Alex Brueckmann – Your Brand Amplified Transcript

Welcome to Your Brand Amplified the podcast where we interview marketers, publicists and brands to learn their stories, what makes them tick and tips and tricks that make a difference. I'm so excited to be here today on your brand amplified with Alex Brueckmann. Alex, welcome to the show.

00;00;01;05 – 00;00;19;15
Anika

Welcome to Your Brand Amplified the podcast where we interview marketers, publicists and brands to learn their stories, what makes them tick and tips and tricks that make a difference. I’m so excited to be here today on your brand amplified with Alex Brueckmann. Alex, welcome to the show.

00;00;20;00 – 00;00;21;04
Alex Brueckmann

Thank you very much for having me Anika.

00;00;21;17 – 00;00;53;10
Anika

Absolutely. So you are originally from Germany. You now live in Canada. We’re on the same – we’re both on the West Coast, just different countries. And you have quite an extensive background in business, having launched multiple businesses. And now I was just talking to you before we push record about being a strategist, so I’d love for you to share a little bit about your journey and what brought you from Europe and your businesses to Canada and then how you parlayed that into what you do now.

00;00;54;05 – 00;01;01;08
Alex Brueckmann

This is actually a very long story, but I don’t want to bore anyone Let let let me give you the executive summary of that.

00;01;01;08 – 00;01;01;28
Anika

OK.

00;01;01;28 – 00;01;22;17
Alex Brueckmann

So when my background is in in radio journalism, actually, that’s where I started. And later then went to university and studied business administration. I spiraled back into the business world, into a media corporation where I then earned my first rights around business strategy and worked a lot with the big consulting companies.

00;01;22;17 – 00;01;35;10
Alex Brueckmann

And that’s their client, basically. And then later became a consultant myself. However, what I do is not typically consulting. I don’t come in and tell you what I think you should do.

00;01;35;10 – 00;01;35;24
Anika

OK.

00;01;35;24 – 00;01;44;01
Alex Brueckmann

I come in and help you figure out what you want to do based on where you feel you want to go. And of course, I give you my opinion on that if you want it.

00;01;44;01 – 00;02;29;06
Alex Brueckmann

But it’s not about me. It’s about you and the process that I gave my clients through is really about creating clarity for them so that it works for them when I’m gone. The biggest problem that I’ve often seen in my career is consultants coming in, handing over knowledge, ideas, processes. They leave and everything goes down the drain because no one actually has accountability for their work. So to avoid that is to avoid that to my clients waste their money. I help them embrace ownership and do something like that. And that’s what in the end also brought me to where I am today, apart from not being in the same country anymore. So that is an entirely different story. You know, as they say, there’s always a girl.

00;02;29;17 – 00;02;51;01
Alex Brueckmann

So in my case, that girl wanted to go home to Canada. And yeah, that’s when I sat down with my business partner and we had the conversation of how I can transition into this new world. We made it work and yeah, almost three years ago we came to Canada and. Wait a second. Two years ago.

00;02;51;12 – 00;02;51;29
Anika

Oh, OK.

00;02;52;14 – 00;02;56;17
Alex Brueckmann

And yeah, ever since I’ve been building a life and a business here.

00;02;56;25 – 00;03;21;09
Anika

Nice. That’s wonderful. You know, I’ve seen a thread between you and my last three guests in that we in those conversations, we’ve talked a lot about people who have gone through the experience of being in business, maybe being on the corporate side, transitioned into really more of a role of helping and guiding people, but also taking this quantum leap forward.

00;03;21;21 – 00;03;51;02
Anika

And I like what you’re saying about accountability. My last guest and I were just talking about how one of my words for this year is intentionality and also focus. And I think as business owners and people in companies, even in corporate, we just go, go, go, go, go. We’re not always thinking and remembering the strategy. And so I want to dive into a little bit about what a strategist does a little more, because you said, you know, it’s not really about the title.

00;03;51;02 – 00;04;10;03
Anika

It’s really about how you actually help people achieve goals. And not, as you said, not just coming in and saying, this is what you should do and here’s the roadmap and then there’s no accountability. It just goes out the window. I think a lot of times people get trainings or they work with people. And that’s exactly what happens is, oh, that was so wonderful.

00;04;10;03 – 00;04;25;08
Anika

I learned so much, so inspired. And then the person leaves and then you get back into the minutia and the busyness of what you have in front of you right then and not thinking clearly about what it should look like in the future and how to project out.

