(00:00:00.359) Jacob Karnes: Sona. Awesome. Love that.
(00:00:04.959) AJ Riedel: And where are you? I'm
(00:00:06.759) Jacob Karnes: in Atlanta.
(00:00:07.859) AJ Riedel: Okay.
(00:00:09.959) Jacob Karnes: I love Arizona, though. I got to travel there a few times in my last job and love the area. I love the weather. Well,
(00:00:17.259) AJ Riedel: We're kind of tired of it. This time of year I'm
(00:00:20.659) Jacob Karnes: sure a little hot. You
(00:00:22.359) AJ Riedel: are too though. I'm sure. Yeah, you
(00:00:25.259) Jacob Karnes: know everyone says different heat. Um, you know, dry heat and humid heat. It's actually been a lot cooler the first two weekends of September than it usually is. It's been nice. Feels like football weather. You're fine, so it feels good. Well,
(00:00:38.359) AJ Riedel: it's a good thing because it is football weather. That's
(00:00:41.459) Jacob Karnes: Right. That's true.
(00:00:44.359) AJ Riedel: So are you a football fan?
(00:00:47.259) Jacob Karnes: I am, actually. Passion project of mine. I've got a college football podcast. So I like both, but I love college. We've been doing this for the 7th season. So yeah, I love college football. So Tempe, I'm like, I know Arizona State had a tough weekend last weekend, but yeah, big football fan. What about you?
(00:01:08.059) AJ Riedel: I did not grow up as a football fan. I became a football fan when my son played at the university, and I am a Green Bay Packers fan by marriage.
(00:01:21.759) Jacob Karnes: There you go.
(00:01:23.059) AJ Riedel: I like to say that it was in the wedding vows. It actually wasn't, but it feels like it. Probably how I feel about Georgia.
(00:01:30.759) Jacob Karnes: yeah, same thing, that's funny.
(00:01:34.659) AJ Riedel: Exactly. Well, I appreciate you taking the time to meet with me. Yes, I have four objectives for our short meeting today: to tell you a little bit about me, ask you some questions to find out more about you and your path to self-employment, and get a feel for what you'd be like as a podcast guest. Then I'll tell you about the podcast, and then we'll decide next steps.
(00:02:02.159) Jacob Karnes: Okay. Sounds great. All
(00:02:04.159) AJ Riedel: Right. Well, I am a consultant. I help self-employed consultants, especially the ones who are riding the revenue roller coaster, the way it's known as feast or famine. And usually, when they're riding the revenue roller coaster, they're also not making more than 100K; they're not making more than 10K a month. So I help those types of self-employed consultants. What I do is help them accelerate their revenue through focusing on business development, marketing, and sales, and getting their systems in place and the flywheel going so that it is not as hard and it doesn't feel like so much hustle. In a nutshell, that's me.
(00:02:49.259) Jacob Karnes: So
(00:02:49.959) AJ Riedel: First question I have for you. What made you decide to meet with me?
(00:02:56.259) Jacob Karnes: I felt like I fit the guest criteria. I was looking on Podmatch. I love doing podcasts, and selfishly, I love meeting other podcast hosts in the space and building relationships. Unselfishly, I love helping other people grow in their journey as well. So, I love podcast guesting, and, you know, if people don't like podcast guesting as well, it's nice to get some leads to other people's podcasts as well. So yeah, those are my three reasons. As far as guest criteria goes, I'm self-employed. I did it two years ago. I've built a successful business at this point. I don't think I'd meet your target audience based on what you said as far as people you serve. So I figured out 100 ways how to not run a business and
(00:03:43.959) AJ Riedel: so
(00:03:44.759) Jacob Karnes: one way how to run a good one. So if I can help someone else on that journey, I'd love to.
(00:03:50.859) AJ Riedel: I love that. Yeah, we only need one, but we definitely have to go through the hundred. That's right. Do it first and that's right, that's the kind of stuff I like to talk about is, you know, what have we learned on the way? So, the next question is, tell me about you. You've been self-employed for two years. What made you decide? Yeah, I assume you came from corporate.
