Photo Left: Stefan Aarnio and Raymond Aaron.
Raymond Aaron is easily one of the most impressive people I have ever met. He is articulate, energetic, powerful and a certified genius.
Raymond's list of accomplishments include:
- Was interviewed for the movie "The Secret"
- Featured in the Canadian "who's who"
- Chicken soup author and 3 time New York Times best selling author
- Purchased over 1100 properties in his life
- Wrote chicken soup for the Canadian soul.
- Completed the 450 mile arctic race, on foot, with 150 pounds on his back at age 65.
- Is one of 9 people in the world to make $1,000,000 in 90 minutes by public speaking. A title shared with legendary speakers like Tony Robbins.
- A member of Mensa.
- Wrote the Calculus textbook in university while still a student which was published and adopted into the curriculum
- Coached Robert Kiyosaki on branding and is praised in Kiyosaki's book Cashflow quadrant.
Raymond is as impressive as they come and he teaches some extremely powerful and advanced concepts. Much of Raymond's teachings revolve around branding. I write about branding weekly, because in business BRANDING is more important than the BUSINESS itself. Canadians do not understand branding and many Canadian business owners and real estate investors approach business and in the entirely wrong way.
To be a top 1% earner in the USA, you need to make $350,000 per year.
To be a top 1% earner in Canada, you need to make $250,000 per year.
The primary difference between a top Canadian and a top American is $100,000. Why do Canadians, on average, earn $100,000 less?
Americans have a very competitive market and they understand branding above all else. That is why on average, at the top 1% level, they are able to earn an extra $100,000 over their Canadian counterparts.
Another reason why Canadians generally earn less is, so many business owners and investors spend ALL of their time working at the BOTTOM of their own business. For example, many real estate investors purchase a property, renovate the property themselves, manage the property themselves, lease the property themselves, sell the property themselves and run around doing nothing but low paying jobs. When a business owner or investor wastes their precious time "pinching pennies" by doing all of the low level tasks, they never become the CEO of their enterprise and focus on EARNING DOLLARS.
The problem with working at the bottom of your own business is that you can never build real equity in the business and you become stuck in a JOB for the rest of your life because you are too busy to focus on branding.
Every week I see countless investors committing the same old business crime. They are the "chief cook and bottle washer" in their business, they have no team, they have no branding, no website, no business cards, no grooming, no proper dress, no value proposition, a small number of small deals and very little cash. These types investors are small minded and do not step back to look at their business and think strategically. They are missing some key ingredients to their business and become transactional in day to day affairs.
Raymond's Law if he were king of Canada:
If Raymond were the "King of Canada" he would pass the following law:
"You cannot run a business in the industry that you work in." For example: Doctors would have to own plumbing companies, plumbers would have to own Chiropractic offices, Chefs would have to own lumber yards etc.
This would force the average business owner to step up, act like a CEO and STOP working for minimum wage in their own business.
The Sea of Sameness vs the River of Relevant Differentiation:
Too many entrepreneurs (especially in canada) are stuck in the Sea of Sameness rather than riding the River of Relevant Differentiation. In the sea of sameness, there are thousands and thousands of competitors who are all the same. No one is different and everyone is a commodity. Businesses in the sea of sameness have to slash prices to win customers and will eventually slash their own throats by cutting out their own profits.
In the River of Relevant Differentiation these businesses have built a specific targeted branded message that is unique, commands the highest value in the market place and is irreplaceable in the market place.
Which would you rather swim in?
When you are stuck in the sea of sameness, every customer looks at you EXACTLY THE SAME as every other company. They will haggle you for discounts and you will be forced to lower the prices of your products and services, cutting out your own profits to stay alive.
In the River of Differentiation, your brand makes you unique and irreplaceable. Customers will never ask for a discount and will line up to buy.
When Sir Richard Branson commands $250,000 to speak on stage, NO ONE EVER asks him for a discount. Why? Sir Richard Branson is unique, if you do not pay his fee, you CANNOT hire another Sir Richard Branson to replace him. Richard Branson is a brand, he has a very specific value and is entirely irreplaceable. He can charge what he wants and gets the prices he commands. Richard Branson does not have to give discounts.
How do you become a "Richard Brand-son" and guarantee success?
Richard Branson is one of the world's BEST marketers hands down.
How to guarantee SUCCESS or FAILURE:
How to guarantee SUCCESS in business... have STRONG marketing.
How to guarantee STRUGGLE in business... have WEAK marketing
How to guarantee FAILURE in business... have NO marketing.
Again, I would wager that 80% or more of novice Real Estate Investors in my circles have little or no marketing. So many investors and business people scurry around the market running a TRANSACTIONAL business where they chase dollars and transactions. To reach the top 1% of income earners, you must become TRANSFORMATIONAL in thinking and in conduct.
An example of TRANSACTIONAL vs. TRANSFORMATIONAL thinking:
There are 3 furniture stores lined up in a row. You own the middle store.
One day you come to work and to your horror, you see a huge red banner over the store on the left that says 25% off!
The next day, you come to work and there's a huge banner over the store on the right that says 50% off!
When the third day comes, you hang a sign over your store in the middle that says "MAIN ENTRANCE".
The first store's marketing was TRANSACTIONAL (Furniture at 75 pennies on the dollar).
The second store's marketing was TRANSACTIONAL (Furniture at 50 pennies on the dollar)
You store was TRANSFORMATIONAL and gets 100+ pennies on the dollar and the most traffic.
TRANSACTIONAL change is "more of the same". It is like a plumber going to school to be a master plumber. He will make a 5-50% increase in income.
A TRANSFORMATIONAL change is a 100%-1000% improvement that is a startling and totally different change in income and results. Richard Branson is able to operate in the world of TRANSFORMATIONAL change and that's why he can create exponential incomes and success for his 400 companies and brands.
Remember: Strive to be TRANSFORMATIONAL in your business. Create memorable experiences for your customers and clients. Have a unique message that cannot be found anywhere else. Build a strong brand with a congruent message and very quickly, clients will be running towards you to hand you money.
However, if you stay in the world of TRANSACTIONAL experiences, the consequences are dire. Your services and products will be haggled down to break even prices and eventually you will be forced out of the market by more sophisticated companies with laser focused brands and messages. It's time to STOP being TRANSACTIONAL and start being TRANSFORMATIONAL. There is no other way to enter and stay in the top 1% of income earners.
Thanks for reading,
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