Sean Covel, a film and TV producer from South Dakota’s Black Hills, shares his inspiring journey to Hollywood, the struggles he faced with authenticity, and his ultimate transition to storytelling. By embracing vulnerability and truth, Sean found success as a producer with credits like “Napoleon Dynamite” and discovered his true passion for writing children’s books, making a positive impact through storytelling and philanthropy.
“Seeking to be the smartest in the room leads to an inferior product.”
– Sean Covel
- How did a chance encounter in Colorado shape Sean Covel’s destiny in Hollywood?
- What’s the heartwarming story behind Sean’s “12 Days of Pizza” program?
- How did he turn quirky ideas into box office hits like “Napoleon Dynamite”?
- How did he integrate storytelling and philanthropy to give back to the community?
- What life lessons can you learn from Sean’s journey of vulnerability and authenticity?
Sean Covel produced hits like Napoleon Dynamite, earning over a quarter-billion dollars globally. He founded The 12 Days of Pizza, providing 12,000+ meals to families in need, and his children’s book, “Porter the Hoarder,” distributed 60,000+ free copies to boost reading success. He is a successful filmmaker and a force for positive change.
To learn more about Sean and his transformational work, visit here: seancovel.com
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– TRANSCRIPT –
Sean Covel: [00:00:00] I just learned about 12 kids and I was like, How can I help? How can I build something bigger than me? Could write a check? But what if I get hit by a bus? Who’s going to write the check next year? So I created the 12 Days of Pizza, which I just paired because I was like, What can I feed a seven year old for 12 consistent days that they will like? Oh, of course Pizzas.
David Wood: [00:00:17] Welcome high performing entrepreneurs and business owners. Do you suffer from shiny object syndrome? Do you often feel scattered and distracted, making it hard to implement your plan? With all the ideas and strategies coming at you, do you often wonder if you have the right goals and plan? Welcome to Extraordinary Focus with David Wood, where we help you achieve way more in less time. Get the laser focus you need so you can double your business, double your impact in the world. And be an even more extraordinary entrepreneur and human. Let’s dive in and stay tuned at the end for your gift.
David Wood: [00:00:54] Welcome, everybody, to another episode with David Wood. And I have a cool guest today. I mean, none of my guests are well, they’re not all cool. So, um, and we have a very interesting story about how we met, but let me first give you his bio, and then we’ll get him out here. So Sean Covel is a Los Angeles based, maybe film and television producer who grew up in the Black Hills of South Dakota. And his credits include The 12 Dogs of Christmas, directed by Academy Award winner Keith Meryl and the iconic independent film Napoleon Dynamite, which I have seen a couple of times actually. His films have won multiple awards, generated over a quarter of $1 billion. I read that wrong initially this morning when I read it, I thought it was a quarter of a million. And I said, Oh, yeah, all right, that’s pretty good. A quarter of $1 billion in revenue and has gotten nerds prom dates across the globe. I might have to watch the movie again to to help me with my dates. And also I really liked in the bio, um, about, well, let’s get him out here and then we’ll talk about the bio. So Sean, thanks for being on the show.
Sean Covel: [00:02:08] David This is exciting. I’m honored to join you. Thanks for having me, man.
David Wood: [00:02:12] Yeah, my my pleasure. We are going to talk about give people a preview. We’re going to talk about a little bit about producing. We’re going to talk about telling the edgy truth, because I’m on a mission to inspire people to share more, share more of our real selves. Um, and we’re going to get some examples from you. And would you tell people how we met? Because people might think, given that I’m an actor in Hollywood and that you’re a producer, I think they’d be very surprised at how we met. It was so random.
Sean Covel: [00:02:45] Yeah, absolutely. We were not in Hollywood. We were on a mountaintop in the middle of Colorado. I had just moved to Boulder, didn’t know a soul, was excited to get established there and needed a place to to live and was looking for different apartments and building my network. And we just ran into each other on like Facebook or something. And you had somehow found this gem of a mansion mountainside in Boulder, so couldn’t wait to go check it out, see if we might be roommates. And you’re like, Yeah, these two floors will be mine, These two floors will be yours. We can share the wine cellar with the Tuscan painting as a zoom.
David Wood: [00:03:20] That’s right.
