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When you're creating your business (or as you're creating it), you need to make sure you're attracting the RIGHT people to work with… it's critical. Here's a simple 9 word question you can ask yourself to know if you're working with the RIGHT customers…

I would love to hear what you think – who do you want to be a hero to? Please tell me in a comment below…

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111 Replies to “If You Want The RIGHT Customers, Ask This Question”

  1. Great video. I can speak to being a hero to a list. I’m rocking it right now with my newsletter list. Who helped me do that? You, Jeff, you!

    Also, if you want that project finished on time for your Platinum class, you better send a round-trip ticket to me to get that job MOVING. You’ve got lots to do and it’s the final finish work that takes weeks and weeks and weeks. Hurry, Southwest has great flights into Denver. 🙂

    P.S. Thanks for ALL your help over the years, Jeff. You’ve really made my life richer in more ways than one.

  2. I love your video. I want to be a hero to people who want to live their best life, spiritually and physically. To be in tune with the strength of their body and the destiny of their soul.

  3. Hey Jeff,

    Awesome video as usual.

    For me it took years and years to figure it out: you don’t want to work for people “just for the money”. It’s just not worth it, simple as that.

    One of my very favorite quotes from House, MD:

    “Dr. Gregory House: They’re out there, doctors, lawyers postal workers some of them doing great some of them doing lousy. Are you going to base your whole life on who you got stuck in a room with?

    Eve: I’m going to base this moment on who I’m stuck in a room with. It’s what life is. It’s a series of rooms and who we get stuck in those rooms with adds up to what our lives are.”

    When you decide to work with someone, on either side of the equation, you need to look at the chemistry. Is the other person fun to talk to? Do they do as they say? Do they have a similar – abundant – experience in life as you do?

    Ever since I realized that I too pay very close attention to who I get “stuck in a room with”. 🙂

    Thanks, Jeff!

  4. Interesting point and something I battle with constantly (in terms of my running the business mindset). My company (movie reviews for parents) attracts certain people with strong beliefs that are polar opposite of mine (not all, but some and usually the only vocal ones).

    Thus, it’s often hard to be enthusiastic when the close-minded fanatics “appear” to be the common denominator customer.

    Thoughts? Suggestions?

    • Wow that sounds like torture Jim. Short of getting out of the business to save your sanity, personally I would have somebody screen every piece of customer feedback so you only ever saw the positive ones.

      That way you aren’t exposed to something that can cause a dangerous feedback loop of negativity (I know from personal experience how devastating this can be). Hope you find a solution, good luck!

  5. Hello Jeff,

    What a great video – who do I want to be a hero to – my hero is truthfully nobody.

    I will explain why because this may seem strange to some people. I will tell you my story quickly because I know we are all busy,

    I had a Stroke at the age of 13, yes thirteen years old. From that day it completely changed my life, because I had to struggle on a daily basis, because of my right side of my body was weaker due to the stoke. I am now 47 years old, I cannot work due to over use of my left side (I had been working for around 30 years without a problem) but I am glad that I am still alive, yes sometimes the pains in my left side get very intense – I am on lots of medication to ease the pain.

    I just thought that I would let you know this – I have no real hero just living day to day, yes it would be nice to have more money, that is why I am here really. I have been around online for around 6 years but it hasn’t been at all easy at all. There is a reason why I am writing this message, because there is light at the end of the tunnel.

    Many thanks for reading this message Jeff, look out for me in the future.

    Thanks For now,

    Andrew Chapman

  6. Great little video and a great question — thinking of it in terms of who I want to be a “hero” for is very clarifying. I want to be a hero to fast-moving solopreneurs and startups — people with an ‘adventurous’ spirit, people who are inspired to do something totally unique, people who aren’t afraid of being remarkable…. Cheers Jeff!

  7. Dear Jeff,
    I wish we can pick and choose our clients, I would love to deal with clients who understand the effort spent to make their signs and appreciate that we are trying to accommodate their request with the design we do for them while we are making their sign balanced and great to grow their business.

    • @Tarek: you CAN pick and choose your clients. If it’s your business, then you get to decide what business you’re in and who you’re working with. You get to make the rules, so make some rules you can win by. I’m not saying it’s easy, or it will happen overnight… but unless you decide to make it happen, it’s not going to happen!

  8. Hi Jeff,

    I love this video! Sales is transfer to enthusiasm! Wow! I love this. That is a great way to look at the whole process of sales. Thank you for that tip.

    I love the teachings of Napoleon Hill and then in recent months, I’ve been a huge fan of the teachings of “The Secret” which kind of aligns with what you are sharing here. Yes, I can completely relate to what you are saying.

    It’s amazing how I used to attract people who were always worried when I used to be worried. But, I changed gears and now I am only attracting people and customers who are blessed with abundant mentality. We attract who we are from inside. That is incredibly powerful realization.

    Thank you for sharing.


