Aug. 10, 2022

559: The Power of Retaining Creative Independence

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Chris Goyzueta has been in the content creation business for decades, and he's seen the industry evolve dramatically. In today's episode, Chris returns to the show to talk about The Power of Retaining Creative Independence.


Watch and listen as Chris discusses the importance of retaining creative independence in your business. He also talks about how to maintain a healthy balance between collaboration and independence, as well as ways to set up your company so that you can retain creative control without sacrificing growth opportunities.


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Brian Nichols  0:34  
winning arguments we're teaching the basic fundamentals of sales and marketing and how we can use them to win in the world of politics teaching you how to meet people where they're at on the issues they care about. Welcome to The Brian Nichols Show. Well happy when you're on the morning. Another episode is as always your humble host. Today, we have an amazing guest according to the program, the great friend of the program too, but before we get there, why go ahead and give a shout out to today's sponsor and that is the one and only expat money show hit over the Brian Nichols forward slash expat where you can join our friend McHale Thorpe who will help you protect the money that you worked so hard to earn from ambulance chasing lawyers, nefarious creditors, and agree unjust governments because McHale helps people just like you invest internationally secure second passports and residencies, eliminate your tax bill and take advantage of offshore structures so you can travel the world freely and never have to worry about money again. And oh, by the way, if you hit the Brian Nichols forward slash expat you can go ahead and get your free tickets. Yes, I said free tickets to the virtual summit taking place November 7 through November 11. Five days 30 expert speakers amongst them the one the only Dr. Ron Paul, so make sure you don't miss your tickets over the Brian Nichols Forward slash expat and get your free tickets today. All right, folks. So it's been a while since we've had our dear friend, the professor on the program. Welcome back to the show, Chris Goyzueta. How you been my friend?

Chris Goyzueta  2:09  
What's going on? You have been awesome. It's been a long fun, good summer, but excited to present changes and some new things

Brian Nichols  2:17  
I know. So Chris, we got to rewind a little bit for the audience that's been here for a while and they haven't seen it a little bit. We got used to the for back in 2020 2021, you were on the show quite a bit. They're doing a lot talking about marketing and how we can apply it to the world politics and all sudden, you were you're busy. You were gone. And folks were concerned. Chris, where were you at? What are you up to?

Chris Goyzueta  2:39  
Well, you know, sometimes you have to bow to demand for a minute or two to make some money and make ends meet. And I had to do that. So I had to get a big boy Job was a cool opportunity, though. So I couldn't say no. So otherwise, I would have done that. But I worked for an amazing, beautiful venue in Orlando called the Dr. Phillips center. It's probably it's probably one of the best performing arts centers in all all the United States and you're trying to set themselves up to be like one of the best performing returns in the world. So you know what, back to my promoter world and roots, but I like being independent is what we're talking about today. And I got a job offer to be a full time teacher and maybe make an influence and difference in the university system in America. We'll see. And yeah, we teach full time at one of the universities have an adjunct ng ad for last few years and doing this again so hopefully I'll be back on regular with you and finally get you on my show too.

Brian Nichols  3:29  
Yes, sir. I know I'm so looking forward to it. Because at the end of the day, and by the way, folks, I got to hang out with Chris down in Orlando, Florida back when I was just talking about revolution 2022 What an awesome channel was that? To see you my friend and also hanging out with you for a little bit even though it was only for like a snapshot of the time I was there because you were coming in to town as I was leaving town but we made it work. We made the pads cross

Chris Goyzueta  3:55  
it was driving I was I had gotten super I don't care. I don't care. I'm tired. And

