Why You've Got To Check Out Today's Episode:

  • Learn ways on how to protect your content.
  • Learn the importance of cash flow for your business.
  • Discover why you should start to enroll students instead of chasing clients for your business.



Tweetable Takeaways from this Episode:

“Licensing is giving permission to access a system, an idea, a work of art or creation. For an author, a speaker, a coach, there's numerous ways for licensing to benefit that particular business."


Kathi Burns  0:04  
Hi there, I'm board certified professional organizer Kathi Burns. I'm really glad you're here. This podcast is designed for busy entrepreneurs just like you who want to take better control of your business and move forward with less stress and more success. If this is your first time listening then thanks for coming. The Organized Energized podcast is produced for your enjoyment and show notes are found at ThePodcast@OrganizedandEnergized.com. Come back often and feel free to add this podcast to your favorite RSS feed or iTunes. You can also follow me on Twitter at organized energy and Facebook. All links are in the show notes. Now let's get into the show.  Hi everyone, I'm Kathi and I'm here with Shadeed Eleazer. He's a Maryland-based US Navy Veteran and creator of a business model that was licensed by 17 US states and utilized for a government re-election campaign. Experts and Entrepreneurs hire Shadeed and his team to help them convert their signature online programs and best-selling books into a license-ready curriculum that is sold to corporations, universities, and government agencies. This Content Licensing strategy increases recurring revenue for businesses and solves the problem of the time for money exchange for his clients. Welcome Shadeed, I'm so glad that you're here on the show today.

Shadeed Eleazer  1:57  
Oh, it's an honor, a privilege and a pleasure to share this time and space with your audience. Great to be here.

Kathi Burns  2:04  
Absolutely. So you have such a long winding history. I've been reading a little bit about you. And let's start out with how did you say you were in the Navy? And then what happened? Why did you start this this road to licensing and that type of thing.

Shadeed Eleazer  2:23  
My journey to licensing started in the military, by accident, through necessity. And I will explain what by accident through necessity means you see, I was part of the 911 response team. So my ship, the USS Kitty Hawk, CV 63 was part of the first responders for the attacks on the World Trade Center. And so with any navy ship, or let's say, military in general, there's a type of operational readiness. So for each listener, each viewer of this episode, what I want you to do is to picture your current space around you. So if you're at your office, just think about your desk for a second. So stapler, laptop, let's say printer, for example, each piece of equipment has to have a certain certification in order to use it in a military context. Now, the system that we use to manage all of our printers, equipment, so on so forth, was very outdated was literally a sheet of paper with a two hole punch that was attached to the wall. So it wasn't software involved. But due to the attacks when 911 the mandate came out from DC, that all battle units had to be fully compliant in order to deal with the present and unknown danger that emerge. And so we received funding for a software package that no one knew how to use. And so this is all going to turn into licensing. So stick with me, ladies and gentlemen. Yeah. So no one knew how to use the software. So we all worked 15 to 16 hour days out to see this is our standard workday. And so, after work, I took the initiative to learn how the software worked. And so I became proficient enough where I learned the software but I also created more or less a package that allow for people to get up to speed quickly and get certified. So our numbers within the Combat Systems first division, so we're the first division of 10 divisions was our numbers as far as readiness started to go up. So the other supervisors of combat systems two through 10. So wait a minute, why is the first division going up and ours are still the same? What's going on? What's the secret and so the word begin to get out that he laser because we all go by our last names in the military, he created this system that allows for the sailors to get up to speed quickly. So I was assigned to deliver training to the other departments. And when we talk about licensing, let's say the method for solving a problem and packaging, that was my first example of licensing. So what ended up happening was, all divisions were, let's say, up to speed. And I was promoted. And this is something they never do. And I was promoted, and a new position was created for me to ensure readiness across the department, since this was a time of war, earned a navy Achievement Medal, or what they call a Nam. And that was my first example of licensing. So taking your knowledge, packaging it, and delivering it for value to other organizations and entities is the framework of what we're going to discuss. So that is my earliest experience with licensing. And that's my story.

