Macy
Hey everyone, welcome to The Guide Culture podcast you are in for such a treat today. As you know, we have been in this journey of a reinvention process of the Guide Culture company. Throughout this podcast, we’re going to honestly announce a major major, major announcement and reflection of our reinvention process, it’s also going to be a really cool episode, because it’s Loy, Kat and myself, kind of just talking through the journey of guide culture and where it has been and how it’s gotten to where it is today. It’s really interesting to peel back the curtains of Loy’s brain as he is the creator and founder of the material and just how it has been refined, remastered and reinvented and so many ways. So you’re gonna really, really enjoy this episode. And like I said, listen for some changes that talk about towards the end of the episode. Hope you enjoy it, I hope you have some aha moments. I hope it inspires you when you hear just a process. I know for me, when I listen to a journey of someone’s I love to take pieces of it and potentially look for how can I emulate something that they’ve done, or thoughts that they have thought or ways that they have just kind of formulated their life and their business. And I hope that this can be that for you as well. So enjoyed the episode, listen for the announcements, and let us know what you think on Instagram @theguideculture.
Kat
Welcome back to the Guide Culture podcast. You are somewhat live in studio with Macy, myself, and Loy. Today is a very special episode. When was last time the three of us were together on a podcast? Because not only are the three of us together, but for the purpose of telling the story about how Guide Culture came about. But like even even deeper than that, like not the training itself. But I mean, kind of how did all of this happen? What was the purpose? And did we even know it would ever get to this point?
Macy
It’s interesting. I’ll listen to like Shark Tank or people who like want to start a business but don’t know how to start a business. And so they think of like ideas when they think of inventions or they think of courses, they think of what they know, and they pull it together that becomes business. And this is just truly the exact opposite of that, where it’s having something first and then backing into what it is now.
Kat
So I just think it’s really unique in that way and hopefully inspiring for a lot of people too. Yeah, the story of Guide Culture like you said the exact opposite of what you would think how a business starts. And so it’s a story very much worth telling. And it all starts with Loy and the Excel spreadsheet 30 plus years ago, but there’s so much more to it. So I’m always going to do a lot of telling of the story for all of us. And I think what I’m so excited about is for people to get the heart of what it looks like to grow yourself to build something without even knowing what it’s going to become with such a pure intention. And there’s so much to unpack. So I’m just gonna be quiet and let Loy start by telling us how did this all start?
Loy
Well, you mentioned shark tank can have people try to find a problem and go solve the problem and then go market sell it. That’s what that’s how people build businesses. And if you watch the Guru’s say, we’ll go find a problem to solve. I was trying to solve a problem, but I was not looking for a problem to solve to go sell. But I was trying to solve a problem. And the problem was me. So really this program began as a rescue for me and it turned into 30 years of personal research and development with an emphasis on sales skills. And as a school, designed to train develop you to use sales skills in all parts of your life. That’s basically what has happened. But how did that happen? Yeah. And as an analogy, Macy and I were doing an Indian princess program, which she was about between Yeah, Indian princess. And yeah, we did that and she was eight to 10 and it was great. It’s probably 20 dads and daughters, where you get together and meet like on a weekly basis then you go to all these things like camping or do events or whatever. Well this one time we were going to go to Stone Mountain and ride bikes dads and daughters. And we spent the Friday night and that next morning we went and got on the bikes, and has probably had, say 10 dads and $10 on this trip. And we’re just, you know, dollars in front of the dads behind, you know, buy into shoes with your daughter, and we’re just floating along and I was just there for the ride. Just enjoying the ride, not paying attention and how big of a deal can a bike trail be at Stone Mountain? It can’t be that big of a deal. Well, before you knew it, everybody was splitting off up into these different trails and Macy and I now we’re alone somewhere and I didn’t know where we were because I wasn’t paying attention. I was following the crowd, just enjoying my time, whatever came next. And before we knew it, I was lost. I didn’t know where we were in. So let’s just keep pedaling. Macy. Daddy, I’m tired. I’m hungry. Just keep pedaling, we’ll find something. And finally, we get so far into these trails. I was completely lost. And we saw this man in this truck is older man in a small truck. I guess it like kind of had a maintenance facility there. We rode over to him say, how do we get our way back. And he gave me some directions we started pedaling again. And when I got to the first cross turn, cross trail, I was lost again. I was had no clue.
So we just kept pedaling. Daddy, I’m tired. I’m hungry. I know, Macy. Just keep pedaling, trust me. And I was in a really state of heightened alert because I knew we were lost. I was really paying attention carefully to what we need to do next. And then I saw the man again, maybe we circled around or maybe he changed directions. But he put us in his truck and took us to the place where need to be. He rescued us. Now that story is pretty much my story of how this happened. Because in my younger life, things were going well. I was you know, middle school, high school, college, you know, most valuable player in basketball in high school and played baseball in college all the you know, did all the things. Frat boy. I even came out of college and got a coaching job in middle school that was just easy. I didn’t care I just at the right place at the right time, somebody put me there, all these things that happen. But the trails in my life, those hard trails were happening underneath the surface. It looked great on the outside. But underneath I was deteriorating. Because I was just following the crowd. I was doing nothing productive, really. And my life was going down. On the inside. I put on a good show on the outside. But it was. And I was I realized that I realized here I am 24 years old, I have nothing going on. I’m staying in my parents house on the bed and the basement in that small bedroom with my feet hanging off the bed. And I’m thinking I’m in trouble. I need someone to rescue me. In the first step I did was prayer. I remember my prayer was very clear. And it was audible. Nobody could hear me but it was audible. And it was several nights in a row. I said, God, just make something of me just make something of me. That was my prayer because I knew I was not making anything of myself. I go down the wrong trails in my life.
