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Mozination, what's going on? Continuing the VIP special edition behind the scenes,

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fireside chat from girl with video from people who paid lots of money to be in the room

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and answer their questions live. And so you will have the second half and we're starting now.

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Welcome to the game where we talk about how to get more customers, how to make more

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customers, how to keep them longer, and the many failures and lessons we have learned along the way.

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I hope you enjoy and subscribe.

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I know that you guys spend a lot of money on coaching and learning and I don't want to say

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masterminds necessarily, but education, furthering your education constantly. You talk about that

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a lot on social media as well. What's the best way to go about finding the right coaching,

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the right mentors, the right ways to continue your education?

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I mean, I'm just a star because I'm sure Alex is thinking it too, which is just like there is no

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one mentor or person or program. Like, you're going to have to do 10, 20, 30, 40. And so I actually

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think it's the fact that everyone has this unrealistic expectation that one mentor, one coach,

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or one whatever is going to solve all their problems. Perfect solutions don't exist. And so there's

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not one, there's no one's silver bullet. It's like a thousand led bullets to help you become the

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kind of person who want to be or help you build the business that you want to have. And so I think

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that putting all of the pressure on like some coach who, you know, they are a human who is faulty

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as well to help you achieve what you want to achieve, I think is unrealistic. And so I would just

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say erasing that and not even thinking how do I find the right coach, but it's what are the

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skills that I need to acquire right now? And then probably putting together a group of people that

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can help me achieve them. It was so much better when I could just take credit for everything.

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So I'll give you a quick hack and then maybe rephrase the question. So the quick hack is

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when I want to acquire a skill, I pay whatever is required to get the skill. And so I remember

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when I needed to learn Facebook ads. And this is like 2013. And I didn't know how to do it,

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and I didn't want to buy a course. I wanted someone to teach me how to run it for my specific

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business. And so I reached out to a guy who had a course. He's like, well, I don't sell my time.

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And I was like, it's America. I was like, everyone's lost their time. I was like, just say a

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number, internet, I'm in like, you sell your time. You made the time for the course. Anyways,

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so he's like, I mean, it would have to be like $750 now. And I was like, okay. And so,

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and I didn't have that much money. Like, I really, like, this was not like when I had a ton of money.

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It was a lot to me. And so every week he would show up for an hour. And he would try and run

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ads for my business. And I would be like, don't click anything. Tell me why you're, why,

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why you turn this off or what you would do and why you're like, give me the thinking process

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behind it. And then by eight weeks, which was eight hours, I learned how to run Facebook ads.

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And so it ended up costing me whatever $750 times data is. So $5600 or whatever. And it was

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such a better ROI for me than anything else. And so I feel like we've done that a lot of times,

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which is like, how can I pay to get access to someone even if it's unreasonable? Because I believe

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that I would get enough leverage to have a personalized solution for me. And it was worth the

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10 times the cost or 100 times compared to like a Udemy course for that thing. And so that's kind

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of like the hack. From a larger perspective, I think that a lot of people look for like what

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Laila said, the silver bullet, when I think it's much more of a directional question, which is,

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do I think that this will get me closer to my goal than what I'm currently doing? And so I think if

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we think in those terms of am I getting closer, am I getting further, then this is kind of what I

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was alluding to earlier about like you don't have the perspective from which to make the judgment on

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is this person going to be the one that I'm missing, right? You make the best bet you can. And so if

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let's say you need to get here, you might go this way and then like this way and this way,

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but as long as you're directionally funneling towards that point, your vision, your wisdom, your

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ability to perceive and make judgments will improve as you gain more insight from the education

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experience that you're going through. And so I've said this publicly, I think that everyone should

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invest as much of the money that they have available to them after their living expenses into

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buying as much information and skills as possible until your income is so overwhelming that you

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cannot spend it trying to get more information. And that's because like skills with the ultimate

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hedge against inflation, like it doesn't matter whether we're trading Bitcoin or seashells,

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like if you are valuable, people will pay you. Yeah, good stuff. Kind of a little bit of a segue

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into your guys' relationship, your marriage. You guys have a unique story where you kind of

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started off as business partners. Technically, technically you started out on a date, but it immediately

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turned into a business partner relationship and then kind of turned into a marriage. A literal

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proposition. Yeah. So walk me through like how do you prioritize your marriage now while being

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business partners? That's an interesting question. If you like take one step back,

