About this Episode
As business owners and leaders, we often find ourselves caught in a whirlwind of challenges. Daily tasks are high, email is adding up, fires need to be put out, and the “ding” of your phone is going off every few seconds. You might be wondering: How can I stay ahead of the curve while managing day-to-day operations? How do I cultivate a mindset that embraces change and drives growth?
These are the questions that James Robert Lay, a world-leading digital marketer, author, speaker, and advisor, tackles in his conversation with Alex Winter on the Endless Customers podcast. As a digital anthropologist with over 20 years of experience studying the intersection of marketing, sales, technology, and human behavior, Lay offers invaluable insights for business leaders navigating the complexities of the modern business landscape.
The Age of AI: A New Inflection Point
We’re living in what Lay calls “the age of AI,” a period of exponential change that’s challenging our linear human minds to keep up. He draws a parallel between our current situation and the dawn of the internet era in 1994, suggesting that we’re on the cusp of another transformative period in business and technology.
“We are in a whole new inflection point where it’s not just change anymore, it’s really exponential change at a speed that’s hard for our linear human minds to perceive,” Lay explains.
This rapid pace of change can be overwhelming, leading to feelings of confusion, frustration, and even fear. But according to Lay, these emotions are natural parts of the growth process. The key is learning how to navigate them effectively.
The Four Steps of Human Transformation
Lay outlines four crucial steps in the process of human transformation, which can be applied to both personal growth and business development:
See things differently
Think differently
Feel differently
Do differently
“Step number one is just to simply see things from a different perspective,” Lay says. He encourages business leaders to “become a curious kindergartner once again,” emphasizing the importance of continuous learning, unlearning, and relearning.
This process of seeing things differently naturally leads to thinking differently. However, Lay points out that many people get stuck at this stage, held back by four common fears: fear of the unknown, fear of change, fear of failure, and sometimes, fear of success.
The often-overlooked third step is feeling differently. Lay stresses the importance of addressing the emotional aspects of change: “To bridge the gap between thought and action, it does come down to feeling.”
Finally, the fourth step is doing differently – taking action based on your new perspective, thoughts, and feelings.
The Power of Coaching and Accountability
One of the key takeaways from Lay’s insights is the crucial role of coaching and accountability in driving personal and professional growth. He likens this to the relationship between a hero and a guide in storytelling:
“The helpful guide, you know, without a hero, is going to continue to be lost. Without a coach, the hero might be able to make a little bit of progress on their own. But with the coach, the progress begins to move at an accelerated and exponential rate.”
As Lay puts it, “Accountability is so critical because you can gain the awareness from seeing different and thinking different… but it’s that fourth ‘a’ in this mental model, it’s the accountability that ensures that the behavior is then continuously reinforced.”
The 90-Day Growth Method
To put these principles into practice, Lay introduces the 90-Day Growth Method. This approach recognizes that even the best-laid plans often go awry around the 90-day mark, making it an ideal timeframe for reassessment and course correction.
The 90-Day Growth Method involves four seasons or patterns:
Learning
Thinking
Doing
Reviewing and reflecting
Lay emphasizes the importance of the final step, noting that many driven leaders often skip this crucial phase: “Unless we create space and time to pause, to review and reflect on what we’ve done, it’s very hard to measure the progress that we’ve made.”
Mastering the Most Important Technology: Your Mind
In the age of AI, Lay argues that the most critical technology for business leaders to master is their own mind. He views the brain as a biological computer, with the mind as the software running on that system.
To illustrate this point, Lay shares a surprising tip for increasing adaptability: taking cold showers. While it might sound unusual, the science backs it up. By deliberately putting yourself in an uncomfortable situation, you’re training your mind to adapt and build resilience.
This focus on mental mastery extends to how we manage our energy and attention. Lay introduces the concept of TEAM (Time, Energy, Attention, Money) and stresses the importance of investing these resources wisely.
He also touches on the power of manifestation and positive thinking: “The mind can only hold a positive or a negative thought. So, for example, when you look out, think about the future… Are you looking at that through a lens of hope and optimism and abundance? Or might you be looking at it through the lens of maybe fear, scarcity, uncertainty, doubt?”
Digital Stoicism: Managing Your Relationship with Technology
In an age where digital devices dominate our lives, Lay advocates for what he calls “digital stoicism.” This involves critically examining our relationship with technology and setting boundaries where necessary.
Sharing his personal experience, Lay admits to uninstalling email, social media, and even his internet browser from his phone to combat addiction-like behaviors and maintain focus. While this level of digital detox might not be necessary for everyone, it underscores the importance of mindful technology use.
“These are the deeper questions that I think we need to be asking specifically as leaders,” Lay says, “because before we can lead other people, we have to really work on leading ourselves.”
The Journey of Continuous Growth
James Robert Lay’s insights offer a roadmap for personal and professional growth. By mastering our minds, embracing change, and fostering a culture of continuous learning and accountability, we can position ourselves and our businesses for success.
Remember, as Lay puts it, “You transform yourself to transform your team, transform your team to transform your organization. You transform your organization, continue to transform the lives of the people that you’re helping as a leader.”
Connect with James Robert Lay
James Robert Lay is one of the world’s leading digital marketing authors, speakers, and advisors for growth-minded brands. As a digital anthropologist, James Robert has studied the intersection of marketing, sales, technology, and human behavior for over twenty years.
Check out his book: Banking on Change
Connect with James Robert Lay on LinkedIn
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