Sarah Fejfar (00:06.269)
Azul, welcome to Green Room Central Studios. Say hello to Linchpin Nation.
Azul Terronez (00:10.702)
Oh, hello everyone. Thank you so much. I'm so glad to be here and it's a thrill to just be able to talk to you and kind of help serve your audience.
Sarah Fejfar (00:19.839)
Yeah, I've been looking forward to it because, you know, we got to hang out a few weeks ago now on your podcast because our shared virtual assistant introduced us and that was so awesome. And I enjoyed it so much. I was looking forward to having you here on this podcast so we could spend some more time together. And I thought we'd start by having a little fun and asking you to share a story.
So a little backstory on me, about six years ago, I made it into my very first personal development room. And within like less than 12 months of being in that room, I had left my 16 year corporate career and started my own business. I'd sold our house that we'd been in for more than a decade and moved from the Midwest where I'd been my whole life to the Pacific Northwest where we are now.
paid off all of the debt that we'd been under for a decade and a half. It was just such a massive shift. And because this podcast is built on the premise that being in the room is everything, I'm curious, do you have a story to share of a time where you made it into a room that kind of had a massive impact on your life?
Azul Terronez (01:37.934)
Yes, I do. So like you, I was doing something else when this shift occurred. I was a school teacher and a principal for many years and professor teaching graduate students. And I knew there was something more. I just didn't know what. And writing a book was my first step into a new world. And being an educator, you think I'd write a book about education so I can make the next transformation to a consultant or something like this. But.
Sarah Fejfar (01:45.521)
Yeah.
Oh wow.
Azul Terronez (02:08.11)
I wrote a book about how you don't need education to grow and change your career and love your life. I wrote a book called the art of apprenticeship. And the purpose of that book was because I really thought if I find somebody that is doing what I love, like I perceive they're doing what I would love to do, then I could learn from them because I had tried taking courses. I tried doing it virtually and I just couldn't make the connection that I needed. There was something I needed. So I wrote my first book and that's a whole nother story about how that came to be. One of my students nudged me.
Sarah Fejfar (02:20.991)
Mm -hmm.
Sarah Fejfar (02:24.799)
Mmm.
Azul Terronez (02:38.03)
ironically. But I had signed up previously for this event that Pat Flynn from Smart Passive Income and his friend Chris Ducker were holding in San Diego where I was living at the time. And I signed up for it. It's on social media. They're like, there's 20 spots. I'm not posting anywhere else. Click here if you want to do it. I clicked and bought on my credit card. You know how that goes. I didn't have the money. No one I knew spent money like $1 ,200, $1 on a
Sarah Fejfar (02:52.895)
Okay.
Sarah Fejfar (02:59.047)
Yep.
Yes?
Right? It's so weird. Yeah.
Azul Terronez (03:06.926)
a single day event. They're like, are you nuts? I'm like a little bit. Even my husband said, what are you doing? I go, yeah, I'm taking a day off. I got a substitute. And then I read the details of the event, which is, okay, it's hot seat style. It's a mastermind. You're going to be put in a hot seat. So why don't you send us your details about your business, your website, your funnel, your email list. And I was like, holy crap. I only know what three of these things are. And I, I didn't even have a business idea.
I just was so excited that the person I was looking up to had an event that I signed up without really paying enough attention. I'm kind of impulsive in that way.
Sarah Fejfar (03:42.175)
Oh my goodness, okay.
Azul Terronez (03:45.262)
But the thing that happened was is that my student had nudged me about writing a book because I told them they could do anything. And he said, well, why don't you write one? And I said, well, honestly, I'm just afraid. I was honest. So I decided to write a book. And what had taken me 24 years to think about in the past, I wrote the book in 30 days, largely because I was going to this event where I didn't even have a business idea. I thought, well, if I bring a book done, at least I have something to talk about.
Sarah Fejfar (03:51.903)
Yes.
Sarah Fejfar (04:08.927)
Sir.
Azul Terronez (04:14.286)
And I had this idea. So I wrote this book and I was going to show up and at least talk about it. And that event and that writing the book changed my life. So I'm a big proponent of events. And why it changes inside of the book, I wrote about apprenticeship as sort of a dying model because we don't use it. But really, you know, you think of the blacksmith or, you know, something like this where you have to learn by the master who's.
Sarah Fejfar (04:20.831)
Mm.
Mm -hmm.
Azul Terronez (04:39.694)
you know, doing the thing you're observing, you're serving, you're cleaning up the scraps, you're delivering things, you're, and maybe get to use a piece of scrap metal at the end of a day to try something and maybe eventually you get to try. So the idea of apprenticeship always stuck with me as a model. But one of the things people miss in that was that people always try to go to the top. Well, I'll just connect with the top person. And the other thing they do is they, they forget that this person they're serving other people. So I thought, well, if I show up to this event.
Sarah Fejfar (04:40.255)
Yes.
Sarah Fejfar (04:53.503)
Mm -hmm.
Azul Terronez (05:09.934)
and I choose to serve, then maybe I can, this person can mentor me. I didn't know how. I mean, the idea that I didn't even know what kind of event it was is kind of ironic. But when I got on that stage and they gave me my 15 minutes and I told them about writing a book in 30 days and what it was about.
these six and seven figure entrepreneurs who I honestly had no business being in their presence if it's a business mastermind, were all blown away that I had written a book in 30 days. And that's where I got my first client. And not only that, the person I was trying to connect with, the leader, Pat Flynn, asked me to help him write his first book that became a Wall Street Journal bestseller. That's how powerful events are if you trust them. So no business, no idea what I would do, walking away with not only a business but clients.
Sarah Fejfar (05:40.253)
Mmm.
Sarah Fejfar (05:52.017)
Wow. Wow.
Azul Terronez (06:00.238)
On a business I didn't know would even exist before I went.
Sarah Fejfar (06:04.999)
Wow, that is hugely transformational. What, how interesting. So you literally fell into teaching, writing books.
Azul Terronez (06:09.87)
Yeah.
Azul Terronez (06:18.318)
Oh, absolutely. Yeah, I didn't even know it would be a problem. I didn't know it was something to be solved because I wasn't thinking like as a business. I was trying to find a mentor to help me figure out what could I do. I didn't know what I could start. I didn't know if I wanted to do an education or not. I didn't know anything. And so going to the event and showing up in a way that I was teaching was also important. And what I mean by that is it was held locally in San Diego. A lot of people were flying in, though.
Sarah Fejfar (06:22.559)
Mm. Mm. Mm -hmm.
Sarah Fejfar (06:29.375)
Yeah.
