EPISODE 39
TIFFANY PETERSON: THE LIGHTHOUSE PRINCIPLES
Tiffany Peterson is a seasoned speaker and international coach guiding individuals, teams and audiences in creating thriving lives and business results. Before founding her own company, The Lighthouse Principles, Tiffany worked with and for many popular brands including Franklin Covey, the Rich Dad Poor Dad series, and Jack Canfield, who created Chicken Soup for the Soul.


IN THIS EPISODE

The human touch is lost on most businesses today. Sales and marketing have devolved into hacks of how many fish can be caught with a single lure. As our list grows, why does our personal connection to our audience wane? How can we make a concerted effort to acquaint ourselves with the people in our orbit? Ushering in the second renaissance of interpersonal relationships in business, Tiffany Peterson is the antithesis of digital-only marketing. She stopped by MODERN ONTRAPRENEUR to prove that you can most assuredly cater to thousands and still sit at the table with them. If you’re eager to start turning customers into your very own marketing department by impressing them at every turn, this episode’s for you.

JUMP TO TOPIC

2:24 - The Two Core Intentions of Client Connection
How to connect with any potential client in any environment

3:51 - Not Traveling With Blank Notecards? Start
​​​​​​​Face-to-face human connections account for a substantial portion of Tiffany’s business.

9:13 - No Business Cards, No Clients
​​​​​​​What you can do to plant and nourish your marketing efforts for big returns

12:45 - Life on a New Trajectory
​​​​​​​Why the vision of being a stay-at-home mom with three kids came and went

15:11 - The Double-Edged Sword of Tech
​​​​​​​Sustainable community can’t be cultivated from behind the black mirror.

SHOW TRANSCRIPT
LR Welcome to MODERN ONTRAPRENEUR. Today we have Tiffany Peterson, who is a seasoned speaker and international coach guiding individuals, teams, and audiences in creating thriving lives and business results. Before founding her own company, The Lighthouse Principles, Tiffany worked with and for many popular brands including Franklin Covey, who are 7 Types of Highly Effective People, of course Rich Dad, Poor Dad series who you'll know, Jack Canfield who created Chicken Soup for the Soul. Thank you so much for being here.
"
TIFFANY PETERSON
If you take excellent care of your existing clients, a couple things happen. One, they stay put. Two, they become your own marketing department.
TP Thanks for having me.

LR You speak. Is that what you mostly do or what do you do day to day?

TP I do a combination. Day to day, I'm a content creator, right.


LR Oh, content creator.

TP  In terms of sharing as a speaker and as a coach, I'm regularly sharing on social, my email list of stories and inspiration and sales strategies, as I'm branded in sales heavily.

LR Sales, got it.

TP However, 90% of being great in sales or being great in anything is your mindset and your confidence in the thought processes and your inspiration that's part of your success. I'm regularly producing content daily, and then several times a month, I'm speaking in various cities on different platforms to small groups, to large conferences around again, sales or mindset or positivity.

LR Right. These people like yourselves apparently that produce content every day, it seems kind of incredible that you A, have something that people want to hear about every single day that's interesting and that you then go ahead and produce it and publish it. Where does that come from?
TP Well number one, I'm not producing or creating it every day. That's a really important thing to know is that I often will create, like I'll get together and create several pieces of video at once, right ...

LR Got it.

TP And then filter that out. In terms of content every day, it's just more so the aspect of whether it's sharing a positive, simple quote to a more extensive piece of content, but often I will create it in what I'd call a productivity zone or a productivity block in my schedule, and then just crank out content one after the other so that way I don't have to do that every single day, right. Especially if it's video, I am not putting on makeup and doing my hair every single day. That is not going to happen.

LR Not happening.

TP When you work for yourself, one of the gifts is that you can work in yoga pants a lot, right, so I don't have to be on all the time.

LR Good. What do you feel like your unique skill-set is?