And so he he was really my first rescuer. Then Linda showed up in my life, my wife, and she was good and pure. I saw her sitting on that couch at that party. And I said that is a pure, beautiful, sweet girl. I got to know her and convinced her to marry me. And that was the purity that came into my life. The good stuff is that man, this is a different way I like this. She brought me into church, this youth pastor was teaching us about in the book of Ephesians just reading through step by step and he introduced me to a personal relationship with Jesus, I’ve never really had that. This is like a personal thing where he just like talk to him all the time? Then he said, Hey, if you want some what I have read scripture, it will sharpen you and make you sharper. And then this one guy who was a business owner, a business person about 10 years older than us. He we hung out with him some his wife was younger, so we kind of hung out in that little circle. And one day he brought me a set of cassette tapes, called the psychology of winning. And I listened to those he said listen to him over and over everywhere you go seven times straight in his I had no cassette player and I did just that. Now these things ended up being my rescue. I didn’t know it at the time, but those were things that own full alert, they got my attention. And I started doing those things. And it did start to change me. And then from the zoo to the jungle. Have you ever wanted to be a lion in the zoo?
Kat
Not in the zoo.
Loy
Exactly. They lay on the ground they sleep all day. They dont’ get anyexercise. They eat whatever the zookeeper tells them they can eat and when they can eat. Now the lion in the jungle must hunt for his food and they are in the game which keeps them sharp. And they are free to go wherever they want, and to risk whatever they want to risk. And the best way I felt in this skill, I was teaching coaching, and I felt like a lion in the zoo. I just wanted to break free that the place started looks like prison to me, because I was confined to that area. And I wanted to go do things. And I think the things that may have started changing that when I began the business in the world, like going to eat or something I see all these businessman, they seem like they’re full of excitement, having fun, they were free. They were like, the life of the lion in the jungle, I felt that looks so cool.
For the first time I saw something I wanted to do that I didn’t know how to do it, I wouldn’t just fall in the crowd, I saw something. Then a photographer came to my school to take some pictures of my football team, he, he said, you tell me what you and the boys, you get the form filled out, you collect the money, I’ll take the picture, and we’ll trade them out and we’ll be done. And that all happen. And as soon as he did I thought that’s cool. What did I do? I went and bought a camera, of course, and started to try to take pictures and sell them. Both the photos and the sales were terrible. So what did I do next? I went took a photography course. How can I take better pictures? So I learned how, and the sales were still, I was trying, but it still wasn’t working good. But I was trying something I was really desperate to get out of the zoo and into the jungle. And then I found an opportunity one summer to go work in a business I want to see what does business look like on the inside. I’ve never been around a business. We’re blue collar family, you know, did all the work the laborSo I got into this business. I said I worked for free, I just want to come do it. And I ended up quitting the coaching job and staying there. And they put me into sales. And that is when I was able to take my first sales training course.
And when I took that course it opened my eyes to the people business. It opened my eyes to the people communication, psychology, all the stuff around people versus around the thing is that man, this is fascinating. You start having all these ideas of what you do now this you know this information. Then I did begin to read Scripture daily every day. And to this day, I still because all these things I’m telling you, I’m still doing that it started back when I was starting to get my frustration at age 24. Then in the later 20s, I started doing some of these things, but I still do these today. But I was reading scripture, the thing I found more about that was how yes, you build a relationship with Jesus, but you find forgiveness and unconditional acceptance. And you find an identity. I started to change my identity by who I really was. And then as I listened to the psychology of winning, I started to believe in myself.
Eventually, I saw the vision clearly and knew, I finally knew that I could make it in the jungle. That’s when I knew when all those things finally came together. And it took time, but I knew. But here’s something else that I learned is that once a lion knows how to hunt, he can hunt anything. You like, you know, I like to watch reels of lions, you know. And I saw this one where the lion was getting some, some water at the pond. Then all of a sudden boom, the crocodile comes and takes him in his mouth and take some underwater with the alligator twirl. And you’re just watching this clip, and there’s just nothing happening. Then just a few seconds, I guess later, up coming out of the water is the lion with a crocodile in his mouth. Wow. Taking them up to eat him. Many lions come from the trees down to pass on their prey. Once they know how to hunt, they can transfer it to anything. And I was finding that in my things. Everything I was doing with this I was learning was working. My side hustles are working. The photography business blew up. I started doing really well. Then by choosing a business that fit me in selling because selling, recruiting and leading a team kind of fit me. And then leading my family. Even making my investment decisions. I learned that I can invest in something I had control over if I can go sell it. It’s a better control then if I invest in somebody and hope they build the business. So all these things started it was transferred to everything in my life. I didn’t recognize it. But now I do recognize that this could simply transferred.
Then my main hobbies became seminars, conferences, school, all these events, anything I could get into on a regular basis I was learning. And when I finally moved to the jungle, on my own at age 33 that’s when I started the insurance agency. That’s when I made the leap. So this all started when I was 24. I started the process. And by age 33, I entered the jungle. And in my first year, or my second year, maybe I was the NADP of the year, Nationwide agency Development Program of the Year, that means I was the leading agent in that category of the new agents, which is basically the MVP. So I had done really well once I got going. But it was all from the sales training, the change of myself from scripture, from listening to the motivational material. Now, this agency, that has provided for our family for over 30 years, is now perpetuated to my son in laws. The same thing is still going with the same principles. And the same things because trust me, they have taken this training multiple times, because everybody in my agency has taken this training multiple times, because this is what we do. It’s what I believe in. Now we have designed this material to deliver to the people. We are the man in the truck rescuing you and taking you to the right trail. That’s what we’re here to do this what we’re doing, we’ve discovered this now we’re just showing you a fast path to get on this trail.
