National Achievers Congress 2016: London – Day Two, Key Learnings

After another busy week, I am pleased to be writing about my key learnings from day two of the National Achievers Congress in London. This post is also filled with value, and if you enjoyed the key learnings from day one, I’m sure you’ll love what’s to come! If you missed my first post from day one, you can check it out HERE.

After seeing Tony Robbins on day one, I’d be lying if I didn’t tell you that I was sceptical about whether day two would be able to live up to the high standards of what felt like the headline act. That said, and although the content from both days were very different, I learned so much from the great speakers we had on day two. The day was kicked off by…

Jason Vale

Jason is The Juice Master, best selling author of no less than Twelve Books (with his thirteenth due out imminently) on health, addiction and juicing, motivational speaker and lifestyle coach. Jason’s book ‘7lbs in 7 Days: Juice Master Diet’ was so popular that he knocked the Da Vinci Code from the top spot on Amazon and!

Jason bounded onto the stage on Sunday morning full of energy and ready to rock, but he wasn’t always as slim and vibrant as he stood before us that day. His past saw his suffer from severe psoriasis, eczema, asthma, hay fever and obesity. He used to drink heavily, guzzling anything up to 14 pints of larger a day, and smoked 2-3 packets of cigarettes a day! Is it any wonder his body had turned on him? He turned his health, and his life, around through juicing (hence the subject he’s famous for) and is now on a mission to bring the health benefits he’s found from the practice to the people of the World. He regularly appears on TV, and even made his own documentary about the positive health benefits a juicing lifestyle can afford those who embrace it.

In a lot of ways, a truly motivational guy with a great story.

Jason managed to go way over his allotted time, but the crowd loved his energy and personality and more than once chanted for ‘more, more, more’!

Due to the nature of the things that Jason shared with us, and my background in personal training and health and fitness in general, a lot of what Jason was talking about wasn’t new to me. That said, I am sure he inspired many in the crowd to take a closer look at their diets and to hopefully make some positive changes in their lives.

He shared with us his view that addiction transcends logic and intelligence, and I have to say I agree. Whether it be drugs, alcohol or food, addiction is a condition of illness that pays no mind to our logical minds. I should know, having once been a smoker back in my college days and early 20’s. Yes, that’s right – not only am I a health and fitness professional, but I’m also one of those annoying reformed smokers who drives everyone mad by stating the obvious about how smoking will kill them and that they’d be shocked if they could see the state of their lungs right now! Anyway, I digress.

Another interesting statement he made got my mind going as he described what happens to you when you overeat – particularly crap – in a way I hadn’t previously considered. When you overeat rubbish food, you fall asleep; this is nothing new to anyone who’s gorged themselves around the Christmas dinner table and then plonked themselves in the living room to ‘rest their eyes’. But, why do you feel so tired after a big meal like that? Well, the way Jason described it was that you fall asleep literally because your body doesn’t have enough energy to keep you alive and awake at the same time, all due to the enormous amount of crap you’re now forcing it to have to process! Interesting way of putting it.

He ended his talk with an analogy that utilised a fish bowl, a plastic fish and lots of crap food… and all in an almighty rush due to the organisers from Success Resources threatening to send in the heavies to physically remove him from stage if he didn’t wrap it up pronto! He explained it in terms of the fish being our health and wellbeing, and the water in which is resides being the environment we create in our bodies. He proceeded to pour all manner of shite into the fish bowl such as chocolate, crisps, and soda (to name a few) and we could quickly see the water becoming severely polluted – this being a metaphor for what we’re doing to our bodies. He explained that the fish then started to show signs of dis-ease and so he chucked some antibiotics in there, along with a few other pharmaceutical concoctions which made it seem to the fish like the symptoms were no longer there so he could happily eat more crap. The point here is that although the symptoms had seemingly gone away (or rather been masked by the ‘medicines’) the problems persisted. This is an even worse situation to be in, because you’re then damaging your body and don’t even feel it! Ultimately, his analogy was a way of explaining that pumping yourself full of drugs is not the answer, it will only mask the pain and make things worse in the long run. Clean the water, and you heal the dis-ease without the need for help from pharmaceutical companies.

