Business Advice
How to Build a Business That Runs Without You: Cash First, Then Systems
To build a business that runs without you, spend your early energy bringing cash through the door, then slowly dilute yourself out of the day-to-day with systems, good people and a real management structure. Jack Delosa’s rule is blunt: early on, about 80% of the founder’s time should go on sales and marketing. Once the money is flowing, your job is to make yourself unnecessary to daily operations, so the business becomes an asset with a value of its own.
Jack is the founder of The Entourage, which he described to me as Australia’s largest educator of entrepreneurs. When we spoke, he was about to appear on BRW’s Young Rich list, the 100 wealthiest self-made Australians under 40. I told him straight up: I must commend you on your success. I know finances aren’t always a good way to measure success, but he was out there helping so many young and hungry entrepreneurs do the same thing.
His answer set the tone for everything else. Business for him was never about the stuff. Money, he said, is “kind of an afterthought.” The rich list was a ticket into a new world and a bigger platform to do more cool things. That’s the attitude of someone who built something that doesn’t need him in the building every day. You can also find the original audio episode on our podcast page.
Freedom is a choice, but it costs years
I said something to Jack that I still believe. Guys our age are sitting at a computer desk or commuting to and from work in peak hour traffic, and it’s like you’re living small and not really living big.
Jack agreed, then added the part most people skip. Anybody can make the same choice, he said, but it took him 10 years to get to a profitable business with an exceptional management and leadership team, a great board and a business that runs without him. “It takes years and years and years of dedication and hard work,” he told me. “But it ultimately is a choice. Is that what you want? And are you then prepared to do the hard work in order to get there?”
I like that he didn’t sell it as a shortcut. A business that runs without you is the result of a decade of building, not a hack you install in a weekend.
Step one: spend 80% of your time bringing cash through the door
When I asked what he’d tell founders who have something good but can’t get it to the next level, Jack said the biggest thing is also the simplest: the time spent on sales and marketing.
“I reckon that early stage businesses should be spending 80% of their time on sales and marketing,” he said. He meant you, the entrepreneur, personally. He cited studies suggesting the average small business owner spends around 11% of their time on sales and marketing. That’s his figure, not one I’ve verified, but the gap is the point. If you’re spending most of your week on admin, tweaking the logo and answering emails, you’re not doing the one job that keeps the doors open.
Here’s the thing. You can’t systemize a business that doesn’t have revenue yet. There’s nothing to hand over. Cash comes first, because cash is what pays the people you’ll eventually hand things to.
Step two: dilute yourself out of the day-to-day
Once income starts coming in, Jack said, the game changes. “It then becomes about how do you start to slowly dilute yourself out of the day-to-day operations.”
He gave me an example from one of The Entourage’s programs. A woman ran a cupcake store. Exceptional store, relatively profitable, but she needed to be there 12 to 14 hours a day. She started implementing systems, slowly brought on great people and built management and leadership structures into the business. Six months later, Jack said, she told him she was spending most of her time on research and development. In a cupcake business, that meant eating cupcakes and drinking coffee at different cafes.
That’s a funny line, but look at what actually happened. She didn’t sell the store or hire a CEO overnight. She took small steps: one system, one good hire, one layer of management at a time.
If you want a structured way to do that, an operating system helps. We broke down EOS vs Scaling Up for founders who need accountability and a meeting rhythm that doesn’t depend on them chasing everyone.
Why you step back (it isn’t for holidays)
Jack was quick to qualify this. Diluting yourself out isn’t so you can take holidays in the Bahamas. He told me he doesn’t often take holidays. There are two reasons to do it.
First, it lets people do their jobs better than you could. Second, it frees you up for more meaningful work. When we spoke, Jack was working on an investment in a completely separate business, an acquisition relevant to his core education business, and the process of becoming accredited so The Entourage could offer diplomas. “I couldn’t do that if I hadn’t afforded myself that sort of freedom,” he said.
That’s the real reason to build a business that runs without you. You stop being the bottleneck, and you get your head back for the big moves only you can make.
Play the game of value, not just cash flow
I’d been speaking with Grant Cardone, and he told me the difference between people who make a million and people who make 10, 20 or 100 million was getting out of the self-employment bracket and moving into business and investment. So I asked Jack how someone with no investment experience gets to that next level.
His answer was the best part of the conversation. Most people start a coffee shop thinking the business is about selling a $3 coffee and making a couple hundred grand a year. The best entrepreneurs, he said, know they have to turn a profit and keep healthy cash flow, because “that’s the lifeblood of the business. Without that, you’re gone.” But they’re playing a different game. “They’re more interested in playing a game of value, which is understanding that my business is an asset separate to me.”
That value, Jack said, is shaped by your growth rate, customer relationships, brand, risk profile, systems, people, distribution and financials. And it only really shows up when the business runs without you.
