Multiply Impact Without Going Transactional with Mark Porteous

Hello and welcome back to the Collaborators Unite podcast.

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Chuck Anderson here, your host.

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And this is the show where we serve what we're calling big impact experts.

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And that is you if you prioritize impact over profits and you wanna make a big positive

difference in the lives of others, your community and even the world.

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And in order to make a bigger impact, we...

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must also be profitable, but what are the ways that we can grow?

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What are the ways that we can get our message out there to more people so we can make that

bigger impact?

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And today is a treat because I have a friend of mine here who specializes in helping

people grow their impact through JVs or joint ventures or different types of

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collaborations, but not just collaborations.

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And I think you've heard of JVs and collaborations before, but.

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conscious collaborations.

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How do we take those to the next level?

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And so we're going to have a very fun conversation here today with Mark Porteous.

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Mark, welcome to the show.

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Hey Chuck, thank you so much.

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I'm super excited to be here.

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I love the name of the show, Collaborators Unite.

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Awesome.

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together.

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Let's make a bigger impact together.

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Right?

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And so that's

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um is different than like joint venture partner.

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There's a lot of things we'll talk probably more about like the definitions and you and I

might have slightly different definitions and depending on what industry you're in, joint

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ventures mean different things, affiliates mean different things, but collaborators is a

energy of equal exchange.

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we're definitely gonna dive deeper into that.

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You're right.

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In fact, I come from the telecom industry where joint ventures were uh something

completely different.

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But so in the coaching and transformation industry, it's kind of the word that means let's

do a collaboration or a reciprocal promotion or something like that.

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But we'll dive deep into that.

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Mark, tell everybody a little bit about your story.

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Like, how did it come to be that you're doing what you're doing now and that this is your

message?

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I'm give you the long story very quickly.

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I'm 55 right now and when I was 22 years old I was working for Greenpeace International

and the girl I seeing at the time brought me into my very first metaphysical bookstore

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called the Spiral Circle in Orlando, Florida and I read a bumper sticker that changed my

life.

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And the bumper sticker is something probably most of your listeners have heard that we're

not human beings having spiritual experiences.

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were spiritual beings having human experiences.

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And when I read that, helped a lot of things around my own spiritual quest make sense.

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My mom was very Christian.

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My father had been a minister until I was six and then was like kicked out of the church

that he built when he and my mom divorced.

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And so he went on his own spiritual quest of checking out different religions.

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So I share that because when I read that quote, I got very excited, like, this makes

everything make sense.

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I wanna write a book about the human experience.

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And so I went home after that bookstore experience and told my dad that I wanted to write

a book.

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He was an author.

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He had written three books.

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so mostly I was excited that my dad would know I'm going to follow in your footsteps.

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And I didn't realize at the time, but I wanted him to be proud of me.

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But instead he said, well, don't expect to make any money writing a book.

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You need to have a business, not just a book.

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And I didn't understand what that meant at the time.

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So instead I, a friend of mine,

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had been tying string around girls hair, uh creating hair wraps uh at Disney.

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And I saw what he had done.

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And so I started creating my own business, selling hair wraps at amusement parks and did

that to fund my passion.

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And five years later, I had over a hundred employees around the country, most of them in

Ohio.

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One of them was working full-time at a geriatric doctor's office, but was like managing

all of my employees and my...

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uh all of my inventory and everything else.

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She was 20 years old the time and she's been managing my life ever since.

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We're now married, we got married a couple years later.

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uh But I realized that I had to build this business to fund my passion and after five

years I had not made any progress.

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So I sold my business, went into sales for somebody else, it was now Spectrum, going door

to door, selling cable, internet and phone.

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so that I could do what I was to write my book and to be able to fund it.

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And then two years, 10 years later, I realized I still had not uh written the book and my

wife was now pregnant with twins.

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And I realized that the 10 years had gone by very, very fast and that the next 10 years

would go by much faster having twins.

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And that if I didn't do something different, I was gonna teach my children what Tim

Ferriss in the four and a half hour work week.

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calls the deferred lifestyle of putting off your purpose and your passion for safety and

security.

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So that was really what it took.

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18 years of planning.

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And then my kids, my wife being pregnant with twins, by the time they were a year old, I

had my book published.

