WEBVTT

1
00:00:00.000 --> 00:00:03.960
The difference in a million and a hundred million is character.

2
00:00:03.960 --> 00:00:06.640
The difference in a hundred million and a billion in my opinion,

3
00:00:06.640 --> 00:00:08.560
we'll see if it works, is time.

4
00:00:08.560 --> 00:00:11.200
And so once you have the base skills,

5
00:00:11.200 --> 00:00:13.360
then it's really becomes about who the person is.

6
00:00:16.400 --> 00:00:18.480
Welcome to the game where we talk about how to sell more stuff

7
00:00:18.480 --> 00:00:21.480
to more people in more ways and build businesses worth owning.

8
00:00:21.480 --> 00:00:22.880
I'm trying to build a billion dollar thing

9
00:00:22.880 --> 00:00:24.120
with acquisition.com.

10
00:00:24.120 --> 00:00:27.000
I always wish pesos, Musk and Buffett had documented their journey,

11
00:00:27.000 --> 00:00:28.280
so I'm doing it for the rest of us.

12
00:00:28.280 --> 00:00:29.400
Please share and enjoy.

13
00:00:31.640 --> 00:00:32.720
What's up, man?

14
00:00:32.720 --> 00:00:33.560
How's it going?

15
00:00:33.560 --> 00:00:34.400
Good, man.

16
00:00:34.400 --> 00:00:37.120
I have two questions, sort of both different topics,

17
00:00:37.120 --> 00:00:39.200
but the first one is more lead related.

18
00:00:39.200 --> 00:00:42.600
Struggling to figure out which method is the best method

19
00:00:42.600 --> 00:00:45.960
to focus on, so I don't feel like I'm wasting my time,

20
00:00:45.960 --> 00:00:49.400
you know, doing something to try to get leads.

21
00:00:49.400 --> 00:00:50.240
Who are you going to effort?

22
00:00:50.240 --> 00:00:53.280
The three main avatars would be like tech startups,

23
00:00:53.280 --> 00:00:55.840
B2B, B2C, SaaS, and then really any company

24
00:00:55.840 --> 00:00:58.320
that has like a custom software.

25
00:00:58.320 --> 00:01:00.400
So there's three ways you can get leads, right?

26
00:01:00.400 --> 00:01:02.880
One is you can manually assemble the leads lists.

27
00:01:02.880 --> 00:01:05.520
The second way is that you can buy leads from brokers.

28
00:01:05.520 --> 00:01:07.200
And the third way is that you can scrape leads

29
00:01:07.200 --> 00:01:08.280
using software.

30
00:01:08.280 --> 00:01:12.760
I usually will start with scraping, if I can,

31
00:01:12.760 --> 00:01:14.440
because it tends to be the cheapest.

32
00:01:14.440 --> 00:01:17.640
And so I'll use like if you just Google tool for whatever,

33
00:01:17.640 --> 00:01:19.520
like, I'm going to live on what you're afraid to do.

34
00:01:19.520 --> 00:01:22.880
Yeah, and then I'll take the top four, five of them,

35
00:01:22.880 --> 00:01:26.160
and I'll run my search for avatars into each of them,

36
00:01:26.160 --> 00:01:27.840
and then I'll take a sample of like, let's say,

37
00:01:27.840 --> 00:01:30.840
100 or 500 leads of each, work all of them,

38
00:01:30.840 --> 00:01:32.400
see which ones I get the highest response rate,

39
00:01:32.400 --> 00:01:34.240
and then I'll double down on whatever platform

40
00:01:34.240 --> 00:01:35.360
got me the highest throughput.

41
00:01:35.360 --> 00:01:38.000
You're saying which platform gets you the highest response

42
00:01:38.000 --> 00:01:39.400
rate that we were referring to?

43
00:01:39.400 --> 00:01:40.520
Which lead source?

44
00:01:40.520 --> 00:01:41.680
Yeah, I mean, in terms of reaching out

45
00:01:41.680 --> 00:01:43.960
to the actual lead itself, I reach out on everything.

46
00:01:43.960 --> 00:01:45.360
That sort of ties into the next thing.

47
00:01:45.360 --> 00:01:46.760
So one thing I've been thinking about is,

48
00:01:46.760 --> 00:01:49.120
you know how you talk about to lead with sort of with value,

49
00:01:49.120 --> 00:01:51.440
offer something essentially for a freight.

50
00:01:51.440 --> 00:01:53.400
So that's like a big thing where I'm just like,

51
00:01:53.400 --> 00:01:56.720
not really sure how to even figure out

52
00:01:56.720 --> 00:01:58.280
what we could offer.

53
00:01:58.280 --> 00:02:02.280
Being that like, am I like stepping, is this like stuff?

54
00:02:02.280 --> 00:02:03.120
No, you're good.

55
00:02:03.120 --> 00:02:05.640
I go through this literal step-by-step process

56
00:02:05.640 --> 00:02:07.640
in the book of everything that you're saying.

57
00:02:07.640 --> 00:02:09.240
So it's like how to figure out what you're going to give

58
00:02:09.240 --> 00:02:10.880
the person for free, how to structure it,

59
00:02:10.880 --> 00:02:12.920
how to make like, here's the script to get replies,

60
00:02:12.920 --> 00:02:14.440
all that stuff.

61
00:02:14.440 --> 00:02:16.440
So the good news is the book will solve your problem,

62
00:02:16.440 --> 00:02:19.000
but the best framework that I can use for coming up

63
00:02:19.000 --> 00:02:20.960
with things that people will reply to

64
00:02:20.960 --> 00:02:23.640
is give them something free that they would normally pay for.

65
00:02:23.640 --> 00:02:25.400
So rather than be like, I made this amazing thing,

66
00:02:25.400 --> 00:02:27.120
but if it's the same free valuable thing

67
00:02:27.120 --> 00:02:29.960
that everyone else gives, then how good is it?

68
00:02:29.960 --> 00:02:31.960
You have to compete by being significantly better.

69
00:02:31.960 --> 00:02:34.560
But if you just do something that normally other people charge

70
00:02:34.560 --> 00:02:35.960
for even on a micro level,

71
00:02:35.960 --> 00:02:37.960
and they can ascribe real value to that,

72
00:02:37.960 --> 00:02:39.720
people will respond to you.

73
00:02:39.720 --> 00:02:42.920
And then you're operating on a way better frame,

74
00:02:42.920 --> 00:02:44.480
and then you can have a much better conversation.

75
00:02:44.480 --> 00:02:46.560
The other thing was more like on a personal side.

76
00:02:46.560 --> 00:02:48.080
So if we could just sort of step back

77
00:02:48.080 --> 00:02:52.160
when you were sort of going through that volatility

78
00:02:52.160 --> 00:02:55.680
of you had success, then big failures, and come back up.

79
00:02:55.680 --> 00:02:59.320
In terms of how you structured your life if you did it all,

80
00:02:59.320 --> 00:03:02.240
so that you put yourself in the best position

81
00:03:02.240 --> 00:03:04.560
to where you're cutting certain people out,

82
00:03:04.560 --> 00:03:06.120
maybe you're bringing certain people,

83
00:03:06.120 --> 00:03:09.080
or that might be even resources for skill development

84
00:03:09.080 --> 00:03:10.000
or whatever in.

85
00:03:10.000 --> 00:03:14.480
How do you go about doing that so that you're not doing things

86
00:03:14.560 --> 00:03:17.040
that don't really help you move forward

87
00:03:17.040 --> 00:03:19.560
and grow long-term big picture?

88
00:03:19.560 --> 00:03:20.400
What?

89
00:03:20.400 --> 00:03:21.800
So it's a really good question

90
00:03:21.800 --> 00:03:25.080
because the number one way to change your behavior

91
00:03:25.080 --> 00:03:27.000
is to change your environment.

92
00:03:27.000 --> 00:03:28.240
So if you change the conditions,

93
00:03:28.240 --> 00:03:30.320
you'll behave differently, right?

94
00:03:30.320 --> 00:03:31.280
Like if there's a red light,

95
00:03:31.280 --> 00:03:32.560
you act differently than a green light.

96
00:03:32.560 --> 00:03:35.280
And so that's a micro example of how we act,

97
00:03:35.280 --> 00:03:37.200
like in Baltimore, when I live there,

98
00:03:37.200 --> 00:03:38.400
I act differently than when I move,

99
00:03:38.400 --> 00:03:39.720
because I had a clean slate.

100
00:03:39.720 --> 00:03:41.360
Like I didn't have to talk to old friends.

101
00:03:41.360 --> 00:03:42.480
That would treat me a certain way

102
00:03:42.480 --> 00:03:43.920
that then I would respond to.

103
00:03:43.920 --> 00:03:46.120
In the way that I didn't want to, right?

104
00:03:46.120 --> 00:03:49.080
And so first thing from a people perspective,

105
00:03:49.080 --> 00:03:50.920
like I think a lot can be gained

106
00:03:50.920 --> 00:03:52.880
from literally just moving 30 minutes away.

107
00:03:52.880 --> 00:03:54.440
Like even if you, like I can't move out of,

108
00:03:54.440 --> 00:03:56.040
I'm not gonna move from Baltimore to California.

109
00:03:56.040 --> 00:03:57.040
Okay, that's fine.

110
00:03:57.040 --> 00:03:58.440
Just move to the other side of town.

111
00:03:58.440 --> 00:04:01.240
Just get out of the micro environment.

112
00:04:01.240 --> 00:04:02.960
The second thing that'll then lead to

113
00:04:02.960 --> 00:04:05.840
is the people that you will frequent will change, right?

114
00:04:05.840 --> 00:04:08.280
And I think that you'll have to get a custom

115
00:04:08.280 --> 00:04:11.560
or be okay with the fact that you will lose a lot of friends.

116
00:04:11.560 --> 00:04:13.800
And that's not a bad thing

117
00:04:13.800 --> 00:04:14.920
because the thing is just like,

118
00:04:14.920 --> 00:04:17.040
if all you have in common continues to shrink

119
00:04:17.040 --> 00:04:18.320
and shrink and shrink and the only thing

120
00:04:18.320 --> 00:04:20.040
you have left to talk about is the past.

121
00:04:20.040 --> 00:04:21.200
Remember the good old times?

122
00:04:21.200 --> 00:04:23.040
Remember that time we got so drunk at Rippies?

123
00:04:23.040 --> 00:04:23.880
You know what I mean?

124
00:04:23.880 --> 00:04:24.720
Like whatever.

125
00:04:24.720 --> 00:04:26.160
Then they're not trying to help you create

126
00:04:26.160 --> 00:04:27.880
the future that you were ultimately looking for.

127
00:04:27.880 --> 00:04:30.360
And it just, like I will say that as I've gotten,

128
00:04:30.360 --> 00:04:33.400
you know, further along in that path,

129
00:04:33.400 --> 00:04:35.720
my time to cutting people has just shrank.

130
00:04:35.720 --> 00:04:37.600
Because if I figure if I'm going to cut this person

131
00:04:37.600 --> 00:04:40.320
eventually, I might as well cut them now

132
00:04:40.320 --> 00:04:42.480
and start enjoying the benefits of of not having them

133
00:04:42.560 --> 00:04:44.080
in my life and having all this back.

134
00:04:44.080 --> 00:04:45.240
And it's like all those times,

135
00:04:45.240 --> 00:04:47.200
if I have somebody who just keeps inviting me to shit

136
00:04:47.200 --> 00:04:49.040
and then making me feel guilty or if I go out

137
00:04:49.040 --> 00:04:50.120
and they're like, why aren't you drinking

138
00:04:50.120 --> 00:04:50.960
or like why aren't you?

139
00:04:50.960 --> 00:04:53.080
Like, oh, he's on another diet, you know, whatever.

