This transcript is auto-generated and may contain spelling and grammatical errors.

 

Tyler Jorgenson (00:01.514)

Welcome out to Biz Ninja Entrepreneur Radio. I’m your host Tyler Jorgensen. And every once in a while, I get to have a guest on who I’ve known for a long time, have seen in the internet marketing corridors, if you will, but I somehow didn’t get this wonderful guest on my show yet. And so I’m so excited that the time has finally come that we get, that I get to share with my audience and with the world, the amazing human that is Liz Benny.

 

I’m so excited to have you here, Liz. Welcome out to the show.

 

Liz Benny (00:34.296)

Dude, I’m so excited. and by the way, for anyone listening, I, yes, I have a New Zealand accent and no, I am not Australian. Let’s start with that.

 

Tyler Jorgenson (00:43.34)

Very good distinction. so some people know the difference between the two accents, but most Americans probably don’t. So good to know. And thank you for videoing in all the way from New Zealand. The very first question I like to ask, and I’ve had the joy of following your journey for the last decade, which I just realized as I was saying, is quite a long time. But when was that moment in your life where you first realized that you were an entrepreneur?

 

Liz Benny (01:13.424)

my little Lord, I can literally pinpoint the exact moment where I started to have all these big entrepreneurial thoughts. I remember when I was mowing the lawn between rows of roses. So what I mean by that is my dad was an international rose breeder and we used to have like 60,000 roses in a paddock or a field outside our house. And in between that was the lawn, right?

 

And remember like pushing this lawnmower in between the rows of roses, AKA weeding in between the roses. And I remember it had gotten really long grass, become really long grass and it all got like all clogged up, right? And then I, like, I remember the lawnmower kind of putting out. And yes, it was off and I turned it over and I had to like put my hand in under there and I was like hauling all of this green stuff out of underneath the lawnmower.

 

I remember looking at this stuff going, oh my gosh, like what could I make from this and sell? And then I started to imagine like facials and I was like, oh, and then I imagined the mask with Jim Carrey. I’m like, that probably wouldn’t work. So I kind of quickly regressed out of that idea and go, okay, maybe, maybe, maybe, maybe people will drink this. was like, anyway, and I was probably 13, 14 years old at that point in time.

 

But I always remember, I grew up on a farm and I remember thinking, you know, there’s gotta be something, I wanna change the world. So I had these big feelings about wanting to be a person that changed the world. And then that was always kind of through entrepreneurialism. So yeah, super young.

 

Tyler Jorgenson (02:58.538)

Early on, what would you say, so, you know, ideas of turning mulch into masques, but what did you, what was that first real entrepreneurial or first business venture you attempted?

 

Liz Benny (03:10.19)

So the first, mean, I think it’s the same for a lot of us that jumped into online marketing. I started in MLM and yeah, so sorry for the MLM is listening right now who are so into your MLM. That’s cool. That’s cool. You do you. But for me, it was more of a high ticket sales side of that. So it was actually a personal development company and yeah, so that was my first thing. And I learned some big things about business in that opportunity for sure.

 

Tyler Jorgenson (03:19.916)

you

 

Tyler Jorgenson (03:39.542)

Yeah, there’s, MLMs are so unique and I don’t want to go into the negative side of that because there are a lot of positives. And one of them is what people learn, right? If you’re the right personality, what you will extract in learning from an experience like that is huge. What was one of your biggest lessons that you learned during that experience and how did it impact you in your next steps?

 

Liz Benny (03:44.824)

Mm-hmm.

 

Liz Benny (04:01.294)

Wow. Okay. So, uh, firstly, uh, to be savvy, uh, and to, know the rules before you start playing the game. So for me, what that actually meant was I ended up in my first year of sales, I actually ended up doing around, I think 70 ish thousand dollars that got passed up to my, to the person that I actually, uh, was introduced to the company. And it was like past two up past two up type thing. And I was on a really slow.