00;04;26;15 – 00;05;00;02
Alex Brueckmann

Erm, intentional intentionality is I love that. I actually use that a lot on my website. There’s tons of free resources for business owners and entrepreneurs. One of the most important ones is the intentional strategy toolkit. And that that topic is so important because there is just not enough time in the day to do all the things that we want to do and therefore deciding with intent what you want to do and being intentional about how you use your time in the best possible way that truly matters for a lot of businesses.

00;05;00;19 – 00;05;25;04
Alex Brueckmann

I just came back from, from a workshop that I ran for a client. The owner was so overwhelmed. We met the night before. She was just we came back to the hotel at around 10:30 and she told me she would have to work for clients until 1 a.m. at the office today. And so totally overwhelmed and it was really hard to see her that way.

00;05;25;04 – 00;05;45;21
Alex Brueckmann

And on the next day, she decided with intention that she will not open her computer and she switched off her phone to allow herself to be fully present on that day in that workshop. And after the after the workshop, she turned on her phone. It’s like it’s not as bad as I thought it would be. Not that many messages.

00;05;47;13 – 00;06;18;09
Alex Brueckmann

And she said something that really that really struck me. She said you helped us move from despair to hope within one day. And that is something that describes and it’s a good answer to your question. That is what you do as a strategist. You help people create that future that they want to hold in their hands. And rather than giving them medication, you help them go to the root causes and change the root causes.

00;06;18;22 – 00;06;50;17
Alex Brueckmann

And because you don’t, you don’t take something and shove it down their throats, but you gently open doors and let them walk through, they realize an experience on their own. That they have all the knowledge that it takes. It’s never about knowledge. It’s about intentionality. It’s about what you do and what you do. Not and then bringing those things into a great connection, those things that you want to do, prioritize them accordingly, put them into a process that works for you.

00;06;50;27 – 00;07;11;01
Alex Brueckmann

And so in a nutshell, what I do is I help them to find where they want to be and how they get there and how they prioritize how they prioritize on the way. That is, in a nutshell, what a good strategist does. It’s not telling them some tactics in, let’s say, in marketing or in another subject that is consulting.

00;07;11;17 – 00;07;42;05
Alex Brueckmann

And of course, the term “strategist” is all around and everyone uses it, but you need to look behind the surface to understand what the person actually does for you. The value that a strategist produces for you is always a different one because this is not a defined term. So when you when you want to work with someone that allows you to explore based on your own intent and your own resources, find someone who facilitates a process for you and not someone who tells you what they think you should do.

00;07;42;10 – 00;08;02;24
Anika

Yeah. Yeah. Because not the same solution is not going to work for everybody based on where we are in our business or our personalities or what’s going on in our lives. I know that you have a family. I have a son. I believe I have a daughter. So a lot of my time is spent, you know, OK, I can do this work and then I need to take her to school.

00;08;02;29 – 00;08;23;24
Anika

Then I can get this much done. Then I pick her up, then I take her to activity. Then when can I get back to this call or this email? Or this proposal? So we have to take all of those things into consideration as whole people and whole beings. And so like it sounds like to me you’re also talking about like a mindset shift really when you said you took clients from despair to hope.

00;08;23;29 – 00;08;26;22
Anika

That’s I got chills. That’s very powerful.

00;08;27;22 – 00;08;36;24
Alex Brueckmann

Mindset plays a huge role. And it often has to do with moving from FOMO to JOMO. From the fear of missing out to the joy of missing out.

00;08;36;27 – 00;08;37;20
Anika

Oh, nice.

00;08;37;20 – 00;09;02;28
Alex Brueckmann

Understanding why you don’t need things. So every one of us has experienced this fear of missing out. It’s just in our nature that allowing yourself to step into your power and deciding, I don’t have fear of missing out because there is nothing to miss out on because what I want to achieve is not going to be built with this, this or that part.

00;09;02;28 – 00;09;11;11
Alex Brueckmann

So thank you, but no thank you. And you let go of it. And all of a sudden it doesn’t. It’s not important anymore. How many followers you have an Instagram, for example.

00;09;11;11 – 00;09;11;18
Anika

Right.

00;09;11;18 – 00;09;41;08
Alex Brueckmann

And whether anyone else does the next cool thing in their reels or God knows what, because you realize it’s not what drives your business anyway. So stripping away ego patterns, helping people understand how to how to create how to how to create speed over perfection, for example, and all of these different aspects of mindset play a hugely important role but in the end, I don’t teach them about mindsets.

