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The Sober Entrepreneur 

This week’s episode of The Russ Perry Show happened right in the middle of launch week for Russ’s new book, The Sober Entrepreneur. And so, Russ leads the conversation about why he wrote this book, the obstacles he had to overcome to write this book, as well as how he made the switch from being interested in writing this book to becoming fully committed to it.
Russ also elaborates on how entrepreneurs (and hustlers in general) are more prone to addiction, whether it be positive or negative (or both).
So join Russ in the conversation below and if you’re reading this the week of January 15th, 2018 you can get a FREE Kindle copy of The Sober Entrepreneur on Amazon (just make sure you buy with one click so you don’t accidentally sign up for Kindle Unlimited).

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this week’s Action Guide


Each week we release an Action Guide filled with relevant exercises from the latest Russ Perry Show episode to help you expand in all core areas of your life: body, being, balance, and business. This week’s Action Guide is slightly different than previous episodes. This Action Guide is from Chapter 1 of The Sober Entrepreneur that you can download free on Kindle today. Download the Action Guide below!

BONUS: No need to take notes – we transcribed the episode for you!

– Another addition of the Russ Perry Show. I’m your host Russ Perry, and today we have a fantastic, fantastic conversation ahead, all about my new book! That’s right, I am an author now, and we’re gonna be talking about what this book is, The Sober Entrepreneur, the process of becoming an author, quote-unquote, author over the last 18 months, tips and tricks on how I got this book written, as well as a way for you to get it free today. All this and more, including why I’m wearing a shirt that says Jim Guevara on it, comin’ up on the Russ Perry Show. Let’s do it!
[Intro] ♪ Let’s go ♪ Every week, discovering new ways to increase your performance across the core four areas of life. Body, being, balance, and business. Welcome to the Russ Perry Show!
Welcome back, everybody. Gosh, I love that new intro! This time we actually have an outro too, so we went be seeing that three times like we did in episode number 10, but this is episode number 11 and we’re talkin’ all about the book today, The Sober Entrepreneur, which is now out on Amazon being published by Insurgent Publishing, a big shout out to Tom and his team for getting us live this week! This is the launch week.
So you might be asking yourself, Russ, why did you write a book? Let alone, why did you write a book about a topic that’s so sensitive, and in case you don’t know, this is about my journey of getting sober and through the pits of lotta, lotta stuff, anywhere from bad decisions around my business, my relationships with my wife, affair, alcohol abuse, all sorts of stuff.
Why would that be important to write into a book? Now the reason why I wrote it, helps gain insight into the inspiration for this book, excuse me, helps you get insight into why I wrote it. And if you’ve read the first part of this book, you know the story, but basically, I was going through a very tough time in my life.
I had just almost lost it all through a bunch of bad decisions, especially my relationship with my wife, Mika, and after that, we had been recovering and we were on the mend, going through tons of therapy, tons of counseling, and I was sitting there with my two kids, and we were reading a book, I was reading a book that my grandmother had written. Now she had passed away. This is a book that she had completed before she had passed away. It was my Dad’s mother. My grandma Lou, lived in Southford, Arizona, and she had compiled this amazing biography/autobiography, around her family.
And she was a child of German immigrants, moved here to Arizona. Actually, a fun fact about me is that my family was responsible not only for Coca-Cola in the State of Arizona but then Pepsi, being the first franchisee of those brands here back in the Wild West days before Arizona was even a state.
Long story short, I was reading this book to my kids, and all of the men in this book had tragic endings. Divorce, addiction, gambling, death, early death, heart attack, and I was reading this and I thought to myself, here is the last probably account of anyone who knew these men’s stories. And in this book, that their daughter or granddaughter, or great-granddaughter wrote about them, it wasn’t very flattering. And here I was living a life that at that moment, you had to write a book about me, and you had to tell my story, at that moment, it wouldn’t have been very flattering either.
And so that was the moment, not to write my book, but that was the moment in which I’d made a crucial decision, that forever changed my family tree, and that was the decision to stop drinking. So that decision was in October 2013, and I am now on my fifth year of sobriety, celebrating my fourth anniversary last October in 2017, and it’s been a tear.
So 18 months ago, or so, maybe a little bit longer, I thought well, I have not gone further enough in that decision and have of a history of my life, beyond drinking, after the decision of sobriety, that I actually have something worthwhile to share. And not only that, I have the understanding and that third-party perspective of the journey I had gone through, from the low points to the high points, and everything in between to where I could actually create something worthwhile and of value to somebody.
