[00:00:31] Jon: Achieve Your Goals Podcast listeners, Jon Berghoff here. You are about to listen in to part two of my conversation with Drew Canole. Now, if you listened to part one, no introduction is needed. If for some reason you’re picking up here, Drew is a rock star, a legitimate rock star in the world of fitness, nutrition and mindset. He has a huge heart for helping others and these values that drive him have led to almost 5 million people that now subscribed to his Fitlife.TV. He’s the Founder and Creator of the Organifi juice products. You’ve got to go listen to part one. It was one of the most meaningful interviews I have ever been a part of and I hope you enjoy the second half of our conversation.
One more shout out, once again, to all of you who have been picking up your tickets to the Best Year Ever Blueprint Event, BestYearEverLive.com. We just added a couple of big surprises in the last week. They’re surprises, so I can’t tell you what they are, to our Best Year Ever Blueprint Event, November 17 through 19, sunny San Diego, California. BestYearEverLive.com. Grab your seat. Join us on Friday for Entrepreneur Day. Every year that’s one of the highlights. But for now, enjoy part two of my conversation with Drew Canole.
[00:01:52] Jon: Well, tell us about how your journey for yourself led to you helping others. We’ve got a lot of folks in this community who are entrepreneurs at all stages and of all types and you’ve had by many definitions a really successful run that you’re on where you’ve been recognized as I think you were recognized as one of the 134 to 500 fastest growing companies in America. You’re in the Inc 500 list and by very simple measure today, just the number of people that you’re impacting, you said earlier 4.7 million and it’s growing. Tell us about a couple of the big lessons that you’ve learned in going from just following a passion to making a really sizeable impact.
[00:02:41] Drew: So, here’s the biggest lesson. It’s four words. Are you ready?
[00:02:46] Jon: I’m ready.
[00:02:47] Drew: It’s not about me. It never was. So, the more I get outside of myself, the more I can see complete strangers as the divinity within, the more I show up in my authentic self and then I’m able to impact and inspire more people. So, it also helps in business in such a way to where you give up a lot of the controller that you may have but you feel like you have to control everything. I need to do this if it’s going to be successful. You basically come inspired by the gifts that other people have that maybe far more gifted than you in certain things. So, the ability to delegate and it’s not about you becomes like a super power. So, when I first started this, it was like the mantra that I had in my mind was is this something that somebody else can do? Is this something that somebody else can do?
And I hired in May. We got about 100 people now working for the company and it’s because of that mantra and that who else can we impact by bringing on this movement? Everybody in the entire organization has had a transformation on some level. So, it starts with the leader’s core of fundamental thoughts. So, if you’re a leader of a business, you’re a leader of a house, you’re a mom like what’s your processing center? What’s the vision for your life? My vision was one of the things that I focused on in the very beginning was to unite the world through health and happiness. That if I could bring the world together through that, which our tagline is, we’re in this together. Like, I’m going through stuff that it’s very similar to what you’re going through and what 7 billion other people are going through. We’re not separate.
[00:04:45] Drew: So, the more I realize we’re in this together, I can bring products, education, entertainment, inspirational content to people that’s in alignment with what they really need to see and the whole world becomes a reflection of your own consciousness, right, if you want to get woo-woo like you’re watching the IMAX theater screen. And, yeah, that’s been a huge thing for us I think in starting this business, running it and everything that you just mentioned. It’s not about me. And, yeah, I remember that as a young entrepreneur. Because when we make it about us, that’s when the pain comes in. That’s when it fires up a lot. And there’s a lesson in everything. I think that’s one of the biggest things. And the bigger you’re playing, you’re holding a planet on your back like this, the bigger the super villains are going to be, right? You got to be ready for it. And it’s okay like nothing good was ever created out of playing small or being timid or shy.
So, another lesson if I can go back 20 years and talk to my younger self would be to just be. You don’t need to prove anything. So many people want to prove how successful they are, how great they are and it’s embedded in their language, it’s embedded on how they show up but as you know, that’s inauthentic. So, just be, be your authentic self. Imagine a world of 7.5 billion people being their authentic selves. We’d be having a dance party every single day and people would just be the happiest that they’ve ever been. I believe disease would be completely eradicated like the news would probably be completely different. You’d be watching positive stories of people changing their lives versus fast and fury, we’re going to drop a bomb on Korea or whatever it is.
