I want to tell you a story about a Big Shift I had to make
that changed my life forever.

This is a personal story from when I was in the music
industry.  I owned a record label.  And the function of
a record label is to find great talent, help them record
great music, find the best ways to promote the music
and then use effective distribution  channels to get the
music into the hands of the people who love it  and are
meant to experience it.

And in the 90s, that’s when I was in the music business,
this was a very difficult, complicated and labor intensive
process.  The odds of being successful were extremely
slim.  But I loved music, I loved discovering new talent
and being at the forefront of creating musical trends
that despite my parent’s disapproval and all odds
against me, I was able to achieve relative success.

I got my company to about a $1 million in sales in 1996.

Yet I felt stuck and I wasn’t sure what to do next.

I wasn’t able to break through that invisible ceiling and I
wasn’t able to create the kind of exposure for my groups
I really wanted for them.

I knew I had to shift, I knew I had to play a bigger game,
but I wasn’t sure what to do and I was scared to try
anything different.  At this point, my label was beginning
to get a pretty good reputation and I didn’t want ruin a
good thing.

I looked like a winner to the outside world, but I felt
very stuck.

So I was in the running to sign two very respected hip hop
artists, Kool Keith, who was big in the underground circles
and Ice T, who already had major success and just  signed
on to star LA Law, a very popular  TV show.

It was scary because the kind of money they were asking for
to sign them was so much more than I was used to paying.

I was terrified to risk everything I worked for on a big,
high-profile project.

I knew I had to take that next big step.

After much negotiations, I was able to sign the duo to do
album together.  I created a marketing plan that was
bigger than anything I had ever experienced.  I promoted
that record more than any I had previously.  We got it
into what seemed like every record store in the country.
We got the album onto the Billboard charts.  We got
reviews in every major music magazine.  We were
prominently featured on MTV news.

All of that happened because I made a decision to make my
next Big Shift.

It all worked out in the end, but it was going through
making the big shift to really going for it and to do
something different and bigger, that’s what made the
big difference for me.  From then on, all the albums
I wound up releasing got that same kind of treatment.
After I made the shift, there was no going back to
doing it the old way.

That experience propelled my label to increase its revenue
to nearly $5 million just two years later.  It  was an
amazing process, I learned so much from it – I was able to
increase my earning, skyrocket my reach and put my
label and all of my artists on the map because the decision
I made to play a bigger game.

It all started with deciding to make the shift to sign high
profile artists, but what I got out of it was  so much
more.  It was not easy and it was really scary, but
going through that was one of the greatest experiences
ever.

And it shifted how I approached my business and it shifted
who I was, too.

That’s the power of committing to big shifts rather than
incremental small changes – to really go for it despite
the fear.   I have been a true believer of the Big Shift
ever since and it has served me well in my current
business.

I have literally become a student and now a teacher
of  Big Shifts. I understand what it takes to accelerate the
shifts and I now know what it takes to make them more
effortless and doable and not as scary.

Stay tuned to some major announcements in my world that
will shift your world.

Warmly,

~Bill

What Big Shifts do you want to make in your business?
Please leave your comments below.