The Shady Side of the Dietetian Industry with Cassie Bjork

Transcription

How’s it going? Yuri here. Welcome to the show. Today’s guest is a good friend of mine. She’s actually a skiing buddy. Not that neither one of us really skis, but we’re … Oh, I’ll tell the story when we get into the interviews. I’m not going to spoil the surprise. But we had a lot of fun together a couple of months ago, and we’ll share part of that story with you in just a moment.

Her name is Cassie Bjork. And this is going to be a really telling episode.  Cassie is going to share some things with you that are somewhat disturbing, if you are any kind of licensed practitioner. If you’re a dietitian, if you’re a naturopathic doctor, if you’re anyone who has letters behind your name, this is going to be a very disturbing episode, because Cassie has gone through some major Schiza, and you’re going to discover some pretty shady things that are happening in the dietitian space, but also this translates over into the naturopathic space as well.

Cassie is going to share with you exactly what she did with her dietitian RD, I guess nomenclature, if you want to think of it that way. But really, really interesting stuff here. And we’re going to have a really good discussion about this. So sit tight. Let me give you a bit of background to see who Cassie is.

Cassie Bjork is a globally recognized industry leader in weight loss, a highly sought after speaker, and the number one international best-selling author of Why Am I Still Fat: The Hidden Keys to Unlocking That Stubborn Weight Loss. For over 10 years, she’s helped tens of thousands of women and men achieve their bodies and lives that they want, not by starving or skimping, but by eating foods that fuel effective and sustainable weight loss.

She speaks widely and contributes a regular column called Real Talk With Cassie, in Paleo Magazine. She has contributed virtually to every major media outlet as well, including CBS, ABC, Fox News, CNN, Time, Cosmopolitan Magazine and much more.

But most importantly, she’s just an amazing person. She really, really is. Such a great person to hang around with. She’s a lot of fun. And I’m super excited to have her as a guest on the Healthpreneur Podcast. So without any further ado, let’s welcome Cassie Bjork to the show.

Cassie, what’s up? Welcome to the Healthpreneur Podcast.

Cassie Bjork:                       Thanks, Yuri. I’m so excited to be here.

Yuri Elkaim:                         Yes, because you’re officially my skiing partner, so it’s good to have you on the show now.

Cassie Bjork:                       We are good ski buddies, aren’t we?

Yuri Elkaim:                         We are, yeah. For all of you listening, Cassie and I were invited to a trip in Park City earlier this year. And neither one of us really skis, and we, thankfully were guided down the mountains by one of Trevor’s awesome colleagues. And it just made the day really enjoyable.

Cassie Bjork:                       It was so fun. You were cruising. I was just trying to keep up with you the whole time, is really what that scenario looked like.

Yuri Elkaim:                         Well, I don’t know. I had a pretty good day until that last wipe out. And then I was like, “You know what? I’m happy I don’t ski more than I do.

Cassie Bjork:                       I wish I had that on video. I wish we could show the listeners. That wipe out was epic.

Yuri Elkaim:                         Oh my God. I’m still replaying that in my mind. I’m like, how are my legs still on my body?

Cassie Bjork:                       I just can’t believe you didn’t break any bones. It was amazing. You just stood up and walked away from that.

Yuri Elkaim:                         Yeah, it’s … I don’t know, we had a lot of fun. It was a good time. And just kind of great catching up, and I’m excited to have you on the show, so bienvenidos.

Cassie Bjork:                       Yeah, great, awesome. Let’s dive in.

Yuri Elkaim:                         Let’s do it. So let’s talk about some stuff. I mean, just top of mind, we kind of talked about this a little bit before we started recording. I think this is an interesting topic, for anyone who’se a practitioner, especially maybe naturopathy, dietitians, probably anyone.  I was a certified kinesiologist and I gave that up years ago. So you recently decided to say, “I’m no longer going with the dietitian nomenclature.” Can you talk about that, and why you do that?

 

Why she stepped away from the “dietician” and what she’s doing now

Cassie Bjork:                       Yeah, yeah, definitely. I mean, the Board of Nutrition & Dietetics, they were coming after me for a while. And it was a really, really big deal. And I was fighting back. I didn’t want to give up that license because I worked so hard for it, and I was so proud of having it.  The day that I earned my certification as a licensed dietitian was probably one of the most important days of my life. I worked so hard for that credential and the authority that I believed that it gave me. And I was just so excited to have that.

So yeah, I’ll share my story, and I just kind of want to preface it too, by saying that I do think the situation of mine demonstrates significant problem in the industry, and in the credentialing process, and maybe in the governing boards. And I also don’t think every dietitian is going to run into what I ran into. I think mine could have been one of those outlier situations. And, you know, it could also be the beginning of more of this. I’m not really sure. I’m happy to talk about what happened to me. And I also don’t want to scare anyone, but I think it is an important thing to bring up because this is the reality of just kind of what’s going on out there.

Yuri Elkaim:                         Well, let me ask you. As a dietitian, I think a lot of people can relate to this. It’s like, you have the letters. You put the time in. There’s a level of ownership with that, that it’s almost, it’s tough to disconnect from that, right?

Cassie Bjork:                       It totally is, yeah.

Yuri Elkaim:                         So if you’re listening to this, and you’re like an MD or someone similar, and you’re thinking, “Oh, I can’t give up my license. There’s no way I could do that.” What was the realization for you, where you said, “This just isn’t worth it anymore.”

Cassie Bjork:                      It’s funny, it happened in a coffee shop in Santa Barbara California. And it wasn’t just like a spur of the moment decision. I’d actually been fighting to keep my license for five and a half years. And it was pretty intense. It was a huge fight. It was a huge lawsuit. I mean, I was in and out of court, and going through this interrogation process, and attorneys, and all of the works for almost six years.

I don’t know, Yuri. It was just one of those moments where I was sitting here in California, and my attorney called and said, “You know what? I want you to come in on Wednesday. We got to go through some more stuff again.” And I just said, “I’m not going to do it. I’m not going to fly back to Minnesota. I’m having so much fun out here.” I’d just gotten to California and realized, I was  rearranging my life and my energy and important projects that we’d been doing in the business, and I wanted to be there for my team. And I was just so torn, and just trying to keep this license.

And here’s the biggest thing. The license didn’t even align with what I believed, and what I was seeing to be true in my practice. And that’s actually the reason why the board was trying to fight to take away my license. Because everything that I teach, every piece of information that we teach in our weight loss coaching program really bucked the very rules that I was taught in dietitian school. And that’s actually why my approach works. That’s why our clients lose weight and get more energy, and heal chronic ailments, and tap into these new levels physically, mentally, and spiritually. It’s because I’m rejecting the outdated quote-unquote “rules” of traditional dietitian training. And these very rules are the ones that I was obligated to uphold, as a licensed dietitian.

