What is the biggest detriment for people not taking leadership in their business and life? with Leadership Expert, Speaker & Author Rocio Perez on Episode #0009

Intro  [0:00]  

EA Interviews, Episode Nine. Inspiration, transformation, success stories and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s expert authority effect interview. 

Mario Fachini  [0:13]  

Expert Authority World, guess what’s going on? Everything’s going right. It’s a great day to be alive. I have Rocio Perez here. And she is a leadership expert. She is a speaker and she is an author. And she’s going to be teaching you on leadership and what a detriment it is to your life in your business, when you’re not taking leadership. So, we’re going to bring her up. I’m excited to have her. This has been a long time in the making. And let’s thank our sponsor. 

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Mario Fachini  [0:59]  

Rocio, it’s great to have you here. 

Rocio Perez  [1:03]  

Mario, it is such a pleasure to be here with you. You are an absolute rock star.

Mario Fachini  [1:09]  

Oh, I think I’m just taking after you. But I do appreciate that. Leadership expert, speaker and trainer. I could read off every single thing you’ve done. I shared it, and it’s just impressive. Dual MBA. You train people all over the world. But, let me ask you, where did all this start from? What inspired Rocio to get started and do what she does?

Rocio Perez  [1:31]  

What inspired me was actually my childhood, Mario. That’s what inspired me. I was fascinated by wondering why some people were successful and others were not successful. And that was the question of my life. And as I was guiding at a very young age, I was in management by the time I was 17. Although I was afraid of the people that I was guiding. By the time I was 19, I was getting 160 to 200 people. And that really shifted my approach as I started seeing people. I had this natural ability to be able to inspire people and get them to do what they wanted to do, right? To move through fear, move through doubt, to be able to transcend their current reality and create new things. That’s what inspired me. And as I continue to watch it, it was just magic. Seeing people attain their goals and just getting what they wanted out of life was magic. It fed me and fed my soul.

Mario Fachini  [2:27]  

Was there any point in time, you’re saying when you were a child. What was it, grade school, was it middle school? College? At what point was it? Where would you say… And I know we all have different learning points, and it’s like I remember in middle school this, in high school that. But, what would you say is the biggest fancy word coming up – precipice? Is that even right? I don’t know. But what was the moment that it changed for you, from your experience?

Rocio Perez  [2:55]  

You know, I remember being five years old, Mario. And I would run around with my books. And they’re falling apart, and I would speak with my uncle Sergio all the time and say, “Uncle Sergio, someday when I grow up, I’m gonna become a teacher, because I want to inspire people.” That’s what I wanted to do. That was my vision. That was my calling, my download. Call it what you will, it’s always been there, it’s been inside of me. And it was growing up in extreme poverty, that I have no idea if that’s where it came from. What I do know is that leadership was the key to it. What I did know is that there was another way that we can do things. And that was the core of it all. And that’s how I live. You know, I remember speaking with my older brother, and I had these fantasies and I’m like, “When I grow up, this is what I’m going to do.” And it was always that thing. I knew that it could be different, I knew that it could be better. I knew that it lied within each of us. Not in one of us. That it lied within all of us. It was just the way it was within me. 

Mario Fachini  [4:01]  

So, you took that determination, that perseverance, if you will. And did you start pursuing it deeper in college? Because I know with everything you do, I mean, dual MBA, the trainings, the speaking you do. When did you decide, “I don’t want to just run with this, but I’m going to turn it into…” And I’ll let you continue from there. 

Rocio Perez  [4:25]  

Right, most definitely. So I would say I skipped middle school, part of middle school. The highest grade I completed was sixth grade. So I knew instinctually, and we all do – that there’s something more out there and that we all have the ability. By the time I was in college, and I jumped straight into college with the sixth grade education, I went into college at a very young age and figuring out things and saying, “Hey, I know that this is possible.” Like everything was possible. And then I started to pursue it. It was so natural to me. Leadership came natural. I was subconsciously competent in leadership, and I didn’t even know it. I had individuals who had a third grade education, and I guided them through their own process. I had an individual who had higher education and who were returning adults into college, all these different individuals that I was guiding, and I didn’t even have a quarter of the education that a lot of them had. It was just fascinating. I just wanted to know how and why people did what they did, and what inspired them. So I continued to learn. It wasn’t really until I underwent my own process, which was around the time that you and I met, it was just a few years before you and I met in 2011 –  that I knew that my words had power. I had already guided thousands and thousands and thousands of people along the way. And I figured, what is it? I want to know down to the word, what does it take? How can I understand human being from a different perspective. And then I just engrossed myself and I learned from every person that came highly recommended from Robbins to New York to [Harvack] or to whoever. And I, I studied and I studied, I studied and I just became obsessed with it. So, that’s where it started to even deeper at that point.

Mario Fachini  [6:21]  

So, in a short time you realized you wanted to go from what you took your passion and turn it into. Speak a little bit about your program and what you did.

Rocio Perez  [6:30]  

So, what I have is a seven-step process. It’s called the ‘Inside Out’ process. It wasn’t until I went my own process that I figured it out, I said “Wow, what is it that makes me tick? What makes me? What limits me? What supports me? What moves me forward?” And in that process, that’s how I developed it. It was developed after I went my own way and figured out what made me sing. Right? What made me happy? And then I figured out, Okay, so there’s a process of testing, tracking and tweaking that we don’t acknowledge. There’s a process of shaking it off. How do we shift from where we’re at? There’s a process of shifting, there’s a process of 10x in it. There’s a process of so many different things. And that’s how I came together with this particular process.