140
00:04:53.080 --> 00:04:54.160
It's just like, you're not helped.

141
00:04:54.160 --> 00:04:56.280
Like just asking the question like,

142
00:04:56.280 --> 00:04:59.000
how do you think what you're saying is going to help me?

143
00:04:59.000 --> 00:05:00.080
And if there's like,

144
00:05:00.080 --> 00:05:01.240
well, I'm just giving you a hard time.

145
00:05:01.240 --> 00:05:02.720
I was like, yeah, understood.

146
00:05:02.720 --> 00:05:04.400
How is that going to help me?

147
00:05:04.400 --> 00:05:06.240
It's not, okay.

148
00:05:06.240 --> 00:05:07.720
So either change your behavior

149
00:05:07.720 --> 00:05:09.000
or I will change it for you.

150
00:05:09.000 --> 00:05:11.160
Meaning I will just not have you in my life.

151
00:05:11.160 --> 00:05:13.960
The third piece is that I remember there's this video

152
00:05:13.960 --> 00:05:16.800
I had just opened my sixth location

153
00:05:16.800 --> 00:05:18.640
and I was looking to open seven through 10

154
00:05:18.640 --> 00:05:19.520
and I had already mapped out

155
00:05:19.520 --> 00:05:22.360
where I was gonna be opening them for my, for my gyms.

156
00:05:22.360 --> 00:05:23.920
And I remember, I did this Facebook Live

157
00:05:23.920 --> 00:05:25.400
and I was like beat up, you know what I mean?

158
00:05:25.400 --> 00:05:27.200
I was tired, I was taking,

159
00:05:27.200 --> 00:05:28.480
I was doing 12 hours a day as a sale.

160
00:05:28.480 --> 00:05:31.000
So I was taking sales from eight to eight every day

161
00:05:31.000 --> 00:05:32.600
and then I would still do the rest of my work

162
00:05:32.600 --> 00:05:35.160
before and after that and somehow trying to work out.

163
00:05:35.160 --> 00:05:37.000
During that period, I remember saying,

164
00:05:37.000 --> 00:05:38.240
what are you willing to give up?

165
00:05:38.240 --> 00:05:39.240
So I made this live.

166
00:05:39.240 --> 00:05:41.120
I was like, these are all the things I'm giving up now.

167
00:05:41.120 --> 00:05:43.000
So like these are things that I used to do

168
00:05:43.000 --> 00:05:44.200
that I'm not gonna be doing anymore.

169
00:05:44.200 --> 00:05:46.360
So I was like, I'm not following the Ravens anymore.

170
00:05:46.360 --> 00:05:47.360
So I was a ball for Ravens.

171
00:05:47.360 --> 00:05:48.960
I was like, I'm not watching football,

172
00:05:48.960 --> 00:05:51.720
I'm not looking at fantasy, I'm not gonna build a team.

173
00:05:51.720 --> 00:05:54.080
I'm just on Sundays, I need to work.

174
00:05:54.080 --> 00:05:56.280
Like I can't give the three hour, I can't do it.

175
00:05:56.280 --> 00:05:58.760
So I gave up football, I gave up Netflix.

176
00:05:58.760 --> 00:06:01.800
I was like, that night time where like normally I like do,

177
00:06:01.800 --> 00:06:03.360
you know, decompress, I was like,

178
00:06:03.360 --> 00:06:04.560
I don't have time for that right now.

179
00:06:04.560 --> 00:06:05.840
Like I got to process payments,

180
00:06:05.840 --> 00:06:06.880
I got to process contracts,

181
00:06:06.880 --> 00:06:09.520
I got filed with leads and do reminders for the next day.

182
00:06:09.520 --> 00:06:13.600
And so it was changing where I was places wise,

183
00:06:13.600 --> 00:06:15.640
being okay with the fact that I was gonna have a period

184
00:06:15.640 --> 00:06:16.880
of a little bit more solitude

185
00:06:16.880 --> 00:06:18.520
because as soon as you cut things,

186
00:06:18.520 --> 00:06:20.320
you create room, a great vacuum,

187
00:06:20.320 --> 00:06:23.280
but new people will come in who are like in this world.

188
00:06:23.280 --> 00:06:25.440
And I would recommend just connecting with people online

189
00:06:25.440 --> 00:06:26.280
because there's so many,

190
00:06:26.280 --> 00:06:27.640
there's some bigger communities of people

191
00:06:27.640 --> 00:06:29.360
who are trying to do the same thing online

192
00:06:29.360 --> 00:06:31.960
versus wherever you're at locally, right?

193
00:06:31.960 --> 00:06:33.840
And then the third is just like, what are my behaviors?

194
00:06:33.840 --> 00:06:36.200
What are the things I'm going to give up?

195
00:06:36.640 --> 00:06:37.640
Like because you got to make room,

196
00:06:37.640 --> 00:06:39.080
like you only have 24 hours, right?

197
00:06:39.080 --> 00:06:40.040
So it's like, what are the things

198
00:06:40.040 --> 00:06:42.000
that aren't getting me where I want to go?

199
00:06:42.000 --> 00:06:42.840
And the thing is,

200
00:06:42.840 --> 00:06:44.640
if you just say I'm not going to do those,

201
00:06:44.640 --> 00:06:46.640
positive behaviors will fill the gap.

202
00:06:46.640 --> 00:06:49.120
I think for me, it comes to more,

203
00:06:49.120 --> 00:06:52.520
maybe a family side of things or like those people,

204
00:06:52.520 --> 00:06:55.680
I have a different way of dealing with them, their family,

205
00:06:55.680 --> 00:06:58.400
but like I don't know how to necessarily navigate that.

206
00:06:58.400 --> 00:07:01.320
So two things, first off, I have very extreme views on this.

207
00:07:01.320 --> 00:07:03.680
So like just take that with the grain of salt that you will,

208
00:07:03.680 --> 00:07:04.520
right?

209
00:07:04.520 --> 00:07:05.520
If we zoom all the way out,

210
00:07:05.520 --> 00:07:07.160
like I didn't choose to be born.

211
00:07:07.160 --> 00:07:08.480
That was forced on me.

212
00:07:08.480 --> 00:07:11.440
And so like I don't feel like I owe anyone for that, right?

213
00:07:11.440 --> 00:07:13.200
Now that being said, I believe in fair exchange

214
00:07:13.200 --> 00:07:13.960
or a bun in exchange,

215
00:07:13.960 --> 00:07:16.000
meaning like I'm going to make everybody in my life's

216
00:07:16.000 --> 00:07:17.560
life better for being there,

217
00:07:17.560 --> 00:07:20.400
but I want them to also make my life better, right?

218
00:07:20.400 --> 00:07:22.880
And so I think the first layer of this

219
00:07:22.880 --> 00:07:25.320
is approaching it with absolute candor,

220
00:07:25.320 --> 00:07:26.680
which is like what you would tell me,

221
00:07:26.680 --> 00:07:28.000
be like man, my dad, you know,

222
00:07:28.000 --> 00:07:29.280
he just treats me like a macaque,

223
00:07:29.280 --> 00:07:32.800
he always brings up these things like when I was 14 years old,

224
00:07:32.800 --> 00:07:34.280
and he keeps it up, you know?

225
00:07:34.280 --> 00:07:36.040
Zev's got a short temper, you know?

226
00:07:36.040 --> 00:07:37.400
Like my dad says that, he's like,

227
00:07:37.400 --> 00:07:38.800
you're such a short temper, right?

228
00:07:38.800 --> 00:07:40.120
He's always telling me that.

229
00:07:40.120 --> 00:07:43.560
And so you have to reset, like you have to reset that,

230
00:07:43.560 --> 00:07:45.520
like these are the rules of engagement.

231
00:07:45.520 --> 00:07:47.760
Like if you want me in your life,

232
00:07:47.760 --> 00:07:50.040
this is what is required for me,

233
00:07:50.040 --> 00:07:52.440
which is like you cannot speak to me this way.

234
00:07:52.440 --> 00:07:54.400
Like if, you know, you're your big uncle grabs you

235
00:07:54.400 --> 00:07:55.240
by the neck and he's like,

236
00:07:55.240 --> 00:07:56.760
I look at what I'm like, you know,

237
00:07:56.760 --> 00:07:58.320
whatever something like, I'm not saying he's doing that,

238
00:07:58.320 --> 00:08:00.400
but I'm saying as an extreme example,

239
00:08:00.400 --> 00:08:01.880
like what would you do there?

240
00:08:01.880 --> 00:08:05.840
You, you're like, no, and it creates,

241
00:08:05.840 --> 00:08:08.280
like it creates a moment where they're like,

242
00:08:08.280 --> 00:08:10.440
oh, now they'll then probably try and shake it.

243
00:08:10.440 --> 00:08:11.600
I'm like, dude, I was just kidding.

244
00:08:11.600 --> 00:08:12.800
It's like, it wasn't funny.

245
00:08:12.800 --> 00:08:15.640
I'd be like, it's just you and me and I'm not laughing.

246
00:08:16.560 --> 00:08:18.840
And then it's like, whoa, that's a new tone, right?

247
00:08:18.840 --> 00:08:21.200
And so like you have to reset boundaries,

248
00:08:21.200 --> 00:08:23.320
have to reset the rules of engagement.

249
00:08:23.320 --> 00:08:26.160
And then the thing is, is that you have to enforce those,

250
00:08:26.160 --> 00:08:29.160
which means that at a certain point you have to decide

251
00:08:29.160 --> 00:08:31.280
that I'm gonna decrease my communication cadence.

252
00:08:31.280 --> 00:08:33.480
I'm gonna decrease my proximity to you.

253
00:08:33.480 --> 00:08:35.480
I'm not gonna be as, I'm not gonna be as accessible.

254
00:08:35.480 --> 00:08:38.680
When you text me, it might take me a couple of days to respond,

255
00:08:38.680 --> 00:08:39.520
right?

256
00:08:39.520 --> 00:08:40.840
When you say, hey, you got to admit,

257
00:08:40.840 --> 00:08:42.560
I might not have a minute, right?

258
00:08:42.560 --> 00:08:44.280
Like you have to earn that.

259
00:08:44.280 --> 00:08:46.160
And like the fact that you are family

260
00:08:46.160 --> 00:08:49.720
gives you more leeway, but not infinite.

261
00:08:49.720 --> 00:08:51.520
And so one of the unfortunate things about family

262
00:08:51.520 --> 00:08:54.080
is that we treat family worse than anyone else

263
00:08:54.080 --> 00:08:56.160
because we think that we can't lose them.

264
00:08:56.160 --> 00:08:57.880
And so I reject that notion entirely.

265
00:08:57.880 --> 00:09:01.520
I just don't, I believe in treating everyone the same,

266
00:09:01.520 --> 00:09:03.680
family and stranger.

267
00:09:03.680 --> 00:09:05.600
And then if I can benefit them awesome,

268
00:09:05.600 --> 00:09:06.720
and if they can benefit me awesome,

269
00:09:06.720 --> 00:09:09.400
and then we both keep like loving our relationship

270
00:09:09.400 --> 00:09:11.680
because we don't feel like we're owed anything.

271
00:09:11.680 --> 00:09:14.200
And so that's bidirectional though,

272
00:09:14.200 --> 00:09:16.560
because that's the thing is if you're gonna play this game,

273
00:09:16.560 --> 00:09:18.720
in my opinion, this is the way I play it,

274
00:09:18.720 --> 00:09:22.360
which is that you're like, listen, I don't owe you stuff,

275
00:09:22.360 --> 00:09:24.840
but it means I'm also not gonna say you owe me anything.

276
00:09:24.840 --> 00:09:27.000
And like we're starting there.

277
00:09:27.000 --> 00:09:28.560
That's how I approach those things.