“If you’re always the person in the shop making the coffee, then your return is always limited to how much coffee you sell on that particular day,” he said. Step out, and other moves open up. He mentioned selling an international license for your business into another country, a deal that might take a month but be highly lucrative, or acquiring other businesses using shares and part cash.
Those are real strategies, but they’re not DIY moves. Licensing deals, share swaps and acquisitions carry legal, tax and dilution consequences, so bring in a business lawyer and an accountant before you sign anything. The principle still holds, though. A business that needs you every day is a job. A business that doesn’t is an asset.
I summed it up back to him: go into your business with a goal bigger than making a bit of money. Build it until it’s independent of you, then use that as leverage. “That’s right,” he said. “Totally.”
Branson’s micro strategy and the customer feeling
Jack helped a friend, Creel Price, design the curriculum for the Branson Centre of Entrepreneurship in Johannesburg, South Africa. They spent 10 days with the mentors, the students and Richard, then about six months building the curriculum back in Australia.
The lesson Jack took from Branson wasn’t something Richard said to him. It was something he said to a student. She ran a magazine and handed him a copy. He told her it’s sometimes good to give a really big brand a free page of advertising, so you can sell pages to other brands on the back of that big name appearing in your magazine.
“Such a simple thing, right?” Jack said. What impressed him was that, at Branson’s level, he’d still kept in touch with the micro strategies and the basics that make a business start and become profitable. I said it’s kind of like hunting for elephants instead of hunting for rabbits, going after the big thing that pulls everything else in behind it.
Jack also passed on something a longtime Branson colleague told him. Most billionaires starting an airline think about the balance sheet, the capital and the exit. Richard, the colleague said, starts by asking what the customer is going to feel when they walk onto the plane. At the end of the day, the customers are who are going to be paying and referring. Build around them and the business has a reason to keep running when you’re not there.
The years it takes, and why he didn’t quit
I asked Jack if he’d ever felt like saying stuff this, I’m going back to a 9 to 5. He smiled.
He said he didn’t stop losing money for about three years and didn’t make any decent money for five or six. Three days before he started his first business at 18, his older brother died as a result of drug use. “That whole period was just not a happy one for me,” he said. He got into debt. Every day he asked himself if it was worth it, if he was good enough, if he was smart enough.
What kept him going was simple. Every time he thought about quitting, he thought about having to go and get a job, and that was never an option for him. “I’ve just got to make it work,” he said. So he stuck with it for five years, failing forward.
He was honest about the rest of the path too. You’re acting on a vision only you can see. Family and friends may not get it. You expect to be wildly successful in month one, and it doesn’t happen. Clients say no, people you hire leave. His advice: get comfortable being outside your comfort zone, and understand the path is going to be challenging, so don’t get down on yourself when it’s slower and harder than you hoped.
The voice saying you’re not ready never goes away
I asked Jack what he’d learned from coaching so many entrepreneurs. He went to something he remembered Oprah saying on her last ever episode: after sitting down with everyone from presidents to prisoners, the one thing they all had in common was the voice inside their head telling them they’re not good enough and not ready.
For Jack, that was the most empowering lesson he’d picked up. Every person on the planet has that voice, no matter how successful. Whether you’re Richard Branson, Oprah Winfrey, Jack Delosa or Joel Brown, it’s the same for everyone. “You recognize that that voice is never going to go away and you just got to act in spite of it,” he said.
At Addicted2Success we have a name for that. We call them ANTs, annoying negative thoughts, and you’ve got to get good at squashing them, or at least turning that noise down in the back of your head. I’d also heard a coach say to give the voice a name and tell it to go away. Jack pointed to Steven Pressfield’s short book Do the Work, where it’s called resistance: “Give it a name, familiarize yourself with it, shine a light on it, and it becomes a lot less scary.”
This matters for stepping back. Handing over control is scary, and that voice will tell you nobody else can do it like you. Act anyway.
Simplicity on the other side of complexity
Jack’s book is called Unprofessional, and what I love about it is that he’s not afraid to say he didn’t finish university and figured it out by doing. A lot of people think they need a degree or some sort of credibility before they can start. I told him it reads like the dummies guide, except it’s elegant and has a lot more swagger.
He said simplicity is something he fights for. Sometimes simple is just crap, and sometimes simple is profound. The profound kind comes from someone who’s gone through the layers of complexity and come out the other side. “Finding simplicity on the other side of complexity,” he called it. That’s what a good system in your business should be too: simple enough that someone else can follow it, because you did the hard thinking first.
Don’t copy anyone’s path, including his
My last question was what he’d tell his kids if they wanted to become entrepreneurs. “I’d say don’t try and do it the way I did it,” he said. The biggest mistake, in his view, is trying to replicate somebody else’s path.
