WEBVTT 1 00:00:00.000 --> 00:00:03.000 We should always be better at mocking ourselves 2 00:00:03.000 --> 00:00:04.080 than anyone else does. 3 00:00:04.080 --> 00:00:06.320 Think about all the things that you can think of 4 00:00:06.320 --> 00:00:09.800 that are adjacent to the insult that they have 5 00:00:09.800 --> 00:00:11.960 so that you can't agree with them 6 00:00:11.960 --> 00:00:16.520 and attack even more viciously than they are to yourself. 7 00:00:16.520 --> 00:00:19.120 And then you will appear as the class act, 8 00:00:19.120 --> 00:00:20.920 you will appear as more humble, 9 00:00:20.920 --> 00:00:23.160 and they will have nothing to say back. 10 00:00:25.980 --> 00:00:28.280 The wealthiest people in the world see business as a game. 11 00:00:28.280 --> 00:00:29.800 This podcast, the game, is my attempt 12 00:00:29.800 --> 00:00:31.160 at documenting the lessons I've learned 13 00:00:31.160 --> 00:00:32.760 on my way to build a acquisition.com 14 00:00:32.760 --> 00:00:34.360 into a billion dollar portfolio. 15 00:00:34.360 --> 00:00:36.120 My hope is that you use the lessons to bring your business 16 00:00:36.120 --> 00:00:37.520 and maybe someday soon partner with us 17 00:00:37.520 --> 00:00:38.960 to get $200 million in beyond. 18 00:00:38.960 --> 00:00:40.240 I hope you share and enjoy. 19 00:00:45.600 --> 00:00:48.040 If you do anything worth doing, 20 00:00:48.040 --> 00:00:50.240 there will be people who oppose you 21 00:00:50.240 --> 00:00:53.320 and they will throw rocks at you and attack. 22 00:00:53.320 --> 00:00:55.680 And I want to break down how I've dealt with it 23 00:00:55.680 --> 00:00:57.480 going from one seven and a half million followers 24 00:00:57.480 --> 00:01:00.240 for the last two years, so UK too. 25 00:01:00.240 --> 00:01:01.080 I get a lot of hate. 26 00:01:01.080 --> 00:01:04.040 Let's go through some of the fun ones that my team pulled. 27 00:01:04.040 --> 00:01:07.440 We'll see him working at Starbucks soon, loser. 28 00:01:07.440 --> 00:01:11.080 How much did the fake private jet cost you, loser? 29 00:01:11.080 --> 00:01:13.320 He just wants you to buy his course. 30 00:01:13.320 --> 00:01:15.680 My shit's free, by the way. 31 00:01:16.680 --> 00:01:19.280 So point is, lots of people, hey, 32 00:01:19.280 --> 00:01:21.960 and I'll read you a more good one that I prefer 33 00:01:21.960 --> 00:01:23.480 from Winston Churchill, 34 00:01:23.480 --> 00:01:24.720 because I think that probably matters 35 00:01:24.720 --> 00:01:26.880 a little bit more than loser 29. 36 00:01:26.880 --> 00:01:28.040 You have enemies? 37 00:01:28.040 --> 00:01:28.880 Good. 38 00:01:28.880 --> 00:01:30.640 That means you stood up for something 39 00:01:30.640 --> 00:01:32.240 sometime in your life. 40 00:01:32.240 --> 00:01:34.480 And I think that that kind of gets a little bit 41 00:01:34.480 --> 00:01:36.560 of the essence of what I talked to you today, 42 00:01:36.560 --> 00:01:38.600 but more importantly, how to deal with it. 43 00:01:38.600 --> 00:01:40.480 And I want to give you really tactical what to do, 44 00:01:40.480 --> 00:01:43.320 is not just like be tough, think positive, 45 00:01:43.320 --> 00:01:45.960 everything sucks, because I'm wrong, all that stuff's true. 46 00:01:45.960 --> 00:01:48.360 But I want to give you more of a PR playbook 47 00:01:48.360 --> 00:01:52.840 in terms of how to manage competitors who will hate on you, 48 00:01:52.840 --> 00:01:55.000 negative customers who will give you backlash, 49 00:01:55.000 --> 00:01:56.880 employees who will talk shit about you. 50 00:01:56.880 --> 00:01:59.520 Like these are the real things that happen in business. 51 00:01:59.520 --> 00:02:01.920 And so I want to walk through kind of two frameworks 52 00:02:01.920 --> 00:02:05.720 that I think through when dealing with hate, negativity, 53 00:02:05.720 --> 00:02:07.160 people calling you a liar, 54 00:02:07.160 --> 00:02:08.240 calling your character in question. 