Episode#37 - How to Repackage Your Knowledge for World-Class Impact with Shadeed Eleazer

Are you performing and producing, but failing to protect and leverage your intellectual capital? In an AI-driven world, many professionals feel anxious because they haven’t mapped the true value of what they know. They are stuck in the time-for-money trap, unaware that their expertise can be transformed into scalable, license-ready intellectual property.

In this episode of the Resilience Catalyst Show, Joyce Odidison welcomes Shadeed Eleazer, a licensed IP Strategist and US Navy Veteran. Shadeed shares his journey from government contracting to mastering The Business of You. He explains how to stop leaning on your own understanding and start using market data to build an ecosystem around your expertise.

This conversation explores:
■ The Ownership Mindset: Why you should always be building "for self," even while working for others.

■ The Escalator Analogy: Why you don’t have to be the #1 expert in the world to solve a problem for someone a few steps behind you.

■ The $12M Catalyst: How a deal Shadeed facilitated for an employer proved his intellectual value—and why it forced him to demand ownership.

■ Market-Driven Content: Using AI and Google Trends to solve actual pain points instead of just writing what you think is cool.

■ The Reverse Vision Board: A unique resilience anchor that uses past accomplishments to fuel future success.

Whether you are a corporate leader or a solopreneur, this episode provides a roadmap for turning your knowledge into curriculum, corporate training, and lasting career resilience.

Timestamps:
00:00 – Burnout, AI anxiety, and the failure to map professional value.
02:32 – Introducing Shadeed Eleazer: Turning knowledge into scalable IP.
03:45 – Family is the First Business: Developing an ownership mindset.
05:38 – Escaping the Time-for-Money Trap: Sustaining income through packaging.
07:39 – The Imposter Syndrome Barrier: Giving yourself permission to play at a world-class level.
10:00 – The Escalator Principle: Target the person taking the "next step."
13:18 – How to start: Activating your existing network and email inbox.
14:48 – Global Visibility: The power of search engines and content licensing (translation).
18:40 – Conflict Resilience: Why you can't live your life running from tension.
20:27 – Resilience Anchors: Using a "Reverse Vision Board" to climb the next mountain.
23:50 – Market Research vs. Passion Projects: Assessing value using Google Trends and AI.
26:37 – The $12 Million Deal: The moment Shadeed realized his sweat equity wasn't enough.
31:58 – The Pivot: Transitioning from high-tenure employee to full-time entrepreneur.
36:11 – The Business of You: Building an ecosystem around your first and last name.

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Transcript

SPEAKER_02 0:00

If you're feeling drained, exhausted, overwhelmed, or burnt out, this show is for you. And I want you to know that you're not alone. Millions of professionals are operating in a resilience deficit. On the Resilience Catalyst Show, you'll learn how to understand, rebuild, and grow the currency of resilience so you can restore your energy, think clearly under pressure, navigate conflict with confidence, and sustain your performance without burning out. I'm Joyce Edison, your host, friend, and resilience catalyst. Let's get started. This is a great way to show how we could build value, take that value, monetize that value, package it, and continue. Those of you who are on the shelf, who are thinking, Well, what am I going to do? I want to tell you it's possible. I've been an entrepreneur for 30 years, and it's possible to be in a resilient business. It takes a lot, it takes a lot of resilience. As an entrepreneur for this many years, get yourself uh situated in a place where you can own your own expertise, package your own intellectual properties, and live the life of your dream. Many professionals are burnt out, disengaged, and anxious about AI. They're worried. They have not mapped the true value of what they know. And sometimes they're really they keep performing, producing, adapting, whatever, always protecting the wisdom, the knowledge, the expertise, the intellectual, the capital, and a contribution. So today I want us to dive a little bit into that. And I have a guess that Shade is going to take us through that journey. I'm so looking forward to that. And today on the Resilience Academy show. I'm joined by Shade Eliza. And I hope I didn't kill you any name, but he is a licensed IP strategist. He's a US Navy veteran, a dog leader, experts, and experienced professionals to turn the knowledge into license-ready curriculum, corporate training, and scalable intellectual property. This is something that we all need to think about in today's day and age. And Shadi has spent uh 17 years, right, um, in the US, in the US doing this. And he's worked with multimillion government, multi- multi-million dollar government uh programs, and he's done a lot of different work. So, Shadid, what I'm going to do today is invite you to sort of introduce yourself to our viewers. Tell them a little bit about you, a little summary of what you did, because I cannot do justice after it. You bring such experience in that and wealth of knowledge, and how we transform what we do, our knowledge, our expertise into something that we can sell. So, welcome and good morning.

