E284

You're listening to the Transform your Life from the Inside Out podcast. This is an interview episode. And in this interview, I talked with Adrian Massey, a former student of mine. Adrian's an entrepreneur and this episode is titled Having a Vision and Overcoming Adversity and Business and Life. Even if you're not an entrepreneur, you're going to find great value in this interview. And if you are an entrepreneur, you're definitely going to find value. We talk about a lot of different things but Adrian shares with you how his company is. He was getting it off the ground. A couple of years ago and I've known him I've been coaching him since I got his 2020. He was getting his company off the ground. Hey, you know, the world got hit by COVID. So, his company got hit and impacted that way. Then a company that he partnered with let him down, left him in debt. Left him beginning and starting over again. So, we talk about adversity, we talk about trusting yourself. We talk about having a vision for your business, and we talk about service. And why do something in your life? And doing it from the position of service is vital to life and your business growth. So, if you're an entrepreneur, enjoy the episode. If you're not an entrepreneur, you're still going to find great value in this episode because everything we talk about applies to life and we all deal with adversity. I enjoy bringing you these episodes. Hopefully you learn, you execute on what you're learning. You enjoy them as well. And I'm looking forward to bringing you several more interviews over the next couple of weeks. Enjoy.

Hi, I am Jim Fortin, and you're about to start Transforming your Life from the Inside Out with this podcast, I'm widely considered the leader in Subconscious Transformation, and I've coached super achievers all around the world for over 25 years. Here you're going to find no rah-rah motivation and no hype, because this podcast is a combination of Brain Science, Transformational Psychology and Ancient Wisdom all rolled into one, to take your life to levels you've never thought possible. If you're wanting a lot more in life to feel better, to heal, to have peace of mind, to feel powerful and alive, and to bring more abundance and prosperity into your life, then this podcast is for you because you're going to start learning how to master your mind and evolve your consciousness. And when you do that, anything you want then becomes possible for you. I'm glad you're here.

Jim Fortin: Okay, so we are actually visiting with Adrian Massey today. He lives across the pond over in England. He was a T C P here back in 2019 and end of 2020. He's an entrepreneur, and I want you guys to hear his story about being an entrepreneur, creating a startup, dealing with his own life issues and things that are going on, and how he's managed it all. And for those of you that are business owners or maybe not, how you can manage it as well. So, Adrian, thank you for being here today.

Thank you, Jim.

Adrian Massey: It's a, a privilege in no to be here. Thank you so much.

Jim Fortin: Well, I'm glad, I'm glad to visit with you. When I put out a call for someone who wanted to be on the podcast when I saw yours, I'm like, I need to reconnect with him because, you know, we got along really well when you're in T C P and I'm like, I need to reconnect and see where he is today. So, this gives us this a great opportunity. All right. That being said, I see on it, it's pretty, pretty all pretty perfunctory, but I've not paid you any money to be here. I've not told you what to say or any of that, right?

Adrian Massey: No, not at all. No, completely from my free will. Yeah, absolutely. ‘

Jim Fortin: Because I always just tell people that it's, a lot of times people think not well, some people think that other people are planted or whatever. And you're simply here because you wanna share your story.

Adrian Massey: Exactly. Exactly.

Jim Fortin: Yeah. Let's visit. So, we met again in 2019, and then how many rounds of T C P were you in?

Adrian Massey: I did four rounds of T C P.

Jim Fortin: Now

Adrian Massey: May 19.

Jim Fortin: I'm sorry, go ahead.

Adrian Massey: Yeah, I started on May 19, and then I think finished in kind of the end of 2020.

Okay.

Jim Fortin: A lot of people could say, and they have, even people on my coaching team now have said before they understood why they would say something like, wow, that must be a really bad program. If I'm gonna go through two rounds or three rounds or four rounds or whatever, Jim must be really bad at what he does. It must be a really bad program. But that logic doesn't hold. If you look at why people stay, because they don't have to stay, nobody's making them, but they come back for two, three, and four rounds. What caused you to stay four rounds?

Adrian Massey: It's simple. Just because of the amount of growth that I got from the first round, and when you get that amount of progress, and you see life in profoundly a different way. Why would you stop? And that was, you know, that's, that's why I did the four rounds because you, you are learning something every single time you go through it. It's like if you read a book, you can read it once and you'll pick up a certain amount of information, but then if you read it twice, three times, four times, you'll pick up even more. Because obviously the subconscious, you know, separates what you want to hear from actually what's there. And, and that's why I did the four rounds to get the absolute most out of it.

Jim Fortin: Let's, that's a great answer. And that's what everyone, that's what I hear time and time again about thousands of people that have gone through it multiple times. Let me ask you a question. When you were listening to all of this on BE DO HAVE and everything else before you'd ever registered, did you think, oh, I got it, I get it. And then when you get into T C P, you're like, I didn't get anything. I missed it so much that I don't even know that I missed.

Adrian Massey: Exactly. It, it was exactly like that. I think you are in a state of blissful ignorance, I think completely, Jim, and you know, you, you, you think you've got it and then you realize and after fact, as you said, you, you really don't know anything at all. And, and that's the, the beauty of, of the program. And I think that's why after going through that first round, you think, God, there's so much still I need to, I need to learn and go through. And even, even now, even though I've done the four rounds, you know, I still find myself going back into the content because you need to stay in the content in one form or another. Because otherwise you can start to, you know, the old patterns can start to creep in again.

Jim Fortin: Yeah. And it's not like motivation, it's rah rah, but it's, it's a completely new way of becoming and being in life and in the world. And it doesn't, I mean, different people get different changes at different rates based upon their level of motivation, their background, their own identity. I get a big kick out of people though that will say something like, why should I register? People who listen to the podcast will say, why should I register for T C P? You give me everything that I need right here in the podcast. You give it all let me ask you this, in your opinion, for people listening, do I give it all away in the podcast?

Adrian Massey: No. You're, you're literally scratching the surface. It's got like more like little teases more than the full content. Absolutely.

Jim Fortin: Yeah. And then the bigger point I wanted people to get is even if we think we're getting something, what we don't know, is how much is our brain filtering out? Because what we're getting is not consistent with our subconscious self-image. So, until you start changing and immersing and doing the work, you can listen to every one of these episodes here or any other podcast a million times and you really won't hear it any differently or get any more differently until you immerse yourself in the change work, not just listening to the change work Fair statement.

