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Where are you on the path from pawn to leader? What if your business struggles are systemic? Could changing your business model change your entire life?
In this podcast episode, Brandon Shurn discusses going from pawn to leader and the eight levels of business evolution with Igor Graf.
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Meet Igor Graf
Igor Graf is a serial entrepreneur, business psychologist and international keynote speaker who has built and sold 11 companies and mentored more than 2,000 entrepreneurs. He is the creator of the P.E.R.L. methodology, which explores how people evolve through different stages of ambition, success and personal growth. His work focuses on helping entrepreneurs and leaders rethink success, build greater freedom and create lives aligned with what truly matters to them.
Visit Igor’s website and connect on YouTube and Instagram.
In This Podcast
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Igor’s PERL methodology
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The eight levels from “pawn” to “leader of nations”
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Expanding your business reach
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Key takeaways for the audience
Igor’s PERL methodology
Igor’s P.E.R.L. methodology stands for:
1 – Pyramid of
2 – Evolutionary
3 – Refinement
4 – Levels
Igor and his team have spent 7200 working with various clients and business owners, and 26000 hours researching this protocol and how it helps clients to at least double their success in business.
The eight levels from “pawn” to “leader of nations”
Igor sketches out the eight levels that exist within the PERL methodology, and they are:
1 – Pawn: You live by someone else’s rules. There’s little to no ambition, and it’s comfortable.
2 – Slave: You now want change, but you blame everything outside of yourself. Textbook victim mode.
3 – Rebel: At war with the world. There is pain, but this is where your self-belief gets forged.
4 – Dreamer: The money is coming in there, but your drive’s gone. The old tools hit the ceiling, and the glass floor is above, not below. You need to own your ideas, and stop using those of others.
If we’re talking about the Dreamer level, the reason why they have low energy … When you have an idea, you can have a goal; usually, you have some [ideas of] how you can do it … But burnout begins if your brain finds out that your idea is not your idea. (Igor Graf)
5 – Architect: This is the goal. Everything’s in harmony, but then the meaning vanishes. Your life and success now demand a new question.
6 – Mentor: Your personal success becomes a system that can transform people through action, not only words.
7 – Elder: Now you reshape values across entire industries and markets.
8 – Leader of nations: This is maximum scale. It’s not unlikely that you are shaping the trajectory of entire countries and industries.
Expanding your business reach
Expand your business reach by considering:
- Franchising
- Offering courses
- Having investors on board
While at one point Igor successfully ran 11 companies, everything fell apart, and he was left with lots of debt and a seemingly impossible situation to overcome. However, he did overcome it, and now he’s changing the way other people are doing business too.
A part of that includes diversifying how your business earns income.
I need to find a business or business model of my idea which, if I achieve it, would change everything in my life. (Igor Graf)
Essentially, Igor’s goal was to 10x his debt amount in income to get rid of his debt and have enough income to restart a whole new business.
Key takeaways for the audience
If something happens to you once, it’s random, accidental, never mind. If something happens [to] you two times, it means maybe it’s a system. If it happens three times, it’s 100% a system, and you need to work with this like a system [to change it]. (Igor Graf)
Assess your life and your business. What is often happening? As Igor explains, if something happens more than twice, and definitely more than three times, it’s likely a system.
If the outcome isn’t something that you like or want, you will need to change the system from the start, and that means making new decisions and acting on new habits and behavior. That is the way to change.
Useful Links:
- Work with us
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Visit Igor’s website and connect on YouTube and Instagram.
Check out these additional resources:
- AI Isn’t the Problem. Our Psychology Is. With Dr. Gleb Tsipursky | GP 343
- Practice of the Practice Network
- Group Practice Launch
- Group Practice Boss: www.practiceofthepractice.com/grouppracticeboss $149 a month
- PoP Group Practice Owners Facebook Group
- Free resources to help you start, grow, and scale
- Work with us
- Practice of the Practice Network
Meet Prof. Brandon Shurn
Brandon Shurn, Ph.D., LCPC, LMHC, AFC®, NCC, is a licensed clinical professional counselor and the founder of EmPower Me Holistic Counseling, a fully virtual Maryland-based practice. He’s also a full-time professor in Seattle University’s online Clinical Mental Health Counseling program. With extensive experience launching and directing university training clinics, Brandon now focuses on helping therapists design and grow impactful, sustainable practices. Outside of his work, he enjoys fitness, yoga, Wing Chun, golf, reading, and spending time with his family and dogs.
Visit Empower Me Counseling, and connect with Brandon on Instagram and LinkedIn. Email him at: brandon@practiceofthepractice.com