55 00:02:08.240 --> 00:02:09.800 These are all things that will happen. 56 00:02:09.800 --> 00:02:12.480 And as a side note, before I dive into this, 57 00:02:12.480 --> 00:02:14.680 hate is a prerequisite for success. 58 00:02:14.680 --> 00:02:16.040 Just like Winston Churchill said, 59 00:02:16.040 --> 00:02:17.000 you have enemies? 60 00:02:17.000 --> 00:02:17.840 Good. 61 00:02:17.840 --> 00:02:20.160 You stood up for something sometime in your life. 62 00:02:20.160 --> 00:02:22.800 And so the only people who get no hate 63 00:02:22.840 --> 00:02:24.200 are people who are invisible. 64 00:02:24.200 --> 00:02:26.160 Like if you do nothing, that is the only way 65 00:02:26.160 --> 00:02:27.520 to guarantee that you have no hate. 66 00:02:27.520 --> 00:02:28.880 But if you stand for anything in your life, 67 00:02:28.880 --> 00:02:30.200 there will be people who stand against you. 68 00:02:30.200 --> 00:02:31.800 And it is in their nature to attack. 69 00:02:31.800 --> 00:02:33.120 And that's okay, right? 70 00:02:33.120 --> 00:02:35.920 So first things first, I want to give you the, 71 00:02:35.920 --> 00:02:36.920 this is the quick and dirty, 72 00:02:36.920 --> 00:02:38.880 and then I'll get a little bit more nuanced, all right? 73 00:02:38.880 --> 00:02:43.160 So when someone attacks you, 74 00:02:43.160 --> 00:02:45.960 you have three options as I see it 75 00:02:45.960 --> 00:02:49.200 if the claim they are making has an element of truth. 76 00:02:49.360 --> 00:02:53.480 And so at level one, you have ignore, all right? 77 00:02:53.480 --> 00:02:55.440 Now this is what I would consider 78 00:02:55.440 --> 00:02:58.320 my all-time heavyweight champion of the world, 79 00:02:58.320 --> 00:03:01.560 personal preference, reasons why. 80 00:03:01.560 --> 00:03:04.000 Ignoring it costs me the least amount of time, 81 00:03:04.000 --> 00:03:05.280 the least amount of effort. 82 00:03:05.280 --> 00:03:07.520 And this is a very, very important one, 83 00:03:07.520 --> 00:03:10.760 is that they're choosing to advertise me. 84 00:03:10.760 --> 00:03:13.360 They're choosing to take all their hard earned attention, 85 00:03:13.360 --> 00:03:15.280 their eyes, the good will they have in their audience, 86 00:03:15.280 --> 00:03:17.720 and say, have everyone look at Alex. 87 00:03:17.720 --> 00:03:19.440 Man, like what a gift. 88 00:03:19.440 --> 00:03:21.600 And the crazy thing is that when people direct 89 00:03:21.600 --> 00:03:24.720 their customers towards you, some of them buy. 90 00:03:24.720 --> 00:03:26.360 And you don't even have to pay affiliate commissions 91 00:03:26.360 --> 00:03:27.200 for this stuff. 92 00:03:27.200 --> 00:03:28.360 And like that's what's mind-blowing. 93 00:03:28.360 --> 00:03:30.560 I mean, like thank God, like loser 29, 94 00:03:30.560 --> 00:03:31.920 like I hope you keep doing this, 95 00:03:31.920 --> 00:03:33.800 because it just continues to fill my bank account. 96 00:03:33.800 --> 00:03:36.640 So that being said, ignore costs you the least. 97 00:03:36.640 --> 00:03:38.280 There's no effort on your behalf. 98 00:03:38.280 --> 00:03:40.200 You get to siphon their audience to yours, 99 00:03:40.200 --> 00:03:41.240 and guess what happens next? 100 00:03:41.240 --> 00:03:43.800 Because most people see hate and then just think drama. 101 00:03:43.800 --> 00:03:45.720 So then they go and engage with your stuff. 102 00:03:45.800 --> 00:03:48.360 And then they oftentimes make a decision about you, 103 00:03:48.360 --> 00:03:50.440 and then as a corollary, make a decision 104 00:03:50.440 --> 00:03:51.600 about the person who sent them. 105 00:03:51.600 --> 00:03:53.400 All the while, guess what you did? 106 00:03:53.400 --> 00:03:54.400 Nothing. 107 00:03:54.400 --> 00:03:55.240 It's amazing. 