(00:04:12.559) Jacob Karnes: I did.
(00:04:13.959) AJ Riedel: Decide to get off the corporate dole? Not that it was a dole, but what made you go on your own?
(00:04:20.959) Jacob Karnes: Well, I got told no for a role that I really wanted, like I could fit for, and I mean got direct or six-month interview process for a promotion and then didn't get it. So that was really frustrating. And then, I was at a place that, you know, I was good enough financially, I wanted to own my own business but I just worked for Chick-fil-A where I worked for the corporate office. I knew I didn't want to do it through Chick-fil-A. I wanted to do it, you know, if I was ever going to do it, I wanted to do it for myself and have a lot more freedom than being tied to a building that's open 18 hours a day. So when I got the no for the role, I thought about what I wanted to do with my future and like the kind of role if I could create the role, it was perfect for me and there at Chick-fil-A, what would it be? And it's what I'm doing now, just not for them. I still have Chick-fil-A as a client but I'm not doing it for, you know, I'm not getting paid by them on payroll for W2. So yeah, that's what kind of made the jump. It's the role I wanted and created for myself.
(00:05:23.319) AJ Riedel: Very cool and impressive that you have Chick-fil-A, your former company, working with you. That's quite a testament.
(00:05:35.619) Jacob Karnes: Yeah, and so I love Chick-fil-A. You know, people, if I'd ever go back like, never Shane, never, but I like the relationship I have right now, so that's good.
(00:05:45.019) AJ Riedel: So, tell me a story or two about a challenge or an obstacle that you faced over the last two years and how you overcame it.
(00:05:56.519) Jacob Karnes: And that's pick one.
(00:06:01.619) AJ Riedel: I
(00:06:01.719) Jacob Karnes: think sales in general, is just, you know, yourself employee, that's really tough. And you can only eat what you kill and like you said, feaster famine. So, I mean, you described me early on like really, really good months, and extremely dry months. Where do you find your ideal client? I think that's really tough of. Where do you go to find? I'll focus on that one's like, how do you find your ideal client one? However, can that was one, figuring out who that I don't client was Getting really really really clear about who it is. I serve, I felt like initially I tried to be all things to all people and you know, I'll do anything to make money and the space and that didn't that wasn't working. I think that fed into the, you know, the ways of Revenue and so Getting really targeted on who it is that I serve what problem they have and how I solved that problem and it sounds funny now but I'm like I feel like that took a year to 18 months to get really, really clear. It
(00:07:06.919) AJ Riedel: doesn't sound funny. It's not it's not an overnight process. Absolutely. And I
(00:07:12.019) Jacob Karnes: think I was afraid to box myself in too, but so now, like I serve those Chick-fil-A owner operators and other small business owners, Sherry doing at least a million dollars in revenue and have teams with 25 plus employees. So that's kind of the box and Chick-fil-A fits that box but other small business owners as well. So I help people build their dream team. I do team workshops and executive leadership coaching both for the business owner and their leadership teams to accomplish that and do it well, but on an individual and small group basis. So getting that really clear, and I work for the coach myself and I'm certified through StoryBrand. I don't know if you know much about StoryBrand but getting that really clear. I think was how I solved that problem. So
(00:08:00.419) AJ Riedel: tell me more. I am familiar with story brand but what you decide to get certified in it?
(00:08:07.519) Jacob Karnes: Yes. So I I'm trying to think when I first heard about StoryBrand, it's 2018. I was working at a Chick-fil-A restaurant as a director of ops and my friend Wes was one of the first certified guides that they did like right when they rolled out the guide program. So like the book came out in 2016. They're doing StoryBrand workshops like from their company and they started certifying like coaches basically in 2018 and my friend was like in the first five that. So he was posting stuff on LinkedIn about StoryBrand and it looked really interesting to me because I love movies and he starts talking about Star Wars and how it connects to marketing and I thought that was really fascinating. So I have been a fan of and been using the framework for years at this point. And so, when I took the job to go to myself, I knew I wanted to get a certification. I thought that was going to mean a lot more than it actually did. And so that's why I chose StoryBrand and Business Made Simple was just how the fan of it on knew people who had done it. I knew what I would get out of it and that I could teach their stuff which I was already teaching on my own so nice to get their permission to be able to promote it. That's why the story.