  9. Great video and great point Jeff – so important to be working with folks you love and the way you love. This is part of who I want to be a hero to – entrepreneurs and business owners looking to create a life of meaning through their business – a life on purpose by a business with a purpose. Too many enterprneurs are getting the life uscked out of them by their success versus it energizing them. You know all too well what it feels like when you create your business based on a specific vision for your life and then go out and live it. The mechanics of business are relatively easy it is the rest of that can get lost in the midst trying to succeed in a space you do not belong. Keep rocking my friend!

  10. Oh man, can’t even begin to describe how inspirational this was..from the topic, to your enthusiasm to the combination of how you shot it+surroundings. I want to be a hero to people who burn to be heroes for other.

  11. Jeff,

    This video is brilliant. It’s not just the superb message, it’s the warm, sincere personal delivery and homespun, non-slick, non-glitzy feel. It is engaging, compelling and appears to come right from your heart. Wow!

    It’s no wonder you and Jon are the #1 experts in your space. I want to climb in and inspect your brain!

    Harvey Mackay University

  12. Great video and insights Jeff as always! I want to be a hero to women entrepreneurs who want to design and grow a thriving business on their terms, with confidence and ease, while creating a life they love!

  13. Thanks for the video. I want to be a hero to those people who want to live mindfully in their life,communications, relationships and careers. Mindfullnes, living in the present moment, gives us all access to better focus, energy and happiness as well as the ability to deal well with the tough stuff, learn from it and go further. Living each moment of our lives, cheers, Bob

  14. Jeff – I LOVE this video. I have had such a hard time with finding my tribe but I believe I have finally nailed it! I want to be a hero to all those women out there who want to combine their passion and desire for a family with their personal ambitions and aspirations. For those who believe having their own business is their ticket to freedom and flexibility, I want to show them how to create a loving, thriving and prosperous business – my specialty is helping them create BIG RESULTS with tiny time (this is something I’ve learnt and practise everyday as I am a mum to a 3 year old and 7 month old)
    Thank you Jeff!

  15. Hello Jeff,
    Good timing as usual. I’m writing right now the copy for my pre-launch content and my Sales Video and it is good to be reminded what kind of client I want to attract. For my business, I want to be a hero for people with talents (as singer, actor or people with imaginative mind or ideas) who don’t necessary pursue a job with these talents but who would love to have an opportunity to participate in a musical web-serie from home.

  16. Jeff,

    I want to be a hero to my kids, who I want to want to be a hero to their spouse and kids. I want to be their hero by being a hero to business people who want to be on top of their financial records and tax compliance requirements but don’t know how to get there without losing time focused on their business.

    I think this is a much easier way to define my avatar than what I have been struggling with.

    Thanks for the clear and insightful message.

  17. Hey Jeff!
    Thanks! That was exactly the question I needed to focus for some website design I am working on right now. Good Stuff! Just received “The Dan Sullivan Question” little book, so very timely.

    All my best, To your Success,

  18. Hey Jeff,
    Thanks for this video. You are that hero for all of us!

    I am a hero to those high performers (athletes, artists, entrepreneurs, etc) who know their body is their greatest asset and need help gaining the most from it, and learning how to stem the tide of the aging process.

    I am so looking forward to seeing the Secret HQ in June! Do we have to be blindfolded? Are we sworn to absolute confidentiality under pain of death?

    Thank you for keeping the bar so high! You rock!

  19. Hello Jeff, thanks so much for sharing. This is incredibly insightful and a powerful question. Thank you. I’ve recently launched my new business, so this has come at a perfect time. By the way, when will PLF be available to purchase? I missed the round, this time…
    Keep soaring. Love and blessings from London. Anis.

  20. Thanks Jeff. I literally just shared this video with some of my Marie Forleo B-School classmates because we were having this same discussion this morning. I would unequivocally say that I want to be a hero to successful women who are ready to live life more abundantly. Ready to experience more fulfilling careers, more meaningful relationships, and more amazing lives.

  21. I want to be a hero to my son by doing good work. And in my work, I want to work towards helping parents be heroes to their children. And in and secondary way, I want to be a hero to those parents.

    Thank you for all you do Jeff! My first launch was an amazing success!


  22. Awesome Jeff!

    I want to be a hero to those people who want to have a better relationship with their money.
    I want to teach them to live better making their money work for themself.

  23. Hi Jeff

    I want to be a hero to parents who have toddlers & babies. I am currently giving valuable tips/strategies & all round great content to parents.
    I also created a great free eBook explaining how to be a stress-less parent.
    Being a parent to an active toddler myself, I feel I can be a hero to other like minded people & parents in the world, by sharing what I know and do every day in my life.

  24. I want to be a hero to underprivileged youth, aspiring young athletes, struggling students, and at-risk youth. The problem is, in terms of clients, my target audience do not have jobs so they won’t necessarily buy my products. So while I want to be their hero, how do I actually sell my products and programs, books, audiobooks, DVDs, etc.