108 00:03:55.240 --> 00:03:57.120 This is why it's probably one of my all-time favorite ways 109 00:03:57.120 --> 00:03:59.400 to deal with most things in life. 110 00:03:59.400 --> 00:04:01.280 Now, I'll give you the quote that my dad told me many, 111 00:04:01.280 --> 00:04:02.120 many times in my life. 112 00:04:02.120 --> 00:04:04.760 He said, God give you the power to ignore, use it. 113 00:04:04.760 --> 00:04:07.680 Now, the second thing, or the second course of action, 114 00:04:07.680 --> 00:04:10.400 is a little bit, this one takes effort, all right? 115 00:04:10.400 --> 00:04:13.480 And this is also one of my favorites. 116 00:04:13.480 --> 00:04:14.720 Agree. 117 00:04:15.000 --> 00:04:18.160 Now, I think Gary popularized the concept of M&M 118 00:04:18.160 --> 00:04:19.160 winning the rap battle. 119 00:04:19.160 --> 00:04:20.400 And what he did in the rap battle, 120 00:04:20.400 --> 00:04:22.320 so that the other guy couldn't talk shit about him, 121 00:04:22.320 --> 00:04:24.840 is he claimed every single negative thing 122 00:04:24.840 --> 00:04:25.680 that was about him. 123 00:04:25.680 --> 00:04:27.080 He's like, I'm white, I'm short, I'm small, 124 00:04:27.080 --> 00:04:29.240 whatever all the things that he said, right? 125 00:04:29.240 --> 00:04:32.880 And so what happens is, so let's say someone comes up, 126 00:04:32.880 --> 00:04:34.760 and I'm going to tell you a really real world story 127 00:04:34.760 --> 00:04:37.080 that I just talked someone through who's a very big influencer 128 00:04:37.080 --> 00:04:39.240 who's getting maliciously attacked 129 00:04:39.240 --> 00:04:40.720 about something that wasn't true. 130 00:04:40.720 --> 00:04:42.240 I'm going to actually read the whole dialogue 131 00:04:42.240 --> 00:04:43.800 that I sent this particular individual, 132 00:04:43.800 --> 00:04:45.000 and I think it'll help you, all right? 133 00:04:45.000 --> 00:04:46.720 Well, I'll get to that in a little bit later. 134 00:04:46.720 --> 00:04:49.840 Now, if someone says, hey, Alex, 135 00:04:49.840 --> 00:04:52.600 you're such an egotistical douchebag, 136 00:04:52.600 --> 00:04:55.120 and you don't care about other people, 137 00:04:55.120 --> 00:04:57.640 I'd be like, I could agree, 138 00:04:57.640 --> 00:05:00.600 because it was like, yeah, man, I suck. 139 00:05:00.600 --> 00:05:02.600 What do they say now? 140 00:05:02.600 --> 00:05:04.800 Now, my fans will probably laugh at that, 141 00:05:04.800 --> 00:05:06.840 because they'd be like, wow, Alex is just playing the game 142 00:05:06.840 --> 00:05:07.880 or whatever it is. 143 00:05:07.880 --> 00:05:10.680 But like, if he or she then, what do they say after that? 144 00:05:10.680 --> 00:05:13.880 Yeah, man, you do. 145 00:05:13.880 --> 00:05:17.280 Like, there's nothing to say, and it just silences it, 146 00:05:17.280 --> 00:05:20.400 because the thing is that conflict only goes on 147 00:05:20.400 --> 00:05:23.440 as long as there's an equal opposing force. 148 00:05:23.440 --> 00:05:25.560 As soon as you step to their side of the table, 149 00:05:25.560 --> 00:05:27.320 there's nothing to push against. 150 00:05:27.320 --> 00:05:29.080 And so this actually ladders back 151 00:05:29.080 --> 00:05:31.560 to a way different story I've talked about customer service, 152 00:05:31.560 --> 00:05:34.200 which is there's only one person allowed in the angry boat. 153 00:05:34.200 --> 00:05:37.760 And so what you can do is you get in the angry boat with them, 154 00:05:37.760 --> 00:05:39.560 and you say, I know, I suck. 155 00:05:39.560 --> 00:05:42.240 And they're like, and then they have to get out, 156 00:05:42.240 --> 00:05:43.800 because if they agree with you, then what? 157 00:05:43.800 --> 00:05:45.920 It just eliminates the conflict. 