278
00:09:28.560 --> 00:09:29.560
Thanks for taking my questions.

279
00:09:29.560 --> 00:09:30.400
Appreciate it.

280
00:09:30.400 --> 00:09:31.240
You bet, Seth.

281
00:09:31.240 --> 00:09:32.080
Appreciate you.

282
00:09:32.080 --> 00:09:32.920
Good luck, man.

283
00:09:34.360 --> 00:09:36.920
Hey Alex, how is the going?

284
00:09:36.920 --> 00:09:37.960
Selena, what's going on?

285
00:09:37.960 --> 00:09:41.760
How do you strike the balance between offering free value

286
00:09:41.760 --> 00:09:43.120
to pay offers?

287
00:09:43.120 --> 00:09:46.440
Like when is the perfect time to make that switch?

288
00:09:46.440 --> 00:09:49.680
So you give until they ask, it's simple as that.

289
00:09:49.680 --> 00:09:51.840
You give and you keep giving and you keep giving

290
00:09:51.840 --> 00:09:54.320
and you keep giving until eventually people are like,

291
00:09:54.320 --> 00:09:55.400
dude, what else do you have?

292
00:09:55.400 --> 00:09:56.240
Can I get this from you?

293
00:09:56.840 --> 00:09:58.960
Dude, you've helped me so much.

294
00:09:58.960 --> 00:10:00.560
And what happens is you'll start hearing

295
00:10:00.560 --> 00:10:02.520
what different people want from you

296
00:10:02.520 --> 00:10:05.040
and then you'll start noticing the common thread

297
00:10:05.040 --> 00:10:08.200
and then you can ask permission from your audience

298
00:10:08.200 --> 00:10:09.720
of the people that you are providing this value to

299
00:10:09.720 --> 00:10:11.080
and be like, hey, if I did something like this,

300
00:10:11.080 --> 00:10:12.480
would you guys be interested?

301
00:10:12.480 --> 00:10:15.680
And then take a poll, very easy, right?

302
00:10:15.680 --> 00:10:17.800
And if they say lots of them say yes,

303
00:10:17.800 --> 00:10:20.600
then it's like now you have permission from the audience

304
00:10:20.600 --> 00:10:22.720
to then say cool, well, I'm gonna go spend

305
00:10:22.720 --> 00:10:24.240
three months building this for you

306
00:10:24.240 --> 00:10:25.880
and I'm gonna give it to you guys.

307
00:10:25.880 --> 00:10:27.600
Just because you give things away for free

308
00:10:27.600 --> 00:10:30.440
does not mean that everything that you do is free.

309
00:10:30.440 --> 00:10:34.080
We give free stuff in order to get more people interested

310
00:10:34.080 --> 00:10:37.240
and earn more trust so that a longer time horizon

311
00:10:37.240 --> 00:10:39.200
we can convert more people into customers.

312
00:10:39.200 --> 00:10:43.120
A purchase decision is a prediction of future value, right?

313
00:10:43.120 --> 00:10:44.520
Like I'm gonna buy this thing

314
00:10:44.520 --> 00:10:46.880
because I believe that after I buy it,

315
00:10:46.880 --> 00:10:49.640
I'm going to get in access to whatever I paid for, right?

316
00:10:49.640 --> 00:10:53.240
And the best way to increase someone's conviction

317
00:10:53.240 --> 00:10:55.760
that they're going to get value from you in the future

318
00:10:55.760 --> 00:10:58.080
is to provide value to them in the present.

319
00:10:59.800 --> 00:11:01.320
And so that's the whole game

320
00:11:01.320 --> 00:11:03.040
and so I'll give you a different example.

321
00:11:03.040 --> 00:11:05.200
So if I were to go up to 100 people and say,

322
00:11:05.200 --> 00:11:07.440
hey, buy my thing, right?

323
00:11:07.440 --> 00:11:08.600
I might get one person to buy it

324
00:11:08.600 --> 00:11:09.960
because I might have caught them on a good day

325
00:11:09.960 --> 00:11:12.600
and they're really struggling whatever, right?

326
00:11:12.600 --> 00:11:14.120
If I go to the same 100 people and say,

327
00:11:14.120 --> 00:11:17.280
hey, can I solve one of your problems for free?

328
00:11:17.280 --> 00:11:19.120
More than one person will say yes,

329
00:11:19.120 --> 00:11:21.000
maybe 20 people will say yes.

330
00:11:21.000 --> 00:11:22.200
And then from those 20 people,

331
00:11:22.200 --> 00:11:24.360
when you crush it for them and then say,

332
00:11:24.360 --> 00:11:26.680
hey, by the way, I solved this first problem.

333
00:11:26.680 --> 00:11:29.280
You now have another problem that's a better problem

334
00:11:29.280 --> 00:11:30.960
but it's still a problem

335
00:11:30.960 --> 00:11:34.640
and I can solve that for you too in exchange for money.

336
00:11:34.640 --> 00:11:37.160
A way higher percentage of that 20 will now take you up

337
00:11:37.160 --> 00:11:39.560
on the offer and then you get half of those 20

338
00:11:39.560 --> 00:11:41.520
to buy your thing and you go from one sale

339
00:11:41.520 --> 00:11:43.840
talking to 100 people to 10 sales.

340
00:11:43.840 --> 00:11:45.920
So you can 10x your conversion rate

341
00:11:45.920 --> 00:11:48.880
by just adding a level of trust prior to the ask.

342
00:11:48.880 --> 00:11:50.800
How do you come up with that idea and think about,

343
00:11:50.800 --> 00:11:53.480
okay, I'm going to give this for free

344
00:11:53.760 --> 00:11:56.120
and you have the idea, you have the idea.

345
00:11:56.120 --> 00:11:57.360
Honestly, like, okay, I'm going to,

346
00:11:57.360 --> 00:11:59.960
I'm going to dive a little, a level underneath

347
00:11:59.960 --> 00:12:01.920
is that you're not accustomed to the level of work

348
00:12:01.920 --> 00:12:03.800
that's required, like real talk.

349
00:12:03.800 --> 00:12:05.360
You're just not used to it and that's okay.

350
00:12:05.360 --> 00:12:07.720
My level of output and my understanding

351
00:12:07.720 --> 00:12:09.200
of how much work capacity I have

352
00:12:09.200 --> 00:12:10.960
has continued to increase over time.

353
00:12:10.960 --> 00:12:13.200
I've put 200 hours into the presentation

354
00:12:13.200 --> 00:12:14.760
that I'm going to be giving on Saturday.

355
00:12:16.000 --> 00:12:18.560
Most people don't put 200 hours into their product.

356
00:12:20.000 --> 00:12:21.920
It's just, it's just orders of magnitude

357
00:12:21.920 --> 00:12:22.800
in terms of difference

358
00:12:22.880 --> 00:12:24.480
and so like if people saw how much time

359
00:12:24.480 --> 00:12:26.280
I put into the things, they wouldn't be surprised

360
00:12:26.280 --> 00:12:27.080
by the value.

361
00:12:27.960 --> 00:12:28.960
They'd be like, well, that makes sense.

362
00:12:28.960 --> 00:12:30.440
He's been 200 hours on, actually,

363
00:12:30.440 --> 00:12:31.520
I'm a little embarrassed for the guy,

364
00:12:31.520 --> 00:12:34.320
he's spent basically five weeks of work hours

365
00:12:34.320 --> 00:12:37.520
to make one, you know, 90 minute presentation.

366
00:12:37.520 --> 00:12:39.480
And so I think that if you were to think about like,

367
00:12:39.480 --> 00:12:42.040
for you to actually spend legitimately,

368
00:12:42.040 --> 00:12:44.440
like working hours, spend 200 hours

369
00:12:44.440 --> 00:12:46.600
on making something really good

370
00:12:46.600 --> 00:12:48.280
and that doesn't mean making it longer,

371
00:12:48.280 --> 00:12:49.400
it means making it better.

372
00:12:50.400 --> 00:12:53.040
And then give that away for free.

373
00:12:54.240 --> 00:12:56.280
And then what happens is that really is good.

374
00:12:56.880 --> 00:12:58.520
People will then share it with other people

375
00:12:58.520 --> 00:12:59.640
and then you get double effect.

376
00:12:59.640 --> 00:13:01.680
You get more people to take you up on the free offer

377
00:13:01.680 --> 00:13:03.400
and then their friends send you other people.

378
00:13:04.200 --> 00:13:06.760
There's so much more work that goes into it.

379
00:13:06.760 --> 00:13:09.720
I spent six hours a day for two years on this next book.

380
00:13:09.720 --> 00:13:12.760
I worked from six to noon every day

381
00:13:12.760 --> 00:13:14.160
and then I take my meetings.

382
00:13:14.160 --> 00:13:16.400
I did that every day for two years.

383
00:13:17.200 --> 00:13:19.360
And now I'm releasing the book, right?

384
00:13:19.800 --> 00:13:21.480
And I feel very confident that it's a good,

385
00:13:21.480 --> 00:13:23.840
it's a very good product, right?

386
00:13:23.840 --> 00:13:27.040
And so again, I think my level of work in terms of hours

387
00:13:27.040 --> 00:13:28.640
is probably greater than what you were doing.

388
00:13:28.640 --> 00:13:31.080
And I have a lot of stuff going on, right?

389
00:13:31.080 --> 00:13:33.560
But you just have to be able to block the time

390
00:13:33.560 --> 00:13:35.280
and say the first four hours of my day,

391
00:13:35.280 --> 00:13:38.720
every day for this month are making this thing.

392
00:13:38.720 --> 00:13:39.760
And I'm gonna make you exceptional.

393
00:13:39.760 --> 00:13:42.520
And the thing is document you making it,

394
00:13:42.520 --> 00:13:45.000
show people how much work you're putting into it.

395
00:13:45.000 --> 00:13:46.680
And then when you do have it, they're like, wow,

396
00:13:46.680 --> 00:13:47.520
she really did this.

397
00:13:47.520 --> 00:13:50.040
She didn't just whip up a PDF that took her a day.

398
00:13:50.040 --> 00:13:51.920
I used to think that a day of like,

399
00:13:51.920 --> 00:13:53.760
oh, I just took me a whole day.

400
00:13:53.760 --> 00:13:56.240
A whole day in my mind was a long time.

401
00:13:56.240 --> 00:13:59.960
And the nice thing is that the really valuable fruit

402
00:13:59.960 --> 00:14:01.560
are right in front of everyone.

403
00:14:01.560 --> 00:14:03.560
It just has a very tall ladder.

404
00:14:03.560 --> 00:14:05.560
So you just have to climb a lot longer

405
00:14:05.560 --> 00:14:07.840
than other people will to go pick the fruit.

406
00:14:07.840 --> 00:14:09.240
But it's right in front of you.

407
00:14:09.240 --> 00:14:10.560
You just have to spend way more time

408
00:14:10.560 --> 00:14:12.120
making the thing exceptional.

409
00:14:12.120 --> 00:14:14.640
Which also means that all the other distractions

410
00:14:14.640 --> 00:14:16.080
that you're probably distracted on right now

411
00:14:16.080 --> 00:14:17.120
with these little side projects,

412
00:14:17.120 --> 00:14:19.200
this is me just guessing right now, right?

413
00:14:19.200 --> 00:14:21.120
You have to cut that because what you realize is

414
00:14:21.120 --> 00:14:22.400
the amount of work that's required

415
00:14:22.400 --> 00:14:23.920
to make something exceptional

416
00:14:23.920 --> 00:14:26.560
precludes you from doing multiple things.

417
00:14:26.560 --> 00:14:27.400
Yes.

418
00:14:27.400 --> 00:14:29.400
Like you can't do multiple things well.

