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DN123 – Steve Sims: Never Settle – How To Achieve Your Entrepreneur Goals

Steve Sims, is known today as the founder and CEO of the luxury concierge service Bluefish. Wondered what they do? Well, they cater the richest of the rich and they make their dreams come true. Isn’t that amazing? Steve is the epitome of getting amazing things done. Well, his early life isn’t as amazing as what his accomplishments are today, which makes him very relatable.


He grew up in East London, which made him toughen up. He thought in order for people to acknowledge him, he needed to be able to knock somebody down. His family own a construction company, and while on site, he got glimpse of his 80-year old granddad still working and laying bricks and ask an innocent question: “Did you ever think you’ll be doing this your age now?” And he answered, “if you don’t quit today, you’ll be me tomorrow”. That’s when he knew he needed to quit their family business and build his own empire.


The story about how he got so good in concierge service and more importantly, how he get to know and be acquainted with the richest people is so mind-blowing. You needed to listen to this episode in full and get a glimpse of how he went from no job and no money living in another country with no friends to getting to know all the affluent ones and solving their problems and fulfilling their dreams. Today’s world, our parents and our community teach us to get realistic. Steve on the other hand, believes you need to try to reach impossible things and dream, because if you don’t dream it, it can’t happen!


Here’s What You Missed


  • What does being an entrepreneur means?
  • How to find your clients and provide solutions
  • How to not settle on your standard of success
  • How to price yourself
  • Listen to that little voice and prove it wrong!

How To Achieve Your Entrepreneur Goals in 2021?


Knowledge Nuggets


[3:20] Ask yourself: Had I not had those horrible moments, would I be flying today? And quite often, most of the time it’s no.


[7:56] I’m going to develop what’s for me. We make our world. And so we’re actually very similar. As all entrepreneurs. We know that we know when we don’t fit. More often than when we know we do fit and we constantly drive and strive to find out where do we fit. And when we fit, we don’t fit well. We conquer.


[9:59] You can find the greatest wisdom from some of the strangest places. It can come from the most out worldly places.


[12:19] “You are the combination  of the five people you hang out with”.


[14:33] From those dark moments comes the great lights.


[21:51] Whenever you want to get into any kind of value relationship with anyone, bring something to the table that that other person wants.


[22:39]  Find the problem. That you are the cure for, and then most importantly charge for it. Because people don’t pay attention.


[24:25] If you don’t dream it, it can’t happen.


[25:37] Most poor people, know what it’s like to be poor. The beautiful thing about being rich is it actually removes that emotion. So believe it or not, the richer you are the less emotions you have.


[30:46] Every time I achieved anything, it became the new level of normal. And therefore the new standard of which you should never settle at. The more times you push for that incredible, ostentatious, over the top impossible goal, the more times you achieve it.

[32:05] If you ever get to a point where you’re arguing the price tag is because you failed to demonstrate the value and content in what you’re providing.


[33:18] Everything that you fail at is education on what not to do, but the one thing you can never, ever, ever flex on is your word. If you told him it was 300 bucks, it’s 300 bucks. If it costs you 400 bucks, you charge them 300 bucks. You can charge the next person more money, but you can never, ever, ever get your word back.


[37:15] Our job is never to give the client what they ask for. It is to give them what they lust for and dream of. That’s the key, really getting to the core. The good thing is if you go 10 miles beyond what the client was asking for, even if you fail and you only go five miles ahead of what they ask for, you’re still way beyond what they thought they were going to get.


[47:27] Ask yourself the question:  What is the problem that you solve? Then go and find those people that you suspect have that problem.


[50:23] Elon Musk: “People laugh at you before they applaud”.


[53:38] “Son, no one ever drowned by falling in the water. They drowned by staying there”. That’s when I realized, it’s my choice to stay in there and drown or get out.


[55:35] That little person on the edge of your shoulder, he’s not actually there to nag you out. It’s there to fuel you to be proven wrong.


Important Reads and Links


Recommended books:

Bluefishing: The Art of Making Things Happen by Steve Sims


Steve Sims Website:                                  https://www.stevedsims.com/

Steve Sims Instagram:                                https://www.instagram.com/stevedsims/

Steve Sims Facebook Group:   https://www.facebook.com/groups/stevedsims/

Steve Sims Twitter:                                    https://twitter.com/stevedsims1


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Download this episode’s transcript HERE


Click Here for a full transcript of this episode:

Casanova Brooks:

What’s up DreamNation. We are back again and we have on the line, one of them most unique and influential people that I would say I’ve seen in the past couple of years. And so without further ado, please help me in welcoming my brother, mr. Steve Sims to the show. Steve, you want to go ahead and say what’s up to DreamNation.

Steve Sims:

Hey, how you doing? Hey, it’s a pleasure to be here. Thanks for having me.

Casanova Brooks:

Yeah, absolutely. So I always like to give the proper introduction. And so if you’ve listened to this show, you know, that I often describe entrepreneurs just like us as superheroes. Why is because we’re constantly putting on capes and we’re trying to fly around the world and solve all of the problems that we come across.

So before you’ve been featured in things like Forbes and before you’ve had one of the world renowned companies of creating experiences for people before you’ve created the company Blue Fish. If we could take it back to when you were just a young boy, tell me who is Steve Sims?

Steve Sims:

Well, funny enough, he’s the same guy that he is now. even though there’s been a lot of transformations and money and position and, and success and failure. Yeah. I’m still the inquisitive little ignorant, Irish lad from East London. As a little kid, we, we go after things because. Cause we don’t have the intelligence to tell us we can’t achieve it.

We have this, you say about superhero. My wife says that my super strength is ignorance. I don’t see the ability to fail. I don’t see the thing that is going to hurt me. I don’t see that it’s going to make me poor. I just go for it. And as a little kid, You’re allowed to do those things. You know, as little kids, we put on a Cape and we go we’re Superman.

And all our parents go, yes, you are. then when you get to like 16, 17, 18 year old, and you put that cape on, like, say, you go I’m Superman. And then people look at you and go, you’re a twat, you’re an idiot. Take the Cape off. You know, we’re taught to get realistic. We’re taught to get real. We’re taught to smarten up.