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My wife helped me publish it through Amazon's CreateSpace at the time.

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And then she was the one who said, okay, now what do you want to do with the rest of your

life?

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And she suggested life coaching.

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I didn't know anybody in my life that had a life coach.

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I certainly didn't know anybody that was a life coach.

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But I looked it up online to figure out, well, we've got twins coming.

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How much can a life coach make?

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And in 2011, the average life coach was making less than $20,000 a year.

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So said, okay, that's not gonna work.

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What else can we do?

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He said, you're looking at the average life coach.

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You're not an average salesperson.

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Why don't we look at the top?

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And we saw the Tony Robbins and all the other people that were making six, seven, eight

figures a year.

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And so I decided that's what I was gonna do.

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But before I left my corporate job, I went in and got a coaching certification, a 30 day

coaching certification where the first ah coach said, well, what is your niche going to

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be?

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And I said, I want it to be a spiritual coach.

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And he laughed at me and said, well, you're not going to make any money as a spiritual

coach.

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He said, you can pick any niche you want, but it has to be one of these three.

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It can be health, wealth, or love.

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And then you can sneak in spirituality like medicine and the dog food.

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And so that's really where it started.

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I got the coaching certification.

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And then I spent really the next year figuring out what I wanted to do.

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And then slowly it moved into really about building collaborations and joint venture

partnerships.

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um The people that started off as my coaches, I started building partnerships for them

doing joint venture brokering that then led into a partnership now as you know, with David

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Rickland and the joint venture directory and just being a bridge for coaches, author

speakers, people in the transformation industry.

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that want to create conscious collaborations.

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You know, I really appreciate you sharing your origin story.

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And I know you and I have known each other for a few years now, but it's really finally

nice to just sit down and hear that.

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when I hear your story, it reminds me of parts of mine.

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And how did we get here?

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And where we came from and what we're doing now?

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I mean, all leads, one thing leads to another, but it's very far removed from where we

first started.

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Jobs says that you can only connect the dots looking backward.

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But it all makes sense when we look backward.

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Yeah, except that a lot of us try to look forward and see the entire journey in front of

us so that we can get that guaranteed destination.

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And that is something I let go of a long time ago.

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uh so, well, still have moments of trying to force it, but getting better at it all the

time.

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um What was the, and,

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You know, it's funny because I was probably looking at life coaching at around the same

time you were and yeah, I ended up serving life coaches very early because as a former

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chief marketing officer, I knew how to get clients.

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I knew where to find them.

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But most people that I was learning from in the life coaching industry, you know, did had

no idea.

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Right.

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And I still meet people today who have no idea how to get a client.

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um What was the

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What was the big turning point for you, the breakthrough for you that uh made it uh easier

or where you felt successful as a life coach, like where it was working for you?

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Because I think, again, so many people that we serve uh are not there yet.

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And they're trying to figure that out.

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So life coach is very broad.

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If anybody calls themselves a life coach, meet with Chuck.

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Talk about that because that's not going to help get you where you want to go.

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You really want to narrow it down.

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And again, when I was given the three options and those were the only three options I was

given health, wealth or love, I picked wealth and I figured, okay, I can help spiritual

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entrepreneurs, uh energy workers, Reiki, massage therapists, um all of the different

spiritual coaches.

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to be able to uh market better and sell better.

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So I focus on money, but for the spiritual community, because a lot of times there's

mindset stuffs around like, I shouldn't be charging for the gifts that God gave me and all

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of these other things.

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And I don't like being sold to, so therefore I'm not gonna sell to anybody.

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And like, how can you really make an impact or difference or survive if you're not

selling?

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So.

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That's what I started off on was like, okay, I'll work with sales and marketing for the

spiritual community.

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But I was doing it in a way from my previous corporate sales of selling cable, internet

and phone where I was wearing a uniform or a suit or whatever else.

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And so I thought I had to look like a professional salesperson to help spiritual coaches

make money.

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And what I realized was it's authenticity was the key.

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And it was realizing, I don't have to try to be somebody else to do it.

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The thing that people are buying is me.

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I just need to be the best version of me.

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I need to be the authentic me.

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And it takes a lot because we don't realize all the programming of we become what we think

everybody wants us to be.

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And if we can really just become the purest version of ourselves.

