JB Glossinger, The Morning Coach, talks about keeping his businesses lean, letting go of one business, and starting a positivity group during the COVID-19 pandemic. JB runs several businesses and coaches his clients on building residual and passive income.

John Meese 0:24
Hey, JB, thank you so much for joining me on the survive and thrive podcast. How are you doing today?

JB Glossinger 0:29
Fantastic. super glad to be here.

John Meese 0:31
Well, good. I'm glad to have you here. I appreciate you being willing to share a little bit about your story. First things first. I mean, let's assume someone listening has no idea who you are what you do. Would you just kind of give us the highlights in terms of, you know, what gets you out of bed in the morning?

JB Glossinger 0:46
It's funny, because I'm the morning coach. So that is kind of weird. You know, that's a perfect segue. I couldn't ask for more of a softball than that. That was fantastic.

John Meese 0:53
You're welcome.

JB Glossinger 0:55
So now being a morning coach for 15 years, I've been doing a podcast I started in 2005. You know, back when they used to do podcasts with hamsters and days. Yeah, exactly, exactly. So my podcast hit top 25 years ago. And we went through a real tough time between 2006-7-8 that there was a big crisis, a housing crisis. And we lost a lot, I actually quit my job to try to build this business. And in 2009, we went to a subscription model, because I wasn't making any money. And I had 1300 people come with me. And I think one of the first membership sites on the web, so that was my business was doing this podcast and charging for it. And I still do that today.

John Meese 1:36
Wow. That's pretty cool. Okay, so So today, that's still a big part. What do you do is that you have the podcast and the membership side are kind of one of the same. Is that right?

JB Glossinger 1:43
Yeah, that's it. I mean, I do a daily coaching. And for years, we've built all our own technology. But now there's some companies catching up, you know, that allow us to be behind the wall. And so we charge, you know, $30 a month, hundred dollars, and we have masterminds and stuff. But yeah, that coaching is the premise of everything. I own multiple businesses now over the years, you know, and other real estate acquisitions. But yeah, primarily, it's the coaching I do on a daily basis. And I started after 12 years finally got monetized on YouTube, and I made $600. Last month,

John Meese 2:12
Yes. Hey, look at that, during an economic crisis, no less,

JB Glossinger 2:16
Correct. Correct, correct.

John Meese 2:18
Well, tell me a little bit more about what type of coaching do you do? What kind of things do you teach or help people with?

JB Glossinger 2:23
Well, it's good as a you know, a lot of it has to do with lifestyle, right? So you know, it's, it's exactly what you're talking about me and you're going to hit it hit a home run here, because for me, it's about working with the right people building residual and passive income, I do a thing called intelligent life design. And we've found in research that most people and this is individuals, I'm not talking about big business, right? Not big, hairy, audacious goals, but most people can can survive on 5000 to 15,000 a month residual. And if you're willing to build a business that size, and maybe keep the Rolls Royce later on down the road, there is opportunity to do that even in crisis.

John Meese 2:59
Yep. And you know, it's funny, you mentioned that I just finished reading this morning, the book company of one by Paul Jarvis. Have you? Have you read?

JB Glossinger 3:06
I haven't read that. No, I have to read it

John Meese 3:08
Well, but it's basically what you just described. So that's great. Well, I love to talk about the invisible elephant that's not in the room COVID-19 if we could for a minute. And I think you and I may be both in this. But I know I'm at the point in my personal life where I'm kind of, like, tired of talking about it? Well, yes. But for the sake of for the sake of what entrepreneurs and business owners all over the world are going through right now. I would love to just get I get a real perspective for a second. And so I actually want to go back in time, way, way, way, way back to like two or three months ago, and ask and ask you just when did you first realize that COVID-19 which by the way, doesn't just mean the virus that means the lockdowns, it means the response from you know, all that kind of stuff. I'm curious, when did you first realize that COVID-19 was a real threat or a real thing? And do you remember where you were and kind of what sparked that for you? Cuz we have it

