Sowing seeds of prosperity: T.D. Jakes has grown a bountiful brand as a media mogul with a business enterprise encompassing film, books, music, and live events.

Author:Brown, Carolyn M.
Position:2014 ENTREPRENEURS CONFERENCE - Instinct: The Power to Unleash Your Inborn Drive - Book review

T.D. (THOMAS DEXTER) JAKES'S LATEST book, Instinct: The Power to Unleash Your Inborn Drive (Hachette Book Group, FaithWorks; $24.98), was inspired by his trip to South Africa in 2008. "I was on safari with a zoologist and a Zulu. The zoologist explained everything about the elephant and its habitat, but he couldn't find the elephant," he recounts. "The Zulu wet his fingers and stuck his hand in the air and said to us 'the elephant is over there.' At that moment I was between intellect (the zoologist) and instinct (the Zulu)."

In Instinct, Bishop fakes outlines how to get in sync with opportunities presented in life and in business. He touches on topics such as knowing when to close a deal, take a risk, and "listen to your heart" in order to succeed. "You can hire intelligence but you cannot hire instinct. Instinct can tell you what, why, and when to do something (such as when do you launch a product). You can always go out and hire someone who knows how to do it," he explains. "I have been able to forge incredible deals and to go into ventures because I live between intellect and instinct."

The spiritual powerhouse is referring to his first-look deal with Sony Pictures to produce movies; the release of Grammy award-winning music via his Dexterity Sounds record label partnership with Universal Music; the broadcast of his Mind, Body b Soul talk show on BET; the formation of the T.D. Jakes School of Leadership, an accredited professional and continuing education program in conjunction with Regent University; and his alliance with Oprah Winfrey to bring her Lifeclass show to his 2013 MegaFest Family Festival, which attracted more than 75,000 people and generated $70 million in revenues. A best-selling author, Jakes also has deals with publishers such as Simon & Schuster's Atria imprint, reaching millions through some 40 books and selling more than 20 million copies in total and producing $115 million in revenues.

Over the past two decades, the bishop has expanded his brand, beginning in 1994 when he established the nonprofit T.D. Jakes Ministries Inc. to produce television sermons and conferences. In 1995, he established the media and entertainment company TDJ Enterprises L.L.P., the umbrella under which he produces his books, movies, television programs, music CDs, digital properties, leadership training, and live events designed to entertain, educate, and empower not just Christian but mainstream audiences. The following year, he founded The Potter's House of Dallas Inc., a megachurch that has more than 30,000 members and more than 50 nonprofit community outreach ministries. He also developed real estate, including the $150 million Capella Park, a community of single-family homes and a charter school, Clay Academy.

But this pastor and entrepreneur proved he could cultivate his faith-based vision into a diversity of ventures, erecting TDJ Enterprises into a for-profit multimedia...

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