00;09;41;09 – 00;10;02;24
Alex Brueckmann

I help them understand where they want to go and how to get there, and they kind of switch their mindset on their own in that process because it’s not me going in and telling you you need to change your mindset and then seeing Whoa, I created that in a day. You’ve got to be kidding. And this is so empowering and so motivating.

00;10;03;10 – 00;10;10;05
Alex Brueckmann

It’s awesome to see it always lights me up. My eyes start just blinking when I see this. It’s amazing.

00;10;10;08 – 00;10;21;06
Anika

Oh, that’s so cool. So when you work with somebody, for instance, in this one day workshop, then do you do follow up sessions, follow up workshops, all of that?

00;10;21;19 – 00;10;50;28
Alex Brueckmann

They’re often embedded in a longer process and longer in that sense means a few weeks so there are few phone calls prior to that session to prepare certain aspects that we need and very often it’s work that can be done without me. So therefore these sessions might, these phone calls might take 60 to 90 minutes stretched over four weeks maybe, so that people have time in between these calls to actually work on those topics.

00;10;51;22 – 00;11;18;02
Alex Brueckmann

Then we would have a workshop in there maybe three, four or five phone calls after that where I become sort of an accountability partner to really move things forward. Yeah, because we all know how it works. You have great inspiration. You created an awesome plan and then all of a sudden life takes over again. So holding that space over an extended period is often really helpful for my clients.

00;11;18;13 – 00;11;37;06
Alex Brueckmann

But it’s nothing that is, first of all, breaking the bank. So we’re not talking about a consulting project over six months. It costs half a million we’re talking about a minimally invasive support structure that you that you set up in order to move forward. You wanted to create into reality.

00;11;37;06 – 00;12;03;27
Anika

Yeah. Yeah, that’s really beautiful. And I’m laughing at what you said about moving from FOMO to JOMO and the Joy of Missing Out, because I recently read an article from Warren Buffett that was about Warren Buffett and how he says, no, he’s really focused and he says no to almost everything. And I think like you were also saying, as a business owner or an entrepreneur, it’s very easy to get caught up in.

00;12;04;05 – 00;12;22;04
Anika

Well, we have to be here. We have to be here. Everybody says you have to do a Facebook group if you’re doing X, Y, Z kind of business or you have to post a certain number of times or you have to go to all of these events to network but who are you networking with? And is that really going to help you reach your goal, or is that really the right audience and the thing that’s going to drive your business?

00;12;22;13 – 00;12;43;12
Anika

And so having somebody there who can kind of help redirect and cut through that so that somebody can say, OK, you know, this is really my goal. Now I can take action steps and put kind of blinders on so that I can only move forward towards that. It’s very powerful and it’s something we need reminder. We need accountability.

00;12;43;12 – 00;13;02;08
Anika

We need somebody who’s going to come in and help us because otherwise it does get very overwhelming. I’m completely commiserating with that client of yours. You know, thinking about like, oh, my gosh, I have so much to do and so much going on and we forget, OK, stop, breathe. Redirect.

00;13;02;26 – 00;13;27;03
Alex Brueckmann

And it’s not about killing the joy in your business, but it’s not about only focusing on business money and processes. Not at all. It’s the opposite. It’s standing in who you are as a business owner, being fully in line with the impact that you want to create and being on purpose. All the time that there is no bigger fun than that.

00;13;27;03 – 00;13;47;10
Alex Brueckmann

So people sometimes feel they would pigeonhole themselves when they are too focused on some things because they are going to miss out again. It’s the fear of missing out, miss out on some opportunities that might come their way. But the thing is, once you have that structure in place, every opportunity that comes your way, you can just take it, take a look at it and be like, interesting.

00;13;47;10 – 00;14;05;09
Alex Brueckmann

Is that actually an opportunity or is that just a shiny object? And I just let it pass. So it’s not that you’ve got to miss out on anything. You take conscious decisions, whether it is for you or not, not just because someone else says you should do benchmarking against your business and what you want to achieve. Yeah. And then you say, Hey, welcome to my world.

00;14;05;09 – 00;14;07;08
Alex Brueckmann

Or you say, Thanks, but no thanks.

00;14;07;25 – 00;14;25;14
Anika

Now, do you find when you’re working with businesses that sometimes they don’t know who they want to be or where they want to go? Maybe they just they start this business, they have this great big idea, but they don’t have those, you know, they don’t know I need X amount of clients or this much in revenue or they don’t have those goalposts.

