WEBVTT 1 00:00:00.000 --> 00:00:04.160 And honestly, what I have found in most of my selling experiences that the more honest 2 00:00:04.160 --> 00:00:08.800 you are, the more you still end up selling, because it's so counter what sales people 3 00:00:08.800 --> 00:00:12.800 do that we were like, wow, I can trust this guy. 4 00:00:12.800 --> 00:00:18.680 Welcome to the game where we talk about how to get more customers, how to make more 5 00:00:18.680 --> 00:00:21.920 per customer and how to keep them longer than the many failures and lessons we have learned 6 00:00:21.920 --> 00:00:22.920 along the way. 7 00:00:22.920 --> 00:00:27.720 I hope you enjoy and subscribe. 8 00:00:27.720 --> 00:00:30.520 Alex Ramozzi, it's great to have you here on the learning leaders show. 9 00:00:30.520 --> 00:00:31.520 Welcome, man. 10 00:00:31.520 --> 00:00:33.320 Nice to be here. 11 00:00:33.320 --> 00:00:40.560 I heard a stat and I just need to confirm if this is true, man, you are great, great grandfather. 12 00:00:40.560 --> 00:00:42.240 Had 400 children? 13 00:00:42.240 --> 00:00:43.480 Is that correct? 14 00:00:43.480 --> 00:00:44.480 That is correct. 15 00:00:44.480 --> 00:00:45.480 Wow. 16 00:00:45.480 --> 00:00:50.160 Can you share a little more about your background and where you come from and what your great grandfather 17 00:00:50.160 --> 00:00:51.160 did? 18 00:00:51.160 --> 00:00:57.360 Yeah, so he's from the Kajar dynasty, which was the one that preceded the Shah in Iran. 19 00:00:57.360 --> 00:01:00.400 And so he, mind you, that was not with one woman, obviously. 20 00:01:00.400 --> 00:01:03.240 And he had the means to support 400 kids, good for him. 21 00:01:03.240 --> 00:01:07.800 But yeah, I'm Iranian and he was one of the last Persian, Persian bros who was leading 22 00:01:07.800 --> 00:01:08.800 the place. 23 00:01:08.800 --> 00:01:13.880 And then he had a kid, one of those 400 and one of those 400 had 19 kids and one of those 24 00:01:13.880 --> 00:01:19.240 19 kids was my grandfather and one of, and then that guy had two kids and one of those 25 00:01:19.240 --> 00:01:22.240 was my dad and then there's me. 26 00:01:22.240 --> 00:01:25.640 I know you don't have children yet and I think that's still up in the air, although you've 27 00:01:25.640 --> 00:01:31.800 made lots and lots of money, you do not want to give any of that to your potential future 28 00:01:31.800 --> 00:01:32.800 kids. 29 00:01:32.800 --> 00:01:33.800 Is that correct? 30 00:01:33.800 --> 00:01:34.800 Yeah. 31 00:01:34.800 --> 00:01:35.800 Why is that? 32 00:01:35.800 --> 00:01:40.280 Well, I didn't get anything from the Emperor of the Kajar dynasty, so I mean, like, why 33 00:01:40.280 --> 00:01:41.280 should they? 34 00:01:41.280 --> 00:01:44.920 No, I mean, I just think that on any, okay, so you played out like micro macro, right? 35 00:01:44.920 --> 00:01:50.040 So like on a, from a macro perspective, you multiply out generations and like, it doesn't 36 00:01:50.040 --> 00:01:52.600 matter how much wealth you have, it's going to get, it's going to get spread enormous 37 00:01:52.600 --> 00:01:57.320 nothing, which is the situation I'm in with, in direct correlation with that. 38 00:01:57.320 --> 00:02:01.040 And the other is on the micro level, I think wealth that is given is not a gift. 39 00:02:01.040 --> 00:02:05.280 I think it's a curse, and I think it ends up hurting more people than it does helping, 40 00:02:05.280 --> 00:02:12.000 because like a lot of meaning in life comes from struggle and work and who would become 41 00:02:12.000 --> 00:02:14.320 in the face of stress and hardship. 42 00:02:14.320 --> 00:02:18.680 Give me one of my favorite quotes is the work works on you more than you work on it. 43 00:02:18.680 --> 00:02:24.240 And so like to rob someone of the ability to have struggle in their life might rob them 44 00:02:24.240 --> 00:02:28.200 from becoming the person they ultimately should or would want to become. 45 00:02:28.200 --> 00:02:32.680 And so I think if I have the desire to have my kids become certain types of people, then 46 00:02:32.680 --> 00:02:36.480 I want to set up the conditions that they become that if you have a kid, you don't want, 47 00:02:36.480 --> 00:02:38.560 like no one's like, man, I just want my kid to be rich. 48 00:02:38.560 --> 00:02:41.520 Like no one thinks that they want their kids to be good people. 49 00:02:41.520 --> 00:02:45.040 And so it's like, if you want good kids to be good people, then set up the conditions 50 00:02:45.040 --> 00:02:47.920 that create a good person. And that doesn't come from easy times. 51 00:02:47.920 --> 00:02:49.520 Not necessarily. 52 00:02:49.520 --> 00:02:51.880 Are you guys going to have kids? 53 00:02:51.880 --> 00:02:52.880 Don't know. 54 00:02:52.880 --> 00:02:54.480 Not yes, not no. 55 00:02:54.480 --> 00:02:57.040 Yeah, just, I mean, Laila's young. 56 00:02:57.040 --> 00:02:58.680 I'm 33. 57 00:02:58.680 --> 00:03:00.280 Like it's we got a time. 58 00:03:00.280 --> 00:03:03.480 Yeah, I think it's just a fascinating way to view it. 59 00:03:03.480 --> 00:03:08.040 And I think it's a really mature way when it comes to because you're so right. 60 00:03:08.040 --> 00:03:10.320 I mean, you think about how you've built what you've built. 61 00:03:10.320 --> 00:03:11.960 It didn't come from easy times. 62 00:03:11.960 --> 00:03:15.200 It comes from being willing to grind through it. 63 00:03:15.200 --> 00:03:19.800 And that is actually a gift, even though it doesn't always feel like it in the moment. 64 00:03:19.800 --> 00:03:24.600 And I think reframing reality and having more of those is basically tools in your skill 65 00:03:24.600 --> 00:03:29.720 set to go through hard times reframing them as times that make you harder. 66 00:03:29.720 --> 00:03:32.560 And if that's the ultimate goal, then like, why would it be upset about it? 67 00:03:32.560 --> 00:03:35.480 It's like a hard workout being like, man, this workout's hard. 68 00:03:35.480 --> 00:03:38.760 It's like, yeah, but it's making me harder as a person and so that's what I want. 69 00:03:38.760 --> 00:03:40.760 And so then it's like, I don't present the workout anymore. 