Adrian Massey: Absolutely. And I think just to, to add to that as well, Jim, I think you have a structure, a unique structure within the program, and that clearly is not present within the podcast. You, you, you, you tend to hop around, you have different subjects,

Jim Fortin: right?

Adrian Massey: But the way that T C P is, is structured. Not only have you got. The incredible content, but the way that you've laid it out enables anybody to go in from the start. You know, when you start on that first week, by the end, you are a different person because of that process that you take people through, which clearly isn't on the podcast.

Jim Fortin: Yeah, no, it's not. The only reason I mention that is we as human beings, the biggest takeaway here is we can listen, and I did it for years, you can listen to YouTube videos or watch all our podcasts. And you're like, I'm doing something different. I'm listening, and blah, blah, blah. But two years later, nothing's changed. For even me, nothing's changed. Why? Content and context. And until you change the context, meaning who you are, no matter how much content, meaning podcast or books or YouTube you put in, nothing's gonna change for you. And I wanted everyone listening to understand that if you're not getting what you want in life, me and my programs aside, that's because you're just not the kind of person, you're not that kind of person at the identity level to get the outcomes that you want. And I say that till I bang my head against the wall, and people don't get it till they get it. Okay, so when we met, you found me somewhere. What were you looking for? Everyone's looking for something. What were you looking for?

Adrian Massey: So, at the time I knew that I wanted to start a business and within, you know, within the food entrepreneur type space, and I'd kind of started on that journey, but I was struggling finding it, you know, I used the phrase a lot. It's like pushing water uphill. Just, I felt like I wasn't getting,

Jim Fortin: I forgot you did use that phrase. Yeah. Push the water uphill.

Adrian Massey: Yeah. And I, so I, I came to see you from a business point of view thinking I'm just sick and tired of this. This is how it can't be this hard. I kept saying it can't be this hard. Was, was my story. And so, I thought, I need to do something different. I came across you, I think it was through, through James and through James Wedmore. Yeah. And then obviously got on the program and yeah, the rest,

Jim Fortin: Let's go here. A lot of people have said that also, but a lot of people, they, it's really challenging for them in life. But they just keep doing it over and over and over again, and then they become, they, they just suffer through the experiences or through the life. And I think what differentiated you is, you said it can't be this hard. Then you're saying, well, I'm not gonna, I'm not gonna speak for you. What were you saying? You were saying it can't be this hard, but what was your next step in your saying that you were saying to yourself?

Adrian Massey: Because I, I knew, because I was already into personal development, that if I change myself, because if there's other people being successful and it's not hard for them, then why should it be hard for me? I'm no different. I've still got two eyes and all of the rest of it. And a brain, there's something clearly that I'm not doing myself, that I'm not aware of, that I need to shift to make that change. And that was, principally, the reason why we connected.

Jim Fortin: Okay, yeah. Congratulations on that. And I cover that a lot on the BE DO HAVE series. You know, a phrase that I coined the phrase, it's really simple phrase, if I don't have it on the outside that I do not yet have it on the inside. Everything always works from the inside out. And until you get it here in this little thing called your brain and your head and your consciousness, it ain't gonna happen no matter how much you want it. Alright, let's go here. What were your life's circumstances when we met? Let's go to business first.

Adrian Massey: Yeah. So, at that point I had managed to get a, I was just in the process actually of pulling together a joint venture with a dairy in the UK, the, the third largest dairy in the UK. I sold some products in like food markets, et cetera, in my local town and district shows. So, I knew I had something that people liked. But what I was struggling with is to be able to create that product in a kitchen, a domestic kitchen, particularly in a, within a dairy environment, is challenging. In terms of just the amount of time it would take. And if you're selling a, let's say two pounds a butter or you know, a couple of dollars a butter, that's a lot of butter you need to make. So, I was trying to find a way of scaling the business for both, from a production point of view. But also, from a capital point of view. So, as we connected, and in fact shortly after I got this joint venture with this diary and they set up this amazing, what I thought was amazing, where they're obviously big, they've got connected all over the UK, they could open up lots of doors for me. They were gonna invest and did invest about quarter of a million in a nice production line in a satellite site off their main premises. And they were gonna go and make the drinks and then go and sell them off around the UK and they were financing everything. So, what were they? It was structured, was, was very simple. They would split the profit between the two of us and I would take half the other half they would take, which is the higher margin that they would typically take on a, on a product because they would do all of the production, distribution, et cetera.

Jim Fortin: Right.

Adrian Massey: So, so from my point of view, I didn't have, I didn't have any investments required. They were just, Grow the business using their contacts and with the financial clout that they had as, as a large business.

Jim Fortin: As I look at that, I would say they gave you a pretty good deal if they gave you 50% when they handle all production and all manufacturing and all distribution and all bottles. Everything else.

Adrian Massey: Exactly.

Jim Fortin: You had a pretty sweet deal there.

Adrian Massey: It was, it was a sweet deal. It was a sweet deal, but something wasn't right. And it was one of those things where, you know, it, it didn't feel right and so, and something was off, but it, it just sounded and it felt like, you know, there's something in this. And I was desperate at this point in time. I had to make it work. And that was, that then led to some significant challenges that I then had because we, the first, retailer or outlet that I had was the largest airline in the world, British Airways. So, we landed British Airways and started up production and straight after production. And we, you know, I was there continuously for the first six weeks of production to make sure that everything was going wow. But I knew that something wasn't right, but I thought I needed to move away sooner rather than later. Because if the worlds are gonna come off this, let it come off sooner rather than if you, you've grown really big. And my fears were confirmed in that they didn't clean the line properly. So as a pasteurized product, heat treated, et cetera, that was all great. What they didn't do is, at the end of the process, there were various valves, et cetera, that should have been sterilized, that weren't sterilized before. So that, so you've got a nice clean product coming in. They're getting contaminated again, going into bottles. So, the shelf life was getting was. After I left production because I was making sure they were cleaning up to that point, the shelf life was meant to be 14 days. It went from 10 to six to four, and then the core came in from British Airways. Oh, we've got a product that's not even lasted by the time it's got onto our planes. And fortunately, I went back and did an inspection on that day very intuitively and I realized exactly what had happened and I said, look guys, I know what's happened and I had to pull the plug on the whole venture. So, my business at that point was starting to grow and it, I just had to shut it all down Because I clearly, I didn't trust them, and I didn't have any money to continue going. Because at that point I've been going probably 80 months just to get to that point in time. I'd left corporate, you know, burned through a lot of my own personal capital to get to that point. Taking huge risks both myself and my family and pretty much, you know, if you look at it from a literal point of view, I was left with pretty much nothing. And that was, yeah, probably around sort of four to six months into, into the first T C P program. Just after that finished.