Mario Fachini  [7:19]  

So, you’ve broken it down in all of your years of experience, and not just found what works, because I find out that a lot of people do that. You know, when I was developing my books and seven step processes, it’s like, there’s all this stuff out there. And some people go, “Well, I’ll just look it up on YouTube.” You will spend years trying to figure out, “Well, here’s new information, here’s new information, here’s new information.” It’s not that the info is out there, but 90{d1d47f886dfada3fbec120c845cf21cbf2de07a46032aee93c7c36510b4a5e81} of it you don’t need. So you’re telling me you took all of that and broke it down to seven different steps. Would you like to touch on those?

Rocio Perez  [7:52]  

Well, let me start where it started. It was in 2011, after I learned that I was subconsciously competent, and figuring out, undergoing this process. I engrossed myself, I was studying 40 to 50 hours a week. I wanted to know what made humans tick. I wanted to know what made me tick. I wanted to know everything about it. And it wasn’t one conference and it wasn’t a $100 investment. It was over a $300,000 investment. I read the books, I listened to the audio, I figured out why it didn’t work, why some people negatively program themselves when they think they’re positively programming themselves. And just discovered step by step by step. The first step is awareness. Are you even aware? Do I even know that I don’t even know, right? Am I aware that I’m not even aware. And then I become aware that I’m not aware. And then I find perfect practice makes perfect, right? It is not that practice makes perfect. It is a process of going through. And it is also a process of continuing until you get into that autopilot. And then finally, overgoing that same process over and over again. And in addition to being able to take it to another level, how do I 10x it? How do I break through? How to every time that something comes up or that it triggers me, how do I understand my triggers, right? Because if I don’t even know what my triggers are, how do I know what’s on the other side? Right? Sometimes our own fear from a subconscious level comes up and it does, it can come up and say “Hey, you don’t have enough money, or this is not the right person to train you or this is not the right time. This is not the right whatever.” At the end of the day, it is becoming the observer of self that will lead us to where we want to be.

Mario Fachini  [9:42]  

That’s profound. And I know the people that are listening to this and watching it, they might not even know what they don’t know. The unconscious incompetence. And so many people I feel, and let me know if you agree, they have these desires, they have these dreams, they have these goals. And they just kind of ping pong around, because they don’t know what they’re aiming after. And you don’t know what you don’t know. And that’s why it’s so important. In my opinion, for a course like yours, training book, whatever it is, to not just randomly find information, but to follow a proven system to know, “Hey, I’m gonna need to make an investment. I’m gonna need to make the time. But at least I know once I do it with this, it’s going to work, this could just lead to Alice in the rabbit hole, where a year from now I’m just looking up information.

Rocio Perez  [10:33]  

And that’s what happens. So, one are the most common things that I find is that push pull approach, this is what I want, and this is where I’m at. My subconscious programming is much stronger than my conscious programming. My conscious program is 5{d1d47f886dfada3fbec120c845cf21cbf2de07a46032aee93c7c36510b4a5e81}, my subconscious runs my life at 95{d1d47f886dfada3fbec120c845cf21cbf2de07a46032aee93c7c36510b4a5e81}. If I have negative programming here that has limited my entire life, and then I am attempting to go after this desire. Well, this is always going to weigh me down whether I want to or not. And until I become the programmer of the program, the observer of the program to be able to reprogram it, then nothing is going to change. You can go read every book that you want. It is until somebody who’s not willing to hide that it’s going to take that courage to be able to connect with somebody. It has to be somebody that’s intentional, somebody that’s willing to go through the entire way, and not say yes or not say no. And really every time that they come across a roadblock, they’re going to turn the stone and say or the corner and say “Hey, there may be another possibility, why am I doing this? Why am I reacting the way that I reacted versus responding? Am I reacting? Or am I responding? Am I coming from love? Or am I coming from fear? Am I coming from possibility, or am I coming from destruction?” All of that makes a huge difference in each and every one of our lives. It is not the one thing that I did one time that made it work. I give you the example the other day about going to the gym. We buy this gym membership. And it’s like we sign up, yes, I’m going to go pump up whatever. It’s like, I want these muscles that want to look slender, I want to do this, I want to do that. And you show up for the first two weeks, like the vast majority of the people are going to be showing up here at the beginning of the year, because they did that New Year’s resolution, right? We’ve got this. And at the end of the day, they don’t show up. And then they’re wondering why they don’t get the results that they’re seeking. This is the same thing. You must put in the work. It is not Rocio comes by and gives you the magic pill because I can give you the magic pill. If you don’t take the magic pill, it doesn’t serve you. It is commitment. Either you’re interested or you’re committed in what you’re doing.

Mario Fachini  [12:52]  

What do you think blocks most people from making the commitment? Or if they want those muscles like you’re talking about, they want to get slender? What do you think is triggering them? Would you say it’s consciously or subconsciously?

Rocio Perez  [13:04]  

It is a subconscious trigger. And that’s the one thing when we know that something is really good that it feels great, that we’re in complete alignment. That is where we should always be. The moment that we’re feeling fear and doubt. That is our subconscious mind. We’re not even aware that our subconscious mind is driving us. And I would say roughly about 97 to 98{d1d47f886dfada3fbec120c845cf21cbf2de07a46032aee93c7c36510b4a5e81} of the people in the world are being run by the program versus running the program. It is almost like expecting Youtube to be on your computer when you’ve never downloaded it. It’s like, I want to watch these videos, you can’t watch them. YouTube is not on there. Right? If YouTube is the only thing to watch them on, you can’t watch them if it’s not there. Very great example of this evening, right? If the program wasn’t installed properly, it doesn’t go anywhere, it doesn’t matter. You can you can dance, you can jump, you can skip, you can desire you can do whatever, you must be willing to install the program, and at times, it’s uninstalling the program that no longer serves you.

