How to Gain Clarity by Staying Curious with Azul Terronez

#17: Azul Terronez, co-founder of Authors Who Lead, shares his journey of transitioning from an educator to an entrepreneur and book writing coach for authors like Pat Flynn and Dana Malstaff.

Azul’s story is such a great reminder that showing up, serving first, and staying curious are essential ingredients for anyone who wants to make an impact.

If you’ve ever struggled to find clarity in your business, or you feel like your messaging still doesn’t line up with who you really are, you’ll definitely want to give this episode a listen.

Connect with Azul on Instagram (@azulterronez) or via the Authors Who Lead website.


Episode Transcript

Azul: And so those first sessions with people, they were amazed by the clarity they got cause they had lots of book ideas but how do they know which one to choose. What would be a good one? How would they start? And I said well, you’re asking the wrong question. The question really is – what are you still curious about that you don’t know? Because you know lots of things and writing about what you know seems wise but writing about what you’re still uncertain and curious about is probably the most important thing. And that really helped because that’s not what everyone else is saying. If you write what you know, you’re just going to say things you would have said yesterday. But if you write what you’re curious about, you’re going to grow.

Josiah: That was Azul Terronez, co-Founder of Authors Who Lead. And in this episode he shares his journey of transitioning from an educator to an entrepreneur and book writing coach for authors like Pat Flynn and Dana Malstaff. Azul’s story is such a great reminder that showing up, serving first, and staying curious are essential ingredients for anyone who wants to make an impact. If you’ve ever struggled to find clarity in your business or you feel like your messaging still doesn’t line up with who you really are, you’ll definitely want to stick around for this one. So let’s jump in.

Announcer: You’re listening to the Content Heroes podcast where entrepreneurs, marketers, and creatives share how they build profitable businesses on their own terms by creating content online. And now your host, Josiah Goff.

Josiah: Welcome to Content Heroes, everyone. I’m here with Azul Terronez, the co-Founder of Authors Who Lead. Azul, thanks so much for being on the show today.

Azul: Thank you for having me, Josiah. And I always appreciate finding another person with that name. That’s my son’s name. I love that name.

Josiah: Awesome. Yeah, it’s a good name. I like it. I’m a little partial, but… Great. So let’s talk about your origin story and how you got started in content creation.

Azul: Yeah, so I tell people that it took me 24 years and 30 days to write my first book. The 24 years to think about it and avoid it and 30 days to actually sit down and do it. And so my reluctancy was, I was a school teacher and a principal and I taught university for eight years. And one of the things that it came to me is one of my students who I started publishing young people, probably 15 years ago and teaching young people to be authors instead of teaching them grammar and rules for writing ’cause that’s fairly uninteresting to most humans. One day as we’re celebrating a launch party and dealing with their book coming live, one of the students said, Hey, where’s your book? And I just looked at him and thought for about 30 seconds, I could lie right now. I could be honest. And I just said, I don’t have one. He said, well, why? I said, I guess I’m just afraid. He’s like, Oh. And he walked away. And I remember thinking, well, that’s a terrible reason to not do something. So that was sort of my reluctant beginning to writing and publishing was it was really easy to help young people publish books and easy to figure out the things you need to do and really a different thing to put your words to a page and say, Hey, I made this. And early on when I was still in the classroom, I was always inspired by people who weren’t in education. And I know that’s probably not the greatest thing as a teacher. I didn’t like reading a lot of education books. I felt like they were just repeating the same thing. I didn’t really love books on leadership from teachers and principals, but I love Seth Godin. I thought he had so much to say that struck a chord with me and he wrote a manifesto called Stop Stealing Dreams. And it just all about the things he viewed in education and I really was inspired by him and he offered this event in Tribeca in New York where he was doing this event. I was in San Diego and he said, well, I’m going to be on the stage for eight hours answering questions. That’s the day. You come, you participate. That’s what this is about. You know pretty much all I Seth Godin style, he doesn’t tell you a lot. He doesn’t really plan a lot. Just does. And tickets were $1,500. And I was thinking I $35 sounds like a lot of money but $1,500 is impossible. But the bottom of that sort of email or post said if you’re a part of a nonprofit organization or a faith based group, click here and apply. He said the requirement is you have to have like a .org or .edu you know email. And I did, cause I was a teacher. So I applied and I got for $150, I got a ticket. So I flew out to New York. And my whole goal is to ask one question. And I said when he takes questions I’m going to make sure I stand and ask this question of Seth. And this question was really simple. It was – Seth, if you have the opportunity to give one piece of advice to teachers, educators about what they could do to change education, what would it be? And Seth, I don’t know, he has like a repository of answers because he always seems to know the answer. He said, well, I’ll see. Well what I would say is whenever you walk into a board meeting, a classroom, a parent meeting, ask this question, what is this for? And he goes, if you don’t stop asking that question, you’ll make a change in education. But you got to ask that question. And that really struck me and I went back from that event thinking, you know, I need to really understand what he means by this and start asking more questions. And in particular that question. And I think that’s the beginning of that story. Like the beginning of, I think it’s time for me to wonder bigger. And I had done really great things. If you look in education world, I was speaking internationally, coaching schools from Chile, Barcelona, India, China, you know, all from my classroom. They would visit me from all over the world because of the innovation we were doing. But it just wasn’t enough. I had a bigger vision of things. So the beginning of it was figuring out, Oh, what can I do? And I knew I needed to find a mentor and learn from people. I don’t learn well from books. And I’m a teacher, you know, I’m dyslexic, which my kids always thought it’s funny and wonderful. At the same time, I flunked freshman English at UCLA and I became an English teacher and not because I’m good at grammar, but because I found the job on the job board. And I got the job and I stuck with it.