I just never did. And I was very lucky about that. So I always envisioned, I want to do things. I want to achieve this. I will. Yo, why can’t I? And my passion, my persistence would overcome all those naysayers in the corner. They said you can’t do that. So as an Irish lad, Growing up the age of 15 left school early because school didn’t grasp me, became a brick layer because my dad owned a construction firm and I just grew, I just, I just kept on taking what the world was given me and going home disgruntled.

And there was this one day. And it was funny. We all have these pivotal moments. You told me about your history before this, and you told me about all of those dark disparaging graphic, horrible moments, which were the pivots for you to become the man. You are. And you’ve got to ask yourself, it’s not nice, but you’ve got to ask yourself, had I not been, you know, neck deep in shit?

Had I not had those horrible moments? Would I be flying today? and quite often, most of the time it’s no. And there was this one moment that I was like 17 years old and this was not a good time in my life if you met me. Cause I’m a big, you know, I ride bikes, I got tattoos, piercings, you know, I want to add kind of stuff.

I always thought to be the lad I needed to be at that age, I needed to be tough. I needed to be able to smack someone down. I needed to be the hardest person in the bar. I was that guy, but the trouble is it. Wasn’t who I was. It was the cloak that I had to wear to survive in East London. You talked about South Chicago, let’s be blunt.

Yeah. Kind of like carry a bit of swagger yeah. To exist in those days. I had the swag. You did, it was, it was war, as I always say it was what your zip code put on you. You had to be the person, you know, you wouldn’t have been that person. Had you been in Beverly Hills 90210 or something. So you adopted as I call it the zip code swagger.

And, you know, I was in East London and so on. I had this kind of environment in East London. Boy, I’m tough. You know, you don’t matter. But inside I was confused and there was this one day I was on the building site. My dad, had the contract, so he was the governor of the site at the time. My, my uncle was there.

His brother. His kids. So my cousins and at the end of the building site was my 80 year old granddad, still laying bricks in the pouring rain. And I had this epiphany that this was my lifeline. This was it. I saw me in my young, young teens, and then I saw my 80 year old self. I went up to my dad, my granddad, Joe, in the coffee break time.

You know, we call it a tea break in England, but you know, during tea break. I went up to him. He’s wet. He’s closest to the, to the, little mobile heat or trying to warm up before he goes back out there again, this guy’s 80 years old. And I went over to him like an ignorant little kid that I was at a time and I went granddad.

In fairness, my granddad was a much bigger Patty than me, and I’m surprised that they didn’t get a punch in the nose. Cause it was quite an insulting question when you really think about it. but he didn’t even look at me. He just stopped sipping his tea at the time.

And he just said, “if you don’t quit today, you’ll be me tomorrow”. And I was like, you know, and it was one of those moments where the birds stopped singing. You couldn’t have a cracking the tea hot, it was total sight. It was a total breakthrough moment. So we came out of the tee hub, everyone’s walking towards the building, same as any day in London.

And I’m like, dad, dad. And he’s like, what do you want? I went, I’ve got to quit. He’s like why you got to quit? And I said, cause I went in there and I, so granddad, granddad was in the corner and what I’m trying to, he said, if you don’t quit today, it’d be me tomorrow. And as I said that, my granddad walked behind me because my dad looked at him.

He looked at him and they must have known. Now we came from a thick Irish family, you know, not the most sensitive nature people in the planet. And my dad just looked at me and he went we’re light handed. You finish friday. And so I did a few more days on the building site and then I quit my mum, my mum we’ve never really had a good relationship, sadly.

but she always thought I was turning my back on the family business. And I remember her saying, you think you’re better than us? And I remember in the deep heart of that argument. Saying, no, no, no. I just think I’m better than this for me, you know, I think I’m better. Dennis. I want to fly. I want to be a, my dad was very go on, get out there, make mistakes, scrape your knees and get back up.

and he had that, but my mum, she kind of turned her back on me from that day. and I just went out and failed a lot, tried a lot of jobs that I failed at, tried a lot of positions to be in. There weren’t built for me. But the funny thing is I’m trying I’m this is on video. Isn’t it? Is he the, okay, sorry.

I’m talking to a young, good looking sharp black lad from South Chicago. We couldn’t be more different, right. Yet. There’s a DNA that makes us exactly the same. Okay. Those entrepreneurs that go. Yeah, this ain’t for me. I’m going to develop what’s for me, you know, and it doesn’t matter the stories we can save and drop names.

We can drop zip codes, we can drop stories, but as different as we are as entrepreneurs, we’re exactly the same wiggle Hogwarts kids to go, ah, this isn’t the world for us. We make our world. And so we’re actually very similar as all entrepreneurs. We know that we know when we don’t fit. More often than when we know we do fit and we constantly drive and strive to find out where do we fit?

And when we fit, we don’t fit well. We conquer, and that’s what entrepreneurs do.

Casanova Brooks:

I love it. I love so much about that story. The one thing that struck me is when you said that your mom was not on board with it, your dad was, so now you are out there and you’re trying to figure out your own path and you came from being, you know, a biker and all these other things.

So I’m imagining your environment, wasn’t conducive to you now trying to make this switch. Right. So where did you. Where did you find your strategy, your tactic? Was it a book? Was it a seminar? Was it a mentor? What was that first step to let you know that? Listen, even though I’m not doing the brick laying anymore, I am on the right path.

Steve Sims:

It’s it’s funny. Cause we’ve already alluded to it earlier. You can find the greatest wisdom from some of the strangest places. You could find it from a conversation being held with a valet boys, you could have it, you know, can like shock you to your knees when someone says something that is so barista in a coffee house, you don’t have to be talking to Tony Robbins or Jay Abraham to be getting that wisdom.

It can come from the most worldly places. It can come

Casanova Brooks:

come right now.

Steve Sims:

You can be here in this pivotal moment now. You might just not recognize it. But one day it’s going to bite you and then you’re gonna be like you heard it from this. so yes, you’re right. I actually realized it from the front door of a dodgy night club in Hong Kong.

Okay. Cause that’s where I started working. You see you’re right. I was a, I was a brick layer and a biker from East London. Now, the funny thing is I don’t own a car. I collect motorcycles. I have about 12 of them. I still don’t own a car. I still wore granted black tee shirt for anyone watching this video.

You know, they can see the piercings in my eye and, you know, I’ve got tats and stuff like, so I haven’t really changed much from there, but I didn’t know where I fit, but I did remember one thing and bearing in mind, there’s a big difference between me and you in the age gap, but also the availability gap.

