WEBVTT 1 00:00:00.000 --> 00:00:02.720 Hey, what's going on, everybody? Hope you guys are having an awesome Thursday. 2 00:00:04.000 --> 00:00:10.640 I was just in my wife's office, and we were chitchatting, and I brought up something that I 3 00:00:10.640 --> 00:00:17.840 had seen this morning in a video. And so she was like, this sounds like, and I kind of went on 4 00:00:17.840 --> 00:00:21.920 a little rant about it. And she's like, that sounds like a video that you should probably make. 5 00:00:21.920 --> 00:00:29.360 And so, here I am making this video based on what Layla said. So, you know, I'm titling this, 6 00:00:29.520 --> 00:00:33.280 how to inspire a team and create an evangelical following in your clients and your employees. 7 00:00:34.000 --> 00:00:40.240 And so, if you think about, like, there's two ways to get people to do things, right? One of them 8 00:00:40.240 --> 00:00:45.120 is to manipulate them with carrots and sticks, which will be, you know, incentives like, you know, 9 00:00:45.120 --> 00:00:51.600 if you're a business, it's to give discounts, discounts, discounts, or, you know, penalties, right? 10 00:00:51.600 --> 00:00:56.080 It's one of the other in those motivated behavior. But that's from the manipulative side. 11 00:00:56.080 --> 00:01:02.640 The other side is the inspirational side. And the difference is huge. And most people operate from 12 00:01:02.640 --> 00:01:05.920 the manipulative side. And I don't say that in a negative way, it's just kind of, it just is. 13 00:01:06.560 --> 00:01:12.320 And a lot of people have seen the growth of our business, and whether you, you know, believe in us 14 00:01:12.320 --> 00:01:18.400 or not, or if you're watching this video, then maybe you believe in us a little bit. But we have 15 00:01:18.400 --> 00:01:23.760 pretty, pretty loyal clients, and we have an incredibly loyal team, and especially our clients 16 00:01:23.760 --> 00:01:27.600 who are almost evangelical. And I'm probably going to have to define a couple of things as I go 17 00:01:27.600 --> 00:01:32.640 because it's, it's, it's poignant to do so. The difference between like a repeat buyer 18 00:01:33.760 --> 00:01:38.720 and a loyal customer is that a repeat buyer is someone who you've met a certain threshold of 19 00:01:38.720 --> 00:01:43.120 quality and price, and therefore they just continue to do business because it's easier for them 20 00:01:43.120 --> 00:01:46.800 than to take on the cognitive load of making another decision about another business, right? 21 00:01:47.040 --> 00:01:54.160 The difference between that and a loyal customer is someone who will forego a potentially better 22 00:01:54.160 --> 00:02:00.640 option that might even be priced lower to continue to do business with you. And the reason and 23 00:02:00.640 --> 00:02:05.360 the things that differentiate those are what I'm talking about with it, which is manipulation versus 24 00:02:05.360 --> 00:02:11.440 inspiration. And so if you can inspire your clients and you can inspire your employees, then you can 25 00:02:11.440 --> 00:02:15.680 get that kind of loyalty. But then the next question is naturally like, well, how do you do that? 26 00:02:15.680 --> 00:02:21.120 And so a lot of times there's two aspects. So one is, probably more aspects, but the two I'll 27 00:02:21.120 --> 00:02:26.880 talk about is one is a wide-based cause, right? Which is, so I've been like binge-washing all of 28 00:02:26.880 --> 00:02:31.600 Simon's next stuff on leadership, and I think there's a lot of stuff that are parallels with branding 29 00:02:31.600 --> 00:02:37.920 and really, which is like a Puku term sort of, but for me, but I'm just going with me on it. 30 00:02:38.320 --> 00:02:43.200 But a wide-based cause, because what happens is people don't actually buy 31 00:02:44.240 --> 00:02:48.880 from your company necessarily because of what you offer, but because of what you represent, 32 00:02:48.880 --> 00:02:54.400 right? Which is why they buy. And it goes the same thing for a local gym. And what it does is that 33 00:02:54.400 --> 00:03:00.480 your services and your products are just tangible proof of the beliefs that you have. And so people 34 00:03:00.560 --> 00:03:06.880 buy into brands because it, it stands as proof of what they say about