hi I’m Evan Carmichael and welcome to another edition of modeling the masters
another edition of modeling the masters
another edition of modeling the masters today we’re going to look at how a man
today we’re going to look at how a man
today we’re going to look at how a man went from living on welfare to being the
went from living on welfare to being the
went from living on welfare to being the first African American to crack the
first African American to crack the
first African American to crack the Forbes 400 list of the wealthiest people
Forbes 400 list of the wealthiest people
Forbes 400 list of the wealthiest people in the world by the time he died who was
in the world by the time he died who was
in the world by the time he died who was worth over six hundred million dollars
worth over six hundred million dollars
worth over six hundred million dollars this is a story of publishing giant John
this is a story of publishing giant John
this is a story of publishing giant John Johnson and the top three lessons that
Johnson and the top three lessons that
Johnson and the top three lessons that you can learn his success John Johnson
you can learn his success John Johnson
you can learn his success John Johnson was an American businessman and
was an American businessman and
was an American businessman and publisher he was the founder of the
publisher he was the founder of the
publisher he was the founder of the Johnson publishing company and in 1982
Johnson publishing company and in 1982
Johnson publishing company and in 1982 the first African American to appear on
the first African American to appear on
the first African American to appear on the Forbes 400 list of the richest
the Forbes 400 list of the richest
the Forbes 400 list of the richest people in the world from an early age
people in the world from an early age
people in the world from an early age Johnson learned what it was to overcome
Johnson learned what it was to overcome
Johnson learned what it was to overcome obstacles in life when he was just eight
obstacles in life when he was just eight
obstacles in life when he was just eight years old his father Leroy Johnson was
years old his father Leroy Johnson was
years old his father Leroy Johnson was killed in a sawmill accident his mother
killed in a sawmill accident his mother
killed in a sawmill accident his mother moved them from Arkansas to Chicago in
moved them from Arkansas to Chicago in
moved them from Arkansas to Chicago in the middle of the Great Depression and
the middle of the Great Depression and
the middle of the Great Depression and they were forced to rely on welfare for
they were forced to rely on welfare for
they were forced to rely on welfare for two years they would determine not to
two years they would determine not to
two years they would determine not to stay on welfare and work towards
stay on welfare and work towards
stay on welfare and work towards building a better life for themselves at
building a better life for themselves at
building a better life for themselves at the age of eighteen Johnson met Harry H
the age of eighteen Johnson met Harry H
the age of eighteen Johnson met Harry H pace the president of Supreme Liberty
pace the president of Supreme Liberty
pace the president of Supreme Liberty life insurance company the largest
life insurance company the largest
life insurance company the largest black-owned business in the north at the
black-owned business in the north at the
black-owned business in the north at the time when pace heard about Johnson’s
time when pace heard about Johnson’s
time when pace heard about Johnson’s desire to attend University
desire to attend University
desire to attend University but his inability to do so because of
but his inability to do so because of
but his inability to do so because of the high cost of tuition paste hired
the high cost of tuition paste hired
the high cost of tuition paste hired Johnson part-time working at supreme
Johnson part-time working at supreme
Johnson part-time working at supreme Cave Johnson the idea and the confidence
Cave Johnson the idea and the confidence
Cave Johnson the idea and the confidence to start his own business in 1942 he
to start his own business in 1942 he
to start his own business in 1942 he went to the bank to ask for a $500 loan
went to the bank to ask for a $500 loan
went to the bank to ask for a $500 loan to start his business and was laughed
to start his business and was laughed
to start his business and was laughed out of the office after they told him
out of the office after they told him
out of the office after they told him that they don’t make loans to colored
that they don’t make loans to colored
that they don’t make loans to colored people so Johnson went to one of the few
people so Johnson went to one of the few
people so Johnson went to one of the few banks that did using his mother’s new
banks that did using his mother’s new
banks that did using his mother’s new furniture as a collateral for the loan
furniture as a collateral for the loan
furniture as a collateral for the loan Citizens Loan Corporation agreed to give
Citizens Loan Corporation agreed to give