(00:09:23.019) AJ Riedel: Cool. Um, So are you where you expected to be after two years?
(00:09:31.019) Jacob Karnes: Now, yes. Two years ago in August and September, no. I don't know why I bought into this lie of like, I mean, I got that certification in August. And you know, all these certifications do this, they try to sell you on like we're gonna get you to six figures of revenue and you know, by whatever month. And so, I was like, I'm gonna do my first 10,000 a month in September 2023 and did not. I honestly thought I'm like, I'm gonna get a certification and the calls and leads are gonna come flooding in and they didn't. So now I would say, yes, I thought I would, I thought I would get there a lot sooner than now. But now, yes. Okay.
(00:10:15.719) AJ Riedel: And are you? You said you're not riding the revenue roller coaster.
(00:10:20.819) Jacob Karnes: No not no. Thank you goodness.
(00:10:22.919) AJ Riedel: Okay. And how did you even out? How do you get consistent, predictable, monthly income?
(00:10:31.219) Jacob Karnes: Honestly, my lead generation is still not where I want it to be, but I have a predictable income right now. If every client decided to quit tomorrow, I wouldn't, but I'm at least set at that income level right now. So I've gotten leads and the best thing I did in the past year was my book came out last July, and that's been an incredible lead generator. Anytime I do a podcast or speak at an event or even just, you know, people check out my profile on LinkedIn, I'll DM them and offer to send them a book. I'm big on like give and then ask. And so, you know, there's a thousand people in your inbox on LinkedIn trying to sell you something. But you know, if I have a cool, you know, thing that if you go on Amazon and it's a 12 dollar book that I can say, I'd love to give you this for free and then ask you some questions on your business in the back end, that's one of my lead generators from the book. My goal with the book was for it to generate business and not book sales. So I'd give away many copies of my book if 1% of those became clients because it'll still be profitable at that point. So, um, yeah, the book's been the greatest lead generator for me as far as being able to open doors with leads. So I'm still getting leads, and the book is doing a good job of that on podcast stuff because my call to action is always, want a copy of the book? You know, yourfirstshot.com/free. Free copy, which is great, but it's also helped close the door on some sales and helped me be seen as someone who can give before I ask and not just asking people to buy.
(00:12:17.119) AJ Riedel: Okay good. But so you've got a good lead magnet with your book. Yeah, you said sales aren't quite where or leads aren't quite where you want to be.
(00:12:26.219) Jacob Karnes: I'd say still not as consistent and to the point now where I'm getting inbound leads. For two years, it's been all outbound, like I'm going and hunting, right? Um, so I'm to the point now where it's pretty split and I'm still hunting, but I'm getting some inbound ones. I'd love to get to the point a year from now where it's 100% inbound. I'm not having to go outbound at all for leads or for sales. So my inbox is just people telling me they want my services. So that's where everybody wants to be, right?
(00:13:02.019) AJ Riedel: Right. Well, fantastic, I appreciate you answering my questions. Yeah, catching me up to speed on who you are. Let me tell you about the podcast. Yeah,
(00:13:12.419) Jacob Karnes: It sounds like you already know some of it and I learned something new. Podcast Match. Yes. Is that not where I found you?
(00:13:22.919) AJ Riedel: I don't know. I mean I
(00:13:25.419) Jacob Karnes: LinkedIn. You know, he was LinkedIn. Okay. Yeah,
(00:13:30.119) AJ Riedel: that
(00:13:30.519) Jacob Karnes: was like down.
(00:13:31.119) AJ Riedel: Yeah,
(00:13:31.819) Jacob Karnes: um so yes I'd much prefer looking for guests, the cool platform. um, it's great.
(00:13:40.119) AJ Riedel: Oh cool. Okay. Okay, great. Well, Thriving Through is designed to pull the curtain back on the world of independent consulting. And so each week I interview a couple of successful self-employed consultants.