419
00:14:29.400 --> 00:14:31.200
You can do one thing exceptionally well.

420
00:14:31.200 --> 00:14:33.600
And that means that you have to say no to everything else.

421
00:14:33.600 --> 00:14:34.440
Yeah.

422
00:14:34.440 --> 00:14:37.280
How do you find that exceptional thing then?

423
00:14:37.280 --> 00:14:38.840
It's not that you find it, you make it.

424
00:14:38.840 --> 00:14:40.360
The more you do, the better you get.

425
00:14:40.360 --> 00:14:41.480
And the more you pull the thread

426
00:14:41.480 --> 00:14:43.360
on any of the things that you're interested in,

427
00:14:43.360 --> 00:14:44.440
the deeper you'll go on it.

428
00:14:44.440 --> 00:14:46.240
Because you will get better at it

429
00:14:46.240 --> 00:14:48.280
by the very fact of how much volume

430
00:14:48.280 --> 00:14:49.120
you're putting into it.

431
00:14:49.120 --> 00:14:51.640
So whatever it is that you help people with,

432
00:14:51.640 --> 00:14:53.880
the one that makes you the most money right now,

433
00:14:53.880 --> 00:14:57.160
ignore everything else, ignore the other opportunities,

434
00:14:57.160 --> 00:14:59.800
and say like, how do I make this even easier?

435
00:14:59.800 --> 00:15:01.000
Like think about the value equation.

436
00:15:01.000 --> 00:15:02.360
How do I make it faster for them?

437
00:15:02.360 --> 00:15:03.880
How do I make it less effort for them?

438
00:15:03.880 --> 00:15:05.360
How do I increase their perception

439
00:15:05.360 --> 00:15:07.000
of the likelihood that they're going to succeed?

440
00:15:07.000 --> 00:15:08.320
Which means that you know what?

441
00:15:08.320 --> 00:15:09.440
I've been offering one product,

442
00:15:09.440 --> 00:15:11.520
but I really have three avatars.

443
00:15:11.520 --> 00:15:13.440
And so I need to just make this tiny tweak here

444
00:15:13.440 --> 00:15:15.000
so that this person and this person

445
00:15:15.000 --> 00:15:17.400
and this person will be successful.

446
00:15:17.400 --> 00:15:18.960
Now, if I was going to lean in even more,

447
00:15:18.960 --> 00:15:20.080
I would say just pick one of the three

448
00:15:20.080 --> 00:15:21.360
and then exclude the other ones.

449
00:15:21.360 --> 00:15:23.240
Just master a puddle.

450
00:15:23.240 --> 00:15:24.600
Just be queen of a puddle.

451
00:15:25.680 --> 00:15:27.320
And then you can be queen of a pond.

452
00:15:27.320 --> 00:15:28.400
And then queen of a lake.

453
00:15:28.400 --> 00:15:30.400
And then queen of a bay and then queen of an ocean, right?

454
00:15:30.400 --> 00:15:32.000
But you've got to start with the puddle

455
00:15:32.000 --> 00:15:32.880
because you're like half and half

456
00:15:32.880 --> 00:15:33.920
out between different ones.

457
00:15:33.920 --> 00:15:37.600
Figuring out what's my thing that I'm really, really good at

458
00:15:37.600 --> 00:15:41.280
and like spend a lot of time on and perfecting that.

459
00:15:41.280 --> 00:15:42.920
Don't even think the thing that you're really good at

460
00:15:43.000 --> 00:15:44.480
is you might not be that good at anything right now.

461
00:15:44.480 --> 00:15:46.080
And I'm not saying that as a, that's not a rat.

462
00:15:46.080 --> 00:15:47.640
I'm just saying like that's not a dig.

463
00:15:47.640 --> 00:15:50.960
I'm saying do the one that you forget

464
00:15:50.960 --> 00:15:52.840
about time while you're doing it.

465
00:15:53.800 --> 00:15:55.480
And then you will become excellent

466
00:15:56.920 --> 00:15:58.680
because you'll be able to actually keep working it.

467
00:15:58.680 --> 00:16:00.640
Like you have to solve for what is the thing

468
00:16:00.640 --> 00:16:01.480
that I can work the most?

469
00:16:01.480 --> 00:16:04.280
Like this amount of work is required

470
00:16:04.280 --> 00:16:05.840
to get where you want to go, right?

471
00:16:05.840 --> 00:16:07.160
To be exceptional.

472
00:16:07.160 --> 00:16:10.360
And so then what you solve for is how can I find something

473
00:16:10.360 --> 00:16:12.560
that I don't mind doing this much work of?

474
00:16:12.560 --> 00:16:14.720
But this much work is required no matter what.

475
00:16:15.960 --> 00:16:17.960
And if you do this much work, whether you're learning

476
00:16:17.960 --> 00:16:19.680
to be the best plumber or the best architect

477
00:16:19.680 --> 00:16:22.520
or the best whatever weight loss coach, that,

478
00:16:22.520 --> 00:16:25.640
like if you can do that and forget about time, you'll win.

479
00:16:25.640 --> 00:16:27.000
When I started on YouTube, I told the guy

480
00:16:27.000 --> 00:16:28.320
that was editing my thing.

481
00:16:28.320 --> 00:16:31.200
I said, listen, I'll do three videos a week for 10 years.

482
00:16:31.200 --> 00:16:32.680
I was like, and then it will measure

483
00:16:32.680 --> 00:16:34.240
whether it worked or not.

484
00:16:34.240 --> 00:16:36.040
He's like, I've literally never had anyone say that.

485
00:16:36.040 --> 00:16:39.520
So like, wait, now it's just like you need a perspective shift.

486
00:16:39.520 --> 00:16:41.560
Thank you so much for the opportunity.

487
00:16:41.560 --> 00:16:43.440
And thank you so much for the answer.

488
00:16:46.440 --> 00:16:47.560
Joe, what's up, man?

489
00:16:47.560 --> 00:16:48.400
How are we doing?

490
00:16:48.400 --> 00:16:49.640
Thanks to meet you.

491
00:16:49.640 --> 00:16:51.040
Nice to meet you too.

492
00:16:51.040 --> 00:16:51.880
Awesome.

493
00:16:51.880 --> 00:16:52.720
My name is Joe.

494
00:16:52.720 --> 00:16:54.160
I'm in the gym space.

495
00:16:54.160 --> 00:16:56.000
I'm in the brick and mortar gym space.

496
00:16:56.000 --> 00:16:57.000
The space you move.

497
00:16:57.000 --> 00:16:58.360
I know some stuff about it.

498
00:16:58.360 --> 00:17:00.000
You know some stuff about it.

499
00:17:00.000 --> 00:17:03.160
And I'm one of those guys who read gym launched

500
00:17:03.160 --> 00:17:05.000
a couple of years too late, I'm a little older.

501
00:17:05.000 --> 00:17:08.720
So I made all the mistakes you talked about.

502
00:17:08.720 --> 00:17:10.360
When I felt like, when I read the book,

503
00:17:10.360 --> 00:17:12.400
I felt like I was reading a day job.

504
00:17:12.400 --> 00:17:14.880
I was like, oh my god, all these things happen to me.

505
00:17:14.880 --> 00:17:18.920
So my question to you is me and my business partner, Dan,

506
00:17:18.920 --> 00:17:22.840
are launching a series of 75% personal training studios

507
00:17:22.840 --> 00:17:24.320
who were still in that space.

508
00:17:24.320 --> 00:17:26.720
And we're launching one shortly.

509
00:17:26.720 --> 00:17:30.720
And so using the $100 million leads book that's coming out

510
00:17:30.720 --> 00:17:32.520
and some of the stuff from gym launch

511
00:17:32.520 --> 00:17:35.560
and $100 million offers, what would you do

512
00:17:35.560 --> 00:17:38.640
to launch a gym, our plan, every six months

513
00:17:38.640 --> 00:17:41.720
for the next few years, until we get a number

514
00:17:41.720 --> 00:17:44.120
that we're happy with and we keep going.

515
00:17:44.120 --> 00:17:47.880
My preference, my preferred model is one of two.

516
00:17:47.880 --> 00:17:49.000
Right now, you're already doing one of them,

517
00:17:49.000 --> 00:17:49.840
so I don't even get into the other one.

518
00:17:49.840 --> 00:17:52.840
But I love the semi-private model.

519
00:17:52.840 --> 00:17:56.720
I love that like $300, $400 a month price point,

520
00:17:56.720 --> 00:17:58.880
two to three times a week.

521
00:17:58.880 --> 00:18:03.720
I like going after avatars that have a little bit more money

522
00:18:03.720 --> 00:18:06.200
specifically because for them,

523
00:18:06.200 --> 00:18:08.520
they're not gonna not pay during the holidays.

524
00:18:08.680 --> 00:18:10.920
For them, they're not gonna be breaking the bank

525
00:18:10.920 --> 00:18:11.920
over $300.

526
00:18:13.120 --> 00:18:15.120
And the nice thing, and I think this is,

527
00:18:15.120 --> 00:18:17.640
I got this from Rick May of Alloy.

528
00:18:19.000 --> 00:18:22.600
That model allows you to get to about 5,600,000 a year

529
00:18:22.600 --> 00:18:25.560
with 1,200 square feet, 1,400 square feet,

530
00:18:25.560 --> 00:18:29.400
like super small footprint and a single manager

531
00:18:29.400 --> 00:18:31.720
who's got maybe 10, 20% profit share,

532
00:18:31.720 --> 00:18:34.880
maybe like 40, 50K base and two helpers.

533
00:18:34.880 --> 00:18:37.960
Right, so it's a very simple lean model.

534
00:18:37.960 --> 00:18:40.440
One on six, one on eight, depending on how you want to do it.

535
00:18:41.480 --> 00:18:46.000
And all you have to do is get to 120-ish at the location.

536
00:18:46.000 --> 00:18:47.960
And it's usually 50% margin.

537
00:18:47.960 --> 00:18:52.600
I mean, I have over time simplified and simplified the model

538
00:18:52.600 --> 00:18:54.840
so that there's just so little operational complexity

539
00:18:54.840 --> 00:18:56.080
so that you can scale.

540
00:18:56.080 --> 00:18:58.800
And because of, are you familiar with dumb bars number?

541
00:18:58.800 --> 00:18:59.800
Yeah.

542
00:18:59.800 --> 00:19:02.260
So the reason I like this model is that like most

543
00:19:02.260 --> 00:19:05.560
micro gyms cap at 120 to 150,

544
00:19:05.560 --> 00:19:08.080
and it's because the systems required

545
00:19:08.080 --> 00:19:12.360
to purposely manufacture human connection

546
00:19:12.360 --> 00:19:13.880
become significantly more complex

547
00:19:13.880 --> 00:19:15.680
as you cross that barrier, right?

548
00:19:15.680 --> 00:19:19.560
And so rather than create this very, very complex machine

549
00:19:19.560 --> 00:19:22.840
to make it run at 600 service base members,

550
00:19:22.840 --> 00:19:25.240
I'd rather just have a model

551
00:19:25.240 --> 00:19:28.560
that runs very profitably at 120 to 150 members.

552
00:19:28.560 --> 00:19:31.320
And so lead gen perspective,

553
00:19:31.320 --> 00:19:34.400
number one is that I would do a three month pre-launch.

554
00:19:34.400 --> 00:19:36.760
Number two is that I would disproportionately spend

555
00:19:36.760 --> 00:19:37.640
on the launch.

556
00:19:37.640 --> 00:19:42.880
So I would put like 30 grand into the pre-sales

557
00:19:42.880 --> 00:19:44.640
and I would open at full capacity.

558
00:19:44.640 --> 00:19:48.600
The best gym franchises know how to pre-sale

559
00:19:48.600 --> 00:19:51.160
so that they are in the black in the first month.