70 00:03:40.760 --> 00:03:44.560 I think it is just a requisite for where I want to go. 71 00:03:44.560 --> 00:03:48.120 You have one of my favorite quotes ever when it comes to confidence. 72 00:03:48.120 --> 00:03:53.320 And I use it a lot when people ask me about imposter syndrome, perhaps they've gotten 73 00:03:53.320 --> 00:03:58.120 promoted early or earlier than they think, even though they went for a job. 74 00:03:58.120 --> 00:04:02.880 And the quote in a love for you to expand is you don't become confident by shouting affirmations 75 00:04:02.880 --> 00:04:08.360 in the mirror, but by having a stack of undeniable proof that you are who you say you are 76 00:04:08.360 --> 00:04:10.640 outwork yourself doubt. 77 00:04:10.640 --> 00:04:15.880 And someone comes you with imposter syndrome or not fully sure of themselves. 78 00:04:15.880 --> 00:04:17.040 What do you say to them? 79 00:04:17.040 --> 00:04:20.960 It's really reasonable that you'd feel this way. 80 00:04:20.960 --> 00:04:24.480 Maybe you shouldn't be confident because that's the thing is it's like, if we were to 81 00:04:24.480 --> 00:04:26.280 zoom in, like, what does the word confidence mean? 82 00:04:26.280 --> 00:04:27.880 Like, let's look at statistics, right? 83 00:04:27.880 --> 00:04:30.280 People are like, what is our confidence in this statistic? 84 00:04:30.280 --> 00:04:31.360 And so they have evidence. 85 00:04:31.360 --> 00:04:36.360 They have data to support how confident they are in whatever the status, right? 86 00:04:36.360 --> 00:04:40.280 And so if we are confident in something that it means that we believe we have a high 87 00:04:40.280 --> 00:04:43.560 probability of achieving whatever the prediction is, right? 88 00:04:43.560 --> 00:04:45.960 So like, how strong is the prediction we have? 89 00:04:45.960 --> 00:04:47.760 Well, how do you make predictions? 90 00:04:47.760 --> 00:04:51.000 You usually use a basis of data. 91 00:04:51.000 --> 00:04:54.960 And so if our past is the data set that we have, then we can, like, if I've worked out 92 00:04:54.960 --> 00:05:01.280 every day for four years and then somebody comes up to me and is like, dude, you're just 93 00:05:01.280 --> 00:05:05.520 so like confident about working out or it just seems like you're so certain. 94 00:05:05.520 --> 00:05:07.800 Like how are you so motivated? 95 00:05:07.800 --> 00:05:11.200 Well, this stuff, it's like, I'm pretty confident I'm going to go to the gym because I have 96 00:05:11.200 --> 00:05:13.640 gone to the gym every day for four years. 97 00:05:13.640 --> 00:05:18.880 I think confidence, if you're wearing it doesn't feel like confidence, it feels obvious. 98 00:05:18.880 --> 00:05:24.520 And I think that's the big difference because I remember that tweet got taken from multiple 99 00:05:24.520 --> 00:05:27.600 different instances and then glued together. 100 00:05:27.600 --> 00:05:33.360 So the outwork yourself out came from a small speaking event that Layla and I did. 101 00:05:33.360 --> 00:05:36.600 And someone said, how do you guys, because I just presented all the stuff on sales and 102 00:05:36.600 --> 00:05:37.600 building sales teams? 103 00:05:37.600 --> 00:05:39.680 And they were like, how are you so confident? 104 00:05:39.680 --> 00:05:41.800 Like you seem so certain about this stuff. 105 00:05:41.800 --> 00:05:45.200 And I was like, and it was weird because I like, I don't come from the personal development 106 00:05:45.200 --> 00:05:46.200 world. 107 00:05:46.200 --> 00:05:47.640 So this was like all new to me. 108 00:05:47.640 --> 00:05:49.920 And I kind of like, I was like, I don't know. 109 00:05:49.920 --> 00:05:51.360 This is just what it is. 110 00:05:51.360 --> 00:05:53.920 This is how you build and scale sales teams. 111 00:05:53.920 --> 00:05:56.160 I know this because I've done it. 112 00:05:56.160 --> 00:05:57.160 Like this is it. 113 00:05:57.160 --> 00:05:59.920 I don't need to beat my chest and look in the mirror and be like, really, like I'm going 114 00:05:59.920 --> 00:06:00.920 to crush the speech today. 115 00:06:00.920 --> 00:06:05.120 It was just because I was talking about stuff I knew and I knew it because I had done it. 116 00:06:05.120 --> 00:06:10.320 And so if someone isn't confident, they might be, it might be right for them to be unconfident. 117 00:06:10.320 --> 00:06:15.320 Now the flip side is, and this is what I would add to answer that person, not tongue and 118 00:06:15.320 --> 00:06:16.320 cheek. 119 00:06:16.320 --> 00:06:21.240 If somebody actually did come to me, I would say, what would you require someone to have 120 00:06:21.240 --> 00:06:26.520 done for you to say it would be reasonable for them to talk about this subject? 121 00:06:26.520 --> 00:06:31.600 And if they listed out these stats and then I said, okay, do you match that or do you 122 00:06:31.600 --> 00:06:32.920 exceed that? 123 00:06:32.920 --> 00:06:36.320 And now if they said, I do kind of match that and you see that, then I'm like, then just 124 00:06:36.320 --> 00:06:37.320 get out of your own way, man. 125 00:06:37.320 --> 00:06:38.320 Just talk about what you know. 126 00:06:38.320 --> 00:06:41.480 And if you feel like you don't know it, then don't say it. 127 00:06:41.480 --> 00:06:44.160 And on the flip side, if they're like, no, I don't match that, then I'm like, then get 128 00:06:44.160 --> 00:06:45.880 off the fucking stage. 129 00:06:45.880 --> 00:06:47.120 Go back in the trenches. 130 00:06:47.120 --> 00:06:48.120 Go do the reps. 131 00:06:48.120 --> 00:06:51.280 And then when you come back, you will feel confident because you will have, quote, outworked 132 00:06:51.280 --> 00:06:56.560 yourself out, which is really giving yourself on an album because like, I don't like the 133 00:06:56.560 --> 00:06:58.360 chest beating thing. 134 00:06:58.360 --> 00:07:05.960 If you are confident without data, your delusion, like you're a faker, yeah, I just think it's 135 00:07:05.960 --> 00:07:06.960 fake. 136 00:07:06.960 --> 00:07:10.800 You're either faking it or you are copy pasting someone else's experience. 