If you suffer from any sort of dis-ease, Jason recommends eating clean whole foods as a starting point – and again, I have to agree. You get out what you put in. The food and drink that you put in your body literally is the building blocks from which your body makes new cells, repairs damage and uses as a source of energy. Put shit in, get shit out. Simples.

JT Foxx

Next up was the polarising wealth coach JT Foxx. He is an entrepreneur, real estate investor, philanthropist and the World’s No. 1 Wealth Coach. He has clients in over 40 countries around the World, in six different continents. He had his own syndicated radio show in Canada and the US and has appeared on major news networks such as CNBC and the BBC. He has also been featured in major magazine publications such as Forbes. His motto is ‘your success is my success’, as he has created countless entrepreneurs and real estate investors by helping them take their lives and businesses to whole new levels. I have a tonne of notes from his talk, so let’s dive in!

“Don’t talk – act; don’t say – show; don’t promise – prove”

One of his points was that doing the things that got your business to £1m will not get you to £10m – something I wholeheartedly agree with. As Einstein once said, if you want different results, you need to take different action! Doing the same thing and expecting different results is the first sign of insanity.

The four most important things in business are:

  1. Branding
  2. Marketing – any business that’s based on referrals alone is not a business as it’s not a business model that’s saleable
  3. Relationships – to extrapolate on this point, JT stated that you are only 5 key relationships away from earning £1m, and only 10 key relationships away from £10m
  4. Coaching – you will never succeed without a coach (on this point, I agree completely – my own journey over the last 12 months has seen me work with my business coach and mentor Gavin Preston and as a result of working with him I have doubled my company’s turnover in 12 months to just below £5m, and my personal growth has been exponential – to say I am 10x the man I was a year ago would be a serious understatement!)

To be successful, you need to be uncomfortable. One of my favourite quotes is, “life begins at the end of your comfort zone”. You are not going to progress in anything by staying comfortable. Would I be a Tae Kwon Do World Champion as I sit here today if I was never uncomfortable? Would I fuck! You have to face adversity, push through the tough times and keep challenging yourself every single day in order to learn new things and progress in life. When you face adversity, you get re-introduced to yourself – you get to know who you are when the odds are against you and you’re at the brink. You get to know yourself in ways you couldn’t have even imagined, and you get to realise a rate of personal development and get clarity on things in your life in ways that will blow your mind. We must push through our limits, and we will see that we can always go a little further and that is one hell of an empowering feeling.

Back to JT.. he says that no one buys products, they buy people. Fear is a choice and focus is more important than intelligence. All of these are true, and I would agree that emotional intelligence is more valuable in this day and age that standard IQ. It’s not about the products you offer, but more about the message behind the products – the why. Think about why Apple lovers are such die-hard first adopters. They got the message. Sure, Apple make some nice products, but their company ethos speaks to the core of a certain type of person – the rebels and the misfits. Harley Davidson is the same – you’re not buying a motorbike, you’re buying into a culture, a lifestyle, a way of thinking and living!

He also shared with us his system for risk assessment management, which is a process he uses to assess the potential risks against gains of any given investment or business decision:

  1. What is the best case scenario?
  2. What is the worst case scenario?
  3. What’s the most realistic scenario?
  4. Count: 5, 4, 3, 2, 1, DECIDE!

The whole premise of this, is to stop yourself from getting inside your own head too much; follow your gut instinct, and let you heart decide. Pretty good advice. It’s so easy to overthink a big decision, when really the first answer you mind gave you was the right one – think about it too much, and you’ll be lucky to see the wood for the trees.

Create a STOP doing list of things in two categories; transactional and transformational. Transactional things are physical things, like exchanging time for money or picking your nose. Transformational things are those that are in your head, your mindset. After all, the main thing that will make you £1m is, why you?

The three keys of a good business are that it’s sustainable, predictable and consistent. You must create a brand and make money fast.