So the board, basically,  didn’t want me to teach my holistic functional medicine based approach. They didn’t think I should be really talking about supplements, hormones, thyroid, anything other than low-fat, low-calorie, blah, blah, blah.

Yuri Elkaim:                         It makes me sick to my stomach just hearing this.

Cassie Bjork:                       I know. I know. So then after a while, it’s kind of like, “Why am I fighting to keep this thing that, it doesn’t even align with what I believe and what I know to be true. This is why my approach works, is because I’m not teaching what they want me to teach to keep my license.”

And the thing is, with the licensure laws … I mean, licensure exists to protect the public. But when they’re so highly regulated by the government and big food funding and the sugar industry, and there’s all these other influences that are involved. I think it can get kind of shady too.

I should also say that the timing was really perfect, or kind of kismet for me, in a way, because I didn’t need my license anyway. My businesses had really grown to the point where we were scaling so much more than we had in the past. And everything that we’re doing, I don’t need a license to do it.

So if you’re working as a practitioner in a clinical setting … I used to work as a dietitian in a hospital setting. I would need a license to do that. But with what we’re doing now, after over a decade as a dietitian, with our business growing like gangbusters, it was interesting that this was the point when I had to make this decision. The timing just seemed really kind of interesting and peculiar because I didn’t really need it anymore.

At that point, it was just a matter of pride, I think. And also, Yuri, you know, my branding was dietitian Cassie, for 10 years. That’s what I branded myself as, and that’s what people knew me as. So this was also interesting, because it was very closely tied to my identity. My brand had been me, and based that on having this license. So once I had that phone call with my attorney when I was in California in that coffee shop, and I said, “You know what? I’m not going to come back. I’m not going to keep fighting for this. I’m done.” You know? And it was like this interesting moment where I was giving up. It’s like I was shedding this identity.

It felt really empowering. Like some people could probably look at that and say I just quit. Because the thing is, I didn’t lose my license. I might have won the fight. It was more like a liberating, freeing moment, to say, “You know what? I’m not even aligned with this. It’s not serving me. It’s not serving my clients. I’m just going to shed that layer, and take my energy and take my focus, and finally just really put all of it into the things that matter and what I know and believe to be true.

Yuri Elkaim:                         Yeah. That’s awesome. At the end of the day, it’s about helping people. And I don’t agree with the dietetic approach, for the most part. Because it’s very quantitative, not necessarily qualitative. I mean, not that I’ve been to American Dietetic Association events, but I’ve heard that they’ve been sponsored by Coca-Cola and companies like that, which just seems really weird. You know, it’s like … I don’t know. It just seems a bit of a disconnect.

And at the end of the day, if you’re helping people, who cares if you have the license or accreditations with that. Right, I mean, you know what you’re doing.  Nothing has changed in terms of how you serve people, right?

Cassie Bjork:                       Nothing has changed in how we serve people. And that’s the exciting thing, because of course, as an entrepreneur, as a business owner, it was kind of scary.  I didn’t really know what would happen. I didn’t know how my following, and how our clients would react. And I didn’t know if anything would change. And thankfully, what’s interesting is the feedback that we got the most was our following and our clients just said, “Well we can’t believe you didn’t just give it up sooner.”

I’ve kind of been known for going against the grain, or being the dietitian who recommends butter for weight loss, and kind of all of these out there points of view. And even from the beginning, about a decade ago, when my business really started growing, I started getting all of these TV segments and radio, and it was because of this “out there” message.

Nowadays, I think people are more familiar with, you know, healthy fat doesn’t make you fat, and it’s good for you. And you know, coconut oil and avocados and even butter are actually healthy for you. But a decade ago, not a lot of dietitians, not many at all, were talking about that. So that’s really what kind of propelled my businesses in the direction of really being able to influence a lot of people.

 

Some of the strange things and relationships in the industry

Also to your point, I do want to mention, what you said is so true about … I remember when I attended my first dietitian conference. It was called the Food & Nutrition Conference and Expo in Chicago.  When I walked in, I was shocked to see an entire tent set up by Pepsi. And they were sponsoring this calorie-counting campaign.

Yuri Elkaim:                         It’s crazy. I know.

Cassie Bjork:                       And I couldn’t make sense … I was like, “Why is Pepsi sponsoring this event?” And then I saw Splenda. And then I saw McDonald’s giving out little yogurt parfaits. And all of these … You know, General Mills. All of these big food companies, all at the annual meeting of food and nutrition professionals.

Yuri Elkaim:                         Yeah. It’s like the Twilight Zone.

Cassie Bjork:                       Totally. Totally. And I think … You know, anytime there’s something that doesn’t quite make sense, and especially when it has to do with business, and especially when it has to do with bureaucracy. I think the answer usually lies with, “Follow the money.” And that’s a big deal. And once I started to see the intertwining of big food industries, sugar industry, and just how their presence played more of a role than I realized in the past. This was a really big ‘aha’ moment for me.

Actually the relationship between big food and certifying boards, is really frightening as well. Because they’re sponsoring … Like a lot of these, you know, the governing bodies who certify nutritionists and dietitians, to this day, its very board is sponsored by Splenda, the Dairy Council, sugar producers, a milk company. And dietitians have to complete 75 hours of continuing education units every five years, to maintain their credentials. And these companies like Coca-Cola, Pepsi, General Mills, and McDonald’s, they’re the ones offering the continuing education courses that are approved by the board.

Yuri Elkaim:                         Ah, man.

Cassie Bjork:                       It’s really crazy.

Yuri Elkaim:                         The only thing better than that … I don’t even know if it’s better than that. Just maybe almost as close, is in Toronto, every summer we have a bike race. It’s called Ride for the Heart. So it’s a ride for raising money for heart disease. And they shut down the highways, well one of the highways in Toronto. It’s a really big thing on the weekend. And it’s sponsored, the main sponsor, is Becel Margarine. I’m like, “Are you serious? It’s called the Becel,” or however it’s pronounced, “Becel Ride for the Heart.” I’m like, “Seriously? That would be like Marlboro Ride for Lung Cancer.”

Cassie Bjork:                       Seriously.

Yuri Elkaim:                         You know, like … “Are you for real?” So yeah. It’s pretty ironic.

Cassie Bjork:                       Yeah. It’s very ironic. Totally.