 

in a really slow team. So a lot of other people were getting like, you know, qualified out and all this sort of stuff for the, for the big commissions themselves. And I effectively made this, this dude so much money. I mean, and that was great. I made myself 13,000 and made him 70 great deal for him because, you know, whatever. but for me, the lessons though, are resilience, understanding the rules before you go in and asking better questions. Because I think a lot of the time and

 

We just don’t, we get swept up in the dream and then we don’t go hold up for a second. What’s the reality of what’s happening here? And is this a reality? Is this a problem I want to buy? And this is a conversation I was having with my wife yesterday. It’s like every single time you get into a business, you are investing in the problems that that business requires you to sell or requires you to problem solve through. You know, and for me, it’s a, it’s a big question now. It’s like, well, do I want to jump into another investment property?

 

No, that’s not a problem I want to buy right now. I want to go over here and solve other problems because business is ultimately about solving problems.

 

Tyler Jorgenson (05:38.036)

Yeah, it’s a good way of looking at it. Is it a problem you want to buy? And I really love the idea of knowing the rules before you play. So you went from one idea into you did an MLM. When I first learned about you, it was about a decade ago. And now you were more in the internet marketing side. You were starting to learn. You had your…

 

some offers and some things you were selling online. How did you make that pivot from MLM and other things into the online space? How did that find you?

 

Liz Benny (06:12.29)

Such a beautiful question. So went from MLM, learned tons of skills in MLM and then that one eventually faltered from a legal standpoint and super grateful for that. Jumped into a different one, which was all about helping people and serving people. And I think the name of the company was Give Off or something along those, like a giving opportunity. The more money you make, the more trees you plant and all that sort of stuff. I was like, my gosh, this is amazing. It’s so aligned. Let me help make money and save the world. So I thought that this was the most amazing thing in the world. That one faltered as well, but

 

in that particular business, there was a guy that I, that, that, he was amazing. His name is Eric. I won’t give away his surname because the guy turned out to be a bit of a bit of a, he owned a porn site and all this sort of stuff. And I went into business with it. Should have asked more questions. I went into business with this guy and we were going to, you know, again, change the world. And we started this company called together, be happy.

 

Tyler Jorgenson (06:57.161)

well.

 

Liz Benny (07:07.702)

And he said, look, all you need to do is just go out there and be all of you and you’ll be able to make so much money because people will be so magnetized by all of your energy. And we’ll build a website where we sell advertising on the website. So literally that, that was the next step. And I was like, yay, I get to be all of me. And I was writing blogs about happiness and about gratitude and about all these things. And it was incredible, right? It was all based on the science of happiness, but the guy turned out to be a blimmin scoundrel.

 

His porn site got shut down by Google. He didn’t have any money to pay his rent. I eventually was so invested into the business that I was like, I’ll pay your rent so that we can keep going in business together. my gosh. The things you learn anyway, long story short from that particular opportunity, this is actually where I started to make all like the millions and millions and millions that I’ve made can track back to this particular opportunity because I learned website. learned SEO. I learned social media.

 

to the nth degree. And then what I did was I basically took those skills, got a job, was making $45,000 per annum, hated it, horrible. And then from then I was like, you know what? I can go out on my own. So that’s when my social media management company started. I turned over $25,000 in my first year. Woo, not very much. And I vowed and declared that that would never happen again. Like I would never put in that much work for so little. And that was profit.

 

And then the next year I turned over $131,000 in profit or something along those lines. And from there is where I started going, I want to change the world. I can teach people how to do what I’ve done. I’ve got all the systems. I’ve got all the resources. And that’s where, when I hired Russell Brunson, who we both know, and he, he was the coach that walked alongside me to assist me in making the first million online, selling that program.

 

Tyler Jorgenson (08:50.443)

Mm-hmm.

 

Tyler Jorgenson (08:59.936)

That’s really cool. You know, the people who found Russell early, right, before all the webinars and before ClickFunnels went big, I’m always curious, like, how’d you find him?

 

Liz Benny (09:06.173)

Mm-hmm. Mm-hmm.

 

Liz Benny (09:13.038)

Oh, this is such a, and Russell would laugh. If Russell was listening to this podcast right now, or this, this, um, interview right now, he would laugh because he knows what I’m about to say. So I, I saw this little guy about 15 years old and Russell was older than 15, but he looks about 15 years old. And, um, and he, kept seeing this Facebook ad and he was showing this thing like, Hey, you know, he’s like, this, this little dude selling me this 101 or 108 split testing secrets.