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a lot of people ask how do you prioritize your marriage because they assume that work and life

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are separate. Sure. And so I know that's like the thing is cheesy, whatever. But we don't look at it,

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like we're working together, we look at it like we are on this mission with what we want to do with

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our lives together. And so like doing this and being on meetings and then having like it's all

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one, there's yeah, there's no separation. And so it doesn't feel like there's a need to prioritize

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the marriage when the marriage is always the cornerstone of all of it. Does that make sense? Yeah,

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no. Everything is built upon the foundation that we have together in terms of like in our life

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because that's what we wanted to build. That's how we wanted to do things. And so

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doing it justice by doing what we do every day well is kind of priority as a marriage because

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that's what we both said we wanted for our lives together. You probably could say something. No.

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I have a fundamental belief that there are no rules and I don't believe any single relational

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dynamic is sorry. Any relational dynamic is unique in its own way. Like my relationship with you

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is different than your relationship with any other person in this room because we're two unique people.

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And so in that way I think every marriage is unique. And so one of the things that I do not like

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rather than talking about what I do like about our marriage is one of the things that I don't like

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that I see in the space overall is a lot of people talking shirts. You should do this, you shouldn't

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do this. This is how it should be blah blah blah blah. And like fuck that. You know what I mean?

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Like this is this is our marriage. But we do it the way we want to do it. And if someone doesn't

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like that, fuck them. They're not getting married to us. You know what I mean? And so

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and I remember when I was I remember when I was I remember when when I was dating before

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Leila, which I only did it the whole time. And I was I am so and I ended up ending things with

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someone and I was like you know this is you know I'm just looking for more of something like this

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and I ended up being probably not socially adept and telling her all the things that I was looking

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for that she was not. Which went over swimmingly. And she said something that was supposed to be an

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insult. But I didn't take it that way. She said well she's like well good luck finding that. And

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I was like well I only have to find one. So like I was on this podcast and somebody was like I

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believe marriage is a compromise. And I was like I believe that's a belief. So like I don't think

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like I think you you want to make sure that and we've talked about this publicly. There's three

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things that in my opinion create the dynamic for a successful marriage. Number one is that you

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have a shared mission. Which is what do we want to do with our lives? Number two is what are our

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values? How do we want to get there? So we may have really similar missions with with our lives.

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But maybe the values in terms of like how we want to get there might be somewhat different. I think

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Gary V. And well now he's well that's bad example. Okay. But you get I love. Okay. That's not the

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but he probably is a similar mission right in terms of what he wants to do impact entrepreneurs

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center as we do. But the values that he's going to do are unique to Gary and we have slightly

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different values which makes it unique to us. And then the third is lifestyle right or similar

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interests. And so I think if you find someone who wants to do the shit that you want to do in terms

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of big shit epic shit. And then they want to get there the same way you want to get there. And

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what you're doing in the in between time is stuff that you both enjoy. Then I think that it stacks

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the chips in your favor to have what we would consider an easy marriage. And again people are like

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marriage is hard like I also think that's a belief. Yeah I would ask that I think a lot of it is

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just the shits right which is like when we first got married I think it was actually the first

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couple years were harder because of a lot of the projections that we accepted from other people

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onto us which is oh well you guys worked together you need to have one date and a week you

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I mean they had some really interesting opinions on lots of things. And you know you have to not

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talk about work at date night and you need to make time to do these things and you need friends

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that are like this and you need all this to make a successful marriage. And you need to talk to

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each other this way. And the more that I got away from believing any of that and the more that I

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just accepted that our marriage is going to be whatever we designed it to be and whatever we like

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and that we should be more people should listen to their it's almost like listening to your intuition

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and do part carving your own path rather than listening to the one that somebody else is trying

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to project onto you. The more that you can do that the happier will be and who gives a fuck what

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it looks like. And so like I don't know the last time that we like our anniversary was last week

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you know what we did on that day we onboarded Caleb and had dinner with him. And you know why we had

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an anniversary dinner plan and we were both like no let's do that though. Like and there's no

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upset people like you must be so secretly like no like that is genuinely what we both want to do

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we're like we have so much time together and every day I mean is amazing together and we tell

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each other that all the time we're like I'm so lucky to have you. And so I think that you just can't

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judge yourself and also don't put judgment on others but their marriage looks like that's the one

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thing I would never judge somebody else's marriage because they do do date nights and they do want to

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do things festival for the anniversary and they do want to have a big wedding that's great for