158 00:05:45.920 --> 00:05:47.400 There's nothing left to talk about, 159 00:05:47.400 --> 00:05:49.280 and then you move on with your life. 160 00:05:49.280 --> 00:05:51.520 Now, the third level of this, 161 00:05:51.520 --> 00:05:53.360 is what I would consider ninja level, 162 00:05:53.360 --> 00:05:55.400 is there's different terms to this, 163 00:05:55.400 --> 00:05:58.520 charge the shooter, but I'll just go just to keep the language 164 00:05:58.520 --> 00:06:03.600 simple, or agree plus one or one up them. 165 00:06:03.640 --> 00:06:06.800 So if someone says, Alex, you're an egoist, 166 00:06:06.800 --> 00:06:11.800 and you don't like anyone, or you hate everybody, whatever. 167 00:06:11.840 --> 00:06:14.680 I could say, dude, you don't know the half of it. 168 00:06:14.680 --> 00:06:16.880 I do this and this and this. 169 00:06:16.880 --> 00:06:19.720 I don't even talk to my mother, like all of these things. 170 00:06:19.720 --> 00:06:21.800 Like you agree, and you say, if you knew half of it, 171 00:06:21.800 --> 00:06:23.480 you would say even more than that. 172 00:06:23.480 --> 00:06:25.960 And so what happens there is you just like a minute, 173 00:06:25.960 --> 00:06:27.760 and you take every single thing 174 00:06:27.760 --> 00:06:29.600 that can possibly say about you. 175 00:06:29.600 --> 00:06:31.240 Now, the thing is, is that in this moment, 176 00:06:31.240 --> 00:06:32.880 it sounds easy for me to say this, 177 00:06:32.880 --> 00:06:34.480 but when you're in the trenches, 178 00:06:34.480 --> 00:06:36.400 the last thing that you're gonna think about 179 00:06:36.440 --> 00:06:38.480 is ignore, because you're gonna wanna attack back, 180 00:06:38.480 --> 00:06:40.800 because you're like, how fucking dare you, you liar, 181 00:06:40.800 --> 00:06:42.320 you're insulting me, but the thing is, 182 00:06:42.320 --> 00:06:45.160 is that the more insults you oftentimes, 183 00:06:45.160 --> 00:06:47.080 it's usually because there's an element of truth to it. 184 00:06:47.080 --> 00:06:51.760 And so ignore, if you want, agree, level two, 185 00:06:51.760 --> 00:06:53.240 level three is one up them. 186 00:06:53.240 --> 00:06:55.400 Insult yourself better than they can, 187 00:06:55.400 --> 00:06:57.120 and you should know how to do it better than they can, 188 00:06:57.120 --> 00:06:59.200 because you know you better than they do too. 189 00:06:59.200 --> 00:07:01.640 So this is the quick and dirty. 190 00:07:01.640 --> 00:07:03.160 Like if you don't have a lot of time to think, 191 00:07:03.160 --> 00:07:04.440 and you gotta get something out fast, 192 00:07:04.440 --> 00:07:05.960 this is typically how I would approach it. 193 00:07:06.000 --> 00:07:07.680 Now, I'll give you a simple example. 194 00:07:07.680 --> 00:07:09.640 So like, let's say you're a natural athlete, 195 00:07:09.640 --> 00:07:11.720 meaning you're a sports competitor of some sort, 196 00:07:11.720 --> 00:07:14.240 and you've built your career on being natural, 197 00:07:14.240 --> 00:07:15.840 or like a vegan, or whatever, right? 198 00:07:15.840 --> 00:07:18.640 You've built it on something that makes you unique. 199 00:07:18.640 --> 00:07:20.960 Now, if someone says you're not that, 200 00:07:20.960 --> 00:07:22.560 you're building your whole brand on being natural, 201 00:07:22.560 --> 00:07:23.760 and this has happened many, many times 202 00:07:23.760 --> 00:07:24.640 in the body building world, 203 00:07:24.640 --> 00:07:25.840 so this is not like a new story, 204 00:07:25.840 --> 00:07:29.280 and it's because people look crazy if they're on steroids, 205 00:07:29.280 --> 00:07:32.200 spoiler alert, taking steroids, I inject testosterone, 206 00:07:32.200 --> 00:07:33.920 let's just get that out of the way, fantastic. 207 00:07:33.920 --> 00:07:35.600 I say in every fucking video, 208 00:07:35.600 --> 00:07:39.160 that being said, how do you handle in that incident? 209 00:07:39.160 --> 00:07:40.000 Okay, because they're, 210 00:07:40.000 --> 00:07:40.960 it's like, well, you don't wanna agree, 211 00:07:40.960 --> 00:07:42.600 and be like, dude, if you knew half the steroids, 212 00:07:42.600 --> 00:07:44.440 well, it doesn't work there, right? 