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When we say, I want to be successful,

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success is about sticking with it.

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And so the only way that you become a failure in businesses

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by stopping all the games worth playing in life

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in my opinion are all infinite.

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It's not about getting married.

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It's about staying married.

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It's not about getting in shape.

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It's about staying in shape.

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It's not about starting a business.

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It's about staying in business.

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And the only thing that gets you out of business

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is you choosing to stop.

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And I think that's a very powerful friend

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because it puts it 100% in your control.

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And so as long as you keep trying,

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you're still in business.

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If you've ever heard that this saying be do have,

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you remember this?

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I hate it because people are like,

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you have to become this type of person

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to do this type of stuff to have this thing.

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But if the doing creates the having

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and we don't need to worry about having

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because doing is the actual thing we control.

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And if we describe someone only by the behaviors they do,

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then being also happens as a result of doing,

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which means it's just due.

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So Nike's always had it right.

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So tell us how people figure out who they are

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and what's the process people need to go through.

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So I think there's a lot of confusion around identity.

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I think a lot of it is really like,

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I want to have these, I want to have these traits

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or like I wish I were born was,

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I wish I were more charismatic.

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I wish I were more patient.

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I don't think people translate them

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into the behaviors that create the trait.

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And so the traits themselves are just bundled terms.

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So let's say someone's charismatic.

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They're like, I want to be charismatic.

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All right.

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Well, if I look at somebody and say, cool, be charismatic.

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Someone would just stare back like, how?

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Right?

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We need to small.

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It's crazy.

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No, but that's, and so what's interesting is

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that you've already went to start translating it.

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But charisma, patience, a lot of these things

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are what I call bundle terms.

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And so there's single words

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that actually have serious of behaviors underneath of them

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that when we see them in the wild,

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we then describe that person as charismatic.

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So they nod up and down when you talk.

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They increase the volume of when they talk

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and they have different tonalities is in like,

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they go up and then they go down, they speed up,

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they emphasize words.

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It's basically looking at all of these micro behaviors.

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And if you do all of these things,

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they shake hands firmly, they make eye contact,

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all of these things, then it's like, oh,

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so I don't, I don't need to try and be charismatic.

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I just need to nod when people are talking.

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I need to repeat back to them what they just said.

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I need to smile when they walk in the room.

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I need to be able to non-seat and speak with volume

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and not just be monotone.

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I need to be able to up and down, up and down,

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and speed up and slow down when it's important.

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I need to shake people's hands with confidence.

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I need to make eye contact.

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If I do those things,

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other people describe me as charismatic.

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And so when I look at, you know,

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the version of who I would like to be,

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I say, what are the traits that I think of?

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And then what are the behaviors that associate

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with those traits?

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And then that way it makes something

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that seems unattainable.

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Like, man, I wish I were more ex.

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So you can be that if you just think what must occur

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in order for someone to describe someone as this thing?

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And so that's been, honestly,

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one of the big things that like,

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it really changed my life

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because a lot of these things feel like

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out of your control, it's like, I wish.

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But it's just a lot of times we just break skills

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as the same thing when we're teaching someone,

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hey, build a company.

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You can go do that because you have,

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because that would be like a big bundled thing.

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Can you just go build a company?

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Sure, I can't.

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Now, leveled down one.

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It's like, okay, so do you know how advertised?

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Do you know how to sell?

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Do you know how to create a product or a service?

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Do you know how to hire people?

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It's like, all of those are bundled skills underneath.

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And you can basically derive everything

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all the way down to turn on the computer,

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turn on internet explorer,

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type in into website.

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And so at every level,

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whenever someone gets confused about what to do,

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it's like, just break it down.

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And that's fundamentally how we like to train teams,

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but also it started with me,

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which is like, what do I need to do?

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This is my thing about entrepreneurship

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that kind of like,

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anyone can be an entrepreneur.

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True.

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And people get really annoyed when I say that.

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Oh, no, it's tough.

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You know, you've got to worry about cash flow.

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Well, if you can't, I get a good accountant.

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You know, like, I think this is interesting

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because people always have a reason

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why it's such a bloody hard thing to do.

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And if you break it down like this,

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it's not this thing of who you are though.

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Is it a genetic thing though as well?

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Like maybe some people just can't be charismatic.

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Maybe they can't smile.

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I mean, you know what I mean?

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Like, my wife is, and she never listens to this stuff.

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So I can say, I wouldn't describe as charismatic.

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I describe as beautiful and intelligent.

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Sure.

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But she doesn't really bother shaking hands, Bernie.

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It's just who she is.

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Sure, sure.

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So do you think this is a personality thing?

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No, I think 100% of people can learn.

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Yeah.

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I mean, I have a fundamental belief about the world,

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which is all things are trainable.

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It's just that not all things are worth training.

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You've got to be motivated to be, to turn that.

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I think about it from returnable resources.

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So it's like, even if like, I think is it,

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I believe someone genuinely with Down syndrome

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could learn to become, or at least rather,

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learn to do brain surgery.

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Would the amount of resources required

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in order to teach that person be a good use of resources?

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Probably not.

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If intelligence is rate of learning,

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then it's the rate of behavior change.

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Like, how quickly can we get someone to change behavior?

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At least for me, that's how I define intelligence.

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And so if I were to train my team and say,

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hey, do this thing, and the next time they walk in,

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they do that new thing under the same conditions,

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they've learned quickly.

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They're a more intelligent person.

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I think it's simply that the rate of learning

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differs between people, but all people are trainable.

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That's how we learn everything.

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So concluding this bit, I mean, who you are,

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is who you are, what you want to be, is it?

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So that goes back to modeling yourself

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and perhaps the people you admire,

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or the people you have the life you want,

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and then go learn what they know.

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And do what they do.

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I'll actually give one that I think is helpful

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for a lot of people.

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It's like, it's making sure that we're doing the things

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that they did at that stage.

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And so, if you want to become a billionaire,

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it doesn't mean go fly on private jets

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because billionaires fly on private jets.

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If you want to become tall,

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it doesn't mean you go play basketball.

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And so, it's conflating what was the cause,

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what was the effect, right?

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And so, we want to not model where people are today

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and how they act today, but we want to model the rise.

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We want to model what they did at the beginning.

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And so, one of the tough parts about that is,

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usually when you're in the grind,

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like one of my biggest regrets in the world

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is that I have zero sales that I had recorded

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when I was in person.

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And I have over 4,000, one of one sales that I had done

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and not all the stuff I learned there,

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I never had any recordings.

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And so, it's like, because I didn't think,

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oh, I'm going to later some day in the future

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have a YouTube channel and I'm going to be teaching this stuff.

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I was like, just trying to sell memberships.

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Fair, you know what I mean?

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And so, I say that because I try and remember

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to the best of my ability and I do that through teaching.

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You know, our team did what not.

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Like, hey, do this and do this.

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And so, we do our best to remind everyone who's coming up.

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Like, this is what I was doing.

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Don't look at what I'm doing now.

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Look at what I was doing there.

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I think, yeah, doing things so powerful

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because that's how also you remember.

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You can hear someone tell you how to do something.

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You can listen to this video,

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but if you don't go out and apply it,

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you probably won't remember it.

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Yeah, well, yeah, nothing will happen.

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That's the good to you.

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So, this is a good place to start.

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You can be anything, maybe decide what you want to be.

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I mean, a lot of people in sales, for example, say,

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oh, you need to be an extrovert to do sales.

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I'm like, my biggest salesperson,

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my last company was my accountant.

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No one more introverted.

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No, and you know what?

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Because she was introverted.

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She was slightly more trusted.

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Yeah.

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Because she would only say things that people,

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she'd go to a meeting above a CFOs

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and talk about how brilliant our company was.

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Those CFOs were also introverted.

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They'd go back to the office, talk to the CEO,

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and say, you should get Simon's company.

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Because they just heard from the CFO what they're doing there.

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You know, best sales technique ever.

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But she, what didn't think she was a salesperson?

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Yeah.

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If I didn't interview you and say,

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welcome to the company.

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You're going to be our number one salesperson.

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She would have even started.

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Yeah.

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But yeah, so it's all about using your personality traits

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to also be applied, right?

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What next?

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So, the second one is like, okay,

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so you have to acquire enough of these traits,

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bundled terms, to just take action.

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So, if I had to do the,

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what's the TLDR of the last phase, which is do something?

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That's it.

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All of this was around doing, it's do something.

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Because currently nothing is happening in your life.

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And so, in order for something to change,

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you have to do something.

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Now, once you decide, okay, I'm going to take action,

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then it's like, okay, who am I selling to?

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This is one that people get really confused about.

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And I think people want to start with, what do I sell?

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Like two in three, what to sell,

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are very much interrelated, right?

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Because who you sell to is going to determine

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what you're going to sell.

264
00:07:33.480 --> 00:07:34.960
But if I decide that airline pilots

265
00:07:34.960 --> 00:07:37.360
are going to be my, the people that I feel like selling,

266
00:07:37.360 --> 00:07:40.920
then I can be like, oh, well, I have this insurance thing

267
00:07:40.920 --> 00:07:41.960
that does for houses.

268
00:07:41.960 --> 00:07:44.480
It's like, I don't know if that's really the right match

269
00:07:44.480 --> 00:07:46.080
for that particular thing.

270
00:07:46.080 --> 00:07:48.600
Sometimes you come in with some past experience.

271
00:07:48.600 --> 00:07:50.720
And so, I like to, I know I'm going out of order,

272
00:07:50.720 --> 00:07:53.000
but I'll have a little, it'll work out in the end.

273
00:07:53.000 --> 00:07:56.680
But I think there's three Ps around what people figure out.

274
00:07:56.680 --> 00:08:00.040
And I tend to talk more about services than products.

275
00:08:00.040 --> 00:08:02.000
And I do that because at least in the U.S.,

276
00:08:02.000 --> 00:08:04.160
78% of businesses are services.

277
00:08:04.160 --> 00:08:05.000
That way it starts.

278
00:08:05.000 --> 00:08:06.000
Well, service is very easy.

279
00:08:06.280 --> 00:08:07.840
At the end of the day, you're just doing something

280
00:08:07.840 --> 00:08:10.040
that other people don't want to do for money.

281
00:08:10.040 --> 00:08:12.600
And so, paying profession and then passion.

282
00:08:12.600 --> 00:08:14.440
Almost all businesses can get derived

283
00:08:14.440 --> 00:08:15.440
from one of these three things,

284
00:08:15.440 --> 00:08:17.200
which is that you had some painful experience

285
00:08:17.200 --> 00:08:18.160
you overcame.

286
00:08:18.160 --> 00:08:21.880
And so, that's a mom who helps her kids pack lunches

287
00:08:21.880 --> 00:08:23.120
who have food allergies.

288
00:08:23.120 --> 00:08:24.560
It's like, if you figured out how to overcome that,

289
00:08:24.560 --> 00:08:25.800
then you can help other people do it too.

290
00:08:25.800 --> 00:08:27.320
If you overcame some sort of depression thing,

291
00:08:27.320 --> 00:08:28.480
it's like, you can help other people do that.

292
00:08:28.480 --> 00:08:30.480
If you didn't know how to advertise your biggest business

293
00:08:30.480 --> 00:08:32.640
and then you figured out how to do Google PaperClick,

294
00:08:32.640 --> 00:08:34.000
it's like, that's something that's,

295
00:08:34.000 --> 00:08:36.400
it's a pain, pain is, you know, relative,

296
00:08:36.400 --> 00:08:37.560
but it's not saving you.

297
00:08:37.560 --> 00:08:38.400
If you can save people time,

298
00:08:38.400 --> 00:08:39.600
it's like, oh yeah, I can't say anything.

299
00:08:39.600 --> 00:08:40.600
Oh, totally.

300
00:08:40.600 --> 00:08:42.040
And so, the second one is profession.

301
00:08:42.040 --> 00:08:43.400
So, a lot of people do have jobs.

302
00:08:43.400 --> 00:08:44.720
We'll want to start a business.

303
00:08:44.720 --> 00:08:46.960
And so, whatever you do in a company,

304
00:08:46.960 --> 00:08:48.960
fundamentally is something that other companies

305
00:08:48.960 --> 00:08:50.440
probably want.

306
00:08:50.440 --> 00:08:52.160
And so, you can always fractionalize

307
00:08:52.160 --> 00:08:53.880
whatever your professional skill is

308
00:08:53.880 --> 00:08:55.080
between multiple companies.

309
00:08:55.080 --> 00:08:56.120
And so, that's just taking a skill

310
00:08:56.120 --> 00:08:57.200
that you already have in the workplace

311
00:08:57.200 --> 00:08:58.720
and just selling to other people.

312
00:08:58.720 --> 00:09:01.160
And then passion is like, okay, well, I love,

313
00:09:01.160 --> 00:09:03.040
I'm really interested in model cars.

314
00:09:03.080 --> 00:09:04.960
Okay, well, can you build a business

315
00:09:04.960 --> 00:09:05.800
around model cars?

316
00:09:05.800 --> 00:09:06.640
Absolutely.

317
00:09:06.640 --> 00:09:07.480
You could build a subscription on building them.

318
00:09:07.480 --> 00:09:08.760
You could build the actual products around them.

319
00:09:08.760 --> 00:09:11.000
You could make a channel about painting model cars.

320
00:09:11.000 --> 00:09:12.280
You could, like, there's a zillion things

321
00:09:12.280 --> 00:09:13.120
that you could do there.

322
00:09:13.120 --> 00:09:15.760
But in each of these, it's usually something you overcame,

323
00:09:15.760 --> 00:09:16.840
some sort of professional skill

324
00:09:16.840 --> 00:09:18.360
that you learned or some passion.

325
00:09:18.360 --> 00:09:21.000
And so, that usually goes into what to sell.

326
00:09:21.000 --> 00:09:25.160
The most common person to sell to is someone like you.

327
00:09:25.160 --> 00:09:26.800
So, most, if you look at, like,

328
00:09:26.800 --> 00:09:28.720
more a commonator and A16s,

329
00:09:28.720 --> 00:09:32.040
you see some of the best venture startup investors.

330
00:09:32.040 --> 00:09:34.240
One of the requirements that they often have is

331
00:09:34.240 --> 00:09:35.760
what they call living with the problem.

332
00:09:35.760 --> 00:09:38.560
And so, they want people who've had a lot of surface area,

333
00:09:38.560 --> 00:09:40.640
a lot of exposure, many repetitions over years

334
00:09:40.640 --> 00:09:42.440
with many different types of solutions

335
00:09:42.440 --> 00:09:43.960
and why they don't work.

336
00:09:43.960 --> 00:09:46.200
And so, on one hand, sure, you can be like,

337
00:09:46.200 --> 00:09:48.080
I'm gonna just, I'm gonna think of this beautiful idea,

338
00:09:48.080 --> 00:09:51.440
but most of the times it's like, what do I hate?

339
00:09:51.440 --> 00:09:53.440
What bothers me?

340
00:09:53.440 --> 00:09:55.160
Because you, because then you don't have to do all this

341
00:09:55.160 --> 00:09:57.400
market research to figure out like, how do these people talk?

342
00:09:57.400 --> 00:09:58.920
Like, what are, what are their innate desires?

343
00:09:58.920 --> 00:10:00.400
You just say like, well, what do I want?

344
00:10:00.400 --> 00:10:02.080
And it's a much faster path.

345
00:10:02.080 --> 00:10:05.440
And I think that's where this is where a lot of people

346
00:10:05.440 --> 00:10:06.920
end up starting in terms of who to sell to.

347
00:10:06.920 --> 00:10:07.960
They sell to people like that.

348
00:10:07.960 --> 00:10:10.040
And so, you don't need much research in the market

349
00:10:10.040 --> 00:10:11.880
when you know exactly your own problem.

350
00:10:11.880 --> 00:10:14.400
But interestingly, even at the top level, like Mark Zuckerberg,

351
00:10:14.400 --> 00:10:16.560
built Facebook to solve his own awkward problem

352
00:10:16.560 --> 00:10:17.680
of being socially awkward.

353
00:10:17.680 --> 00:10:18.520
Yeah.

354
00:10:18.520 --> 00:10:20.640
He wanted to meet girls, he wanted to be like,

355
00:10:20.640 --> 00:10:23.480
he wanted friends, but he found it socially awkward to go out.

356
00:10:23.480 --> 00:10:24.920
So, he built a platform to solve his own problem.

357
00:10:24.920 --> 00:10:26.960
Turns out a lot of people have that problem.

358
00:10:27.040 --> 00:10:30.760
I guess passion and purpose do differentiate the two?

359
00:10:31.680 --> 00:10:33.600
No, I didn't have to say that it's not true.

360
00:10:33.600 --> 00:10:35.760
I usually use those three pieces.

361
00:10:35.760 --> 00:10:38.720
Because I think people, I believe in sales,

362
00:10:38.720 --> 00:10:40.480
it's a, it's a, there's three steps, right?

363
00:10:40.480 --> 00:10:42.520
Which is like, people do it the wrong way around normally.

364
00:10:42.520 --> 00:10:45.200
The first step is, do you like the person

365
00:10:45.200 --> 00:10:47.240
to the person like you, the relationship stuff?

366
00:10:47.240 --> 00:10:48.920
I don't know if people spend enough time doing that.

367
00:10:48.920 --> 00:10:50.480
Second is do people need what you're selling?

368
00:10:50.480 --> 00:10:51.320
Sure.

369
00:10:51.320 --> 00:10:52.320
A lot of people spend a lot of time selling something

370
00:10:52.320 --> 00:10:53.320
they don't need, right?

371
00:10:53.320 --> 00:10:54.480
And then the first step of course is pricing

372
00:10:54.480 --> 00:10:55.480
and all that sort of stuff.

373
00:10:55.560 --> 00:10:57.840
I think a lot of the time, I took nine years

374
00:10:57.840 --> 00:10:59.400
to get the Apple as a client.

375
00:10:59.400 --> 00:11:00.560
Nine years.

376
00:11:00.560 --> 00:11:02.320
But it's because I had a passion and a purpose

377
00:11:02.320 --> 00:11:03.440
to bait build a company.

378
00:11:03.440 --> 00:11:05.160
I wanted to build something that was respect

379
00:11:05.160 --> 00:11:07.080
and Apple being a client would help my company

380
00:11:07.080 --> 00:11:08.640
being respected.

381
00:11:08.640 --> 00:11:09.480
If I make that purpose,

382
00:11:09.480 --> 00:11:11.960
will you help you get through in the end on sales?

383
00:11:11.960 --> 00:11:12.960
Yeah, these are, I mean,

384
00:11:12.960 --> 00:11:15.520
this is kind of like the cycle of figuring it out.

385
00:11:15.520 --> 00:11:17.440
And then once you're like, okay,

386
00:11:17.440 --> 00:11:19.880
well I get it, pain, profession, passion.

387
00:11:19.880 --> 00:11:21.960
But underneath of those things,

388
00:11:21.960 --> 00:11:23.240
like what really is it?

389
00:11:23.240 --> 00:11:25.520
And so typically you're gonna have,

390
00:11:25.520 --> 00:11:26.960
you can either sell products.

391
00:11:26.960 --> 00:11:28.440
So that's physical stuff, right?

392
00:11:28.440 --> 00:11:29.920
Tangible things you can put in someone's hand.

393
00:11:29.920 --> 00:11:32.800
There's services, which is you just do stuff

394
00:11:32.800 --> 00:11:35.000
for other people, which is fundamentally services

395
00:11:35.000 --> 00:11:36.800
are wrapped to time.

396
00:11:36.800 --> 00:11:37.840
And there's two types of time.

397
00:11:37.840 --> 00:11:39.080
One is the time to learn the skill,

398
00:11:39.080 --> 00:11:40.680
the other's the time to do the skill.

399
00:11:40.680 --> 00:11:43.400
So underneath it's some sort of information advantage

400
00:11:43.400 --> 00:11:46.280
that you have and then the actual doing and execution.

401
00:11:46.280 --> 00:11:48.280
And so those are like services can be as simple as,

402
00:11:48.280 --> 00:11:49.920
I know how to, how to move my lawn.

403
00:11:49.920 --> 00:11:51.800
I just don't want to do it.

404
00:11:51.800 --> 00:11:53.560
On the other hand, it could be, hey,

405
00:11:53.560 --> 00:11:55.840
I know how to code and I can code this,

406
00:11:55.840 --> 00:11:56.760
cite a certain way.

407
00:11:56.760 --> 00:11:59.320
It's like, okay, not only do I not want to take the time

408
00:11:59.320 --> 00:12:00.320
to do it, to learn it,

409
00:12:00.320 --> 00:12:02.160
I also don't want to take the time to do it.

410
00:12:02.160 --> 00:12:03.840
And so when you're thinking about products or services,

411
00:12:03.840 --> 00:12:07.360
those are the two kind of buckets as I think about them.

412
00:12:07.360 --> 00:12:08.560
And then you have SaaS or software.

413
00:12:08.560 --> 00:12:09.720
You've got software as a service,

414
00:12:09.720 --> 00:12:11.200
you've got apps, things like that.

415
00:12:11.200 --> 00:12:12.480
You have something that I like to go into,

416
00:12:12.480 --> 00:12:15.040
which is just access, you've got risk, you've got money.

417
00:12:15.040 --> 00:12:17.120
And so these are all things that people can buy and sell.

418
00:12:17.120 --> 00:12:20.000
Banks, buy and sell money, insurance, buy and sell risk.

419
00:12:20.000 --> 00:12:22.320
Access, if you think real estate is physical access,

420
00:12:22.320 --> 00:12:24.320
they're digital access.

421
00:12:24.320 --> 00:12:25.800
SaaS is basically these things,

422
00:12:25.800 --> 00:12:27.680
just put in a digital format.

423
00:12:27.680 --> 00:12:30.680
And so this gives you kind of like a jumpstart of like,

424
00:12:30.680 --> 00:12:33.360
well, how do I, how do I take my passion?

425
00:12:33.360 --> 00:12:35.520
It's like, okay, we'll pick one of these ways.

426
00:12:35.520 --> 00:12:37.360
It's like you could sell the model cars.

427
00:12:37.360 --> 00:12:40.080
You could build the cars for people and then sell them.

428
00:12:40.080 --> 00:12:42.840
You could have a SaaS that helps people design their own cars.

429
00:12:42.840 --> 00:12:45.120
You could have events where you bring people together

430
00:12:45.120 --> 00:12:47.400
and they can show off their cars and race them and whatever.

431
00:12:47.400 --> 00:12:50.000
And then you can charge for take, you know, for access to that

432
00:12:50.000 --> 00:12:51.040
or media access.

433
00:12:51.040 --> 00:12:53.840
Like if you have, like for me, like this would be like education

434
00:12:53.840 --> 00:12:54.840
that's still kind of fit inside of here.

435
00:12:54.840 --> 00:12:56.440
It's like access to some sort of media.

436
00:12:56.440 --> 00:12:58.080
Race you could ensure people's collections

437
00:12:58.080 --> 00:13:00.920
around their cars if they have really valuable car collections,

438
00:13:00.920 --> 00:13:01.960
you know, model cars.

439
00:13:01.960 --> 00:13:04.120
And then money is, hey, maybe people need lending

440
00:13:04.120 --> 00:13:04.960
for this stuff.

441
00:13:04.960 --> 00:13:05.800
Who knows?

442
00:13:05.800 --> 00:13:07.240
Fundamentally, like that's how I think through,

443
00:13:07.240 --> 00:13:08.360
what am I going to sell?

444
00:13:08.360 --> 00:13:10.480
I think as well, it's very interesting when the service site

445
00:13:10.480 --> 00:13:12.880
because my agency business, for example,

446
00:13:12.880 --> 00:13:16.000
I was selling the services, someone else's design ability,

447
00:13:16.000 --> 00:13:17.680
their time, to someone.