Jim Fortin: You said a lot there and you said a whole lot and off topic. I watch a lot of programs that have entrepreneurs’ reality stuff. And I watched the movie, I don't know how, I don't know how accurate it is. I watched a movie this weekend on Amazon Prime. It was about Jeff Bezos or Bezos; however, he says his name at his startup of Amazon. And you want to hear something stupid, on my part. I lived in New York City at the time. Amazon was started. And I look back in retrospect, one of my clients was a Venezuelan oil billionaire, very wealthy man and he liked me a lot. I taught him, I coached him, and he taught me a lot and he taught me a lot about money. And he said, Jim, I'm gonna get you an office here at Rockefeller Center where I've got my office. I wanna set you up in a personal development, hypnosis business, blah, blah. I'll have you making a million a year in no time. And I said, I could never, I'm, I'm a hypnotist, how can I make a million a year? And he said to me, he goes, I make 20 million a year, whether or not I get out of bed or not. And so, I'm always watching these shows. And one day I was sitting in his office talking to him and this guy walked in, and he had a brown paper bag and the guy walked out. He also officed at Rockefeller Center, the most expensive resident or commercial real estate in Manhattan. And when he walked out, the guy that I knew said that guy made $300 million on Qualcomm. That was, the communications company back around 2000. And then he said to me, he said, if you have any extra money right now, buy Amazon stock. This was the year 2000 or 1999. And I said to myself after his office, I, I didn't, I didn't have the maturity to think. Here's this billionaire giving me financial advice. Where did he get his information? And I better damn well listen, I just discounted it, and I walked out of Rockefeller's Center thinking that day. I'm kid you not, I was thinking, why the hell would I wanna own stock and an online book company. Look at it now.

Adrian Massey: Wow.

Jim Fortin: I know, I know. I just thought about that story this weekend. It just came back to me. But you've had a lot. Let's go here. I, I wrote just three couple of words down is a couple of phrases. Number one, you knew something was off earlier on. I don't know if we're in that process. But the question for you, how come you proceeded when you knew something was off?

Adrian Massey: Because I guess there were a couple of points. One, I was very much operating from a, a place of scarcity and two, it felt like this is an amazing deal. I mean, how often do you manage the land? You know, one of the third largest dairies in the UK to work with, with such an amazing deal where they're pretty much financing everything and after it's taken, you know, 18 months, because even before that, I was, because the product is so unique, you know, it's the first product like it in the world. It took me a few years just to get to that point, realize I had something, and then go and try to get it into market that I didn't wanna walk away from it. It just felt like I would just be shooting myself in the foot. And with so little resources I had to hand, I didn't know where I was gonna go next, so I just thought, I just need, just need to keep going and need to keep going. But yeah, big mistake.

Jim Fortin: Let me ask you this. it, and my thinking was, it wasn't that she would walk away, but that she would reevaluate. Which you didn't do in retrospect, would you have done the same? And it's, there's no right or wrong. I'm just curious in retrospect, would you have done the same thing?

Adrian Massey: No, I would've felt that something wasn't right and just trusted my intuition and just said, this isn't working out. Because it, there were a few, there were a few things for me. One was the guy I was working with was very, at times, very unresponsive, ghosting me. And at times when I would start to cross him would get quite aggressive and quite nasty. And then also at the, at the side that they were doing the production or building the line, the people didn't seem as competent as I would've liked. So those two things together were creating the, the problems for me. And that was, so with hindsight, seeing that. I should have just walked away because it clearly was, you know, from a long-term perspective, it was only gonna get worse.

Jim Fortin: Did it get worse?

Adrian Massey: What? Yeah. To the point that obviously we had these production issues, you know, literally six weeks after, you know, I, I stayed there for, I stayed there for six, first six weeks. Then we had, I, I, I stepped away for two weeks. Did the, did that inspection at week eight, and then that's when, you know, ultimately everything had to fold.

Jim Fortin: What do you think your biggest lesson was out of that?

Adrian Massey: For me, it was to trust. In my own intuition and to take action off the back of that, you know, because what I could have done is to have rather than just continuing to push water uphill is just to explore other options. What other opportunities do I have to make this a success rather than continuing to basically, you know, flog a, you know, a dead horse. It was just, it was just hard.

Jim Fortin: Yeah. So instead of pushing water uphill, you were pushing in the United States, what we call a water tower uphill. So, you compounded your problems for two things. Is if I, if I'm hearing you correctly, number one is you didn't trust yourself.

Adrian Massey: Yeah.

Jim Fortin: Right. So, you didn't trust yourself when you were turning into something and you were getting it, but you let, you've heard me use this word before you were let, you, were letting desperation drive you.

Adrian Massey: Absolutely.

Jim Fortin: And when desperation drives you, there's a difference between desperation and commitment to getting something done. And you were, you were both, but the underlying tone was desperation. And then look at what it created. Probably more desperation for you.

Adrian Massey: Exactly. Exactly that. And I think it was because the wheels were well in motion into that venture before I even joined T C P. Hence the reason why I reached out to you to start the program. Because I knew that something desperately had to change because I, it was desperate and obviously got to the end of it. And you could argue on some level, if I would've continued and not been in T C P, it would've been extremely desperate. Because at that point, everything's gone. But because I was able to, and I had those tools at my disposal, I was then able to recover from it. Much faster, faster, much, much faster.