Josiah: That’s awesome.

Azul: Reluctancy is like the name of my story the whole way through is this. I wanted to do something that made an impact on the world and attending these, that first event with Seth and then another event with Chris Ducker and Pat Flynn, the one day business breakthroughs where one of the events where I met Dana Malstaff, as well. We, I didn’t know I had a gift to help people find their message. That’s the part I didn’t know. I didn’t know what I would potentially be doing. What if I wasn’t a teacher? What would I do? I had no idea. I was like clueless. I tried all those things I saw early on in the two thousands like creating all these niche sites, trying to drive traffic, trying to get, you know, AdSense. I owned every domain and had blogs for anything you can imagine. Cheapwedding ideas.com I owned. Recoveryfrombankruptcy.com I owned. I, what else? I did, I own sixpackmuscle.com. And I did produce a DVD, a full DVD for $500 worth with cast and crew and directors. And I managed to do that for 500 bucks. So I tried things, but nothing seemed to work. You know, like this isn’t working. Like I don’t get how all these people are making money online. I’m so confused. I almost gave up a couple of times because I’m like, this is really hard. I don’t know. Everyone makes it sound so easy, but this doesn’t seem easy. And then I went to that one day business breakthrough or I signed up for it. Pat Flynn and Chris Ducker, best friends, we’re holding this one day business breakthrough event in San Diego and they didn’t have it in a website. They just posted one link on social media. There are 20 spots buy it now and as I told you, $35 was a lot. I was a teacher, had been a single dad. I just got married to my husband. We were, well actually we weren’t even married. We were living together, but we just didn’t have a lot of money. So like that is spending extra money just didn’t seem right, but I just clicked buy, put it on my credit card, maxed it out and went to this one. It was a breakthrough, but I didn’t realize that in the description it said if you apply, please send us your website, your email list, your strategy, your numbers, like all these things. I was like, I don’t even have a business idea, let alone a business with all these things. It was about 30 days before the event. And I thought, well, I’ve been talking about writing this thing book forever. I’m gonna run it. I’m going to write it in 30 days. I’ve been reading, I know how to do it. I just need a reason. This was my reason. So I wrote a book called – The Art of Apprenticeship. And I was trying to figure out how you could grow from a mentor, learn from them, be their servant, be, mentorship is about serving. And so I wrote this book about that and I finished on the day before the event and that’s all I did for my 15 minutes in the hot seat is pitch my book and why I wrote it and why I was there. And from that, that’s where I got my first book clients cause they’re like, can you help me? Being the teacher, of course I can help you, I can help anybody. So my reluctant start was, I didn’t know that that was a thing that people needed help doing that.