 

And it’s all I needed to be able to, you know, make all the money in the world type promise and understand exactly what to do on my website to be able to, you know, tweak and change. And I think I still have that exact catalog. and it got delivered to me over here in Newsy and I kept seeing his little ad and I was like, what is this 15 year old going to teach me about marketing? That’s what my brain was doing. And then, and then eventually I got so annoyed with the ad that I was like, fine.

 

If I just get this product and buy this product, hopefully I won’t see this ad anymore. And that’s why I did it. And it got, it was like a free plus shipping offer. And when it arrived over in New Zealand, there was a little insert in there and I looked at the insert and it was selling his, selling his coaching. And I remember saying to my wife, Christy, if this coaching is $25,000, I’m not doing it. And then I got on a call with his sales team and I was like,

 

Gosh dang it, lucky I’ve got $25,000 to send and I, you know, the rest is history.

 

Tyler Jorgenson (10:47.264)

And then you became for a while the poster child of Inner Circle and just like how amazing it can be. You spoke, I think you spoke actually at the very first Funnel Hacking Live, right? Or I know you spoke at the second one, but you attended the first one.

 

Liz Benny (10:57.166)

Yeah. Well, I was flown over as the call girl for the first, not the call girl. was, Ross was like, Hey Liz, you know, you’re having obviously a lot of success with webinars. I was the first person in the world that he taught the perfect webinar to. So that’s kind of cool. And then he actually asked me to come over to the.

 

the very first Funnel Hacking Live. So I was up on stage, but I didn’t speak at that one.

 

Tyler Jorgenson (11:30.252)

Gotcha. There is a common thread that whether you intend to or not, it comes out in everything you’re saying and it’s about happiness, it’s about who you are, it’s about your identity and about how you want to make the world a better place. Throughout all these things and throughout your life, there’s been ups and downs, right? Some of them you’ve shared, some of them I’m sure are just kept internally, but what has been your guiding light as you’ve gone through the challenges of entrepreneurship in life?

 

Liz Benny (12:00.718)

Gosh, what a beautiful question. And there are so many different ways that I can answer that, but I’m going to answer it with the truth that is coming through like thick and fast right now. I’m deeply intuitive by the way. So I’m just going to be like, we’re all real and honest with you right now. And that’s actually part of it is that I don’t want to hide the truth. I want to be absolutely all of me. And ever since like I’ve gone through chronic depression and I’ve had suicidal ideations, I’ve been through it all. And I’ve asked myself the big, big, big, big,

 

question, the questions like why am I here? What is the purpose of this human experience? And for me, it’s just about helping people live all of their experience of life in integrity with their truth, whatever that is for them. And for me, the word Kapow,

 

It’s a pathway. for me, like the guiding force for me is Kapow, which sounds almost like I worship Kapow like a God. And it’s not that in any way, shape or form. I’m Liz Bene, the Queen of Kapow. The word Kapow was something that came through me in the early days. And I kept saying Kapow and it kept like lighting people’s faces up. And I noticed that when I said Kapow, you know, there was like an energetic shift in them and it was incredible and amazing. And I was like, my gosh, okay, cool.

 

That is something cool. And it was actually with Russell. came up with the concept of like, Liz Benney, the queen of Kapow. And then Kapow became a pathway to wealth because a lot of people want to live a truly deeply wealthy life and they don’t know what it means to them. Like that’s the problem. They think that, you know, they buy the Porsche, they buy the thing and that then they’re to be happy. I’m like, no, no, hold up. Wealth is a feeling of freedom within your spirit and your soul that you get to experience all of life.

 

in the way that you feel called to experience it. And if that’s having a crap ton of money and being able to go on holiday all the time, cool, awesome. If that is having a deeply intimate relationship with your significant other, where you get lost in that marriage and that relationship, yay, cool. Like wealth is a thing that I help people define in a very sacred space for them. And then through connection, which is the K, and I know it’s spelled incorrectly, sometimes in life we have to break rules that don’t work for us.

 

Liz Benny (14:16.056)

Connection, alignment, living with purpose and taking ownership gets you the wealth that you want and desire. And I’m just, that’s what I’m here to do is help people create wealthy lives on their terms and have the identity and alignment with that.