Kat
Amen. I heard, I guess a metaphor or something recently where they said that training and getting the experts help it really collapses time. Because what you’re telling us is not only did this material get built over 30 plus years, but your own journey from being 24 and needing rescue, to really getting some traction with your own agency where you felt this is my place that was almost 10 years. Right? So imagine collapsing time. Yeah, to get in, like you said the fast path. And I just, I love that idea of taking someone else’s grind and collapsing it to get traction for yourself.
Loy
And there’s truth there because the agency started this startup zero capital test done all this? No, let’s go test it. You know, that was the test in the thesis, can you start a business and make it work? In 30 years later, he’s still working. So the test was done. There was some proof behind the thesis? Yes, absolutely. But you have to be willing to get in the truck, then you have to be willing to when you get put out of the truck, you have to pedal because the responsibility is ultimately yours. Because you you have what it takes. We’re just trying to give you some ideas to bring it out. That’s what we do in our transport all training is it gives you a way to bring out of you what’s in there, because it’s in there. You just need help on getting it out.
Kat
Can I ask you a question about those times? I guess sometime within those 10 years, you said I started sales training. You really got the bug to just keep investing and pouring into yourself, which you knew would transfer across all the things you’re doing leading a team, making sales becoming the MVP all this stuff. How did you know that you needed to be documenting this so meticulously like you did? Because you documented everything you learned.
Loy
Well, that’s a good question. And the reason is I did keep records. I’m not the smartest guy in the world. So when I read something and it clicks for me, I’ll read it over and over and over. And then I’ll write it because you can remember things better when you write them. So I would read and listen to things and if it hit it’s like, Oh, that’s good. This is working. I like this, I’d make sure I get on paper because I’m trying to teach this to my staff on a regular basis. So I’d learn it, I’d write it. I’d teach it. So I have all this material. I have a folder full of these books that I’ve documented. And I said well let’s get this on the spreadsheet so I can see how it ties together. Then you see these common themes and all these people are teaching then they kind of come into this common thing ya know? And then I can look back at myself so yeah, that is what happened to me that is what happened. So it wasn’t like I planned it but I could I can now see it you know once I get into the spreadsheet.
Kat
Yeah so really comes down to the same principles being woven throughout. And the people principles. You said the psychology all this stuff about people business was really what stood out more so than the blinds business or the photography business or the coaching. It all just came down to people, right?
Loy
Well it did because we did teach the staff each and every year at least once a year sometimes two and three in my central message was that you’re in the people business first and the insurance is secondary. Yes, you need technical information on the insurance you know need to how to run the systems and know the coverage. Yes, but more importantly, we have to know how to deal with the people. Because the people, there’s another insurance agent on every corner. They can just go there any time. So we want to get a customer and keep them for life. So we have to continue to work the people business. And we talked a lot about sales skills mentality around, you know, how do we serve people? And so anything that a leader believes as part of the leadership, if you believe it, and you say it enough, then the people will follow what you’re saying. And that was our lead is the people business, let’s be the best, let’s make other people’s lives better, because they came in contact with us.
Kat
And I honestly am not over the lion, being able to hunt whatever he wants, okay? We are the like, don’t give us rules, people, you know, and so just knowing that a lion can hunt, whatever he wants, like, give me that you know what I’m saying? So I’m picking I want almost tie this together. And you tell me if this is right, but the alligator story where the lion gets pulled in, but then he comes out with the alligator. That’s like tackling one thing in sales, right? It’s like, I can sell people, I can sell leadership, which is called the alligator leading people in your organization. But then the lions in the tree, and he can jump onto an antelope, or whatever. That’s like, okay, well, now you can also sell your product. It’s like, all these different ways of tackling are possible because you have the one skill of hunting, right? I just love it. It’s so freeing. It’s might be quote, harder, but harder is better, because it makes you stronger, more skilled and all that
Loy
It sharpens you. And you’re willing to the thing is, once you say, Hey, I know I can have what you know, remember, I had that moment where it says, I know I can do this now. Then you are then you have the freedom to take whatever risk you want to take, how much risk do you want to take? I got exactly what I wanted, because I wanted low risk and a high possibility of making it. So I got in a business, the insurance business that if you can do it, we know that business is here. It’s gonna be here. It’s been here forever. I’ve seen other people do it. I know it’s doable. And this gave me a lifestyle that I want. It gave us better than average income. I had freedom or reward I want to do I spent time with the kids. I would transfer the skills to the kids. It was the perfect life for me. I’m happy with it. Some people want to make millions and millions and millions and millions. And that’s fine. But I was happy with with the lifestyle that I wanted. And I was very happy with that.
Now fast forward, because that’s how I got started. But fast forward. Macy was in her j-o-b after college. And she was very unhappy. And you know what she needed? The rescue. She needed the rescue. I could see that she had all the talent. She was working hard. She had the drive. She had the perseverance. She was creating good content. She was building followers. She’s doing all these things really well. And I said, But Macy, how do you monetize this? I said you need to sell something. So she says I am I just can’t talk about it. And I said what? Do you try to sell something but you can’t talk about it. And to me that was a red flag.
Kat
Well, let me just give clear clarity. It’s the it was the curiosity marketing that people were promoting.
Macy
That’s exactly what it is. It’s like being a certain person that people just want to watch. Not necessarily buy.
Loy
But what happens in here’s what you didn’t know. And I knew it. I said, You didn’t know that. Sales is a noble and good professional. That’s what you did. Right? So that’s what we’re trying to get the better this is a noble and pure and good thing that we’re doing because we do have the right heart. And that was all you’re missing is to understand that, hey, this is good. I am really happy. So we got to that point. And then we learned. Then finally she came to take the training from me just me and her the same way I do it with a staff just trying to go through week by week through spreadsheet.
