Cynthia Kersey’s Unstoppable Giving Challenge

Millionaire Mentors ProgramWhat Will YOUR $1,000,000 Idea Be?

Mentor: Stewart Emory

Twelve world-famous millionaires share their private secrets for generating $1,000,000 ideas...without accepting a single dollar in return...and show you, step by step, how you can create one, too…All while saving over 4,000 children’s lives!

James Cameron

Bob Proctor

Jack Healey

Rev. Michael Beckwith

Mark Victor Hansen

Wyland

Robert Kiyosaki

Bill Harris

Dave Bach

Dr. Ken Blanchard

Stewart Emory

Lynne Twist

www.unstoppablegivingchallenge.com

© 2008 Unstoppable Foundation.

G I V I N G

THE MILLION DOLLAR IDEA:

HOW TO DEVELOP A MILLION DOLLAR IDEA

TO CHANGE YOUR LIFE

AND CHANGE THE WORLD

Cynthia Kersey interviewing Stewart Emery – Mentor #6

MS. KERSEY: Hello. My name is Cynthia Kersey and I'd like to welcome you The

Million Dollar Idea: How to develop a Million Dollar Idea to Change Your Life and

Change the World. And I'm excited that over the next few weeks, I'm going to be able to

bring to you 12 interviews of world famous millionaires, philanthropists and business

leaders who will show you their strategies for not only generating ideas that can make

you millions of dollars, but then how you bring them forward in to the world

And, of course, the intention behind this course is to raise money to build a minimum of

40 schools in Africa, so I'm so grateful for every expert and mentor involved in this

course. They are doing so as their way to give back and really support this important

initiative, which is sponsored by the Unstoppable Foundation, and I'm deeply grateful to

you, the listener, for your support, your contribution and really being a part of this

exciting course.

So today I'm very excited to introduce to you our next million dollar mentor and he really

is an extraordinary human being. I'm so happy he agreed to be a part of this. Stewart

Emery is the co-author of the international best seller, Success Built to Last and Do You

Matter? How Great Design Will Make People Love Your Company. He has a lifetime of

experience as an entrepreneur, an executive coach and leader and is considered to be one

of the fathers of the Human Potential Movement. Stewart serves as Visiting Professor at

the J.F. Kennedy University School of Management, and for over 12 years, he has led

thousands of employees and hundreds of managers around the world through Vision -

Values - Strategy, leadership initiatives based on the research from the international best

sellers Built to Last, Good to Great and Success Built to Last. Great books. This body of

work is developed from the most comprehensive research project ever undertaken into

what makes a company great. How companies become great companies and the traits of

enduringly successful leaders who build great companies. He is the author of two other

best selling books; and Stewart has led workshops seminars and delivered keynotes all

over the world, and it has truly touched the lives of millions of people, and today he is

going to touch our lives by really bringing his wisdom and insight into how the listener,

how you can develop an idea that is so big and so inspiring and it makes a difference in

your life and the lives of other people. So without further ado, welcome Stewart to our

call today.

MR. EMERY: Well, welcome and it is wonderful to see everybody on the internet or

however they are going to access this content and, you know, we used to say in the old

days. I won't say how old the old days are, but in the days when television was just

getting started that radio was television for people with imagination, and I grew up

listening to radio series as a kid. I think that I've got listeners to bring their imagination

to the party today.

MS. KERSEY: Absolutely, because you know that is where big ideas start.

MR. EMERY: Absolutely.

MS. KERSEY: So when you hear about this course, The Million Dollar Idea Course,

How to Generate a Million Dollar Idea To Change Your Life and Change the World, how

would you assist someone if you were consulting a big corporation or entrepreneur?

What process would you take someone through to help them identify and then develop

and deliver a big mega idea?

MR. EMERY: Well, we have to do a virtual PowerPoint, but we have a lot of research

that says virtual PowerPoints are even better than real Power Points because real

PowerPoints are deadly. It is called death by PowerPoint in corporate circles and for

good reason.

MS. KERSEY: That is so true.

MR. EMERY: So the first place. we have to start is to become really clear on something

we are passionate about and if you don't get that bit right, you can forget about everything

else. When Jim wrote Good to Great, he discovered the core circle. There was a three

circle model, and where the circles start to overlap as they are driven together, it kind of

gets the success, so both in Jim's book, Good to Great, and our book, Success Built to

Last, we found that the top circle, if you imagine the circles are arranged as an equal

triangle with the base at the bottom, then the top circle is what we are deeply passionate

about. What deeply matters to us.

So I will tell you a story. I was at a university where we are helping them reinvent what

they stand for as a university, and it is the biggest liberal arts college in the country,

actually, and they are wonderful, wonderful people, and on campus they have projects for

the kids in the business school, and one of the projects they had started a coffee shop

because there was no Starbucks or no pizza on the campus, so they started a coffee shop.

So I'm back there and I'm, like, I'm really, really into high-end coffee. I mean, I'm a

coffee geek, as they are called, and I'm always chasing the elusive God shot. In espresso

we call them God shots because you pull a shot, you smell it, you take a taste and you go,

oh, God. That is called a God shot, so I walked into the coffee shop. I'm all excited.