448
00:13:17.680 --> 00:13:20.280
I wasn't even doing the service, but I helped the person

449
00:13:20.280 --> 00:13:21.600
that designers didn't like to sell.

450
00:13:21.600 --> 00:13:23.120
This guy, they want to sit at the computer,

451
00:13:23.120 --> 00:13:24.120
creating, right?

452
00:13:24.120 --> 00:13:26.760
So I did even have the skill to do the design,

453
00:13:26.760 --> 00:13:28.120
but I was able to sell the service.

454
00:13:28.120 --> 00:13:30.200
I think this list is brilliant.

455
00:13:30.200 --> 00:13:33.120
So one way, okay, so people have who to sell to

456
00:13:33.120 --> 00:13:36.360
and what you're going to sell is aren't interlinked.

457
00:13:36.360 --> 00:13:38.520
Yeah, so you've decided what you're going to do here.

458
00:13:38.520 --> 00:13:39.600
I'm going to add one thing to this

459
00:13:39.600 --> 00:13:41.240
because I think it's all be helpful for people who are starting

460
00:13:41.240 --> 00:13:42.080
now.

461
00:13:42.080 --> 00:13:45.280
And so I talk about this a ton in my stuff.

462
00:13:45.280 --> 00:13:47.920
In my opinion, one of the things that matters a ton

463
00:13:47.920 --> 00:13:49.120
is pricing, right?

464
00:13:49.120 --> 00:13:52.880
It's a lot easier to sell 100 people a $10,000 thing

465
00:13:52.880 --> 00:13:55.960
than just to sell 10,000 people $100 thing.

466
00:13:55.960 --> 00:13:58.320
There's just so much more distribution that you need to get.

467
00:13:58.320 --> 00:14:02.080
For me, I look at do the people that I want to sell my thing

468
00:14:02.080 --> 00:14:03.320
have the money for my thing.

469
00:14:03.320 --> 00:14:05.600
And if everybody's broke in this particular market,

470
00:14:05.600 --> 00:14:07.560
then I might consider, well, is there anything else

471
00:14:07.560 --> 00:14:10.280
I know how to do or anything else I'm passionate about

472
00:14:10.280 --> 00:14:12.800
or anything else that I have a professional skill around?

473
00:14:12.800 --> 00:14:14.360
So the first thing is money.

474
00:14:14.400 --> 00:14:17.880
The second thing is how easy are these people to find?

475
00:14:17.880 --> 00:14:20.880
Like is it really hard to find this particular subset

476
00:14:20.880 --> 00:14:22.320
of people or can I find them pretty easily

477
00:14:22.320 --> 00:14:24.120
are their directories or their associations with them?

478
00:14:24.120 --> 00:14:25.680
If so, then it's easy for me to reach out

479
00:14:25.680 --> 00:14:28.160
or shut with those conferences or whatever.

480
00:14:28.160 --> 00:14:30.880
The next thing is that I'd rather have the market be growing.

481
00:14:30.880 --> 00:14:32.960
If I'm about to pick what business I'm going to get into,

482
00:14:32.960 --> 00:14:35.320
I'd rather go into one where there's more demand

483
00:14:35.320 --> 00:14:36.520
than there is supply.

484
00:14:36.520 --> 00:14:39.040
Like I'd rather just have the tailwind rather than a headwind.

485
00:14:39.040 --> 00:14:43.440
One of my friends had a business that sold to newspapers.

486
00:14:43.440 --> 00:14:44.680
And brilliant guy.

487
00:14:44.680 --> 00:14:47.360
And basically he was trying to transition them from print ads

488
00:14:47.360 --> 00:14:49.320
to give them a second ad product that was digital.

489
00:14:49.320 --> 00:14:52.120
So it's like he could convert all of their print ads

490
00:14:52.120 --> 00:14:54.040
into digital ads onto their website.

491
00:14:54.040 --> 00:14:54.880
And so it makes sense.

492
00:14:54.880 --> 00:14:56.360
It's like, you know, it's avant-garde.

493
00:14:56.360 --> 00:14:58.640
It's like, hey, you just have another product

494
00:14:58.640 --> 00:15:00.320
you can now sell, you don't have to do anything,

495
00:15:00.320 --> 00:15:01.160
you just make more money.

496
00:15:01.160 --> 00:15:02.440
Like it was a good offer.

497
00:15:02.440 --> 00:15:04.320
The problem is that newspapers, at least in the US,

498
00:15:04.320 --> 00:15:06.880
were shrinking by 25% per annum.

499
00:15:06.880 --> 00:15:10.040
Every year, compounding the wrong direction, 25% a year.

500
00:15:10.040 --> 00:15:12.960
And so no, if he had to gain 25% market share every year,

501
00:15:13.000 --> 00:15:14.720
just to keep his company the same size.

502
00:15:14.720 --> 00:15:15.880
Good people were just going out of business.

503
00:15:15.880 --> 00:15:16.880
Even if it's in the digital space,

504
00:15:16.880 --> 00:15:17.880
which is the growing pop.

505
00:15:17.880 --> 00:15:18.720
Right.

506
00:15:18.720 --> 00:15:19.720
But they don't have any money to pay for that service.

507
00:15:19.720 --> 00:15:20.560
Yeah.

508
00:15:20.560 --> 00:15:23.920
And then the final one is if I had to pick between two things,

509
00:15:23.920 --> 00:15:26.120
I'd rather have one where people are in pain.

510
00:15:26.120 --> 00:15:28.280
And when I say pain, it doesn't necessarily mean like,

511
00:15:28.280 --> 00:15:29.680
people are like, oh my god, like, you know,

512
00:15:29.680 --> 00:15:31.080
I've got cancer, I'm going to die.

513
00:15:31.080 --> 00:15:34.400
But just the the annoyances of taking out the trash every day.

514
00:15:34.400 --> 00:15:35.960
It's like, it's just the problems

515
00:15:35.960 --> 00:15:37.680
or things that people would rather not do.

516
00:15:37.680 --> 00:15:39.640
Now, when you combine these things together

517
00:15:39.640 --> 00:15:41.240
is when you can charge a lot more.

518
00:15:41.240 --> 00:15:43.360
Like if it's just like a lot of times when you start out

519
00:15:43.360 --> 00:15:45.400
like very, very early days,

520
00:15:45.400 --> 00:15:47.480
you probably don't know anything that other people don't know.

521
00:15:47.480 --> 00:15:48.760
I'm just being real, right?

522
00:15:48.760 --> 00:15:52.120
And so a lot of the earliest businesses you start

523
00:15:52.120 --> 00:15:55.040
are what we probably consider blue collar businesses.

524
00:15:55.040 --> 00:15:59.280
So it's like it's cleaning, it's lawn care, it's painting.

525
00:15:59.280 --> 00:16:01.440
These are not, you know, you can learn how to do it

526
00:16:01.440 --> 00:16:02.280
in a weekend.

527
00:16:02.280 --> 00:16:03.320
But that's okay.

528
00:16:03.320 --> 00:16:05.280
Because business takes a really long time to learn.

529
00:16:05.280 --> 00:16:06.960
And so it's like, okay, well, at least I'll just have

530
00:16:06.960 --> 00:16:08.520
something simple that I can do here.

531
00:16:08.520 --> 00:16:10.560
And then I can learn all the other skills around business

532
00:16:10.560 --> 00:16:11.560
by practicing it.

533
00:16:11.560 --> 00:16:13.440
These are kind of the four characteristics of,

534
00:16:13.440 --> 00:16:15.160
if I'm going to get into a market,

535
00:16:15.160 --> 00:16:16.520
I want to make sure that they've got the money,

536
00:16:16.520 --> 00:16:19.160
they're easy to find, it's growing, and they're in pain.

537
00:16:19.160 --> 00:16:21.160
I'll be right in this down, folks.

538
00:16:21.160 --> 00:16:23.080
I wish I'd done this when I was younger.

539
00:16:23.080 --> 00:16:24.760
I mean, I built a service business

540
00:16:24.760 --> 00:16:26.120
that we're talking about it off camera.

541
00:16:26.120 --> 00:16:28.920
And sometimes you're selling so hard to a market

542
00:16:28.920 --> 00:16:30.800
that doesn't have enough money.

543
00:16:30.800 --> 00:16:32.480
It's so much harder.

544
00:16:32.480 --> 00:16:33.760
It's anyone's going to fail at sales.

545
00:16:33.760 --> 00:16:35.200
If you put yourself in a place where the people

546
00:16:35.200 --> 00:16:37.120
don't have enough pain, they've got too many choices.

547
00:16:38.120 --> 00:16:40.840
You've got to have that pain to create the closing

548
00:16:40.840 --> 00:16:42.120
situation and setting.

549
00:16:42.120 --> 00:16:45.120
And this is actually, I think this will be really relevant

550
00:16:45.120 --> 00:16:47.800
for your history with the creative agency.

551
00:16:47.800 --> 00:16:49.720
So there's this story that I really like a lot

552
00:16:49.720 --> 00:16:52.320
where a father gives his son an old car.

553
00:16:52.320 --> 00:16:54.000
You might have heard this one, right?

554
00:16:54.000 --> 00:16:55.520
But father gives his son an old car

555
00:16:55.520 --> 00:16:57.320
and he says, if you want, you can sell it

556
00:16:57.320 --> 00:16:58.480
and then you can take the money

557
00:16:58.480 --> 00:17:00.360
and buy yourself something else.

558
00:17:00.360 --> 00:17:01.920
And so he says, why don't you go down

559
00:17:01.920 --> 00:17:04.360
to the pawn shop and see what they'll give you.

560
00:17:05.160 --> 00:17:08.080
You know, kid goes, comes back and he looks a little bit down

561
00:17:08.080 --> 00:17:09.080
and he's like, what's up?

562
00:17:09.080 --> 00:17:11.160
He's like, oh, they said they'd give me $2,500.

563
00:17:11.160 --> 00:17:12.680
He's like, all right, well, go to the dealership.

564
00:17:12.680 --> 00:17:14.840
See if you can trade it in there for something else.

565
00:17:14.840 --> 00:17:16.600
So he goes there, he comes back and says,

566
00:17:16.600 --> 00:17:18.520
well, hey, they'll give me $5,000.

567
00:17:18.520 --> 00:17:21.040
He's like, okay, that's an improvement.

568
00:17:21.040 --> 00:17:22.120
And he says, hey, why don't you go down

569
00:17:22.120 --> 00:17:24.880
to the old collectibles auction house.

570
00:17:24.880 --> 00:17:26.040
See what they'll do.

571
00:17:26.040 --> 00:17:27.800
And so the kid goes there and he comes back

572
00:17:27.800 --> 00:17:29.320
and he comes back and he's done for it.

573
00:17:29.320 --> 00:17:30.240
He's like, daddy won't believe it.

574
00:17:30.240 --> 00:17:31.240
He won't believe it.

575
00:17:31.240 --> 00:17:32.760
He's like, they say this is an old collectible car.

576
00:17:32.800 --> 00:17:34.400
It's worth $100,000.

577
00:17:34.400 --> 00:17:37.200
And he's like, the biggest lesson here is that sometimes

578
00:17:37.200 --> 00:17:38.640
it's the exact same thing,

579
00:17:38.640 --> 00:17:40.600
but who you sell to changes everything.

580
00:17:40.600 --> 00:17:44.400
And so within the services that you have,

581
00:17:44.400 --> 00:17:47.200
if Simon had gone back and sold to really small businesses,

582
00:17:47.200 --> 00:17:49.760
the like branding and creative and logo design

583
00:17:49.760 --> 00:17:50.840
and things like that,

584
00:17:50.840 --> 00:17:53.840
I would bet that the vast majority of those businesses

585
00:17:53.840 --> 00:17:55.880
couldn't appreciate what the service was

586
00:17:55.880 --> 00:17:57.760
and what the value of even branding is to begin with

587
00:17:57.760 --> 00:17:59.880
because they'd be like, yeah, but how does it give me leads?

588
00:17:59.880 --> 00:18:02.600
And only a more advanced business can appreciate

589
00:18:02.720 --> 00:18:05.780
the upside of how much return on advertising, return on

590
00:18:05.780 --> 00:18:08.400
throughput you get by having kind of a brand halo effect.

591
00:18:08.400 --> 00:18:10.080
But you have to be of a certain size.

592
00:18:10.080 --> 00:18:12.200
And so if you had that skill set and then you were like,

593
00:18:12.200 --> 00:18:14.160
hey, Alex, Simon, I started my business

594
00:18:14.160 --> 00:18:15.200
but no one wants to buy it.

595
00:18:15.200 --> 00:18:16.840
The first question we'd probably ask is, okay,

596
00:18:16.840 --> 00:18:18.080
well, are you good at your thing?

597
00:18:18.080 --> 00:18:19.680
And if you check the box, it's like, yeah,

598
00:18:19.680 --> 00:18:20.720
I think this guy's good.

599
00:18:20.720 --> 00:18:21.480
Well, who are you selling to?

600
00:18:21.480 --> 00:18:24.400
It's like, well, I'm just trying to sell to local

601
00:18:24.400 --> 00:18:25.560
lawn care services.

602
00:18:25.560 --> 00:18:27.640
It's like, well, that's not surprising to me

603
00:18:27.640 --> 00:18:28.640
that they wouldn't buy.

604
00:18:28.640 --> 00:18:29.840
But in that moment, you might think,

605
00:18:29.840 --> 00:18:31.480
oh, I suck at business.

606
00:18:31.480 --> 00:18:32.880
You were just selling to the wrong people.

607
00:18:32.880 --> 00:18:34.160
And I think that's why this is so important

608
00:18:34.160 --> 00:18:35.680
is making sure who you sell to is one of the biggest

609
00:18:35.680 --> 00:18:37.680
levers that you can have on success.

610
00:18:37.680 --> 00:18:38.600
Can I tell you another story?

611
00:18:38.600 --> 00:18:39.440
Yeah, go.

612
00:18:39.440 --> 00:18:40.280
All right, please.

613
00:18:40.280 --> 00:18:43.800
So there is a CRO company that came through here

614
00:18:43.800 --> 00:18:45.280
that we were looking at to invest in.

615
00:18:45.280 --> 00:18:47.000
And it was great.

616
00:18:47.000 --> 00:18:48.760
So this guy was a really good coder,

617
00:18:48.760 --> 00:18:50.800
really good, you know, conversion and optimization

618
00:18:50.800 --> 00:18:51.800
for websites.

619
00:18:51.800 --> 00:18:53.560
He had a really, really cool business.

620
00:18:53.560 --> 00:18:55.600
But what was interesting is he and I had this conversation

621
00:18:55.600 --> 00:18:57.640
and he was like, oh, yeah, when I work with a million dollar

622
00:18:57.640 --> 00:18:59.640
year e-commerce store and I, you know,

623
00:18:59.640 --> 00:19:01.120
raised their throughput by 10%.

624
00:19:01.120 --> 00:19:04.400
He's like, it only adds $100,000 to the business.

625
00:19:04.400 --> 00:19:05.680
He said, but when I go to an e-commerce store

626
00:19:05.680 --> 00:19:07.360
that is 100 million and I add 10%,

627
00:19:07.360 --> 00:19:08.360
it's the same amount of work.

628
00:19:08.360 --> 00:19:10.120
He's like, I add 10 million to the business.

629
00:19:10.120 --> 00:19:12.440
I can charge so much more money for the exact same work

630
00:19:12.440 --> 00:19:14.440
because in a very real way, it is more valuable.

631
00:19:14.440 --> 00:19:15.800
I did create more value.

632
00:19:15.800 --> 00:19:17.720
But it wasn't because of me, it was because of them.

633
00:19:17.720 --> 00:19:19.640
And so one of the biggest levers you can have on success

634
00:19:19.640 --> 00:19:21.360
is doing the same work for better people.

635
00:19:21.360 --> 00:19:22.200
Yeah.

636
00:19:22.200 --> 00:19:24.280
These stories really resonate with me.

637
00:19:24.280 --> 00:19:26.840
And again, I wish I heard you speak 20 years ago.

638
00:19:26.840 --> 00:19:28.960
I remember when I first started the business,

639
00:19:28.960 --> 00:19:30.280
we were selling graphic design.

640
00:19:30.280 --> 00:19:31.440
So we go to someone, do you want a logo?

641
00:19:31.440 --> 00:19:32.280
Do you want a brand?

642
00:19:32.280 --> 00:19:33.200
And they pay a certain amount.

643
00:19:33.200 --> 00:19:35.080
And I managed to get quite good fees out of it

644
00:19:35.080 --> 00:19:36.280
because we were good.

645
00:19:36.280 --> 00:19:39.280
But then one day I gave ideas to someone for free.

646
00:19:39.280 --> 00:19:41.520
And they said, oh, I would have paid a lot for that.

647
00:19:41.520 --> 00:19:43.280
Creative is almost like a commodity.

648
00:19:43.280 --> 00:19:45.600
So we started selling the ideas.

649
00:19:45.600 --> 00:19:47.560
And that's where we were getting millions of dollars from.

650
00:19:47.560 --> 00:19:48.880
And then the execution was like, wow,

651
00:19:48.880 --> 00:19:49.960
lots of people could design it now.

652
00:19:49.960 --> 00:19:51.520
You just give them the brief, you know,

653
00:19:51.520 --> 00:19:52.800
it's a fiber and they'll go make the deal.

654
00:19:52.800 --> 00:19:53.640
Exactly.

655
00:19:53.640 --> 00:19:54.880
That got commodities, which, by the way,

656
00:19:54.880 --> 00:19:56.880
is a little bit unfair because the actual creative part

657
00:19:56.880 --> 00:19:58.440
is really tough.

658
00:19:58.440 --> 00:20:00.080
But people don't value it.

659
00:20:00.080 --> 00:20:01.960
Pain is in the idea.

660
00:20:01.960 --> 00:20:04.680
So we go to CNN and give them an idea that, well,

661
00:20:04.680 --> 00:20:05.720
that's valuable.

662
00:20:05.720 --> 00:20:07.640
But just the execution is almost a secondary.

663
00:20:07.640 --> 00:20:09.240
So you can always take your existing service

664
00:20:09.240 --> 00:20:10.800
and just tweak it a bit.

665
00:20:10.800 --> 00:20:13.240
And you'll get a lot more out of it if you do that.

666
00:20:13.240 --> 00:20:14.880
What's next in this?

667
00:20:14.880 --> 00:20:16.240
So now we've got to get them to buy.

668
00:20:16.240 --> 00:20:17.480
So it's like, this is all great.

669
00:20:17.480 --> 00:20:19.000
You know, we've got some of these character traits.

670
00:20:19.000 --> 00:20:20.680
We decided to start taking action.

671
00:20:20.680 --> 00:20:21.840
We figured out who we want to sell to.

672
00:20:21.840 --> 00:20:23.360
We figured out what we want to sell.

673
00:20:23.360 --> 00:20:25.880
So now we've got to get them to buy.

674
00:20:25.880 --> 00:20:28.320
I know something you've got your sales framework.

675
00:20:28.320 --> 00:20:31.560
The one that I've been teaching for years is closer.

676
00:20:31.560 --> 00:20:33.880
So there are a million sales frameworks out there.

677
00:20:33.880 --> 00:20:35.440
This is just the one that's,

678
00:20:35.440 --> 00:20:38.040
it's just consistently worked for me teaching,

679
00:20:38.040 --> 00:20:41.080
you know, teams of guys out in the road, whatever.

680
00:20:41.080 --> 00:20:43.480
And for years, I actually just taught clothes.

681
00:20:43.480 --> 00:20:45.560
And it was only probably the last four or five years

682
00:20:45.560 --> 00:20:47.080
that I added the R on there.

683
00:20:47.080 --> 00:20:48.080
How have you tried mock this?

684
00:20:48.080 --> 00:20:48.920
Yeah.

685
00:20:48.920 --> 00:20:49.760
I don't know.

686
00:20:49.760 --> 00:20:50.920
Who did this?

687
00:20:50.920 --> 00:20:52.880
I hope everyone just learns how to sell.

688
00:20:53.920 --> 00:20:55.840
So the first thing is, is like, basically,

689
00:20:55.840 --> 00:20:57.280
okay, now that I'm in front of this who,

690
00:20:57.280 --> 00:20:59.960
and I've got the what, how do I get them to give me money?

691
00:20:59.960 --> 00:21:03.000
And so this is basically a structure for a conversation,

692
00:21:03.000 --> 00:21:04.720
which is the first thing that we like to do

693
00:21:04.720 --> 00:21:06.600
is clarify why they're there.

694
00:21:06.600 --> 00:21:09.000
The person, and the nice thing with any sales conversation

695
00:21:09.000 --> 00:21:10.080
is that there's always something

696
00:21:10.080 --> 00:21:11.920
that someone has done to indicate interest.

697
00:21:11.920 --> 00:21:14.240
Like you can't, unless someone is still listening to you,

698
00:21:14.240 --> 00:21:15.640
they open the door, they clicked on the email,

699
00:21:15.640 --> 00:21:17.800
they responded with a comment, they DMed you,

700
00:21:17.800 --> 00:21:19.200
they opted in and decided like,

701
00:21:19.200 --> 00:21:22.800
someone has to take some initial move towards you

702
00:21:22.800 --> 00:21:24.960
in order to, they indicate interest.

703
00:21:24.960 --> 00:21:27.800
And so all you have to do then is just ask them why.

704
00:21:27.800 --> 00:21:29.960
So you say, hey, why did you respond to my post?

705
00:21:29.960 --> 00:21:31.680
Hey, why did you DM me?

706
00:21:31.680 --> 00:21:33.400
Hey, why did you opt on my site?

707
00:21:33.400 --> 00:21:34.400
And you're just asking them why?

708
00:21:34.400 --> 00:21:37.040
You're clarifying the problem, right?

709
00:21:37.040 --> 00:21:38.720
The second step, and this is all listening, right?

710
00:21:38.720 --> 00:21:39.600
You're just asking questions.

711
00:21:39.600 --> 00:21:40.840
So we're brought to you today.

712
00:21:40.840 --> 00:21:41.800
What was the main reason?

713
00:21:41.800 --> 00:21:43.440
What are you struggling with right now?

714
00:21:43.440 --> 00:21:45.680
And then, and this is just a very small step,

715
00:21:45.680 --> 00:21:49.120
but super important, which is we label them with a problem.

716
00:21:49.120 --> 00:21:51.640
And she said, okay, I got it, John.

717
00:21:51.640 --> 00:21:55.440
So it sounds like you're here, and you want to get here.

718
00:21:55.440 --> 00:21:56.920
And this has been the thing in your way.

719
00:21:56.920 --> 00:21:57.960
Does that sound about right?

720
00:21:57.960 --> 00:21:59.360
And this is also active listening.

721
00:21:59.360 --> 00:22:01.360
So for me, from a report building perspective,

722
00:22:01.360 --> 00:22:03.080
if you say back to someone what they just said,

723
00:22:03.080 --> 00:22:04.160
they're like, oh, this guy's great.

724
00:22:04.160 --> 00:22:05.480
This guy's brilliant.

725
00:22:05.480 --> 00:22:06.560
He's got his mathematics.

726
00:22:06.560 --> 00:22:08.040
Exactly.

727
00:22:08.040 --> 00:22:10.720
And so we label them with a problem and we have,

728
00:22:10.720 --> 00:22:12.520
you're here, you want to get here, here's this gap.

729
00:22:12.520 --> 00:22:15.840
Okay, so then, and this is just out of just experience,

730
00:22:15.840 --> 00:22:18.320
we overview the past experiences that they've had.

