Welcome to entrepreneuronfire.com where remarkable entrepreneurs share their inspiring story. Let their journey illuminate your path to success. And now, your host, John Dumas.
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Okay, let's get started. I am simply thrilled to introduce my guest today, Antonio Centeno. Antonio, are you prepared to ignite?
Antonio: I am prepared to ignite.
John: All right. Antonio is the founder of Real Men Real Style. His goal is to provide men the tools to educate themselves and build the wardrobe that best complements their individual style. Giving Fire Nation a little review, Antonio. But why don't you take a minute, tell us about you personally. We want to get to know you. And then tell us about Real Men Real Style.
Antonio: I grew up in West Texas, ended up going to college in Iowa, went into the Marine Corps, served as an officer. Probably one of the best experiences of my life was being an officer of the Marines. After the Marines, I didn't really know anything about business. And instead of most guys are going to the FBI, that kind of law enforcement, I went to business school at the University of Texas and that opened up my eyes to a lot of opportunity and got a job right out of school, promptly fired in a few months.
And I thought, “Well, this is a great opportunity. It's a sign. I'm going to start my own company.” So, I started a custom clothier called A Tailored Suit at that time one of the only clothiers online that you could actually go in and enter your measurement, design and build your own clothing. And that was my primary business.
But in about last year, 2012, I had started a blog and that kept growing. I found that most people were coming to my clothier for the information, not to buy clothing, unfortunately. And that really opened up my eyes to — Hey, there is a need for a leader in this industry, somebody that is taking a masculine approach to style. So relying off of what I learned in the Marine Corps, which is we care about our uniforms and we think we're some of the top warriors out there in the world.
And I thought why can't modern men take more pride in the way they dress? Well, if they understand the history and they understand the science behind the style and how it can help them do better in life, then maybe this will work. And it has worked. In the last year and a half, we've gotten over 3 million views on YouTube. I now get around 10,000 visitors a day simply to my blog. And we built the email list up to around 50,000. And, I think, that even Pat Flynn mentioned that. I mean, because we give away great free ebook, close to 100,000 downloaded that ebook.
So it's been a wild ride and I really enjoyed it. So now, Real Men Real Style is my second business and something that I see incredible growth in the future.
John: Man, you just have a lot of great stuff going on, Antonio. It was not until the pre-interview that I found out that you were a fellow veteran, that you were an officer in the Marines. I myself, as Fire Nation listeners know, was an officer in the Army for eight years, four years active, four years in the Reserves. And we actually served in Iraq at the same time under the same flag. So that was just really interesting to find out.
And we could have talked about that for hours but, unfortunately, we both have schedules to keep. So just a lot of great things going on, Antonio. I want to move that into the next topic which is the success quote because we want to keep this motivation rolling and get it going even faster. So take it away.
Antonio: All right. Well, I've got actually two. And I've got these quotes actually right in front of me, so it's funny you ask about that. But I've got: What do you hate doing? And solution is to systemize it and give it away. And that has probably been my focus the last couple of years, really because it came out of an incident that happened to me a few years back basically where I lost my sister. And when she died, I found myself in this position where I was working 100 hours a week in my company and I couldn't step away.
And I don't know in their businesses out there, if you find yourself in that position, working harder is not going to get you out of it. And I realized that I need to systematize. The fact that I couldn't grieve properly and that I was traveling the country, taking care of the things I had to in my family while still answering business calls at my sister's funeral, that right there, I don't know how else to slap somebody in the face and say, “You've got to unscrew yourself and you've got to fix it. There's a better way.”
John: That was perfect. And I can relate with that incredibly well, Antonio, because I was in such a similar boat. I love the camaraderie. I love the leadership aspect of being an officer. I was an armor officer so I was in charge of four tanks and 16 men. And I liked getting out there and just being that warrior and having that pride of serving your country and, as you put it, being the best of warriors in the world. I mean, there's just a lot that goes with it.
But the con to that was not being in control of your own life. I had to go where I was told to go at every hour of the day, every month of the year. And I just knew that looking forward, that I didn't want to be living that kind of life. I was really glad that I did so for those four years and I'll always look back at that as a great shaping of my personality, of my character. But I knew that going forward, I was more that entrepreneur that wanted to set the tone.