00;14;29;03 – 00;14;50;26
Alex Brueckmann

Not on that fundamental level. The businesses that I work with are typically businesses, $1,000,000 revenue plus. So these people have been in business for quite some time. These are not newbies. They’re not starting out with some side hustle or things like that. They’re serious about what they do and they really know what they do. So it’s not that they don’t have clear goals or a lack of understanding of how business works.

00;14;50;29 – 00;15;09;08
Alex Brueckmann

Yeah, it’s but the first part of your question is totally relevant. They often don’t really know exactly what they want to build and how it should look like in some years down the road. So they run a fairly successful business. They are profitable, but it’s either that they have growth goals that they, for whichever reason, miss every year.

00;15;09;16 – 00;15;12;22
Alex Brueckmann

So we take a look at what why that is.

00;15;12;22 – 00;15;13;16
Anika

Yeah.

00;15;13;16 – 00;15;31;13
Alex Brueckmann

And we help them get it straight or sometimes it’s just that they kind of fell out of love with what they’ve been doing for so long, even if it brought them money that they want it and they realize that they have maybe ten, ten more years to go before they finally let go of work and focus more on, on.

00;15;31;19 – 00;15;51;28
Alex Brueckmann

Yeah. The fun side of life. And so it’s often about helping them fall back in love with their business by realigning who they are and what they want to see in the world with what they do for a living. And thereby you create that fun space at work where everything that you do resonates with who you are.

00;15;53;23 – 00;16;13;03
Anika

So what inspired you to get into this line of work from going from radio journalism in business? What made you go, Oh, wait, this is what I’m very passionate about, and I know that I can really help people and help these million dollar plus companies achieve this goal.

00;16;13;03 – 00;16;36;15
Alex Brueckmann

What happens if you don’t do it? I I worked for a business that has been neglected, the need for strategic planning and properly linking what they do to a greater good for way too long because they were so darn profitable that that that they felt there is no need for that. They just forgot it and became very complacent in the process.

00;16;37;10 – 00;17;09;03
Alex Brueckmann

And when those high revenues and high profit margins sort of disappeared over time, the moment they reacted, it was already too late. And we tried to restructure the business. We tried everything that we could to save it. But in the end, restructuring is not strategy. Restructuring is cutting off pieces that don’t work anymore. And I had to see how thousands of people lost their jobs.

00;17;09;03 – 00;17;09;27
Anika

Oh, my God.

00;17;10;15 – 00;17;31;27
Alex Brueckmann

It make me feel horrible because my father at the beginning of his fifties also lost his job. And I realized what it does to a family and how extremely difficult it can be to get back into the workforce at that age. And I felt partly personally responsible for that, even if I only came into the business when the good times were gone.

00;17;32;10 – 00;18;04;20
Alex Brueckmann

But we were not able to turn it around in a way that we want it. And that hurt me personally so much that I said, this is something that I can do. I can help businesses avoid to wait and to be complacent until it’s too late. I can help these people and these businesses to create what we call curse reinforcing circles that build the future while the businesses are doing well, not wait until it’s not going well anymore, because then strategy doesn’t work anymore.

00;18;04;21 – 00;18;35;17
Alex Brueckmann

Then we’re talking about restructuring and you really don’t want to be there. It’s not about regaining balance. It’s about reinforcing creating a growth loop, reinforcing circles that help you build something when you experience the good times, when you come to me and you say, Oh, our business is heavily under pressure, I will not work with you. I can only work with you when you have the mental capacity to focus on what’s possible and you have enough runway to get it off the ground.

00;18;36;00 – 00;18;40;25
Alex Brueckmann

If you run out of runway, you need a restructuring consultant. You don’t need me.

00;18;41;07 – 00;18;44;20
Anika

Yeah. So you want to be proactive rather than reactive.

00;18;44;28 – 00;18;45;14
Alex Brueckmann

Exactly.

00;18;45;19 – 00;19;06;09
Anika

Yeah. Nice. And what is- you talked about one example of somebody who was able to really get to that joy in a day know workshop. What are some other aha moments that you’ve seen with clients? That continued to bring you joy in the work that you do?

00;19;08;29 – 00;19;30;17
Alex Brueckmann

Let me put it that way. The work that I do and what I bring a certain knowledge on how to get to a certain point. So I bring my toolbox and in there, there are several tools and they are not made out of fairy dust. This is this is real stuff. And I’m not saying there are no fairies, so I don’t want to offend.

00;19;31;00 – 00;19;50;03
Alex Brueckmann

If you believe in fairies, go for it. It’s just really about the process knowledge that I bring, the tools that I bring that are sometimes just like, oh, I didn’t know that existed and now I get it. So and I don’t use these tools. I just hand them over. I help them with these tools, but they work with them.

