I was first introduced to Peter Sage through Brian Rose creator of LondonReal. Peter is a well-known international serial entrepreneur, best-selling author and expert in human behaviour. He is a highly sought-after speaker and coach and has spoken on five continents, sharing the stage with the likes of Sir Richard Branson and President Bill Clinton.

Due to his depth of experience, teaching style and unique way of looking at the world, Peter’s seminars and programmes have frequently been ranked amongst the most impactful in the world.

In 2013 he was awarded the distinguished Brand Laureate Award from the Asian Pacific Brands Foundation for extraordinary individuals. Previous winners include Nelson Mandela, Steve Jobs, Hilary Clinton & Tiger Woods. In 2015 he was named one of the greatest leaders and entrepreneurs by Inspiring Leadership Now alongside Sir Richard Branson, Elon Musk and Mark Zuckerberg.

Peter is an accomplished athlete having completed several marathons and the formidable Marathon des Sables – widely recognized as the toughest footrace in the world. He also competed at British Championship level indoor rowing, is a qualified open water diver, an experienced skydiver, national champion marksman and a long-standing member of the infamous Dangerous Sports Club. In addition, he has been patron of 2 registered charities and has personally raised over $1m dollars for good causes all over the world.

Peter agreed to share with us his thoughts in this insightful interview.

1: Where did your interest in the psychology of success begin?

A year after dropping out of school at 16, I came across personal development. It was then that I learned and realized that attitude was way more important than skill sets when it came to success.

2: If you had to suggest three people to study who have made an impression on your life, who would they be?

At age 18, I met George Zalucki (www.georgezalucki.com) and  who probably the biggest impact on my own psychology in terms of how to overcome negative emotions. Tony Robbins clearly had a big impact and I worked as a Trainer for him for 15 years. I would also say George Lucas as the entire (original) Star Wars movies had a lot of deeper meaning and beautifully outlined the hero’s journey.

3: What are the key elements that people seem to get wrong when creating a business?

The main one is usually the reason they want to start.  For many its based on certainty (in what they think they can be most successful in) and not what they are passionate about.  Many are also focused on what they can get (financial security, significance, personal freedom etc.) rather than what they can give. Failing to realize that all sales made and payments into the business happen as a result of adding value to someone else who then chooses to transact (buy). Not because you were successful in ‘selling’ what you wanted to sell, but convincing the customer they would get something of value to them.

4: What makes your programmes uniquely different?

My programmes blend a lot of the understanding of human behavior, for both the attendee and others. There is a much deeper agenda than trying to teach someone new skills. It’s about shifting the context of peoples lives as much as the content. This way they walk out as different people. Not just the same people with different skill sets.

5: What advice would you give to an entrepreneur based on current changes in the market?

First, ask yourself why you are doing it as per question number 3.
Second, ensure that what you are looking to do is addressing a strong emotional part of the market.  People buy more of what they want than what they need.
Third, don’t ever try to compete on price. If you do, not only will you make next to nothing but you are also just a competitors undercut from going out of business.  Instead, compete on value. There’s a big difference.
Fourth, position yourself as an expert.
People happily pay more for an expert.
Fifth, take advantage of what is on offer. Today you can get the same technology that I would have had to pay $1m for just 10 years ago, now for $6.99 a month on an app.  Also, with effective outsourcing, I can leverage my time and resources to be able to compete with any company in the world. Using services such as upwork, fiverr and virtual assistants is powerful if you learn the best way to utilities them.  And my final point (there would be many more but I’d be here all day), learn to get comfortable with handling uncertainty. It’s the definite skill that separates entrepreneurs from wantrepreneurs.

6: What have you read lately and how would you review it?

Virtual Freedom by Chris Drucker. Essential reading for learning how to outsource.
Unshakable by Tony Robbins – essential for understanding how to master money
Inside Track – My book : a must have manual for how to deal with adversity.

7: What’s in the future for Peter Sage?

More books and a switch in the seminar side more towards the personal psychology side. Watch this space – and go to www.PeterSage.com
Mike DAVIS
Author

Founder of Rogue Magazine. Specialist in Design, Social Media and Marketing. With over 15 years experience dealing with Global Brands.

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