And if I was going to work 80 hours a week, I was going to be doing it on my own terms. Hence, EntrepreneurOnFire was born. So I can definitely relate to that, Antonio. Thank you for sharing that. And it's actually a great transition to the next topic because this is about the journey. And you're our spotlight entrepreneur today, so this is about your journey. You've shared with us that early part of your journey when you were an officer and then when you decided to get out and actually tried A Tailored Suit and some struggles you had with that.
But get into a failure, sometime when you just flat out failed or when you came up against this obstacle or this challenge that was so tough, you had to dig so deep to overcome that, and share with us how you overcame that.
Antonio: All right. I mentioned when I first started A Tailored Suit back at the end of 2007, I mean, this was a time period in which I looked on the web and I saw the opportunity for this business. And there were maybe, I could only find two other businesses in the entire world that were doing what I'm doing now. Now, there are probably 200 to 300 businesses doing what I'm doing.
Now, the fact that I am not, I wasn't able to leverage that time and that my business didn't grow to the point I wanted it to, I do feel that, in a sense, I was a failure there. On the other hand, what I learned from it is that I can't go back in time. There's nothing I can do about it now in terms of — But what it did is it gave me what I like to call entrepreneur vision. And by stepping into this situation, I was able to recognize opportunities.
And that's one of the reasons I put out so much content and I'm working so hard on Real Men Real Style is I don't want to repeat what happened to me back in 2007, 2008. A lot of my competitors, they took on investment capital. And to this day, I still don't know if they actually made a good return or the investors made a good return because I still think my market is still developing. But I realized that I wasn't probably going to be able to compete with a lot of these guys and they'd gotten so far ahead with customer acquisition and things like that.
A Tailored Suit is still viable. It's still can pay the bills. It's just I realized and now looking back that I'm going to transition that business into something that's more enjoyable for me.
John: That was great. What we're going to do is we're going to use that to transition to the next topic because this is, again, your journey. So, let's just keep going down that path. You shared with us challenges, some failures in your eyes, as you saw it, not growing fast enough. But one of the fortunate things for entrepreneurs is that we are always having these light bulbs that are going off every single day, some big, some small.
But at some point in your journey, Antonio, you had a light bulb that went off that you just said, “Wow, this is going to resonate so well with my target audience, with my authentic self.” Share with us that light bulb moment and then share with us how you turned that into success?
Antonio: Okay. Well, I'll talk about something that I do over at Real Men Real Style called The Style System. Now, if you would have told me a couple of years ago that people would pay me hundreds of dollars for information, most of which I think you can go to libraries and find or you can do the research, I wouldn't have believed it. And I was over, I think, at the comments of Mixergy and I was talking with a guy named Tim Bourquin who's actually out New Media Expo, really great guy, who I was very happy I got to shake his hand and thanked him.
I got to thank him for calling me an idiot in the comments. Because I said, basically, that really charging information, I just didn't see it as a business model. He went to my website. He checked it and he said, “Hey, you've got great content. You should be charging for it.” And at that time, since I was selling product and wasn't really looking to sell content, it was something I just couldn't believe that there would be a market for this especially when, again, you could go to Amazon, you could go get this information, in my opinion, for free, because that's how I was learning it.
And I didn't really put a value on the time that I had spent designing clothing all of the thousands of men I had spoken with and helped design wardrobes for. So, time went on. But this really dug into me. And I saw more and more examples of people, in a sense, packaging content, making it more convenient and really selling convenience. And the example I love is the bottled water example. I mean, we can get water, at least in the United States, pretty much anywhere for free.
But people pay for that convenience of having it bottled and they're willing to pay a huge premium for it. So, I started to build up an audience, got a decent size email list. I mean, maybe I had a thousand people on the email list. I think this had to be late 2011 or maybe 2012. I just put out, “Hey, I'm going to be doing–” And I called it The Style Boot Camp at that time. But the idea was I'm going to be running you through a quick course. It's going to be, let's say, I don't know, eight weeks long, and is there anyone interested? Oh, and the price is going to be this.