Brian Nichols  3:58  
that's it guys a shout out to your wife too. For for being like, Hey, you can't miss that Chris. Like, come on. Let's go. Don't worry. I was I was the one also had to be up in the flight for like 330 in the morning or so. Actually, my Uber arrived was 330. So yeah, we were all on a source. So anyways, back to Yeah, it's something we're seeing right now there has been absolutely more of a resurgence towards this idea of staying independent, but being able to network, the collective groups of independent networks to then have the leverage and the reach of some of these larger conglomerations, but doing so, in the name, as you mentioned, of being independent. So let's kind of kick things off Chris. And this is a topic I've heard recurring not only as I've talked to folks, even beyond the greater libertarian movement going more into the entrepreneurial space, the the desire to try and keep themselves isolated from outside influences. But I've also heard it over the past few days. I was down in in Orlando from folks talking about the importance of us not just staying Independent as individuals, but also independent in the way that we're approaching the political process, avoiding the the big money donors who traditionally seep into these political areas because they see it to be advantageous both financially and politically. So talk to us, what do you bring to the table in terms of a different approach? Specifically, we're talking about the independence it pertains to, in your case, being an entrepreneur and doing things in more of a creative sense. Sure.

Chris Goyzueta  5:26  
So I'm about to start teaching a program in our town business program at the school I'm going to and focusing kind of on that for a second. So if you want to be a podcast, or YouTube, or you want to be a musician, a filmmaker, an actor, if you want to even want to be a pro wrestler, right, because I'm actually been surrounded as a Progressors. Lately, whatever it is creative endeavor you want to do, there's power of independence, yes, there's power to building a community and building a network. And that's important, it takes a village to really build something really is important. What I'm talking about is like, try not to sell out to the man, right. So try not to sell out to the big major conglomerate, the major player in your industry or to the government, right? So as I go straight back to the audience, and libertarians, yes, it's important for the Libertarian Party to stay independent and not sell out to the government and the politics. But it's also important for us to repeat making our independence by building a really strong community, right? So libertarians can get better at building community building more structure, without selling out to the man, right. But going back to the entertainers and creatives, you have so much power and leverage when you have ownership of the things you create, right, even if you create characters, if you create ideas, scripts, if you write music, whatever it is, whatever it is, you create, create podcasts, YouTube videos, right? Whatever you create, you own everything when you first create it. And it's once you start creating partnerships and everything, you start giving up some ownership and there's there's value to giving up some ownership or some paying someone to build a really strong community and network. But once you sell out to where you give up, maybe 90%, or almost 100%, of everything you own for maybe some notoriety and fame, then your fame chasing right you're not really trying to make a living and build a business. You're chasing fame. So let's keep it real, what it is. So you want to be famous to know what your goals are. Is your goal to be famous? Or is your goal to make money and make a living and provide for your family? And if you're chasing the press,

Brian Nichols  7:34  
by the way, really quick just to pause. Can you give us an example of what that would look like fame chasing that is because I think at some folks hear that, but they're like, well, that's not me. Right? But maybe they can hear an example of what fame chasing would look like. And then they can be like, Oh, maybe it is me.

Chris Goyzueta  7:52  
Right? Yeah, sure. So, so many examples. If you're a musician, and you're trying to be signed by one of three major labels, you're chasing fame, right? You're not really because you're not going to build a business or make a living being signed to a major label. If you're a filmmaker, actor, so on you're chasing, joined a major studios, right? You're chasing fame, right? Versus like, going maybe the more the independent route, Gianna, gharana. Recently, she feels kind of forced by her and was forced to do it and go with the daily wire and start doing movies with them. But it kind of gave her a brand new outlet of creativity, less control. She has more control, right? That's outside influence from others. So despite joining better, like rather independent organizations versus like the big ones, you will retain more ownership you remain retain creative control, and you make more money. If you want to be a pro wrestler, right? And I'm new dabbling this field. So if anyone my jujitsu buddies, listen to this, maybe correct me if I'm out of context. But if you're chasing the WWE, unless you've built a name, and you're have some kind of revenue and fan base already, you're chasing fame, right? Because what are the odds, right, it's probably like a handful of wrestlers that are famous and are control their cards, where the rest of them are kind of at the mercy of the big organization. So if you bring clout you bring leverage to whatever it is you're going to write, you're going to, yeah, you're gonna have retain more power. So it's important to retain as much power and leverage as you can. And whatever industry it is, you're in, even if you have a podcast when you sold it to Sirius XM, or a radio show, like now they're gonna have creative control and ownership of things. If you have a YouTube channel, and you sell that to the Netflix or whatever not they're going to get some kind of creative control and influence and probably the lion's share of the revenue, right? And maybe even on your content. So it's kind of remember that it's tempting,