00;19;50;19 – 00;20;11;16
Alex Brueckmann

And all of a sudden it’s not only about understanding what’s possible, but it’s also understanding how to do it. So by going through these through these workshops with me, for example, not only do they build where they want to be and how to get there, they also know how to do it next time on their own. They don’t need me when they want to do it again because they have the tools in their hands.

00;20;11;16 – 00;20;20;27
Alex Brueckmann

They can just do it. Yeah, and that is pretty cool for people because they don’t feel locked in if you know what I mean. They don’t have to go back to me. I don’t hold a secret key or anything. I give it up.

00;20;22;14 – 00;20;43;08
Anika

Yeah. I mean, you you have several resources on your website, even for people to tool around and look at different things. So what continues to inspire you and what do you see yourself doing next? How do you see yourself extending what you’re doing now? I mean, obviously expand into another country by virtue of moving.

00;20;45;13 – 00;21;10;15
Alex Brueckmann

So me it’s really about taking the experience and knowledge that I have and packaging it in a way that it is accessible for as many people as possible that don’t have a business background. So I don’t what I really didn’t enjoy and working for large corporations for a long time is the kind of lingo that’s being used. It’s often some sort of insights speak with terminology that is just not human.

00;21;10;16 – 00;21;36;16
Alex Brueckmann

That’s just weird words that some highlight strategy consultants feel they need in order to prove their value. I use normal people language when I talk about these things so that everyone understands that and repackaging it in a way and and building products around it and services around it that people can just use without me. That is currently what what I’m looking at.

00;21;36;16 – 00;21;59;05
Alex Brueckmann

So if you already said anyhow, there’s a lot of free stuff on my website just to experiment with it, you don’t need me to start working on these things, but hey, maybe these tools help you. And for example, I just finished writing two books, so one will come out in 2022 the other one likely in 2023. Again I just give it away, I just write it down the entire process, how it works, the tools, everything.

00;21;59;20 – 00;22;12;11
Alex Brueckmann

I just really want to help people get their businesses off the ground, build the future that they want, create the impact and the life that they want to see. And if I can have my $0.05, maybe two, that’s also fine.

00;22;12;19 – 00;22;33;25
Anika

Yeah, I feel like especially now, you know, you hear about the great resignation and you hear about people really trying to hone in on what they’re doing. And certainly many of those people will probably be future customers of yours clients because they will be able to come up with a great idea that will bring them the million dollar plus in revenue.

00;22;34;06 – 00;22;47;14
Anika

Right? Do you usually work when you’re working with companies with is there usually like a solo entrepreneur who started this business and built it up, or is it more corporations or is it a bit of both?

00;22;48;21 – 00;22;56;13
Alex Brueckmann

I work for some of the biggest brands in the world. At the same time, I work with the smallest business I currently work with is run by two women.

00;22;56;13 – 00;22;56;24
Anika

Wow.

00;22;56;24 – 00;23;08;04
Alex Brueckmann

And I enjoy both. But I’m moving more and more away from the large businesses because I see that the impact that I can have is bigger with the small businesses.

00;23;08;04 – 00;23;27;10
Alex Brueckmann

It’s just that the personal connection, the individual joy is bigger with large organizations. Don’t get me wrong, you impact thousands of people at the same time with the work that you do. But most of the time when the effects materialize, you weren’t around anymore because they take so long to get these things done, because these are complex organizations.

00;23;28;08 – 00;23;53;24
Alex Brueckmann

I’ve done that for more than 15 years, and I really enjoyed it. It’s now time for me to help people that want to build smaller businesses that are still small. Not to say that they can’t be big or that they won’t grow, but it’s really more about the personal connection that I’ve built with the business owners that helps them to take the tools and do something with it.

00;23;54;02 – 00;23;54;13
Anika

Yeah.

00;23;54;13 – 00;24;13;28
Alex Brueckmann

Without needing me all the way through. I feel like a Kickstarter or sometime, you know, some of them and how it’s and then they just run on their own. I don’t need to run with them all the time. If they want to have me around from time to time, that’s fine. But I’m not doing these huge projects anymore that consume a big chunk of my own time.

00;24;14;07 – 00;24;20;04
Alex Brueckmann

Because as you already said, I became a father two years ago, and that counts more than any money in the world.