Kat
So obviously, Macy was in your life for 27 years at this point. So how did it finally get to the point where the attraction marketing wasn’t really kind of giving you the the meat wasn’t you weren’t eating?
Macy
I wasn’t eating. I wasn’t hunting. We’ll just say that. Yeah, I think you know, being liked is not enough to hunt. You know, it’s just not enough. It is very important. And this whole attraction marketing, curiosity marketing, it’s very much so hey, just be like, be cool. Be cool. Be liked. Be chill. Don’t be so thirsty. But what I found is that I wasn’t really actually helping people. And so I mean, my back was just against the wall. It was go get another j-o-b or figure it out. And once you leave a job. It’s very hard to tuck your tail between your legs and go back to the zoo. And so I just I said, Okay, it’s my last, my last resort here. I think I’m ready to try. I have nothing to lose at this point.
Kat
As the middleman here, yeah, who’s like, looking at Loy and Macy. I’m just thinking, Okay, you’re obviously the daughter of this person who you’d spent decades, right, that two plus decades at that point, building this material, right. And I just think it’s so it could get so lost on people because it that comes out of my mouth quickly. Two decades. Yeah. It took me two seconds to say that phrase, yeah, but 27 years for your daughter. And you’re even doing this before she was born. That amount of time of the sales training, the learning, the wanting to hunt, the learning behind mastering the hunt, and enjoying the game. And I think that it’s just so cool to see that you were patient, and you weren’t doing it so that Macy would carry on the legacy. Right? But yes, but no, right. Because you love your family. You knew you’d love your future family. But it’s just so cool to see it come together without the expectation that that was the thing.
Loy
I knew this thing that I had been tested the staff every year, I knew that it was really good. I knew it was. And the story of the beach. I got my whole family down to the beach before Macy and Austin were even married. And I brought the I brought I planned and I brought stapled sheets. She says Listen, y’all, you need to learn this. This is good. I brought the boys and the family over cooked up steak dinner one night, after dinner, I sit down, I put the Psychology of Winning on the thing in the living room. I said, let’s listen to this. I knew these things were so powerful. Yeah, I just couldn’t get them to pay attention. Right? You know, so I was trying, though.
Kat
Yes, you’re sure were you really were I love it so much. And it was I just again, it’s because you kept it documented in your heart. And top of mind for you. It wasn’t like, oh, I read Psychology of Winning in 1989. And all that. And you know, you just kind of made notes and never looked at it again. You really kept up top your mind so that you could reinvent it. Yeah. So it could become so much a part of you that what you teach now what you teach us what’s, you know, the Guide Culture is not like the same as maybe what you first did.
Loy
It’s continued to evolve. But it was a rescue for me once you’ve been rescued. How do you leave that? Right? I cannot leave those three things, sales, you know, running, running everything around the people business, the sales, business, everything you do. The motivation of the belief in yourself and the script for identifying who you really are. And those three things. Where do you go from there? There’s nothing. But this, this, the sales training, which we’ll get to in a minute, the one thing that was missing so much and all this training was the application pace. You never practiced. You know, you read it in a book or somebody tell it to you on a webinar or something. But you never turn it on do it. And it’s totally different to hear than to turn around and try and try it over and over and over and over. I knew that was missing. That’s what when Macy said, Well, let’s talk about you first Kat. Kat was at her j-o-b. Yeah, she was unhappy. And what did you need? The rescue.
Kat
I did. I jumped out without a jacket.
Loy
When you got the rescue, you started taking off with your things. You saw it too? Yeah, we all three had the same thing we saw, we got the rescue. And now we’re all still doing those same things. Because once you get that, where do you go from there? I don’t know where else to go. But you can go deeper and get better and let it evolve and get whole new meanings of it every time you go through it. And you do I mean, you read something you see a movie, every time you pick up a new meaning. And these this thing that when you get immersed in it with this group we do in the labs, which we’ll talk about a minute in a minute, is just phenomenal how you start coming out how you develop.
So we had the research, but we had to write the book. If you ever tried to write a book, it took us a year to put this together in a form that we could present it. Macy came to my office or she was at my office she was walking out she turned and say dad my people don’t know this and they need to know it. Will you partner with me and teach this? I said Macy yes, under one condition that we can set up a way that they can practice just like you did after every session. So we can build it, let it build itself. Yeah. Then we learned that once we started that, if someone would miss a lab, we say uh oh, how do they go to the next step. And so immediately we said, nobody left behind. And we’re gonna make you do this lab if at all possible. And so we can get you to the next one. So that was our philosophy and still is today, we really try to help you make sure you get through the program, a few people have slipped through without doing it. But I’d say less than a handful have slipped through. I’ve done several, just one on ones, hey, let’s get this in.
Kat
And it’s becait was really born out of, of course, it’s a great spirit and a heart for you know what you’re selling. But even more the fact that you went through decades of training with no application, you knew the pain of investing 1000s of dollars into something for someone to not maybe purposely but they didn’t really care, right? They did their job, it was your job to go apply it. But you knew that it would again, collapse time for someone to look at your statement, refresh it, coach it and then go back out into the why
Loy
And the other thing is for this program to go, which is going it’s going well, it’s getting even better. But in order for it to go, it has to work for people. It’s only going to work for people if we go through the process, we’re doing it. We teach it, we give a chance to internalize they get in lab they get reinforced they practice. And over time those reps. I just heard something that rehearsal in another country can use exactly but they call it reps repetition. Oh, they don’t call it rehearsal. They call it repetition. We call it reps. Yes, we do. Because as you do it, you get comfortable with yourself with what you say. And all that.