Sean Covel: [00:03:20] Here’s the garage with all the elevators for the cars. It was spectacular and random. That was great.
David Wood: [00:03:27] It was. And I was. And I don’t think at that point I had begun acting. So I wasn’t even in the industry at all. I’d done like two short films in in 50 years. So, so later on when I decided to get into it, now it’s a year and a half later and I’ve moved to to Hollywood and just gotten an agent and done my first feature film. Whatever I was, I was starting to interview leaders in Hollywood and I thought, Who do I know? I’m like, Wait a minute. That guy who came to my house. Sean Covel: [00:04:00] That random dude.
David Wood: [00:04:02] Produced Napoleon Dynamite. Let’s talk to him. And I remember thinking, this is a cool guy. Like you’re a hip happening dude. And in your, your bio. Um, and one thing that stood out to me is your work with charities. And so you founded the 12 Days of Pizza Charitable program, which supplies food insecure families. And I had not heard that term before, and I really like it. Food insecure families with consistent meals across the Christmas break, which I think is a beautiful thing. And now you’ve got, uh, you’ve got a kids book, which I’m going to make a note to ask you about the book later and where people can find that, um, how does charitable work feature in your life.
Sean Covel: [00:04:53] So while I was in Los Angeles and I spent about 15 years there consistently, I was continually blown away by the level of poverty and homelessness. But it’s so big that I didn’t know how to wrap my arms around that problem to try to make a difference. And I worked at the Creative Artists Agency while I was in grad school, even in the foundation, which was dealing with a lot of these issues, and it just still seemed so big that it became anonymous with 12 days of pizza. I was back in South Dakota, my home state, and I was having coffee with a teacher the day before Christmas break, and she had 25 kids in her class. And I did the low and slow pitch across the plate. The easy question Are your kids excited for break? And she paused, which I thought was weird. And she said, Actually, half of them are really scared because those 12 kids depend on the free and reduced lunch programs. But also I learned about the breakfast programs and I learned that the school provides food all summer. And I learned about the backpack programs that sends kids home with food for the weekend and all these things. But the 12 days of Christmas break were the only days of the year that the school shut down completely. And these kids were suddenly without consistent meals. And I’ve learned about the devastation that occurs. If they’re not, when they come back, they say a full kid’s a focus kid, so it’ll take them four weeks to get focused up to learn and they’re behind already.
Sean Covel: [00:06:12] So it’s relentless. So I just learned about 12 kids and I was like, How can I help? How can I build something bigger than me? Could write a check? But what if I get hit by a bus? Who’s going to write the check next year? So I created the 12 Days of Pizza, which I just paired because I was like, What can I feed a seven year old for 12 consistent days that they will like, Oh, of course, pizza. So I got a pizza partner that also had chicken and salad and all kinds of stuff, and a bank finance partner paired them. We took care of those 12 families, but we built a thing. And so year one, 12 families, Year two, we expanded to a few more towns and we served 48 families with 600 meals. That was great. And then year three, I was hoping for a thousand meals. But the machine that we created, which was so simple, 12 families, 12 days sponsorships caught on through the Pizza Ranch chain, and we ended up serving 12,000 meals. And each year that program continues to build bigger across the nation. So I didn’t create a charity. I just solved a local problem with local business owners who cared about their community. And it turns out there are a lot more local business owners around the world that care about their communities, so it was easy to scale.
David Wood: [00:07:21] That’s amazing. I’m just I’m struck again by the randomness because you’re the kind of person with what you’ve been up to in business and what you’ve been up to in charities. And and I’ve watched a couple of your videos. I saw the video. Napoleon Dynamite was not a documentary about your life. Um, and and there was another one one of your TedX talks about the mind as a computer. I watched a little bit of that. And what I realize is you’re the kind of person that I would consider tribe like. You’re the kind of person that that I’d want to hang out with and have a beer with. And I don’t I’m not that social. Contrary to popular belief. And you were deliver to my doorstep like as a potential roommate from a Craigslist ad So I acknowledge the the divineness of the universe and I’m glad we’re reconnecting. Now, I don’t know what the future’s going to look like, but I wouldn’t be surprised if we play in each other’s future in some way.
Sean Covel: [00:08:22] Um, the road is long, and I love that.