TP  I would say my unique skill-set is that I can connect with any human in any space or environment, and that connection comes really from two core intentions, right. I really think to be great in sales really just means that you're great at relationship. Those two things is first is that you show up with this intention to serve, and you show up with that energy of being a connector, right. I like to share in my sales training, there's this thought process that connection equals clients equals cash, is that you're all in the people business, no matter what you sell, right. We know that. That's not new information.

Secondly though is how to ask better questions, is that what you're asking not what you're telling is your influence to your success. Now that's true in your personal life. That's true in your business life is your ability to be more influential is heavily rooted in your ability to do relationship. Then those two things is having the intention matched with the ability or the skill to create that connection, but I'm a connector. I love people. They fascinate me. I'm naturally curious, but those are two things in terms of when I'm teaching someone else of how do I grow my business or how do I grow my influence is you up your people skills.

LR Interesting. You are growing a business. How long have you been doing that?

TP I'm seven years ...

LR Seven years.

TP As of January, so I'm a little over my seven-year mark.

LR  Great, great. Congratulations.

TP Thanks.

LR What's working today to grow that business?

TP Well, a lot of my business is the face-to-face or the human-to-human connection, right. I might be a little bit old school where in addition to email marketing, which I'm a big fan of, and online marketing is I still make a concerted effort. Every single week, I am meeting with at least one person in my network in face to face, going to coffee, going to lunch. I send off handwritten notes and little packages and things, the personal touch regularly. That sincerely, I know it might sound like such a simple thing because when we often think marketing, we think marketing, but the more that you have depth and connection, those connections create lots of opportunity and lots of business. Like how I know you and I'm sitting here with you is a connection in my network that a member of your team reached out to and said, "Hey, could you create a connection for us?"

LR Right.

TP  We were all connected, right. I'm regularly putting energy into what's working for me is in the space of connecting still. The human touch is so important in all of our lives, and we're hungry for it I think.

LR Yeah, totally, and also, it's completely not scalable. I hate to have this sound transactional, but if you're going to use live conversations to grow your business, how do you decide where to invest that energy? Our email list is very large.

TP  Right.

LR I couldn't have those conversations with that many people, right. How do you focus?

TP Well, I think that's a really good question, and it's important to be doing both, right, is that my email list regularly gets good content and nourishment and occasional marketing there. I'm nourishing the masses in terms of my business, but then I'm still doing the personal touch with what I'd call my VIP clientele or VIP, your influencers' list, right. I ask my coaching clients every quarter to make a list of 10 people that they want to nourish a conscious relationship with that may be an influencer, right. They may be the president of another company. They may be running a massive nonprofit. They might have a large Twitter following, but that's someone that they're also intentionally connecting with. They also have to like the person too.

LR Sure.

TP  It's not just the thought process of that, but the dynamic is that they are nourishing their influencers.

LR  Got it, so then just getting really intentional about reaching out and connecting and creating relationships.
TP  Right. See, the thing about humans is they all have the same basic needs. They have the need to feel seen. They have the need to feel heard, valued, trusted, respected, significant. When you're meeting those needs whether it's personal or business, then relationships thrive. What really matters is that your people feel that, right. Now granted, I can't do that similar with my email list that I'm not personally calling each person, but that I'm regularly showing up wholehearted, as I would call that, right, or authentic. Not to sound too woo woo, but sincerely as just being that real space.
 

When you know that, that's like, hey, what your significant other needs, what your team needs, what your prospects needs. Really important in business is to make sure you're nourishing your existing or previous clients because often when we think of sales, we always are thinking new, right, and new business, new clients, new, new, new. If you take excellent care of your existing clients, a few things happen. One, they stay put.

LR That's a good point.
 

TP Number two, they become your own marketing department. They become raving fans. I don't know if you know Kevin Kelly's work, the 1,000 True Fans article. Look it up if you haven't read it. It's fantastic. I love in his work is talking about the issue or the concept if you had 1,000 true fans basically pay you a buck a day kind of thing, how that adds up over time is how well are you taking care of your existing clients. That's one of the biggest goldmines that most overlooked in relationship. It isn't always, I hear you. Timing wise, I don't have the capacity to be nourishing relationships all day, every day.

