(A transcript of a conversation between Rich Christiansen and Michael Drew at the Wizard Academy in Austin, Texas May 2013)
Rich: One of the favorite things I do every year is I come down to the Wizard Academy here in Austin, Texas. I’m coming to you live from the Engelbrecht House. I’m here with my dear friend, and actually my agent for The Zigzag Principle the infamous, the one and only Michael Drew.
Michael: Thanks, Rich.
Rich: Michael has put more books on the New York Times Best Sellers list than anyone you’re ever going to find. Michael is a rock star, but the reason I wanted to interview and talk to Michael today is specifically about Pendulum, about the Pendulum Principle which is one of the most profound teachings and learning tools and it is in fact a book that you and Roy H. Williams just did and I wanted to have Michael share for a minute and a half or two minutes about the overall and arching principles of The Pendulum. Michael Drew.
Michael: So Roy H. Williams, the founder of the Wizard Academy owns the fourth-largest advertising agency in North America for buying radio advertising. He’s in marketing advertising, I’m a book marketer in marketing advertising and as marketers we wanted to give our clients a competitive advantage. How do you give your clients the competitive advantage? By being able to predict what their customers want before their customers know that they want that. How do you do that? Well Blackie Sherrod, the famous sports writer stated that, “The reason history must repeat itself is because we pay so little attention to it the first time.” And King David said in The Book of Solomon, “That which has been is that which shall be. And that which is done is that which shall be done: and there is no new thing under the sun. Is there any thing whereof it may be said, See this is new? It hath been already of old time, which was before us.” (Ecclesiastes 1:9-10)
So what this told us was that history must repeat itself. In fact when we look at it scientifically we know that there’s something called the Chaos Theory, which basically states that there are patterns larger than what we can comprehend. If this is true for science then it seems to be true from a spiritual and historical standpoint this must accurately be correct. So what we did is we went back and researched the last three thousand years of recorded Western civilization looking for a pattern and indeed we did find a pattern. We found that society changes every forty years from a cycle of “Me”, about the individual, about big dreams, about pushing to be bigger and better than who you are to a cycle of “We”, about Community, about doing what’s best for Society as a whole. It’s not about big dreams but rather about small actions. We shift predictably every forty years from a “Me” to a “We” or from a “We” to a “Me” and interestingly enough the changes that we can all see happening all around us in society just shifted back in 2003 as we went from a cycle of “Me” to a cycle of “We”.
Rich: So just to articulate what he just said he just gave you a crystal ball, he just gave you a palm reading telling you just exactly what phase of development we’re in. When I discovered this it was like, “Aha! Ta-da!” It was instant insight to understand the buying behaviors and patterns that are going on. So, Michael go just a little bit more on this, indeed what he gave you was a predictor on the behavior and the cultural elements on what’s taking place right now.
Michael: Absolutely. So what we’re able to do once we know that we’ve moved from “Me” to “We” we know how to change the way that we hire employees. We know how change the way we communicate and market to our audiences. We even know what types of products and services need to be created. One of the reasons that we’re in a recession today is because of the shift from “Me” to “We”. This happens every time we shift from “Me” to “We”. We have an economic downturn because businesses and governments that get heavily into one cycle, in this case the “Me” cycle, they think that way and they act that way and when society shifts to a “We” it takes longer for businesses and for governments to shift and so we always go through a recession and we have economic issues. It takes the youth of society to come in and give new business models each and every time to replace the old business models to be able to rejuvenate the economy so to speak.
Rich: Awesome. So Michael, I have two last questions, first of all I want you to quickly say what my viewers can expect to see in the next ten years. Quickly, just a pattern that they’re going to see in the next ten years.
Michael: What we’re going to see is a movement. What happens in the Pendulum Presentation and book is we describe a sociological and psychological shift from “Me” to “We” or “We” to “Me” and there’s a beauty in “Me” and there’s a beauty in “We”. What happens is we always take it as human beings a good thing too far and as we’re now ten years into a “We” cycle we’re starting to move into taking “We” or community-based mentality too far. So we’re moving into a twenty-year micro-cycle of ‘I’m ok. You’re screwed up’. We call this the Witch Hunt Cycle because throughout the history of mankind if there is ever a witch-hunt it’s always happened in this twenty-year time frame. Eighty years ago in Europe we had Mussolini, Stalin, and Hitler in Europe. In the United States we had Joseph McCarthy and we had the Japanese Internment Camps. Before that in the United State we had the Civil War and the Second French Revolution. Eighty years before that we had the American Revolution, the First French Revolution, Bloody Mary.
Rich: So you’re going to depress us all!
Michael: All these things have happened in the cycle so we’re heading into the cycle of “I’ ok. You’re screwed up”. From a business standpoint this is really important because what we’re taught in a “Me” cycle is that we want to define what we stand for, but in the next twenty years what’s most important is not defining what we stand for, but rather stating what we stand against.
Rich: Well said, alright. Great information. So my second question is, Give us the URL of your website and let me strongly encourage everyone that this one of the ten must-read-books you should have in your library. This gives you indeed the predictor of what’s going to happen and some level of sanity of the cycle we have before us.
Michael: In fact, I’ll give you the URL. It’s www.penduluminaction.com. When they buy the book we’re actually only asking them to cover the shipping and handling for the book, seven dollars, they get the book for free. We’re going to give them a copy of the full Pendulum Presentation on a membership site for free when they buy the book as well as some other training. So they submit the shipping and handling for the book, they get the book, they get the Pendulum Presentation, and some other training.
Rich: Awesome. Thanks so much, Michael. You’re the man.
Michael: Thanks, Rich.