 

Tyler Jorgenson (14:31.74)

once you got started, right? So there was the pre-capow Liz Benny, right? But once you found that capow and that was like, okay, this is it. This is what I’m gonna build. This is who I am. This is my mission. What was one of the biggest challenges that you faced and how’d you overcome it?

 

Liz Benny (14:36.632)

Mm-hmm. Mm-hmm.

 

Liz Benny (14:48.6)

Hmm. Such a brilliant question. one of the biggest challenges that I faced was feeling like I needed to get external validation for what I knew internally to be the truth.

 

Liz Benny (15:07.946)

And if you want me to go more into that, I totally will. Like I’ve got hundreds of examples, but let’s, that’s it in a nutshell.

 

Tyler Jorgenson (15:15.308)

Yeah, I think that’s a, any entrepreneur or any human that is trying to grow is gonna face that moment. That moment of am I doing it for me because it’s what’s right for me? Am I doing it because I’m, or am I, do I need other people’s approval, right? And whether it’s the validation or whether it’s just the confirmation or the pat on the back, right? Are you making the choice for you?

 

or because of somebody else’s view or vision of you. And I’ve had to go through a lot of that. And how do you help people if they’re stuck in that moment?

 

Liz Benny (15:52.664)

You know, it always comes back to connection. So for me, everything starts with connection. And for me, there are four main connections that you have to have as an entrepreneur to live a truly deeply thriving existence in life. So one is a connection to God’s spirit universe, whatever your belief system is, a connection to a higher power. And for the people who are agnostic right now, like, please don’t talk about God. I’m just, just that sense of like, I’m not alone is actually what it comes back.

 

So connection to God, spirit, universe, connection to themselves, like where am I in this? Connection to a sense of identity that is so rooted in a fundamental truth of like, this is who I am. And knowing that that I am-ness is enough. And then a connection to your significant other, a spouse, a community around you, in a close community.

 

that can see you as who you are and who you seek to become and hold space for that. And then from an entrepreneurial standpoint, it’s connection with your customers and understanding your customers often more than your customers even understand themselves. So for me, if a person is off, like literally just before this conversation with you today, I had a conversation with a client. I just got off the call just before jumped on this and he was not connected.

 

did at the beginning of the call. He wasn’t connected with the thing that lit him up. He wasn’t connected with his truth. He wasn’t connected with his power. And in the space of, you know, an hour conversation with him, he’s all lined up. And I literally got this guy to roar on the coaching call with me. He was like, are you serious? I’m like, dude, roar. and cause what he was doing in that moment was he was roaring and he was moving energy from his, from self.

 

But he was also sitting in the face of being potentially judged by someone. Right. And being able to step out and being like, this is who I am. So that’s part of that is that like, always like connect people back up to their own internal power and connect them up in the other areas that matter too.

 

Tyler Jorgenson (18:06.646)

So when you’re working with somebody and you’re looking at they’re feeling disconnected, are you usually able to identify which of those four connections is most broken and then start there? do you have another, I mean, maybe it’s a totally different thing. Maybe that was overly simplistic, but are people usually out of alignment more significantly in one than the other?

 

Liz Benny (18:27.576)

So to answer your question, yeah, I’m normally scanning for where people are disconnected. If they’re disdain for their life, they want things to change. It’s like, one of the connections, if not all of them. And most people are for the most part, the areas where like if they want to make more money, for example, often they are disconnected from themselves.

 

Tyler Jorgenson (18:42.454)

Right.

 

Liz Benny (18:53.708)

They’re disconnected from their own truth. They’re disconnected from a, an identity within themselves that holds them to that higher standard. It makes them go, yeah, I, I actually am worthy of the $100 million or worthy of the 10 million, like whatever it is, insert goal. So the biggest disconnection is disconnection from themselves. And a lot of people are numbing with social media or, or politics or online conversations or whatever it is. So one of the things you.

 

people have to do mostly is disconnect from all the things that are allowing them to live in that lull of me. And then, and then they can reconnect to the things that matter.

 

Tyler Jorgenson (19:36.886)

Talk to me about the bridge or the importance or the connection between self and self-identity and the importance of understanding future self.