213 00:07:44.440 --> 00:07:48.080 Now, I still oftentimes lean on this, 214 00:07:48.080 --> 00:07:51.240 which is ignore, and ignore is so powerful, 215 00:07:51.240 --> 00:07:54.680 because they are still sending you lots of traffic, 216 00:07:54.680 --> 00:07:57.520 and the reality is, no one gives a shit, 217 00:07:57.520 --> 00:08:00.280 because the only thing they will care about is drama, 218 00:08:00.280 --> 00:08:02.880 but no one likes somebody who just keeps punching someone 219 00:08:02.880 --> 00:08:04.160 who doesn't respond. 220 00:08:04.160 --> 00:08:05.240 The old Stokes used to say, 221 00:08:05.240 --> 00:08:07.320 how do you get angry at a rock? 222 00:08:07.320 --> 00:08:09.600 You can yell at a rock, you can scream at a rock, 223 00:08:09.600 --> 00:08:13.400 but the rock does not change, and eventually, they go away. 224 00:08:13.400 --> 00:08:17.240 Honestly, 95% of the conflict or the attacks that you will get, 225 00:08:17.240 --> 00:08:19.480 usually you can deal with with this three step process, 226 00:08:19.480 --> 00:08:22.280 which is first level, ignore, second level, agree, 227 00:08:22.280 --> 00:08:23.960 third level, plus one. 228 00:08:23.960 --> 00:08:27.200 If you haven't seen this, there's an unbelievable scene 229 00:08:27.200 --> 00:08:31.840 in Ted Lasso, where Nate, his former protégé, 230 00:08:31.840 --> 00:08:34.640 gets on the camera live and talks a bunch of shit about him 231 00:08:34.640 --> 00:08:37.080 and says that he's an idiot, he doesn't know what he's doing, whatever. 232 00:08:37.080 --> 00:08:39.480 And then, fast forward to the press conference, 233 00:08:39.480 --> 00:08:41.040 where they're asking Ted Lasso, 234 00:08:41.040 --> 00:08:43.320 who's kind of the pinnacle of like the ultimate character 235 00:08:43.320 --> 00:08:46.000 in the movie in terms of how noble he is, 236 00:08:46.000 --> 00:08:49.000 and how good of a person he tries to be. 237 00:08:49.000 --> 00:08:53.200 And he handles it perfectly from a PR perspective, 238 00:08:53.200 --> 00:08:55.080 and he actually uses number three. 239 00:08:55.080 --> 00:08:57.680 He says, oh man, Nate said that about me. 240 00:08:57.680 --> 00:08:59.680 Man, he could have said this, he could have said this, 241 00:08:59.680 --> 00:09:01.560 he could have said, he could have made some fun of my accent. 242 00:09:01.560 --> 00:09:03.000 He could have made fun of, and he's like, 243 00:09:03.000 --> 00:09:04.720 because I sound like Ganky Doodle over here. 244 00:09:04.720 --> 00:09:06.760 And so, he just keeps on braiding himself, 245 00:09:06.760 --> 00:09:10.320 and then the whole crew of newscasters just start laughing, 246 00:09:10.320 --> 00:09:11.920 because there's nothing else to say. 247 00:09:11.920 --> 00:09:13.400 Now, if he had then attacked back, 248 00:09:13.400 --> 00:09:14.400 then it would have become this whole drama, 249 00:09:14.400 --> 00:09:16.160 but after that, it's done. 250 00:09:16.160 --> 00:09:19.400 He puts it to rest, and then Nate looks vicious 251 00:09:19.400 --> 00:09:21.520 for attacking somebody who has a sense of humor. 252 00:09:21.520 --> 00:09:24.040 So, ignore, agree, or one up. 253 00:09:24.040 --> 00:09:27.200 That's kind of the escalation that handles it, 95, 99% of it. 254 00:09:29.440 --> 00:09:30.600 Real quick, guys, if you can think about 255 00:09:30.600 --> 00:09:32.120 how you found this podcast, 256 00:09:32.120 --> 00:09:34.600 somebody probably tweeted it, told you about it, 257 00:09:34.600 --> 00:09:36.880 shared it on Instagram, or something like that. 258 00:09:36.880 --> 00:09:39.320 The only way this grows is through word of mouth. 259 00:09:39.320 --> 00:09:41.600 And so, I don't run ads, I don't do sponsorships, 260 00:09:41.600 --> 00:09:42.600 I don't sell anything. 261 00:09:42.600 --> 00:09:44.960 My only ask is that you continue to pay it forward, 262 00:09:44.960 --> 00:09:46.720 do whoever showed you or however you found out 263 00:09:46.720 --> 00:09:48.880 about this podcast that you do the exact same thing. 