And so I committed myself as part of the warrior process we do 90-day challenges, and as one of my 90-day challenge outcomes, I committed myself to writing a book! And so 90 days came and went, and guess how many words that I completed? Zero.
Now if you count an outline, I think I had a little bit more than that, maybe a hundred words, but I’d written nothing. And another 90-day challenge came and went, not much more progress. And I think at the end of three 90-day challenges I had written a total of like 2,000 words. And I knew something drastic had to change because obviously I was not committed to the book.
Now if you watched the show last week, we talked about interested versus committed. I was very interested in writing the book, but I was not at all committed. And so in January of 2017, one year ago from this month, I booked a round-trip 36-hour flight to, of all places, Tokyo. It was a business-class ticket, cost a ton of money, and I went there, actually I think it was a bit longer, I think it was maybe more like 48, 72 hours, depending on time zones there back, and I literally did nothing but write. And so my level went from interested to committed.
I committed a financial engagement on these tickets, taking time away from my family, and blocking out and zoning everything I could possibly do in order to get this book rolling. Thankfully I came back from this trip and I had 25,000 words written and I was like, I am on fire! This is awesome! My book is coming through. This is fantastic and so I called my friend and mentor, an early mentor, Taylor Pearson, who is just a great dude, big writer, just crankin’ out content all day long, and I said, “Taylor, tell me, man, like I’m just done. “How many words was your book that you wrote last year?”
And he’s like “Oh Russ, it was a short book. “It was around 50,000 words.” 50,000! Here I was thinking I was on top of the mountain with 25,000 words. I hadn’t even edited anything, and his short book was 50,000. So, I knew I still had many more words ahead of me, and I proceeded to go through the rest of the year, working on this book.
And finally, my final commitment to this book was investing in an editor and what I call co-writer, not a ghostwriter, but a co-writer, Laura Hanley, who’s an amazing, smart woman and she helped me get this book to the finish line.
And now today, I’m proud to say that we have a physical book. It’s on Amazon, Kindle. It’s on Amazon right now. You can search Sober Entrepreneur and it’s there.
So the first part of this story on this book really just is another illustration of this analogy of are you interested or are you committed? And this is an example of me being very interested for a long time, but not actually committed to write the book. How did I become committed? The key to commitment is sacrifice.
I sacrified, I sacrificed money, sacrified it! I sacrificed money, I sacrificed time, and I put that on the table, knowing that, that was going to be enough for me to get moving, and when that sacrifice was no longer a painful thing for me, what did I do? I hired somebody else and I helped them get me through that next wave and that next hump, which finally got me to my final product.
So this is something to think about as you’re going through any project of expansion or any trip of expansion on your own especially in 2018, is how are you putting yourself into a place of sacrifice which means that it is a place of pain, uncomfort, discomfort, to which you are actually going to change and evolve and grow so that pain is no longer.
You are bigger than or better than or have overcome it, or you just are used to that pain, because you are no longer the small person with this thing that’s hurting you. You’ve grown and grown and grown to where now that same thing, it’s not even an issue.
I’ll give you kind of a tangential analysis of this. This friend of mine, he is a coach, like a professional coach, and last year at some point he messaged me, he said, “Russ, I’m wrappin’ up 2017, “and I wanna double my income next year.” And I said, “Awesome, double your income. “That sounds like a fantastic target. “Let’s talk about this!” Because from my perspective his life was just fine. Great relationship with his wife, great relationship with his kids, great lifestyle, lots of travel, lots of content.
And I said, “What pain will you solve “by doubling your income?” Because if you’re not solving a pain by the growth required to double your income, then you’re not gonna wanna do it. ‘Cause that growth is gonna require sacrifice. You’re gonna have to spend less time with your kids. You’re gonna have to have some conflicts with your wife. You’re gonna have to be put into an uncomfortable position until the rest of the world and your relationships and everything else catches up.
Now, unfortunately, I still don’t have an answer from him, and while I hope and I love this guy so much and I wanna see him double his income I am unconvinced that it’s going to happen, because that change, that growth is not gonna solve the pain. He’s interested in doubling his income, but he’s not committed to it.
So when we’re committed to something there becomes a pain our life and accomplishing this, getting through and making sure we do what we say we’re going to do, helps resolve that pain. It may not eliminate it, but it helps close the loop on that pain.
So for me, writing this book, first and foremost, legacy. I wanted to have a legacy for my kids to where they could say, “Dad, why don’t you drink?”, and I could say, “Look here you go.”