137 00:07:10.800 --> 00:07:13.280 Then otherwise, where would you get the data for? 138 00:07:13.280 --> 00:07:14.280 Like what you're saying? 139 00:07:14.280 --> 00:07:15.280 Where would you get it from? 140 00:07:15.280 --> 00:07:18.120 You get it from somebody else that you heard, which means you're irrelevant. 141 00:07:18.120 --> 00:07:20.440 Like they probably said it better because they did it. 142 00:07:20.440 --> 00:07:22.320 So just like, stop and go to your own thing. 143 00:07:22.320 --> 00:07:23.880 How was it for you at the beginning? 144 00:07:23.880 --> 00:07:28.600 So before, because I've seen all the stories of when you were poor, had nothing meet your 145 00:07:28.600 --> 00:07:29.600 wife, right? 146 00:07:29.600 --> 00:07:32.160 You're living with her parents, all this stuff. 147 00:07:32.160 --> 00:07:36.800 So there was a time that wasn't that long ago, actually, where you had none of this stuff, 148 00:07:36.800 --> 00:07:38.880 none of this fame and fortune. 149 00:07:38.880 --> 00:07:41.040 What were you like at the beginning of that? 150 00:07:41.040 --> 00:07:46.520 Well, to give the full context there, I had six gyms on that live. 151 00:07:46.520 --> 00:07:48.440 So I was reasonably successful. 152 00:07:48.440 --> 00:07:50.920 I then lost it up. 153 00:07:50.920 --> 00:07:52.560 So you messed it up. 154 00:07:52.560 --> 00:07:54.320 Three point. 155 00:07:54.320 --> 00:07:58.040 So I lost it all, but I still have the skills, which is why I'm a big proponent of having 156 00:07:58.040 --> 00:07:59.040 skills. 157 00:07:59.040 --> 00:08:03.040 So I sold the gyms successfully, and then I wanted to do this new model. 158 00:08:03.040 --> 00:08:06.520 The new model didn't work, or I had to have some tweaks on it. 159 00:08:06.520 --> 00:08:09.920 And so the evidence that I had, like, did I have evidence that I knew how to generate 160 00:08:09.920 --> 00:08:10.920 leads? 161 00:08:10.920 --> 00:08:11.920 Yes, that evidence. 162 00:08:11.920 --> 00:08:12.920 I knew how to sell. 163 00:08:12.920 --> 00:08:13.920 Yes. 164 00:08:13.920 --> 00:08:14.920 The evidence that I knew that this promotion would work. 165 00:08:14.920 --> 00:08:15.920 Yes. 166 00:08:15.920 --> 00:08:16.920 I know that I tested multiple markets. 167 00:08:16.920 --> 00:08:17.920 Yes. 168 00:08:17.920 --> 00:08:21.920 And so I was relatively confident, despite the fact that it was an insane risk, which I mean, 169 00:08:21.920 --> 00:08:26.920 like, people see my stuff now and believe me, it still took all that I had from a ball's 170 00:08:26.920 --> 00:08:32.400 perspective to put 100 grand on a credit card when I had a thousand dollars in my bank account. 171 00:08:32.400 --> 00:08:35.720 But it was also because I was used to making a hundred grand a month, and I was very confident 172 00:08:35.720 --> 00:08:37.640 that we would make it again. 173 00:08:37.640 --> 00:08:41.880 And so like, it was a risk, but I'm not a moron, you know what I mean? 174 00:08:41.880 --> 00:08:47.760 And so it makes the dramatic story, but at the same degree, like the month before that, 175 00:08:47.760 --> 00:08:50.440 I had done a hundred grand in sales too. 176 00:08:50.440 --> 00:08:54.400 I just hadn't been able to collect on it because the processor didn't process the money. 177 00:08:54.400 --> 00:08:55.400 And so that's the thing. 178 00:08:55.400 --> 00:08:59.920 It's like, if I had put a hundred grand on a credit card, having a thousand dollars 179 00:08:59.920 --> 00:09:04.040 in my bank account, having never done whatever this new business was, needing to make a hundred 180 00:09:04.040 --> 00:09:10.080 grand in the first month of a brand new thing with no experience, that would be stupid. 181 00:09:10.080 --> 00:09:16.280 Like to such a large degree that like the likelihood of success would be really low. 182 00:09:16.280 --> 00:09:21.400 I had evidence that I had six figure months, multiple many months before that, right? 183 00:09:21.400 --> 00:09:23.960 It was just that I had lost everything. 184 00:09:23.960 --> 00:09:28.000 And then I had gone all in on this next launch, crushed the launch, and then not gotten 185 00:09:28.000 --> 00:09:29.240 the money for it. 186 00:09:29.240 --> 00:09:33.040 And then because I was supposed to have had that extra hundred grand to float this next 187 00:09:33.040 --> 00:09:36.480 one, six guys that already quit their jobs to start. 188 00:09:36.480 --> 00:09:40.880 So I was confident of the launch six gyms the next month, but I didn't have the money. 189 00:09:40.880 --> 00:09:43.080 So that was where the risk came from. 190 00:09:43.080 --> 00:09:47.000 But I would say that like a lot of the stuff that's happened and I'm going to go on this 191 00:09:47.000 --> 00:09:50.040 little tangent here, but I think it'll maybe be useful. 192 00:09:50.040 --> 00:09:56.760 Most of the quote status and asking to speak on stuff has come always after the fact. 193 00:09:56.760 --> 00:10:04.880 So I got asked to speak about launching gyms after I already launched a bunch of gyms. 194 00:10:04.880 --> 00:10:07.680 And I was just talking to somebody's like, dude, you should speak in my event. 195 00:10:07.680 --> 00:10:10.320 He's like, I don't ever do this, but like, you would be great. 196 00:10:10.320 --> 00:10:11.320 And I was like, I don't. 197 00:10:11.480 --> 00:10:13.920 I was like, dude, I'm just a gem on a pen. 198 00:10:13.920 --> 00:10:15.840 And he's like, no, I want to have some brick and mortar. 199 00:10:15.840 --> 00:10:16.840 This is mostly online. 200 00:10:16.840 --> 00:10:19.040 So it would be cool to show that I was like, all right. 201 00:10:19.040 --> 00:10:21.760 And so I just, and it was weird because I do remember this. 202 00:10:21.760 --> 00:10:23.400 And this is my, like, might be an interesting point. 