There is this gentleman who looks like he is not from here behind the counter. I asked

him where he is from. He says he is from Ethiopia. He speaks impeccable English. I

said, that is great. That is one of the great coffee producing regions. He said, it is? I'm

saying, did I hear that? Say again. He said, is it? I said, oh, absolutely. I said, they have

wonderful, wonderful coffee. I said, why? I'm surprised you don't know that, and he said,

well, actually, I'm not into coffee. And I said, so you don't know the coffee because? He

said, I am not into coffee because I did this shop as a project, you know, I did the

business plan. It looked like a good business idea and so, you know, I'm just doing the

coffee shop. So I said, make me a cup of coffee anyhow. I don't have to tell you that it

was awful, and I told the story. I did a keynote to, like, 2,000 people in the auditorium,

and I said -- I told the story there and I said, you're told, I know, that if you are going to

go out into the world to start your life, then you have to do something that you love, but

I'm not sure that you know why that's true. I think perhaps you think that it's true because

it is a nice thing to do something that you love, but the reality of it is, in the modern

world, if you don't do what you love, you'll lose to somebody else who is doing what you

are doing who actually loves it.

MS. KERSEY: It gives you really a competitive advantage. You know, not only because

you are going to have more joy and meaning, but if you are not, somebody else is going

to do it better because they are bringing that love and passion to it.

MR. EMERY: Yes, and it is not really a competitive advantage. I will go as far to say

it's a competitive imperative. My favorite story about it is my friend and colleague, Bob

Thompson, was hosting a symposium up in Washington State and Bill Gates was on the

panel; and Warren Buffet was on the panel. So these are two chaps that have done quite

nicely. They've had their share of million dollar ideas, and so Warren Buffet goes in and

says, well, you are about to go out in the world and graduate from college, and so it is

really important for you to do what you love. I absolutely dance to work every day. I

just have so much fun, and a graduate student puts his hand up and said, well, with all

due respect, Mr. Buffet, that's easy for you to talk about, but we are going to go off and

I've got a family to support and I've got to make money and I've got responsibilities and,

you know, I'll just have to do what I have to do and then one day, I'm really hopeful that

I'll find what I love to do; and then do that. He said, I hear people say that. They come

up and say, you know, Warren, I don't actually like the job I have all that well. In fact, I

don't like it very much at all, but I'm going to do it for five years or ten years or 20 years

and then I'll find what I want to do, and Warren looked at the student and said, you know

something? To me that makes about as much sense as saving up sex for old age, and I

just think that is what says it.

So that is the first thing people got to do. They've got to find an area of their passion, and

I tell you, it is very hard to get ideas funded, but even when it was easy. At Stanford

there was a lab and we would put people through this thing called a Rebel Lab started by

a noble prize writer. It was the sociology department of the business school, and we

would bring people in and we would put them through an interview process, and if we

weren't clear that they were deeply passionate about the idea that they were requesting

funding for, if it was not something that deeply mattered to them into which they were

going to invest great meaning and energy, they wouldn't get funded, and we were just

overwhelmed by people coming who, you know, death by PowerPoint and all these

business plans. One guy wanted to start a social network. That's a good idea. Social

networks have been million dollar ideas. He wanted to start one for parents and families.

So during the conversation we just casually asked him, well, by the way, when did you

last call your mother and what did you talk about? Turns out he called his mother on

Mother's Day and Christmas and her birthday, all obligatory. Guess what? We didn't

fund him, and people look aghast at that, but that is the reality, so that is the first thing

that you've got to do.

MS. KERSEY: Right. Exactly.

MR. EMERY: That's a long answer to a short question.

MS. KERSEY: Well, it is important. And I find that a part of my work is really assisting

people on finding what does give their life meaning and what are they passionate about.

How would you assist people in finding that?

MR. EMERY: Well, we usually walk them through a questionnaire. It is a little difficult

to do that over the phone, but there are some clues (and we talk about it in more depth in

the book Success Built to Last), but essentially we ask people to go back to when they

were quite small to a time when they would perhaps daydream extravagantly and think

about, well, one of these days when I grow up I am going to, or they look at passions or

curiosities that they may have had that may have got kind of put in the basement because

they didn't get parental support for it or cultural support for it and to start to reexamine

those. We say it is those silent screams that live in the dungeon of our soul: ideas that

are being suppressed down there for whatever reasons. Start to look at those. And then

start to notice what we are curious about or start to look at something we might actually

do for free. Even if somebody was paying us, we like it so much, we'll do it anyway or

start to notice something that we do that when we start doing it, time just starts to vanish

as a concept, and I do that as something personally. I'm a passionately curious person,

and I've followed a series of passions and done multiple things in my lifetime, and that's

what really worked for me.

MS. KERSEY: What are you most passionate about now?

MR. EMERY: I think what I'm most passionate about now, and so I have to say this. I

don't know whether you saw City Slickers. Did you see that movie?

MS. KERSEY: I did, yes.

MR. EMERY: So remember when Curly is talking to Billy Crystal and he said, well,

what is the secret of life and Curly holds up one finger and says, one thing. It is one

thing. You've got to find what the one thing is. And as we interviewed the world's most

successful people, you know, we interviewed people like Gates and Buffet and Jobs and

Michael Dell, and Sir Richard Branson, and we also interviewed great humanitarians like

Nelson Mandela and Archbishop Tutu and Muhammad Unis who subsequently won the

Peace Prize for microfinance, so we talked to these people and we found it wasn't just one

thing.

They had what Michael Angelo described to us as a portfolio of passions, and it was the

intersection of those passions. Mostly what I'm passionate about is working with people

who either have found or who are committed to finding what they love to do, and then

coaching them to become world class at it because that's the next part of the magic. You

know, if you say you want the million dollar idea, you've got to get good at whatever the

idea is because -- I have a dear friend, just did a great book called Concept to Consumer,

Turning Ideas into Money, and Phil Baker was at Apple where I met him in the first

place, but he did the production engineering, turning the sketches and ideas of the design

people into a finished product of Polaroid for the FX 70, you know, a legendary product;

and he did prototypes. It became things like the Mac Book and I Mac. Phil is a

wonderful guy, and in his book Turning Ideas into Money from Concept to Consumer, he

points out, the idea is only 10 percent of the idea - only 10 percent. I find that's difficult

for people to grasp because they really think that if they just have the idea, then they'll

make a million dollars, but, one, it's got to be a good idea, two, they've got to be

passionate about it and then after that 90 percent of it is what we call execution. Will you

get good enough at it fast enough to be able to bring this to market before somebody else

does it.