00;24;20;11 – 00;24;55;29
Anika

It’s beautiful. Such a wonderful thing. What was it hard to make that transition when you moved personally and professionally? Because you have to find yourself, find new clients you know, network in a different way. Even though we are global community, there’s still those barriers. I think the last two years probably helped decrease the distance a little more when we’re all sitting at home figuring things out and how wonderful that you could be home and have that time with your family while you’re also helping businesses.

00;24;57;03 – 00;25;16;04
Alex Brueckmann

We don’t know how to answer that question. Was it difficult? Yes, of course it was horrible. We moved in March 2020. It was Frankfurt Airport, one of the biggest airports in Europe, completely dark. No one there. Military police running around with machine guns and you’re like, Do you want to shoot that virus out? What what’s going on here?

00;25;16;14 – 00;26;04;17
Alex Brueckmann

Doesn’t make sense because we were also afraid no one knew anything at that point in time. And you pack your life up in seven suitcases and move. And of course, if you don’t know anyone, I mean, Stephanie’s family lives here. So we did know people and people helped us settle in. But it was super difficult to live on our other continent away from my family now. And just being afraid all the time of what’s going on with them and how they are feeling. Of course, it was tough from a business perspective. The pandemic probably helped me. So when I when I remember taking an active just taking stock, asking myself what if what you did in the past 15 years, is this what you want to do in the future?

00;26;04;19 – 00;26;05;15
Anika

Yeah.

00;26;05;15 – 00;26;39;20
Alex Brueckmann

And I consciously took a decision. No, it’s not. I will take a certain part of that and I will I will pivot to serve a different target group in a different niche and use what I know and create valuable resources that I give people from books to toolkits to anything. Even this podcast, when you help women, when you, when you decide to do different things than before, I don’t think that in normal times this would have been my go to, if you know what I mean.

00;26;39;20 – 00;26;40;01
Anika

Yeah.

00;26;40;01 – 00;26;56;09
Alex Brueckmann

I needed this external trigger to take that look in the mirror and ask and ask myself, is there anything else you would like to do? Because right now the world has stopped. You have permission to think and to rethink. And that was that was a valuable learning for me.

00;26;56;28 – 00;27;23;16
Anika

Yeah. Yeah. And it’s something that you can then impart on your clients My mom lives in Thailand, so I very much can have empathy for what you had to go through. Not seeing her and waiting and seeing, you know, when can people get vaccinated or when people go to another country and what are the rules in each country and all of that, it’s very difficult to navigate and I was one of those people who my business actually exploded during the pandemic.

00;27;24;28 – 00;27;43;05
Anika

And so I like I could have used to you, you know, last year when I was thinking, OK, am I going to stay with this or what am I going to do next? I think that’s a very- you know it’s at that moment when a business owner wants to pivot or wants to look at, OK, I have this much.

00;27;43;17 – 00;27;48;07
Anika

Yeah, how can I extend this and who do I want to be when I grow up? In a sense.

00;27;51;11 – 00;28;17;03
Alex Brueckmann

I believe many business owners should regularly and basically all business owners should regularly reevaluate where they are and whether this is really what they set out for. And if they find that they kind of lost their way, then recalibrate and ask yourself what it is that’s missing and what it is that is good. Don’t just walk away from it.

00;28;17;17 – 00;28;33;09
Alex Brueckmann

There are too many business owners scared to walk away and pivot when it’s too early or when pivoting is actually not the right thing to do because they kind of fell out of love or they found something that is truly hard and just because they don’t have the tools in your hands does not mean you are in the wrong way.

00;28;33;24 – 00;28;56;20
Alex Brueckmann

Sometimes it’s really about finding someone that helps you make sense out of things. And if you then want to take a decision and walk away from it and start over and do something else, do it. But don’t take that decision silently. On your own somewhere deep down in your thoughts. This is something that you probably build something of value.

00;28;56;21 – 00;28;57;26
Alex Brueckmann

Don’t just walk away from it.

00;28;59;09 – 00;29;27;23
Anika

And when you’re working with the businesses that you work with, does it get to that point? Sometimes is it usually the joy people get to from despair to joy, or sometimes do they go through the process and realize, oh, this is that is time to walk away or it is time to, you know, make a big shift that’s going to change the entire scope of the business, maybe still keep the parts that are making the revenue.

00;29;27;23 – 00;29;33;03
Anika

But just take out all the other maybe that you don’t want to just laugh.

00;29;33;03 – 00;29;54;22
Alex Brueckmann

But let me put it that way Anika; the moment you bring me in, you can bet that it will be something afterwards that you have never thought of, because that’s the whole point about bringing someone like me. And yes, you don’t create a new strategy without massive change and opportunity. Otherwise it’s not worth the paper it’s written on.