You see kids today From birth the one year old today is saturated by videos and YouTube and anything they want from podcasts. Now I grew up in the eighties and nineties where we didn’t even have the web, you know, we read the newspaper and we saw the news at five o’clock.

We had to wait 24 hours before we knew what was going on today. Something happens in the world. You get an alert and everyone’s talking about it on Instagram and Tik Tok within seconds. Right? So we’ve got a lot more saturation to information today. We’ve also, that’s a double edged sword. We’ve got a lot more saturation to how inferior it can make us feel how inadequate we feel.

How many times do you look at the Instagrams and these Insta-gurus, and you go. That guy he’s got it made because he’s got that car. Oh, she’s prettier than me. Oh, he’s richer than me. Oh, he’s smarter than me. Oh, look how connected he is. You know, it’s a one second one nanosecond picture. That can make you feel inferior and let’s be blunt.

How many people are leaning up against cars they don’t own? How many people are posting pictures of them with celebrities that they bumped into. I live in Hollywood. Hell, all you gotta do is hang out with the local Starbucks for like 10 minutes. Someone’s gonna walk in, grab a selfie then you bullshit your way for the next month that they’re your best mates, but that’s what’s happening today.

Now I didn’t have it. And if you think about it, that was a good thing for me, but someone and I don’t know who said the age old words of “you are the combination of the five people you hang out with”. And I looked at my five best buddies and two of them are still great mates. One of them was the best man at my wedding and still my dear friend.

I remember that my mates were broke ass bikers. So, what did that make me? Right. So I talke my way into getting a job, and this is a whole different story. I talked my way into getting a job in Hong Kong for a trainee stockbroker. Now the gift of the Irish is that we can talk forever. They say, we can talk the legs off a mushroom, you know, we can just talk forever.

Hey, that’s Patty’s for you. You know? And an Irish Londoner can talk his way into everything. And so I managed to talk my way into this job. They flew me out to Hong Kong. I arrived on the Saturday. I got drunk on the Saturday with them all got drunk on a Sunday with them August. Irish people are qualified very well at doing that.

I did orientation on the Monday and I was fired on the Tuesday. Okay. So I’m now in Hong Kong.

Casanova Brooks:

Why did you get fired for?

Steve Sims:

Because I lied, on every single part of my resume.

Casanova Brooks:

How did they find out? It was so early.

Steve Sims:

Trust me, you know, when I walk in and I’m there as a trainee stockbroker and they go, do you have a Series-7, which is the, the certificate you need to have?

I went, no, they went, do you have a Series-11? Which is the American version? I went, no. They realized that bullshit all the way through my resume. And I said, look, I just wanted, I took a shot. I took it. And they said, well, you know, you can’t be here because you’ve got to have these regulations. And I’m kind of guessing that, you know, really now the first thing about how stock markets work, do you.

No, not really, but I’ve seen Wall Street. And so I thought, you know, I knew everything from that. And so they, we all laughed and they went, we got to let you go, man, you took a shot. You take, you took a pump on it, but you can’t be here. And I was like, eh, I tried, you know, and you know, I still had all my limbs.

I was still intact. I wasn’t bloody, you know? But now I’m in Hong Kong. With no friends. No friends, nobody that knows me. And again, from those dark moments comes the great lights. Right? Actually, that’s a good quote. I should remember it later. You can have it. but I’ve remembered that I was feeling quite shitty wondering what I was going to do.

And I was in a bar getting drunk. Didn’t know what was going to do, you know, didn’t know who out, how I was going to get a job and a completely different country where I didn’t know anyone.

And there was a bit of trouble inside in the bar. And, the, the mama San, the owner of the bar, the, the, the Chinese lady that owned the store, she came at me and I remember her pointing to me. She, and she said to me, she was when she said, your people in there are causing trouble. If you don’t go and see them and sorted out, and people will get involved and they will get hurt. I’m thinking.

Who’s my people?, you know, I’m here on my own. So I stuck my head in there. And of course, you know, you worked it out already. There’s these three white guys, you know, in Hong Kong, I caused a bit of stink and of course they were my people, my people, and I went, I got nothing to do with that. I don’t know who they are.

And she said, if you sort of, now I’m a, I’m a big East Valley, I’m 240 pounds of ugly, you know? So I fit the mold very well on that of a biker. So she said, if you don’t go and sort it out, my people will come out with sticks and hurt them. And so I still wanted nothing to do because I wasn’t finding anything that had any call to action to want me to get involved.

There was no perk or benefit for me until she said the next words. And I’ll pay for your drinks. Alright, we have a deal, you know, cause I had no money, no job. And now I was going to be able to get blindly drunk on her bill. So I went over, sat down with the guys, Hey boys, here’s the deal. You can walk out the front door.

Pay your bar tab I walk out the front door, you know, you’ve had a good night come back tomorrow and I’ll buy your first beer, or you can stay here, keep getting layered. And a bunch of guys are going to come out of that curtain in a minute with sticks and you’re not so. That’s it. I’m going back to my beer now. I hope you made my decision.

I hope to see walking out the front door in a few minutes. So I went back and she’s like, what’s happened when I went, it saw it. I didn’t know what was going to happen. I sat down carried on drinking my whiskey. The guys walked out the front door now. Oh, thanks man. Thank you very much. And I’m like, Oh good.

So that night she said to me, you be doormen. And I’m like, ah, I don’t know. And she’s like, I pay you this I’m thinking, okay. I get all the drinker one and I get paid. This was not a high class establishment. Okay. But, and then I was like, great, I’ve got a job now. Hey, was the dumb thing. The following night these guys came back and I turned around and I went, Hey, I promised these guys are free beer.

And she’s like, well, you promised them. So it’s your beer that you’re paying. So first day my job and I buy three guys beer, but I know that sounds a funny story, but here’s what happened from that door. I suddenly got a great view. Of humanity and psychology. Now, I know you may saying this is weird, but I got to stand on that door.

And when people walk up to the doorman, they change. It’s like when you turn up for it, you’re not the real person, you know, you’re the, who that is person wants to be. So when you walk up to a doorman, You know, and I’m stood that to look scary because I’m supposed to go in and intimidate and quieten down a pub, so.