what they believe about 35 00:03:06.880 --> 00:03:11.280 themselves. And so when they purchase from you, they're saying something about themselves. Now, 36 00:03:11.280 --> 00:03:14.720 most people, most businesses don't operate that way. And it's purely transactional, which is why 37 00:03:14.720 --> 00:03:18.880 most businesses don't accept from, which is why most people don't have loyal followings, which is why 38 00:03:18.880 --> 00:03:23.680 most people don't have loyal employees because they're there only for a paycheck. And the scats are 39 00:03:23.680 --> 00:03:28.480 overwhelmingly negative when it comes to fulfillment for employees. It's like 90% of people are not 40 00:03:28.480 --> 00:03:32.960 fulfilled by their work, right? And that's because most of the time they're simply creating time for 41 00:03:32.960 --> 00:03:38.880 dollars and it best pays the bills, but they're not really seeing the cause that the businesses after. 42 00:03:38.880 --> 00:03:42.560 And so if there's one thing you can take from this without me getting to the second point, 43 00:03:42.560 --> 00:03:47.600 it's that if you don't know what your beliefs are, right? You have to cast that 44 00:03:47.600 --> 00:03:52.000 picture vision of what that inspirational vision of what you believe. And it does have to just be 45 00:03:52.000 --> 00:03:57.040 one thing. It could be multiple things that you believe. A lot of times people tease out the 46 00:03:57.040 --> 00:04:02.480 beliefs that Lila and I have about business but also about marriage and how to treat people and 47 00:04:02.480 --> 00:04:06.960 how to communicate clearly and how to set standards and how to hold yourself to a higher standard. 48 00:04:06.960 --> 00:04:12.800 And the way to do that is by not, and like if you have that YB's cause, then you don't have, 49 00:04:12.800 --> 00:04:15.840 you don't look at your completion, right? This is kind of goes in parallel with the whole 50 00:04:15.840 --> 00:04:21.040 infinite game concept that I talked about a couple days ago, is that if you're 100% focused on 51 00:04:22.160 --> 00:04:26.640 continuing to play the game and chasing an ideal that you know that you'll never actually accomplish, 52 00:04:27.040 --> 00:04:31.040 then that's how you inspire people to take action because most people don't actually take action with 53 00:04:31.040 --> 00:04:36.160 their logical minds, they take it with their illogical minds, their limbic systems, it's like the 54 00:04:36.160 --> 00:04:40.000 deeper ring, right? They just say it feels right, it feels good, it feels like the right decision 55 00:04:40.000 --> 00:04:43.520 because they can't put words to it because that's not where they make the decisions anyways, right? 56 00:04:44.080 --> 00:04:47.920 So we can put as much proof out there as we want to about why it's maybe a good job for an 57 00:04:47.920 --> 00:04:51.680 employee year about, you know, the benefits and the payroll and blah blah blah blah, right? But 58 00:04:51.760 --> 00:04:56.160 things is that people will follow you because they believe in you because they trust you, which 59 00:04:56.960 --> 00:05:01.600 and they believe in the cause that you're really trying to pursue. Now, you can say, and this is 60 00:05:01.600 --> 00:05:05.680 kind of my second point, is that you can say that this is what your belief is, this is what you 61 00:05:05.680 --> 00:05:11.520 are trying to accomplish, the difference between those companies and people that are able to do that 62 00:05:11.520 --> 00:05:16.240 and actually have people follow them is the situation which those people actually believe. And so 63 00:05:17.040 --> 00:05:20.000 this is what I was talking about, the play a little bit, it felt like it was necessary to put the 64 00:05:20.000 --> 00:05:26.720 groundwork in, is that people want to follow people who are authentic, right? And being authentic 65 00:05:26.720 --> 00:05:34.240 is simply being the exact same in private as you are in public and having zero discrepancy between 66 00:05:34.240 --> 00:05:40.080 the two of those things. And so most people say you need to just be courageous and say the 67 00:05:40.080 --> 00:05:44.160 beliefs that you have in private. And I think that it's actually somewhat different than that. 68 00:05:44.720 --> 00:05:48.720 I mean, I think that's true, but I think the reason that most people aren't doing it is actually 69 00:05:48.720 --> 00:05:52.000 because of something a little bit deeper. And I think it's because this is just my very, 70 00:05:52.640 --> 00:05:57.600 that a lot of people actually don't have the beliefs that would inspire the people. And that's 71 00:05:57.600 --> 00:06:01.600 where the issue comes up. And that's why they can't be authentic is because if they said, I really 72 00:06:01.600 --> 00:06:08.000 don't care that much about my employees, like customers or just people, they're just cheap, they're just 73 00:06:08.000 --> 00:06:13.120 what I'm, you know, they're just the, the, the, the hurt that I'm trying to just, you know, just get 74 00:06:13.120 --> 00:06:17.360 dollars from, right? Because the thing is they can say certain things, but the things that they truly 75 00:06:17.360 --> 00:06:21.680 believe end up coming out and the tangible proof of that of the thought of the service, 76 00:06:21.680 --> 00:06:27.840 and the extent to which their customers and their employees are bought into their company, right? 77 00:06:27.840 --> 00:06:33.360 Now right now, do you think that your, all of your employees, if offered a equal position 78 00:06:33.360 --> 00:06:38.400 with better paid and their company would leave you? It's a real question, right? If you have 79 00:06:38.400 --> 00:06:42.800 loyal employees, a lot of times they wouldn't because they're like, I love my job. I feel so 80 00:06:42.800 --> 00:06:48.560 fulfilled by it. And so a lot of times people will come for those things, but they stay for the 81 00:06:48.560 --> 00:06:53.840 belief and the vision that you're trying to cast, right? And it's that why, right? Simon Sinek talks 82 00:06:53.840 --> 00:06:57.280 about the three, three levels of communication, right? It's all a key cause of the golden circle, 83 00:06:57.280 --> 00:07:02.800 but it's most companies talk about what they do, and then how they're different, and then that's it. 84 00:07:02.800 --> 00:07:08.160 They're like, you know, we are a fitness business, and we are different because we offer personalized 85 00:07:08.160 --> 00:07:12.320 approach specific to you, and that's their, that's their special sauce, right? And everyone has 86 00:07:12.320 --> 00:07:16.480 their own little special sauce, their unique selling proposition, right? But at the end of the day, 87 00:07:16.480 --> 00:07:19.920 it's, that's not what inspires people. It's have to action. Some people will, because they're 88 00:07:19.920 --> 00:07:23.760 hyperactive buyers, they're in the huge amount of need, and they'll buy, right? But the thing is, 89 00:07:23.760 --> 00:07:30.960 is that to create that kind of loyal evangelical following is to show your beliefs and start with 90 00:07:30.960 --> 00:07:35.760 the why, right? And that's why I suppose it's called start with why. And like so for us, you've 91 00:07:35.760 --> 00:07:40.560 seen a lot of the beliefs that we have. We believe in absolute truth at all times. If we mess up, 92 00:07:40.560 --> 00:07:43.280 I just want to tell you, like we messed up, or if I don't know the answer, something will tell you, 93 00:07:43.280 --> 00:07:46.320 I don't know the answer, or if it's something, if we release something, and it was a good idea, 94 00:07:46.320 --> 00:07:49.920 I'll be like, guys, that sucked, and we're gonna do everything that we can to not, you know, 95 00:07:49.920 --> 00:07:55.040 have that happening. So we believe in, you know, above all else, we believe in treating our employees 96 00:07:55.040 --> 00:07:59.440 really, really well, and we treat them just as well as not better than our customers. And we believe 97 00:07:59.440 --> 00:08:06.000 everyone should receive that love from us because of the testament of what we believe, right? And so 98 00:08:06.000 --> 00:08:09.200 the business and the way that we talk to our team, the way that we structure it, and the way that we 99 00:08:10.560 --> 00:08:17.120 provide quality trainings to our customers is based on the fact that we believe in that. 100 00:08:19.280 --> 00:08:24.080 Hey guys, love that you're listening to the podcast. If you ever want to have the video version 101 00:08:24.080 --> 00:08:28.480 of