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I'm generally so happy for them that's just not what we want to do. Yeah you can't answer

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better than that so all right so I feel like that's kind of there's elements in there that were

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maybe like about time management to some extent I know a lot of people in here run multiple

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businesses and they maybe also have families or whatever but could talk about time management

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particularly with running multiple businesses because that was a question that we got a lot of as

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well. I think if I were to like zoom out a little bit and wonder Alex you're thinking the same thing

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which is just is very hard to be the CEO of multiple businesses. Yeah those are all going to go like

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it's I mean I've tried and it's it's very hard so I just I mean I would first ask myself why

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why do you need to be the CEO of multiple businesses? I agree. I don't know I mean like they're

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there's trade-offs you know what I mean and so I was I was talking to Caleb about this earlier but like

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if there's a pair of shoes and they're $500 and I want the shoes and I paid the $500 and I have the

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shoes people are like are you upset that you paid the $500 I'm like no I wanted the shoes and so

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people look at a price tag on the things they want to achieve in life and the goals they have and

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have a price tag attached to them and if you're willing to pay the price to get the thing then why would

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I be upset about a trade-off? I made the trade because I thought that the trade that I made was

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what I wanted. Now you can reassess the trade that you make and think okay I need to of course

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correct but like if you want to work 12 hours a day then fucking work 12 hours a day and I think

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there is where you need to find a spouse who you say this is how I want to live my life is that

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the kind of life you want to live and so I think a lot of people do this kind of like trying to

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meet in the middle thing and then both people are unhappy and I think it's much better to just be

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this is kind of like picking with companies it's like you only need to pick one I mean more so with

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us we we get to pick more than one company but you only get to pick one spouse and so it's like you

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want to be the most unreasonable about all the things that you want to do and turn as many people

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away as seemingly possible because if you can imagine somebody who would accept you exactly as you

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and so I think one of the things that I love the most about Layla is that she has never tried to

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change me and that is only her you know I mean like everyone else had like you know it'd be really

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great a few and you know if you dress like and all of these types of little itty bitty things trying

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to make these little mini concessions right and one of the things that she's she's said probably

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she's like I never tried to change out it's like good luck but at the same time like a lot of us

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make these concessions because we believe we should or we have to or it's a part of marriage or

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a part of life and I just don't I don't believe that and I think that if you want to live an

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exceptional life then that means that you while we live as an exception and if you want to

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live an uncommon life you cannot have common views I think that when I think about like the

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marriages that I see where people laugh like the longest lasting marriages something I've observed

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is that they they accelerate each other's growth yeah and they amplify who the other person is

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they don't condemn it they don't degrade it they don't try to change it they amplify more of

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each other and they help the other person expand into more of who they are and like I know that

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I knew that it made sense with Alex because when I met him he only encouraged me to be a better

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version of myself and a bigger version of myself which for a man to do that for a woman is not

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common nowadays and it wasn't what a lot of guys that I had dated done and so I think like when

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it comes back to like the time management thing I think a lot of the times it's unfortunate um people

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people are constantly trying to fit the expectations of others and that is why the time is limited

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they're trying to fit the expectations their spouse has what life should look like but they have

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different expectations so it feels like a compromise and it feels like they have to manage their time

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when it's like maybe the expectations weren't set correctly in the first place for what this marriage

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should look like or what I want life to look like and so it can't it feels like this constant battle

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and so I think that if we could relinquish expectations and then neither I think almost in those

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situations where you're in it and you're married and you know you're already there it's relinquishing

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expectations of the other person because I don't think it's fair to put expectations on the other

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just like you know Alex's I don't change him it's really I don't put expectations on him

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yeah it's almost like if you if you have shared mission values and like then if you

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live in a way that other people might not agree with it doesn't matter because you both agree

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with each other and that's not on the ride with us yeah they don't have to buy tickets

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awesome um so this is one of my favorite questions you guys speak nonstop in frameworks and mental

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models and I believe personally that that's a big reason for your guys' success on social media

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can you talk to me about why that is where you find a lot of the frameworks and mental models and

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I know that you're both avid learners but like who are the people that you look up to most in that

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where do you like where you gathering these from how much of them are your own creations versus

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others just like talk about that for a little bit I just learned Alex so um I create mental models

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to organize the world because the world stresses me out and so I want to understand it better and

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I feel like I mean the mission like my or our personal mission is to document your the best practices