SPEAKER_00 3:10

Thank you, Joyce. It's an honor, a privilege, and a pleasure to uh share this time and space with you as well as your audience.

SPEAKER_02 3:17

So tell us a little bit about you and uh how you got into this expertise.

SPEAKER_00 3:25

Well, it all starts at the beginning. So I'm the product of a uh family that has very uh ownership and entrepreneurial uh-minded. One of my favorite sayings is family is the first business. But what I want you to take from this, for those of you who are employees, maybe you're HR professional, maybe you're a government employee, I want you to take the lessons from my journey and apply it to your career, because this is not necessarily a business discussion. Uh I'll I'll give you the journey and the story. And so in this family I was raised in, no matter where a family member may have worked, the whole idea was always to build and do for self. So whatever you learn or obtain, whether it's training, whether it's uh curriculum, whether it's a skill set, you you come back home and you build for the family. So that is how my brain is wired. And so going through the journey of uh work and uh I've always had that entrepreneurial mindset. No matter where I may have worked, I'm always building something for myself on the side because you never know. Uh I always like to say you never know what's going to happen six months from now, but in today's current climate, whether you are in Canada, whether you're in the US or throughout North America, there are uh changes and updates that are happening. And so in my journey, I've gone from work to uh the military, as was mentioned, where I earned a uh Navy achievement medal uh through uh my earliest forms of content licensing, came back to the U.S. and began to uh work in uh government contracting, where I was a very successful, and took those lessons of building for self and started to uh not only work within the highest uh forms of government, but I started to realize that uh knowledge workers, information workers, employees, as well as uh small business owners, solopreneurs, entrepreneurs, had everyone has a gift, so to speak, or a certain knowledge, certain expertise. And I started to help them to uh package what they know so that they can escape the time for money trap, meaning you can earn a large salary, whatever that definition may be for you. And that may be consistent, but what happens when there are layoffs, what happens when there are hiring freezes, so on and so forth, what happens is uh money in and money out, that equation is something that we all have to uh deal with and ultimately solve. And so even if you're you're high income, that feast of famine cycle of I'm earning today, and when I'm off of a project or uh, let's say in between jobs, that income dips. What I help people to do is to sustain that income through uh packaging their knowledge into courses, training, et cetera, and using uh search engines on the internet to attract people who are looking for that information to solve problems for themselves. And in this discussion, we'll uh go into different lessons in order to help you to do the same.

SPEAKER_02 6:48

Mm-hmm. So, Shidi, I think this conversation is especially important right now because so many leaders and professionals are asking, how do I start a relevant business in an AI-driven world? Because today, when you start to look at what we're doing, everything we do is somehow touched by AI or robotics to some extent. And as we go into moving and and packaging these expertise into intellectual resilience, which is what I call it, and occupational resilience, I see the, I, I see the the connection because it's as you said, the dip happens, then how do we maintain that consistency, right? Sometimes when that dip happens, people's energy goes down, and you don't necessarily have the energy at that time to bounce yourself up because you're looking at the numbers, you're depressed, you're all these things. So, how do we help our clients to and ourselves? I mean, all of us. Uh, and as I listen, I was like, I'm sure I have other things that I have tons of content. So I'm sure I have other things that I can package, and and there are other ways that we can do that. So I think it's sometimes just having that third party, that other person to look at what you're doing and give you that perspective. What do you see as the biggest challenge right now for professionals who are trying to do this?

