WEBVTT 1 00:00:00.000 --> 00:00:02.680 Don't try and start a media business. 2 00:00:02.680 --> 00:00:05.600 Try and put a media business around your life 3 00:00:05.600 --> 00:00:07.720 as it currently stands and changes few things as possible. 4 00:00:07.720 --> 00:00:09.240 And then if you are going to change something 5 00:00:09.240 --> 00:00:10.720 or add something to your schedule, 6 00:00:10.720 --> 00:00:12.440 you better have a damn good reason 7 00:00:12.440 --> 00:00:14.480 to know that you're gonna get a return on it. 8 00:00:14.480 --> 00:00:18.560 Welcome to the game where we talk about 9 00:00:18.560 --> 00:00:19.520 how to get more customers, 10 00:00:19.520 --> 00:00:20.600 how to make more per customer, 11 00:00:20.600 --> 00:00:21.520 and how to keep them longer. 12 00:00:21.520 --> 00:00:23.320 And the many failures and lessons we have learned 13 00:00:23.320 --> 00:00:24.160 along the way. 14 00:00:24.160 --> 00:00:25.600 I hope you enjoy and subscribe. 15 00:00:26.080 --> 00:00:29.920 I think a lot of people are doing things for the wrong reasons, 16 00:00:29.920 --> 00:00:32.600 and they think they can just put some funny, 17 00:00:32.600 --> 00:00:33.440 dirty shit out there. 18 00:00:33.440 --> 00:00:34.840 If they'll get about it, slap their name on it, 19 00:00:34.840 --> 00:00:36.320 and some idiots are gonna go buy it, 20 00:00:36.320 --> 00:00:37.880 and you're just certainly not that. 21 00:00:37.880 --> 00:00:39.640 What's why do they do it, right? 22 00:00:39.640 --> 00:00:44.640 So over recent history from a greater and greater percentage 23 00:00:45.480 --> 00:00:50.480 of my enjoyment comes from how hard I worked on something. 24 00:00:50.480 --> 00:00:52.840 And a greater percentage of my satisfaction comes from that. 25 00:00:52.840 --> 00:00:53.840 And so if that is the win, 26 00:00:53.840 --> 00:00:55.120 then you can win before you go. 27 00:00:55.120 --> 00:00:56.760 And then you already won, 28 00:00:56.760 --> 00:00:58.960 and now you're basically playing extra credit rounds. 29 00:00:58.960 --> 00:01:01.400 Whereas if you make all of the win about what happens, 30 00:01:01.400 --> 00:01:02.920 there's always things that are out of your control. 31 00:01:02.920 --> 00:01:05.720 Like when we did the book launch, 32 00:01:05.720 --> 00:01:07.960 there was rumored to be a massive thunderstorm 33 00:01:07.960 --> 00:01:11.360 right at the facility that there was an 80% chance 34 00:01:11.360 --> 00:01:12.760 that we lose power. 35 00:01:12.760 --> 00:01:16.400 And I was like, what am I gonna do? 36 00:01:16.400 --> 00:01:17.480 You know what I'm not gonna postpone it. 37 00:01:17.480 --> 00:01:21.760 I just spent a month promoting it is what it is. 38 00:01:21.760 --> 00:01:23.200 You know what I mean, that's it. 39 00:01:23.240 --> 00:01:24.400 And so there's always things that are gonna be outside 40 00:01:24.400 --> 00:01:25.240 of your control. 41 00:01:25.240 --> 00:01:26.720 Luckily, you know, the power didn't go out. 42 00:01:28.640 --> 00:01:33.640 And so you can massively improve your life 43 00:01:33.880 --> 00:01:36.280 by changing what you're optimizing your outcome for. 44 00:01:36.280 --> 00:01:39.440 And so you can eliminate anxiety by optimizing 45 00:01:39.440 --> 00:01:40.800 for you being satisfied, 46 00:01:40.800 --> 00:01:42.400 and then you can absolutely control that. 47 00:01:42.400 --> 00:01:43.800 And then you can say, I am satisfied 48 00:01:43.800 --> 00:01:45.440 and so I have no reason to be nervous. 49 00:01:45.440 --> 00:01:46.280 Yeah. 50 00:01:46.280 --> 00:01:47.520 And it seems like you have a switch like, you know, 51 00:01:47.520 --> 00:01:50.360 like for you, like when you say hard work, 52 00:01:50.360 --> 00:01:51.880 that I think means a lot different. 53 00:01:51.920 --> 00:01:53.400 It's a different thing than most people. 54 00:01:53.400 --> 00:01:56.800 You know, I think, you know, for me, 55 00:01:56.800 --> 00:01:58.840 like when I look back on my history, like, you know, 56 00:01:58.840 --> 00:02:00.600 for me a lot and still by my father, you know, 57 00:02:00.600 --> 00:02:02.760 I remember going to work, work on my ass off, 58 00:02:02.760 --> 00:02:04.640 my dad, you know, being there one day when I came home 59 00:02:04.640 --> 00:02:06.320 and being like, you know, you looked pretty lazy out there 60 00:02:06.320 --> 00:02:07.480 because he saw me working across the street 61 00:02:07.480 --> 00:02:08.960 and then think I was working that hard, you know, 62 00:02:08.960 --> 00:02:10.360 the kind of person that you come home with an A 63 00:02:10.360 --> 00:02:11.840 and he's wondering why not an A plus? 64 00:02:11.840 --> 00:02:13.240 I'm curious like, where do you get that? 65 00:02:13.240 --> 00:02:16.440 You know, Gene from or how do you look at that? 66 00:02:16.440 --> 00:02:17.680 Cause I think it's easy to say like, you know, 67 00:02:17.680 --> 00:02:20.520 I just work hard, but there's something else going on there. 