[00:06:47] Drew: It’s going to be love. It’s going to be light. We would completely change the whole entire planet if we adopt to that type of mentality and that’s the message that I’m here to give to the world. Like, we’re not separate like I look into your blue eyes, brother, and I see myself in you and you’re part of my family. Like, I don’t know you from Jon or whoever else but I know that you and I are connected in such a way that we’re family. And when I talked to my staff, when I talk to my, you know, the clients, the people that are here that are buying the Organifi, a lot of our marketers would call them my clients, the people that pay, my buyers, Internet marketing term, but they’re not like this is our family. The humanity is my family and I get inspired by that. So, it’s contagious. When you move with enthusiasm, you’re moving with spirit. You’re moving with divinity. So, I try to live my life in that state as much as possible and the ramifications for doing that had been monstrous.
[00:07:50] Jon: Wow. Drew, that is fantastic. When you mentioned just now this idea of family, it immediately jumps out to me and I’m here in our headquarters and Laura and Trent are sitting next to me and we just started working with a client of ours and they’re a publicly traded. Their market cap is several billion dollars. They’re a sustainable energy company. And what’s really interesting is they call every employee, actually every employee and any stakeholder at all, a family member. And what’s interesting is they take that very seriously.
[00:08:27] Drew: Yeah.
[00:08:27] Jon: You will not hear anybody inside this, I think it’s about an 800, 900-person organization, ever refer to each other as anything other than a family member and that was just last week that we were kind of inside the walls and hearing that and inspired by it. And that was your choice of word and what a great example of words or labels that remind us of something as important as how connected we are.
Drew, you said a few times in something that I know you’re passionate about is not only the physical health and wellness but you’ve talked about emotional well-being, happiness, mindset. And I know so much of what you’ve shared thus far, I think, is a direct connection to maybe your lessons around mindset or emotional intelligence or happiness. But is there anything else that you could share with us that you’ve learned in your journey that you’ve been sharing with your family members, in your community about either the importance of or strategies around just managing that inner mental gain that has been valuable for you, please?
[00:09:33] Drew: Yeah. So, maybe you guys have read the book, I think it’s called Why? But I wrote a book a while like six years ago and it’s called Whydentity and it’s the identity of your why. It’s defining yourself, and it’s not on Amazon or anything. I actually pulled it off because I’m working on a publishing deal right now that could impact millions of people basically like overnight. So, I’m excited about that but I’ll tell you the concept of it. Essentially, your Whydentity is developing a why that makes you cry. We all heard that, right? Something so powerful but what’s often left undone is how does the brain process that? So, neurologically, we know that the conscious mind is the male oriented part of the brain. The subconscious is the female. So, to open the female up, it takes feeling so there are ways in questions actually to really access that feeling space to embed it in your subconscious a lot faster.
And what I’ve discovered is actually through the ability to drop and be like a lucid dream because they do MRI scans now on once somebody’s on lucidity and their brain is 50,000 times more activated than the awakened brain. So, you can solve complex situations. Tesla back in the day came up with a lightbulb through dreaming all this other stuff. So, it’s really getting to a place where your Whydentity becomes your identity and it’s the why that makes you cry. So, there’s questions you can ask. One of them is if you’re trying to have this morning ritual that’s transforming your life, well why do you want to transform your life? What does it look like? Putting a time on it. In 90 days, what does it feel like and what do you want to hear from your friends? So, the more you can sit in the space of visualization, you’re essentially quantum jumping to that destination and maybe who knows, it starts to show up in your life a lot faster exactly the way that you envisioned that whole entire time.
[00:11:37] Drew: And you do have that much power in you. I’ve done this hundreds of different times with things and it’s completely changed my life. So, I know your listeners are big in this because it could literally transform everything about their life if they really knew how powerful they were when you operate from that feeling, like really getting those feelings going. If you need music, for me sometimes, I’ll listen to a little music while I do it, the visualization. What am I hearing?
Before starting Fitlife and Organifi, I was writing emails to myself from people that I wanted to impact, my family, and what they were saying because I wanted to take a radical stand for helping people with diabetes, cancer through the power of fruits and veggies like Gerson Institute type stuff. So, I was writing emails to myself with these healings that were happening from people all over the world and then, sure enough, three, four, five months later the email started to come. So, knowing exactly what you want, having a vision for your life and taking radical action every single day will get you the results that you’re looking for.