SPEAKER_00 8:18

Well, when we look at the task or the objective of packaging what you've learned, what your experience may be with your primary skill set uh that exists, and transforming it into a form of content that will sustain you during uh hard times, boost your authority, and give you the credibility that you need to either uh progress in your career. There's no better feeling, by the way, than to show up at a job interview and the hiring manager is either a subscriber to your training or on your email list. The familiarity is uh at a deeper level and it turns into a conversation versus an interview. And so, or if you're an entrepreneur and you're trying to leverage uh your uh credibility to attract clients and sustain yourself in between larger projects. So the biggest challenge that exists, Joyce, is that people struggle with playing the game at a world-class level. And when I work with, I've worked with politicians, I've worked with celebrities, I've worked with the uh 1% in across several industries. And giving yourself the permission to play the game at a world-class level is the biggest challenge that all experts, all celebrities, all highly uh credible people face. And so the mind, the the inner self-talk that starts to exist is as follows. Who am I, or who do I think I am, to write a book on this topic? Or they have a fear, uh, an unfounded fear that someone will read their ebook or view their course and point out uh, let's say, facts that may be uh outdated or incorrect, and it will unravel all credibility that they're trying to build. So when we look at this challenge, the the first thing they have to realize is that if we we look at creating content and packaging intellectual property as an escalator, meaning an escalator that's that's going to the top. There's always going to be someone who are who is a few steps below. Meaning, if you are a beginner and you find something that helps you to take action or learn more to help you take that next step, then that content is valuable to you. So if you're an expert or maybe you're not an expert, but you have some proficiency in your given field, just know that every single day there is someone who is raising their hand to say, I'm taking the step to get started. And so your content, when packaged with that in mind, will solve a problem for them. So don't think about trying to solve every problem using that content that you're packaging. Think about who's taking the next step and target it to that individual so that it's valuable for them.

SPEAKER_02 11:42

Mm-hmm. And you know, when you put that in in more, uh, I think for the listener who is saying, well, Joyce, what is a step and what is something that I can do? I think, um, I think of myself, um, we started a certification program. I'm a master certified coach. I started a coach training certification for the people. And most of my clients came from North America because that's where I'm located, right? I have people who came into my program um in the city I live, and they would, I know they would never have gotten a coach training certification. I know that they tell me if they if I wasn't local, right? So people like to, they like to know trust and like you, they feel safer, especially for something, because I had someone who came into my training and she was uh a knowledge person, like she was an intellectual like myself, she had authored, and she said to me, Oh, I went to do this training um in the other province, and um the quality of your program is so much better and it's right-heated. But I hadn't thought about even the other program. I was just building a program that I would want to go to to make it valuable to audience. And it wasn't until she said it, I was like, yeah, you know, people need to know about it. And I think that is the challenge that most um people feel because they will say to me, and even my students when they graduate Joyce, how do people know that I can coach? I am here to work with them. And yes, I put it on social media, but the people on my Facebook page are not paying. So those are the kinds of questions I think they are struggling. And when I think back of some of the things they would ask me, how do I, and you talk about put it on this so people will find it? I think that's where most of them struggle because I have a lot of people coming to me that are professionals, they have expertise, but I can teach them, for instance, I've I've authored seven books, I'm just finished my eighth book now, and a lot of people are saying, Joyce, help me write my book. But what are you gonna do with the book after it's done? Right? Is it just something you put on your shelf? And I think that's you know, that's the challenge that most people face is packaging. They don't have the ability to package into something that's usable, that someone can follow the sequence. And then, secondly, because that's what I help people do when they come in for certification or they want help with a book, but then the next part is how do I make the world know that I have it? And I think that's where um they feel stuck.

SPEAKER_00 14:30

I think when we look at that next step of okay, I've gone through the challenge of packaging what I know, and now I have the book. And uh before I continue, congratulations on book number eight. Most people, it takes the average person 10 years to write their first book. And so for those people who have overcome that hurdle of procrastination, of imposter syndrome, of tech overwhelm, and they finally package what they know into some form of intellectual property. We'll use an e-book or a published book as an example. And the question becomes, what now? Or where do I host this content? And so what I want you to examine here is the power of search engines. Every day, people are searching at every second of the day for answers to their challenges. And when we say local certification programs versus global problems, there are people around the world that are searching for the answers to uh their challenges. And through the power of licensing, if you have a course, for example, or a book that is written in English, one of the most common and powerful forms of licensing is simply translating it into another language. Spanish and German being two very popular languages that, when translated, will increase awareness, visibility, and sales for, in this example, uh that particular book. But for those of you who are not ready to translate and go to that level, let's bring the example down to uh basics. And so the first thing I want you to realize is that you as an expert, you as a professional, let's say you have 10 years of experience in your given craft. You have a network, a sphere of influence, and you have people within this uh circle. So think about where you went to school, think about your current uh career colleagues, think about your church, think about uh let's say if you're a parent, uh different friends within your uh children's network. And I always say that the first place to start is within your own email inbox. So, as a basic example, if you don't know where to start, I want you to draft an email to your colleagues, or you can use uh SMS or text and just mention that I've published my first book. This has been uh a culmination of a long journey of my ups and downs and experiences in this given field. I appreciate if you share this link to the book with your colleagues. I will be speaking or I will be um uh promoting the book in these locations and just start bloom where you're planted. Start within your own sphere of influence and begin to build from there. And as you begin to gain more traction and continuously discuss the book and have conversations uh regarding the book, then you can expand to other more sophisticated strategies, but nothing is more effective than starting within your own individual networks with the people who know, like, and trust you the longest and the deepest.