MS. KERSEY: How would you recommend people do that? Let's say they come up

with an idea of, you know, a new video game or whatever, so they have this idea. They

are passionate about it. They love video games. What would you recommend would be a

really solid way for them to get good at it really quickly?

MR. EMERY: People -- so let's just back up a little bit. So let's say we have somebody

who is passionate about something. They also need to do an inventory of what they are

really good at.

MS. KERSEY: Right.

MR. EMERY: I'm going to say that the most important trait you can develop really in

life is the ability to get good at things. Even if you haven't found what you are passionate

about yet, put effort into getting really good at whatever is in front of you at the moment

because, ultimately, that's the most important skill. We did a wonderful interview with

Sally Field and we were talking to her about leadership, and at one point she kind of got

exasperated and she said, you know, who wakes up in the morning and says, let's see,

will I go to class today or go out and lead? That is a non thing. She said, the only thing

you have control over is to get really, really good at something you love to do, and if you

do that and you go through all of the work, the gazillion setbacks you got to go through to

get really, really good at what you love, then people come to you and say, will you lead

us? And that's the story of the people we've talked to who have been very successful.

So we go back to, you found what you are passionate about. Now, look at the things that

you are really good at and look at the things that you need to be done really well to take

this idea and turn it into a successful reality at the marketplace, and then you'll have to go

out and network with people, recruit, as we say, Success Built to Last and Team to your

Dream of world class people who are good at the things that have to be done that you are

not able to do yourself to get you inside the marketplace.

MS. KERSEY: Absolutely. So let's say, for example, a person is a creator, right, so let's

just use the idea of a video game. They've come up with this whole new format for a

video game and they are creative, but there are so many other skill sets that are critical to

bringing an idea, to executing that idea, so do you have some ideas of places where

people could find world class types of people on their team? Where would you

recommend that people go to network?

MR. EMERY: Well, you go to places where people congregate who are really good at

doing the kinds of things you'll need done well, so that's why they have a Google search

engine.

MS. KERSEY: Love that. How did we live without it? I want to know.

MR. EMERY: But this is true. I mean, you want to get something made in China, you'll

do a Google search, you'll find a place to go and you'll put in a submission and barely

before you get off the send button, there'll be responses coming back.

MS. KERSEY: That's so true.

MR. EMERY: If somebody wants to do a technical product, a physical product, then I'd

say go out and get a copy of Phil Baker's book From Concept to Consumer, Turning

Ideas into Money because there is a lot of practical -- that's a practical "how to" book.

MS. KERSEY: Sounds like a great book. What's it called?

MR. EMERY: From Concept to Consumer: Turning Ideas into Money. It is a great

book. And the other thing that happens to people, once they've made a commitment to be

really good at something they love, you kind of attract other people who are good at

doing what they love to you. You start a network and there really is a network, and I

found that to be so true.

MS. KERSEY: And, Stewart, don't you find there are so many resources in this day and

age? For example, if you want to become a speaker, Mark Victor Hansen has a whole

mega speakers and other people have all these resources - National Speaker Association.

If you want to become an expert -- when I wrote my first book, I hadn't written a book

before, but there were so many resources that I signed up for and joined and literally

probably learned more about publishing and writing a book than most people would

learn, you know, in an entire lifetime because I was really committed to it.

MR. EMERY: Correct, and the resources are out there, and the book Concept to

Consumer he's got resources in there for people who have an invention that becomes a

physical product, and then if you want to write, then there is lots of resources there. I

think it is very important for people to get a decent coach, too. I always marvel in the

work we do with corporations, we all watch a senior executive kind of reluctant to take

on a performance coach in the business arena because I guess on some level, I think that

is an admission of shortcoming. But it wouldn't occur to them not to have a golf pro to

try to improve their golf game. That just doesn't make any sense, does it? I get a golf pro

if I want to get better at golf. Why wouldn't I get a great coach if I want to get better at

whatever.

So whatever it is people want to do, you can find people who are -- resources. I mean,

what we specialize in, is helping somebody become world class at something and there is

a whole way you go about doing that. And here is the thing of it. It is counterintuitive,

but talent is highly overrated as a prerequisite for greatness. I mean, you look at the

research that we have now and what I love about the social sciences, we actually have

decent research, and so we're finding that you can literally become world class at

anything you love to do, whether or not you or anybody else thinks you have natural

talent for it. In fact, we are beginning to find out natural talent may not actually exist

MS. KERSEY: So you think it is all developed?

MR. EMERY: It is all developed. The book just came out. My copy was shipped today

from Amazon called Outliers by Malcolm Gladwell who wrote the Tipping Point. He

has got a chapter in there about the myth of talent. We are doing a book around some of

that research. It's a different kind of book within the book of Whatever you are, be a

good one. Once, again, it looks at the research and says, talent is mythical. There's

probably no such thing as vocationally preordained talent that you arrive here with. You

are not a born anything, and within certain limits you can become pretty much whatever

you want to be. There are some physical limits, of course.

MS. KERSEY: You know there is research, you know, as a baby we come in with this

genius capability and by the time we are 2 years old I think it drops off, what, 80 percent

or 60 percent. What you are saying is essentially, and this is actually great news, that

whatever you're passionate about and you are willing to learn and grow and get some

coaching, that you can move into being a world class expert at it.

