Solopreneurship for Freedom: Build Your Business on Your Own Terms
Moe Choice’s Journey: From Hospitality to Global Solopreneurship
Jennifer Dawn: Hey, hey everybody. Welcome to a new episode of the Happy Productive Podcast. I tell you, we’re jumping right in on this week’s guest because I’m so excited. There are so many things that I wanna talk to Mo about, and so welcome mocho to the show today.
Moe Choice: Thank you for having me. Very happy to be here.
Jennifer Dawn: Okay, you guys, so Mo this is gonna be a fun one. He’s built 12 businesses across four continents, okay? And right now he helps solopreneurs earn six figures to, without working full time and without having all the burnout and without having all that, he is a global sensation. And I cannot wait to start diving in. In fact, I’ve, I’ve just gotta figure out Mo like where to start. But while I’m figuring that out. I would love for you to just give a little bit of your backstory, because it’s really so fascinating on how you came to be doing the work that you’re doing now.
Moe Choice: Thank you. Thank you for that introduction. So I realized very quickly, probably by the time I was three years old, at least that’s what my mom says, that I couldn’t trust. Adults and I had to figure it out on my own. So I think my entrepreneurial journey started there where, okay, I don’t wanna, I don’t need to listen to them. I’m gonna figure it out on my own. And very quickly it was obvious that I wasn’t gonna work for, for anybody. And so all I did, but I was very reactive to that. What do I do next and what do I do? So I, I ended up becoming a business owner pretty quickly through connection, family connection. I bought into his business and I started to learn how to do business. And I liked that world. Provide value, get rewarded for it, work on your own terms. And so I did that for 20 years, pretty much just under 20 years. And I built in that time, 12 businesses. All very reactive though. And all “what’s the next opportunity?” Oh, here’s an opportunity. Let’s do that. Oh, here. But I didn’t, I, I was chasing my tail. I didn’t know what I wanted and I didn’t know what the point was, to be honest with you. So I got to a stage where I felt, i, I felt shackled. I was in hospitality, so everything was brick and mortar and tied to the venue and tied to the city or whatever I was in, and investors, landlords regulation, government. And I just didn’t enjoy it. I didn’t enjoy the lack of freedom that I thought I was buying into when I became a business owner. It got to a stage where I didn’t look forward to any day. Anymore for too many days in a row, I would say. And so I decided to leave and leave it all behind. And I tried to sell it and I tried to figure out a way out of it for three years. Couldn’t too many obstacles. Investors this. Debt banks no one would buy, no one would the sales was difficult because of the people involved. And so one day I just. Put my passport in my pocket, went to the airport and bought a one-way ticket out of Dubai to London. And on that flight seven hour flight, I decided I’m going to design my life where I get to do what I want, when I want, from wherever I choose to be, with whoever I choose to be with, without having to ask permission from anybody ever again. This is the ultimate goal of **solopreneurship for freedom**.
Jennifer Dawn: Mm-hmm.
Moe Choice: And so I started to teach that idea because I wanted to learn it. My mentor, Eleni. God rest her soul said to me, “you teach best what you want to learn.” It’s a Richard back quote. And I said, good. And so I started to teach the idea of independence and **solopreneurship for freedom** and personal development as I was learning it and leadership, and I knew business, so I put them all together. And people found it interesting and I’ll, I’ll give you a quick, in between lockdown. I lost everything again because I was a door to door guy and I was a networking guy and I had investments in hospitality based businesses. Everything got wiped out and locked down in my mom’s apartment. I’m like, what the hell do I do now? So I went online and I started to teach. People how to live this dream online. And, and I got found on LinkedIn and five years later, I’m now helping people to live life on their own terms, using just their LinkedIn profile and doing whatever they want from wherever they choose to be.
Jennifer Dawn: Oh, love it, love it, love it, love it. You guys, what you don’t know is that, so Mo and I were bonding a little before the show today because I said to him when I was looking at his website and his LinkedIn profile and everything, freedom is such a, a core foundation of your brand. And our signature coaching program is Freedom Builders. And this is actually a program that I’ve launched this year. We’ve been doing private coaching for well over a decade and. One of the things I found is that freedom was such an underlying current for our clients, but also for myself personally. Just like you start this business and then it starts to grind your soul and you’re just like, ah, wait a second. I didn’t start my business to be chained to a desk. And we do a lot of adventure retreats and you, if anybody who knows in our brand, in our community, I travel a lot and we like to do fun stuff and. Because I do feel like business is the greatest adventure you’ll ever be on. And I also love to do a lot of coaching, like out on the trail, on the boat while we’re whale watching. We just got back from Alaska and we just had an amazing time. And so I feel like freedom is such an important thing. That once you’ve been in business for a while, when you start to get close to burnout or you’re just like, you just get so tired and worn down, freedom starts to become even more and more important. So I’d love to hear from you, like why, why freedom? Why was that important to you to kind of like build this, this brand, this business around? This is the core of **solopreneurship for freedom**.
