About this episode:
In this episode of the Agency Spark Podcast, Sara interviews Krystal Zellmer on why intention plus mechanism equals results. They discuss her new book, the formula of champions, strategic goal setting, the power of intention and balance in our lives and more!
Krystal is co-owner of the leadership training company Klemmer and Associates. She is a transformational facilitator in experiential leadership training, author and platform speaker. Her book, Life By Intention, is an Amazon Best Seller. Krystal has professionally been in the personal development field since 2012. She is the daughter of the internationally recognized leading trainer in leadership and Character Development, Brian Klemmer. Since his passing in 2011, Krystal is committed to upholding Brian’s legacy while continuing to positively impact lives all around the world.
Krystal is married to Adam Zellmer and they are the proud parents of two bright boys. Wherever Krystal goes she is an advocate for contribution, personal responsibility, honor and truth. Her experiences in the personal development field have provided her with powerful insights and wisdom beyond her years. She is a bold, personable woman with a compelling message to share.
Sara Nay: Welcome to the agency spark podcast. This is your host, Sarah Nay. And today on the show, I have Krystal Zellmer co-owner of the leadership training company, Clemmer seminars. She's a transformational facilitator and leadership training author and speaker her book life by intention is an Amazon bestseller. So welcome to the show. Crystal.
Krystal Zellmer: Welcome, Sarah. I'm excited to be
Sara Nay: Here. I'm excited to have you. So before we dive into your book, which I definitely want to focus on today, I want to start with your story first. So I read that you're upholding your father's legacy while continuing to positively impact the lives of people all around the world. So do you mind diving into that a bit more?
Krystal Zellmer: I would love to. So my father was in the personal growth, personal development industry for, uh, 30 plus years, and he founded our company Clemmer seminars 26 years ago now. And he was big into working with corporations and working with individuals on creating bold ethical leaders who would create a world that works for everyone with no one left out. That was his mission statement. And 10 years ago, he passed away suddenly and very suddenly like under four hours from the time that he fell in his office to the time that he passed away. And since that time, my co-owner and I have picked up the reins and we're working towards completion. He had a 500 year plan. And so we say, we're on year 4 92, go in that 500 year plan and yeah, honored to be a part of that legacy and continuing to live out his vision.
Sara Nay: I love it. Thank you for sharing that story. And as I mentioned earlier, you have a book called life fight intention, which helps people really transform their thoughts and start living the life of their dreams. And so can you share some of the key concepts of the book and really what inspired you to write the book as well?
Krystal Zellmer: Absolutely. So the book is all about how do you solve a problem when you have no idea what to do? Like where do you go when you have no idea what comes next? And what I was finding in the middle of 2020 was there was a lot of people really stuck, including myself and I am in the experiential training industry. That's what we do. I'm a live speaker, I'm out in groups of people. And that wasn't really an opportunity we had in 2020. And I was frustrated. I had, I felt like I couldn't do what I wanted to do on the planet. And so I started shifting my mindset from, okay, that's what I can't do. And I can focus all day long and what I can't do, what is it I can do? And one of the things that I've realized I could do was I could write a book.
Krystal Zellmer: And so I made this bold declaration in 2020 that I was going to write a book. And I did that. I had the first draft in my hand by December 31st and released it in the beginning of this year. And the book is, how do you solve a problem when you have no idea what to do when you have a goal or dream or a lifestyle change you want to create, what do you do with that? And we work a lot with subconscious belief systems and I'm a firm believer. And we teach in our company that 99% of the decisions you think you're making, you're not making your subconscious is you're running on autopilot without even realizing it's happening. How do you identify those patterns and shift them so that you can truly start living the life of your dreams? So we talk a bit about subconscious belief systems in the book, we call them sunglasses. I have a silly analogy for it. If you want to hear it later as so sunglasses are programs. And then I teach a formula of champions and that's we call it formula of champions or the million dollar formula. And that is what the entire book is about. It's about that winning formula.