Yuri Elkaim:                         So the frustrating thing is, I know, in Ontario, which is the province in which I live, with naturopathic doctors, the regulations are so strict that they have a tough time even having a website that has any kind of information on it. And really, it shackles a lot of them. Because they want to be able to serve clients maybe beyond the four walls. You know, maybe virtually, or look at doing some more stuff online.

But just like with you, a lot of them are being hunted down, if they’re still using that MD nomenclature. And my thinking is like, why do you have to have the MD? I mean, I understand you went to school for a long time and you have all that stuff, you’re a doctor. But I’m like, screw it. You’re going to still do your same stuff. You’re going to still have the same protocols for your patients, for the people you serve. Why not just say, “Screw it, I’m going to do my thing.”?

 

Discovering who you are and what you stand for – but the journey isn’t easy

Cassie Bjork:                       Yeah, I don’t know. I mean, like for me, I think that when I was building my business, it did help … I think it’s something that set me apart from just somebody who just started a blog and is talking about food and weight loss, like being a dietitian. But also, yeah, I mean, because of the nature of My business, and because we are a nationwide and worldwide service, we’re still able to serve our clientele. So nothing changes in how we serve our clients right now, which is exciting, that my scope of practice doesn’t actually require licensure.

But I don’t know. I mean, I think it’s just a tricky thing. I think that credentials can matter, and they’re very respectable. And I also think a couple of letters after someone’s name, it doesn’t just set them apart and mean that they’re better because … I mean, there are so many dietitians.  I’m not bashing on dietitians. I just want to mention that dietitians aren’t all cut from the same cloth. So there are a lot of dietitians that are still teaching the outdated “Calories in, calories out, just exercise more and eat less, and that’s how you lose weight.”

And a lot of people that do that … Well, anyone who’s done that, has felt like there’s something wrong with them. And it turns into this really shameful thing when you’re starving yourself, and then you’re gaining weight. I mean, sometimes that happens, or at least they’re not losing weight. So these women come to us, and they’re like, “We’ve seen a dietitian before, and I felt super shameful because I did exactly what she told me to do, and I didn’t lose weight.” And you know, that’s just because they’re not looking at the big picture. They’re just looking at the calories. And we know there’s so much more involved. And that’s why our approach works. Because we’re looking at hormones and supplements and sleep and stress and all of these other factors, the big picture.

But there are dietitians that aren’t looking at any of those things. And I think that’s where it gets confusing. Because just because someone has Registered Dietitian, or Licensed Dietitian credentials behind their name, it doesn’t mean that they’re successful in helping people. It doesn’t. And then there’s people that don’t have any credentials, and they’ve just learned all this stuff. There’s so much information out there. They read the blogs, and they followed the right people, and they’ve applied it to their own life, and they’re just sharing it in blog posts, and their information might be way more helpful than the hospital dietitian who’s just telling you to eat less and exercise more, you know?

Yuri Elkaim:                         I agree. I think you’ve actually just inspired a new post of some sort. I’m going to call it, “You Can Be Regulated, or You Can Be Rich. You Can Be Licensed, or You Can Be Liberated.”

Cassie Bjork:                       Ooh. That’s good.

Yuri Elkaim:                         It’s going to be very controversial. I’ll tag you on it.

Cassie Bjork:                       I like controversial things. Oh, and I like the word “liberated” because you know what? Somebody asked me the other day, because I just gave up my license earlier this year. And the said, “How do you feel now?” And I said, “I feel light and free and liberated.” And it just feels so good, and so right. It’s like I didn’t even realize how much it was weighing on me. It’s almost like when someone has weight to lose, like physical pounds, they know they have weight to lose. But until they lose that 50 pounds, they’re like, “Oh my gosh. I didn’t even realize to what extent it was affecting me, and how it was weighing me down.”

Cassie Bjork:                       And that’s how I feel. I feel like there’s this weight that’s been lifted off of me that now allows me to put 100% of my time and focus and energy into this practice that has proven results, rather than fighting this system that does not. Just feels so good and so right, and I love the word “liberated”.

Yuri Elkaim:                         And I think if you’re a true entrepreneur, you’re like, “‘F’ this. I’m done with …”  I think we have an issue with authority in the first place. So any kind of constraints like that, we’re going to rebel against the system in some way, shape or form. So, yeah.

Cassie Bjork:                       But I think my biggest regret, not that I like to even have regrets. I think I did the best, the whole time … I think we’re always doing the best that we can. But I kind of wish I would’ve just given that up sooner. Like, why did I fight for five and half years, for something that I’m not even aligned with?

And I asked myself that. And I don’t know. I really don’t even know. I don’t know why. I think because I built my brand on being a dietitian. I think there was fear in that. Like, “Are people going to think that I’m a fraud?” Or, “What’s going to happen?” And yeah, I think it’s one of those things where you just know when the time is right, and it was one of those moments where I was just like, “You know what? Screw it.” Just like you just said. And I think that’s one of the … I think being an entrepreneur in the first place is super brave. And we have to face situations that other people never have to face. And this was, honestly probably one of my biggest fears, that basically came to life. Because I think what’s interesting is that when you start putting content out there … Like when you’re an entrepreneur, and you start putting content out there, and putting your heart out there, and getting vulnerable in what you’re sharing, and posting with these random people on the internet, you’re just putting it all out there. A lot of people fear criticism. And that was definitely one of my biggest fears, was criticism. That somebody would attack me, and say what I’m saying isn’t right.

And that happened a lot. You know, the bigger you get, the more influence you have, that happens. And everyone has to overcome that fear. And in my case, this worst fear of mine really exploded and came true. And I got through it. And that’s what you do, right?

Yuri Elkaim:                         Exactly. Totally. Yeah, it’s something I was just going to use the comparison of a relationship that you know you shouldn’t be in, but you kind of stay in it because you’ve invested so much time, and you don’t want to start over. But at the end of the day, you’re like, “Thank God I got out of that.”

Cassie Bjork:                       Yeah. That’s a really good example too because then what happens, when you get out of it, is you are a different person. You have more confidence, and you’re braver, and you learn more about yourself. And that’s what happened to me in this process too, is I had to really check in with, I guess with my heart, with my intuition a lot. And it brought me closer to myself and what I feel like I’m here for. And who do I want to be? And what do I want to stand for?

And ultimately, I think that’s what’s really cool about some of the most challenging of situations, is you discover who you truly are and what you truly stand for, and what you want to stand for, and what you don’t want to stand for. And then you come out of it a different person.