Josiah: Oh man, that’s amazing.

Azul: Sort of like all of it. An intent was kind of confusing to me because I didn’t realize people would say, so how much is it? And I was like, I had no idea. I had no idea if 50 bucks would be a lot or so I figured, you know what, I’m just going to shoot for the stars if they say no, it’s okay. I was like $500 all right. Okay. I was like, dang, I should’ve said more. But that’s amazing. $500, incredible. Yeah. So that was sort of like the beginning, the processes of that.

Josiah: Oh that’s so awesome. I love that story. So it sounds like kind of in that moment you started to get an inkling of like what you were aligned with. Cause before you said you were doing you’re trying all of the, you know, like the niche sites and and doing all this stuff and it just didn’t really align with who you are. So you wrote this book in 30 days, which is incredible on its own. I mean you show up at this event, not even knowing that this is going to turn into a business. You just wrote a book and you talked about the book and then people are saying, Hey, can you help me do that? And how do you then go from that initial, okay, well what you have at least at that point is you know that you have something that people will pay you money for.

Azul: Yeah.

New Speaker: How did you take that and turn that into an actual business?

Azul: At first I didn’t think, I thought it would be just a one off thing. Like I really didn’t think much about it to be honest. So to give context people, there were already six figure entrepreneurs. Like those were the people on the hot seat and me with no business idea. So they’re talking about like growing from six to seven figures and there was people there charging $80,000 a year for coaching. I was like, I would faint. I couldn’t imagine doing that like at that time because as I said, it just seemed so impossible. You know? I remember being inspired by so many people listening to Pat show, reading his blog before he had a podcast reading Chris Guillebeau’s blog about the things he was doing. I was like, this is possible. I know it is because they’re saying it is, but who do you trust in this world? And the thing that I realize is the thing that’s more important than anything is trust and relationships. I knew that for certain, I didn’t know business, but I knew those things. And so when the first few people asked me, could you help me write a book? And I said, yes. I think it was that quiet confidence that I could help. It wasn’t if they would have said, do you think you can start a business helping people write books? I would have said no. But like as they asked me, do you think you can help me? And I said, absolutely. And I had no doubt. So I think that’s part of it, like having a certainty. And in that role I felt very confident. So that was one of the things. And the other reason that I became a business was that what I observed was I was really good at coaching because it was a lot like teaching in that I was looking for things that other people weren’t paying attention to. And so those first sessions with people, they were amazed by the clarity they got cause they had lots of book ideas. But how do they know which one to choose? Would it be a good one? How would they start? And I said, well you’re, you’re asking the wrong question. The question really is what are you still curious about that you don’t know? Because you know, lots of things and writing about what you know seems to wise, but writing about what you’re still uncertain and curious about, it’s probably the most important thing. And that’s really helped because that’s not what everyone else is saying. They’re all – write what you know, I’m like if you write what you know, you’re just going to say things you would have said yesterday, but if you write what you, you’re curious about, you’re going to grow. And so some of that’s where some of the early conversations started to evolve. People started to shift. Even the way they were thinking about it because of the way we were talking about their book before it was even written. And that’s what I knew I had something like this is more than how do outline and write your book. This is about the coaching aspect that comes with it.

Josiah: Oh, I love that. So you know, we had Dana on the show, she talked about working with you and how that, you know, she decided to write a book early on in her business and that process of writing her book with you is what really set the foundation for Boss Mom and like showed her what her business really was. And so that’s exactly what you’re saying where it sounds like what you’re saying is that you know you, it’s not just about writing the book, it’s about the process of coaching them through to get clarity on their business and messaging as a whole.