Macy
One thing I think is worth mentioning just about this practice. You know, the moment you said under this one condition that people can practice it. Of course, it was very quick for me be like, oh, yeah, no problem. And then, of course, when the rubber meets the road, you’re like, Wow, this is way more, it’s way harder. It’s way more work. It’s way more responsibility. Like, there have been so many moments in the beginning that I’m like, is the practice worth it on my Yeah, of course, I know. It’s worth it for other people. But when you don’t have the hands on deck, it was like, I mean, it’s been for hours of one lab, people coming in and out in and out. And it was really like there’s just a lot of tension. I remember towards the beginning. And now of course Sarah Stapleton is like one of the best leaders that I know. And the coaches do better than even we do. And also it has really handcuffed us a lot like we can only take so many students each round. And Mike, when people say like, can you 10x Like no, we can’t, we can only grow low and slow. We can only grow to the point as good as our coaches are as good as the results are for our students. And that’s it. And it’s been handcuffs that have been so in the best. It’s been so worth the the vision of like really getting people to the next level not necessarily passive, you know what I mean?
Kat
Yeah, and I can say from my seat since Macy was, you know, doing labs with Loy, I remember being like, gosh, I remember being bathing Lucy as a few months old. Yeah, listening to lab, you know, I was just like, because we could just pop on, pop off. And there’s a big group for our labs. And this is where people are getting reps. And I just remember listening. Yeah, you know, and so it was just rogue. And then fast forward to when I came on the team, you know, it really became this more like, Okay, how are we going to market Guide Culture? Like, how are we going to do that? And my point in saying this is that those labs, that underground thing that no one sees on Instagram, or Tiktok, or anything. That underground is what’s built guide culture is the reps that is the student success, it is the coaches, and I will just be honest, we are not marketers. Yeah, we are salespeople, helping coaches coach and get results for students and helping them win. And so, so much is under the surface.
Loy
Well, first of all, why don’t we call it lab? My thinking was, we gotta have a way to practice what we’re learning. And I thought of a science lab in high school, you know, you do the stuff and go the lab. Oh, yeah. So that’s how we got the name lab. But look at what has developed and I kind of suspected this might happen. And this happened much bigger than I ever dreamed is the of course the personal look at the personal touch we got with every student. But yes, it was a three and four hour lab and yes, we did every one in the beginning because we haven’t coaches I was the coach and Macy started helping to coach and then you started having to go but in the beginning it was but look at those personal relationships, those touches that fulfillment that comes with being that close with people and helping people and you know, and then so you build that and and also, it’s almost a spiritual connection that’s forming between these labs in you and when you feel supported in this kind of an environment this pure and good environment.
As you start to grow confidence, you start to see something in yourself, you start to feel like you’re part of something. So there’s a lot of good things that go with the, the hard part about doing labs. Now, one thing about the labs, we had the two and three and four labs on those labs, how would see the same person on that Zoom call sit through the entire lab, some people sit through the whole thing. Now what does that tell us? They were in the rescue. They were feeding off this. Because the lab you learned a lot this by the way, we coach somebody else. You know, you’d learn things. And so when you see people sitting down for the full 2, 3, 4 hour lab, you know, there’s gotta be something there for them not to leave. Or at least, you know, take the video off the screen. No I see them sitting right there the whole time. Yeah. And for me this like, wow, this must be feeding someone for that to be happening. Yeah, absolutely. And some of those people now are some of our very best coaches, you know, they just, you know, got it into their self so well. And the coaches now are really high level, it’s always, you know, have to have the attitude and aptitude. And the the, the person that runs the labs, the very, very strong, strong person that runs it, Sarah, you know, was on her resume. Her resume said, mom, but man, what she is, is phenomenal. So don’t always go on resume is more like who are you?
Now, of course, we have the academy now, because many students after their cohort will say, what’s next, I need more of this. And that’s why we created the academy to continue on, because I do believe in the two five lifetime, it takes about two years to get to the learning curve where you kind of feel like you know what you’re doing? About five years, you say, oh, I didn’t know it all it at two now feel much better five. And then once you get there, he’s like, I’m here for lifetime. Yeah, I feel I believe in that two, five and lifetime things. Now, from the rescue, to the jungle to the research, to building the lion in you. In our basement at home, we have little puppet show props for the little grandkids. We’ve had that for a couple of years. So the idea is to get down there, put the puppets in your fingers and do a little performance, get creative thing going, you know? So I can say many times we’ll be sitting around, Kamrie go do a show. Macy go do a show, Alex Linda, and nobody would do a show. You know. So I get down there and put my things on and start putting on the show. It’s not long Kamrie’s down there doing it with me. So all of a sudden that puppet show goes from dead to alive. And I feel like that’s what happens to people in Guide Culture. They come in, and they come live with all these new ideas. They get creative, they start finding things in there, they start seeing it from a different perspective. People just come alive when they come through the program. And it goes well we have is proprietory This is a lot of content, a lot of book, it takes a while to get through as I knew when we did I knew it was a lot. But also knew we needed all of it. He couldn’t just piece it together and get you know, let’s do 10 courses and sell all these courses. I said no, yeah, they need it all. If we’re going to do it, it has to work for paying 2%. So what we have to do is repeat through Academy basically, we continue to repeat that point. And so I’ve taken all the courses, I’ve got a master’s degree, I’ve worked for a major corporation that does all the training the product and the sales training, I’ve done a lot of things. I have never seen things like this never. It’s a proprietary program. And it’s a noble program that you’re only going to get here you’re not going to find it anywhere else. And the experience that you enjoy here is extremely powerful. It can bring you to life.