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building one class companies and it's what I think about all day long the moment I got into

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business it became my first law and everything else became second it's like I draw pictures of

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business I write all my words are written about business I make videos about business I talk

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about business I literally do business all day this is what I love and so the frameworks were

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an effort to seek to understand and in terms of understanding it's trying to break down things

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into their foundational units and strip off what a lot of people put the lipstick and the makeup

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and the wrappers around just say like what does this mean and Socrates said that wisdom begins

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with the definition of terms and so a lot of times we use words that we don't understand and so if

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I were to say what is the lead a lot of people like I need to get more leads I'm like what is that

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I'm like you know like a person I'm like no I don't understand explain more is a subscriber

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and you to believe is an Instagram follower lead what makes an Instagram follower lead and not a

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YouTube subscriber and so we're to ask these questions and I'm like huh I don't know and so all

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of a sudden we start realizing that we use these words that we never begin to understand and so

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how can we try and put a goal on something we can't even define and so all of these were processes

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to try and understand how we're going to do things better and so the the things that I try and

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seek with a framework is that there's really only two foundational units to make a framework what

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I would say you know good one is that it is valid meaning there's a high a number of circumstances

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where it is correct where it will predict and number two is that it is useful and so an example

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of something that is just valid but not useful would be if I said some things work and some things

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don't that is valid it is not useful right and so it's not a very good model and so on the flip

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side a lot of marketers a lot of you guys in this room create models where you're like here's

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the seven seas of awareness right and these are all the things that prospectus thinking before

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they buy first they have to be agitated and then they have to seek and then they have an

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information you know like they and what you're doing is you're projecting a thought process into

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someone that you have no idea what they're thinking about there's no way to measure that

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and so it's basically made up and so a lot of us teach or a lot of people I would say in general

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teach their audiences false models and so it really just confuses people because they use words

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that people don't understand they talk without defining the terms and then they say things that

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have no way to measure and so in that instance if I was like here are the seven seas of awareness

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so blah blah blah blah maybe it's useful because someone's going to follow these steps but I can

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show you an example of like what if I just buy this thing with one click oh it's not valid done

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and so the idea is how can I create a model that is both valid and as many circumstances it's

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extremely possible and useful in all of the circumstances to create a result and so like for

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example the book that I'm writing right now which is hundred million dollar leads I have 58

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different models 50 different versions of the single model that is now going to be the central

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model of the book and so there was the value equation the hundred million dollar offers which

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took me a really long time to develop and like you know I'm not comparing to I want to be very

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clear but you know if you listen to Richard Feynman or Einstein when we talk about formulas they say

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they're like they're elegantly simple and so you know equals mc squared is a really simple equation

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but it took all of this math to get down to this one thing and so I think that a lot of people just

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thrushed it up on a board and say oh that's what it is but they haven't thought like can I break this

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and so when I try and make models and I think the reason that they gain more mass appeal is that

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people like that applies to my circumstance that applies to my circumstance whereas if someone

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can easily break it then it just limits the utility of the model overall or the validity of the

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model depending on the thing that we broke and so you know in the leads for example it started with

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what is advertising right we talk about advertising but what does that mean what's the difference

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in advertising and marketing what's the difference in marketing and promotion right and so if we

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define these terms then we get really clear on what we're trying to solve and then we can actually

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begin to I think gain wisdom and that's because you know to end it with Socrates again wisdom

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begins with the definition of terms and so I think if we define what we're trying to accomplish we

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define the words that we're using and then we try and break it in as many ways as possible and ask

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ourselves is this valid as this useful then we can begin to make models that everyone else can use

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so I'll add some context to that just my my observations which is you know Alex started building

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out models when we first start gym watch and so you know people here might be like holy crap how do

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I build models like Alex because when I first started making content you know he was like you

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should take all the stuff that you teach the team and have taught the teams internally and turn

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into frameworks and models and I was like how do I do that and I really would compare myself like

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why do my models look like shit and yours are great and he's like I've been doing this since we

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started gym watch and it was because you know he started practicing when it was every month

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or in the beginning every two weeks he would essentially teach a new framework to the gym owners

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and that was where he I like if you if you go back and you watch because I think this is important

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for everyone because you compare yourselves right um to like your earliest YouTube videos your

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earliest podcasts right and you listen to Alex and he watches content like that was when he was

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really first doing it but you've been doing it for six seven years now that he's been breaking

