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How to Professionalise Your Business and transform your life ? – Bernardo Moya

♪ [music] ♪ – [David] Can you tell me who you are? – [Bernardo] Yes, my name is Bernardo Moya. I'm the CEO, the editor, the publisher of “The Best You,” which is an internet portal about our magazine. And also we run seminars through “The Best You” and NLP life training. – Okay, and why did you create that? – I actually got into personal development/self improvement late, I mean I got in my late 30s. – Okay. – When I was younger, I was very interested in sales because I have always been interested in sales and marketing, so I used to attend a lot of American workshops. But it was all about closing and how to do sales, but it was only… I came across in my late 30s when I read Paul McKenna's book, “Change Your Life in 7 Days,” it surprised me with how many interesting techniques. I never heard of NLP. To cut a very long story short, I did a seminar, loved it and then I carried on training in NLP. And then I had the opportunity because Paul McKenna was going to America, to take over his company, which happened very quickly, within two to three years. And that was it. Then I decided to leave my life in Spain, as a real estate developer and a real estate agent, to set up something completely new in personal development. – It's amazing because you have an idea and you follow that. Did you have some fears about to change so quick? – Yes, absolutely. It was a big decision, you know, leaving Spain, beautiful weather and lifestyle, to decide to come to work in London. I was born in London. My parents were Spanish but I was born in London. But I went to live back to Spain since I was nine. So I was brought up in Spain. It was a big decision. It was a big decision changing… I had no idea… I never knew anything about seminars. I knew nothing about promoting. – Why did you decide to do that? – Because I was just so amazed with what I learned in my seminar. When I attended the NLP practitioner course, I was just amazed. I thought, “How can I be learning this at nearly 40 years of age? Why did I not learn this when I was younger?” Then I saw the impact it had on me and I saw the impact the other trainings had on me but also on other people. And I thought it would be really cool to be involved in a business like this where what you're doing is changing people's lives. – Yes, it's kind of a big “why” for user. The “why” was, “I will help other people to be able to have these tools.” – Absolutely, you know, it's just something that, as I said, I thought these things and techniques should be taught in school. Kids should learn them, the younger the better. And I thought it would be great to be able to have the opportunity to continue to run seminars for Richard and Paul and be in this great business. – Yes. And you do also interviews of great inspiring people. Let's kind of sum up what would be the main states of success, maybe five to seven points, we have to follow to succeed in your life. – Well I think the common denominator with a lot of people that I interviewed is that they didn't necessarily learn what they learn at school. Quite on the contrary. I think maybe 7 or 8 out of 10 people had a bad experience at school. They were dyslexic or they had bad teachers or education was just a very sad time for them. So, one was, it wasn't necessarily what they learned at school. They had a good instinct, they work very hard. There's a good work ethic. But most importantly, they have a very, very clear vision, a very clear picture of what they want to do and what they want to achieve in life. – Do you think their vision was from the beginning? – I think sometimes, you know, based on my experience and my own personal life and seeing so many other people, no. I think it can come in late in life. Some people have a vision very, very clearly from a younger age, but then a lot of them have failed as well. They failed but it's not failure, it's feedback. And these guys have taken that feedback and they've gone out and done it again and done it again. – Yes. So you say instinct, they have a vision. What was the first one? – Education and learning, yes. – Education. You know, it's kind of persistence. Why do these people have this kind of persistence? Because there are a lot of followers online, they see videos, they read books, attend seminars and sometimes they ask me, “I don't understand because I am doing every training, I know how to succeed but I'm not enough persistent, I'm not enough that or that?” Why do the people you interview have this persistence? – I just think that, personally, failure doesn't come into the equation. You know? They are willing to fight against other people that may not agree with them or share their vision. And they're just very, very focused. So, they will continue doing whatever it takes until they succeed. But, as I said, they've failed. Some of them have failed and they've learned. And maybe they turned their life around in mid-40s, mid-50s. So, you know, it's never too late. I think the important thing is to carry on learning, carry on educating yourself and believe in yourself really. – And so yes, it's a good question. How can we believe more in ourselves? – Personally, for me, it's just, I don't allow any negativity in my life. I don't allow any negativity, I don't want any negative people, I don't want negative news. I don't want anything that's going to affect what I'm trying to do in life. So, I would avoid people that are draining you and taking your positive energy away, maybe find new friends, new