321 Staci Wallace

Jeffrey Feldberg: [00:00:00] Welcome to the Deep Wealth Podcast where you learn how to extract your business and personal Deep Wealth. 

I'm your host Jeffrey Feldberg. 

This podcast is brought to you by Deep Wealth and the 90-day Deep Wealth Experience. 

When it comes to your business deep wealth, your exit or liquidity event is the most important financial decision of your life. 

But unfortunately, up to 90% of liquidity events fail. Think about all that time and your hard earned money wasted. 

Of the quote unquote "successful" liquidity events, most business owners leave 50% to over 100% of the deal value in the buyer's pocket and don't even know it. 

I should know. I said "no" to a seven-figure offer. And "yes" to mastering the art and the science of a liquidity event. [00:01:00] Two years later, I said "yes" to a different buyer with a nine figure deal. 

Are you thinking about an exit or liquidity event? 

Don't become a statistic and make the fatal mistake of believing the skills that built your business are the same ones to sell it. 

After all, how can you master something you've never done before? 

Let the 90-day Deep Wealth Experience and the 9-step roadmap of preparation help you capture the best deal instead of any deal. 

At the end of this episode, take a moment and hear from business owners like you, who went through the Deep Wealth Experience. 

Staci Wallace is a leading expert in the field of business psychology, growth hacking, and personal life mastery. With over 35 years of corporate and entrepreneurial success, her signature 1 percent method of micro progress has led to nine figure success and supporting hundreds of thousands of small business startups.

Her S.W.E.E.T. Spot audit has helped CEOs turn stressful [00:02:00] careers, fragmented relationships, and broken business operations into purpose driven, highly profitable lives and businesses they love. In 2021, Staci and her husband of 25 years, Larry, left their senior executive positions in telecom to become CEO and COO. of the Fueled by Fire Mastery Program, an elite mastermind for CEOs, thought leaders and entrepreneurs looking for elite coaching in how to build seven to nine figure profits without forsaking their peace. Staci is the author of eight books, including the best selling Fueled by Fire, and has shared the stage with Five U. S. Presidents. She has helped scale companies into the hundreds of millions and raise sales teams into the hundreds of thousands. 

Staci has been a featured life and business coach on NBC, Fox, ABC, and other notable networks. Staci and her husband Larry are also the founders of the non [00:03:00] profit organization EMwomen, which rescues and restores the lives of women and girls who've gone through some of life's most difficult challenges.

Welcome to the Deep Wealth Podcast. You heard it in the official introduction. We not only have a business owner, we have a post exit business owner, a thought leader, an author, someone who is changing the social fabric of society. Pinch me. Am I dreaming? This is incredible. And you'll hear a whole lot more.

So I'm going to put a pause in it right there. Stacey, welcome to the Deep Wealth Podcast. And you know what? There's always a story behind the story. Stacey, what's your story? What took you from where you were To where you are today.

Staci Wallace: Oh, if we could do that in one podcast, I think that it would be Miracle Workers. I love that, how people say it was an overnight success. That was a really long night if that was overnight. But I am tremendously blessed of having done some really great things. The story that got me where I'm at is I was raised in a home that believed in the impossible.

I just happened to be a preacher's kid, had some years [00:04:00] there where I went away from what I believed, but I felt, fell back into it after trauma and really pain in my life I was a country music singer Jeffrey was nominated for new female vocalist of the year.

And I had a company in Canada running one of the largest. Fashion consulting companies in Central Canada. When I was 20 years old, I had a, I actually had another company that was a very profitable company making, my first paycheck was 8, 976. So I was 18 years old at that time. So I came in making a lot of money, having a high level of skillset and very little wisdom.

Very little ability to make good decisions. And so, I likened that because I was raised in a culture where I was taught that if you can believe it and you're willing to work hard enough for it, anything is possible. And obviously my faith played a big part of that as well. I believe that God can do things that I can't do.

And so he filled the gap. I was a dreamer. I came through the gauntlet. Of testing [00:05:00] big dreams, singing at the Olympics, being on stage with five US presidents, scaling. Really big company in an ear, companies in an early age. But what really got me here was the tread marks on my forehead, , the mistakes that we, you know, we've gone through seven recessions.

And every setback actually proven to be a setup for a comeback. And I really believe that the times when, we've had our house burned down, I went 21 years old, went through a divorce and abuse and suicidal depression. You learn more in the valleys. of life than you do on the mountaintop. The mountaintop's a really good view.

And I think everybody that's wanting to have an exit or everybody that's wanting to have a profitable company, it's a great place to ascribe to. But truthfully, what got us here are the valley moments of setback, persecution, suffering. And if you can make it through that season, a [00:06:00] 22

Jeffrey Feldberg: What a story. What a story, Stacy. And I'm wondering, so from the stage of music to the stage of business, when you did that transference. Were there any similarities that you took with you that helped you in the business world from the, call it the music and entertainment world?

