JULIO DE LAFFITTE
1ENTREPORNOGRAPHY.com
ENTREPORNOGRAPHY.com
5
WAYS TO
zigWHEN
EVERYONE
ELSE IS
zaggingJULIO DE LAFFITTE
W...
JULIO DE LAFFITTE
2ENTREPORNOGRAPHY.com
5 WAYS TO ZIG WHEN
EVERYONE ELSE IS ZAGGING
with JULIO DE LAFFITTE
Why is it that ...
JULIO DE LAFFITTE
3ENTREPORNOGRAPHY.com
What is ENTREPORNOGRAPHY and the
NOT-SO-FREAKY UNIVERSITY?
Entrepornography.com wa...
JULIO DE LAFFITTE
4ENTREPORNOGRAPHY.com
WHAT
YOU WILL
LEARN
	 HERE ARE FIVE TOPICS WE WILL COVER:
1.	 Don’t be afraid to t...
JULIO DE LAFFITTE
5ENTREPORNOGRAPHY.com
01.
DON’T BE
AFRAID
TO TIP
OVER THE
SACRED
COW
[INDUSTRY]
The first way to zig is ...
JULIO DE LAFFITTE
6ENTREPORNOGRAPHY.com
01.
DON’T BE
AFRAID
TO TIP
OVER THE
SACRED
COW
[INDUSTRY]
CASE STUDY:
For most of ...
JULIO DE LAFFITTE
7ENTREPORNOGRAPHY.com
02.
DON’T
FOLLOW
THE HERD
[ECONOMIC]
If you want to know when to zig, watch the di...
JULIO DE LAFFITTE
8ENTREPORNOGRAPHY.com
03.
PLAY THE
“WHY
GAME”
[BRAND]
What industry do you work in? No – what industry d...
JULIO DE LAFFITTE
9ENTREPORNOGRAPHY.com
04.
KNOW YOUR
SUPERPOWER
Embrace your awesomeness – your personal superpower. More...
JULIO DE LAFFITTE
10ENTREPORNOGRAPHY.com
05.
CHANGE
YOUR
ATTITUDE
One of the most destructive sentences in the English lan...
JULIO DE LAFFITTE
11ENTREPORNOGRAPHY.com
Click to watch the video
JULIO DE LAFFITTE
12ENTREPORNOGRAPHY.com
Julio De Laffitte was born into a prominent
Brazilian family with a rich business...
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How to zig when others are zagging [CHEAT SHEET]

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WATCH THE FULL LESSON: http://notsofreakyuniversity.com/course/embrace-opportunities-others-see-obstacles-art-zigging-others-zag/

Why is it that some business owners appear impervious to business obstacles and upsets? In some cases, it seems that it’s the obstacles that drive certain personality types to success. Julio De Laffitte came to Australia when he was 19 and has since built a real estate investing business worth around $40 million, called JDL. His life story is littered with instances when the market zigged yet Julio zagged. Learn to identify opportunities and stop competing according to the terms of your industry.

Julio De Laffitte was born into a prominent Brazilian family with a rich business heritage and began learning the principles of wealth creation when most children his age were still learning to ride a bicycle. By his late teens, he had established several thriving enterprises in his home town of Rio de Janeiro, including a clothing manufacturer and food retail business. At the age of 19, he migrated to Australia and has since built a real estate investing business worth over $40 million, called JDL Strategies.

WATCH THE FULL LESSON: http://notsofreakyuniversity.com/course/embrace-opportunities-others-see-obstacles-art-zigging-others-zag/

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How to zig when others are zagging [CHEAT SHEET]