Yuri Elkaim:                         Yeah, I completely agree. And that’s why I really believe entrepreneurship is one of the best spiritual journeys, personal growth journeys, you can be on. Because you learn so much about yourself. I think a lot of people who get into having their own business shouldn’t have their own business, because I don’t think they understand the extent of the persistence and, like, “never stop” that is required to succeed.

Yuri Elkaim:                         And I think in today’s day and age, there’s so much  “Oh, this looks so perfect,” and all this nonsense. And they don’t see what’s happening beneath the surface a lot of times. You know, so we see these great pictures on Instagram, which is awesome. But that’s not the reality of everyone’s life, and the reality of everyone’s business. They go through shit that people are not even aware of. And I call it, like, you have to be delusively optimistic. You have to be able to take a … Almost like Rocky. You have to take one punch after another, keep getting knocked down, keep getting back up. And if you’re not able to do that, I don’t really believe having a business is a good idea. Because it’s tough. I like to set the intention that things will be easy. But I’m also realistic, that it’s like, “Listen, I’m not going to expect things to happen overnight, and if they don’t I’m not going to cry about it.”

 

Delegating what you don’t like and keeping what you do

Yuri Elkaim:                         But what advice would you give to somebody who is either starting their business or growing their business in our space, based on your journey and experience?

Cassie Bjork:                       Gosh, I love everything that you just said, and that is such a good question. I think one prayer that I pray every morning, is to be brave, and be able to show up in whatever way I need to show up in whatever way I need to show up for the people that I’m serving, included my team, our clients, anyone that I interact with throughout the day.

I think showing up as your best self, and being brave, these are super important parts. Because like you said, there are so many challenges. Like entrepreneurship is like holding up a mirror. It’s probably like marriage. I’m not married. So I don’t know. But I know people say being married is kind of like, you know, brings out all this stuff that doesn’t really come out when you’re single.

I’m excited for that someday. But maybe I’m not ready for it yet. But yeah, entrepreneurship is kind of like that. And you know, you overcome these huge things that, people that don’t do this, that aren’t living this life, they don’t have to, but they also don’t always see that. I’m glad that you brought that up too because I was actually talking to this woman when I was in line at the post office. We were just chatting a little bit. I had just come from this big speaking event that I did, and she was kind of asking me what I do. And I mentioned my book that I wrote, and that I travel around the world and speak, and that we’ve got this vitamin company and this weight loss coaching program. And she’s like, “Wow, how did you just do that? How did that just happen?”

It was such an interesting way, how she phrased the questions that way. Because I just laughed, and I said, “It didn’t. It didn’t just happen. It was actually like 10, 11 years in the making. And it was a lot of blood and sweat and tears, and a lot of 80 to 100 hour weeks. And I basically gave up the decade of my 20s when all of my friends were getting married and having babies, I was building these businesses. And I was working so hard.” And it’s just something that, yeah, you don’t always see. You go on Instagram, you see all the pretty photos, and people are getting these professional photo shoots and videos and all these things done. What they don’t see is the slaving that you do behind the computer. And sometimes there’s all-nighters. I’ve had all-nighters. And I am a huge proponent of getting a good night of sleep because of the fact, your health, and your weight, and all of the things. But there have been a few nights that I’ve had to pull all-nighters, just because I had to, because I had to put out fires and work with our IT team, and website stuff was happening, and this rebranding thing after I gave up my license, that was just a huge ordeal.

I don’t like to talk about it a lot, because I don’t like to complain. And I love that you do shed light on this on the show. Because it’s not all easy. And some people really do think it’s going to be just easy. And people will comment on just how amazing my lifestyle is. I travel all the time, and I just got back from a month in Bali, and I get to do whatever I want all day long, right?

Well, a lot of what I do is sit behind a computer. And I’m on calls. And I’m working a lot. And it’s great. I love the lifestyle that I created for myself. And I do have more free time than I’ve ever had in the past, which is also amazing, and it’s also because I’m making it a huge priority. But it didn’t just happen. It was so much work, and so much building. It can look so easy and so pretty when you see all these people that are just doing all these fun things during the day, and they’re traveling and they’re just living their life. I bet they’re still working a lot. And if they’re not, I bet they spent years getting to that point they’re at right now.

Yuri Elkaim:                         Yeah. Or they’re thinking about what they should be doing while they’re taking time off.

Cassie Bjork:                       That’s another thing is, honestly, sometimes I almost miss … I wouldn’t go back to it, but occasionally, I’m jealous of my friends who have a nine to five job. And I never thought I would say that. And I never thought I would say that, but I think what I’m jealous of is that they leave their work at work. And then at five, they’re done. And I’m like, “Man. I always have this stuff on my mind.” And it really because I love it, and I’m really passionate about it. I’m not complaining, but I think it’s just one of those things where it’s a change in lifestyle. Especially if you have more of a lifestyle brand, it just infiltrates everything you do.

 

How Cassie used social media and content to grow her business

And then you bring social media and Instagram stories and like, you know, I do Instagram stories throughout the day because people like to kind of see what I do, and what I eat, and how I live, and get to know me that way, and it’s super fun. And, you know, technically that’s work. I’m kind of like working all day long.

Yuri Elkaim:                         Totally. Yeah, I actually just got back on Instagram a couple of weeks ago. Because I’m like, “You know what? I think it’s time. I think it’s time to kind of come back into the real world a little bit.” It took me a long time to come to that decision, I guess. Because I’m like, I know the rabbit holes I can go down with social media.

Cassie Bjork:                       I know, yeah. And it’s one of those things, too. What I love about Instagram is it’s real, and the Instagram stories, they’re actually the person. I’ve been really good at delegating the last couple of years. And I used to be really bad at it. Because I kind of like to just take control of everything. But I realized if I wanted to live the life that I want, I really want this lifestyle where I’m not working all the time, and I get to travel. And I get to actually nurture relationships with family and my closest friends. And if I actually maybe want to have a family someday, and if these are my real dreams, then I’ve got to stop working all the time. I’ve got to just live my life. And the number one thing I had to do was start delegating. So giving up social media was something that I delegated, and my team runs all of our social media, and they respond to all the Facebook messages and post and things like that.

But the one thing that I kept was Instagram. Because there’s something about it that, just connecting through the video, and … I don’t know. It’s something that I actually really like. And I think that’s another thing that it’s important to look at, is when you’re delegating,  it is a skill, and I think it’s a necessary one, to grow and to scale. But look at what you actually like to do. Because there are certain things that I delegated … Like, we had hired these copywriters to write all of our blog posts. And one day, I was like, “You know what I miss? Writing.” I love writing. That’s how I started this whole thing.

So I said, “I actually want to take back some of that writing.” It was kind of like this opposite problem. Or not really a problem, or not really a problem, but just where I’m like, “You know what? What do I actually want to do?”