[00:12:48] Jon: Yeah. That’s awesome. Are you familiar with Aaron Hurst who published a book called The Purpose Economy?
[00:12:54] Drew: Uh-uh.
[00:12:55] Jon: You might be really interested in getting connected with Aaron. His work is a lot with teams and corporations. And one of the things that he has explored is how can you uncover people’s sense of purpose and then even map out across an organization how purpose-driven is the entire organization.
[00:13:15] Drew: Wow.
[00:13:16] Jon: Yeah. Well, his company just did a research project. They just published the first ever state of the US workplace purpose index where they interviewed 7,000 or something employees across I don’t know how many dozens of industries and they mapped out and they not only said, “Okay, here’s how purpose-driven we are as a country,” but they then looked within organizations and they found all the patterns where if you hit a certain tipping point of purpose-driven employees, and he’s got an assessment where people figure this out, you can see what that means at the level of an organization. Now you’re talking about the level of an individual which every one of our listeners can benefit from. But I’ll share with you, Drew, because we never met or talked about this. The work that we do in our business is all at the level or the scale of a team community, even a region, a city or a country.
And one of the things that we have found is that in, let’s just call it in a large team, historically, people have always said – so if you lead a team of any size, I just want to magnify, Drew, what you’re saying and how relevant this is especially if you lead a team, by the way, you could equate that to a team of two or three people, but one of the things that we see is that when historically looking back, there’s always been a sensible sequence that everybody agreed on which said, okay, let’s all become our best selves and if we become our best selves, we’ll become the best organization, and then if we become the best organization we can maybe change the world in some positive way. Well, one of the things that we see is that the organizations that are causing people to come the most alive as individuals, if you think about that sequence I just laid out, individuals become their best, the organizations become their best and then now we change the world, well if you look at systems thinking, anytime you look at a sequence, you could also see it as a loop. Theoretically, you could start at a different place in that loop and it actually still works.
[00:15:06] Jon: And we’ve actually seen that. What does that mean? It means that for a team or an organization, for all of their efforts to lift people up individually, and it’s not in either/or, it’s a both/and, what we find is that if they start by saying what’s a high aspiration? That like you said it’s not about yourself. It’s not about the organization. It’s not about the team. It’s about an impact that we’re making on society that it might be about financial prosperity but it’s also about social prosperity and even ecological prosperity. We see that when companies create a purpose, we call it full-spectrum flourishing, the highest purpose of any person or organization is that everybody and everything on the planet lives forever. And while that can sound high in the sky, we actually see companies that are now declaring it doesn’t just feel good, it’s the best way for us to run a business. It’s the best way for people to come alive. So, I just want to reflect that one of things that we see like if you ask a Tesla employee, you probably won’t find one that says we make cars or we make batteries. Most of them will tell you we go to work every day because we want to see a clean energy future. Their vision is way beyond just their product or their profitability or their stock price.
So, if you lead a team, I just want to point out that what Drew is sharing with us that is so beautifully put, it’s true even more so and so importantly for a team to have a purpose and a vision. It’s way bigger and beyond what we say we’re in business to do oftentimes. And in reverse, that actually can cause people to come alive. There’s a neurological basis. We call it the mirror neuron. It’s why when I watch a Bruce Lee movie, all of sudden I think I should go do Kung-Fu, right? Well, when I go to work, if I’m working on saving the world, I can’t help it but want to save myself. If I want to change the world, I can’t help it but want to change myself. So, I just wanted to point out that it’s so cool that what you’re teaching people in a deep powerful way individually, we’re seeing that at the level of a whole system to be true.
[00:17:05] Jon: And the best is when they come together, is when people have an individual purpose that causes them to come alive and they can find a place within whatever they’re doing with their work for that to come alive. If they’re an entrepreneur or their individual and professional purpose might be one and the same but if they work for somebody else, there’s got to be a place for both to coexist.
[00:17:26] Drew: So, I ordered that book.
[00:17:28] Jon: Cool. I just sold a book.
[00:17:29] Drew: The Purpose Economy. I love it. Yeah. I love it. I’m in. Sign me up.