203 00:10:23.400 --> 00:10:26.880 It's like, I'd always been nervous to speak when I was in school, like, 204 00:10:26.880 --> 00:10:31.520 you have like a presentation or a project or whatever is always like really nervous to talk. 205 00:10:31.520 --> 00:10:36.920 But for the first time in my life, when I got up in front of a, it was like a 1,500 206 00:10:36.920 --> 00:10:39.600 person audience, like I was nervous in high school. 207 00:10:39.600 --> 00:10:42.000 And this is the first time I talk is 15 or people. 208 00:10:42.000 --> 00:10:45.360 And I remember not being nervous at all. 209 00:10:45.360 --> 00:10:47.880 And I was like, why is that? 210 00:10:47.880 --> 00:10:51.280 And I was like, I'm just talking about what I did. 211 00:10:51.280 --> 00:10:52.240 And so that was it. 212 00:10:52.240 --> 00:10:56.080 And so like the slides that I had, I was like, well, this is the ad I ran. 213 00:10:56.080 --> 00:10:58.040 And this was the lead cost. 214 00:10:58.040 --> 00:11:00.680 And this is how we follow up with leads. 215 00:11:00.680 --> 00:11:03.240 And this is how many people scheduled, this how many people showed, 216 00:11:03.240 --> 00:11:04.920 this is how many sales we made. 217 00:11:04.920 --> 00:11:08.040 And this is how I launched the last however many gyms that I've done. 218 00:11:08.160 --> 00:11:10.000 And then everyone went fucking nuts. 219 00:11:10.000 --> 00:11:12.240 And I was like, this is so weird. 220 00:11:12.240 --> 00:11:14.360 And so it was like, it was very, it was weird for me. 221 00:11:14.360 --> 00:11:17.800 And so a lot of times I prefer to be on the opposite side of it, 222 00:11:17.800 --> 00:11:20.960 which is like, I don't want to talk about hitting a billion until we're out of 223 00:11:20.960 --> 00:11:22.120 billion. 224 00:11:22.120 --> 00:11:25.400 I had someone comment being like, oh, you don't know how to hit a billion. 225 00:11:25.400 --> 00:11:27.920 I was like, well, I have a pretty decent idea of what I'm going to do. 226 00:11:27.920 --> 00:11:30.840 I was like, but I'm not going to say I know it until I've been there. 227 00:11:30.840 --> 00:11:33.360 I can talk about crossing that fingers because I know it's up in there. 228 00:11:33.360 --> 00:11:35.600 And so it's just like, I prefer to talk about that way. 229 00:11:35.600 --> 00:11:39.760 Mostly because maybe I'm just a big pansy and I can't front anything. 230 00:11:39.760 --> 00:11:43.360 And I feel so insecure about anything unless I have absolute proof that I can 231 00:11:43.360 --> 00:11:47.560 stand by it because I call like my closest friend, Dr. Kashi, we call it the podcast 232 00:11:47.560 --> 00:11:52.040 test, which is like, if someone drills down on this in a podcast, what are you going 233 00:11:52.040 --> 00:11:53.040 to say? 234 00:11:53.040 --> 00:11:56.440 And so for me, the easiest thing to always have is just a big fucking stack of proof. 235 00:11:56.440 --> 00:11:58.200 They're like, I don't think you're good at sales. 236 00:11:58.200 --> 00:12:02.840 I'm like, okay, like I don't know what good at sales means, closed four thousand 237 00:12:02.840 --> 00:12:03.840 of them. 238 00:12:03.840 --> 00:12:05.560 I don't know if that makes me good or bad. 239 00:12:05.560 --> 00:12:07.320 I've done a lot of it. 240 00:12:07.320 --> 00:12:08.760 And I'll say, this is what's worked for me. 241 00:12:08.760 --> 00:12:11.880 And if it helps you awesome, if it doesn't, no worries, because it's not going to change 242 00:12:11.880 --> 00:12:12.880 the data. 243 00:12:12.880 --> 00:12:17.080 Hey, guys, love that you're listening to the podcast. 244 00:12:17.080 --> 00:12:21.120 If you ever want to have the video version of this, which usually has more facts, more 245 00:12:21.120 --> 00:12:26.160 visuals, more graphs, you know, drawn out stuff, sometimes it can help hit the brain centers 246 00:12:26.160 --> 00:12:27.160 in different ways. 247 00:12:27.160 --> 00:12:28.160 You can check out my YouTube channel. 248 00:12:28.160 --> 00:12:29.160 It's absolutely free. 249 00:12:29.160 --> 00:12:34.760 So check that out if that's what you are into and if not, keep enjoying the show. 250 00:12:34.760 --> 00:12:41.840 So for that person that hasn't done it, do you just have to act and do your way into 251 00:12:41.840 --> 00:12:43.080 gaining the confidence? 252 00:12:43.080 --> 00:12:47.640 So it went in doubt, take action, start before you're ready, get going to get good. 253 00:12:47.640 --> 00:12:48.880 All of those types of things. 254 00:12:48.880 --> 00:12:50.200 Is that where you're thinking? 255 00:12:50.200 --> 00:12:51.920 So I actually think you need to chunk down. 256 00:12:51.920 --> 00:12:56.640 So what it is like, you're not going to, so if you're like, I want to get started in 257 00:12:56.640 --> 00:12:57.640 sales. 258 00:12:57.640 --> 00:12:58.640 Right. 259 00:12:59.000 --> 00:13:02.360 Well, there are lots of things that are required to be successful in sales that you might 260 00:13:02.360 --> 00:13:03.720 have evidence to be good at. 261 00:13:03.720 --> 00:13:05.080 Are you going to communicate it? 262 00:13:05.080 --> 00:13:06.480 Can you show up on time? 263 00:13:06.480 --> 00:13:08.240 Are you going to do repetitive tasks? 264 00:13:08.240 --> 00:13:09.840 How can you handle rejection? 265 00:13:09.840 --> 00:13:12.800 These are all things that you could test before you get into sales. 266 00:13:12.800 --> 00:13:17.520 And so you'd say, I think I'm going to be good at sales because I have this data. 267 00:13:17.520 --> 00:13:19.960 And so I think this is a good match for me as a career path. 268 00:13:19.960 --> 00:13:22.640 Now if you're like, I hate rejection, I can't show up on time. 269 00:13:22.640 --> 00:13:27.520 I'm super like, I hate talking to people every day and rejection crushes my soul. 270 00:13:27.520 --> 00:13:29.800 This might not be the career for you. 271 00:13:29.800 --> 00:13:33.840 And so it's just like one of the micro things that are like, again, if you were to make 272 00:13:33.840 --> 00:13:38.040 the perfect salesperson who had zero experience, but you thought you'd have a really high prediction 273 00:13:38.040 --> 00:13:41.320 that they would be good at sales, what would you have to make them do? 274 00:13:41.320 --> 00:13:42.520 I'd make them do all these things. 