Why Solopreneurship for Freedom Requires a New Mindset
Moe Choice: So I, I. Started to use the word independence more, and, and I, and I if you think about freedom, it’s this idea that I can do whatever I want. And so obviously there’s physical elements to that health, there’s financial elements to that wealth, right? Because the more money I have, the more access I have to, to do the things I want. Relationships is important to be able to build the right relationships and be with the right people and form that kind of bond, either intimate or, or professional or personal. It, it doesn’t really matter. You think about the philosopher’s stone in some way or, or status. Everybody wants better health, better wealth, better relationships, and so freedom for me is, is the the ability to improve my health and my wealth and my relationships on my own terms, I’m, I’m not, I don’t have to explain myself to anybody. I’m not apologetic about it. I don’t have to ask anyone’s permission. There are no restrictions. And and the reason I think that’s, I think, I think, I don’t think everybody wants that, by the way. ’cause some people say to me, “everybody wants that.” It’s yeah. But when I used to do personal development coaching, leadership coaching, and we did values elicitation, most people would have freedom up there. Freedom and family were, were the two most common ones. Even though families, I dunno how families of value, it doesn’t really mean anything to me. It’s like the relationship with your family is important. Not family on its own, but, but irrespective everyone would say freedom. Was high up on the list and it’s like “you’ve got, four kids, four dogs, a mortgage, two ex-husbands.” “You know what I mean?” And so where, where are you showing that freedom is the most important thing in your life? And so then you, then you go to the other extreme. Me, I don’t wanna get married. I don’t want kids. I don’t have any possessions. I’ve even designed my residency and my passports in a way which gives me full access to the world. That for me, is super interesting that I’m able to do what I want, when I want, whenever I choose to at the drop of a hat. I love that idea. And so the minute I came clear into my head, I was like, I want to create that for me. And the, and the, the method is solo entrepreneurship. Method is I’m to be able to have independence, I’ve got to be able to turn my experiences, my competences, my skills into something of value that the market’s willing to pay for. And that for me is the definition of a solopreneur. Using your value as a revenue generator on your own terms so that you can do whatever you want, whenever you want, from wherever you choose to be. This is a powerful form of **solopreneurship for freedom**.
Jennifer Dawn: Oh, I love it. I love it. And the beautiful thing is, is that you can define freedom for what works best for you. The no possessions, I’m mostly okay with that mo, but in like my horses, I’m like, I can’t get rid of my horses. I’ve. Had people say, “oh, just go live somewhere forever.” And I’m like, nah, if I can’t put my horse on a plane, I’m like, okay, I’ll go visit, but I gotta come back to my horse. There’s, there’s a little bit of that in there, but for me, when I, I really had to do a lot of, of, of, of, of work around this, of wealth, like what does freedom really mean for me? And time and money? I’m like, at the end of the day for me. If I have the time and I have the money, everything else opens up because then I can invest, the time in my relationships, in my health. But when you’re, when you don’t have the time and you don’t have the money, it just, so it’s like those two things for me. Were like a door opener. Yeah, exactly.
Moe Choice: and re Honestly, I’d add relationships to that because you, we need, we need, we need customers. we need support. we need people to help. We need people to like us. We need people to want to help us. So I, I’m, I’m with you. And by the way, just to, I’ve been thinking about this for a while. Like when I say I don’t want kids, honestly, it’s to do with my independence and my exploration. But I’m not opposed to the idea that I will have kids. It’s not a no, it’s just a not now. And also, I don’t think that makes me no longer independent either, depending again on how you define it, but it’s still living life on your own terms. Me with my horses is still living life on your own terms. That’s the important thing. Not the word freedom or independence or whatever. ’cause that’s all subjective, but are you doing what you want? With who you want?
Jennifer Dawn: Yeah. Absolutely. I just brought my youngest daughter to Alaska on our cruise retreat, and she did some babysitting for our attendees, and it’s just hey, guess what? You can have things on your own terms. And I have three kids, but I, I brought them to work with me. I’ve traveled with them like, you can, you can make it work. It doesn’t mean, you can make it work for you. So I love Thank you for calling that out, that you get to define right what works for you.
Moe Choice: get to choose, You get to choose. what your life looks like, and then you get to do something about it. Any time, anyone who blames this is what I, I, I also love this definition of solo entrepreneurship. No one, no one. You have no one to blame. It’s just you solo. You get to choose. You get to choose what you do, and you get to choose how to respond to what happens.
