Business Insights From Glen Carlson – Brand Is the Effect, Not the Cause


Business Insights From Glen Carlson – Brand Is the Effect, Not the Cause

I recently had the pleasure of interviewing entrepreneur, business expert and brand specialist Glen Carlson of Dent Global for my upcoming book called Engineer Your Business. I wanted to interview Glen to explore the potential for driving income growth into a business by building a strong brand.

What started out as a short discussion about brand turned into an hour of great business insights from Glen, some highlights of which I am pleased to share with you here. If you’d like to hear the full audio recording or read the captions of the entire interview, you can find it on the blog page of Engineer Your Business.

Firstly, some background information. Glen Carlson founded Dent Global in 2010 with his great friend and business partner Daniel Priestley. Dent Global delivers a number of different business accelerator programs and specialist services for companies of all sizes, extending all the way from small businesses to major corporations.

These award-winning programs are recognised around the world for their contribution to success in business, for example, the Huffington Post called Dent Global’s Key Person of Influence program, “The world’s leading personal brand accelerator”. Glen graciously agreed to help me out with my book research, for which I am very grateful.

Brand is the effect, not the cause.

When I asked Glen why he believes so strongly in the importance of brand, he responded by saying that it’s actually not so much about brand, but more about your intellectual property and developing your ideas. This makes you more influential, and when you package those ideas, it’s often labelled as the ‘Brand’, but he says that actually brand is the effect, not the cause.

Become a key person of influence.

As our conversation expanded beyond brand, Glen shared his view that just having a business these days isn’t enough – there’s so much competition out there that people need to differentiate themselves so they can stand out in a crowded market. Then they can cut through the noise so they can start enjoying the kind of cash flow, profits and lifestyle that represents a worthwhile return on the expertise and experience that they’ve already got.

Glen describes a Key Person of Influence (KPI) as someone at the centre of their industry who is well connected, well known, well regarded and highly valued. KPI’s attract opportunities, get invited onto projects and teams, and they earn more money than most.

If you’re looking to build your business and increase your profits, then you could really benefit by becoming a Key Person of Influence in your industry.

If you’d like a free copy of Daniel Priestley’s book Key Person of Influence, you can get one from here.

Package your intellectual property.

One of the key premises of Glen’s KPI program is that it’s not you that’s valuable, it’s your insights and ideas, the stuff in your head that’s valuable. The key is to unpack your intellectual property into an accessible form that can then be packaged and commercialised. To help that process of extracting your intellectual property, the KPI method utilises what they call the 5 P’s, as follows:

1. Pitch: Clearly communicate your value proposition.

2. Publish: Gain credibility by creating content.

3. Product: Create a product and services ecosystem.

4. Profile: Become known, liked and trusted in your industry.

5. Partnership: Create and maintain mutually beneficial strategic relationships.

One of Glen’s core beliefs that he shared during our interview is that people massively underestimate the mountain of value that they’re standing on – he says, “If you can deliver great value to a customer to the point where they want to refer you, and you can leverage your Intellectual property and create a product ecosystem, then that represents at least a million-dollar business”.

Income follows assets.

I asked Glen what he believes is the most significant driver of income growth in his business and he instantly responded with the word, “Assets”. He went on to say that the biggest breakthrough they ever had in their business was just three little words: Income follows assets.

The key is to create an asset that can continue to produce value whether you or your team are there or not. Glen gave the great example of Jamie Oliver, who went from being a great chef who got paid for his time to cook amazing meals, to being an author who wrote down a bunch of recipes into a book called The Naked Chef, which created an asset that was no longer dependent on Jamie’s time in order to produce value.

Think about the assets you could create in your business to generate income? Maybe you could write a book, create a training program, develop new products or come up with an effective new method for solving the biggest problems that the customers in your industry face?

Become more highly valued, more highly paid and have more fun.

Glen believes that when the 5 P’s (a great pitch, published content, a product ecosystem, a great profile online and strong partnerships) come together with a high degree of mastery, not only do you end up spending more time in that inner circle of your industry where the people are more highly valued, more highly paid and having more fun, but it starts to look from the outside like you have a very strong brand.

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