275 00:13:42.520 --> 00:13:43.520 Cool. 276 00:13:43.520 --> 00:13:44.520 Then do that. 277 00:13:44.520 --> 00:13:48.400 Speaking of sales, I was a college athlete, played a little bit after college football. 278 00:13:48.400 --> 00:13:53.080 And then a lot of guys who have no idea, no plan because I only wanted to play sports, 279 00:13:53.080 --> 00:13:55.640 got a job in sales. 280 00:13:55.640 --> 00:13:57.880 And never sold a thing in my life. 281 00:13:57.880 --> 00:14:01.720 But luckily had a guy take a chance on me and then it went extremely well for 12 years 282 00:14:01.720 --> 00:14:03.400 and now I do this full time. 283 00:14:03.400 --> 00:14:09.880 But that, I just, I love talking sales because that was my first real job and it felt not 284 00:14:09.880 --> 00:14:13.320 exactly like playing football in front of a lot of people. 285 00:14:13.320 --> 00:14:17.280 But there are some elements that felt pretty good when you get wins. 286 00:14:17.280 --> 00:14:22.800 I'm curious Alex to hear about like your overall philosophy when it comes to the profession 287 00:14:22.800 --> 00:14:27.800 and the art of selling, how, like at a high level before we drill down, how do you feel 288 00:14:27.800 --> 00:14:29.800 and how, what do you think about selling? 289 00:14:29.800 --> 00:14:31.400 I mean, I love selling. 290 00:14:31.400 --> 00:14:36.160 As a side note to your point, like, it felt, it felt a lot like football and like sports 291 00:14:36.160 --> 00:14:37.160 that you were playing. 292 00:14:37.160 --> 00:14:39.160 And then it's like, I had a lot of transferable skills. 293 00:14:39.160 --> 00:14:40.160 Right. 294 00:14:40.160 --> 00:14:43.360 And so although you had never quote sold before, you had done maybe 80% of the things that 295 00:14:43.360 --> 00:14:47.000 are required to be successful in sales and then you just had to learn the 20% mechanics. 296 00:14:47.000 --> 00:14:48.000 Yeah. 297 00:14:48.000 --> 00:14:49.000 And then that made you a good sales. 298 00:14:49.000 --> 00:14:50.000 Right. 299 00:14:50.000 --> 00:14:51.000 Yeah. 300 00:14:51.000 --> 00:14:57.920 And I think sales comes down to clear communication and conviction. 301 00:14:57.920 --> 00:15:03.920 Because fundamentally, like if you really believe in the thing, then you don't have an issue 302 00:15:03.920 --> 00:15:07.080 with rejection because you feel like you're trying to help the person, right? 303 00:15:07.080 --> 00:15:11.760 Now, a lot of times, and this is like, let's talk real, a lot of times people are in, 304 00:15:11.760 --> 00:15:15.680 they get a job and they were promised things great and then they get in and then they find 305 00:15:15.680 --> 00:15:18.840 out that there's actually like other problems with the thing, right? 306 00:15:18.840 --> 00:15:20.520 Well, what do you do? 307 00:15:20.520 --> 00:15:23.280 Like you still need to eat, right? 308 00:15:23.280 --> 00:15:27.640 And so as a sales person, you have to set clear expectations. 309 00:15:27.640 --> 00:15:31.600 And honestly, what I have found in most of my selling experiences that the more honest 310 00:15:31.600 --> 00:15:37.160 you are, the more you still end up selling because it's so counter what sales people do 311 00:15:37.160 --> 00:15:39.920 that we were like, wow, I can trust this guy. 312 00:15:39.920 --> 00:15:43.720 One of the biggest things I found out on accident was how to sell supplements and it happened 313 00:15:43.720 --> 00:15:46.040 when I ran out of product one day, right? 314 00:15:46.040 --> 00:15:48.480 So I ran out of fish oil. 315 00:15:48.480 --> 00:15:52.320 And so somebody was coming in and I had sold her friend fish oil and then she was next 316 00:15:52.320 --> 00:15:55.280 later in the day because I would do weigh-ins, I would stack them all. 317 00:15:55.280 --> 00:15:57.840 And I was like, okay, blah, blah, blah, blah. 318 00:15:57.840 --> 00:15:59.000 And she was like, what about the fish oil? 319 00:15:59.000 --> 00:16:02.920 My friend got fish oil and I was like, oh, I don't have any fish oil. 320 00:16:02.920 --> 00:16:07.280 And she was like, I was like, okay, and I wrote it down and I was like, this is the one 321 00:16:07.280 --> 00:16:08.280 you should get. 322 00:16:08.280 --> 00:16:09.280 Go to this store. 323 00:16:09.280 --> 00:16:11.120 You'll like, it's not ideal, but this will be great. 324 00:16:11.120 --> 00:16:13.240 And she was like, okay. 325 00:16:13.240 --> 00:16:15.280 And then she was like, well, what else do I need? 326 00:16:15.600 --> 00:16:19.440 And I was like, whoa, because I referred business away. 327 00:16:19.440 --> 00:16:23.040 She was like, oh, I'll take all of your recommendations now. 328 00:16:23.040 --> 00:16:27.200 And so then I learned that I was like, oh, this whole fear I had around like just like 329 00:16:27.200 --> 00:16:31.240 trying to help keeping the customer at the center of the conversation, keeping the relationship 330 00:16:31.240 --> 00:16:34.720 first, long term, is ultimately how you sell the most people. 331 00:16:34.720 --> 00:16:37.840 Like, all you have to do is just measure on a longer time around. 332 00:16:37.840 --> 00:16:41.640 And so I think that big kind of awakening and I stumbled into a lot of these things. 333 00:16:41.640 --> 00:16:43.200 You don't even mean like I didn't find out on purpose. 334 00:16:43.240 --> 00:16:46.280 I didn't go to any sales training stuff until I already had six gyms. 335 00:16:46.280 --> 00:16:48.200 I didn't even know that sales training exists. 336 00:16:48.200 --> 00:16:52.360 You mentioned a lot that you're playing the long game with $100 million offers your book, 337 00:16:52.360 --> 00:16:53.360 one of your books. 338 00:16:53.360 --> 00:16:55.640 You priced the Kindle version very low. 339 00:16:55.640 --> 00:16:58.760 And I've heard and read that you've done this because it's not about the short term 340 00:16:58.760 --> 00:16:59.760 money from the book. 341 00:16:59.760 --> 00:17:02.880 It's about the long term, maybe five years from now, somebody who reads that to business 342 00:17:02.880 --> 00:17:05.680 that you acquire or you work with that person. 