731
00:22:18.320 --> 00:22:20.120
And I call this the pain cycle.

732
00:22:20.120 --> 00:22:21.680
I didn't know why this worked.

733
00:22:21.680 --> 00:22:23.840
I just knew that it did work.

734
00:22:23.840 --> 00:22:25.240
The key point here is you say, hey,

735
00:22:25.240 --> 00:22:27.760
so what have you done so far to try and solve this?

736
00:22:27.760 --> 00:22:28.720
What have you done?

737
00:22:28.720 --> 00:22:30.200
And then they're going to start listing out.

738
00:22:30.200 --> 00:22:31.200
I did this.

739
00:22:31.200 --> 00:22:34.080
And then we just ask, okay, well, how'd that work for you?

740
00:22:34.080 --> 00:22:36.040
And then, obviously, they're talking to you.

741
00:22:36.040 --> 00:22:36.880
So it didn't work.

742
00:22:36.880 --> 00:22:39.080
So it's a loaded, you know, like, you're just pushing

743
00:22:39.080 --> 00:22:39.920
on this pain.

744
00:22:39.920 --> 00:22:40.840
Again, them to realize it.

745
00:22:40.840 --> 00:22:41.920
Yeah, basically.

746
00:22:41.920 --> 00:22:45.560
And so I have this fundamental belief that

747
00:22:45.560 --> 00:22:48.240
all salespeople are just motivational speakers.

748
00:22:48.240 --> 00:22:49.760
Fundamentally, just on a one-on-one basis.

749
00:22:49.760 --> 00:22:51.240
And so all we're trying to do is motivate

750
00:22:51.240 --> 00:22:52.440
someone to take action.

751
00:22:52.440 --> 00:22:53.840
If you know that, at least for me,

752
00:22:53.840 --> 00:22:55.560
if I think that's what it is,

753
00:22:55.560 --> 00:22:57.440
it just comes down to motivating someone,

754
00:22:57.440 --> 00:22:59.200
then what creates motivation?

755
00:22:59.200 --> 00:23:01.960
And so I spent a really long time trying to think through this.

756
00:23:01.960 --> 00:23:05.040
It's actually the opposite is what creates motivation.

757
00:23:05.040 --> 00:23:06.360
Deprivation creates motivation.

758
00:23:06.360 --> 00:23:09.360
So if I'm starving, then I'm very motivated to eat.

759
00:23:09.360 --> 00:23:11.920
If I'm exhausted and very motivated to sleep

760
00:23:11.920 --> 00:23:14.200
with that same concept, what we want to do is basically

761
00:23:14.200 --> 00:23:16.240
remind them, we want to deprive them,

762
00:23:16.240 --> 00:23:18.560
remind them of how deprived they are,

763
00:23:18.720 --> 00:23:21.320
this thing and how much pain they've gone through

764
00:23:21.320 --> 00:23:22.520
up to this point.

765
00:23:22.520 --> 00:23:24.960
We try and ask them what they did,

766
00:23:24.960 --> 00:23:26.720
ask them how that worked, ask them what they liked

767
00:23:26.720 --> 00:23:28.120
and what they didn't like about that thing.

768
00:23:28.120 --> 00:23:29.440
When they say the things that they liked,

769
00:23:29.440 --> 00:23:31.080
you associate that with, oh, I think,

770
00:23:31.080 --> 00:23:32.720
if you like that, you're gonna love this.

771
00:23:32.720 --> 00:23:33.640
And if they hated that, it's like,

772
00:23:33.640 --> 00:23:34.480
oh, that's great.

773
00:23:34.480 --> 00:23:35.600
And I understand why you struck it with that.

774
00:23:35.600 --> 00:23:37.240
Because later we're gonna take notes of that

775
00:23:37.240 --> 00:23:39.000
and we're gonna make sure that we don't talk about that stuff

776
00:23:39.000 --> 00:23:41.640
if we have anything similar to that in our product.

777
00:23:41.640 --> 00:23:43.400
And so after we've gone through this pain cycle,

778
00:23:43.400 --> 00:23:44.240
I mean, just keep asking,

779
00:23:44.240 --> 00:23:45.760
anything else you've done, anything else you've tried,

780
00:23:45.760 --> 00:23:47.440
until eventually like, no, that's about it.

781
00:23:47.440 --> 00:23:49.040
They say awesome, John.

782
00:23:49.040 --> 00:23:52.400
I think that you're going to love what we've got for you.

783
00:23:52.400 --> 00:23:53.240
Can I tell you about it?

784
00:23:53.240 --> 00:23:55.440
So this is where we ask for permission to make the sale.

785
00:23:55.440 --> 00:23:57.480
I go sell the vacation.

786
00:23:57.480 --> 00:24:01.000
So I have this little moniker about selling

787
00:24:01.000 --> 00:24:03.920
that a lot of people sell the plane flight

788
00:24:03.920 --> 00:24:07.080
and not Maui or Hawaii or whatever your vacation spot is.

789
00:24:07.080 --> 00:24:10.320
And so they then go right into jargon.

790
00:24:10.320 --> 00:24:12.640
They're like, oh, we're gonna do these colored tones

791
00:24:12.640 --> 00:24:14.600
and we're gonna have this palette for your logo

792
00:24:14.600 --> 00:24:16.800
and like, they're like, what is going on?

793
00:24:16.800 --> 00:24:18.760
But what people want, it's, you know,

794
00:24:18.760 --> 00:24:20.920
people don't want to buy drills, they buy holes, right?

795
00:24:20.920 --> 00:24:22.200
The drill is just a vehicle.

796
00:24:22.200 --> 00:24:27.200
And so what we want is to talk about the light breeze

797
00:24:27.600 --> 00:24:29.960
in their hair, what it's like at sunset,

798
00:24:29.960 --> 00:24:32.240
what they're gonna feel like when they've got their feed

799
00:24:32.240 --> 00:24:34.680
in the sand and they're drinking the cold,

800
00:24:34.680 --> 00:24:37.360
you know, my tie at the beach and they're with their loved ones

801
00:24:37.360 --> 00:24:39.480
and making a memory that they'll have for the rest of the lives.

802
00:24:39.480 --> 00:24:40.920
So this is a lot of stake.

803
00:24:40.920 --> 00:24:41.920
It's a simple way to do it.

804
00:24:41.920 --> 00:24:42.920
Yeah, exactly.

805
00:24:42.920 --> 00:24:45.360
But what we don't want to sell is the TSA,

806
00:24:45.360 --> 00:24:47.080
the plane check and take your shoes off,

807
00:24:47.080 --> 00:24:49.080
the guy farting next to you, the terrible photo of the plane.

808
00:24:49.080 --> 00:24:50.720
I don't know about the Excel planes flying in the air.

809
00:24:50.720 --> 00:24:52.040
Oh, that's not the enjoyable, is it?

810
00:24:52.040 --> 00:24:53.320
Unless you're in business class, maybe.

811
00:24:53.320 --> 00:24:54.680
But I really, it's not enjoyable.

812
00:24:54.680 --> 00:24:55.520
Why did I sell that?

813
00:24:55.520 --> 00:24:56.880
Every airline needs to change right now.

814
00:24:56.880 --> 00:24:57.720
No, I don't like that.

815
00:24:57.720 --> 00:25:00.880
And so I do something that I call three-pillar pitch.

816
00:25:00.880 --> 00:25:04.280
I almost always try and chunk up basically

817
00:25:04.280 --> 00:25:05.760
my selling points to three points.

818
00:25:05.760 --> 00:25:06.760
Why three, I don't know,

819
00:25:06.760 --> 00:25:08.440
but three's just always worked really well.

820
00:25:08.440 --> 00:25:09.960
And so the three-pillar pitch,

821
00:25:09.960 --> 00:25:12.960
I like to have basically one statement and then a metaphor.

822
00:25:12.960 --> 00:25:14.960
And so if there's, and I used to teach this

823
00:25:14.960 --> 00:25:16.000
for fitness sales all the time.

824
00:25:16.000 --> 00:25:17.040
So it's like, there's three things,

825
00:25:17.040 --> 00:25:18.520
fitness nutrition accountability.

826
00:25:18.520 --> 00:25:19.520
And with that, it's like,

827
00:25:19.520 --> 00:25:20.720
you want to have a three-legged stool

828
00:25:20.720 --> 00:25:22.240
that if you're missing one of the sides,

829
00:25:22.240 --> 00:25:23.160
it's not going to work.

830
00:25:23.160 --> 00:25:24.680
It's like, if you just work out,

831
00:25:24.680 --> 00:25:27.880
then you're not eating long, then it doesn't matter.

832
00:25:27.880 --> 00:25:28.920
You're not going to lose weight.

833
00:25:28.920 --> 00:25:30.560
If you just eat well, but you're not working out,

834
00:25:30.560 --> 00:25:31.240
you're going to lose muscle,

835
00:25:31.240 --> 00:25:32.400
and you're going to rebound back.

836
00:25:32.400 --> 00:25:33.240
Is that right?

837
00:25:33.240 --> 00:25:34.920
And because we just knew about their pain cycle,

838
00:25:34.920 --> 00:25:36.400
they're like, yeah, I've had that happen before.

839
00:25:36.400 --> 00:25:38.280
I'm like, no, exactly, so you know that.

840
00:25:38.280 --> 00:25:39.760
And if I give you the best fitness

841
00:25:39.760 --> 00:25:41.160
and the best training in the world,

842
00:25:41.160 --> 00:25:42.400
I say the best fitness and the best nutrition

843
00:25:42.400 --> 00:25:44.080
put in the world, but you don't actually do it

844
00:25:44.080 --> 00:25:45.240
because no one holds you accountable,

845
00:25:45.240 --> 00:25:46.440
it's not going to happen either.

846
00:25:46.440 --> 00:25:47.360
And so you got to have all three.

847
00:25:47.360 --> 00:25:48.760
And when you have all three, you can't lose.

848
00:25:48.760 --> 00:25:49.760
That's the three pillars.

849
00:25:49.760 --> 00:25:51.880
And so when I would create scripts for,

850
00:25:51.880 --> 00:25:53.480
I was to like a completely opposite script,

851
00:25:53.480 --> 00:25:55.280
it made a script for a B2B mortgage sales company.

852
00:25:55.280 --> 00:25:58.480
And so it's like, okay, they were selling leads to realtors.

853
00:25:58.480 --> 00:26:00.080
And so it's like, okay, so I spent the whole morning

854
00:26:00.080 --> 00:26:01.480
and I was like, what are the three things?

855
00:26:01.480 --> 00:26:03.560
It's like, okay, you want leads that are exclusive to you,

856
00:26:03.560 --> 00:26:04.720
you want them to be qualified,

857
00:26:04.720 --> 00:26:06.000
and you want them to be timely.

858
00:26:06.000 --> 00:26:07.760
You want them to be like, they just opted in,

859
00:26:07.760 --> 00:26:09.280
they've got, they're really interested

860
00:26:09.280 --> 00:26:10.600
in no one else's calling them but me.

861
00:26:10.600 --> 00:26:12.160
That's what you want in the leads.

862
00:26:12.160 --> 00:26:13.760
And so it's like, these are the three things.

863
00:26:13.760 --> 00:26:15.600
And so then for each of those three things,

864
00:26:15.600 --> 00:26:17.800
you then just make one analogy, your story,

865
00:26:17.800 --> 00:26:18.880
that relates it.

866
00:26:18.880 --> 00:26:22.240
And so if I wanted to do, you know, explain accountability,

867
00:26:22.240 --> 00:26:23.840
I would say, okay, have you ever heard of the amazing ranks

868
00:26:23.840 --> 00:26:24.680
who was the show that happened,

869
00:26:24.680 --> 00:26:25.760
even if they had it as a matter?

870
00:26:25.760 --> 00:26:28.280
And I'm like, yeah, so there was actually this couple

871
00:26:28.280 --> 00:26:30.360
that won so many times they had to change the rules.

872
00:26:30.360 --> 00:26:31.400
Do you know what they did differently?

873
00:26:31.400 --> 00:26:32.440
They're like, what?

874
00:26:32.440 --> 00:26:34.440
You say, so what they did was whenever they'd land

875
00:26:34.440 --> 00:26:36.560
and do a new area and they had to find the new location,

876
00:26:36.560 --> 00:26:38.000
they would immediately grab a local and say,

877
00:26:38.000 --> 00:26:39.120
hey, can you get in the back of the car

878
00:26:39.120 --> 00:26:40.280
and just tell us where to go?

879
00:26:40.280 --> 00:26:43.080
And by doing that, they always beat everyone else.

880
00:26:43.080 --> 00:26:45.200
And so the thing is, is that you want to guide.

881
00:26:45.200 --> 00:26:46.480
And so that's exactly what we're gonna do

882
00:26:46.480 --> 00:26:47.440
with the accountability.

883
00:26:47.440 --> 00:26:49.200
And so I have like six different accountability stories

884
00:26:49.200 --> 00:26:50.200
but that's one of them, right?

885
00:26:50.200 --> 00:26:52.280
And so it's like, you just want to have one story

886
00:26:52.280 --> 00:26:53.120
for each of the pillars.

887
00:26:53.120 --> 00:26:54.560
And then you just say, does that make sense?

888
00:26:54.560 --> 00:26:56.600
They say, yes, and then you just move on to the next pillar.

889
00:26:56.600 --> 00:26:58.800
And you'll notice that, like, at least for me,

890
00:26:58.800 --> 00:27:00.760
especially in high volume transactional sales.

891
00:27:00.760 --> 00:27:03.080
So obviously like B2C sales, consumer sales,

892
00:27:03.080 --> 00:27:05.000
where it's, you know, one in done kind of sales.

893
00:27:05.000 --> 00:27:08.120
I found that like, when I'm like on fire

894
00:27:08.120 --> 00:27:10.360
in terms of selling, the person's walking out the door

895
00:27:10.360 --> 00:27:11.680
and they're super excited and they're like,

896
00:27:11.680 --> 00:27:13.480
I don't even know what I just signed up for.

897
00:27:13.480 --> 00:27:15.360
Because the thing is, is that like the more in the weeds

898
00:27:15.360 --> 00:27:17.320
we get, the more questions they're gonna have about it.

899
00:27:17.320 --> 00:27:19.920
And as long as you're confident, whatever it is that you sell,

900
00:27:19.920 --> 00:27:21.520
just know that you're gonna take care of them.

901
00:27:21.520 --> 00:27:23.840
Because you explaining the macros and the calories

902
00:27:23.840 --> 00:27:25.360
and the rep schemes, like, they don't even know

903
00:27:25.360 --> 00:27:26.200
what it is anyways.

904
00:27:26.200 --> 00:27:28.000
And so they're gonna not along and try and ask questions

905
00:27:28.000 --> 00:27:29.480
that they don't even know why they're asking the question.

906
00:27:29.480 --> 00:27:31.160
Like, what kind of certifications you have?

907
00:27:31.160 --> 00:27:33.040
We just ask, which ones you're looking for?

908
00:27:33.040 --> 00:27:34.200
And they're like, like, right.

909
00:27:34.200 --> 00:27:36.760
So you just, they want to seem like they're asking

910
00:27:36.760 --> 00:27:38.760
informed questions, but they just don't know what to do.

911
00:27:38.760 --> 00:27:40.400
We do a three-pillar pitch.

912
00:27:40.400 --> 00:27:42.760
And then we say, great, so then we transition to the close.

913
00:27:42.760 --> 00:27:43.760
So we ask for the sales.

914
00:27:43.760 --> 00:27:44.600
That makes sense.

915
00:27:44.600 --> 00:27:45.440
Awesome.

916
00:27:45.440 --> 00:27:46.600
You wanna get started on Monday?

917
00:27:46.600 --> 00:27:47.440
Yes or no, whatever.

918
00:27:47.440 --> 00:27:48.600
And then you start moving through it.

919
00:27:48.600 --> 00:27:51.200
Now, if they say anything but yes,

920
00:27:51.200 --> 00:27:52.680
you wanna explain away their concerns.

921
00:27:52.680 --> 00:27:55.520
So most concerns, at least as I think through them,

922
00:27:55.520 --> 00:27:57.360
is you've got timing concerns,

923
00:27:57.360 --> 00:28:00.000
which is, I'm really busy right now, preference concerns,

924
00:28:00.000 --> 00:28:02.240
which is, I don't like this particular thing

925
00:28:02.240 --> 00:28:03.960
about your solution.

926
00:28:04.000 --> 00:28:05.480
You've got money, right?

927
00:28:05.480 --> 00:28:07.880
You've got money slash ROI, whatever.

928
00:28:07.880 --> 00:28:10.160
You've got stalls, which is,

929
00:28:10.160 --> 00:28:12.160
sounds similar to timing, but completely different,

930
00:28:12.160 --> 00:28:14.200
which is, can you give me some time to think about it

931
00:28:14.200 --> 00:28:15.640
versus I don't have time?

932
00:28:15.640 --> 00:28:17.840
They both have the word time in it for sales guys off.

933
00:28:17.840 --> 00:28:20.200
Finally, you wanna discover past experiences.

934
00:28:20.200 --> 00:28:22.320
And so this is where I sign up

935
00:28:22.320 --> 00:28:24.560
with a creative agency just like yours and they burn me.

936
00:28:24.560 --> 00:28:25.920
And so you wanna make sure that you have something

937
00:28:25.920 --> 00:28:28.400
to overcome that particular thing.

938
00:28:28.400 --> 00:28:31.000
Once you understand what the core things

939
00:28:31.000 --> 00:28:33.920
that people have that they present with

940
00:28:33.920 --> 00:28:36.720
that are the reasons why they don't wanna do something,

941
00:28:36.720 --> 00:28:38.640
you seem to understand the logical arguments

942
00:28:38.640 --> 00:28:40.200
for each of these bullets.

943
00:28:40.200 --> 00:28:43.000
So with timing, this is all about priorities.

944
00:28:43.000 --> 00:28:44.480
So everyone's got the same times.

945
00:28:44.480 --> 00:28:46.520
You just say, hey, how important is this to you?

946
00:28:46.520 --> 00:28:48.160
Okay, then it means that there's something else

947
00:28:48.160 --> 00:28:49.920
in your 24 hours a day that we need to trade.

948
00:28:49.920 --> 00:28:51.520
That's less important than this.

949
00:28:51.520 --> 00:28:53.680
As long as you explain that to them, then you're good.

950
00:28:53.680 --> 00:28:57.600
Preferences is they want your result their way.

951
00:28:57.600 --> 00:28:59.480
If you change the variables of the way that I do it,

952
00:28:59.480 --> 00:29:00.800
if you just wanna do fitness and nutrition

953
00:29:00.800 --> 00:29:02.680
on accountability, then you're not gonna get the result.

954
00:29:02.680 --> 00:29:04.760
So if you change the variables, you change the outcome.

955
00:29:04.760 --> 00:29:06.680
And so it's just like always thinking,

956
00:29:06.680 --> 00:29:08.720
they want my results their way.

957
00:29:08.720 --> 00:29:10.320
You can't just, I mean, the amount of times

958
00:29:10.320 --> 00:29:12.160
I'd have, you know, ladies try to lose weight.

959
00:29:12.160 --> 00:29:14.520
But like, can I just eat what I'm currently eating

960
00:29:14.520 --> 00:29:15.840
and then do your program?

961
00:29:15.840 --> 00:29:17.360
And I was like, no, because what your currently eating

962
00:29:17.360 --> 00:29:19.520
is getting you, what your currently get it, right?

963
00:29:19.520 --> 00:29:24.200
And so then we have ROI, which we solve with logic,

964
00:29:24.200 --> 00:29:26.640
proof, and payment terms.

965
00:29:26.640 --> 00:29:28.800
So logic is just understanding like,

966
00:29:28.800 --> 00:29:30.560
if this does this, is it worth it?

967
00:29:30.560 --> 00:29:31.400
Okay.

968
00:29:31.400 --> 00:29:33.760
So if it is, then the problem is that they don't believe you.

969
00:29:33.760 --> 00:29:34.920
And so then it's all around proof.

970
00:29:34.920 --> 00:29:36.840
Like how many of varieties of testimonials

971
00:29:36.840 --> 00:29:38.960
can I demonstrate that are as similar to them

972
00:29:38.960 --> 00:29:40.840
as possible to get them to believe me?

973
00:29:40.840 --> 00:29:43.040
And, you know, we have our little belief-breaking formula,

974
00:29:43.040 --> 00:29:45.360
but I wouldn't even get into that.

975
00:29:45.360 --> 00:29:47.280
And then you've got payment terms.

976
00:29:47.280 --> 00:29:49.000
So it's like, okay, the person logically understands,

977
00:29:49.000 --> 00:29:49.880
they believe they could happen.

978
00:29:49.880 --> 00:29:51.520
Then it just gets into logistics of payment,

979
00:29:51.520 --> 00:29:53.160
which is like, okay, can you break this up for me?

980
00:29:53.160 --> 00:29:55.080
Can I do half now, half later, whatever?

981
00:29:55.080 --> 00:29:56.640
You've got stalls, which is, again,

982
00:29:56.640 --> 00:29:58.160
I need to think about it.

983
00:29:58.160 --> 00:29:59.600
But here what we do is we walk them

984
00:29:59.600 --> 00:30:00.840
through a logical decision.

985
00:30:00.840 --> 00:30:04.080
So we say, okay, do you think that you'll be more successful

986
00:30:04.080 --> 00:30:05.760
if you do this than if you didn't do it?

987
00:30:05.760 --> 00:30:06.600
Yes.

988
00:30:06.600 --> 00:30:08.600
Okay, do you think that if you do it on your own

989
00:30:08.600 --> 00:30:10.960
versus doing it with us, you will get close to your goal.

990
00:30:10.960 --> 00:30:13.000
Yes, do you have access or know somebody who has access

991
00:30:13.000 --> 00:30:14.440
to the money to get started?

992
00:30:14.440 --> 00:30:15.560
Yes, yes, yes, great.

993
00:30:15.560 --> 00:30:16.840
Then you made a logical decision.

994
00:30:16.840 --> 00:30:19.160
And so a lot of people are just afraid of making mistakes.

995
00:30:19.160 --> 00:30:23.080
And so with stalls, we want to figure out what the fear is.

996
00:30:23.080 --> 00:30:25.680
And so the number one triage question that we ask is,

997
00:30:25.680 --> 00:30:27.200
if you have less rapport, we just say,

998
00:30:27.200 --> 00:30:28.440
what's your main concern?

999
00:30:28.440 --> 00:30:30.440
If you have a little bit more rapport, I just ask it,

1000
00:30:30.440 --> 00:30:31.640
what are you afraid of having happened?

1001
00:30:31.640 --> 00:30:33.000
And you can lower your voice a little bit.

1002
00:30:33.000 --> 00:30:35.560
They're like, I just don't want my husband to say

1003
00:30:35.560 --> 00:30:36.880
that I spent money on this thing again.

1004
00:30:36.880 --> 00:30:38.440
You're like, totally understand.

1005
00:30:38.440 --> 00:30:41.480
What if this is the thing that five years from now,

1006
00:30:41.480 --> 00:30:42.720
you look back on and you're like,

1007
00:30:42.720 --> 00:30:44.160
what if I hadn't done that?

1008
00:30:44.160 --> 00:30:46.800
And you're sitting there completely changed your lifestyle.

1009
00:30:46.800 --> 00:30:49.520
And your husband and you guys are so much better now.

1010
00:30:49.520 --> 00:30:52.000
I was like, what if you look back on this one moment

1011
00:30:52.000 --> 00:30:53.200
because I think about this with my wife.

1012
00:30:53.200 --> 00:30:54.320
I'm swiping on my phone.