Azul: Right, right. When you talk about how did I know this would be a business, I still didn’t know. What I knew I had some skills and people were willing to pay me and they noticed in me that I was a newbie, didn’t know anything about running a business. They’re like, send me a link to your PayPal. And I was like, crap, I don’t even know what the hell that is like I had to Google it and say, here, I think this is it. You know? And so Dana in particular, she was, as you know, having her on your show. She’s a wicked smart. Yeah, she’s really articulate about what she does. And when we sat down, she was like, she was pregnant, she had like 11 month old child and she was pregnant with another one, she was like still like, I’m gonna get this done before this baby’s done. I was like, wow, you’re serious. We met in person, we started to unpack, we do this visual process I give to my clients so I can see their book before they write it. And she was explaining the book and her brand before when she met me, she had a podcast and a blog called Expand Your Reach. She was a content strategist and she helps small business owners and entrepreneurs get their content strategy together. She had courses online. She was really trying to grow, but as she was explaining things and I was looking at our visual map, I said, what’s this bucket here? She’s like, that’s my love bucket. I said, well, what does that have to do content strategy? Tell me more. She’s like, well, that buckets for moms. I was like, why? Why would love bucket for moms? She’s like, well, because moms feel guilty for loving their business as much as their kids and sometimes you just do. Sometimes you just love your business more and but you shouldn’t feel guilty. I mean dads don’t feel guilty because they go golfing with their buddies and they call that work and then they don’t. She went on and on about this stuff and just like love is infinite. You can’t run out of love 20 minutes later. I’m not kidding you. She took a breath and then she said, and that’s why women should be Boss Moms. I was like, huh, Boss Moms. She’s like, you’re going to make me do this whole thing again. Okay. I’m just very curious that the thing that, it was a bucket on here, it had nothing to do a content strategy was the biggest thing. The thing that brought the most joy and excitement in you. And I’m just curious about this thing called Boss Mom. And so she went back to the drawing board and rebrand it. And that’s where that brand was born in that moment. Not that she didn’t have it in her and that I didn’t do, I didn’t do a thing. My job was just to hold the space so she could hear herself say these things that she hadn’t articulated before. So Expand Your Reach – dissolved, Boss Mom was born and yeah, the rest is history for her. She’s really done amazing things with her brand and trusting that, that within her, that messaging, that clarity.

Josiah: Mmm. That’s so good. So what does your business look like now? I know we had talked a bit about you’re making a shift as well in terms of branding and messaging.

Azul: Yeah. When I first started, my name is hard to pronounce. It’s hard to spell and it’s, my first name is Azul which means blue, which is already confused. Like it’s just, I was like, how do you like Pat Flynn? That seems easy. Like Azul Terronez is a mouthful just to say let alone try to spell on the internet. So I branded Coach Azul in the beginning because it just, people would call me coach and I was like, okay yeah I could go with that. Coach Azul is more doable. But now as we shifted, I was coaching people one at a time, one at a time. And men trading your time. It’s just a lot. You know, I got referrals, I got known, I didn’t have a website for the first two years of my business because again, I was living in China. It wasn’t easy to even get online. So Skype was not blocked. So I coached everyone on Skype cause that’s, that was possible. And I got referrals through email and that’s really how I built my business. I started as a book coach, you help people write their book and then I started offering publishing service because they wanted to know, well, how do I get this on Amazon? Well, how do I get print copies? How do I do my audio book? So I just, it started to grow. And people kept asking for a website. I don’t have one, but I can take care of this stuff for you. Eventually I had a site, but it was really on coaching. The shift was when I realized this last year, that my job is to help leaders write books that people love and help them grow as leaders. The book is the beginning process. It’s the confidence and authority building process that leaders need. All great leaders have books. And so we switched to the authors, your lead brand and began coaching people in cohorts realizing that if you get the right people in a cohort, just like a great mastermind, they amplify each other’s growth. If you help create the right conditions, they’re each other’s fans and cheerleaders. So it’s not like a competitive thing. It’s really an inspiring thing. So some of these leaders stay friends and stay connected from the six months we work together. So I started selling coaching packages where people can work together in a cohort for six months, which saved me a lot of my time. Right. I got back hours of my week because now I’m coaching six people, eight people at a time instead of that’s one hour a week versus eight, you know? So that really helped. And so I was able to start to scale and start to produce content as a podcast and start to show up in different ways. So that’s really the bulk of our business is coaching through these small groups. And I do individual coaching as well, still. And I found that even though I released the courses, people are reluctant to do writing of a book and then trying to make it a course when people don’t finish most of the courses they buy was like making it like the worst course you could possibly have online. So it didn’t do really well. I thought it was a great course. I spent a lot of money and time building it and I just use it for my clients. They go to module one, do lesson one, we’ll talk on the call. So it became more of like a place for a membership than it did become like I saw this course because the teacher in me just can’t stand to have people buy something and want to write a book but not finished. I just, I don’t let my clients not finish. I have some clients that come back three years later and go – I know I said I was going to do it and I didn’t do it, but I’m coming back so I’ve only had in the last four years, two people that haven’t finished their book and both of them reached out to me just this week and saying, okay, I have the manuscript that I’ve been holding back because I’m afraid. I’m ready to not be afraid. It’s crazy that that week happened this week. The two first. Some of the early clients, you know Dana likes to say I was a very first one because she was the first one to publish. There were others there, too. So it is really incredible and I think that’s the shift is that people come and have confidence in me because they know that I, I will help them cross the finish line.