Sara Nay: I love it. I want to dive into a few pieces that you outlined there, but let's start with the idea of someone is working nonstop. They're in a position they don't love. They're not fulfilled by their career, but they don't really know how to make the change or where they want to ultimately make the change to. Do you help people identify how to make the change, but also identify what they're ultimately trying to accomplish as well?
Krystal Zellmer: Absolutely. So in our live trainings, a big part of what we do is encourage people to play detective, which is notice your feelings and notice your behaviors work backwards, to discover what would be the subconscious belief system or the set of sunglasses that would be driving that. And once you begin to pull apart your life from that perspective, then you begin to see what's real. And what is it you really want out of your life. What's really important to you. What's really driving you. And when you do that, you have a much clearer picture of why are you working so hard and not getting where it is you say you want to go, which gosh, the book will just radically rock your brain in that capacity. Or why are you saying you're committed to one thing and ending up with a whole different result. That's a huge part of the formula of champions.
Sara Nay: Let's go into the formula of champions. So can you break down exactly what it is?
Krystal Zellmer: Absolutely. So it's going to sound simple. And to me, the most simple things can be the most complicated it's intention. Plus mechanism equals results. Intention, plus mechanism equals results. And we define intent. I like to do definitions because I find that things go smoother. When we are defining things, the same way, intention for us is your deepest, most passionate commitment, your deepest, most passionate commitment to something. That thing you will not cannot go without. You're not going to ever quit on your intention. It is that thing you will go over under, around less stiff arm. Doesn't matter what it is in order to get that thing. That is your intention, your deepest, most passionate commitment. It's not your wish wanting and hope. It's not the same thing. It's your deepest, most passionate commitment. And can you give an example of an intention then? Oh, one intention could be anything.
Krystal Zellmer: An intention could be a goal and intention could be a dream. An intention could be to have a million dollar company. An intention could be to build a sales team of three to five people. And intention could be a certain amount of revenue. Generation intention could be anything, but it's, what is it that you are deepest, deeply, most passionately committed to? And what a lot of people find out is what they say their intention is not necessarily always our intention. So you set an intention plus mechanisms. So your mechanism is your vehicle or your, how to the road to get there. And then you've got results, which at the end of the day is what you get at the end of the day. It's what you get. So what the game really becomes is, uh, refining your intention in such a way that you can become committed to the thing that's actually important to you at the deepest level.
Krystal Zellmer: So some people say my intention is to grow my business from $500,000 in revenue to a million dollars a year in revenue. Okay. That's great. At the end of that timeframe, you're going to have a result on the table and you're going to get to find out was that truly your intention, because if your result shows up less than what you say you wanted, what you know is you weren't committed to that thing in the first place, but then you get to do this whole journey around what were you actually more committed to than you were to what you said your intention was? And that could be anything that could be, oh, I was more committed to being in control. I was more committed to people liking me. I was more committed to only working with a small team. I was more committed to it looking my way, who knows what it is.
Krystal Zellmer: But when you begin to discover that stuff, the power in that is that you never have to go victim to circumstances again, because you can actually look at your life from a very real authentic view, pull it apart so that you have more power over the choices you're making, that you don't realize you're making. And where mechanism comes into play is a lot of people focus on the mechanism and the how to, and how they're going to get there and all of this. And w what I'm going to suggest in the book, and what we suggest to the company is there is an infinite number of ways to solve any problem. There's just infinite number of mechanisms on the table. You might not like them. You might not want to use them. You might eat. And at the end of the day, you have so many how to use an infinite number of how tos, when you get that at a heart level, the possibilities become, begin to open up. And it's no longer about forcing one way. It has to look. It's about really embracing the abundance of possibility. That's all around you. That right now, you can't see.