Staci Wallace: year old and a 23 year old now and ever since they were little I've taught them two things. Well, I've taught them three things. Well, maybe I've taught them more than that, but it feels like three categories. Number one, I taught them to have faith, to believe in the impossible. We're a Christian family, so we put our faith on top of everything.

We don't use that as a... Bumper sticker is something to create division with other people. We just create it because that's what we believe in. We believe in the good in other people, even when the worst is displayed. That was one of the things we taught our kids. The second thing we taught our kids is that life's going to come at you fast and it's going to be painful.

So buckle up. And learn some skills. And one of the skills we taught them [00:07:00] is how to communicate. Stage taught me how to communicate. Performance the entertainment industry taught me how when I'm singing, you know, I was 18 years old, 16 years old, I was singing jingles. Like, I'll never forget one of the jingles I sang was Robertson Career College.

And in the studio, they would say... Do it again, and I would go, Robertson Career College, and they'd go, smile when you're saying it. And so I'd do it again, Robertson Career College, and they'd go, do it again, now smile till it hurts. I'm 16 years old and I'm thinking like, oh my goodness, it sounds exactly the same to me.

But one of the things that good communication skills and Warren Buffett said that if you can improve somebody's communication skills, you can actually increase their profitability by close to 50%. Because you can walk into any room and you can negotiate any room. So we taught our kids how to smile when they communicate, how to communicate effectively.

We put them into national speech and debate competitions because we knew they may not want to be on stage.

Jeffrey Feldberg: Mm hmm. 

Staci Wallace: They [00:08:00] would need to know how to communicate. And so the bridge between the entertainment industry and recording five CDs and everything that I did there into business, it really greased the runway for me to be able to walk into any room, whether I was with brand new business owners trying to start a business or whether I was in a room with.

Billion dollar companies and investors, I was able to communicate effectively because of that season of practicing communication skills.

Jeffrey Feldberg: Terrific. And so interesting. So your faith, the ability to communicate and communicate effectively made a difference for you. And by the way, for our listeners in the show notes, there's a link to Stacey's book. Please click on it and get this. It'll be part of our conversation today, but so much more is in there.

Fueled by fire, becoming a woman of courage, faith, and influence. And so I'm wondering, you know what, for the listener out there, Stacey, who is saying, okay, you know what, I hear, Stacey, you're a person of faith, your family's a [00:09:00] person of faith. Some people, when they hear faith or the R word, religion, it really throws them off and they shut down.

And you know, here at the Deep Wealth, we always encourage our listeners, have really an open mind and an open heart. So for someone who really hasn't gone down that spiritual path, whatever that looks like to him or her, how has faith, I'm just curious, how has faith Played that role in your life and your family's life.

That's really made the difference from perhaps where you are now. You wouldn't have necessarily gotten there if not for your faith. What would you say to that listener?

Staci Wallace: Well, our company, Fueled by Fire, is a faith based company that we work with high level business owners, entrepreneurs, and CEOs. Who've, many of them have made money and we always say money only makes you more of what you are. They've learned how to make money. They've learned how to build big infrastructure, but they haven't necessarily learned how to do life. And one of the things that we are very passionate about is raising up purpose driven leaders who [00:10:00] understand we are not on this planet to make money. We're not on this planet to have bigger houses, bigger cars. We're not on this planet for more of me. We're on this planet to be a conduit. of heaven on earth.

And in order to know how to do that, you've got to study, what does heaven represent? And for me, my faith, what does God represent as it relates to bringing an example to earth? Can I live that out? In business negotiations, I've walked away from multi million dollar lawsuits. Because it was the right thing to do, because the argument would have taken more energy, the depositions would have taken more energy, than for me to go out and create another 30 million dollars.

And that, I believe, having that foundation of faith, you know that what you're going through isn't something to come at you, or to you, it's something to get through you, so that you can become a better light to other people on the planet. So we talk about something called the Kingdom Alliance. And for us [00:11:00] inside of the company, we're helping thought leaders and CEOs recognize that life without God is like peace without profits or profits without peace.

not the full equation. And in order to have the full equation, you've got to know where does your power come from? What is the real source of your energy? Going through a hard time when my house burned down, for example, or when I lost my voice and they told me they were going to have to operate on my vocal cords and I may never speak again.

When I lost my father. In those seasons, as much as I love my background of entertainment industry, I didn't run to Hollywood or Thor a Marvel or DC comic in order to find my answer. And every company, taking companies public and every company of going from scratch to 350 million in three years, that's tough days.

Those are not glory days. Those are tough days. And on the toughest days, I don't run to the TV or to scroll on my social [00:12:00] media. I run to the source of my hope. And so it has been everything to me and it's everything to our clients as well.