David Wood: [00:08:24] Yes. So tell me I’m so curious about. Being a producer, I’m curious about how that happens. Like, is it is it just. Someone has money and they go, All right, I’m going to put this behind a film and that’ll make me a producer. Or do you have the connections and you know how to move things in time and space and you’re like, I’m just going to get the right people together and I’m going to organize it and I’ll be there. And I’m called a producer. How does it happen and how specifically did it come about that you get a producer credit for a film like Napoleon?
Sean Covel: [00:09:04] Yeah, well, I mean, the answer is yes. You’ve nailed it all. The producer is a very amorphous title in I went to grad school at the University of Southern California School of Cinematic Arts, just down the road from where you are in the Peter Stark producing program, which is a pretty elite program. They accept 24 out of about 3000 applicants a year. And when I got my acceptance letter, it says, you will be joined by students from Harvard, Vassar, Oxford, University of Nebraska at Kearney. Like it was this little podunk school. It was a lot different than my classmates, but in the Stark program where I now teach each spring, the class on independent film business and independent film producing, we say a producer causes a movie to be made and a good producer causes a movie to be made well, which is amorphous. Or we say a producer brings significant form to significant vision. Or the Thoreau quote, We find castles in the clouds and we put foundations under them. So to do those things, we do all the things that you’re talking about. When someone writes a check, they’re usually the executive producer just to finance entity Best screenplay goes to the guy who wrote the script. Best director at the Academy Awards, goes to the best director, best picture goes to the producer, because it’s our job to find an idea, architect it into a business opportunity, find the money and then hire everybody. Break that script down into the to-do list, go out and manage production, manage post-production, then finish it, market it, sell it to the studios, supervise marketing of it, and send it off. We’re the first to kick the lights on and the last to turn them off.
David Wood: [00:10:41] Oh okay. That. That. That solves. Another thing that I was always wondering. A friend of mine did a movie, What Dreams May Come. Yeah, Barnet Bain produced that and it won an Oscar for Best Visual Effects. So that wouldn’t have gone to him directly. So. But can he could he still call himself an Oscar winning producer since he produced a film that won an Oscar?
Sean Covel: [00:11:06] You start to see a lot more words on the thing like, oh, producer of the Academy Award nominated or the Academy Award. Here we go.
David Wood: [00:11:13] There we go.
Sean Covel: [00:11:14] Pretty quickly, just start juggling.
David Wood: [00:11:16] Of the Oscar-winning picture. Yeah. Okay. Yeah. Um, okay, cool. So you studied this. You didn’t. You weren’t just, like, sitting around in someone’s backyard, and, like, I think I want to make a film. You went. Studied it, and and and it makes sense that you would have to know about business. You’d have to know. I assume you train in financing. You train in budgeting. You train in how to assume accountability, how to have people do things on time. And you got to get the best people right. If you’re producing a film, does it usually start with a script and then you go and get the director and then you get the whatever? Or do you do you have a director who wants a picture and go looking for like, How’s that come together?
Sean Covel: [00:11:56] They all happen differently. You know, it might be an idea I have in the shower and then I have to find a screenwriter to write it out and blah, blah, blah, blah. Or in the case of Napoleon Dynamite, I was at USC with my best friend and business partner, Chris Doc Wyatt. And Doc and I were sitting there one day toward the end of grad school. He’s like, Hey man, let’s go to Sundance. I have a friend who’s got a short film in one of the side festivals. It’s called Slamdance. So cool. We went up to Sundance, went to the side festival slam dance where we saw a black and white short film, 16mm, probably about eight minutes long, called Palooka, about a tall, skinny kid with a perm who just wants a suit for prom and a wig for his new friend Pedro. And at the time that character was called Seth and I saw that movie and was like, This movie is weird. And and it’s set in the middle. And I know about weird and I know about the middle. So we talked to Jared Hess and his wife Jerusha and said, What do you think about doing a feature? And they had already started working on one, then got the script and it was about going off to find the money. That whole process was interesting as well. And away we go. I’ll let you drive. I’ll ramble far too long and I don’t want to dominate the airwaves.