Mario Fachini  [14:09]  

So that is so very important. And I love the computer analogy, the operating system, programs and people don’t realize that. They just think I’ll do this, whatever which way and it’s going to get me to the end result. And I mean, speaking of YouTube, I was looking up stuff, because I remember when it first came around, and there’s people, there was all the Youtubers when it started and it’s like who’s still around. And it’s just like college. A lot of people start, not everyone finishes. Same thing with high school. Same thing with sports. It’s like, can you get to the end? Like you’re saying, that commitment. So when you start with the end in mind, and you go no matter what happens, no matter what gets thrown my way, I’m going to finish this. Well, you’ve already succeeded.

Rocio Perez  [14:55]  

Well, let me give you an example of what I talked about the end in mind. My end was to go to college. When I was 15, I was knocking on the university doors and saying, “Let me in.” And they looked at me and said, “You’re too young, you must be 16. Your parents must sign.” Well, long story short, my parents weren’t going to sign. I hadn’t seen them for three and a half years of my life. My dream was still to go to school. I wasn’t going to leave until I had the response that I needed, that I wanted, that I desired. And I kept on asking the questions, “What else? How else can I get into college? How else can I get into college? How else?” Until finally Rosemary turned around and said the only other way is getting yourself emancipating. You still have to be 16. And I said, “Okay, great. You gave me an answer.” That is a possibility. That is an opportunity. And to make it happen, yes, I got emancipated. Yes, I was accepted into college. Yes, I started college. But that track wasn’t easy. To become a teacher wasn’t easy, to become this inspirational figure wasn’t easy. It was an eight hour a day bus ride to and from school. I had to get up at three o’clock in the morning to go walk across in the snow. And when I talk about going uphill both ways, to me it was uphill both ways. Because I had to go drop off my son before I even made it to school to my 8 AM class. And if I had time, I’d walk around eating whatever it is that I cooked in the morning, most of the time it was a cold burrito before I made it into class, right? And then do that same track all the way over, on the back end four hours into it at night, right? So are you willing to put in the work? Because everything is simple. Yet, It’s not easy. Because it’s simple doesn’t mean that it’s easy, right? And are you willing to put in the work? Are you willing to get up at that three o’clock hour to do your work? Are you getting or whatever that may mean to you? Are you willing to stay up late at night? Are you willing to do what it takes to get to where you want to be.

Mario Fachini  [16:57]  

No matter what’s thrown at you.

Rocio Perez  [16:59]  

No matter what’s thrown at you. You know, there were days that I’m taking an exam and I had a two year old running around who was sick and I’m in the hallway taking an exam. It is what it is. It doesn’t mean that I can’t complete my studies because I have a two year old who’s sick and running around. I still have to do it.

Mario Fachini  [17:20]  

You still found a way because you’re a winner.

Rocio Perez  [17:22]  

Right. And I still have the same 45 minutes that everybody else has to do what I need to. It doesn’t change the fact that we all have the same amount of time. When you and I wake up in the morning, you have 24 hours and so do I, right? It doesn’t change for you. It doesn’t change for me. It doesn’t change for anyone in the world. Right? What you choose to do with those 24 hours, and every minute, every hour, every second is going to determine your success.

Mario Fachini  [17:51]  

Well, I’m glad you touched upon that. Because even if someone’s heard that again, even if no one heard it again, I needed to hear it again. So, thank you. Because it’s the truth. There’s no magic pill. There’s no magic being. There might be a beanstalk, but the same 24 hours in the day, what do you do with them?

Rocio Perez  [18:10]  

What do you do with it? That will determine. And leadership is about being intentional for me. There’s three pillars of leadership. It’s like I’m on auto-leadership, I get to lead myself. Nobody’s here to save me. Let’s be honest. One thing is to have a coach. The other thing at the end of the day, after you hire your coach, you’ve done your work, nobody’s here to save you. Nobody’s here, that’s going to come up and say, “Hey Mario, I am here to lead to you.” No. Mario has taken leadership into his own hands, just like I have. And that’s been the bulk of the successful people in this world is that they are consciously aware that they must become their own leaders. Number one. And then number two, being intentional. Looking about what is it that I’m doing? How can I do this better? What are the things where can I grow as an individual? Am I reacting, am I responding? And then there’s that awareness leadership, right? Am I being triggered by my own triggers and I don’t even know it? How do I become an aware leader, that every time somebody comes up to me, is everybody running around and just making me upset? Is that what it’s all about? When in reality, it’s not. It is that sometimes we have to do our own healing, we must go inside. That’s why we have programs called inside out leadership. It has nothing to do with the outside world, has everything to do with how I feel, how I intake information. And if something triggers me, I know that it is my opportunity to heal that. It’s not Joe’s or Mary’s or my husband, Dave’s opportunity to go ahead and heal that for me. It is my opportunity to heal it. Because when I changed the way that I look at the world, the world that I look at changed, as Wayne Dyer once said. And looking at that, when there’s righteousness in the heart, there’s beauty in everything that we do, right? There’s character, there’s things that we can continue to grow and expand as an individual. When we grow as an individual, then our communities and everyone else from there can succeed and thrive at different levels.