Azul: Oh man, that’s fantastic. So something I’m really curious about, going back to that point in time where you bought your ticket for the one day business breakthrough.

Azul: Yeah.

Josiah: And then you realized, Oh I, I’m supposed to have a business before I go to this.

Azul: Right. Logical.

Josiah: So you decided to write a book. In that moment. What caused you to not just like ask for a refund and get your money back and say I don’t have a business.

Azul: I mean I kept thinking, I talk about this all the time, wanting to write my own book, wanting to start a business and I’ve tried on my own. I don’t know what I’m doing. I have no idea what I’m doing. Like zero idea. Obviously I failed a lot of things. I must say this, though, this is part of the store. I didn’t tell you I owned a gym actually in Austin, 15 years ago, right before the recession. Before the crash. And that what I thought was going to help me leave the principal world and it was going well except for the economy crashed so I went totally bankrupt. So I started from zero. I had nothing again. I was like, wow, I have nothing to lose. I know what it feels like to lose everything. Don’t want to build a brick and mortar, not going to do that. I owned a Shea bass trailer in Austin. Yeah. I tried things that just didn’t work, weren’t the thing. So I think I was like, I need help with this. I need to figure out, because I had see this online world like as the way to go, but I don’t know what that looks like. I’m confused about it. And I also knew that if you can get close to the right people who’d know how to do it and stay in their inner circle, you’re going to figure it out. So I just was playing, paying for access. Even if I didn’t have anything to walk away from, I was like, but I’ll know those people that I hear it on podcasts or read about on blogs, I’ll just be connected to them. That’s also how I met Charlie Hoehn and Charlie Hoehn was Tim Ferriss’ first employee. And I was intrigued by his story, blown away by how he just pitched Tim Ferris and became his first employee in 2008. So I was like, this is curious. So I want him to know how these people did it, so I’m just going to get as close as I can and if that means going to pick up chairs and being embarrassed because I don’t know what I’m doing there, that’s okay because at least I’ll be that much closer than I was before I showed up.

Josiah: Uh, the thing that I love about that is you didn’t let the fact that you didn’t know what you were doing and you didn’t have a business. You didn’t let that stop you. But you also didn’t say, okay, well I don’t have anything, but I’m still gonna show up. You said, I am going to write this book and I’m going to at least show up with something. It’s not exactly what they are asking for but I want to do this so here’s a goal and I’m going to get it done. And you got it done and you showed up and then because of that, that ended up being growing into your business. I love that.