Azul Terronez (06:47.854)
places, some even from Europe. And I was like, wow, that's incredible. People are coming all over the world to this. This is I was blown away by that for one. And then because that means they had to get a flight, a hotel, all these things. So I asked Pat and Chris, hey, is there like a meetup the night before, like something where people are coming to me? Because I'd love to meet them. He's like, oh, no, there isn't. I was like, well, I could host one. I'll host it. I'll make sure people go. I'll find a place and I'll let people know. He's like, would you do that? I was like.
Sarah Fejfar (06:48.735)
Mm.
Sarah Fejfar (06:53.311)
Yeah.
Sarah Fejfar (06:59.103)
So many things.
Azul Terronez (07:16.622)
Of course, I'd love to do that. He's like, that's great. He's like, so do you want me, what time do you want me to be there? Should I pay for the food? I was like, pardon me, just pause for a second. Cause this was through email. I was like, do I say what I want? Cause I want to meet him. Or do I say what's right? Which is, I said, no, Pat, I don't think you should come. And I don't think you should pay. He's like, I shouldn't even come? I said, no.
I said, if you come, they're going to pay attention to you. The point of this event is for them to get to know each other. He's like, that makes perfect sense. I go, you focus on your time with Chris. I'll take care of them, make sure they're all connected and they feel comfortable and make sure they have rides. Don't worry. He's like, great. Here's the email list. Let them know. Thank you so much. Almost more than half of the people that were signed up with event came to the happy hour, even with a short notice. They all connected with me because I was the one communicating with them.
Sarah Fejfar (07:48.415)
you
Sarah Fejfar (08:13.119)
Right?
Azul Terronez (08:14.382)
The day I showed up, they all greeted me and talked to me. He's like, they know you better than they know me. I go, mm -hmm. It was an amazing testimony to serving his audience. I wanted to meet him more than anything, but the idea that I put aside that to serve, that was the principle of the book. And I thought, if I don't do this, this will be like a missed opportunity. And all those people perceived me differently because I showed up in a different way. And that event changed a lot. And I think that's what made him trust me, because he didn't know.
Sarah Fejfar (08:28.047)
Yeah...
Mmm.
Sarah Fejfar (08:42.239)
Mm.
Azul Terronez (08:42.478)
I had no evidence I'd be good at this because I had never helped anyone. It was trust. They built a certain level of trust that shifted in the perspective of everyone there. And actually, many of those people became my clients, not just him. That's what's ironic about it.
Sarah Fejfar (08:45.887)
You're right.
Sarah Fejfar (08:58.815)
Wow. There's a few burning questions on my mind. First, I'm going to go with, because I'm so curious, what gave you, because I love events, what gave you the idea to gather them the night before? And what made you think that you were uniquely qualified to do that? I know we have this little shared thing that we were both RAs in college. And I wonder,
Is that where it like you got the courage to be like, I can organize things and that's easy for me.
Azul Terronez (09:38.926)
Yeah, I'd never thought of that before. Actually. I don't know where it came from. You know, being a principal, being a person who's led things, I didn't feel intimidated by the leading anything. I knew San Diego because I was from there. I knew where it was. I knew there's a place, beautiful, gorgeous spot on the water, not far from there. I knew it wasn't expensive and it wouldn't require a lot of, I knew so many things about it. I had no doubt that I could organize it very quickly. And yeah, I think I just.
Sarah Fejfar (09:48.799)
Sure.
Sarah Fejfar (09:57.215)
Yes.
Azul Terronez (10:09.23)
I knew that what it would feel like to fly in from somewhere else and not know anyone and be in a city by yourself and have to eat by yourself that day. So I just thought this would feel good if I were here in this place. And those people showed up are still my friends to this day. Um, and some of them, I mean, I still am, I'm amired because they went from six to seven to eight, nine figure entrepreneurs. So I'm just grateful that that does have people in my world, but, um, it also led to.
Sarah Fejfar (10:13.343)
Yeah. Yes.
Sarah Fejfar (10:23.645)
Aww.
Sarah Fejfar (10:30.239)
Yes. Yes.
Azul Terronez (10:38.062)
Before he asked me to be his coach, he said, would you do this again? We're hosting this again in a few months. Would you host this event? It's going to be bigger. It's going to be 50, but are you okay to do it? I said, absolutely. He goes, good. I'll give you a free ticket. Come again. And I was like, okay. So it went from. Yeah. It was just so crazy. Like it was just this most ironic moment of just saying yes and trusting that I would figure it out and not worry about it.
Sarah Fejfar (11:00.925)
Wow.
Wow. Is that who you are at your core? Like I just did this exercise. I was reading Evan Carmichael's book, Built to Serve, and there's an exercise that helps you kind of uncover your purpose in life. And it seems a little silly that at age, I don't know, what am I, 43, that I would be uncovering my purpose in life. But just a couple of months ago, I did this exercise and I found out that the word for me is caring. Like I just...
feel this deep sense of needing to care for others and like helping people is like an extension of that for me. And I wonder if this is just who you are in other places in your life where you're just making sure people are feeling cared for, comfortable or in community.
Azul Terronez (11:58.67)
Yes, that would be that would be true. I tend to serve as an operation. Like I really feel called to serve. Maybe that's why I became a teacher. It's a really obvious place to serve. It wasn't because I didn't love teaching. I love kids. I didn't love teaching. Ironically, even though I got teacher of the year for my district and I had all these accolades, it wasn't because of teaching. It was I loved helping change the lives of these young people. And I think it was just something in me. I don't know what made me confident enough to reach out and
Sarah Fejfar (12:11.839)
Hmm, interesting.
Azul Terronez (12:28.206)
asked that question, somebody I didn't know. But I had been listening a lot to some of my other mentors that I had met as well, which is I just kept implementing this practice over and over. Chris Gillibault was one of my favorite authors at the time. Seth Godin was one of my favorite authors at the time. And I did similar things with those people when I just look for opportunities to serve. And when I am able to meet these people and be in their world, it's just...
Sarah Fejfar (12:38.495)
Yeah.
Sarah Fejfar (12:45.951)
Yeah. Yeah.
Azul Terronez (12:58.35)
It's just because most people are not thinking about others or thinking about themselves. And yeah, I'm oriented that way. There was one conference I saw that was coming to San Diego and I decided, does anybody need a ride from the airport? I just posted it, who's going to this event? I wasn't going, I didn't have a ticket. They're like, oh my God, yes. And so I drove people to the event back and forth from the airport. They're like, wait, are you going to park and come in? I'm oh, I'm not going, I'm not attending. They're like, what?
Sarah Fejfar (13:02.175)
Mm.
Azul Terronez (13:28.078)
So you just offered to pick me up and take me? I was like, of course. They're like, you need to park the car and come in. I was like, okay. So I parked and they introduced me to people and it was people like that. It was just, I don't know, it just happens that way for me when I don't try to overthink things. That act of service stands out amongst people more than people know, especially at a conference when everyone is the same.