MR. EMERY: Yes, and, you know, it is a little bit harder as you get older and still

doable, so you can be 70 or 80 even and get really good at something, and I think this is

very, very exciting news and people that are younger than that there is absolutely no

reason. I think it is good news it's not about whether you have talent for it. Don't get

stuck with that.

MS. KERSEY: So what is your research finding? So talent is mythical. Really it is

overrated. What have you found are the key qualities that really help people become

world class?

MR. EMERY: So we go back to you got to love it. Whether you are talking to four star

generals, steely-eyed CEO's like Larry Bossidy who wrote a warm fuzzy book called

Execution, and when we were talking to Larry, he was writing Allied Signal at the time.

He said, well, you know something? I don't balk at the love word. He said, if you are

working for me and you don't love what you do, I'll replace you with somebody who does

love it because only if you love it will you be creative and put in the effort and put in the

focus and put in the concentration.

So you've got to love it because that is the only thing that gets you through the difficult

times, and we can't tell you why somebody loves one thing and somebody else doesn't.

You know, we don't know the why of that. We only know there is a what about it, but

everybody can find something that they love if they are willing to indulge their curiosity,

then there is a process of getting good at it. So I'll give you the bullet pointed version of

that. It takes roughly 10,000 hours of what we call deliberate practice within a ten-year-

period and you can get world class. Now, in an instant gratification society, that may be

a horrifying prospect. You know, 10,000 hours? You're kidding me, right?

MS. KERSEY: Ten years when they wanted it yesterday.

MR. EMERY: It is a thousand years a year. Do the math. I've forgotten how many

hours a week that is, but it is 20 hours a week, I think. What's 50 times 20 is a thousand,

yes. Twenty hours a week. But that is not just all there is to it because you can go out

and you say, well, I'm going to get really world class at golf. I want to be the next Tiger

Wood and so I'm going to hit, you know, X buckets of balls a day, and so we noticed that

people go out and put in the hours and they get better for a while, but then they'll plateau

and won't get any better, so you say why? Well, we find out that the practice has to be

what we call deliberate practice. In other words, if you go out and hit a bucket of balls,

you know, it may be entertaining, but you gotta go out and hit a bucket of balls and say,

well, the first bucket of balls, I am going to get X number of balls 20 yards from the hole

and you keep going until you do that. You say, okay. Well, I'm going to hit a bucket of

balls until I get X percent of them ten yards from the hole, then you keep hitting balls

until you do that, and one of the reasons golf is such a great game is you get instant

feedback every time you swing the club, and so people know whether they are getting

better or not.

MS. KERSEY: So I'm hearing that they are bringing real intention with each swing.

MR. EMERY: Yes, real intention to get better at it and real metrics that they are actually

getting better at it. Of course, you will have days where it seems like for every step

forward you took a step backwards because the learning curve is not a straight line

upwards, you know, you'll go up and you'll peek and then you'll fall back and then you'll

get through that and come up and peek and that's why you've got a lot of peek, otherwise,

you can't cope with the valleys. You just can't cope with the valleys, then, of course, the

other thing you need is what we call the right mind style. My wife knew Robin Leach

very well who did Lifestyles of the Rich and Famous, so as a gag to my publisher, I said,

well, I think I might do a book called Mind Styles of the Rich and Famous.

MS. KERSEY: That sounds like a great book.

MR. EMERY: I might do it, too.

MS. KERSEY: That's a great idea.

MR. EMERY: Actually, one of the things I do these days is I run an imprint for PS, the

world's largest publisher, they do Penguin and Financial Times and the Economist and

Predictor, a whole bunch of labels; so I might do it. But Steve Jobs told us, successful

people think different and what's -- in this work that a lot of us have done, you know,

people get to talk a lot about responsibility and accountability, and the truth of the matter

is, you get to these really successful people, you don't even bother to have that

conversation. They are so far beyond that. I mean, it never occurred to them that it

wasn't up to them. It never occurred to them that they weren't ever accountable. It never

occurred to them that they didn't have to be responsible. It is just the water they swim in.

So, whereas, in a lot of these seminars, there is a lot of time devoted to this. The truth of

the matter is, that the really successful people are way past that.

MS. KERSEY: I hear that and a lot of people listening to this call, you know, they are

working towards that, right, or they want a new idea, so do you see that those qualities,

can they be learned just like all the other qualities to be a world class person? To really

step into that consciousness of deliberateness intentionality, responsibility if it wasn't a

part of who they were to begin with?

MR. EMERY: Yes, I think people can certainly do this, and it starts with awareness of

just people noticing their own way of thinking. You know, it is the people who have got

to notice whether they tend to feel when things don't go well that they are looking for

somebody else to blame or they are looking to say somebody did it to them. They have

to notice whether they do, in fact, get trapped and thrown into that victim mentality and

just be honest about that, you know, not them beat themselves up, but, you know, there is

a lot of reinforcement for that idea because it is not just being a victim of bad things, but

a lot of people, when something good happens, they feel it has happened to them. We

live in a world where we are told if we consume the right stuff, we'll be happy. Listen to

the old love songs. Have you listened to those wonderful songs from the '20s and the

'30s? Great songs, but, oh, I tell you. Songs like "You Made Me Love You." Whatever.

MS. KERSEY: I didn't want to do it.

MR. EMERY: "It Had To Be You." No, it didn't. It could have been any dumb

unfortunate. You listen to all of this stuff, "You do something to me," all of this

sometimes quite innocence reinforcement in the cultural system that says that our

experience is caused by external circumstances and external events, external realities.

MS. KERSEY: Absolutely.

MR. EMERY: And it is so easy to get trapped there, and you want to say, well, are there

alternatives? Notice I did that.

MS. KERSEY: Yes. Go ahead.