David Wood: [00:13:08] Oh, no, it’s fine. I like kind of getting a sense of how the things come together. And I’ve always been a big into manifesting not quite the word. I don’t mean meditating and just hoping that something will come or visualizing. I mean actually making stuff happen in time and space and a movie. Um, some of the ones I’ve been on the set of the well, the big ones, I was an extra on Mission Impossible two and my God, I’m like the scale. What goes into it? It’s like. It’s like you could start a mom and pop small business, right? And that’s quite complicated. So you’ve got a pie store. Um, but then you get to a corporation that’s got 100,000 employees. It’s just mind boggling, the complexity. So I look at some of these things and go, how do they do that? But they didn’t. They didn’t start with that. They started with something, I imagine smaller, like maybe Napoleon Dynamite. You’ve got the vision of it, and then you get the money and you get the people and shepherd the thing, right? You’re a shepherd. Yeah. Yeah. Wow. All right.
Sean Covel: [00:14:13] I love that. Is to hire people who are smarter than you, right? Like, I never want to be the smartest guy in the room. I want a director who could out direct me ten times a day. I want to. I want an actor who can elevate that character from the page in a way that I couldn’t imagine doing. I want a production designer who can visualize a world from a blank canvas in a way that’s so much better than I could, and that’s a hard lesson. And when I teach now, I watch my students who have had success struggle with that because you want to be the smartest guy in the room. And when you do that, you end up with an inferior product that.
David Wood: [00:14:45] Often, Oh my God, So, well, I can see now why you’re a speaker. Like and I and I watched, I watched your speech and how you related some of the lessons of the movie making to other businesses. And this is I mean, this sounds like Richard Branson. You know, he got people who are better than him at a bunch of things. And magic happened. And what a lesson. If you’re good at something, you want to do it and you’re probably going to crowd out other people. But if you say, hey, you, I don’t know how I would ever make that shift. So I mean, I’m impressed by that. Tell me what what’s an example from your life where you had to say something and it was difficult. You wanted to hide who you really were and you decided to speak the truth and took a risk.
Sean Covel: [00:15:35] That’s a really great question. So I’m from a town of 500 people in South Dakota. My first job was like branding cows and docking sheep, right? And when I went to undergrad at the University of Nebraska at Kearney, I had moved from a town of 500,000 or excuse me, a town of 500 to a town of 20,000, and I might as well moved to Dubai. I felt like a fish out of water there. I just felt like everybody’s education was superior to mine, that they were so much more interesting and more worldly. And I got in the theater department and they had all read a lot of Shakespeare, and I’d never read Shakespeare in my life. And so I suddenly found myself creating a lot of facades and masks to pretend like I’m a somebody. And that functioned to some degree throughout four years in Nebraska. But then I decided to go off and make movies. So I sold my car for the money to rent a U-Haul and I put a motorcycle and the mattress in the back of a U-Haul. And I drove to the place to make movies, which is San Francisco, because I didn’t know that they didn’t make movies in San Francisco. I had no idea. I thought SF and LA were the same. I didn’t know they were separated by 400 miles. Like I hadn’t looked at a dang map. And so I find myself broke in San Francisco. I was living in that U-Haul. No, two weeks. Yeah. While I’m trying to figure out my life. And then one day I went to a party.
Sean Covel: [00:16:54] It was for a new.com that was focused on casting, connecting, casting directors with actors, with producers and bringing it all together. And I snuck into the back door of that party and I’m there talking to a few people. And over on the side of the room there was a woman standing there and she had this beautiful red satin dress and her hair was up. It was not a dress. It was a gown. She’s in a gown and her hair was up and she had roses embedded in her hair. Not even a tiara, but more like a crown. And I started talking to her and come to find out she was Princess Mandana Farmanfarmaian, who was the last granddaughter of the Qajar dynasty of Iran, whose family ruled that country from 1300s. And we kind of hit it off. She was into Harleys and I grew up by Sturgis, didn’t see that one coming, and we decided to go out and grab lunch. And suddenly I faced that same thing I faced in Nebraska like, Oh my gosh, I’ve got to put together this facade and I’ve got to pretend like I understand what it’s like to be oil rich and that I’ve traveled to all these countries. What sort of an accent should I invent? Like all these things? And it was crushing. So I made a decision coming, coming to speaking the truth. I grabbed the photo album my friend made for me when I left South Dakota and I brought it to our lunch at Neiman Marcus and I opened it up and I was like, This is my first pet.
