CHAPTER 1 CREATE A VISION The only thing worse than being blind is having sight but no vision. --Helen Keller Greatness is my passion, but vision is my obsession. Let me explain. A clear vision can unleash extraordinary, mind-boggling power. I''ve been known to get more than a little intense on this topic. Let me tell you a story about a guy I met named Steve who reminded me of my younger self and was probably like a lot of you out there. He had been friends with my girlfriend at the time for a number of years, and she wanted us to meet up over dinner. I went through the whole "where are you from, what do you do" small-talk racket that you do when you meet new people, and Steve told me he was in graduate school to be a doctor of physical therapy and was finishing up in the next 6 months.
As an athlete who has been through his fair share of injuries, I am familiar with physical therapy, so I found this pretty interesting. I asked him, "So Steve, what do you want to do after you graduate? What''s the dream?" Like most people who just got blindsided on a first friend date, he said, "I''m not really sure." "Well, if you could have anything, what would you want? If you could have it all, what would it be?" Steve started talking about working with the military and doing physical therapy on wounded veterans and enlisted soldiers. The benefits would be good, and he could support his family. There''s a big military hospital in Germany, so maybe they could see some of the world that way, too. "That''s really cool," I said. "Has that been what you''ve always wanted, or is there something else?" Very quickly, Steve said, "I used to be a football coach. So I''d love to be a physical therapist on a pro sports team and work on these great athletes.
" Now he was speaking about something I knew well, and I could tell he meant it. "That''s awesome, Steve. So is that what you really want?" He thought about it and said, "You know, actually, it''ll probably be a lot of hours, like 80 hours a week. And I''d have to work my way up. And it''d be a lot of time and energy. So maybe working for a pro team is just one of my options, like plan B or C." "Okay, so you don''t want to work for a pro team?" Now I was confused. "Then what is it you really, really want? What''s your vision?" I laugh every time I think back to this dinner conversation, because I feel so bad for Steve.
When he ordered his meal, he had no idea it came with a side of interrogation, especially from someone who seemed to be getting frustrated with him. And believe me, I was getting frustrated, because I was asking him to focus in on what he really wanted to do with his life-- what he desired--and instead, like so many of us who have not yet recognized the inherent potential for greatness within ourselves, he was listing all the things he could do but probably wouldn''t. I learned about desire--the distinction between what we can do and what we want to do--and how to uncover it from the unstoppable Danielle LaPorte. She''s a phenomenal motivational speaker and author who has graced us with her presence on The School of Greatness podcast a couple of times. The first time she came on, she said something that still spins around in my head to this day. She stated, "You need desire to be fully alive and you need vision to fulfill your desires." How amazing is that?! Together with The Desire Map: A Guide to Creating Goals with Soul, which she published in 2014, Danielle changed my perspective on vision and is mostly responsible for turning it from an interest to an obsession. And now, every time we speak, she hones and clarifies my understanding of vision and desire a little more.
The last time, she described her book this way: "The Desire Map is about helping as many people as possible get clear on their core desired feelings." That was exactly what I was trying to do with Steve: pushing him to get clear on how he felt about life so he could figure out what he truly wanted to do. Finally, he got real: "To have my own practice by the beach. And work like 5 hours a day. And then be able to be there to support my family." That is a vision--it was practical, it was real, and though he''d been afraid to be direct about it earlier, now you could hear the sincerity in his voice. I was eager to ask him how he felt after saying that out loud, but I didn''t want his dinner to get cold, so I let it go until dessert. We all dug into our entrees, and, between bites, Steve added one final thought that sums up the entire reason that holds people back from excelling in the School of Greatness: "I just don''t know if that''s possible.