Yuri Elkaim:                         Well, that’s the thing is, I think most people at the head of a company, the visionary, the thought leader … The name thought leader means we should be sharing our thoughts. And this is a big realization I had a while ago. And I think part of reason I wasn’t as active on social is because I was delegating everything. I’d systemized my whole business so I don’t have to do anything.

And we got a great process, like we got our Facebook ads running, our webinar, our results coaches. All that stuff is great. I don’t have to do any of that. So now I’m thinking to myself like, “What do I really have to do?” And I realize, the only thing we can’t delegate is what’s between our ears. And when you talk about Instagram, the thing that excited me about Instagram, when I really thought about it, is it’s a platform to share your thoughts. And initially, I was like, “Yeah, I’m just going to have someone else write the captions.” And we did that in the past. And I’m like, “That was shit.” Because it was just generic, like two sentences, no life behind it. And I’m like, “Maybe the best use of my time is spending time sharing my thoughts in a well-thought out caption or video.” And that’s what I’m doing with Instagram. I know that it’s a long-term play for us. But I also know that it’s a great way to really create that engagement with your audience.

Because they’re going to read your stuff, they’re going to see your stuff, and they’re like, “Oh, there’s something about this person that just clicks.” And I think it’s dangerous to just like, “All right. Let’s just get some people to take care of our blog posts.” And we’ve done this in our health business too. Like I had all my stuff that was taken from my videos, to turn into articles, and then all this other, like spun a thousand ways. And it’s like, it loses its essence, I think.

When you look at guys like Richard Branson, a lot of these really successful CEOs, are running their own social. They’re running their own Instagram accounts. They’re sharing their own stuff. And I think that’s important because that’s what people want to see is like, “Yes, you’ve got this great business. But maybe this is a platform to connect more deeply with your audience.” And that’s just the way I see this. So, yeah.

Cassie Bjork:                       And people love it. They love the rawness, and they love the realness.  I keep learning this, and re-learning  over and over, is we’ll post pretty pictures and graphics. My graphic designer makes these awesome things I kind of mix in there on Instagram, with just my random posts that I’ll just upload during the day and not really edit. And it’s when I post a picture … This happened I think it was a couple of weeks ago. I took a picture of my dinner. And it looked so gross. And it was so good. It was like this fish dinner with sweet potato, and … I don’t know, it was delicious. But I just … it never looks as good as it tastes. I thought, “You know what? I’m not going to post that. It doesn’t even look good. It’s not colorful.”

And I had all these reasons why I wasn’t going to post it. So I posted it, and I said, “Here are the eight reasons why I wasn’t going to post this.” And I didn’t edit it. I just took this picture and posted it. And it got hundreds of likes. And it got more likes than any of the beautiful edited photos from my latest photo shoot, from being in Hawaii and from the one that my graphic designer made.  Because people just love when you’re just real and raw. And it’s so true. What’s between your ears, somebody else can’t repurpose that.

And there’s also a balance. You mentioned there’s a balance,  and when I was thinking about the blog post … So we had these copywriters completely take over and write blog posts. And I missed writing. So I found what the balance is, is we had them do some things. But I love writing. So that helps to expedite my process, and also still maintain my voice and my thoughts, is I can write stuff really, really quickly. So I just whip out content. And then we have our copywriters go through it. And they kind of reorganize things as needed, and just clean up my thoughts a little bit.

And what I love about that, is it helps me to just get stuff done, just get content done. Because I can also be kind of a perfectionist. So in the past, I would just write these amazing blog posts. But they were only like 90% done. So they’d sit on my desktop. And I’d literally have dozens, which turned into hundreds, of blog posts, that were just sitting in a folder that weren’t helping anybody.

So now, I can just crank out this content. Because I have a lot of thoughts, every single day, and I have so much stuff I want to share. And I don’t have to clean it up. Somebody else can do that. So that’s what I found, at least for the content production piece, for me, has been super effective and it allows me to still do what I love and be in that creative space, with less pressure to make it perfect.

Yuri Elkaim:                         Yeah, totally, and with that said, you guys have a process in your business that acquires and attracts clients outside of the content as well, right?

Cassie Bjork:                       Yeah, I mean, we do the whole webinar thing. We run Facebook ads, and … Is that what you’re talking about? Is that what you’re asking?

Yuri Elkaim:                         Yeah. Because I do want to mention something. Because I want to give people perspective. I’m a huge believer in sharing content and thoughts. But if that is the way you’re attracting clients, just buckle down for the next five years. It’s a long journey. And I think it’s important to have some type of process in your business that gives you a bit more predictability in terms of how you’re generating clients, leads, revenue. So we’re not just talking about spend all day on social, spend 24 hours on Instagram stories. Which, in some cases, may be beneficial. But I do think there still needs to be some core process in your business that is working independently of you, so that you free up your time to be able to be able to share more stuff, like writing content and sharing on social and stuff like that.

Cassie Bjork:                       That’s a good point. And also, actually, my business started with a Twitter account, which turned into a blog. And that is actually how I got clients for probably the first five years of my business, was literally just based on Twitter and my blog. And then what really propelled us to grow more, was when I started getting contacted by a lot of different news stations, and different TV and radio. And then I started getting on different podcasts. And now, I would say, speaking events and podcasts are helpful to bring people in, because people hear my message, and they’re like, “Oh, I tried losing weight, and it hasn’t worked. Maybe I’ll check out what she’s got.” And we’ve got a lot of free content and stuff on our website around that. But we just started, just this year we started … I hired a Facebook ads team. And now we’re driving traffic into one of our free lead magnets, which leads people into our webinar. And then they get into our whole sequence that goes into our 12-month group coaching program.

We’ve never paid for any advertising before. So I’m kind of curious how this is going to work. But before we got to that point, we had to have this scalable business set up. And when we started, it was just me, you know, Dietitian Cassie. And I was just doing one-on-one private coaching. And it took quite a few years to … We hired a bunch of other dietitians, and now we’ve actually got a group coaching program because it’s so much more scalable. So we’ll be able to handle all the leads that come in, and we can just keep building that program out.

So it’s interesting. The whole, you know, marketing and all of that is super interesting. But it is also interesting how I started with just all the content stuff. And I think that’s why it’s still so close to my heart, and I like doing it because that’s what I used to do all the time to bring clients in. And we don’t need me doing that anymore. But I still love it. And it’s good to still keep doing some things that you love too.