  1. 1. JULIO DE LAFFITTE 1ENTREPORNOGRAPHY.com ENTREPORNOGRAPHY.com 5 WAYS TO zigWHEN EVERYONE ELSE IS zaggingJULIO DE LAFFITTE WITH
  2. 2. JULIO DE LAFFITTE 2ENTREPORNOGRAPHY.com 5 WAYS TO ZIG WHEN EVERYONE ELSE IS ZAGGING with JULIO DE LAFFITTE Why is it that some business owners appear impervious to business obstacles and upsets? In some cases, it seems that it’s the obstacles that drive certain personality types to success. Julio De Laffitte came to Australia when he was 19 and has since built a real estate investing business worth around $40 million, called JDL. His life story is littered with instances when the market zigged yet Julio zagged. Inthis,CHEATSHEET,wesharefivewaysofthinkingtorespondtoINDUSTRY,ECONOMIC, BRAND, SOCIETAL and PERSONAL shifts.
  3. 3. JULIO DE LAFFITTE 3ENTREPORNOGRAPHY.com What is ENTREPORNOGRAPHY and the NOT-SO-FREAKY UNIVERSITY? Entrepornography.com was created to encourage entrepreneurship. It does this by providing news, views and inspiration. It helps budding and aspirational entrepreneurs find motivation in the experiences of others. But the Rah-Rah stops there. Without action, the consumption of entrepornography becomes little more than an exercise in self-deception. That’s why we created the Not-So-Freaky University. That’s our premium membership service and it’s all about providing instruction. It’s for serious business operators who understand the difference between watching and doing. We take the freaky parts of business and un-freakify them. CLICK HERE TO TAKE OUR MEMBERSHIP TEST. DO YOU QUALIFY? >> ENTREPORNOGRAPHY.com
  4. 4. JULIO DE LAFFITTE 4ENTREPORNOGRAPHY.com WHAT YOU WILL LEARN HERE ARE FIVE TOPICS WE WILL COVER: 1. Don’t be afraid to tip over the sacred cow 2. Don’t follow the economic herd 3. Play the “Why Game” 4. Know your superpower 5. Change your attitude So grab a pencil and let’s get started! Watch the video
  5. 5. JULIO DE LAFFITTE 5ENTREPORNOGRAPHY.com 01. DON’T BE AFRAID TO TIP OVER THE SACRED COW [INDUSTRY] The first way to zig is to take a hard look at industry practices and evaluate them critically. Just because a certain convention has persisted for decades in your industry -- or just because one particular school of thought prevails -- that does not mean that it is necessarily right for your business. In fact, what we like to call “sacred cows” might be standing between you and your goals. Sacred cows are long-held practices or conventional wisdom that everyone follows, without question. This presents an opportunity to zig. Here is an example that you can draw from: Transparency in business is a frequent topic these days but that has not always been the case. Until recently, businesses across the board operated on the notion that “the margin is in the mystery.” A few years ago, if a business were to operate with transparency in terms of pricing, environmental impact or ethical positioning, it would have been operating against established practices. The sacred cow (the conventional wisdom) was that the more you could hide from your customers, the money you could make. The current economic climate demands transparency, having forsaken that former sacred cow of operating in shadows. The early adopters of transparency (like Julio’s JLD) went against the grain and disclosed their commissions, and saw great success for their transparency. In fact, the rest of the world has since had to catch up!
  6. 6. JULIO DE LAFFITTE 6ENTREPORNOGRAPHY.com 01. DON’T BE AFRAID TO TIP OVER THE SACRED COW [INDUSTRY] CASE STUDY: For most of the past century, if you ran a Circus, conventional thinking was that performing, exotic animals brought crowds. Cirque du Soleil has certainly proved that theory wrong, while eliminating an expensive overhead in the process. ACTION: Ask yourself, “What is the sacred cow? What is the opportunity here?” How can you take an established industry practice and give it a twist? Watch the video
  7. 7. JULIO DE LAFFITTE 7ENTREPORNOGRAPHY.com 02. DON’T FOLLOW THE HERD [ECONOMIC] If you want to know when to zig, watch the direction everyone else is heading in. As an example, in an economic downturn, when your competitors are bailing, you might identify an opportunity to fill the void they leave. You have heard the expression “buyer’s market,” right? Economic shifts create a chance to react in the opposite direction. Economics are cyclical. The conditions that drive the housing market into a buyer’s market affect all sectors of business, but recessions do not last forever. As surely as there is an economic downturn, there will eventually be an economic uptick. See also: the 2008 Global Financial Crisis and compare with the uptick currently underway. When the GFC hit, Julio saw an opportunity, investing in construction. “Even when 5% of people are unemployed, the remaining 95% are still getting up every morning and going to work! Always be prepared to deal with ups and downs. HOT TIP: What is the greatest economic threat to your industry? Whentimesarebadfromamarket(orglobal)perspective, ask yourself “Oh, wait! How can I zig?”