68 00:02:20.560 --> 00:02:22.400 I think it's who you're trying to impress. 69 00:02:22.400 --> 00:02:24.160 Like everyone's trying to impress somebody. 70 00:02:24.160 --> 00:02:25.200 Yeah, I agree. 71 00:02:25.200 --> 00:02:26.960 And I think the closer you can make that person 72 00:02:26.960 --> 00:02:28.360 you're trying to impress to who you are, 73 00:02:28.360 --> 00:02:31.720 or who you want to be, the more in a control, 74 00:02:31.720 --> 00:02:32.920 impressing them is. 75 00:02:32.920 --> 00:02:35.280 And so like if you're trying to impress the crowd, 76 00:02:35.280 --> 00:02:36.560 it's tough, you know, 77 00:02:36.560 --> 00:02:37.920 cause they can change their mind really quickly 78 00:02:37.920 --> 00:02:39.520 and you can't control that. 79 00:02:39.520 --> 00:02:42.280 You know, you know, impress your parents. 80 00:02:42.280 --> 00:02:43.120 Maybe you can control that. 81 00:02:43.120 --> 00:02:44.120 Maybe you have more understanding 82 00:02:44.120 --> 00:02:45.480 what the things are that impress them 83 00:02:45.480 --> 00:02:47.600 and you can just try and hit those keys. 84 00:02:47.600 --> 00:02:49.360 Maybe it's your spouse. 85 00:02:49.360 --> 00:02:51.280 But I think if it's, if you can make it you 86 00:02:51.280 --> 00:02:53.480 or what I try to do is like future me, 87 00:02:53.480 --> 00:02:56.880 then I know 100% of the things that will satisfy that man. 88 00:02:56.880 --> 00:02:59.720 And he's ruthless, but he's fair. 89 00:02:59.720 --> 00:03:02.880 And so a lot of it is just repetition. 90 00:03:02.880 --> 00:03:05.240 It's like I, you know, it's funny. 91 00:03:05.240 --> 00:03:07.120 I this tweet that did kind of well, 92 00:03:07.120 --> 00:03:09.840 that I'm amazed how many times in my life 93 00:03:11.840 --> 00:03:13.680 my response to self is great. 94 00:03:13.680 --> 00:03:15.440 I'm doing it again, but better. 95 00:03:16.320 --> 00:03:18.200 And how many times you can apply that to anything? 96 00:03:18.240 --> 00:03:21.360 Like great, you learn the sales script from to back. 97 00:03:21.360 --> 00:03:23.040 Now do it again, but better. 98 00:03:23.040 --> 00:03:25.160 And you can do it, you know, write the book. 99 00:03:25.160 --> 00:03:27.120 You can do it for asking the girl out. 100 00:03:27.120 --> 00:03:29.400 You can do it for the product. 101 00:03:29.400 --> 00:03:30.800 You can do it for the UX design. 102 00:03:30.800 --> 00:03:32.760 You can do it for the email, like great. 103 00:03:32.760 --> 00:03:34.040 Now do it again, but better. 104 00:03:34.040 --> 00:03:36.320 And I think that if you can keep doing that iteration 105 00:03:36.320 --> 00:03:38.760 without getting frustrated with it 106 00:03:38.760 --> 00:03:41.080 and seeing the character trait that you want to develop 107 00:03:41.080 --> 00:03:43.000 as the output of the activity rather than the thing 108 00:03:43.000 --> 00:03:46.000 that you're working on, that I think is where you can get 109 00:03:46.000 --> 00:03:47.920 the W that no one can take away from you. 110 00:03:47.920 --> 00:03:49.680 Yeah, I think that future self frame is really important, 111 00:03:49.680 --> 00:03:51.320 you know, building something for the long term, 112 00:03:51.320 --> 00:03:53.120 like, you know, really, you're the long term asset. 113 00:03:53.120 --> 00:03:54.120 Exactly. 114 00:03:54.120 --> 00:03:55.760 I mean, how do you kind of define that? 115 00:03:55.760 --> 00:03:57.360 Like give us like, for some people, 116 00:03:57.360 --> 00:03:58.640 like I get what you're saying, right? 117 00:03:58.640 --> 00:04:00.760 But, you know, when you're talking yourself about it 118 00:04:00.760 --> 00:04:02.560 given, you know, thing you're looking to release 119 00:04:02.560 --> 00:04:04.440 and you're like, okay, what my future self 120 00:04:04.440 --> 00:04:05.280 be proud of this? 121 00:04:05.280 --> 00:04:06.400 Like, what are some of like the principles 122 00:04:06.400 --> 00:04:08.720 that your future self is judging that work off of? 123 00:04:09.720 --> 00:04:11.320 Honestly, it's just level of effort. 124 00:04:12.320 --> 00:04:14.160 It's really a, it's just level of effort 125 00:04:14.160 --> 00:04:15.080 relative to the task. 126 00:04:15.080 --> 00:04:19.120 Now, do I do, you know, 28 full, you know, 127 00:04:19.120 --> 00:04:22.080 three times go throughs on an email? 128 00:04:22.080 --> 00:04:24.920 No, because the reward relative to the input 129 00:04:24.920 --> 00:04:26.360 doesn't make sense, right? 