The #1 Rule of Sales: A Non-Negotiable for Business Survival
Jennifer Dawn: Exactly, exactly. Go into that a little more. I, I know and I’m aligning with you. I’m like, yes. Because at the end of the day, as business owners, I think that we have to really take a, a look at. That little finger, right? That’s pointing out at all those other things of “oh, it’s my employee.” “Oh, it’s the economy.” “Oh, it’s blah, blah, blah, blah.”
Moe Choice: Who hired that? Who hired the, who hired the employee?
Jennifer Dawn: Exactly.
Mo Choice: Who chose the employee?
Jennifer Dawn: right? And at the end of the day, like it’s our choice and we are the ones that have to fix it. If there’s anything that we don’t like that’s going on in our businesses we created it. We’re the ones that need to fix it. So talk a little more about, about that.
Moe Choice: I, I, I, I heard this quote first from Alex Ozzy’s wife and she said “It might not be your fault, but it’s still your problem.” Okay. It’s not my fault if I get a, a, a, if I have a health issue. Maybe it is, but let’s just say it’s not my fault, it’s hereditary. Okay? But I have to fix it. I have to deal with it. It’s still my, no one’s gonna come and save me. And even if they do, it’s only ’cause I’m gonna ask for that help. So that’s still my action. No one’s gonna just turn up at my door, “Hey, I heard you had a problem while I’m here to rescue you.” It’s that’s just pie in the sky. So I think the, the, the important thing, respon, so Stephen Covey habits of highly effective, highly effective variety, successful, I always forget it’s highly Effective. I think so too. Yeah. responsibility. That’s really what the word is. It’s your ability to respond well, what are we responding to? Things we weren’t expecting. What else are we gonna respond to? If we’re expecting it, then it’s proactive, right? It’s not a response, it’s anticipated. But if, if we’re not expecting it, we have to respond to it. And your ability to respond is going to determine how quickly you move forward or how successful you are in your, in your progress. And, and he also says accountability breeds responsibility. I, I, this is ma management and leadership. Management is dealing with the known leadership is creating the un is dealing with the unknown. ’cause you’re leading, you’re going into the, the, the un unchartered territory. And as solopreneurs, everything really is unchartered territory. ’cause we never know, at least I don’t ever know how much money am I gonna make in the next year. How much? It’s the same with with with small, right? So it’s, we’re constantly leading. And the things that we can manage is going to determine how best we respond to the things we can’t. Like a fire drill, right? The fire is unexpected, right? But how well we prepare for the fire, the sprinkler system, testing it out, doing the fire drill, following the maps, making sure all the fire lights are on, that’s going to determine how we respond to the fire. In business there’s always gonna be fires. that you have to deal with. And so how best you manage that is how best you manage your day to day, the things that are in your control. I call it the boring stuff, Jennifer. It’s the stuff that no one wants to do. It’s tedious. It’s the brushing your teeth and flossing your teeth and And, and, and I think most businesses fail because they don’t do the things that they have to do consistently well enough. This is a core part of building a successful **solopreneurship for freedom**.
Jennifer Dawn: Mm-hmm. And go into that a little bit more. So what would be some of those things? Give me like the top three things that you’re seeing that business owners are not doing consistently and why they fail.
Moe Choice: I’ll, I’ll, I’ll talk from a solo opener perspective, there’s only two things I need to do. Service my clients who’ve paid me and find new clients. Most solo openers, I know when I look at their calendars or their schedules, that’s not even 50% of what they’re doing. What’s this? Oh, it’s a networking event. What’s this? Oh, I’m redesigning my website. What’s this? Oh, I, I went and met an old friend. What’s it? It’s what are you doing? And so the, the rule I have is is very simple. You open your eyes, you hug a tree or have a coffee or whatever you need to do in the morning. And then you go and find new clients and that never stops. And here’s the most common mistake I see in small businesses and entrepreneurship. We have enough clients or we’re busy with our existing clients, therefore, we don’t need to find any new ones at the moment. Or we don’t or we don’t have time to find new ones.
Jennifer Dawn: Oh, I love that one. Mo, I don’t have time ’cause I’m so busy with my current clients. Yep. Keep going. ’cause I know where you’re headed and that lead to?