560
00:19:51.160 --> 00:19:53.280
And like every time I opened a new location,

561
00:19:53.280 --> 00:19:55.360
like is the first location was the one that I didn't learn

562
00:19:55.360 --> 00:19:57.520
that I learned the lesson on my first one,

563
00:19:57.520 --> 00:19:59.000
because I thought I was trying to get it open as fast

564
00:19:59.000 --> 00:20:00.680
as possible so I could make money.

565
00:20:00.680 --> 00:20:02.120
But with everyone after that,

566
00:20:02.120 --> 00:20:03.840
I tried to do pre-sales as long as possible

567
00:20:03.880 --> 00:20:04.840
that I could make all this money

568
00:20:04.840 --> 00:20:06.480
and not have to pay any expenses.

569
00:20:08.640 --> 00:20:11.360
Real quick guys, if you can think about how you found this podcast,

570
00:20:11.360 --> 00:20:13.840
somebody probably tweeted it, told you about it,

571
00:20:13.840 --> 00:20:16.120
shared it on Instagram or something like that.

572
00:20:16.120 --> 00:20:18.560
The only way this grows is through word of mouth.

573
00:20:18.560 --> 00:20:20.840
And so I don't run ads, I don't do sponsorships,

574
00:20:20.840 --> 00:20:21.840
I don't sell anything.

575
00:20:21.840 --> 00:20:24.200
My only ask is that you continue to pay it forward,

576
00:20:24.200 --> 00:20:25.960
do whoever showed you or however you found out

577
00:20:25.960 --> 00:20:28.120
about this podcast that you do the exact same thing.

578
00:20:28.120 --> 00:20:30.680
So if it was a review, if it was a post,

579
00:20:30.680 --> 00:20:32.040
if you do that, it would mean the world to me

580
00:20:32.040 --> 00:20:33.160
and you'll throw some good karma out there

581
00:20:33.160 --> 00:20:34.160
for another entrepreneur.

582
00:20:35.840 --> 00:20:37.760
And so that way you can also focus too,

583
00:20:37.760 --> 00:20:39.600
because you can just sell for three months,

584
00:20:39.600 --> 00:20:42.840
do nothing but work leads and close contracts.

585
00:20:42.840 --> 00:20:46.000
And then after that, I'm sure what's your turn right now

586
00:20:46.000 --> 00:20:47.480
for some of us?

587
00:20:47.480 --> 00:20:50.160
Right now only about 5%.

588
00:20:50.160 --> 00:20:52.920
Okay, I mean, I would shoot for three,

589
00:20:52.920 --> 00:20:54.960
you know what I mean, but five's okay.

590
00:20:54.960 --> 00:20:56.920
You know, if you've got, let's just say five, right?

591
00:20:56.920 --> 00:20:58.760
And you've got 120 members.

592
00:20:58.760 --> 00:21:00.680
It's six members a month, you gotta replace.

593
00:21:00.680 --> 00:21:03.800
Like it's just like it's so easy to replace that.

594
00:21:04.920 --> 00:21:07.520
And just expect like if you have,

595
00:21:07.520 --> 00:21:10.800
and what's your price point monthly, about 400?

596
00:21:10.800 --> 00:21:14.200
Okay, so 400, so that's an AKLTV, right?

597
00:21:14.200 --> 00:21:16.720
In terms of revenue and our profit, but like AKLTV,

598
00:21:16.720 --> 00:21:18.960
like you should be able to spend 500 bucks

599
00:21:18.960 --> 00:21:20.840
to a car crash where not even sweat on it.

600
00:21:20.840 --> 00:21:24.280
And so like if you pay up to 100 bucks to leave local

601
00:21:24.280 --> 00:21:27.760
so that you can close 20% of those into contracts,

602
00:21:27.760 --> 00:21:28.880
I'm not saying those are good numbers.

603
00:21:28.880 --> 00:21:31.520
I'm saying those are exaggeratedly bad numbers.

604
00:21:31.520 --> 00:21:33.600
You'll still be fine, right?

605
00:21:33.600 --> 00:21:35.680
Because even if you had to close six customers a month,

606
00:21:35.680 --> 00:21:37.360
it's three grand a month an ad, it's just to maintain.

607
00:21:37.360 --> 00:21:38.200
It's nothing.

608
00:21:38.200 --> 00:21:40.280
Now in general, once you talk about, you know,

609
00:21:40.280 --> 00:21:42.160
doing your six week transformation,

610
00:21:42.160 --> 00:21:45.160
you can still recommend that as the primary giveaway,

611
00:21:45.160 --> 00:21:46.440
because that's all the best thing.

612
00:21:46.440 --> 00:21:50.400
I mean, the rapper can change, you know what I mean?

613
00:21:50.400 --> 00:21:52.200
Like I always call, it's just wrapping paper on the present,

614
00:21:52.200 --> 00:21:53.360
but like we're still doing nutrition,

615
00:21:53.360 --> 00:21:54.280
we're still doing workouts.

616
00:21:54.280 --> 00:21:57.880
So like whether I do, you know, six week, 42 days,

617
00:21:57.880 --> 00:22:01.400
21 days, 28 days, you know, belly fat blast,

618
00:22:01.400 --> 00:22:04.440
metal blog reset, like, you know, slim by Halloween,

619
00:22:04.440 --> 00:22:05.640
you know, lean by Halloween, you know,

620
00:22:05.640 --> 00:22:08.720
did it slim for Santa, you know, big booty bootcamp,

621
00:22:08.720 --> 00:22:11.040
free six week challenge, 42 day detox,

622
00:22:11.040 --> 00:22:14.040
like a fucking dynamal, like at the end of the day,

623
00:22:14.040 --> 00:22:17.520
like all of those are rappers that you rotate locally

624
00:22:17.520 --> 00:22:19.160
just so that your ads don't fatigue,

625
00:22:19.160 --> 00:22:21.400
but you want to always push it into the same sales process

626
00:22:21.400 --> 00:22:22.920
so that the ops don't change.

627
00:22:22.920 --> 00:22:24.600
So it's like the adult change,

628
00:22:24.600 --> 00:22:25.440
and then you get on the phone,

629
00:22:25.440 --> 00:22:28.040
like, hey, what made you sign up for insert name or promotion?

630
00:22:28.040 --> 00:22:29.720
They're gonna be like, well, I'm kind of overweight.

631
00:22:29.720 --> 00:22:31.080
And you're like, great.

632
00:22:31.080 --> 00:22:32.080
What have you done so far, right?

633
00:22:32.080 --> 00:22:33.440
And you start going through it.

634
00:22:33.440 --> 00:22:34.800
So my second question is, you know,

635
00:22:34.800 --> 00:22:36.400
with a business partner who, you know,

636
00:22:36.400 --> 00:22:38.720
we have kind of like a different person

637
00:22:38.720 --> 00:22:39.920
that has worked really great together,

638
00:22:39.920 --> 00:22:42.200
17 years of a great partnership.

639
00:22:42.200 --> 00:22:45.720
How do we, how do you manage or what would you recommend?

640
00:22:45.720 --> 00:22:50.120
My preferred mode is take risk, scale fast,

641
00:22:50.120 --> 00:22:52.960
like we have momentum, we're maxed out

642
00:22:52.960 --> 00:22:54.640
in both our other gyms.

643
00:22:54.640 --> 00:22:58.280
We have a great local reputation and recognition.

644
00:22:58.280 --> 00:22:59.680
And I'm like, let's do, you know,

645
00:22:59.680 --> 00:23:02.720
let's do 10 of these in the next like three years

646
00:23:02.720 --> 00:23:04.600
and he's like, lose his mind over it.

647
00:23:04.600 --> 00:23:07.120
Like he's more of a proven guy.

648
00:23:07.120 --> 00:23:10.880
In your experience, you know, what's better?

649
00:23:10.880 --> 00:23:14.800
You know, speed or or or do it.

650
00:23:14.800 --> 00:23:16.040
You're both right.

651
00:23:16.040 --> 00:23:19.880
A good partnership has a yes man and a no man, right?

652
00:23:19.880 --> 00:23:21.880
And so like in my dynamic with Leila,

653
00:23:21.880 --> 00:23:23.960
it's like, I'm yes, she's no, right?

654
00:23:23.960 --> 00:23:26.520
And that's basically how everything gets managed.

655
00:23:26.520 --> 00:23:28.000
If you're up to me, we joke,

656
00:23:28.000 --> 00:23:29.600
it's like we would have a hundred businesses

657
00:23:29.600 --> 00:23:30.960
if we're up to her, we'd have none.

658
00:23:30.960 --> 00:23:34.040
He says no because he's known so much work it is, right?

659
00:23:34.040 --> 00:23:36.240
Like if you're the promoter and the, you know,

660
00:23:36.240 --> 00:23:37.840
CEO, whatever you want to call it,

661
00:23:37.840 --> 00:23:40.480
then there's usually more like strategic works,

662
00:23:40.480 --> 00:23:41.480
there's leadership stuff,

663
00:23:41.480 --> 00:23:43.600
but in terms of like day to day,

664
00:23:43.600 --> 00:23:45.400
they usually bear the brunt of the work.

665
00:23:45.400 --> 00:23:47.560
And so it costs more to them, it's more painful.

666
00:23:47.560 --> 00:23:51.160
And so I'll give you my advice from what I would do

667
00:23:51.160 --> 00:23:53.560
having now worked with an implementer for a long time.

668
00:23:53.560 --> 00:23:56.560
Is I say, what would you need to see for us to be,

669
00:23:56.560 --> 00:23:58.480
for you to feel comfortable with us doing that?

670
00:23:58.480 --> 00:24:00.320
And then she'll say, here's the checklist.

671
00:24:00.320 --> 00:24:01.760
If you do these things and you make sure

672
00:24:01.760 --> 00:24:03.760
these are the things that are done,

673
00:24:03.760 --> 00:24:04.920
we can do the next one.

674
00:24:04.920 --> 00:24:06.920
And then that way we have an agreement.

675
00:24:06.920 --> 00:24:09.440
And to be clear, if we do the same checklist

676
00:24:09.440 --> 00:24:12.200
at location three, you feel good again.

677
00:24:12.200 --> 00:24:15.200
Like yeah, I'm good again if we have these things.

678
00:24:15.200 --> 00:24:17.800
And then you're, and then you're aligned.

679
00:24:17.800 --> 00:24:20.040
And then it's like cool, let's just keep the party going.

680
00:24:20.040 --> 00:24:21.280
That's perfect, yeah, that's great.

681
00:24:21.280 --> 00:24:22.120
That's great advice.

682
00:24:22.120 --> 00:24:22.960
Thank you so much.

683
00:24:22.960 --> 00:24:25.400
I'm really excited looking and grateful

684
00:24:25.400 --> 00:24:27.080
for everything you've given out to the community

685
00:24:27.080 --> 00:24:28.960
of strength for sure.

686
00:24:28.960 --> 00:24:29.800
Appreciate it, man.

687
00:24:29.800 --> 00:24:30.640
Thanks, y'all.

688
00:24:32.680 --> 00:24:33.520
Nicole.

689
00:24:33.520 --> 00:24:34.360
What's up?

690
00:24:34.360 --> 00:24:35.200
I don't know if you remember me.

691
00:24:35.200 --> 00:24:37.920
We met at Eric's, yeah, Mastermind.

692
00:24:37.920 --> 00:24:42.920
So Stinson, I started a podcast doing pretty well.

693
00:24:43.800 --> 00:24:47.920
I made most of my money as a creator doing brand deals.

694
00:24:47.920 --> 00:24:51.120
So for example, I was big in the crypto space.