JB Glossinger 3:59
No, it's funny because I coach people to turn off the news. I mean, I'm all about internal work, not external work. But But we do. And obviously, I believe, even if you don't watch the news, or on social media prevalently that you'll figure everything out. I mean, there's no secrets here. So I had to be like, about two or three months ago, because we were in a the acquisition. I'm on the board of acquiring a golf course for $21 million. We did it in the middle of this day for our homeowners, 800 homeowners and Parkland. But it was right around the time, that time where I remember, you know, it getting real serious, like we thought, you know, this thing wasn't going to be bad. And then New York happened. And when New York everybody has scared outside in New York is like, all right, we got to shut this thing down. And I was actually okay with it. Like at the beginning. I was like, let's shut it down. Because it's probably better. It's 14 day cycle. Let's just shut it down and get through this thing. Right. So that's that right. I think when New York got real serious about it is when it was like, Oh, it's hitting the fan here. This is an airplane moment. It's not gonna be good, located. I'm in South Florida. So I'm in Parkland Florida, which is just outside of Fort Lauderdale and Boca Raton.

John Meese 5:03
Yeah. Okay. Well, as a business owner, how did you respond to that? Right? I mean, this is like a kind of an invisible external threat. It's a global pandemic doesn't happen too often. And everybody was kind of running around, like in a circle freaking out a little bit. But like you said, You're about to internal work. And so I'm curious. I mean, how, as a business owner, especially with your hand in multiple different projects, how would you respond? Yeah,

JB Glossinger 5:24
we got positive, I mean, we just had to get positive, I actually started a Facebook group and put 5000 people in it in a week, called the power of the positive trying to keep people positive. So I went into action, I started my YouTube channel, I'm starting to build a social network. So I actually went the opposite. I started working like really hard on my business, like really hard, like, this is a time to start working. So I utilize the time to build a couple different groups on Facebook, to reorganize my communities. And then to focus on some new side projects, some kind of side hustles, let's get this YouTube thing going. I got time. And so that's where my focus was. And then we have a multiple other businesses. One of them is one of the largest commercial cleaning companies in South Florida, which we've had for a long time. And that one just got destroyed. Right. So we had to say, What can we do? And how can we get through this? And again, it was, you know, finding those customers that would work through us through this time and building those relationships and making sure we had enough to get through. Right. And fortunately, for me, you know, we built businesses that around the ILD concepts were keep your nut balance low. So, you know, in times of crisis, you've got cash flow, and you can get through it. And so we weren't that scared. We knew the one business was going to take a hit. But my business has actually been growing tremendously. So it's pretty crazy.

John Meese 6:38
Yeah. Well, that got real quick. You said something about the was the ILD concept? Can you elaborate? Yeah,

JB Glossinger 6:43
yeah. So that's the intelligent like design. That's where I'm saying, you know, understand, you're nut balanced. You know, I teach to get a spreadsheet out, understand your inflows and outflows not from a, you know, an accounting standpoint, but just understand where you're at and try to cut that stuff down. You know, I equated to football, I'm a football coach. So, you know, if you have, you know, if you keep trying to throw Hail Mary passes, as many people do try to make a lot of money and make a lot of money, but you don't have a good defense, which is your financial status, right, you're going to lose, because eventually, you're going to get out scored, right? So defense wins championships. That's what they say, in football. And same thing in life. If you can keep your expenses low, you're always in the game, because you're going to be okay. And I think, you know, that's the biggest issue for business owners is cash flow, I see it, I coach, a lot of them. And here locally, we have a dry cleaner, who's doing awesome, and thank God, the EDL loans and stuff came out because he was in trouble. You know, and part of the reason he's in trouble I live in a country club, you know, it's, you know, so there's a lot of a lot of people here, the homes are pretty expensive. And you know, I live on a golf course, and, you know, a lot of people have not, what I tell them is get your expenses low, then build over time, you know, pay cash, do those type of things. And so we have a lot of leverage people here that are small business owners that, you know, their month a month. Yeah. So ILD concept is, you know, really understand that nut balanced and then build residual and passive income streams so that you don't have to worry.

John Meese 8:05
Yeah, well, I'm familiar with some of the terms you're using, but just just to make sure that we're super clear for the average business owner who's listening who maybe not maybe this is a foreign concept to them. Could you just define what you mean, when you say nut balance?