family, live in a different country. Just be open to whatever it takes. You have to be the best you. You've only got one opportunity. – Yes, okay. What would be the keys to be the best you? Let's imagine that someone doesn't know how to do it. They see the video and say, “Okay, I want to the best of myself. How can I do it?” – Well, I think, you know, a lot of what you probably learned this week, NLP is kind of an essential key for me. I think, you know, your internal dialogue, you've got to listen to yourself. What are you saying to yourself? The pictures. What kind of pictures do you have in your mind? I mean, do you see yourself achieving what you want to achieve? Do you have a clear timeline? Can you see yourself going through that process? If you don't, you need to change that. You need to make sure that you start really understanding where you want to go. It's like writing goals, you want to write your goals down, you want to know what you want to achieve in life. You have to have a very, very clear picture. If you haven't got a clear picture, how's your unconscious going to have a clear picture? So that, for me, is the main thing. And that you need to throw in everything that is in place. You know, you have to consider that you may fail, you have to consider you might have to learn something else. You know, you just have to be prepared for whatever it takes. – Great answer. You are talking about NLP. How do you use NLP in your daily life? Because a lot of people attend two seminars, have and learned great tools. They know how to use it but they don't use it in their life. So how do you use NLP? Do you have examples? – I don't know. I think a lot of people… Personally, for me, what NLP helped me was with becoming aware. It was a word that I never used in my life. I was aware for the first time of myself, of my emotions, of my internal dialogue. And I was aware of what was happening around me. So, listen, not everybody can learn NLP and then start implementing the techniques on yourself from moment one because it doesn't happen like that. You've just got to be aware of what you're actually doing. Are you being negative to yourself? Do you have a negative internal dialogue? Are you making the right pictures? So I would just try and use and apply NLP for yourself as much as you can. But what I tend to believe tends to happen in this industry is that we tend to help others. So we're great at giving other people advice but we don't necessarily follow it ourselves. So, NLP is kind of a set of tools really that should help you focus more and achieve more. That's all it is, really. – Do you sometimes change your picture? – Yes, I do, I do. I think for me, if anything, I just really… I make mistakes sometimes myself, maybe sometimes I don't make the clear pictures. But for me, I just really make films and I actually see what I'm trying to achieve. And I go down the road and I see the process. So, yes, I use a lot of what we are supposed to, a lot. Not all the time, but sometimes. – Okay, do you have some daily ritual? – No, not really. As I said, I mean, you know, I may have a bad day. I may have a day where I'm stressed out, but the next morning I get up and I'm extremely positive and I get on with it. I tend to, listen, I'm getting older now so I'm getting wiser. When you're younger, they say that when you're younger, you set fires, so you put a match and then when you're older you're a fireman, you put the fires out. So you learn with life that basically things take time. Things take time, you've got to be patient. And if you are patient and you're doing the best you can, then why should you feel guilty for anything? – Yes, you just said something interesting because you say the best you can and be patient. It's not easy to learn to be patient. How do I know between, okay, it's not enough because maybe I'm lazy and I have done the best but I criticize myself? Do you understand me? Telling between okay, I have to say, okay, I can't do more until… I am insulting myself. – As I said, again, I think with time, you get to learn that things take time, but also is that everything has to fall into place. You know? You have to have a perfect balance in your life. And I mean, love, relationships, work, time off, learning, educating yourself. So you need to keep a balance. If for whatever reason you're not keeping a balance, in particular because you're working too hard and you're not taking any time off or you actually haven't got a partner you can share your thoughts with, you know, life is going to probably start becoming a bit messy. So just make sure that you enjoy life and that you appreciate the important things of life. Because at the end of the day, that's the bottom line. I personally think that a lot of the time, we tend to prioritize wrong, we don't tend to really value the important things of life. Tomorrow you have a terminal illness, all of a sudden everything that you've built your life around, which a career and everything else, has absolutely no importance. The only importance is around your family and the loved ones. So keep your priorities right. Keep your balance and that should keep you focused. – Yes, great. You have a magazine. What is the magazine? – Yes, I felt there was a gap in the market within self-improvement. I think there isn't a one-stop shop or place where people in this industry can share their ideas, where you can review books, a place where you can find the best in the industry, sharing. So, we published the magazine. It's been around for 14 months now. It's digital only, but it's available in every platform, iTunes, Kindle