[00:17:35] Jon: Well, Drew, why don’t we finish with a couple of questions? And by the way, I want all of our listeners to know that Drew has offered and we haven’t worked out exactly what it will look like or how it will work but we’re going to find a way to feature the Organifi products at our Best Year Ever Live Blueprint Event which I know many of you have been to the last three years will be there, November 17, 18, 19 with us in sunny San Diego at the Manchester Grand Hyatt. A beautiful place and it’s a beautiful three-day experience. And, Drew, I want to finish by making sure that people can find you, learn, hear more from you, find your products. So, where can they go to find you and continue to learn from you?
[00:18:11] Drew: Yeah. So, obviously, YouTube, Facebook, Drew Canole, C-A-N-O-L-E. You can go there. Fitlife.TV is our blog and if you’re interested in getting Organifi Green Juice or the Organifi Red that we just came out with, you can go to Organifi.com and you get a 20% discount when you use the code Miracle Morning. I want to give that to your family, my man.
[00:18:38] Jon: Sweet.
[00:18:39] Drew: Everybody in your family gets 20% off and I want to hear what you think too. I’m definitely looking at the dates as we speak to come out to your event. It sounds awesome. I know those are my people that are going to be there as well. So, it would be a lot of fun and we can get everybody green juice that’s there. How cool would that be?
[00:18:57] Jon: It doesn’t get cooler than that. That’ll be great. That’ll be great. Okay. Sweet. So, Drew, maybe last question for you, last question or two. Every time I say there’s a last question, it ends up being about six more.
[00:19:08] Drew: Hey, no worries. I’m ready.
[00:19:09] Jon: So, when you look into the future for Fitlife.TV, for Organifi, for everything that you’re passionate about, what kinds of – you talked about visualizing earlier so I’m just going to ask a question that pulls us into the future that you’re passionate about creating. What kinds of images, what kinds of innovations, what kinds of exciting new possibilities do you see for the future of the work that you’re doing, what that could do for the world that causes you to come alive?
[00:19:40] Drew: Yeah. I think for us we started a nonprofit last year called Feed the Future and what that is, is basically every bottle of Organifi we sell, we’re putting this in a place. We plant a plant or two in school gardens. So, all across the country like changing the way schools and nutritionists is very, very important to us so that our youngsters get fed better food, they have a better mindset, they’re able to go off and create what they want to create in the world. That’s huge.
Also, we’re exploring some technology, five things that could change the way we do at home, testing for vitamins, for food supplements, that kind of stuff as well. So, I see that in the future. I think more of a distribution in other countries like Australia, China. We’re working on plans for that too. We’re looking for other influencers in these places that can really get that message out there and support as many people as possible through the power of transformation and the power of mother nature. Like you said in the beginning, one of your favorite ways to ground and give back to you is by going in nature and that’s the message that we have too, and bringing nature like Organifi to other people.
[00:20:59] Jon: That’s awesome. FeedTheFuture.com, is that where we can look that up?
[00:21:04] Drew: Yeah. I believe FeedTheFuture.com is there. If not, it’s on the Organifi blog too.
[00:21:08] Jon: Okay. Cool. We’ll make sure to get the appropriate links for everything in the show notes. Wow. Drew, that’s super exciting. There you are exemplifying a purpose that’s going so far beyond just the bottom line. That’s really cool.
[00:21:23] Drew: Yeah. We’re really – Niels and I are actually working on some superfood things that kids eat. Isn’t it the greatest? That we could literally change the entire planet with.
[00:21:34] Jon: Yeah. Well, that’s a great point to close on is just a thank you shout out to our shared friend, Niels, who introduced us.
[00:21:42] Drew: Yes.
[00:21:43] Jon: I met Niels back at Café Gratitude a number of years ago and we actually, the San Diego Café Gratitude, we brought a group to that venue the day that it opened up. So, like we were the test on day one that that venue opened and we’ll be back there again eating. We feed our whole leadership team food from there during our…
[00:22:03] Drew: I love that place. Yeah. So good. I try to eat there at least two, three times a week.
[00:22:08] Jon: Yeah. That’s awesome. Drew, hey, this has been a pleasure, man. I’m looking forward to our relationship. This is just the beginning and what a cool way to get to know each other.
[00:22:20] Drew: Yeah. Absolutely, my man. I can tell you’re such good energy, such good spirit and I’m looking forward to meeting you in person as well.
[00:22:27] Jon: Yeah. Awesome. Drew Canole, everybody. Drew, thanks so much, man. Super great. We’ll talk real soon. Thanks.
[00:22:33] Drew: Sounds good.
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