Kathi Burns  6:25  
That's exceptional. That's exceptional. And for them to go out of the box and create a new, a new department or a new title for you to go train everybody. That's that's saying something you're a mover and a shaker. So how long were you in the Navy?

Shadeed Eleazer  6:39  
I was in the Navy for a total of six years.

Kathi Burns  6:44  
Okay, and how long have you been out now?

Shadeed Eleazer  6:46  
Oh, my goodness, I'm dating myself well, close to let me see do some quick math here. About 18 years.

Kathi Burns  6:55  
Okay. Okay. So when you got out of the Navy, what did you do? Right away, like, besides trying to regroup and figure out life as a civilian.

Shadeed Eleazer  7:06  
That's exactly what I did was come back, because when you come from what they call for deployed Navy overseas, let's say in combat zones, you have to slow things down and figure things out. So after that, that period of readjustment is what they call it, immediately went into contracting and also launched a business on the side, which was actually still exists, which is Career Services for military vets that were transitioning, I personally had the most tumultuous transition from overseas Navy into civilian life. And I said, No veteran will have the same fate that I experienced. And so that was what I transitioned into, that lead into, let's say, additional licensing examples, as I became more experienced as a contractor or consultant, and where I would get contracts extended by providing training packages to organizations that have contracts. So let's say if you landed a contract, let's say, and I would approach you and say, Well, have you considered the training behind the say, the software you would deliver, for example, and you'd be surprised at how many multi million dollar contracts, one, let's say the bid or proposal for installing a software system for 1000 employees, but didn't consider how we're going to train them on a new system. And so that was something that worked, rinse and repeat over and over again. And creating the training that was ultimately licensed to the contractor, the agency itself, was essentially helped me write my ticket to major success throughout my career.

Kathi Burns  9:17  
Yeah, and it sounds like it was just something that was innately in you anyhow, to have the organizational expertise and, and the the forethought to know how to actually train these people and how to put the system together so that they'll understand the system and actually implement it. So that's why I want to have you on the show, because you've got that great organizational mind already. And that's what I love about about life is that oftentimes the most successful people were doing what's innately our gift. And you know, like you said, it was an accidental happening, and yet there we have it, right. So wow, well I have a lot of people who are incorporated, who are book authors who are content creators. And I'm so intrigued with it you do. So can you tell me? What specific challenges do you help clients solve? When a okay, so say I have a course or I have a book? What specifically do you help them solve with a little clip?

Shadeed Eleazer  10:16  
Well, when we talk about licensing what licensing is in, we have to simplify things in order for people, for the light bulb to go off here. And so licensing is giving permission to access a system, an idea, a work of art or creation. And so for an author, for a speaker for a coach, there's numerous ways for licensing to benefit that particular business. And so if let's say creating a blog post was the base of the mountain licensing is the the way that if you're serious about building a legacy around your knowledge, building, let's say a brand around your experience and creating recurring revenue on a larger scale, then licensing is the game that all serious entrepreneurs, especially service based entrepreneurs place now, in order to answer your question. Simply, I help experts, entrepreneurs, speakers, and authors to package their content. So you can go to an intellectual property attorney. And you can have a course for example, and they'll shop your course to a university agency, Corporation. But in every licensing deal, there's always going to be a customization. So meaning, the slide deck for, let's say, your training course, where Harvard University needs to be Harvard Krimson, or Harvard University is going to need for you to read the disclaimer, or legals going to need for you to update module five and add this verbiage in and so if you're paying a retainer, to an intellectual property attorney for content creation, the the rate doesn't equal the level of effort that needs to be delivered. And so you're ultimately overpaying for that part of the process. And so what started to happen was that intellectual property attorneys would come in partner with me and say, Hey, I have a rockstar coach who has a program, it's ready to go. But we must make this program license ready. And so when you create content with a license ready approach, then you ultimately save time you reduce your overall expenses, because you're building with the future in mind, versus what many people do is create content based on your own understanding without the understanding of how curriculum design takes place. And then once they reach the point where licensing takes place, then they have to rework everything. So I save them time, I save the money, and most importantly, outside of the license ready context, I help them understand that their content is ready to exist on a world class level, the mindset is oftentimes the biggest challenge that prevents smart and talented people from becoming, let's say, licensed source of their content at the highest level.