Let me segue here for just one moment. As you're listening to every single person in this eight-part series. You're going to hear the same thing. And I know you're going to hear the same thing. That is because I asked them all and I asked them, would you have gotten the same transformation from the podcast that you got from the live program, working with me and my coaches. Every single one of them, as you will hear, emphatically says no. Absolutely not. I've said it a lot of times. Listening to the podcast. I appreciate it seriously, very, very much. And I know that it's helpful when it comes to gathering information. But you know what. It doesn't transform your life from the inside out. Because you don't currently have the context to assimilate all the information. As you're listening to different interview episodes. You'll hear people that have been through my program multiple times say that they missed a lot of it the first time. Because they weren't the kind of person to get it, to understand it. And then later episodes and in time with me, meaning their episodes with me and more time with me and my coaching. They get it at a deeper level, and it starts to become part of their permanent behavior. That's not to say you won't start changing right away when you and I start working together. And my team and I started working with you, however, there's a difference between listening to something and actually putting it into practice. And that's what we do in the transformational coaching program. Things you're listening to hear we put into practice. But in the Transformational Coaching Program right here, you're only getting like 5% of what I talk about in the Transformational Coaching Program. And the program we like literally opens the doors big time. And dig into what's causing you to be stuck in life. So, you can listen all day long. But I'm telling you right now, you don't know, what's keeping you stuck why because it's subconscious. And that's where we help you in a live program. So, if you're serious and I do mean serious about your life transformation. That goes beyond just listening to the podcast. Transformation needs to be necessary in order for us to take action on it. It must be necessary that we create a better life. And if you're serious about a better quality of life. Then get on the wait list for my live Transformational Coaching Program. Go to jimfortin.com/tcp. The acronym stands for the Transformational Coaching Program, jimfortin.com/tcp Okay back to the episode.

Jim Fortin: I had somebody tell me, and I think he said it publicly, I won't mention it here, a good friend of mine that he, when he started coaching with me, he's making 2 million a year, and at 18 months he was making 10 million a year. And he said to me, he said, you kept me from crashing my business because I would've crashed it had I not met you and worked with you because he wanted the one one-to-one coaching, which I don't do anymore. And I think the reason that he pulled it out and you pulled it out is because you gathered more resources, you had the internal resources to know you should gather more external resources, and that's taking you to where you are today. So where are you today?

Adrian Massey: So today,

Jim Fortin: And please, we've not talked. Please don't say, oh, we're still backwards and we're back 20. We're back two years from two years. Don't say that. I'm kidding.

Adrian Massey: No, no, no. We're, we're, we're in a very different place. We're in a very different place. So, after that, I then went to, I needed to raise because at that point, like I said, there, there was, there was nothing left, nothing left. And I operated very much from a place of possibility to, to use one of the phrases from T C P a hundred percent it's possible a hundred percent of the time.

Jim Fortin: Yeah.

Adrian Massey: So, I was operating, operating very much from a place of opportunity. What can I create now? Because at that point I felt that I was, as a person, far more powerful, trusting of myself and. I started to raise investment and at this point, again, you know, you could argue things got worse on some level because Covid kicked in. So, I was trying to raise a quarter of a million pounds. At that point. I had no product, just a concept, an idea in my mind, and I wanted to, and I know that I need to raise 250,000 pounds and now I've raised that money. In fact, I, I overfunded, and I have now. I’ve found myself an amazing manufacturer, um, actually based out of Finland. We had more challenges from a manufacturing point of view after the Ukrainian war kicked off and, supply chain challenges as we had all around the world. So, I had to go through all of those. And now I have a, a world-class manufacturer just incredibly supportive. You know, the energy and the fitness that we have as two companies where, well, we, we feel like one, so amazing, manufacturer. We've launched nationally throughout the UK and we're continuing to grow. So, we've got, you know, the largest online supermarket in the UK and the, the sales when we're outperforming. We launched on February 23, and we’re outperforming. Then, some of the bigger brands, the biggest brands in the UK. Some of them because, effectively what the product is, is a cereal drink. So, it's the first product in the world that contains 30 grams of multi-hill grain cereals, plus oat milk, seven B vitamins, fiber, calcium, high fiber, high calcium. So, it's a very nutritionally dense product. You know, it's basically the idea is that you go to the fridge in the morning, you grab it, go on the way to work, and you've got all of your nutrition to set you up for the morning. That's the basic concept behind the brand and from, and because people have really bought into that, all of the other drinks are basically milkshakes with a valid vitamin, and they've caught their breakfast drink. So, I've pushed the category and given people ultimately what they want, because in, interestingly, in the states, in the UK we consume more breakfast cereal than any other country in the world. But nobody was putting cereal into a drink. So that was the journey that I went on using this, my skills to develop that unique product. And it's gone so well in, um, Ocado, we've launched into health foods stores up and down the UK and also, interestingly enough, there's two guys that have come on as investors within the business, and they were directors at the largest supermarket within the UK. So, supermarket called Tesco there now sitting on my board. So, I have an amazing team behind me and we're opening up doors into them, so we've now in conversations with three of the four biggest retailers within the UK. It's just, it's just phenomenal the, the growth that we're experiencing.

Jim Fortin: Two places I want to go here at this congratulations. Three places. Congratulations. Number one is you deserve it. Off topic again, there's this program, I think it's on Hulu in the US, Hulu, Apple, I don't know where I, I watched it and they have a series. And the series are like the frontiersmen that, you know, discovered America is one, like eight parts series. One of the series though is that this to me as an entrepreneur, these are really, really, really good. It's called, something like the Food that Built America or the Food that Created America. And they have like eight things that we know are just household now, like industries. Who started the beer industry? How did it really start? What was all the infighting? What were the wars? What were the failures? What were the successes? What were the setbacks? And they have the chocolate industry and the ice cream industry and the chip industry. And it's really fascinating, like how fast food started. And like even now when you go to McDonald's, do you know why, which I haven't been there in 25 years. Do you know where that concept came from? Where you'd drive in and you have to circle the building to go around the back, and then you have to go to the second window to get your order. Do you know where that came from?

Adrian Massey: No idea.

Jim Fortin: We never think about that at fast food, right?

Adrian Massey: No.