343 00:17:05.680 --> 00:17:08.360 I just love the thought of being a long game player. 344 00:17:08.360 --> 00:17:12.080 I feel like the people who sustain excellence over time think this way. 345 00:17:12.080 --> 00:17:16.240 Get your overall thought process on playing the long game. 346 00:17:16.240 --> 00:17:20.120 I think it's being better at being greedy. 347 00:17:20.120 --> 00:17:23.960 Like you get more, you just measure over a longer time horizon. 348 00:17:23.960 --> 00:17:28.200 It's funny because even like even the whole like givers thing, it's like givers have 349 00:17:28.200 --> 00:17:30.920 just learned a better way to be greedy. 350 00:17:30.920 --> 00:17:34.280 You get more by giving first is literally like having a loss leader in business. 351 00:17:34.280 --> 00:17:39.560 It's just having a loss leader in life is that you choose to give to everybody and 352 00:17:39.560 --> 00:17:43.840 a certain percentage of those people will give you something back. 353 00:17:43.840 --> 00:17:47.120 And the thing that you can't quantify is how valuable the thing to give back to is. 354 00:17:47.120 --> 00:17:50.640 But you can quantify what you give to them. 355 00:17:50.640 --> 00:17:55.520 And so more times than not, you get more back than you give. 356 00:17:55.520 --> 00:18:01.400 And even if you got back fewer times, you will still get more back. 357 00:18:01.400 --> 00:18:04.480 So we're talking about frequency versus intensity. 358 00:18:04.480 --> 00:18:05.480 You know what I mean? 359 00:18:05.480 --> 00:18:06.480 In terms of how much you get. 360 00:18:06.480 --> 00:18:12.360 So like for the book thing, for example, me getting 30 cents or 70 cents from Amazon 361 00:18:12.360 --> 00:18:16.780 when, you know, an ebook sells, I would have to sell a tremendous amount of books in the 362 00:18:16.780 --> 00:18:19.200 world to make any money from it, right? 363 00:18:19.200 --> 00:18:27.040 But the thing is that one good deal that comes from the book makes more than 99.99 364 00:18:27.040 --> 00:18:29.000 percent of books. 365 00:18:29.000 --> 00:18:31.360 So like why would I play that game? 366 00:18:31.360 --> 00:18:33.360 You know what I mean? 367 00:18:33.360 --> 00:18:36.440 And so the purpose like I feel like though you have the 368 00:18:36.440 --> 00:18:42.400 developed the skill, which a lot of people have not of delayed gratification or. 369 00:18:42.400 --> 00:18:47.320 And maybe like we could go back to like maybe in fitness, it's delayed gratification. 370 00:18:47.320 --> 00:18:49.680 But then again, I also know tons of short term thinkers and fitness. 371 00:18:49.680 --> 00:18:53.960 So like I don't know how much that transfers and I'm just maybe ascribing a reason to it. 372 00:18:53.960 --> 00:19:00.720 But I think the real is that the longer I wait for things to happen, the more rewarded 373 00:19:00.720 --> 00:19:02.880 I am for waiting. 374 00:19:02.880 --> 00:19:06.360 And so that behavior has been positively forced over and over again. 375 00:19:06.360 --> 00:19:10.320 And the longer I wait, the more I am reinforced for doing so. 376 00:19:10.320 --> 00:19:15.280 And so then what happens it becomes this kind of like delayed game because what happens 377 00:19:15.280 --> 00:19:17.600 you start winning along the way, right? 378 00:19:17.600 --> 00:19:22.480 And so I think a really helpful thing to define and this like changed my life was defining 379 00:19:22.480 --> 00:19:23.800 patients. 380 00:19:23.800 --> 00:19:32.400 So I am not a patient person by my character, like at least how I feel like I constantly 381 00:19:32.400 --> 00:19:34.520 want things to happen faster. 382 00:19:34.520 --> 00:19:39.000 I constantly compare my progress to where I think I should be based on an arbitrary thing 383 00:19:39.000 --> 00:19:42.560 which will always be 25% further than wherever I am right now. 384 00:19:42.560 --> 00:19:43.560 I should be there. 385 00:19:43.560 --> 00:19:46.360 I must like I need to why are we not? 386 00:19:46.360 --> 00:19:53.960 But when I define patients not as how I felt by simply what you do in the meantime, like 387 00:19:53.960 --> 00:19:59.120 if you say, hey, be patient, that's not helpful for someone because it means nothing. 388 00:19:59.120 --> 00:20:03.880 But right now you and I are being patient for the stock market investments that you've 389 00:20:03.880 --> 00:20:07.720 made right now for some deals that you have in the pipeline that you're not pushing, 390 00:20:07.720 --> 00:20:11.360 but you think they might come to fruition for a split test that you're running on one 391 00:20:11.360 --> 00:20:12.560 of your websites. 392 00:20:12.560 --> 00:20:15.960 Like you're being patient while we're on this podcast right now, but like you're not really 393 00:20:15.960 --> 00:20:19.920 being patient, you're just keeping busy, you're doing something in the meantime. 394 00:20:19.920 --> 00:20:24.520 And so when I defined patients that way, it made it operational for me. 395 00:20:24.520 --> 00:20:30.560 So when I like I know or I feel very confident that we're going to be able to hit a billion 396 00:20:30.560 --> 00:20:31.640 on some time. 397 00:20:31.640 --> 00:20:35.920 And so between now and then, it's just figuring out what to do in the meantime. 398 00:20:35.920 --> 00:20:42.200 And part of that is like I love writing, like writing is a terrible way to make money 399 00:20:42.200 --> 00:20:43.200 in general. 400 00:20:43.200 --> 00:20:46.880 I got a writing scholarship in college like so like I've liked it for a long time. 401 00:20:46.880 --> 00:20:50.440 And so this almost just gives me an excuse to write and draw about the thing that I like 402 00:20:50.440 --> 00:20:51.760 which is business. 403 00:20:51.760 --> 00:20:56.320 And I almost justified or rationalize it because I just say, okay, go and put this out there 404 00:20:56.320 --> 00:21:00.280 and then like maybe we'll get a deal from it and it'll it'll make it all back. 405 00:21:00.280 --> 00:21:03.640 But then the real thing is kind of like a software program, which if you talk to them, 406 00:21:03.640 --> 00:21:06.240 like, what do you want out of the software? 