  25. I AM a hero to those who wanted to run high consciousness companies and want to be a hero to many more of them. I think that is another great question Jeff. Who have you already been a hero to in your business?

  26. Scott Powell


    Jeff, I want to be a hero to online marketers creating Bimodal Books for them to send out their info products. I will do to ebooks what CDs did to cassettes….but need help!!!

    If you hear me….get in touch!

    Next up after sending ebooks to the wood chipper is creating a learning too that benefits, oh I don’t know 6 to 7 billion people.

    So here is the question. If you go to the trouble of creating and marketing an info product would it benefit everyone if you delivered it in a format your customer absorbed, retained and comprehended 10, 25 or up to 68%????

    When you answer 68% get in touch, lots of work to do, our destiny awaits!!


  27. Hi Jeff,

    I like to be a hero to people who are mindful, artistic, honest and not afraid to undertake new things in life. People who are nice and helpful, yet determined in a positive way to other people. I think that sums it all up. Nice video and well chosen topic, with friendly greetings, Hans

  28. Miguel Di Costanzo


    I Jeff great video unfortunately I’m really struggling getting clients, I’m building Apps for small business but people just don’t get How importance is to be present and doing marketing on mobile devices But any way I will keep trying, maybe this will be the year of mobile marketing !!!

  29. Hello Jeff.

    I’m writing from Brazil. It’s a very good video but for me as for many young people in yours twenties it’s been really really hard to find out this life purpose. Please as I know that you were already young and my had passed through that experience…lol… how did you find out your purpose in life? I’ve been trying so many things so far but couldn’t find it and that is killing me inside because I know I’m a very creative person with attitude in life and I know I can do something great and help lots of people. I’m independent since 17, I’ve already travelled a lot, and I including I already have my small company now (that is not making me happy). Seriously, as I’ve been trying so hard to find my life purpose and couldn’t I feel as as was losing the days of my life. Thanks in advance and hope to hear from you.

    • Try focusing on your TALENT and your PASSION. If you can clearly identify these two, I truly believe they will lead you to your purpose.

  30. As a sex and relationship educator who works with adults, I want to continue being a hero to the men and women who’re looking for abundance in their love lives.

    Your work and Brendon Burchard’s work are the two things that have allowed me to take the career and industry of sex/relationship education to new heights and reach many, many more people than I would have ever thought possible.

    Thanks again, Jeff! And I can’t wait to see the Secret Lair soon in all it’s awesomeness!


  31. Spoke like the true humble hero that you are Jeff! Great, great message can’t be said enough . . . a gem!
    Because of you my community is that of abundance minded dog owners who see frustrations as nothing more than stepping stone on their journey towards build a better relationship with their dog.

  32. Hey Jeff,

    You are RIGHT! I started several years ago trying to be the Hero to really small business owners who did not have thousands of dollars for a website or other services but still needed help. Sure, that may have been somewhat noble but it sure didn’t bring in any money and those clients still expected the same results that someone paying ten times as much should get. I now help Doctors, Attorneys, and other high profile or established professionals to attract and keep more patients, clients or customers by positioning them as an Authority in their field of practice or industry and they are Thrilled with the results they are getting. It feels great to be their Hero. Maybe I should get myself a nice cape to wear. 🙂

    I’ll be in Colorado Springs this summer visiting kids and grand kids, I would love to be able to come meet you in person. Let me know if that could work for you, OK?

    Thanks so much for ALL you do!

  33. I’m a story development consultant in Rio de Janeiro Brazil,
    so I really want to be a hero to my heroes that create and make extra-ordinary movies !
    thanks for the video jeff… clear and heartfull… practical too !
    emotions are difficult to plan in advance, I fear that my being enthusiastic may not
    make people enthusiastic too…

  34. Another great post! I agree that working for those that you want to be a hero to sounds MUCH BETTER than trying to make people happy that you don’t even like! Having clients that APPRECIATE what you are doing to help them is so much more fulfilling than working with those that treat you like they have to “put up with you”!

    The renovations look like they are coming together pretty awesome! Very nice job on making your lifestyle business a reality!

    Take Care,
    Rob Anderson

  35. Jeff you are MY HERO! This video hit home! While I was at PLF4 Live I was really struggling with my message until we started working on our Hero’s Journey. Then I realized my message was staring me in the face! So thanks to you…I turn Caregivers into Care Heroes! I give caregivers their POWER back! How do I do this you ask? Well, you’ll have to go to my site to see! But this first seed launch would not have been possible without you!