Fire and so on. And my intention is for it to become kind of the global reference in personal development. – Okay, as online, digital magazine for iPad? – Correct, at the moment it's iPad, well, Kindle, iTunes and Google. But our intention is, we're probably going to go HTML5 also, which means you'll be able to find it in the internet and just read all the articles on the internet as well. – Okay, so it's not a paper magazine? – At the moment, we do have a subscription but it's print on demand, so if you want to receive the printed copy, you have to subscribe. The digital is free. The printed, you pay a small fee for the subscription. – Okay. A lot of magazine is going down today, are going down because people prefer more and more when choosing the internet. Do you believe that it's possible to build a true, real magazine… in the future for your company? – I think so, yes, I think so. I think the thing is that it's a difficult period now because a lot of people are saying that iTunes has probably plateaued, you know. There's so many publications being uploaded onto iTunes on a daily basis that, you know, there's not enough space for everybody. And not everybody wants to go through the process of going out, downloading the App, then download magazine, then log in. So I think what will happen in the future, as I said, or what they're saying is, is that it will become kind of an online facility. So basically you'll be looking online and you will read the magazine online, because we all have devices, we all have a phone, we have an iPad or whatever. So what they're saying is, is that, unfortunately, through iTunes and all these other platforms, there's too many steps. People want information instantly and that's what happens with YouTube. That's the advantage, you Google YouTube, the video is there. That's where we're going to go, we are going to try and carry on being more digital, making it more accessible. A lot of the content, like yourself, I mean the content that we're doing, I want to make it accessible for schools, colleges, universities. I think we all have to make a difference in education and that's my contribution to the world. – And you say something interesting, as I was listening, you believe that the future is to help people to access this information as quickly as possible and the easiest as possible also? – Absolutely. Yes, I think the problem is, is that it's amazing, we're in an era of information, internet, social media, you know. Everything basically there instantly. But people have more and more trouble with obesity, they have lack of self esteem, they struggle to find a partner, they don't know how to sell. And you're thinking, how's this possible? So what we do, which is providing people content and education and unique material that can inspire people will become more and more and more popular. People need to educate themselves because at the end of the day, we cannot rely on the governments, we cannot rely on other institutions. We all have to do whatever it takes to make the world a different place, a better place. – Right. We have a question for you. Let's inverse what you are doing today, in saying that we are building a magazine to help people to be a loser, and that being the life. – Well, I suppose, you know, just drink a lot, drink a lot and don't read anything and carry on reading a lot of newspapers because they've got loads of bad news, carry on seeing stuff that is negative, surrounding yourself by negative people. I suppose, be very pessimistic and talk to yourself in a very shitty way, saying, “What a shitty man you are today. And look at you, you're absolutely horrible.” You know, I suppose that would help. – That's great. Let's build the worst of you. – Absolutely, I'm sure there will be a lot of sad people that would love to read that. But that's the thing with the news, you look at the news nowadays, what is it based on? It's just based on bad news. And what they say in life is that what you focus on expands. So if you focus on bad news, you're going to get bad news. If you focus on people getting raped and killed, you're going to get raped and killed. I just think you need to be very careful with what you read and what you put in your head. – My last question about your company. You have a magazine. Do you find inspiration in other magazines? How do you do your growth hacking? How do you manage that? – I don't know, to be honest. I mean, you know, I would like to spend more time doing research. I try to stay on top, I try to see what's out there and what's making a difference. I don't know, of course, I've got inspired at different times through different publications. I mean, I thought “Psychologies” when it came out quite a few years ago was interesting, but it's a completely different publication nowadays. I thought “Success” originally was quite interesting when I was reading it. But then, in my opinion and with the greatest of respect to Americans, I thought it was a very Americanized magazine, which is only focusing on money and business. And there's a lot more to life than money and business. So, you know, I think there's things out there but I haven't actually seen anything like what we do, personally. I am not saying that our magazine is the best. I think we can definitely improve, I want to make it a lot more multimedia, want to have better quality contributors, I want to build partnerships and sponsorship opportunities. But I think we're on the right track. I'm hoping. – Do you have an idea of how many people are following your magazine today? – Well, we've got a relatively big database. So