Sunny Lenarduzzi: Hey, Boss! We're going to school today.
So, welcome to Boss 101.
I've been wanting to make this video for a long time, and the reason is that this question
comes up all of the time for me.
And with school starting, it being September, I figured, you know what?
Let's kind of give you an alternative path to entrepreneurship and an alternative education,
and maybe going to school and going to university or all those things ... they're all great
things, but, there are a lot of different ways to reach your end goal and the career
that you really want in your life.
And to be totally honest with you, I've been at this entrepreneurship thing for 10 years
now, and I had no idea where it was taking me when I first started.
And the really weird thing is, you know, I've only been doing this business technically
for two years.
Like actually having this online business for two years, and I never knew how much YouTube
was gonna play a part in building a business, building a team, building everything that
we have going on around us right now.
And the interesting thing is I actually have been on YouTube for a lot longer than I thought
I had been.
So, pretty much every step of my journey has been documented on YouTube in some way, shape,
or form, so I figured I'd kind of take you through my path, my journey to becoming an
entrepreneur.
Hopefully it helps you.
If you're excited to take this walk down memory lane, give me a like and let me know.
So, let's start with the first phase.
My whole life growing up, I really wanted to be a journalist.
I thought I would host the 6 o'clock news, and that was the be all, end all goal.
That's all I really wanted to do.
I also kinda wanted to be Mary Hart from Entertainment Tonight, if you have at all any idea who that
is, please let me know in the comments.
Otherwise, I'm gonna feel really old.
And of course, I also wanted to be a [inaudible 00:01:37].
So, my goal was always to be on TV and to host some sort of a talk show where I could
educate, inspire and inform.
But I ended up going to broadcasting school and worked in radio ... that was actually
my first job out of broadcasting school is I did the traffic and the weather, and eventually
started interning.
And basically ever career I've had I've started interning and doing things for free.
Even as an entrepreneur, I started doing things for free, worked for free.
So, I interned and I worked in TV as a freelance reporter, also worked for radio at the same
time, got my first big gig which was reporting at the 2010 Winter Olympics.
And I was so excited about it that I also came out of that and was able to host a TV
show, and I created my own segment on this show, and it was called Social Bytes.
So, this segment was the first thing that I created myself on TV.
I'm like sweating watching this.
It feels so weird to watch.
It was my first morning doing this segment, and it was brand new, and I was so freaking
nervous.
I didn't sleep at all the night before and I had to get up at like three in the morning
for this job.
It was insane.
Yeah, I can tell I'm like so nervous and I'm reading off my little iPad.
It's so weird.
And I remember, I'd just moved to Edmonton so I didn't actually know who these people
were, so I was hoping that I was saying their names right and that I was pulling it off
that I actually looked like a local.
So, that was really my first job that I really kinda created for myself within the television
industry.
I did this segment twice a morning every morning on Breakfast Television Edmonton.
I loved it.
The only thing I didn't love was getting up that early in the morning.
So, again, it was just more motivation to be my own boss and actually have my own hours
in my job.
That was a couple of years of doing the journalism thing, and working in television and radio
and getting my big pinnacle moment of working at the Olympics.
And also a part of that journey was when I did the Olympics, I actually decided the day
I was coming home, because I was really not so stoked on the whole idea of having a boss
and being told what to say and what to wear and where to be and how to say things.
The idea of what I wanted to be as a journalist or a reporter was not really what it was panning
out to be, so I decided on my way home from the Olympics in 2010 I was gonna start my
own business.
And I had no freaking clue what the hell I was doing.
And it was called New Daily, and you can still see the YouTube channel.
This was like going way back, deep in the archives to find this, and the channel's actually
still up.
The whole thing was about helping men understand women and the whole thing was written and
hosted by women.
And I built like a team around me, and I had a bunch of contributors from all over the
place.
We had a YouTube channel.
We built the whole thing through social media.
It was the first email list I had ever built.
And I really had no clue what I was doing.
I actually would walk door to door selling advertising space on the website to local
businesses here in Vancouver that wanted to sell to me or promote to men and had products
for men.
So, it was really like my first sort of grind as an entrepreneur.
Did I make any money?
Not really.
And was it a huge success?
Not really.
But it taught me so much about social media and how to use it.
