You Need To Be More Selfish if You Want To Succeed | Toby Morrison

Build a million-dollar business + change lives = 100% possible and without burning out!

I sat down with Toby Morrison, of CFS Health. What started as a solo coaching gig is now a global business helping people in 65 countries recover from Chronic Fatigue Syndrome.

In this episode, we dig into what Toby focused on in order to grow and sustain his business: 

1. Leadership
2. Long-term thinking
3. Watch the episode to find out…

Ready to stop chasing trends so you can earn big?

Follow Toby Morrison at:
https://www.instagram.com/tobyjmorrison/
https://web.facebook.com/itstobymorrison
https://www.instagram.com/cfshealth/
https://www.cfshealth.com/

Follow Ken Okazaki at:
https://www.instagram.com/kenokazaki/https://www.youtube.com/c/KenOkazaki
https://podcasts.apple.com/gb/podcast/the-content-capitalists-with-ken-okazaki/id1634328251
https://open.spotify.com/show/09IzKghscecbI7jPDVBJTw

Content Capitalists YouTube 

Transcript

Ken Okazaki: BUla, I'm in Fiji, guys. And the cool thing about this community is that everybody has a goal is to become the best version of a coach and business owner that it can possibly be. And I just interviewed somebody. His name is Toby. Here's the thing. When we first met, he had a goal to get his business from where it was to over a million dollars.

We've been doing it for 15 years and in the podcast we just shot he answered 

Toby Morris: one very important question. What was that question? How to become or grow a successful coaching business? But I actually gave you a question in the end which will help you get exactly that. Okay, that question at the end, 

Ken Okazaki: I promise if you actually listen to it and let it sink in, if you're stuck at below a million and you've been there for a while, that question is going to be the unlock that can take you over the top.

I can almost guarantee that you've never been after. The 

Toby Morris: Content Capitalist Podcast.

Ken Okazaki: Hey guys, welcome to another episode of the Content Capitalist podcast. I'm on site again, we're still in Fiji, and this is a person who I've watched grow his coaching business very rapidly. He was at a stage where he's surrounded by people who are doing a million dollars ish, and he's just like, I want to do that.

And very rapidly, he got to a million plus. And I'm going to ask him, what was the most important thing that you think made that switch from cruising along at a certain financial level to where you are now? So, Toby, welcome to the show. 

Toby Morris: Thanks, Ken. I think, first of all, you can make a million dollars a year.

Pretty fast and pretty easily, but can you do it sustainably year in, year out and keep growing? Yeah. And I think that's a distinction because I don't, like, I don't wanna come and be like, yeah, it's just this, and it's just this hack. and for me, that's not longevity. And so I think it's a multi answer response.

The first one is you've got to play the long game. So many coaches and so many people in this industry, they're playing the short game and they're thinking, how can I just hit that number? And that's it. When you play the long game, you're not thinking actually about yourself. You're thinking about your people and not just your people as in your clients, but your team.

And so like, I've gone from like me as a sole trader to, you know, a company we've 17 team members right now. Uh, we're helping people in 65 countries. We're helping thousands of people. And I think if it wasn't the fact that I had this long term mindset, not a selfish, quick fix goal, which I used to be like many years ago, chasing the shiny object syndrome, that's what's enabled me to have sustained success over the last 15 years, particularly in the last 5 years of growth.

So you've been a coach for 15 

Ken Okazaki: years, am I hearing you right? And How long was this period where you were under a million that wanted to hit that like kind of like cruising along there may have Been a plateau it might have been like a bumpy up and down. Could you tell me about how that 

Toby Morris: yeah, man?

Yeah, so The first 10 years was under a million But I was successful, you know, like I hit every goal that I was aiming for and so I every sudden million bill yeah exactly well it didn't really matter because you know there's like that saying once you earn 120, 000 a year your kind of happiness levels don't go up and so I got way beyond that but once I hit those kind of numbers it didn't the money wasn't really the thing the driving force.

And again, it just came back. I was playing the short game. I was chasing shiny objects. 

Ken Okazaki: Tell me about some of these shiny objects. 

Toby Morris: Yeah. So okay. This was this was the sliding doors moment. So I had a team of maybe five or six people. business was doing well. Like, you know, Maybe three, 400 grand a year.

It's Australian. Australian. Yeah, I live in Australia and you know, all my friends, all my peers like, man, you're crushing it. Like you're killing it. You're, you're doing amazing things. And so the ceiling was that ceiling because I was like, I don't, that is my ceiling. It's I don't need more. I'm happy. But then I was kind of chasing fast money.