MR. EMERY: No. No.

MS. KERSEY: It is like in Martin Seligman's book Learn Optimism, I think that is a

fantastic book and it is just a lot of what a coach with my team. Just really learning how

to reinterpret the events instead of this happened to me, understanding that we, you know,

we are creating our experience by how we interpret it. It is liberating.

MR. EMERY: Yes, and it is great resource for people if they get Kersey's book -- if you

look at Sallywin's book and do the attributional star questionnaire and just see what your

optimism is. It is possible to recalibrate that. It is absolutely possible. I mean, literally if

we are willing to discipline our mind, we actually can change the way our brain is wired.

That is what happens when you put in that deliberate practice. You are actually

rearranging the neuro-connections of the brain to be good at something. We were talking

to a guy who flies with the Blue Angels under the heading of being a good one, and he

was telling us, if I don't fly for two days, I start to lose muscle memory and I fly with less

precision.

MS. KERSEY: Then he must have flown for how many years?

MR. EMERY: Yes, years. And it is a race against time because you've got to put in the

hours to get good at it, then at a certain age, you just aren't good enough to do it anymore.

MS. KERSEY: Lovely.

MR. EMERY: Well, I mean, there is world class then, there is the best in the world. To

fly the Blue Angels you've got to be the best in the world, so when I say become world

class, I mean, you know, there's the 80/20 rule. By then there is the top 2 percent and the

top 2 percent are world class at anything. Twenty percent of people are competent.

Eighty percent of people are not very good at all, unfortunately. So if you get in that 2

percent you get to .01 percent who are the best, but here is the thing that is so exciting to

me. At least it turns me on and I know you'll be excited, too, Cynthia. That once

somebody makes the commitment, they say, you know, this is what I care about. This is

what I'm passionate about and I'm committing to get world class at it, and I'm going to

find a coach, and I'm going to go and find the resources that I need to shape my mind,

then the moment you make the commitment, your life changes, so you might think, well,

I'm not going to be world class for ten years. Maybe. Maybe not, but the moment you

make the commitment, your experience of being alive has transformed because you'll be

drawn to different people. Different people will be drawn to you. The conversations are

different.

MS. KERSEY: And that is a different bar, too. To be world class or to be the best at,

when you make that commitment, you know, it is kind of like am I committed to selling a

million books or 10,000 books. The goal determines really what we are going to do,

right? If you are going to sell a million, you've got to do things differently than if you

want to just get published.

MR. EMERY: Correct. This is where self honesty comes in. There's an old saying. Of

course we've all heard it. If the thing is worth doing, it is worth doing properly. It is

worth doing well, but I think you can also make an argument if the thing is worth doing,

it's worth doing it badly. In other words, you know, some people love doing something

so much, that they'll do it and just have fun at it or with the passage of time they'll have

less fun. One of the best coaches in the world of the inner game of golf is a fellow named

Shoemaker and we went off to see Mr. Shoemaker and just loved him. He wrote a book

called Exceptional Golf, and he was demonstrating what he did, and my wife had just

taken up golf, so she listened and he walked her through -- Fred walked her through the

very things that you have to do that he coaches people and talked about the inner game

and the mind game of golf, and he said, you know, you've got to go out. You've got to

really enjoy it. You've got to love it. You've got to let yourself be touched by nature and

the beauty of it and not just obsessed all the time. So she went out. The next game of

golf she played, her sixth or seventh game, she hits a hole in one. The guy has been

playing golf for 50 years on the golf course. He's beside himself. He has never hit a hole

in one, so she calls up Fred Shoemaker and says, oh, Fred, you're the best. I'm telling

everybody to buy your book, Extraordinary Golfer. It's right. I've just got to enjoy it.

I've got to have the pleasure of it, so on and so forth, and he said, no, that is not all there

is to it. You've got to keep measuring your improvement. He says, if you just have fun

and you keep doing it, soon you won't have fun. If you only focus on the score, it will

become a burden and you won't have fun. You've got to do both. You've got to keep the

passion and the love for it alive and you've got to keep the improvement alive and they

both feed off each other.

MS. KERSEY: Fascinating.

MR. EMERY: That is a fascinating thing. The thing we've also got to get to is what

about the money thing, so when we just talk about getting really good at something, then

it's you've got to love it, you need the right mind style, which is, at the very least, to really

have gotten the thing about accountability and responsibility, and the thing that Martin

Sullivan calls attributional style sorted out and made a commitment to discipline yourself

around that and then you've got to discipline yourself what thoughts will bring me closer

to the goal, what thoughts will get in the way of me getting to the goal, so that is all part

of developing that mind, disciplining your mind and changing the brain as it were, and

then, of course, there's the action you've got to take. You've got to take action that moves

you closer to the goal, moves you closer to that thing that has meaning for you - that

thing that matters to you.

When we look at very, very successful people, they live with integrity to meaning.

They're clear about their passion. They're clear about investing meaning in it. They say

meaning is a sacred resource. Not something that's given something from an outside

source, but something that they invest their own internal resource of meaning in it, so if

I'm going to do Habitat to Humanity, I'm investing meaning in that. If I am going to be a

world class chef, I'm investing meaning in that, and so on and so forth. It's got to matter

to me. So they live with integrity to meaning. Now, when it comes to money, you only

make money if what you are passionate about and what you are getting world class at, is

something that society values greatly and then you will make a lot of money. So in Good

to Great, Jim's three circles were what are we deeply passionate about? What can we

become the best in the world at? And, three, of all of those things, which of them will

drive our economic engine.

MS. KERSEY: Bill Gates talked about that. If you want to become a multi-millionaire,

you just have to deliver value to more people.

MR. EMERY: Correct.