Sean Covel: [00:18:14] It’s a chicken that I trained to sit on my shoulder and it would cluck all the time and poop on you. And and this is what it was like to go camping with my family. We camped in a teepee, and it was my dad and all of his buddies. And we were dressed up like pioneers, playing with guns and throwing knives and stuff like that. And I just showed her all of my redneck roots as a way to stop myself from trying to posture created a space where I couldn’t do anything but tell the truth because I didn’t feel strong enough to be able to tell the truth on my own. And she became, we dated for quite some time. She was she was so formative in my life. She was the one who could say, okay, what you’re doing, you what you want to do this, this creating a movie, marrying business with with creativity and and doing something in the film industry that’s called producing. And to do that, you need to move to Los Angeles. And if you can get into USC’s Peter Stark producing program, and she would just help me learn how to do life, I couldn’t read any of the menus, David. I didn’t know what prosciutto was. I went into an Italian restaurant wanting a slab of lasagna, and that does not exist in San Francisco. So I was starving to death and and she just kind of held my hand and, you know, walked me through it.
David Wood: [00:19:24] So I love that. And I like that you you know, I think we can all relate to, you know, feeling a fish out of water, feeling like we don’t really belong or fit in and hoping people don’t work it out right. I’m just not going to let people know I don’t really belong here and hopefully no one will notice. It reminds me of I went to an acting class with a famous teacher recently, well famous in L.A. And she mentioned something about a substitution, and I raised my hand. You know what’s a substitution? Because I’ve performing for 20 years, but I’ve only been acting for a year and a half, and I’m hanging out with actors who’ve been at it for a long time and maybe I shouldn’t have said anything, but I said, What? And she stopped the class and she said, Have you not acted before? Because she’s supposed to have had some experience? And I said, Yeah, I’ve acted. I’m just not familiar with that word, that term. She told me what it was. I’m like, Oh, okay, I know what that is. I just didn’t know the word. And that may have cost me because I ended up well, I ended up not getting into her class that she teaches personally. She put me in another class with a with another teacher. And it may it may have been that. That line that she’s like, Oh, this guy doesn’t have the experience, and maybe that’s perfect. You know, I’ll do the class with the other teacher, whatever. I send her a note and saying, Well, you’re missing out tonight to not be not be teaching me personally. But that’s fine. I’ll, you know, we’ll meet in the end. But I understand that, like, don’t catch on. Yeah. And I think I and you are here to say there are advantages in naming that mouse instead of the elephant and saying, Hey, this is what’s going on. I don’t know what prosciutto is. This is wild for me. I don’t understand this restaurant. I don’t understand your life. Tell me about it. And that’s endearing. I like it.
Sean Covel: [00:21:15] Curiosity is very endearing and posturing is not. And in Hollywood mean? Gosh, the most powerful thing you can have is an original point of view. And it turns out that the thing I was hiding, working hardest to hide, was an original point of view, you know?
David Wood: [00:21:30] Wow. Yeah, I was just watching the Elvis movie last night with Tom Hanks, and. And they’re all trying to push him. They’re all they’re trying to push him to not wiggle and not shake and to dress differently and whatever. And there’s this moment where he has to choose because people don’t like they’re not like and it’s not working for him. And then finally he does it. And that’s as far as I’ve gotten in the movie. But it was it was like he was not going to be Elvis because people are saying, you’ve got to be this, but that’s not what the world wanted. The world wanted someone who was just being themself. Tell me about in the pre-interview you mentioned a mouse that, um, like telling the truth to yourself.
Sean Covel: [00:22:15] Yeah, we were talking a bit about, you know, what are the hard truths? And I’ve had to speak truth to power a few times. And Hollywood. They’re slowly being evolved out, but it was run by level ten screamers. And you haven’t lived until suddenly a powerful producer turns to you and they go straight baboon in your face with a vein and with the spit in the side of their mouth screaming bloody murder. That that is a shocker. I’ve had to do that more than once. But telling a truth to to myself, that was a whole different difficulty. And for me, the truth that I resisted telling for a long time was that this experience of making movies amazing. I’ve produced ten films. I got to travel the world. I’ve made my best friends, I’ve willed some stuff into existence. But that may be done now. That’s a job of transacting movies. That’s a job of transacting stories, finding an idea, transacting it into the world. And what I like to do is tell stories and it’s starting to pop out. Once I finally said, You know what? This may be done and it may be time to be a storyteller. And so instead of a story transactor, suddenly I wrote the Porter the Hoarder series, which has seven books in it, and goes to every first grader in South Dakota on Porter The Hoarder Day and is expanding across the nation, which is awesome and wrote Muffle Your Snaffle, a little simple children’s book about not blowing snot all over your friends because my sister’s a kindergarten teacher and she’s like, I can’t teach him to sneeze. They’re not catching it. So I wrote that and Marlon Mcdougall’s Magical Night, which is a magical Christmas train book. And these things are happening. I’m working on a new book right now to help with family engagement here in the state.