And so what I was doing is with the money that I was earning, I was trading Bitcoin, I was trading crypto. I was share trading. and at one point I was going to close down my business because I was so like you overwhelmed with all the different moving parts. I was like, I'm just going to shut it down, remortgage my house, and trade shares online.

Which is the stupidest You're going to shut 

Ken Okazaki: down the, you've killed the Goddard boost gift. Yeah, years ago. Right, this is years ago, 

Toby Morris: right, and I just like, yeah, don't know anything about shares. I made, I think I made two thousand in a day on my first day of putting money on shares. That's the worst thing that could happen?

The worst thing that, yeah, totally. I was like, Oh fuck I was like, this is easy, and I remember calling my mom and dad. I'm like mom and dad I think I'm just going to remortgage my house. I'm just gonna do it. Like it's so easy and mum and dad said, you know, maybe Toby just like settle down and have, have a think about it.

And I watched a video from Sam Ovens one night in my office in Sydney. And I was kind of like, why aren't I growing any faster? Like, why aren't I going to 48 months, 50, 60, 70, whatever. And going beyond a million and I watched this video from Sam Ovens and he said, you don't, rise to your highest standards.

You fall to your lowest standards. Yeah. And he said, every single person in the world has a number in their bank account, and that's the number that's in their bank account. And I was like, holy shit, right? Like, do you have a number in your bank account? You know, the What do you mean by a number? Like Well, like, savings, right?

Yeah, it's not okay. Then, I don't know. Maybe unconsciously, you know, like, for me it was an unconscious thing. It wasn't like, I have to always have a 100, 000 in my bank account. But it was like if it went under like 50, 000 in my bank, yeah, that's not okay. Like that would, that was my mindset. And of course it didn't grow beyond 50, 000 in my bank account.

So it was such a simple concept. And he said rule number 10 stop chasing shiny object syndromes, you said, play the long game and it was crazy. I called my dad and I was like, dad, like I told him the concept about the local, lower standards versus the rise into the higher standards. he said like, that makes total sense.

And I said, have you got a number in your bank? He said, yeah, I always have. And I said, has it always been the same. He said, yeah. And so all I did literally in my mind was like, all right, I'm going to raise the minimum number in my bank account. You 

Ken Okazaki: make that sound like you could just flip a switch literally.

But I think that even if I give myself a new number I don't know if it's really going to sink in and become a new part of my identity. I'll let you know the kicker. How did you do that? Yeah, so. Did you like go, go mortgage something crazy? No, so this 

Toby Morris: is what I did. I literally, that moment I hung up on my dad.

I said, I'm going to sell all my shares and I'm going to go all in on my business, like fully, not like half, 50 50. And I sold everything. So you cleared every distraction. Cleared every distraction. Well, a question I asked myself is even if I made a million dollars on Bitcoin in six months, would it be worth it?

And the answer was no. Mm-Hmm. Because the value and the impact that I can make in the world is much greater than any amount of Bitcoin can make me. So right now you have no other investments like you, you cashed out now I do. Oh, you want back in? Not, not Bitcoin. Yeah, but house, property and Yeah, mostly property.

Uh, but that's not like an active type. I'm not trying, it's I'm, yeah, it's a long term. And you wouldn't consider like, I'm gonna do this instead of coaching. Fuck, no. No, that's secondary. That's a very technical word in Australian. Fuck no, absolutely. Yeah, yeah, yeah. Uh, what was crazy though is, so I, I literally went back to my office, sold all my shares, sold everything, even at a loss.

I didn't even care anymore. It's like an energetic exchange. I was like, it's done. I'm going all in. And I was like, the question was, if I spent the same amount of time and energy on the distractions that I was doing, and I put that into my company, how much more potential do we have? and it was unlimited.

And you've seen my growth over the last three years. It's been unlimited. And the crazy thing was the switch was I sat back in my office and I was like, well, what does it look like to be up here? That new lower standard. Yeah. And my mind literally started to come up with ideas to create that level of impact and wealth.

So give me some examples 

Ken Okazaki: of some of the things I want in your mind. Like what would it be like? Was this like yachts? Was it a car? No. No. Again, nothing to do with selfish. So this is, I'm asking this. Let's get clear, like I think there's people out there who want to have that same transformation. Yeah. And they need some examples.

