Page 124 - Midas Touch

Kathy believes successful entrepreneurial businesses have that special
something, that magic that will ignite a brand. Working with Cold Stone
Creamery, she discovered there a passion for making people happy, a drive
to be the best and deliver the ultimate ice cream experience. So that is

what was brought to life in their brand.

Leaders need to have a fire in their heart, and a good reason for being—the
story behind the story as Kathy calls it—and they must connect with that
story and allow it to shine through.

To begin developing a true Heart & Mind brand, entrepreneurs should ask
themselves the following three big-picture, fundamental questions:

Big-picture question #1: Why do you do what you do?

Do you know your “why” behind your “what”? You have to have a good
reason for doing what you’re doing, because people connect with the why.
You have to bring that genuineness to life in the brand. Entrepreneurs must
have heart for what they do, because the first mark of a great Heart &
Mind Brand is its genuineness. It’s not all about the money. That might be

enough where you are an S, but it won’t be enough to carry your business
through to a B-quadrant brand.

When people meet Robert and Donald, Kathy says, they can tell there is a
very big “why” behind what we each man does. After all, both of them are
seasoned entrepreneurs and business people. They are both highly
successful. Neither of them has to work, but they do. Even though they are
both in the money business and enjoy the game of making money, they are

not doing it for the money. Money is not their “why.” The fact is that if
you look deep, both of them are really teachers. They genuinely enjoy
teaching people to become the best they can be and live the best life they
can. That underlying “why” is behind every book they write, every project
they do, every investment they make. Robert and Donald wrote their first
book, Why We Want You To Be Rich, for no other reason than to enlighten
people to how the world works and the threat we are all facing today. They

wrote about the erosion of the middle class, why it is happening, and what
you can do to make sure you rise to riches instead of fall to poverty. That’s
teaching, and that’s where their hearts are. They want people to live better
lives.