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So there's a combination in the business strategy of the inner game.

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I mean, you can't separate the mindset and the inner work.

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To me, salespeople are always doing that, trying to be better thing.

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And so it kind of fits well, sales and personal development, because to me, my business is

one of the top three forms of personal development and growth.

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I've got my business, being an entrepreneur, my marriage, and being a father.

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Those things are the way that I, those are my forms of personal development.

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And so,

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If we look at our business that way, um it's not just about strategy, it's about who we're

being.

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I love that.

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Well, it sounds like we're living very parallel lives because those are my big teachers of

how to be as well.

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And I always say to people in my group coaching program is that your business will not

grow beyond the extent that you do.

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Right?

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Like, in other words, grow yourself.

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first, because you have to be ready for it, including being open to collaborations and

joint ventures.

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And I remember very early on, I was such a chronic do-it-yourselfer.

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And that was a struggle.

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And today, I always say, well, succeeding in business is a team sport.

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And I think you would agree with that with some of the collaborations.

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But let's start with how have

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know, have collaborations and joint ventures and working with others.

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How has that helped your business and maybe even others that you've worked with or that

you know?

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where does that come in?

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Because I know a lot of coaches, they're really focused on the craft.

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They're focused on the impact.

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uh But maybe aren't really embracing collaborations the way they could to make that bigger

impact that's available to them.

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right now.

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I love that you bring that up because again, like you say, I think most people that are

probably listening right now are so focused on the service.

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And I love that you really talk about the craft because they really, again, most of the

people I serve are looking at how is the best ways.

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They're always trying to improve how they can serve.

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And so often people will be so focused on the service that they're not thinking about

marketing.

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They're not thinking about their systems and the structures and how they do that.

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uh

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And so they're missing this out.

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like, yeah, I'd love to talk about marketing and sales and joint ventures, but right now

I'm focused on service.

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And I'm like, well, you can serve a lot more people through this.

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it doesn't have to be, it doesn't take away from you doing your service.

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will compliment, it will add to, it will give you more people to serve in a scalable way.

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Cause that's another thing is that.

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Of course, know, depending on how you have your business structured, if you're doing all

one-on-one work, you're not always looking for new clients.

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um So you want to be able to have a scalable business.

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And if you have a scalable business, joint ventures are a great way to scale it.

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You know, I love that you use the word scale, because when we have conversations with

people about what does impact, making a big impact mean to you?

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most of them just define it as I want to reach as many people as possible with my message.

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um And sometimes out of alignment with like they want to reach as many people as possible,

but also, you know, either doing everything themselves or like you say, focused on the

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service, because it's not better service that's going uh to get you there, the bigger

impact and reaching more people.

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It's reaching more people.

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And it just turns out that people, there are others that already have your

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ideal audience, that they already have the people that you want to serve and they can just

put you in front of them.

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That's it, exactly.

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And again, it's not just to anybody.

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It's about aligned people.

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There are a lot of people that are perfectly aligned with your vision and they have an

audience full of people that need you.

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And it doesn't take a whole lot.

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It's not transactional.

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It really is about alignment.

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You know, I love that alignment and that's one of the things we've been really focused on

the last few years is deeper, deeper connections with uh our favorite people to work with.

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uh in our world, you know, we all talk about being enlightened beings, especially in the

transformational space, but the number of transactional conversations that actually occur.

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And I'm like, we say we're about relationship, but at the end of the day, it's like, well,

uh is it fair?

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Is it even?

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And so that's very transactional language.

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What are you noticing uh in our industry that uh kind of, it's maybe taking people away

from the big impact that they wanna make.

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There's two things that I'm seeing.

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One is there's a diminished return.

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Trust is the number one commodity right now.

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And so when people just see this constant barrage of cross promotion, it's not getting the

same return that it used to get.

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And it's really more, the second thing I'm seeing is it's about building relationship

capital.

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ah That's what develops the trust.

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So it's not just...

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measuring, okay, how many clicks are you sending or how many people are opting in or how

many people are buying.

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It's really with your partners like you and I, it's not just, we serve the same audience,

let's do something together.

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We have the same values, we serve the same people and we have aligned mission.

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And so we can amplify each other versus what's in it for me.

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Because it still feels like there's a lot of people that say they're here for service.