LR Right.

TP I have at least two hours a week.

LR Two hours a week.

TP Yeah, and I'll block it, and then if it's grabbing lunch one day and then another of that hour is setting up other things or handwritten notes. I often travel with a stack of blank note cards, and then that way if I'm on the airplane ...

LR Airplane.

TP  Or different thing, it's just again the personal touch. It isn't so much about quantity. I like both, right, quality and quantity.

LR Right.

TP If my quality's rich and awesome, then I have all these people out there. I haven't had to recruit for private coaching clients for four years ...

LR  Right.
TP Because my clients are already doing that for me because they're so thrilled. Does that make sense?

LR Yeah, absolutely. Tell me what's next for you? What's the cutting edge for your business and what are you learning and excited about right now?

TP What I'm learning about and excited about in what I'm up leveling in my own situation or my own stuff is definitely in my own systems, right, to create more consistency, right, of how things are being delivered and how things are happening in a regular space. I'm up leveling that, and then I'm also doing a lot of things for on the personal side of my life that is exciting for me. I'm spending more time and things of personal hobbies and things like that too.

LR Like what?

TP  Well, I've been getting more into yoga. I've been enjoying that.

LR Second yoga reference.

TP I started a garden last year ...

LR Oh, very nice.

TP At home, so we get to tinker with that. Just little things, but they create more grounding in my life.

LR Great. If you could go back to, well say just seven years ago when you started this business and give yourself a piece of advice, what advice would you give yourself?

TP Just one?

LR Yeah. There's got to be.

TP I love this question, but it's hard for me to pick.

LR I know.

TP  It's like me saying, "Let me pick my favorite shoes."

LR I'd be like, "Could you just do it all differently?"

TP  Right. I would say number one, I probably can't just pick one, but if I was to say the first I would lead out with for sure is just the concept of have faith, right, and trust the process and just to lean more into that joy and that faith and that trust is that there's certain principles that when applied in life for any one of us, they create certain results. I like to teach in my work this phrase that "The harvest cannot be prevented."

 

You can't always control when or how fast the harvest will come, but when you plant and nourish those efforts, it is only a matter of time before you will meet with success. Have a little faith, right, have a little fun. I also would coach myself heavily to create an email list a lot faster. It's like the first two or three years, I'm embarrassed to admit this, I was speaking a lot with not even like gathering business cards. All this exposure, but then no real follow-up system.

LR In the front of the room and just letting people float away.

TP Yes, and I know now more so as a sales trainer that on average, people need four interactions before they purchase from you. 60% of the time, sales take place after a fourth interaction. They would get one maybe experience, but they need the follow-up. Implementing systems a lot sooner, I would've coached myself to do for sure.

LR It's interesting that you say the first thing you said, which was to have faith.
TP Right.

LR You're, I think, maybe the second person who's said the first thing out of their mouth was some kindness to themselves about like, "Don't worry, it's going to work out," or "The ride is going to be fun." I think that we didn't really talk about it last time, but now that I've heard that again, it makes me remember that we give ourselves a hard time. Looking back, we stress about it and we struggle and we worry like crazy, and then at the end, we're like, "Man, why did I not enjoy that process that I just went through because yeah, it was hard, but at the end of the day, it's turned out all right." The thing is that, I mean I guess A, it might not have worked out although you think it's inevitable, and B, it's impossible to know that in advance. Do you think you would've listened to yourself?

TP  I truly, from all sincerity, I believe what I'm about to say with my whole heart, is that every person on this planet has whether you call it a soul or a spirit or intuition is you have an inner voice. It's an inner guidance system, like we have a GPS system. We have the same thing intuitively. It's a matter if we create space to hear it. Whether that's through prayer or meditation, I regularly teach in all kinds of places, my YouTube channel, so forth, is I teach a lot about what I call self-care equals success and different habits to plug into that.
 

