Larry Easto has delivered professional services for more than forty years, serving clients as a lawyer, consultant, and coach.
Despite the apparent differences in these roles, his approach was more facilitative than authoritative. Instead of telling clients what actions they should or shouldn’t be taking, Larry helped them understand their current situation in order to make the most appropriate decisions to achieve their desired results. As part of this decision-making, careful consideration was given to potential opportunities and threats associated with each option.
At the end of every decision-making process, it was the client’s decision—not Larry’s direction—as to the appropriate action to be taken.
Like many professionals, Larry struggled with marketing professional services. He freely admits that whatever professional services he delivered were done by choice, whereas whatever marketing was done, was done by necessity. Also like many professionals he would rather serve existing clients than look for new ones.
After trying a business school type introductory marketing course, he recognized that conventional marketing theory has little relevance for marketing professional services. A strong advocate of experience being the best teacher, Larry rounded out his marketing education by learning what successful professionals did to generate more new business and then modified these best practices into his own approach to generating new business.
As passionate about helping others learn as he is about his own lifelong learning activities, it was not in the least surprising that Larry would be sharing his lessons learned with others. From his first book in 1993 until the present time, he has written and published about thirty hard copy books, short eBooks, and video courses.
Consistent with the approach of learning from the experience of others, this instructional content is experiential in its approach. Instead of being subjected to traditional pedagogical “shoulds” and “oughts” users learn from the experience of others; readers and viewers are guided through the process of applying what they have learned from the content to their own circumstances. As was the case with his delivery of services, Larry’s approach to helping others learn is more facilitative than instructional and directive.
My Review:
Reflecting on my past 22 podcast interviews, several gems of wisdom stand out.
First, I love the creativity that led various hosts to name their podcasts. Seth Goldstein’s podcast, Entrepreneur’s Enigma is a perfect example.
When I first saw the name, I found myself wondering what is the entrepreneur’s enigma?
Happily, this question was answered very early in my interview with Seth.
In framing what I recall as his first question, made reference to my journey as an entrepreneur. Bingo! There is the quintessential entrepreneur’s enigma: making the journey from where we are to where we want to be.
Over the course of our amazing conversation, we touched on a number of factors that influence or otherwise contribute to this journey.
For example, in describing my career and the nature of Seth commented on my figuring out actions that turned out well and then sharing these experiences with others. Not only very insightful, but bang on.
In response to my comment about a neighbor suggesting that I reinvent myself every five years, Seth fully understood the concept of continuous growth a development. But he refined the reinvention time frame to a more realistic 10-15 years.
In telling one of my favorite stories (about my cross-country speaking tour), I made reference to a serious working out regimen as part of the pre-tour preparation. Our conversation reminded me of the importance of keeping fit for a healthy business. It’s important to consider keeping fit as including body, mind and spirit.
By way of wrap up, Seth asked about the best thing about being an entrepreneur. For me, that’s a two-sided coin.
One side is to be able to say yes to do those things that align perfectly with my true authentic self. The flip side is to say no to whatever does not match who I am and what I stand for.
In order to get to where we want to be, it is important to say no to say no to so-so opportunities to be able to say yes to great opportunities.
I’m so grateful that I said yes to Seth’s invitation.
Such a great interview—thank you so much.