Moe Choice: it’s, it’s, it’s, it’s, it’s a bit like saying I didn’t have time to brush my teeth, or I didn’t have time to sleep. You wouldn’t say that. Looking for new clients, finding people to talk to that might be interested in what you do is like brushing your teeth. It’s like sleeping. It’s the stuff that keeps your business going. It’s the oxygen. Or, or the, or the access to the oxygen that you need. The oxygen’s really the money from, from your clients. And this is a big, big thing. A lot of people come to me for my help when they say “I need your help. I’m not making any money.” And I say, “what have you been doing for the last four years?” And they go, “oh, we’ve had referrals.” So you wait for the referrals to run out, and then you decide you wanna do something about it. It’s no, you have to plan for like, how long do you think from scratch you’re going to sign a client and you’re talking six month runway? You need three if you’re lucky, but six months, really you need, so you, you, we have to be smarter. And this is, I think, head in the sand, honestly. This is what, what is a, Jeremy Minor calls it Hopium. You’re, you’re addicted to Hopium.
Crafting the Perfect Offer: Selling the Outcome, Not the Features
Jennifer Dawn: I love that. That’s awesome. I, I love it and it’s so true and I, I’m gonna say it’s even true not just for solopreneurs. It’s pretty much true for all businesses. We just. Came back from our Alaska retreat and one of our guests was Jeffrey Haslett, who is an amazing fella. He’s the founder of C-Suite and he, he came on the cruise with us. He’s the former CMO of Kodak and just his podcast is on United. If you haven’t heard of Jeffrey Haslett, he’s just an amazing, amazing guy and just has such a great entrepreneur’s heart. Great, great giving spirit, just what you wanna see in leadership and business these days. And. And one of our sessions we were talking about sales and it’s so great we’re recording this now too, because our theme for July is sales. And so every month we go deep into topics and sales is our topic this month. And so as we were on the retreat and we’re sitting around listening, and Jeff, when I say he’s, he’s a big wig, okay, he’s a big wig. And you are thinking, what does this guy, what does his day look like? You know what’s happening? And I’ve known him for a while now, but I, I have not had a chance to spend like a week with him on a cruise. So we really got to know each other well. And in the workshop he’s talking about, he has an hour and a half blocked on his calendar every day for sales. Now he can move that hour and a half around, but he was like, consistently without fail, it is the first thing I do. And I think that was such an aha moment for the entire group to hear how this person, at a very high level of business still prioritize sales as number, number one on his to-do list. So it just aligns perfectly with what you’re saying, my job is to service my clients and to get new ones. Even if you’re busy, you can’t let off that gas pedal.
Moe Choice: And, and, and it’s, it’s it’s not, it, it’s like in sports saying, I don’t want to do the training. I just want to go and play ball. I had a workshop Today we’ve been focused on sales also in our community, and I, we’ve now come up with a new way, similar to what you were saying. Monday is for outreach. Wake up Monday. ’cause most clients don’t wanna meet you on a Monday morning anyway. So you’re gonna wake up Monday and you’re going to do outreach. And we set targets. So I said, “I don’t care about the time, you’re going to hit 40 outreach messages. ’cause we’ve worked out the numbers, right? You’re gonna hit 40 outreach messages on Monday and then you’re gonna use Tuesday, Wednesday, Thursday, Friday to follow up and answer your questions and blah, blah blah.” And it works out similar. It’s like an hour a day after that. So you’ve got eight hours a week. That’s that’s non-negotiable. That’s not when I’m in the mood. Or if things are, that’s not non-negotiable, right? Like sleep. It’s oh, “I’m not gonna sleep, on Monday. I’ll sleep on Tuesday.” What? What do you mean? I’m not gonna do outreach? “I’m not gonna do outreach today. I’ve got, I’m busy.” It’s what do you mean? What do you mean? No, you’re going to outreach and, and I think this is vital, if you have a revenue goal and you’re not hitting your goal, ask yourself. Be honest. How much time are you putting into sales every single day?
Jennifer Dawn: I have a client right now is really struggling and she wants bookings, and I’m like, “how much time are you spending on sales every day?” Zero. None. But yet we sit around and we complain that, “oh my gosh, things are so slow and I don’t have any blah, blah, blah.” But How on your sales? None.
Moe Choice: every waking moment. If I, when I didn’t have customers, every waking moment I’m watching the football, I’m, I’m messaging people. I’m on my way to meet my mom. I’m messaging people. It’s every waking hour. And but, but more importantly, and I just wanna drum this home also, Jennifer, when you are busy, congratulations. People wanna work with you, great. You have to protect that eight hours a week, it doesn’t matter. And if you want to take, if you want to take more customers on, then tough shit. You’re gonna, sorry for swearing. I didn’t know. Can we it’s, it’s all good. It’s all good, uh uh. You’re gonna give up time with your kids and you’re gonna give up time with your buddies playing poker and whatever else you have to give up. There has to be a sacrifice. There has to be, yeah. This commitment is key to successful **solopreneurship for freedom**.