Jim Fortin: The reason it, it was created. Somebody, it'll come to me in a minute. I forgot, I forget, forget which company it was. Oh, Dave Thomas, who was a, like an executive at one of the major companies and they, they, they kind of ripped him off and he started Wendy's. And what he discovered was that when people order food, fast food, they don't wanna wait for it. So, if you only have one order, you order right here at this window and you pick up. Now people are waiting. So, if you have them drive around the back and then pull up, they're just part of a process and it alleviates the thought of their waiting for their food, so you should go watch this in any entrepreneur.

Adrian Massey: Definitely

Jim Fortin: They have it on food cars, like all the auto industries, everything. It's amazing. But you, you look at the innovation that created these products. Now back to you. Is the innovation as you were going through all this, I'm looking at, I wrote down some words here. You said, you said a few minutes ago, huge risk, nothing left. Did those scare you?

Adrian Massey: Sure, completely. 100%. It is just when it, when it, especially when it's the first time that you've done business, I mean, you know that you know that there's risk. You know, it's, you don't go into to start a business without knowing that there's a risk associated, but when the risk becomes so real, when you've, you know, you've pretty much run out of cash yourself personally, and you've got no cash in the business to keep going. It's, it's, yeah, it's, it scares the hell out of you really. I dunno how it can get any worse almost. It's, it's not a comfortable position to be in.

Jim Fortin: Watch those shows I'm talking about, there're about pizza. There are all the industries, every great food manufacturer, company entrepreneur has been there where you're like, I don't have any money. We're outta money. Then, the ovens flipped upside down. We make pizza, they are flipped upside down. Everything's upside down. Something got you through all that. What got you through it?

Adrian Massey: Good question. I think there were a couple of things I guess that kept me going. One is I was determined, you know, 100% committed to make it work no matter what. So, there was a drive, but what caused that drive was what originally made me start the business. So, my son, I, I'm not sure you, you're ever aware of this.

Jim Fortin: Of course, of course.

Adrian Massey: My son was, was born at 28 weeks, so he was, you know, very, very premature weighing. Just literally a couple of pounds and, you know, suspected meningitis, couldn't breathe, was on, you know, high flow oxygen and intensive care. And that was, you know, a baptism of fire for myself and my wife as, you know, as parents and, and the first kind of experience of parenthood. And it was during that time that it was clearly stressful where I was going to, to my corporate job. And I really wanted something because I've got my background in food science and nutrition. I've got a PhD, in that. And I really missed having breakfast in the morning. So, there's, and I thought, well, there's millions of people out there that are stressed. They want to get to work, they don't feel hungry. How can I make their life easier? So that kind of gave me the brainchild of creating that unique product, this smooth breakfast drink that, you know, you can drink first straw. But ultimately, it's helping people live a better life, but a healthier life. And so that was kind of the, the basic premise behind it. But ultimately, in a weird sort of a way, it was also for my son and clearly now me, my daughter, because I wanted to create something, a legacy in life. I didn't just want to kind of cruise through life and, and, and that's it. I wanted to make a difference. And that difference, not just from a successful business point of view, but ultimately, you know, we also know that from a planet point of view, that the. Environmental health, you know, of our planet is not great. And it's, if anything, deteriorating quite rapidly. So that's why if covid, I changed the product to be oat milk based, you know, as it became increasingly aware. So, if I can do, you know, it, you know, I'm not gonna save the world with this one product, although we've got others in the pipeline, you know, if I can do one. Because ultimately, you know, the actions that we take today are gonna influence future generations to come. And if I can make some changes, both to the health of the nation, to the environment, and also set an example to my children, that ultimately is the reason why I kept going no matter what to, to bring this product to market and to, and to make it a huge success.

Jim Fortin: So, if I'm hearing you correctly, what kept you going? Were your values about the kind of life you wanted to live?

Adrian Massey: Yeah.

Jim Fortin: And you said something here that, and I've studied for a lot of years, all are great achievers. What drives 'em? What made more than anything, which you and I have done together, what are their subconscious values? And you didn't say one time, and this is a big mistake I see a lot of entrepreneurs make, and I'd love your opinion on this, is many people wanna be an entrepreneur for a couple of reasons. One, they want freedom, but they won't pay the price to get the freedom. Secondly, they wanna make a lot of money. And you didn't talk about making a lot of money. You talked about making a difference in the world difference, creating a better experience for your family and people in the world. Better quality of life all around. Now, one time did you say, oh, we can make a lot of money. What? And you're going to and are, what's your thought on that?

Adrian Massey: Absolutely. Because I think if you are doing it for money, it’s not a, for me and, and you know, maybe other people that have gone through the same journey, it's not a big motivator because ultimately if you are really unhappy and dissatisfied, you can have all the money in the world, but you're still gonna be unhappy and dissatisfied because it doesn't solve the problem. Whereas if you have a purpose and the cause that you are working towards and you succeed at that, then the money will flow to you anyway as a, as a natural byproduct of that. That's, that's the way I look at it.

Jim Fortin: You got it. And I try to get people, I try to get people's heads into that, and they just can't get their head into it. Is because we're so conditioned to chase money that when you work for something greater than yourself, you look at people like Steve Jobs. I mean, Steve Jobs wanted to build something. He's a builder. And you look at the great achievers, they are builders. They're not chasing the money, they're chasing, creating the vision, the quality of life, the improvement in life. And something you've heard me say before is you wanna become very wealthy, help create expansion for other people. The more expansion you create, the more money you're going to make. Any thoughts you want to add to that, that you already have?

Adrian Massey: Absolutely. Absolutely. No, I think I fully agree. Absolutely. because I think it's, you know, and, and I remember going through T C P the first time, and even the second, third time, the more you chase the money, the more it runs away from you. And when you look at it differently and you have that, you know that why, if you like that Simon Sinek, why, and you truly hone in on that, then that's the, the way it, from my experience, that you can push through the challenges and difficulties is not the f because then when you're going through that, you feel like you've got momentum, you've got the push, that's the, it's that fuel and that fire that, that's helping you do that. It's not the money. Because at that point you don't have the money so that, that can't push you through that. It's the only thing that can push that is that emotional connection with your, with your vision.