Citizens Loan Corporation agreed to give Johnson the $500 he needed to start his
Johnson the $500 he needed to start his
Johnson the $500 he needed to start his business he created Johnson publishing
business he created Johnson publishing
business he created Johnson publishing company and set out to launch his first
company and set out to launch his first
company and set out to launch his first magazine today with magazines like ebony
magazine today with magazines like ebony
magazine today with magazines like ebony Johnson publishing company is one of the
Johnson publishing company is one of the
Johnson publishing company is one of the world’s largest minority-owned
world’s largest minority-owned
world’s largest minority-owned businesses as well as the largest
businesses as well as the largest
businesses as well as the largest black-owned publishing firm when he died
black-owned publishing firm when he died
black-owned publishing firm when he died in 2005 Johnson
in 2005 Johnson
in 2005 Johnson a net worth of 600 million dollars so
a net worth of 600 million dollars so
a net worth of 600 million dollars so the next question is how can you model
the next question is how can you model
the next question is how can you model the success of John Johnson here are
the success of John Johnson here are
the success of John Johnson here are three action items you can put the use
three action items you can put the use
three action items you can put the use into your business today action item
into your business today action item
into your business today action item number one don’t get mad get even until
number one don’t get mad get even until
number one don’t get mad get even until you prove yourself as an entrepreneur
you prove yourself as an entrepreneur
you prove yourself as an entrepreneur you’re going to have a lot of people
you’re going to have a lot of people
you’re going to have a lot of people doubt your ability to succeed they’ll
doubt your ability to succeed they’ll
doubt your ability to succeed they’ll tell you to play it safe and get a job
tell you to play it safe and get a job
tell you to play it safe and get a job that might also tell you that your
that might also tell you that your
that might also tell you that your product or service idea has been done
product or service idea has been done
product or service idea has been done before it’s too crazy to do well part of
before it’s too crazy to do well part of
before it’s too crazy to do well part of your entrepreneurial journey will be
your entrepreneurial journey will be
your entrepreneurial journey will be using criticism as a counselor but not
using criticism as a counselor but not
using criticism as a counselor but not as a jailer listen to what can help you
as a jailer listen to what can help you
as a jailer listen to what can help you and don’t let harsh words prevent you
and don’t let harsh words prevent you
and don’t let harsh words prevent you from moving forward on your dreams all
from moving forward on your dreams all
from moving forward on your dreams all his life Johnson had been told that he
his life Johnson had been told that he
his life Johnson had been told that he would not amount to much who’s the
would not amount to much who’s the
would not amount to much who’s the victim of the racism that was so
victim of the racism that was so
victim of the racism that was so prevalent in the u.s. at the time time
prevalent in the u.s. at the time time
prevalent in the u.s. at the time time of the time Johnson was discourage from
of the time Johnson was discourage from
of the time Johnson was discourage from thinking he could one day be great and
thinking he could one day be great and
thinking he could one day be great and was blocked every time he tried in
was blocked every time he tried in
was blocked every time he tried in addition of being denied bank loans
addition of being denied bank loans
addition of being denied bank loans because he was black
because he was black
because he was black Johnson found it impossible to even
Johnson found it impossible to even
Johnson found it impossible to even purchase an office for his new company
purchase an office for his new company
purchase an office for his new company once he had obtained the money when
once he had obtained the money when
once he had obtained the money when Johnson went to purchase a building in
Johnson went to purchase a building in
Johnson went to purchase a building in Chicago’s downtown area to be his
Chicago’s downtown area to be his
Chicago’s downtown area to be his company’s headquarters he couldn’t make
company’s headquarters he couldn’t make
company’s headquarters he couldn’t make the deal he was refused to purchase
the deal he was refused to purchase
the deal he was refused to purchase because he was black but like so many
because he was black but like so many
because he was black but like so many other times in his life Johnson refused
other times in his life Johnson refused
other times in his life Johnson refused to give up he wasn’t going to let a
to give up he wasn’t going to let a
to give up he wasn’t going to let a racist property manager stand in the way
