flow you can get a little more risky a little more creative and start saying if they like that well would they like this. And then you survey them you know this is business. Right. So this great piece of art is going to go somewhere. This is like do they want to actually buy this thing from me ask them. It makes it so much more easy. I mean that’s how I started my businesses like I wrote a book. And if people are asking for help and I’m like well what do I do. So it was like phone console’s meeting in person, it got overwhelming. And how much can you charge like where’s the cap on this. There’s only so many hours in the day it became a job to do when I got into the online courses where I can stop for any amount I want higher low and it can be to as many people as I marketed to by asking them what they want first. Then I make that thing and then I sell it back to them the same way Prouduct was created. I didn’t ever think I was going to be making this stuff. I make mermaid tails, I make books, I make teepees, like I make. I make yoga pants.
[00:46:49] I don’t know what’s going on but it’s because someone said I want to make physical products. Can you help me and I’m like. Sounds like fun. And yeah I can. So let’s do this. Right. So sometimes you just ask your people what they want or they’ll even better— they’ll already be asking you for stuff you don’t punish the mark. And if you if you like it and you can help why not do it. And for me, one of my boundaries is not perfect but one of them is my goal is can I do it from my cell phone. And so my business is I can do for myself I don’t want to set up in front of a computer I don’t want to be stuck somewhere I don’t want someone tell me what I can do what not do I want to be anywhere. You know so I run because this thing started with that six month road trip you know coast to coast word for every dollar has been made on the road myself but I’m talking to you on a cell phone right now. So I try to make these things. The other technology fit the lifestyle I want. So I don’t want my business to become my boss my boss.
[00:47:54] Devani: So true.
[00:47:55] Devani: That’s a good point too because a lot of people say get into the thing and then they’re like I am now a slave to my business I’m an employee and this is literally what I wanted to leave and now not only am I an employee I’m a 24/7 employee instead of a 9-5 employee, but at least you’re doing the thing you like doing really you’re putting in the time of the thing that you enjoy.
[00:48:17] But then it’s about I forgot who else that you’re the second person I’ve heard talk about create the lifestyle know the lifestyle you want and continually work on how you can integrate that life so that you want today into what you do like we’re doing this interview on site because we enjoy being outside we’re in a climate where we enjoy being out. How do we set up the perfect studio that looks amazing and bother them. What room do we use in the house. What do we need to buy.
[00:48:45] Devani: Well we have a great table in the weather outside and it’s unique to by side right here. Oh it’s like you start doing. And for us this is like the coolest studio for us because we enjoy it. This is our environment. So it’s wet. How do you integrate out a smaller scale what you want to do or bigger scale what gives back again to what you were saying earlier. How do you do the retirement thing now.
[00:49:09] LeAura: Yeah. I want to clarify just a little bit. The question on outsourcing and the artists and inventors I know that the Pat Flynn podcast, you are talking about giving people an idea of how they could come up with a product. So you are using the idea of a fishing right for instance or fishing lures or something you shared a story about you know a factory in China out in the boondocks somewhere and they were making these fishing reels a rod and reel are not sure of is a lure or Varada I don’t remember they were.
[00:49:42] Richie: I think that was it was it was all those things. the one you’re referring to in this story was the real.
[00:49:48] LeAura: Yeah there really is. And you know you were asking them Well how do you know it works you know how do you know that this is going to be a good fishing reel.
[00:49:54] And they said they didn’t know because they even have a fishing hole anywhere nearby. And they were actually according to the specifications of the ideateor are they can be in better crater and that in that case you know many people as we know on Amazon find products that have used that and find out the things that are wrong with some of those products and then they improve upon them. So they add their own to creativity. They’re not you know they are modeling. You know if they’re stealing like an artist you know they’re modeling and then they’re adding their own twist to it. And then like you say whatever percentage is required by law for it to not be knock off it’s taken care of. So they are adding their creativity. What I’m wondering is more like let’s say that it’s an art. An artist who is a potter you know. Have you worked with anybody who has you know creates like with their hand or a visual painting or photography to photographer it or whatever. Your hotter though and they’ve created the perfect prototype, and you take their prototype to China and get it get it created in Mass. Have you done things like that.