MS. KERSEY: So, essentially, I think that's what you are saying. How can you convert

what you are passionate about and what you are really good at into delivering value for a

lot of people.

MR. EMERY: Yes. To a lot of the people like Bill Gates and the Steve Jobs, it's easy to

have 20/20 vision and hindsight, but when we had really deep and honest direct

conversations with a bunch of billionaires, that they ended up billionaires was a surprise

to them, for the most part.

MS. KERSEY: So I think that is a really important point for the people on this call. It is

not so much we call it a million dollar idea kind of demonstrating that it is a big idea, but

the key thing is to find an idea that you are deeply passionate about and are really willing

to bring this deliberate practice for, you know, who knows how many years because

you’ll be loving it.

MR. EMERY: Well, let's take -- a great example would be Steve Jobs. In our new book,

Do You Matter?, and that is a great question we encourage everybody to ask themselves.

We ask CEO's to answer that question when we coach them. Ask yourself, do you

matter. If you asked a group of people, does my company matter, what would the answer

be? This came at a class at Stanford where Robert Bruner, who built Apple's legendary

internal industrial design lab, was teaching design at an engineering class at Stanford and

he borrowed somebody's Motorola Razor phone and pulled out his iPhone, and, he said,

okay, you are college students. You love to play God. One of these companies has to

disappear instantly. Okay. So let's say we start with Motorola. If Motorola disappeared

right now or by tomorrow morning, how many of you would lose a lot of sleep over that?

How many would feel some sense of loss? The only person who said he would was the

person whose Razor it was, and then Robert said, well, okay. So if Apple disappeared by

tomorrow morning, how many of you would feel some sense of loss? Everybody put their

hand up.

He said the answer is, Apple matters and Motorola doesn't anymore. The question is,

why? Why? We start the book with Michael Dell's quote. He was asked when Steve

Jobs went back to Apple for the second time, what advice he had given him. He said,

well, I'd tell him to sell the company and get the money back from the shareholders. It is

over. Fast forward in the last quarter, Apple earned more than Microsoft and Michael

Dells is knocking on doors in Dubai looking for dollars. Whoops. What happened? And

you look at the story of Jobs. He was an adopted child. He went to college in Oregon.

He didn't like it. He thought his parents couldn't afford it. He told the dean he would

drop out. The dean said, well, why don't you visit classes? You never know. You might

find something you actually like. He walked into a class on calligraphy and he was so in

love with the beautiful design of the letters when they were done in beautiful calligraphy,

that he fell in love with topography design. He still dropped out of college. He started to

wonder how technology could make this beautiful thing available to more people and

become a tool. He ran into Steve Wozniak who invented this thing he called a personal

computer. They maxed out their credit cards, went to one of these electronic shows.

Apple was born.

MS. KERSEY: I didn't realize it was driven by his love of calligraphy. That is

fascinating.

MR. EMERY: No. Most people don't know that story, so it was this collision of passion.

A passion he didn't know he had until he wandered into this classroom. Now, somewhere

along the line there must have been a seed of it there, but he wasn't looking from

classroom to classroom to classroom for how to become a billionaire.

MS. KERSEY: Right. Well, and, again, that is why I think it is a very important

conversation that you were saying earlier is really noticing what is it that you love. Who

would have thought that his job of calligraphy would have helped found Apple computer.

MR. EMERY: Yes. Now, if you look at what drives them today, the research we did in

Do You Matter is that in order to matter, you have to provide people with an experience

they value highly. So this is a little different take on the Gates idea and it is why

Microsoft is getting hammered by Apple. The experience of using a Windows based

computer is painful compared to using a Mac. I used Windows machines for years. I

built them like Michael Dell. It never occurred to me to turn it into a billion dollar

business, though. I wasn't that passionate about it, but I use an Apple today. And the

abiding thing at Apple is how do we use design to provide people with an extraordinary

experience of their digital world and that produces different outcomes, so Gates is

correct. If you want to make a lot of money you have to create a lot of value, but how do

you measure value? What is it that people value? What is it that people actually want

out of life?

I'm a great fan of Joseph Campbell. When he was being interviewed by Bill Moyer and

Campbell was 83 at the time and he was asked by Moyer, well, don't you think people

mostly are looking for meaning? And he said, no, Bill, I don't think so. So I think what

people are looking for is an extraordinary experience of being alive. Now, meaning is

part of that, but at the end of day it is an extraordinary experience of being alive and so

you are saying how do I create people and value for people through providing them or

being a resource or fulfilling for them having an extraordinary experience of being alive,

MS. KERSEY: That's a very good question.

MR. EMERY: And if you are really good at that, yeah, you'll probably end up with a

million dollar idea. The other thing we find out about all these successful people, before

they became truly successful, they transited to realizing that anything that matters, can't

be done alone and, two, that they have to be about something that was bigger than

themselves. They have to be about something that was bigger than themselves. We

heard this over and over again.

MS. KERSEY: I wanted to go back to what you just said because I think it is so

powerful. It is like what gives people an experience of really being alive and how would

you apply that? Whether you are a coach or you're teaching people to dance or you are a

trainer. You know, when you look at people who bring that passion to their work, it is a

whole different experience, and when you bring that, you have a line of people waiting to

work with you.

MR. EMERY: Correct.

MS. KERSEY: This is a whole different experience.

MR. EMERY: Yes. So I go to that, you know, coffee shop at the school in Minnesota

run by an Ethiopian man who was trying to get his MBA, but had no passion for coffee.