SPEAKER_02 18:17

I think that's really important too, because the people who know you um uh are going to cheer you on. Um, most of them are. There's always gonna be naysayers. And I like when we started the conversation, you reminded uh uh the audience that they shouldn't be too worried about the naysayers because there is if you're if you're doing nothing, there is the you won't have any challenges. But once you start doing something, there will be some opposition, and that's that's a sign to actually continue, not to stop and hide. And I think most people are fearful of that. And uh for myself as a conflict analyst, I train people on how to resolve conflict, how to step into a situation, how to negotiate, how to um be resilient in these tension situations. And most people are terrified of conflict, just the tension, and they they want to go the other way. And I'm like, you can't live your whole life running. So we need to develop that conflict resilience to be able to address the challenges life faced so we can move forward. Otherwise, we're just gonna keep running all the time. So that's how I work with them. But one of the things that's interesting me in our conversation, you work with professionals who have years of experience but still feel invisible, right? And um, in my book coming out um this summer, Cracking the Code on Your Resilience, we talk about the resilience anchors. Uh, this book is written on the resilience anchors we need. Um my philosophy is that resilience is a currency for change, uh, for life, rather. And if you you can spend it, you can use it, you can multiply it, but it will it will dwindle away if you, you know, whether you use it or not, you have to build resilience, measure it. And most people don't know how resilient they are until they're faced with a challenge. And uh I truly believe that we can build our resilience, we can measure, we can understand what makes us more resilient as any currency we can in our life. And when I see many capable people underestimate the value of what they know. And I know this is something um lots of experts talk about how to package your stuff. But I think a lot of people still get lost in this conversation and not knowing do I have any value? Do I have anything of importance to say? Um, what is it I have to do? But we're seeing not just people who are regular people, but also brilliant people struggle with that same thing. How do you respond to them?

SPEAKER_00 21:06

When we talk about, first of all, uh resilience anchors, I think that concept is brilliant. And so my personal uh approach to um resilience anchor is the reverse vision board. So uh beyond this this screen, there's a large uh picture on the wall. And so a vision board typically is aspirational, uh, whether it's the car you want to drive, the lifestyle you want, the relationship you want, et cetera. What I do is I put accomplishments that I've already done. And so my first marathon, I was 60 pounds heavier, and I'm, you know, in San Diego with the medal and my coaches. Um, I'm involved in martial arts, so competing in tournaments. Um My wedding day, so uh birth of my uh children are all on this board. And so what it helps me to remember is the value of climbing the mountain previously, so that when I climb the mountain again, it makes each step just a bit more easier, and it gives me the mindset that even if it's difficult in the moment, I've done this before and I can do it, and I will do it again. And so that's my take on resilience anchors would be the reverse vision board. Now, when we look at the idea of how do I assess if my content, my knowledge, what I've done over the course of 10, 15, 20, 30 years, uh, because this is not a conversation for the absolute beginner. This is for the professional who is accomplished, who is uh cited, published, uh celebrated, but they may feel that uh either their cash flow from said endeavors is not adding up. And so this this is for you. And so what I want you to uh, my dad is a uh minister, and one of the the biggest um points of advice that he shared with me throughout my life is son, uh you need to stop leaning on your own understanding. And so uh I can be uh a know-it-all in in areas where I have experience. And so he wants me to use leverage um in areas where I think I may be uh strong. And so let's bring this over to this example. And so you may have the experience, but if you're writing the book, if you're creating the course for you yourself, you have to remember that you are not your target audience. And so if you're not your target audience, how do we assess value? The way that you assess value is that you ask the people or you gather the questions that they're asking online. And so there are numerous resources. I'll give you one. Google Trends will tell you what people are asking in a given topic or field. And there's numerous other uh websites and tools. You can also utilize AI and use a uh a prompt such as my audience is XYZ and they are facing uh the following list of problems. Please assess or provide a search online to determine their top five pain points. And so as you begin to work through prompts such as this, then you'll get market research and you'll get the insights that your target audience happens to face. And if you structure your content, your intellectual property, your solution based on what the people are asking for versus what you believe is a good idea or something that excites you to write about, the value of what you're publishing and creating, the output will be exponentially more valuable because it's written with your audience in mind versus what you think is cool or interesting to write about.