Kathi Burns  13:37  
Righ. Right. They feel like oh, maybe it's, it's not good enough. Right? So what what makes it license ready? Is it more like it's a generic or it's more I guess more generic so that it could be mass consumed, and then that would be licensed within like, whenever I do a presentation for Semper Fi report, you know, obviously you need your logos and all their stuff on the slide decks. But but the actual process would be it'd be licensed. Is it is it just more generic? Explain to me about what would you do for licensing to make it license ready I guess?

Shadeed Eleazer  14:16  
Well, let's use a common let's say famous example of public example. And so if we take Rich Dad Poor Dad, iconic personal finance franchise that has been created educational franchise. So first of all, if we're going to license Rich Dad Poor Dad with the mistake that many people make is that they don't have longevity in mind when building their brand. So they may it may be Rich Dad, Poor Dad in January, and in March, it may be personal finance for entrepreneurs and then August, it may be how to create cash flow to become, let's say financially free. So the first thing is going through the market research and the proper testing procedures in order to make sure that you have a winning title that attracts people's attention. And people want to consume based on the test the feedback, the conversion rates, not your own understanding and bright ideas. Next, is understanding the content. So developing content for multiple learning types. And so there's a of course, there's people who may need to see the content, there's people who may need to listen, there's people who need to, let's say go through examples and scenarios. And so developing, understanding who your audience is, and how they typically consume content, how other properties and titles within your niche market are also consumed in creating content with that audience in mind. Next, is the level of professionalism. And so what I always recommend is making sure that your licensed ready material stands alone. So if you have a website, for example, that is housing, your business services, your signature, or flagship program should have its own standalone brand. And finally, when we talk about ownership, and so if you create a course based on your own understanding, and it happens to be a best seller, the chances of your content being stolen in some way, duplicated by a parent or larger company skyrockets. And so understanding how to protect your content is the final piece of that puzzle.

Kathi Burns  16:59  
Awesome. Awesome. Yeah, and I think a lot of entrepreneurs will change their titles base as far as you just sticking with that core, the core title, so you're recommending that if there is something is licensed that you said it would have its own domain as well, a standalone as apart from it from their own domain.

Shadeed Eleazer  17:18  
Okay. Yeah. So if I'm building a franchise, I'm thinking in terms of longevity, so it needs to stand alone, on its own. And so when it comes to domains, that's one area of protecting the intellectual property, or the brand itself, many entrepreneurs, that becomes the ceiling domain protection, which made me well, I'm going to reserve the.com, the dotnet version, and possibly the.org versions of those domains. And they oftentimes forget other types of protection for intellectual property. And so domain protection, when we're talking about creating a brand that you can easily identify that stand out from the the rest of the competitors domains are one way to do so.

Kathi Burns  18:18  
Perfect. Yeah, that makes a lot of sense. So you've been an entrepreneur now for several years, do you have a hack and organizing hack or something that you use to keep your business running smoothly your own personal, secret hack that you used?