695
00:24:51.120 --> 00:24:52.960
The second I started my podcast,

696
00:24:52.960 --> 00:24:56.520
I had like a six figure deal, which coming to an end,

697
00:24:56.520 --> 00:24:58.440
I don't think it's going to be renewed.

698
00:24:58.440 --> 00:25:01.160
Everyone that I, everyone that I talk to is like,

699
00:25:01.160 --> 00:25:04.440
Nicole, you've grown on all these social pages,

700
00:25:04.440 --> 00:25:06.600
not just my personal, but like, you know,

701
00:25:06.600 --> 00:25:10.160
other brands that where I'm like curating other people's content.

702
00:25:10.160 --> 00:25:11.920
And everyone's like, it's a no fucking brainer,

703
00:25:11.920 --> 00:25:13.840
do a newsletter.

704
00:25:13.840 --> 00:25:17.160
I talk to, so he'll bloom, for example, you know,

705
00:25:17.160 --> 00:25:20.040
just so lads and his, not his, his model.

706
00:25:21.000 --> 00:25:24.240
But you know, then I also do say recently that like,

707
00:25:24.240 --> 00:25:27.520
subscribers and followers don't really mean anything

708
00:25:27.520 --> 00:25:28.920
like they're a vanity metric.

709
00:25:28.920 --> 00:25:33.280
And you're like, the game is now click retain reward.

710
00:25:33.280 --> 00:25:35.840
What exactly does that look like?

711
00:25:35.840 --> 00:25:39.400
Because I, it's like, currently I have nothing to sell you.

712
00:25:39.400 --> 00:25:40.880
You're good.

713
00:25:40.880 --> 00:25:42.920
And so it's, it's, it's two separate applications.

714
00:25:42.920 --> 00:25:46.880
So from the growth perspective, like growing the audience,

715
00:25:46.880 --> 00:25:48.880
getting more people to see your stuff,

716
00:25:48.880 --> 00:25:51.680
like that in that world, subscribers,

717
00:25:51.680 --> 00:25:54.240
I mean, TikTok has changed the game in terms of

718
00:25:54.240 --> 00:25:55.960
how all the algorithms work, right?

719
00:25:55.960 --> 00:25:58.120
Like right now, if you have 10 million subscribers

720
00:25:58.120 --> 00:25:59.960
on YouTube, if you're next video sucks,

721
00:25:59.960 --> 00:26:01.880
it's not gonna give you, period.

722
00:26:01.880 --> 00:26:02.720
Yeah, it works.

723
00:26:02.720 --> 00:26:03.560
Same thing with Instagram.

724
00:26:03.560 --> 00:26:04.600
You see people with 10 million per, you know,

725
00:26:04.600 --> 00:26:06.160
10 million accounts make a post

726
00:26:06.160 --> 00:26:08.360
and it's got 300 likes on it, right?

727
00:26:09.360 --> 00:26:11.160
It's because on the flip side though,

728
00:26:11.160 --> 00:26:12.800
it's good for new creators because you can come on

729
00:26:12.800 --> 00:26:14.760
with zero followers, make a bang in video

730
00:26:14.760 --> 00:26:16.400
and get 10 million views, right?

731
00:26:16.400 --> 00:26:18.480
And I think, I actually think it's good thing

732
00:26:18.480 --> 00:26:20.640
for everyone because it equalizes the plane field

733
00:26:20.640 --> 00:26:23.080
and makes content cake, like the quality of what you put out,

734
00:26:23.080 --> 00:26:25.360
which I'm always down to compete on that.

735
00:26:25.360 --> 00:26:29.280
And so, so that's from the growth perspective.

736
00:26:29.280 --> 00:26:32.960
From building out a newsletter, like one is top of funnel,

737
00:26:32.960 --> 00:26:34.760
the newsletter, subscribers, I mean,

738
00:26:34.760 --> 00:26:36.840
that like, those are customers, you know what I mean?

739
00:26:36.840 --> 00:26:40.360
And so I'm in no way against having, you know,

740
00:26:40.360 --> 00:26:43.760
a new, a news letter of any sort that provides values,

741
00:26:43.760 --> 00:26:44.880
especially to a niche audience,

742
00:26:44.880 --> 00:26:48.080
because a buddy of mine has a ton of data on,

743
00:26:48.080 --> 00:26:50.760
on subscriber stuff and like the ones that do the best

744
00:26:50.760 --> 00:26:54.480
in terms of LTV and whatnot are typically hyper niche

745
00:26:54.480 --> 00:26:57.800
and high value, so usually a little bit higher price point,

746
00:26:57.800 --> 00:27:01.960
but very specific to like the, because they are so niche,

747
00:27:01.960 --> 00:27:04.160
they can provide it an extent, like a lot of value

748
00:27:04.160 --> 00:27:06.480
to a person versus being like super wide.

749
00:27:06.480 --> 00:27:09.200
It's very hard to provide tremendous value to everyone,

750
00:27:09.200 --> 00:27:10.040
right?

751
00:27:10.040 --> 00:27:11.320
And it's kind of like Elon Musk thing of like,

752
00:27:11.320 --> 00:27:13.040
you can either provide a little bit of value to a lot of people

753
00:27:13.040 --> 00:27:14.640
or a lot of value to a few people.

754
00:27:14.640 --> 00:27:17.920
And so I think if you feel like you're better at a specific niche,

755
00:27:17.920 --> 00:27:20.240
I think it makes sense for you to go,

756
00:27:20.240 --> 00:27:23.520
top of funnel is just get really good at making content,

757
00:27:23.520 --> 00:27:28.040
and then that just converts into your subscriber network,

758
00:27:28.040 --> 00:27:29.120
so you're your newsletter,

759
00:27:29.120 --> 00:27:30.320
and then you sell ads to the newsletter

760
00:27:30.320 --> 00:27:31.800
if you want to from an endorsement perspective.

761
00:27:31.800 --> 00:27:34.800
You can also have your own products if you want to.

762
00:27:34.800 --> 00:27:37.080
You just become a media business at that point,

763
00:27:37.080 --> 00:27:37.920
which is fine.

764
00:27:37.920 --> 00:27:39.680
I mean, I'm a big fan of me business.

765
00:27:39.680 --> 00:27:41.120
Okay, that's really helpful.

766
00:27:41.120 --> 00:27:43.200
The other question that I had,

767
00:27:43.200 --> 00:27:46.320
your dynamic is so different than what we've seen

768
00:27:46.320 --> 00:27:48.000
in like traditional relationships,

769
00:27:48.000 --> 00:27:50.520
yet it still worked and you guys kill it.

770
00:27:50.520 --> 00:27:54.840
So what's that dynamic like and how is it different

771
00:27:54.840 --> 00:27:57.280
and why do you feel like you guys thrive?

772
00:27:58.240 --> 00:28:02.440
We set out to solve a different problem with our relationship.

773
00:28:03.400 --> 00:28:04.480
And so I think that the premise

774
00:28:04.480 --> 00:28:06.320
that most people come into the relationship with

775
00:28:06.320 --> 00:28:08.400
is different than how Layla and I approach the relationship.

776
00:28:08.400 --> 00:28:10.440
And I think that's where I think fundamentally,

777
00:28:10.440 --> 00:28:12.200
like when you're solving a business problem,

778
00:28:12.200 --> 00:28:13.440
I'm sure you've probably asked this

779
00:28:13.440 --> 00:28:14.800
is like what problem are we solving, right?

780
00:28:14.800 --> 00:28:16.120
It's like the first question you're asked is like,

781
00:28:16.120 --> 00:28:17.400
what problem are we solving?

782
00:28:17.400 --> 00:28:19.640
And so most people don't even A, ask that.

783
00:28:19.640 --> 00:28:22.760
But B, if they do, ask that they're usually

784
00:28:22.760 --> 00:28:23.760
trying to solve a different thing.

785
00:28:23.760 --> 00:28:26.680
They're like, I want to have lots of romance

786
00:28:26.680 --> 00:28:31.680
and this big Hollywood love, which from everything that I know

787
00:28:32.400 --> 00:28:35.440
is something that is short-lived and then disappears.

788
00:28:35.440 --> 00:28:37.160
And then you're left with someone that you were looking at

789
00:28:37.160 --> 00:28:39.880
and you're like, well, shit, what do we have in common, right?

790
00:28:39.880 --> 00:28:43.240
And so Layla and I had both rode that roller coaster

791
00:28:43.240 --> 00:28:45.720
multiple times before and we both were at a point

792
00:28:45.720 --> 00:28:47.120
where we're like, you know what?

793
00:28:47.120 --> 00:28:49.200
And mind you, I was very, you know,

794
00:28:49.200 --> 00:28:50.600
dejected at the time when I met her.

795
00:28:50.600 --> 00:28:52.360
I was like, listen, I'm not trying to do anything.

796
00:28:52.360 --> 00:28:53.560
I'm trying to build this.

797
00:28:53.560 --> 00:28:54.840
This is what I'm doing.

798
00:28:54.840 --> 00:28:58.880
And the first 30 dates we had were 30 days in a row

799
00:28:58.880 --> 00:29:00.240
where after our first date,

800
00:29:00.240 --> 00:29:02.080
which if we went to frozen yogurt,

801
00:29:02.080 --> 00:29:03.760
the next date was not a date.

802
00:29:03.760 --> 00:29:07.000
I was like, I'm gonna be working from nine until I go to sleep.

803
00:29:07.000 --> 00:29:10.320
So if you wanna work with me, you can.

804
00:29:10.320 --> 00:29:13.240
And so that was what we did every single day.

805
00:29:13.240 --> 00:29:15.200
Is that I was like, I'm gonna be working.

806
00:29:15.200 --> 00:29:17.200
If you've got work, we can work together.

807
00:29:17.200 --> 00:29:18.800
And so it ended up just being somebody

808
00:29:18.800 --> 00:29:20.760
that I enjoyed spending a lot of time with.

809
00:29:20.760 --> 00:29:22.720
And the romance stuff, honestly, I feel like

810
00:29:22.720 --> 00:29:25.840
didn't really like kick in until like two and a half years

811
00:29:25.840 --> 00:29:26.720
into our marriage.

812
00:29:26.720 --> 00:29:30.200
And I think that our relationship was based on that.

813
00:29:30.200 --> 00:29:34.400
Like respect was first and then we learned the love part.

814
00:29:34.400 --> 00:29:36.400
It's very hard to learn respect.

815
00:29:36.400 --> 00:29:38.640
Being hot or being physically attracted to somebody,

816
00:29:38.640 --> 00:29:40.560
I feel like it's the ticket of entry.

817
00:29:40.560 --> 00:29:43.240
It's not like I see a lot of successful guys

818
00:29:43.240 --> 00:29:46.560
go find the Instagram model.

819
00:29:46.560 --> 00:29:48.240
I meet said Instagram model and I'm like,

820
00:29:48.240 --> 00:29:49.720
how do you live like this?

821
00:29:49.720 --> 00:29:52.640
Like I would kill myself if I had to talk to this person

822
00:29:52.640 --> 00:29:53.480
every day, right?

823
00:29:53.480 --> 00:29:54.720
And they're like, oh, the secret is I don't talk to them.

824
00:29:54.720 --> 00:29:56.760
I'm like, that sounds horrible, right?

825
00:29:56.760 --> 00:29:59.720
And so again, it's like they were solving a different problem.

826
00:29:59.720 --> 00:30:04.720
And so for me, my goal has always been number one.

827
00:30:04.720 --> 00:30:06.760
Like where I want to go, right?

828
00:30:06.760 --> 00:30:10.680
And having somebody who wants to go that way with you

829
00:30:10.680 --> 00:30:13.360
because I was engaged prior to Leila, right?

830
00:30:13.360 --> 00:30:14.160
Wonderful girl.

