BY AL CARLOS HERNANDEZ ON MAY 7, 2013
From http://www.heralddeparis.com/interview-icon-builder-david-t-fagan/206378
BEVERLY HILLS (Herald de Paris) – David T. Fagan, a 30 year old business marketing auteur, is considered a “rain maker” and has been branded as the “Icon Builder.” Whether it is working with Inc 500 Infusionsoft or as the former CEO of Guerrilla Marketing, David is heralded as a sales expert. His activities and many attributes have been used to bring opportunities, accounts and profitable relationships to various business organizations.
Fagan has authored and co-authored several books: Cracking the Icon Code, Guerrilla Rainmakers with Jay Conrad Levinson,The Inside Drive with Dr. Haley Perlus, How to Raise an Entrepreneur, Secrets of Peak Performers with Dan Kennedy-Bill Glazer-Lee Milteer, Mad Ads: Madison Avenue Advertising on a Main Street Budget with Aaron Halderman, Zero to Hero in 90 Days or Less. He produces two magazine:
www.iconbuildermagazine.com and www.jointventuremagazine.com
David has received several industry awards including: 2010 TWC Business Builder of the Year, 2011 AMG Marketing Expert Trainer of the Year, and 2011 TWC Marketing Innovator of the Year. He is best known as an expert in marketing and business development making people and product icons in their respective industries.
Fagan, as the former CEO of Guerilla Marketing, recently acquired Michael Levine’s award winning PR company Levine Communication Office. LCO has been in business for 30 years and has represented 58 Academy Award Winners, 34 Grammy Winners, 42 New York Times Best-Sellers, and has consulted three US Presidents.
Despite the change in ownership, the firm’s name will not be changed and Levine will continue to serve as a consultant. PR guru Levine said, “I love LCO with all my heart, know that its best days lay ahead and the sale feels a bit surreal. I feel like a poor man’s David Geffen after he sold his record company.”
According to Fagan, “Icon Builder Media is quite effective at making people icons in their respective industries through various marketing strategies. To now add PR services from LCO, with a 30 year track record of success, is a dream come true.”
David has eight children and runs his own marketing and media company at www.iconbuildermedia.com.
His organization has regular events across the country and the details can be found at www.iconbootcamp.com.
Herald de Paris Deputy Managing Editor Dr. Al Carlos Hernandez had a unique opportunity to speak with a meteoric media mogul.
AC: Were your parents supportive when you were growing up? What is your socio-cultural background?
DF: I had very supportive parents who told me I could be whatever I wanted as long as I was willing to work for it. My father and grandfather were mill workers in the northwest until the mills were closed and my dad went back to school. We were middle class because my father worked hard and my mother stayed home.
What was high school/college like? How did those experience form your world view?
DF: We moved around a lot. I went to three different high schools and I left high school in the 11th grade and got a GED. Later my employer (Wells Fargo) said they would pay for my school. I went to University of Phoenix but quit after two years. In 2005 I took some Harvard courses. I believe in a very customized education.
When was the moment in life that you realized you were a master salesperson?
DF: When, at age 17 and with no high school diploma, I convinced a company to hire me as a full time sales person with a salary plus commissions.
How did you meet your wife and why did you decide to have such a large family? Eight Kids?
DF: I met my wife in ’97 and we married shortly after. She comes from a family with eight kids and I come from a family with six kids and we both wanted to have that kind of big family.
Was your goal to become wealthy? Have you reached all of your personal financial goals yet?
DF: In the beginning the goal was to be wealthy but over time I have defined success more around peace of mind, freedom and being able to do what I love. People might say I work 60+ hours a week. Actually I work about 20 hours a week doing the things I don’t like to do - the other 40+ hours aren’t really work because I love it.
What was the process in becoming a motivator and what motivates you?
DF: In making a difference and transforming people, products and services - I love seeing the before and after of an extreme makeover.
When did you decide to strike out on your own? What were the risks?
DF: I left home at 16 and I have always been real independent. I worked at Wells Fargo for almost five years and then never really looked back. I like calling the shots, making the gamble and being in control of my own destiny. I’ve been running my owning businesses for 13 years.
Tell us about your first seminar. What was that like?
DF: My first seminars were the ones I put on while I worked at Wells Fargo. I loved the feeling of inspiring action in the audience. Making people laugh is great, making them feel something strong is great, but inspiring people to the point of action is the most rewarding.
What is a guerrilla marketer?
DF: It’s the unconventional way to reach conventional goals in the world of marketing. Sometimes what was once unconventional becomes conventional and vice versa. A good GM understands the difference and knows when to be the effective contrarian.
Can you give us a sentence or two on each of the books you have co-authored and why folks should read them?