Shadeed Eleazer  18:34  
Yes, it's called the daily gratitude formula. And so the daily gratitude formula was created during a terrible year of my life, where it's similar to a country music song or just, you know, my dog ran away, it's just one thing after the other. And so, times were so low during this this era of my life that I was at a coffee shop in the morning, because when I wake up, it felt like a refrigerator was on my chest when I woke up is just crushing anxiety. And so I will have to get up and go for a walk. And I will walk into I felt, let's say, clear mind. And so at this, this particular day, things were just such a storm that I had to write down positive things because the avalanche was so great. And so there's four quadrants to the formula first starts with five things I'm grateful for. Next are so five things I'm grateful for, could be as simple as the gift of life. And in many cases when you're starting this process it can be, it's like developing a muscle where when you start out, you may not have as many things to be you feel that you're grateful for. So you have to start with the basics. And so next are five reasons that I am abundant. So that could be the gift of my time in helping someone else. It could be, let's say, listening to someone else's challenges. It could be, let's say, paying the expenses, personal and business wise, and just being able to give time, money, effort, so on and so forth. Next is five people who I will share ideas with, on this day. So every day, every single day, I reach out to five people, in some cases is active listening, Hey, what are you working on? What are you excited on creating, and exchanging some form of introductions, referrals, and getting in the spirit of creative exchange every day. And finally, five reasons why today will be awesome. So oftentimes, our day is based on momentum. So if you, you know, drop something on your foot at 6am, it can create a chain of events that leads to what we'll call a bad day. And oftentimes, a bad day is based on a moment that we locked on to a moment that created a strong emotion that we held on to throughout the first part of the day, and it led to momentum, they create a bad day. So what happens if you say, You know what, here's five reasons why today will be awesome. That could be weather related, it could be, let's say, I'm going to have a conversation, I'm going to be on a podcast, I'm going to you name it. But the key is to claim that is going to be a great day. So with my particular formula, I write this down actually had one of my graphic designers, he created this very nice template. And so I have been using the template for a number of years. And that's my process. That's my hack secret weapon to help get through the day gratitude in itself is a weapon is it's insulate you from a lot, because it's impossible to feel anger is impossible to feel sadness. Gratitude in negative emotion cannot, let's say occupy the same space.

Kathi Burns  22:47  
Yeah, they can't grab it in gratitude trumps it every time. So yeah, I love practicing gratitude. I do it every night, as I lay down. Recap on my day, when I'm grateful for it, it can be as easy as I Love My Pillow. I Love My Pillow. I remember if I get seen. So it's like I agree. It starts out as some people might not have that muscle develop. But once you get used to being grateful for things in you, it's the sunny sky thing. And that's a wonderful hack. I so so appreciate that. So that leads me to my next question, what do you up? What are you up to now? What are you excited about? What projects do you have in the works?

Shadeed Eleazer  23:24  
Well, after a recently graduated from the Goldman Sachs 10,000 small businesses program, and this program is rigorous. And so it, it's three months of working on your business versus in your business. So they designed the exercises, to be so time consuming, that you must learn to delegate an outsource in order to make it through the program. And so, right now, we're focused on hiring and building out our org chart. Hopefully, within the next six weeks, we will bring on up to 17 members were focused on the build out of the content licensing Academy app, and with that app, that's going to focus on creating the most comprehensive licensing resource on mobile devices. And so you'll have an encyclopedia, a number of case studies, and it'll be the location where my audience who has stuck with me all throughout the years, can get access to my longer form content. And I'm doing less with, let's say, social media and more investing into community where people who support my work either through time and attention or financially can get the best that I have to offer all on your smartphone. And also on the philanthropic side, we have a number of projects that are coming up ranging from an initiative where we help young underprivileged youth to gain access to passports and help them with the introduction to early travel. And there's a number of things in the works as far as our classrooms campaign where we modernize, underperforming or underfunded classrooms and provide 21st century learning environments. So I would say the next two to three months will be very busy, but excited about what is to come.

Kathi Burns  25:56  
Very, very exciting. And I commend you for going into the program. I think it's really funny that Goldman Sachs made it so that you would have to delegate in order. So that's part of their training Anyhow, I'm sure it's like, you better do it, or you're not going to be able to, to handle it. Yeah, I have a girlfriend who is just into a major program like this as well. And delegations, what is that was what it's all about, right? So that's exciting. I love the fact that you're teaching. Also, we're helping young kids learn to travel, because I think that the more and from being the Navy, my husband was in the Guard, the more places that you see, just the better you are as a person the more that you have to give back, because now you understand other people much more easily than just being stuck in your little Burg for all your life. So that sounds like fantastic, you have so much stuff in the works. So you've been doing this for a while? Do you have a lesson? Would you say that you what's the main lesson that you have learned throughout the years of being an entrepreneur?