264 00:09:48.880 --> 00:09:51.440 So, if it was a review, if it was a post, 265 00:09:51.440 --> 00:09:52.760 if you do that, it would mean the world to me, 266 00:09:52.760 --> 00:09:53.920 and you'll throw some good karma out there 267 00:09:53.920 --> 00:09:54.880 for another entrepreneur. 268 00:09:56.560 --> 00:09:59.160 The second category is typically ones 269 00:09:59.160 --> 00:10:01.160 where there's a lie. 270 00:10:01.160 --> 00:10:04.960 And that's one where, so here's, they track your character, 271 00:10:04.960 --> 00:10:07.320 right, they check some element about you, whatever. 272 00:10:07.320 --> 00:10:10.680 But if someone lies, so really, like I'm gonna be very honest 273 00:10:10.680 --> 00:10:14.360 with you, there's tough ones with like sexual assault stuff 274 00:10:14.360 --> 00:10:17.160 and things like that, like that can be really tough. 275 00:10:17.160 --> 00:10:19.760 On the flip side, you've got people who lie about claims, 276 00:10:19.760 --> 00:10:21.280 things they did they didn't do. 277 00:10:21.280 --> 00:10:24.960 And that happens in sports, it happens in finance stuff, 278 00:10:24.960 --> 00:10:27.160 like there's lots of claims basically people make, 279 00:10:27.160 --> 00:10:29.040 but I think at the foundational point, 280 00:10:29.040 --> 00:10:32.240 it just comes down to a lie, is that they accuse you 281 00:10:32.240 --> 00:10:33.560 of lying about something. 282 00:10:33.560 --> 00:10:36.160 Now, even in these situations, all right, 283 00:10:36.160 --> 00:10:37.840 so I'm just gonna give you, like these are the hard ones. 284 00:10:37.840 --> 00:10:40.160 Like I think these, now most people just get destroyed 285 00:10:40.160 --> 00:10:41.320 on the ones that I was talking about earlier. 286 00:10:41.320 --> 00:10:42.800 I don't even see those as problems. 287 00:10:42.800 --> 00:10:44.280 Like they're sending you traffic, 288 00:10:44.280 --> 00:10:46.560 they're making you money, thank God for them. 289 00:10:46.560 --> 00:10:47.920 All right, and you can do one, two, three, 290 00:10:47.920 --> 00:10:49.200 and you dismantle them publicly. 291 00:10:49.200 --> 00:10:51.720 And you look like a class act and they look like a douchebag. 292 00:10:51.720 --> 00:10:54.200 Now, this is something called an extinction curve, 293 00:10:54.200 --> 00:10:58.000 which basically means that people will over time, 294 00:10:58.120 --> 00:11:00.600 you basically extinguish action. 295 00:11:00.600 --> 00:11:02.320 And so a classic example would be like, 296 00:11:02.320 --> 00:11:03.320 I could yell at a rock. 297 00:11:03.320 --> 00:11:04.520 And if I keep yelling at a rock, 298 00:11:04.520 --> 00:11:06.320 at some point I will stop yelling at the rock. 299 00:11:06.320 --> 00:11:07.160 Why? 300 00:11:07.160 --> 00:11:08.840 Because the rock doesn't give me any feedback. 301 00:11:08.840 --> 00:11:11.600 And so what we wanna be in this situation is the rock. 302 00:11:11.600 --> 00:11:14.400 Like when you are ignoring, you are stone, right? 303 00:11:14.400 --> 00:11:15.920 They can do whatever they want. 304 00:11:15.920 --> 00:11:17.160 It doesn't affect you. 305 00:11:17.160 --> 00:11:21.800 And I love this position because you are greater than. 306 00:11:21.800 --> 00:11:23.600 And I'll give you a couple quick sayings around, 307 00:11:23.600 --> 00:11:24.480 hate that I think are helpful, 308 00:11:24.480 --> 00:11:27.200 but like hate only comes from below. 309 00:11:27.200 --> 00:11:28.440 It never comes from above. 310 00:11:28.440 --> 00:11:30.600 In my entire life, it has never come from above. 311 00:11:30.600 --> 00:11:32.240 And so if someone hates on you, 312 00:11:32.240 --> 00:11:35.800 just take that as mental note of the fact that they're below you 313 00:11:35.800 --> 00:11:38.840 and they concede the fact that they follow you. 314 00:11:38.840 --> 00:11:40.040 And they also are bad at business 315 00:11:40.040 --> 00:11:42.480 because by the way, in my entire life, 316 00:11:42.480 --> 00:11:43.800 I don't think I've ever publicly hated 317 00:11:43.800 --> 00:11:45.280 or thrown shade on someone. 