DF: Cracking the Icon Code - Cracking the Icon Code is essentially a step by step guide on how to become an ‘icon’ in your industry utilizing one’s image, expertise and advice. Being an icon in your industry gives an individual an unfair advantage over the rest because an icon has more influence, exposure and credibility than his or her competitors.
The Inside Drive: 9 Ways Champion Athletes Achieve Greatness & How You Can Too In Your Business - sport and exercise psychology expert Dr. Haley Perlus and myself teamed up for this book which is centered around being driven. You will read uplifting and empowering stories of athletes who found how important being driven is and how they accomplished their goals as a result of their passion and determination. Anyone who wants more out of life should read this workbook style book.
Mad Ads: Madison Ave Advertising on a Main Street Budget - co-authored with Aaron
Halderman: every way you could ever imagine to advertise is explained and shared in this comprehensive book…except TV. Everything from park benches to taxis to bill boards to the back of receipts is discussed in this book. Those interested in learning more also receive a great resource guide for finding people who provide the various marketing services.
Guerrilla Rainmakers: How to Make Your Business Rain Profits through the Law of Multiplication - co-authored with Jay Levinson, is a practical, hands-on book that develops the tools a business leader, owner or manager needs to not just survive in any economy, but excel in any economy. Those interested should check out the book because what you learn here can really help you make a significant breakthrough in your career, in your company, in your income, and in your life.
Zero to Hero in 90 Days or Less - Positive results and transformation have never been easier than with the contents of this book. The co-authors are true industry experts. Whether you want more transformation in your personal life or better results in your business this is the book for you. Just about every chapter is from a different author. Check this book out for a quick and easy read guaranteed to have something for everyone at every stage in life.
What is an icon, who are your icons and how can one become an icon?
DF: An icon is an individual who is not only successful and admired by others, but also has an unfair advantage over all others in their industry. This unfair advantage stems from having not just “admirers” but fanatics because of your immense amount of influence, credibility and exposure. These fanatics are enthusiastic about absolutely everything you stand for and therefore put you ahead of the rest, solidifying your iconic status in your industry.
How does one become an expert business marketer and business developer? Is the benchmark of success only money?
DF: It has almost nothing to do with money. Having a certain kind of website that positions you in a certain way, being an author, being featured in the media, having video testimonials, having major endorsements, winning awards and having degrees and certificates of completion can all raise your icon status. Most importantly you need to have fans and you get those through strategically giving, serving and sharing.
Is there any spiritual or moral undercurrent in your training philosophy?
DF: I personally look for clients that meet three criteria: 1) They have money 2) They have a way to make more money and 3) They have enough pain that they are willing to change the way they do business.
Do you consider yourself a post modern Norman Vincent Peale or more of a social media skewed Tony Roberts?
DF: I’m more of a cross between Richard Branson and Mark Zuckerberg.
I am a friend of Michael Levine. Why did you purchase his media company, LCO?
DF: My clients need PR services and LCO clients might just need my other services. In addition, LCO gave me a seat at the Hollywood table and increased my visibility ultimately raising my icon status. Michael says today visibility equals credibility and I agree.
What does ML bring to the table? What will his responsibilities be?
DF: He is an advisor, a mentor, a champion of my companies and the most connected guy I know.
How has new and social media changed the way to advise your clients on how to market themselves?
DF: Everyone in the advice business will make more money by having an icon status. Fans will help you get or raise that status. Social media is the easiest and most affordable way to build the audience that can become your fan base.
What does I.C.E mean?
DF: Would you be more successful if you were more INFLUENTIAL? Would you be more successful if you had more CREDIBILITY? Would you be more influential if you had more EXPOSURE? This is my I.C.E. acronym. It’s changing lives and making people a lot of money. There is nothing like having even a little ice in your veins. It’s at the core of any icon and it’s paramount for people in the advice business.
What kind of testimonials have honored you the most?
DF: Ted Wentworth and Diana Wentworth are clients who have given me great testimonials plus they bought me a Lexus ES 350 a year ago. That was pretty cool.
How is it that you have attained so much success at such a young age?
DF: I surround myself with successful people. I believe that we are the average income and success of the five closest people we hang out with.
What are you working on right now?
DF: A new list builder program called Icon Audience Builder.
Where will you find yourself in ten years?
DF: I don’t let myself look further than a year ahead. I’m unusual that way. I find that more than a year increases your odds of making bad decisions.
Greatest achievement in life so far?
DF: My family. My kids are becoming great entrepreneurs and great people.
Greatest regret?
DF: Not writing a book sooner.
One hundred years from now when it’s all over, how would you like history to remember you?
DF: As a leader who had an amazing ability to bring out the best in everyone around him and transform anything into something drastically better.
Edited by Susan Aceves
BY AL CARLOS HERNANDEZ ON MAY 7, 2013
From http://www.heralddeparis.com/interview-icon-builder-david-t-fagan/206378