1013
00:30:54.320 --> 00:30:57.040
If I had swiped left on the app and I hadn't met Laila,

1014
00:30:57.040 --> 00:30:59.080
my life would be completely different than it is right now.

1015
00:30:59.080 --> 00:31:00.360
I eat nine years later.

1016
00:31:00.360 --> 00:31:02.520
And so it's like, I just don't want that to happen to you.

1017
00:31:02.520 --> 00:31:03.280
I'm like, oh man.

1018
00:31:03.280 --> 00:31:04.120
Okay.

1019
00:31:04.120 --> 00:31:05.520
And so then, I didn't know you met in an app.

1020
00:31:05.520 --> 00:31:06.360
Did you met?

1021
00:31:06.360 --> 00:31:07.200
I should give him a plow.

1022
00:31:07.200 --> 00:31:08.040
Who was it?

1023
00:31:08.040 --> 00:31:08.880
It was a bumble.

1024
00:31:08.880 --> 00:31:09.720
Oh, wait.

1025
00:31:09.720 --> 00:31:10.560
There you go, bumble.

1026
00:31:10.560 --> 00:31:12.960
And so this is, so if someone has a past experience

1027
00:31:12.960 --> 00:31:14.920
that they, hey, I worked with a creative agency

1028
00:31:14.920 --> 00:31:15.960
before and it didn't work.

1029
00:31:15.960 --> 00:31:16.960
Therefore you won't work.

1030
00:31:16.960 --> 00:31:20.040
I have yet to have an overcome here.

1031
00:31:20.040 --> 00:31:21.360
There's also a decision maker.

1032
00:31:21.360 --> 00:31:23.440
I used case studies for this one, but I'm like,

1033
00:31:23.440 --> 00:31:24.600
oh, this one's killer.

1034
00:31:24.600 --> 00:31:25.480
So I'll tell you how to do it.

1035
00:31:25.480 --> 00:31:28.800
So with Bernie twice, you just say, listen,

1036
00:31:28.800 --> 00:31:32.160
you had something bad that happened the past.

1037
00:31:32.160 --> 00:31:34.720
And the only thing worse than having a bad investment

1038
00:31:34.720 --> 00:31:36.160
is letting a bad investment prevent you

1039
00:31:36.160 --> 00:31:37.760
from making a good move right now.

1040
00:31:37.760 --> 00:31:38.600
Right.

1041
00:31:38.600 --> 00:31:39.600
And so then we do a metaphor.

1042
00:31:39.600 --> 00:31:41.080
So it's like, hey, are you married a lot of times

1043
00:31:41.080 --> 00:31:41.920
if you're old?

1044
00:31:41.920 --> 00:31:43.400
They're like, you're with somebody, yes.

1045
00:31:43.400 --> 00:31:46.080
Okay, did you ever date anybody before that person?

1046
00:31:46.080 --> 00:31:46.920
Yeah.

1047
00:31:46.920 --> 00:31:48.120
Do you ever date anyone like middle school or high school?

1048
00:31:48.120 --> 00:31:49.120
Yeah.

1049
00:31:49.120 --> 00:31:50.840
Now imagine after your first middle school boyfriend

1050
00:31:51.120 --> 00:31:52.880
you said, exactly.

1051
00:31:52.880 --> 00:31:54.880
So it just means that that person wasn't right for you.

1052
00:31:54.880 --> 00:31:56.400
It doesn't mean that all people aren't right for you.

1053
00:31:56.400 --> 00:31:57.240
Yeah.

1054
00:31:57.240 --> 00:31:58.120
And so there's a big difference.

1055
00:31:58.120 --> 00:31:59.120
And so they're like, oh, I get it.

1056
00:31:59.120 --> 00:32:00.960
So you don't want to let that person bring you twice

1057
00:32:00.960 --> 00:32:02.760
once for when it happened and once when it stops you

1058
00:32:02.760 --> 00:32:03.600
from having the good thing.

1059
00:32:03.600 --> 00:32:04.600
And then there's decision maker,

1060
00:32:04.600 --> 00:32:05.800
which is, I don't have the authority

1061
00:32:05.800 --> 00:32:06.640
to make the decision.

1062
00:32:06.640 --> 00:32:07.840
I don't bring that one up because it's one

1063
00:32:07.840 --> 00:32:09.000
of the hardest ones to overcome.

1064
00:32:09.000 --> 00:32:11.440
And people have a lot of harsh beliefs

1065
00:32:11.440 --> 00:32:13.680
in the comments about how I overcome this stuff

1066
00:32:13.680 --> 00:32:14.560
because they're like, you should always

1067
00:32:14.560 --> 00:32:15.520
get permission from this spouse.

1068
00:32:15.520 --> 00:32:16.360
And it depends.

1069
00:32:16.360 --> 00:32:16.880
If you're buying a house, yeah,

1070
00:32:16.880 --> 00:32:18.200
you're going to need permission from this spouse.

1071
00:32:18.200 --> 00:32:19.040
You can't go.

1072
00:32:19.040 --> 00:32:19.880
Yeah.

1073
00:32:19.880 --> 00:32:20.720
Right.

1074
00:32:20.720 --> 00:32:22.560
And so obviously you want to bring that person.

1075
00:32:22.560 --> 00:32:25.680
If you know that whatever you sell requires somebody else,

1076
00:32:25.680 --> 00:32:27.560
you want to make sure the decision makers are on the call.

1077
00:32:27.560 --> 00:32:29.720
But there are times when you're in a selling situation

1078
00:32:29.720 --> 00:32:30.920
where like you've got one shot.

1079
00:32:30.920 --> 00:32:33.840
For us, I try to overcome decision maker

1080
00:32:33.840 --> 00:32:37.520
or authority to make the decision by first saying,

1081
00:32:37.520 --> 00:32:40.280
okay, well, what if they say no?

1082
00:32:40.280 --> 00:32:42.600
And so if I have a guy, I'll lean into his ego

1083
00:32:42.600 --> 00:32:44.160
and I'd be like, what if your wife doesn't give you permission?

1084
00:32:44.160 --> 00:32:45.000
Yeah.

1085
00:32:45.000 --> 00:32:46.640
But I'll have to forgive this, then permission to do that.

1086
00:32:46.640 --> 00:32:47.640
I use that at the very end.

1087
00:32:47.640 --> 00:32:48.480
Yeah.

1088
00:32:48.480 --> 00:32:50.480
But yeah, so what if she doesn't give you permission?

1089
00:32:50.480 --> 00:32:51.320
Cause then it makes them really.

1090
00:32:51.320 --> 00:32:52.480
And they're like, no, I can, it's like,

1091
00:32:52.480 --> 00:32:53.480
oh, great, let's get you going.

1092
00:32:53.480 --> 00:32:54.320
You know what I mean?

1093
00:32:54.320 --> 00:32:55.640
As soon as they bounce back, you're good.

1094
00:32:55.640 --> 00:32:57.440
But if they say, no, I wouldn't do it,

1095
00:32:57.440 --> 00:32:58.920
then you say, well, what do you think they'd be against?

1096
00:32:58.920 --> 00:33:00.400
So now I'm still not on,

1097
00:33:00.400 --> 00:33:02.160
I'm now isolating towards variables.

1098
00:33:02.160 --> 00:33:04.080
Like what are the actual things that they would say?

1099
00:33:04.080 --> 00:33:06.440
No, it's too, because I can overcome that, not the decision.

1100
00:33:06.440 --> 00:33:07.800
And so they're like, oh, they'd be over,

1101
00:33:07.800 --> 00:33:08.920
you know, they'd be this particular thing.

1102
00:33:08.920 --> 00:33:10.120
But now I'm off decision.

1103
00:33:10.120 --> 00:33:12.080
Now if they're still like, no, it doesn't matter.

1104
00:33:12.080 --> 00:33:12.920
And it's like, okay, well, just,

1105
00:33:12.920 --> 00:33:14.160
do they know that you're here right now?

1106
00:33:14.160 --> 00:33:15.800
They know that you're struggling with this thing.

1107
00:33:15.800 --> 00:33:16.800
Yeah, they know that you're struggling.

1108
00:33:16.800 --> 00:33:19.440
Are they, are they, are they, do they approve of that?

1109
00:33:19.440 --> 00:33:20.960
Well, they don't, I mean, no, they don't approve of it.

1110
00:33:20.960 --> 00:33:22.760
They're not happy that I'm, that I'm struggling with this.

1111
00:33:22.760 --> 00:33:24.440
It's like, oh, why would they be against something

1112
00:33:24.440 --> 00:33:25.360
that they already don't approve of?

1113
00:33:25.360 --> 00:33:26.880
So they go and relying on past agreements.

1114
00:33:26.880 --> 00:33:28.680
So it's like, you already have the permission.

1115
00:33:28.680 --> 00:33:29.520
They know that you're struggling.

1116
00:33:29.520 --> 00:33:31.000
Why wouldn't they want you to solve it?

1117
00:33:31.000 --> 00:33:32.880
And it's like, well, if your wife's anything like my wife,

1118
00:33:32.880 --> 00:33:35.280
like we end up making work in the end anyways, right?

1119
00:33:35.280 --> 00:33:38.520
And then we'll go into, I think you,

1120
00:33:38.520 --> 00:33:40.800
I think you might be asking for permission instead of support.

1121
00:33:41.800 --> 00:33:43.640
Deep psychology against you, right?

1122
00:33:43.640 --> 00:33:45.640
It's time to be married to God for those things.

1123
00:33:45.640 --> 00:33:47.760
It's time you stood up for yourself, you know, like,

1124
00:33:47.760 --> 00:33:49.120
well, because then you played out and you say, listen,

1125
00:33:49.120 --> 00:33:50.840
because if you, if you don't do this,

1126
00:33:50.840 --> 00:33:52.480
and you don't do it because of your wife or whatever,

1127
00:33:52.480 --> 00:33:55.160
because let's say you go home and she says, no, okay, fine.

1128
00:33:55.160 --> 00:33:56.840
Well, play this for five years.

1129
00:33:56.840 --> 00:33:58.560
Your business isn't in the place you want it to be.

1130
00:33:58.560 --> 00:33:59.840
You're not the way you want to be.

1131
00:33:59.840 --> 00:34:00.880
You have this back pain in what,

1132
00:34:00.880 --> 00:34:02.760
whatever the thing that you sell around is.

1133
00:34:02.760 --> 00:34:05.600
It's like five years from now, who are you gonna blame?

1134
00:34:05.600 --> 00:34:06.440
You gonna blame her?

1135
00:34:06.440 --> 00:34:07.640
You gonna blame you?

1136
00:34:07.640 --> 00:34:09.040
I don't think it's fair to either of you.

1137
00:34:09.040 --> 00:34:10.240
Because at the end of the day, it's your life

1138
00:34:10.240 --> 00:34:11.480
and you got to be able to make these decisions.

1139
00:34:11.480 --> 00:34:13.680
Now, again, I just, and this is where you go to like,

1140
00:34:13.680 --> 00:34:15.000
I think you're asking for permission

1141
00:34:15.000 --> 00:34:16.720
when you really just give me support.

1142
00:34:16.720 --> 00:34:19.560
By the way, Amazon, do a brilliant job of ticking most of these off,

1143
00:34:19.560 --> 00:34:21.440
but just saying, we'll give you a refund

1144
00:34:21.440 --> 00:34:22.800
and you can send it back and it won't cost you anything.

1145
00:34:22.800 --> 00:34:24.760
Oh, my wife gets a package a day and she's like,

1146
00:34:24.760 --> 00:34:27.480
don't worry, if you don't like it, I can send it back.

1147
00:34:27.480 --> 00:34:29.520
So like, I don't object and it's like, okay, fine.

1148
00:34:29.520 --> 00:34:30.840
Yeah, I don't see much going back.

1149
00:34:30.840 --> 00:34:32.720
But the point is, you can just give it a bit of money

1150
00:34:32.720 --> 00:34:34.840
back and tell you what to do with some comfort.

1151
00:34:34.840 --> 00:34:35.680
Oh, 100%.

1152
00:34:35.680 --> 00:34:37.960
You're gonna do a delay pay with the payment term.

1153
00:34:37.960 --> 00:34:39.960
You say, hey, just say yes now, sign the contract.

1154
00:34:39.960 --> 00:34:41.560
I'll delay the payment till Friday.

1155
00:34:41.560 --> 00:34:43.480
And between now and then, if you go home

1156
00:34:43.480 --> 00:34:44.720
and your husband says, no, sweetie,

1157
00:34:44.720 --> 00:34:46.640
I want you to live 10 years less longer.

1158
00:34:46.640 --> 00:34:47.480
I want you to be fat.

1159
00:34:47.480 --> 00:34:48.480
I want you to have generational unhelpful.

1160
00:34:48.480 --> 00:34:49.480
Do you really want to die?

1161
00:34:49.480 --> 00:34:50.320
Yeah, exactly.

1162
00:34:50.320 --> 00:34:51.160
He says that.

1163
00:34:51.160 --> 00:34:52.160
You call me up first, I'll talk to him.

1164
00:34:52.160 --> 00:34:53.000
Exactly.

1165
00:34:53.000 --> 00:34:53.840
Exactly.

1166
00:34:53.840 --> 00:34:54.920
And so I make some jokes about it.

1167
00:34:54.920 --> 00:34:57.280
And then the final one here is, let's assume you explain

1168
00:34:57.280 --> 00:34:58.120
the way they're concerned.

1169
00:34:58.120 --> 00:34:59.160
They're like, yeah, I want to do it.

1170
00:34:59.160 --> 00:35:02.320
And I added this one later, which is you reinforce the decision.

1171
00:35:02.720 --> 00:35:04.480
So one of the major things that happens,

1172
00:35:04.480 --> 00:35:07.040
and I had to add this in because I wanted my sales guys

1173
00:35:07.040 --> 00:35:08.680
to make sure that they completed the transition

1174
00:35:08.680 --> 00:35:10.920
to the handoff to customer success and onboarding.

1175
00:35:10.920 --> 00:35:12.760
And until I had this, it was just like,

1176
00:35:12.760 --> 00:35:14.360
explain it with a concerns, close the deal.

1177
00:35:14.360 --> 00:35:15.600
And then it was like, I'm done.

1178
00:35:15.600 --> 00:35:16.440
Yeah.

1179
00:35:16.440 --> 00:35:17.920
And so it was like, no, we have to bridge this.

1180
00:35:17.920 --> 00:35:19.640
We have to reinforce that they made a great call.

1181
00:35:19.640 --> 00:35:21.640
So I say, hey, right now I'm gonna choose you to Sarah.

1182
00:35:21.640 --> 00:35:22.920
Sarah's gonna get you started.

1183
00:35:22.920 --> 00:35:24.360
Hey, Sarah, this is John.

1184
00:35:24.360 --> 00:35:25.320
John's trying to retire.

1185
00:35:25.320 --> 00:35:27.080
Well, if John's trying to get in shape for a wedding,

1186
00:35:27.080 --> 00:35:29.560
whatever it is, Sarah's gonna help you take the next step.

1187
00:35:29.560 --> 00:35:31.800
Now then Sarah's gonna start the onboarding conversation

1188
00:35:32.080 --> 00:35:33.320
of how do I relate the actions

1189
00:35:33.320 --> 00:35:35.400
that this person has to take with their ball

1190
00:35:35.400 --> 00:35:37.040
and say, hey, we're gonna help you retire.

1191
00:35:37.040 --> 00:35:38.560
We're gonna help you get, look good for that wedding,

1192
00:35:38.560 --> 00:35:39.920
but these are the first three steps.

1193
00:35:39.920 --> 00:35:41.960
So that's how you get people to give you money.

1194
00:35:41.960 --> 00:35:42.920
In England, there's a new gym

1195
00:35:42.920 --> 00:35:44.960
that's having up called the third space.

1196
00:35:44.960 --> 00:35:46.240
And one of the things they've done

1197
00:35:46.240 --> 00:35:48.720
is they've also limited supply.

1198
00:35:48.720 --> 00:35:49.880
So they basically went there.

1199
00:35:49.880 --> 00:35:50.720
It's beautiful gym.

1200
00:35:50.720 --> 00:35:52.800
It's like $1,000 a month for it.

1201
00:35:52.800 --> 00:35:55.040
And they're like, we don't even have his space right now.

1202
00:35:55.040 --> 00:35:55.880
Yeah.

1203
00:35:55.880 --> 00:35:56.720
But put you on the waiting list.

1204
00:35:56.720 --> 00:35:57.760
And then a few days later,

1205
00:35:57.760 --> 00:35:59.920
they're going to say, someone's just left.

1206
00:35:59.920 --> 00:36:01.360
But do you want it now?

1207
00:36:01.360 --> 00:36:02.640
And that's actually a brilliant amount.

1208
00:36:02.640 --> 00:36:04.000
Yeah, you're okay with that, you can say.

1209
00:36:04.000 --> 00:36:05.360
So limiting supply is another element.

1210
00:36:05.360 --> 00:36:06.200
Oh, yeah, that's great.

1211
00:36:06.200 --> 00:36:08.760
All right, next, because that was awesome.

1212
00:36:08.760 --> 00:36:09.920
So how many times they buy?

1213
00:36:09.920 --> 00:36:12.440
So now we want to get them to obviously buy it again.

1214
00:36:12.440 --> 00:36:13.760
Because I think Dan Kennedy said this,

1215
00:36:13.760 --> 00:36:14.600
and I just love this quote.

1216
00:36:14.600 --> 00:36:17.880
He says, you don't get customers to make sales.

1217
00:36:17.880 --> 00:36:19.600
You make sales to get customers.

1218
00:36:19.600 --> 00:36:21.320
And so the idea is that once you have a customer,

1219
00:36:21.320 --> 00:36:22.720
then you want to get them to buy as many times

1220
00:36:22.720 --> 00:36:23.560
as seemingly possible.

1221
00:36:23.560 --> 00:36:26.240
At this point, there's so many things that you can do

1222
00:36:26.240 --> 00:36:28.120
to make a business make more money.

1223
00:36:28.120 --> 00:36:30.520
So one is that you can increase the price

1224
00:36:30.800 --> 00:36:31.520
of whatever you have.

1225
00:36:31.520 --> 00:36:32.640
I'm just talking about eight different ways

1226
00:36:32.640 --> 00:36:34.240
that you can make more money to get them

1227
00:36:34.240 --> 00:36:35.600
just basically make more money from any customer.

1228
00:36:35.600 --> 00:36:37.000
So one is that you can just charge more.

1229
00:36:37.000 --> 00:36:39.960
The second is that you decrease the cost of whatever you sell.

1230
00:36:39.960 --> 00:36:41.000
So if you have a service,

1231
00:36:41.000 --> 00:36:42.280
you can either pay people less,

1232
00:36:42.280 --> 00:36:43.560
that's usually not the right idea.

1233
00:36:43.560 --> 00:36:45.280
But you can improve the service ratio

1234
00:36:45.280 --> 00:36:47.280
of how many customers to every rep,

1235
00:36:47.280 --> 00:36:50.240
you can add tech in order to make their jobs easier.

1236
00:36:50.240 --> 00:36:52.040
You can go offshore, things like that.

1237
00:36:52.040 --> 00:36:54.560
The next one is you ask them to buy again.

1238
00:36:54.560 --> 00:36:56.760
So you just do this times too.

1239
00:36:56.760 --> 00:36:58.440
You say, hey, you have that thing.

1240
00:36:58.440 --> 00:36:59.640
Do you want to buy more of that thing?

1241
00:37:00.440 --> 00:37:03.640
One of my favorite upsells ever.

1242
00:37:03.640 --> 00:37:05.600
The next one is that you can get continuity,

1243
00:37:05.600 --> 00:37:09.000
which is you say, which I see this is a quantity.

1244
00:37:09.000 --> 00:37:12.080
This one as you're buying once,

1245
00:37:12.080 --> 00:37:14.080
and then there's a delay, and then a day.

1246
00:37:14.080 --> 00:37:17.000
So this is a quantity, then you've got quality,

1247
00:37:17.000 --> 00:37:18.520
which is do you want to buy a better version

1248
00:37:18.520 --> 00:37:19.640
of the thing that you have?

1249
00:37:19.640 --> 00:37:21.280
Then we have downsell.

1250
00:37:21.280 --> 00:37:22.640
So it's like, hey, and this one, it's like,

1251
00:37:22.640 --> 00:37:24.920
wait, how is this going to make me more money?

1252
00:37:24.920 --> 00:37:27.840
So downsells make you more money in that.

1253
00:37:27.840 --> 00:37:30.200
If you turn a no into a yes.

1254
00:37:30.200 --> 00:37:32.800
And so, okay, you don't want to buy the normal burger.

1255
00:37:32.800 --> 00:37:33.800
Do you want to buy a junior burger?

1256
00:37:33.800 --> 00:37:34.760
Do you want to buy a smaller one?

1257
00:37:34.760 --> 00:37:36.840
Do you want to just buy the burger, not the other stuff?

1258
00:37:36.840 --> 00:37:37.760
Okay.

1259
00:37:37.760 --> 00:37:40.400
Then we've got cross sells where you sell something different.

1260
00:37:40.400 --> 00:37:43.600
So I'll go through this whole example real quick,

1261
00:37:43.600 --> 00:37:46.000
but with a burger store because everyone can understand it.

1262
00:37:46.000 --> 00:37:48.880
So I can take my burger and make it more expensive.

1263
00:37:48.880 --> 00:37:52.280
I can lower the cost of each burger for myself.

1264
00:37:52.280 --> 00:37:54.120
I can get them to buy two burgers.

1265
00:37:54.120 --> 00:37:56.840
I can get them to come back again to buy another burger,

1266
00:37:56.840 --> 00:37:58.160
or put them on a burger subscription.

1267
00:37:58.160 --> 00:37:59.360
So this would be through like, follow up.

1268
00:37:59.360 --> 00:38:00.360
Yeah, I gave a business idea.

1269
00:38:00.360 --> 00:38:01.360
The burger subscription business.

1270
00:38:01.360 --> 00:38:02.360
And now I should do that.

1271
00:38:02.360 --> 00:38:03.360
Yeah, what are they?

1272
00:38:03.360 --> 00:38:04.360
Did you eat it there today?

1273
00:38:04.360 --> 00:38:05.360
It's great.

1274
00:38:05.360 --> 00:38:06.200
Not today.

1275
00:38:06.200 --> 00:38:07.040
Okay.

1276
00:38:07.040 --> 00:38:08.040
There's no way too many.

1277
00:38:08.040 --> 00:38:09.040
Yeah, I'm sure.

1278
00:38:09.040 --> 00:38:10.040
Yeah, I don't know what's in it, but it's not sure.

1279
00:38:10.040 --> 00:38:11.720
It's obvious me either, but anyway.

1280
00:38:11.720 --> 00:38:14.440
You could have, you can increase the quality of the meat.

1281
00:38:14.440 --> 00:38:16.160
You say, oh, this is mystery meat burger.

1282
00:38:16.160 --> 00:38:18.600
You can have sirloin, you know, burger that's ground up.

1283
00:38:18.600 --> 00:38:19.440
Mystery meat.

1284
00:38:19.440 --> 00:38:21.920
Yeah, we can go lower quantity.

1285
00:38:21.920 --> 00:38:25.160
So this is making it smaller, you know, it's quantity.

1286
00:38:25.160 --> 00:38:26.680
And then you can lower the quality.

1287
00:38:26.680 --> 00:38:27.680
All right.

1288
00:38:27.680 --> 00:38:28.520
No, I don't like saying lower quality,

1289
00:38:28.520 --> 00:38:29.880
but it's a more economical.

1290
00:38:29.880 --> 00:38:32.400
Hey Pete, this is a HP strategy for all their printers.