130 00:04:26.360 --> 00:04:29.200 So it's like calibrating the effort 131 00:04:29.200 --> 00:04:32.160 that would be hard or hard workable 132 00:04:32.160 --> 00:04:36.320 or 100% based on the task to something that's reasonable. 133 00:04:36.320 --> 00:04:38.400 Now, the reason that I was willing to put so much into the launch 134 00:04:38.400 --> 00:04:39.840 was, you know, I did the math on this 135 00:04:39.840 --> 00:04:44.040 where I was like, okay, if I had a 5,000 person audience 136 00:04:44.040 --> 00:04:46.680 for a big live event, how long would I prepare for that? 137 00:04:46.680 --> 00:04:49.480 I was like, I probably pair two, three days for that, 138 00:04:49.480 --> 00:04:51.040 you know, because I went on every single person there 139 00:04:51.040 --> 00:04:52.720 is going to tell 20 other people 140 00:04:52.720 --> 00:04:55.160 that this one guy was just blew everyone away. 141 00:04:55.160 --> 00:04:56.200 And that's what I want. 142 00:04:56.200 --> 00:04:57.480 You know, I think the background 143 00:04:57.480 --> 00:04:58.560 of your phone was Michael Jordan, wasn't it? 144 00:04:58.560 --> 00:04:59.320 Yeah. 145 00:04:59.320 --> 00:05:01.200 Yeah, like in his, in last day and see of this, 146 00:05:01.200 --> 00:05:04.040 this comment that just like sent chills through my spine 147 00:05:04.040 --> 00:05:07.360 and he said, there's going to be a kid in the audience 148 00:05:07.360 --> 00:05:08.360 who's there with his dad. 149 00:05:09.280 --> 00:05:12.200 And they can only afford that one ticket at one time. 150 00:05:12.200 --> 00:05:13.560 And they're going to make their judgment 151 00:05:13.560 --> 00:05:16.440 on how Michael Jordan plays on that one game. 152 00:05:16.440 --> 00:05:18.080 And that's why he tried to bring it every game. 153 00:05:18.080 --> 00:05:19.960 And I think I try and think of that frame. 154 00:05:19.960 --> 00:05:21.760 And I had that with that, you know, with this audience. 155 00:05:21.760 --> 00:05:22.800 There's so many people who are going to come 156 00:05:22.800 --> 00:05:24.720 who had never actually seen me live ever. 157 00:05:24.720 --> 00:05:26.800 And that might be the only time they've ever seen me live. 158 00:05:26.800 --> 00:05:29.400 And I was like, I have to, I have to fucking bring it. 159 00:05:29.400 --> 00:05:31.880 And if I would do that for 5,000 people, 160 00:05:31.880 --> 00:05:34.240 if I have 500,000 people, then it would be reasonable 161 00:05:34.240 --> 00:05:36.080 that I would prepare 100 times. 162 00:05:36.080 --> 00:05:37.160 I mean, if I think it's reasonable to prepare 163 00:05:37.160 --> 00:05:38.320 for two to three days for 5,000, 164 00:05:38.320 --> 00:05:39.920 then why would I not think it's reasonable to prefer, 165 00:05:39.920 --> 00:05:41.680 you know, 100 times for 100 times the audience? 166 00:05:41.760 --> 00:05:42.800 It makes sense. 167 00:05:42.800 --> 00:05:44.680 And so if anything, I underprepared. 168 00:05:44.680 --> 00:05:46.280 But it did get to a point of proficiency 169 00:05:46.280 --> 00:05:49.000 where I was like, I won't gain more from doing this game. 170 00:05:49.000 --> 00:05:49.840 Right? 171 00:05:49.840 --> 00:05:54.040 And so it really comes down to the number of repetitions 172 00:05:54.040 --> 00:05:56.320 I will allow myself to do based on what I get 173 00:05:56.320 --> 00:05:59.040 from the activity. 174 00:05:59.040 --> 00:06:01.600 And the $100 million leads exercise on your site. 175 00:06:01.600 --> 00:06:04.440 I was going through them a few weeks back. 176 00:06:04.440 --> 00:06:06.880 And you talked about the story of years ago 177 00:06:06.880 --> 00:06:09.080 having a group of people you were with. 178 00:06:09.080 --> 00:06:10.400 There was a mentor there. 179 00:06:10.400 --> 00:06:13.600 He talked about this principle of setting aside 180 00:06:13.600 --> 00:06:16.200 an experiment budget, like a learning budget, 181 00:06:16.200 --> 00:06:18.840 to just put towards different things, 182 00:06:18.840 --> 00:06:19.920 different bets that you have. 183 00:06:19.920 --> 00:06:21.560 Some will pay off, some won't, 184 00:06:21.560 --> 00:06:22.800 but either way you learn. 185 00:06:22.800 --> 00:06:23.960 And that this is pretty instrumental 186 00:06:23.960 --> 00:06:25.360 really on in your career. 187 00:06:25.360 --> 00:06:28.280 I'm curious, how do you kind of go 188 00:06:28.280 --> 00:06:30.360 and allocate a learning budget for yourself today? 189 00:06:30.360 --> 00:06:31.400 What do you invest in those things in? 190 00:06:31.400 --> 00:06:33.160 And I know you're someone that's massive on investing 191 00:06:33.160 --> 00:06:35.440 in yourself, you know, this and me and all this stuff. 192 00:06:35.440 --> 00:06:37.560 Yeah. 193 00:06:37.600 --> 00:06:40.720 I think, I mean, pick a percentage or pick an amount. 194 00:06:40.720 --> 00:06:44.400 I think five to 10% is a good amount of personal income. 