831
00:30:15.360 --> 00:30:17.440
But we ultimately ended up deciding to cut it off

832
00:30:17.440 --> 00:30:20.360
because we simply had different goals for our lives.

833
00:30:20.360 --> 00:30:21.440
She was like, I want to do this.

834
00:30:21.440 --> 00:30:23.000
And I was like, I don't want to do that.

835
00:30:23.000 --> 00:30:25.240
And it was like, well, what are you going to do?

836
00:30:25.240 --> 00:30:27.720
And we were like, maybe you're a great person

837
00:30:27.720 --> 00:30:28.560
and I'm a great person.

838
00:30:28.560 --> 00:30:30.600
We're just not necessarily like meant to be.

839
00:30:30.600 --> 00:30:31.600
And that's okay.

840
00:30:31.600 --> 00:30:32.560
Because I think on some level,

841
00:30:32.560 --> 00:30:34.680
we say these things like non-negotiables.

842
00:30:34.680 --> 00:30:36.520
But then we negotiate.

843
00:30:36.520 --> 00:30:38.240
And so it's like, either it's a non-negotiable

844
00:30:38.240 --> 00:30:39.200
or it is negotiable.

845
00:30:39.200 --> 00:30:41.360
And for me, it's like where I want to go is not negotiable.

846
00:30:41.360 --> 00:30:43.000
So it's like, I have these goals,

847
00:30:43.000 --> 00:30:44.960
which is where I want to go, my values,

848
00:30:44.960 --> 00:30:46.200
which is how I want to get there.

849
00:30:46.200 --> 00:30:48.200
And then lifestyle, which is what are my interests?

850
00:30:48.200 --> 00:30:49.040
Right?

851
00:30:49.040 --> 00:30:50.320
And if I can find somebody who wants to go the same place,

852
00:30:50.320 --> 00:30:53.560
the same way and have, and likes doing the day-to-day,

853
00:30:53.560 --> 00:30:55.160
the same way as me, then I'm good.

854
00:30:55.160 --> 00:30:57.240
Like the fact that Leila was in a fitness was like,

855
00:30:57.240 --> 00:30:58.360
great, I go to the gym too.

856
00:30:58.360 --> 00:30:59.800
You go to the gym, like it's not going to be weird.

857
00:30:59.800 --> 00:31:01.320
You're not going to be like, oh, I don't want to,

858
00:31:01.600 --> 00:31:03.560
like she's in the same mindset of that, right?

859
00:31:03.560 --> 00:31:06.960
If I'm like, hey, I want to go invest in this workshop

860
00:31:06.960 --> 00:31:08.120
or something, she's not going to be like,

861
00:31:08.120 --> 00:31:09.880
I can't believe we're spending $10,000 on this.

862
00:31:09.880 --> 00:31:14.880
It's like that person who say that is not my partner.

863
00:31:15.080 --> 00:31:18.680
And I think in terms of me being the guy telling you

864
00:31:18.680 --> 00:31:21.560
what the number one thing that attracted me about Leila

865
00:31:21.560 --> 00:31:24.000
was that Leila never tried to change me.

866
00:31:24.000 --> 00:31:25.920
If you want to do big things,

867
00:31:25.920 --> 00:31:28.480
then whoever is going to come along with you

868
00:31:28.480 --> 00:31:31.560
has to be equally big as a person.

869
00:31:31.560 --> 00:31:34.760
And I think a lot of people settle for $45,000 employee.

870
00:31:37.400 --> 00:31:40.640
I mean, if someone, yeah, in the reverse, if I were you,

871
00:31:40.640 --> 00:31:42.280
and someone's like, man, I'm looking for a wife,

872
00:31:42.280 --> 00:31:43.800
and I'd be like, what are you looking for out of the wife?

873
00:31:43.800 --> 00:31:45.960
Like real talk, like not politically correct,

874
00:31:45.960 --> 00:31:47.680
like what are you actually looking for?

875
00:31:47.680 --> 00:31:49.520
And so then, if they're like, man, I love it,

876
00:31:49.520 --> 00:31:52.360
someone cooked and cleaned and fed me and washed my clothes

877
00:31:52.360 --> 00:31:53.600
and ironed and blah, blah, blah, blah.

878
00:31:53.600 --> 00:31:55.440
You're like, okay, question.

879
00:31:55.480 --> 00:31:59.280
If I paid someone $45,000 a year to do that professionally,

880
00:32:00.280 --> 00:32:01.800
then what would our relationship pay?

881
00:32:03.280 --> 00:32:05.200
Because that's an expense.

882
00:32:05.200 --> 00:32:06.040
You know what I mean?

883
00:32:06.040 --> 00:32:06.880
Like, we can just write the check

884
00:32:06.880 --> 00:32:09.320
and like all those things are soft, so like, now what?

885
00:32:11.800 --> 00:32:13.200
Andy, what's up, man?

886
00:32:13.200 --> 00:32:15.800
What is up, Mr. Alex Hermozzi?

887
00:32:15.800 --> 00:32:17.280
Okay, so question I have for you.

888
00:32:17.280 --> 00:32:20.640
I've heard you talk a lot about investing in the S&P me,

889
00:32:20.640 --> 00:32:23.400
instead of the S&P index, like the me 500, right?

890
00:32:23.400 --> 00:32:25.400
What would you say with those skill acquisitions,

891
00:32:25.400 --> 00:32:28.400
like which skills and in what order would you suggest

892
00:32:28.400 --> 00:32:29.640
maybe a person to go through?

893
00:32:29.640 --> 00:32:31.400
Because that kind of ties into your skill stacking

894
00:32:31.400 --> 00:32:34.400
is the methodical way that you think this naturally

895
00:32:34.400 --> 00:32:35.760
ascends to the next one.

896
00:32:35.760 --> 00:32:37.040
I would think about it from the order

897
00:32:37.040 --> 00:32:38.840
of how you would actually make money.

898
00:32:38.840 --> 00:32:42.560
So it's like, well, I have to have something to sell, right?

899
00:32:42.560 --> 00:32:44.040
So you have to have some sort of base skill

900
00:32:44.040 --> 00:32:45.840
that you could sell if you're gonna get into services

901
00:32:45.840 --> 00:32:48.080
or have some sort of base product, right?

902
00:32:48.080 --> 00:32:49.880
Once you know how to do that, so like if you're getting

903
00:32:49.880 --> 00:32:52.000
any commerce, you have to build a store,

904
00:32:52.000 --> 00:32:55.200
talk to manufacturers, make the thing that you're gonna sell,

905
00:32:55.200 --> 00:32:57.160
step one, on the service side, it'd be like,

906
00:32:57.160 --> 00:32:59.200
what's the key skill that I'm gonna acquire

907
00:32:59.200 --> 00:33:00.400
to show people how to do it?

908
00:33:00.400 --> 00:33:03.320
And you can acquire that skill by like working a job,

909
00:33:03.320 --> 00:33:05.800
buying a certification, going through a course,

910
00:33:05.800 --> 00:33:08.040
going to a workshop, like I learned how to run

911
00:33:08.040 --> 00:33:09.480
Facebook ads at a workshop.

912
00:33:09.480 --> 00:33:10.320
You know what I mean?

913
00:33:10.320 --> 00:33:12.280
It cost me three grand at the other workshop

914
00:33:12.280 --> 00:33:13.200
and you had to run Facebook ads.

915
00:33:13.200 --> 00:33:16.120
And so, and that $3,000 has made me

916
00:33:16.120 --> 00:33:18.280
many more than $3,000 over there's my career.

917
00:33:18.280 --> 00:33:22.840
So point being, first thing you start with the thing, right?

918
00:33:22.840 --> 00:33:24.520
The second thing you do is that you have to focus

919
00:33:24.520 --> 00:33:26.800
on promotion, so it's gonna be advertising.

920
00:33:26.800 --> 00:33:29.360
And if you think about, this is the order I did the books, right?

921
00:33:29.360 --> 00:33:32.000
Offers is what answers the question, what do I sell?

922
00:33:32.000 --> 00:33:34.400
And leads answers the question, who do I sell it to?

923
00:33:34.400 --> 00:33:36.040
Right, so like once you have the thing,

924
00:33:36.040 --> 00:33:38.280
then you gotta go sell the thing and let people know about it,

925
00:33:38.280 --> 00:33:39.600
and you have to advertise.

926
00:33:39.600 --> 00:33:42.920
And so that is, that would be the second big skill stack.

927
00:33:42.920 --> 00:33:44.920
The third one would be conversion,

928
00:33:44.920 --> 00:33:47.000
which is like kind of persuasion, so sales,

929
00:33:47.000 --> 00:33:48.360
and there's different ways you can do it.

930
00:33:48.360 --> 00:33:50.000
So like you could learn how to build, you know,

931
00:33:50.000 --> 00:33:51.800
shopping pages and e-commerce that convert,

932
00:33:51.800 --> 00:33:53.720
you could take phone sales, you could learn how to

933
00:33:53.720 --> 00:33:55.840
to pitch and make VSLs, all of those things.

934
00:33:55.840 --> 00:33:57.800
And then finally, if you wanna like learn,

935
00:33:57.800 --> 00:33:59.480
the next piece would be leadership and operations,

936
00:33:59.480 --> 00:34:01.280
cause then you're gonna have to hire people to help you out.

937
00:34:01.280 --> 00:34:03.400
With the caliber of people you work with

938
00:34:03.400 --> 00:34:04.640
and the different levels of threat,

939
00:34:04.640 --> 00:34:06.240
has there been anything that you would say maybe

940
00:34:06.240 --> 00:34:08.680
is the common one or two missing principles

941
00:34:08.680 --> 00:34:11.440
that most business owners are not doing,

942
00:34:11.440 --> 00:34:13.720
or if it may be questions that they're not quite asking

943
00:34:13.720 --> 00:34:16.000
that you see like, sometimes if you're gonna do

944
00:34:16.000 --> 00:34:18.160
like the one or two things, not that they're not all working,

945
00:34:18.160 --> 00:34:19.000
what are they?

946
00:34:19.000 --> 00:34:20.840
Yeah, so I just did a tweet the other day,

947
00:34:20.840 --> 00:34:22.640
but like the difference between, you know,

948
00:34:22.640 --> 00:34:26.000
a thousand and a million is skills, right?

949
00:34:26.000 --> 00:34:28.320
The difference in a million and a hundred million

950
00:34:28.320 --> 00:34:29.920
is character.

951
00:34:29.920 --> 00:34:31.840
The difference in a hundred million and a billion

952
00:34:31.840 --> 00:34:34.960
in my opinion, we'll see if it works, is time.

953
00:34:34.960 --> 00:34:37.600
And so once you have the base skills,

954
00:34:37.600 --> 00:34:39.520
then it's really becomes about who the person is.

955
00:34:39.520 --> 00:34:44.240
And so as you scale up, the speed of scaling

956
00:34:44.240 --> 00:34:48.000
often correlates with the speed of talent or crewmate,

957
00:34:48.000 --> 00:34:50.160
because if you are a shitty person or a shitty boss

958
00:34:50.280 --> 00:34:51.880
or a bad leader or can't have cast division

959
00:34:51.880 --> 00:34:53.840
or can't explain why this is gonna benefit a lot of people,

960
00:34:53.840 --> 00:34:56.400
not just inside the business, but also outside the business.

961
00:34:56.400 --> 00:34:57.680
Then you're not gonna get the best people.

962
00:34:57.680 --> 00:34:58.680
And if you don't have the best people,

963
00:34:58.680 --> 00:34:59.640
you have to work overtime.

964
00:34:59.640 --> 00:35:00.960
And then you never really are able to pull yourself

965
00:35:00.960 --> 00:35:01.800
out of the business.

