Creating Enlightened Alliances That Simplify Business Growth | Chris Attwood | 311

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Dan Kuschell - episode 311

Chris Attwood is a transformational leader and the Co-Author of the New York Times best-selling books, Your Hidden Riches and The Passion Test. With over 30 years of industry experience, he was also a founding member of the Transformational Leadership Council and helped arrange 70% of the interviews for Rhonda Byrne’s renowned movie and book, The Secret.

Currently, Chris is the Founder and President of The Beyul, a club and community designed for individuals and families who are professionally successful, socially conscious, financially independent, and committed to the experience of higher states of consciousness.

Here’s a glimpse of what you’ll learn: 

  • Chris Attwood discusses the moment that inspired him to become a transformational leader
  • Chris’ tried-and-true strategies for finding your ideal alliance partners
  • The biggest mistake entrepreneurs make when trying to grow their businesses
  • Chris shares his practical advice for achieving sustainable, long-term success
  • The formula for building a meaningful and profitable business
  • The mentors that have transformed Chris’ life and career

In this episode…

Do you want to build a business that is both profitable and meaningful? According to Chris Attwood, the recipe for success is simpler than you think. By combining your skills, talents, and passions with the things your consumers need most, you can create a successful and transformative business.

For Chris, his success hinged on his talent and passion for building strong relationships. While growing his career, he formed a number of enlightened alliances that helped him achieve his business breakthroughs. So, what are his strategies for finding partnerships that lead to greater transformation and impact?

In this episode of Growth to Freedom, Dan Kuschell sits down with Chris Attwood, transformational leader and best-selling author, to talk about how to align your purpose with your passion so you can achieve your next business breakthrough. Chris shares his expert strategies for finding your ideal alliance partners, how to build a more meaningful and profitable business, and the biggest mistakes he sees entrepreneurs making today. Stay tuned for more.

Resources Mentioned in this episode

Sponsor for this episode

Thanks for listening to this episode of

Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall in growing your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation. You can do that for free today at That’s

In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You can get that at That’s

If you’d like access to the special resources and all the show notes for this special episode, make sure to visit

Episode Transcript

Dan Kuschell 0:03

Welcome to, the show that brings you inspiration, transformation and leadership, we’re helping you connect the dots, see the blind spots and get unstuck. So you can go out there and create more sales, more revenue, more growth, more profits More importantly, so you can go out and have a bigger impact, have a bigger reach and make a bigger contribution. Now, if you are someone who wants to understand some of the greatest breakthroughs in business and personal development, today, you are going to love today’s segment why we are celebrating Episode 300, 30 years in business and our whole theme with 13 or 14 of the top experts in the world, friends, clients, mentors of mine through this journey of 30 years and now 300 episodes is you’re just one breakthrough away. And it’s my goal that we’re going to extract some of the greatest wisdom in such a short time that you’re going to get at least one breakthrough per expert, if not more. So I hope grab a pen grab a piece of paper. If you want to come back to this episode, you can do that at, that’s You never want to miss an episode, go to, that’s Now, you’re just one breakthrough away. So let me ask you a question. What would it be worth to be able to get in connection to be able to get in alliance with two critical things one, with the right relationships and alliances. And two, by being able to pursue your passion to be able to pursue your passion. Our guest expert is someone who I consider a dear friend. He’s been a mentor. He’s been a client. He’s been someone who’s been an advocate, he’s been an advisor. He’s someone that if I need insight strategy, he’s one of the first people I call he’s the best selling author, co author of the book called The Passion Test. He’s also a best selling author, co author of the book called Hidden Riches, he is a leading figure in the transformational world. He’s a master of creating what is called enlightened alliances. And this is true. In fact, if I had to step back my journey for the last two decades now, this one relationship has probably helped instigate or Ignite. I’m holding this match right here for a reason Ignite. more opportunities, more connections, more breakthroughs than any one person that I know of. I’m incredibly grateful. So alliances. He’s the co author of these two incredible books I mentioned. He’s part of some of the biggest strategic alliances in the transformational industry. In fact, did you know this, if you ever heard of this movie called The Secret? Well, Chris was responsible for over 70% of the interviews for the book and the movie phenomenon, The Secret. He’s also a founding member of the Transformational Leadership Council created by Jack Canfield. He’s got over 30 years of experience. He’ll tell you a little bit about what he’s doing today. But literally, Chris took 10 years for his own inner development, spending eight to 10 hours a day in deep meditation, like what would that do for you? Do you think, to spend 10 years eight to 10 hours a day in deep meditation, as far as freedom, peace, being able to let go of the things that just don’t matter to bring in the things that are so Chris, it’s an honor, it’s a pleasure. As you kick off our series 300 episodes 30 years on this journey, we’re one breakthrough away. How are you?