And I put a price on it, put up a sales page and I didn't really know what to expect. I was hoping that it would at least pay for itself. And it did. Ten people signed up. It wasn't a huge amount of money but it was enough to, all of a sudden, it put a couple thousand dollars in my pocket and, more importantly, it lit the fire under my backside that, hey, I've already accepted the money. I've got to build this product. I love that I put this deadline out there and I sold it and by creating it, it really forced me. It showed me there was a market. I had to take action.
And this last time that we did The Style System, we had over 100 people buy it and now it's a year later and it's gone from ten to 100. I charge quite a bit more. It's much better, more systemized and the great part, I just love that I can constantly give updates, that I'm able to keep giving back in the product, that I exceed expectations. We've had one return out of 300 people that have gone through it. And it's simply because this guy, his house got broken into and I felt bad for him and just gave him his money back and said, “Hey, do it for free. I don't really care.”
But I couldn't do that with a custom clothing. Obviously, there's a cost of goods there. So, that's what I love about what I do now is that I could put more of my heart and soul into it and at the same time make an honest living.
John: Absolutely. Again, that scalability, that ability to leverage. If it doesn't fit for somebody, for every reason you're not having to necessarily incur additional cost because it's just digital product or it's just your service. So, you can feel good about giving that back. And you are so right, Antonio. It's a very exciting industry. There's so much potential and every single day more people just becoming more aware of what you can get online and people feel comfortable just going to Amazon and buying anything and going to Zappos and buying shoes and going to Paypal and just sending money back and forth, zip, zip, zip.
I mean, we are just being trained as a culture to realize that we can just sit in front of our computer and do anything. We don't need to go out and do all these crazy things. It's right here at our fingertips. It's efficient. It's an efficient market more or less and it's just a really enjoyable place. So, Antonio, this is a question I love to ask because it always elicits a different answer from every entrepreneur. Have you had an “I've made it” moment?
Antonio: I haven't yet, and it's probably something that I need to. I've had many “I haven't made it” moments.
And I find that whenever I do have those moments, it's usually because I've set a point and once I hit it — Probably because I'm harder on myself than anyone else. But it's one of those things. I can tell you about the “I haven't made it” moments. And that's something pretty important that we set for ourselves because oftentimes we'll go down. I went down the wrong — For me, for the longest time, it was about getting traffic to A Tailored Suit.
And I found if I got 100,000 visitors a month, I would be a millionaire. And that didn't turn out true. I did get over 100,000 visitors a month at A Tailored Suit. But I wasn't selling the kind of volume. But the great part about setting a point in which you have to look back and reflect, is that you do — You realize that, I think, we can fool ourselves. We're really bad about having one directional vision and not paying attention to all the signs that are saying, “Hey, you may be going down the wrong path.”
And hitting your head up against the wall 100th time, it's not going to break down the wall. You're simply going to break your head. So, having had that moment yet, I have had many moments though that are “I haven't made it”. I probably could set it and that's why I'm working with Jaime over at the Eventual Millionaire to help me set more goals. If I can take a vacation with my family for three weeks, I'll say that's an “I've made it” moment.
John: Absolutely. And Jaime Tardy over at the Eventual Millionaire, she was my original mentor and coach. I can just say how important it is to have that mentor, that coach who's holding you accountable, that's really putting your feet to the fire and just making you take actions and really questioning yourself and really push you forward and open your eyes at so many different things. I love the fact that you've had so many “I haven't made it” moments and you're very cognizant of that.
Again, this question I love because so many entrepreneurs answer differently. Some say, “John, I've had an ‘I've made it' moment every single day.” Others say, “John, I will never have an ‘I've made it' moment.” And for me, I love to talk about the journey and the milestones and the accomplishments and you have been having some great milestones and some great accomplishments. So, Antonio, have you been enjoying the journey?
Antonio: A lot of people say follow your passion and that you're going to be — I don't wake up and jump out of bed and can't wait. I've got three young children. I've got a beautiful wife. But I've also got a lot of — There's just life is happening. But the fact that I can stop in the middle of the day and play with my kids and chase them around the house and play monster or that I have the good problem of occasionally there's just family around that I get to — I mean, I see my kids every single day.