Unknown Speaker 8:15
Yeah, no, yeah, that's no problem. And I did my MBA and my, my PhD years ago, 100 years ago, you know, so I can ship FedEx, right. But that really came from my business schooling, it was like understanding, you know, what is the minimum monthly that you need every month. And that's what I said, most families between if you're single person actually go down to 2500. But most families 5000 15,000 a month, you can build a great life, when you start to look at a $2,000 $3,000 mortgage, a $500 house payment, you know, $1,000 in food costs. So you know, you The objective is to get that understood, and most people don't, that's a scary thing. Most people don't even know what that is. And then focus on how can we build some residual and passive residual meaning things that will happen while you're sleeping, maybe an online store, you know, any type of residual type of income, and then passive is what everybody wants. That's when you have 20 million in the bank. And you know, it's just throwing off money, right?

John Meese 9:08
Off interest. Yeah,

JB Glossinger 9:09
yeah. And you're just living off of interest. So that combination of residual and passive is where I try to point people to but more importantly is, as a business owner, understand you're nut balanced, especially a sole entrepreneur, I think they're those are the ones that don't get caught up in the numbers too much. They send their stuff off and quick in or whatever. They don't understand their numbers. Like you can put it in Quicken and try to do it for taxes. That's not what I'm talking about. I'm talking about really understanding your numbers. You know, what, what's going out what's coming in?

John Meese 9:34
Well, I love this. Well, maybe that's I love hear that perspective. And you mentioned that you know, you so one business was hurt pretty bad that the cleaning business. So can you talk a little bit about how you either did or are adapting that business to the new reality of the crisis?

JB Glossinger 9:50
Yeah, that was it. Then, you know, when you get into the crisis situations, cut all expenses, right, and really try to focus on where your revenue is and because we've already operate that business lean You know, and these are all you know, I come from aerospace years ago, like, you know, lean concepts and Six Sigma concepts, right? But if you understand that if you can get lean, then you can handle things better. And even that business were able to handle it and focused on commercial. So it was like, okay, residential is gone. Nobody's let anybody in your house, there are a few people. But then what can you do on the commercial side to overcome because now all of a sudden, there was opportunity there, right? So it was just a transference of business as fast as you could. But I gotta tell you a secret about that business. We grew that business tremendously. That's actually my wife's. It's her money. I don't ever look at it only help when there's a crisis. But she's actually and this is why I'm glad I told you I'm I've different opposite viewpoint than most people on this concept. You know, we've fired customers for years, we've kept that at a great income for her without trying to build it too big, where it wasn't something that would become a problem. So when it went down, it really didn't hurt. It just stopped some revenue from coming in. And we've never built that. I mean, it's gotten huge. And actually, when it was huge, we didn't want it huge anymore.

John Meese 11:04
Yeah. So you're saying so minimize expenses?

JB Glossinger 11:07

John Meese 11:08
you were able to think through your look at residential and commercial, two different sides of the cleaning business, and realize that all of a sudden, commercial customers had a need, where all of a sudden, they have to clean more often, right?

JB Glossinger 11:18
Correct and not have it such as size, then all of a sudden, you're sinking. Right? So again, this is more of a lifestyle. That's what I teach, right? So a little more of a lifestyle as a business owner, then a lot of my buddies I play golf with that have 500 employees and man, you want to talk about stress, you know, I actually have a zero right now. And then in her business, she has a few but not many. And it's just really been built as is really organizing systems and structures for these type of times.

John Meese 11:44
That's pretty cool. So okay, so we talked about how you're adapting that business to the current crisis. And then you mentioned with your, your coaching business, you adapted by pursuing opportunity, right?

JB Glossinger 11:55
Yeah, we I went to work, I was excited because my business grew before between 2007 to 2008. It's what's for forced me into a membership site, because we were losing so bad money, you know, I wasn't making any money. Nobody was sponsoring podcasts back then. So it forced me to say, Hey, I got to start a membership site, and we built one and put people in there and have them start listening. And so start charging. So it actually a tough time built my business before. So for me as a motivation, guys, like wow, this is another opportunity to build.