And it was at a time where there wasn't really anyone doing social media for businesses,
believe it or not.
So, Is tarted to get recognized for what I was doing and really build a consultancy out
of that.
So, when I was building this online magazine, I started using YouTube.
And like, you guys need to go back to this channel because I don't know what the heck
I was doing at this point.
And so I was just kind of throwing videos up on this channel as I made them.
One of them has almost 4000 views, which is kinda funny.
But we're gonna go to one has ... oh, actually this one's even better.
It's about manscaping, and I had no idea how to title videos at this point or get them
discovered.
But the content is very entertaining.
I got one of my guy friends to offer to do a Brozilian to really do some deep dive journalism
on what that would feel like.
And this is what it looks like.
So, what do you think?
Do you like a guy who has no hair?
Hair?
Grooms?
What do you think?
I think it depends on the person.
My ex was half-
So, I went to a mall here in Vancouver and just started interviewing women about what
they liked in a man's grooming style.
Like, I don't know who the hell I thought I was but I clearly was pretty ballsy.
Italian and he's completely hairless and I-
Okay, let's get to the good stuff.
So, my poor friend volunteered to get a Brazilian.
... Test the nether regions.
It's gonna be great.
And, what are you most nervous about?
Babe, bingo.
The pain, maybe?
Yeah.
We filmed him ... I wasn't in the room for it, but we filmed him getting waxed down there.
So, everybody starts somewhere ... literally started from the bottom, now we're here.
And yeah, that was my first business.
It taught me how to build a brand.
And it taught me how to leverage social media in a really big way.
So, if you didn't know that story, now you know, and you can actually go watch that video.
I will link to it below because I'm not ashamed.
And then from there, like I said, I hosted another show.
It was called Beer Money, and I was a cohost on the show and it basically was a sports
trivia show in Vancouver, and it's actually still running on TV in some places here in
Canada so you can actually still watch it.
But yeah, it was a sports trivia show.
I do think I have a video of that one too.
I'm Sunny Lenarduzzi.
I'm Andrew Barbour.
Sunny Lenarduzzi: This is the show that allows couch surfers to be quarterbacks.
Good morning, everybody-
Oh, so anyway, that was Beer Money.
You can still watch it on TV in some places, like I said, and it was so much fun.
And the best thing about that job was that it taught me how to improvise on the fly,
and it was long days, long hours in really unscripted, so it prepared me for speaking
in public and doing all the things that I do now, hosting workshops, doing trainings,
doing YouTube videos.
It taught me so much that I did not know was gonna come in handy until a lot later.
So, I think that's a really important thing to understand is everything that you're doing
right now is probably preparing you for where you're ultimately going to go.
And even for me, there's things that I'm doing right now that are preparing me for five,
10 years down the road, if not longer.
So, Beer Money was the next thing.
And then, I started on YouTube.
And you may, or may not know, that I started on YouTube and started just posting up these
random vlogs on my channel.
They are not cute.
They are not well produced.
They are just me in front of a white back drop, and truth be told, my very first YouTube
video that I ever filmed took me about eight and a half hours.
And I don't think that I ate that day.
I think I cried.
I was in my parents' basement.
I took over my dad's entire office, and I sat up this like faux set basically.
Had a white sheet behind me, figured out how to get lighting from some of the lamps in
my parents house.
And just started going for it.
And, the content I would not say is the greatest thing in the world.
I haven't watched this video in so long, so let's just take a look at what it looks like.
And, I'm terrified.
I look so different.
The World Wide Web turned 25 this week, and the founder did not expect kittens to be the
main attraction.
Strangers making out is awkward yet sexy, and a little confusing.
More confusing-
What am I talking about?
I haven't watched this video in a very long time, so this is very interesting to watch.
But, like I said, you have to create to figure out what's gonna work for you and what's not.
And obviously this didn't work super well for me at the time but it just shows you do,
you have to start somewhere.
And anybody who ever starts anything, you're never gonna be great at it the first go round.
I'm still proud of myself because I did the whole thing on my own.
I figured out how to edit.
I figured out how to film.
I figured everything out on my own before I ever had any help around me.
And you know what?
As much as it's funny to look back on ... I looked so different and I sound so unconfident.
I sound like I'm trying so hard.
It still shows that you really just have to start and then things will just start falling
into place.