1291
00:38:32.400 --> 00:38:33.520
They start off with really good printers

1292
00:38:33.520 --> 00:38:35.280
that never break, don't need an ink cartridge.

1293
00:38:35.280 --> 00:38:36.560
And they reduce the quality.

1294
00:38:36.560 --> 00:38:38.800
So you need ink cartridges and you need the faster one,

1295
00:38:38.800 --> 00:38:39.640
not the slower one.

1296
00:38:39.640 --> 00:38:40.920
They make it slower.

1297
00:38:40.920 --> 00:38:42.760
So you want to buy the faster one.

1298
00:38:42.760 --> 00:38:46.320
And so you get the smaller burger, so you have less.

1299
00:38:46.320 --> 00:38:48.720
Or you go from regular meat to just completely questionable.

1300
00:38:48.720 --> 00:38:49.800
Like, what is this thing?

1301
00:38:49.800 --> 00:38:51.640
Or you say, okay, what are the cross cells?

1302
00:38:51.640 --> 00:38:53.080
Well, do you want fries with your burger?

1303
00:38:53.080 --> 00:38:54.840
Do you want a drink with your burger?

1304
00:38:54.840 --> 00:38:56.760
And so those are basically the eight ways

1305
00:38:56.760 --> 00:39:00.400
that you can get a customer to buy more stuff.

1306
00:39:00.400 --> 00:39:02.720
The whole process though, especially if you're selling,

1307
00:39:02.720 --> 00:39:04.560
doing a cross cell, which is very common

1308
00:39:04.560 --> 00:39:07.120
in terms of what people are thinking about selling next,

1309
00:39:07.120 --> 00:39:11.240
is that there's a problem solution cycle

1310
00:39:11.240 --> 00:39:14.280
that exists in business, which is that if you actually

1311
00:39:14.280 --> 00:39:16.080
solve a problem with whatever you do,

1312
00:39:16.080 --> 00:39:18.520
you also create another problem.

1313
00:39:18.520 --> 00:39:21.080
So all problems, all solutions create more problems,

1314
00:39:21.080 --> 00:39:22.320
all problems create solutions.

1315
00:39:22.320 --> 00:39:23.640
If you do accurately solve it,

1316
00:39:23.640 --> 00:39:26.280
so let's say someone has the burgers and all that stuff.

1317
00:39:26.280 --> 00:39:27.120
Well, once someone's full,

1318
00:39:27.120 --> 00:39:29.920
then I created a dessert problem, right?

1319
00:39:29.920 --> 00:39:30.920
Right.

1320
00:39:30.920 --> 00:39:33.320
Which I can solve with my milkshake

1321
00:39:33.320 --> 00:39:35.120
or my ice cream cones or whatever,

1322
00:39:35.120 --> 00:39:36.400
just to use the very simple example.

1323
00:39:36.400 --> 00:39:39.040
But if I solve the traffic to someone's site,

1324
00:39:39.040 --> 00:39:41.560
then the next thing they're gonna need help with is sales.

1325
00:39:41.560 --> 00:39:43.520
The next thing they're gonna need help with is delivery.

1326
00:39:43.520 --> 00:39:45.560
There's always gonna be something else that's gonna happen.

1327
00:39:45.560 --> 00:39:47.640
If you help someone lose 20 pounds,

1328
00:39:47.640 --> 00:39:49.320
the next thing they're gonna want is they're gonna want a tone up,

1329
00:39:49.320 --> 00:39:51.000
or they're gonna want new clothes.

1330
00:39:51.000 --> 00:39:53.040
There's a ton of things that happen as a result.

1331
00:39:53.040 --> 00:39:55.560
But there's another piece that I'll bring up here,

1332
00:39:55.560 --> 00:39:58.920
which is something that I have learned over and over again,

1333
00:39:58.920 --> 00:40:01.640
which is that people enter hyperbying cycles.

1334
00:40:01.640 --> 00:40:05.120
And so let's say that I sign up for a marathon.

1335
00:40:05.120 --> 00:40:06.560
If I decide I'm gonna start a marathon,

1336
00:40:06.560 --> 00:40:07.840
and then I go to the shoe store,

1337
00:40:07.840 --> 00:40:08.800
the running shoe store, and I say,

1338
00:40:08.800 --> 00:40:10.440
hey, I want some running shoes.

1339
00:40:10.440 --> 00:40:12.160
If that business owner, it's like,

1340
00:40:12.160 --> 00:40:13.720
well, they just bought the running shoes.

1341
00:40:13.720 --> 00:40:15.120
I don't wanna scare them away.

1342
00:40:15.120 --> 00:40:17.120
I don't wanna seem too salesy.

1343
00:40:17.120 --> 00:40:17.960
Well, what are they gonna do?

1344
00:40:17.960 --> 00:40:20.320
They're like, well, I still need the iPod thing for my,

1345
00:40:20.320 --> 00:40:22.000
for my shoulder so that when I'm running,

1346
00:40:22.000 --> 00:40:24.680
I need new tank tops, I need running shorts.

1347
00:40:24.680 --> 00:40:29.000
I gotta have the app that tracks my progress, whatever it is.

1348
00:40:29.000 --> 00:40:30.720
Right, and so, and I've gotta have those gels

1349
00:40:30.720 --> 00:40:32.640
that be, I don't know what a marathon runner's been eating.

1350
00:40:32.640 --> 00:40:35.280
But the thing is is that if you don't sell it,

1351
00:40:35.280 --> 00:40:37.280
they're going to buy it, just not from you.

1352
00:40:37.280 --> 00:40:39.680
And all of this is gonna happen in a very short time cycle.

1353
00:40:39.680 --> 00:40:40.640
They're gonna make the decision,

1354
00:40:40.640 --> 00:40:41.800
I'm now a marathon runner,

1355
00:40:41.800 --> 00:40:43.800
and so I need to get all the stuff associated with that.

1356
00:40:43.800 --> 00:40:45.360
You buy a pet, there's a zillion things you buy.

1357
00:40:45.360 --> 00:40:47.160
You go to a wedding, there's zillion things you buy.

1358
00:40:47.160 --> 00:40:49.320
Like whenever someone makes a decision to enter it,

1359
00:40:49.320 --> 00:40:51.520
like basically have a new identity that then associates

1360
00:40:51.600 --> 00:40:53.320
with whatever purchase is they're going to make,

1361
00:40:53.320 --> 00:40:57.080
they enter the cycle where they just buy lots of stuff.

1362
00:40:57.080 --> 00:40:58.800
And you wanna be there right at that moment

1363
00:40:58.800 --> 00:41:01.640
to make that next offer again and again and again.

1364
00:41:01.640 --> 00:41:06.200
And offers are only bad if you present it

1365
00:41:06.200 --> 00:41:09.840
at the wrong time, or it's not a need.

1366
00:41:09.840 --> 00:41:11.480
And so that's why we don't try and sell them.

1367
00:41:11.480 --> 00:41:12.840
We make the offer, we present it.

1368
00:41:12.840 --> 00:41:14.720
If they're not into it, no big deal.

1369
00:41:14.720 --> 00:41:17.080
And so that's at least how I think through upselling

1370
00:41:17.080 --> 00:41:17.920
and getting more out of it.

1371
00:41:17.920 --> 00:41:19.640
Nike stills do this so well.

1372
00:41:19.640 --> 00:41:21.720
You know, they put the socks on the way out to check out,

1373
00:41:21.720 --> 00:41:23.920
right? They put the giraffes and all that stuff.

1374
00:41:23.920 --> 00:41:26.360
And brand, brand plays such an important role in this

1375
00:41:26.360 --> 00:41:28.720
because once you've got trusted,

1376
00:41:28.720 --> 00:41:30.120
and then people wanna buy from you,

1377
00:41:30.120 --> 00:41:32.480
because you know, your shoes are good quality,

1378
00:41:32.480 --> 00:41:33.840
well, your tops are probably good quality,

1379
00:41:33.840 --> 00:41:35.080
your socks are probably good quality,

1380
00:41:35.080 --> 00:41:37.640
your arm band's gonna be good to keep my iPhone in.

1381
00:41:37.640 --> 00:41:39.640
So who helps you, isn't that next?

1382
00:41:39.640 --> 00:41:41.440
Yes, who helps you, that's it.

1383
00:41:41.440 --> 00:41:44.000
By the way, we have a platform that helps people.

1384
00:41:44.000 --> 00:41:45.640
It's the hardest thing we've noticed

1385
00:41:45.640 --> 00:41:47.160
for people to actually ask for help.

1386
00:41:47.160 --> 00:41:48.640
People love giving help.

1387
00:41:48.680 --> 00:41:49.920
That's the shocking thing.

1388
00:41:49.920 --> 00:41:50.920
But people don't ask.

1389
00:41:50.920 --> 00:41:53.440
Interesting, but what's your take on it?

1390
00:41:53.440 --> 00:41:54.520
So who helps you?

1391
00:41:54.520 --> 00:41:58.800
So the way that I think about this is you have four ways

1392
00:41:58.800 --> 00:42:00.760
so you can let other people know about stuff, right?

1393
00:42:00.760 --> 00:42:04.280
So you've got one on one and then you've got one to many.

1394
00:42:04.280 --> 00:42:06.160
People who know you and people who don't.

1395
00:42:06.160 --> 00:42:09.720
And so one on one to people who know you is warm outreach.

1396
00:42:09.720 --> 00:42:12.360
So you just text your friends, you DM people,

1397
00:42:12.360 --> 00:42:13.960
you email, you call, whatever.

1398
00:42:13.960 --> 00:42:15.720
You've got one to many to people who know you,

1399
00:42:15.720 --> 00:42:17.120
which is posting content.

1400
00:42:17.200 --> 00:42:19.080
You make a post to your Facebook page and you say,

1401
00:42:19.080 --> 00:42:20.680
hey, this is what's going on in my life.

1402
00:42:20.680 --> 00:42:22.960
One to one to people who don't know you is cold outreach.

1403
00:42:22.960 --> 00:42:25.160
So it's cold calling, cold emailing, cold, whatever.

1404
00:42:25.160 --> 00:42:28.760
And then you've got one to many to people who don't know you,

1405
00:42:28.760 --> 00:42:29.600
which is paid ads.

1406
00:42:29.600 --> 00:42:31.160
And so these are the only four things

1407
00:42:31.160 --> 00:42:33.600
that any one person can do to let other people know

1408
00:42:33.600 --> 00:42:34.440
about their stuff.

1409
00:42:34.440 --> 00:42:35.520
You can talk about events, hate to hate,

1410
00:42:35.520 --> 00:42:36.360
the stuff and the things.

1411
00:42:36.360 --> 00:42:38.280
Oh, yeah, yeah, totally.

1412
00:42:38.280 --> 00:42:41.800
Once we know this, this is how we advertise anything

1413
00:42:41.800 --> 00:42:43.960
to get customers, then it's like, okay,

1414
00:42:43.960 --> 00:42:47.120
well, we do the exact same process to get employees.

1415
00:42:47.120 --> 00:42:48.960
And so you need a team that's going to help you.

1416
00:42:48.960 --> 00:42:50.600
And so in the beginning, a lot of times you start

1417
00:42:50.600 --> 00:42:51.840
by reaching out to people you know and saying,

1418
00:42:51.840 --> 00:42:54.520
hey, friends, family, do you want to help me with my business?

1419
00:42:54.520 --> 00:42:56.320
And then you probably make a post and say,

1420
00:42:56.320 --> 00:42:57.280
hey, I'm hiring.

1421
00:42:57.280 --> 00:42:58.640
You know, anybody who knows anybody,

1422
00:42:58.640 --> 00:43:00.880
please make the introduction.

1423
00:43:00.880 --> 00:43:03.680
And then you start running ads on job boards

1424
00:43:03.680 --> 00:43:06.200
and saying, hey, I've got this great thing.

1425
00:43:06.200 --> 00:43:07.320
Please apply.

1426
00:43:07.320 --> 00:43:08.160
It's great.

1427
00:43:08.160 --> 00:43:11.200
And then when you get more advanced, you start head hunting.

1428
00:43:11.200 --> 00:43:14.600
And you start looking for people who are really good

1429
00:43:14.600 --> 00:43:15.440
at that thing.

1430
00:43:15.440 --> 00:43:17.960
And these are typically, in my experience,

1431
00:43:17.960 --> 00:43:20.640
these are the highest value in the hardest.

1432
00:43:20.640 --> 00:43:22.440
It's just like the sales that you made with Apple.

1433
00:43:22.440 --> 00:43:25.200
It's like these people, sometimes it takes two, three years

1434
00:43:25.200 --> 00:43:26.840
to get that one killer on your team,

1435
00:43:26.840 --> 00:43:29.640
but that person can just build an entire division

1436
00:43:29.640 --> 00:43:31.680
or part department and just continue to scale.

1437
00:43:31.680 --> 00:43:33.720
And so it's basically taking the same concept

1438
00:43:33.720 --> 00:43:35.400
that you have with advertising,

1439
00:43:35.400 --> 00:43:37.880
and get customers and applying it to employees.

1440
00:43:37.880 --> 00:43:40.640
Now, I have another framework, if you're good with that.

1441
00:43:40.920 --> 00:43:45.200
So you've got lead gen, how you get customers, right?

1442
00:43:45.200 --> 00:43:47.480
And then you've got nurture, and you've got sales,

1443
00:43:47.480 --> 00:43:48.560
and you've got onboarding,

1444
00:43:48.560 --> 00:43:51.400
and then you've got a retention slash ascension, right?

1445
00:43:51.400 --> 00:43:52.880
So you retain them and you upsell them.

1446
00:43:52.880 --> 00:43:53.720
Okay, cool.

1447
00:43:53.720 --> 00:43:56.360
A lot of people at least in business understand this pipeline,

1448
00:43:56.360 --> 00:43:58.400
but they don't know that they already have all the skills,

1449
00:43:58.400 --> 00:43:59.640
just like all the things that you do

1450
00:43:59.640 --> 00:44:00.480
to currently cut customers,

1451
00:44:00.480 --> 00:44:02.200
you already have the skills to advertise

1452
00:44:02.200 --> 00:44:03.400
to get people to help you out.

1453
00:44:03.400 --> 00:44:06.520
And so then all this is, it's just application generation,

1454
00:44:06.520 --> 00:44:08.920
which you use the same core four that we just went through.

1455
00:44:08.920 --> 00:44:11.160
Nurture is the same as that you should be nurturing.

1456
00:44:11.160 --> 00:44:13.360
So fun facts a little might have shared it yesterday,

1457
00:44:13.360 --> 00:44:16.480
but like A candidates take on average eight days

1458
00:44:16.480 --> 00:44:20.000
to find a job, and B candidates in below take 30 days plus.

1459
00:44:20.000 --> 00:44:22.200
And so if your process of getting someone

1460
00:44:22.200 --> 00:44:24.800
from the first engagement to getting higher

1461
00:44:24.800 --> 00:44:26.160
takes longer than that,

1462
00:44:26.160 --> 00:44:29.120
then you're by definition getting B players in below.

1463
00:44:29.120 --> 00:44:30.880
Now, also my only exception to that

1464
00:44:30.880 --> 00:44:32.000
is if you're hiring C leveling up,

1465
00:44:32.000 --> 00:44:33.080
it just takes a very long time,

1466
00:44:33.080 --> 00:44:34.400
but you want to make sure that the communication

1467
00:44:34.400 --> 00:44:35.680
still rapid between those things.

1468
00:44:35.680 --> 00:44:36.840
They're trying to make it decision quite quickly.

1469
00:44:36.840 --> 00:44:38.080
They might have a notice period this long ago,

1470
00:44:38.080 --> 00:44:39.880
but they might still make a quick decision.

1471
00:44:39.880 --> 00:44:42.160
And so the application nurture here is that like

1472
00:44:42.160 --> 00:44:44.040
a lot of smaller businesses like they should,

1473
00:44:44.040 --> 00:44:46.040
they should be honored to work for me.

1474
00:44:46.040 --> 00:44:47.360
They should, they should be calling me.

1475
00:44:47.360 --> 00:44:49.000
I've got to put a hundred steps of friction.

1476
00:44:49.000 --> 00:44:52.080
It's like, well, okay, you're just gonna get fewer applicants.

1477
00:44:52.080 --> 00:44:54.840
Like you say, yeah, I won't get eight players,

1478
00:44:54.840 --> 00:44:55.840
you won't get eight players.

1479
00:44:55.840 --> 00:44:56.840
They just don't want to do with it.

1480
00:44:56.840 --> 00:44:59.040
And so sales, this is the interview.

1481
00:44:59.040 --> 00:44:59.880
And so if all people were like,

1482
00:44:59.880 --> 00:45:01.320
well, tell me why you should work for me.

1483
00:45:01.320 --> 00:45:03.600
That really only works for low level individual people.

1484
00:45:03.600 --> 00:45:05.680
At a certain level, you're selling them just as much

1485
00:45:05.680 --> 00:45:07.200
on why they should work for you

1486
00:45:07.200 --> 00:45:09.040
as they are on them.

1487
00:45:09.040 --> 00:45:10.320
And that comes with talent

1488
00:45:10.320 --> 00:45:11.560
because the higher the level of the talent,

1489
00:45:11.560 --> 00:45:12.400
the more options they have.

1490
00:45:12.400 --> 00:45:13.640
They don't, I'm not saying, yeah, no, you know,

1491
00:45:13.640 --> 00:45:14.480
but I'm just saying.

1492
00:45:14.480 --> 00:45:16.120
No, it's so, it's so, this thing,

1493
00:45:16.120 --> 00:45:17.240
I don't, I don't people would miss it

1494
00:45:17.240 --> 00:45:18.240
because a lot of people don't understand

1495
00:45:18.240 --> 00:45:19.920
when they're recruiting, they're selling.

1496
00:45:19.920 --> 00:45:23.000
And I work personally so hard to get good people.

1497
00:45:23.000 --> 00:45:24.840
Like, it's not, well, hard is job.

1498
00:45:24.840 --> 00:45:26.600
And people apply sales process to it.

1499
00:45:26.600 --> 00:45:27.440
I think it's the most vital.

1500
00:45:27.440 --> 00:45:28.440
They sit back and say, well,

1501
00:45:28.440 --> 00:45:29.440
tell me where you're gonna be in five years

1502
00:45:29.440 --> 00:45:30.440
or why you're good for my company

1503
00:45:30.440 --> 00:45:31.720
and people just don't give a shit.

1504
00:45:31.720 --> 00:45:33.760
Good people will be like, well, why should I be here?

1505
00:45:33.760 --> 00:45:34.960
Yeah, right.

1506
00:45:34.960 --> 00:45:36.400
Why should I spend my next five years here?

1507
00:45:36.400 --> 00:45:37.240
Time.

1508
00:45:37.240 --> 00:45:38.080
And onboarding is the same.

1509
00:45:38.080 --> 00:45:39.440
You onboard employees the same way.

1510
00:45:39.440 --> 00:45:40.600
After someone takes the job,

1511
00:45:40.600 --> 00:45:42.240
they accept the offer, they sign the paperwork.

1512
00:45:42.240 --> 00:45:43.360
It's like, great, now we have the onboarding.

1513
00:45:43.360 --> 00:45:44.480
Here's all the passwords.

1514
00:45:44.480 --> 00:45:45.520
This is what it's gonna look like.

1515
00:45:45.520 --> 00:45:48.240
And typically people do,

1516
00:45:48.240 --> 00:45:49.760
I think people do this backwards,

1517
00:45:49.760 --> 00:45:51.800
which is they basically bring people on and say,

1518
00:45:51.800 --> 00:45:52.640
good luck.

1519
00:45:52.640 --> 00:45:54.880
Whereas the basically the more work you do up front,

1520
00:45:54.880 --> 00:45:56.800
the less work is required over time

1521
00:45:56.800 --> 00:45:58.000
in order to get someone to be proficient

1522
00:45:58.000 --> 00:45:58.840
at whatever their work is.

1523
00:45:58.840 --> 00:46:00.000
You do a big onboarding?

1524
00:46:00.000 --> 00:46:01.320
Yeah, we're super big on them.

1525
00:46:01.320 --> 00:46:02.760
Anything particularly on onboarding,

1526
00:46:02.760 --> 00:46:04.120
you think it's really useful.

1527
00:46:04.120 --> 00:46:06.080
Honestly, it's just a lot of touch bases.

1528
00:46:06.080 --> 00:46:07.160
I mean, the first two weeks,

1529
00:46:07.160 --> 00:46:09.520
they're probably like managers usually meet twice a day,

1530
00:46:09.520 --> 00:46:11.920
you know, with new hires,

1531
00:46:11.920 --> 00:46:13.480
just to say like, okay, what are you gonna do today?

1532
00:46:13.480 --> 00:46:14.800
At the end of the day, it's like, how to go?

1533
00:46:14.800 --> 00:46:16.040
Tell me about the conversations you had.

1534
00:46:16.040 --> 00:46:18.160
And usually, especially it depends on what level

1535
00:46:18.160 --> 00:46:19.560
of, you know, persons coming in.

1536
00:46:19.560 --> 00:46:21.520
Anybody who's maybe directional levelin' up,

1537
00:46:21.520 --> 00:46:23.280
they're gonna talk to all the directors

1538
00:46:23.280 --> 00:46:25.080
across the departments or kind of shadow a lot of people.

1539
00:46:25.080 --> 00:46:26.520
Cause we want them to get a very good idea

1540
00:46:26.520 --> 00:46:28.480
of a holistic understanding of the business.

1541
00:46:28.480 --> 00:46:31.480
So they can understand where and why their work

1542
00:46:31.480 --> 00:46:32.440
makes a big impact.

1543
00:46:32.440 --> 00:46:34.840
And then finally, you have the exact same thing,

1544
00:46:34.840 --> 00:46:36.000
which is retention and ascension,

1545
00:46:36.000 --> 00:46:37.320
which is how do I keep good talent?

1546
00:46:37.320 --> 00:46:39.920
And then what's my career path for them?

1547
00:46:39.920 --> 00:46:43.400
So they can see their vision of what it's gonna look like

1548
00:46:43.400 --> 00:46:44.240
in five years.

1549
00:46:44.240 --> 00:46:45.000
It's like, listen, we're bringing you

1550
00:46:45.000 --> 00:46:46.160
at a director, but long term,

1551
00:46:46.160 --> 00:46:48.720
we'd love to have you as a CRO or VP

1552
00:46:48.720 --> 00:46:50.400
of this whole division or something like that.

1553
00:46:50.400 --> 00:46:52.200
And this is, these are the requirements.

1554
00:46:52.200 --> 00:46:53.520
This is what you would have to do

1555
00:46:53.520 --> 00:46:54.360
in order to move up there.

1556
00:46:54.360 --> 00:46:57.600
And again, we try to, we try to define things by behaviors.

1557
00:46:57.600 --> 00:46:59.200
So if you're doing all of these activities,

1558
00:46:59.200 --> 00:47:01.200
then you will, by definition, be this role.

1559
00:47:01.200 --> 00:47:03.480
And so our way of promoting at least at Acquisition.com

1560
00:47:03.480 --> 00:47:06.840
is we want people to just start doing the role.

1561
00:47:06.840 --> 00:47:08.640
And then the title feels obvious,

1562
00:47:08.640 --> 00:47:10.440
rather than, hey, I want that title.

1563
00:47:10.440 --> 00:47:11.920
Okay, here's the plan.

1564
00:47:11.920 --> 00:47:13.960
I'd rather you just go do the next role.

1565
00:47:13.960 --> 00:47:16.280
And then everyone's like, well, yeah, he deserves the title.

1566
00:47:16.280 --> 00:47:17.640
Like, so everybody else is already bought in

1567
00:47:17.640 --> 00:47:18.840
because you're already doing the job anyways.