John Meese 13:07
That's pretty cool. So what have you been building? Let's talk about that, and what and how you decided what to build? Because,

JB Glossinger 13:12
well, you know, we threw some stuff out there. I mean, first of all, I wanted to do it, you know, as an altruistic kind of thing. You know, if you've been watching the news at all, which I tell people not to do, it's overwhelming, right? I mean, people are just, it'll kill you. I mean, I literally think it'll kill you. If you just continue to watch the news, you'll, you'll think the world's gonna end and we get through everything we always have, we always will, right. But at the end of the day, I was like, man, we need a beacon of positivity. So I started a Facebook group, our the positive, and we literally put 5000 people in that in a week. And we started sharing positive stuff. And then of course, it'd be kind of grew into its own animal, because my posts are being seen. So I'm not a huge Facebook fan. But it was a good thing. It got me a lot of exposure, I launched a new program, a new ILD program within a Facebook group, and we brought, we're bringing five people in a week into that, which is $100 month program, again, kind of giving back, but I didn't want to do more than five. And literally, we brought 40 people in that over the course of this. And then I looked at everything and said, Well, you know what, I'm looking at his Facebook thing, it's as negative as anything else. Why am I putting my people there? Let's build our own. So now we're focused on building our own community platform, which wouldn't have come out of this right, we would never even look at this. So we don't know how successful it's going to be. But it could be really successful because we're getting rid of politics and news and, and all the negative stuff and it's going to be a place to empower people.

John Meese 14:35
Yeah. Well, I completely agree with your advice to ignore the news with one exception, and I'm curious if you've watched any of John Krasinski, show some good news or SGN

JB Glossinger 14:43
I haven't to be honest with you, I really haven't. You know, I'm so busy in my stuff that I don't really get to watch. You know,

John Meese 14:50
So John Krasinski is you know, he was Jim in the office, kind of like what he's, well it's what I love it. I know he's also Jack Ryan and that Amazon series now but he just started YouTube. It's a just a YouTube show. But if you'd like set up as a TV show his his kids like colored the logo SGN he hung on the wall behind them, and just nothing but like, Hey, here's some good news is going on.

JB Glossinger 15:08
I love it. Yeah, he's got a great personality. I have to check that out. I've never seen it. Thank you for that tip.

John Meese 15:13
Got to check it out. He did eight episodes. He got like 12 million subscribers.

JB Glossinger 15:17
Yeah, yeah, he's solid. He, I like him, his personality fits that. So it's great. But that's what I think people are yearning for. I mean, and again, I don't want to segue out of what we're trying to help business owners. But if you can be a little more positive in life, and in the viewpoint on life, it just serves you so much better, you know, then falling into the hole and not being able to get out of it.

John Meese 15:36
Well, that's um, that's it. That's a good word. Okay. So this is good to know. I'm also curious if So you mentioned you had the coaching business, you have the cleaning business. And then you're also we're on the board of this group, who is trying to spend $21 million to buy a golf course.

JB Glossinger 15:51
Yeah, yeah, yeah. Well, I moved in, did my club because I want to do my events here. So my events, business obviously, is gone. Right? So my mastermind is stuff we can't get together. We just canceled our July one. And one of my speaking events in Colombia just got canceled. So I also generate revenue from that. So we took a couple hits. But yeah, I was with a group of five other board members, the homeowners voted to go ahead and buy the course. And we bought the property in the golf course for 21 million and got through it during this during this crisis. So it was pretty crazy that we're able to do it, and we are now the owners of it. So we are now managing it.

John Meese 16:24
Well, that's a pretty huge real estate transaction. And from a small community, it sounds like so I'm curious, how was that impacted? If at all, in the midst of the crisis? I mean, you guys were able to succeed, but I'm just curious, like,

JB Glossinger 16:34
it really wasn't, I mean, we had great bankers, you know, I mean, in the bank, and we had great community members, we had, you know, 98% of people wanted to do it, the bank was behind us. So it just kept plowing forward. You know, we we never really saw anything. I mean, the only difference was when obviously, the restrictions, we just shut down the clubhouse. And again, this is my perspective on things. And I live a little differently than it actually was a good thing. Like it actually helped us. So not everybody was at the club, so we can transition IT because people couldn't be there. So, again, you know, you know, that old, I don't want to be kind of, you know, cheesy, but you know, make lemons out of lemonade, or, you know, take your lemons and make lemonade, right. And there were a lot of good things that happened by not having the club down. It was just as long as the bank held within, you know, that was the key thing we could go to closing but they did we got through it.