Sarah Fejfar (13:50.159)
Yes.
Azul Terronez (13:53.71)
And I didn't worry about who they were. Were they important? Were they, I didn't know who they were. And then you find out, oh, this is the person who runs the ads for the person running the event. Oh, wow. That's nice. Good. You know, I didn't know I wasn't doing it for that reason. Yeah.
Sarah Fejfar (14:01.279)
Yeah.
It's a good person to know. Yeah. How have you because I've actually struggled with that. How do you how do you treat people as human when they are in different positions than you? You know, like they're they're the mentor that's on stage. How does how have you thought about that?
Azul Terronez (14:32.622)
Well, because oftentimes on a big platform, you won't get a chance to connect with them. They're whisked away behind stage. They don't eat dinners with everybody. So don't think of that. So I always say, find out who's the second or third in command and serve them. And then they know as much as that person. They just aren't famous. And they also have access, unlimited access to the ear of that person.
Sarah Fejfar (14:41.151)
Right. Yep.
Sarah Fejfar (14:49.533)
Mm.
Sarah Fejfar (14:57.055)
Yes. Yes.
Sarah Fejfar (15:02.621)
Yeah.
Azul Terronez (15:02.862)
So I tried it out. So I reached out at the time, Four Hour Workweek was a big book and I was really interested in this idea of like this four hour work week that now is not a sort of a say in some regards, but, and I found out who helped Tim Ferrish with one of the books and that was Charlie Ho and he was a college kid that became his first employee. And I saw him, I reached out to him.
I befriended him and I was like, great, I have everything I need. Everybody he's connected with, Charlie's also connected with. So I just kept implementing this principle. Oftentimes it's the assistant. So I got to know people's assistants very well. I treat them very well and make sure I notice them at a conference and pay attention to them. So when my email goes in the inbox, they remember me because I can't get to the top, but I can serve really well.
Sarah Fejfar (15:38.847)
Wow.
Sarah Fejfar (15:46.303)
Yes.
Sarah Fejfar (15:52.893)
Mmm.
Azul Terronez (15:57.966)
and I'll serve that person and make their job easier or help them in some way or somebody solve a problem. So I just try to think of it that way. I just, I don't try to worry about, can I get to the top? And then magic happens. Ironically, like that happens. So, and so when you are then in presence of all these really successful entrepreneurs, you have to just remember that they're.
They're used to pushing people away because they want something from them. But if you can just be yourself and be vulnerable and not be, they could sense like sharks, blood in the water. They sense somebody's neediness and they quickly pull away or they feel like they're going to be used. They know they've been, it's happened to them a lot. So don't do any of that stuff. And also don't, I just interviewed somebody on my podcast who used to be the tour manager for, um, Barry Manilow for Neil Diamond, the go -go's.
Sarah Fejfar (16:29.023)
Yes.
Sarah Fejfar (16:43.753)
Yes.
Sarah Fejfar (16:55.423)
Have fun.
Azul Terronez (16:55.446)
He was one of my clients. His book's called Rockstar Jason. The reason I mentioned him, he's like, you have to realize that the entry point to them is so different and don't put them on a pedestal. That's the first thing you need to realize. They're just people. And that's the thing I have to do. And that's how I think about it when I'm at a conference. I rarely pay to go to the conference. I pay to get access to the people that are there and try to just observe what's happening, not rushed to get the front row of a seat to listen because...
Sarah Fejfar (17:08.253)
Mm.
Sarah Fejfar (17:19.967)
Yeah. Yes.
Azul Terronez (17:25.806)
I find that the magic's made when I see the person hanging out the door and they have a clipboard. I go, this is somebody I probably should pay attention to.
Sarah Fejfar (17:32.319)
Mm -hmm. Oh, I love your, I love your lens of service on the world. Like that's, that's so beautiful. And I think, yeah, more of us need to do more of that because yeah, everyone needs a little help. And also I'm noticing that you really ensure people feel seen and heard and celebrated. And that's just one of my very favorite things. And, uh.
I love that.
I'm wondering what fills you with the most gratitude as you help your clients kind of be able to kind of distill and extract what they know and get it into a book form.
Azul Terronez (18:24.782)
Yeah, you know what it is? It's that I...
I'm not looking for what they have to say. And I know that's ironic because I'm a book coach. You're like, but isn't that the whole point? I say, well, books are not words and that throws people off. I said, books are messages that words contain. Words are holding the message in place on that page. The reader can read it. But if, if you could meet the human, if you could observe what's happening in their life, you would prefer that. Someone asked me, would you prefer to read a book? You know,
Sarah Fejfar (18:33.503)
Mm.
Azul Terronez (18:57.258)
about Tina Turner or when she was alive, would you rather meet her? I was like, a hundred percent I'd rather meet her. Cause the words on the page mean nothing compared to her. That's true for every human. And so first I tell people, look, the message is more important than the words. The words can be fixed. The message has to be seen and clear. The other thing that really helps me is that most people think that people are reading, looking for content. We're not, we don't need your information. I know that seems silly and.
Sarah Fejfar (19:05.981)
Mm -hmm.
Sarah Fejfar (19:13.053)
Mmm.
Sarah Fejfar (19:24.575)
Mm.
Azul Terronez (19:26.542)
People would argue with me, but I said, think about it. You can Google at this time, anything and everything you want. You can YouTube it, you could do whatever you want. You're not at a loss for information. So we're not in need of information. We're in need of a guide who can tell us what to pay attention to about all this information. So my analogy is, if you imagine that you got a magnifying glass.
Sarah Fejfar (19:45.023)
Mm. Mm.
Azul Terronez (19:53.038)
like I did when I was a kid in a science kit and you could see things up close, which is amazing. And I've mentioned this before and you go, wow, this is cool. But the cooler thing is when I went outside, I could move that little lens and I said, Ooh, the leaf is burning. Amazing. It can on fire. That was incredible. Um, or I can burn my friend's leg. And I often say I probably burned a few ants. I probably have karma for, but the lesson I learned was the sunshine just warms your hand. If you go out in the sun and put your hand out, but if you take that,
magnifying glass, that lens, and you move it just the right distance from it, it hyper focuses the light and then ignites. Most people are worried about the content of their books. And I say, that's sunshine. We're all selling sunshine. Sunshine is not a commodity you own by yourself. Neither is content. But if you can hyper focus the lens of that sunshine, then you have something. But most people miss that they're the lens.
Sarah Fejfar (20:38.911)
Mmm.