1568
00:47:18.840 --> 00:47:20.840
And I think it's one of the biggest hacks,

1569
00:47:20.840 --> 00:47:23.280
at least for those of you who are employees at a company,

1570
00:47:23.280 --> 00:47:24.560
some of the best ways to move up.

1571
00:47:24.560 --> 00:47:26.920
They said yesterday, which absolutely love was growth.

1572
00:47:26.920 --> 00:47:27.760
Yeah.

1573
00:47:27.760 --> 00:47:28.600
Give people a chance to grow.

1574
00:47:28.600 --> 00:47:29.840
Because that will keep them.

1575
00:47:30.000 --> 00:47:32.080
Everybody I've ever lost in past companies has been

1576
00:47:32.080 --> 00:47:34.240
because I didn't have a thing they could do next.

1577
00:47:34.240 --> 00:47:35.080
Yeah.

1578
00:47:35.080 --> 00:47:35.960
So this is brilliant framework.

1579
00:47:35.960 --> 00:47:39.400
If we think about the brand as a virtuous cycle, right?

1580
00:47:39.400 --> 00:47:41.000
We can make whatever, you know,

1581
00:47:41.000 --> 00:47:42.960
we can have those brilliant advertising campaign

1582
00:47:42.960 --> 00:47:44.520
of all time, the best associations,

1583
00:47:44.520 --> 00:47:46.320
the best celebrity endorsements.

1584
00:47:46.320 --> 00:47:47.880
But as soon as people try the food,

1585
00:47:47.880 --> 00:47:49.840
or they try the product, they wear the shoes,

1586
00:47:49.840 --> 00:47:51.800
if it's not good, it doesn't matter.

1587
00:47:51.800 --> 00:47:54.600
It doesn't matter how good all of that stuff is,

1588
00:47:54.600 --> 00:47:55.880
is that you have to keep the edge.

1589
00:47:55.880 --> 00:47:58.520
And I think that's where the connection between the brand.

1590
00:47:58.520 --> 00:47:59.920
So it's like the brand makes a promise

1591
00:47:59.920 --> 00:48:01.360
that remains the same more or less.

1592
00:48:01.360 --> 00:48:03.280
The way to keep the promise changes.

1593
00:48:03.280 --> 00:48:04.680
And so it's like, we want to be the,

1594
00:48:04.680 --> 00:48:06.720
so if Apple says we're going to have elegant,

1595
00:48:06.720 --> 00:48:09.120
you know, products that are well designed, blah, blah, blah.

1596
00:48:09.120 --> 00:48:11.840
Okay, that promise is remained the same for many years.

1597
00:48:11.840 --> 00:48:14.760
But the way the execute on that promise has to change, right?

1598
00:48:14.760 --> 00:48:16.600
Because technology changes,

1599
00:48:16.600 --> 00:48:18.280
there's new advancements in foam,

1600
00:48:18.280 --> 00:48:21.240
so the shoes become lighter, they become better fitting.

1601
00:48:21.240 --> 00:48:24.680
From an R&D perspective, what we did was that we actually

1602
00:48:24.680 --> 00:48:28.120
had an R&D department at Jim Launch,

1603
00:48:28.400 --> 00:48:29.600
the company that we sold.

1604
00:48:29.600 --> 00:48:32.160
And what we did was I said, okay, here's your budget.

1605
00:48:32.160 --> 00:48:33.880
And I want you to spend this money,

1606
00:48:33.880 --> 00:48:35.200
no matter what, every month.

1607
00:48:35.200 --> 00:48:37.120
And I just want you to spend it on solving

1608
00:48:37.120 --> 00:48:38.320
our customer's biggest problem.

1609
00:48:38.320 --> 00:48:39.920
So every month, you're gonna give me a list

1610
00:48:39.920 --> 00:48:41.880
of all the problems that they're saying they have.

1611
00:48:41.880 --> 00:48:43.080
And I want you to try and wait a minute.

1612
00:48:43.080 --> 00:48:43.880
How big is the problem

1613
00:48:43.880 --> 00:48:46.080
and how many of them are suffering from the problem?

1614
00:48:46.080 --> 00:48:49.520
And so we use a little format, which is basically,

1615
00:48:49.520 --> 00:48:51.480
with the product is like, how many people

1616
00:48:51.480 --> 00:48:52.760
are suffering from this thing?

1617
00:48:52.760 --> 00:48:54.360
How much are they suffering?

1618
00:48:54.360 --> 00:48:58.040
How likely is this solution going to solve the problem?

1619
00:48:58.040 --> 00:49:00.240
And then how much does it cost us to do it?

1620
00:49:00.240 --> 00:49:02.680
And so with that, we can basically create a power ranking

1621
00:49:02.680 --> 00:49:05.760
of, okay, this thing is impacting a lot of these people.

1622
00:49:05.760 --> 00:49:08.000
So this is a high-priority issue,

1623
00:49:08.000 --> 00:49:09.120
but we don't have any solutions

1624
00:49:09.120 --> 00:49:10.600
that we're actually really confident about.

1625
00:49:10.600 --> 00:49:12.440
Well, we've got a solution that we're really confident about,

1626
00:49:12.440 --> 00:49:14.440
but it's really expensive, right?

1627
00:49:14.440 --> 00:49:16.280
And so this is where you basically factor

1628
00:49:16.280 --> 00:49:19.840
all four of these things in into your innovation cycle.

1629
00:49:19.840 --> 00:49:22.040
So you say, okay, this is how we strategically

1630
00:49:22.040 --> 00:49:25.160
prioritize our resources to get the best returns.

1631
00:49:25.160 --> 00:49:26.960
If we think about what strategy is, okay,

1632
00:49:26.960 --> 00:49:28.360
so a lot of people use this word

1633
00:49:28.360 --> 00:49:30.360
and no one really defines what it means.

1634
00:49:30.360 --> 00:49:32.760
And so I'm going to define two words for the audience

1635
00:49:32.760 --> 00:49:35.600
that I think will make a lot of sense.

1636
00:49:35.600 --> 00:49:38.320
So strategy is just prioritization of resources.

1637
00:49:38.320 --> 00:49:41.520
So when people are like, man, I really need a strategy.

1638
00:49:41.520 --> 00:49:43.320
It just means what are my priorities?

1639
00:49:43.320 --> 00:49:44.320
That's all it is.

1640
00:49:44.320 --> 00:49:45.800
And so if we think about the universe

1641
00:49:45.800 --> 00:49:48.400
as having unlimited things that we could do,

1642
00:49:48.400 --> 00:49:51.480
but we have limited resources, time, money, energy, effort,

1643
00:49:51.480 --> 00:49:53.280
then the people who get the furthest in life

1644
00:49:53.280 --> 00:49:55.720
for the ones for the best at allocating those resources

1645
00:49:55.800 --> 00:49:57.280
to get the most bang for the buck.

1646
00:49:57.280 --> 00:49:59.360
And fundamentally, that's what the best strategists are.

1647
00:49:59.360 --> 00:50:00.760
It's just this big amorphous word that people

1648
00:50:00.760 --> 00:50:02.560
to find in all sorts of ways, but that's all it is.

1649
00:50:02.560 --> 00:50:03.600
Then it's like, okay, well,

1650
00:50:03.600 --> 00:50:05.000
if I'm going to prioritize my resources,

1651
00:50:05.000 --> 00:50:06.960
I want to prioritize my resources in a way

1652
00:50:06.960 --> 00:50:08.680
that provides the most value.

1653
00:50:08.680 --> 00:50:11.960
And so for customers, I see value as this value equation

1654
00:50:11.960 --> 00:50:14.440
which I taught in the $100 million offers book,

1655
00:50:14.440 --> 00:50:16.560
which is I see there's four variables to value.

1656
00:50:16.560 --> 00:50:18.360
You've got the dream outcome, like is the thing

1657
00:50:18.360 --> 00:50:19.560
the thing they want, the neat thing

1658
00:50:19.560 --> 00:50:21.040
that you were referencing earlier?

1659
00:50:21.040 --> 00:50:22.640
We've got perceived likelihood of achievement,

1660
00:50:22.640 --> 00:50:24.320
which is if I buy this thing,

1661
00:50:24.360 --> 00:50:26.960
how likely is that I'm actually going to get what I want?

1662
00:50:26.960 --> 00:50:29.000
And this is actually the last one that I added to this

1663
00:50:29.000 --> 00:50:30.360
because I was like, there was another thing

1664
00:50:30.360 --> 00:50:31.280
that felt like it was missing.

1665
00:50:31.280 --> 00:50:34.200
You've got time delay, which is how long is it going to take

1666
00:50:34.200 --> 00:50:35.640
between when I buy and when I get?

1667
00:50:35.640 --> 00:50:38.240
And then I've got sacrifice and effort.

1668
00:50:38.240 --> 00:50:40.680
So they're two sides of the same coin.

1669
00:50:40.680 --> 00:50:42.800
Effort is, what are the things that I have to start doing

1670
00:50:42.800 --> 00:50:45.360
as a result of this purchase that I don't want to do?

1671
00:50:45.360 --> 00:50:46.480
And what are the sacrifices?

1672
00:50:46.480 --> 00:50:47.880
What are the things I'm going to have to stop doing

1673
00:50:47.880 --> 00:50:49.480
that I wish I could keep doing?

1674
00:50:49.480 --> 00:50:51.480
And so fundamentally, the goal here

1675
00:50:51.480 --> 00:50:53.200
is you want to increase the dream outcome

1676
00:50:53.200 --> 00:50:54.320
as much as seemingly possible

1677
00:50:54.320 --> 00:50:55.600
and increase their perceived likelihood.

1678
00:50:55.600 --> 00:50:57.160
And you want to decrease the time delay

1679
00:50:57.160 --> 00:50:59.000
and decrease the effort and sacrifice.

1680
00:50:59.000 --> 00:51:00.200
And so in a perfect world,

1681
00:51:00.200 --> 00:51:01.880
you'd have something that they click a button,

1682
00:51:01.880 --> 00:51:04.120
they get their dream outcome absolutely guaranteed

1683
00:51:04.120 --> 00:51:06.120
immediately by doing nothing.

1684
00:51:06.120 --> 00:51:08.040
And if you had that, you'd have an infinitely valuable product.

1685
00:51:08.040 --> 00:51:11.080
If you think about like, hey, buy a six pack.

1686
00:51:11.080 --> 00:51:13.080
If someone just simply click a button

1687
00:51:13.080 --> 00:51:14.560
and then all of a sudden they could pull their shirt up

1688
00:51:14.560 --> 00:51:15.960
and they would have to press that button by name.

1689
00:51:15.960 --> 00:51:17.120
Of course, so many people would.

1690
00:51:17.120 --> 00:51:19.120
And so because of that,

1691
00:51:19.120 --> 00:51:21.280
we'd be able to charge a tremendous amount of money.

1692
00:51:21.280 --> 00:51:22.840
And so by thinking through this,

1693
00:51:23.120 --> 00:51:25.600
these things, in my opinion, will never change.

1694
00:51:25.600 --> 00:51:27.200
People will always want things to be faster.

1695
00:51:27.200 --> 00:51:28.600
People always want to do less for them.

1696
00:51:28.600 --> 00:51:30.120
They will always want to have less risk

1697
00:51:30.120 --> 00:51:31.560
or higher perceived likelihood achievement.

1698
00:51:31.560 --> 00:51:33.800
And they want to make sure the thing is actually what they want.

1699
00:51:33.800 --> 00:51:35.640
I use fitness examples a lot

1700
00:51:35.640 --> 00:51:36.960
because a lot of people understand it.

1701
00:51:36.960 --> 00:51:38.520
But it's like, okay, let's say

1702
00:51:38.520 --> 00:51:40.200
that someone wants to lose weight.

1703
00:51:40.200 --> 00:51:41.360
Okay, that's the dream outcome.

1704
00:51:41.360 --> 00:51:45.600
Then why is it that a PDF is $5

1705
00:51:45.600 --> 00:51:49.240
about how to lose weight and liposuction is 50 grand?

1706
00:51:49.240 --> 00:51:51.120
Well, the other three variables.

1707
00:51:51.120 --> 00:51:54.200
So if I think about the PDF, if I buy a $5 PDF,

1708
00:51:54.200 --> 00:51:55.120
when I make the purchase,

1709
00:51:55.120 --> 00:51:57.240
do I really believe that I'm immediately going to lose weight?

1710
00:51:57.240 --> 00:51:58.080
Probably not.

1711
00:51:58.080 --> 00:51:59.200
And so there's a huge discount

1712
00:51:59.200 --> 00:52:00.920
that I'm going to put on the value of the PDF

1713
00:52:00.920 --> 00:52:02.560
because I don't think I'm really going to do anything with it.

1714
00:52:02.560 --> 00:52:04.120
Whereas liposuction, if I pay it,

1715
00:52:04.120 --> 00:52:05.320
they're going to put me to sleep.

1716
00:52:05.320 --> 00:52:06.640
They're going to rip this fat out.

1717
00:52:06.640 --> 00:52:08.880
So the perceived likelihood achievement significantly higher

1718
00:52:08.880 --> 00:52:09.840
on the liposuction.

1719
00:52:09.840 --> 00:52:10.960
Quirk time delay.

1720
00:52:10.960 --> 00:52:12.200
It's like, okay, this one,

1721
00:52:12.200 --> 00:52:13.720
I might have to work out for a year

1722
00:52:13.720 --> 00:52:15.200
in order to see the results.

1723
00:52:15.200 --> 00:52:18.800
The liposuction, I go to sleep, I wake up, I'm thin.

1724
00:52:18.800 --> 00:52:19.640
Much faster.

1725
00:52:19.640 --> 00:52:20.920
And then effort and sacrifice.

1726
00:52:20.920 --> 00:52:23.200
Well, I'm going to have to sacrifice,

1727
00:52:23.200 --> 00:52:25.720
Taco Tuesdays, nights out with the girls.

1728
00:52:25.720 --> 00:52:28.120
I'm going to have to sacrifice sleeping in.

1729
00:52:28.120 --> 00:52:29.040
I can't do that anymore.

1730
00:52:29.040 --> 00:52:30.840
Sacrifice my weekends.

1731
00:52:30.840 --> 00:52:32.600
And the effort is I now have to wake up early.

1732
00:52:32.600 --> 00:52:33.800
I have to eat food that I don't like.

1733
00:52:33.800 --> 00:52:34.760
I'm going to have to be sore.

1734
00:52:34.760 --> 00:52:35.600
I'm going to have to feel stupid

1735
00:52:35.600 --> 00:52:36.960
because I don't know how to exercise.

1736
00:52:36.960 --> 00:52:38.840
It's like, there's a lot of costs with that.

1737
00:52:38.840 --> 00:52:42.320
Compared to you just wake up and you didn't do anything.

1738
00:52:42.320 --> 00:52:44.280
And so for that reason, one thing's $5,

1739
00:52:44.280 --> 00:52:45.360
the other thing's 50 grand.

1740
00:52:45.360 --> 00:52:46.920
And so if we think through that,

1741
00:52:46.920 --> 00:52:49.600
there's many different things that solve losing weight,

1742
00:52:49.600 --> 00:52:51.800
making more money, getting more elites.

1743
00:52:51.800 --> 00:52:53.120
There's a ton of different things.

1744
00:52:53.120 --> 00:52:55.240
But if you want to make sure that your things more valuable,

1745
00:52:55.240 --> 00:52:56.600
you want to decrease the risk,

1746
00:52:56.600 --> 00:52:57.760
which is increased perceived likely.

1747
00:52:57.760 --> 00:52:59.480
You want to make it faster, decrease the time,

1748
00:52:59.480 --> 00:53:00.480
and you want to make it easier.

1749
00:53:00.480 --> 00:53:01.760
This framework works so well.

1750
00:53:01.760 --> 00:53:03.360
Okay, study like blockbusters.

1751
00:53:03.360 --> 00:53:05.200
But it didn't keep their advantage.

1752
00:53:05.200 --> 00:53:06.880
Because people wanted it quicker,

1753
00:53:06.880 --> 00:53:08.000
because it's going to Netflix.

1754
00:53:08.000 --> 00:53:09.720
Originally, it wasn't posted to them.

1755
00:53:09.720 --> 00:53:11.320
Blockbusters didn't think people wanted posted.

1756
00:53:11.320 --> 00:53:12.160
They thought it was more convenient

1757
00:53:12.160 --> 00:53:14.400
for people to go to a store and buy it.

1758
00:53:14.400 --> 00:53:15.920
And so it was a less time delay.

1759
00:53:15.920 --> 00:53:18.400
There's no less sacrifice, just press a button at home

1760
00:53:18.400 --> 00:53:19.680
that people don't keep their advantages,

1761
00:53:19.680 --> 00:53:20.840
they die like blockbusters.

1762
00:53:20.840 --> 00:53:23.200
So you've got to keep thinking about how you can make this,

1763
00:53:23.200 --> 00:53:25.040
this is a brilliant equation, okay?

1764
00:53:25.040 --> 00:53:26.080
I'm glad you went a bit deeper on it,

1765
00:53:26.080 --> 00:53:28.080
because I think a lot of people just talk about this top line

1766
00:53:28.080 --> 00:53:29.840
as you say, they don't think about the time delay

1767
00:53:29.840 --> 00:53:31.200
and they don't think about the sacrifice element.

1768
00:53:31.200 --> 00:53:32.120
It's so funny you say that,

1769
00:53:32.120 --> 00:53:34.880
because the first half of my career,

1770
00:53:34.880 --> 00:53:37.600
all I thought about was this.

1771
00:53:37.600 --> 00:53:39.840
So all I did was I had bigger promises, more proof,

1772
00:53:39.840 --> 00:53:41.280
bigger promises, more proof.

1773
00:53:41.280 --> 00:53:43.880
But if I look at the biggest companies in the world,

1774
00:53:43.880 --> 00:53:45.480
all they focus on is this.

1775
00:53:45.480 --> 00:53:47.160
Amazon's like, how do I make it easier?

1776
00:53:47.160 --> 00:53:48.160
How do I make it faster?

1777
00:53:48.160 --> 00:53:51.040
How do I make it less effort for the person?

1778
00:53:51.040 --> 00:53:52.640
And this part is usually where

1779
00:53:52.640 --> 00:53:54.880
all of the operational effort goes in.

1780
00:53:54.880 --> 00:53:56.360
This is all the marketing and sales.

1781
00:53:56.360 --> 00:53:58.400
Only plus this promise, if you make it too big,

1782
00:53:58.400 --> 00:53:59.240
you damage your brand.

1783
00:53:59.240 --> 00:54:00.080
Oh, totally.

1784
00:54:00.080 --> 00:54:00.920
This way it's all links together.

1785
00:54:00.920 --> 00:54:02.480
Yeah, because if you're not careful,

1786
00:54:02.480 --> 00:54:04.880
you want to get the big sale and your sales summit,

1787
00:54:04.880 --> 00:54:06.240
you haven't actually got.

1788
00:54:06.240 --> 00:54:07.360
Yeah, and then you're in real trouble.

1789
00:54:07.360 --> 00:54:09.520
Right, next, stick with it, right.

1790
00:54:09.520 --> 00:54:12.680
The difference between number two in the world and number one,

1791
00:54:12.680 --> 00:54:15.600
practically for running is a tenth of a second.

1792
00:54:15.600 --> 00:54:17.360
But the difference between number one and the world

1793
00:54:17.360 --> 00:54:19.080
and number two is everything.

1794
00:54:19.080 --> 00:54:21.640
And so all of the best gains come at the very end

1795
00:54:21.640 --> 00:54:22.480
of the compounding.

1796
00:54:22.480 --> 00:54:23.840
It comes from the very deep knowledge

1797
00:54:23.840 --> 00:54:26.760
that only comes from repeating many failures

1798
00:54:26.760 --> 00:54:27.960
in a very narrow field.

1799
00:54:27.960 --> 00:54:29.360
And so it's actually one of my favorite definitions

1800
00:54:29.360 --> 00:54:32.560
for an expert, somebody who's made more mistakes

1801
00:54:32.560 --> 00:54:34.200
than anyone else in a very narrow field.

1802
00:54:34.200 --> 00:54:35.520
How do people stick with it, though?

1803
00:54:35.520 --> 00:54:37.920
Because I mean, social media is a great example.

1804
00:54:37.920 --> 00:54:39.080
First three years, I did social media.

1805
00:54:39.080 --> 00:54:40.960
I mean, no money probably cost me a million pounds.

1806
00:54:40.960 --> 00:54:41.480
Yeah.

1807
00:54:41.480 --> 00:54:43.240
So it's only the last, you and half,

1808
00:54:43.240 --> 00:54:44.720
I've actually started to make money and be

1809
00:54:44.720 --> 00:54:46.040
able to pay the team and all the rest of it.

1810
00:54:46.040 --> 00:54:48.640
So I look at it as a purpose thing,

1811
00:54:48.640 --> 00:54:50.080
right, I'm trying to fix the education system,

1812
00:54:50.080 --> 00:54:51.600
it's broken, it should be teaching the skills

1813
00:54:51.600 --> 00:54:53.840
that we want you and I trying to keep it with free.

1814
00:54:53.840 --> 00:54:55.160
What do you think is the form of that?

1815
00:54:55.160 --> 00:54:57.120
So I'm going to go back to someone

1816
00:54:57.120 --> 00:54:58.320
that said at the very beginning.

1817
00:54:58.320 --> 00:55:02.000
So if motivation is equal to deprivation,

1818
00:55:02.000 --> 00:55:04.480
you need to feel deprived of something.

1819
00:55:04.480 --> 00:55:06.680
In the examples I gave, you know, if you're starving,

1820
00:55:06.680 --> 00:55:10.240
you're hungry, if you're sleepy, if you're exhausted,

1821
00:55:10.240 --> 00:55:11.720
your motivate is asleep.

1822
00:55:11.720 --> 00:55:13.840
But money doesn't work the same way.

1823
00:55:13.840 --> 00:55:15.800
Because if you take that logical extreme and say,

1824
00:55:15.800 --> 00:55:16.880
okay, well, then all poor people

1825
00:55:16.880 --> 00:55:18.720
should be more motivated and make money than anything.

1826
00:55:18.720 --> 00:55:20.320
And the round is, they're not.

1827
00:55:20.320 --> 00:55:21.160
So why is that?

1828
00:55:21.160 --> 00:55:22.360
So because all the ones that I first

1829
00:55:22.360 --> 00:55:24.360
that are all physiological needs,

1830
00:55:24.360 --> 00:55:26.280
the other one is completely made up.

1831
00:55:26.280 --> 00:55:28.480
Money is only, I mean, in terms of humanity,

1832
00:55:28.480 --> 00:55:30.080
it's a very new thing, right?

1833
00:55:30.080 --> 00:55:32.560
And so it's a psychological construct.

1834
00:55:32.560 --> 00:55:35.000
The idea is that the deprivation actually

1835
00:55:35.000 --> 00:55:36.840
is completely made in our own minds.

1836
00:55:36.840 --> 00:55:39.200
You know, Harvard at least did this study,

1837
00:55:39.200 --> 00:55:40.760
which is they talk about your reference group,

1838
00:55:40.800 --> 00:55:44.000
which is the biggest predictor of people's long term

1839
00:55:44.000 --> 00:55:45.800
of financial wellbeing is their reference group,

1840
00:55:45.800 --> 00:55:48.480
which is, and this is important is that it's the five people

1841
00:55:48.480 --> 00:55:50.280
you compare yourself to.

1842
00:55:50.280 --> 00:55:52.560
Not the five that we spend the most time with.

1843
00:55:52.560 --> 00:55:54.840
And I think that's a huge, a huge difference.