Shadeed Eleazer  26:59  
The main lesson that I've learned with being an entrepreneur is the importance of cash flow by any means. And what I mean by this is, when you interview, let's say, 100 entrepreneurs, and you ask them, what's the most important thing about running a business, you'll get a wide range of answers. And if your business is, has not found a way to generate cash flow, then that's all you need to focus on. We often well, I need a website, I need business cards, I need this, I need that. And you need to focus on creating an offer that sells or a product that is generating income every day for your business. And I this is not popular entrepreneur advice. But if you are struggling with cash flow, meaning you are a full time entrepreneur, and you're broke, or if you're struggling to make ends meet, get a job and build your business on the side, or freelance and build your business on the side or use let's say app such as Uber, or let's say other alternative means to allow you to keep working on your goal or your dream while you're generating cash flow. Entrepreneurship in itself should not lead to you filing bankruptcy, it should not lead to you maxing out your savings, it should not lead to you maxing out your credit cards in damaging your credit. And that's one of the biggest lessons that I did learn is that your business should operate separate from your personal income in your personal life. And so when you understand funding, and increasing your fund ability, your access to capital and you separate the two, then you're you have a greater ability to do that. But most of us, we start from where we are with the limited understanding of what a business actually is. And we max out everything we've worked hard for and in the journey to build a business so that would be the greatest lesson. Do not allow pride to let you set yourself back. Go to work if you need to, especially during these times where so many people are making adjustments if you need to work part time in order to make ends meet, or to give you enough time to pay the bills and to clients come in, then there's no shame in doing so. And it's something that I recommend.

Kathi Burns  30:12  
Yeah, I totally agree with that. And having multiple streams of income is always a good thing. Because cash flow is the key. If you don't have the cash flow, you can't do your business and you can't follow your dream. So I like that. And you're right. Not very many people say that to entrepreneurs, and with the great resignation going on right now. I think it's good to, for people to know that they can do more than one thing at the same time they can work on this site, they can freelance, they can be consultants, as they're launching, they can use whatever skills they have to make the money, as opposed to saying, oh, I need to invest in a graphic designer build a website? Well, they will. Let's get a couple clients first. Absolutely. Okay, so do you have a piece of advice for entrepreneurs who are out there jammin out, and they want to create more freedom? You know, freedom is a different term for many people. But if they want to have more free time for themselves, or more freedom in their business, do you have any tips or advice that you would suggest for them to do?

Shadeed Eleazer  31:17  
Well, if you want to create more freedom in your business, you have to start with packaging your knowledge. And so the internet, ladies and gentlemen, is always open, always open. And so for example, my greatest selling digital product was recorded after a panel event. I literally had a sore throat, I was under the weather. And but I was inspired by my my hero at the time, she bought me a Mountain Dew soda said I love your talking points is verbatim. And so I was so inspired that I went back to my room. And I recorded what became my greatest selling digital product. And so during chapter three of this digital product, you can literally hear the housekeeping next door vacuuming the room next door. So my point is that this was not a perfect digital product. It was recorded in a hotel on a say they used to be voice recorders that I will use for interviews that I recorded it on, I published it. And nowadays, it's still generate sales. So what this means is that you, as a service based entrepreneur, have problems that can be considered evergreen, meaning someone, millions of people are searching for them every day. And so when you separate your let's say your knowledge from your time spent making money, then it allows for you to create income on autopilot. And so if you want a lifestyle that you deserve, and more freedom in your business, then you have to find a way to earn money while you are asleep. And the way you do that is you create digital assets package your knowledge package your brain, and you can start with beginner content, do not fall into the lie or the trap that my content isn't good enough. All you have to do is provide the beginner basics of your let's say, niche or topic. Or let's say provide a topic that is within that people are already searching for. And create content says consistently. So instead of creating a blog post, for example, create a digital mini digital product and allow for those products to always work for you.