195 00:06:44.400 --> 00:06:45.240 Percent. 196 00:06:45.240 --> 00:06:47.040 So depending on who you are on the audience, 197 00:06:47.040 --> 00:06:48.360 if you're like, have a job right now 198 00:06:48.360 --> 00:06:49.360 that I'd say personal income, 199 00:06:49.360 --> 00:06:51.440 if you run a company, 200 00:06:51.440 --> 00:06:53.240 then I would say of your marketing spend, 201 00:06:53.240 --> 00:06:55.040 rather than revenue, 202 00:06:55.040 --> 00:06:56.680 because it depends on the margin of the business 203 00:06:56.680 --> 00:06:57.800 and whatnot. 204 00:06:57.800 --> 00:07:00.720 But five to 10% of the marketing spend in a business 205 00:07:00.720 --> 00:07:03.360 I think should be for crazy and wild ideas. 206 00:07:04.480 --> 00:07:07.320 And you do it really just to learn. 207 00:07:07.320 --> 00:07:10.600 And the ideas, like a lot of our biggest wins 208 00:07:10.600 --> 00:07:12.360 have come from just like crazy experiments, 209 00:07:12.360 --> 00:07:14.160 but nine times that it's 10 we lose. 210 00:07:14.160 --> 00:07:15.280 But if we don't experiment, 211 00:07:15.280 --> 00:07:16.800 we will lose in the long run. 212 00:07:16.800 --> 00:07:19.040 And so I see that five to 10% 213 00:07:19.040 --> 00:07:20.560 is basically long term insurance 214 00:07:20.560 --> 00:07:21.680 that we will continue to stay relevant, 215 00:07:21.680 --> 00:07:24.160 continue to innovate, continue to stay on the top of things. 216 00:07:24.160 --> 00:07:28.360 And so even though we have the micro losses of not having 217 00:07:28.360 --> 00:07:29.200 something perform, 218 00:07:29.200 --> 00:07:30.840 we still get the macro win of learning 219 00:07:30.840 --> 00:07:32.600 why they didn't perform and then trying to iterate 220 00:07:32.600 --> 00:07:33.920 and then two or three iterations later, 221 00:07:33.920 --> 00:07:34.920 getting something that smashes 222 00:07:34.920 --> 00:07:37.040 and then being ahead of the curve for the next six months. 223 00:07:37.040 --> 00:07:39.320 And that then goes into the 90% of the effort 224 00:07:39.320 --> 00:07:41.280 that we put our resources behind 225 00:07:41.280 --> 00:07:43.240 and then we continue to iterate on that five to 10%. 226 00:07:43.240 --> 00:07:44.680 And I think that we have done, 227 00:07:44.680 --> 00:07:45.800 I think the team's done an exceptional job, 228 00:07:45.800 --> 00:07:46.920 kale's done an exceptional job 229 00:07:46.920 --> 00:07:48.000 at giving what I said earlier 230 00:07:48.000 --> 00:07:49.520 about the given the personal freedom. 231 00:07:49.520 --> 00:07:50.960 Like he's also incorporated that 232 00:07:50.960 --> 00:07:52.840 so that the team also doesn't get burnt out 233 00:07:52.840 --> 00:07:55.120 from doing the same thing over and over again. 234 00:07:57.720 --> 00:07:58.720 Most of the nation real quick, 235 00:07:58.720 --> 00:08:01.760 if you are a business owner that has a big old business 236 00:08:01.760 --> 00:08:03.840 that wants to get to a much bigger business 237 00:08:03.840 --> 00:08:05.680 going to $50 million plus, 238 00:08:05.680 --> 00:08:07.320 we would love to talk to you. 239 00:08:07.320 --> 00:08:08.520 And if you like that, 240 00:08:08.520 --> 00:08:09.520 we'd like to hear more about it. 241 00:08:09.520 --> 00:08:11.240 Go to acquisition.com and you can plan anywhere 242 00:08:11.240 --> 00:08:13.680 on the page and talk to one of our team 243 00:08:13.680 --> 00:08:15.280 and see if we can help you get there. 244 00:08:17.440 --> 00:08:18.880 And is there something that kind of stands out 245 00:08:18.880 --> 00:08:21.040 over the last six months that was like, 246 00:08:21.040 --> 00:08:22.520 okay, this is a bet we're putting, 247 00:08:22.520 --> 00:08:23.760 we're not even sure if there's really gonna work out. 248 00:08:23.760 --> 00:08:25.200 Like you said, nine or 10 probably aren't, 249 00:08:25.200 --> 00:08:26.040 but it's something that's like, 250 00:08:26.040 --> 00:08:28.920 what's one that stands out that just smashed it? 251 00:08:28.920 --> 00:08:30.480 Ah, I'll give you two. 252 00:08:30.480 --> 00:08:33.240 I mean, we've invested time into a vlog, 253 00:08:33.240 --> 00:08:34.640 which we were like, maybe this will work. 254 00:08:34.640 --> 00:08:35.480 I don't know if I'm like, 255 00:08:35.840 --> 00:08:37.120 yeah, it has been going well. 256 00:08:37.120 --> 00:08:39.240 But that was like a walled idea. 257 00:08:39.240 --> 00:08:42.560 It was like, what if we just follow you around for a day 258 00:08:42.560 --> 00:08:43.880 and like make something? 