Brian Nichols  9:43  
right? Because you want to be able to have the the reach, you want to be able to leverage the resources coming from these external forces, but then, to the point you're raising, you almost end up selling your soul a little bit, right because you're not able to act really dictate exactly what it is you're doing what your content is that you're promoting it's not authentically you you turn into one of the drones on the corporate media with the brought to you by Pfizer playing we don't want that we want you want to be the independent podcast sponsored by the expat money show and blood of tyrants wine head over the Brian Nichols By the way, you use DNS there, forward slash wine sorry, Brian. And I use CO T BNS for discounted blood of tyrants that good stuff. Not anymore, but I've been told it's good stuff. Exactly. We get to I get to leverage folks that I mean, had both Dan Berman who's the the brains behind blood of tyrants wine, and the calthorpe, who's behind the expat money show. Both had been here in the show, we're looking forward to having McHale here in the show this month to talk about his upcoming summit. But we're looking at, you know, to folks who I know, I can go in and I can talk to you, I can email, I can text. And I know that every time a sponsor, or you those two in particular, just talking about them. But every time that they're getting somebody from the program, go and use a code from The Brian Nichols Show that I'm having my audience go and directly support another independent entrepreneur. And that right there is where I get value, frankly, of knowing that I'm helping play that part in the community. Because when you look at the alternative, it's it is the corporate entities that we're facing, and we have to be able to work together. And if we're not working together, then we're just going to be you know, it's the old chasing cats analogy, but this is more. So we're all chasing our own individual little dreams, when at the end of the day, all of our dreams are almost sounds a dare I say semi connected in some type of way. So it makes sense to just go ahead and not necessarily pool our resources or, or work in that kind of mentality, but rather, find the areas that we can find some little synergy. But actually take advantage of it for a mutually beneficial relationship.

Chris Goyzueta  12:00  
And this community is powerful, right? So I'm not saying just be as independent person that works completely by themselves on an island, right? And just work alone and work and nobody, right? I'm talking more about retaining rights, about retaining ownership of the things that you create and retain the power to say, what you're going to do with those things and create and maintain creative control authenticity, and all that right. But building community and select networks, that's super powerful, right, and having other independent businesses that support you, and you support them, vice versa, those things are ultra powerful and necessary to really grow and build your your brand. So it takes a village just keep that village as close knit and local as possible. Yep.

Brian Nichols  12:41  
So Chris, let's talk about in terms of bringing this idea of independence, away from maybe just the idea of something great to actually making a real life. How would that look like how can one actually be independent, but still be successful beyond just networking with other folks? Because, I mean, it seems like all these other big entities out there that I'm competing against have boatloads of cash. So what can I an independent entrepreneur do to stand up against that if I'm not leveraging what they have in terms of, you know, the resources that behind them?