Sara Nay: That's great. So when you're working with someone through this formula, is it a good guideline to follow that they only have one intention at once? Or could someone have like multiple intentions that are working towards, or would that just cause confusion and cause overwhelm so good,
Krystal Zellmer: Both aunt [inaudible]. I D you'll learn this about us. Me in particular, not really into it's either this or that very often, because they just, I don't see the world that black and white, and you want to get really clear on what's the big picture. You can have lots of intentions in your life. In fact, I would encourage every person on the planet. Everybody listening to this podcast to live your life in balance, which would mean you wouldn't have an intention in your life and your personal life and in your professional life and in your contribution world and whatever that looks like for you. So you're going to have multiple intentions and they're going to conflict occasionally. And then you're going to get, to make some really conscious choices about what you choose to do, because the deepest intention will always win.
Sara Nay: That makes a lot of sense. And I like the thought of not this isn't just business-related. This is personal life. This is relationships. This is all other factors. Having things that you're working towards in different components of your life and not just business. It's something that I think entrepreneurs often myself included forget at times.
Krystal Zellmer: Totally forget. And the interesting part about that is when we're in this hot pursuit of our business or whatever it is that we're growing as entrepreneurs, if we ignore the other facets of our life and keep focusing on this one aspect, when your life gets out of balance, that way, it actually begins to stunt your growth in the area that you have the most momentum. And when you can begin to grow the muscles in the places that you're weaker, it actually will sow into you. The portion that you're already great at without much effort,
Sara Nay: So someone set their intentions, let's say personal and in life. And so now let's talk about mechanism a little bit more because that's very interesting. You mentioned there's not just like one clear path to get you to the results. And so once someone identifies their intention, how do you help them identify? Like what possible mechanisms could help them get the results they're trying to accomplish?
Krystal Zellmer: You're not going to love this answer. I don't,
Krystal Zellmer: I'm not a how to coach. We're not a how to company and it's not because how these are great, how tos are phenomenal. They really are. It's just, I've found that by themselves. They're not enough because most people don't do what they're told. Yes. People can open a book. You've got books all over the back of your truck. Can, they know how to make more money. They know to how to find more clients. They know how to better service the clients they have. They know how to, it's just, most people don't do what they know to do. It's why not, which is where the, the experiential learning and subconscious belief systems come in. Cause when you can identify a belief system, you have, that's preventing you from taking the action will work. Now you got a whole different, um, world of opportunities. So I don't necessarily identify how the mechanism with people because the mechanisms probably going to change any beautiful business owner on this podcast. Listening had a great plan getting started and your business probably looks nothing like the plan because the mechanism often changes. And it's, do you have the ability to adapt and overcome? Are you more committed to your intention or are you more committed to your mechanism? And most people that I find working really hard and not getting the results they say they want it's because they're pushing one mechanism so hard and it's not working, but they're stuck in this rut because it needs to look a certain way. Yeah.
Sara Nay: I actually recently heard something like 97% of successful businesses have shifted their original plan from when the business was launched to where they are today. Because of exactly what you're outlining here.
Krystal Zellmer: Exactly. What a brilliant statistic. Yeah. I, that does not shock me at all. That seems accurate.
Sara Nay: Love it. So you have some examples, I think in your book that you talk about or in the seminars that you do on different ways, you help people reach their goals. And so one of the examples that, that I've read that you help people with is helping them develop happier relationships with their families, work and peers. And so can you share any examples of how you might help someone grow in that specific space?
Krystal Zellmer: Totally. It's really interesting. That's outlined that way. I truly believe whatever you to our training for you're going to get, because you're there to do the work on yourself. And the tools are really universal that we teach it's. How do you want to apply them to your life, to create maximum growth and maximum value specifically in relationships, we do a lot of tools on conflict resolution and responsible mindset and how to listen better because we have a firm belief. That relationship is, is important, not only in your personal life and your business is built on your ability to be in relationship period. You're going to, you're going to create results or not based on how people are in relationship with you. And when you work on you and identifying you can't change other people that other people are never going to change at our request. Wouldn't that be nice? And that's how I've experienced the worlds of work. And when you get about an in the process of consistently refining yourself and bettering yourself and uncovering belief systems that are working for you and not working for you, every single facet of your life will improve, especially your relationships.