Azul Terronez (20:49.934)
So the beauty of my work is when I watch somebody realize, so it's me they're looking, it's me that makes this spark ignite. Yes. Don't worry that anybody else has written a book about this or that there's lots of content out there. Don't try to be original. Sunshine is everywhere. Originality is not what we're looking for. We're looking for why are you the one that's bending the light that ignites it for this person? And when I watch authors find that special thing about who they are that makes them worthy and special.
Sarah Fejfar (21:10.271)
Mm.
Azul Terronez (21:19.118)
That's what lights me up because they have a chance to change the world once they've figured that out.
Sarah Fejfar (21:24.767)
That's so good. I, uh, imposter syndrome is kind of a big thing in the event space. And I often hear, well, you know, I don't know if it needs to be me or that, you know, there doesn't need another event like this in the world. And, and my rebuttal to that is always that like, there's, there's a teacher that teaches.
Azul Terronez (21:25.582)
That's what fuels me.
Sarah Fejfar (21:54.079)
the way that you learn and someone who speaks the way that you hear. And what a shame if we rob our community of what you have to say and teach because there's someone who's just going to get it because you said it the way you said it. And I've had so many examples of that where I've heard a message several times.
seven different mentors and it's just never landed. And then finally, someone else says it just a different, slightly different way. Oh, my gosh, that's what all of them are trying to tell me. And I'm so grateful that they took the chance to put, you know, their spin on that slice of sunshine, right, that that everyone else is also putting out there because it changed my life by finally getting it.
Azul Terronez (22:49.678)
Yeah, that's right. That's right. Most people think, well, I'm not how I wrote. I didn't survive death or, or Brendan Bouchard. I didn't, I didn't play professional football. I'm an average human. I, I worked in HR for 40 years. Why am I special? Right. Or whatever it is. And what, what I tell people about when they, when they bring that idea to me, who's going to listen to me. In fact, one of my, the most recent books I helped coach was he became a New York.
Sarah Fejfar (22:51.559)
Yeah.
Sarah Fejfar (23:02.975)
Uh huh. Yeah.
Exactly.
Azul Terronez (23:19.81)
Times bestseller, he was the one that said it to me. Why are they gonna listen to me? I'm like, okay, first of all, you are unique. Let's figure out why. We're not looking for experts. I know this seems odd or a guru. We're looking for people that are relatable, that can make us feel like we can do it. So imposter syndrome is a belief that somebody else can do what I do better or that we're not good enough, right? It's all this worthiness stuff. So...
When it relates to events, I would say the similar thing I would say to authors, which is, like, if you think about experts, let's just pick experts. Let's pick academics. That's an easy one. University professors or whatever, Harvard professors. Gosh, they're the experts of the world teaching business, teaching all these things. I go, but if you go at the end of the semester, the day after the semester ends, the dumpsters will be full of textbooks written by those experts or donated to the library.
We're not going to the experts for something to change our life. It's just information. We're going to someone who's compelling reason why they're there, connects with my compelling, my humanity about why I'm there. And we trust that, oh, they see me. They can see my struggles. They know what it's like to be here. So that slight difference is stop thinking experts are what people are looking for. We're not looking for information, because it's everywhere, or experts, because they're also, unfortunately, they are everywhere.
Sarah Fejfar (24:30.271)
Mm, mm.
Azul Terronez (24:47.022)
but experts aren't the ones that change our lives. Because people perceive that somebody with knowledge who's doing really well, we think of them as like, you ever see those beautiful tall ships sit in, you know, they're like old revolutionary ships, they're just gorgeous when they put the sails up. You're like, wow. Even if you've only seen it on a cartoon, you know what I'm talking about. Most people think that the person on the stage or the person reading, you know, writing a book,
Sarah Fejfar (24:49.727)
Mm.
Sarah Fejfar (25:02.367)
Yeah.
Azul Terronez (25:15.438)
They must be like the sail. They just capture the wind and they move the boat. And I said, Oh, I don't think so. I think you're misunderstanding because of all the, the vibrato around people who are influencers or in the public view. A true, a true leader isn't somebody who is the sail. A true leader is actually the rudder who is unseen, but felt the sails belong to the reader, to the participant in, in the audience.
whose sails are flapping in the wind. And it's the rudder that turns them into the wind and lets their sail be caught. So everyone's got their sails ready. So turn them into the wind, be the person who gives them the chance to change their perspective just enough. And as you said, that it clicks for them. That's all you have to be. A 1 % deviation, a 2 % on a rudder, both leaving from the same spot, let's say Portugal to sail. If they have a 2 % deviation.
Sarah Fejfar (25:46.675)
Yep.
Azul Terronez (26:12.27)
they're going to end up either in South America or the Bahamas. But it's because of the gentle shift that's made by something that's not seen and noticed until later. So like stop trying to be the sale. Realize that the person you're serving is the one with the sale and you're just the one shifting their perspective enough so that the wind will catch them. And I think it takes the pressure off of you having to be like a performer. You're not, you don't have to be a performer. You can be yourself.
Sarah Fejfar (26:15.327)
Hahaha
Sarah Fejfar (26:30.431)
Mm.
Sarah Fejfar (26:38.711)
I guess.
Azul Terronez (26:40.75)
and still change the lives of many people.
Sarah Fejfar (26:43.551)
Hmm, beautifully said.
I was thinking about how you coach authors to be their own promoters. And I wonder, how do you coach about the intersection of launching a book and events? Do they play a role in the process? And if so, how in your perspective?
Azul Terronez (26:47.116)
Thank you.
Azul Terronez (27:08.558)
Yeah. I think most authors often miss this opportunity that events can be created by with a book so easy compared to other things, because people see a book as a really interesting and easy entry point into the world of the author. We don't get access to authors very often. We think because of social media we do, because if you follow social media and you follow these people, you think, well, everyone's written a book or they're everywhere. I was like, when was the last time you talked to an author? And like, oh, wait, never.
Sarah Fejfar (27:16.895)
Mm -hmm.
Sarah Fejfar (27:34.079)
Yeah.
Azul Terronez (27:38.254)
Right. If someone invites you to come here, you speak about your book and the process behind it and what you learned and the things that weren't spoken in the book, you'd love to share with them. They're already interested because knowing an author and being able to hear about it is also exciting. And also the other thing is selfishly, New York Times published an article in Think 2008 that 81 % of North Americans at least had a feeling that they had a story inside of a book inside of them. They're already secretly thinking, I wonder if I could do this.
Sarah Fejfar (28:08.223)
Mm -hmm. Mm -hmm.