1844
00:55:54.840 --> 00:55:57.440
You wanna take advice not from the people

1845
00:55:57.440 --> 00:55:58.680
who are closest to you,

1846
00:55:58.680 --> 00:56:00.680
but the people who are closest to your goals.

1847
00:56:00.680 --> 00:56:01.920
Take advice from them.

1848
00:56:01.920 --> 00:56:03.840
And people are like, oh yeah, I'll take advice from them.

1849
00:56:03.840 --> 00:56:06.400
But when you're about to make a big life-changing decision,

1850
00:56:06.400 --> 00:56:07.520
who do you talk to?

1851
00:56:07.520 --> 00:56:09.480
If you're talking to the people closest to you,

1852
00:56:09.480 --> 00:56:11.240
none of them have relevant experience.

1853
00:56:11.240 --> 00:56:12.880
And if you don't want their lives,

1854
00:56:12.880 --> 00:56:14.800
then definitely don't listen to what they say, right?

1855
00:56:14.800 --> 00:56:15.640
And it's very hard,

1856
00:56:15.640 --> 00:56:16.880
because that's what makes it feel so lonely,

1857
00:56:16.880 --> 00:56:17.720
I think, in the beginning,

1858
00:56:17.720 --> 00:56:18.560
because you have no one to talk to.

1859
00:56:18.560 --> 00:56:21.360
And so that's why I'm such a big believer in heroes.

1860
00:56:21.360 --> 00:56:22.080
Heroes and mentors,

1861
00:56:22.080 --> 00:56:23.400
some mentors are people who actually interact with you,

1862
00:56:23.400 --> 00:56:24.360
but heroes are just like,

1863
00:56:24.360 --> 00:56:25.800
who would warrant about the dip?

1864
00:56:25.800 --> 00:56:26.720
You know, some people are religious.

1865
00:56:26.720 --> 00:56:27.600
What would Jesus do?

1866
00:56:27.600 --> 00:56:28.600
Whatever your thing is, right?

1867
00:56:28.600 --> 00:56:29.600
Like, who's that idea?

1868
00:56:29.600 --> 00:56:31.560
And sometimes, you know, one of my friends is like,

1869
00:56:31.560 --> 00:56:33.240
what is the ideal version of me do?

1870
00:56:33.240 --> 00:56:35.040
What's the person I wanna become do?

1871
00:56:35.040 --> 00:56:36.680
And all of this again around doing,

1872
00:56:36.680 --> 00:56:38.000
because if I do those things,

1873
00:56:38.000 --> 00:56:39.480
like, I might not be a patient person,

1874
00:56:39.480 --> 00:56:41.040
but if I pretend to be patient for five years,

1875
00:56:41.040 --> 00:56:41.960
people start calling me patient.

1876
00:56:41.960 --> 00:56:42.800
I might actually be patient,

1877
00:56:42.800 --> 00:56:44.000
because all I did was patient things,

1878
00:56:44.000 --> 00:56:45.480
even though I don't feel patient, right?

1879
00:56:45.480 --> 00:56:48.360
And so it's like, we can change basically how we feel

1880
00:56:48.360 --> 00:56:51.040
and what we do don't need to be connected at all.

1881
00:56:51.040 --> 00:56:53.720
So you can feel horrible and still do things and be kind.

1882
00:56:53.720 --> 00:56:56.960
And people, like, you can feel like a very nasty person,

1883
00:56:56.960 --> 00:56:58.040
because of the things that you think,

1884
00:56:58.040 --> 00:56:59.320
and the things that you wanna do.

1885
00:56:59.320 --> 00:57:01.400
But as long as you don't do them,

1886
00:57:01.400 --> 00:57:03.320
then the only thing the world I ever judge you on,

1887
00:57:03.320 --> 00:57:04.680
or at least the only thing that I would ever judge you on,

1888
00:57:04.680 --> 00:57:05.520
is what you do.

1889
00:57:05.520 --> 00:57:07.440
And so it's like, okay, motivation deprivation.

1890
00:57:07.440 --> 00:57:08.280
So back to this.

1891
00:57:08.280 --> 00:57:09.120
In my opinion,

1892
00:57:09.120 --> 00:57:11.160
I've always struggled with this question the most,

1893
00:57:11.160 --> 00:57:13.720
because it's never been an issue for me.

1894
00:57:13.720 --> 00:57:16.000
And I think, and that's why it's one of the hardest things

1895
00:57:16.000 --> 00:57:17.080
that I have to translate to somebody else.

1896
00:57:17.080 --> 00:57:18.960
So everything that I have is more around,

1897
00:57:18.960 --> 00:57:21.400
how do I translate, how I see it,

1898
00:57:21.400 --> 00:57:23.400
more than this was the series of steps I followed

1899
00:57:23.400 --> 00:57:24.800
to become motivated.

1900
00:57:24.800 --> 00:57:26.360
I was so afraid of failing.

1901
00:57:26.360 --> 00:57:28.560
I was so deprived of respect,

1902
00:57:28.560 --> 00:57:29.920
at least how I perceived it.

1903
00:57:29.920 --> 00:57:32.320
Not continuing was just never a choice.

1904
00:57:32.320 --> 00:57:33.680
And I used to think when I was like,

1905
00:57:33.680 --> 00:57:35.520
the earliest days of the gym was really tough for me.

1906
00:57:35.520 --> 00:57:36.560
I was sleeping on the floor,

1907
00:57:36.840 --> 00:57:38.760
the whole story, right?

1908
00:57:38.760 --> 00:57:40.640
And it sounds cool in retrospect,

1909
00:57:40.640 --> 00:57:41.400
but when it's like,

1910
00:57:41.400 --> 00:57:42.520
you're sleeping on the floor of a gym,

1911
00:57:42.520 --> 00:57:44.120
because you can't afford two places.

1912
00:57:44.120 --> 00:57:45.960
And you know, if you've got kids at the same age as you,

1913
00:57:45.960 --> 00:57:47.520
who are partying on the rooftop of your gym,

1914
00:57:47.520 --> 00:57:50.000
because it was a below parking garage where my gym was.

1915
00:57:50.000 --> 00:57:50.840
So it was a park garage,

1916
00:57:50.840 --> 00:57:52.120
but it was like these cars were driving with the tops,

1917
00:57:52.120 --> 00:57:54.200
and it was concrete and metal.

1918
00:57:54.200 --> 00:57:55.600
So it just, it sounded like a gunshot,

1919
00:57:55.600 --> 00:57:57.640
and it would have it all night long, so I couldn't sleep.

1920
00:57:57.640 --> 00:58:00.040
But I'd have to wake up at four to teach the 430 class,

1921
00:58:00.040 --> 00:58:02.520
and I taught all the classes, so I'd take eight classes a day.

1922
00:58:02.520 --> 00:58:03.960
But then I also ran the whole business.

1923
00:58:03.960 --> 00:58:05.120
I had zero employees.

1924
00:58:05.120 --> 00:58:05.920
So I did all the billing.

1925
00:58:05.920 --> 00:58:07.280
I cleaned it, I fixed the equipment.

1926
00:58:07.280 --> 00:58:08.840
I'd marketed it and got leads.

1927
00:58:08.840 --> 00:58:09.840
I did everything.

1928
00:58:09.840 --> 00:58:11.080
I didn't know that employees were a thing.

1929
00:58:11.080 --> 00:58:12.120
That's why I have as one of the steps.

1930
00:58:12.120 --> 00:58:13.080
I had no idea.

1931
00:58:13.080 --> 00:58:14.800
Whenever it would be really hard for me,

1932
00:58:14.800 --> 00:58:16.760
I would always think to myself,

1933
00:58:16.760 --> 00:58:19.120
as long as I don't quit, I would.

1934
00:58:19.120 --> 00:58:21.440
If I just keep going, I just have to survive.

1935
00:58:21.440 --> 00:58:23.360
Just kind of approaching it from that perspective,

1936
00:58:23.360 --> 00:58:25.440
because the more painful thing was the idea

1937
00:58:25.440 --> 00:58:27.320
of going home a failure, and I just couldn't do it.

1938
00:58:27.320 --> 00:58:28.640
I was like, I would rather die.

1939
00:58:28.640 --> 00:58:31.720
And I think thinking through like past human experiences,

1940
00:58:31.720 --> 00:58:35.240
which is, okay, across all the globe,

1941
00:58:35.240 --> 00:58:37.280
slavery has happened everywhere.

1942
00:58:37.280 --> 00:58:41.040
And slaves for their entire lives, for thousands of years,

1943
00:58:41.040 --> 00:58:43.440
had to work all day, every day,

1944
00:58:43.440 --> 00:58:44.840
and they had no opportunity.

1945
00:58:44.840 --> 00:58:45.760
They had to work all day, every day,

1946
00:58:45.760 --> 00:58:46.760
but there was no upside.

1947
00:58:46.760 --> 00:58:48.240
They said to work all day, every day,

1948
00:58:48.240 --> 00:58:50.200
or they'd die or get killed or whatever.

1949
00:58:50.200 --> 00:58:53.080
And so I was like, if they can do it with no upside,

1950
00:58:53.080 --> 00:58:56.840
I can absolutely do it with the chance that I can win.

1951
00:58:56.840 --> 00:58:59.440
And I think seeing business as an infinite game

1952
00:58:59.440 --> 00:59:02.160
is what was a huge perspective shift for me,

1953
00:59:02.160 --> 00:59:05.280
which was, there is no number one in business.

1954
00:59:05.280 --> 00:59:06.720
And this was something that was like really,

1955
00:59:06.720 --> 00:59:08.480
like for anybody who's listening to this,

1956
00:59:08.480 --> 00:59:10.160
I think it's powerful to understand,

1957
00:59:10.160 --> 00:59:12.280
is that if I were to say, hey, who's the richest man

1958
00:59:12.280 --> 00:59:14.000
in the world 30 years ago?

1959
00:59:14.000 --> 00:59:15.200
There's a couple of Japanese guys,

1960
00:59:15.200 --> 00:59:17.360
because the Japanese economy was booming at that time.

1961
00:59:17.360 --> 00:59:19.120
Now, no one even knows who they are.

1962
00:59:19.120 --> 00:59:21.360
And that was just 30 years, forget 500 years.

1963
00:59:21.360 --> 00:59:22.960
And so the thing is, is the number one guy

1964
00:59:22.960 --> 00:59:23.760
in the world at business,

1965
00:59:23.760 --> 00:59:26.040
if you want to measure it by net worth, which whatever.

1966
00:59:26.040 --> 00:59:27.080
But even if you did, it's like,

1967
00:59:27.080 --> 00:59:29.360
that guy just touches the top for a decade,

1968
00:59:29.360 --> 00:59:31.400
and then someone else touches the top.

1969
00:59:31.480 --> 00:59:34.400
And so when we say, I want to be successful,

1970
00:59:34.400 --> 00:59:36.280
success is about sticking with it.

1971
00:59:36.280 --> 00:59:37.720
And so the only way that you become a failure

1972
00:59:37.720 --> 00:59:39.760
in business is by stopping.

1973
00:59:39.760 --> 00:59:40.760
And so all the infinite games,

1974
00:59:40.760 --> 00:59:42.080
like all the games worth playing in life

1975
00:59:42.080 --> 00:59:43.760
on my penin are all infinite.

1976
00:59:43.760 --> 00:59:45.640
So it's not about, it's not about getting married,

1977
00:59:45.640 --> 00:59:46.840
it's about staying married.

1978
00:59:46.840 --> 00:59:48.760
It's not about getting in shape, it's about staying in shape.

1979
00:59:48.760 --> 00:59:49.960
It's not about starting a business,

1980
00:59:49.960 --> 00:59:51.280
it's about staying in business.

1981
00:59:51.280 --> 00:59:53.000
And the only thing that gets you out of business

1982
00:59:53.000 --> 00:59:54.480
is you choosing to stop.

1983
00:59:54.480 --> 00:59:55.800
And I think that's a very powerful friend,

1984
00:59:55.800 --> 00:59:57.480
because it puts it 100% in your control.

1985
00:59:57.480 --> 00:59:59.000
And so as long as you keep trying,

1986
00:59:59.000 --> 01:00:00.000
you're still in business.

1987
01:00:00.040 --> 01:00:02.360
And I think a lot of people give up so much,

1988
01:00:02.360 --> 01:00:04.760
they give up just on the idea of a negative comment,

1989
01:00:04.760 --> 01:00:07.040
or some snider mark from a friend of theirs,

1990
01:00:07.040 --> 01:00:10.000
or their dad or their brothers,

1991
01:00:10.000 --> 01:00:11.160
make some trying to feel stupid,

1992
01:00:11.160 --> 01:00:13.720
for taking a risk that they were unwilling to take.

1993
01:00:13.720 --> 01:00:15.000
And I think that's bullshit.

1994
01:00:15.000 --> 01:00:17.160
A lot of times there's a lot of social media stuff.

1995
01:00:17.160 --> 01:00:18.160
I don't think there's anything wrong with it

1996
01:00:18.160 --> 01:00:19.920
that talks about like, find your passion,

1997
01:00:19.920 --> 01:00:21.920
find your purpose, find the thing that you love.

1998
01:00:21.920 --> 01:00:23.240
And I think that's great.

1999
01:00:23.240 --> 01:00:25.640
But when I started my first business,

2000
01:00:25.640 --> 01:00:28.320
I wasn't doing it because it was something

2001
01:00:28.320 --> 01:00:29.280
I was passionate about.

2002
01:00:29.280 --> 01:00:31.600
It was not this like sunshine and rainbows.

2003
01:00:31.600 --> 01:00:32.480
It was miserable.

2004
01:00:32.480 --> 01:00:35.040
I had a lot of shame, not a lot of anger.

2005
01:00:35.040 --> 01:00:38.200
And so I didn't feel any of the butterflies,

2006
01:00:38.200 --> 01:00:39.280
but that's what I had.

2007
01:00:39.280 --> 01:00:42.120
And so it's like, I think you just use what you got.

2008
01:00:42.120 --> 01:00:43.640
And if you need shame to get you going,

2009
01:00:43.640 --> 01:00:46.040
if you need anger to get you going,

2010
01:00:46.040 --> 01:00:48.200
then you can, that fuel can change over time.

2011
01:00:48.200 --> 01:00:50.000
But wishing you had a different fuel,

2012
01:00:50.000 --> 01:00:51.320
I think is what gets people in trouble.

2013
01:00:51.320 --> 01:00:53.240
I think that's what stops a lot of people.

2014
01:00:53.240 --> 01:00:56.080
Like I should feel, it's like you should nothing.

2015
01:00:56.080 --> 01:00:58.640
It should just shouldn't exist.

2016
01:00:58.640 --> 01:01:01.160
It's just what do you have, then what are you going to do?

2017
01:01:01.160 --> 01:01:03.480
I'll say the last piece is their trade-offs.

2018
01:01:03.480 --> 01:01:05.960
And I think being able to name the price

2019
01:01:05.960 --> 01:01:08.480
of the things that you want is super valuable.

2020
01:01:08.480 --> 01:01:13.000
Which is like, you know, the cost of fame, for example,

2021
01:01:13.000 --> 01:01:14.120
is privacy.

2022
01:01:14.120 --> 01:01:15.640
You don't get that anymore.

2023
01:01:15.640 --> 01:01:19.800
And the cost of you starting a business is for, you know,

2024
01:01:19.800 --> 01:01:21.680
for me it was like, I stopped being able to follow

2025
01:01:21.680 --> 01:01:23.360
the football team that I used to follow.

2026
01:01:23.360 --> 01:01:25.440
I stopped being in fantasy leagues with my friends.

2027
01:01:25.440 --> 01:01:27.560
I stopped being able to go out to the bar

2028
01:01:27.560 --> 01:01:28.800
and drink and things like that.

2029
01:01:28.800 --> 01:01:30.120
So there was a cost.

2030
01:01:30.120 --> 01:01:33.000
And so the thing was just like, am I willing to pay that

2031
01:01:33.000 --> 01:01:35.000
or trade that for this thing that I want most?

2032
01:01:35.000 --> 01:01:38.600
And I think for some people, maybe you don't want that.

2033
01:01:38.600 --> 01:01:41.160
And I think the thing is, is like, and that's okay.

2034
01:01:41.160 --> 01:01:43.240
But I think the problem is where you want,

2035
01:01:43.240 --> 01:01:45.000
you want to have your kick and eat it too.

2036
01:01:45.000 --> 01:01:47.120
I want to have the six back, but I also want to have kick.

2037
01:01:47.120 --> 01:01:48.800
I want to, you know, I want to,

2038
01:01:48.800 --> 01:01:50.120
we have to set a new goal of six.

2039
01:01:50.120 --> 01:01:50.960
Yeah.

2040
01:01:50.960 --> 01:01:53.400
Look, you want to play the game.

2041
01:01:54.360 --> 01:01:56.920
But it's, it's that it's, it's people aren't willing

2042
01:01:56.920 --> 01:01:57.760
to make the trade.

2043
01:01:57.760 --> 01:01:59.640
And I think that just comes down to the very bottom

2044
01:01:59.640 --> 01:02:00.480
of everything.

2045
01:02:00.480 --> 01:02:01.840
Like when I wanted to, you know, there was a period

2046
01:02:01.840 --> 01:02:03.400
where I wanted to get into Harvard's business school

2047
01:02:03.400 --> 01:02:04.920
when I had, I'd done two years of consulting

2048
01:02:04.920 --> 01:02:06.880
and that was what I thought was going to be my path.

2049
01:02:06.880 --> 01:02:08.280
But I'm always very grateful for them

2050
01:02:08.280 --> 01:02:10.840
because on one of the application questions they had was,

2051
01:02:10.840 --> 01:02:13.920
how will Harvard MBA help you shorten long-term goals?

2052
01:02:13.920 --> 01:02:15.560
And I thought about it for like three days.

2053
01:02:15.560 --> 01:02:18.040
And I realized that well, I wanted to start a business.

2054
01:02:18.040 --> 01:02:20.400
And so me start doing another two years of school.

2055
01:02:20.400 --> 01:02:22.800
I could just start a business like that was the goal.

2056
01:02:22.800 --> 01:02:25.360
And so I'm grateful that they asked me that question.

2057
01:02:25.360 --> 01:02:27.560
But before I ended up getting to the application,

2058
01:02:27.560 --> 01:02:29.520
I spent four months taking,

2059
01:02:30.480 --> 01:02:32.480
I basically did 10 phone books of problems

2060
01:02:32.480 --> 01:02:34.440
because I read this research study on,

2061
01:02:34.440 --> 01:02:36.000
on standardized testing, which said,

2062
01:02:36.000 --> 01:02:37.720
basically it was just a direct correlation

2063
01:02:37.720 --> 01:02:39.760
between the number of problems that you did

2064
01:02:39.760 --> 01:02:42.360
before taking the test was directly correlated

2065
01:02:42.360 --> 01:02:43.400
with your score.

2066
01:02:43.400 --> 01:02:44.720
And as soon as I saw that, I was like,

2067
01:02:44.720 --> 01:02:46.760
oh, I'll just do all of the problems.

2068
01:02:46.760 --> 01:02:49.280
And so I did 16, like it was, it was, it was huge.

2069
01:02:49.280 --> 01:02:51.600
It was like, I, it was, it was standing on the floor,

2070
01:02:51.600 --> 01:02:53.480
books are probably like the really thin bible paper,

2071
01:02:53.480 --> 01:02:54.880
like a thin paper.

2072
01:02:54.880 --> 01:02:57.440
And so I did four hours a day of problems for four months.

2073
01:02:57.440 --> 01:02:58.280
It's all I did.

2074
01:02:58.280 --> 01:02:59.120
I just did problems.

2075
01:02:59.120 --> 01:03:01.120
And so I got above Harvard's mid-score.

2076
01:03:01.120 --> 01:03:02.840
For me, it was like, this is the only thing

2077
01:03:02.840 --> 01:03:03.680
that I have to do.

2078
01:03:03.680 --> 01:03:05.080
And this is what I care about most.

2079
01:03:05.080 --> 01:03:06.200
They were like, how do you stay motivated?

2080
01:03:06.200 --> 01:03:07.040
It was like, I don't know.

2081
01:03:07.040 --> 01:03:08.040
I just didn't have any other choice.

2082
01:03:08.040 --> 01:03:09.240
Because the alternative was just something

2083
01:03:09.240 --> 01:03:10.720
I was willing to do.

2084
01:03:10.720 --> 01:03:12.960
And I think a lot of people aren't willing to cut things.

2085
01:03:12.960 --> 01:03:14.680
Like I've been, I'd say one of the things

2086
01:03:14.680 --> 01:03:16.960
that's been blessed with if you want to say that

2087
01:03:16.960 --> 01:03:19.880
is I'm very willing to cut people

2088
01:03:19.880 --> 01:03:22.400
and things out of my life very quickly.

2089
01:03:22.400 --> 01:03:24.080
I think it's healthy to do that.

2090
01:03:24.080 --> 01:03:25.720
First of all, I feel a little bit emotional hearing you

2091
01:03:25.720 --> 01:03:26.560
talk about that.

2092
01:03:26.560 --> 01:03:29.560
I don't know why that's triggering something in me.

2093
01:03:29.560 --> 01:03:30.400
Do you know what point it is?

2094
01:03:30.400 --> 01:03:31.760
Because I have the same problem.

2095
01:03:31.760 --> 01:03:33.440
Do you want to help people have a better life?

2096
01:03:33.440 --> 01:03:35.360
They kind of got to help themselves.

2097
01:03:35.360 --> 01:03:36.200
What do you think of this?

2098
01:03:36.200 --> 01:03:38.080
Like, you know, I think it's Pablo's cave

2099
01:03:38.080 --> 01:03:41.320
where people get bought a fish in a cave every day.

2100
01:03:41.320 --> 01:03:42.160
And it's easier, right?

2101
01:03:42.160 --> 01:03:43.000
They don't ever leave the cave.

2102
01:03:43.000 --> 01:03:44.600
Because it's less what a salary kind of is.

2103
01:03:44.600 --> 01:03:46.200
The food comes to you every day.

2104
01:03:46.200 --> 01:03:47.960
And people have forgotten how fucking amazing it is

2105
01:03:47.960 --> 01:03:50.120
to go out in the rain with your mates and hunt.

2106
01:03:50.120 --> 01:03:52.280
Or they'll go together and make the food

2107
01:03:52.280 --> 01:03:53.560
and men and women made food,

2108
01:03:53.560 --> 01:03:55.200
men and women went out hunting in the old days.

2109
01:03:55.200 --> 01:03:57.280
But like, you know what, there was no fridge.

2110
01:03:57.280 --> 01:03:59.120
There was no get up and eat shit.

2111
01:03:59.120 --> 01:04:00.800
It was get up and go out and make shit happen.

2112
01:04:00.800 --> 01:04:03.000
And you know what it is, I think,

2113
01:04:03.000 --> 01:04:04.880
and it's absolutely fine if people don't want to do it.

2114
01:04:04.880 --> 01:04:06.680
But I don't want people to say they can't be an entrepreneur

2115
01:04:06.680 --> 01:04:07.760
or they can't sell.

2116
01:04:07.760 --> 01:04:09.720
I want to be honest, they can't be bothered.

2117
01:04:09.720 --> 01:04:10.560
Yeah.

2118
01:04:10.560 --> 01:04:12.680
And I think the key is, and you describe your story,

2119
01:04:12.680 --> 01:04:13.920
I have a similar story.

2120
01:04:13.920 --> 01:04:17.280
I love the hunger I have from the deprivation

2121
01:04:17.280 --> 01:04:18.120
that I had.