“If there’s one thing I found that all successful people do the same is that they’ve all done it different,” he said. Draw inspiration and insight from people who’ve been there and done that, put it through your own filters and apply it your own way. So, basically, strive to be fascinating and different.
A checklist to build a business that runs without you
- Track your week and see what share of your time actually goes on sales and marketing.
- Push that share toward the top until cash comes through the door reliably.
- List every task only you can do today, starting with the one that eats the most hours.
- Write a simple system for it, then hand it to one good person.
- Build a layer of management so decisions don’t all route back to you.
- Use the time you free up for growth work: partnerships, acquisitions, new products.
- Think about value: brand, systems, people, customers and clean financials.
- Get a lawyer and accountant involved before any licensing, share or acquisition deal.
FAQ
How do you build a business that runs without you?
Get revenue flowing first, then document your key processes, hire good people and build a management layer so daily decisions don’t depend on you. Jack Delosa calls it slowly diluting yourself out of the day-to-day.
How much time should a founder spend on sales and marketing?
Jack Delosa suggests early-stage founders spend about 80% of their own time on revenue-generating work. He cited studies putting the average small business owner at around 11%.
How long does it take to make a business run without the owner?
It varies. Jack said it took him about 10 years to build a profitable business with a strong leadership team and board. One cupcake store owner in his program stepped back from 12 to 14 hour days within six months.
Why does a business that runs without you matter?
Because it becomes an asset with its own value instead of a job. It also frees you for higher-value work like partnerships, licensing and acquisitions, which is where Jack says bigger net worths get built.
How do you deal with self-doubt when building a business?
Accept that the voice saying you’re not ready never fully goes away and act in spite of it. Give it a name, shine a light on it, and it gets a lot less scary.
Business Advice
How to Choose Reception Seating for Your Office in the UAE
Choose the right reception seating for your UAE office with practical advice on sofas, lounge chairs, layout, comfort, upholstery and everyday maintenance.
Your reception area is often the first part of your office a visitor experiences. Before a meeting begins, the seating, layout and overall condition of the space help shape their impression of your business.
But reception seating needs to do more than look good. It should accommodate your visitors comfortably, fit the available space and remain practical through daily use.
Choosing the right office lounge seating starts with understanding how your reception works. Here is what to consider before placing an order.
1. Start with Your Visitors and Waiting Times
Before choosing a chair or sofa, look at who uses your reception and how frequently they arrive.
An office receiving individual visitors throughout the day has different seating needs from a business hosting groups for scheduled meetings. Count the people who typically wait at the same time, including busy periods when appointments overlap.
Waiting time matters too. Someone staying for a few minutes may need a straightforward, supportive seat. Visitors waiting longer will appreciate comfortable back support and somewhere convenient to place a drink or bag.
Ask your reception team what happens on a normal day. Their observations can reveal whether you need more seats, a different arrangement or simply better use of the existing space.
2. Measure the Space Before Choosing Seating
A sofa can look perfectly proportioned online and still overwhelm your reception once it arrives. Measure the usable floor area before comparing products.
Include the reception desk, door openings, structural columns and routes leading towards meeting rooms. Check where visitors stand during check-in and whether seated guests would obstruct that area.
Use the actual width and depth of each furniture piece when planning. Then allow room for people to approach a seat, sit down and move past others comfortably.
Consider visitors using mobility aids, as well as those carrying briefcases or luggage. An accessible seating arrangement should let people remain together without blocking circulation.
3. Should You Choose Individual Chairs or Sofas?
The best arrangement depends on your visitors and the shape of your reception. Individual chairs, sofas and combinations of both each serve different purposes.
Individual lounge chairs
Separate chairs give visitors a clearly defined seat. They can work particularly well when guests arrive independently and may prefer some personal space.
They also offer flexibility when arranging seating around corners or alongside a wall. However, several generously sized chairs may occupy more space than expected, so compare their full dimensions.
The Solace Lounge Chair is one example from our collection, with fabric upholstery and a rotating seat at a fixed height. Consider how that movement would work within your proposed arrangement.
Two-seater sofas
A two-seater sofa provides shared seating and can suit visitors arriving together. It can also help create a coordinated waiting area when paired with an individual chair.
Our Zen Two Seater Sofa offers an option with PU upholstery. Check its dimensions against your floor plan before deciding where it should sit.
A mixed arrangement
For receptions serving different visitor groups, combining a sofa with individual chairs gives guests a choice. Keep the arrangement balanced and ensure every seat remains easy to reach.
4. Check Comfort Beyond the First Impression
A seat that looks inviting may feel very different once someone sits in it. Where possible, test reception furniture before buying.
Start with seat height and depth. Visitors should be able to sit comfortably without feeling perched on the edge or sinking too far into the cushions.