And so you start to internalize it and then you start living with it. That’s how it transferred all parts of your life. You know your family, your leadership, everything gets transferred through this is just changing who you are because you internalized is happening in the background automatically, many times that you know you’re doing it. And that’s what makes it so good because you can be you with your personality. But you’ve got these principles running in your background. And as far as myself, my dad saw such a change in me when I started my rescue program. I didn’t know that’s what I’m calling it now that you guys would look back on so it really was a rescue program. But my dad when Alex and Macy got towards the end of high school he said hey, I’ve got a scholarship for your daughter’s when he found a program to put them in. Because the other three grandkids after graduated college he tried to get them to a program and he sponsored it. And that was based on what he saw the change in me, he saw me. So it happened to me. As soon as I graduated, he tried to get them to go do what I did. Wow. And so when Macy and Alex came along, because simply because of what he saw and made the change.
Macy
And I think that’s something worth noting is he was not a wealthy man by any means. He believed in education. He believed in education, but he also believed in being in the zoo.
Loy
Yeah the safety, not taking the risk.
Macy
He believed in education. So that’s a really big deal. But even I mean, he was, you know, barely getting sausage biscuits at McDonald’s. He’s trying to find a scholarship for his grandkids. That’s really special. And it really is.
Loy
So that’s how to develop it is a you can maybe tell your experiences some, we do have some social proof from the students.
Macy
I’m curious to know your perspective of watching it become what it is at this point because a lot hasn’t changed. But then again, a lot of it has changed in the same way. We were looking at our old very first workbook, a lot of the points are the same. It’s just kind of like, demonstrated and nourished. Curious about your perspective on the development of it over the last four years.
Loy
Honestly, I don’t, I don’t really think about it. I’m always what’s next. And it is is if you stop and think about it is is phenomenal. is amazing, is a miracle is like How did this even happen? I will I do have a little side story that will go maybe answering that question. Maybe there’s a little bit of subconscious going on a little bit, doling it out in the universe, kind of a thing, I don’t know, because when this space down here that we’re in was unrented. And because this my building, we had the upstairs, we’re upstairs. And at this, I’ve had a hard time getting people in and out trying to rent it down here. And Charlie was in my office. And we were just first starting to kind of play with this. And we’re talking about the space down here. And I said, wouldn’t that be a good training facility? If Charlie and I didn’t dream is no way that that was even in any kind of truth to that, but it just it just that is said. And then Macy one day said, we’re going to that space down there. She says why you don’t have, you know, because we’re going to using polo for space. Maybe I’d like to kind of. And and I knew that she had some momentum going, you know, I felt comfortable with the investment. So I became the bank and the general contractor. And she paid it all back. But I was the bank to sort of, you know, let’s get this thing going. I believe you can make this work. And so just one thing kind of leads to another you don’t really plan it. Yeah, that’s why I don’t set goals. Because I’ve heard I’ve set myself short. If I set goals, I just kind of do what’s next I go with a lot of field. Now right now. So now that we’re teaching, we’re kind of getting settled in. I’m working on okay, how do we perform the teaching is better? We’re working on that we’re trying to go what’s next? What’s next? And so it’s amazing.
Kat
crazy you know, we I think about like, you know, God watching Loy just put that in his first words into the Excel sheet was just one brick by brick by brick into this. It’s crazy. The points are the same.
Loy
Look how much that did for me to putting all that in. I internalize it is. I’m gaining the benefit from that just by the fact of doing the work.
Kat
Exactly. And, you know, we experienced that too recently as the reinvention season we’ve been in Yeah, not changing the content. I mean, someone could read this after taking the training and be like, Oh, wow, this is what I learned. But they we’ve experienced the same thing as we reinvented the you know Guide Culture eight week training into what it is now. And before we go into what it is now. It’s funny, we would teach in person on stage, go back, have a quick drink of water while we’re on a 15 minute break. And you’d say something like, Man, this is like school, like this is like being in school and in the best way because it’s not like the zoo type of school. It’s like, the metaphor is escaping me but just like a safe haven, a rescue station before someone goes back out and takes on the wild again, you know, but you’d always say that you see even in team Tuesday meetings this is a school like this is not a training. This is not a course and the reason that would come up is because of our marketing you with an elite training, elite training and you’re from borderline frustrated. Yeah, this is a school though. You know, it’s bigger than what we’ve been selling it as.
Macy
Yeah, absolutely. It’s interesting because the school, you go to normal school, you go to You college and it’s kind of because you have to. And that’s why the school feels so different. I was just listening to a podcast this morning. And it was entreleadership, Ed Mylett and Ed was saying how kids lose like when they’re younger before school, they have like an insane amount of imagination, dreaming. And by the time they’re out of school, they lose like 95% of it. He’s like, I think a lot of this because of the school system, sit down, be quiet, right answer wrong answer. This is how you do it. There’s no, this is the formula. This is how you do the algebra problem, you know, and it’s just been so cool. Because this school, the guide culture school, is like, forces you to think creatively. We’re not gonna give you the answers, we give you a framework, but they become tools for you to be able to go and hunt and like, do what you need to do and bring out the best in you not fit in a certain box. You know, it’s a school, but it is a very specific special type of school. And that brings the most out of you. Not puts you in a formula.
Kat
100% we like to call it being limitless. Yeah. Because you’re not stuck in you know, what you think you should be doing? Or told or whatever, even just the classic education model. Yeah, this is different. Yeah.