  36. Interesting thing kept popping into my mind as I listened to your video Jeff. I was thinking of it in relation to my clients but my mind kept shouting out I want to be hero to my son and husband. And I realised I can do that by what I role model through my business, achieving the vision of how my business will serve our family and all of that stems from who I serve and how I serve them. So as I am refining and streamlining my business at the moment will re-visit the whole who I am serving piece. Thanks for the reminder that sometimes it is useful to re-visit and review everything about our work in order to healthcheck all is well or if change/upgrading is due.

  37. Hi Jeff,
    Interesting video, nice to hear from you again, long time since you made your last video.
    I want to be a hero in the eyes of the people that I help. That is my mission in life, it gives me great joy when I have the power to help people achieve their life goals.Longing to see the completion of your secret hideout.

  38. Simple but pointed.

    Helps me to clarify my passion. I want to be a hero to people who are actively engaged in supporting lasting relationshipa. Unhappy relationships and broken homes are human tragedies and the diagnostic tools and directly linked coaching solutions that we offer help to bring objectivity and clarity to the process. I now see the critical need to make myself available to pre-marital and marriage counselors, pastors and relationship coaches.

    Thanks Jeff

  39. Thanks Jeff! I especially liked the part about having an abundent mind set and transferring my enthusiasm to my prospect. By doing that I will become a Hero to my clients!

  40. Good Morning Jeff, congratulations on the new building project. I have followed you for several years and enjoyed the products I have received which were simple and helpful. I have had many amazing life changes in the last two years. I now have two projects that could use some guidance and I am sure you will have some insights and suggestions for me.

    I have moved form Pagosa to Portland Oregon to Maui to Crestone to Pagosa Springs in less than five years seeking the right situation where I can offer my talents again after an auto accident. Pagosa is an amazing place and we are very excited to be back here in Colorado. I have reopened a clinic and I have started an advertising campaign utilizing some of your ideas.

    I feel compelled to refer you to a video I have recently seen called; “We are from the Future”. I hope you have a chance to watch It. I feel you will enjoy it.
    Thank you again Jeff for all your work.

    Dr Dean Sanna DC.

  41. Beatrix Willius


    Great video. My customers are usually men in the best age like architects, consultants, from universities who get lots and lots of mails. It’s rather baffling to me as atheist that churches are one group of customers. I just wish that the computer knowledge of my customers was a bit better, but I think that’s also an opportunity.

    American house building/renovation is totally fascinating.

  42. Great video,I want to be a hero to my children and grandchildren,they are the ones that will create the better world,which I am trying to create by helping others to discover their own hidden greatness.Ivan

  43. We all want to do business with people we like. We need to go way beyond that and be a hero to our customers! What an eye opening concept. My husband and I are in the accordion business and we try to get to know exactly what our customers want. Now we will want to be a hero to them! Amazing. Thank you for this great insight.

  44. Hello Jeff, thanks for this video!! so brilliant and helpful!
    i wish to be the hero of vulnerable people needing more recognition from all of us and from our society. I am beginning my first launch very very soon, My focus is aging people and i want to become their d”doctor hero!!!” the One who can listen to them,understand them, help them to get a fantastic life and share with them the joy to be alive and contributive!
    thanks a lot for your help Jeff!!!

  45. Great video! I want to be a hero to young adults who are driven motivated and are interested in dating and sex! That really narrows it down doesn’t it! Ha ha I want to help millennial’s understand how to be responsible for their choices, how to have great relationships, and how understanding the neuroscience of sexuality can help them make the best choices for themselves in regards to their sexual life.
    Can’t thank you enough Jeff for what I’ve learned from you thanks!
    Troy Beans

  46. While watching the video I was thinking of what it meant to be a “hero” and the song “Go the Distance” popped into my head. The line ” a hero’s strength is measured by his heart” reveals the starting point. And that’s it, isn’t it? Being everything we can be to the benefit of another is rewarded by the acceptance, joy, and love that comes flooding back to us.

    I am a Composer – Author, and the music and books are written to encourage others when they are broken, downcast, or just need a little zip to their day. Warm words, tearful hugs, and the animated shared account of a changed life from my readers-listeners is my reward. And the circle of joy goes on…:-)

    So here are the lyrics to “Go The Distance”

    I have often dreamed, of a far off place
    Where a hero’s welcome, would be waiting for me
    Where the crowds will cheer, when they see my face
    And a voice keeps saying, this is where I’m meant to be

    I’ll be there someday, I can go the distance
    I will find my way, if I can be strong
    I know ev’ry mile, will be worth my while
    When I go the distance, I’ll be right where I belong

    Down an unknown road, to embrace my fate
    Though that road may wander, it will lead me to you
    And a thousand years, would be worth the wait
    It might take a lifetime, but somehow I’ll see it through

    And I won’t look back, I can go the distance
    And I’ll stay on track, no, I won’t accept defeat
    It’s an uphill slope, but I won’t lose hope
    Till I go the distance, and my journey is complete

    But to look beyond the glory is the hardest part
    For a hero’s strength is measured by his heart

    Like a shooting star, I will go the distance
    I will search the world, I will face its’ harms
    I don’t care how far, I can go the distance
    Till I find my hero’s welcome, waiting in your arms

    I will search the world, I will face its harms
    Till I find my hero’s welcome, waiting in your arms

  47. It makes sense, choose the people you want to be a hero to and that’s your micro niche!
    Get specific in regards of the people you want to talk to (and be surrounded by) and it’s a win win situation… thanks Jeff great advise!