Azul: I did know that you have to show up to serve. Like I did know that because that was the whole point of the book. I was like, you know the thing about apprenticeship that why it’s not popular and people like, well there should be more apprenticeships. Well, if you researched the apprenticeships, they were the lowest form of life in a shop. You know, they swept up the shavings from the iron worker. They cleaned the wax off the floor from the candle maker. They, they occasionally get to work on scrap pieces to try things. But they had to learn by observing, by being the proximity to the master and serving him. He didn’t go there and have like a formal program that they have now. Like this is the program, you do these four classes and this is your apprenticeship. No, it’s no, grab a broom dude and get to work. And that’s how I viewed it. I said, if I can do that, if I go to these places and figure how to serve and be unnoticed and thought of as very less than, I think I will learn something if I stick to it. Even if I don’t know what it is, I just know that that’s the master and I’m the apprentice and I’m going to go serve. And sometimes that’s hard for people because serving is about serving like people like Pat Flynn, I couldn’t serve him, I didn’t know him, he didn’t know me. How could I serve as audience, you know, how can I serve someone that he cares about? And so I just thought of those ways that I could do that so that I could not be noticed, but I could serve. Like that’s the point of it. And too many people overlook that and they want to mentor. And I was like, okay, I want a mentor, but I know that the best way to do it is to be unnoticed at first.

Josiah: Yeah. You’re not just showing up to get you show up and give first.

Azul: Right. And so what did people say? Well what did that look like? You know, to that event where you didn’t know anything? I go, I, like I said, I knew people in relationships. So I noticed that I was in San Diego at the time and living there and the event was there, but people were flying in from all over. Chris was flying in from the Philippines. People were coming from the Netherlands. I mean, I was like, these people bring a lot of money to be here. So, I don’t like, there was no event the night before. It was like come here for one day and that’s it. So I reached out to Pat and Chris and said, I noticed there’s not an event. Is there some like meetup before? Like a happy hour or something or like, no. I said, well, if you’re interested, I’m happy to help organize it. I can find a venue and like organize it so that people could meet up because people were coming a long way. He’s like, that’s a great idea. Chris and I talked, it’d be great. Thank you for doing that. And you know, do you need me to pay for the place or do you need me to buy drinks? I was like, what time should I be there? I said, well, you actually shouldn’t even come. He was like, what? And I don’t know Pat, like I was just being directed. If we show up Pat, no one’s going to talk to each other, they’re going to talk to you and the point of it is to get to know each other. So they show up. They’re more confident and feel good, like connected. It’s like, Oh right, good point. Awesome. Thank you. So he sent me the emails of all the people. I organized a cool place on the water. About half the people that attended the thing showed up. They connected with me and instantly I walked in the door. I’m already, I know more people than Pat does and Chris and connected to them and they were so grateful. And Pat was super grateful. So I’ve served the community because it would have been really tempting to go, yeah, Pat will come, I can talk to Pat. I was like, no, that’s not what this is about. And this is about service and everybody works that cohort of people, they were already super successful. Some of them have retired already and they’re like 38 like they made a lots of successful businesses out of their work. So I was amongst some really wonderful people. So they felt served and those are still some of my friends to this day. So I think that’s people missing that, that notion of learning from becoming their apprentice.

Josiah: Hmm. So Azul, I’m curious what advice you would give to content creators who are really wanting to position themselves as leaders in their space.

Azul: You know, when I’m helping people try to find a book idea or develop a new business idea or come up with the new thing their building or focusing on, what I usually ask them to think about is this. Most people are looking for the next big idea or the big thing. And I tell people that’s a little bit of a misnomer. So most big ideas are actually small ideas that most people just overlooked. But you happen to notice. So it seems big now because people are talking about it. But the truth is it’s a really small idea that’s seems so obvious, but somehow everyone else missed it but you. And that small idea, that simple idea grows and grows and grows until it’s the big idea. And that’s how it starts. So stop looking for the next big idea. Be curious about the simple things that around you that are obvious to you that may not be to other people. And you’ll probably start to be on the right path. And that’s why I like people to show me their books visually. Like I make them use crayons and markers and get away from their computer and things that are normal and natural and return to a very playful place. Because most great ideas don’t come from you trying to make them appear. They come from places that are from a simpler place. So stop trying so hard for one. And secondly, if I’m coaching companies who are asking me to come help them deal with innovation or creativity, I often notice that they don’t have an innovation or creativity problem. They have a curiosity problem. They don’t have enough evidence of curiosity in places like be more curious and you’ll start to see things differently and maybe even see things that we’re always there right before you. So that’s the thing I would say to content creators. Just be curious. Let go of some of your assumptions and start just looking for the things that are right around you. First,