racist property manager stand in the way
racist property manager stand in the way of his success his advice it’s better to
of his success his advice it’s better to
of his success his advice it’s better to get smart than to get mad long shots do
get smart than to get mad long shots do
get smart than to get mad long shots do come in and work hard dedication and
come in and work hard dedication and
come in and work hard dedication and perseverance will overcome almost any
perseverance will overcome almost any
perseverance will overcome almost any prejudice and open almost any door
prejudice and open almost any door
prejudice and open almost any door action item number two mastered the art
action item number two mastered the art
action item number two mastered the art of the sale no matter what type of
of the sale no matter what type of
of the sale no matter what type of business you run you’re going to have to
business you run you’re going to have to
business you run you’re going to have to learn how to sell to achieve the success
learn how to sell to achieve the success
learn how to sell to achieve the success here after selling is not only the
here after selling is not only the
here after selling is not only the customers but you have to sell your
customers but you have to sell your
customers but you have to sell your partners investors employees suppliers
partners investors employees suppliers
partners investors employees suppliers media and other stakeholders on why your
media and other stakeholders on why your
media and other stakeholders on why your company is going to be great in his
company is going to be great in his
company is going to be great in his best-selling autobiography succeeding
best-selling autobiography succeeding
best-selling autobiography succeeding against the odds Johnson wrote a chapter
against the odds Johnson wrote a chapter
against the odds Johnson wrote a chapter entitled how to sell anybody anything in
entitled how to sell anybody anything in
entitled how to sell anybody anything in 5 minutes or less
5 minutes or less
5 minutes or less Johnson’s elementary rule to making a
Johnson’s elementary rule to making a
Johnson’s elementary rule to making a sale was that your pitch be based not on
sale was that your pitch be based not on
sale was that your pitch be based not on your self-interest but on their
your self-interest but on their
your self-interest but on their self-interest when I go in to see I
self-interest when I go in to see I
self-interest when I go in to see I never say
never say
never say help me because I’m black or help me
help me because I’m black or help me
help me because I’m black or help me because I’m a minority I always talk
because I’m a minority I always talk
because I’m a minority I always talk about what we can do for them Johnson
about what we can do for them Johnson
about what we can do for them Johnson had three rules for successful selling
had three rules for successful selling
had three rules for successful selling first he would grab the clients
first he would grab the clients
first he would grab the clients attention in the first few seconds of a
attention in the first few seconds of a
attention in the first few seconds of a meeting with an emotional statement that
meeting with an emotional statement that
meeting with an emotional statement that hits him where he lives or does business
hits him where he lives or does business
hits him where he lives or does business second Johnson would try to find his
second Johnson would try to find his
second Johnson would try to find his clients vulnerable spot
clients vulnerable spot
clients vulnerable spot he felt that everybody has something
he felt that everybody has something
he felt that everybody has something that will make him or her move or say
that will make him or her move or say
that will make him or her move or say yes Johnson’s final step was to find the
yes Johnson’s final step was to find the
yes Johnson’s final step was to find the similarity with his client according to
similarity with his client according to
similarity with his client according to Johnson successful selling is a matter
Johnson successful selling is a matter
Johnson successful selling is a matter of finding common ground no matter how
of finding common ground no matter how
of finding common ground no matter how narrow it might be on what you and your
narrow it might be on what you and your
narrow it might be on what you and your client can stand together whether I had
client can stand together whether I had
client can stand together whether I had five or thirty five minutes
five or thirty five minutes
five or thirty five minutes I always base our presentation on these
I always base our presentation on these
I always base our presentation on these three tried and tested rules action item
three tried and tested rules action item
three tried and tested rules action item number three communicate success if
number three communicate success if
number three communicate success if you’re going to build a business beyond
you’re going to build a business beyond
you’re going to build a business beyond yourself you’re also going to have to