  48. Great video Jeff, thank you!

    There are different groups I want to be a hero to, but first and foremost I want to be a hero to my kids. They’re one of the reasons I’m starting to pursue my dream of being an entrepreneur.

    Thanks for giving me a great question to ask myself, and I’m looking forward to seeing your next post.

  49. Liubov Latypova


    Great question – and just in time))). Since I have started working with new TA. I want to be a hero for Russian women 40+, who achieved a lot and want more.

    Now I work with target group of this age, who have little because they had spent their lives taking care of others and leaving their own needs behind. They want more but forgot how to take care of themselves.

    The new TA has have different challenges and I have to build a different image they would recognize me as their coach.

    Thanks, Jeff!

    By the way, I live in Colorado))).

  50. I ♥ those 9 words, Jeff. Thanks for sharing!

    I want to be a hero to women who want to build self-confidence and excel in their work, relationships and health (mental, emotional, physical, financial and spiritual). I’ve done it and I can show them how. 🙂

  51. Hi Jeff
    Thanks for your information….
    Who do I want to be a hero to!!!!!
    Perhaps some segment of the:Health

  52. Brilliant video, as always Jeff. Thank you.
    Marty and I love your work!
    Who do I want to be a hero too? NURSES.
    My passion is to help nurses realise the importance of caring for themselves, they are brilliant at caring for their patients, but so often neglect themselves or worse harm themselves by smoking, eating the wrong food, hurting backs by being unfit, being overweight and many have low confidence and poor self esteem etc… I have 53,000 nurses on Facebook and have written book, ebook and now publish a monthly online magazine… NEXT STEP is monetising all this content!!
    Exciting times and your 9 words crystallised my thoughts. thank you again. Allie x

  53. Matthew King


    Jeff, I’m going to write this question out and and post it to my wall where I will see it often! Great idea…

  54. Добрый день.

    Я Вами восхищаюсь и очень хочу у вас учиться.

    Но пока не знаю языка, и для меня это препятствие.

    Следующим моим шагом будет – изучение английского языка.
    Я понимаю, что учится нужно у профессионалов.

    Я очень хочу научится создавать свои системы, ведь запуск продукта – это целая система.

    С удовольствием читаю ваш блог и рассылку.

    Спасибо за то, что вы даете. Искренно и с чистым сердцем

    С уважением, Наталья Казанцева

    Good day.

    I admire You and wish you to learn.

    But do not yet know the language, and for me this obstacle.

    My next step will be studying of English language.
    I understand that the learning needs of the professionals.

    I really want to learn how to create your system, because the new product is the whole system.

    Enjoy reading your blog and newsletter.

    Thank you for what you give. Sincerely and with a pure heart
    Nataliya Kazantseva

  55. Jeff this is a really great question. It helps clarify who your ideal customer is and it helps focus the marketing message. Thanks for this video, and oh, I like the view from your house!

  56. Hi Jeff. I want to be a hero to all the midlife women who are just learning the game of golf… who are eager to use it for business networking and socialization, who can use it to build their self-confidence, stay healthy and claim some time for themselves. Golf is a great way to meet others and I want to encourage women to get involved in the game, for themselves and for their families.

  57. I think it goes way beyond just your target client. Yes, I want to be a hero to my target market, but first and foremost I want to be a hero to my kids. Show (not tell) them what it means to not only survive the unthinkable, but to thrive in the midst of the unthinkable.

  58. Great video Jeff! I want to be a hero to web marketers and offline agencies who need to improve their Photoshop / Design skills in order to create beautiful websites and graphics for the world to see.

  59. Thanks for the video and thought provoking question, Jeff!

    I’m already a hero to my dogs! 🙂 So now I have to figure out what humans I want to be a hero to. I’d love to be a hero to dog owners (since I have the most experience there) with “problem” dogs, helping them solve training and behavior problems so they can live together as a family, preventing so many dogs ending up in shelters.

    I don’t have a website for that yet, though, so meanwhile I’m trying to be a hero to people my age – 50s range – who are realizing they don’t want to work for a boss for the next 15 years and would like to make money online with a real online business, not some get rich quick scheme.

    Your place in Denver (?) looks awesome!