Check back support, cushion firmness and the position of any armrests. Think about how easily someone can sit down and stand up, particularly if your office welcomes older visitors or people with limited mobility.
Reception seating serves people of different heights and preferences. A mix of suitable seating options can be more useful than choosing every piece purely for a matching appearance.
5. Choose Upholstery and Colours for Everyday Use
Reception furniture experiences repeated use, so ask about maintenance before selecting a finish.
Fabric can introduce texture and colour to the space. PU upholstery offers a different appearance and surface feel. For either option, confirm the recommended cleaning method and which products should be avoided.
Do not assume that every fabric resists stains or that every smooth surface tolerates the same cleaning chemicals. Request information for the specific upholstery you are considering.
Review physical samples under your reception lighting where possible. Colours can appear different on a screen.
Choose finishes that work with the flooring, reception desk and surrounding walls. A neutral base with a considered accent colour can connect the seating to your brand without making the room feel visually crowded.
6. Complete the Layout Without Overcrowding It
Once the seating is selected, consider what visitors need within reach.
Well-positioned side tables give guests somewhere to place a drink or phone. In a smaller reception, they may fit more comfortably beside seating than a large table placed in the centre.
Check that table edges do not obstruct the approach to a chair. Leave practical space for bags without turning walkways into storage areas.
Avoid filling every gap with furniture or decoration. A reception should feel organised, with a clear route from the entrance to the desk and onward into the office.
7. A Quick Checklist Before You Order
Before confirming your order, review the complete arrangement rather than each item separately.
Check:
- Furniture dimensions against your measured floor plan.
- Seating capacity during your busiest visitor periods.
- Upholstery, colour and cleaning requirements.
- Doorways, lifts and other delivery access points.
- Availability, delivery timing and installation arrangements.
- Warranty terms and support after purchase.
Confirm any custom finish choices in writing so the final order matches your expectations. Keep a copy of the agreed layout and specifications for reference when the furniture arrives.
At Urban 411 office furniture, our lounge collection includes seating options for different reception layouts. Once you have your measurements and visitor requirements, request a quote to discuss suitable furniture for your space.
Business Advice
Professional Nail Equipment Procurement for Beauty Salons: Key Factors That Protect Your Investment
Equipment for a nail business is a major purchase. Drills, lamps, and dust collectors cost real money, and a poor choice can slow your appointments for months. Small salons and home studios feel this pressure more than most, since every purchase comes straight out of a tight budget.
You need tools that last, suppliers who respond quickly, and policies that protect you after the sale. This article walks through the factors that matter most before you place an order. Each one helps you spend with confidence and avoid costly regrets.
Think of it as a practical checklist for stocking a single station or an entire salon. Work through it in order, and your next purchase should feel far less risky.
Start With the Tools Your Services Require
Every purchase should trace back to a service you actually sell. A salon built around acrylic extensions needs different equipment from one focused on gel manicures. List your core services first, then match each one to the tools it demands. This keeps your budget pointed at work that earns money.
Match Equipment to Your Menu
Your service menu sets your equipment list. Gel work calls for UV lamps, while acrylic and extension work leans on drills and files. Skip anything that does not support a service you offer today.
- Core Tools: Buy these first because they appear in almost every appointment. Drills, lamps, and dependable polish usually belong here.
- Support Items: Add these once your main services run smoothly. Spare lamps, storage, and extra accessories often fit this group.
Count Your Stations
Station count decides how many units you need. A solo tech working from home needs one of each essential tool. A salon with six tables needs enough lamps, drills, and dust control for every chair. Plan a little extra capacity, so one broken machine never stalls a full day of bookings.
Prioritize Dust Control in Your Plan
Nail dust is easy to overlook when you set a budget. Acrylic and gel filing produces fine particles that settle on tools, surfaces, and clothing. Over time, that dust affects how comfortable your space feels for you and your clients.
Understand What Dust Collectors Do
A nail dust collector pulls particles away from your work area as you file. A cleaner station is easier to maintain and easier to keep tidy between clients. It also keeps dust off the products and tools you handle all day.
Size the Unit for Your Space
A collector only helps if it fits your station and your routine. Check these points before you choose a model.
- Station Layout: Each tech who files needs dust control within easy reach. Shared units work best when tables sit close together.
- Workspace Size: Measure your table area before you buy. A bulky unit can crowd a small home studio.
Find a Specialist Supplier
Specialty suppliers make this decision easier because they stock equipment from several makers in one place. F.O.X Nails, for instance, sells beauty nail products mainly to salons and professionals, including SHEMAX nail dust collectors. Its range covers most items you need to run a salon, from tools and polish to UV lamps.
To compare dust collector options side by side, you can try F.O.X Nails USA. Then check each unit against your station count and workspace size.