Chris Attwood 3:47

Congratulations, man. 30 years, man, you don’t look that old either. Do

Dan Kuschell 4:00

We have the same barber. In fact, so incredibly grateful, Chris to have you before we get into it. For those who might not know a lot about you. Why are you doing what you’re doing today in transformational leadership, a lot of strategic and enlightened alliances and more.

Chris Attwood 4:16

Now, you know, Dan, in 19, year, I’m really going to show my age now. But in in 1970, I was a freshman in college, University of California, Santa Barbara. And I remember standing watching as 50 police came was charging across the fields from their school bus that brought them in, lined up in front of a crowd of about 3000 students in front of a bank of america that was burning in the background. And I watched as, as the kids were throwing rocks and bottles at the end and yelling terrible things with the police as the police, many of them not much older than The kids in the in the crowd that got angrier and angrier and then the captain scold them to charge the crowd and they started beating up the kids, and then they could fall back and the kids would get angrier and angrier and angrier until finally, the crowds just rushed. The police and the police, quite naturally, if you can imagine turned around, ran as fast as they could back to their bus. And at that time, you know, I was a 17 year old kid, just watching all this man. And I thought, you know, I don’t want to live in a world like this, I don’t want to live in a world where people hate each other, where they’re beating each other up, where they’re throwing stuff at each other, where they’re saying terrible things to each other. And so really, from that moment, I dedicated my life in whatever way I could find that I felt was most effective, to be able to transform people’s lives and, and through that to transform the world. So that’s why.

I dedicated my life—in whatever way I could find that I felt was most effective—to be able to transform people's lives and through that transform the world. - Chris Attwood Click To Tweet

Dan Kuschell 6:01

And, you know, I will say, You’ve transformed my world, both you and Janet are two of the greatest gifts in the world, to me, my family, my kids, so so many direct and indirect things that have come from that. You know, you’ve had a lot of success over the years, but I want to tune in and start kind of with the opposite of that. Right, as you you know, work with so many different types of people, some of the world’s leaders, right, everyday people who are wanting to get started, and a lot of people in between what do you see right now anyway, currently, right? Because a lot has changed, of course, in the last nine months. I mean, you kind of describe what like, Well, that was X number of years ago, but that, like we could walk outside the door based on the time we’re doing this, and it’s kind of that way right now. Right? So it is one of the biggest mistakes that a lot of people are making on this journey in business or success or personal development.

Chris Attwood 7:00

I’m going to talk about it in terms of the area, you know, that I’ve kind of focused on in my life, Dan, which is how do you build relationships with people, because I feel like right now more than anything else, the we’re forced to come back inside, you know, with lockdowns and with COVID, and all the stuff that’s going on with the the civil unrest, all of the things that have been happening, we’re really forced to come back and stop. And that’s the time to reflect. But it’s also a time to build teams, it’s a time to surround yourself with people who will lift you up, who will keep you inspired, will who believe in you people who who will help you move forward and take the next step. And as you build new relationships, there’s one thing that I found to be absolutely critical, Dan, and I think you’ve heard me say this many times. So it won’t come as a surprise. But if you want to build a relationship with someone, whether it’s just someone that you you’d like to do business with, or you’d like to be a friend with even, or someone who’s famous, someone who’s well known someone who’s hard to reach or get to, the most important thing you can do is figure out what is it that is their most critical need? What is the thing that’s most important to them right now? What is the thing that they care most deeply about? And are you in a position to help them with that in some way? And as you know, Dan, the the definition that I use for how do you find that perfect person, that perfect organization, that is your ideal Alliance partner, is that person or organization who has a critical need that you’re uniquely qualified to fulfill, and in fulfilling your critical need in fulfilling their critical need, you fulfill your own at the same time, this is this is what I call an enlightened ally.