we got around 65,000 people on our database. We've probably got around, I think, 15,000 to 20,000 digital readers, subscribers. So, that's what we've got so far. You know, it's early days but… – You started, you say… – Around 12 to 14 months ago. – Yes. – It's a short period of time. Yes, but what I've learned, especially with digital content, it's going to take time. I mean, my objective is to become the global reference. I want to have it translated in many languages. I want to have half a million readers in the next three years, so we are aiming high. – In these 13 months, what three things that made a big difference for you? – Well, I'll focus on what we did wrong, to start with. I think what we did wrong is we went down the digital route charging for the digital subscription. But I thought, there's so many magazines out there, why would people not want to pay £2.90 to view our digital magazine? So that was a mistake. So one of the best things we've done is now that it's free, that was a good thing. The second thing is, you know, I think the interaction of the video interviews and stuff like that, that we do is good. I think the quality of the contributors, I think that we get, you know, like now we have Jerry Robert, T. Harv Eker, Robert Kiyosaki. We've had all sorts of great speakers already contributing. – If people want to see that, how they can find, for example, T. Harv Eker? – Yes, well, I mean, you know, within all the different issues we have different contributors but they're all kind of world leaders in personal development. So they now contribute on a regular or semi-regular basis. But anyway, the magazine can be found at thebestyoumagazine.co. – It's easy. – Yeah, thebestyoumagazine.co. – Okay, so in three years, one million subscribers. – Half a million readers. – Okay, and what do you need for the next step, if someone interested to help you? – Well, we're looking for potential partners, we're looking for people that may want to license the magazine in other countries. So we're in conversations with somebody maybe in the Arab countries at the moment, might be somebody in Asia who is interested in licensing the magazine and translating it to Chinese. So those are the steps that would help us obviously, to find partners. But then also again, kind of the magazine, it's a vehicle but also kind of what I want to do is I want to run some very big seminars and that's what the magazine will give us. You know, I want to have seminars with 8,000, 10,000 and 20,000 people, you know, with potential sponsors and partners pretty much paying for all of the expenses, which then would allow us to make the tickets very, very, very affordable. I want to make it as accessible and as affordable as possible. I want to do online trainings as well, so I want to have hopefully 20,000 people in the room and 50,000 people viewing it from their homes. So that's kind of where I want to go with it. – Great. Do we have time for one last question? – Sure. – What do you think about what we said and how we said it in the seminar for example? – I'm just very against kind of the old school way of doing seminars and I think this came originally from the U.S. I think… look, having a room with 10,000 people or 20,000 people whereby you have a big speaker, which you pay maybe ridiculous money to go on stage and then the other people have to pay to go on stage. Well, what's going to happen is obviously, is that these guys that pay a substantial amount of money to be able to have the opportunity to pitch or to sell are going to sell. So I don't think it has helped the personal development industry to sell seminars that way. Because what people expect is that they go to a seminar and they're going to be sold from the stage. Look, if somebody's buying a ticket to attend something, give them what they're paying for. If at the end of the day, the speaker, the inspirational speaker or whoever it is on stage is good enough, these products will sell anyway. Now there's no harm in asking people, “Look, I'm running a seminar next week, if any of you are interested please go to the back of the room. And if those who aren't interested it's fine.” That's normal, it's business, isn't it? We all want to promote our products. But from there to like, sell, sell, sell, sell, for 48 hours, you know, every single speaker that goes on stage, I'm just very against it. – So, how do you manage between too much, extreme sales, and no sales at all? – Well, I don't think it's no sales at all, I just think it's just doing it with class, doing it with style. Look, at the end of the day, if you do NLP, you should be able to take people through an emotional journey or use a couple of embedded commands to be able to get people to maybe go your way. But I don't think it's necessary. I think if you have a speaker that is inspirational…. – Can you repeat that, it was interesting for me, that you say we have tools to influence the room? – Absolutely. – But maybe we don't have to use it. – Absolutely, I just don't think so. I think so, if I'm going on stage and I'm talking about my journey, my product, what I'm doing, if my message is inspirational enough, if people think, “I could really learn from him,” and at the end I say, “Look, for those that may be interested, and if you want to find out more, please come and see me in the back of the room,” I think that's all that's required. – And why is it simple for people to follow that? – Because we have to make personal development, self-improvement as accessible, as approachable as possible. ♪ [music] ♪

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