Compare Warranties and Price Policies
A low sticker price means little if a machine fails in month three. Policies after the sale protect you far more than a small discount does. Review them before you commit to any supplier.
Check Warranty Coverage
A warranty shows how much confidence a supplier has in its machines. Ask how long coverage lasts and which machines it includes. Get the terms in writing before you pay.
- Coverage Length: Confirm how long the warranty runs from your purchase date. Longer terms give you more time to catch problems early.
- Machine Eligibility: Check that drills, lamps, and dust collectors all fall under the policy. Some suppliers cover only certain items.
- Claim Process: Ask how you report a fault and how quickly the supplier responds. A clear process saves you downtime.
F.O.X Nails offers a one-year warranty on all machines, along with a price match guarantee on machines. Policies like these give you a clear safety net on your biggest purchases.
Ask About Price Matching
Price matching protects you from overpaying on larger items. If you find the same machine for less elsewhere, a match policy can close the gap. Ask how the supplier handles these requests, and keep your written quotes handy. Clear paperwork makes the request faster for everyone.
Plan Your Ordering and Shipping
Good planning keeps your supplies steady and your costs predictable. You can avoid rush orders and surprise fees with a few simple habits.
Buy in Bulk Where It Makes Sense
Polish, gels, and acrylic get used every day. Bulk and wholesale orders often cost less per unit, and they keep you from running out mid-week. Machines work differently, so buy those only as your station count grows. Track how fast you use each consumable for a month, then size your next order to match.
Watch Shipping Thresholds
Delivery fees can erase savings on small orders. Many suppliers set a minimum for free delivery, so group your purchases to reach it. Quick turnaround matters too, since a delayed lamp can leave a station idle. Free US shipping on orders over $100 is one example of a threshold worth planning around.
Build a Simple Buying Checklist
Keep this list near your desk and run each new purchase through it. It takes a few minutes and can save you from expensive mistakes.
- Service Fit: Confirm that each item supports a service you sell today.
- Station Count: Match quantities to your tables and your expected bookings.
- Supplier Range: Prefer suppliers that carry tools, polish, and lamps together.
- After-Sale Terms: Review warranty and price policies before you pay.
- Delivery Terms: Check shipping minimums and turnaround times.
Final Thoughts
Smart procurement protects your budget and your schedule. Start with the services you sell, count your stations, and plan dust control early. Then compare warranties, price policies, and shipping terms before you commit.
Your next step is simple. Write your equipment list today, then rank each item by how often you will use it. Buy the essentials first and add the rest as your bookings grow. Clear planning makes every later decision easier, and your business will benefit for years afterward. Revisit your list whenever you add a service or bring on another tech.
Business Advice
How to Become a Professional Speaker (and Actually Get Paid)
How to become a professional speaker comes down to three things: always find a way to get paid, rehearse far more than you think you need to, and become someone people want to hear, not just someone with something to say. Topher Morrison, who started getting paid to speak at 19 and had been speaking professionally for 26 years when we talked, says the difference between a professional and a public speaker is simple. If you’re not monetizing your talks, you have a hobby.
Topher is a best-selling author, speaker and trainer whose books include Stop Chasing Perfection and Settle for Excellence and Collaboration Economy. He jokes that speaking is the only thing he knows how to do well. “You get me in front of a one-on-one, I’m worthless. Put me in front of a thousand, and I’m awesome.”
A lot of our listeners are up-and-coming entrepreneurs and business owners who want to stand up more and present on stage. So I asked him straight out what advice he’d give anyone stepping into the speaking circuit. His answer took about two seconds.
Rule one: always get paid
“Best advice in the world. Always get paid,” Topher said. “There’s too many speakers out there right now that are so desperate to get up in front of a group of people that they’ll do it for free.”
He was clear that getting paid doesn’t always mean a speaking fee. If you’re volunteering your time on someone’s stage, there has to be some way you monetize it: product sales, clients, a program, something. “Otherwise, you’re not a professional speaker, you’re a public speaker and you have a hobby.”
He sees only two good reasons to speak for nothing. The first is philanthropy. He mentors at the University of Tampa and has spoken for women’s groups and abuse shelters, and he’s happy to do it for free. The second is practicing new material, going to groups where you can test new jokes, concepts and ideas.
Beyond that, he warned against what he called the biggest promotional lie out there: get up on our stage and you’ll get a lot of exposure. “You’ll get the exposure, but that doesn’t mean it’s ever going to convert to business.”
Why so many speakers give themselves away
I asked him why so many people won’t put a price tag on themselves. His answer was economics. Any industry with an overabundance of supply and not enough demand becomes commoditized, and he sees it in almost every service field: attorneys, CPAs, financial advisors, dentists, chiropractors, and also professional speakers and authors.
“Anytime any business becomes a commodity, it boils down to one thing, which is price,” he said. “And what’s the ultimate price? Free.”