SPEAKER_02 25:53

I like that because I think a lot of people, uh, when they start writing, they write for themselves. When they start uh teaching, they teach for themselves. And one of the things I remember when I'm coaching leaders, I always say, your employees do not learn the same way you do. So stop teaching or coaching the way you can accept information and think about what would make this information more palatable? What would make this information more appropriate and more um exciting for my people, for my readers, for my employees. So changing from yourself to thinking about the interests of others. I think this is the hardest switch for most professionals, many intellectuals. But I want to come to a moment when you talk about um you had a moment where you your work helped create a $12 million deal, but you were still being paid like an employee. What did that moment teach you about value, ownership, and expertise? Because you talk about coming from that family where we talk about building your own. That's important. As an entrepreneur, I know how important that is to pass that on to our children. So tell me a little bit about that, what that felt like, and what you learned from it.

SPEAKER_00 27:15

To give our audience context, I landed my dream job at the time. I was on what would be considered an all-star team of professionals. I actually applied to this company uh on two occasions and uh finally was selected. It was great, the heavens opened, birds were were singing, it was great. And so in working with this company, as I mentioned in my story and my journey, I'm an individual that when I learn things, I always go back and build my own platform. I have an ownership mentality. And so what I started to do in my career five years before this opportunity is I started to host events. And so every month I would host an industry-related event where professionals can come in, they can be new, they can be an experience. We would bring in guest speakers, and we learn, we we grow together. And so every single month, now it's been this is the 20-year anniversary of that group. And so it still exists. And so, but at the time, I'm I'm organizing this group, I'm hosting uh not only the monthly group, but annual conferences where we bring in 250 attendees, we have sponsors, we have speakers flying all over the world. And so I'm working with my dream company, but I also have this audience and this asset and this event series on the side. And so what they, the company, uh very wisely, they actually invested in my model, and they took a part of the model and started to host a variation of that in other uh cities and and towns. And from that model, they uh a direct contact attended an event and it led to a um a eight-figure uh long-term government contract. And so the individuals, the management who was involved in that particular deal, they cited me as the the cause or the catalyst for this deal going through. They thanked me in front of uh the entire uh company, and they they celebrated uh my input in helping this deal come about, but monetarily, everything stayed the same. There was no percentage, there was no royalty, there was no back-end payment, the salary remained the same. And so what I learned about visibility, what I learned about ownership, what I learned about what I need to be doing with my life is that you can't expect everyone to operate with the same uh values you may hold. In fact, one of the biggest mistakes you can make as a professional or in just dealing with other people is to place your own values onto other people. And so making things right may mean something different to you than it does to someone else. And you will only give yourself heartburn and high blood pressure if you get upset with uh how people um make things right in their own paradigm and their worldview. And so, but it did teach me that what I bring to the table not only has value to my attendees of my events, but it has corporate value, it has enterprise level value at in the tune of uh multi uh millions of dollars. And so I had better take what I'm doing more seriously because when people are in position to capitalize, it is proven that they actually absolutely will. So it was a catalyst for me to step up my standards, how I present myself, and what I choose to share, and there needs to be more negotiation instead of I'm happy to work here. It's here's the whole package that I'm bringing to the table, and how can you support that? Begin to um make my negotiations more sophisticated and layered because I have assets outside of my own sweat equity that I can bring to the table and be valuable for any organization.

SPEAKER_02 32:21

That's that's a beautiful experience um example that you're sharing. So the question I have for you how much longer did it take for you to pivot from being an employee to full-time working on yourself after that experience?