  60. Thanks for your beautiful comments Jeff, you’ve really helped me with this one video. I’m starting my business and have been caught up in the day to day stuff. You’ve reminded me how important it is to make every decision and take every action from an place of abundance. Today’s schedule included building out a more focused “ideal client” description and also creating a blog topic calendar. So the timing of your post today is perfect for me. Thanks, Kaye

  61. Jeff, What a great question to launch “creativity” day. My clients are fearless geniuses and I absolutely love them. We are a happy family. I want to be a hero to the dreamer/doers. In essence my job is naming people’s dreams and I feel honored to have this position in people’s lives. I agree with you and believe that the best work is an enthusiasm transfer. The best company and product names are an enthusiasm transfer as well. If anyone is debating a few name choices pick the one that inspires enthusiasm over the logical or descriptive name. Enter your new book entitled Launch! Napoleon Hill goes into great detail about enthusiasm. It’s a trait we all can cultivate towards our success. I give mine to my dreamer/doer clients for their success. Another wonderful video. Your secret headquarters looks amazing! Congrats!

  62. Good Morning! I just watched the video, and it was an eye opener. I have been trying to figure out what it is that motivates me, and your questions has added to that in a new way. I know why I started my business- I am tired of my time and my life being dictated to me by someone else. I want to live my life by the principles that are important to me (God first, Family second, and business third). I have yet to meet an employer that works their business by those rules.

    Your question as to who I want to be a hero to helped to clarify what it is that I really want. I want to help other women to realize their full potential. I want to help them to realize that they don’t have to live according to someone else’s rules, that they can make there own way and be successful and happy. Complete. Thank you for the video. I look forward to the time that I have the funds to start your class!



  63. Marie Gacke


    Who to be a hero to: the luxury-level vapers who demand the highest quality craftsmanship in their accessories to protect their vapor pen investments (and still be fashionably unique).

    Thanks Jeff! Wish you the best on completing your secret headquarters in time (and hopefully at or under-budget!


  64. Hey Jeff:

    Excellent! Life changing question.

    Thank you for always being authentic and “serving” with such excellence.
    I hope to be one of your platinums one day, I know it would take my business to another level.

  65. Constance Hall


    Great message Jeff, I have been asking myself the big ‘why’ for a while now and couldn’t find an answer until now. You have been an inspiration so bless you!

  66. Thanks, Jeff.
    I’m a 43-year military spouse. I want to be a hero to military spouses worldwide..from one who’s walked the walk, to empower & add value to their lives..

  67. I intend to help bring down obesity in the U.S. of A. to about 15% from the 35% it is now. (This are people who are over 30 pounds overweight.) And overweight people to 30% from the 67% it is now.

    These are facts and figures. The human side of it is the people I want to serve. People with a great, unquenchable thirst to accomplish something great.

    They’re obese or even just overweight. Each one’s career and relationships are closely connected to their weight issue. LIFE is going nowhere for them. They’ve gone off the rails of life.

    Stuck with unfulfilled dreams, soon to be ruined, if much more time passes.

    I want to help these people get back on the rails!

    Move them to get their life going again by starting with their first project: themselves and their weight.

    People learn about themselves and what it takes to accomplish things by trying it on themselves first. They learn much more than how to lose weight.

    I’m going to motivate and teach them how to get back on the rails of life and succeed!

  68. Wow! Jeff you have changed my entire perspective on how to approach business and clients. I have been struggling forever and you just cleared out the fog! Thank you.

  69. Great Video! Thanks for the great content. Are you doing a relaunch of PLF this year or is there a new version of PLF coming?
    If so, when?

  70. Always good stuff – right to the point and leave it with a killer question.

    I want to be a hero to people around the world who are unhealthy, overweight, and addicted to sugar.

    I want to coach them through 30 Days Sugar Free so that, maybe for the first time in their life, they can be far enough away from the addiction to consciously decide the role they want sugar to play going forward.

  71. Great message, Jeff! Made me think of a guy I’m working with right now (an ideal client). When he told me our work has empowered him to speak what’s on his heart & mind without holding back & how that has helped him close more sales, he said the bonus benefit has been an enriched intimacy with his wife that he never before imagined. He had tears in his eyes when he told me. That feeling was priceless! Being a hero to guys who want to bring the absolute best of themselves to all their relationships & circumstances is very empowering for me. Thank you for sharing this video.

  72. There is something magical about all of this.. I don’t mean just you Jeff. I mean your community, our industry, our people.
    I believe people can see true intentions and I definitely see yours and that is why I guess you picked us to be our “Hero” as you call it.

    I want to be a hero for people that are working harder to reach a kind of success that won’t make them happy. I want to help them achieve success in their professional life and happiness in their personal life.

    Best to all of you,


  73. It has taken me years to figure it out, you don’t want to work for people “just for the money”. It’s just not worth it, definitely Not worth it! Don;t spin your tires with everyone stick to your sharp Niche and passion, be a celebrity to the ones that will pay you what you are worth.

    I am a motivator that does personal trainer/coaching. My Niche is 2 parts – working with the Ageing 50+ years old and women with fat loss.