I’m not there to look all friendly. I’m not the doorkeeper, I’m the door locker. I’m the one that blocks you from getting in and tells you to behave once you’re inside. Right? So you react differently when you walk up to me, So as you’re walking up to me, I’m stood there and in my head, I’m playing games. Is this the couple on that first date?

Is this a couple of celebrating anniversary? Is this a group of girls celebrate in a get together? Is this a group of girls selling a celebrate in a contract or a new job? Is this a bunch of guys looking to be on the pool that night to find a new girl? Is this the kind of guy he’s just looking to get in there and stir up trouble?

You can tell that by the body language. So I started getting really good at this body language. And as this was working out, I would see the guy it’s coming out and we’ll be like, Hey guys, what are we celebrating tonight? And they’ll be like, yeah, my boy, he got a job. He got a new job and I’m like, Hey, good for you.

Let me get one of the people to make sure you’ve got a good booth. I started communicating with them. And then I realized that if you want to be wealthy, Hang around with wealthy people. So who did I start paying attention to? I started paying attention to the, you know, the, the guys and the girls that were spending a bit more money.

The girl that owned the club was related to other clubs. They moved me up to some higher class establishments. So, so now I’m going beyond being the doorman. I’m also becoming like the host and welcoming in and stuff like that. And I remembered again, one of those pivotal moments. These guys that I had got to know a little bit from being on the door.

I was inside, had been about trouble and I was stood by the bar and the hostess walked over to the booth that these guys and these girls are, they had picked up and they were sat there. And the hostess walked up there with the bar tab in like the little usual leather wallet. And she put it down on the edge and she’s like, I hope you had a good night lads.

You know, she gave him the bill and she walked away because they didn’t pay her any attention. Alright. One of the guys know noticed the bill turned around, saw her walking away lapped up like there was a problem now I first of all thought, alright, what’s going on here? Keep my eye on him. I need one of 26, excuse me, excuse me.

And he had the thing in his hand and she turned him around and she said, yes. And he was like, I’m sorry, I didn’t see you put it down. Thank you so much. It’s been a wonderful night. You took the credit card out, shoved it in the wallet and gave it up. And it made me think that guy didn’t need to do that.

She was doing her job. She was going to get it tidy would have only been in trouble if he hadn’t paid his bill. But more than anything, he was apologetic that he hadn’t paid attention to her. When she had come to the table, he was very wealthy.

Secondly, I had to break into any one, but when you start getting drunk in clubs, clubs do tack on a few extra drinks that are, can I milk you? You know, and this guy was so wealthy in my eyes that he didn’t even check the bar tab. He just threw his card in there. So he was gracious. He was respectful and didn’t care about how much the bar tab was.

And I remember thinking to myself, I want to be that guy. And the next time they turned up, I said to them, Hey boys, you know, what are you doing this week? You know, you’re going to end with good. And they go, ah, we don’t know where to go.

Now, as I was a doorman and I was getting quite a good name as being a good doorman in the area, I knew where all the clubs were. I knew the celebrities that cause clubs pay celebrities to turn up

Casanova Brooks:

it off still in Hong Kong.

Steve Sims:

This is all still. And this is all within like a six month period.

Casanova Brooks:

Got it.

Steve Sims:

So we knew where all the celebrities were turning up the clubs.

I was now going to my rich clients going, what are you doing? Thirsty. Oh, we don’t know why I know about club. I know someone is turning up and if it’s of interest to you, maybe I can get you in. Would that be of interest? I needed to give affluent people a reason to talk to me. That was one of the first lessons finding was out there, you know, trying to make notes or sense out of this podcast, when ever you want to get into any kind of value relationship with anyone, bring something to the table that that other person wants.

So I was given these guys the knowledge. We didn’t have Google at the time of order. Best nightclubs would order celebrities. And then what I would do is I’d say, let, let me make a phone call. I would go back to the door. I didn’t have a phone, I’d stand there for 15 minutes, then I’d go back to them. And I go, I pulled my strings.

You guys can go in 200 bucks each and I would charge them. And the first time I ever did that, they almost raced each other to pay, to get in, to see who could pay first. So I suddenly realized something from this. Rich people don’t know everything. Okay. Find the problem. There you are the cure for, and then most importantly charge for it because people that people that don’t pay don’t pay attention.

Hmm. So I learned all of this just from a nightclub. I went from literally getting people into clubs, taking over clubs, started taking over yachts, mansions, and inviting people to it and charging them a premium. I would charge people to come to my parties, $500 to come to my party and there’d be no food or drink bill one shoe inside.

Why did I do that? Because you needed a license to sell food and drink in a club. You didn’t need a license. If you were giving it away. Got it. So by charging you at the fund, I didn’t need the bloody license.

Casanova Brooks:

Right, right, right. You just charged yeah. More on the front end and I love it. But break that, break that all down.

Because now all of a sudden, you said you went from just nightclubs. So now you’re talking about yachts. How did that all come about? Was it through the same connections? How do you then start getting the connections? Yeah.

Steve Sims:

So it became. The per the first problem we’ve gone. I coached this a lot within, I, a quick plug.

I have a free of charge and there’s no sallow thing. I have a, a Facebook group called “Entrepreneurs advantage with Steve Sims” and we have all of these conversations. So everyone should jump at, you should jump into that once you jump into that, it’s free. It’s great. But it basically. Twice. I use our Facebook page to get over our problems and one of the biggest problems and you hit it on the head is people don’t dream.

That’s the beauty of your podcast. You’re giving people permission to dream because if you don’t dream it, it can’t happen. Right. That’s the biggest thing there. Right? Okay. So we want to dream. So I wanted to, I had this dream. to get to know a hundred rich people. That was my focus. I did that. First of all, in the clubs. Okay. Then what I did was I started throwing private moons and inviting those people into the private rooms. And then it was a case of, Hey, if you like being here and, you know, good people bring them in.

Okay. So, you know, once I’d got to a hundred rich people, I wanted to know 200 rich people. Once I knew 300 rich people, I could start throwing parties for a hundred people. And it would only be the first hundred people that got in. Okay. And then I would make the room bigger. And so what I did was I, I went after the clients first, identifying what they wanted, and most people wanted a really good time.

So I became a great party promoter. And then I was, then it was a case of the clubs we’re starting to charge me a lease on the club. Okay. Now I looked at my brother and I noticed something and this, this is again, a nugget for you to write down most poor people. And we’ve all been poor. We know what it’s like to be poor.