Jeffrey Feldberg: And so talk to us about that. So for someone who's coming to you today, really fresh, they haven't worked with you before. They haven't really gotten to where they've got to maybe some kind of success that they have, but not really where they want to be. What does that look like? I know you have workshops.

I know you have programs. And in addition to the book, a whole lot more. So walk us through that process. What's your method to the madness? I'm coming up and saying, okay, Stacey, here I am. Here's my business. We have a big runway ahead of us, but we're not quite sure how to reach and achieve our goals. Can you help us?

Staci Wallace: Absolutely. First thing I would do as a SWOT analysis, if you're a company, and I would identify your strengths, your weaknesses, your opportunities, and threats. Everybody knows that's in corporate America. In fact, most companies have had multiple SWOT analysis. Then there's something I do secondarily and this is something that's proprietary to us in that is.

It's called the sweet spot audit. And I do [00:13:00] that on the leader. So the leader, the company doesn't come to me. Usually a leader or set of leaders say, I need, we need to go to another level. We need to take our team to another level. We need our team to be very connected and passionate with the vision. So the first thing I would do is I would say, and this is something I'm happy to give away for free.

I can, want me to. We can put it in the show notes of how you can get this sweet spot on it. Number one S is what are your strengths? Kind of similar to a SWOT analysis, only we're talking about you as the CEO or you as the thought leader or entrepreneur. What are your strengths? Now this is super important because these are your superpowers.

strength might be that you are really good at networking. I have a son that happens to be able to walk into million dollar rooms at the age of 23 and he can control the room because he's incredible. He has no fear, he was bullied really bad when he was a boy, red hair, freckles, glasses, and now at 23, he's at a multi million dollar real estate company, but he's able to walk [00:14:00] into a room and his superpower is he's not afraid.

He has no fear. He can walk into a room of billion dollar investors and he'll be, hey, what are y'all doing this weekend? I mean, he'll sit down at the table with them. So what's your superpower? So it could be something as simple, I'm really good at sales, or I'm really good at marketing, or I can really see trends, and I'm really good at AI or technology.

My husband is COO of our company. We have such diversely different skill sets. He is really good at the things I'm not good at, and that's why we work really well together. But you've got to know your strengths and don't try to be everything. If you try to be everything, that'll be a job. But if you find your core efficiencies, when you identify what makes you really, really in your zone of genius, then you can begin to build a team around you so that you, instead of being the business, can now start working on the business. The W is what are your weaknesses? What is your kryptonite? Every leader has kryptonite. What are your blind spots? What are those [00:15:00] things that trip you up? And for some people, it's as simple as, I'm addicted to alcohol and it trips me up. I get in bad situations or I'm addicted to pornography and it trips me up.

Or my weaknesses are, I have a temper problem and I know what I want people to do. They just won't do it. And so you're leading from ego. So you're building an ego system in your company instead of an ecosystem that generates really in a culture of love. So W is what are your weaknesses?

Cause chances are, and if you say you don't have any, then you need to get a better team that'll be really open and authentic with you and do a 360 degree audit. Ask people around you, I want to go into this next season of my life better than ever before. What can I work on? I remember I hired a coach one time and they were very expensive.

And I remember on our first, what they call the discovery call, the first discovery call, they were just so amazed. It's kind of like being on a podcast. It's amazing all the things that you've done and you've been with [00:16:00] this president and you've done this. And I said, listen, I hired you not to tell me what I'm doing good.

I hired you to dig in and beat the tar out of my inefficiencies

Jeffrey Feldberg: Sure.

Staci Wallace: and they were so grateful because I was able to get through all of the emotional, sappy, make me feel good. And for me, I wanted to go to the next level. So if you can truly identify your strengths and weaknesses, then you can move to the two E's.

E number one is energy production. What is in your life? Who is in your life that creates energy? And maybe that's friends, family, something that makes you wake up and go, if I could just be with this person or do this gives me so much life and energy. So make a list of the energy producers in your life.

For me, one of those energy producers and Jeffrey, you can see behind me, I've got a massive 62 acre ranch behind me, a seven acre lake. I love to fish, fishing produces energy in me. I like to deep sea [00:17:00] fish. I like to freshwater fish. I like bass fishing. So we're growing big bass in that Lake behind me.

So what produces energy, not just in a tactile business way. But even in life, Sabbaths, rest on Sundays for me produces energy. I take off, I go for walks, I sit out in nature I try not to do anything that will produce money for me. I just want to sit in the presence of God and I just want to refill. So you've got to have energy producers.

And then you've got to really identify the second E, which is energy demanders. These are the people that represent the suck zone and that means that they're sucking the life out of you and that could be people, that could be specific things you've got on your agenda that you could probably prune.