So, I mean, this is a doozy ... no pun intended.
Oh, the audio is so bad.
Okay, I'm not gonna watch anymore of that.
And then I did my very first tutorial video, and again, this was not something that really
I'd planned at all.
I did the video because I felt a need for social media guidance and advice, and I was
getting asked a bunch of questions from my clients at the time.
And I was a solopreneur and super burnt out.
So I was like, you know what?
I'm just gonna answer them on YouTube.
And actually just before I did this, I was working on a Hoot Suite show called the Social
Update, if you haven't seen that, and we did a pilot for it before it actually got picked
up by Hoot Suite's channel.
So, we filmed this in my dad's office.
We pitched it to Hoot Suite.
They picked it up.
We ended up doing quite a few videos with them and built their YouTube channel by 75%.
But the really strange thing, and I know you're probably sitting there going like, "How did
you not figure out that YouTube was gonna be a big part of your life at this point?"
I really didn't pick up on the clues but I just kept kinda following the clues.
So, I grew Hoot Suite's subscriptions by 75% doing this series, hosting this series and
creating the content for it along with their team.
Really enjoyed it but didn't think of doing my own channel at that point.
So they posted all of the videos on their channel.
I just happened to host them.
So it was after this that I was like, "Okay, well maybe, I should start answering some
questions for my clients on my own channel."
But not really thinking I was gonna build a business or brand out of it at all.
So-
Instagram trumps Facebook and Apple goes social?
I'm Sunny Lenarduzzi, and this is Hoot News.
But it looks really good.
I did this with a company here in Vancouver called Georgia Street Media, and they killed
it on the production.
Like the production looks great.
... From Twitter, Foursquare 2.0 has changed up their original friendship model ...
But again, still at this point, I was like such a reporter still, and I had the head
movements and the perfect voice and the perfect tone and all that stuff.
And then, I started doing tutorials on YouTube.
And this was really when things started to take off.
So, this is when I got I guess a little intentional about it but the very first video I did was
really just to answer client questions because I had my consultancy, I was working with clients
on their social media strategy.
At the time, Periscope had just come out, and everyone was trying to figure out how
to use live streaming for their business, so that was the very first video I did.
It was a frequently asked question, which I tell you guys all the time is a great place
to start on YouTube.
So, I created a video on how to use Periscope.
And again, filmed it in front of a window, wasn't wearing much makeup, didn't really
care about what I looked like because didn't think anyone was gonna see it.
The video now has almost 100000 views, which is insane.
So, let's take a look.
Periscope or Meerkat?
I remember that opening.
I was like, "What would be like a catchy little intro?"
And I knew nothing about scripting or structure or anything.
I just thought that was so funny.
I thought it was like really clever effect.
... Of Periscope, as well as why and when to use it for your business, and personally
...
And I know I look really pale and the lighting's kinda crazy but I still really love the fact
that this is natural light.
I actually still love filming with natural light because I think it gives you a really
beautiful glow to you and it picks up your eyes and everything.
I look ... I feel like I look really different you guys.
You can tell me what you think, but I feel like I look very different.
My hair's so dark.
It's crazy.
But yeah, I look at this video and I'm like, I had no idea what I was doing and just did
it without thinking.
I sent it just to my clients, and like I said, it has almost 100000 views so that's the power
of like making videos that people are asking for and searching for because that's what's
gonna get a lot of traffic on a platform like YouTube.
Anyways, so that was my first tutorial video and obviously, you guys have seen what's happened
since then.
And that was truly when things started to take off for me.
I was so shocked to wake up the day after I posted that video to see that I had like
thousands of views on the video, when I really didn't have that many subscribers.
But that was the value of making a topic, making a video on a topic that was highly
searched, that was trendy, and that no one else had made a video on yet so I automatically
was the number one ranked video on the topic at the time.
And I think when you start doing things that you're really meant to do, and when you start
picking up on the clues like so many clues.
If I look back, hindsight's 20/20, but if I look back at my entrepreneurial journey,
there were so many clues that I was headed in this direction, but I didn't see it for
so long.
And so, you're probably getting clues smacking you in the face right now and you're just
not seeing it.
And that's okay.
You just have to follow one step after the other.
Follow the clues as best as you can, which is what I kinda did.