We know that emotion. The beautiful thing about being rich is it actually removes that emotion. Okay. When you’re poor, you know what it’s like when you see a letter and you go, shit, I hope that’s not a bad letter. Right? When you have ricch, you no longer have that emotion. So believe it or not, the richer you are the less emotions you have.

Does that make sense?

Casanova Brooks:

Yeah. Become immune to so many things. So many

Steve Sims:

that removed, as I’ve always said, if you’ve got a problem, the money can move, then you don’t have a problem. You just have a cashflow issue. Right. So what I did, first of all, and What I’ve noticed about a lot of entrepreneurs, Is when they develop a product.

The first thing they do is they sell it to the people that are poor. Why? Because we know how they think because nine out of 10 people know what it’s like to be poor. Okay. Me, I changed that. I thought to myself, if I’m going to go off to someone and I’m going to talk to someone, what can I talk to someone for $10,000?

Rather than $10, it’s the same type of conversation, right? It’s the same length of conversation. I’ve just got to find a cure. If you’re selling jets, you don’t sell jets to someone that can’t afford a Corolla. Okay. You find a market. So that’s what I did. My first goal wasn’t to become a party promoter, wasn’t become a club promoter.

It was to get to know many, many, many rich people. And why? Because eventually I would ask one of them for a job. That was my goal. Now when the clubs started realizing that I was renting out clubs on the bad nights, the Mondays to choose these, the Wednesdays, the Sunday nights, they started saying, well, look, we want to cut the bar.

You know, we want to percent, we want to charge you like 10 grand per event room. I was like, bloody hell. You’re now starting to eat into my profits. I’m now starting to build up a liability. Cause I have to pay you regardless of whether or not people come along. Right. Right. But then I noticed something. I, and it’s called OPR other people’s relationship.

Okay. I now had a Rolodex of 300, very, very wealthy people, not poor. Wealthy people. What do wealthy people buy? Nice cars, nice apartments, nice yachts. And the first time I went over to a yacht broker and I said, what kind of yachts you got here for sale? And he told me all these hogs. And I said, you know, what kind of around the five mil, you know, four or five mil ones you got, there’s been sitting around.

For like six to 10 months not been sold. And he showed me these pictures of these yachts, and I said, how would you like him? If I stuck a hundred people on that yacht that could pay for it with a credit card without even noticing. So guess what? I got a free yacht to throw my party. Hmm. And it started going there.

I would, then I would throw parties on that yacht and then I would go over to Mercedes or Porsche or, you know, one of those kinds of companies did it with Cartier. Did it with Tiffany, did it with Asprey and I’d go, Hey, how would you like to be in a room with only some of the richest people in the planet?

And it could afford absolutely anything you want. Okay. You supply to pretty go shove some bangles and some gym gems on them and have them wonder, would that be of interest to you? Absolutely great. For $10,000, you can do it. And you’ll be the only jewelry company there. I was not only selling the people coming in the front, front door.

I was selling people to be there within those people. Then I was getting paid three times for something that was costing me, nothing.

Casanova Brooks:

I love it.

Steve Sims:

And I thought to myself, this is too fricking easy. Right? I surely so from there I ended up again, normal people. Settled normal people go well, I’m making a bit of money now.

Let’s not walk the boat. Fuck that. That’s not what entrepreneurs do. Entrepreneurs go. Well, okay. This is here. Therefore that’s my new normal. What’s next. Right. I ended up pushing it and going well. Okay. If this can work for, for doorman in Hong Kong, I wonder if it could work for Ferrari in Monaco. I wonder if it worked for the Kentucky Derby.

I wonder if it worked for the Grammys. So I started working for some of the largest events in the planet. In fact, I’ve just finished this year, working with Elton John for eight years on his Oscar party. Okay. Largest Oscar party in the planet. and I took it there along the way. These rich people were going, Hey, you don’t, by any chance, know anyone at Guns and Roses do you?, because you’re not really like to, you know, hang out with someone and go, and I’ll be like, let me see what I could do now.

The good thing is about having rich people in your Rolodex. There’s usually someone that knows someone that knows someone facts. Okay. So I was all of a sudden setting up experiences like playing drums with Guns and Roses. Singing on stage with the rock band Journey going backstage and meeting Andrea Bocelli.

And then it was getting bigger and Wilder going down. Yeah. See the Titanic on the mock bed with James Cameron going up to the edge of space. I’m getting married in the Vatican, closing down museums, in, in the academia in Florence and then having Andrea Bocelli coming in and serenade, you, while you eat and your pastor in front of Michelangelo’s David, every time I achieved anything.

It became the new level of normal,

Casanova Brooks:


Steve Sims:

And therefore the new standard of which you should never settle at. So it just grew. I went from doing, and it’s all, it’s in the book, blue fishing. I just decided, how can I see, how can I take it next? How can I go for that? How can I try this? And the funny thing is the more times you push.

For that incredible ostentatious over the top impossible goal, the more times you achieve it. Wow.

Casanova Brooks:

How did you know how to price your stuff? Because you know, you’re getting things that no one ever experienced before. So all of a sudden you’re talking about, you know, shutting down museums, like how did you know what to charge people?

Steve Sims:

So. Our greatest success and growth comes from our greatest failures and ruin and the amount of times at the early stage where someone would say, Oh, I want to do this. And I’ll be like, well, okay. I know he’s rich. I know he’s not gonna, you you’re way up in your head. Right. And you go, well, if it was, if it’s 10 grand, he’s going to be okay with that.

Cause he can easily afford 10 grand. if it’s a hundred grand, that’s a bit too much. I learned very early on. That If you ever get to a point where you’re arguing the price tag is because you failed to demonstrate the value and content in what you’re providing. That’s a very important lesson I learned.

And I learned that lesson because I would look at it and I’d go, okay. So to meet the racing drivers for Ferrari in Monaco, it would be, and there was a lot of guesstimates and the amount of times in the early stage, I would go, I was 25 grand. And they’ll be like, great, here’s your 25 grand. And then, and I remember this lesson from my dad, and then I would go to Ferrari and I’d get the, driver’s and I get access.