Jim Fortin: Yeah. And I, I can speak to that, and everyone please listen to both Adrian and me. Is money one thing and it can do it, money can be a great tool, but you know what? At the end of the day the money doesn't matter. You know James Wedmore, he is my, actually we're neighbors, literally. Good friends. We talk all the time and James makes a lot of money also. And his, his phrase to me one time we were grabbing dinner or something, but he, again, he is my neighbor and he said, how many yachts can you water ski behind? And the key, you said something else, but you know, I talk a lot about that is the world’s pretty fucked up right now. It really is pretty upside down and there's so much tumultuousness going on in the world and, and all these things. The more that we can do to make the world a better place, the better that the whole world's gonna be. A high tide raises all ships. That being said, where do you see your brand going?

Adrian Massey: So, the way that I see it is, obviously we're UK based at the moment. We've got a number of other quite unique products, that will come through in the pipeline and ultimately, and we've already, you know, received the interest from, from other countries, the US being one of them, to then drive the brand out across, you know, take it global. That's the, you know, that's the big dream. And you know, there's no reason why that, that can't happen.

Jim Fortin: You're right. There's no reason that can't happen. No reason whatsoever. What do you think, if you look back now, three years ago, when today, what do you think the big, the biggest single change in you that happened subconsciously, identity, whatever, what do you think that biggest change is?

Adrian Massey: It's trusting myself.

Jim Fortin: Yeah, that's the biggest one for most people. And I'm, I'm thinking back, you know, I've had thousands of people in T C P, but it's, we still know each other. I mean, we, we interact in the room, you know?

Adrian Massey: Yeah.

Jim Fortin: And I remember, you might not remember, you're wearing something different today. You used to always wear that, wear that damn red coat and tennis shoes in there. Remember that?

Adrian Massey: I do. Yeah. Indeed, indeed. I remember had, actually, you know what, Tim, I've got it here just because I,

Jim Fortin: Everyone listening, he always had this red boot on. I was like, oh my God. And I remember week number 5, 6, 7, 8, I don't know where it was. There was something that held you back from wanting to be or, or pursuing what you knew you could pursue, and it's because someone in your family was in your head an obstacle to you. Do you remember who that person was and what the obstacle was? And can you share that?

Adrian Massey: Yes, I remember. I remember. And I, and I remember, I still remember that coaching that we had one-to-one on the day. I remember it was, I said that if I become like really wealthy thing and that everything just takes off, then uh, I think my, you know, my mom specifically, wouldn’t, you know, approve or agree with that. And I think that was one of the things that was holding me back because I think, well, if I make it really acceptful, it just absolutely blows up then, you know, and, and this sounds bizarre, you know, when I, when I look back on, it's kind of what context was I operating from, but I thought, you know, she wouldn't love me anymore. And uh, I remember, I remember you said to me, uh, well,

Jim Fortin: How do you know she loves you now? Right. Keep on going. I'm just kidding.

Adrian Massey: Exactly. I remember you said, well, I think, you know, when you, when you've got, you know, these big houses, I don't think that would necessarily be a problem. I think so.

Jim Fortin: It's probably not a big problem. Yep. But do you remember we had; we had a coaching call. I mean, I had coaching we had hot seats inside T C P and people, hey, I want coaching from Jim or the coaches, but I do the Tuesday calls and you said that I'm afraid that if I'm too successful then my mother is not going to approve of that. You recall that now, right?

Adrian Massey: I do. Yeah. Absolutely.

Jim Fortin: Where are you with that today?

Adrian Massey: I, it doesn't even make any sense anymore, Jim.

Jim Fortin: It didn't make any sense then either.

Adrian Massey: Exactly.

Jim Fortin: But I do. But I was like, this is the kind of nonsense we get into as human beings. So instead of me creating everything I can in life, let me let my mother who doesn't pay my bills, let me let her hold me back mentally. Doesn't make any sense.

Adrian Massey: Exactly. Exactly. And I think, and, and as you go, and that's the beauty of it. When you, you know, you start, I start off with that story, and as you go through and you do the different rounds, all these other things that come up and you know, when you talk to somebody else, you can't listen to 'em thinking you're crazy. Why are you even saying that? It doesn't make any sense. But when it's, when you are in your own world and in that sort of, in your frame and in that box that you put, we all put ourselves in, you realize, my God, you know, we, at the time, you don't realize because this, this is our, this is my reality. This is, this is the way that the world is. But then as you start to break and you know, you, you kick open that box and you realize, my God, that, why am I saying that? It's completely crazy. And the same with that, you know, people are saying, oh, I, I can't make money. Money's hard to make, I can't build a business and all of these things. But you know, when you, you know, you go through the program and you realize that those beliefs are just absolute nonsense and you just pick them up when you were a couple of years old and you just take them with you all the way through and then you can start to break those down bit by bit and start to unlock the true potential. And then hence, you start to trust in yourself and believe in yourself. And when you have that self-belief and self-trust and, and self-self-love, I think also was a massive one for me. You can start to make that change and you can feel the power and you feel the momentum and you get the outward spiral going and then, you know, there, there's no stopping you.

Jim Fortin: Yeah, you said something big, and I talk about it a lot and okay. Number one is I attract you. You've been in the programs for two years. I attract a lot of men with yen energy, which is hard energy, open-hearted people, women, a lot of women are already there, but a lot of men that we have are very open-hearted men. And when you say things like self-love to men, they're like, yeah, whatever. Blah, blah, blah. No, all these masculine men things.

Adrian Massey: Yeah.

Jim Fortin: And I remember you were not in TCP anymore; this was already after you and maybe a year ago. I said, guys, what was your biggest takeaway and becoming from T C P? I had like 400 responses on that thread, and 99% of them were learning to love myself. What have you found as a result of working on that?

Adrian Massey: I think what I've found is, I think there's a couple of dimensions to it. I guess firstly is just feeling comfortable in your own skin. Before T C P I would just feel uncomfortable and I found,

Jim Fortin: What does that mean? Let's dig in. What does that mean? You pulled uncomfortable in your own skin?