They're just time consuming. If it is people. And it's people that you can't walk away from like a spouse or your children. And you've got to double down on energy producers. That's where you hire a coach or you get on more podcasts like Jeffrey's podcast. [00:18:00] You have to create energy production for every energy sucker.

You're probably going to need to have at least three energy producers to offset the drain of that. And then the T is time expansion. Are you good at time expansion? So, when we work with leaders, generally, their energy production, energy demand is reflected in what they're spending the most of their time on.

Because where your treasure is, there will your heart be also. Where you spend the most of your focus... We'll create the trajectory of where you end up. So we want to make sure that those time blocks aren't just busy time, wasted time, or spending time, but that you're investing time in things that get you the ROI.

Jeffrey Feldberg: So it's a terrific analysis, your sweet spot analysis, love how you've just positioned everything and really looking at, I'll call it the holistic picture, the activities or people that are really helping you get to the next level or holding you back from getting to the next [00:19:00] level, what your energy is like and your strengths and all those other kinds of things where you get fulfillment, where you get joy.

And as you're talking about that, it really reminds me of one of my own personal sayings. All the accolades, all the zeros in the bank, all the success without fulfillment, it's an absolute failure. And with what you're talking about, it sounds like, okay, hey, let's get you fulfillment in addition to the success so that you can really have a blessed life.

Staci Wallace: We call that peace and profits.

Jeffrey Feldberg: Okay. Mm 

Staci Wallace: if you have profits without peace, you're really operating in poverty because you're going to have a scarcity mentality. You're going to have weakness. You're going to have energy demand, but if you have peace and profits, now you can create a life of extravagant generosity, generational wealth, and legacy.

We have a lot of. People, my husband and I, we happen to, our children work inside of our company with us. They're helping us scale another very big company. They want to be a part of what we're doing. There's a lot of people that say, how do you do that? How do [00:20:00] you create a company that your family and other people are magnetically drawn?

They want to work with you. Well, the first thing is nobody wants to be a part of a chaotic. Company. Nobody wants to be a part of chaotic parents. Nobody wants to be a part of somebody who's not nice or constantly stressed out. So if you want to stress less and earn more, you've got to create both peace and profits.

That means you've got to look at your peace factor, your sweet spot audit, and say, am I really building a life and business that I love? And one that somebody else wants to duplicate.

Jeffrey Feldberg: What a terrific question. So let me ask you this because you're speaking to all kinds of different business owners in different businesses, different industries. That said, though, are there any themes that come across, positive or negative 

Staci Wallace: A lot of times, industries, we can see various things. , With men, I find a lot. My husband works a lot with the men leaders, the CEOs. [00:21:00] Because we see a lot of men who right now are incredibly distracted.

And I'm, I'm not talking about folks who don't have money. I'm talking about folks from every, Economic background and status that you can imagine.

And there's three things that seem to be coming up over and over again. And let me just give some context real quick. So our program start at 23, 000 and go up to 120, 000 a year. So we are like the bridge between Harvard and a strong faith based, biblically based organization. We mash those two worlds together, business and faith.

In that, that means that we get a lot of people who have tried everything. But they still haven't figured out how to tip the seven figure marker, still haven't figured out how to build the business and maintain a marriage. They haven't figured out how to be highly successful in their corporation and maintain relationship with their teenage children.

In looking at that, we have to look at what are the dynamics that keep coming up, like you're saying, over and over again. And [00:22:00] I'll tell you what the women's are here in just a second as well, so we don't just pick on the men. But the men, it seems to be areas of addiction. Addicted to sexual addiction, pornography, and chemical addictions. So, I know that's probably a heavy topic right now to drop in on the podcast, but this is where we do the sweet spot audit. We've got to look at those kryptonites. What is that area of kryptonite that is stealing your joy, and is it worth more to you than a life of peace and profits? So in those three areas...

If we get men who get real, I would say the fourth one would be things like gaming, just wasted time. They come home and they just want to defrag, so they sit there and instead of going out on a walk or taking their kids out and playing baseball, they just want to sit and do nothing because they've done something all day long.

The problem is they're doing nothing is duplicating into a generation of young people who want to do nothing.

And so we're watching that. We do a lot of research and a lot of testing and we see what's happening right now. What we're seeing [00:23:00] in the world around us is because of generations upon generations of people and especially fathers unplugging from the home life because there's so much stress in the work life.

Now, as far as women, it's completely the opposite. They've left the home, they've gone into the corporate America, and so now they're trying to find their identity in something outside of the traditional household. And so we look at that and we can, as we take a woman, I say, how does that make you feel to make money but not have children yet? 40 years old. I'm suffering on the inside. So what would you give up the money in order to have a happy family every day of the week? Well, do you have to know, but this is what we're seeing is unless we have more educational systems, organizations, coaches that are teaching the holistic view of peace and profits, we're going to continue to have fragmented leaders.