So I say you have no business running a coffee shop. A couple months later I'm in

Kwang Jo in China doing a course called Successful for Chinese entrepreneurs and my

translator sees that I'm going through coffee withdrawals. He takes me to the local

Starbucks. And I think, why is she doing this? Coffee at Starbucks I don't think is all

that good in the states. How could it be good here, and I walked out and there was a

young Chinese guy who was really into it. And the machines they retired from America

to get super automatics so anybody can press coffee buttons, they had here in China one

of the original Starbucks Italian made glorious Mama Zoka traditional expresso

machines. This young man was pulling God shots of espresso and doing the latte art.

That is one of the best cup of cappuccinos I've ever had. I said, where did you learn to do

latte art? He said, You Tube, You Tube, You Tube, so he was watching the World

Barista contests on You Tube teaching himself how to do this, and so he'll end up -- who

knows where he will go, but he might open his own chain of coffee stores. He is into it

and he's alive. So we come back to that full circle, don't we?

Where you say, okay, what do I have to do for the million dollar idea. Well, I'd better

find something that I like to do. I'd better find something that I love to do because you

can have a great idea, but if it is not in an arena that is something you love to do, well,

you won't get there. Now, some people say we love to make money. Yeah, I understand,

but people who love to make money end up actually not being served by it that well. So

they don't end up with the experience that they thought they were going to have as a

result of getting the money. I mean, I came from very humble beginnings. My parents

were poor and I thought, well, there's no problems in life that solving being poor won't

solve. And after I got to be a superstar in my field in Australia, I woke up one day and

realized I had enough stuff to start my own world, but it hadn't actually given me the

experience that I was hungry for. So that's when I started reading people like Christian

Murphy and, you know, eastern philosophy and also, you know, American philosophy

like Napoleon Hill and Dell Carnegie, and I came to the United States in 1971. I taught

for a couple of weeks and I'm still here. I remembered clearly standing in the corner of

Haight-Ashbury thinking, wow, it is a different world.

There is this show called Life On Mars about this guy who gets hit by a car and wakes up

back in the early '70s, and I loved that show because it was like coming from Australia to

Haight-Ashbury in 1971. It was kind of like a life on Mars experience. I was on another

planet. It was interesting because I had done well in Australia; and I'd do it again. But

would I get just as lucky the first time. That is that responsibility thing. Take the blame

for the bad stuff, but I won't own the good stuff, and I started here. I didn't know

anybody and within a few years I was a millionaire again, but it was following my

curiosity - Following my passion. As Joseph Campbell would say, following my bliss.

Now, I've always been committed at getting really good at the things I cared about and I

don't know why. It is just how I was, then I would develop getting really good at them

and measure that I was making progress, so I somehow kind of knew that intuitively. But

I think growing up I knew people that were world class at things, so somewhere along the

line, it rubbed off. So I had coaches that I didn't know were coaches. Mentors who I

didn't recognize at the time were mentors. So I think the coaching and mentoring is

really important because it shapes the conversation you have with yourself. It shapes the

conversation you have with other people and it draws you out and keeps you in tract just

like you get a golf pro if you want to become really good at golf.

MS. KERSEY: Definitely. It allows, you know, for me when I've had coaches, I

remember when I first started speaking, I hired Bill Go and I paid $4,000 for one day.

And I thought, how could I get $4,000 of value in one day, but my mentors recommended

that I do it, and what I really got from that, Stewart, he looked at my videos and he

listened to me speak and, basically, was just really acknowledging me, and I walked

away from that all-day session with more confidence; and then I think what kind of a

price tag would I put to be able to walk away with more confidence? And I thought, you

know, that is one thing that we can get from a mentor. They can see in us things that we

sometimes can't even see in ourselves at that point.

MR. EMERY: Oh, yes. I think that is true about great mentors, great coaches, great

managers is that they see qualities in us.

MS. KERSEY: Right.

MR. EMERY: That we don't see in ourselves. I think the job of a coach or a great

manager is to turn talent into performance, so we can define talent that is not something

you are born with. But as any recurring pattern of thinking and feeling and behaving that

can be put to productive use and then what the great coach or the great manager does is

say they really manage in the process of your deliberate practice. They set goals for you

that are just beyond what you think you can do and they let you know that you are

actually making progress, and I have another quality. We found that really successful

people and really great leaders and really great managers, practice what we call

appreciative inquiry. In other words, they don't focus on what isn't working. They focus

on what is working and how to get better at that and do that more reliably and more

repeatedly and that leverages your strengths that you're developing, and oftentimes the

things that aren't working just fall by the wayside because there is not room for them in

the world that is focusing on the things you do well and getting better at those things.

MS. KERSEY: That is powerful. I'd like to review some of the wisdom that you have

brought to this call as far as for anyone who wants to develop a big mega idea. First off,

you've got to become clear on something you are passionate about. Be willing to get

good at it. You mentioned the book from Concepts to Consumer Turning Ideas into

Money. Great, great recommendation and I love the what you said, Stewart, is that the

idea is only 10 percent of the success formula. Ninety percent is about execution, so you

mentioned, doing inventory. Look at what you are really good at. Who can help you with

the things that you are not that good at or don't really enjoy doing, so you network. You

recruit a team of people. And remember that talent is overrated, so if you feel that you

love something, but you are not that good at it, what you are telling us, Stewart, is that it

can be developed through deliberate practice.

MR. EMERY: Correct. You absolutely can develop it, and the other key thing, also, is

when you recruit other people to do things you are not naturally good at or don't intend to

put in the time to become really good at it, there is no shame in that. In the modern

world, you know, the important trait is obviously, one: get good at the things you love,

but, two: pick other people who are good at the things they love that you need to have

done for your dream to come to reality.

MS. KERSEY: That is really important. I think, so many people that I know who are

entrepreneurs or maybe they are starting a new business don't even have an assistant,

right? And I've heard the saying, if you don't have an assistant, you are one, and there is

certain things that we really have to delegate.