(00:13:56.419) Jacob Karnes: Yeah
(00:13:56.819) AJ Riedel: Would you identify as a consultant or coach?
(00:14:00.519) Jacob Karnes: I'd say coach.
(00:14:01.619) AJ Riedel: Okay, okay. Well, you know, there. It's a continuum in my mind. So, so and we talk about what it takes, what it really takes to build a consulting business. Not just the top line, Instagram curated, pretty stuff, but what it really takes and the questions that I asked you today give you a taste for the kind of questions that I would ask on the podcast. And I think, based on our talk today, you would be a good guest for the podcast,
(00:14:35.279) Jacob Karnes: right?
(00:14:37.279) AJ Riedel: So the next step, what I like to do is schedule. If my that's so weird. I'm just checking because I call him, he puts the link, you know, puts it in Google, puts the appointment in Google. But usually I can go to Google and click on it, and there's a follow-up link. I mean, there's a follow-up button that I can click and schedule it right from there. But every once in a while, it doesn't do that. It's the oddest thing. So then, okay, so that's why I've been kind of fussing around behind
(00:15:30.379) Jacob Karnes: the scenes here to get no worries
(00:15:32.379) AJ Riedel: the scenes here to get Calendly. Getting it open up.
(00:15:38.579) Jacob Karnes: No worries.
(00:15:42.679) AJ Riedel: Come on, come on. It's probably not responding. Well, when in doubt, we'll just open a new window. How long we have asked for? I'm sorry.
(00:16:07.079) Jacob Karnes: How long we had the podcast for?
(00:16:09.979) AJ Riedel: Oh wait, I started it in March.
(00:16:11.779) Jacob Karnes: Okay.
(00:16:12.879) AJ Riedel: I have now done. We drop two episodes a week, so I think it was episode 37, dropped on Thursday, and I have done 62 interviews.
(00:16:30.179) Jacob Karnes: Oh, that's great.
(00:16:32.779) AJ Riedel: Yes, so it's pretty cool. So you are East Coast. So let's put
(00:16:39.279) Jacob Karnes: it
(00:16:39.379) AJ Riedel: on East Coast time and we're looking into October. So what's a good day and time for you?
(00:16:48.279) Jacob Karnes: Look here. But October 8th. Sometimes.
(00:17:02.779) AJ Riedel: My available time.
(00:17:03.779) Jacob Karnes: Oh, here we go. I'm like, I pull up my calendar and see how, um, one hour. About 7:30. Okay, let's try the 9th. Let's do 1 p.m. on the 9th. That works.
(00:17:32.079) AJ Riedel: Okay. Usually mix it up from a
(00:17:44.279) Jacob Karnes: Well, that's okay. So
(00:17:44.979) AJ Riedel: What is your email? Okay, Jacob.
(00:17:53.879) Jacob Karnes: and at, it's Waves.
(00:17:59.979) AJ Riedel: Sorry.
(00:18:00.379) Jacob Karnes: Waves.
(00:18:03.679) AJ Riedel: Williams.
(00:18:04.279) Jacob Karnes: Waves, Waves.
(00:18:08.079) AJ Riedel: Oh,
(00:18:08.479) Jacob Karnes: got it. Waves Business Coaching? Calm.
(00:18:20.779) AJ Riedel: Okay, and we can either pick up your LinkedIn profile picture. If you like that one or you could send me a headshot. That's
(00:18:26.979) Jacob Karnes: fine. Yeah, LinkedIn one's good.
(00:18:29.279) AJ Riedel: Okay, and then last question is, for the same day reminder?
(00:18:35.079) Jacob Karnes: Yeah, so zero. Eight, two zero. Six, three. Three, three.
(00:18:47.179) AJ Riedel: Perfect. All right. Well, I enjoyed meeting you today.
(00:18:52.979) Jacob Karnes: I look forward to interviewing you in a couple of weeks.
(00:18:54.479) AJ Riedel: Sounds great. Thank you.
(00:18:57.979) Jacob Karnes: Sounds great. Thank you.
(00:18:58.979) AJ Riedel: Thanks, bye.