Mario Fachini  [20:12]  

Yeah, I firmly believe that if everyone was succeeding at a higher level, everyone would be better off because the people I like to align myself such as yourself, all have a big heart. And there’s someone I met recently, and we were talking about the lottery and everything. And she was like, “Oh, I don’t really like the lottery, this and that.” And I go, “I don’t either. But I would love to see you win it”. And she’s like, “Why is that?” Because I knew who she was and what she was doing. And I had just met her at an event. But she had that heart, such as you do, where it’s like, if you had 100 million dollars, I can only imagine what you would do with it versus someone that’s just gonna, “Let’s just do something else.” And say that. So that’s the thing. I mean, it’s like, if you want to make a difference, be the difference. And then go find other people that want to be difference makers.

Rocio Perez  [21:06]  

Right, and then start with yourself. You know, we all have something, whether it’s anger, resentment, blame, doubt, fear, shame, judgment, whatever it is. We’re always moving things around. Somebody says something, we’re deleting, we’re distorting something, and we’re generalizing. That is every human being on this earth. Nobody escapes that. And when we realize that there’s nothing such as perfection, when we run away, right? Sometimes we’re running away from ourselves. Sometimes we’re running away from our own successes, from our own potential, we don’t feel worthy. I can’t tell you how many people that I’ve ever worked with – it doesn’t matter whether it’s a CEO of a company, or it’s somebody that’s homeless or in prison – don’t feel worthy to be. They don’t feel worthy of themselves. They don’t feel worthy of their own success, in their own deserving. What do you think is going to happen with that company? That company cannot grow. The individuals that they lead are only being… it’s almost like having that rotten apple, right? It just keeps on rotting, rotting, rotting. And eventually, it will rot everything. And then the leader says, “Well, I don’t know. It’s all because of these rotten apples.” Now, it is the leader, right? When we can turn around and say, “Hmm, maybe there’s some truth in that. Can I explore that? Can I take a look? What would happen if I change the way that I look at things? What is it that I’m not aware of that if I was to be aware of, would completely shift the course of my life? The way that I intake that information? The way that I respond to it.”

Mario Fachini  [22:40]  

I agree. You, you’re reminding me of the story about the boss and the manager. And he was saying, What if we train all these people and they leave? The boss says, What if we don’t train them and they stay? You know, what is the level of the leadership in your organization? And a lot of people, like you said, you know, “Oh, it’s those bad apples in the bunch. What’s going on with them? This and that.” It’s like, you’re the one who allowed them to stay, you know, three months after they were supposed to be fired, but you didn’t want to. So, speaking about your leadership and training, let me ask you, what type of people are you looking for? Who would you say is your ideal fit?

Rocio Perez  [23:22]  

You know, my ideal fit. I only work with people that are ready to make a commitment. If you’re interested. That’s great, right? I’m looking for commitment. I’m looking for individuals who are ready to take their life to another level. You can be a CEO, you can be an entrepreneur – love to work with entrepreneurs, being an entrepreneur myself, and figuring out. Because at the end of the day, our companies will only grow to the degree that we grow. I’ve seen individuals that come to me that make 70 million, lose it, make 10 million, lose it, make 2 million lose it, they’re going to go on that perpetual roller coaster. So, if you have had success, and something hasn’t gone right, call me. And if you’re really committed, call me. Right? If you’re interested and you want to have a conversation, there may be some opportunities for us to converse. Really, I really want the people that are interested to go above and beyond into commitment. Are you committed? I am also looking for individuals who want to take it to another level who know that they giving it their all, and they know that there’s an ability to be able to go into another level.

Mario Fachini  [24:33]  

That’s awesome. So you’re looking for A-players and winners.

Rocio Perez  [24:37]  

A-players and winners at the end of the day that’s who makes it right? It’s not the person that sits down, and I’m always reminded by Earl Nightingale who would say it’s like that person who looks at the stove and says, “Give me fire.” Because, well you haven’t even put any firewood into the stove. How can it give you fire? Right? The fire must come from within, you must light your own fire. I can help it become a torch. You must learn to ignite it yourself as well. Because I can’t be there 24/7. This is a commitment between the people that I work with and myself to be there all the time to be able guide, but yet I’m not there 24/7.

Mario Fachini  [25:22]  

Tell me about the example of the guy or person you said 70 million came back, made 20 million came back, made 2 million. So, he might not fit the bill of what I’m going to ask you. But we’re going to talk about your client success stories. We’re not going to use names. We’re going to keep privacy and all that. You can say Mr. or Mrs. X or make something up. If you want to him Zebra Dress, Merry Christmas. But, who has been your biggest client success story? Like where they were at when they came to you? And where did you take them, in what timeframe?

Rocio Perez  [25:59]  

That’s beautiful. I had a client who came to me because she wanted to fix her husband. He’s like, we’re on the verge of getting a divorce. Things are not going well. He’s super negative, I’m not sure what to do with him. She connects with him and says, “Okay, I’ve already bought your coaching package, go into coaching.” And he says, “There’s no way in the world that I’m going to go into coaching.” And she said, “Okay, I bought the package. I might as well just go into coaching myself and see what I can discover.” What she discovered is that she was absolutely negative and didn’t even know it, and then started making changes. So, we started in late January. By the time April came around, those shifts were major shifts that she was making. By the time May came around, she stopped calling me to tell me that there was something wrong with her husband. She realized that it was her that was actually the one not taking the right actions. How can you expect somebody to give you a different response when you give them a different reaction? Right? When you’re continually reacting versus responding, they could only react to you. By the time a year came around, this person had already accomplished their five to six year goals. 

Mario Fachini  [27:17]  

Wow. 