So, for me, what is important in my life, my family and spending time, just healthy eating, having good health. These things I'm living. And looking back, I know that the money will come. And now, this year has already been great for us. Last year was pretty good. This year is already been great and I get excited thinking about the future. There's a lot of people in this country that are scared of the future. I wake up and I'm excited about the future and looking forward to it. And I'm a big part of my children's life. So, for me, that's a great measure of success and I really don't know what else I need.
John: Well, speaking of the future, Antonio, let's talk about your current business right now. You have a lot of exciting things going on. Talk to us about one thing that's really exciting you and then talk to us about where you see your vision for the future of Real Men Real Style?
Antonio: So, what I'm really excited about is being able to release a number of products this year. It used to be that you would put out something and it had to appeal to a mass audience especially if it was information. Usually, a book, in order for the publisher to put it out there. I'm excited because the content we have coming out is becoming more and more niche. And by doing that, I can charge — It goes to less people but it screams their name even more and I can charge more for it.
So that giving you an idea, we've got a product coming out for the legal professional, how to dress, how to present yourself if you're an attorney, if you're a lawyer. And we're going to be able to charge a certain price for this simply because it's very niche. It's going to be the best item for them. We've got another item coming out, Style for the Black Man. Now, I'm not black. And I checked. John, I looked at your photo, you're not black either.
So this book is not going to be for us. But there is a large population of black men in the United States and throughout Africa, throughout other parts of the world, throughout Europe, that they go out there and they try to find men's style information for them and they're frustrated because it doesn't address their color issues, doesn't address their hair and certain issues with their follicles.
And I'd been working and partnering with a guy named Grant Harris over in DC who is black and has dealt with these issues growing up. And together, we're able to partner and create a product that's so specific that it's going to scream to that gentlemen and we can, in a sense, charge a bit more because it really solves his problem. So that's what I get excited about. It's coming out with all these different products that scream and really, in a sense, scream the answer to people who have had these problems and haven't been able to satisfy it.
John: And Antonio, let me break in here for a second because one thing that so many entrepreneurs make the mistake when they first come out is they just try to create this broad niche, just this product or this service is going to reach so many people, because in their minds, if it reaches more people or if it is inclusive of more people, then that's a larger potential target market for them. But the reality is always so different.
Because if you're just trying to be so inclusive, you're not being specific to anybody or anything, and the best, the smartest, most successful entrepreneurs that I hear time and time again say, “John, find your niche and then you niche down and then you niche again until it hurts, literally until it hurts, until you think that you're niching yourself out of the market. Then you have it.” And that's exactly what you've done here. You've just found this niche down, niche down, niche down until you're only talking to one segment of the population.
But guess what? 100% of that segment of the population is going to want to hear what you say, and is going to look at you as the authority figure, as the credible person in this area.
Antonio: And the only thing I would add to that is make sure when you're niching down that you're niching down to an audience that is willing to pay. Put a price on it as soon as possible. And it's something, I think, a lot of people that are just get — Many of us, when we think of sales, we think of the sleazy care salesman. I mean, I remember back in the Marines. It was really bad, this car salesman guy. I don't know if you remember these signs like from “01 to 09, we finance everybody.” “$99 down, we get you a car.”
And you say you get these privates and these oats or these new young — I was one of the officers that got raked over the coals. I didn't have a business background. As bad as this is, I didn't understand finance rates. I trusted that this guy who said he was an ex-military guy would take care of me. And I just gave him money. I got a car. I was happy. Until I started realizing how much I was paying in interest.
So many of us have this negative impression of salespeople or selling a product. And to me, what I discovered is when I put a price on a product, and it was really of good value, and I position myself not as a sleazy sales guy but somebody that is offering value and puts a price on it because I want you to have skin in the game, and I want you to take action. Because if people get something for free, a lot of times they don't take action. Just like those CDs that we get when you're leaving a concert. What happens? What do you do with those CDs, John?
John: Throw them in the trash.
Antonio: Yeah. Or it becomes coasters. Or you put them on a little string and then hang right on your car. The thing is, we don't value that CD. We've all had that CD that some band that thinks they're just like Pearl Jam, outside of the Pearl Jam concert, giving away their CDs, and 95% of those, no one even listens to. If you put a price on it, yes, you're going to get less people. But you're making money. And that's validating that it's a sustainable business.