Jennifer Dawn: Has to be. So you mentioned Layla Hormoz earlier. It’s so funny. I love Alex and his we were actually just talking about his book, *a hundred million dollar Offers* and offers that are, so well, such a no-brainer. People feel stupid. Not saying no or not saying yes. Travis got exactly. So I know people listening, hopefully the light bulb has gone on and they’re like, alright, I got it, Jen and Mo, I’m gonna start spending ti dedicated time every day on my sales outreach. So from there, let’s talk a little bit about the offer. What are you spending time doing? How does an offer really help to make the whole sales process easier? I’d love to hear a little bit about your thoughts on that.
Moe Choice: The offer is the outcome you promise. It’s not the process. It’s the outcome. The simplest metaphor is if I, if I order a stake and the stake doesn’t arrive, I’m not paying the bill. Okay? So how valuable is the stake that’s going to determine how much money you make? How easily accessible is the stake? How many other people can get you that stake? That’s market. Supply demand. That’s what it comes down to. So here’s a big, big mistake people in services make. “I’ll build your website,” and “I’ll charge you $5,000.” “I’ll coach you, I’ll give you a 12 month coaching program or a 90 day coaching program,” and “I’m going to charge you this much.” What’s the outcome? That’s up to you. And it depends on what you do. And it, it is like, what do you mean? So here, here. So let’s put this tangibly. I’m going to build your website. Why do I want a website? Because it’s gonna help you generate leads. Okay? Then the offer is to generate more leads. It’s not to build me a website. gonna write you an email course. Why? ’cause then you’re gonna get, attract the right people. Okay? So the offer is to attract the right people. It’s not to build an email course. wakes up saying they want a website. Or they want an email course, or they want coaching. No one, they say they want a better job or they wanna make more money, or they want improve their health, or they want better customers, or they wanna improve the relationship. It’s health, wealth, and relationships. Always. They wanna improve the relationship with their mom or their daughter or their husband, or whatever it is. So what’s the outcome? You’re promising And then whatever you are doing is going to help achieve that outcome of better health, better wealth, better, better relationships. So an offer is when you stipulate the outcome. Of course there’s conditions. Of course there’s, I can’t go to the gym and say, “I want a six pack and I want this.” And they say, “fine, you can go sit at home and we’ll get you the six pack.” It’s no, you’ve gotta turn up to the gym every day and you gotta do the exercise and eat the right food. So there’s obviously criteria and, and things that have to be met, conditions that have to be met. But you have to give them an outcome. And when you give them an outcome, it doesn’t matter how long it takes, it doesn’t, it’s whatever it takes actually. It doesn’t matter what resources you make available to them, there’s no limitation to what you’re about to do to help them get to their outcome. There’s no limitation. The, the airline doesn’t say it was a seven hour flight. We’ve just hit seven hours and we haven’t landed, so we’re gonna turn back. Now. It’s no. If it’s, if it’s gonna take eight hours to do the flight or nine, they’re gonna get you to, to New York or wherever you’re going, whatever it takes to get you to where you want to be. And I think that’s the difference between a solo opener and a, and a freelancer, by the way. And that’s the difference between an entrepreneur and a business owner really is the, the ur, the risk taking. I don’t get paid if I don’t get you what you want. And then we have to be better at the due diligence and the qualifying and the disqualifying, because most of us are desperate for money. And so we’ll just say, yes, take the money and it doesn’t really matter if we’re gonna get you what you want anyway. This strategy is key for building a successful **solopreneurship for freedom**.
Jennifer Dawn: Yeah. Yeah. So I was on your website and I think you had a popup on your website. So you guys you can visit moechoice.com and I
Moe Choice: I got a, a special offer similar to that for you guys at, at the
Jennifer Dawn: beautiful. So I’m on your website and it pops up, and I think the popup was “I’ll show you how to make 15,000 a month with your LinkedIn profile.” Okay. Now, is that to me seemed like an example of an offer.
Moe Choice: Yeah, I’m going to, I’m going to get you to, so imagine, imagine I charged you and I put you through, it’s no one cares about my process. In fact, most people don’t even enjoy the process. They’re just tolerating it in the hope that it’s going to. Okay? So I’m gonna put you through your paces. If you don’t get the $15,000 a month at the end, what’s the point? “Oh, Mo was really fun” and “oh, I learned how to do this” and it doesn’t matter what was the end result. And so that’s exactly why I called that offer that. “I’m going to show you how to make $15,000 a month using just your LinkedIn profile.” And so if you don’t make 15,000 a month using just your LinkedIn profile, I have failed. I have not given you what I promised.
Jennifer Dawn: Absolutely. It got me mo. I was like, oh man, I don’t even wanna think about LinkedIn. It’s one of those spaces that’s just ah, you, you hear so much in the space and there’s so much noise.
Moe Choice: cash machine.