MR. EMERY: Correct.

MS. KERSEY: Who wants to be good at certain things? Like, my assistant is brilliant at

what she does and allows me to be free to do the things that are creative and that I love to

do and I could never be as good as her on that.

MR. EMERY: Correct. You are absolutely correct. That is so important.

MS. KERSEY: Then you talked about why the right mindset is so important - the

learned optimism. Making a commitment that this is something that you want is really

important. And then finally, taking action. Getting into action, and what would you

recommend as far as the methodology of people. They've got their idea. They are

building a team, you know, what would be the next step that you would recommend for

people?

MR. EMERY: Well, what our next step is always asking the right questions, so when

you look at any possible range of actions that you could take, you ask yourself, which of

these possible actions has the highest likelihood of moving me closer to the goal. Now,

along the way you have certain events, so most people say, you know, the big

breakthroughs came in unexpected ways. But it is this idea that you earn your locks, so

by always asking yourself, is the thing I'm about to do moving towards my goal or not. If

you keep asking that question, it kind of keeps you honest and then great things will

happen.

MS. KERSEY: Exactly. The same thing with my coaching program we talk about what

is the highest and best use of my time. What is that one thing and it is like what you said.

As you are in action, certain things will fall away. Certain things will come forward and,

you know, as you are moving, you get more confidence. You get more direction and you

create that momentum, which is so important to bringing forward a big idea.

MR. EMERY: There is a balance between going down a straight line and then the ability

to look left and right and notice things that you could have passed by that when you look

at them a little longer, you realize could give you a true break through because you never

get where you are to where you want to be in a straight line at the end of the day.

Sometimes it turns out that where you end up isn't where you set out to get to, but that's a

good thing.

MS. KERSEY: That is so true, and we've all heard the saying, but I think it is so true. It

is who we become in the process.

MR. EMERY: Absolutely.

MS. KERSEY: That is the gift because then you bring that mindset, that consciousness

to whatever project. Like you said, you became a multimillionaire more than once.

You've got that attitude and mindset and knowledge that, you know, you could go

anywhere and start all over and in a very short period of time be very successful.

MR. EMERY: That was one of the great things about the original America was

populated by people who were from somewhere else who just wanted to come

somewhere where there was a level playing field to create something and weren't

restricted by the old class structures of Europe. This is still a great land to do things in.

MS. KERSEY: Yes, it is and I think in our economic times right now, I think this

message is so important. Really bringing passion back into your life, not being so

concerned about how am I going to make money, but how do I really make meaning?

How do I deliver service? How do I live my passion? And when you do that, you're on

fire; you are magnetized.

MR. EMERY: You are magnetized. Just different things happen, and so I can't think of

a better time in the recent history of this country than right now in the months and the

years ahead to really focus on, okay, what do I love to do and how do I get to be really,

really good at it? Because it is so hard to describe the thoughts are opened unexpectedly

often that you didn't even know existed. They won't open for you unless you are

committed to being good at something that you love. If people don't get anything out of

listening to this, other than this idea, I'd be feel that we had done good working with

people because, you know, I just watch my own life. That people say I'm good at

something. Passionate about something and they call me up and say, well, would you

like to do this? Would you like to do that? Would you lead us in this endeavor and it

keeps me up. It keeps me alive. Keeps me excited and I've been delighted.

MS. KERSEY: Well, we are delighted by you and just what you've brought to this call

and who you are and the information, Stewart, has really been profound and I'm really in

deep appreciation, and I love -- Do You Matter, was that your latest book

MR. EMERY: Yes, the latest book is Do You Matter?. How Great Design Will Make

People Love Your Company, and it sounds like it is a corporate book, but it isn't because

really it is a book about how do you design great experiences, and if you think about what

experience do I want to design for people, then having come up with that, then how do I

create and design a company and processes and products and services that provide that

experience that I want to provide to the people. I mean, the I Phone came about because

Jobs and company was sitting around in a meeting and somebody's cell phone went off

just like mine did for which I apologize, again. It was an I Phone, of course. A phone

went off and the person said, God, I hate my phone, and Jobs looked around the table and

said, how many people feel that way about their phone? People put their hands up. He

said, well, why don't we design a phone that we would all love and that other people

would love because we have the resources. So their goal was to design a phone that

everybody would love. They would love the experience of using it

MS. KERSEY: That is pretty Cool.

MR. EMERY: You know, it is just amazing, so we keep coming back. What is

something I love? How do I provide value to people and the value I am providing to

people is an experience that is richer for them than if I didn't do this.

MS. KERSEY: That is awesome. That is awesome, and the question, do you matter? I

just want to say to everyone listening, you know, you matter and the world needs your

ideas, your uniqueness, the passion that you have, the world needs it. And I so

appreciate, Stewart, your willingness to share with our listeners today your wisdom and

your great insight, and to everyone listening today, you do matter and I appreciate your

participation in this and, again, I encourage you to continue to share this with other

people.

As you hear Stewart sharing this valuable information, other people need to hear this and

when they join, when they are a part of the Unstoppable Giving Challenge, the money

goes directly to building schools in Africa, and what we are saying to our Africa brothers

and sisters is that you matter and we care. and so I just encourage you all, again, share

this with your friends, tell everybody to go to UnstoppableGivingChallenge.com and sign

up and to become a school builder. And we are excited to hear about your million dollar

ideas that not only change your life, but change the world, so thank you,

Stewart. I appreciate your participation and thank you to everyone listening to this call,

and I look forward to our next course and our next interview. Until then, be unstoppable.

God bless you. Thank you

MR. EMERY: It is a pleasure. Thank you.

MS. KERSEY: Thanks, Stewart