John: Boom. You couldn't have added to that more. Thank you, Antonio. It's a perfect segue into the lightning round which is my favorite part of the show. This is where I get to ask you a series of questions and you come back at us, Antonio, with amazing and mind blowing answers. Does that sound like a plan?
Antonio: I'll do my best, is what I can do.
John: What was holding you back from becoming an entrepreneur?
Antonio: I would say the mindset and looking at where I came from. I grew up in a trailer park in West Texas and most of the people I knew worked hourly jobs and they hated their job. And I would say I'm still trying to overcome this mindset of where I come from. And I think we have to just be cognizant that we all come, we're tattooed with where we come from and our history. So we've all got prejudices. We all have certain beliefs.
And being able to open up my mind — I mean, part of it was being in the Marine Corps. When I'm surrounded by people that went to Ivy League schools — I mean, one of the my friends, Gregory Jones, his father, Greg Jones was coming out of the Marine Corps. That was Obama's security of defense. And when you're around, you're having dinner with somebody like that, that is the right hand mind of the president when it comes to defense issues, it really says, “Wow, things are — I'm capable of quite a bit.”
So, I think that a man needs to go out there, or woman, and challenge themselves and really realize that they're capable of great things.
John: Antonio, what is the best business advice that you've ever received?
Antonio: I receive a lot but I would say the best business advice is simply to take action and to fail quickly. I pull that one out. There's many things I could have said. But I see it again and again, people telling me what they're going to do. Instead of telling me what you're going to do or how you're going to, how about you show me your website that you've already built? Excuses everywhere. I mean, I don't know if I can swear but, basically, there are like–
John: No, you can't.
Antonio: Yeah, there's those little things. Basically, everyone has got an excuse. And I would say that I'm tired of excuses, guys. I want you to take action. I don't care how tired you are. Get it done. Make it happen. And just take action. Quit telling me about it.
John: Antonio, I love that. And for me, it really brings me back to the battlefield. When my platoon sergeant came out to me and said, “Lieutenant, a good decision now is better than a great decision later.” And I've always loved that quote. Because for me, it was, “Listen, I got to do something now.” And it's only going to be good, that's fine. But if I wait until later and let's just take it to the ultimate level on an Army battlefield, on a military battlefield, you might die. And you might not be able to make that great decision later.
So stop trying to wait around for that great decision. Make a good decision now. Go forward with it. You can always give it. You can always change. I love that, Antonio.
Antonio: Agreed, agreed.
John: What's something that's working for you right now?
Antonio: I would say focusing on my health. I didn't always eat healthy and I'm very fortunate that I married a woman who makes everything from scratch. She grew up in Ukraine. I mean, right now, I've just got an apple next to my desk. And by setting up habits and systems in my family that we have fruit lying around all over the house. And that's occasionally you find something that rotted or something but, no, I mean, really, we make it easy to eat grapes, to eat apples.
And by doing that, by taking care of your body and realizing — I had a great coach in high school. I did really well in high school. And he would always say, “You're a smart kid. But realize, you got to take care of your body.” And that is your vessel that gets you around. What I loved about the Marines is I got paid to workout. And just actually, I had this talk with Jaime. She said, “Hey, Antonio, you need to put exercise and taking care of your body as part of your job. One, because people see you on the video and it's assumed that you're taking care — I mean, people like a more attractive person when they actually see them.”
But, I mean, really, you're going to get a lot more benefit. And there's a great book out there, Spark. It talks about how the relationship, not so much in weight loss, but in how it sparks your mind when you exercise and you take care. And by going to that treadmill, it's not about losing weight. It's about making your mind more active. We're releasing certain endorphins which enable you to focus more and to be more aware of what's going on.
John: You're making me feel horrible about this half-eaten Snickers right by my computer.
Antonio: That's right. Get rid of that.
John: No, I love it, Antonio. I'm a big believer in the daily workout. I have Insanity and P90X right here that I work out to every single day and so many Fire Nation listeners are on the treadmill right now as we speak, on the elliptical machine, running along the beach, taking in this great content as they're exercising because it is such a huge part of our being an entrepreneur is. You have to look at CEOs in corporate America. I mean, they are where they are because they've taken care of themselves.
So many of them are marathon runners and they're into the daily exercise and it's just so prevalent. So, Antonio, do you have an internet resource like an Evernote that you're just in love with, that you can share with Fire Nation?