this, which usually has more facts, more visuals, more graphs, you know, drawn out stuff, 102 00:08:28.480 --> 00:08:32.640 sometimes it can help hit the brain centers in different ways, you can check out my YouTube channel, 103 00:08:32.640 --> 00:08:37.040 it's absolutely free. You'll check that out if that's what you are into, and if not, keep enjoying the show. 104 00:08:39.520 --> 00:08:42.720 Right, and that would be the proof. Now we could say we believed it, but if you weren't delivering 105 00:08:42.720 --> 00:08:46.320 that, then it would be the tangible proof that that's not really the true belief, right? And that's 106 00:08:46.320 --> 00:08:49.440 where I think the fundamental disconnect is, and that's where the conversation I was having with 107 00:08:49.440 --> 00:08:53.840 Layla is that most people will say those things, but they don't actually believe them. And in our 108 00:08:53.840 --> 00:08:57.680 little community, we call them Singe Moments, which is when something that you've heard over and over 109 00:08:57.920 --> 00:09:02.800 into your life suddenly becomes real for you, right? And there's a lot of things as we've grown 110 00:09:02.800 --> 00:09:09.360 this business, much bigger than I would have ever anticipated, became real for me, and among them, 111 00:09:09.360 --> 00:09:14.400 this is one of them. We kind of fell into the mass movement that we have sort of created among 112 00:09:14.400 --> 00:09:20.080 jim owners. I would have guessed it would have grown as fast as it has. And I don't want to take credit 113 00:09:20.080 --> 00:09:25.680 for it because it's not really about us. And people don't follow us, or, you know, people aren't 114 00:09:25.680 --> 00:09:32.880 inspired by this because we're somehow special, but it's because of the beliefs that those 115 00:09:32.880 --> 00:09:38.800 people have and how it confirms or affirms the beliefs that they believe about themselves, right? 116 00:09:38.800 --> 00:09:43.680 They follow because they're like, I stand for that. Like, I'm an alignment with that. And if you 117 00:09:43.680 --> 00:09:48.160 have no beliefs that they can be an alignment with, then there's nothing that they would go to fight 118 00:09:48.160 --> 00:09:51.840 for you for because in the reality, people aren't really fighting for us when they go and they 119 00:09:51.840 --> 00:09:55.840 comment on other people's ads or, you know, smash us for no reason because they're just competitors. 120 00:09:57.680 --> 00:10:01.840 But it's because they're defending an aspect of themselves. They're defending an aspect of 121 00:10:01.840 --> 00:10:07.760 their own beliefs. And so we're just a proxy for that, right? The example I think that Simon 122 00:10:07.760 --> 00:10:12.400 Sandgate and one of his talk, I mean, probably a lot of his talks, was that when everyone showed up 123 00:10:12.400 --> 00:10:18.800 to see Martin Luther King speak as hot as I have a dream speech, was it wasn't I have a plan, 124 00:10:18.800 --> 00:10:23.280 I have a superior, whatever, it was, I have a dream. It was an ideal that everyone knew that we 125 00:10:23.280 --> 00:10:27.520 wouldn't necessarily achieve. Like, when the United States was founded, it's like, we like, it wasn't 126 00:10:27.520 --> 00:10:31.760 about like screw your up. Like, this is all the things wrong with the world. It was like, no, 127 00:10:31.760 --> 00:10:37.600 we believe that all men are created equal, right? And so it's this ideal that we have yet to achieve, 128 00:10:37.600 --> 00:10:44.480 but that we will all continue to die and fight to achieve it, right? And so, but at the end of the day, 129 00:10:44.480 --> 00:10:50.640 the reason that all of these things can work together in this abundant, this growth oriented, 130 00:10:50.640 --> 00:10:54.480 like how we can continue to grow as a nation and how we continue to grow as humans is based on 131 00:10:54.480 --> 00:10:58.880 thrust and the way that you trust people is when you surround yourself with people who have 132 00:10:58.880 --> 00:11:03.760 similar values and similar ideals. And the only way to do that is if everyone knows what those 133 00:11:03.760 --> 00:11:09.360 similar ideals and beliefs are, which also means saying what you don't believe in, right? And that 134 