Chris Goyzueta  13:18  
So here's a really cool book by an author named Mark W. Schaefer. He's a marketing guru, it's called known and known is all about the old content thing, which I talk about all the time on on the show, right? But there's so much you can do to create, to build an audience and become known. So not famous, but become known. Right? So like, Brian, like he's known within the Liberty community, like you can go to an event like Young Americans for Liberty, and most of the people there know, Brian is, but he's also can still walk into the grocery store and not get bombarded by a random fan or go to a restaurant and eat piece, right. So that's what it is to be known. So you have been trying to become famous, you're trying to be known with a neck, your community or within your network. So there's a lot of things you can do. And the first thing you can move a lot faster than a giant company because you make your own decisions, right? You can literally decide, okay, I'm doing a live podcast right now. And we're recording. And instead of like having to get approval, right off and creative involved, right, you can make decisions a lot faster. So you actually have that advantage over the big guy. So yeah, you don't have the money. But it doesn't take that big of an audience these days. It doesn't take hundreds of 1000s or millions of fan, which fans which is the beauty of the internet and the technology we have available, right? Like Brian could have out of 500 people that give him 20 bucks a month on Patreon for the podcast, and that's what's that it's 10 grand a month. Now all of a sudden, it's $120,000 a year. I mean, if you can't make a living off of that and you're doing something wrong, right. Then you need to talk to like a financial advisor maybe or someone to help you create a budget and be strict around that. So you can really build powerful amazing things with a small audience you could coach people for 100 bucks you know a session you don't need a lot of clients and make a decent income doing that there's so many opportunities through the power of the internet just for the main things. So I have this mantra that I use, they use us for music but it kind of relates to a lot of different things it's go see shows me people make stuff right so go see shows it means go be within your community. So if you're in the Liberty world, you should have been at Young Americans for Liberty you should be going to your libertarian, national or national and state convention you should be going things like pork fest Freedom Fest, like just be around become someone that when people see your face they constantly see you consistently over and over again, right if you want to be in music, and you should be going to local shows, if you want to be working TV films, you need to be around whatever industry it is that you want to be part of be in the industry that your face be seen says Go Go see shows, meet people build genuine relationships with people, right, so each. So if you're, it doesn't matter, like so many got God bless him. Like he already wasn't one of the most amazing guys ever. And it's sad that he's gone. But Robin Williams, when he used to do shows he would literally talk to everyone, it didn't matter if you're a security guard and met a man if you're a janitor, it didn't didn't matter. If he saw a face backstage, he would make sure to talk to you and make sure you were acknowledged and who actually listened more than he talked right because he was generally wanted to get to know the person. So if he can do that, so when that fame level, like who the hell are you at no fame level to like to be too good to talk to the door person at the venue or talk to the guy behind the sound soundboard or the person serving your drinks, right? build genuine connections with as many people as you can and acknowledge people acknowledge the person at the cash register at the grocery store, acknowledge, just acknowledge people and be present, right? Put your damn phone away for a minute. That's not important. What's directly in front of you is important to focus on building relationships with people. And I think you've also seen any positive health benefits out of that. Get on giant health sites we want to but just build genuine connection because you never know who someone's going to be one day right? person that's taking your money out the door, when you go into a club, could one day be owning the club, or could one day be running the record label whatever it is, right? So you never know someone's going to be it's always build genuine relationships. And you do that by genuinely trying to get to know that ask them questions to try to get them to do more of a talking than you are and figure out how you can maybe serve and help someone verse figure out what can you get out of it right by having a good connection. That's what you get out of. And then the last thing, make stuff that's create content, right? Become an expert in your field, we've talked about this in the podcast, there is enough room for another podcast, there isn't enough room for another YouTube channel and whatever else you want create another blog, because nobody has ever said something in your industry or in your world, in your tone, from your perspective, what your experience what you're teaching style, right? Everyone has different learning and teaching styles. Everyone has different stories. And again, you don't need a giant audience, right? That's the beauty of it up to 100 to 500 people, you could build a really successful business. So why not share your voice for the people that want to hear it.