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but the way that they do business looks like they're still in it for what's in it for me.

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Yeah, what's in it for me is a very common, mean, again, they say that they're not, but

just in the language that you're hearing, it's obviously, they're thinking, how can I fill

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my program?

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How can I, and I hear it all the time at various networking events, where it's like, I

have this event coming up and I just need a few more people to promote me so that I can

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reach my goal.

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And that is an extremely transactional thing to say versus what,

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I think you're saying is like, you know, how do we align?

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How do we serve each other in a deeper way?

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And I think when you build enough relationships like that, you don't have to look that

hard for more of them because of the depth.

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You want to expand on that?

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Absolutely, I'm biting the tongue too, because David and I have the, our JV directory

networking events twice a month.

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And we have all these people that come and we try to position it around reciprocity.

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David always talks about Zig Ziglar's quote that you can get anything you want if you help

enough other people get what they want.

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and the idea of building the law of reciprocity.

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If you put other people's first, and it's another thing with the JV game is it's a game of

I'll go first rather than, if you promote me, I'll promote you.

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It's like, hey, I'll start doing things for you.

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And again, you're not just doing it for everybody.

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You're doing it for people that you feel aligned with and you wanna get their message out.

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David tells a story about what Jim Rohn.

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Many people know him as the one who got Tony Robbins started on his path and that David

had just promoted and promoted and promoted and never asked for anything.

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But then when he finally had his book come out, he said, hey, can you promote it?

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And they did.

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And he did like $176,000 in a day because of building.

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relationship capital.

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didn't ask him first.

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He'd already been doing that other thing.

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The same thing with you and many of the clients, not just what you do, but how you help

your clients with their collaborations.

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It's not like you're asking, what can you do for me?

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It's like, how can we make this a win?

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And that's the thing.

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We always focus on win, win, win is what's the win for the audience?

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What's the win for your audience and my audience?

249

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And then how do each of us gain out of it?

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Because it doesn't have to be the same thing.

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You might be doing a list build.

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I might be doing a revenue

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to share, but as long as we're aligned with our uh mission and our intention, then it

works out for everyone.

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You know, that really is the next level, and I didn't even realize it was a level, right?

255

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And, you know, when I first started off in the affiliate game, then uh Joint Ventures was

a very small part of what we do.

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We do a lot more, uh you know, what...

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Our transformation industry defines as joint ventures, lot of collaborations, cross

promotions and stuff.

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But more like what you're saying, it's like, well, we might have two different goals.

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One might be list build and another one might be, I just want to get the word out about

something new or my podcast or whatever it is.

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And have that be the thing that we do.

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And so we're always taught in business to have measurements and stuff and I think, and

KPIs and all of that.

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And I think that it's really difficult to bring that to a true relationship.

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I was speaking to someone just this morning and say like, look, you we have our favorite

people to partner with and it's not about the numbers.

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It's not about, you brought more leads or opt-ins than somebody else.

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It's like, no, you played the game.

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I like working with you.

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um I could see the effort that you put in.

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I can see your integrity because you did what you said you were gonna do.

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That's my new definition.

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just in the last couple of years of who my favorite people are to partner with.

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And the numbers will come, honestly.

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It takes faith.

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But when you stop thinking about, or at least it was for me, when I stopped thinking so

much about that and just, like you say, alignment, uh man, it's a really fun experience.

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It's really cool experience.

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And you know almost immediately the people you want to work with and the people you don't

want to work with because it's energy.

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the integrity piece, like you said, just when you do a small joint venture, it's a summit

or gift giveaway or even just like a swap or a Facebook live, whatever it is.

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When people follow through, when they say they're going to send you all the information

and then they send it four days later, like, okay, it takes a little longer.

278

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And then when they show up three minutes late for their interview and then when they slow

and posting so you can see the way that they do anything is the way they do everything.

279

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and it is much more about who we're being than like the audience that we're reaching.

280

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I'd much rather have a partner who makes it fun and easy to play together than somebody

who's got a big audience, but they're all about their ego and what's in it for them.

281

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Mm-hmm.