Azul Terronez (28:08.526)
So they're already, regardless of what you're talking about, already have a draw to come. So book events, author events, they're really great places to expose people to what you might offer outside of the book. So I encourage authors to use the book launch. Don't do it like a book signing and just speak, use it as a way to sell what you're hoping they get from you. You can use it for publicity, of course, photos, stills, reviews, those are all helpful for marketing, but.
treat it like an event. You don't have to do it at a bookstore. You could have it as an event and you could charge them, you know, a hundred dollars. They get a copy of your book, get it signed. And what you're teaching them is what you would normally teach on a three hour webinar, teach it in person and then make an offer from the stage. It's just, it's, I try to help authors build something from their book when they're writing it. Like what is the, what is your hope for this? What is your, what are you dreaming into? Yes, you're, you're dreaming into being an author. That's already true, but.
Sarah Fejfar (28:49.119)
Yeah.
Azul Terronez (29:04.782)
then what, is there anything more? And let them start to vision out what's happening so that they don't get, I think, fatigued with just talking about, buy my book, buy my book. I'm like, no, it's not about buying your book, it's about using the book as leverage in every way you can. Same thing you use an event. Okay, good, the event. The event is not the thing. What are you selling afterwards? What are you giving to the audience that's so irresistible that 3 % are gonna say, gosh, sign me up for that thing.
Sarah Fejfar (29:22.399)
Right.
Sarah Fejfar (29:28.703)
Mm -hmm, mm -hmm. When you were, when you just, what perfect timing, but when you'd first written your book and you ended up in Pat Flynn's mastermind a month later, the, I'm wondering, did, was that the first time that you learned about kind of being able to monetize on the back of a book or how...
experts use books to monetize.
Azul Terronez (30:02.254)
Well, ironically, I spent a lot of time learning about publishing stuff because it was an easy way to avoid writing. So like a lot of your people listening, you probably done a lot of research on this, but you've not taken it. That's what happens, right? We get down the rabbit hole of YouTubing and everything. So I knew a lot about it. I know I needed the lead magnet. I know I needed a website. I knew I needed an email. I knew I needed things, but I just wasn't sure that I wanted to sell from my book because my only purpose was to get a mentor.
Sarah Fejfar (30:12.607)
Ha ha ha ha ha ha.
Sarah Fejfar (30:17.597)
Yeah.
Sarah Fejfar (30:28.03)
Mm.
Azul Terronez (30:31.278)
So I was less interested in that and I achieved my purpose. But if, if my purpose is to gain clients or get a following or build an email list, then I shouldn't be thinking about it and putting it in the book. So it just struck me that maybe something I already had in my pocket was really useful. I just didn't think it was like, I didn't really think that was a struggle. Even though I had spent 24 years talking about writing a book and then finally writing it, I didn't realize that the biggest hurdle was giving people confidence. That's what they were paying. They're all great writers, bloggers.
Sarah Fejfar (30:48.447)
Yeah.
Azul Terronez (31:00.878)
I've helped professors, like doctors, they're all capable of writing. That's not what they pay me for. They actually ironically pay me for confidence. And so I didn't realize that me just taking that step to say I can help organize this, me being very, those were very service oriented, very confident oriented things that I think gave confidence that this person could do that. I trust them. And that's a lot of what I do when I run my own workshops.
Sarah Fejfar (31:24.575)
Mm.
Azul Terronez (31:29.198)
If I do a writer's retreat or writer's weekend, my main job is to get them to be a part of my community or in my programs, because I know it will help them. Like I know that if they really want to do this, write a book, they need to get in a program or it'll just be a pipe dream. So I have all that confidence in the world that if this is right for them, I will make an offer for them to join the next one or to make the irresistible pitch that's coming up. You know, that's...
That's what I do when I'm in those spaces. But I think I learned it in the midst of doing it. I don't think I learned it in that moment.
Sarah Fejfar (32:03.647)
Do you, is that how you primarily use events in your business as the kind of the top of the funnel, the entry point as an enrollment event or do you use events as fulfillment as like they're workshopping, they're writing during the thing?
Azul Terronez (32:24.366)
I've used it for all three. I felt like, why don't I just blend this event and make it a three day and make it tiered? So I'll invite my mastermind to come who are authors already. And they'll come for either as my guests or a fraction of the price or I'll give them two for one, bring a friend, right? Because if they wrote a book with me, they have friends. So I give away tickets to those people because I want them to bring their really highly qualified friends that already love me. Also, I...
Sarah Fejfar (32:34.653)
Okay.
Sarah Fejfar (32:40.795)
Yes, so smart.
Sarah Fejfar (32:49.151)
Yes.
Azul Terronez (32:52.174)
I do like an open Eventbrite, like anybody could find it sort of thing for new people. So the first day might be for my clients like to connect and it'll be a dinner and I'll invite prospective people, people I want to build affiliate relationships with and just make an extraordinary event. Then the next day might be for new people, a writer's workshop day that everyone can attend if they want, even my former clients. And I'll...
Sarah Fejfar (33:02.623)
Yes.
Sarah Fejfar (33:06.303)
Mm.
Azul Terronez (33:19.406)
bring them into the funnel by, wow, these are amazing people. I have my mastermind sit on the panel and answer questions. So they get to talk about their book. They'll do a book signing. So they get reward. And then the last day might be something new. I'll invite a guest, my mentor, or I'll invite somebody that they don't know that delights them. So I don't separate them. I just create different phases of it so that they can all mingle, meet, and it serves them in a different way. And so because I'm putting the effort to put an event together, I have
Sarah Fejfar (33:22.463)
Yes.
Sarah Fejfar (33:37.183)
Yes.
Sarah Fejfar (33:41.087)
Sure.
Azul Terronez (33:49.07)
I want to pick, I don't want to isolate, say, oh no, it's not for you. I was like, no, it's for all of you, but this is the one that's for you. This part of the day, this is for you. They don't know that my mastermind people are the ones speaking on the stage and say, oh, these are authors, this is cool. But I'm serving them by giving them B -roll on a stage with some footage, right? I'm giving them books to be sold and signed. So they're getting their name, so are the audience members. So that's how I perceive them and I don't do them a lot. The other events I host are very much, can be both, they're like international retreats, you know.
Sarah Fejfar (33:54.431)
Yes.
Sarah Fejfar (34:07.199)
Yes.
Azul Terronez (34:19.15)
one in Portugal, I'm doing a fiction with purpose retreat in Morocco. I want them to be cool destinations that my ideal clients go, I want to do that. So even if they don't go, they want to talk about it. So I just, I try to focus those things on that, that way.
Sarah Fejfar (34:34.943)
Why, why destination writing retreats? Because so do I, but here's what's conflicting in my head right now. If I'm going to go someplace, I want to experience it. But if I'm going there for a writing retreat, then I guess my job is supposed to be sitting in my room and writing, right? Instead of being out and exploring.
Azul Terronez (34:38.926)
because I love travel.
Azul Terronez (34:56.268)
Ah, yeah.