    Obesity is massive and getting worse. We need to help our kids become more knowledgeable at being active and eating better.
    I would like to be more of a speaker and have a online presence to help others Globally.
    and I am taking courses with Frank Kern & Ryan Deiss. As well as Dan Kennedy.
    I have clearly written down a description of my definite chief aim in life and do not recognize failure.
    I will keep you posted on how I am doing and if you have any suggestions please feel free to comment. Thank you!

  74. neal parler


    Thanks Jeff
    Great video on direction in serving!
    I want to help the unemployed.

  75. Jeff, I bought your book this week and am intrigued. So much of what you say resonated with me. I am excited to try this even if I feel overwhelmed! Last night I talked to my husband about you, how you started and mentioned Durango, Colorado. He related an experience where he was on a road trip and arrived at Durango. He said he stopped the car and cried because it was so beautiful! ^_^ Who do I want to be a hero to? First off, myself. I want to embrace the challenge, the fear, the uncertainty, the vulnerability, the unknown and do it anyway. I have two passions right now, one is helping folks right their Life Story and the other is connecting folks to the British Isles, whether that means showing them places to go or helping them find a way to live their dream of visiting there. Thanks for the book I am loving it. I have so much to think about! Thanks for partnering with Jeff Goins. There are many voices out there. I have realized I have to find the voices that ring true to me and you and Jeff are two of those guys! Thanks for being the trail blazer, thanks for caring about the individual and rallying their cause. I hope to meet you one day ^_^ ~ Teri ^_^ Keeping The Dream Alive!

  76. I see this question as a beauty really, because its all about FOCUSSING ON THEM…how can we help THEM…the servant..the giver…lovely perspective on this thank u Jeff~

  77. Hi Jeff!

    What a fantastic and powerful question! Thank you!! I want to be a hero to women! Women who struggle with self worth and confidence. If I were to get more specific….I want to be a hero to MOMS! Providing them answers to a happier, healthier, brighter self and life with their families. Breaking through the constraints of stifled self worth and self love. Getting connected with their Inner groove and bursting at the seams with love, light and joy for who they are and all they offer!

  78. Jeff,
    I’ve been in marketing and sales for 30 years. It’s all been in employee benefits in little ol’ Santa Fe, NM. I’ve made millions for my employer over the years. Now, it’s my turn. My expertise is vast and buildng. I’m a student of my industry and have been teaching others in many different venues. I’m in the new business building phase of my career and I’m reading, studying, absorbing as much as I can while closing down my current job with my current employer. My new business venture is complex but it best serves those who want to truly communicate the most important financial planning messages to the most needy – the employee. I need to be a hero to Human Resource Managers – very difficult crowd. I need to be a hero to the Chief Financial Officers. I need to be a hero to the CPA’s. I know that I need to make my message simple and direct as that’s who I’ve been all these professional years. I will share more as my story progresses and I hope to incorporate your insights into my new venture.

  79. Jeff! This is one of the most INSPIRING videos I have ever seen in my life and I am serious!

    This video absolutely changed my life in a matter of minutes! THANK YOU FOR THAT! You are my HERO!


  80. Awesome Jeff!. I’m just launching a new website and this will help me focus on how to cultivate my client base. Your other video about being conscious who you’re spending time with has me surrounding myself with people I admire and respect. It has resulted in a more fulfilling life and has brought some really cool individuals into my world. Thanks for taking time to share your wisdom. You ROCK!

  81. the smart guys and gals that get used by the people who know that they have what they never will. The smart guys and gals who want more for themselves and their loved ones, but don’t know how to get that done. The smart guys and gals that beat themselves up over and over, thinking its their fault because they are smart they should be able to figure this out.
    I want to be a hero to them. Nothing more than that, a reference point that says Billy did this, and he has got the deseire to show me how to get this done too! I don’t know about being a hero, that is for the kids in the warzones of the world. Being an honest, sincere, skilled capable and informed educator of the systems and processes will do, and then passing that along in a “simple, likeable and obvious way.” (My tagline 🙂

  82. I want to be a heroine to parents that want to make a better world for their children and who care that their actions, in hindsight, merit pride, respect and joy.

  83. G’day Jeff,
    This video dug very deep into my emotions.
    First, I want to be a hero and a Role model to my son. My father recently told me that I am his hero. My father is a strong, go-gettem bloke. I have massive pride in that knowledge.
    I want to be a hero to the people that I choose to serve and the people I respect.
    I was re-educated as to who was important in my life after the “Black Saturday” bush fires we had here in Australia back in 2009. I learned that the people I want to serve and be a hero to are the people that get off their arses to do what needs to be done. Those that don’t complain and work for their own outcomes in life, to the best of their own ability. I want to be a hero to people that are not just “triers” but “doers”. I want to be a hero to “Action Takers”. I want to be a hero to the people who are prepared to take responsibility for themselves. Hopefully, I can be by helping them achieve their goals.