282

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I love what you just said make it easy and that is like a that is a huge Principle that I

teach in my program where they're where they're learning how to get affiliates and do

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Collaborations and it's like make it easy You know when you go to Walmart and you walk up

to the doors of Walmart and the doors just open It's like you just walk in uh And and

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that's how easy your your your partnerships need to be so that

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uh And I find that when we did that, not only was it easy to get people to say yes to

collaborations, they want to do it again because they had a good experience.

286

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Yeah, yep, absolutely.

287

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And not only do they want to do it again, they want to tell all their friends like, hey, I

just had this really good thing.

288

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You might want to promote it too.

289

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My audience loved it.

290

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And then they promoted me back.

291

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It did really good both ways.

292

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So yeah, being a good JV partner has this ripple effect.

293

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Well, and then I think there's another level after that, and that is what more could we do

together?

294

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And I've seen so many good new ideas come.

295

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like the Reese's Peanut Butter Cups.

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When they took chocolate and peanut butter and put it together for the first time and it

was magic.

297

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It's like, well, what is that one plus one equals three type of?

298

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where it's like you plus me equals this new thing that wasn't possible before.

299

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But that really comes from being aligned and the relationship.

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Are you noticing things like that?

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Well, yeah, even the word mastermind.

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mean, the idea is that anytime two or more come together for a shared vision, a third mind

appears.

303

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And yeah, that's the same thing with a partnership.

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Collaborations create possibilities that could not happen alone in a vacuum.

305

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Yeah, so true.

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uh I know you talk a lot about different types of uh collaborations.

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I you know, the I promote you, you promote me is kind of become the default.

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In our industry, I talk a lot about, but there's so many more possibilities and uh where I

know we could talk about this all day.

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so we've covered a lot of good ground, but tell everybody about that.

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then, uh and I think you have uh a gift or whatever that can help people learn more about

the different types of collaborations that are available to them.

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Beautiful segue there because yeah, most people look at a joint venture very narrowly as a

PLF style launch.

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PLF is product launch formula created by Jeff Walker uh decades ago.

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One of my mentors, Alan Davidson, was in his very first product launch formula program.

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And that's again what most online marketers still use today for online JV launches.

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But...

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being on somebody's stage, being in somebody's summit, being in an anthology, doing a

Facebook Live swap, doing a gift swap.

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There's so many other ways to collaborate that yes, we created a free report, 21 ways to

catapult your business using joint ventures and collaborations.

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That'll be one of the free gifts inside of that JV gift bundle.

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We also invite everybody to a networking event.

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So if you're a coach, author, speaker, expert, wellness expert,

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When you come here, these are all other experts that are looking to collaborate in all

these different ways.

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So it gives you an opportunity to find people to collaborate with.

323

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And then we'll also have a training, David Rickland, my business partner does a monthly

training on how to create great JV partnerships.

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So you get all three of those in one.

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Mmm.

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I love all of that.

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Well, if you want to get access to that look right beneath this video There's a link there

and if you're listening to us on a podcast just open up your phone and whatever player

328

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you're on all of the links are there and how to connect with Mark and how to connect with

JV directory but download this report and read it before you go and do your next

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collaboration call because if you don't the

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you promote me, I promote you is going to continue to be the default and that's not always

the way.

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And if there's a message we want you to hear today, it's start to move beyond that and

find alignment.

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What is the best way to align?

333

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And when you have 21 different ways, you don't have to do the default anymore.

334

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Now you have 20 other ideas.

335

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I'm sure.

336

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Reciprocal Promotions is one of the 21.

337

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So you're to have 20 more ideas that you can do so that you can start to bring your

creativity and your energy to it.

338

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It's not just like, oh, Mark's here.

339

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Well, what do you got coming up, Mark?

340

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I'm going to promote you, you promote me.

341

00:27:02,732 --> 00:27:05,112

No, it's like, where do we align?

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Right?

343

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Just even in this conversation.

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I've known you for a few years now, Mark, but just in this

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conversation alone, I learned so much more from you.

346

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And I'm like, hmm, what else can we do?

347

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Like we're very aligned in a lot of ways and I appreciate you for that.

348

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I appreciate you as well.

349

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And it's funny because you were saying at the beginning about kind of being a lone wolf.

350

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And a lot of people in this industry are that way and they're so focused on the service or

they've had a negative JV experience.

351

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They've had somebody where they try to do something and it just didn't work out.

352

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And I'm never doing that again.