SPEAKER_00 32:36

Oh my goodness. Um it wasn't long. It was a few months after that, let me tell you. But uh what I began to realize is uh again, this was my dream job at the time. And so what they put a lot of responsibilities on the team members to negotiate their own uh deals, fly to client sites, uh build in your own deliverables and plans, and so, and manage our expenses related to uh the project itself. And so if I'm writing my own proposals, if I'm flying to client sites, if I'm putting together solutions end-to-end, what I started to realize is that there was not much difference between what I would be doing as a uh highly tenured employee versus uh full-time entrepreneur. And so thankfully, that experience gave me the confidence to say, well, I'm doing about eight out of the ten things that I think an entrepreneur would need to do in my particular field. We'll just say consulting in this case. And so why not take a risk on myself? Um I I feel like I've been given all the tools that I need to try it. And here's the the part that I uh, because I don't want this to end on a negative um story or what may be perceived as negative. When I shared the details that I was going to go out on my own, the CEO of said company um sat me down in his office and said, I cannot thank you enough for uh the deal that was put together and helping us become more visible through uh what we we will call a community engagement strategy. And so what he allowed me to do was to take all of my clients that I was working with as uh W-2 and convert them all over to my own clients through the company. So my first clients as an entrepreneur was from the company themselves. So they were gracious enough to say, well, we'll convert this over. You continue to do the work you're doing, but um, we'll just pay you as a consultant, as a full-time entrepreneur. And that arrangement, for the first two years of being on my own, those were the clients that I primarily work with. And so that was a testament of planting a seed, having value, and making things right on the back end.

SPEAKER_02 35:32

This is this is a great way to segue to end to show how we could build value, take that value, monetize that value, package it, and continue. So, how many years has that been for you?

SPEAKER_00 35:47

That was my goodness, that was 14 years ago.

SPEAKER_02 35:51

14 years ago. So consist make consistent value continue on and expanding your business. So thank you so much to these for being here and sharing your wisdom and your knowledge with our audience. And um, those of you who are on the shelf, who are thinking, well, what am I going to do? And you know, it's nice to hear. I want to tell you, it's possible. I've been an entrepreneur for 30 years, and it's possible to be in a business, it's possible to be in a resilient business. It takes a it takes a lot of resilience to stay in as an entrepreneur for this many years. I, you know, 14 there, and it's possible it's doable, but it's when I started, there was there were not there were not coaches and mentors. Now they are. There are so many more people who are mentoring and coaching and so many more supports to help you to package your knowledge. So definitely there I'll be sharing more about Shadeed's work and um in in the summary of this uh this podcast. So reach out to him, connect with uh entrepreneurs like myself, Shadeed, and get yourself uh situated in a place where you can own your own expertise, package your own intellectual properties, and live the life of your dream. Shadeed, thank you again for being here. It's been a pleasure.

SPEAKER_00 37:23

Thank you. As we we close, I want to make sure that it's clear that the first business that you need to become proficient at is your first name and last name, also known as the business of you. And so if you are a full-time employee and you happen to write a book and you generate royalties or sales from said book, congratulations. You are now self-employed because you are earning income outside of the traditional W-2 structure. And so become proficient at packaging what you know and building an ecosystem around your expertise. And if you choose to go forth and manage this full-time, entrepreneurship or running your own business is a great venture to uh and a rewarding venture to pursue. But your career in itself is its own ecosystem that if you look at what you can package and what you know, it will create additional stability to stay within the job or career that you know and love.

SPEAKER_02 38:36

That's a good way to wrap it up. Thank you so much for being here. And we'll talk again, and I will be sharing some more information on how you can connect with Shadeed. Thank you for being part of the Resilience Catalyst show today. I hope you've gotten a few tidbits on how you can build a resilient infrastructure around your intellectual property. We'll talk to you next time. Stay tuned for the next show. As you go back into your work and life, remember that success and sustainable performance doesn't come from pushing harder, it comes from building capacity. Your resilience can be rebuilt, strengthened, and sustained, but it takes one intentional step at a time. Thank you for spending this time with me on the Resilience Catalyst Show. I'm Joyce Edison, your host, your friend. Until next time, take care of your energy and your resilience.