Jeffrey Feldberg: You know, It's interesting, Stacey, as you're talking us through this, of what [00:24:00] the issues are, of what's holding people back and their respective companies, what's holding those companies back, really you're tapping into something very similar to Deep Wealth. We say whoever said that business wasn't personal, never owned a random business, because really what you're saying, and I don't mean to put words in your mouth, and if I'm off base, please correct me.

You're saying, Hey, Jeffrey, if you don't have it right on the inside of how you're feeling, how your personal life is, what that looks like, how in the world are you ever going to get it right on the business side of things? How am I doing with that? 

Staci Wallace: That's so good. In fact, I'm just before I got on this podcast with you, I'm writing a action guide for a course that I'm getting ready to teach for someone. And at the top of it, I wrote two things. I wrote a quote from Warren Buffett and he said really successful people, there's something that they do that other people that don't do is they'd say no more often.

So that they create capacity, but at the top of that page, I put it's 80 in any type of business development structure, it's 80 [00:25:00] percent emotional management.

20 percent tactics, my husband and my brother started a company in the game room of my brother's house. And that particular company, we went from 29 employees to over 400 employees with mergers and acquisitions really fast.

And that is emotional management. Who do you keep? Who do you let go? When we had to move the company from one state up to Washington, we had to drop a lot of people. People are crying, people don't understand, but being a business leader, you've got to make tough decisions. If you are not emotionally strong, that's why fitness is so important.

Mental strength is so important. Having so much background and expertise in the area of business psychology, it is. Incredibly important for a leader to be personally investing in your inner game, your mindset, what we call CEO mindset. Being able to get yourself to a place where you're like a corporate athlete 24 7 and being able to [00:26:00] operate at a high level of emotional, we call it the emotional quotient, right?

I love that book. Being able to operate and then looking at the 20 percent tactics. And pruning anything that's not working. We talk about PMA and MMA. MMA is money making activities. PMA is profit making activities. The majority of all businesses and even coaches in all these stages, people talk about their top line dollars.

They're talking about how much revenues are generated and it's hype. It's hype numbers. I've got, we've got clients that were going through bankruptcy. Other coaches were helping them make a lot of money, but what they weren't looking at is are they making profits? Because 60 employees. An eight figure company only profiting by 52, 000, that's a terrible lifestyle. That is not a company that's going to provide peace and profits. When we're able to get inside and say, okay, let's look at what are you doing? They were doing so many [00:27:00] things. They had shotgun mentality. And when we were able to help them get rifle focus. We were able to help them blow up their company, create a much better team culture, and begin to start a generosity campaign where they were able to give extravagantly and be about something more than even the bottom line.

Jeffrey Feldberg: So really, it sounds like what you're doing is you're having people do an internal audit across their entire life and really finding those blind spots, or sometimes we call them inflection points. And putting the light on it so that they can deal with it, either eliminate it or no, if they can't do it today, at least it's there and they have to deal with that.

That gets them onto a bigger and better place. So for my next question, Stacey, you'd be perfectly right to say, well, Jeffrey really depends on the person. Everyone is different. Generally speaking, the back of the envelope, someone who comes to you and they're going to be going through your system, whether it's with the coaching, or I know you also do five day workshops that we're talking about offline or following the system from your book.[00:28:00]

How long does it take to get from, let's say, starting today to the ideal version of myself? The true potential I've been able to unlock and untap as a result of your mentoring, your coaching, your system. Ballpark, what are we looking at?

Staci Wallace: Well, I always say success is a journey. It's not a destination. So that will be an ongoing lifetime effort. However, what we have found, and this has been tested over 35 years of business and coaching and helping other companies be raised up as well, hundreds of thousands of small businesses that we've worked with.

We, we do a 12 month program because. We know that in 12 months, there's going to be rapid change happen because we try to get people ROI immediately. However, in order for old habits to be broken and new habits to begin, they say it takes three cycles of 21, so that would be essentially a 90 day program.

But then what we want to [00:29:00] do is we want to work out sustainability. Beyond that, and then put new systems in place so that they are able to duplicate what they've got. So most people that are struggling they're usually, we talk about five levels of growth in company. We have a growth audit that we do, and in it identify what area of growth are you in, level one, level two, level three.

Level three is basically you've already got a team building, you've got some team players on your team with you, but it's chaos because you're still having to have your hands on everything, you're still having to micromanage, you've got all these people you're trying to get to take over parts of the company, but they're still needing you, so you're still heavily involved in the business.

The goal is to get you out of the business, have a team led company, stage four. Is you're out of the business and now you're able to work with your key leaders. You've created layers of leadership. You're able to create work with your key managers. Level five is you can now go start another company [00:30:00] because that company is self sufficient.