Brian Nichols  18:12  
The idea of government not doing certain things to some people is scary, because that's what they've known. So what we have to do, and this is why we talk about the sales approach to bringing selling liberty to you guys, the audience, The Brian Nichols Show is because we have to be able to get people to not only get okay with change, but to acknowledge that their status quo is in fact just that the status quo that there are, in fact alternatives out there that are better alternatives, and they end up putting them in a better solution than they would have had where they were to stick with the status quo. So what we have to do is to Chris's point, start to show that we can do things differently and meet them and actually talk to them and find out what the things that matter to them actually matter to them. We call that empathy, understanding what it is that makes the person pay causes pain, what's that pain point, walk in that pain with them, feel that pain with them, and then to be able to bring the solution to the table that can actually help them see that? Yeah, this is a new way of thinking it's different, but that they can trust you and to your one thing you said there, Chris, I think was so profound, is being there being present building that authentic relationship with folks. That's so huge, because if you're just the politician, right, you're there once every two, four years just to shake their hand to get their vote that comes across but if you're there to treat like truly be a part of their community to be present, that's different and that's so much more important and more valuable than then trying to win arguments or to be right. And frankly, to be famous. Right? You would go back to what you talked about the beginning. You don't want to be famous, right? You You want to make a difference you ought to have an impact. You want to be someone that people look to, to when they have questions, they can get answers. And I think that is something that we have the ability to play a very, very paramount role in a lot of people's lives, we don't have to go out and be the next noted political figure, but we can just be the next noted person in someone's life that we're already friends with, to help be that person they come to that they're like, Hey, I have a question, can you help me understand this? Can you help me figure this out?

Chris Goyzueta  20:28  
Completely, but all that nobody really knows, you know, it was real connections, like, I don't know it. I feel like it makes a bigger difference in the people that you are around and for yourself, right? It doesn't. And if anything is easier to manage to, if you have a small network of people to kind of just manage, maintain whatever you want to call it, it's easier to consistently be communicating with people in their network, right? If you have a small group of 100 people, it's easy to talk to every single one of these people, or at least text every single one of them about once a month, or every two months. And that just builds a much more deeper and meaningful connection, then if you have to manage 10s of 1000s, or hundreds of 1000s of people. You know, you can't you, you only have so many hours in the day, and you need to focus on your family as well. And then health and everything. So why not build something small that you can be really proud of? And versus like giving up all your rights and all your ownership and creative control over somebody. It's almost unmanageable. I just don't see the value in that.

Brian Nichols  21:34  
Yep, no, man, I think this is a conversation that we could continue on forever. And frankly, we get the opportunity to continue on forever, as you're going to be having a lot more free time to be joining us here. I'm so excited for that. But for today's conversation, unfortunately, we are already getting hard pressed for time, Chris. So we want to make sure we're directing folks, the right way to go ahead and find you. Now candidly, Chris, since your last on the show, we've been reaching a lot more people, the audience has been growing by hundreds and 1000s over the weeks. So let's go ahead and direct a lot of our new audience members to where they can go ahead and find Chris gene, all the wonderful things he's doing, and maybe they can make it to him.

Chris Goyzueta  22:14  
So two main places I tried to like send people is either lookup, making it with Chris G anywhere to podcasts, there hasn't been an episode in a while, but they're gonna start popping back up starting this month, or go to YouTube and search for making it network. That's the main hub where I post everything and most of my stuff, both doing spots. So making a network on YouTube, making a Christianna podcast world or go to making like Chris That's the website. But if that's not as up to date as the podcast and YouTube channel.

Brian Nichols  22:42  
All right now Chris, one final thing, words of wisdom for the audience. Final takeaways from today's episode, what would you like to leave us with?

Chris Goyzueta  22:52  
So the whole thing goes, he shows me people make stuff, right be around your community, meet the people in your community, and then creates the for those people. And just one last thought I had, be authentic, be yourself. If you're authentic, and you're independent, you can try stuff, right, you can take risks, and you take chances. And with that when you create something, there's something this producer once told me on my podcast, Jeremy scholar, he said don't get precious, write your content. So when you create something, and it's you think it's decent, but not something you want to put out with into the world, because you're precious about it being perfect. Stop worrying about protect perfection, just put it out there because at the end of the day, it isn't a Gary Vee talks about a lot to write. At the end of day you don't decide how good it is, you only decide how good it is to you. But art and creativity is subjective. It's the audience that's going to decide it's the market that's going to decide how good it is. And you're gonna get stuck in creating, if you get caught and being pressured, or being precious and trying to be perfect, and you're gonna get more ideas quicker, and figure out what kind of content to create for your audience, the faster you put things out. So if you put out something that nobody Brian, for awhile was put out episodes daily, which isn't saying, but um, if you put least, it wasn't saying, if you do some weekly or a couple times a week and just be consistent, that's the most important part consistently show up. You're going to figure out your path a lot faster than being precious and well being perfect, right? And also, the internet forgets really fast. If you put out a crappy piece of content today. They're gonna forget tomorrow, right? Or maybe an hour later, you're gonna forget what it is you put out. So use releasing stuff as practice of getting better at putting stuff out. Yeah, and don't Don't, don't get caught up in your mind. Like, put it out there.