[00:50:59] Richie: Yeah. Specifically there’s a guy I don’t know if he ever ended up finishing this one but we started it. He had a clay whistle like it was like a American whistle or something. Something really cool. And he was making in my hand the song and really well and you want to scale it and we’re like I mean at that point we’re like Well is this a mold, and now we’re making it out of plastic or do we need to get a bunch of people to make these by hand in China you know so at some point you have to decide right. But it’s totally possible. You know an artist. This is not like unusual they’re going to have one painting the Mona Lisa.
[00:51:39] Richie: It’s rare it’s extremely unique. No one can buy it’s priceless or it’s worth millions of dollars. But you can you can like you can buy a print of it for $10 anywhere any time you want. Right.
[00:51:53] LeAura: So you have to kind of decide how you do it. Right. But you know that make sense.
[00:52:00] LeAura: We’ve kept you much longer than we should have an and because it’s so wonderful talking with you if you have just another minute. I would like to hear how you guys are still home schooling and if so if if what are you doing to raise your children entrepreneurial in the way that you were raised as creatives or entrepreneurs.
[00:52:21] Richie: Cool. So are we. So OK so we got into homeschooling. We’ve always debated.
[00:52:29] Richie: You know I mean back and forth and we’re not it’s not always has the home school right that we’re not completely like this the way it has to be. But we had some foster kids, Three. 7 year old girl and two and then one year old twins and their beautiful Cuban Dominican. Awesome awesome awesome. We had over two years I thought we were going to adopt them. Didn’t work out. We were super sad about it. And we that’s when we left and went on a big long road trip for six months that I had mentioned just to kind of huddle up as a family and we were gone so long and we just didn’t want to go back to school like we didn’t want to like leave our family and do the same thing. So we called it Road school or hack school I think there was a TedTalk about it and it was basically me and you know wherever they go I learned they got to learn. We tried to based around their interests so like if they’re interested in I don’t know horses or school hang out with a horse and learn. You can learn anything you know the horse history math science just depends what you want. So all the same lessons can be learned in my mind around things people are interested. It doesn’t have to be just boring stuff. So we, I mean we went to where Abraham Lincoln was born, and like we know, we went and had Canadian Thanksgiving in Canada like we did these things.
[00:53:48] Richie: You know it was we went to Mexico when we rode horses on the beach in Mexico. So that’s kind of the idea. Now why we let our kids kind of decide like you are do home school or do you not. And so like our one in sixth grade he wanted to finish sixth grade at Sunset Elementary School. That’s a really cool place with lots of cool surfer kids that it’s fun. You are one in seventh grade seventh grade. He wanted to the home school. And we actually hired. It’s not just me and not only we hired a teacher and some other Northshore parents hired a teacher and a meet at a house and learned stuff and they learn math by making surf boards, like it’s awesome either call and then my one he was late who is a ninth grader. He was going to do home school but then he did some cool summer camps and realized it was fun to hang out with kids his age and not just as mom and dad all day long and and now he’s doing that. So we kind of let them have a choice. But in our mind, we’re not relying on the public education system to educate them. We’re just saying “Cool go learn.” But what’s important to us in addition to education is kindness, leadership, being generous. You know, character development and we’ll teach them stuff they need to learn to. So I don’t think anyone has in a box. And I think that it depends on what you want to learn.
[00:55:13] Richie: I mean if you’re like me you don’t remember anything from my school. He barely remember anything from cards or even my MBA. He just you learn by doing so is more important to learn how to think and how to be a good decent citizen of the world. You know you’re going tolerant the important stuff on the job. It’s not exactly known as science that way. That’s those are feelings.
[00:55:35] LeAura: I totally agree. Totally agree. Well thank you so much for sharing your time and your story your enthusiasm. You’re such a bright light in the world. And thank you for that as well. Do you have any comments that you’d like to say for creators on the concept of the courage to create art daily.
[00:55:56] Devani: I just want to say if you’re watching this you should do what ever the Devani is doing, she is freaking amazing. She just learned at whatever age she is like be a normal person a helper and I reach out to influencers. She likes her mom she’s hanging out with her mom. She’s learning by doing like she is what you should be.
[00:56:17] Devani: Thank you so much. You’re welcome. You guys are cool. You. Bye bye.