Jennifer Dawn: I’m sure it is.
Mo Choice: cash. I, couldn’t believe it
Jennifer Dawn: I have never been able to get the cash out of the machine and and. The reason why I say this though is that that’s the difference of a really good offer because you, you stripped it down to just the clarity of this is the outcome you’re gonna get. And it, it got my attention. ’cause I’m like, “have I ever been able to get the cash out of the LinkedIn machine?” “No.” “Would I like to be able to get the cash out of the LinkedIn machine?” “Yes.” And it was a hundred percent it, it aligns, right? And so that’s what I want you guys to take away from this is that that alignment when you are putting the right message in front of the right person now it makes sales a whole lot easier than trying to push and drive. And, and cajole people into come on, come work with me. That putting the effort instead into drilling down that offer and making it super powerful I’m assuming right Mo, that that’s part of it is just like you’re pulling those people in and instead of getting out there and doing all that work to try to convince people to work with you.
Moe Choice: Best burger in town. They don’t sit there and say, “oh Brio bun with fine mince meat.” They say “the best burger” and Disneyland sells the family vacation of a lifetime. They don’t sell four hour cues, an expensive candy floss. They sell. The experience, Right. I can even go a stage higher. You can go macro with your offer, “live life on your own terms.” The problem is that got abused that message on Facebook, Tony Robbins era, you know all this “live life on your own terms, freedom, lifestyle.” So that’s why we couldn’t go with that. And then we found that the number, the number’s not important, but it’s enough of a number to be, “oh, that’s interesting. 15 grand.” If I said “$150 a month on LinkedIn,” you’re gonna be like, “what the hell’s the point of that?” So it had to be, and it has to be achievable. So they don’t, if I set a million on your LinkedIn, you’re like, “yeah, whatever. This guy’s a, you know what I mean?” So it has to have some logic to it, but it’s also represented in reality. Like when you look at my client results, it’s 12 grand a month, 18 grand a month, 23 grand a month, 17 grand a month. So it’s roundabout. It has to, it has to. I have to be able to see it and feel it and say, “oh, 15. Yeah. Yeah, I get that. I, I I can, I can do that.” I think that’s super, super important. It’s same as the “lose 20 pounds in 90 days.” Give up cigarettes, give up smoking. That’s outcome. You’re gonna give up smoking. You’re gonna lose 20 pounds. You’re gonna own your own house. Own your own house in six months. It’s all out. We, we know this. It’s a, you would never pay, I was, I was talking to, about the, the richest people. It’s something like 1% of the world earns more than a, a quarter of a million dollars or more 1% of the
Jennifer Dawn: It’s very small.
Moe Choice: I think that’s the group that does outcome based reward rather than pro. Honestly, I think that’s the distinction. And you think about, it’s the same with Elon Musk and Jev Bezos and Steve Jobs and all these big names that we’ve known. They, they were all, “I’m going to give you a computer that you can work from home.” It was all outcome. That’s what jbe, “you’re gonna be able to order whatever you want and we’re gonna deliver it straight to your door.” This focus on outcomes is a hallmark of successful **solopreneurship for freedom**.
The Danger of Shortcuts and “Winging It”
Jennifer Dawn: So for solopreneurs who struggle to figure out the outcome, you’re still selling on features and benefits and not the value and the outcome, what, what are some tips that you can share of like how to flip this so that you’re really selling outcome and not a feature list?
Moe Choice: So here’s the best, here’s the best question to ask. If I was given the best environment to succeed. As a solo player, if I was given the best environment, no excuses, I had access to all the resources I wanted. You were open and coachable, and to, to my way of working, you gave me access to what I needed. Access to. You gave me the time I needed, and you were the perfect customer because of whatever else. You were in this industry at this time, selling this product, making this much money. The perfect, like you can’t drool a more perfect client. A more perfect environment. What is the best outcome you can achieve together by the time you stop working with them? What’s that? And the most solopreneurs would say things like, “they’ll be more clear and they’ll be more confident” and “they’ll have more this,” and “the team will be,” it’s like, how do we know all of that? How do we know? How do you know? “I’m more confident in sales.” ‘Cause I’m selling more. “Okay. How much?” Let’s put it and then, and then it’s like you have to have credibility. If I come and I say to you, “Jennifer, I can help you make money off LinkedIn.” And you say “what have you done before?” And I go, “I’ve never made money on LinkedIn.” Okay, so if I’ve made money on LinkedIn, then I’ve got numbers. I know how much money I’ve made and I know have money, how much money I’ve made my client. So you can take the best case if you want, because you can make a case. My best case was 80 grand a month. “Jennifer, I can say to you, I’ll show you how to make 80 grand on LinkedIn.” And if you say “how, how do you know that you can make,” because “I did it for him or her.” Here’s the proof. So a couple of things to think about. If you don’t have proof, go and get proof first, then create your offer, and if you have proof, go with the best case scenario and present that as your offer. And then the devil’s in the detail, you will qualify and disqualify. So let’s say I met somebody on a call who said, “I wanna make 15 grand on LinkedIn.” “I haven’t been able to figure out the LinkedIn cash machine.” Great. And I’ll sit and I’ll audit them in whatever way I need to. I might then say to them, “I can’t get you to 15. I can definitely get you to 10,” or “I can definitely get you to five.” “Would you be happy with five, six months time?” “Yes.” Great. That’s the offer. Your offer, the, the offer that you’re presenting is the hook, but the proposal that you’re giving them is based on the qualification and the audit and the analysis in the discussion, and those can be two completely separate things. This level of honesty and due diligence is essential for **solopreneurship for freedom**.
