The global activity that Joe has created now see’s his website (rebootwithjoe.com) getting over 600K of unique views per month, 700K of Facebook followers, 150K of Twitter followers and 50K of Instagram followers. This interview taught me so much about success, and Joe is a real down to earth, genuine guy but also an amazing serial entrepreneur at the same time who has had some hits and some misses.
Before he got into the juicing, in 2008 he sold his very successful company BrokerOne, which was the largest futures brokerage firm in Australia at the time. Not only has Joe built his own businesses but he has also helped other entrepreneurs in the fashion industry like Kit Willow and Thakoon Panichgul (made famous my Michelle Obama) with creating success and wealth.
- You must portray yourself in the right way
To build a global movement, you must be true, honest and transparent to your audience. You can’t think about your movement as a crowd you have to think about them as individuals.
When Joe makes a movie or writes a book, he thinks about the person sitting in their living room in Indiana watching his documentary or the person in London sitting in a park reading his blog.
- Tell great compelling stories
Joe believes that the world is quite binary. You’re either awake or asleep, alive or dead, male or female, healthy or unhealthy, broken or not broken. Only you know if you are broken and some people drift in and out of being broken, some people are never broken while others are just broken all the time.
When it comes to story telling Joe has the same binary view that you can either tell a story or you can’t. You either have the gift, or you don’t. Running fast is a good example; some people can run fast while others like Joe are slow and no matter how hard he trains, he will never be fast.
- Work out the best medium for your movement
Joe doesn’t believe that there is necessarily a best medium to build a global movement; he says it’s more about what your message or story is as to which medium will work best. For Joe, he found that documentaries were the best way to show the journey he had been on, and he honestly believes that documentary making chose him.
Joe describes the medium of documentaries as documenting reality, which was exactly what he was doing with his story. At the time Joe was making his documentary, the amount of people that knew him and the subject of juicing was not enough to do a television series, so a one-off documentary made the most sense.
- Monetise to keep building the movement
Knowing why you want to build a global movement is really important. In Joe’s case, he didn’t start his website RebootWithJoe.com for money but what he eventually realized is that to keep it going he needs to generate money from it.
There is nothing wrong with trying to monetise your global movement as long as you are open and transparent about the way in which you go about it. Monetising an audience is relatively new to the average entrepreneur or startup but for the old giants in radio and television, it’s been around for years.
- Leverage social and listen to Joe’s tips
To get on Netflix you have to have made good content in the first place, there’s no real magic secret to that. Once you go viral on Netflix, and you are going into millions of people’s homes, it’s not difficult to see your social media following explode.
There are Instagramers that have millions of followers because they’re good looking and wear tight pants, but you can’t measure that audience to one that generates and is a business income like Joe’s. The reason for this is because the followers of those Instagramers are often very young and don’t spend any money.
There are times when Joe could post an incredible photo of himself doing something amazing in the world that very few people could ever get to do, but he’s reluctant to post photos like that. The reason behind this is because there is no benefit of showing a photo of yourself in a private jet somewhere.
- Partner with someone who’s part of the story
When either party is benefiting a lot more than the other, partnerships don’t work. In the case of partnering with a juicer company like Breville, Joe chose them because they were part of his story and were used in the movie, so it kept the story real.
He also liked them because he’s Australian, and they are an Australian company. To sum up, the partnership simply aligns with Joe’s beliefs and message– simple.
“Partnerships work when both sides have a good deal”.
Getting the attention of a potential partner is quite straightforward these days. If there is a partner that aligns with your movement and you want to get them on board, do what Joe did, start to post photos of their product or service on your social media.
For Joe, the process of doing this led to Breville asking him to show a pre-screen and come of his documentary to their staff, and then when they were able to see an increase in sales for a few.
- Expand your movement through public speaking.
A great way to build your global movement is to do some public speaking. Public speaking can have a major impact on delivering your message, but it’s also the thing that people fear most. Try and implement the below points that Joe recommends and you should be fine.
— To start out, it’s best to talk with no microphone because this can sometimes be off putting if it’s your first time speaking public. When you speak in front of larger crowds, and you get a reverberation back from needing to use a microphone, you just have to mentally get and try over that, and it can take time. Most people are the same when you’re talking to a few thousand people you will still get nervous and that’s okay.
If you lose your train of thought,– Speaking without notes can pose a challenge. One tip that Joe learned when this happens is to be honest with the crowd and tell them you have lost your train of thought. Say something like “I have actually forgotten the next thing I was going to say,” this will give you time to recover rather than trying to think in silence in front of an audience.
Joe believes that the world is quite binary. When it comes to story telling Joe has the same binary view that you can either tell a story or you can’t. Running fast is a good example; some people can run fast while others like Joe are slow and no matter how hard he trains, he will never be fast.
Try and implement the below points that Joe recommends and you should be fine. You can also ask a business coach help in improving your business.
One tip that Joe learned when this happens is to be honest with the crowd and tell them you have lost your train of thought.