259 00:08:43.880 --> 00:08:45.040 I was like, all right, man, 260 00:08:45.040 --> 00:08:46.680 I don't know if it's gonna be interesting, you know? 261 00:08:46.680 --> 00:08:48.320 He's heard your adoration for the Kardashians 262 00:08:48.320 --> 00:08:50.000 and now he's like, oh, it's finished up. 263 00:08:50.000 --> 00:08:52.440 And that was, you know, there's still reasons 264 00:08:52.440 --> 00:08:54.800 that basically there has to be some sort of reason 265 00:08:54.800 --> 00:08:57.080 that we think that there's a chance of it working. 266 00:08:57.080 --> 00:08:57.920 So it's really just like, 267 00:08:57.920 --> 00:08:59.440 can we generalize something that's been successful 268 00:08:59.440 --> 00:09:01.200 in one place to our current context? 269 00:09:01.200 --> 00:09:03.320 So I don't think anything that we're doing 270 00:09:03.320 --> 00:09:04.520 has never been successful before. 271 00:09:04.560 --> 00:09:05.960 So I don't wanna say that we're that level of animator. 272 00:09:05.960 --> 00:09:06.800 It's just like, okay, 273 00:09:06.800 --> 00:09:08.320 there's something that works here. 274 00:09:08.320 --> 00:09:09.520 Can we apply it here? 275 00:09:09.520 --> 00:09:13.040 And that's probably how we use kind of our thinking process. 276 00:09:13.040 --> 00:09:15.400 And if we can understand why it works there, 277 00:09:15.400 --> 00:09:16.280 that's where you can understand 278 00:09:16.280 --> 00:09:17.440 like the validity of utility. 279 00:09:17.440 --> 00:09:19.480 Like, what are the things that make it valid 280 00:09:19.480 --> 00:09:20.320 in multiple contexts? 281 00:09:20.320 --> 00:09:22.680 And if we can apply the right principles, 282 00:09:22.680 --> 00:09:25.440 then it should be, we can do it our own way 283 00:09:25.440 --> 00:09:28.040 and still make it work for us. 284 00:09:28.040 --> 00:09:29.320 And so that's why I think the study of this stuff 285 00:09:29.320 --> 00:09:30.320 has been really interesting. 286 00:09:30.320 --> 00:09:32.360 But, you know, the vlog is one, 287 00:09:33.080 --> 00:09:36.880 you know, Twitter overall was just a meta experiment. 288 00:09:36.880 --> 00:09:40.440 Like, the whole thing for me was just, 289 00:09:40.440 --> 00:09:42.840 has been a massive experiment platform. 290 00:09:42.840 --> 00:09:44.400 Like, I tweet stuff all day long 291 00:09:44.400 --> 00:09:45.240 just as it comes up. 292 00:09:45.240 --> 00:09:47.080 And when people find something interesting, 293 00:09:47.080 --> 00:09:48.400 we repurpose the hell out of it. 294 00:09:48.400 --> 00:09:49.240 Yeah. 295 00:09:49.240 --> 00:09:51.120 They become Instagram posts, they become shorts, 296 00:09:51.120 --> 00:09:52.880 they become, and if we have, you know, 297 00:09:52.880 --> 00:09:55.240 three or four, five or six that do really well 298 00:09:55.240 --> 00:09:56.920 around a specific topic, 299 00:09:56.920 --> 00:09:59.760 then that becomes a long YouTube video. 300 00:09:59.760 --> 00:10:03.080 And so, all of those are just micro experiments. 301 00:10:03.080 --> 00:10:04.760 And I think if you can create a place 302 00:10:04.760 --> 00:10:08.840 where you have low risk to experiment, 303 00:10:08.840 --> 00:10:10.880 you should lean into that as much as possible. 304 00:10:10.880 --> 00:10:12.760 And one thing I just wanna close the loop earlier there, 305 00:10:12.760 --> 00:10:14.800 forgot to say, for the people who are getting 306 00:10:14.800 --> 00:10:19.160 into making content, I would say decrease friction 307 00:10:19.160 --> 00:10:20.960 to the absolute highest degree possible. 308 00:10:20.960 --> 00:10:24.680 So, if you like, if you like doing podcasts, 309 00:10:24.680 --> 00:10:26.840 or like you like, you like, you wanna be behind a mic, 310 00:10:26.840 --> 00:10:28.000 but you don't wanna be in front of a camera, 311 00:10:28.000 --> 00:10:29.200 then start there. 312 00:10:29.240 --> 00:10:31.000 If you wanna, if you're like, I'm great on camera, 313 00:10:31.000 --> 00:10:32.800 but I don't like interviewing cool, then start there. 314 00:10:32.800 --> 00:10:34.320 If you like writing, then start there. 315 00:10:34.320 --> 00:10:36.560 So, there's a lot of different mediums that you can start on. 316 00:10:36.560 --> 00:10:38.560 Start with the one that comes with naturally to you. 317 00:10:38.560 --> 00:10:41.760 And I like to think about getting, 318 00:10:41.760 --> 00:10:44.520 outsize returns on things by getting, 319 00:10:44.520 --> 00:10:45.760 again, getting more for what it put in. 320 00:10:45.760 --> 00:10:47.760 So, the ideal scene is I change nothing 321 00:10:47.760 --> 00:10:48.880 and I get more from it. 322 00:10:48.880 --> 00:10:51.480 And so, if I'm already doing certain things like the vlog, 323 00:10:51.480 --> 00:10:52.880 works like I already work. 324 00:10:52.880 --> 00:10:55.200 And so, if we can now get something from that, 325 00:10:55.200 --> 00:10:56.760 my behavior doesn't change at all. 326 00:10:56.760 --> 00:10:59.360 I just now get more out of it, which is super high leverage. 