On a side note, he mentioned that the greatest drug in the World for women is confidence, and also that too much confidence is the downfall of most men.

Another good point he makes, is that you need to hire people in your business to do the transactional work so that you – the business leader – can focus on the transformational work. I completely agree with this; if you’re too busy being the technician doing the work, then you’ll leave yourself no time to be the visionary that can really shift the gears in your business. Visionaries do, dreamers talk.

In terms of investment advice, he shared with us that 10% of your assets should be invested where they’re 100% at risk, and 25% of your assets should be invested where they’re risk free. A well spread and balanced portfolio is the name of the game.

JT Foxx is certainly very confident, and a lot would say arrogant (hence the polarising comment), but he certainly has evidence of his results that show, without a doubt, he knows his shit.

Next up was…

Paul O’Mahony

Paul is a cool Irish cat with a fantastic rags to riches story of success. He’s an entrepreneur, social media mogul, author, Sunday Independent Columnist, and business coach. Probably the thing I love most about Paul, is his mission to take young people and teach them the principals of how to be successful in business before they’ve even left school – because as we all know, it’s not like our education system teaches anything to our children that sets them up for life in the real world of business. Knowing Pythagoras theorem is lovely, and being able to memorise and regurgitate facts shows fantastic memory, but let’s be honest – none of those things are going to help you in the real World with the advent of Google. Who gives a shit if you’ve memorised a boat load of facts? I have Google on my phone, and thus have the World’s boundless information at my fingertips. To this end, our systems of, and approach to education, need a serious overhaul. I digress… and I intend on going into this topic in more detail in a subsequent post.

Paul shared loads of great insights with us, the first of which being the premise that if you help other people get what they want, you will get what you want; in this case success.

There are seven types of problems in life:

  1. Financial
  2. Physical
  3. Social
  4. Mental
  5. Familial
  6. Vocational
  7. Spiritual

If you can be the matchmaker between the people who have problems and the people who have the solutions, you’re onto a winning formula. After all, what business model to the likes of Tesco, Sainsbury’s and Morrisons follow? Just that. They may have their own brand products, but for the most part they fill their shelves with other people’s products and sell to the customer. They are matchmakers! You see, there are loads of people out there who are great at coming up with solutions to life’s problems, but who are either awful at sales and marketing, or simply don’t care for it. That’s where you come in as the matchmaker. Find top quality products, and sell them to the people for whom they solve a problem – both will always exist in abundance. There will always be entrepreneurs who create products and solutions, and there will always be people with problems that need to be solved – they might change over time, but the basic principal pervades.

What we’re talking about here is affiliate marketing, or the ‘Tesco’ model – they provide the warehouse, others supply the products and the former take a commission on everything they sell. Sounds like a great system to me!

If you want to get somewhere in life then you have to fully commit to the outcome you desire; there’s no point in going at it half arsed. You have to want it to the very core of your being. As the quote goes, “once you want to succeed as much as you want to breathe, then you’ll be successful”.

Collecting contact details is a powerful marketing strategy, and Paul shared with us great ways to do this whereby the person you’re collecting details from doesn’t even have to type their details in. He just uses a very clever landing page from social media and the persons details are automatically filled in for them as a result of them already being signed in to their social media account. All it takes is two clicks, and you add them to your list. On average, Paul estimates you can make $1 per month from each e-mail address in your database, so if you’re looking for a return of $4,000 a month as a wage, then you simply have to collect 4000 e-mail addresses into your database.

“If someone else can do it, so can I”

We must always make sure we’re asking ourselves the right type of questions, empowering questions rather than disempowering questions. This takes some pre-contemplation. For example, instead of asking ‘why can’t I do that?’ ask ‘how can I do that?’ – I touched on this topic in an earlier blog post on asking better questions, which you can read in full HERE.