So what I do when I take people abroad, so like we did one called the Sandbox Leadership Retreat for authors and that was for them to lean into their future self. Where are they going now? You're an author, now what? That's a visionary experience that they go for. They're not sitting in their room. They're processing together. All the writing retreats are process oriented. They're bringing pieces of writing, they're workshopping, they're talking about it, they're working with people in, because writing is often perceived as an isolated thing. And I said,
Sarah Fejfar (35:28.671)
Yeah.
Azul Terronez (35:28.718)
It's not a solo sport, it's a team sport. So I show them why and how it works. So, but they also need a mix of adventure because it sparks their imagination. So that's why I put them in really cool places. Like, um, the book that inspired me so much as a fiction book was the alchemist by Paulo Coelho. And that ends up in Tangier. I was like, well, what if we went to Morocco and we created an experience and we, I talk about my book and how that would show them.
the purpose and give them, let them go through the markets, let them stay in a Casbah, let them have experiences that spark their imagination and pulls them away from their day to day. And then let them come up with, nurture their ideas and work on some stuff. And then guess what? I'm selling them a six month program after you leave. So I'm not focused on the writing there. We're doing some writing to inspire them. Cause remember I'm not selling writing experience, how to write. I'm selling them confidence. So I know that I can give them confidence in a week. I can't teach someone how to write if they're like, what's this a pen? I don't know how to write. Like I, I,
Sarah Fejfar (36:10.047)
Yes.
Sarah Fejfar (36:17.567)
Mmm.
Azul Terronez (36:25.198)
I assume most people know how. That's not why they're not writing a book. That's not what's keeping them. It's the fear that it's not going to be good enough. They don't know what to choose. What will people think? So those are the things I work on in the workshop that they can process together and it creates deep intimate relationships. That's what I do on those retreats.
Sarah Fejfar (36:34.495)
Yeah.
Sarah Fejfar (36:43.935)
Got it. And then when you sell them a six month thing, then that's where they're getting the accountability and the continued like hits of confidence along the way.
Azul Terronez (36:53.022)
Correct. At the end of it, they go, how am I going to finish this without you? And they're like, well, if you'd like. So I mean, it's ironic you ask. Yeah, no, that's exactly right. But they can't help but talk about their magical experience. I want them to talk about it. I want them to dream about it. I want them to post about it. I want them to be eager for the next one. I want to sell out the next event at the one I just had. Like, that's how I want to do it.
Sarah Fejfar (36:58.319)
So funny you ask.
Sarah Fejfar (37:09.631)
Mm -hmm.
Azul Terronez (37:22.158)
Because they're like, now we're going to go to the south of France to stay in Julia Child's house where she didn't become an author until she was 48 years old. Come join us if you've been thinking about it.
Sarah Fejfar (37:33.535)
Mm.
Azul Terronez (37:33.614)
food is the focus of that experience. So people are like already dreaming, like what if? So that's what I'm giving them is this magical what if and then helping them play it out and then bringing out the idea so when they go home they can't wait to start writing.
Sarah Fejfar (37:43.551)
Mmm.
Sarah Fejfar (37:48.063)
So good. Do you have a favorite moment at events that you host?
Azul Terronez (37:55.222)
You know what? It really was hard. It was unintentional. This last event when we took people to Portugal, people flew from all over the world, from Pakistan, from Canada, from the US. When they all descended to this place, my partner who runs these events with me got sick. He got the flu. We were worried about COVID. He got the flu. We were like, the one thing we didn't think about. So a lot of it I had to do on my own, but there was just evenings I just...
Sarah Fejfar (38:05.311)
Mm -hmm.
Sarah Fejfar (38:13.055)
Oh no.
Azul Terronez (38:23.31)
I set up the dinners. They were like, hey, we got transportation. I will go there with you. I'll make sure you can understand the waiter and everything's good. But then I left because I wanted to make sure my husband wasn't eating by himself, you know, sick alone. Me letting them be on their own was a magical experience. I wouldn't trade for anything because they just bonded in a way without me. I didn't expect that to be so important because it was an accident.
Sarah Fejfar (38:34.877)
Yeah.
Sarah Fejfar (38:45.087)
Yes.
Azul Terronez (38:47.79)
When they came back, we just happened to be in the lobby because we were passing back to our room and they're like, oh, hey, hey, hey. And they just kept walking and we're like, oh, we're going to, we're already having this thing. We're going to meet up in the bar. We're going hang out. I'm like, oh, okay, bye. Um, so it was like the magic they had created their own magic and that was an unexpected result. And I would do it again and again, because that's when you know, they're really connecting and when it's an intimate event, when it's a small event, um, I don't know if it were bigger. Um, like when I've run it with 50, it's that's happened.
on its own. I've watched people go, hey, we closed down a restaurant last night after talking with you. I was like, that's amazing. So that magic moment, creating it on purpose instead of unintentionally, it's actually probably the thing I would do again.
Sarah Fejfar (39:28.735)
Yeah, it is so special when you're like, oh, I made that happen. Like I created that. It's pretty cool. Yeah, but I think that's a testament to your curation of who's in the room, right? Being so clear on who this is for and who it's not for so that everyone who shows up, they're meant to be together.
Azul Terronez (39:39.532)
Yeah.
Azul Terronez (39:51.214)
Yeah, no, a hundred percent. Thank you for saying that because that's something that's really important. There's two things that I do to do that. One is an application to make sure that the right people. And secondly is the price point. I know this might offend some of you, but I want to price out people who just buy conferences because they get addicted to going. So I don't make a low ticket offer to them because I don't, I want, I don't want someone to be.
Sarah Fejfar (39:59.487)
Mm.
Sarah Fejfar (40:12.223)
Yes. Yes. That's a thing. Yeah.
Azul Terronez (40:21.294)
an adjacent participant who thinks they're gonna sneak in a golf round. I want someone who's all in and they're like, I'm not paying this much money, I'm gonna pay attention to this thing. So that's the other thing I do is some of my, even my own clients who went abroad are like, could you do one in the US? I go, I will, but don't expect it to be here. It's easier, but it's not gonna be like less money. Like I just know that this is a curated event by me and my husband. So yes, it's easier, it's less time away, I get that.
Sarah Fejfar (40:25.949)
Yes.
Yes.
Sarah Fejfar (40:39.359)
Mmm.
Azul Terronez (40:49.23)
but I still hold that principle. And it's one of the things that Pat taught me is like, stay premium because that's who you are. You serve those people like me really well, not everybody can do this. And if you don't, you're going to be a disservice to people like me. And it was hard because I had to reposition even my whole business because it was just, Coach Azul, I coach people and everyone and anyone would come and I could help. And that was great because it was something as a teacher I felt and I had a big resistance to it to be honest. But he goes,
Sarah Fejfar (40:55.359)
Yes. Yes.