Because obviously in American and Western culture, if you don’t drink, you’re in the minority. That’s definitely shifting. I’d like to change the tide of that slightly, but I could say, “Here. “Here’s the story and I’m not gonna tell it to you. “You’re gonna read it.” And guess what, a lot of other people read it. Here’s a five-star review on Amazon. Here’s a video course which is coming as well, and you could learn all about the life lessons that I got out of this.
This was never given to me by my Dad. It was not given to me by my Mom. So it’s legacy, first and foremost. The second reason why I wrote this, was because I would answer the question, who would I have to become to be an author? A published author. What would I have to do? How would I have to manage my time? How would I have to grow?
And so things like writing a book, I’m not planning on this becoming an international hundred thousand million-copy best seller. That would be fantastic. This is a niche book. I think 10,000 copies is a realistic target for me this year on this. But for me to be able to say I did it, and for the growth to come out of that, that’s gonna be key.
So when you’re looking at 90-day challenges, and things you’re wanting to do and how you’re wanting to grow, and the things you want to commit to with your sacrifices, you wanna pick things that are gonna improve you as an individual. Writing this book definitely helped me get better as a writer, as a communicator, getting better as a marketer. I’m having to launch new things without the support of my design Design Pickle team and grow in those areas.
So legacy is one thing, personal growth is another, and then I genuinely believe in my message.
The Sober Entrepreneur is a book about addiction in today’s society, in particular, in the entrepreneurial community. Men or women, it doesn’t matter. This is written from a male’s perspective, so there’s gonna be a little bit more examples written from that, but right now, we are struggling as a society.
There are divorces and people destroying their lives through addictions not just to substances, but to beliefs, to habits, to things like social media and technology. And I love the connection of those of you who watch this, but I hope that you take the content here, and you act upon it, and you move and you use it as a collision for your thought patterns to create something bigger and better.
And that’s what this book is designed to do. It’s designed to be a collision and to tell my personal, raw, real, relevant story around some dark stuff you normally don’t hear about, but to say, look here I was, but here’s what I did to get to where I’m at, and here’s where I’m going. And guess what? I’m a guy just like you. And I’m a person that’s just like you, in the stores, online, wherever. And addiction is not just relegated to the degenerates, folks that we imagine in our minds under a bridge or homeless or whatever they might be. It’s a societal issue, no matter what creed, culture, nationality, wherever you come from.
And so that’s the reason I wrote this book. The final reason I wrote this book, is to break down those barriers around the conversation so people could one day say, “You know what, “I am kind of addicted.” I mean, aren’t we all addicted if we wanna start our own business or pursue a passion.
Like my producer here, Janett, she’s addicted to video. She’s addicted to storytelling. She’s addicted to her career and her path. Granted she uses that addiction in a positive way, to create content like this, as well as her own personal projects and businesses.
But the addiction, while it can be awesome and great, and gets us to where we’re going, we could become addicted to other things that take us away.
So I’m not gonna spoil it all for ya. There’s a lot more in this story and the greatest thing is right now, this week, the week of January 15th, it is free on Amazon Kindle. So you can go Amazon.com, search Sober Entrepreneur, and you can buy it for free.
Make sure you do the Buy, One Click Buy Now, or Buy Now With One Click, option, ’cause Kindle will wanna try to make you subscribe to their Kindle Unlimited version, but you can get the Kindle version for free.
Now if you do that, please leave a review, an honest review. Do I love five-star ones? Absolutely! And I hope this book can get into your hands and you could see and you could be impacted by my story, as well as the practices and habits that I have that I’ve talked a little bit about here.
A lot of warrior content in here. So shout out to Wake Up Warrior. Obviously, they’ve been a huge influence and I talk about this in a very concise way. So if you’re all interested in my journey and the things that I’ve learned from that program, then you can get insight into that with my book here.
So that’s gonna be it for today ladies and gentlemen. It’s just a shout out, a storytelling, and I hope you can take something away from even this episode and challenge yourself this year, and even in the next 90 days to create and to do something and to not just be interested in it but to be committed and I hope you can do it in a much faster pace than I did. This took me quite some time.
But whatever it is, I’d love to hear. You can post, you can share, you can tweet, #obeythepickle. Startin’ to play around with a few other hashtags here, maybe #soberwarrior, and we’re lookin’ forward to that one, and if you’re not subscribed, I want you to get subscribed. Go to Designpickle.com/show and you can get updates as well as on my Instagram channel, Instagram.com/russperry. I post on there time to time, definitely with updates like this one.
So that’s it for the Russ Perry Show. Tune in next week, same time, same channel, and we’ll see you later, take care!
[Outro]  ♪ Let’s go ♪

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