Today, Jesse Itzler’s list of achievements is nothing short of remarkable: entrepreneur, business owner, songwriter, author, ultra-marathon runner, part owner of the Atlanta Hawks NBA team, husband and dad of four, and a sought-after motivational speaker, known for his energy and awe-inspiring life experiences.

But early on, he was just two things: an aspiring rapper and a kiddie pool attendant on Long Island.

Jesse Itzler on stage at ASI Fort Worth

When the ASI Fort Worth keynoter was an undergrad at American University, he learned his first significant lesson about differentiation. He had an idea to market and sell the brownies his roommate’s Aunt Franny would send to their dorm. So he decided to use his advertising class as an early exercise in R&D.

But when the professor asked what makes Aunt Franny’s brownies different from everyone else’s, Itzler didn’t have a good answer. That’s when he realized he’d have to stand out from the crowd to succeed.

Fast forward a few years, when Itzler was an ambitious young rapper. Using his answering machine and stock background music, he created his own DIY demo recording and would hand out his information to everyone who stepped out of the elevators in the lobbies of recording studios in New York City. He got no calls. But his persistence paid off when he got the opportunity to record afterhours at a studio in Queens, between his kiddie pool attendant shifts, and created a real demo tape that landed him a record deal.

“We create our own luck,” the entrepreneur told the rapt audience. “It happens when you’re out and about, putting yourself out there, not sitting on the couch watching the Kardashians.”

As a recording artist, he created an official theme song for the New York Knicks NBA team. It set him apart, since no other teams had one. They soon came looking for them, and Itzler created a company to write theme songs for professional sports teams. When he sold that company, he had the opportunity to travel in the new owner’s private jet.

“My friend and I were blown away,” he said. “We thought, ‘Wow, people actually travel like this!’ So we decided to launch our own private plane chartering service.”

With the newly launched company, Marquis Jet, customers could book a private plane with just six hours’ notice from anywhere in the country. Through luck, perseverance and relationship-building, Itzler was able to pitch and sell the service to celebrities including Matt Damon, Ben Affleck and Jennifer Lopez, who became clients after flying with Itzler from Los Angeles to the Sundance Film Festival.

“Don’t negotiate your goals,” he said. “Know what you want to see at the end of the film. The plot and script may change, but the goal is never wavering. And if you don’t have a place at the table, make one for yourself.”

When running a business, he added, remember that it’s not just about the products. People buy from people; people are the business plan, not just products, services and strategy.

“I established relationships with customers by complimenting, congratulating and consoling them,” he said. “For instance, I’d tell them, ‘I admire the way you parent’. It’s a compliment they appreciate, and it comes out of nowhere. Then they give you a referral because they’re on your side and they’re rooting for you.”

And don’t ever fear having the requisite experience to do what you want to do, said Itzler. He reminded the audience that he had no prior experience in anything he did, and that getting over the fear of embarrassment was liberating.

“If someone wasn’t there to teach you how to do your job, how would you do it?” he asked. “That will separate you from everyone else. Self-doubt is the number-one deterrent to success.”

Certainly, Itzler didn’t fear embarrassment when he invited a Navy SEAL to live with him and his family for a month to toughen him up, an experience he chronicled in Living with a SEAL: 31 Days’ Training with the Toughest Man on the Planet. The SEAL had participated in a 24-hour race and exceeded his running goals even with dehydration- and exhaustion-induced kidney failure. “I knew that whatever got this guy to keep running, I had to teach my kids and employees,” he said. “So I asked him to live with us for a month. He told me, ‘If you’re crazy enough to ask, I’m crazy enough to come.’ Make sure to ask for things, because people want to help each other.” That month taught Itzler even more lessons, like eschewing routines so you can get out of your comfort zone and move forward. “I don’t want to be the 80% version of myself,” he said. “Our biggest challenge is self-imposed limitations.”

Take stock of all the small decisions you make every day, since they shape who you’re becoming. “Are you spending time at Happy Hour, or going out there and attacking life?” he asked.

He concluded by asking the audience to do two things to make a difference in their lives this year: Create a contract of non-negotiables, noting how every decision impacts the next day, and add at least one winning habit that will enliven their business and personal lives.

“Maximize the time you have from now until when your life’s bus ride is over,” he said emphatically. “Don’t wait until everything is perfect. No one came this far to only come this far.”