Jennifer Dawn: So important. I love it. Great, great, great. I love it. Love it, love it, love it. Okay one of the things that I before we run outta time, I gotta ask you about Mo. One of the speaking topics that you have is to stop trading the time for money and to build a scalable business without the burnout. That’s obviously a huge thing for us as well. Having through gotten my burnout bur badge a few times in my entrepreneurial career. Yeah, I know, right? It’s a big thing and I, I think it’s an important thing and as you and I were chatting before the show that why we do what we do is because business owners can change the world. I really believe that. And there are more small businesses. And we, we have a bigger impact than all the big corporations combined. And I don’t think small business owners really understand just how big of an impact we have. But if we are showing up, burned out, we won’t be able to scale. We won’t be able to have that impact. So I’d love for you to just share from like your past burnout badges. What are some things that you’d like to share with our listeners today as far as being able to stop trading time for money and be able to scale without the burnout?
Moe Choice: There’s a lot. This is probably an entire podcast, so I’ll try and give, give only the Im important things. Delegation. My, my delegation rule is “if you know how to do it, delegate it,” and then stick with what you don’t know how to do so you can learn how to do that. Okay. So that’s the, that’s the first thing automation and, and AI now is big. I’m going big into AI. So actually there’s gonna be more, there’s gonna be more and more small businesses. There’s gonna be more and more solo openers for two reasons. First of all, they’re gonna get laid off their jobs, and second of all they’re gonna want to do things on their own ’cause they have the, the technology to be able be able to do that. So it’s a really, really important thing. Where can I automate? Where can I use AI? Where can I bring in the right software, the right systems, blah, blah, blah. That’s to so replicate and so automate and, and delegate and then replicate is I think what caused me burnout. And I’ll explain when I didn’t know what to do. Every time I burnt out, it’s ’cause I didn’t know what I was doing. And I put that down to stress. The wheels are constantly turning. I’m constantly looking for clues and I’m constantly worried and I can’t sleep properly at night, and I’m always trying something on edge ’cause I don’t know if it’s the right thing to do. And so what’s replication? Replication is I know what I’m doing and I’m doing what works over and over and over again. I think all three go hand in hand. What can I automate? To get it out the way. What can I delegate? ’cause I know it works. And then what can I then learn so that I can then create a system where I can replicate it and then delegate it, obviously. And the more things you know how to do, the more you can give them away. Because you can manage it, you can set expectations, you can hold people accountable. I have people that, that bring in salespeople. They’ve never sold, the entrepreneurs never sold, and then they bring in a sales person and give them targets. It’s “what are you giving them Targets on,” “you’ve never sold.” And so you’re, what you’re doing there is delegating responsibility. You’re not, you’re not delegating a framework. So this is where I burnt out when I didn’t know what I was doing and I wasn’t looking for help and I was too stubborn to ask for it. And I wasn’t willing to pay people to teach me what I didn’t know. And I was winging it. And winging it, I think is the most stressful thing to do. And that’s why I suffered from burnout. And so that’s, so really the short answer is. Learn what you need to learn. Pay whoever you need to pay to show you. Do whatever it takes to learn so that you know what you’re doing. You know how to do it. Then you can delegate, then you can automate.
Jennifer Dawn: Fabulous. I love it. That’s one of the things you said it so succinctly. In my businesses I don’t delegate unless I know how to do it, because I, it’s so easy as a business owner to get taken because people will come in and they will sell you these solutions. And the ones who are really, really good at selling you solutions and you don’t know any better because you haven’t done it yourself, then you can get taken. And but when you do it yourself, now you know, now you have the knowledge. Now you know it works. And I love what you said about now, once you know you’ve done it, it’s a proven process. Now we can delegate it out to somebody else who can take on the responsibility. Of a, of a process or a system or whatever that’s already working. I love it because it’s so easy to lose money when you’ve got this pain point and you’re just like, “oh my God, I’ll pay whatever to get out of it.” And then, and then you ha you bring in the sales person and you spend the money and then they don’t know how to do it either.