Rocio Perez  [27:17]  

Not only had they accomplished those goals, I started coaching their daughters. And then the daughters became rock stars. As a matter of fact, when you and I were out in Vegas one year, I had a coaching call on a Sunday, with this young gal who’s 11 years old at this time. I had only had two coaching sessions with her. Worst grades ever in math, worst subject ever. The best grade ever was a C in math, at best. After our coaching sessions, I get a phone call. I’m still at the conference with you, I get a phone call. First A+ in her entire schooling career. They were out celebrating, like the aunt, amazed with what happened. Continued to coach, became the most amazing leader. All these things started changing. Well, let’s get back to mom. Okay, mom ended up not only accomplishing her goals within a six-month period, she was doing vision boards. And those vision boards were coming true in six-month’s period. They were no longer “Hey, this is taking me a year or five years.” It was it was a one six-month block that these goals started to come true. And that’s a team effort. Right? She will be the first one to say, “You know what, we worked on this together. I did the homework. I was committed.” She wasn’t interested. She was committed. And she was willing to not only look in the mirror, right? Because when we look in the mirror, we all look perfect. Just looking and opening up our heart, opening up our life and saying, “Hmm why am I being triggered? Why are things happening? If this is not happening for me, why is it not happening for me?” That’s the most important piece of that.

Mario Fachini  [29:11]  

Wow, that’s incredible. So, you were able to positively transform the entire family, not just one person.

Rocio Perez  [29:19]  

The entire family, not just one person. So, a year later to the day, the father comes around, the husband comes around and says, “My wife and my kids are having a lot of success, and I will not be left behind.” And started in that same process.

Mario Fachini  [29:36]  

Good for him. 

Rocio Perez  [29:36]  

Again, this is an entire approach. This is being willing to be vulnerable. This is being willing to be authentic. This is being willing to own the good, the bad, the ugly, the whatever it looks like. Somebody says “Rocio, you’re mean.” Okay, great. Thank you, I get to own that. Thank you for letting me know how I’m coming across, right? How can I shift it? How can I change? How can I respond versus react? Come from love versus hurt? Come from love versus fear? Come from certainty versus uncertainty?

Mario Fachini  [30:11]  

I love it. So, with the people you’re helping, this is you’re talking about one on one with your coaching program. What do you do for the people you’re speaking to, and the audiences? How has speaking helped your business?

Rocio Perez  [30:28] 

Speaking has helped my business tremendously. First of all, I truly believe that I was gifted this gift to be able to connect with individuals. And I have been in so many different conferences. I have been in domestic violence conferences, where not even the people around that have brought in these victims with domestic violence that have suffered from it, not even know what hit them. In 25 minutes, the people were standing with me completely energized and excited about their life, and looking towards the future and opportunities and possibilities. Today, I was speaking with an individual about engineers. I’ve had that same effect, where I’m running an entire professional track for a society of professional engineers. And all of a sudden, the president and people are coming in and they’re saying, “What is happening to our engineers? They’re up, they’re dancing, they’re moving around, they’re connected, they’re inspired.” What a concept, right? So how has speaking, helped my career? It has helped it tremendously. People come to me all the time to say, “I’ve seen you on the stage, I heard you here, I saw you there.” People see me all over Facebook or LinkedIn or wherever it may be. I get referrals constantly from that. People call to interview, they want to be a part of it. They want to hear what I’m thinking, how I’m a thought leader in this arena.

Mario Fachini  [31:46]  

So you had said, people see you on Facebook and LinkedIn. You are making this super easy for me in segueing into the next question regarding the video. How has video helped your business? Are you using any of that on Facebook and LinkedIn or anywhere else? 

Rocio Perez  [32:02]  

Most definitely, I do use video. And as a matter of fact, we’re working on an executive leadership series as well, where we interview individuals live. Yes, video has helped my business tremendously as well, because people like to see us in action. They do not necessarily need to know every step by step by step what we do. They just want to see us they want to get to know us before they really get to know us, before they commit, before they invest, before they even pick up the phone and call us. Right? They want to engage at a different level in the privacy of their own home. In the privacy of whatever that may be.

Mario Fachini  [32:40]  

Well, I’m glad you’re benefiting from it because I tell people about it. And I think everyone should be using it. I’ve seen your stuff. And I’m glad you’re putting it out there. Because I remember seeing the stuff on LinkedIn and the interviews you were doing. I was like I gotta reach out to you see what’s going on. And I’m happy for you. I really am.

Rocio Perez  [33:00]  

I’m really excited. I’m very excited to hear. For instance, let’s just talk about this week. Let’s be honest. This week, I hosted my own events. Talk about being on stages, I hosted my own event, because I invited people who saw me on other stages. Not only did I host my own event, I emceed a two-day event. I’m here with you today, because of something that I posted. Tomorrow, I will be running part of a conference and speaking on marketing. My two areas of specialty are primarily leadership and marketing. What do you do now that you have your leadership and alignment, now that you’re completely aligned with yourself? How do you market yourself? How do you market your business, right? Portion of that. And then I will be keynoting. What a concept. That is five major things in one week, five major things. And so, that’s given me the opportunity to be on stages just this week alone, in front of stages or camera, at a minimum 35 to 40 hours.

Mario Fachini  [34:03]  

That’s fantastic. So you’re doing double duty and leveraging them both, taking the video from the stage and sharing it.

Rocio Perez  [34:09]  

I take the video. Yes.

Mario Fachini  [34:11]  

Making sure you get a video of that, too. So, you’re going to be real equipped for this next part. We’re going to thank the sponsor and come back to the lightning round. So, I know you can handle this. So, I’m excited to hear your answers. But, we’re going to thank the sponsor real quick. 