Adrian Massey: I guess just dissatisfied. You know, I guess unhappy, distracted, struggle, heart, you know, heartache. Just finding, just finding everything hard and then you start to apply the tools. And start to, you know, accept that I'm not perfect. I can make mistakes. Mistakes are really important part of, of learning and, and growing, you know, yourself or your business because I, you know, it's, there's no, it's, it's saying that when you're, when you're little, you, you're making mistakes. When you're mixing up your D's and your B's, it's no different when you are, it's just different, bigger problems as you get older. So that was, I think, for me, really a big one for me. So, when you start to apply the tools and you start to find that peace and you start to accept and, and love yourself, then you feel better in yourself. And what's interesting for me is you, the people that in your environment then change. So, I had people in my life that I thought were great friends. In reality, they were just being, they were very toxic. But that was just a reflection of the people that I was attracting into my life. They start to dissipate, and you start to bring new people in. You know, it’s a case in point. You bring in these guys that are super, super successful. You know, CEOs of big, Middle Eastern companies or you know, the biggest, um, supermarkets in the UK and you're all of a sudden you are interacting, and you are in a circle has completely changed. And that's when you know, I think that you, because I think you don't notice when you're going through the shifts yourself because you're still the same person. You're still doing the same things, but the way that your being starts to change and then ultimately your environment starts to change and that's when you think, oh, as, you know, what, things are changing for me now.

Jim Fortin: Yeah. Let me ask you a question. How do you feel about, okay, if I took you and put you in a board meeting three years ago with these Middle Eastern businessmen or different people like that, or very, very successful businesspeople, not men, but people, how, how you, you know, how you felt then. How do you feel now?

Adrian Massey: So, I feel confident, empowered, in control, happy and worthy. I think is also another great word. I feel worthy I was before I, and that's probably why I was overlaying my ins own insecurities into, for example, my mom. I didn't feel worthy of what I was trying to create and therefore I was never gonna go and create it. When you start to embrace your self-worth coming through self-love, then that's when things start to shift.

Jim Fortin: Lemme ask you a question there, did you know that you didn't feel worthy?

Adrian Massey: No, I didn't. And that's the, one of the, the blind spots that you have. It's only, you know, and again, it's one of the things, you go through the program, and you start to recognize it in other people that are going through the program. And you start to, and you know, before didn't the concept didn't even enter my mind, didn't even think about it. But as you go through and so, you know, through the coaching that you have from either yourself or the coaches, things start to unravel, and you start to see things that you'd never seen before. And that I think for me is, is absolutely profound.

Jim Fortin: Yeah. It is profound. One of my coaches, um, Katie, Katie Soy, started her first T C P six years ago and she had, uh, significant health issues. And after working with me for a couple of years, this won't happen for everyone, but Katie made it happen and like I guided her perfectly healthy. Not on meds, any of that. And she said, she goes, I had never seen myself as a victim. I mean, come on. I listened to personal development podcasts and videos and everything. I'm not a victim. And then in T C P, she's like, oh my God, I'm a victim. But she didn't know she was a victim. And the whole point again, is to reiterate, we talked about earlier, not about T C P, but about life. So many of us don't recognize we're in the blind spot that keeps us trapped, but we don't even know we're in the blind spot. So, all these things you're wanting to create, you're not creating them in a large part, because you don't feel worthy. Worthy to create 'em. But you don't know that. You don't feel worthy.

Adrian Massey: Exactly. Exactly. And if you're continuing that aspect, where are you gonna be in, you know, one year, two year, five years? Is, is, you're in that same, you're in that same struggle.

Jim Fortin: Let's go a couple more questions here if we can. Is, is, is there one phrase or one thought that got you through the hard times?

Adrian Massey: Yeah. For me, things are always working out. No things, you know, what are now and will always be fine. Yeah, I remember you said that a million times and it's absolutely true because, you know, when I was, it, it doesn't matter where, you know, the, the, the new manufacturer had in the UK that didn't work out or you know, you think you are trying to get an investment and then Covid hits and, and, and you can't raise, you know, for the first six to nine months could not raise a single penny. And, and then things start to work. But what's interesting I think is you, you, you start to go on this upward spiral, but then something happens and it's very easy I think to go, oh my God, it's all falling apart again. But that is one phrase. Kept keep me going. And I think when you realize, in fact I know that when you know that you are, you know that you are vibrating at that frequency and you're going up now when things go wrong and I go, oh my God, it's all falling apart is wow. Things are gonna get even better now because it means that there's an even bigger opportunity reaching out for you that you never knew was possible before. That stops me going on that downward spiral.

Jim Fortin: Same thing, same thing with me when I had health issues in 2020, no matter what happened, even if I left the planet I work from, things always have been, are now and will always be fine no matter what happens in my business, my life. It's always gonna be fine, but you talk about things going wrong and a lot of people won't do things because they're afraid something's gonna go wrong. I have two things on my desk. Silly Putty you might remember. You might know what this is and slinky. And these were literally, I just bought 'em watching this program on like there's a program called The Toys That Built America, both the Slinky, which is a cultural icon. I mean every kid for 70 years in the US has had one of these and silly putty were both mistakes. Both of these were mistakes. They weren't supposed to be what they are. And somebody made 'em. And you wanna watch the episode on Has brothers? I think it's Hasbro’s or Hasbro, on they, the, the creation of the hula hoop. They just did it because they had to do something because they were going broke. That's where they have that Super Bowl they came up with, and the silly putty and different things looking for toys because they had to do something. So that's where you were. So how about this, your vision? Where are you going? Let us have it. Where are you, where are you going? What do you see?

Adrian Massey: So, the word that I see is, you know, earth to be, you know, an internationally recognized brand with, you know, a suite of different products occurring, different categories. And ultimately, you know, based on the premise of clearly. It's gotta be delicious. Why would you buy food otherwise? It's gotta be nutritious and it's gotta be sustainable. If you, if we, that's the three pillars that the brand has been built on. And ultimately, you know, we, I want to be touching from the point of view of, you know, those busy adults where we are now, but also people that, you know, for example, teenagers, young children and, and build them and take them on this journey from, you know, being small, enjoying nutritious products and then ultimately to be able to then create that brand and to bring more people to make that bigger impact in the world.

Jim Fortin: Yeah, it's gotta be delicious. And, uh, we're gonna up, up here in a second is like yesterday I, Sunday I don't do a whole lot. I slow cooked ribs, pork ribs, baby back ribs for three and a half hours and the oven and. I took some over to Don Xavier last night and I, I ate 'em first because I took 'em over to him. We ate earlier and I bought some all-organic barbecue sauce. So, I'm eating these ribs and I'm like, these ribs taste like shit. I mean, they're supposed to be really tasty barbecue sauce and like I had this organic stuff, organic stuff that, you know, it's like if, if, if, if something doesn't taste but doesn't taste good, people are not gonna eat it.