So can we help 

Toby Morris: them out? Absolutely. Uh, first of all, it wasn't about yachts or anything. Uh, that's kind of, you know, a luxury item for materialistic gains. It wasn't about that. It was who do I need to become to run and own a purpose driven multimillion dollar business. Can you describe that person to me?

Organized, plans way ahead, everything that I wasn't doing. Right. Like I wasn't an organized person. I didn't like planning. I hated fucking planning. The next day, my general manager can, who's behind the scenes, she can attest to this, you know? But now we plan the whole year out in advance. My personal life and my business life.

How long did it take to. 

Ken Okazaki: to make that switch from not doing it and hating it to now consistently doing it. I just 

Toby Morris: decided, I just decided. It's a decision. Yeah. So for me, when I make a decision, I'm in like, I don't need, I don't need time. Just like your decision to get one of these go boxes and taken home.

Maybe, maybe, but there's a buying process that I had to go through to make that decision. But once I've sold, then I decided I'm all in. one of my greatest gifts is I'm a fast action taker. Sometimes it's had the detriment to my team because I can take quick action. Too, the actions too fast and destabilize.

Yeah. You know, so the plan, right, and that's another level of leadership that I needed to learn is to slow down my, uh, decision making processes so that the whole team is with me and we're doing this together versus me versus them. But the most important one was literally just raising my own level of behavior and actions that, I mutated the person I wanted to be, or the person I needed to become in order to have.

And, The Company I Wanted To Have. And, Over Time, Of Course, Then Your Mind Starts To Think, Well, What Would It Look Like? Who Were The People You Would Serve? How Would You Serve Them? How Could You Reach That Many People? How Could You Deliver To That Many More People? And, That's How It All Unfolded, You Know?

And So, We're Doing The Same Thing, But We're Doing It On A Much Higher Level. So, If I Were To Look At A 

Ken Okazaki: Timeline, Of When You Made The Decision, to become the person who can have and run a million dollar business to when it was actualized. Three months, three months. 

Toby Morris: Yeah. Yeah. And one of the things that I came up with and I'm going to shout out Taki Moore and Scott Oldford for this.

Uh, those two guys are incredible, but Taki says sell the life raft before you sell the boat. And in this day and age, we all need to have, we need to have more trust before we buy, particularly if it's a good product. The product and service. And so I was like, all right, what could I create that's gonna add a shit ton of value in this person's life that doesn't, that's quite inexpensive for the cost of actual monetary value.

Yeah. In terms of what they get back. And so I came up with this idea. I literally pulled the trigger. I remember calling my team, I was like, this is what we're gonna do. I dunno if it's gonna work, but I think it will. And sure enough, that was the thing that raised our, uh, you know, uh, impact and revenue simultaneously.

Within weeks. 

Ken Okazaki: That's something. And all we've done is 

Toby Morris: double down, double down, double down, double down, double down. And one of my oldest mentors, Len Walson, if you ever hear this shout out to you, uh, he's an incredible man. He said to me, the key to success is. The thing that you're doing, make it successful.

And once it's successful, I thought he was going to say, go and do something else, which is what I've always done in the past. He goes, you make it even better. And then once you make it even better, you make it even more successful. And so that's all I've done rinse and repeat for the last five years is just, I haven't left the long term game.

I haven't got distracted. I see so many more smarter people than me, way more intellectual than me, but they're not playing the long game. And they keep getting, they keep, Literally getting off the long game road, and they're wondering why they're not succeeding. They're not committed enough, like they're not committed to the actual cause or the purpose of where they want to go in their life and the impact they want to make.

Wow, I kind of feel like, 

Ken Okazaki: like you're speaking to me, in a few ways. 

Toby Morris: Great, 

Ken Okazaki: that's good. Yeah, what do you say about people who tell themselves and they, and I think they may be sincere or may, they may be diluted where they say, you know what, I'm making like 150,000 and, that's all I need. Anybody who wants more is greedy.

I have a balanced life. Selfishness. Yeah. Yeah. So how do you, how do you, like, have you had clients say that and. And do you see your past version of yourself being that? 

Toby Morris: I dealt with that. I was like, I was really opposed to being selfish. I thought selfish was a bad thing. I spoke to a lady called Cindy O'Meara, a very successful lady, about this years ago.