Your ideal alliance partner is that person or organization who has a critical need that you're uniquely qualified to fulfill. - Chris Attwood Click To Tweet

Dan Kuschell 8:57

And being able to operate in a place of passion, at a high level of contribution, right? and operate both being able to give and receive openly right with, you know, many times the financial byproducts of that are just that, like they become less important. As you get it right. And you’ve done that you’ve helped a lot of other people. You’ll do that as well.

Chris Attwood 9:23

If I may, you know, you asked me What’s the biggest mistakes that people are making, uh, one of the biggest mistakes that I see not just now but for a long time, is that when people are worried about their own situation, when they’re trying to get something going, were they trying to make your business work. The biggest mistake that I see that people make when they’re approaching someone new, is that they’re thinking about themselves. Now you don’t do this. And you don’t do this at all. If you’re one of the great examples of someone who the first thing I see you when you you’re doing when you’re meeting someone new is how can I help this person? What do they need? How can I support them? How can I make a difference for them? And that’s where everyone needs to come from. If when you start thinking about, oh, I can help you do this, and this because I want you to do that. Then people sit down, particularly people who are busy and who already have a lot of stuff going on. They just sort of ignore people who are focused on.

The biggest mistake that I see that people make when they're approaching someone new is that they're thinking about themselves. - Chris Attwood Click To Tweet

Dan Kuschell 10:28

I mean, that’s such great advice. Do you remember that trip we took to Sedona together?

Chris Attwood 10:36

Yeah, that was a long time ago. Dan, I do.

Dan Kuschell 10:40

I figured I’d kind of create a pattern interrupt there by bringing that up? Yeah. Right. And that came out of like being spontaneous, just all of us coming from this place of contribution. Right. And you had a couple of people that were there. And you said, Hey, you want to come along? And I’m like, Sure, why not? Why not? got a chance to know each other? You know, this is what close to 20 years ago? I don’t remember the somewhere around there. And was it when you’re open this way? Like, as you’re listening right now, as you’re watching, like, if you’re, you know, in a place where you might have hit a plateau? Or maybe you’re stuck a little bit? Like what would happen for you, if you just started to focus, like Chris shared with you to start asking people what is your most critical need you need help with right now? Right, or that you want help right now, with right now, like, if you asked just five people a day, and you really made a commitment to do that five times a day, every day, five days a week, in a matter of a couple years or less, your life, your business would be transformed. Right. And here’s the key, though, here’s a fact about doing this, why? I’m not perfect. Chris, I thank you for that. I’m not perfect at this, I’ve worked really hard at this, because it’s just how I saw my family operate. And I have decided to just kind of follow that. But it hasn’t always worked out. And in fact, over 90% of the the asks, and the ability to connect people to things are not going to have anything to do with your business. And this is the key. When you are detached to that, and you just come from a place to go, let me get you connected to something that can help you first, then it just creates karma back directly today. But more importantly, for the long term, right? You don’t walk up to somebody in a restaurant, if you’re single and go, Hey, you want to get married. So many people I see are walking up to people every minute go and you want to get married instead of allowing space? You know, I think you’re one of the best people I know, Chris, that, you know, speaking of space, and peace and freedom and allowing things to, you know, have air and breath around them. And that breath around, it creates a really healthy culture, and how would that shift the game for you as you’re watching? or listening right now? Now, Chris? I mean, this is a huge strategy. And one of the temptation I really want to reinforce as you’re listening, you’re watching. Don’t underestimate the power of simplicity here. Don’t. Right. Now, Chris, what what are a couple? Not to undermine this at all? Because this is so critical. What would you say, you know, as you again, as you work in are currently working with your clients right now and in different roles that you do to help companies transform what they’re doing and their impact in the world? Like, what are 1 to 3 add-on strategies to this, that you’re like, this is what you ought to look to be doing, that can change the game for you, we would be at 1 to 3 of those be that you can think of?