Brian Nichols  24:54  
It's easy enough and you know what's funny and going back to a lot of our friends over at young voices so I Do a lot of mentorship for podcasting for folks over there. And I do actual presentation for over there. But I also do it at other organizations on how to sell your podcast and that for folks who listened to that episode or the episode that that's training, I had their back last Friday. A lot of that sounds familiar because we talked about being authentic, being consistent. All these things are across the board, not just things I've also learned from Chris, but all those things we've been using and doing here at the program, having success and things that Chris has seen work things that he's helped coach has worked. So yeah, folks.

Chris Goyzueta  25:37  
There's a thought I had like, like at the end, that's why I passed awkwardly. So if you go to Joe Rogan's podcast, go to the very first episode, and take a look at what that looks like, oh, yeah, it looks like shit. Sounds like shit. And he also has like, bubbles and stuff on the screen. Like it's super cheesy. So, but it's still out there publicly. So again, don't get precious right? And even you look at Gary Vee, like we look at is like Wine Library

Brian Nichols  26:02  
TV videos. Oh, yeah. All those old ones from like the early 2000s. Yeah, horrible

Chris Goyzueta  26:06  
quality, right. But you get better over time. And you're not going to have better video quality, better lighting and all that until you start practicing. And you practice. You're literally putting yourself out there.

Brian Nichols  26:16  
Chris Gee, thank you, my friend for joining us today. And folks, if you enjoyed having Chris on the program, well get ready because you're gonna be having Chris in the program a lot more. But if you can't wait, well, then yeah, you have some call to actions head over to making it with Chris I did look at that guy. I head over there and you can check out all of his past podcast episodes plus all the great content that Chris is putting out there. And then also please go ahead and support our sponsors the expat money podcast, Brian Nichols, forward slash expat and then yes, blood of tyrants wine, Brian Nichols. Forward slash wine. You get a discount there right at checkout $5 off, Chris G. Thank you for joining us today. And really quick social media plugs. where can folks find you?

Chris Goyzueta  26:59  
Nikki with Chris G on Instagram. And that's pretty much the only social media platform still using.

Brian Nichols  27:04  
Oh, man, I'm out there using Twitter and Facebook, the diehard classics, and I know that on their way out and yet here I am still using them like the dinosaur that I am. Don't worry. I know. Don't worry. You'll get on the Instagrams at some point soon.

Chris Goyzueta  27:19  
I do sometimes. But I'm sure.

Brian Nichols  27:22  
Oh, yeah. Well, don't worry, folks. You'll see me over there soon enough. And by the way, yesterday, folks, I did an episode where I answered your questions like how is the world of politics changed after the Donald Trump presidency? I answered that question plus a lot of other questions. So if you're on your podcast catcher, click the podcast picture, it'll bring you right to Brian Nichols, where you can find yesterday's episode, today's episode plus all 555 plus other episodes of The Brian Nichols Show, you can find the entire transcript of The Brian Nichols Show. And by the way, if you go ahead and click the actual video link, they will bring you over to YouTube when you're there, please go ahead and hit the subscribe button and make sure you hit the little notification bell so you don't miss a single time we go live and I will make sure for you here joining us today. I will include the link for you to go join us on yesterday's episode right here. I'll see you over there. But with that being said, it's Brian Nichols signing off. You're on The Brian Nichols Show for the one and only Professor Chris Goyzueta. We'll see you tomorrow for listening to The Brian Nichols Show. Find more episodes at the Brian Nichols

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