Suddenly I realized it’s 32 grand. I’ve spent seven grand more. Right. What the clients paid me, you know? So you learn how to price, by things. Like, l”et me get back to you” working out what your liabilities are working out. Like 20% give or take could go wrong. so you, you, you get used to it, but I remember member once.

When I was a brick label, my dad, I said to my dad, I priced it at 300 bucks. And you know, he’s coming at $310. How do I go back to him? And I remember my dad looking at me in the eyes. You said you don’t. He said, “you’ve just learned how to price, everything that you fail at is education on what not to do”.

He said, but the one thing you can never, ever, ever flex on is your word. If you told him it was 300 bucks, it’s 300 bucks. If it costs you 400 bucks, you charge them 300 bucks. You can charge the next person more money, but you can never, ever, ever get your word back. And as an East London, boy, we’ve always told that your word is your bond.

And so the amount of times in the early stages where I’ll go 25 grand and my wife would be like, you know, we just lost money on this and I’ll be like, I’m sorry, baby. You know, but as you get bigger and bigger and you do more and you do more, you’ve got to start a quite in the people aren’t paying you for what you do.

They’re paying for how long it’s taken you to get into a position. To do what you do.

Casanova Brooks:

That’s, that’s huge right there. I’ve just out of all, everything I’m never, ever heard it, at least put in that way.

Steve Sims:

Pleased to help.

Casanova Brooks:

And I mean, it just paints the picture of like doctors and lawyers, right.

They go to school for so long would, that’s why they charge premium prices. Right. And so that’s, that’s a great way to put it for someone who is listening to this right now. And they’re trying to figure out where their voice is. But they’ve been doing this one thing for eight to 10 years. So they feel like an expert, but they don’t necessarily know how to price themselves.

You got to say, okay, if I’ve been doing this at the top of my game for the last 10 years, it requires a premium price.

Steve Sims:

Have you ever heard the plumber story? So there’s a guy at home, the wife’s gone to work and he’s done something with the washer, the machine in the basement and his bloke and water starts coming around the basement.

So he starts trying to buy all the water out and it ain’t leave. And all of a sudden the water starts getting up to his ankles and he tries to mop it all up and turn the machine off. And he goes upstairs, come back downstairs. All of a sudden the water’s getting up to his knee cap and he’s like, shit, I’ve got to get a plumber.

Cause this is like really bad. So he phones up the plumber, the plumber turns up. Walks into the room. And he said, look, I’ve got a problem. He said, you’ve got to sort it out. Plumber walks down into the basement. The wall is now up to the waist of absolutely everyone. So he looks around the room and he sees his pipe and he goes up to his pipe, he licks his finger, and he rubs his finger down the edge of the pipe and then stops, pulls out his hammer, blink, hits the hammer on the pipe, water stops.

So the guy gets high as pad and pen and he was down there thousand dollars. And it gives a thousand dollars to the, to the guy to pay. And the guy turns around and goes, dude, what are you talking about? You’ve been in there for like five minutes. He said, all he did was lick your finger, touched a pipe and then hit it with a hammer and then charge me a thousand bucks.

He said, Oh, you’re looking for the breakdown on you. And he said, yeah, I am. So he writes down piece pad, gives it back to him thousand dollars, $1 hitting the pipe, $999, knowing where to hit the pipe. I

Casanova Brooks:

love it. I love it. That’s definitely something that I hope everyone is listening to. And that’s definitely something that I will implement forever because I think that that is a big deal.

A lot of us, we struggle with understanding where our value is, but it’s knowing where and how, and all of the time that we’ve put into it, because time is our most valuable asset. Right. And so the things that you’ve learned now through all of your experiences, I think are super powerful. Is there one experience that out of all of these ones that you’ve done that.

Even to this day still blows your mind.

Steve Sims:

So I was in Rome and I was actually working with the Vatican. And, one of my clients and that’s a big deal for staff. Yeah, absolutely. One of my clients actually knew I was there and, cause I, I told him, and he said to me, Hey, I’ve got to go down to Florence and impress my future.

Mother-in-law father-in-law and he said, you know, can you set me up with a really cool dining experience? Now it was his use of the word dining experience and not restaurant. That got me thinking off in a different way. Now, our job is never to give the client. What they ask for never is to give them what they last for and dream of.

That’s the key, really getting to the core. So you listen and then provide what they lust for. So I thought to myself, okay. If I was going to be influenced and I was going to have a dining experience, what would be the most ridiculous ostentatious, stupid meticolous, impossible location. Yeah. Now, if you’re in Paris, you do something to the Eiffel tower.

If you’re in Washington, you do something at the white house, you know, wherever you are. There’s always that one place. Which is unique just to that one place, right in Florence. It’s the only, museum outside of Rome that houses Michelangelo’s work and it’s the most iconic statue in the world. It’s the David Michelangelo’s David.

And so I thought to myself, well, hang on a minute. If you’re in Florence, the most unique experience could not be anywhere else in the world. Would be to have dinner at the feet of Michelangelo’s David in a museum, completely shut for you a nine o’clock at night. I wonder if I can do that now again, like all entrepreneurs, we go for it, whether or not it’s possible or impossible.

It’s only impossible until we do it. So I contacted them and spoke to them and they said, yes. And I was absolutely floored. That they had said yes. Cause in the back of my mind, my subconscious was planning a good location. Number two, or number three. Well, number four

Casanova Brooks:

B or C options

Steve Sims:

Exactly. The good thing is if you go 10 miles beyond what the client was asking for, even if you fail and you only go five miles ahead of what they ask for, you’re still way beyond what they thought they were going to get.

Right. Okay. You can’t lose. In that, in that game. So when I got a yes, yes. I was like, excuse me. You know, I didn’t believe that I’d just go. Yes. So within one hour of me making a phone call, now that comes from credibility or authority, then being able to Google. So it became again what you are and who you are and how long it’s taking you to me.

They were able to do a little bit of Googling on me while I was on the phone and realized the kind of people that we’re dealing with and that helped, you know, never distract from that. And again, that comes down to keeping your word. So they said, yes, And I was like, Holy, I’ve got it. The daft thing is I’ve got it so quickly.

I was now in Florence. And I already got, what I needed. And I’m like, damn, I’m here for two days now. What do I do? You know? And again, like all entrepreneurs yeah. Could have settled. With having an entire down, just for you to have a table of six at a feed Michelangelo’s David, you could have settled for that.