00:11:09.360 --> 00:11:13.920 creates this level of bond because you're like, those people are just like, hey, right? That guy's 135 00:11:14.000 --> 00:11:18.000 like me or that organization's like me, that's how when people, like, it's like this huge accomplishment 136 00:11:18.000 --> 00:11:23.360 when a brand will get, you know, when, when customers will start get, start to get their brands 137 00:11:23.360 --> 00:11:27.280 tattooed on them. And the reality is it's not because, and a lot of times people will tattoo brands, 138 00:11:27.280 --> 00:11:30.800 the stuff that they don't even own, right? Some people have a Harley-Davidson tattoo and they don't 139 00:11:30.800 --> 00:11:36.160 even own a bike, but they believe in what Harley-Davidson stands for because what it does is it stops 140 00:11:36.160 --> 00:11:41.600 becoming a logo and becomes a symbol of beliefs. And that's what motivates people to take action. 141 00:11:41.600 --> 00:11:46.480 That's what motivates people to become evangelical and defend your brand. It's what motivates 142 00:11:46.480 --> 00:11:50.400 your employees to work overtime and not clock it because they just want to serve your customers 143 00:11:50.400 --> 00:11:55.760 because they believe that they're serving the cause. And because that is telling them and reinforcing 144 00:11:55.760 --> 00:12:02.720 their own identity that they have about themselves. And so, I thought that it might be useful for you. 145 00:12:03.760 --> 00:12:07.760 I thought this might be useful for you. If you're thinking about like, man, I wish my team were more 146 00:12:08.400 --> 00:12:11.760 you know, they would take more initiative or I wish they, I wish my clients would defend me more. 147 00:12:11.760 --> 00:12:15.600 I wish I could have like, and the ways that this happens is you can actually, like from business 148 00:12:15.600 --> 00:12:20.000 standpoint, you actually get huge benefits from this. You get higher, lower, lower employee turnover. 149 00:12:20.000 --> 00:12:24.640 You get way more productivity per employee. Your customers are willing to pay a premium 150 00:12:24.640 --> 00:12:28.640 for an extended period of time for even an inferior product. I'm not saying that ours is inferior 151 00:12:28.640 --> 00:12:32.720 in any way. I think ours is superior for a lot of reasons, but it's because of the way that we 152 00:12:32.720 --> 00:12:39.440 approached it, not necessarily because of whatever, right? And so you have longer lifetime values 153 00:12:39.440 --> 00:12:43.520 as a result of that because then people start even comparing anyone else in the marketplace to 154 00:12:43.520 --> 00:12:47.440 you, right? Like Apple doesn't have the best products. Like their computers simply are not as 155 00:12:47.440 --> 00:12:52.560 powerful as PCs. And yet so many people don't even look at other computers because they're like, 156 00:12:52.560 --> 00:12:57.520 I'm in. I'm a Mac, you know, I'm an Apple butter. That's it, right? Because they believe in what 157 00:12:57.520 --> 00:13:02.720 that company stands for, right? And it's because of what it sells about themselves. And so right now, 158 00:13:02.720 --> 00:13:06.640 if you're like, if you're having difficulty with that, then you need to write down the things that 159 00:13:06.640 --> 00:13:11.200 you believe, and it can be all of the things that you believe. And the more, honestly, the more 160 00:13:11.200 --> 00:13:16.480 polarizing it is, the more you will get the people who are aligned with you, and you're like, 161 00:13:16.480 --> 00:13:21.760 those are my kind of people. You don't know why but you just trust them, right? It trusts is the 162 00:13:21.760 --> 00:13:26.000 basis of having people take initiative, having gone the extra mile because if they live in a culture 163 00:13:26.000 --> 00:13:30.240 manipulation, right, where it's only carrots and sticks, they can never venture outside because 164 00:13:30.240 --> 00:13:35.360 they don't know there's uncertainty about what's going to happen after work. So they don't take 165 00:13:35.360 --> 00:13:39.040 the risk, which means you never get innovation. You don't get that kind of productivity from everyone. 