327 00:10:59.360 --> 00:11:01.000 And so, thinking about it from that framework 328 00:11:01.000 --> 00:11:02.840 of what are all the things I'm currently doing 329 00:11:02.840 --> 00:11:04.080 and really looking at your calendar 330 00:11:04.080 --> 00:11:05.840 and saying, okay, what are literally all the things 331 00:11:05.840 --> 00:11:07.720 that I do, are there any of these things 332 00:11:07.720 --> 00:11:09.440 or periods of time or days of the week 333 00:11:09.440 --> 00:11:11.040 that I recurrently have tasked 334 00:11:11.040 --> 00:11:12.120 that other people might find interesting? 335 00:11:12.120 --> 00:11:13.520 And I think asking your team might be helpful 336 00:11:13.520 --> 00:11:14.920 because a lot of times we don't have as much, 337 00:11:14.920 --> 00:11:16.320 like I don't think a lot of my stuff is interesting. 338 00:11:16.320 --> 00:11:18.160 Literally on the way here, Jason, we're talking, 339 00:11:18.160 --> 00:11:19.960 and he was like, I'm really glad we did yesterday 340 00:11:19.960 --> 00:11:21.720 because I had a whole meetings day yesterday. 341 00:11:21.720 --> 00:11:23.000 And at the end of the yesterday, 342 00:11:23.000 --> 00:11:25.400 I was like, I don't know if we got anything, man. 343 00:11:25.440 --> 00:11:26.240 And he was like, oh no, dude, 344 00:11:26.240 --> 00:11:27.080 like there was like, 345 00:11:27.080 --> 00:11:28.720 there were six different moments throughout the day 346 00:11:28.720 --> 00:11:30.320 that were like awesome that we're gonna clip out 347 00:11:30.320 --> 00:11:31.160 and do stuff with him. 348 00:11:31.160 --> 00:11:34.000 I was like, cool, well, I was just working. 349 00:11:34.000 --> 00:11:36.040 So it was high return for me. 350 00:11:36.040 --> 00:11:40.280 So I think if you can, don't try and start a media business, 351 00:11:40.280 --> 00:11:43.240 try and put a media business around your life 352 00:11:43.240 --> 00:11:45.360 as it currently stands and changes few things as possible. 353 00:11:45.360 --> 00:11:46.880 And then if you are going to change something 354 00:11:46.880 --> 00:11:48.360 or add something to your schedule, 355 00:11:48.360 --> 00:11:50.080 you better have a damn good reason 356 00:11:50.080 --> 00:11:51.160 to know that you're gonna get a return on it 357 00:11:51.160 --> 00:11:52.320 because you're not adding things to your plate, 358 00:11:52.320 --> 00:11:54.280 which I take really seriously. 359 00:11:54.280 --> 00:11:55.280 Yeah, and I think it's a, yeah, 360 00:11:55.280 --> 00:11:56.280 frame shift of going from it. 361 00:11:56.280 --> 00:11:57.320 I got to create this new thing. 362 00:11:57.320 --> 00:12:00.040 I got to make this new thing that kind of shiny toy vibe, 363 00:12:00.040 --> 00:12:00.880 just moving more. 364 00:12:00.880 --> 00:12:02.320 I'm just gonna document what I'm already doing 365 00:12:02.320 --> 00:12:03.680 because there's got to be like you said, 366 00:12:03.680 --> 00:12:06.320 either me three years ago that would have really been admired, 367 00:12:06.320 --> 00:12:07.480 you know, what I'm doing now 368 00:12:07.480 --> 00:12:08.960 and get a lot of lessons from this. 369 00:12:08.960 --> 00:12:10.000 Let me add nuance to that 370 00:12:10.000 --> 00:12:10.840 because I think it's important. 371 00:12:10.840 --> 00:12:12.040 I think people must understand it. 372 00:12:12.040 --> 00:12:14.880 When we say document, don't create, first of all, 373 00:12:14.880 --> 00:12:16.560 I think Gary was the first person to say that. 374 00:12:16.560 --> 00:12:19.680 But document doesn't necessarily mean 375 00:12:19.680 --> 00:12:21.920 have somebody follow you around with a video tape all day 376 00:12:21.920 --> 00:12:24.560 because a lot of you guys have really boring lives 377 00:12:24.560 --> 00:12:25.920 and no one wants to watch it. 378 00:12:25.920 --> 00:12:27.760 All right, I'm just being really real with you. 379 00:12:27.760 --> 00:12:29.800 But you can document in other formats. 380 00:12:29.800 --> 00:12:31.240 And I talk about this in the 100 million dollar leads book 381 00:12:31.240 --> 00:12:33.840 which is, look at your calendar and think, 382 00:12:33.840 --> 00:12:35.440 okay, what were the lessons from this week? 383 00:12:35.440 --> 00:12:38.760 You can still, you know, crystallize or create an artifact 384 00:12:38.760 --> 00:12:41.720 from the week that consolidates a week's worth of stuff 385 00:12:41.720 --> 00:12:43.600 in the 10 minutes that will be valuable. 386 00:12:43.600 --> 00:12:46.160 So thinking like, how can I distill things that happen? 387 00:12:46.160 --> 00:12:47.120 So you're still documenting. 