SPONSOR – BeLive  [34:28]  

Instead of trying to get your prospect’s attention, why not be so captivating, they can’t look away. That’s a quote from my first book, Video Marketing for Business Owners. And I’m saying that again today. Because the truth of the matter is, if you can’t get your prospect’s attention, they’re not going to pay attention to you. And they’re not going to receive your message and you’ll never be able to help them. That’s why I love BeLive. Before it even launched, I was using it in the beta phase. And it is the simplest and easiest way to do Facebook Lives to reach your audience to interact with them. You can cue the comments up, you can take questions, you can answer them live, there’s live polling features. You can make a professional looking production very inexpensively, and very quickly, which is important. Because you don’t want to be spending your time messing around with computers and hardware and all this other stuff. Live streaming can get very intense. And there’s literally nothing else I would recommend to start off with, that is simpler, easier and more affordable than BeLive. So check out mariofachini.com/belive. Once again. That’s mariofachini.com/belive. 

Mario Fachini  [35:34]  

And, we are back with Rocio. So we’re going to go into the lightning round. And the first question is, what is the biggest issue you see your audience making? And what is the fastest way for them to fix it?

Rocio Perez  [35:53]  

One of the biggest issues is not making decisions. It’s indecision. That is one of the biggest issues. The fastest way? Make a decision. Stick to it. Know that sometimes when we don’t make a decision, we’ve already made a decision. You made a decision not to make a decision. So you made a decision for whatever comes. And instead of it being something that you want, it’s whatever, and then realize that you can choose to have something or whatever.

Mario Fachini  [36:22]  

What would you suggest for someone to start with if they have a propensity to dilly dally, how would you say is there something small they can start with? I’ve always heard the adage, when you wake up in the morning, the first thing you should do is make your bed so that way you have success and a small win for the day. And even if you have a bad day, you come back to a made bed and then you’re back and have the success before bed. What is something you’d recommend that they start with? To stop the indecision by making a decision?

Rocio Perez  [36:50]  

I would say, start breathing. Start breathing. There’s so many times, Mario, that I am at conferences. And it doesn’t matter how big the room is. I can sense, I can feel when people are not breathing. And I will turn around and say breathe and you can hear the entire audience. They’re all of a sudden, they’re breathing, okay? So, realize that maybe if you’re in a place of indecision, it’s probably because you’re not breathing. And you’re not breathing because you’re in survival mode. You’re in fear mode, something’s happened. That’s why you’re in indecision mode. So, start to breathe, start celebrating. Find something small. Like you said, do the bed. If it’s something that you never do, do your bed and then jump up and down for 45 seconds.

Mario Fachini  [37:36]  

On the bed? After you made it?

Rocio Perez  [37:39]  

On the bed, after you made it, right. On the side, Mario, don’t undo your bed. So like, celebrate it, celebrate everything. Learn how to celebrate the smallest of successes. It is not the big things that we do once. It is almost like saying, “Well I brush my teeth for an hour this year.” No, it is brushing your teeth three times a day for the entire year. That is going to keep your teeth healthy. Not because I brushed it for an hour on one day is it going to work, right? It is the small things and celebrate them. I get bored. Come on, I get up. Sometimes I lay down and like I didn’t take off my contacts. Or I didn’t brush my teeth and then like “Okay, Rocio. Jump out of bed, go brush your teeth, floss your teeth, get it done right and celebrate.” I’m like, “Okay, that felt so good, right?” I have a clean mouth before I go to bed. Something just as simple as that. And then take it decision, day after day, do another thing the next day and another thing the next day. And then in a short period of time, you’ll find that within 30 days, things are going to be different. You get excited about doing things.

Mario Fachini  [38:49]  

What do you think about humor?

Rocio Perez  [38:53]  

I love humor. I think we don’t laugh enough. I think we take our life way too serious. It is time to laugh, it is time to sing. It is time. Sometimes I just go to comedy shows. That’s all I want to do. I just go to comedy shows. I go to plays, I go to places that make me laugh. I listened to video. Sometimes I’m just laughing at video. And it’s so much fun, right? Because the laughter gets us into our creativity. It helps us release the tension. We’re so tense in this country. Let’s just be honest. We’re so tense in this country. How can we find a way to relax?

Mario Fachini  [39:31]  

What do you suggest about starting with the turtle image?

Rocio Perez  [39:35]  

Well, I thought the turtle image was absolutely cute, right. Because in reality, it takes it away. That’s super cute. I think it just takes it away from real life. Sometimes we overcomplicate things. I have over complicated things, “Oh, this system, and I have to develop and it has to be perfect before I launch and whatever.” No, no, just do it. I test it, I track it, I tweak it. That’s it. Sometimes, you’ll see me advertise something. Guess what? I turned around, I didn’t get the response that I wanted. I’m going to go track and test my messaging, I might go change one or two words. And if I still didn’t get it, you’ll see another advertisement. And I changed one word. And guess what? That word actually had a great response. And I’ll do even more of that.

Mario Fachini  [40:26]  

That’s fantastic you do that. I tell my clients that all the time when we’re dealing with paid traffic advertising funnels and conversions. It’s like why isn’t this working? Why isn’t it working? Tweak it. I already did. Tweak it again, there is an answer somewhere. And if you have that mentality, like you’re saying the commitment to go, this is a done deal, I just need to figure out the combination. It’s a done deal. If you get discouraged here, here, here, here, here, you might make it to the end, you’re just going to have a really boring time getting there. That’s what I don’t like, we’re going to figure it out either way, but are we having fun, and we’re gonna, you know, share the turtle image which you inspired me. I got to figure out how to make that available to everyone that’s watching this, because I think it’s funny.