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things down to models and so I think just to add like context for for people this isn't something

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that's going to happen overnight and it is hard to think through and like I'm lucky because I've

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just get to be with him all day and like assimilate it and so it's become something that I've been

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really trying to put ever into in terms of teaching people as well but I think just for like anyone

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who's who's here right now if you're thinking like how do I simplify all that like make those

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frameworks because honestly if you make good frameworks like Alex says like I mean he's been like

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I want to say like five days on your iPad in your office like really trying to make that framework

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leads book and I was like fuck you know it's a lot of time um really took five days yeah I really took

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five days um so just you can't compare yourself when he's put in that many hours

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kind of going back to what you said when you were talking about uh people just like

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making up things that sound cool like acronyms that aren't a real word the whatever uh

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what are what are some incorrect advice that you hear regularly that you want to out

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for the benefit of everyone listening there's probably so many I just recently had this experience

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and if you are watching this huh I know you guys yeah and if you are watching this I love you and

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I love you to death and even though you said this name is terrible yeah and so we were at dinner

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and uh it's a couple that we're really good friends with well again yeah

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there you go um and I know we were we were we were chatting and I was like you know I'm thinking

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about you know uh putting a you at a discord community together you know as just talking about

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and he's like because you can you should and he was saying it like a truth yeah if you're

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when someone like says like a quote stream certainty right and I remember listening to that and

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me like that's the stupidest thing I've ever heard I was like what shit because I can't hit

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Layla I should I was like because I can drink drive I should like I was like well I just broke that

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model you know anything and so I think a lot of us like you hear these quotes that sound good but

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they're totally borscht like borscht and so like and this it gets more difficult because you have

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to audit your mind you have to audit what you're consuming because a lot of people take things

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as truth that are not and it's very hard and so the one of the shortcuts we do is just go to

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somebody who's maxed out of skill and listen to Warren Buffett investing because he's probably

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thought about this enough that we don't have to apply that filter because it's difficult and um

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I think Grand Cardone said don't listen to millionaires and I think that there's you know some truth

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that because a lot of people it's like oh I gotta do a slush it to make money now you're not

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gonna make a tremendous amount of money but you'll be able to like live really comfortably and

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probably in the top 1% because most people just do nothing you know um but you know big picture

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in terms of other types of advice that that is I feel it I would just say most advice is wrong

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I think most advice is wrong also because it's given out of context yeah kind of like

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bringing it back to earlier like there's plenty of advice any one piece of advice could be right

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or wrong depending on the person you're giving into and depending on their preferences so it's

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like you know I'm very cognizant of like you know even with the companies that we have in the portfolio

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if I'm giving them advice I take into consideration like what are their four values

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because there was one company for example that you know they said how are we going to increase

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volume on our sales team and we were looking at their sales availability and we're like oh well

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clearly we need to increase our sales availability and then we're like we immediately both went

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into like here's what we did a gym launch and then because it's a similar-ish company and then I

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said actually you know I don't think that would work as something because you guys really value

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something that I don't say which is work like balance and so you don't have people work 10 to 12

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hours a day I do yeah I do do that right and that's one of our values more like people are like

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driving really hard and so I said I actually think that we should do split shifts and maybe you

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could have someone do six hours here six hours here you stack them and they're like that would be

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perfect and so I think it's you know it's just taking into consideration the goals of the person

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that you're gonna be advised to and I think most people I think the quote is experts will tell you

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how they did it whereas a master will tell you how you should do it and I think that a lot of the

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times we have people are experts and telling people do the steps one through 10 that I did right and I

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hear that a lot and I think that people should take everything with a grain of salt I hope people take

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everything I say with grain of salt everything ounces with grain of salt everything they hear hear it

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with a grain of salt because it's just different based on your situation. Hey guys real quick if

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you're new to the podcast I have a book on Amazon called one hundred million dollar offers that

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over eight thousand five star reviews and it has almost a perfect score you can get it for 99 cents

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on Kindle the reason I bring it up is that I put over a thousand hours into writing that book

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and it's my biggest gift to our community so it's my very shameless way of trying to get you to like

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me more and ultimately make more dollars to that later on in your business career I can push the

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part towards you so that's my gift go check it out Amazon and back to the show.