Sara Nay: Absolutely. And so if someone listening today is interested, obviously they can grab a copy of your book, but if they're interested in really connecting their intention and their results more closely, what are some first steps you would recommend they would take to start analyzing this
Krystal Zellmer: First thing, we set a goal and we could do a whole podcast on goal setting and not from a mechanical standpoint from a why do people set the goals that they have? Or why do people not set goals? Why do they set big goals? Or why did they set small goals? Why do we write them down or not write them down and everything in between the first thing to do is set a target. Most people want to avoid are lots of people. I find avoid setting really firm goals with accountability, for lots of different reasons. The first thing you want to do is get really clear on what you're willing to be held accountable to what your goal is, what your dream is.
Sara Nay: Um, what I've run into personally is not maybe setting a clear metric around my goal, like something I can actually accomplish and achieve. So I'm guessing that's a really important piece of the puzzle, as well as having something you can actually track and achieve.
Krystal Zellmer: Exactly. Because if you can't measure it at the end of the day, how do you really hold yourself responsible to it? So a clear map, I mean, you can use a smart goal format. That's one that we really like and really at the end of the day, could you prove it? Could you do it? And could you prove it? And if you can, then it's probably a great goal.
Sara Nay: Great. So the first step is setting the goal. Yeah. Obviously have to know what you're working towards. What about in terms of, okay. So if someone does finds a goal, do you have any specific recommended recommendations on like how far out to that timeline be to accomplish the goal? Should they be setting something that's maybe I won't achieve this for three years or should it be easier for them to accomplish the goal in a shorter timeframe? Do you have any thoughts around that?
Krystal Zellmer: Totally. My father wrote a book called eating the elephant one bite at a time 52 leadership lessons, because how do you need an elephant? You would eat it one bite at a time and eat the whole thing. I find I set goals in a 90 day chunks that for the most part, that's the system in which I use sometimes more, sometimes less, depending on the format. And if you haven't set a year vision, there's a difference between a vision and a goal, but that's two different things. And if you can write a vision and then pull out a goal from that vision that you can work on, that you get to take action on. Now that would be, that would be to me optimal in terms of your format, because be in urgent action. Now, if you can put it off, then it's too far out of a timeline. You want something that's putting you right up against the wall going, you get to start today because inertia works and you want to be in motion starting.
Sara Nay: Yeah, yeah, absolutely. A lot of the work that I've heard recently on like strategic planning and businesses directly. Exactly what you're talking to plan quarterly or in small actionable segments. No. Where you're ultimately trying to go in three to five or however many years, but really your goals that you're setting should be within 90 days. So as you said, you're going to take action and not say, oh, I got two years to, to figure that problem out. We'll get to it eventually.
Krystal Zellmer: Exactly. I don't know many people that can look at something that's two years away and start action. Now, some people can, not everybody has that.
Sara Nay: Not many. Well, thank you, crystal. I really enjoyed speaking with you and learning, um, what you have going on. If people would like to connect with you online, where can they find you?
Krystal Zellmer: Absolutely. So you can find me on Facebook or Instagram at crystal underscores. Elmer. I spell my name with a K R Y S T a L underscore Zelmer Z E L M E R. Or you can follow our company at Clemmer seminars. K L E M E R S E M I N a R S on either Facebook or Instagram or youtube.com forward slash Clemmer. You'll find us there too. We'd love to connect with you.
Sara Nay: Thank you so much. And thank you all for listening to agency spark podcasts. We'll see you next time.
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This episode of the Agency Spark Podcast is brought to you by Monday.com, a powerful project management platform. Monday.com helps teams easily build, run, and scale their dream workflows on one platform. I personally am a user and big fan of Monday.com – I start my workday pulling up the platform and spend my day working within it for everything from task management to running client engagements. Learn more about Monday.com at ducttape.me/monday.