Loy
And really, the thing I’ve been saying lately is that it doesn’t matter what level you’re at. If you come into this, in, you buy in and you do the work. It takes wherever you are whatever you’ve got going on and brings out something else. Something new. So don’t ever think that you’re past this kind of a skill. Oh, yeah. You’re not past any skill, because every skill is going to bring something. Yeah. And wherever you are, it’s going to take you somewhere else. Yeah. But that requires you to get out of the truck and start pedaling. Yeah, you got to do the work, and you got to buy in and get and try.
But the one thing I love about this, just what you said, it brings out the creativity, because we all have our own tales, their own experiences, our own things, and it starts bringing that in you what’s really special and everybody’s special you need to have, you have a gift, right? And it starts helping you to bring it out and discover it. So many people have come through here and completely pivoted saying, now see what I really want to do. Now I can feel the Spirit moving me in a direction that I haven’t been I’ve been trying to find something but yes, for me, it’s always I’ve just been led, I suppose if I follow what’s next. And luckily, I went from following the crowd, to deciding that good impure is the way to go. And following that crowd and following the wrap, you know, leadership in my life. When you come to the school, then you get all the people in there with you. Yeah. And everybody starts, you know, synergizing on each other becomes pretty powerful.
Kat
It really is. And you know, traditional school, you you kind of go to say college so that you can get into the zoo that you want to get into right? Get the food that you want to get is that oh, they sort of prime meat at this zoo. Or it’s like how fancy of zoos you want to be at? Because it’s, you know, the, the model for this world. And there’s not been a school yet that teaches you how to hunt. Wow. Right. And so that is why Guide Culture School of Sales now exists to send you not to, you know, med school, business, school, dental, school, whatever school, this is sales school. And this is not only the skills that you need to hunt, but the skills to make your life better. We say sales skills or life skills.
Loy
And we mean, we’re just like, I used to teach my staff on a regular basis, like yeah, we’re an insurance agency type business, but we’re really in the people business. If you’re that attorney, that your doctor, you’re whatever you are, you’re still in the people business, if you’re a dad or a mom, you’re in the people business. And this is what we need to understand and really be good at no matter what we do
Macy
Majorly. And it’s just so it blows my mind. It blows my mind how people get a piece of paper a degree. And they just are like, this is this is it. This is what gives me the zoo, the best zoo that could possibly be in, when in reality, you actually still have to hunt, you still hunt for the zoo, you know, so to speak, but also to be in the seat that you want to be in whatever that looks like. I was just doing some research on MBAs. And the one MBA looked at looked into UGA called Terry College of Business, what their MBA programs were, and the only it costs $72,000 To get an MBA, by the way, and the only course that offered anything related to sales was negotiations. Kat you made a comment you’re like, well, well, if you go into every conversation, thinking of it as a negotiation like good luck, that’s not going to go well for you. And what’s interesting about negotiation is like you still need sales skills and understand people in order to build the value so much that people believe that it’s worth what it is. Just like wow people pay and go into debt, major debt that they sometimes never get out of, for something that they still can’t even hunt with, right? In school can be fun and very safe, like a binky, like the little blanky because it’s like, this, quote will guarantee something and it just won’t. Unfortunately.
Loy
One good thing about the rescue formula is that we started learning to hunt first, right? And then started going against the degrees that went with whatever hunting skill we wanted to have. Yeah, the hunting came first. I had to get an insurance license I had to get, I’ve gotten all kinds of degrees. I’m a certified Risk Manager, I’ve all the things because I needed my product knowledge. Yeah, but the sales is always worth it.
Macy
Kat made a really good comment about is like the hunting first. Something about having this knowledge early as early as possible is it just gives you like a level of context that you haven’t been able to have before. I think a great example is Dr. C, she’s a functional brain doctor. And she said, it wasn’t until after her degree. After her doctorate, she realized, man, it’s still my job to get people to stay, it’s still my job to get people to do what I prescribe. Even if it’s going walks, even if it’s doing just like a person drinking the water is not enough to know that I need to prescribe. It’s still my job to make them actually act. But it wasn’t till after her doctorate degree. It wasn’t till she’s been in business hunted for a minute. Then she came here. And she’s like, well, let me think about all the experiences I’ve had that I could have gotten them better results. So I think the context as early as possible, will really take you further faster and collapse time. And our patients are getting better results. refer it like it’s just a totally different ball game with the School of sales and back pocket.
Kat
Yeah. And that’s why we’re so passionate to get people into this school into sales school. Because while the technical degree is important, you need, you know, you need to know your profession and be the expert there. Absolutely. It’s how do you make it work? How do you stay in the people business to get your clients results, because like we say, with labs, that is what builds the business, not how good of a marketer Are you but help us have results to get, it’s by selling people on the prescription on the you know, on the program is to stay in and to actually apply it. So that’s why we take the school of sales so seriously. And we can’t wait for everyone in the world to take it.