Rocio Perez  [41:11]  

I thought it was super cute. I just started laughing when I saw that. So it’s the same thing, Mario. It’s like, it’s all about testing, tracking and tweaking. Every customer that I work with, every client that I work with, it’s the same thing. Let’s test, track and tweak. Let’s follow up. Let’s see what worked. What didn’t work. What could we do differently? What would we do more of? How is it working? Is it not? Is it? You know. How do I even show up from an energetic place? Let’s be honest. Somebody can give you the best formula. And let’s say that it’s a sales script. Or even let’s talk about communication with our kids, or our loved ones. It doesn’t matter. I could walk around and say, let’s say you and I are in a relationship and say, “Hey Mario, I really love you.” And to say,” Hey Mario, I really love you.”Right? Even my body language speaks volumes. It’s only 7{d1d47f886dfada3fbec120c845cf21cbf2de07a46032aee93c7c36510b4a5e81} of what we say from a verbal perspective that makes an impact. That it is how we say it. Are we even putting our bodies into it? Are we putting our energy into it? If we’re getting a message from the stage, are we communicating that message? Sometimes, I look at people and I love observing because I love learning. Sometimes, people are pretzeled up, sometimes they are shy. Sometimes, they have their hands in their pockets, and they seem to be interested. And at times they’re asking questions when they should be the authority on that stage. I have nothing to apologize for. And speaking of that, that’s my upcoming book is ‘Unapologetic.’ Nothing to apologize for, right. It’s it is what it is, it’s life. So how do we respond to life? How do we test it, track it, tweak it versus reacting? Oh, it didn’t work? Well, it didn’t work because there’s there’s a piece of input that didn’t work? How do we shift it so it can work? Are we Thomas Edison? Or are we the person that failed?

Mario Fachini  [43:18]  

I love that you brought that up because so many times people do, they don’t fail, they just quit too early. So speaking on, what’s the fastest way to get there? What is the most profitable way to get there? What is the fastest path to the cash?

Rocio Perez  [43:35]  

What is the fastest path to cash in my opinion in general, in coaching for an individual, to do your own internal work. Ideally, you’re working one on one, right? Because it’s all about you. It’s custom tailored to you. It’s almost like going to the store, and let’s say that you love shopping at a high end store. But now, guess what? It’s not a high end store. And you’re going to go in there and you need a shirt for work. And you’re going to jump on that stage. But guess what, they only have one size fits all? How does that serve you? Right? Doesn’t really serve you, right? It’s like, “Oh, now I’m wearing this.” Right because I’m all about custom tailor. I love the feel of the custom tailored clothes to my body. As a matter of fact, I just had my tailor over this evening to connect with them. So there are things that are very important to us. Coaching, individualized coaching is like your own private prescription that is only made to you. It works for you. It will work for you. You continue to do it and do it and do it. It’s the same thing. The doctor says you’re going to take this pill for the next nine weeks and you take it for nine days, you’re not going to get the results that you want. If you take it for nine months, it’s not going to give the same results, right? They said nine weeks, he said nine weeks, there’s a reason why there’s a timeframe. For me, all of our clients work with us for one year. That’s it. We don’t coach beyond one year. Which is pretty fascinating. What we’re looking at is helping people, give them the tools so that they can do this for themselves over and over again. If they want to come back and they have another goal and maybe they just need us to shine more light, we’re more than happy to do that. But for this, is an ongoing process for one whole year. The reason why that works is because we can hide ourselves from a subconscious level, right? Subconscious mind always says let’s keep you safe, let’s keep you safe. And over here, you can’t, you know, when we’re making changes and changes and changes. And then finally that program is finally installed. It’s there permanently. That is the one thing that we want to do is put it into autopilot. And I’ve seen the magic that happens between month nine and month twelve. It is amazing.

Mario Fachini  [46:03]  

It’s really laying the foundation, the first part. And then, in that short timeframe, that’s where the magic happens.

Rocio Perez  [46:09]  

It’s the same thing in marketing. Let’s be honest, Mario, right. That’s the same thing in marketing.

Mario Fachini  [46:13]  

Oh, that’s good. Because I thought we were just making stuff up this whole time.

Rocio Perez  [46:20]  

Right. It’s the same thing in marketing. It’s going to take me a certain amount of time to evaluate what happened. Where have you been? Where are you going? How do I develop a strategy? It’s going to take me some time to implement that strategy. It’s going to take me some time to test it, track it and tweak it and then put that strategy into autopilot. Now let me tell you, if I come to you and say “Mario, you have two weeks to do this,” which I’ve heard clients say that by the way. Well, you have, you know, I’ve heard people from a marketing perspective or even leadership, “Well, I could only do this for two days.” Well, good luck, right. And to me, it’s like okay, from the first couple of months, we’re going to get you to start breaking through, breaking through, breaking through. As a matter of fact, in the first day, in the first hour, I can guarantee you that you’ll have a number of breakthroughs, they’re going to enlighten you. By the time you walk out that first day, because we do a full day intensive coaching session with people. People come from all over the country to do this. I coach people from all over the world to do this. And when they take our major program here, the seven step process, here’s the one thing that they get – their life is different when they walk out. As a matter of fact, our subconscious mind has the ability to be able to incorporate those changes so fast. So fast, that by the time they walk up, they think they’ve been like that forever. And that side effect that they get home and they think, “Wow, this is who I am.” And their family’s like, “What happened to you?” They see them more positive, they’re much more happy. They’re a happier person, they’re more enlightened, and whatever. The idea is that we incorporate that change so quick, so quick into who we become and who we are.