yourself you’re also going to have to
yourself you’re also going to have to work on your communication skills so
work on your communication skills so
work on your communication skills so your staff understand where you’re
your staff understand where you’re
your staff understand where you’re trying to take the company and how they
trying to take the company and how they
trying to take the company and how they can help you get there
can help you get there
can help you get there Johnson believed that if he couldn’t
Johnson believed that if he couldn’t
Johnson believed that if he couldn’t communicate effectively with his staff
communicate effectively with his staff
communicate effectively with his staff it didn’t matter how good his product
it didn’t matter how good his product
it didn’t matter how good his product was his company was not going to prosper
was his company was not going to prosper
was his company was not going to prosper developing this talent was something
developing this talent was something
developing this talent was something that Johnson took great pride in and he
that Johnson took great pride in and he
that Johnson took great pride in and he ensured his senior staff was equally
ensured his senior staff was equally
ensured his senior staff was equally trained in the art here is Johnson’s
trained in the art here is Johnson’s
trained in the art here is Johnson’s advice I was born in poverty and spent
advice I was born in poverty and spent
advice I was born in poverty and spent two years on the welfare rolls and I
two years on the welfare rolls and I
two years on the welfare rolls and I learned early that I had to communicate
learned early that I had to communicate
learned early that I had to communicate or die and so I talked my way out of
or die and so I talked my way out of
or die and so I talked my way out of poverty I communicated my way to the top
poverty I communicated my way to the top
poverty I communicated my way to the top I’m a hands on hands in hands wrapped
I’m a hands on hands in hands wrapped
I’m a hands on hands in hands wrapped around manager and I believe it’s
around manager and I believe it’s
around manager and I believe it’s impossible to separate good management
impossible to separate good management
impossible to separate good management from good communication for the best
from good communication for the best
from good communication for the best manager is the best communicator
manager is the best communicator
manager is the best communicator so remember don’t get mad get even
so remember don’t get mad get even
so remember don’t get mad get even master the art of the sale and
master the art of the sale and
master the art of the sale and communicate success I wanted to end the
communicate success I wanted to end the
communicate success I wanted to end the video today by sharing one of my
video today by sharing one of my
video today by sharing one of my favorite true stories about John Johnson
favorite true stories about John Johnson
favorite true stories about John Johnson when Johnson realized that the black
when Johnson realized that the black
when Johnson realized that the black models he hired for his photoshoots
models he hired for his photoshoots
models he hired for his photoshoots couldn’t buy makeup that was tailored to
couldn’t buy makeup that was tailored to
couldn’t buy makeup that was tailored to their skin tones he approached Estee
their skin tones he approached Estee
their skin tones he approached Estee Lauder and Revlon to launch a new line
Lauder and Revlon to launch a new line
Lauder and Revlon to launch a new line they turned him down so he created his
they turned him down so he created his
they turned him down so he created his own company fashion Fair Cosmetics today
own company fashion Fair Cosmetics today
own company fashion Fair Cosmetics today fashion Fair is a leader in a cosmetics
fashion Fair is a leader in a cosmetics
fashion Fair is a leader in a cosmetics industry with products in almost 1,000
industry with products in almost 1,000
industry with products in almost 1,000 stores around the world thank you for
stores around the world thank you for
stores around the world thank you for joining me for another edition of
joining me for another edition of
joining me for another edition of modeling the masters if you enjoyed
modeling the masters if you enjoyed
modeling the masters if you enjoyed please give this video a thumbs up below
please give this video a thumbs up below
please give this video a thumbs up below and we’ll continue to produce more also
and we’ll continue to produce more also
and we’ll continue to produce more also I’d love to hear your thoughts and
I’d love to hear your thoughts and
I’d love to hear your thoughts and feedback if you want to leave a comment
feedback if you want to leave a comment
feedback if you want to leave a comment below the video as well I hope you
below the video as well I hope you
below the video as well I hope you enjoyed and stay tuned for the next
enjoyed and stay tuned for the next
enjoyed and stay tuned for the next episode
”
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