And when you start going in flow with this stuff, crazy things happen.
Within a month, I'm doing that Periscope tutorial, I had the head of social media for NATO in
Brussels reach out to me on LinkedIn.
I thought it was a joke, and he asked me to go speak to their ... basically their delegates
and the people who are in the UN and NATO, and the FBI and NASA at their social media
conference in Brussels.
They flew me out, and I went and spoke there.
Within a month of doing YouTube videos like this.
So, that's the thing, every speaking engagement I've ever gotten ... pretty much every opportunity
I've ever gotten in the last two to three years has come directly from putting myself
out there, doing things super imperfectly from day one, but taking action regardless.
And just going with what felt right for me.
So, I hope that that resonates with you.
Give me a like, let me know in the comments what you're take away is from this video.
It feels super weird ... it feels a little self indulgent to like look back at these
videos, but I hope that it's helpful for you to see how different things look for me now
versus when I first started doing this.
And even over the last 10 years, and what's happened in my life and in my career, it's
insane to look back at all of it, and it's funny to see how many clues there were as
to where I was gonna end up.
So, I guess, my biggest takeaways for you are follow the clues, follow your gut and
what feels good for you.
Just do the things, which is probably not like the most eloquent thing I can say, but
just get started.
Do the things that are going to start pushing you towards the place that feels maybe a little
uncomfortable for you right now.
Start putting yourself out there.
Start trying different things and trying different areas and careers and niches, and you're gonna
find you're footing eventually.
But if you don't try anything, you're never going to do anything and you're never gonna
know.
I never knew exactly how anything was gonna turn out.
I didn't.
I lept most of the time, and just hoped that it would work out and it always has, even
if I did fail.
And trust your gut and trust that you will always move in the right direction, whatever
happens, and the universe has your back.
I know that sounds really woo-woo, but it's true.
The universe always has your back regardless of what happens so just trust that and that's
gonna help you start taking the steps forward.
And that's something I even tell myself to this day.
When we're making big decisions in the business or I have a big decision to make in my life,
I always know that whatever I do, as long as I make the decision, it will work out the
way that it's meant to work out.
The universe has my back.
The other thing is the attitude of gratitude throughout.
So this is my last big takeaway from what looking back on my journey.
No matter what stage I was in, no matter what I was doing, I was always just so grateful
to be there.
And wherever you are in your journey right now is exactly where you are meant to be.
You just gotta keep moving forward and you're eventually gonna get exactly where you wanna
go.
And appreciate each and every step along the way because you've no idea ... like I had
no freaking clue where this was going to lead me.
So, those are probably my biggest takeaways.
And if I could go back and really cue into when things started to turn around for me,
I read this book called The Fire Starter Sessions by Danielle LaPorte.
Highly recommend it.
I think we can like ... Jared can probably bang it up on the screen right here I think.
And, it is an amazing book to tap into what you really wanna do in your life.
We'll link to it below this video as well.
It really did change my life after I read that book, so I highly recommend reading it
and figure out the path that you wanna start taking.
So, I hope you guys enjoyed this.
It was very different than any other video that I've done on my YouTube channel, but
I felt inspired to do it.
I hope you dug the style of it.
If you did, let me know in the comments.
I love to hear your feedback.
And on that note, we have to celebrate our Boss Club winner for this week.
So, our Boss Club winner for this week is A Beautiful Horizon who said, "One of the
reasons that I'm afraid to grow is the thought that people won't like me if I become successful.
Yet, I know that the only way that I can help more people is to grow.
Thanks for the encouragement.
I wouldn't be able to do this without mentors like you, and true friends cheering me on."
I am cheering you on, each and every one of you, and look at my journey and just know
that you're gonna get there, I promise.
And it's only gonna get better from here.
Like I don't even feel like I've arrived exactly where I'm going to be, and I'm so excited
for the future and so grateful for this moment right now, and for all of you that are here
watching.
If you did enjoy this, if this did encourage you, please, please, please let me know in
the comments.
This was so different then, like I said, anything that I've done before, so I wanna know if
you enjoy these.
I'll do more videos in this style.
And make sure to share it with someone who might need a little encouragement as well.
And if you're new here, make sure you subscribe.
New videos every single week.
Thank you so much for watching, and I will see you in the next video.
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