" Yes, it is absolutely possible, and it has nothing to do with ability. As the renowned leadership expert John Maxwell says, "Successful and unsuccessful people do not vary greatly in their abilities. They vary in their desires to reach their potential." (emphasis mine) The reason I know this is true and that Steve''s dream is possible is because of my time with one of the School of Greatness''s greatest teachers: Angel Martinez. I met Angel Martinez in Goleta, California, at the new headquarters of his company, Deckers Brands, a fast-growing, billion-dollar global footwear company. I''d heard of Deckers from the same mentor who introduced me to the power of LinkedIn, but I had little understanding of the company''s size or track record before connecting with Angel, Deckers'' CEO. From the looks of the company''s beautiful new campus, with its glass walls, intricate woodwork, and gleaming granite floors, it was doing pretty well. It turns out, like millions of other people, I was more familiar with two of their best-selling brands: UGG and Teva.
When you think about the uniqueness of those two shoes and then you meet Angel, a guy who looks more like a jazz musician than a CEO, you understand why his motto for Deckers is "We want to inspire the unconventional." Angel took an unconventional route to greatness. It would be difficult to find another CEO with a similar resume and worldview. An iconoclast and footwear industry legend, Angel was a founding member of Reebok--its third employee--and the catalyst for the company''s explosive growth back in the 1980s. He single-handedly pushed Reebok into the budding aerobics marketplace by combining style with function and designing the world''s first aerobic shoe for women. Driven by sales of that shoe (called the Freestyle) and lines of improved tennis, running, and basketball shoes, Reebok became the fastest-growing company in history up to that time and blew past Nike for the dominant position in the US athletic shoe market. Angel went on to serve as CEO of the Rockport Company, a Reebok subsidiary, before eventually leaving the footwear giant to pursue his own ideas and passions. He later helped found Keen, the popular outdoor footwear brand, and joined Deckers as CEO in 2005, when the company had $200 million in sales.
Under Angel''s watch, in less than a decade Deckers'' revenues have soared to nearly $1.5 billion. Fueled by his entrepreneurial vision, the company has expanded around the world with popular retail outlets, new brands, and record growth. If greatness is built upon insight, acquired wisdom, and a unique vision, Angel is the embodiment of that path to success--a path that begins in prerevolutionary Cuba. Born in Cuba in 1955, Angel was sent off to live with guardians in New York when he was a toddler, never to return to his native country and never to live with his father or mother again. His mother had left her young family when Angel was born, and because of the revolution in 1959, Angel would not see his father again for 34 years. Raised in a tenement in the South Bronx by his elderly aunt and her disabled husband, Angel always felt like an outsider who never quite fit in. His first brush with footwear envy came when he was in grade school and yearned for a pair of Converse Chuck Taylor All Star high-top sneakers, the Air Jordans of the day.
To be cool, you had to have Cons. At $6.99 a pair, they may as well have cost a million dollars. His aunt offered to pay $1.99 for sneakers--the price of cheap sneakers at Woolworth''s--but Angel was determined to get his Cons. He collected bottles that he redeemed at two cents apiece until he earned enough for them. So precious were those shoes to him that he walked the four blocks home from the shoe store on the sides of his feet so as not to get the bottoms of the Cons dirty. "It was a moment of epiphany, the perfect confluence of attaining something I''d dreamed about for a long time and having it turn out to be just as good if not better than I had hoped for," Angel recalled.
"It was my first taste of the power of a product to provide emotional and psychological comfort." LESSON #1: BE SPECIFIC This was also Angel''s first positive lesson in the power of vision. More important, it was a lesson in the power of a clear, specific vision. He didn''t want just any shoes. He didn''t ask his aunt for "a cool pair of shoes." He knew exactly what he wanted: the $6.99 top-of-the-line Converse Chuck Taylor All Star sneakers in the iconic black canvas with white laces and toe guard. He dreamed about these shoes so vividly that he could feel them on his feet and would do nearly anything to have them.
As the award-winning Brazilian novelist Paulo Coelho wrote in his bestseller The Alchemist, "People are capable, at any time in their lives, of doing what they dream of." And it''s that much easier to accomplish when you know exactly what your dream is. It might seem odd to you that a goa.