    • Great enthusiasm in this video! I love the personality shinning through and the natural settings, used in your videos. Thanks for making me think like a hero. I have never thought of myself as a hero before so here goes! I want to add value to the lives of others. I want to be a hero first to my children, like my mother has been to us and to those who truly want more out of life! More Passion, happiness and abundance. More positive energy and excitement in life even with the hard to do tasks. I want to be a hero to those who want more in their relationships personally and professionally. Enthusiasts, those who truly want to grow and become better communicators, leaders and contributors to make a difference in their own lives and in the lives of others.

  84. I want to be a hero to those people seeking union with God so that I may help them develop their intuition, heal themselves and embrace the God in them. This is my tribe.

  85. I want to be a hero to chiropractors, dentists, and physicians who offer specialty services and want to connect with the new patients who would love to benefit from those unique services. This allows the practitioner to utilize his highest gifts and talents to serve the people who need them the most.

  86. Superb question, Jeff! I want to be a hero for the animals in our lives. Each animal comes to each person for reasons. They love for us to know those reasons so that they (the animals) can accomplish their missions. I’m a voice for the animals and teach others how to hear their pets messages. That way, it’s a win-win for everyone. Thanks for the clarity! BTW, you have a great energy. Please keep doing your wonderful work in the world!

  87. Hi Jeff, thanks for your inspiration. I want to be a hero to people that are excited about what is possible. People with open minds that have fun while they are working, and will go outside of the square in their thinking.

  88. Thank you Jeff! You just gave me a much needed paradigm shift with one simple question. I’ve floundered for far too long in my search for what in the world I should offer to the world. This question changes everything! I’ve been going at this whole thing backwards…trying to figure out what people need and how I could provide whatever that turned out to be. But the question of who I want to be a hero to turns it around. I’ve just written myself a quick outline of who I want to help and how I want to do it.

    I want to help people struggling to find their gifts, passions and life direction(s). I want to help them find the lock, equip them with the key help them turn the key. And then help them to push the door and go through it! And I want to follow up with them on their progress.

    I am sure I will be sending some people your way!

    Thank you!

    PS. I loved your video! You come across as so down-to-earth and genuine.

  89. This was a nice video and certainly something that made me think about my whole setup. I’m on the path on building a site about my hobby, which is making coffee, but I don’t really want to be the coffee hero (maybe to the farmers, but since I’m blogging on making coffee, that might only help them indirectly).

    When I started thinking about making my blogs a few months back, I thought about 2 markets, first was the coffee blog, and the other is a health lifestyle type of business. You see a few years back, I had to close down a business, which like all entrepreneurs, I thought would be a massive success. Well it wasn’t, and 5 years later, the money fell down the drain and the business closed down. Depression soon came afterwards and we all know what that’s like. The only thing that saved me from that spiral was my dad, when he told me to keep moving, no matter what it is I do. So I went ahead, bought some free weights, and started lifting like crazy. That kicked in all the endorphin in my brain and a year after, i was thinking that I was larger than life itself. That’s the person who I wanna be a hero to. People who think that it’s over, but want to fight sadness and depression. The answer to that is just living a healthy and good lifestyle with a positive mindset, but that’s easier said than done isn’t it?

    Thanks for the video Jeff. It certainly put some great direction in my minsdet. And I’m currently reading your book too. It’s got tons of insight! I hate to admit it, but I was doing it all wrong!

  90. Hi Jeff!
    I love this! Just coming back from PLF live in Phoenix a few weeks ago and I have got so many ideas that they are all just kind of smacking into each other leading to confusion to be quite honest. This Hero question is great. It makes it super simple and places the emphasis back on service instead of selling. Thank you and your whole team. PLF LIVE 2016 was awesome!

  91. I am just reading launch because I am starting new from scratch and now checking your website. Awesome! So happy to find all this! Your video is great and shows me where I got off track! Now I know whom I want to create for and this changes so much for the planned products also! Thank you!!! OMG I need to find that list building class …

  92. Awesome vid. I picked up on Dan Sullivan’s ‘Who do you want to be a hero to?’ on the 10X Talk podcast with Dan Sullivan and Joe Polish. Such a powerful question. PS Its interesting to see the completed HQ in your latest videos!

  93. I want to be a hero to that solopreneur staying up late at night trying to figure everything out on their own, spending countless hours learning how technology works when they are non-techie themselves and are also on a shoestring budget. They may have a nest egg but really needs to know where to invest instead of spending it on everything that the internet says they need. I want to be a hero to the old me when I started out in business. I want to help shorten the learning curve for non-techie entrepreneurs so they can begin running their small business like a BIG business from the beginning.

  94. It was really weird to hear you ask that question. It kind of changes your paradigm. First I was a little nauseous. Then I got goosebumps. Then I realized I have been knocing on a completely wrong door.

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