If you'll create this space, you can hear what your soul, spirit source intuition is speaking to you. Regularly, I would have this intuitive hit about every time when I would pay my monthly mortgage as a new entrepreneur because I had never done any side business. I would've been corporate. Originally, I was going to be a special needs teacher, and I worked for two years in three classrooms in Salt Lake City with kids with autism and down syndrome. Then I went to work for Franklin Covey, and it put my life on a totally different trajectory.

I did so well selling I became a sales trainer, and then I went out on my own. I'd never tinkered with even like a network marketing business on the side, and I never thought I was going to be a business owner. My thought was I'd be a schoolteacher or get married, have three kids, and be a stay-at-home mom. My life looks nothing like that.

That inner voice is always there. You have it, I have it, and everyone watching or listening has it. It's just creating space for it. I would have it come up for me regularly. It would say to me that first year in business, it would say, "Stay the course. Things are working out. Stay the course. Things are working out." Now spirituality is a big part of my life, but I honor however people connect to whether they say God, Jesus, Buddha, spirit, love, universe.

We all have that inner voice. It's just if you're creating space to hear it. I would hear it. It's just more so my advice to myself, like you're saying is be kinder, but to trust it as mine was leading me. Each person's entitled to their own guidance system of what their needing for the day. What would help me is to be anchored in the day that I was in rather than is this going to work five years from now ...

LR Yeah, just focus.

TP  Or five months is what do I need to know for today and what's my highest revenue producing activity or return on investment activity I could be doing today to really create progression.
 
LR Good. Moving forward and looking back from there, what do you imagine you'd like your legacy to be?

TP  Oh wow. Well number one, I believe that I'm leaving a legacy every single day. We often think, "When does legacy kick in? At like 73.7 years of again," you know like this space. I think all of us ultimately our legacy is found in some form of service. Whether you're selling beauty products, you're in coaching, you sell real estate is the capacity of how you treat other human beings, right, and how you show up in the space of service is my intention.

 

I don't always think this thought or live this way, so let me so clear. I'm not a saint, but I'm committed to the path that my life will be used, my platforms will be used, my voice will be used for good. Coming into a space of regularly, whether it's the simplest thing of kind words to buying someone's lunch to helping someone when you can help them as a human is that's the daily, ongoing legacy that I hope my life is that, "Yeah, she helped a lot of people from the simple to the larger things."

LR Beautiful.

TP  Thanks.

LR What do you think it means to be a modern entrepreneur? How have things changed do you think in the last decade or so?

TP  Well, I think what it means is that a couple of thoughts. One is certain principles haven't changed, right, like the principles of service and value and those principles around 1,000 or 100 years ago, you were still in the people business, and you were building relationships and communities of trust. What is different today is how much technology allows us the opportunity, like what you're group does, to connect with a lot of people and to say in conversation, to stay in community with, and so forth. The question is where we're going?

LR Mm-hmm (affirmative).

TP Yeah, is I think that more than ever because we're also on one hand technology has connected us in such a massive way that there's also the pendulum on that is feeling disconnected.

LR Totally.
TP  So what really matters is are we creating communities of connection: online and in-person. There’s many ways to do that. It’s just that I think to stand out in business and to have sustainable business. Because you might be the bright shiny thing today but will you be around a year from now, five years from now, ten years from now. To be around and to be still relevant is still going to be heavily anchored in how you show up in your relationships and how people feel. How people feel in your presence is ultimately your business card, right?... kind of thought process.
 

And so I think the modern entrepreneur where they’re going is that creating community but creating sustainable community through really truly valuing them as people and their needs versus just a transaction.

LR Good. Thank you so much for being here. That was great. Would you sign our wall?

TP I would love to sign your wall.

LR Alright.
​​​SUBSCRIBE TO THE MODERN ONTRAPRENEUR PODCAST
[bot_catcher]