And it would have been brilliant, but we don’t settle, we will entrepreneurs. And I thought to myself, how could I make this better now? I’ve got it. How can I make this more incredible. I’m going to museum. It’s very quiet in a museum. So I need some music. Let me get some musicians. Hang on a minute. Who’s the world’s most famous Italian musician, Andrea Bocelli, a bit of Googling and I realized he lives in Tuscany, just up the road.

And I thought, I wonder. So I used one of my connections within the world of music to contact him, to find out if he would be willing that afternoon to come out of his house, drive down in a front same day. Wow. I think you said yes. He turned up. My clients eat me in that pasture at the feet of Michelangelo’s David and I led Andrea Bocelli in front of them to serenade them while they’re eating their food.

It was one of those moments that I did that I looked at where I was. I looked at not only had I been able to gain one of the richest clients in the planet, the gentleman that was in front of him singing. Behind that one of the most famous statues in the world in one of the most famous cities in the world, I literally realized I was in shock.

I was like, I can’t believe I did this. I cannot believe I did this, but I did it because I asked.

Casanova Brooks:

Wow. So the thing that sticks in my mind is, and I’m sure that somebody else has this question as well. Would you say the number one thing to have in doing situations like these is a lot of money backing you, or are you, do you have to be a damn good storyteller and persuader because for you to go get some of these people.

Right. And, and, that’s just powerful in itself. So was it the money like. Basically the question that I’m asking is can money solve anything or is it really that you have to paint a picture so vivid that when you’re talking to stars like that, and you’re talking about Elton John, it no longer is about the money.

It’s really about the vision and why they should do whatever it is that you’re asking.

Steve Sims:

So if I, if I said to you, Hey, I want you to come and have, to, come and meet some of my clients at dinner table. How much is it going to cost me? Yeah.

Casanova Brooks:

Well, if, if I’m out in John, That’s, money’s not really an object.

Steve Sims:

It is!. And this is the point and it’s a bad object. You see the second you phone up, Elton John and go, Hey, I’d like you to meet my clients. How much does it cost me? You become a commodity. You become a purchase of a large them. You become a prostitute, you know, no one wants to, if you want anyone of power, any location, any person.

Of influence of power and integrity to hang up on you super quick. Just ask them how much is it going to cost me? Hmm. Okay. So like the academia, you now at the end of the day, I’m not, I’m not being blahzay about this at the end of the day, you’ve got to have a checkbook that can pay the fee. Okay, but you want to grab the engagement and interest and commitment first that has bugaboo all to do with money.

So when I contacted the academia, I said, Hey, my name is Steve Sims. You don’t know who I am, but I want to tell you about a dream that I had. My client wanted to do this. And I thought, where is the most quintessential place in Florence in this group? And I couldn’t think of anywhere else other than you.

And I’ve done some amazing things, but to be the dream that you dream of dreams, I want this to be something that someone says, I can’t believe this. I’m an, I don’t want to wake up at two o’clock in the morning in 12 years time ago. Are you kidding? I had a dinner at the feet of Michelangelo, David. Will you help me make that dream come true.

That’s how I posed it is you get them involved, captured in your dream. You paint it, you calibrate it. You give them the dream. And you get them to come in now, got to understand that there’s going to be a fee for the rental. So you’ve got to be, you know, you don’t want to be, Oh, and could you do it for free?

You know, you don’t want to be that person. So you’ve got to understand that there’s gotta be a price in the back. So you’ve got to know that you’ve got to have the checkbook in the background. The bottom line of it is first you gain the commitment and engagement. Way, way way before you ever get the, the fee.

I’ll give you an example. When I did, the Vatican, the Vatican wanted to, they, they, we were going to get a couple married in the Vatican and after the event, now I won’t go into the price. But let’s just say I did rather well on that. getting someone married in there, right. They charged me for the room now.

They had not told me about this. At the beginning. And so when I suddenly heard that I was going to get an invoice for being charged for one of the, one of the booms within the Vatican to hold the ceremony, I’m thinking to myself, my God, I didn’t even equate that into the price. I didn’t even think about that.

I hadn’t, it hadn’t been spoken about, I hadn’t been notified when I got the invoice. When it turned up, I crapped myself. I thought to myself,

can you tell us what the invoice was?

When I opened it up, I thought it was a million euros and I had a panic attack and my wife saw me literally go into a panic attack and she picked up the letter thinking, what the hell is this?

And she looked at me, she went, you’re kidding. And I went, we don’t have a million euros. I didn’t equate for that. She went, it’s not a million is a hundred euros, you know, 80 bucks. And I’m like, what? Because technically it’s a public location, so it’s only, it’s a, I had completely ignored the fact. So when this came in, scare the hell out of me, so you’ve always got to have the bits behind you, but, that was one of my terrifying moments.

Casanova Brooks:

Oh, man. I love it. So many really dope stories. One thing that I’m wondering is, if someone wants to start a business like this right now, or blaze your path and they say, well, shit, I’m not going to Hong Kong to start as a bouncer to try to figure out where I can find these people at the rich and the famous.

Right. And I don’t even necessarily want to move to Hollywood. Like how could they go out and start finding the clients to try to solve these problems

Steve Sims:

for. Alright, brilliant question. First answer is what are you solving? You see gone are the days of you selling anything the whole, the whole kind of always be closing.

That’s crap. That’s bullshit. That’s dead as a Dodo. Okay. Solve the problem. Like with my coaching, I solve someone’s problem with my Facebook group. I solve people’s issues with my speakeasy events. I solve the issues that they have within that business. If I can solve a problem, then I’m pro I’m leading with value.

That just happens to be a price tag in the back. Okay. So first of all, ask yourself the question. Don’t look for the client, identify clearly and clinically. What is the problem that you solve? Then go and find those people that you suspect have that problem. Let’s say for example, you’re a software, engineer and you, you realize the most people can’t spell.

Okay. And you’ve got this program then whatever you type will be changed to make you sound smarter. Okay. And you go online and you go, Hey, how many times have you typed something, in your head, it sounds great. But on text, you sound like an idiot with this program. Try to find people the problem that you create the solution for push, push, push the solution, push this on what the problem is, and then push the solution.

That’s how you start identify that as a market. And then you get people to start the following year. The beautiful thing now is you don’t have to go to Hong Kong. This can all happen on a virtual world. If you’ve got a concept for new company, don’t buy the company, trademark the name, build a beautiful website.