Loy
Just for a little bit of the social proof to take a handful of people to a few people that have taken this because the more I see it, the more I see people taking them like wow, this is really, really special, because I don’t think about that much. But once a while, and I step back and look, yeah, I hear the testimonies when people say,
Macy
I’m the one screenshotting a lot of the testimonials. So I’m reading them all the time. I mean, the first person that comes to my mind is Jeanette, and she posted our academy portal all the time. She’s like, Yeah, I went to figure out how to, like be involved in organizations, and they’re like asking me to work for them. Right? She’s like getting these opportunities just by having the school of sales principles and her software. She’s able to sell herself without even trying to, and she’s getting these opportunities. She’s literally saving pets in ways getting blood work done. You know, when someone’s like, Hey, here’s your $200 dog, do you want $1,000 blood workup? Of course, most people are like, they’re probably fine. But her ability to like really peel back the layers and help people see what they actually want. And this is gonna save. I mean, she is having winds that are really life commissions, as I like to say, way more than I even realized was possible by watching her communicate to her patient
Kat
Another tangible thing that’s happened to her is that she’s been able to because these, she does what’s called like, basically travel vet to different doctors offices, which is a freedom in and of itself because she works for herself now. But she’s able to go to the doctors, she wants to go to spend less hours with the right with the right doctors and the right dogs, I guess. And charges she wants to charge. I mean, that’s huge. That’s business, right? It’s having that ability to decide for yourself right. And people don’t think about it twice. Another person that comes to my mind is a teacher. And one of the stories that come out of her heart, it because she has a business called germinate and it’s a course at the biggest agriculture conference in the country. Okay, this girl has grown this in the last few years. But the stories that she loves to tell us about her students who take seriously like, what they’re learning in their agriculture classes, and making their life better, making better decisions for their future, all because of her being able to sell them in the classroom. And that’s what brings her purpose. And her work is the ability to make the students lives happy, happier futures and stuff. And that’s sales. That’s what our mission is to make people see help people see that sales skills are life skills, and that you’re selling all the time whether you’re a parent, a teacher, a vet, a doctor, you know, whatever.
Macy
Yeah, that’s amazing. If you go to our enrollment page, you will just click testimonies. And you just scroll and scroll and scroll and just look for the combination if what I like to call life commissions, money commission, people commission, because that is like your life, you’re either going to be told a story or telling the story. And sales helps you be the one to tell the story. Absolutely. Let’s talk about the difference between the eight week training and school sales. Now what’s wild is that it’s obviously the same, the material has not changed. And I’m, I’m having a hard time ever envisioning it changing. It’s only getting deeper. There are way more details and the delivery is different. So those are the three things and it’s deeper, it is more detailed. And the delivery is higher quality, the reasons the delivery is going to be different. Can I say the amount you say it, okay, so for the first time ever, ever, ever, we will be teaching the school of sales training live.
And when I say we’ve been preparing for this moment, we didn’t know when exactly we were going to teach it. Like, we were just like, hey, when it comes back, when it’s time to come back around. It’s it’s going down in a different way than it ever has before. In fact, we just, it’s just crazy how things just develop so quickly, we did a live viewing party of session one of our training and it was just so obvious how much just like we’ve grown and material has gone deeper, even within the last year.
And so with that the entire training has been completely remastered. The entire workbook has completely been remastered. It matters so much. It is the desk accessory that never leaves as you’re writing, as you are on sales calls, as you are in DMS talking to people. This workbook is what you refer to over and over and over. But what has happened to this workbook. There’s like science behind the workbooks. We did some research behind Hey, what makes a great workbook great. And all of us would implement into this workbook. I mean, honestly, the highlighting alone is worth it. That’s all I have to say about that. Yeah. So that’s something that you can really look forward to is is going up the spiral in the sense of, hey, we’re in obviously for if you’re an academy, this is something that you already have access to. And so I would just encourage our Academy members, you’ll be invited to come live as well, is really looking to like, Hey, how can I just like go up the spiral, listening to the new details, listen to the news stories and the new way that we deliver it. And another thing that’s happening for the first time, ever, ever, ever, ever, ever, ever, this is a this really is such a big deal.
Kat
I know, I’m so excited about it.
For the first time ever. When you enroll into guide culture School of sales, you will be auto enrolled. And as part of your enrollment, you will be in Guide Culture Prep School. Now Guide Culture Prep School is exactly what it sounds like it will be is preparation for your experience in Guide Culture Sales School. And what that really looks like is hey, we’ve talked about labs, we’ve talked about the the performance and the you know, getting the catch and all that stuff and making sure that your performance is the best it can be. And so our due diligence to making sure that that is possible, and it’s the best it could possibly be during your eight week sales school is to get you in prep school. So you’re going to learn what is the right mindset? What are some of the techniques you can be practicing? What is some of the stuff that you can be pulling from you’re learning, right from your business from your future business? All the ideas you have. People who say, Hey, I don’t have a business, I do think I might have an idea is going to culture still fit for me? And our answer to that is yes, get your butt in prep school. Because that right there, you’re going to learn something called the product knowledge formula. To insert what’s in your brain, we’re going to brain dump the right way so you can implement into the formula quickly. Your coaches are going you’re gonna be working with your coaches so much more efficiently because of prep school and you Your hearts gonna be ready, you’re gonna know how it operates. And I don’t even know what to call it, but like a fast track, in all the ways with your brain, heart, spirit, all that all of it,
Macy
We’ll probably do a whole episode on prep school and kind of all the moving pieces to this next enrollment season of guide culture. Because there’s so many new things happening, we will make sure you feel really good.
Kat
Yes, one detail that is important is that you can get your prep school will be taught live on July 5. So when you get your seat to Guide Culture School of Sales before July 5, you can be at prep school live as well as attend your eight week sales school live as well. So July 5, is an important date because you will get prep school regardless, if you want to be there live, which I always recommend you be somewhere live. Yeah. Because that’s where the action that’s where the living, breathing question asking, you know, you get to be really in just in the wild with it while we’re teaching it, and then I think you’ll get more out of it. Absolutely.
Macy
So go ahead and get that on your calendar July 5. Like I said, there are so many more details to come. But one place that all the details will be that you can go ahead and look at the enrollment page, go to the enrollment page, check out the dates, check out the options. There’s gonna be information about prep school, go to the testimonials, take a cruise and it has asked us any questions that you have to save time and make sure you’re a good fit messages @theguideculture on Instagram and we will take good care of you very, very quickly.
Kat
Thank you for listening. Hope you’re excited with us and we’ll talk to you soon. Bye bye