That’s the trap. When everyone is giving it away, giving it away feels normal. But free doesn’t make you stand out. It just makes you cheaper than the next person.
If you speak for free, pick free that gives you feedback
So what if you’re brand new and somebody offers you a slot? I asked whether it’s fine to take the first one for free and charge after that.
Topher was realistic. If you’re brand new with nothing going on, you may have to. But pick a free venue where the exposure actually works. His example was TEDx, because you’ll very quickly find out whether what you’re saying has any innovative thought in it. It’s exposure with feedback built in.
He was blunt about originality. Even with a huge number of people wanting to speak, he thinks there’s less originality now than ever. He still hears new speakers teaching SMART goals and expecting an audience to be blown away. A talk like that tells you fast whether you’re saying something worth hearing or “just parroting back what you heard from a motivational speaker that got you into the business.”
It’s the same test worth running on anyone who teaches business. We’ve covered how to spot a fake business guru, and the overlap is real. If the only thing on stage is recycled advice, the audience can feel it.
Master the craft even if you never go pro
I mentioned that public speaking is apparently the number one fear out there. Topher laughed and said his number one fear would probably be not being able to pay his bills. But then he made a point every entrepreneur should hear.
“Even if you never want to become a professional speaker, master the craft anyway,” he said. Because so many people are terrified of it, being able to stand in front of an audience and speak well puts you in a marketable position above most of your competition.
He used a rough, made-up example to show the math. Take any profession with tens of thousands of practitioners and ask how many of them feel comfortable in front of a thousand people. The number drops to a tiny fraction. “I’d much rather compete with 1,500 than 150,000,” he said. Those were illustrative guesses, not real counts, but the principle holds in almost any industry.
Toastmasters gets you started, not paid
When I asked how to overcome the fear of speaking, Topher said there’s only one way: do it over and over and over again. He called Toastmasters one of the best organizations for getting comfortable in front of a group.
But he drew a hard line. In his view, Toastmasters is built to help you comfortably deliver a toast or a short speech, not to turn you into a keynote speaker who travels the world. He’s seen people stay for years thinking it’ll build their career, and he says it can actually do them a disservice. Some come out so polished, with no ums and no ahs, that “it’s lost all its heart and all its personality.”
The goal, he said, is to sound like a conversation. “The best compliment I could receive as a speaker is to have people come up at the end and go, ‘Phew, you got it easy, man. You just get up and talk.'” The worst is being told you’re so polished. Use it to beat the fear and clean up your nervous habits, then, in his words, cut the umbilical cord.
The three levels of preparation
I told Topher about my first keynote, when I was asked to speak at Mindvalley in Malaysia in front of around 250 to 300 people. A number of people told me to go to Toastmasters, and I didn’t. I practiced and practiced, made an audio version of my speech and went over it again and again. Then I wrote out the dot points of the structure and tried to remember as much as I could. I said I think a lot of people try to learn their speech word for word, and that makes them sound like a robot.
Topher pushed back. He agreed word-for-word memorizing rarely works for most people. Speaking from notes and bullet points is the second level, and even that needs heavy rehearsal. But there’s a third level for people who want to get paid serious money.
When he’s hired for a 45-minute keynote, he has to know exactly how long every story and section runs. The event coordinator might walk up two minutes before he goes on and ask him to cut to 38 minutes, or ask him to stretch to 55 because the next speaker is stuck in traffic. “You have to be precise to the minute if you really want to get booked over and over and get asked back.”
So at that level, his keynote is scripted and blocked word for word, down to where he stands, when he pauses and even the deliberate stumbles that make it sound natural. He says he’s clocked about 20 hours of rehearsal for every 5 minutes on stage. He compared it to a musician rehearsing a guitar solo note by note, because once you know it that well, you can improvise and it still sounds great.
That’s also why, by his account, he could charge $10,000 for a 45-minute keynote. “They’re not paying me for my 45 minutes, they’re paying me for my 20 hours.” He credits the approach to the late Bill Gove, who he calls the king of professional speaking and whose legacy he says is carried on by his own mentor, Steve Siebold. I said I had to look that guy up.
Speak in pictures, not cliches
This is the part most speakers skip. Topher said the best speakers keep the audience’s brain awake, and the way to do that is to speak in pictures. He quoted a big figure for how much of the brain is devoted to vision. I couldn’t verify his exact number, so I’ve left it out, but the idea that people think in images is hard to argue with.
He demonstrated it on me. He told me to ask what he does for a living. First answer: “I help speakers like you take their careers to the next level.” Did that create a picture? Kind of. Not really. And even if it had, he said, he wouldn’t know what the picture was. If he’s charging $20,000 and your “next level” is a small raise, his program suddenly isn’t worth $20,000.