Azul Terronez (41:16.91)
but you're doing a disservice to people like me if you don't stay up here and serve us because there is nobody doing this for us. There's a lot of people doing it for those people, but what about here? Man, it's hard because it's so easier to chase a lower dollar, but it changes who's in the room.
Sarah Fejfar (41:29.631)
It is. Yes. Yes. Mm.
Azul Terronez (41:33.326)
Yeah. And it just happens to be my audience happens to be these very elite, not because of me. I'm telling you, it's just, I don't do anything different than I would with anybody. It just happens to be a space that I got invited to with someone invited me, you know, Hey, will you be my coach? I didn't make the offer. So it sort of started that way. And I just tried to commit to staying that way. And when it gets in scarcity mode and there's not a lot of coming, I get so tempted to, to go low and just like, Oh, I feel the room.
Sarah Fejfar (42:02.047)
Ah.
Azul Terronez (42:03.534)
I have to remind myself what my purpose is. Because if those creators can make an impact, they're going to really change the world. I want to change millions of people's lives, but I probably won't serve millions. I'll probably serve few, and they're going to serve the millions. So it's just a different perspective that I chose, but it doesn't always make it easy to get in those rooms of new people who are at that level you don't know.
Sarah Fejfar (42:23.423)
You know, said something interesting there. You said, it's not me. I don't do anything different. But actually, I think that's the secret. Like, that's your superpower is your ability to treat people as people. And that's probably why, you know, Pat became a client way back when, right? Because you just treated him as human. And at that echelon, there are
like we talked about earlier, kind of repelled by the people who are acting like sharks and that you just have this natural ability to be zen. That's how I feel around you and relate to people and then that's attractive. Like that, like what do they call that? They're like your attractive character. Yeah.
Azul Terronez (43:00.462)
Yeah.
Azul Terronez (43:06.446)
Yeah.
Azul Terronez (43:14.638)
Yeah.
Azul Terronez (43:19.182)
Yeah, I think I can say no and push back on them in a very gentle way, but very firm because I always feel like I could teach anyone. I'm not intimidated by anyone's position at all. I don't know where that comes, I honestly don't, but what I do notice is that when you treat them with confidence and you...
Sarah Fejfar (43:22.941)
Mmm. Mm -hmm.
Mm -hmm.
Sarah Fejfar (43:30.109)
Mm -hmm.
Sarah Fejfar (43:35.421)
Yeah.
Azul Terronez (43:45.71)
push back and don't just say yes to everything that they actually value you more because no one's saying, actually, I don't agree with you. Let me tell you why. They're like, they might still disagree, but they appreciate it. But oftentimes they're like, oh man, thank you so much. So it's that ability to see someone who isn't famous in the eyes of the world or influential the same way you see somebody in a small village somewhere. I think that's the potency. I would...
In fact, when I used to just take anyone's call, which was fun for a while, then it got a little bit exhausting, was this person who, you know, it was a small village in Africa in a small part, I think it was in Ghana, and they had heard my podcast or something, they booked a time with me, and I was taking everyone. So I said yes, and it was 15 minutes of my life. And I called them. They said, could you call me? I said, oh yeah. And I was like, first I gotta get a phone number where I can call. But yes, I called them. And they were like,
It was really scratchy, it was small, but I talked to them and they're like, I'm sorry if it's scratchy, I'm borrowing the cell phone. I had to ride my bike to the next village to borrow the only cell phone. And I'm here on behalf of my village and I want to ask you questions about writing a book. I'm like, okay. And they were asking all these questions. I said, actually don't do that because of this reason. You need to focus on this. They're like, oh my gosh, this is so helpful. And I never heard from them again.
But I treated them the same way. I was blown away that they would go to this effort to have somebody like me talk to them. But I was very confident in treating them not, I didn't take it lightly. I thought, wow, this is a big sacrifice they're making just to have a 15 minute call. I really want to give them value. And that stuck with me. And I just remember that, what if you didn't know who that was in the other end? Would you treat them differently because they had money or they didn't have something or they didn't have influence?
Sarah Fejfar (45:13.519)
Yes!
Sarah Fejfar (45:26.161)
Yes. Mm -hmm.
Sarah Fejfar (45:35.485)
Mmm.
Azul Terronez (45:38.03)
I think too many people get caught up in it. And people, like I said, people at the top sniff that out really hugely. And I get referrals from actors like famous people or football players. And I don't go unless I like, if I know who they are, because I've seen them on TV, I just say, okay, I just try not to learn too much about them. I just don't want to perceive them any other way besides what we have in the call. And that helps me because I don't build a false identity of what people are saying or how they position themselves online, because it could be very different than who they really are. So I.
Sarah Fejfar (45:56.767)
Yes. Yes.
Sarah Fejfar (46:04.959)
Yes.
Azul Terronez (46:07.662)
I try to stay open -minded about them and listen to them intently and help navigate themselves through a very difficult thing they're doing, which is how do I put myself onto the page?
Sarah Fejfar (46:19.423)
Yes. Yeah. It is, it's very, it's a very vulnerable and like a trying, I don't want to say excruciating process, but pulling out, pulling what you have out of your head and getting it onto paper is no easy feat. And that's, that's awesome that you give people the gift of confidence, as you say, to help them.
Azul Terronez (46:32.206)
Yeah, that's probably accurate.
Sarah Fejfar (46:48.703)
make their dreams come true in that way. It's so special and it's such a long lasting, like a legacy type gift you're giving them too, right? Hmm.
Azul Terronez (46:59.662)
Yeah, yeah. The books I'm currently writing, I teach a program called Fiction with Purpose. A lot of entrepreneurs, because most people have a dream, like I could, writing a fiction book would be cool, but I don't really have a reason to. I'm not trying to be a fiction author, but if you write it for purpose, it can have a really bigger meaning for people. And legacy is an important thing when you're successful already. You're thinking, so now what?
So I help people find the, perhaps the fiction story within them that might leave a legacy for them. And I find that helping them nurture out what matters to them is really important to them. It's not something they do in their day to day. They're basically running their business. So I think it's about being seen and heard and understood in a way that they probably haven't felt in a long time. And so that's, again, it's a gift to be able to be in that space with them and give them confidence. Running events is gosh.
I think that's harder than writing books, but I really think that some of the same principles apply. What they're doubting about themselves is the same wherever they put their attention, the doubt will arise. So it translates. It helps them in other parts of their life. Once they own this idea of authorship, they start to realize how important they are to the world.
Sarah Fejfar (48:06.623)
Mm. Yep.