00;29;54;22 – 00;30;22;17
Alex Brueckmann

Then it’s not a strategy, but a business continuity plan or or an operation excellence plan. If you bring someone like me in, you need to be prepared to go deep and allow yourself and give yourself the space to re-evaluate whether what you’re doing is the right thing or whether you keep a certain core of it and build something that excites you again. Otherwise, you don’t need me.

00;30;22;29 – 00;30;44;10
Anika

Oh, yeah. I love the positivity and how you all are looking at how to make things move forward, right? Not take a step backwards, not, you know, destroy everything just to really say, OK, there is a solution here, and let’s walk through that and figure out what that is.

00;30;46;00 – 00;30;51;14
Alex Brueckmann

What can I build? What I don’t? What do I not know yet? Where am I? Not yet?

00;30;51;14 – 00;30;51;26
Anika

Yeah.

00;30;51;26 – 00;31;03;21
Alex Brueckmann

It’s not about hitting yourself over the head for not knowing something in the past. It’s about just allowing yourself to grow personally and professionally and embracing the joy of it.

00;31;04;03 – 00;31;31;00
Anika

Yeah, wonderful. If somebody wanted to, your website, of course, will be in the show notes and resources, but what are some ways that people can learn more about you? On social media? Or if they want to work with you, do you give consultations? Should they go first and like, look at all the resources and I know you have like different discussion topics and people speaking and you know, there’s just a plethora of information.

00;31;32;04 – 00;31;53;10
Alex Brueckmann

I think, depending on where you are. So if you run a business that’s around let’s say, a million plus in revenue and you feel like you need someone like me, just give me a call, the contact details on the website and sit steady there. Just book a call and we talk. Yeah. If you run a smaller business, check out the free resources.

00;31;54;01 – 00;32;16;11
Alex Brueckmann

You don’t necessarily need to spend money you can take those resources and maybe start the process without me and experiment with it. And if you feel at some point in time you need a nudge again, go my work site book called It’s Very Simple. And of course, I mean, there’s tons of information out there. I don’t know, maybe 100 podcast interviews.

00;32;16;23 – 00;32;45;00
Alex Brueckmann

If, if you Google my name on Spotify or any other podcast platform, there’s just things that can help you kick start your thinking, not necessarily the entire process, but some things that might inspire you. I hold keynotes and all these things that that help people see their business from a new perspective, and that’s sometimes all it needs. You don’t necessarily need to spend money, but that don’t turn you away.

00;32;45;00 – 00;32;50;02
Alex Brueckmann

So if you really want to work with me, have you be in touch. Be my guest. I just I just love working with people.

00;32;50;12 – 00;32;59;07
Anika

Yeah, that that’s very evident and really comes through. And so when you’re talking about your books, did you set it out to be a two book series?

00;32;59;25 – 00;33;02;28
Alex Brueckmann

No, those two businesses are and they don’t have anything to do with each other.

00;33;03;12 – 00;33;03;24
Anika

Ah. OK.

00;33;04;06 – 00;33;29;21
Alex Brueckmann

So the first book that will come out is a multi author; an anthology that I created with people that I ran a business summit with so we had a business summit in February 2022 where I invited 45 speakers from five continents to help people build businesses that they love. And some of these ideas were absolutely exceptional.

00;33;30;02 – 00;33;46;29
Alex Brueckmann

And I asked these speakers and authors whether they want to contribute a chapter to that book. So the book will be all about entrepreneurship, leadership and self leadership. So the topic of How do I create a culture and a business that, yeah, this is on purpose.

00;33;46;29 – 00;33;47;07
Anika

Yeah.

00;33;47;07 – 00;33;54;17
Alex Brueckmann

And these people they include Marshall Goldsmith, 100 coaches, New York Times best selling author.

00;33;54;17 – 00;34;20;17
Alex Brueckmann

So they really do have very valuable messages. And my job is to weave them together and have this multi chapter book so that you can have a full meal in every chapter. But there’s also a greater arc that I that I create where things come together. And my second book, which will likely come out in 2023 is based on the work that I do with my clients.

00;34;20;17 – 00;34;37;09
Alex Brueckmann

It really explains every step of the way. It gives the way, the process, the elements, the exercises, the resources so I actually hope that people take this book and just do it. They don’t, they just do it. They can, they can run with it and do it on their own.