Yuri Elkaim:                         Yeah, totally. I think it’s important to continue doing what you love to do. Because you’ll gravitate towards that anyway. Because you’ll be sitting on the beach going, “I’ve got my whole business automated. I’ve got nothing else to do. What do I really want to do? Oh, I want to write.” Or, “I want to shoot some videos.”

Cassie Bjork:                       That’s exactly it. It’s so funny. I was literally sitting in Bali a couple of weeks ago. And our businesses are so automated right now, and my operations manager managed the teams, and the dietitians do all their thing everyday. And I was sitting there, and I’m like, “It’s so interesting that I’ve got these two businesses. I don’t have to do anything today. And I want to work. I want to write. I want to be on calls.” And it was a really cool moment. Because, you know, there’s those days when you just … Like right now, I’m sitting inside and it’s this beautiful sunny summer day, and I’m probably going to be inside all day on calls. And it’s moments like that, where I have nothing to do, that I’m like, “Oh, I’m actually doing what I love.”

Because this is actually what I want to be doing. I love connecting with people. I love spreading this message. I love writing and creating content. And it is good to sometimes step back and just be like, “What do I really like? What do I want to do?”

Yuri Elkaim:                         Yep. Totally. And that’s why it’s important to take those trips, right? To have that time away from the computer, and just, you know, have that space. That’s where all the greatness happens, I believe.

Cassie Bjork:                       And you can get excited about it again.

Yuri Elkaim:                         I know. Totally. Exactly.

Cassie Bjork:                       I think that’s important too. I mean, even just like a day. Like I remember when I didn’t take any time off for so long. Then I took like one Saturday, to just do whatever I wanted to do. And honestly, that Sunday, I was so refreshed, I wanted to work all day. And, you know, I don’t always work on Sundays because I think it’s good to have a couple of days of rest. But as an entrepreneur, it can be so easy to just keep working and keep working and keep working. But I find that when I actually take time away, I get so inspired.

Cassie Bjork:                       And like you were saying, Yuri, we were talking about travel and trips before this, you were saying your biggest breakthroughs come from not being at work, not sitting right there in front of the work. I think it’s breakthroughs don’t come from sitting in front of the computer.

Yuri Elkaim:                         No, it’s crazy. I mean, in April, we had a major ice storm in Toronto. And maybe you guys had it in Minnesota as well, I’m not sure. We’re sitting at home on the weekend. And everything’s covered in ice. And we’re like, “Why are we staying here?” So we literally booked a trip for three days later, to go to Mexico.

And I was thinking to myself, “All right. Cool. I don’t really have to be in Toronto. I mean, I’ve got a couple of calls. I can do them from Mexico.” But here I am in Mexico. I’m playing tennis for like three hours. Then I’m lying on the beach. But while I’m lying on the beach, I must have come up with some, I don’t know, a few ideas that are going to generate millions of dollars our company. Because I had this space where I wasn’t in front of my computer, and I was forced to just allow my mind to do it’s thing. And just think and create and all that stuff. And it’s like, on the surface, it’s like, oh, you’re just, you know, whatever. You’re taking a vacation. You’re not doing anything. That’s where the magic happens.

Every big thing that I’ve created, every big idea I think anyone’s generated, has come from that space, of walking in nature, going on a trip. I get some of my best thinking done on an airplane, looking out the window.  I think it’s amazing.

Cassie Bjork:                       And we don’t take a lot of breaks from that. Because, for me, I have to be really intentional about that. Because I love consuming and like … consuming content and information. I’m always listening to podcasts and audiobooks, and just filling my brain. But those breakthroughs don’t happen when I’m filling my brain and when I’m multi-tasking and doing something like that, it’s always when I’m on a paddleboard in the middle of the lake, or surfing with no electronics. I’m just out there by myself. That’s when I get these really valuable insights. It can totally change the game. Like you said, it can make millions, one idea.

Yuri Elkaim:                         Yep. Absolutely. So with that said guys, stop listening to this podcast, and just, you know, clear the space.

Cassie Bjork:                       Go for a walk. Clear your brain. Yeah, take a shower.

Yuri Elkaim:                         Exactly. I’m just kidding. Don’t stop listening to this podcast. Because you might get one idea that can make all the difference. And then you have the space to go out and just clear your mind.

Cassie Bjork:                       That’s all you need. One idea.

 

The Rapid Five

Yuri Elkaim:                         Exactly. Exactly. Cassie, this has been awesome, a lot of fun. Are you ready for the rapid-five?

Cassie Bjork:                       I’m kind of nervous. I have no idea what you’re going to ask me.

Yuri Elkaim:                         You should be nervous, because this is more daunting than skiing downhill, with snow blowing through our face. So here we go.

Cassie Bjork:                       That was pretty daunting. Okay then, I’m ready.

Yuri Elkaim:                         I’m kidding. It’s going to be okay. So here we go. Number one, what is your biggest weakness?

Cassie Bjork:                       I already mentioned it earlier. It’s being a perfectionist. I want everything to be perfect. And I had to completely give that up in order to increase my influence, scale my business, and help more people.

Yuri Elkaim:                         Nice. Number two, what is your biggest strength?

Cassie Bjork:                       I think my biggest strength is breaking down really complex information into just simple actionable tips and strategies that people can just do. The world of health is so confusing and complex, and I like to just make it super simple.

Yuri Elkaim:                         Yeah, I think most experts are really good at doing that. I think if you’re an expert, you should be able to take complexity and simplify it.

Cassie Bjork:                       True. Yeah.

Yuri Elkaim:                         That just, I think, defines an expert, maybe. Awesome, number three, what’s one skill you’ve become dangerous good at, in order to grow your business?

Cassie Bjork:                       Delegating. Delegating. I mentioned it earlier, and I’m mentioning it again because it’s super important. You can’t do it all on your own. And people ask me that, “How do you do it all?” I’m like, “I don’t. I don’t.” I have a team of 10 people, plus a ton of other help on the side, to get stuff done. And that’s how you can build a business and live your life and enjoy it in the process. You can’t be trying to do everything.

Yuri Elkaim:                         And it’s funny because perfectionism and delegation are kind of two opposite sides of the spectrum, right?

Cassie Bjork:                       I know. Yeah.

Yuri Elkaim:                         So it’s cool to see that evolution for you.

Cassie Bjork:                       Yeah.

Yuri Elkaim:                         Number four, what do you first thing in the morning?