166 00:13:39.760 --> 00:13:45.520 And your clients look elsewhere. So anyways, I thought that was cool and I thought you guys might 167 00:13:45.520 --> 00:13:52.400 dig that. So that is for y'all. And look at what you believe. And I recommend you start saying it 168 00:13:53.360 --> 00:13:57.440 because it'll benefit you. And it'll very quickly, you'll see the people who are in your 169 00:13:57.440 --> 00:14:01.280 organization who don't believe what you believe. And you should probably let them go, not because 170 00:14:01.280 --> 00:14:04.720 of lack of skill, but just because you should surround yourself with people who believe what you 171 00:14:04.720 --> 00:14:09.120 believe because you'll just create a stronger organization. And then that will also attract the 172 00:14:09.120 --> 00:14:14.720 customers who believe what you believe. And so then you have this symbiotic environment that gets 173 00:14:14.720 --> 00:14:18.160 created where everyone kind of likes everyone. And that's kind of, if you went to the general 174 00:14:18.320 --> 00:14:22.960 event, you would have seen this where everyone's just like, everyone got it. We can't put words 175 00:14:22.960 --> 00:14:29.120 to it because it's not something that's a logical idea. It's something that's deep brain feeling. 176 00:14:29.120 --> 00:14:34.160 Like everyone just gets it. They get what we're about. And why do we have such a giving community 177 00:14:34.160 --> 00:14:39.440 inside of the general community? Because that's what we believe. We believe in giving first. 178 00:14:39.440 --> 00:14:45.760 Like I had a speaker who came up who's a rubber manufacturer. And I just tried to negotiate 179 00:14:45.760 --> 00:14:50.320 a discount for everyone. Most times people get points, you know, if you're like an affiliate or 180 00:14:50.320 --> 00:14:55.600 something you get points on how much you get you get a kickback, right? And I didn't, I don't 181 00:14:55.600 --> 00:14:58.720 really want one because I just want to deliver to you guys because that's a belief that I have. 182 00:14:58.720 --> 00:15:03.040 It's a value that I stand for. And so for me to get an extra 10% or 15% like I don't care 183 00:15:03.040 --> 00:15:07.120 that's not my business. I just want everyone to get a better deal. And I'm happy with that, right? 184 00:15:07.120 --> 00:15:12.480 And that's like level one. The second level would be if I want to try and have a strong relationship 185 00:15:12.560 --> 00:15:17.760 with someone like let's say a rubber dealer that does thousands of gyms, right? That might make 186 00:15:17.760 --> 00:15:22.800 sense for me. Now I could ask him, Hey, man, can you send me gym owners so I could help them out, 187 00:15:22.800 --> 00:15:27.280 right? But what do you think the likelihood is that he's going to start doing that? Probably not. 188 00:15:27.280 --> 00:15:32.080 Not a lot, right? But if I know that he's a really high quality business and then he stands behind 189 00:15:32.080 --> 00:15:36.000 he's going to do it for 35 years, right? What am I going to do? I'm going to give to him first 190 00:15:36.000 --> 00:15:39.200 because it's a that's a value that I have. And whether or not he gets back to me is kind of a 191 00:15:39.200 --> 00:15:43.920 relevant because the value should be independent of what happens afterwards, right? It should be 192 00:15:43.920 --> 00:15:50.320 independent. And so it's the same reason when we go to war, we still pick up the enemy's bodies 193 00:15:50.320 --> 00:15:54.480 and we draw them to our side, even though it makes no logical sense for us to waste our resources 194 00:15:54.480 --> 00:15:59.200 on someone else who's our enemy, but it's because it's what we believe. That's what we're fighting for, 195 00:15:59.200 --> 00:16:03.600 right? And so what are the things that you fight for? What are the things that you die for? What are 196 00:16:03.600 --> 00:16:08.160 the things that you believe? And if you articulate those things to your employees first and then 197 00:16:08.160 --> 00:16:12.400 your clients and your employees will also articulate those things to your clients by not only what they 198 00:16:12.400 --> 00:16:16.320 say, but how they say it and how they live and how they live. So lots of love everybody, 199 00:16:16.320 --> 00:16:20.080 hope you're having an awesome day. Have a Thursday and I will see you guys.