Moe Choice: And excuses, and they give you all the excuses and you have to accept them because what are you, what are you gonna say? By the way, there’s a, there’s a play book play, something like that. A British, I think it was called. *You Can’t Cheat an Honest Man*, and this is an important lesson I think I’d like to share. The only time I got conned was when I was looking for a shortcut. I wasn’t honest. I wasn’t saying, “I need a solution. I need to learn this. This is something I need to get over myself. This is something I need to learn.” I was saying, “I don’t know what the F I’m doing. I’m going to find someone who does and pay them to quickly solve my problem.” And then those turn out to be the shysters. So what I would say to anyone who’s thinking about delegating responsibility, I call it, which is “I’m gonna just find someone to do it.” ’cause I can’t. Is, I don’t think you’re being an honest business owner or an honest solopreneur because you’re certainly, almost certainly not telling them, “I dunno what I’m doing. I need you to come and do it.” And so I think that’s, that’s a really important thing. You, you you you have to be honest about your situation and usually it’s laziness, it’s fear. Rather than confronting that, we avoid that and then we find someone else to pin that on, to project that onto, and I think that’s a very, very bad strategy. This fear-based shortcut approach is a key reason why many fail at **solopreneurship for freedom**.
Jennifer Dawn: Yeah. I love that. I love that. Shining a little light on the truth. And it’s true. I know I’ve gotten taken and you’re a hundred percent right. It’s when I was looking for that quick fix and that’s when you are prey. Yeah. Magic, magic, magic seeds, right? That’s right. Yeah, yeah. Exactly. Put your credit cards away, you guys, when you’re in that space, like just put the credit cards away. All right. like shopping hungry. It’s like shopping hungry. It’s like going to Whole Foods when you’re hungry. You know what I mean? And you end up spending five times what you, Yeah, Exactly. and then it’s Whole Foods Fault is Whole Foods fault. “Why are you putting all this food out here?” Yeah. Exactly. Oh, I love it. I love it. Mo, thank you so much for being on the show today. You guys like so many amazing things. This is one that you might wanna hit, rewind, and go listen to again because there’s just so many things here. And Mo, I appreciate you sharing so much value with our audience today. I know that there are, people are gonna wanna know more about you, so where can they find you? Oh, and you mentioned that you had a free gift for everybody. So Mo, so my, my website, I’m embarrassed about my website. I’ll, I’ll tell you a real quick story. Friend of mine builds websites and he said, “we need to build your website, Mo.” And I said, “no, I don’t need a website. I’m making money from LinkedIn.” And he said, “no, but it can bring you in more.” And, and I said, I said, “outcome, gimme the outcome. Guarantee the outcome.” And he didn’t want to do that. And I said, “you know what? I’m gonna go build my own website this weekend. I’m gonna show you how easy it is and how useless your skill is.” I was trying to, I was trying to, and so I went and got a Wix account and I built that website on a weekend. And I went, “ha, why am I paying you thousands of dollars when I can build it on my own?” And so I’m embarrassed about the website. But you can go and check it out mochoice.com. We’re, get it. We’re, we’re actually getting, I, I went back to that guy and I did a deal with him, and, and he’s going to, he’s going to redo it five years later. You can go, so Mocho, there’s only one MOE choice you can Google me. You can see my reviews on Google. You can see my reviews on, on my website. But LinkedIn’s where I operate the most. So if you’re on LinkedIn, you can send me out a connection request, mo choice, MOE choice. And also if you go to mochoice.com/podcast, I’ve got an invite for all of your all of your listeners, Jennifer, to come and see me live. Not live in person, but live on Zoom to deliver a masterclass on the framework that I use to make people money on LinkedIn so they can all attend that. And there’s a couple of bonuses in there as well that will help deepen the understanding of some of the topics we’ve, we’ve spoken to. And that’s just for your audience.
Jennifer Dawn: Awesome. I love it. Thank you so much. I’m gonna head right over there because I don’t know about you guys, but everybody listening right now. If you’re not making money off your LinkedIn profile, get over there and learn how to do it get that money right, the cash coming out of the LinkedIn cash machine. I’m telling you it’s a cash machine. I love it. I love it. Mo, thank you so much for being here with me today, you guys, so many great tidbits. That’s it for today’s show. Get out there now and have a happy, productive day. Bye y’all. outreaching. Keep outreaching. Don’t Do your sales every day without fail, like sleeping. I love it.
MoeChoice: Thank you, Jennifer. I.
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