407 00:21:06.240 --> 00:21:07.240 They just say one thing. 408 00:21:07.240 --> 00:21:09.400 I just want people to use it. 409 00:21:09.400 --> 00:21:12.760 And it's kind of the same thing with the book is like, I just want people to read it. 410 00:21:12.760 --> 00:21:16.320 I just want people to use it and get better from it because I'm going to die, no one's 411 00:21:16.320 --> 00:21:17.320 going to remember me. 412 00:21:17.320 --> 00:21:21.920 My mother and father was emperor of whatever and no one here has ever heard of him and 413 00:21:21.920 --> 00:21:23.720 he fucking killed life. 414 00:21:23.720 --> 00:21:24.720 So what? 415 00:21:24.720 --> 00:21:28.160 And I'm like, he's related to me and I barely know anything about it. 416 00:21:28.160 --> 00:21:29.160 And that's like what? 417 00:21:29.160 --> 00:21:30.160 Five generations? 418 00:21:30.160 --> 00:21:31.880 It's nothing. 419 00:21:31.880 --> 00:21:36.800 So whatever I do is going to amount to nothing and so I just think of it as everything 420 00:21:36.800 --> 00:21:41.320 that we have is because of some human in the past that figured something out for us. 421 00:21:41.320 --> 00:21:44.200 And like we don't know their names, but they helped us. 422 00:21:44.200 --> 00:21:48.440 And so like for me, that is a noble pursuit that I'm willing to dedicate a life to, at 423 00:21:48.440 --> 00:21:51.600 least my consistency is another big word. 424 00:21:51.600 --> 00:21:56.600 You published work online, a podcast, right, everything that you've done. 425 00:21:56.600 --> 00:22:01.400 And there is a big portion of the beginning of that where I don't think anyone ever heard 426 00:22:01.400 --> 00:22:04.160 of you or listened to it or watched it or very little. 427 00:22:04.160 --> 00:22:09.080 And then all of a sudden, at least to the outside world, not to you, but all of a sudden, 428 00:22:09.080 --> 00:22:10.080 you're everywhere. 429 00:22:10.080 --> 00:22:12.120 Everyone's seeing you everywhere. 430 00:22:12.120 --> 00:22:15.960 What was that like at the beginning stages and then the transition point and it's still, 431 00:22:15.960 --> 00:22:21.440 I guess, technically happening, but the transition point to where it's that, yeah, but like, 432 00:22:21.440 --> 00:22:25.160 but very early, though, wait, I think you said for years from a video as I watched years 433 00:22:25.160 --> 00:22:30.000 and years, you did it and like nobody listened, nobody paid attention, yet you kept at it. 434 00:22:30.000 --> 00:22:33.560 You stayed consistent, kept going and then all the sudden for whatever reason, there's 435 00:22:33.560 --> 00:22:37.440 probably a variety of reasons you're everywhere. 436 00:22:37.440 --> 00:22:42.320 And you want me through your stages of being willing to be consistent and then seeing 437 00:22:42.320 --> 00:22:44.200 it how it's paying off for you now. 438 00:22:44.200 --> 00:22:45.200 Yeah. 439 00:22:45.200 --> 00:22:48.960 So I'll give three, maybe insights off of six years of podcasts. 440 00:22:48.960 --> 00:22:52.400 So I started July of 16 was my first podcast. 441 00:22:52.400 --> 00:22:55.800 And I think it was called like the Jim secrets podcast because that's what it was called 442 00:22:55.800 --> 00:22:56.800 then. 443 00:22:56.800 --> 00:23:01.360 And this is right as I was starting gym lunch and I had gym owners who were in my world. 444 00:23:01.360 --> 00:23:05.280 And so I wanted to just kind of create, this is my lattice work of thinking about how 445 00:23:05.280 --> 00:23:06.880 we grow gyms, right? 446 00:23:07.040 --> 00:23:11.760 Now, at that point, I already had six gyms and it sold them and it had done 30 turn 447 00:23:11.760 --> 00:23:12.800 rounds. 448 00:23:12.800 --> 00:23:18.120 So like I had evidence that I knew what I was talking about just for context. 449 00:23:18.120 --> 00:23:21.000 And so I talked about just varied, like here's how you fix churn. 450 00:23:21.000 --> 00:23:22.320 Here's how you sell membership. 451 00:23:22.320 --> 00:23:25.440 Here's how you deal with like the spouses and their objection. 452 00:23:25.440 --> 00:23:29.320 Here's how you can get someone to commit to three days a week on your off hours so that 453 00:23:29.320 --> 00:23:30.840 you can increase the capacity of your facility. 454 00:23:30.840 --> 00:23:34.200 Like here's how to arrange your lobby so that you can increase your sales percentage. 455 00:23:34.200 --> 00:23:37.200 Like here's how you can weave in reviews and test it like I mean, just all the shit 456 00:23:37.200 --> 00:23:38.320 that you do to run a business. 457 00:23:38.320 --> 00:23:43.080 So number one, the reason I was able to stay consistent with it was because it was easy 458 00:23:43.080 --> 00:23:52.920 for me to do because I always tried to interweave it in my normal work schedule. 459 00:23:52.920 --> 00:23:57.400 And so for me, it was like twice a week, I would go live in a Facebook group and I would 460 00:23:57.400 --> 00:24:01.600 get questions from all the licensees of like whatever the issue is. 461 00:24:01.600 --> 00:24:05.360 And if I saw a recurring issue, that would be the topic that I would talk about. 462 00:24:05.360 --> 00:24:10.040 So I just, it was very responsive for me and I already knew the answer to the question 463 00:24:10.040 --> 00:24:13.360 and I just would dive deep on it for X period of time. 464 00:24:13.360 --> 00:24:17.800 And sometimes I'd get riled up and I would do one in prompt to because someone was like, 465 00:24:17.800 --> 00:24:19.600 man, all these leads are broke. 466 00:24:19.600 --> 00:24:23.920 And then I would just lose my shit about how they were selling out of their own wallet 467 00:24:23.920 --> 00:24:26.520 and they should be trying to help people, blah, blah. 468 00:24:26.520 --> 00:24:27.520 And so that was insight. 469 00:24:27.520 --> 00:24:31.280 One number one is that it had to be natural and easy for me to do to work within my current 470 00:24:31.280 --> 00:24:33.200 kind of constraints. 