388 00:12:47.120 --> 00:12:48.880 It doesn't mean you have to just capture it in real time. 389 00:12:48.880 --> 00:12:51.320 And so I think having a method for document, 390 00:12:51.320 --> 00:12:53.480 so for me, Twitter is my actual document, 391 00:12:53.480 --> 00:12:55.000 is that something happens. 392 00:12:55.000 --> 00:12:57.760 So like, if you ever want to know like what mood I'm in, 393 00:12:57.760 --> 00:13:00.320 whatever is happening on Twitter is what I'm thinking right now. 394 00:13:00.320 --> 00:13:03.520 Now, I tend to whitewash names and businesses 395 00:13:03.520 --> 00:13:07.000 and things like that, but like what I tweet about is 396 00:13:07.000 --> 00:13:09.640 like what my, that's my thought stream, right? 397 00:13:09.640 --> 00:13:11.720 That's what's going on during the day. 398 00:13:11.720 --> 00:13:14.520 And if I talk about like how someone's being a bonehead, 399 00:13:14.520 --> 00:13:17.960 like, look at my schedule around that time, 400 00:13:17.960 --> 00:13:19.920 that's that somebody was doing something, you know? 401 00:13:19.920 --> 00:13:24.440 And so I would encourage you to have some outlet 402 00:13:24.440 --> 00:13:29.120 that allows you to most, with the least amount 403 00:13:29.120 --> 00:13:31.880 of friction possible, crystallize the learning 404 00:13:31.880 --> 00:13:34.000 from the week or the month or the day. 405 00:13:34.000 --> 00:13:36.520 And I think doing that will provide value to an audience 406 00:13:36.520 --> 00:13:39.240 because anyone who can compress time provides value. 407 00:13:39.240 --> 00:13:41.640 So everybody learns a lot in a year. 408 00:13:41.640 --> 00:13:43.200 If you just made one video a year on everything 409 00:13:43.200 --> 00:13:45.000 you actually learned, it'd probably be a pretty decent video. 410 00:13:45.000 --> 00:13:47.160 Now, if you do it every hour, you probably don't have as much. 411 00:13:47.160 --> 00:13:49.440 And so it's really just like, at what interval, 412 00:13:49.440 --> 00:13:51.840 do I have enough substance that I can provide value to an audience? 413 00:13:51.840 --> 00:13:53.560 And I think that's a decent frame to start with. 414 00:13:53.560 --> 00:13:54.840 Just when I get into one last question here, 415 00:13:54.840 --> 00:13:56.720 we had a question from the Founder-OS community. 416 00:13:56.720 --> 00:13:57.760 Surveyed everyone in there. 417 00:13:57.760 --> 00:13:59.000 Okay. 418 00:13:59.000 --> 00:14:01.120 One of the founders was asking out of all the different methods 419 00:14:01.120 --> 00:14:03.720 that you go into lead generation and $100 million leads. 420 00:14:03.720 --> 00:14:05.440 What do you feel like is the one that's like the most overlooked 421 00:14:05.440 --> 00:14:06.960 but the most impactful? 422 00:14:06.960 --> 00:14:09.400 It's referrals, for sure. 423 00:14:09.400 --> 00:14:13.520 I mean, so taking it from the reverse scenario, 424 00:14:14.520 --> 00:14:16.320 if all we did was make a product 425 00:14:16.320 --> 00:14:18.000 that every person who bought it, 426 00:14:18.000 --> 00:14:20.920 brought 1.1 other people. 427 00:14:20.920 --> 00:14:23.720 We would never need to advertise every year. 428 00:14:23.720 --> 00:14:26.240 And so like, well then solve for that. 429 00:14:26.240 --> 00:14:27.240 You know what I mean? 430 00:14:27.240 --> 00:14:30.480 Like all the other things, in my opinion, 431 00:14:30.480 --> 00:14:34.840 are to give you the reps to iterate the product such that 432 00:14:34.840 --> 00:14:38.480 you get 1.1 people to refer a person who purchases. 433 00:14:38.480 --> 00:14:41.480 And at that point, now you can gas everything. 434 00:14:41.480 --> 00:14:44.200 And so I think the big, the unfortunate thing in the marketing community 435 00:14:44.200 --> 00:14:45.920 is that you can make a decent amount of money 436 00:14:46.000 --> 00:14:47.560 just being good at marketing and sales. 437 00:14:47.560 --> 00:14:49.520 And when I say decent, I mean, you can make $10, $20 million 438 00:14:49.520 --> 00:14:52.240 a year, $30 million a year just being really good at marketing and sales. 439 00:14:53.920 --> 00:14:57.520 But in order to get from $30 to $100 to $1 billion, 440 00:14:57.520 --> 00:14:59.720 and I haven't got $2 billion, so I can't say that. 441 00:14:59.720 --> 00:15:03.120 But in the next five years, hopefully I'll be able to say that 442 00:15:03.120 --> 00:15:04.320 and it'll still be valid. 443 00:15:04.320 --> 00:15:08.840 But the cost to our customers will only go up. 444 00:15:08.840 --> 00:15:11.440 And so you need to have an equally strong force 445 00:15:11.440 --> 00:15:13.200 that will cause it to go down. 446 00:15:13.200 --> 00:15:14.960 And that is for every person to get, 447 00:15:14.960 --> 00:15:18.080 you get one, two, three, five purchases that come on the back end 448 00:15:18.080 --> 00:15:19.480 from other and new customers. 