318 00:11:45.280 --> 00:11:47.720 And it's because I never wanna send my customers 319 00:11:47.720 --> 00:11:50.240 to somebody else, I never send my audience 320 00:11:50.240 --> 00:11:51.560 that I work so hard to do to somebody else. 321 00:11:51.560 --> 00:11:52.680 It's pretty fun to like them. 322 00:11:52.680 --> 00:11:53.720 Why would I do that? 323 00:11:53.720 --> 00:11:54.560 Right? 324 00:11:54.560 --> 00:11:55.360 Why would I give them that gift? 325 00:11:55.360 --> 00:11:57.200 Why would I waste time on my platform 326 00:11:57.200 --> 00:11:59.240 to not deliver any value to my audience 327 00:11:59.240 --> 00:12:01.080 and then direct them to a competitor? 328 00:12:01.080 --> 00:12:03.280 What a fucking moronic thing to do? 329 00:12:03.280 --> 00:12:06.640 Anyways, so you have this extinction curve 330 00:12:06.640 --> 00:12:08.800 that people, now some person will yell at a rock once 331 00:12:08.800 --> 00:12:09.640 and then walk away. 332 00:12:09.640 --> 00:12:11.240 Some people have to yell two, three, four times 333 00:12:11.240 --> 00:12:12.600 they walk away, but everyone has a curve 334 00:12:12.600 --> 00:12:14.240 where they stop doing something, right? 335 00:12:14.240 --> 00:12:17.480 And so like if you knock on a door and no one comes, 336 00:12:17.480 --> 00:12:19.080 sometimes you knock again. 337 00:12:19.080 --> 00:12:20.960 And then so, but some people knock three, four, five, five, 338 00:12:20.960 --> 00:12:21.760 five, seven, everyone different 339 00:12:21.760 --> 00:12:23.920 based on how many times you've had to knock in the past 340 00:12:23.960 --> 00:12:25.400 before door gets open. 341 00:12:25.400 --> 00:12:26.440 That's how extinction curves work. 342 00:12:26.440 --> 00:12:27.840 It's based on past behavior. 343 00:12:27.840 --> 00:12:30.280 And so based on the person who's hating on you, 344 00:12:30.280 --> 00:12:32.840 they will maybe hit on you one time and then disappear 345 00:12:32.840 --> 00:12:34.280 or hit on you two times and then disappear. 346 00:12:34.280 --> 00:12:36.160 But if you don't respond, they will eventually disappear. 347 00:12:36.160 --> 00:12:37.640 It is just a fact of life. 348 00:12:37.640 --> 00:12:39.520 Unless they get reinforcement, they will disappear. 349 00:12:39.520 --> 00:12:41.200 And that's why I just choose not to engage. 350 00:12:41.200 --> 00:12:42.560 I also don't like wasting my time. 351 00:12:42.560 --> 00:12:47.120 Now, let's go into the four box of the ugly scenarios 352 00:12:47.120 --> 00:12:48.600 of what if what they're saying 353 00:12:48.600 --> 00:12:50.040 is basically calling you a liar 354 00:12:50.040 --> 00:12:52.040 around something core to your brand 355 00:12:52.040 --> 00:12:53.960 or what you've been known for, okay? 356 00:12:53.960 --> 00:12:55.840 So here's my little box. 357 00:12:56.720 --> 00:13:00.160 So you've got bigger than you, smaller than you, 358 00:13:01.080 --> 00:13:04.520 and then they said you lied about something 359 00:13:04.520 --> 00:13:06.360 or they said something else. 360 00:13:06.360 --> 00:13:07.560 So I told you this can get really tacked with 361 00:13:07.560 --> 00:13:09.360 so you can just like look, where is this person 362 00:13:09.360 --> 00:13:10.360 on this sphere? 363 00:13:10.360 --> 00:13:12.400 All right, so let's start with the easiest one. 364 00:13:12.400 --> 00:13:13.640 If someone's smaller than you 365 00:13:13.640 --> 00:13:16.440 and they just said, Alex has big ears. 366 00:13:16.440 --> 00:13:18.240 I can ignore them, which I probably would 367 00:13:18.240 --> 00:13:19.360 because I don't have time for that. 368 00:13:19.360 --> 00:13:22.000 I could agree and be like, hell yeah, I got big ears. 369 00:13:22.000 --> 00:13:23.160 You should see what else in there, right? 