Josiah: What do you think are some ways that you can start to foster curiosity more in yourself and in your team?

Azul: Well, one of the things I would do is break some patterns or cycles that you have. I love Cameron Herold’s book Meetings Suck. And the reason I like that book, he’s a great guy is that, gosh, somehow we thought meetings were a great way to organize people to do things. But what if they weren’t? That’s the point. Like start wondering about everything you do and say, is this the best way we should do it? I wonder why we think that. What if we didn’t do that? Like I wish more teachers in schools would say, what if we just make homework optional? You can do the homework or you, you don’t have to man, it would everything. Make work that’s actually interesting to do. That’s interesting. So I think that’s the first thing. Like first start asking yourself to let go of assumptions because the biggest assumption we make is what we do is really, really important. And I tell people, look, all of us are selling sunshine and all we’re doing is drawing a circle on the ground going, look at my sunshine circle. You should buy this. And some people are drawing a star and say, look at my star sunshine circle and other people are square. And I say, well, if we’re all selling sunshine, then what makes it different? You know, we’re all selling the same thing. And the truth is, when I coach authors or anybody who’s trying to create something original, I say, you don’t have to try to create anything original because nothing under the sun is original. The only thing you need to do is think of the sunshine this way. So if you’re creating something and you realize we’re all selling the same thing, be like a kid. So when I was a kid, unfortunately I remember I would take a magnifying glass and try to burn ants. Don’t do that. But I also would like pieces of paper on fire, right? You take a magnifying glass and hold it from a piece of paper, just the right distance, and it ignites. It’s so cool. It’s like magic. Burn your friend’s leg, all that kind of stuff. But what’s interesting about that is you take what’s ordinary, the sunshine that you hold your hand to, and nothing happens. But if you apply the right lens in the right distance, the right care, it ignites. So now our focus isn’t the sunshine. It isn’t the content. The focus is you. You’re the lens that makes the sunshine powerful and impactful and ignite. So if I were going to tell people to focus on them, focus on understanding your own story, your own journey, your own messaging that only you can say or see because you’re the unique lens in the world. And once you do that, everything starts to shift. You start realizing how important you are because you’re the only you on earth and that’s when people can really shine really show up differently.

Josiah: Oh, I love it. Well, Azul this has been a fantastic, um, before we hop off here, can you share with everyone where they can find you online?

Azul: Yeah, they can find me at authorswholead.com. That’s where we have our programs, our free virtual summits. And I always love for people to follow me on Instagram, Azul Terronez, on Facebook and Instagram – connect, send messages. I always reply to all my messages. So that’s a great place to find me. And I also have a podcast called, Authors Who Lead.

Josiah: Awesome. Well, thanks so much for being on the show. I really appreciate it.

Azul: Thank you for having me, Josiah. It’s pleasure.

Josiah: Hey everyone. Thank you for listening to the Content Heroes podcast. I just wanted to take a second and let you know that we have some amazing guests planned for the coming weeks, so if you haven’t already, go ahead and hit subscribe so you can make sure to catch every episode. And if you enjoyed today’s episode, go ahead and leave a five star review to help make it easier for other content creators to find and enjoy the show. Lastly, I’d like to invite you to join our Content Heroes Facebook community where you can connect with other online content creators to share, learn, grow, and have fun. To join the group, just visit contentheroes.com/facebook. Once again, that is contentheroes.com/facebook.

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