2122
01:04:18.120 --> 01:04:20.600
The Vikings used to land places

2123
01:04:20.600 --> 01:04:22.000
and burn the boats that got them there.

2124
01:04:22.000 --> 01:04:23.720
Then they got no fucking choice.

2125
01:04:23.720 --> 01:04:24.880
And I think that's what we need to do.

2126
01:04:24.880 --> 01:04:25.880
They really want to do it.

2127
01:04:25.880 --> 01:04:26.920
They need to burn the boats that got them.

2128
01:04:26.920 --> 01:04:28.160
They can't go back to the cushy job

2129
01:04:28.160 --> 01:04:29.080
that middle-class life.

2130
01:04:29.080 --> 01:04:29.920
That's it.

2131
01:04:29.920 --> 01:04:30.920
You're in or you're out.

2132
01:04:30.920 --> 01:04:32.800
And then, like you say, you got to figure out

2133
01:04:32.800 --> 01:04:33.880
what you're going to cut out.

2134
01:04:33.880 --> 01:04:35.240
That you're going to give you the goal you want.

2135
01:04:35.240 --> 01:04:36.320
So especially in the beginning,

2136
01:04:36.320 --> 01:04:37.880
you have limited resources, right?

2137
01:04:37.880 --> 01:04:39.480
You have limited time because you have no leverage.

2138
01:04:39.480 --> 01:04:40.720
You have no one helping you

2139
01:04:40.720 --> 01:04:42.080
and you probably don't have that much money.

2140
01:04:42.080 --> 01:04:43.880
And so time is the only thing that you have

2141
01:04:43.880 --> 01:04:47.000
that you really have to be really careful with.

2142
01:04:47.000 --> 01:04:50.840
And so what are the activities?

2143
01:04:50.840 --> 01:04:53.200
Does this activity, like drinking, for example,

2144
01:04:53.200 --> 01:04:56.200
does this increase the likelihood of hemigols?

2145
01:04:56.200 --> 01:04:57.040
That's it.

2146
01:04:57.040 --> 01:04:58.040
Does it increase the likelihood of hemigols?

2147
01:04:58.040 --> 01:05:00.040
Does having these friends in my life

2148
01:05:00.040 --> 01:05:01.480
increase the likelihood of hemigols?

2149
01:05:01.480 --> 01:05:04.120
And the answer is usually pretty obvious.

2150
01:05:04.120 --> 01:05:05.160
It doesn't.

2151
01:05:05.160 --> 01:05:07.480
And then the thing is, is that most people are, again,

2152
01:05:07.480 --> 01:05:08.840
just cowards.

2153
01:05:08.840 --> 01:05:11.480
Is that they're not willing to just make the cut.

2154
01:05:11.480 --> 01:05:13.000
But I'm pretty sure you live the same framework

2155
01:05:13.000 --> 01:05:14.240
that you did when you were younger.

2156
01:05:14.240 --> 01:05:15.680
I act like I've got no money.

2157
01:05:15.680 --> 01:05:16.880
The motivation thing really gets me

2158
01:05:16.920 --> 01:05:19.200
because sticking with it, which is the theme around this,

2159
01:05:19.200 --> 01:05:22.440
is all to down to perhaps limiting your choices,

2160
01:05:22.440 --> 01:05:23.280
not increasing them.

2161
01:05:23.280 --> 01:05:24.800
So people don't have too many choices.

2162
01:05:24.800 --> 01:05:27.000
You know, like die on the heel.

2163
01:05:27.000 --> 01:05:29.320
You know, like go for it and people don't do it.

2164
01:05:29.320 --> 01:05:31.160
So, okay, getting better.

2165
01:05:31.160 --> 01:05:33.200
This is the one step before we get a million dollars.

2166
01:05:33.200 --> 01:05:36.480
So I'm looking forward to the million dollars in cash.

2167
01:05:36.480 --> 01:05:37.320
Yeah.

2168
01:05:37.320 --> 01:05:38.160
All right, getting better.

2169
01:05:38.160 --> 01:05:39.000
Cause I've done all these things.

2170
01:05:39.000 --> 01:05:40.200
So hopefully a big suitcase of money

2171
01:05:40.200 --> 01:05:41.040
has come in my way.

2172
01:05:41.040 --> 01:05:42.600
Get better.

2173
01:05:42.640 --> 01:05:47.120
So I'll, I'll describe a process that I do.

2174
01:05:47.120 --> 01:05:48.520
And it's all based on action.

2175
01:05:48.520 --> 01:05:52.280
So I define work as volume times leverage,

2176
01:05:52.280 --> 01:05:54.120
which is how much you do

2177
01:05:54.120 --> 01:05:55.920
and how much you get for each time you do it.

2178
01:05:55.920 --> 01:05:57.720
Because that equals output,

2179
01:05:57.720 --> 01:06:00.040
which if you're looking at this, transit property,

2180
01:06:00.040 --> 01:06:01.320
work equals output.

2181
01:06:01.320 --> 01:06:02.480
So it's not about how hard you try.

2182
01:06:02.480 --> 01:06:03.760
It's about what you get done.

2183
01:06:03.760 --> 01:06:06.840
And if you have more leverage, you get more done.

2184
01:06:06.840 --> 01:06:08.000
Now, if you do a lot of work,

2185
01:06:08.000 --> 01:06:09.280
so I'll give you a simple example.

2186
01:06:09.280 --> 01:06:12.040
So if you were, if you were learning sales, right?

2187
01:06:12.040 --> 01:06:15.000
So if I start cold calling and I do 100 calls a day

2188
01:06:15.000 --> 01:06:17.360
and I have low scale, then I will have low leverage.

2189
01:06:17.360 --> 01:06:18.440
I'm going to get fewer appointments

2190
01:06:18.440 --> 01:06:20.560
than somebody who makes the same amount of calls as me.

2191
01:06:20.560 --> 01:06:22.240
And it has high scale, though book five times

2192
01:06:22.240 --> 01:06:23.240
the appointments as I will.

2193
01:06:23.240 --> 01:06:25.040
So did they work more?

2194
01:06:25.040 --> 01:06:27.600
In my world, yes, they had higher output.

2195
01:06:27.600 --> 01:06:28.520
And so a lot of times it's like,

2196
01:06:28.520 --> 01:06:29.920
you have to learn how to work.

2197
01:06:29.920 --> 01:06:32.640
But the thing is is that how did that guy who is good,

2198
01:06:32.640 --> 01:06:35.760
get good, he did volume, he did a lot.

2199
01:06:35.760 --> 01:06:37.120
And so then it's like, okay,

2200
01:06:37.120 --> 01:06:38.520
if this is our equation for output

2201
01:06:38.520 --> 01:06:39.880
in terms of getting better,

2202
01:06:39.880 --> 01:06:41.600
the getting better part is going to be leverage.

2203
01:06:42.000 --> 01:06:43.520
This is a constant, you have to do work,

2204
01:06:43.520 --> 01:06:44.600
you have to do volume.

2205
01:06:44.600 --> 01:06:45.440
Okay.

2206
01:06:45.440 --> 01:06:47.840
So we start with the doing, which is the volume, cool.

2207
01:06:47.840 --> 01:06:48.760
So we have that first.

2208
01:06:48.760 --> 01:06:50.080
And so whatever it is,

2209
01:06:50.080 --> 01:06:53.360
so let's say it's, I want to start making Instagram reels.

2210
01:06:53.360 --> 01:06:55.000
Fine, I want to get good at Instagram reels.

2211
01:06:55.000 --> 01:06:55.840
So it's like, great.

2212
01:06:55.840 --> 01:06:57.360
So I'm going to make 100 Instagram reels.

2213
01:06:57.360 --> 01:06:58.480
And this is the part that people,

2214
01:06:58.480 --> 01:07:00.040
well, people don't even do this.

2215
01:07:00.040 --> 01:07:02.040
But let's assume that you did this, okay?

2216
01:07:02.040 --> 01:07:04.040
So you do the 100 Instagram reels.

2217
01:07:04.040 --> 01:07:06.320
People then say, well, I did 100 and nothing happened.

2218
01:07:06.320 --> 01:07:09.040
It's like, okay, so then what we do is we look at our 100.

2219
01:07:09.040 --> 01:07:12.160
Let's say this is the 100 reels that we did.

2220
01:07:12.160 --> 01:07:13.840
We say, what's different about these?

2221
01:07:13.840 --> 01:07:14.680
About these top ones?

2222
01:07:14.680 --> 01:07:15.680
And what's different about these?

2223
01:07:15.680 --> 01:07:17.240
Singers do this all the time, definitely.

2224
01:07:17.240 --> 01:07:18.640
They put a music hell all the time.

2225
01:07:18.640 --> 01:07:21.480
60% of Dale's songs never went in the top 10 or something.

2226
01:07:21.480 --> 01:07:22.320
All right.

2227
01:07:22.320 --> 01:07:24.600
So yeah, they also do it.

2228
01:07:24.600 --> 01:07:26.200
And so then once we figure out,

2229
01:07:26.200 --> 01:07:27.080
and this is where you have to,

2230
01:07:27.080 --> 01:07:30.000
this is where you have to be as detailed as possible.

2231
01:07:30.000 --> 01:07:32.040
And a lot of times you'll start having almost superstitions.

2232
01:07:32.040 --> 01:07:33.640
And it's like, okay, I coughed at the beginning of this call.

2233
01:07:33.640 --> 01:07:34.480
Well, that was different.

2234
01:07:34.480 --> 01:07:36.840
Well, did all of your top 10 calls, did you cough?

2235
01:07:36.840 --> 01:07:38.400
Well, no, okay, then disregard that.

2236
01:07:38.440 --> 01:07:40.280
So you run something called a common factors analysis,

2237
01:07:40.280 --> 01:07:42.280
which is just saying, what do all these ones have in common?

2238
01:07:42.280 --> 01:07:44.280
What do these ones all have in common with each other?

2239
01:07:44.280 --> 01:07:46.520
But it's different than all of these ones.

2240
01:07:46.520 --> 01:07:48.040
And so once we do that, we say, okay,

2241
01:07:48.040 --> 01:07:51.200
so my next 100 that I do, I want them to look like this.

2242
01:07:51.200 --> 01:07:52.520
And then all of a sudden, it's like, huh,

2243
01:07:52.520 --> 01:07:55.760
I got 30% better on my total views

2244
01:07:55.760 --> 01:07:58.000
by just doing more of the stuff that worked.

2245
01:07:58.000 --> 01:07:58.840
Yep.

2246
01:07:58.840 --> 01:08:01.800
And so this process, you just do for like 10 years.

2247
01:08:03.720 --> 01:08:04.960
And you just keep doing it over and over again.

2248
01:08:04.960 --> 01:08:07.760
I mean, like the first YouTube video that I did,

2249
01:08:07.760 --> 01:08:11.280
I think probably has like, you know, 100 views or whatever it was.

2250
01:08:11.280 --> 01:08:13.080
And for anybody who's listening to this,

2251
01:08:13.080 --> 01:08:15.200
like Simon had a had a big business,

2252
01:08:15.200 --> 01:08:17.200
but I'm assuming that when you started,

2253
01:08:17.200 --> 01:08:19.720
you had zero subscribers when you started your account.

2254
01:08:19.720 --> 01:08:20.560
Right.

2255
01:08:20.560 --> 01:08:22.120
And so did I across all platforms.

2256
01:08:22.120 --> 01:08:24.040
And so people have this idea that like,

2257
01:08:24.040 --> 01:08:25.880
everyone starts a zero.

2258
01:08:25.880 --> 01:08:28.320
And I'll also give you this other kind of word of encouragement,

2259
01:08:28.320 --> 01:08:30.360
which is there's this, there's a huge media narrative

2260
01:08:30.360 --> 01:08:32.920
around the idea that like millionaires

2261
01:08:32.920 --> 01:08:34.000
and billionaires are evil.

2262
01:08:34.000 --> 01:08:35.960
I don't know why, but there is.

2263
01:08:35.960 --> 01:08:37.480
What's interesting about that, if you just look,

2264
01:08:37.480 --> 01:08:41.000
at least in the US, the districts are that it's over the overwhelming majority

2265
01:08:41.000 --> 01:08:44.440
of millionaires and billionaires are self-made, not inherited.

2266
01:08:44.440 --> 01:08:45.600
And so it's like, okay, wait,

2267
01:08:45.600 --> 01:08:47.640
if the majority of them are self-made,

2268
01:08:47.640 --> 01:08:49.760
then that means they all started at zero.

2269
01:08:49.760 --> 01:08:51.160
And so they had the same thing.

2270
01:08:51.160 --> 01:08:52.760
So let's say they didn't have a lot of money.

2271
01:08:52.760 --> 01:08:55.800
Actually, being having zero, starting at zero is a competitive advantage.

2272
01:08:55.800 --> 01:08:56.800
Oh, yeah, we have nothing to lose.

2273
01:08:56.800 --> 01:08:57.760
Yeah, exactly.

2274
01:08:57.760 --> 01:09:00.320
Anyone with zero, you think you don't realize that you've gone advantage.

2275
01:09:00.320 --> 01:09:02.920
You have no money and all you have is time.

2276
01:09:02.920 --> 01:09:05.920
And that means that you're in the exact same position

2277
01:09:05.920 --> 01:09:08.800
as every self-made millionaire and billionaire when they started.

2278
01:09:08.800 --> 01:09:10.120
And the only difference is that right now,

2279
01:09:10.120 --> 01:09:12.120
you're a self-made poor person.

2280
01:09:12.120 --> 01:09:13.640
It's just that no one likes to claim it.

2281
01:09:13.640 --> 01:09:15.320
By the way, self-bate doesn't exist

2282
01:09:15.320 --> 01:09:16.400
because everyone had help.

2283
01:09:16.400 --> 01:09:17.400
Oh, for sure.

2284
01:09:17.400 --> 01:09:19.720
But your concept terms are starting here.

2285
01:09:19.720 --> 01:09:22.200
Yeah, no, you can have nothing and still make it.

2286
01:09:22.200 --> 01:09:24.800
Yeah, do you know what's really interesting about this

2287
01:09:24.800 --> 01:09:25.920
for people listening as well?

2288
01:09:25.920 --> 01:09:28.080
Like, I've invested in 78 companies.

2289
01:09:28.080 --> 01:09:30.680
I know you've invested a lot of businesses as well.

2290
01:09:30.680 --> 01:09:33.240
Sometimes too much money can destroy business.

2291
01:09:33.240 --> 01:09:34.920
I think we work, for example.

2292
01:09:34.920 --> 01:09:38.080
The biggest problem was they never thought about actually making money.

2293
01:09:38.080 --> 01:09:39.720
Their business was raising money.

2294
01:09:39.720 --> 01:09:40.320
Yeah.

2295
01:09:40.320 --> 01:09:40.520
Right?

2296
01:09:40.520 --> 01:09:41.720
So I think that that's another thing.

2297
01:09:41.720 --> 01:09:43.920
People don't really quite grasp.

2298
01:09:43.920 --> 01:09:47.280
At beginning better, I mean, do you think there's a mental framework

2299
01:09:47.280 --> 01:09:48.400
to help people get better?

2300
01:09:48.400 --> 01:09:50.160
Because I mean, even myself, right?

2301
01:09:50.160 --> 01:09:51.520
I'm pretty good at business.

2302
01:09:51.520 --> 01:09:53.360
I've had to get better to compete.

2303
01:09:53.360 --> 01:09:53.880
Yeah.

2304
01:09:53.880 --> 01:09:56.560
But is there a framework for getting better as a human?

2305
01:09:56.560 --> 01:09:57.400
Like, do you think...

2306
01:09:57.400 --> 01:09:59.000
Is a human being not as a business person?

2307
01:09:59.000 --> 01:10:00.720
You're not feeling they're linked, but what would you do?

2308
01:10:00.720 --> 01:10:04.080
Well, I mean, I really 100% live on their common virtues and analysis thing.

2309
01:10:04.120 --> 01:10:04.920
So if I look at...

2310
01:10:04.920 --> 01:10:06.920
So I'll tell you how I lived my whole life.

2311
01:10:06.920 --> 01:10:12.120
So like, the thing that started this was I was 21 or 22.

2312
01:10:12.120 --> 01:10:14.000
And this is my first job out of college.

2313
01:10:14.000 --> 01:10:16.120
And I remember I had a really good weekend.

2314
01:10:16.120 --> 01:10:19.400
I was just like, in a good mood, came in on Monday and my boss was like,

2315
01:10:19.400 --> 01:10:20.960
Hey, what's going on?

2316
01:10:20.960 --> 01:10:22.840
I was like, I just, you know, said a good weekend.

2317
01:10:22.840 --> 01:10:26.800
She said to me this line that I just didn't like hit me.

2318
01:10:26.800 --> 01:10:30.440
She said, I'm pretty sure stringing as many days in a row like that

2319
01:10:30.440 --> 01:10:33.040
as you can is the secret to live on.

2320
01:10:33.080 --> 01:10:35.680
And what it did, though, was it took this whole light,

2321
01:10:35.680 --> 01:10:38.800
this amorphous idea of like joy, contentment, purpose,

2322
01:10:38.800 --> 01:10:40.120
and just made it really tactical.

2323
01:10:40.120 --> 01:10:43.680
It was like, okay, how do I live as many days in a row as I can of days that I like?

2324
01:10:43.680 --> 01:10:46.360
So I looked back at like last year and I said, okay,

2325
01:10:46.360 --> 01:10:48.040
what were the days that I liked the most?

2326
01:10:48.040 --> 01:10:50.440
What were my top 10% days?

2327
01:10:50.440 --> 01:10:52.720
Well, the things that I had in common as I worked out, okay,

2328
01:10:52.720 --> 01:10:53.560
I did that.

2329
01:10:53.560 --> 01:10:55.760
I ate with people I like, ate with friends,

2330
01:10:55.760 --> 01:10:57.680
and then I worked until I had nothing left.

2331
01:10:57.680 --> 01:10:59.840
If I do that on all my days,

2332
01:10:59.840 --> 01:11:01.680
then more of my days will look like that.

2333
01:11:01.680 --> 01:11:03.760
And so the majority of my days now feel like

2334
01:11:03.760 --> 01:11:05.800
what used to be top 10% days.

2335
01:11:05.800 --> 01:11:08.160
And so obviously these are different from what might be playing music,

2336
01:11:08.160 --> 01:11:10.280
it might be whatever your thing is.

2337
01:11:10.280 --> 01:11:12.440
But that common factor is analysis.

2338
01:11:12.440 --> 01:11:14.760
And it's like, okay, what are the top 10,

2339
01:11:14.760 --> 01:11:16.400
Leyla and I've gone on a hundred dates.

2340
01:11:16.400 --> 01:11:18.240
Okay, the top 10 dates, what do they have in common?

2341
01:11:18.240 --> 01:11:19.320
Okay, well, Alex, if you've done that,

2342
01:11:19.320 --> 01:11:20.880
if you actually have a flat, I think I'll hold it.

2343
01:11:20.880 --> 01:11:21.880
Yeah.

2344
01:11:21.880 --> 01:11:23.280
How do my things, but it's brilliant.

2345
01:11:23.280 --> 01:11:24.560
I've got flowers.

2346
01:11:24.560 --> 01:11:25.960
Right, he got flowers.

2347
01:11:25.960 --> 01:11:26.840
He had a gift.

2348
01:11:26.840 --> 01:11:27.800
Is this coming from his eye?

2349
01:11:27.800 --> 01:11:29.160
She had a free plan, no?

2350
01:11:29.160 --> 01:11:30.000
He had a free plan.

2351
01:11:30.000 --> 01:11:31.480
He had pre-planned something.

2352
01:11:31.520 --> 01:11:33.040
She's told you, at least.

2353
01:11:33.040 --> 01:11:33.880
That's brilliant.

2354
01:11:33.880 --> 01:11:36.480
I wrote some sort of note, right?

2355
01:11:36.480 --> 01:11:37.800
And so, and we dress up.

2356
01:11:37.800 --> 01:11:39.040
And so those are the things.

2357
01:11:39.040 --> 01:11:43.120
So like this is my recipe for making good dates.

2358
01:11:43.120 --> 01:11:45.160
And so it's like a lot of times it's like,

2359
01:11:45.160 --> 01:11:46.640
no one just takes the look back.

2360
01:11:46.640 --> 01:11:47.720
It says, okay, what?

2361
01:11:47.720 --> 01:11:50.120
But it's because they don't start with the, I did stuff.

2362
01:11:50.120 --> 01:11:50.960
That's the first step.

2363
01:11:50.960 --> 01:11:51.800
You gotta do the hundred reps.

2364
01:11:51.800 --> 01:11:52.840
You gotta do it make the hundred posts.

2365
01:11:52.840 --> 01:11:53.800
You gotta make the hundred.

2366
01:11:53.800 --> 01:11:54.800
You gotta make the hundred cold calls.

2367
01:11:54.800 --> 01:11:56.400
You gotta make the hundred sales.

2368
01:11:56.400 --> 01:11:57.280
And you gotta record them.

2369
01:11:57.280 --> 01:11:59.280
And that's the other piece, like you have to go record it.

2370
01:11:59.280 --> 01:12:01.560
Whatever, whatever, the greatest degree possible,

2371
01:12:01.560 --> 01:12:03.680
you have to recall what were the details.

2372
01:12:03.680 --> 01:12:06.160
And so then you look, see the common factors.

2373
01:12:06.160 --> 01:12:07.920
It's like, all right, well, I'm gonna only do those five

2374
01:12:07.920 --> 01:12:08.760
next time.

2375
01:12:08.760 --> 01:12:11.360
And by randomness, because life happens in,

2376
01:12:11.360 --> 01:12:13.400
there's variables that are out of our control.

2377
01:12:13.400 --> 01:12:16.440
Again, there's gonna be another top 10% in the next hundred dates.

2378
01:12:16.440 --> 01:12:18.000
And we're like, okay, so in those days,

2379
01:12:18.000 --> 01:12:20.360
not only did I do these five things,

2380
01:12:20.360 --> 01:12:23.320
but we had a driver, was a big difference.

2381
01:12:23.320 --> 01:12:26.320
And there was a surprise element for some of these.

2382
01:12:26.320 --> 01:12:27.920
And at a certain point, the thing is the,

2383
01:12:27.920 --> 01:12:29.960
the improvement is gonna go like this, right?

2384
01:12:29.960 --> 01:12:31.800
Just like that, just like that sales thing.

2385
01:12:31.800 --> 01:12:32.920
You know, the first time you do this,

2386
01:12:32.920 --> 01:12:35.280
your dates are gonna get way better, right?

2387
01:12:35.280 --> 01:12:37.040
And then after that, though, the dates are gonna get

2388
01:12:37.040 --> 01:12:38.040
incrementally better.

2389
01:12:38.040 --> 01:12:39.480
But all that happens is like, man,

2390
01:12:39.480 --> 01:12:40.480
people are gonna be like,

2391
01:12:40.480 --> 01:12:41.680
how do you have such a healthy relationship?

2392
01:12:41.680 --> 01:12:43.560
You're like, you know, all I did was I just looked

2393
01:12:43.560 --> 01:12:46.040
at the stuff that worked, and I just stopped doing the stuff

2394
01:12:46.040 --> 01:12:48.280
that didn't, and I just did it over and over and over again.

2395
01:12:48.280 --> 01:12:49.120
Amazing, Alex.

2396
01:12:49.120 --> 01:12:50.640
Honestly, you were amazing human beings.

2397
01:12:50.640 --> 01:12:51.480
I love this.

2398
01:12:51.480 --> 01:12:52.280
I hope you guys enjoyed it.

2399
01:12:52.280 --> 01:12:54.520
We'll have to have some chicken now, we'll see you later.