At 25 years old, Bruce had chest pains and thought he was having a heart attack.  The crisis caused him to face his own mortality.  He re-evaluated the nobility of hard work, pushing himself, and hustling.Bruce’s backstory highlights two strategic mindset shifts that have developed him into the person he is today. Because of his experience, he has become a giver with the keen ability to add value to his clients’ lives.The first shift was a decision not to be dependent on another person or entity for his livelihood.The second shift was the move from transactional selling to truly delivering value.Bruce’s early life experiences in business and entrepreneurship led him to embrace business ownership as a way of life.  Because he understands the business culture and unique challenges owners face, he serves them with tremendous value.

His perspective and insights are what have allowed him to personally take thousands of clients through a financial discovery process.  His objective is to put the client in control of their own financial destiny.

We hope that you will find yourself in his story and that his transparent honesty will validate your own experiences.

In case you missed it, in the prior episode, we discussed How The Money Advantage Began.

The Prevailing Culture of Dependence

Bruce grew up during the ‘60s and ‘70s.  During the years of the Vietnam War conflict in the '60s, the US economy was struggling.  This was an influential time for Bruce as he watched the birth of entitlement programs.

Additionally, in the pre-World War II timeframe, as the industrial revolution began, the economy shifted from being dominated by small businesses, to one driven by corporations and employees.

Together, these changes caused people to develop a mindset of dependence on the government and corporations.

The Early Influence of His Father’s Business

Despite the backdrop of dependence that surrounded him, Bruce learned about business ownership at a very young age.

He was the child of German immigrants. His father, like many others in the immigrant community, owned a business.

From working in his father’s Shell Service Station, Bruce learned about the value of hard work and the necessity of innovation.

He watched his Dad build a self-sustaining business.  His dad developed a team and had the flexibility to leave the business and have it continue to operate.

As a child, he remembers working long hours in the gas station, often from 6 a.m. to 9 p.m.

The Need for Innovation During Creative Destruction

The Oil Embargo of 1975-1976 and Missouri’s Blue Laws restricted his father’s ability to operate his business.

This brought about creative destruction, shifting the industry from true service to self-service and convenience.  Service stations used to include pumping gas for people, tire rotation, windshield washing, checking the radiator and fan belts.  To stay competitive, merchants had to mark down the gas.  They provided gas as a loss leader and added convenience items to bring in profit.

Bruce’s father couldn't expand into the convenience model because his station was landlocked.  He was unable to ride the wave of change and stay profitable in the new en...