  8. 8. JULIO DE LAFFITTE 8ENTREPORNOGRAPHY.com 03. PLAY THE “WHY GAME” [BRAND] What industry do you work in? No – what industry do you really work in? Look at your business and compare its core mission to its industry. Think about Disney. Is Disney a company that makes cartoons or is it a company that provides good clean family fun? Clearly, Disney does much more than animation. Most businesses unintentionally give themselves irrational limits. They pigeon-hole their activities into the perceived purpose of their sector. But what service is your industry really providing? What problem are you really solving? CASE STUDY: Anthill is an Australian business magazine. But when the GFC hit, it ditched print to pursue a future online. So, was it still a magazine? The purpose of this enterprise was to educate. This is its industry, irrespective of the package. It was never in the industry of magazines. Rather, it is in the industry of instruction, inspiration and hope. ACTION: Ask yourself (3 times), “Why would someone choose to work with me?” The reason we urge you to ask yourself this question three times is because that is how long it takes to uncover the real answer. (i.e. Assume you are a financial wizard. Why would someone need you? “Because they need an accountant.” But why? “Because they need someone to give them clarity?” But why? “So, that they can focus on the rest of the business, like building cashflow.” Bingo!
  9. 9. JULIO DE LAFFITTE 9ENTREPORNOGRAPHY.com 04. KNOW YOUR SUPERPOWER Embrace your awesomeness – your personal superpower. Moreover, in recruiting, expect this of each member of your team. Everyone has his or her personal strengths or superpowers, as we like to call them. Knowing and understanding those strengths makes it easy to put them to good use. Knowing your superpower also helps you dodge a potentially damaging bout of something Australians call “tall poppy syndrome.” Tall poppy syndrome refers to the stigma that, if you do something well and people notice, someone will inevitably come along and chop down “the tall poppy.” Understanding your strengths helps you dodge hesitation in business. Most importantly, it helps you define how you are different. And, knowing how you are different, will help you identify opportunities to zig when others are zagging. ACTION: Take out a sheet of paper and write down your superpower. How many great ideas have gone to waste because of thinking “it’s just not good enough,” or “someone else can do it better?” Knowing your strengths can help you negate that feeling and overcome your doubts. You are different. Embrace your differences.
  10. 10. JULIO DE LAFFITTE 10ENTREPORNOGRAPHY.com 05. CHANGE YOUR ATTITUDE One of the most destructive sentences in the English language is, “That’s just the way I am.” That is an attitude that you simply must zig away from. Simply saying, “I’m not financially minded” or “I don’t have a marketing bone in my body” is a sure path to business obsolescence. Excuses like these blind business operators into dependence. Sure, it’s great to outsource. But it pays to know your business too. Are you a cog in the machine that is actually someone else’s economy? Or is it time to reject the limitations you set and skill up? ACTION: Take out a sheet of paper and create two columns with a line right down the middle of the page. Write down your top two weaknesses in the left column. Now, write down the cost of those weaknesses in the right column. Then, skill up! If you think education is expensive, try ignorance!“ ”
  11. 11. JULIO DE LAFFITTE 11ENTREPORNOGRAPHY.com Click to watch the video
  12. 12. JULIO DE LAFFITTE 12ENTREPORNOGRAPHY.com Julio De Laffitte was born into a prominent Brazilian family with a rich business heritage and began learning the principles of wealth creation when most children his age were still learning to ride a bicycle. By his late teens, he had established several thriving enterprises in his home town of Rio de Janeiro, including a clothing manufacturer and food retail business. At the age of 19, he migrated to Australia and has since built a real estate investing business worth over $40 million, called JDL Strategies. His life story is littered with instances when the market zigged yet Julio zagged. James Tuckerman is widely recognised as one of Australia’s most successful digital publishers. He’s an entrepreneur, angel investor, growth hacker for hire and professional speaker. He is best known for launching Anthill Magazine, in 2003, from the spare bedroom of his par ents’ home. He was then 26 years of age. In early 2009, he reinvented the Anthill business model, abandoning its print origins in favour of a 100% digital product. Within six-months, AnthillOnline.com was listed by Nielsen Online Ratings among the Top 50 Business & Finance websites in Australia. Since then, he has launched numerous digital ventures, including entrepornograohy.com.

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