00;34;37;09 – 00;35;02;16
Anika

Wow. And will you be holding some workshops? So, to go with your book for next year. For instance, if there were small businesses that didn’t qualify yet, maybe they were just slightly under the million dollar mark, but they buy your book, they really want to work through the tools. Maybe you have this plan, maybe this is a new idea, but doing a workshop where people can pay to get your expertise and work through the book together at the same time.

00;35;03;01 – 00;35;30;07
Alex Brueckmann

It will be an online course based on the content in the book that you can go through with a ton of exercises with it so that you basically- I guide you through the process, but it’s not me doing it live with you on site. It’s on your own. In your own speed, at your own time. And it’s something that would probably help, especially new business owners that maybe not even have started that business.

00;35;30;07 – 00;35;59;23
Alex Brueckmann

It’s really about doing that groundwork, that million dollar mark that I mentioned that is not carved in stone. I also work with businesses that are smaller, but it needs to make sense for the state where the business is in if you come to me and you’re thinking about building a business, take my resources, run with them, come back when the time is right for the work that I do, needs a realistic environment, needs it needs to be grounded in a business’s day to day work.

00;36;00;26 – 00;36;02;09
Alex Brueckmann

It can’t be theoretic.

00;36;02;09 – 00;36;16;15
Anika

Yeah. Wonderful. Well, I often ask this question and sometimes it puts people on the spot and sometimes it doesn’t. But I want to know, is there a certain quote that you love or a mantra that you live by?

00;36;18;08 – 00;36;39;29
Alex Brueckmann

Don’t go for second best, baby. And yes, that’s the Madonna song reference. It’s it’s something that my ex wife once told me at the very beginning of my academic career, and I owe her the world for putting that into my head. Because from there, things massively shifted for me.

00;36;39;29 – 00;36;41;03
Anika

Wow.

00;36;41;03 – 00;36;51;28
Alex Brueckmann

If you if you ask yourself what you want in life and if you ask yourself at every step of the way, what would be the best thing to do, then you do the right thing.

00;36;52;16 – 00;37;26;02
Alex Brueckmann

You don’t go for compromises that don’t make sense, that don’t feel right anymore. You build something for the long term and not for short term gains. And yeah, you start playing the long game, not the hustle and bustle and daily busy stuff. And yeah, don’t go for second best. And this comes down to personal relationships. If you realize that what used to be friends have become toxic relationships, let go.

00;37;26;09 – 00;37;38;18
Alex Brueckmann

If it comes to your romantic relationships, never go for second best, go for what is the right thing for you. And that is something that inspires me every day.

00;37;39;08 – 00;37;40;21
Anika

And that song is going through my head now.

00;37;41;14 – 00;37;42;05
Alex Brueckmann

Sorry about that.

00;37;42;25 – 00;38;02;09
Anika

But it’s very it’s very inspirational. And it is I think there are a lot of gems in this conversation that people will be able to pull out that will add a lot of value and insight into our whole life journey. So whether it’s, you know, the business, is there anything else that you’d like to leave with our audience today?

00;38;03;09 – 00;38;09;12
Alex Brueckmann

Think we covered basically a lot more than I thought. So this is an exciting conversation Anika, I really enjoyed it.

00;38;09;13 – 00;38;29;21
Anika

Oh, good. Well, that’s I know. I was like, I like to have really organic conversation. It tends to kind of see where we are going to take it. And I think it helps me get to learn a lot more about you and who you are as a person and your business and how you approach things. And I feel like that really adds more value to our listeners, and I hope that they agree and pretty sure that they do as well.

00;38;30;06 – 00;38;33;23
Alex Brueckmann

If they don’t, hey, reach out and tell me. I’m as curious to learn about everyone out there.

00;38;33;23 – 00;38;54;06
Anika

Awesome. Well, Alex, thank you so much. I really enjoyed our conversation. You know, when we were getting on, I was like, oh, I was a little bit late. It’s like it’s a frantic Friday and I feel so much more calm now and grounded and like, OK, you know what? Yeah, don’t go for second best. Now. I’m going to work on that.

00;38;54;19 – 00;39;15;04
Anika

So I hope that our listeners got a lot out of today’s conversation. I’ll have all of your information in the show notes so people can go to your website, download those resources and really work on- with intentionality in their businesses. So thank you. I really appreciate you being on today. And to our audience, thank you for coming back for another week.

00;39;15;04 – 00;39;25;16
Anika

And I’ll be back next week for another listen. Want more? Check out AmplifywithAnika.com or follow me on socials @Amplifywithanika.

Don't miss out!

Subscribe now for a FREE copy of Anika’s chapter in Business on Purpose and 2 bonus brand worksheets!