We had the good fortune of connecting with Scott Coon and we’ve shared our conversation below.
Hi Scott, what is the most important factor behind your success?
I think that change is inevitable, and embracing it is the most important factor for success. For entrepreneurs who are creative, flexible, and ready to make decisions, change can provide opportunities no matter what industry you’re operating in. Whether I was acting as a change agent in an industry or responding to some type of adversity, embracing change is what contributed to my success.
There was a time when I was public speaking at various cities all over the world. My travel schedule meant that I had to stay in hotels quite a bit. Eventually, I noticed that nearly every hotel was experiencing the same operational challenge—a challenge that could be solved with a piece of software. It was disruptive to the status quo, but in a positive way. Now, that software is being successfully implemented all over the world. Similarly, in an industry plagued by features, benefits, and an ingredient list as long as your arm, the sales and marketing plan for my beverage business took a very different approach: human connection. Our competitors were just pushing a product, but we were telling a story that made the brand a part of a lifestyle. It was a unique, even risky, approach that paid off in the long-term.
Through my motivational speaking, I’ve witnessed firsthand how change can play a role in the success of others too. I really enjoy watching people grow. At a young age, I knew I wanted to be in motivational speaking, training, and coaching. I’ve been doing that now for the past 25 years—speaking to over 200,000 people a year worldwide. There’s just something about leading someone to that “aha” moment, and getting them to realize the potential that they don’t even see. Eventually, they adapt to the process of what it takes to be a business owner and the required attitudes—from not giving up to challenging the 9-5 mentality. It takes courage, perseverance, and of course, a growth mindset.
What should our readers know about your business?
I’m a big believer in designing the life that you want to live. For me, that means being able to set my own schedule, be my own boss, travel, and generally, have the flexibility and freedom to do what makes me happy. So every step that I’ve taken—every business that I’ve built and every decision that I’ve made—supports that criteria.
The vacation home in Palm Springs, 3rd Rock, is just one example of that. I’ve always had this desire to have spaces in different locations—beach, desert, mountains. It’s always been a goal because of the flexibility and freedom that a rental property can offer. My vision for 3rd Rock was to design a desert oasis where guests could unplug and relax in their very own luxury resort. I’m really happy with how the house turned out because a great deal of thought went into every single digital and physical touch point.
When you first arrive, the house makes a strong first impression with a modern exterior, an open floor plan, and a breathtaking view of mountains in the distance. Inside the home, the luxury living experience continues with smart appliances, floor-to-ceiling walls of glass, and electric shades in the master bedroom that open up to the patio and pool. But the little details matter too, like the house’s namesake: an Earth-shaped fire pit next to the resort-style pool and spa. By the time our guests leave, we want them to feel like they just escaped to a hidden oasis—their own little slice of heaven that they can come back to whenever they need to recharge.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I think the warmth and culture of Palm Springs is a fun experience. There’s a modernism flair because of the Old Hollywood vibe. It’s Elvis, it’s the Rat Pack. There’s this rich history in Palm Springs because it’s where all those guys used to vacation. But then, there’s also the desert, beach, and mountains. It’s such a unique getaway.
My favorite place to go, though, is the sand dunes in Glamis, California. It’s 180,000 acres of fine sand piled high as tall as a ski mountain. You can rent or drive your own vehicle up and down the desert trails, and it’s the biggest thrill. You almost can’t believe your eyes because the mountains are massive and the desert feels like it goes on forever. It’s crazy. There’s just nowhere like it in the United States.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I feel very grateful for the life that I live—a life I wouldn’t have even known existed were it not for a few key people in my life. Both of my parents were entrepreneurs. They had multiple streams of income, created their own opportunities, and designed the way they wanted to live. It’s the only life I’ve ever known, really. Later on, I had mentors and coaches who modeled this pursuit of your ideal lifestyle too. I learned by watching, listening, and surrounding myself with people who challenges the limitations of a 9-5 job. I would pay close attention to the guys who lived the life I wanted, and just learned from them. Every one of these people deserves a shout out.