John Meese 17:21
That's pretty cool. Okay, so and then what about you? So you mentioned just in passing, you mentioned that speaking business that's kind of on a pause right now as as as the event side of the business with the events like your mastermind group, are you guys doing any kind of like virtual or remote meeting or just

JB Glossinger 17:34
we are we're doing some, but you know, we've got a boot camp in July, but I'm so you know, zoomed out, you know, I think a lot of people, you know, you can only do so much zoom. So we say we'll get together for a couple hours, three days in a row, do a little boot camp, but I am going to have live streaming in my community where I'm going to be coaching, but it's tough, you know what I mean? virtual, you can only do so much virtually. And yeah, you can get a lot done and you know, zoom stocks, obviously proving that, but it's still not the same as getting together. Uh, you know, I've got a group of people that are just like, you know, I got to get the energy, you know, so it's an issue, you know, and it's an issue from the event business, and any of anybody doing events and stuff, you know, we're gonna have to get through what it's going to look like. I mean, I personally feel that hygiene should have been a point of emphasis anyways, before I was at a restaurant, right? When all this was happening, I went to use the restroom, and there was a line out the door for the men's room, they were washing their hands. And I was thinking, Well, God, what were they doing before? So So I think we got, I think this is a good thing. I think people start, you know, washing their hands. And, you know, we're gonna have a little more hygiene in our world, which I you know, if we look at the flu and other things, there's still some nasty stuff out there, believe me, another one's going to come around the bend. And, you know, I think if we could be proactive, and, you know, start taking care of the hygiene, I think it'd be great.

John Meese 18:51
Okay, this is great. So I'd love to know, let's just talk about your coaching clients for a second. So you have access to this group of people who are in different parts of the world in different industry is going through their own struggles right now? Are you seeing any kind of common themes in terms of how people are responding to the crisis and adapting,

JB Glossinger 19:06
We, you know, I'm so, you know, I'm blessed, because I've got people that are really active and doers. And, you know, again, my teaching is don't let external circumstances mess up what you're doing, you know, so yeah, there's obviously been some struggles with a few, but the majority of them I've been able to kind of handle it because of the way that I teach to do business, which is to build your community and take care of your people and put value out there and I haven't lost one client. So it's kind of crazy. Everybody's really been focused on their growth and again, maximizing the opportunity that's in front of you. And I think that's what business owners need to do. Like even the cleaning, you know, the guy I was telling you about that, you know, does the dry cleaning, I was like what can you do? You know, that would be different what can you do to work with customers, okay, you know, and so he started a text based system and, you know, you got to be creative. You know, I look at some of these restaurants and they're, you know, getting the outdoor dining One of my coaching clients in Chicago sent me a bunch of pictures how the parking lots? They were using the parking lots is dining, man. Yeah. So it's just, you know, in crisis, you've just got to get creative. You know, and I think, you know, there's there's always an opportunity. There's a, you know, we got a trillion dollar economy, people are spending money just got to figure out, you know, how can we get them creative? And that's what our coaching clients are doing, obviously a lot of zoom stuff and coming up with ways they can generate revenue. That's what everybody's been focused on.

John Meese 20:29
That's great. Well, what advice do you have for other business owners right now, and you kind of touched on this a little bit. But if there's a business our listeners right now who's just stuck, confused, maybe they're not ready to go full on positive thinking, or they're just looking for some piece of advice, they can latch on to what what advice would you give,

JB Glossinger 20:43
ask for help? I mean, I'm really shocked at the response to the United States government. Look, I'm somebody that usually is so anti government. It's ridiculous, right? I'm usually like less government, less government, less government. But I am really impressed with the Small Business Association and the EDIL loans. I know they taken a long time, but they're getting them out to almost every business owner, the PPP, I'm shocked, I really am shocked. I know, they've been inefficient. And I know things are not working that well. But at the end of the day, and I and I'm not talking about really the freelancer that just wants 10 k for free, you know, I'm talking about business owners that have people in payroll and need stuff, you know, that revenue divided by gross cost of goods sold, you know, divided by two, that's the formula. I mean, any business owners a to get that. Now, if you're International, and I'm sure people are listening, then it's a little bit difficult. We have family in Colombia of a couple places in South America. It's tough. In fact, it just on a personal note, my wife has been in Colombia since this happened, and we cannot get her back here. So I've had other challenges, right. And they're telling her she probably can't get back here till September.

