02: Mike Rafati Interview with Dr. Frumi Rachel Barr: "A CEO’s Secret Weapon: How to Accelerate Success"


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Expert Interview with Dr. Frumi Rachel Barr

Topic: “A CEO’s Secret Weapon: How to Accelerate Success”

Click Here To Buy A CEO’s Secret Weapon

About: Dr. Frumi Rachel Barr has long been a CEO Coach, Confidante and Mentor. CEOs call her their secret weapon and their team likes to call her, their “corporate shrink”.

Frumi is truly an entrepreneur having started and run 5 entrepreneurial adventures prior to starting The Frumi Group of companies. She has a wealth of experience having been a CEO who survived being in the trenches herself. Her own WHY is creating a safe environment for leaders and their teams to talk about what matters most to build profitable and sustainable organizations.

Frumi has taken her business to a new level by recently introducing CEO Virtual Roundtables, for CEOs who are frustrated by having to have all the answers themselves and want to have their own personal advisory board.

She is the author of a CEO’s Secret Weapon: How to Accelerate Success. The book was ranked top business book of 2012 by ExecRank and has a forward by her colleague Simon Sinek, international author of best-selling Start with Why.

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Interview Summary:

Frumi became involved with the “Why” movement a while back.

What is the “Why”? It is the purpose for existing, and we all have our own reasons, but not everyone is aware of it since it is a heart exercise and not an intellectual exercise.

Defining “Why” is not only related to individuals.  Companies need to know their why as well because that is the soul of the company and the reason that they are here.

Frumi started to interview CEOs in order to write her latest book and while doing so, found some surprises.  She discovered that most CEOs were not lonely; half of them were involved in some sort of peer group, and the other half were too far away and could not join any peer group. Therefore, it was surprising to find out the most CEOs were actually not lonely at all.

What Frumi found out is that most CEOs needed to know how to resolve their challenges, so she ended up writing about their challenges.  The following are some of the chapter headings that she wrote regarding the challenges that CEOs face.

  1. Good times or bad, you’re still the CEO
  2. High stakes conversations: talking about what matters: people don’t like others who are aggressive but they like it when you are assertive
  3. Assemble your WHOs: Tapping resources… most of us know what we do and what services we provide, and knowing your why is important.  Then comes the how, and the how is about how we provide our services and how we get things done, but what’s left out are our WHOs, people that we know and people who can and will help us to get where we want to go.
  4. Another part of the book is about implementing strategies, how do you make your why come through, how do you make that happen?  How do you grow your enterprise and finally how do you become the leader that others want to follow…

So, what’s the secret weapon that she is talking about in the book?  It is the “WHY” because it is the why that will help you drive your vision and implement the changes that what you want.

Why would the “why” matter for a small business? Many people assume that the “Why” is only for big companies. Frumi shares a great story about one of her clients who used her WHY to tell others about her business and why she is doing what she is doing to connect with her clients, and she attracted 100s of people to a business that may not seem so exciting.  But, why she is doing what she is doing got everyone excited!

The issue for most businesses is that when they are running a business all they can do is to do what they need to do. They have to make payroll, and they worry about delivering their services and making sure they are doing everything they need to do.

Information overload is also a problem because instead of working on what’s important to you, you work on what everybody else is throwing at you.  By doing so, you neglect to follow your own agenda.

Frumi tells a great story about how the sea turtle saves its energy and how efficiently the sea turtle uses its energy to swim and go as far as it can.

What most business owners do is to react instead of following their own agenda. However, we would benefit a lot more if we would work ON our businesses instead of IN our businesses.


Frumi’s book is available on Amazon:  A CEO’s Secret Weapon

Also, Frumi writes book summaries and here is how you can access Frumi’s Book Summaries website –  http://www.100mustreads.com/

Favorite Book:

Frumi’s Favorite books are…The Why Cafe and The Big Five for Life – 2012 Edition both written by John P. Strelecky

Favorite Business Tool/Resource:

Frumi’s most favorite business tool is creating a one page business plan that you care look at and review whenever you want.

Here is a great resource to create your own one page business plan – The One Page Business Plan for the Professional Consultant and The One Page Business Plan for the Creative Entrepreneur


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Mike Rafati

A. Mike Rafati specializes in coaching and mentoring conscious individuals and heart-centered entrepreneurs who want to follow their dreams and create successful businesses that are aligned with their passion and purpose, helping them to make money doing what they love, create a fulfilling life, and make a greater impact in the lives of others. For more information visit: http://www.incrediblecoach.com/ http://www.mikerafati.com/

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