Kathi Burns  34:08  
Yeah, yeah, that's good. And we're all experts in some in some regard and the fact that  you don't get stuck in perfection, I say this all the time. Perfection is overrated, and simply not worth it. And the fact that you could just record something and now it's one of your most popular selling money generating products. There you go, folks, you don't have to be perfect. And that's something that's so in fact, perfection. Who wants to who wants to be perfect? I mean, who wants to listen to perfect anyhow, really. So I love that. So okay, so that that leads us to your valuable free resource. What are you going to have? Or what are you offering for our listeners here that will help them juggle their careers?

Shadeed Eleazer  34:51  
Well, if we are discussing freedom, and we're discussing how to get to the freedom We desire a seat, then you need a roadmap. Because if you're starting where you are, and you have a goal to get there, you're going to spend a lot of time spinning your wheels, if you don't know, the forward path. So the digital assets execution plan provides you step by step guidance. And there's a support feature, where you can use either Facebook Messenger, or direct message in order to reach out and get support on how to package your knowledge and escape the time from money trap, by using and creating many digital products in order to generate that cash flow that we discussed in order to have availability for the people in moments that matter.

Kathi Burns  35:52  
Absolutely, I'm excited to download that I can talk to you for hours and hours, I'm telling you, because you're just fun to talk to, and you're very knowledgeable. So what's the one question that I should have asked you? We've talked about a lot. And I feel like I could talk to you again and again and again. But what do you feel? What's the one thing I should have asked you that I did not?

Shadeed Eleazer  36:16  
The one question that you should have asked that the audience would benefit from is, why should they start to enroll students instead of chasing clients for their business?

Kathi Burns  36:37  
Ah, okay.

Shadeed Eleazer  36:40  
And so what we have to realize as service based business professionals, especially, is that clients in today's world are under unique pressures that they've never faced any other time in history. So there's a economic, let's say, squeeze on clients. There's also health concerns on clients. There's also supply chain disruption on clients. So the people who are paying you that sustain your lifestyle, great clients, they are playing a balancing act, where should I pay this person versus that person. This is a very unstable way to run a business. And so what I recommend is that you create digital programs in order to enroll students. And the reason why you enroll students is because when someone's a student, and they come into your university, there, first of all, they're making an investment or commitment into your program into your, let's say, solution that you have. And so students can go many different paths, they can become upperclassmen, for example, in enroll in different programs, they can become an alumni, which is a great endorse endorser of your programs or services, they can become a booster, which is someone who ultimately invest in the growth of your company, they can become a sponsor, where they partner in affiliate with your products and services and help you make more sales. And they can also become a high ticket client. So if someone comes in, and again, value from your coursework, which is always working for you, 24/7, once you create it once, you can sell it forever. And those individuals, there may be a few saying, You know what? I went through your programs, and I want the VIP option of what you offer. And so similar to a flight, for example, if there's going to be 100 people who fly coach, for example, there's always going to be 20 people of that 100 who want the first class experience. And so it's better to use your digital programs to prequalify those who will ultimately join your higher ticket programs then to try to convince people who through becoming a client, that they're worthy or ready for your high ticket programs, because at this time, many clients may have struggles with paying you what you're worth, or being ready to work with you at a higher level. So my recommendation is to stop chasing clients and start enrolling students.

Kathi Burns  39:50  
I love that move. That's good. All right, we're gonna put that on the blog on the podcast page for sure. Well, we've been talking today which should be the latest I'll tell you what I've learned so much. And like I say, I could speak with you forever. And hopefully we'll speak more in the future. But I really, really appreciate your time and your energy today and have fun with your course finishing up, you're finishing up your program. And for anybody who wants to hear more, you can go ahead and download the podcasts you can click to download his, his free valuable asset. And also look him up online you will find a lot of very interesting things about it. So thank you for your time, and I really appreciate your energy that you put into the into this interview.

Shadeed Eleazer  40:36  
Thank you so much. It's been a pleasure.

Kathi Burns  40:39  
Hey, thanks for listening to this podcast. I hope you enjoyed this episode. And if you want to hear more, feel free to subscribe on the platform of your choice. Also, if you feel so inclined, I would truly appreciate a good rating from you, to me have a stellar day.

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