As Paul’s playground is social media, he goes on to disseminate some fantastic tips on getting the most out of you social media marketing. For example, using leads on Twitter will automatically store a persons name and e-mail address without them actually having to input any information (as was alluded to earlier). Twitter also allows you to set your marketing strategy so that you only pay for the ads which actually convert into sales! That’s right, you only pay for ads that actually make you money! Sound too good to be true? Such is the level of technology today, and so few people are even aware of the level of functionality available to them, never mind actually using it to it’s full potential. The same applies to Facebook ads.

Facebook is great for this, because you can target those people who have already bought through a Facebook ad, you can build tailored audiences so your advert is only ever shown to people who are actually interested in what you’re selling, and you can focus your ads towards those who have a higher than average spend on-line. The functionality of these platforms for social media marketing today is the best it’s ever been, and that’s exactly why 2016 is the year to get started – this is just getting going, so I would advise jumping on board before everyone else does to capitalise. Further, where Google ads are now very oversubscribed and competitive, Facebook ads so completely under-utilised – of the roughly 2 billion people using Facebook worldwide, only about 2 million actually utilise Facebook advertising! Put in other words, out of a room of 1000 people, only one of them is advertising through Facebook. The market is wide open. You can also upload your database to Facebook, see if those people have accounts, and then Facebook will build you additional custom ‘client lists’ based on your existing database.

You need to utilise the Gary Vee technique though, and sell with a Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World – check out his book at the link for more information on this principal, but it’s basically that you don’t go straight in for the sell. First you have to earn the right by providing value added content as your jabs, and then when you’ve earned it go in for the kill (sell) with your right hook.

My closing thoughts on Paul was something he said about money. He said you often hear people say “money doesn’t grow on trees”, but he has an interesting counter to this… “where the fook do you think the paper we print the money onto comes from?”

Next week moved in to the land of books and authors with…

Gerry Robert

Gerry is a cool cat with a great story and an admirable mission. He brought himself from a position of poverty to becoming a multi-millionaire, having amassed an impressive $100m over the last 20 years. He is an expert in branding, marketing, sales and publishing, and founded Black Card Books which is one of the fastest growing publishing companies in the World (based on title acquisitions). On top of all this, he is a best selling author, columnist, speaker and consultant on a global scale, having spoken to over 3 million people around the World. Check out his best seller Millionaire Mindset: How Ordinary People Can Create Extraordinary Income.

Gerry runs a boot camp for budding authors called ‘Publish A Book and Grow Rich’ which is aimed at people who feel inspired to write books to help others be the best versions of themselves in their chosen field. Given that I have been planning on writing a book for a few months now, and already have well developed ideas for 4 different books on different niches within the business and self-help market, I chose to sign up for his programme which runs later this year. I’m very excited to get the opportunity to learn from one of the best, and will write a blog after the bootcamp to disseminate my experience. My plan is to write and release two books next year, and then another two the year following, so – watch this space!

We were privileged that Gerry shared his key principals of publishing a book to grow rich over the weekend at the NAC, and the key points are as follows:

  1. Determine your objective
  2. Write the right content
  3. Design an AWESOME cover
  4. Capture leads
  5. Use it to boost sales of your system, solution or product (the book acts as a lead in)
  6. Use it for free publicity
  7. Get others to pay for everything (genius!)
  8. MAKE IT A MUST (this is probably the most important point, as if you don’t make your goals a must, they are much less likely to ever come to fruition)

You need to first determine what purpose your book needs to serve – are you writing it to gain publicity for your business or product, to establish yourself as a Key Person of Influence in your industry, or as a branding and marketing tool to develop a speaking career? Determine your objective so you are clear from the outset on what you need to do to achieve your intended outcome.

Forget traditional publishing; why bother when the tools are available to self-publish and you save an external publishing company creaming a percentage of the profits off the top! Sign up for an authors account on sites like Amazon Author Central and literally do it yourself – you can even get hard copies produced through these mediums, or chose to outsource printing to China.

His advice for new authors is to aim for 80-100 pages for your first book, broken down into 8-10 chapters and with 8-10 pages per chapter. Each chapter should deal with 8-10 needs, desires or problems for which you can provide some valuable insight.