Then I asked again. “I help people like you go home at the end of the day right around 5:00 knowing that your calendar is filled with speaking engagements. All of your bills are paid. And most importantly, there’s money left in the bank. So when you do get home, you can connect with and be present with the people that you love.”
That one landed. I said it back to him: the first example was vague, and when you describe things, people start pulling those visions up in their mind. So basically, get good at telling elegant and descriptive stories. He said the same goes for writing. Open a great best-seller to any paragraph and the author has put a picture in your head on purpose.
Give the room a pulse
Topher said another common mistake is speaking to the masses the way you’d want to be spoken to. Stay authentic, but remember your style won’t hit the whole crowd. In a well-crafted keynote, he said, “there’s literally a pulse,” fast for people who like it quick, slow and methodical for others, plain facts for those who just want the facts. It rises and falls like a movie.
He’s not a fan of what he called happy-clappy crowd tactics copied by wannabes who’ve never asked why the masters use them. He was quick to add no disrespect to Tony Robbins, who he called “the undisputed king of professional speaking.” I’d said I respect anyone who can hold that much energy for days. Topher’s point was that great speakers don’t need gimmicks to keep people awake. They’re just that engaging.
Nobody hires great speakers anymore. They hire influential people
When I asked about collaborating in a crowded speaking market, Topher zoomed out to the big picture. His view is that a culture pays for what it values, and right now information is free. “There’s nothing I can tell you that you can’t Google.”
He pointed out that I give information away, and he’s right, I do. His view is that we’re moving into what he calls the collaboration age, where people pay for who you are, not what you know. That’s why he’s a fan of Daniel Priestley’s book Key Person of Influence. “The majority of all business in any industry is going to the most influential people,” he said, not the most skilled or the most knowledgeable.
So his advice for anyone getting into speaking is to stop focusing only on having something great to say and focus on being somebody great. If you want a starting point, we’ve broken down how to build a magnetic personal brand that people actually trust. When I asked for his last 30 seconds of advice, he only needed five: “Until you are a key person of influence, your full-time job is to become a key person of influence.”
How to become a professional speaker: a checklist
- Decide how every talk makes money, even when there’s no fee.
- Only speak free for causes you care about or to test new material.
- Choose free stages that give you honest feedback.
- Get comfortable through repetition, then move past polish to conversation.
- Time every section so you can cut or stretch on the spot.
- Replace every vague phrase with a specific picture.
- Build a pulse into your talk, fast and slow, story and fact.
- Grow your influence so people book you for who you are.
FAQ
How do you become a professional speaker?
Find a way to monetize every talk, rehearse until you can adjust on the fly, speak in specific pictures and build your influence. Topher Morrison says unpaid speaking without a business reason is a hobby, not a profession.
Should you speak for free when you’re starting out?
Sometimes you may have to. Topher Morrison suggests free talks only for causes you care about, for testing new material or on stages like TEDx that give you real feedback on your ideas.
Is Toastmasters good for becoming a professional speaker?
It’s great for overcoming fear and cleaning up nervous habits. Topher Morrison says it isn’t designed to build a paid keynote career, so use it to get comfortable, then move on.
How long should you rehearse a keynote?
Much longer than most people think. Topher Morrison says he has clocked about 20 hours of rehearsal for every 5 minutes on stage, so he can cut or extend a talk on the spot.
What does speaking in pictures mean?
It means replacing vague phrases like “take your life to the next level” with specific images the audience can see, so their brains stay engaged and you control what they picture.
Business Advice
Choosing an E-Signature Platform That Fits Your Workflow
Key Takeaways
- The right platform depends on document types, signer groups, approval steps, and business systems.
- Security, access controls, and compliance requirements should be assessed before comparing feature lists.
- Simple signing needs may require a lightweight tool, while complex processes can benefit from automation and integrations.
- The total cost includes more than just a monthly subscription. Consider users, transaction limits, support, integrations, and growth.
- A short pilot using a real workflow is one of the clearest ways to evaluate a platform.
Choosing an e-signature platform is not simply a matter of finding the longest feature list. The best option is the one that supports how your team already prepares, approves, sends, signs, stores, and retrieves documents. Teams evaluating a SignNow alternative should begin by identifying where their current process creates delays, confusion, or unnecessary manual work.
A small service business sending a few customer agreements each month has different needs from an HR department managing onboarding packets or a regulated organization handling sensitive records. A platform can be powerful and still be a poor fit if it adds steps that employees and signers do not need.
Why Workflow Fit Matters More Than Feature Count
Extra functionality can be useful, but only when it solves a real operational problem. A straightforward sales agreement may require nothing more than a template, one signer, an automatic reminder, and a completed copy. In contrast, a contract process may require several reviewers, a defined signing order, delegated access, and a record of every action taken on the document.
