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My Story of BELIEVE One of the worst days of my life was when I told my business partner, quit. I was tired of putting in all this time, and effort, and money, and not seeing results. wanted to share my experience and advice with others. Because I almost didn make it. Evan Carmichael I was tired of working for less than minimum wage. I was tired of losing respect for myself and feeling like a total failure. I managed to pull through, beat the odds, and be one of the success stories. And I wanted to share my experience and advice with others. Because I almost didn make it. I wanted to make their path a little easier then what I had to go through. But I was unhappy. I was unhappy because I started doing all nike irons sorts of different projects. A website, YouTube videos, radio shows, media interviews, and so on. But I wasn getting people talking about my business enough. It seemed too scattered. People couldn wrap their heads around what I did, because it was all over the place. I needed clarity. I thought it was a marketing problem. So I met with a friend, Jason, to try to come up with a tagline for my business. Over the years it had gone from, You Build the Company of Your Dreams, to, Motivation and Strategies for Entrepreneurs, to, 20 Million Entrepreneurs Helped and Counting. Weak sauce. What we came up with was, Entrepreneurs Help. This felt nike roshe women better, but still wasn quite right. Something was missing and I couldn put my finger on it. Then Steve Jobs changed my life. One day I stumbled upon what would become one of my favorite YouTube videos of all time. It was Steve Jobs, talking about marketing. It hit on exactly what I was missing. The core selling that made Apple so successful. It had a dramatic impact on my business and my life. Here part of what Steve said. Steve Jobs To me Marketing is about values! This is a very complicated world, its very noisy world. And we not going to to get a chance to get people to remember much about us, No company is. And so, we have to be very clear on what we want them to know about us. Now, Apple, Fortunately, is one of half a dozen best brand in the whole world. Right up there with Nike, Disney, Coke, Sony, it is one of the greats of the greats, not just in this country, but all around the globe. But even a great brand needs investment and caring, if it going to retain it relevance and vitality and the apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back. The way to do that is not to talk about speeds and fees, It not to talk about bits and mega hertz, it not to talk about what we are better than windows. The dairy industry tried for 20 years to convince you that milk was good for you, it a lie, but they tried anyway. And the sales were falling and then they tried milk and the sales went up. Got milk wasn even talking about the products, in facts, it focuses on the absence of the product. ???Marketing is about values. It???s a complicated and noisy world, and we???re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.??? ??? Steve Jobs But the best example of all and one of the greatest jobs of marketing that the universe has ever seen is Nike. Remember, Nike sells a commodity they sell shoes! and yet when you think of Nike, j crew nike shoes you feel something different than a shoe company. In their ads, as you know, they don ever talk about the product. They don ever tell you about their air soles and why they are better than Reebok air soles.