Mario Fachini  [47:55]  

Excellent. So, the last lightning round question, dealing with customer lifetime value. You’ve talked about what they can do to get over the problem, talked about how they can profit from it. What’s the best way to leverage it and get the best customer lifetime value out of all the work they’re doing?

Rocio Perez  [48:16]  

The best value that they get is that they focus on themselves. I think a lot of people come in and they’re like, “Okay, I’ve got this. Now, let me go teach it.” No, no, no, do your own work, right? Stick with it. The best value is to go ahead and test it, track it, tweak it on yourself, work on yourself. If somebody in your family, in your corporation and wherever, your spouse, whoever that may be, needs this type of coaching or would like this type of coaching, have them do their own work. Because at the end of the day, the worst thing that you want to do, it’s like that prescription. “Hey, honey, let me let me guess I have insulin for you.” Let’s assume somebody has diabetes. I don’t want that for anyone. Let’s assume that they have diabetes. And they turn around and give somebody that diabetic shot that they shouldn’t have given them because the prescriptions wrong, right? It wasn’t for them. It’s the same thing. Sometimes, we can damage people. In my experience, I’ve had individuals who come to me, they’ll say, “I’ve tried everything.” Except for what works, right? So, I’m going through and figuring out. So, this is like the marketing. I’m discovering, I’m going through this discovery process figuring out, what have they done? And at one point, there was a particular client who was super successful, yet they weren’t at the level that they wanted to be. And I said, What is it? What is it? What is it? And I finally asked the question, we had to peel all these layers. Got to the question where I want to hear your affirmations. Mario, what I discovered in those affirmations is that this person was programming, 75{d1d47f886dfada3fbec120c845cf21cbf2de07a46032aee93c7c36510b4a5e81} of these affirmations were negatively programming this person. Somebody just decided to give them this affirmation. And so, don’t just take what people give you. Get it custom made to you, where it’s going to impact your life, and it’s going to make it even better versus you have no idea where it’s going. It can have the reverse effect, it can have a horrible effect on your life.

Mario Fachini  [50:11]  

And you’re saying go about it unapologetic, right?

Rocio Perez  [50:15]  

And go about it unapologetic. Just own it. Like, own everything about you. I own everything about me if you hear my story. I’ll give you a 30-second version of it on there. Shall I, Mario?

Mario Fachini  [50:30]  

Go for it.

Rocio Perez  [50:31]  

All right. Well, it might be more than 30 seconds, it might be 60. So, I grew up, family of five children. Complete poverty, extreme abuse, extreme poverty. By the time I was five, I actually contemplated suicide, and thinking life, you know, it was very difficult. And by the time I was eight years old, I was continuing to find opportunities, I was selling copper at the age of five, to the junkyard down the street by eight. I was running, essentially, concierge service for individuals and getting paid for it. By the time I was 12, I ran away. By the time I was 14, I ran away again. I lived with my grandparents for a couple of years. Fourteen, I’m pregnant. So, life didn’t start easy. I’ve done this with myself. Everything from there, nothing was easy, nothing was given. I was willing to do the work because I could have been where anyone else is at right now in my life. You know, some of the people that I grew up with are dead. Some of them were imprisoned. Other people are in different places. I chose to be different and I continue to choose every single day to do something different for myself. I know that the ability of the mind to be able to transform, no matter what has happened in our past, that we all have the ability to be able to transcend it and create something extraordinary out of ourselves. And if it’s true for one, like it’s true for me, it is true for all of us. It is not something that’s given to one, it is given to all.

Mario Fachini  [51:59]  

Wow. Well, I’m glad you did overcome, because it’s been a blessing to know you. And I’m glad you can share your message with more people. And you had touched about your book. Tell us more about where we can find the book and how people can reach you because I want to get your message out.

Rocio Perez  [52:17]  

I love it. I love it. Thank you so much. The book, Unapologetic. So, please look us up on Facebook, on our website everywhere. And it’s Inventiva – the word invent-I-V-A – inventivaconsulting.com. People can reach me personally at rocio@inventivaconsulting.com, or they can call me directly at 303-587-8367. You can reach me via text as well at that number. You can find us on Facebook, LinkedIn. You can connect with me personally, wherever that may be. If you’re in Denver, I’d love being all over the country speaking on different stages. So, you’ll see me there.

Mario Fachini  [52:55]  

Excellent. Well, it’s been an absolute pleasure. I’m glad you got to share and thank you again, Rocio.

Rocio Perez  [53:01]  

Mario, it is quite a pleasure. You are the expert authority. Keep rocking it, keep helping people with their goals. And I’m just loving the opportunity to be able to be on your show. And I know what it does for so many. So, thank you for coming from such an extraordinary place.

Mario Fachini  [53:19]  

Thank you so much. I appreciate it. All right. Well, that’s Rocio. And we’ll see you on the next one. God bless everyone. 

Expert Authority Checklist  [53:31]  

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SPONSOR – BeLive  [54:46]  

BeLive offers entrepreneurs and small business owners around the world the opportunity to broadcast live video on your Facebook page, profile group or event. The platform is fully web based. There’s nothing to download. BeLive has made the dashboard super easy and intuitive to use. You can be up and running with your own TV style talk show interviewing guests, interacting with your community and offering your products and services to a wider audience in 20 minutes. To learn more go to MarioFachini.com/Belive. Once again, MarioFachini.com/Belive.