John Meese 21:53
Oh, man. That's tough. And I'm so sorry to hear that. Now. Just to clarify, because I live in Columbia, Tennessee, you're talking about Colombia? The country, right?

JB Glossinger 21:59
Yeah. Colombia, the country? Yeah. Colombia. There's two O's.

John Meese 22:02
Yeah, man. That's tough. Yeah, you know, that it's been tough to see America, kind of open arms. Everybody at each other's necks right now about who has more privilege, while the rest of the world is like, is having unprecedented levels of starvation and poverty because of the covid 19 pandemic and crisis. But the richest country in the world were just too busy with their own problems, too.

JB Glossinger 22:22
Yeah, yeah, it's tough. I mean, South America, you know, I have family there. It's really, really rough. Right now. It's, the problem is they don't have a lot of governmental aid. So there's a lot of people in like money on the streets, you know, street vendors, and they're not making any they can't eat. So this is

John Meese 22:36
yeah, I'm part Costa RicianSo just to say like, what I say I get it, I mean, like, yeah, and like, it's, it's crazy.

JB Glossinger 22:41
Yeah, I just don't think people really realize it. And that's why I say you always got to look at the lens of the world through your lens. And, you know, I get it with all the protests and stuff. I want to, you know, help everybody that I possibly can. But it's challenging, you know, around the world. And sometimes you got to see that.

John Meese 22:59
Yeah. Well, that's, that's a very, that's a right turn I didn't expect us to take but it's an important one. But I think that's probably a good place to kind of start to wrap up any final thoughts for someone listen to this, again, these are people who are looking for hope. And it sounds like you are an agent of hope. So

JB Glossinger 23:13
yeah, I just think I think you've got to take you know what, you know, I personally believe that life is an experience and that, you know, every day that I get up, and I think about, you know, thousands of people last night, didn't wake up, you know, they don't have a chance to fight. As long as you can fight, you can win, you know, and when you start becoming a victim, this is, you know, all this happened, why me or this happened, why me that's when you lose, you know, and you got to create, you know, life is about creation, we're co creators of this place. And I think that's the thing. So, you know, hope is one of those things is, you know, it's all about faith, having faith in the unknown. And believe me, this, this is going to happen again, and again, and again. And again, it's life, you know, as much as we want, you know, teddy bears and roses and you know, unicorns, that's just not reality, you know, and we're getting more and more and more populous world. And so as a business owner, you got to fight even more to protect that internal noise, because it's what's going to make a difference if you win or or fail.

John Meese 24:12
Well, amen. JB, I appreciate you sharing perspective. It's so helpful. It's so important. So where can we go to learn more about you and what you have to offer and to the world?

JB Glossinger 24:21
Thank you. Anything in Morning Coach? I mean, I'm morning coach, Twitter, Facebook, everything. Just morning, coach, that's been my trademark for 15 years now.

John Meese 24:30
I see your website is that morningcoach.com?

JB Glossinger 24:33
Yeah, Morningcoach.com and actually, I was an evening guy talk about having to change everything I couldn't find. I was searching for coaching URLs back in 2005. And no only thing that came up was morning, coach, I know I'm a night owl. I can't and so I literally I changed my entire life to become the morning coach.

John Meese 24:51
Well, there you go. That's commitment. Well, thank you so much for your time. JB, I appreciate you sharing your perspective.

JB Glossinger 24:55
No problem. Thanks for having me.

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John Meese is the author of the #1 bestseller Survive and Thrive: How to Build a Profitable Business in Any Economy (Including This One). An entrepreneur himself, John is on a mission to eradicate generational poverty by equipping entrepreneurs with the tools and training they need to build thriving businesses from scratch. He is the CEO of Cowork.Inc, co-founder of Notable, and host of the Thrive School podcast.

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