Chris Attwood 13:43

Well, one of them. And I’m glad you said Don’t underestimate simplicity, because one of them gets overlooked a lot. And that is to watch your data. You know, I mean, I I know so many entrepreneurs, and you ask me about my clients, I have clients who have been extremely successful, but they watch their businesses go up and down like this. And, and the result of and the reason for that, is because what I see too many entrepreneurs do is that they’re really good at getting out there and get something going and they have a really good intuition often or good marketing ability. And then things seem to be going well, and then they sort of sit back and relax, you know, and then until the the bank account starts getting low, and then you go, Oh, wait, I better put some attention back on. You know, going forward again, and what I’ve seen we’ve been able to do with some of my clients is to even out that curve. So instead of it going like this, it’s more like this. By by just watching the numbers simple Things like, make sure you’ve got a great bookkeeper who’s giving you financial statements every month, and learn how to read those financial statements. Because you when you’re watching what’s going on in your business, and you can see, you’ll begin to see patterns in the business, you’ll begin to see that there’s a period during the year maybe that sales have traditionally dipped a bit. And so what can you do during those few months, that that will bring the business up so that you don’t have to see that dip, for example, or maybe their expenses, the things that you you’re investing in, you thought we’re really gonna pay off, but they’re, they’re not really providing any real return to the business, even after six months, a year, two years, it’s time to drop those things. So forgive me I know this is like simple, basic stuff. But but so many entrepreneurs missed this. And, and, and one of the most important things I think that any entrepreneur can have is a really good bookkeeper, someone who needs the numbers node can can organize them, well make them easy to understand. And if it’s not your skill, if this isn’t the thing you do, well, then get someone, a consultant, a partner, an employee, somebody who does do that, well, who can do it for you, you don’t have to do everything yourself. But it is important that you watch those numbers. The other thing I would say is that marketing drives everything. And and if you don’t have great marketing, then you don’t have sales. And if you don’t have sales, doesn’t really matter how much you ask the numbers, it’s not going to do you much good. And so figure out early on, what is your talent? What is your skill, what is the thing that makes you different and unique and separate from everybody else, and then really drive that. And then for the other stuff that has to be done, because there is other stuff that has to be done, then get partners or employees or, or consultants or contractors or somebody else who do those things for you, you know, this I think you know, Dan’s Janet, Janet is my ex wife business partner just ran the godmother of my children and co author of The Passion Test. And, and Janet and I, when we started our business, just shortly before we met you, we called it Enlightened Alliances, because we really wanted to create relationships with people that we really loved hanging out with, even if we didn’t do business with them, that we would enjoy having them as friends, people like them to sell for example. And and we did that because we recognize that oh, I have a strength in building relationships. And there are lots of ways of building a business. The way we did it, is through relationships. As you said, Dan, you know, we arranged most of the interviews that were done for the movie, The Secret, we have created some of the major relationships in the industry. When we launched our book, or when we launched the past, just as a self published book, initially, we asked someone to send us an email. And this is a quote, you got to watch what the Attwoods’ are doing, because everyone in the transforming school industry is mailing for their their launch. And this was before they were much larger. And that was all built on alliances, because that’s what we’re good at. So you need to find what are you good at? You know, what are the things that you do really well, that are your strengths, and then combine those things, what I call your skills and your talents, with the things you love to do the things that lights you up the things that you care most deeply about? And this, these are your passions. And when you combine those two things, connect those with a third thing, which is what what do other people need? What will people pay for? What does society need, you take your passions, your skills, and your talents, connect them with that need, then you have a business’s both meaningful, profitable and which lights you up and gets you excited every day that you do.

Figure out early on: What is your talent? What is your skill? What is the thing that makes you different and unique and separate from everybody else? And then really drive that. - Chris Attwood Click To Tweet

Dan Kuschell 19:10

And if you’re looking to have a business or a life that’s more meaningful, purposeful, and impactful, Chris is someone to get connected to learn from, you can get the book The Passion Test, Hidden Riches, you can go find. Chris, if people want to learn more about you, how can they connect with you? Where can they get in touch with you?