966
00:35:01.800 --> 00:35:06.000
And so you can measure the size and the scalability

967
00:35:06.000 --> 00:35:08.960
of the company by the talent that they can attract.

968
00:35:08.960 --> 00:35:12.720
Like there's a reason that Google and Meta and Goldman Sachs

969
00:35:12.720 --> 00:35:14.920
and all of these ones pool from all the Harvard,

970
00:35:14.920 --> 00:35:16.880
you know, all the Ivy League schools and all that stuff.

971
00:35:16.880 --> 00:35:18.680
And you know, we make fun of those people,

972
00:35:18.680 --> 00:35:20.520
but they also make all of the money.

973
00:35:20.520 --> 00:35:23.680
And so it's because they have a brand

974
00:35:23.680 --> 00:35:26.560
and they have a huge pipeline of training

975
00:35:26.560 --> 00:35:27.560
that they train people on.

976
00:35:27.560 --> 00:35:29.320
And people also know that when they go to that brand,

977
00:35:29.320 --> 00:35:31.520
Goldman Sachs, McKinsey, whatever,

978
00:35:31.520 --> 00:35:32.480
that they're gonna be able to go

979
00:35:32.480 --> 00:35:33.600
and do whatever they want afterwards.

980
00:35:33.600 --> 00:35:35.840
And so like what happens is you realize

981
00:35:35.840 --> 00:35:37.920
that there's a two-sided funnel, right?

982
00:35:37.920 --> 00:35:40.960
So on one side, you have to learn how to attract customers.

983
00:35:40.960 --> 00:35:43.520
But on the other side, you have to learn how to attract talent.

984
00:35:43.520 --> 00:35:45.760
Because if you just only know how to attract customers,

985
00:35:45.760 --> 00:35:46.960
then everything always breaks

986
00:35:46.960 --> 00:35:48.320
and you can never get over the hump

987
00:35:48.440 --> 00:35:49.680
and you can never scale.

988
00:35:49.680 --> 00:35:51.600
Brilliant, brilliant.

989
00:35:51.600 --> 00:35:52.440
Good man.

990
00:35:52.440 --> 00:35:54.560
Well, man, thank you for reaching back

991
00:35:54.560 --> 00:35:57.880
and helping all of us go forward and taking the shortcut.

992
00:36:00.360 --> 00:36:03.040
How would you approach creating strategies

993
00:36:03.040 --> 00:36:05.320
to generate leads and cultivate

994
00:36:05.320 --> 00:36:08.400
enduring customer relationships in this rapidly evolving

995
00:36:08.400 --> 00:36:10.760
enterprise B2B landscape, right?

996
00:36:10.760 --> 00:36:12.440
When I say enterprise, let me clarify,

997
00:36:12.440 --> 00:36:17.440
I'm speaking to Fortune 500 global 2000 type organizations.

998
00:36:17.920 --> 00:36:20.360
I'll tell you two very different things.

999
00:36:20.360 --> 00:36:23.920
On one hand, I've got a buddy who sells only to Fortune 100.

1000
00:36:24.920 --> 00:36:27.680
And he was telling me that one of the most profitable strategies

1001
00:36:27.680 --> 00:36:30.800
was hiring people from the Fortune 100

1002
00:36:30.800 --> 00:36:34.520
in the departments that they're trying to get on board.

1003
00:36:34.520 --> 00:36:37.520
And then they hire them and they already have all the sway,

1004
00:36:37.520 --> 00:36:40.640
all the influence, all the know how,

1005
00:36:40.640 --> 00:36:42.920
and then they can bring that account with them.

1006
00:36:42.920 --> 00:36:45.400
And then the majority of their revenue

1007
00:36:45.400 --> 00:36:47.400
actually just comes from cross-selling

1008
00:36:47.400 --> 00:36:50.680
all the different markets that those people are at, right?

1009
00:36:50.680 --> 00:36:54.800
So it's like, okay, I had to start with Google, Southwest,

1010
00:36:54.800 --> 00:36:55.640
whatever, right?

1011
00:36:55.640 --> 00:36:57.800
And then I'm moving on to Google, Mexico,

1012
00:36:57.800 --> 00:36:59.480
Google, Latin, or whatever, right?

1013
00:37:00.400 --> 00:37:02.080
And so there's the two biggest areas of expansion

1014
00:37:02.080 --> 00:37:03.800
from that perspective.

1015
00:37:03.800 --> 00:37:07.160
In terms of the legion, I don't think the legion

1016
00:37:07.160 --> 00:37:08.480
really changes very much.

1017
00:37:08.480 --> 00:37:11.080
I think more or less it's just how quickly can I involve

1018
00:37:11.080 --> 00:37:12.840
as many stakeholders as possible

1019
00:37:12.840 --> 00:37:16.560
and make sure that my pitch is oriented to them looking good

1020
00:37:16.560 --> 00:37:20.040
and them having no risk in terms of their job.

1021
00:37:20.040 --> 00:37:23.440
It's like, here's my path to you getting promoted in a raise

1022
00:37:23.440 --> 00:37:25.240
and here's, there's no downside.

1023
00:37:25.240 --> 00:37:26.960
Like it's all about them, you know what I mean?

1024
00:37:26.960 --> 00:37:28.800
But I think part of it is like,

1025
00:37:28.800 --> 00:37:31.080
and I'm assuming you're a leader in the company.

1026
00:37:31.080 --> 00:37:32.480
Yes.

1027
00:37:32.480 --> 00:37:34.560
I think a lot of it is really getting the commission

1028
00:37:34.560 --> 00:37:36.320
breath out of the sales guys.

1029
00:37:37.720 --> 00:37:40.360
And this is like, I'm getting the tactics,

1030
00:37:40.360 --> 00:37:44.480
but I love the term bamfab, right?

1031
00:37:44.480 --> 00:37:45.840
Book a meeting from a meeting,

1032
00:37:45.840 --> 00:37:48.440
which is that we never have anyone falling through the cracks.

1033
00:37:48.440 --> 00:37:51.800
Like we always know what we're doing to move the ball forward

1034
00:37:51.800 --> 00:37:54.400
and I think some guys get tired or they,

1035
00:37:54.400 --> 00:37:56.520
I don't wanna say lazy, but like they get tired

1036
00:37:56.520 --> 00:37:58.400
and they're like, yeah, I'm waiting for response from that.

1037
00:37:58.400 --> 00:37:59.800
It's like, well, when are, when are you meeting with them?

1038
00:37:59.800 --> 00:38:02.200
It's like, well, I'm waiting for the response.

1039
00:38:02.200 --> 00:38:04.760
It's like, if you're not able to push the ball forward

1040
00:38:04.760 --> 00:38:06.720
from one meeting to the next, like that in my opinion

1041
00:38:06.720 --> 00:38:09.680
is a loss, like that's like a missale.

1042
00:38:09.680 --> 00:38:11.680
Even though maybe you could save it,

1043
00:38:11.680 --> 00:38:14.440
but you can dramatically decrease the pipeline

1044
00:38:14.440 --> 00:38:17.040
because even setting the frame

1045
00:38:17.040 --> 00:38:19.680
with the enterprise sale of, listen,

1046
00:38:19.680 --> 00:38:22.720
normal enterprise sales take 12 months, 18 months,

1047
00:38:22.720 --> 00:38:24.600
six months depending on the thing they're selling.

1048
00:38:24.600 --> 00:38:26.640
If you explain to the prospect, you're like, listen,

1049
00:38:26.640 --> 00:38:30.280
it actually doesn't take 12 months, it takes 48 hours.

1050
00:38:31.400 --> 00:38:33.800
Hours of work, not time.

1051
00:38:33.800 --> 00:38:38.560
So if we have 48 one hour meetings to get this done,

1052
00:38:38.560 --> 00:38:41.960
we can just take that and we can stretch it over two years

1053
00:38:41.960 --> 00:38:43.960
or we can do it in three months.

1054
00:38:43.960 --> 00:38:45.440
It's really up to you.

1055
00:38:45.440 --> 00:38:47.960
And I think even just setting that breaks a little bit

1056
00:38:47.960 --> 00:38:49.680
of the like, this feels fast,

1057
00:38:49.680 --> 00:38:52.840
kind of language that a lot of like more corporate people will use.

1058
00:38:52.840 --> 00:38:54.920
And then making sure that the bean counters

1059
00:38:54.920 --> 00:38:59.440
who are approving budget, like, hey, I'm Spinro, yeah.

1060
00:38:59.440 --> 00:39:02.560
That their asses are covered and that they can look good.

1061
00:39:03.560 --> 00:39:05.880
Yeah, for sure, no, it's all good feedback, my friends.

1062
00:39:05.880 --> 00:39:08.080
So just a quick follow up question.

1063
00:39:08.080 --> 00:39:10.800
Then I'll let you go regarding lead gen specific,

1064
00:39:10.800 --> 00:39:12.440
you know, the companies we can compete against

1065
00:39:12.440 --> 00:39:15.480
you're very familiar with McKinsey, Boston, et cetera, right?

1066
00:39:15.480 --> 00:39:18.560
Seems like a lot of little lead gen is based on content,

1067
00:39:18.560 --> 00:39:20.480
specifically gated content.

1068
00:39:20.480 --> 00:39:22.400
And you know, part of your value equation

1069
00:39:22.400 --> 00:39:25.040
that I really like is, you know, value on the front end,

1070
00:39:25.040 --> 00:39:27.920
which is kind of difficult at the enterprise level.

1071
00:39:27.920 --> 00:39:30.240
Any thoughts there moving forward?

1072
00:39:30.240 --> 00:39:32.480
Is that you see that, you know, kind of staying the same,

1073
00:39:32.480 --> 00:39:33.320
maintaining that?

1074
00:39:33.320 --> 00:39:34.320
I think that's 100%.

1075
00:39:34.320 --> 00:39:36.680
Yeah, I mean, I think it's the same reason McKinsey, for example,

1076
00:39:36.680 --> 00:39:38.560
puts out all those white papers and Goldman Sachs

1077
00:39:38.560 --> 00:39:40.400
put all their industry analysis out, right?

1078
00:39:40.400 --> 00:39:43.080
And you opt in to get it and then they'll follow up with you.

1079
00:39:43.080 --> 00:39:44.680
And I think, I mean, in my opinion,

1080
00:39:44.680 --> 00:39:47.360
this may be over simplification, but I'm a simple guy.

1081
00:39:47.360 --> 00:39:51.040
Like, I'll get the name from anywhere in the org

1082
00:39:51.040 --> 00:39:54.040
that that downloads the thing that's valuable for them.

1083
00:39:54.040 --> 00:39:56.960
And then that's where the scripting comes in of the judo of like,

1084
00:39:56.960 --> 00:39:58.640
hey, you got this thing, what do you get in this thing for?

1085
00:39:58.640 --> 00:40:00.280
Well, we're working on this initiative or whatever.

1086
00:40:00.280 --> 00:40:03.080
It's like, well, like, what's, you know, you get in the sale,

1087
00:40:03.080 --> 00:40:05.240
like, what's the objective, what are you guys trying to do?

1088
00:40:05.240 --> 00:40:06.280
Cool. Well, who else isn't involved?

1089
00:40:06.280 --> 00:40:08.040
And then you start moving away through the org.

1090
00:40:08.040 --> 00:40:11.960
So I want to pull the thread from wherever I can.

1091
00:40:11.960 --> 00:40:15.440
I'm sorry, get the thread and then just start pulling my way.

1092
00:40:15.440 --> 00:40:16.680
No, that's great stuff, man.

1093
00:40:16.680 --> 00:40:17.800
I really appreciate it.

1094
00:40:17.800 --> 00:40:20.400
Looking forward to the new release on Saturday, man.

1095
00:40:20.400 --> 00:40:21.920
Thanks, but I appreciate you, Tom.