You can now work on things that matter, maybe start an orphanage or start a non profit, but you really have created a legacy company. In this process, it really requires people honing in on, again, it goes back to the sweet spot audit, the areas of inefficiency so that we can put more pressure on the things that are going to create the fastest traction.

But we have seen it over and over again, we have people that have been with us for years and years, but I always say, people, give yourself a year and learn the core business skill sets, the mindsets. We cover sales, marketing, AI we talk about communication skills. We do live role playing.

We're very high touch. So, it's like going to a university online so that we make sure people aren't just in a video program. We want to see them have the success, and here's why, Jeffrey. If anything happened to me today, I wanna know that we have duplicated [00:31:00] ourselves to create better influencers.

That's why the tagline on that book, this is my eighth book, but that tagline says, and it was specifically, I was hired by a publishing company to write a book specifically for women in the marketplace. My other books are not specifically for, but this last one was, and Becoming a Woman of Courage, faith, and Influence.

What does influence mean? Magnetic attraction. People want what you've got, people want to duplicate who you are. In order to influence, John Maxwell said, leadership is influence. Nothing more, nothing less. You can think you're leading, but if nobody is duplicating you or following you, you're simply taking a walk.

So how can we create the most amount of influence we believe by helping people have at least a 12 month runway to be able to do that?

Jeffrey Feldberg: Yeah, it is a page out of our book. I couldn't agree with you more. Hey, does your company run without you? One of our favorite questions here. We call that an X Factor that can insanely increase the value of your company. You [00:32:00] unshackle the golden handcuffs and get to do what you really want to do. And then I like what you're saying.

Well, are you an influencer? Have you duplicated yourself? We, again, go back to our step two, X Factors, the four points of clarity, you're documenting, you have KPIs, people know exactly what to do, they have a question, perhaps there's an online wiki or some kind of manual that they can go reference that, get all of that there.

So, it all sounds, incredibly powerful, obviously it works, it's coming from the trenches. From a business perspective, again, you can rightfully say, well, Jeffrey, look, every business is different depending how large they are, where in their trajectory they are when they come to see us, but again, back of the envelope, generally speaking, is there a theme that you're seeing of, yeah, you know what, Pareto's law, 80 20.

These are the same 20 percent of issues that we'll call them that are creating 80 percent of the challenges or the problems that are actually holding most companies back. Any thoughts on that?

Staci Wallace: would a hundred percent say lack of clarity. And so a lot of people think I, we need more [00:33:00] visibility. We need more sales and really obscurity is a sign of a lack of clarity. Clarity breeds visibility. 

People want what you've got. We just recently walked through a sale with one of our clients and they've had this company for a long time and helping them create.

A culture of clarity helped them sell faster because when the buyer came in, instead of seeing originally, it was the same buyer that came in two years before, and they were scattered. They were all over the place. If you were to say to their staff, what is our mission statement? Nobody could say it.

Where are we headed? Nobody knew the North Star. So, it was everybody doing something, but not necessarily doing the same thing. They didn't have the same. Focus. So creating a culture of clarity also enables that if you're the CEO and you want to bounce out and you're going to sell and exit, that means that it's got to run without you.

The energy has to stay in the company because [00:34:00] you've duplicated the culture, you've duplicated the SOPs, you've duplicated the essence of the company. It's bigger than you. And what most people back to your question is, what is the theme? Most people are, they've got shotgun mentality in their company, they don't have clarity, and what we try to do, or we effectively do, is help them get rifle focus, then put systems in place that can be duplicated, and if they can be duplicated well, and you have the infrastructure in place, that company can go from scale to sell.

Jeffrey Feldberg: Absolutely. And you know what? The culture that you're talking about, again, another one of our X Factors, money can buy lots of things. Your competition may have more capital than you have. They can copy you. They can hire away potentially some of your employees. They can do all the marketing tactics that you're doing.

But all the money in the world can never duplicate culture, and if you have a thriving, rich culture that really puts you in a league of your own, a category of your own, it's something to really behold and keep on doing all the right things to [00:35:00] get that out there, and you'll keep those employees away from the competitors while you're at it. So, let me ask you this, as you're going through this and the different tactics and strategies that we have from the trenches that you've been doing this decade over decade, again, I'm going to put you on the spot and maybe it's an easy answer for you or it's like, hey, Jeffrey, you're asking me to pick my favorite child, but here's a question for you.

If you had to pick one strategy that a listener, after hearing both of us talk and before they go into their next meeting to be.

Taking up their time before they do that. If they could do one thing that could really make a difference for them, what do you think that would be? What would you recommend to them, Stacey?

Staci Wallace: This is a question I'm asked a lot because a lot of people know that in 2017, my husband and I, we were at the peak of our income earning potential and career. We were making more money than ever and we gave all of our money away to the poor. I woke up, I had a dream and felt like God was saying, would you give it all up, feed the poor and follow me?