Sarah Fejfar (48:18.047)
Now, it made me think about how I just finished, I'm calling it the trilogy of the who, not how, the gap and the gain and 10X is easier than 2X, but all by Benjamin Hardy and Dan Sullivan. And I get the sense that Dan is dedicating, I think he's in, I don't know, end of his seventies, maybe starting eighties, but like the next 20 years, I think, as he calls it, to books, like just getting, and to me that,
feels very much like legacy to get it all out and onto paper.
Azul Terronez (48:51.5)
Yeah.
Yeah, and it really is. A lot of people tell me, entrepreneurs in particular, I want my kids to read this to know who I am.
Sarah Fejfar (49:01.511)
Mmm.
Azul Terronez (49:04.718)
I'm like, yes, the books I've written, my kids don't read. They might someday, even though my kids are in their twenties. It's just, it's, it, but it's a way of capturing who you are and what you think and believe and what you stood for, your journey, whatever it is you're trying to capture. It's, it's something meaningful. And the reason is because two things, one books have been around for centuries for millennia. So we know what a book is intrinsically. We don't need that to be told. You could give a book to a three year old, what is this? They're like, book. Yes.
Sarah Fejfar (49:16.135)
Yeah.
Azul Terronez (49:34.254)
You tell someone the podcast, they're like, now they know, but most of them are like, when I started six years ago, they're like, podcast, what? Social media will come and go, but books are long lasting. So they have a longer sense of permanence than something that's ephemeral. It's a physical thing. And the other thing is that we are hardwired as humans to tell stories. Before the invent of writing and after, remember only,
Sarah Fejfar (49:49.181)
Yep.
Azul Terronez (50:03.182)
priests, only very educated people had access to writing and tools. The rest of us passed on our knowledge until about 200 years ago through storytelling. We passed on how to find the right barriers through our tales, what's good and bad. So it's hardwired in us what story means, and it's internal. It's part of our DNA. So there's something, the legacy building about that, that's important to us as humans. So we feel so drawn to do it.
Sarah Fejfar (50:11.583)
Mm.
Azul Terronez (50:32.014)
because it's part of who we are.
Sarah Fejfar (50:33.759)
Do you have another legacy type book, message that you know that you need to get out of you and onto paper for your kids?
Azul Terronez (50:48.206)
Well, ironically, it's during the pandemic when we all couldn't travel and see our family like we used to. My father -in -law, we taught them how to do Zoom. We had to use FaceTime to teach how to do Zoom. It's kind of funny. But eventually we got them to understand how Zoom works because we wanted to record our father -in -law who was in his 80s at the time, tell us stories. He'd always be like, hey, let me tell you one. And he would tell us a story every two or three minutes. And eventually we just said, can we just record these? Because we'd love to write a book about these. And he's like, OK.
Sarah Fejfar (50:53.695)
Mm -hmm.
Sarah Fejfar (51:12.735)
Yeah.
Azul Terronez (51:17.902)
I wanted to record these stories, but what it turned into is we turned into these recordings because he's since passed away. We wrote a series of three novels based on his growing up in this small coal mining town and what it was like to grow up there because that town is sort of gone. It's sort of withered away and he's now passed. So for our own children to capture the stories that he told us over the years that we never really...
Sarah Fejfar (51:37.791)
Mm -hmm. Mm -hmm.
Azul Terronez (51:47.084)
They wouldn't want any right the other. We knew of them, but no one had really copped them and wrote them down so that our kids would know their grandfather's stories. And so in that sense, these fiction series called Cinderbottom, which have come out here in just over a month, is about that legacy and it's told in the form of fiction. So that's my legacy project that I'm working on. Yeah.
Sarah Fejfar (52:06.303)
Oh, that's beautiful. Oh, I love that. It's actually making me sad that I didn't do that with my grandmother. She just passed and there's so many stories that you would tell on repeat. And yeah, that would have been great. Azul, I always like to end by asking a question about reading.
Azul Terronez (52:20.366)
Yeah.
Sarah Fejfar (52:33.533)
I value lifelong learning so much and I also subscribe to the School of Thought that we have to design our curriculum with intention. And so before we wrap up here, I'd love to know three parts. First, what book are you reading right now? Why did you pick that book? And what's one thing you learned so far?
Azul Terronez (52:55.886)
Well, I'm fortunate enough that I read probably three books a week because I interview a show with authors. So what I'm reading now is sort of a loaded question. I'm reading a lot now. But the book I'm in the midst of is called The Myth of Normal by Gabor Mate. And the reason I'm reading it is about healing through trauma. It's a book my daughter was reading and I thought if she's reading it, there's got to be something to it. And this idea of...
Sarah Fejfar (53:02.559)
Ha ha ha!
Azul Terronez (53:23.502)
like transmuting your trauma into some useful part of you was really important to me because I find out as my work with authors, some people struggle with writing and most of their struggle is unresolved trauma. And that's why they struggle with writing and trauma with a small T or trauma with a big T, however you think of it, that there's some block there. So I have to often work through people's trauma even if they're not aware of it.
Sarah Fejfar (53:25.343)
Mmm.
Azul Terronez (53:47.854)
So it's helpful for me to read a book like that to help me get in the mind of a doctor who's thinking about this in a more profound way. Sometimes I get overwhelmed by like, can you cut to the chase? Cause I read a lot of entrepreneur books are like really actual, like the gap in the game, very useful, very actual, the other stories, but these bigger books, that's one that I'm reading currently that I am, I'm taking away from and putting into practice.
Sarah Fejfar (53:53.087)
Yes.
Sarah Fejfar (54:08.255)
Oh, how interesting. I love that.
Well, Azul, what have you got going on right now that we should know about and where can Lynchpin Nation find you?
Azul Terronez (54:20.366)
Oh, that's awesome. Well, they can always go to authorswholead .com. That's where I live out of my podcast. It's the same name, Authors Who Lead. And if they're thinking about writing, where would they have a book like Self? If they go there, there's a calendar they can get for 365 days of marketing ideas for their book and viral hooks for sharing videos about action to take when they talk about their book.
Sarah Fejfar (54:24.607)
Okay.
Azul Terronez (54:45.71)
And it's planned out all of 2024. So you don't have to worry about what day it is. You pick it up, you open it and go, oh, I could do that today. So that's a free, I built it for my clients. Then I thought, well, what's a really valuable, easy gift that I would want? And it'd be this, because people have been asking for it for years and I finally did it. So that's something I can go get there for free if they're interested.
Sarah Fejfar (55:04.543)
Oh, that's awesome. That sounds really useful. Very service oriented gift. I love it. Well, I will link all that up in the show notes. It's been an absolute pleasure having you here today. Thank you so much for coming.
Azul Terronez (55:08.654)
Okay.
Azul Terronez (55:19.918)
Oh, thank you for having me, Sarah. It's been a blast.