I said, I just feel, I feel bad about being successful. And she said, what's wrong with being successful? I said, I don't know, I just get, I think people perceive me wrongly. And I'm a sensitive person. I'm a pretty genuine person. I'm not really a materialistic guy. I like nice things, but it's not who I am.

and she said, Toby, there's nothing wrong with being selfish. And to hear that from a lady who's in her sixties, who's done huge amounts of money, her entire career was incredible. And then the second thing I said would replace the word selfishness with self fullness. If you think about it, the more successful I get, the more the people around me become successful too.

And the more impact that makes on them and then their families lives change and then it's generational. I 

Ken Okazaki: like that selffulness. It kind of makes me feel like your self has expanded in capacity, in presence, and experience. Therefore, you're just so much more effective. You can help more people including yourself.

There's just more of you. 

Toby Morris: you get out of your own way. Right? Like you're not going, Oh, what are they going to think of me? And what do I do? It's like, you know, you just own who you are, be brutally honest with what you want and who you want to become. And then I think wealth is so important.

I think, purpose driven businesses are the most important thing in the world because we wouldn't be talking today if it wasn't that case, right? Like it literally changes the entire world. And so some people have this weird story about money, but money's bad. Money's just a tool and it's how you use it that matters the most, right?

And I think if it's coming from your, from pure intention, it can only be for the greater good. Yeah. But if you're using it for egotistical gains, which I did when I was in my twenties, you know, most of us have gone through that because the culture says buy the expensive car, you know, show the flashy things.

That is what happiness is. But we all go through that journey and realize none of that matters, you know, exactly. And most of it's bullshit. Rented. It's rented. Exactly. And so, you know, what I try and do is I watch the world and watch the culture and I try and do the opposite of what almost everyone's doing.

I want to respect your time. 

Ken Okazaki: I know you've got a fight to catch, but I want to wrap this up with something. And one thing I've learned is that a lot of times you could hear amazing advice and it all makes sense here, but then it doesn't really drop here because all that's happening is you've seen a million pieces of good advice on social media and books, wherever, but.

When you're asked the right question, then you have to internally process it and come up with the answer. So there's somebody watching this video and they're going to be at a stage like you were at. They've got something that is successful, but not scaling and just by listening to you, they've realized it's all the distractions that are stopping them from going.

Now, intellectually it's there, What question would you ask them that when they answer, they will get as close as possible to making that shift, to actually deciding 

Toby Morris: and executing? Why are you being so selfish playing small? Like, think about all the people that don't get to benefit from your work because you're being so selfish for playing small in the first place.

Like, that's what selfishness is. playing small. So who do you have to become to be of service to the people that need you? You know, like you've got something good, clearly, otherwise you wouldn't be doing it, but who do you need to become to make the impact that is within you? 

Ken Okazaki: Well that was perfect.

Guys, I'm going to wrap this up. Thank you so much for being on the show today. We're going to put all your links down below. If you guys want to follow him check down below, there's going to be links to him on his social media. Is there a website? 

Toby Morris: Toby J. Morrison, and then, you know, for our company name, it's CFSHealth, and, uh, you know, you'll see our work there.

Ken Okazaki: And let's say that, I mean, everybody knows what a lead magnet is. Is there something that somebody could download to learn more about what you do, and potentially? 

Yeah, for sure. Just go to CFSHealth. com. Uh, we have so C F S for choice, freedom, success, health. com. Alright, go check it out guys, 

Ken Okazaki: and I'm sure it's going to be something super valuable.

And I'm just going to pre assume that because this guy is somebody I feel I've known for a long time. I've seen how people talk about him, interact with him, and I've seen how he is so generous with everything he does. Well, my, yeah, I expect less than something generous from anything that he's gonna refer to.

If you're listening to the podcast, go to the show notes. If you're on YouTube, go to the description. And I, you, you had something I was gonna 

Toby Morris: say. You know, my goal is just to create a, business that I'm extremely proud of. Mm. It's not a revenue goal. it's nothing selfish. It's just like, how can I just create a business that I'm extremely proud of, that my team's proud of, that the people that we work with are proud of.

And ultimately, if you do that, you've done your job, you know that you can rest easy. That's a 

Ken Okazaki: really good one. Guys, thank you so much for watching all the way to the end, or listening all the way to the end. Uh, this is Toby Mortensen, and I will see you next week.

No hassle, worship here, we're a different breed. Action is what we got if action is what you need. Us content capitalists, we're breaking the flow. Cuz the old ways stay, new stories to be told. So content capitalists, get to the press.