And in my faith, there's a scripture of a yet rich young ruler that said no, [00:36:00] and we never know what the other side of that story was because he said no and went away sad. We did that in 2017 and it triggered something for me. I went to my husband and I said, I really believe that I'm supposed to step down from our company.

And I was the face of the company and the voice of the company and head of sales and doing all the Zooms and all the webinars. And I said, I really believe I'm supposed to step down and just spend my time focusing on our nonprofit organization. We rescue and restore the lives of women and girls who've gone through trafficking and abuse and M Women is our nonprofit.

And I said, I really believe I'm supposed to just focus on taking care of the poor, the widows, the orphans. And he agreed. And so he said, okay, well, what does that mean? I said, well, you're just going to have to step up and you're going to have to be the mouthpiece. One month later though, Jeffrey, he came to me and he said, you're not going to believe this.

I Feel like I'm supposed to do the same thing. So both of us went all in and he said, and I feel like we're supposed to give all of our money away to the poor. And so we, [00:37:00] that's an, that's a whole nother podcast cause that's a crazy thing and to explain it is awesome because the outcome of it was more than words could ever say, the best years of our life.

We came out of that in 2020, 2020 was the best year of our life because I believe it protected us from everything that went down in 2020, but here is what I did in that season. That I would say is the secret sauce between, behind everything we do and why we launched Fueled by Fire as a company. In that season, I didn't know what to do because I was identified by my title.

I was identified by my achievements. I was identified by my company. And I went through a season where I was really lost, like, who am I now? And I would wake up every morning and I would say, good morning, God. I would say, Holy Spirit, specifically, what would you have of me today? And instead of serving the vision, serving the company, serving the money.

I was serving a higher purpose, and I would do that every day. Now, here we are, [00:38:00] that was 2017, we're 2024, so that's a lot of years, that's seven years. I have been saying that every morning of my life, good morning, Holy Spirit, what would you have of me today? And even if I am slammed as the CEO of a company with a lot of calls and podcasts and meetings and.

Ventures, I will stop what I'm doing in order to serve that purpose. If I hear go to Walmart, aisle 13, and wait, and I go there and I see a little mom and daughter walking up with, and this has happened, with chips and salsa, and I'll just let that lead me. And I'll say, I think I'm supposed to buy you groceries.

I don't know. I don't. You don't need to do that. No I really believe. I've been sent to aisle 13 to buy you groceries. When you see what happens in a moment where you are connecting heaven on earth, when you're connecting generosity to somebody who's in need, when you're really able to be a conduit like that it's like you said, it's the things that money can't [00:39:00] buy. And so for me, the answer to that, the number one, undeniable, irrevocable, unquestionable thing. That I do that is the secret sauce behind everything that we've been able to accomplish is waking up every day and saying, good morning, God, what would you have of me today?

Jeffrey Feldberg: Wow, that is incredible. And thank you for being so open and vulnerable with us of sharing where you were, what you went through. I mean, that's a whole other story behind the story. You're right. I suspect that's not just another episode that could be really Stacy. That's a whole series that we can do on that.

And so obviously that's for you. That's fulfilling. That's really, no matter what's going on that day, if you feel something so inclined for that, it sounds like you didn't quite say it this way. And again, you can correct me if I'm off base on base. If you have a day that is just booked back, you know, back to back, all these different meetings going on, but you feel a calling for something else, okay, you know what, I'm going to have to reschedule.

This is where I'm supposed to be. I'm just going to do that. And you don't bat an eye. You're not worrying about, well, what are people going to think? Hey, this is my [00:40:00] purpose. This is where I need to be. How am I doing with that?

Staci Wallace: Yeah, it's peace and profits. If you can't give up your calendar, you'll never give up your money.

Jeffrey Feldberg: A lot to be said. Well, let me ask you this because I would love to go down so many other areas that said that we are really starting to bump up again sometime.

So sadly, we're going to have to start wrapping up and you know, for the listeners in the Deep Wealth community, they hear me say this all the time, but it is so true. It's a privilege. It's a pleasure. It's a tradition here on the Deep Wealth Podcast where I get to ask you the same question that we've asked every single guest.

Let me set it up for you, Stacey. It's a fun one. When you think of the movie Back to the Future, you have that magical DeLorean car that will take you to any point in time. So imagine now it's tomorrow morning, and you look outside the window, not only is the DeLorean car there, it's curbside, the door is open, it's waiting for you to hop on in, which you do, and you're now going to go back to any point in your life.

Stacey, as a young child, a teenager, whatever point in time that would be. What are you telling your younger self in terms of life wisdom, [00:41:00] life lessons, or hey, Stacey, do this, but don't do that? What would that sound like? 

Staci Wallace: I would say in your life, you will learn that money can buy you a house, but it cannot buy you a home. Money can buy you books, but it will not buy you wisdom. Money can buy you a mattress, but it will not buy you rest.