 

Liz Benny (19:45.048)

Hmm. So the way I look at this is, and I’ve done a lot of research and a lot of, I’ve spent a lot of time in the space of assisting people in becoming their future self now and feeling what the future self feels like in the now, because here’s the thing is that if you literally experience your future as outside of you, you are creating a dis like you’re creating distance and a disconnect between you and.

 

you. And a lot of the time, having the future self out there outside of you is part of the problem. And the ability to connect the future self back into the now and see, and feel what that experience feels like. It fundamentally shifts your vibration. It shifts how you show up. It shifts how you write that email. It shifts how you lead that team.

 

I’ve got a client at the moment who is going from six to $12 million in revenue this year. And it’s quite the jump, right? It’s a jump in identity. It’s a jump in team. It’s a jump in SOPs. It’s a jump in all of that sort of stuff. And actually what came through a couple of weeks ago on a call was her spirit and soul. Like she, she knows that she can do a hundred milli, right? So we’re now programming her and operating her to,

 

operate with their team and lead her team from the beingness of the future is already here and now and operating from that standpoint. And what shows up when you do that is it brings the future to you faster. And I want to kind of expose myself a little bit more here by saying, I was meditating a couple of, a couple of months ago and I heard these words in no uncertain terms. heard the words. I am the goal.

 

That made so much sense to me because the phrase I am the goal is literally collapsing all of the like when you become the goal, you are the goal. You vibrate at that level. You are the goal. Like it’s already done. And when you operate from a sense of look, it’s already done. Period. I don’t need to stress. I don’t need to worry. Just what’s the next thing that I need to move forward? Cool. Awesome.

 

Liz Benny (22:07.468)

Loss that email, invite people into your world. Whatever it is.

 

Tyler Jorgenson (22:11.146)

Yeah, I love that. I’m a big fan of this stuff anyway, so don’t ever feel like you’re getting a little too woo. We’re good, it’s a safe place. You talked and you shared some vulnerabilities there a little bit ago about some mental health, right? And I think, I don’t know an entrepreneur that hasn’t been around the block for more than a weekend that hasn’t gone through some dark times. You know, where…

 

Where does subconscious, where does healing, where do those things fit in and how do people, what are the steps people start taking when they’re maybe in those moments, those darker times?

 

Liz Benny (22:50.286)

That’s amazing. I think, I mean, for me, I, a lot of my mental health stuff, when I was at my super low, it was all rooted in this perfectionistic ideology of how life should be and how fast I should be able to get results and how, and you can start to see that I’m using the words should hear a lot more. And I learned to be a perfectionist at a very young age to keep the peace at home.

 

I also learned at a very young age to monitor everyone’s emotions around me so that I could keep myself safe by being the person that would shift and change and, you know, be the chameleon to make sure that everyone around me, everything was fine. Everything was fine. So if we look at that from a standpoint, like my subconscious mind was programmed as a child to

 

be a perfectionist, make sure I get top marks and make sure I, and I wasn’t, I was a dumb kid. Like I’m, I was in the cabbage class. So I was never going to get top marks at high school because I’m dyslexic. I, I dude, so many things. Like I was, I was a cabbage and I used to call myself like, I’m in the cabbage class, which was interesting because when I started to do things at university, that really lit me up like philosophy and psychology and sociology.

 

Tyler Jorgenson (23:49.256)

you

 

Liz Benny (24:09.422)

I started to get a, so I’m like, my gosh, like I’m not dumb after all. This is pretty cool. This is amazing. Do things that fire me up and I tend to get into flow. But to go back to your question, I think a lot of the time what I’m seeing in the entrepreneur game is when a person is not able to achieve something or receive something or break through to a next level, often there’s a subconscious block or healing that needs to happen to

 

release the energy, release the belief system, release the identity that is, is, is being held so much. Cause a lot of the time we’re trying to protect an identity in order, like in order to not change so that we don’t hurt someone or all that sort of stuff. So for me, a lot of this came back to what do I need to release? What no longer serves me? What identity must I in some regards, kill acts, get through?