Chris Attwood 19:29

Well, I think the best thing I think that will serve the people who are listening is to go to because, because that’s where you can discover your passions. That’s where you can get clear on what it is that matters most to you in your own life. And you can create a plan for how you can create a life aligned with those passions. My life these days is mostly spent doing private consulting and mentoring with a very select few clients. I don’t do a lot of public work. I’m working on Private projects right now. One of my my passion project right now Dan is taking the the specific form of meditation you mentioned that I spent 10 years in one meditation, speaking specific form of meditation that has been, that has had an immense amount of research showing that it creates what are called yoga effects. It creates an influence, not just on the individual, but on the environment around them. And seeing how can we apply that to begin to shift the experience that we’re all having in the world right now. And it basically, I’m in the process of putting together presentations and going to billionaires, to talk to them about the science and what’s behind it. And, and help them understand the science of Einstein and Planck and Scrivener. And how we can apply it today to actually transform our world. And so that’s what I’m up to. But I think The Passion Test is the best way for anyone’s listening to actually learn something that’s going to help you.

Dan Kuschell 21:01

So get access to The Passion Test. I have gone through this probably a dozen times over the last 20 years. It’s a book I’ve had earmarked I’ve got notes, I’ve got binders full of notes and refinements. And I mean, it’s an amazing program, go to, we’ll have the links in the show notes. Again, you can come back to this episode at, go check it out. You can learn more about what Chris is up to what Janet’s up to Janet Attwood, the co author of this book and a lot of the different work that they’re involved in, which is amazing. Chris, as we wind this down, I have two last questions. One, this may sound like a really strange question, but who’s a mentor? Or a coach that has you that you would call like your favorite or couple favorites? Or somebody that’s inspired you most as you view it? Yeah.

Chris Attwood 21:59

So I would say first of all, the founder of the transcendental meditation program, Maharishi Mahesh Yogi was someone that I studied with, for many years. Having him understanding about life, and and about myself, he opened the doors to that in ways that blew my mind. The other person, most significant person, I would say is a woman by the name of Byron Katie, Byron Katie teaches something called The Work. It’s a process of self investigation of investigating your thoughts, the thoughts that cause you suffering and unhappiness. And when I discovered Katie’s work, it completely, completely blew my mind completely transformed the way I look at life. And, and really opened the door, the two of those two mentors, and particularly those two teachers, they opened the door to a level of fulfillment in life that I never even could have dreamed was possible. And, and I’m supremely grateful.

Dan Kuschell 23:00

And speaking of fulfillment, speaking of alliances, speaking of transformation, Chris, thank you. I mean, you’ve packed an amazing amount of wisdom in 20 minutes, 15 minutes, whatever, whatever it’s been. And we could go longer, and I do want to go longer. And I want to get you and Janet together, I want to have this discussion about you being married, and then you not and then still having I mean, like one of the best relationships I’ve ever seen in the world. And I’m so incredibly grateful for our friendship. And I want to encourage you, as you’re watching or listening, go check out the passion test, go through it, and then send Chris and Janet and note about how this is impact you. And if you want to experience a life of fulfillment, look into what Chris is pursuing, how he’s pursuing it. Look at the mentors, he mentioned, Byron Katie, as well as the founder of transform. transcendence, transcendental meditation, as well. You won’t be disappointed. And, Chris, thank you. Thank you for being you. Thank you for spending the time with us. I know this is not something you do regularly. And it’s an honor and a gift and to have you as our kickoff to this is I mean, it’s it’s amazing. So thank you, thank you so much. And then I think you know that I value our friendship deeply and dearly. And I still appreciate you and all the contribution that you have made not only to my life, but to the to the clients from the people that you’ve worked with 1000s of people with yourself. So thank you.

Chris Attwood 24:33

Thank you.

Dan Kuschell 24:35

There you have it. I encourage you take action with what Chris has shared, its relationship capital, it’s identifying what’s the most critical need right now. Watch your data. Marketing is like air in a helium balloon without it doesn’t matter if you count the numbers that balloon is going to die. At the end of the day. Identify what are you good at what are your skills, what are your talents is? What do you love to do? Bring those things together and pursue a life of purpose, pursue a life of passion. And when you do, if you come from this place that Chris has just described in amazing detail for you, you will find meaning you will find fulfillment. And that’s what we want for you. And ideally, if you just apply even one of these things, you’re one breakthrough away from that next big breakthrough to go out and have a bigger impact. Have a bigger reach, have a bigger contribution, seize the day. We’ll see you in the next segment with one of our guests right after that. Thanks for listening to this episode of Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall and grow your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation. Do that for free today at That’s In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You get that at, that’s If you’d like access to the special resources and all the show notes for this special episode, make sure to visit



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