Jeffrey Feldberg: Mm 

Staci Wallace: Focus on the things that money can't buy. We call it the 40th floor and above. And when you learn how to live with your head...

Above the things of this world, and you learn how to operate in love, in joy, in peace, in patience. The things of this world really don't matter that much. That is the pathway to peace and profits. And I would just say, focus on the things that money can't buy that God provides in ample form.

Jeffrey Feldberg: It's such a powerful message. And, you know, as you're talking about that, it reminds me, it's a little bit of a colloquialism. You hear it out there that the best things in life are free. And [00:42:00] really what you're talking about of just all the things that money can't buy, but give you so much peace and fulfillment.

And it sounds easy, but hey oftentimes doing what's easy isn't necessarily so easy and it takes some discipline and focus to get that. And I really appreciate you putting that out there and sharing that with us. Let me ask you this, Stacey, for a listener, they want to learn more. They want to go through one of your workshops or have some coaching or go through one of your programs.

They have questions. Where would be the best place online for someone to find you?

Staci Wallace: Well, they can easily go to StacyWallace. com and learn all about our programs, but I would encourage everyone to register for our next Legacy Wealth Mastery course. It's free.

It's something that we do to give back knowing that most people will not be inside of our program. If we can reach more people to help them achieve this life of true transcendence of understanding why they're here, they can go to the FBF challenge.

FBFchallenge. com is going to allow you to register, get you'll be giving [00:43:00] uh, given a certified coach or advocate that's going to walk through this five days with you. It's live. We do our trainings all live. We don't do evergreen. And the reason we do that is because I'm always reading the market. I'm always reading the chat. I want to see where people are. And so I would just invite folks to come in and take that journey with us or go to StaceyWallace.

com or StaceyWallace on any social platform.

Jeffrey Feldberg: Terrific. And for our listeners, it doesn't get any easier. It's all in the show notes. You don't have to remember a thing. Just go to the show notes. It's a point and click, and off you go with that. Talk about effortless. Well, Stacey, it's official. This is a wrap. Congratulations. And as we love to say here at Deep Wealth, may you continue to thrive and prosper while you remain healthy and safe.

Thank you so much, and God bless.

Staci Wallace: Thank you so much. 

Sharon S.: The Deep Wealth Experience was definitely a game-changer for me. 

Lyn M.: This course is one of the best investments you will ever make because you will get an ROI of a hundred times that. Anybody who doesn't go through it [00:44:00] will lose millions. 

Kam H.: If you don't have time for this program, you'll never have time for a successful liquidity 

Sharon S.: It was the best value of any business course I've ever taken. The money was very well spent.

Lyn M.: Compared to when we first began, today I feel better prepared, but in some respects, may be less prepared, not because of the course, but because the course brought to light so many things that I thought we were on top of that we need to fix. 

Kam H.: I 100% believe there's never a great time for a business owner to allocate extra hours into his or her week or day. So it's an investment that will yield results today. I thought I will reap the benefit of this program in three to five years down the road. But as soon as I stepped forward into the program, my mind changed immediately. 

Sharon S.: There was so much value in the experience that the time I invested paid back so much for the energy that was [00:45:00] expended. 

Lyn M.: The Deep Wealth Experience compared to other programs is the top. What we learned is very practical. Sometimes you learn stuff that it's great to learn, but you never use it. The stuff we learned from Deep Wealth Experience, I believe it's going to benefit us a boatload.

Kam H.: I've done an executive MBA. I've worked for billion-dollar companies before. I've worked for smaller companies before I started my business. I've been running my business successfully now for getting close to a decade. We're on a growth trajectory. Reflecting back on the Deep Wealth, I knew less than 10% what I know now, maybe close to 1% even. 

Sharon S.: Hands down the best program in which I've ever participated. And we've done a lot of different things over the years. We've been in other mastermind groups, gone to many seminars, workshops, conferences, retreats, read books. This was so different. I haven't had an experience that's anything close to this in all the years that we've been at this.

It's five-star, A-plus.

Kam H.: I would highly [00:46:00] recommend it to any super busy business owner out there.

Deep Wealth is an accurate name for it. This program leads to deeper wealth and happier wealth, not just deeper wealth. I don't think there's a dollar value that could be associated with such an experience and knowledge that could be applied today and forever. 

Jeffrey Feldberg: Are you leaving millions on the table? 

Please visit www.deepwealth.com/success to learn more.

 If you're not on my email list, you'll want to be. Sign up at www.deepwealth.com/podcast. And if you enjoyed this episode, if it added value, if you walked away with some new insights and strategies, please leave a review on your favorite podcast channel. Reviews help us reach new listeners, grow the show. And continue to create content that you'll enjoy and as we wrap up this episode as always please stay healthy and safe.