Antonio: Yeah. I would say ActiveWords. And this isn't maybe something that's not big for the people that are already on Mac. But, basically, text replacers. And the one I use is a guy named Buzz invented it. It's really simple, works on PCs. But the idea that you could simply type out three letters and hit the double space and it takes me to any website, brings up any documents, fills in any — Basically, I don't have to think. Because I don't know about you guys but at the end of the day, I can't think very straight and I can't even remember where things were at. But I can remember three letters that stand for me to get to this document or to open up this web page.
And I say ActiveWords has really helped. It's improved the efficiency. It has made my life a lot easier.
John: I love it. We will link that up in the show notes, entrepreneuronfire.com/antoniocenteno. So, Antonio, if you could recommend one book for Fire Nation, what would it be?
Antonio: I'm going to say check out Spark. I just talked about it earlier in the interview. And this is a great book that talks about the mind or the link between exercising and helping us think better and the benefits beyond. Many of us exercise because we want to stay in great shape. But these are the benefits that go beyond that.
John: Love it. We'll link that up in the show notes as well. So, Antonio, this is the last question. It's my favorite but it's kind of tricky. So take your time, digest it, and then come back at us with an answer. Imagine you wake up tomorrow morning in a brand new world, identical to earth, but you knew no one. You still have all the experience and knowledge you currently have. Your food and shelter is taken cared of. But all of you have is a laptop and $500. What would you do in the next seven days?
Antonio: I've always been a big fan of traveling. So if it's identical to earth, then perhaps I have access to a motorcycle. Then I would take a trip. So one of the things that I enjoyed actually when I returned back from deployment in 2003 is I hit all 48 states on my Sprint ST motorcycle. That bike has since been sold. But I'm going to assume in this earth that I've still got access to that bike.
And since I don't have the — I sold the bike when I had my son because I've had enough close calls with motorcycles. So I'm going to assume that I can be riding a motorcycle and then I can be checking out the area, just these lower 48 states I had a great trip when I did that, did the four corners. It's my quick answer. Going to enjoy that week. Just take some time off. I find that when I'm out riding my bike, I don't need a whole lot when it comes to money. I don't spend much. I usually just take my camping gear with me and sleep under the stars.
John: I love that answer, Antonio. You have just given us incredible actual advice this entire interview. And we are all better for it. Give Fire Nation one parting piece of guidance then tell us how we can connect with you and your company and then we'll say goodbye.
Antonio: The last piece of guidance is I would say life is short. Find out what is important to you and make sure you're living your life with that in mind. I mean, if you say your family is important and you're not spending any time with them, I'm going to call BS on you.
John: Yes.
Antonio: You need to reevaluate with what you're — Because you're going to wake up and your kids are going to be grown, your wife is going to be gone and it doesn't matter how much money you have. You're not going to be happy with your life. So, find out what's important to you and focus on that. Make it the key part of your life.
If you want to get hold of me, just simply do a quick Google search, “Antonio Centeno.” I'm on Twitter. I'm on Facebook. I've got contact forms through my websites. So you can always get hold of me and that's the best way to do it.
John: Antonio, thank you for being so generous with your time, your expertise, your experience. Fire Nation salutes you and we'll catch you on the flipside.
Antonio: Sounds great, John. Take care.
John: Fire Nation, are you ready for some more incredible audio? Audible is offering EntrepreneurOnFire listeners a free audio book and 30-day membership. I recommend. This is a must listen for every entrepreneur. This offer is for a limited time, so jump on it at eofirebook.com. That's eofirebook.com.
Thank you for joining us at entrepreneuronfire.com, your daily dose of inspiration. Prepare to ignite.
I'm Antonio Centeno, the founder of RMRS. I'm a former Marine Corps Officer with a BA in Evolutionary Biology and Philosophy (Cornell College 98') and an MBA from The University Of Texas at Austin (07'). I studied the Science of Style in London, Hong Kong, and Bangkok and have created over 5000 videos/ articles to help men dress better. Click here to discover more about our mission here at RMRS.
Ready to earn more money and command respect with the right clothing? Want to start dressing sharp today? Click here to discover The Style System , the BEST Professional Style Course on the planet!