Adrian Massey: Exactly.

Jim Fortin: Whether it's breakfast cereal or whatever it is, it's got to taste good. What's your, what's your, uh, somebody says, Hey Adrian, give me your, I think you might've already done it, but give me your best wisdom for getting through adversity or starting a company or building something in life.

Adrian Massey: For me, there's, it's gotta be based on, based on one premise and that's, being completely committed to what you've got to do. And, and I, and, and ally to that, trusting yourself to be able to execute that. And no, no matter how hard, how difficult things get, just to stay true to your word and just to keep going and keep holding onto that vision and see it in front of you. Because if you've got that why, and you are committed to get from point A to point B, then you know it, it will happen, it will happen. There's no doubt about it, but you've just gotta stay committed. You only fail when you stop moving forward.

Jim Fortin: Simple and powerful. Now, where do we find you? What's ne spell the brand? Where do we find you?

Adrian Massey: So, the, the brand is spelled is Earth, so it's our planet. E A R T H and then

Jim Fortin: I think most of us have that part of it already.

Adrian Massey: Exactly. I hopefully. Okay. And then apostrophe D at the end of it. So, earth, so earthddrinks.com. Obviously, we're in the UK at the moment only. Well obviously, we like to, to go out to the States and across Europe with time as well. But we need to obviously bring more finance into business. Because we're, we're growing so nicely now, we just, it's a, as you know, when you're growing a company, it's all about growing, the, the business and, and financing that growth. So that's what we're currently doing at the moment to be able to create that legacy for, for ourselves and, and, and, and the business.

Jim Fortin: Love it. So how about this, what is it? Okay, you've already covered a little. What is the purpose of the drink?

Adrian Massey: So, the purpose of the drink is simple, is too. It's again, it's delicious, nutritious, sustainable, and clearly, its saving time, so we're not pumping the product full. And there's, and this is the thing, there's lots of products out there, the pump full of absolute rubbish. Now, the big brands are just, you know, what they've done is in, in my eyes, criminal. And what we've done is just create something very, very simple. You know, putting whole grain cereal with oat milk, lots of vitamins, minerals, and just put it in a really tasty, convenient format. It just makes it, you know what, why make, why make food any more difficult than it needs to be?

Jim Fortin: Yeah. Let me, let me go there. This is not, was not planned. I'm gonna ask you because it fits with the audience. And a lot of people will, no pun, eat this up or drink it up. Your answer to this is because I agree a thousand percent, and I don't even know what you're gonna say, but I know what you're gonna say. You said a lot of the big brands, what they've done is absolutely criminal. What do you mean by that?

Adrian Massey: So, what they've done is, you know, clearly every company needs to make profit. You know, that's, if there, if there's no profit, then they can't succeed. But and this is the big, but what they've done is they've pumped, you know, the cheapest ingredients out there, you know, air, water, sugar, refined cereals. And, and what they've done is they've just found clever ways to, to create products like that. You take Coke, what is it? It's just sugar and water. That's it. It costs them next to nothing to make, but they can make, you know, they, they bet a massive business out of it. And, and on some level you're gonna fair plate to them. You know, they've, they've created something and, you know, they've created a lot of excitement and a lot of love around this, you know, brand. However, what impact is it having on the world? You know, what sort of difference it is, is it really making? And you know, there's some of the, the brands within the UK, you know, there's some big, massive brands out there. You know, Weetabix being one of them, and I, I'm sure, I'm pretty sure that you've got Weetabix over in the states as well. Now they've created this drink where it's just a milk-based drink, adding vitamins and fiber. Why did they not wanna put whole grain cereal in there when they knew that the. 90% of the UK population as states have breakfast cereal in their cupboard. Why not put all of that wholesome goodness into a drink? The answer is because it was hard for them to do, and they can make more money doing something else. But it takes, you know, that's why entrepreneurs like me and other people out there can see that and think, why are you doing that? I mean, we know why they're doing it, but it, it's unnecessary because you can still create an amazing, profitable business, but doing things the right way.

Jim Fortin: Yeah. I was talking to my friend Drew Canole who you know, about a couple of days ago, and, but we, we, we talk every so often. I mean, he lives in Sandy. He moved, he moved from Sedona back to San Diego, but his product sells into hundreds of millions of dollars’ worth of product and he puts only the highest quality organic ingredients in its product. Most US companies, I'm gonna say many US companies put the cheapest ingredients they can put in a product without concern to what are the health implications of this later if we're putting this in the population. Exactly that.

Adrian Massey: Exactly, exactly.

Jim Fortin: You care. And I guess back to what we were saying earlier is create a better experience of life for people and just be passionate and do what you love to do. So, we have the domain one more time. Domain is what?

Adrian Massey: So, it's earthddrinks.com.

Jim Fortin: Simple enough.

Adrian Massey: Exactly.

Jim Fortin: And thank you. Thank you. Thank you for sharing your story.

Adrian Massey: I really, really appreciate it. Thank you, Jim. No, it's been an absolute privilege and honor to, to, to share the story with you and just to, you know, just to be able to support you and you've done so much for me over the years. So, if there's anything I can do just a tiny bit to repay that, then you know, you're more than welcome.

Jim Fortin: I appreciate it. Love you.

Adrian Massey: Thanks Jim. Love you too.

Thank you for listening. And I do want to remind you. If you're serious. I mean serious about your life transformation. And creating a much better quality of life. Then whatever you do get on the wait list for my Transformational Coaching Program. Let me ask you a question. Do you want to create a significantly better, healthier, wealthier, better relationships, kind of life for yourself. As you're thinking about that, there's only one answer. It's yes or it's no. Anything else is an excuse. And your excuses are what keep you trapped and in your old way. If you're serious about creating a much better experience of life, it's not about excuses. It's about taking action. That being said, get on my wait list for my live Transformational Coaching Program. Go to jimfortin.com/tcp and get on the wait list. And we'll let you know when we open the doors again. Thank you for listening and I'll catch you over on another episode. Bye-bye.