449 00:15:19.480 --> 00:15:21.120 And so if one customer brings you two, 450 00:15:21.120 --> 00:15:22.720 you now get three customers to price of one. 451 00:15:22.720 --> 00:15:25.280 And now your CAC goes down from a monetary perspective 452 00:15:25.280 --> 00:15:26.400 to one third of what it was before. 453 00:15:26.400 --> 00:15:28.760 And that allows you to spend money 454 00:15:28.760 --> 00:15:30.360 to reach bigger and broader audiences. 455 00:15:30.360 --> 00:15:32.200 And that's what allows you to scale. 456 00:15:32.200 --> 00:15:36.000 And a lot of guys will mess it up where they have a product. 457 00:15:36.000 --> 00:15:37.440 They learn something about marketing and sales. 458 00:15:37.440 --> 00:15:38.200 They make more money. 459 00:15:38.200 --> 00:15:40.760 And the problem is that they then associate marketing and sales 460 00:15:40.760 --> 00:15:42.440 with the only way that they're going to make more money. 461 00:15:42.440 --> 00:15:44.960 But they quickly hit a plateau. 462 00:15:44.960 --> 00:15:47.080 And then they're like, I don't know what to do now. 463 00:15:47.080 --> 00:15:49.600 And the reality is sometimes you have to take five steps back, 464 00:15:49.600 --> 00:15:52.840 fix the product so that when you do add the gas to it, 465 00:15:52.840 --> 00:15:54.640 more people find out about your good stuff, 466 00:15:54.640 --> 00:15:56.920 not about your mediocre or shitty stuff. 467 00:15:56.920 --> 00:16:00.680 And so there's this exercise that I love 468 00:16:00.680 --> 00:16:02.760 that we took some companies through, 469 00:16:02.760 --> 00:16:07.360 which was we had them divide up into teams of 10. 470 00:16:07.360 --> 00:16:10.080 I'm sorry, we had them divide up into teams of like four. 471 00:16:10.080 --> 00:16:14.000 And we give them 10 minutes to create a pasta tower. 472 00:16:14.000 --> 00:16:15.600 They get like a piece of paper, like duct tape, 473 00:16:15.600 --> 00:16:17.640 or marshmallow, and like a pound of pasta. 474 00:16:17.640 --> 00:16:20.000 And then at the 10 minute mark, you stop it. 475 00:16:20.000 --> 00:16:21.840 And so it's a really interesting exercise 476 00:16:21.840 --> 00:16:23.760 because you then ask questions about it. 477 00:16:23.760 --> 00:16:26.280 So you say, okay, who could have done this better, right? 478 00:16:26.280 --> 00:16:27.640 And everyone says, okay. 479 00:16:27.640 --> 00:16:29.080 If we give you a full day to think about, 480 00:16:29.080 --> 00:16:30.080 do you think you'd come up with a better one? 481 00:16:30.080 --> 00:16:31.400 Yes, okay. 482 00:16:31.400 --> 00:16:32.920 And instead of 10 minutes, we give you 10 days. 483 00:16:32.920 --> 00:16:34.000 Do you think you'd build a taller tower? 484 00:16:34.000 --> 00:16:35.080 Yes, okay. 485 00:16:35.080 --> 00:16:37.760 Now everybody has their current tower that's shitty, 486 00:16:37.760 --> 00:16:39.040 straight line up. 487 00:16:39.080 --> 00:16:42.160 Say, okay, if I need you to 10x this tower, 488 00:16:42.160 --> 00:16:42.880 could you do it? 489 00:16:43.840 --> 00:16:45.840 And the answer most of the time is no. 490 00:16:45.840 --> 00:16:48.760 It's because the fastest way to build a pasta tower 491 00:16:48.760 --> 00:16:51.440 in 10 minutes is not the fastest way to build a pasta tower. 492 00:16:51.440 --> 00:16:53.520 That's 10 stories. 493 00:16:53.520 --> 00:16:56.960 And so a lot of times people build their businesses that way 494 00:16:56.960 --> 00:16:58.320 is that they're trying to hit a goal 495 00:16:58.320 --> 00:16:59.400 as fast as you can be possible, 496 00:16:59.400 --> 00:17:01.000 but in so doing prevent themselves 497 00:17:01.000 --> 00:17:02.520 from hitting a much larger goal later. 498 00:17:02.520 --> 00:17:03.760 And then their ego prevents them 499 00:17:03.760 --> 00:17:06.200 from taking the step back to then build it right. 500 00:17:06.200 --> 00:17:09.000 And so in being a rush, they never get there. 501 00:17:10.520 --> 00:17:12.640 On that note, this has been a lot of fun. 502 00:17:12.640 --> 00:17:13.440 A lot of great learnings here. 503 00:17:13.440 --> 00:17:14.880 Alex, appreciate it. 504 00:17:14.880 --> 00:17:16.280 Appreciate all you've done with your books 505 00:17:16.280 --> 00:17:18.680 and with all the free content online. 506 00:17:18.680 --> 00:17:20.600 Everyone should go check out $100 million 507 00:17:20.600 --> 00:17:22.000 of lead's legendary book. 508 00:17:22.000 --> 00:17:23.440 Appreciate you making the time here, Alex. 509 00:17:23.440 --> 00:17:24.280 It means a lot. 510 00:17:24.280 --> 00:17:25.440 I hope you have a lovely day, dude. 511 00:17:25.440 --> 00:17:26.360 Thank you so much for having me 512 00:17:26.360 --> 00:17:27.600 and the awesome questions. 513 00:17:27.600 --> 00:17:28.440 Yeah.