Once you have your book, you should create a single page website for it that you can use to capture leads, and use it to give the book away for free in PDF format in return for people’s sign up and contact details before the release of the official version. As we learned from Paul earlier, the money in marketing is in the database.

Once you’ve written your book, an important change occurs in how you are perceived by the World and by your potential clients – you are no longer a salesman, you are a thought leader and an educator. This instantly gives you way more credibility, as those people you now approach are not concerned that you’re just going to try and sell to them; indeed, they now come to you rather than you having to chase them down because they want your insights!

Another powerful way to gain leverage through your book is to decide if there are any people or companies you want to meet, be affiliated with, or want to endorse you and to write about these people or companies in your book. Make reference too them, and you instantly give them a reason to read the free copy you send them! This hugely increases your chances of obtaining an endorsement or setting up an introduction.

Other than selling your book either in physical or digital format, you can increase the revenue realised from your book by selling advertising space on the back 4-5 pages. This is completely unobtrusive from the readers point of view and is a great way to get the costs of writing, producing and publicising your book paid for by others before you’ve sold a single copy. Approach companies that are synergistic to the content you are providing, but that don’t directly compete with you – this way, you’re adding value to the reader by pointing them in the direction of other companies or people who can offer them services they will consider to be of value without giving revenue away to potential competitors in your marketplace. Added value like this is huge.

Another great way to make some additional revenue prior to official release is to sell a ‘bonus chapter’ – this is basically selling space to someone else to write a contributing chapter in your book which provides added value content for your readers, and excellent promotion to the guest author whilst raising up-front capitol to help pay your costs.

BOOM! How’s that for some serious added value!

Other speakers worthy of mention

I want to use the final paragraphs of this blog to pay credit to two other speakers whom delivered added value on day two, but for whom I did not take notes for several reasons.

The first is Allan Kleynhans who I saw speak at a Unleash the Power Within pre-seminar in Birmingham, and where I signed up for the event being held in London next year. He told a powerful story about his life experiences growing up in South Africa and the horrors he experienced fighting in their army from a young age. He went on to tell us how these experiences, which he calls SEE’s (significant emotional events), affected his life as he grew older and resulted in a terrible drug addiction and serious mounting debt. One day, a friend of his, whom he hadn’t seen in years, introduced him to the book Think and Grow Rich by Napoleon Hill which changed the course of his life in a massively positive way. As a result of the books lent to him by his friend, he purchased Tony Robbins books and tapes and eventually attended one of Tony’s UPW seminars. Attending this event was the catalyst for him getting sober and turning his life around. This man is a truly beautiful soul, and his compassion for others struck my heart when I had the pleasure of speaking with him over the weekend. If you get the chance to see Allan speak at one of his seminars, I urge you to seize it with both hands – he is an admirable human being, with an inspirational story of personal transformation.

The other man to whom I with to pay credit is the amazing Olympic Ski Jumper Eddie The Eagle. Eddie told his story of how he slept rough in a small village in Switzerland, scraping food out of bins to feed himself, so that he could practice ski jumping – his passion – everyday. He is a truly inspirational man who has overcome great adversity in his life to achieve his goals. I won’t butcher his story here, but I urge you to watch the film that has been made about his life – more information on that HERE.


I had a fantastic weekend, and I learned so much. I didn’t really know what to expect, but I was overwhelmed with the quality of the speakers and the content they delivered. They added so much value to my life and that of everyone who attended and for this I am truly grateful I was afforded the opportunity to have the experience. The highlight for me was obviously Tony Robbins – I have been a huge fan for months now, read several of his books and watched HOURS of his on-line content. The man is immense in every way, and I am so excited about spending a full four days with him and a group of like-minded people at his UPW event next year.. not to mention the fire walk!

I hope you have enjoyed reading of my experiences and key learning from the weekend, and my hope is that it’s added as much value to your lives as it has to mine – I am already taking massive action on much of what I’ve learned and the rewards will be enormous. After all, knowledge is only potential power – the real power is in taking action on the knowledge you obtain.

Thanks for reading!

With love and passion,

Jamie Keeling


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