Start by mapping the process from document creation through final storage. This makes it easier to distinguish must-have capabilities from features that would add cost or complexity without improving results.
Start With Your Document-Signing Needs
A basic needs assessment gives every vendor evaluation a clearer purpose. List the documents your organization sends most often, who prepares them, who signs them, and what happens after completion. Include external signers such as customers, vendors, applicants, and partners, as well as internal reviewers and approvers.
Questions to Ask
- How many documents require signatures in a typical month?
- How many employees need permission to send or manage documents?
- Does each document need one signer, multiple signers, or internal approval first?
- Will reusable templates reduce repetitive setup work?
- Do different departments need separate permissions or access to documents?
- Must completed files be retained in a particular system or location?
Review Security and Compliance Controls
Electronic signing involves more than putting a signature image on a page. Review how the platform controls user access, protects documents, records document activity, verifies signers when needed, and preserves completed records. Audit trails, permissions, authentication options, and document history can be important when a signature or approval is later questioned.
Legal and regulatory expectations can vary by document type, industry, and jurisdiction. Businesses working with employment records, financial transactions, healthcare information, government filings, or notarized documents should involve their legal or compliance teams. Recent developments in electronic transaction regulation also underscore why organizations should periodically revisit their procedures rather than assume a single setup will always remain appropriate.
Compare Signing and Approval Workflows
Sending a document for signature is only one part of the process. Many teams need routing rules that determine who reviews first, who signs next, and what happens if a recipient does not respond. Look for controls that match your actual workflow, rather than forcing staff to manage exceptions via email.
Workflow Features to Compare
- Reusable templates and saved fields
- Sequential and parallel signing
- Reviewers, approvers, and signers with distinct roles
- Automatic reminders and expiration dates
- Status tracking and completed-document delivery
- Bulk sending for repeated forms
- Secure storage and searchable completed records
For example, an onboarding packet may first go to a new employee, then to a manager for approval, and finally to HR for retention. A platform should make that sequence predictable without requiring separate emails and manual file transfers.
Check Integrations and Automation Options
An e-signature tool becomes more valuable when it fits into the systems people already use. Review connections with customer relationship management software, HR platforms, cloud storage, accounting tools, identity services, and internal automation software. Confirm whether an integration is included in the plan or requires a higher tier, an add-on, or custom development.
When comparing providers, focus on the practical evaluation areas that matter most: integrations, workflow automation, compliance features, mobile support, and pricing structure. These are among the factors organizations should compare before selecting a platform.
Measure Ease of Use for Senders and Signers
Every signing process has two audiences. Administrators need an efficient way to prepare and track documents, while recipients need a clear and accessible way to complete them. If signing on a phone is frustrating or instructions are unclear, even a well-designed internal workflow can suffer from slow completion rates.
Simple Usability Test
- Upload a document your team uses frequently.
- Add fields, recipients, reminders, and the required signing order.
- Send it to a test signer who is not involved in setup.
- Complete the process on both a desktop computer and a phone.
- Review the final document, notifications, and audit record.
Calculate the Full Cost
Subscription price is only one part of the buying decision. Total cost can depend on user seats, document or transaction limits, premium identity checks, API access, integrations, storage, implementation help, and support. Ask what happens when usage exceeds plan limits and whether unused transactions expire.
Create a 12-month estimate based on current volume and a reasonable growth scenario. This is especially important when multiple departments may adopt the platform after the initial rollout.
Test the Platform Before Making a Decision
A pilot should test a meaningful workflow rather than the easiest possible document. Choose one high-volume or high-importance process, include at least one administrator and several signers, and measure completion time, user questions, notification reliability, and any integration issues.
Testing with real users can reveal problems that product demonstrations do not show, including confusing permissions, difficult mobile signing, incomplete notifications, or extra administrative work.
Common Questions About E-Signature Platforms
Are All E-Signature Platforms the Same?
No. Most platforms support basic electronic signing, but they can differ in routing controls, identity verification, reporting, integrations, storage, and administrative permissions.
Does a Small Business Need an Enterprise Platform?
Not necessarily. A simpler solution may be appropriate unless the business has high volume, complex approvals, sensitive documents, multiple departments, or embedded signing needs.
When Is an API Worth Considering?
An API may be useful when signing must occur within a customer portal, an internal application, an onboarding process, or another automated workflow.
Final Checklist
- Document volume and signer types are defined.
- Approval steps and permissions are documented.
- Security and compliance requirements have been reviewed.
- Required integrations have been confirmed.
- Mobile signing has been tested.
- Total annual cost has been estimated.
- Support and onboarding options have been assessed.
- The platform has passed a real workflow pilot.
The strongest e-signature choice is not always the platform with the most features. It is the one that makes your current document process faster, clearer, safer, and easier to manage as your organization grows.
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