471 00:24:33.200 --> 00:24:35.680 That's kind of what led to the consistency. 472 00:24:35.680 --> 00:24:40.680 The two things that led to the breakthrough at year four and a half was number one is 473 00:24:40.680 --> 00:24:46.240 I rebranded the podcast to the game because you can imagine how many people are like, oh, 474 00:24:46.240 --> 00:24:49.800 you got to listen to this podcast called Jim secrets. 475 00:24:49.800 --> 00:24:53.400 Doesn't matter what the episode's about, you're not going to listen to it unless you 476 00:24:53.400 --> 00:24:54.400 want to do it. 477 00:24:54.400 --> 00:24:57.880 You just like, why would you listen to it? 478 00:24:57.880 --> 00:25:02.080 And the second one, I guess this is insight, this is the third insight, the second of 479 00:25:02.080 --> 00:25:06.560 the breakthroughs was that I started asking people to share it. 480 00:25:06.560 --> 00:25:07.560 That was it. 481 00:25:07.560 --> 00:25:10.360 Those are the three things that changed. 482 00:25:10.360 --> 00:25:14.160 But the actual format itself has not really changed. 483 00:25:14.160 --> 00:25:20.920 I stopped talking about Jim specific, Jim only in September of 19. 484 00:25:20.920 --> 00:25:23.800 So that was when I said, I'm not going to talk about Jim stuff anymore. 485 00:25:23.800 --> 00:25:25.400 I'm just going to talk about general business. 486 00:25:25.400 --> 00:25:29.520 And then literally that month, like the next month, the group, the next month, the group. 487 00:25:29.520 --> 00:25:33.560 And then when I started saying, hey, if you're enjoying this podcast, like I don't run 488 00:25:33.560 --> 00:25:36.760 ads, I don't do anything, like just share it with a friend. 489 00:25:36.760 --> 00:25:40.000 That was like the next increment of growth. 490 00:25:40.000 --> 00:25:41.000 But that was it. 491 00:25:41.000 --> 00:25:42.000 You know what I mean? 492 00:25:42.000 --> 00:25:45.080 I didn't make content anywhere else besides my podcast. 493 00:25:45.080 --> 00:25:51.120 And I stayed for four or a half or whatever it was four and a half years at $2,000 a month. 494 00:25:51.120 --> 00:25:52.120 Wow. 495 00:25:52.120 --> 00:25:56.520 And I feel really confident that the content in there is still good. 496 00:25:56.520 --> 00:25:59.200 But I didn't package it for mass consumption. 497 00:25:59.200 --> 00:26:03.200 And that's probably one of the biggest lessons I had over the last two years growing my personal 498 00:26:03.200 --> 00:26:04.200 brand. 499 00:26:04.200 --> 00:26:05.200 Would you want to call it? 500 00:26:05.200 --> 00:26:06.560 Is that I've learned a lot about packaging. 501 00:26:06.560 --> 00:26:13.080 And so like when you're making like a short, are you making a tweet or making an ad? 502 00:26:13.080 --> 00:26:18.200 Like the first three seconds is 80, 90% of it. 503 00:26:18.200 --> 00:26:22.800 Like I want to tell the story because I think it'll help somebody in the audience. 504 00:26:22.800 --> 00:26:29.080 So good friend of mine, huge marketer, back in the information space television. 505 00:26:29.080 --> 00:26:33.920 And he had done two or three home run information, so he recorded one with Larry King. 506 00:26:33.920 --> 00:26:34.920 All right. 507 00:26:34.920 --> 00:26:38.160 And so he flew Larry King out, he was going to interview him about his book. 508 00:26:38.160 --> 00:26:42.320 So it was like a big ego moment for him, he was like, hey, and tonight you're live with 509 00:26:42.320 --> 00:26:43.320 Larry King. 510 00:26:43.320 --> 00:26:45.920 And he just did it just like an episode of Larry King. 511 00:26:45.920 --> 00:26:48.520 And he ran the ad, they bombed. 512 00:26:48.520 --> 00:26:53.040 And he was like, I know this is a killer, like he was like, I've done this, I know this 513 00:26:53.040 --> 00:26:55.600 is a killer ad, like why is in this working? 514 00:26:55.600 --> 00:26:58.960 So he went back, he watched all his best commercials. 515 00:26:58.960 --> 00:27:01.440 And he realized that he just missed the hook. 516 00:27:01.440 --> 00:27:07.120 So he flew back the entire production crew, flew Larry King back to re-record the first 517 00:27:07.120 --> 00:27:08.800 minute. 518 00:27:08.800 --> 00:27:15.960 He re-recorded the first minute with the new script, did $100 million the next year. 519 00:27:15.960 --> 00:27:22.360 How people perceive the information matters almost more than the information itself. 520 00:27:22.360 --> 00:27:27.840 And this is what like zooming out a chunk, the reason I'm so big on this evidence shit 521 00:27:27.840 --> 00:27:31.000 is because that's the frame that people consume your message in. 522 00:27:31.000 --> 00:27:36.880 If I have a book that says how to market a book and it has 10 reviews on Amazon, do 523 00:27:36.880 --> 00:27:38.960 I need to consume the book? 524 00:27:38.960 --> 00:27:43.760 No, I already know the book sucks because I have evidence that the book sucks. 525 00:27:43.760 --> 00:27:47.640 I have visual proof that everything you're saying is not true or that you aren't even 526 00:27:47.640 --> 00:27:48.640 doing it. 527 00:27:48.640 --> 00:27:49.640 Right? 528 00:27:49.640 --> 00:27:54.440 It's just like the teacher who says, I'm giving financial advice to people and they're 529 00:27:54.440 --> 00:27:56.240 like, my advice is better than Warren Buffett. 530 00:27:56.240 --> 00:28:01.040 It's like, yeah, sure, you just forgot to build an $800 billion company. 531 00:28:01.040 --> 00:28:02.280 No big deal. 532 00:28:02.280 --> 00:28:03.280 That's it. 533 00:28:03.680 --> 00:28:05.840 It's the lens, right? 534 00:28:05.840 --> 00:28:08.920 It's the lens that everyone's going to perceive everything you say through. 535 00:28:08.920 --> 00:28:12.720 And so like, I want people to have the evidence so that when they speak about something, 536 00:28:12.720 --> 00:28:15.800 they can be confident about it, confident because they have a high degree probability 537 00:28:15.800 --> 00:28:17.560 that it is true because they've experienced it.