David Wood: [00:23:52] Wow.
Sean Covel: [00:23:53] And it’s cool to feel the universe say, okay, you were you were fighting hard, but now you’re getting on the right path and only history will know if it was the right path. And also with speaking, all of this is incredibly reactionary. Like it’s been really cool being a keynote speaker. I love going to these conferences and I love to connect with so many people in so many industries. Never did it intentionally. Just asked, you know, asked to pop over and speak at an educator conference. And that led to that and led to that and led to that and led to that. And off we go.
David Wood: [00:24:24] I love it. And I’m impressed, too. You know, 60,000 copies of the book will be given free to first grade students. I mean, that takes some business savvy to pull that together, to get the financing, to get the corporate sponsor, to get the nonprofit, to get the school system together, to get 60,000 books in the hands of kids. That is something it doesn’t hurt your sales either.
Sean Covel: [00:24:48] Not at all.
David Wood: [00:25:42] Of the books and publishers love that shit. So that is you’re I mean, and this is a real compliment. You reminded me of Brendon Burchard. I don’t know if you’ve heard of Brendon, but he’s a genius. He’s if he’s not bigger than Tony Robbins now, he will be. Uh, and he, you know, he’s been on, he’s still like, what is he, 35 or something? And he’s been on Larry King and whatever and hangs out with presidents and he’s and he, he mastered how to bring something like a speakers or an author’s product. Right? Your intellectual property property together with a nonprofit that has massive reach together with a corporate sponsor that will fund it all. And it seems like you you know, you also have worked out how to do this, which is a real work of magic.
Sean Covel: [00:25:42] Thank you for saying. Again, entirely reactively. Like I went to New York to meet with a few agents on Porter the Hoarder, and they told me the 12 reasons that it wouldn’t work. And I said, okay, that makes sense. And went back and created a publishing company and learned manufacturing overseas and learn customs laws and shipping. And then and the reason that Porter came together is because I found out about about 20 schools out here. They were having problems causing family engagement in the home, like parents were on screens and kids were on screens. And also there was a 32% grade level reading ability here. It was very, very low. And so I was like, Wait, my book is a game. Let’s see if we can make something. And we did, and it worked. So now it’s scaled up and now we do a lot more.
David Wood: [00:26:20] Wow.
Sean Covel: [00:26:20] Reactively, I would like to become proactive. It’s a better plan though. It is fun to learn new industries, I have to say.
David Wood: [00:26:26] Yeah man. I have really enjoyed this interview and getting to know you a. Bit and just seeing the magic that you’re able to work in life. Where can people find out more about you if they want to connect and be in touch?
Sean Covel: [00:26:39] Oh, well, you’re. Very kind for asking. Yeah. Seancovel.com. It’s a redirect to my production company, Red Road, Inc. It has information on speaking and stuff, and then the books. Like if you have a little in your life, somebody who’s kindergarten through third grade, check out Porter the Hoarder, and you can find it on Amazon there. Again, seven books in that series. Or go over to Porterthehoarder.com and see what we’re up to. Maybe we can help you out in your school too. That’d be pretty okay.
David Wood: [00:27:04] And Covel is is one L So, Sean Covel. Seancovel.com. Go and check him out, man. Thanks for being on the show. This was a real pleasure.
Sean Covel: [00:27:15] Honor and privilege. David. Thank you so much. I’ll see you in Los Angeles. I’ll be there next week.
David Wood: [00:27:20] Oh, excellent, man. We have got to hang out.
Sean Covel: [00:27:23] Okay, cool. Later on.
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