Go on to Facebook and just go, Hey, have you ever had this problem? Go on LinkedIn and go, have you ever had this problem? I’ve got a solution. I’m looking for five people that I can validate it works for. And the only thing I’m going to look for you out of is a referral. And to use you as a case study, you’ve now got, real testimonials real referrals most and give them a six months.

You know, case study and at the end of the six months go, Hey, if you want to continue, you’ve got, I’ve got a charger, but because you were a case study, I’ll only charge you 50%. Hmm.

Casanova Brooks:

I love it.

Steve Sims:

We’re in a, we’re in a great world. You know, you can put an idea out there today. you know, doggy hair products.

Yeah. Hey, have you ever thought your dog’s got bad hair? What are you take this shampoo now? Gray hair. If no one looks, if no one responds, if no one answers don’t do it right, 20 people respond, then give it free to the first five people. As long as they put a testimony on a video together.

It’s very, very easy to create a business. A friend of mine. Dan Fleischman. He talks about this all the time.

Casanova Brooks:

He had Dan on the show. Shout out to Dan,

Steve Sims:

Dan’s a solid boy. Love Dan.

Casanova Brooks:

Talk to me about, as you started to be on your journey of starting thesecompanies, did you ever have a mentor or somebody like that? That really helped? Cause it seems like you’ve always innovated one. You’ve never settled, which we all can understand why we understand your mindset, but was there anybody who helped to escalate, escalate that mindset or was it always just trial and error for you and impure personal passion?

Steve Sims:

In the early stages, it was trial and error. I am where I am because I screwed up and failed probably way more times than most people watching this. And failure’s never bothered me. Elon Musk said to me once, that “people laugh at you before they applaud”. Okay. And so that was always very powerful to me. What I found was to, as I got, how do we say this without sounding precocious?

As I got more known. As the people that I started working with and being able to be called friends, they actually started clearing up a lot of the stuff that I would do. They would look at me and they would say, well, how are you doing that? I’ll be like, well, I do this, this, and they go, well, why don’t you miss out those first few bits or the, that middle bit.

Because it’ll make it easier for you. So I start listening to everyone and I ended up working for people like, you know, Tony Robbins, Jay Abraham, and these kinds of people that I could then speak to. I remember when I, I was with Tucker max. And Tucker Max said, Hey, you thought about doing a book.

And I went, no, should I? He knows how to write books. So he got me on the path to writing Bluefish & The Art Of Making Things Happen. Now it’s an international bestseller. When the contract came through for that book, I went to JB, Jay Abraham. So I’ve always been very open at reaching out to people who Excel in that business.

I would never to go to Jay Abraham, ask his ideas on, you know, playing basketball. You know, I would never do that cause he can’t play basketball, you know, but he does know how to buy a book. He does know how to grow, speak in programs. And so that’s the mentor I go to. So I have a lot of people around me now that I can go to Joe Polish.

You know, I can go to these different people and ask them questions and get my information. The beautiful thing is you don’t need to know those people. You can gain that information from listening to your book, podcasts and listening to geniuses like Dan Fleischman. Oh, yeah, I

Casanova Brooks:

love it. You’ve you’ve met so many influential and great minds.

Is there one story, or actually I say this, is there one quote that you heard that always have resonated with you and that you live life by one of these principles?

Steve Sims:

So we’re getting to the end of the show. So I’m going to probably use this as the finale, because I think it’s fitting probably one of the biggest.

Biggest lumps of metal in the planet that I knew was my dad. not the sharpest tool in the shed. but he was a big, big Irish boy. And I remember walking down the road with him and I couldn’t have been any older than 15 years old. I was still at school, so I couldn’t have been older than 15. And, we’re walking down the road and this guy.

To say chain smoke was an understatement. He would be smoking one cigarette while the other one would literally be in his hand. Ready to just quickly change over. Okay. He was, he was a, a chain smoker beyond belief and we’re walking down the road and he’s got one hand with a cigarette in it, a smoke in the other one, he picks it up, it lights, the other one puts it in.

So for now, for the next few seconds, Until he filled his hand out with another cigarette waiting. He’s got nothing in his hand. He takes a cigarette out and we’re walking down the road and he puts his hand on my shoulder, no eye contact still moving. And he says “son, no one ever drowned by falling in the water. They drowned by staying there”.

He takes his hand off me, continues with the cigarrette, gets another one out and carries on walking that hit me at the age of 15. And I was like, What the hell’s that about, you know?, so confused. I was like, is he just swallow the fortune cookie or something? What the hell is he going on about?

I was stationary. He had carried on walking. And even today when I get in trouble where I lose money on a bad deal, where I get involved in a bad relationship where something toxic appears that I first thought was great. That’s now detriment. I realize it’s my choice. To stay in there and drown or get out.

It has probably been the single statement that, will stay with me for the rest of life and probably even shove on me, gravestone.

Casanova Brooks:

Man. That’s a great, great way to end it. The last question that I have for you is there’s somebody out there that is very inspired by your journey other than me, which I’m very, very inspired by your journey, your mindset, your wisdom, but they have the little voice in their head.

And that little voice says that they’re not strong enough. They’re not smart enough. Or maybe they just don’t have enough resources. What’s the one thing that you would say to that person to get them to just take action.

Steve Sims:

Listen to them. that that’s, that’s the key. You, you gotta, you gotta listen to that person because that person there he’s challenging you.

Okay. Hey, if you’ve got someone on your shoulder going, you can be great. You can be wonderful. You can do anything. There’s no advice there. There’s no strategy there, but when that voice goes: you haven’t got the resources, when, okay, what resources do I need? You’re not tall enough. Okay. How do I get taller?

Those are the people that are giving you the problem. If someone gives me a problem, then my mind can work the solutions. So that little person on the edge of your shoulder, he’s not actually there to neg you out. It’s there to fuel you to be proven wrong. And if there’s a friend of yours, that’s saying this, that ain’t your friend and it’s your job now to prove that you can do it and prove that they are inadequate to be able to

Casanova Brooks:

love it. Well there you have it. DreamNation. This has been a phenomenal episode, but just as my brother has said, you have to take action. You have to have strategy. Otherwise it’ll only merely be, be a fantasy. We’ll see you on the next one.





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