 

I get beyond release. And, and I just want to say to if there’s anyone listening and watching right now, it’s really important to have a really positive relationship with healing as well, because the perfectionist in me likes to heal and be done with it. And, and, and, and I had to understand that I needed to have a positive relationship with healing because I might feel like I’m through and I’m like, a little bit of grief came up again. Wow. Didn’t even know that that was there.

 

Tyler Jorgenson (25:36.639)

Yeah.

 

Liz Benny (25:36.642)

And I’m not going to shame myself if something comes up anymore. I’m like, wow. Hello. Didn’t know you were there. Hi. Let me release you and let me then expand even more. So hopefully that makes sense.

 

Tyler Jorgenson (25:49.568)

Yeah, think grief comes in waves and healing too, right? And so you can’t heal from the things you’ve hidden, right? And so as they come forward, then you have to address that piece. man, it’s such important work. think if anybody has felt, one of my favorite sayings from the community is they felt that call to contribution, right? If you feel that.

 

Liz Benny (25:52.44)

Mm-hmm.

 

Liz Benny (26:01.912)

Mm-hmm.

 

Tyler Jorgenson (26:15.808)

then you’re gonna feel multiple stages of your life where you’re feeling stuck and you’re feeling like you’re behind. And so you gotta face it and you gotta heal if you’re gonna reach the next step. As much as you choose or want to, what was that personally for you? What did you have to let go of?

 

Liz Benny (26:35.124)

I had to let go of the idea that if I was all of myself, I was going to hurt people that I cared for dearly. And, you know, an old belief that I had was if I shine all of my brightness around the world, it burns people that I love and I care for. And that was a big thing for me for a great many years. I

 

You know, and I, I, I turned my light down and I dimmed my light. But what I’ve realized is that in doing so, actually removed the ability for other people to step into the next level. If I was busy managing their experience of life by me not being all of myself and the specific example I’m using in this regard is my wife. So if I, you know, if I went to like shine and then I, and then maybe she got a little bit burnt and like, okay. And then, you know, we’re back where we were. So.

 

You know, we have an amazing relationship now where she beams and shines at all of her and I beam and I shine at all of me. And of course we have moments where, a little bit wobbly because we’re having a human experience, but I don’t turn my light down anymore.

 

Tyler Jorgenson (27:53.548)

Awesome. To me, none of this stuff matters if we’re not living a life that we actually love. So what is something on your personal bucket list that you’re going to accomplish in the next 12 months?

 

Liz Benny (28:00.28)

Hmm.

 

Liz Benny (28:09.228)

Gosh.

 

There are so many things that I could say right now.

 

Liz Benny (28:20.928)

And you’ve kind of stumped me. No, you haven’t stumped me. I’ll take full ownership. I feel stumped because there are so many things and there are some, some things that I want to say that I’m not ready to say in terms of my goals out publicly. and, and, and, but I will say this, my wife and I are going to go on two incredible, amazing, expansive, experiential holidays together that we’ve never been to these countries.

 

And that’s something that just absolutely lies me out because we’ve been to lots and lots and lots of different countries, but we’re going to do it in a different way. then the next time. So that’s, that’s on the, on the bucket list.

 

Tyler Jorgenson (28:59.476)

I love it. So many entrepreneurs struggle to answer the personal side question. They’re like, well, I know all my business goals and I know all the things I want to do, but it’s amazing. I think it’s a reminder to call to balance sometimes, but I love that you at least had two of them, of those personal things. And I’m sure there’s tons of goals and things that you’re also ready soon to share with the world. if people want to learn more about you, Liz, where should they go?

 

Liz Benny (29:25.478)

Lizbenny.com and I just want to make a little bit of a joke right now. The faster you say Lizbenny and if you say it 10 times fast, it starts to sound like lesbian. And for those who are not, who actually want me to spell my name, it’s L-A-Z or L-A-Z B-E-N-N-Y.com. That’s the best place to find me and Chatty Petty spells my name like lesbian all the time. That’s why I’m saying this.

 

Tyler Jorgenson (29:50.828)

Awesome, I love it. It’s so good to have visited with you a little bit more. I am so honored to have been able to see so much of your journey and so much of your growth over this past decade and wishing you continued success and growth as you take on this next one. And to all my biz ninjas, wherever you’re tuning in, watching or listening, it’s your turn to go out and do something.