370 00:13:23.160 --> 00:13:26.200 Number three, I would be like, not only do I have big ears, 371 00:13:26.200 --> 00:13:27.200 I could one up and be like, 372 00:13:27.200 --> 00:13:28.720 they're actually even worse when it rains 373 00:13:28.720 --> 00:13:30.320 because then I catches all the water 374 00:13:30.320 --> 00:13:31.240 and then my back gets wet. 375 00:13:31.240 --> 00:13:32.080 It's a whole problem. 376 00:13:32.080 --> 00:13:33.720 Believe me, my wife will tell you, right? 377 00:13:33.720 --> 00:13:35.440 Now all of a sudden, there's nothing they can say. 378 00:13:35.440 --> 00:13:37.880 So we do the one, two, three process here. 379 00:13:37.880 --> 00:13:39.160 You pick whichever one you want 380 00:13:39.160 --> 00:13:40.720 and all three of them will serve you. 381 00:13:40.720 --> 00:13:44.240 Now, let's go into slightly harder territory. 382 00:13:44.240 --> 00:13:45.400 They're smaller than you, 383 00:13:45.400 --> 00:13:48.000 but they're basically calling you out on a lie 384 00:13:48.000 --> 00:13:49.720 that could threaten your reputation. 385 00:13:49.720 --> 00:13:52.360 They say you falsified claims, you like, 386 00:13:52.360 --> 00:13:53.960 you did something that you weren't supposed to do 387 00:13:53.960 --> 00:13:54.920 something along those lines 388 00:13:54.920 --> 00:13:56.680 which typically comes to you just honesty, 389 00:13:56.680 --> 00:13:58.840 which is one of the things that the whole world hates. 390 00:13:58.840 --> 00:14:00.280 The world would forgive just about anything 391 00:14:00.280 --> 00:14:02.680 except for a liar, kind of interesting. 392 00:14:02.680 --> 00:14:06.440 Now, in my opinion, I'm just giving you the Alex Playbook. 393 00:14:07.480 --> 00:14:10.880 I ignore, that's it, I ignore. 394 00:14:10.880 --> 00:14:13.720 And as painful as it is, 395 00:14:13.720 --> 00:14:16.200 and to see them, you know, frothing at the mouth 396 00:14:16.200 --> 00:14:18.920 and the comment threads they have go back and forth, 397 00:14:18.920 --> 00:14:22.000 never once have I made less money from anyone doing this. 398 00:14:22.000 --> 00:14:23.000 Because think about this. 399 00:14:23.920 --> 00:14:27.120 The only way that you combat their message 400 00:14:27.120 --> 00:14:28.960 is by being louder with yours, 401 00:14:28.960 --> 00:14:31.200 not directing your traffic to them. 402 00:14:31.200 --> 00:14:35.560 And so you ignore them, plus you amplify. 403 00:14:36.440 --> 00:14:40.000 Because every moment that I spend addressing them, 404 00:14:40.000 --> 00:14:42.360 I stop giving value to my audience. 405 00:14:42.360 --> 00:14:46.320 So in a very real way, attacks have taken people down. 406 00:14:46.320 --> 00:14:48.000 But because of how they responded, 407 00:14:48.000 --> 00:14:50.480 not because of the strength of the attacker. 408 00:14:50.480 --> 00:14:52.760 And so they take someone off their game, 409 00:14:52.760 --> 00:14:54.480 then they get into this petty pissing match 410 00:14:54.480 --> 00:14:56.120 with someone who's lower than them. 411 00:14:56.120 --> 00:14:57.240 And it makes them look bad. 412 00:14:57.240 --> 00:14:58.560 Even if you win, you lose. 413 00:14:58.560 --> 00:14:59.600 It's a period of victory. 414 00:14:59.600 --> 00:15:00.880 You lose credibility. 415 00:15:00.880 --> 00:15:03.080 You look petty people see different side of you. 416 00:15:03.080 --> 00:15:04.320 All of that's bad. 417 00:15:04.320 --> 00:15:07.560 And so I prefer to pretend you don't exist 418 00:15:07.560 --> 00:15:09.360 and then 10x my message. 419 00:15:09.360 --> 00:15:11.480 And tell everyone who's on my team, 420 00:15:11.480 --> 00:15:13.760 these fuckers are lying and trying to destroy us. 421 00:15:13.760 --> 00:15:15.800 The only way that you beat hate 422 00:15:15.800 --> 00:15:16.920 is you don't beat hate. 423 00:15:16.920 --> 00:15:18.040 You drown it out.