Cassie Bjork:                       First thing in the morning, I do my morning routine, right when I wake up. And it consists of meditating for 10 minutes, which I’m not good at meditating. I don’t always love meditating, but it’s so good for me, kind of like what you’re talking about, just clearing our head. And I pray. And I say some affirmations. And then I stretch a little bit. And I start my day. And it only takes about 15, 20 minutes. And it’s such a good practice because it sets the stage for my entire day. If I don’t do that, which there are days that I don’t. If I’m trying to get in a quick workout or something like that in the morning, sometimes I skip it. Those days, my brain is just cluttered, and I’m all over the place. And it usually takes me a little while to figure out, “Oh, I skipped my morning routine.” It’s so important to me.

Yuri Elkaim:                         Totally. That’s interesting, because as of this recording, the World Cup’s going on. And I don’t think I’ve missed more than five World Cup games in my life. I’ve put aside my life to watch the World Cup over the past decades. So this year, there’s three games a day. I’m like, “Oh man, I don’t want to miss all these games because I’m working.” So I’ve been waking up at like 3:30 in the morning, getting all my work done so that by 8:00 in the morning, I can just sit on the couch and watch six hours of soccer.

Cassie Bjork:                       That is dedication.

Yuri Elkaim:                         Yeah, so-

Cassie Bjork:                       You are a devoted fan.

Yuri Elkaim:                         Totally, because my morning routine is like, that’s where I get my most important stuff done. And I’m like, shit, if the games are first thing in the morning, just this is going to be a write-off. So yeah, do what you got to do.

Cassie Bjork:                       That’s a really good point. And also, what I do right after my morning routine, is I do the most challenging thing that I need to get done that day, that I don’t want to do. There’s that saying, like, “Eat the frog right away.” I think it’s like, “If you eat the frog, then you’re going to be able to get anything done because that’s just not a pleasant thing to do.” But really, I think of it like your brain power is the highest in the morning. And as you go throughout the day, every email you answer, every call you take, every podcast interview you do, you brain … I picture it like this muscle, and it’s just getting tired, and it’s getting tired.

Cassie Bjork:                       Because it is. That’s what it’s like. And then by 2:00 in the afternoon, mt creative juices just aren’t flowing like they were in the morning. And of course, I still have work to do, and I still get stuff done. But I design my day in a way where I do the really important stuff, the high energy stuff, the high brain power stuff, first thing in the morning. And then I get to the other stuff, that maybe isn’t as important. Like emails. I used to start everyday answering emails. And you know what? I was giving away my precious energy and brainpower to other people.

Cassie Bjork:                       Emails are so important, and I still have to do them, but I don’t do them right away. I try to just get one or two projects out of the way first, when my brainpower is at its highest.

Yuri Elkaim:                         Totally agree. Guys, if you get nothing out of this interview, except for that, that alone will change your life. I can’t … I can’t, like I mean, that’s the secret to, I think, achievement, is getting that one big thing done first thing in the morning, and-

Cassie Bjork:                       But it’s easier said than done. Because I thought about doing that, and I thought about doing it everyday. And I was addicted to my email. And I would go straight to my email, and I just started answering it. All of a sudden, it’s like two hours have gone by, and I hadn’t even showered, and I hadn’t … All I had been doing was my email. And that is just not the best use of my time or my brain in the morning.

Cassie Bjork:                       And if you have to check email, like sometimes I do, if there are certain things my team needs. I’ll actually literally set a timer for 10 minutes, sometimes 20. And I’ll just … It’s like a game for me. I’ll just get through as much as possibly can. And then when that timer is off, I’m done. And I’m starting the project that I intended on starting.

Yuri Elkaim:                         Yeah. So here’s the thing that I realized, is that our unique genius, the things that we do better than anyone else, require no internet connection. Right? Like the writing, the shooting of videos, the sharing of thoughts, all that stuff can be done without internet. So what I do is, because I know, if I have access to my email, I’ll probably check it just out of habit. So I use an app called SelfControl. So when I go to bed at night, or when I finish my day, I’ll set the timer for like … So what it does is, it blocks whatever sites you want. So it can block Gmail, Facebook, whatever sites you want. I set that for like 16 hours from the time I finished working the day before, so that I can’t even start my computer and access any of that stuff until like 10:00 the next day. So when I get up in the morning at four, I’m like, “Okay, I’ve got no other option but to open a Google Doc, or do something like that, right?”

Cassie Bjork:                       Six hours to, yeah, get stuff done without internet, wow.

Yuri Elkaim:                         Yeah, and then I don’t even turn my phone on. I turn it off at night. I don’t even turn it on until the next day at 10:00. And that, for me, because I know that environment trumps willpower. So if I know that stuff is there, I’m going to dive into it. “Hey, let’s see what someone said on Instagram,” or whatever. But when you focus on creation instead of consumption, your life changes and your business changes big time.

Cassie Bjork:                       I love that. That’s amazing. That’s why I get so much done on airplanes. Because I will not purchase Wi-Fi on airplanes. And that’s exactly why, because my best writing, some of my best content, has come from sitting on an airplane. So all I do is I have the Google Doc, blank one, open. And I just write. And every time I fly, I do that. No matter how long the flight is, how many flights I have. And I love those days because I get to be in my creative space. And somehow, some way, that’s where … You saw me. That’s where some of the biggest ideas that I have come from. And if I had internet, I’d be checking my email. I just would.

Yuri Elkaim:                         Yeah. I’ve taken trips, I’ve had trips, where there was not like a good direct flight. So I actually connected … I think it was coming out of … I can’t remember what it was. It was like, connecting in San Francisco, which geographically didn’t make any sense at all. But I’m like, “You know what? They’ve got a nice lounge there. I’m going to get some stuff done. Plus, it gives me an extra four hours during the day to get some stuff done. So I made that connection through San Francisco, just because I wanted to make the most use of my time while traveling, instead of doing something else that didn’t make a lot of sense.

Yuri Elkaim:                         So, who knows? If you guys are listening, and you’re like, “Yeah, I totally get that.” If you’re like, “You’re crazy,” whatever. It’s all good. Anyways, let’s get back on track. The last … This has not turned into the rapid-five. Last question. Complete the sentence: “I know I’m being successful when …”

Cassie Bjork:                       I know I’m being successful when I’m living. And to me, I guess what does living mean? To me, living is like everyday, I’m all out. I’m investing in relationships, I’m doing things that I love, I’m influencing people, I’m in my creative space. I’m helping people. I’m being generous with my time and my resources. And that’s what living is to me. And actually, One of the affirmations I say every morning, is I say, “Please God, remind me that I love reading good books. I love being under the sun. I love being outside. I love going to coffee with friends. I love calling people who I love.”