353

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And that's like, kind of, if you went on a date and the date went bad and said, screw

that, I'm never going to date again.

354

00:27:51,680 --> 00:27:52,214

Mm-hmm.

355

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know, you just be stuck alone at home in your apartment or your house, whatever else.

356

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And the same thing with your business.

357

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To me, collaboration is not just about making a bigger impact, but it's about, my life is

better because you are in it,

358

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Hmm, yeah, right.

359

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And when your relationships hit that level, it just becomes automatic.

360

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It just becomes so natural and organic that you don't have to force it.

361

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You don't have to try to convince anybody of anything, right?

362

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And so I love that.

363

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Just the energy of that is amazing.

364

00:28:29,986 --> 00:28:32,887

um Mark, thank you.

365

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this could have easily launched into a full day workshop.

366

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Maybe it will one day.

367

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uh and we have, of course, many more conversations in the future.

368

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We're very aligned.

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We're serving a lot of the same people and uh always looking for ways to make a bigger

impact.

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And I sincerely hope that our audience has been inspired by that because we're living the

life.

371

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And when you get out of that transactional world and more into uh just really aligned

relationships and what you call conscious collaborations, uh there's a whole other level.

372

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There's a whole other level to this that, you know, it's like if there was an easy button,

this is the easy button.

373

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uh It's not a tactic.

374

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It's not a AI.

375

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It's not then, you know, it's real relationships with people who are you're meant to work

with.

376

00:29:28,979 --> 00:29:30,640

ah

377

00:29:30,706 --> 00:29:38,964

And so Mark, uh on that note, is there any final piece of advice or words of wisdom you

want to leave our audience here with today?

378

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Well, you've inspired me to create the JV easy button.

379

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I'll work on a blog about that.

380

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But most of it, just want to encourage those people that obviously you're here for a

reason, you're mission driven and you don't have to do it alone.

381

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It's not even just about getting out there marketing, but it's about building

relationships with other people that are aligned with your vision and mission.

382

00:30:04,257 --> 00:30:09,445

It can be something as simple as masterminding and brainstorming and

383

00:30:09,601 --> 00:30:21,343

Just being able to share some of the challenges that you have, but I highly encourage you

to stop doing it alone and start figuring out ways that you can collaborate to make a

384

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bigger impact and accept the extra revenue that comes with that.

385

00:30:26,518 --> 00:30:29,049

Yes, accept it and accept it graciously.

386

00:30:29,049 --> 00:30:33,790

So uh beautiful words to end this episode by Mark, thank you.

387

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And to our audience, thank you as well.

388

00:30:36,011 --> 00:30:49,394

um I highly encourage you to go beneath this video right now, click the link and get those

21 ideas on how to uh collaborate beyond just the reciprocal promotion idea.

389

00:30:49,394 --> 00:30:54,036

That's been the default, but there's so many other ways that you can do this.

390

00:30:54,036 --> 00:30:55,340

And I want you to...

391

00:30:55,340 --> 00:31:02,674

you know, touching on something Mark said earlier, like if you tried something before, be

open and willing to try it again.

392

00:31:02,674 --> 00:31:04,204

So many times.

393

00:31:04,204 --> 00:31:06,404

You know, it was so close to working.

394

00:31:06,404 --> 00:31:10,487

90 % of what you tried probably worked and it was only the 10 % that didn't.

395

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And so don't throw the whole thing away.

396

00:31:11,958 --> 00:31:15,190

Just fix the 10 % that didn't and move forward.

397

00:31:15,190 --> 00:31:28,447

And remember, you might be one collaboration away from the big breakthrough that allows

you to solve your obstacles, to make a bigger impact, that big impact that you feel that

398

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you're called to make.

399

00:31:30,458 --> 00:31:33,624

And so go out there and create those

400

00:31:33,624 --> 00:31:39,549

uh Maybe reach out to somebody today that you have been meaning to follow up with.

401

00:31:39,549 --> 00:31:42,952

in the meantime, remember that the only way to fail is to quit.

402

00:31:42,952 --> 00:31:46,816

So keep moving forward everybody and we will see you on the next one.

403

00:31:46,816 --> 00:31:47,786

Thank you.

404

00:31:48,653 --> 00:31:49,650

a good time.