Cassie Bjork:                       I have to remind myself that I love those things because I can get so caught up in my work behind the computer. It’s so satisfying for me, and I can see the efforts of the work that I’m putting in. And you don’t always see that, like when you have like an hour phone call with someone. You might feel good, but sometimes I feel like, “Gosh, I could have gotten so much done in that time.” If I’m being really honest, I feel that way sometimes. And I have to remind myself, “That’s what life is all about.” To me, that’s living. And to me, living my life, that’s success.

Yuri Elkaim:                         Love it. So good. Cassie, thank you so much for being for us.  This has been a really, really great conversation. What is the best place for our listeners to follow your work online?

Cassie Bjork:                       Cassie.net. That’s where the party starts. That’s where everything fun is. And I got lots of good stuff there. So I’d love to connect with you over there. Also, I’m on social media, and it’s CassieDotNet, just spelled out, like D-O-T-N-E-T, on Twitter and Instagram and Facebook. But I already shared my secret. Instagram is where I really spend all of my time.

Yuri Elkaim:                         Awesome. There we go guys. Let’s stalk her.

Cassie Bjork:                       Thanks, Yuri. This was a blast. Thanks for having me.

Yuri Elkaim:                       Absolutely. All right. Enjoy the rest of your day. Thank you so much for being with us.

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Yuri’s Take

So many gems in that interview, right? So many good things. We talked about how Cassie gave up her dietitian’s license, got rid of the RD and had to rebrand her whole business around getting rid of the whole dietitian Cassie thing. But beyond that, there are just so many other nuggets that were shared in this interview. So I’m hoping you got some really good wisdom out of this one. So yeah, if you’re a naturopathic doctor, if you’re a dietitian, if you’re somebody who really clings on to those letters, and it’s compromising your ability to serve other people and grow the business you want to grow, especially online, then I’m not saying what you should do either way. But hopefully this episode has stimulated an internal conversation in your mind, about what is possible. Because I don’t think I even mention this in the episode.

When I graduated from the University of Toronto, I was a certified kinesiologist. And very quickly, I gave that up because I saw that the regulations for doing stuff outside of a kinesiology or physical therapy practice or clinic was very limited in scope. And so I couldn’t do pretty much anything I wanted to do. And I said, “You know what? I don’t really need to be a certified kinesiologist. So I’m just going to drop that.”

And that’s just the way I look at it. It’s like, “Listen, we’re here to serve. Who cares about what the letters are behind our name?” And I know for some people they get fixated on that because they’ve spent so much time and money. They’ve invested in that. And it’s just a great example of human psychology, of this whole commitment and consistency thing. If you don’t know what I’m talking about, read the book Influence by Robert Cialdini. It should be on your nightstand. It’s one of the most fundamental books you must read, to understand why humans do what we do.

And going through a four year degree, or 10 years in medical school, whatever you’re doing, is a prime example of why it’s so tough to cut those ties. Because we’re so vested in that journey. So anyways, hope you enjoyed this one. If you did, and if you want to connect with some crazy awesome people, I mentioned this before. We’re kind of running down the time here. Healthpreneur LIVE. HP LIVE 2018. September 20th to 23rd in Scottsdale, Arizona. At a beautiful resort. 150 people. By invitation, by application only. Bringing together some terrific health entrepreneurs. Coaches, practitioners, nutritionist, dietitian, naturopaths, doctors, the whole bit. We bring everyone together, and we have fun for three days. We learn, we connect, we grow. We remove the ego. Not that there is ego coming in. But we basically just kabash that.

You know, the speakers onstage, there’s only six of them this year. We decided to go with fewer speakers, to allow more teaching, more sharing, more down time because most of the magic happens, not from the stage to the audience, but in the peer-to-peer. And that’s why we have so much time for round tables, breakout sessions, we got 30 to 45 minute breaks several times throughout the day. Because a lot of that is where the conversations are going to happen. That’s where people are going to connect at a deeper level. And if you want to be able to hang out with people that are doing great things in the business, or help others who are kind of maybe a little bit behind you, that’s what this event is going to help you do. It’s going to bring together some great people in our space. It’s our annual family gathering, where we bring together a lot of our clients, a lot of amazing people in our space, and just really connecting everyone, to fuel them for several months to come.

We want to help you finish 2018 on the best foot possible, with the most energy, and great strategies, great relationships built. And if that’s of interest to you, then the time to act is now. We’re two weeks away from the cut-off. We have to let the venue know exactly, like, “Here are the final numbers.” And we only have a couple of spots left.

So I do want to … Obviously, I’ve been mentioning this the last couple of episodes. I want to mention this, and I want to make sure you know that, that it’s on your radar, and that you’re taking action. If you want to surrounded by great people … Because you cannot build … Hopefully, you’ve recognized this in the podcast already. You cannot, and you will not, build a successful business in isolation. And if you’re not willing to invest in yourself and your business, you will also not succeed. I mean, it might take you a decade. But what you could achieve in a decade, you could achieve in one or two years, with the right people, and the right ideas, and the right strategies. And that’s what this event will help you do.

So if you want to join us, here’s what I want you to do right now. Get out your phone, or go to your desktop, and go to HealthpreneurGroup.com/live. Once you’re there, click on the red button that says “Request an Invitation”. Fill out the questions that ensue, submit your application. We’ll review it , and we’ll get back to you in one to two days, and we’ll let you know ‘yay’ or ‘nay’. Okay?

Now, how do we look … The reason we have an application is because we want to make sure that the right people are in the room. This is not for you if you have nothing built. If you’ve got no business, no website, no way of attracting clients. If you’ve got nothing, and you just graduated from school, probably not the best event for you yet. If you’re a little bit further along, you know, even if you’re not cracking a million dollars in revenue, that’s totally fine. It’s not about that. If you’re a little bit further along, and you want to take things to the next level, hey, great, right? This is probably a good fit for you. And again, we’ve got the whole spectrum of people at this event. People who are a little bit more novice in their business. But we also have very successful seven and eight figure business owners who will be in attendance. And that means a lot of great synergy that can come from that group.

And I look back to the most pivotal decision I ever made in my business was at the beginning of 2010, I attended four events. And those four events were beyond my means at the time. I was a fish, a little fish in an ocean of big players. But it was the most important decision I made. Because I started to … I got to know everyone. I befriended the most influential people in the health and fitness space online. And to this day, a lot of them are still very good friends. That would never have happened, had I played it safe and stayed behind my computer.

So if you’re ready to step out, if you’re ready to step up, and if you’re ready to play at a bigger, higher level, then you have to be with us. So HealthpreneurGroup.com/live.

Do it now, and I look forward to seeing you there. Until then, have an awesome day. I will see you on Monday.

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Follow Cassie Bjork At:

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