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So given that context how do you create content and how do you how do you teach into one

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to many format like writing a book or posting on social media knowing that it's I think that there's

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one factor which like if you listen to long form media especially like I've tried to be very

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intentional with this in like long form content which is I say if you are in this specific situation

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and then I'll say here's some exceptions to this like I just made a presentation about meetings

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which kill me I'm sure it's going to blow because nobody wants to hear about meetings but I love

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talking about it so um but basically in that I was saying you know like there are totally exceptions

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to this 95% of people who supplies you there are 5% that you will absolutely fucking crush it

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never having a meeting and so I think it's just important to always be context because if you don't

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get context to say like there are exceptions what I'm about to say then you kind of sound like

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arrogant or you know egotistical it's like oh this is the end all be all and I think we've

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learned that through gym launch too because we've had times where we've given advice and then

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we didn't add nuance to it we didn't say hey it's for these five situations and if you're in

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these three situations don't include yourself and people have made their own decisions for their

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business yeah I was going to say one of the things that drives me you know nuts in general is

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you know we'll talk to somebody someone DM me and be like hey my business coach said that like

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I should always be in charge of the sales team until we're over a million dollars a month

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and I was like well want me to give you examples of companies that that's not true

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you know what I mean and so it's the haftos and the sheds and the moths that always

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that those are the things that drive me just bananas um and so I think a lot of times if you can

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just take everything as um this might work or this might have a higher probability of getting x

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outcome for people who are in this circumstance who want this thing which you know it's it's really

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nice to talk into masses in generalities or generalizations because everyone just wants the not

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thing but if you want to crush it then you need to do the thinking and most people don't because

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thinking was hard I think something on top of that is just like a tactical piece is actually a

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piece of advice that Caleb gave me which was answer the questions in the comments that are asking

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like wait what about this situation um I think that's powerful because then you can showcase that

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and you can even create another piece of content off that comment where you answer that question

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about that nuance piece to your content so when you guys were talking earlier about skills that

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you're trying to hone one of those kind of related to what we're just talking about is discernment

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wisdom obviously experience just time can help contribute to that how do you fast track that

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I know the humor in that but like like when you say you're focused on honing it

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there must be like is it just an awareness that you have towards that being an objective

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I think there are like I think there are certain feelings that I start to get in my gut when I

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know that I'm doing an old pattern I'm like old me really wants to do this and old me did do this

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and so it's just having that extra pause of thinking like am I making this decision because I want

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to make the decision or because I think it's the right decision let me see this for the audience

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have you guys ever had this thing really want to do that and you're like I know I shouldn't

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do you have that feeling it's listening to the other voice and I think it's just

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over and over and over again flexing that muscle and then being aware enough to reward yourself

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when that second voice was right and I'm grateful because Layla and I kind of sit in the in and

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yang in the business and so and we almost purposefully express more polar characteristics within

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the business because those are the roles that we sit in and so I was on a call today with a

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company that we were thinking about onboarding and I asked all the questions I had and then I thought

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with my Layla had on and I asked all the Layla questions that I know she would be asking right now

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and so I think like we have this ability to think and I've used this before but like for me I talked

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to my 85 girls off a lot which is creepy but I imagine myself at 85 and I feel like I have a

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pretty accurate description of my head of like what I will think at that point and I asked that person

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questions and first off that guy just makes fun of me all the time just asshole but because most

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of these is like it doesn't matter Layla thanks uses but I know that that person has my best

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intention long term in in hand more than any other person on planet earth and so I asked that

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person questions about what I should do in the present and a lot of times they get a much more

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even keel answer of like I think this is what you should do and I think it's listening more to that

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person than the person that I am today yeah so another one that you had mentioned was patience

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which for anybody that's an entrepreneur that's probably one of the most difficult character

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traits to develop right especially in a world with so much opportunity there's so much going on

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every new speaker that comes up tells you something else that you should be doing right so how do

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you cultivate patience I'm probably not the best one to answer the question because honestly every

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time I see somebody else zigzag and I see somebody else jump to the next new thing and I see

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somebody else go from zero to three and zero to three and zero to three but never take it zero to

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10 I'm just sitting there being patient and like knowing that I'm like sitting in my suffering and

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I'm like fucking winning like that's what I think every time and so I think I've trained myself to

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think like the more patient I can be I just know how hard it is to be patient how hard it is to

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wait and how hard it is to delay gratification and so I consider it to be a strategic advantage and so

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it sounds terrible but like I just look at all the people with so much high activity and so much

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lack of patience so much like constantly like taking the good will out of their audience and

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immediate gratification and selling like cheap tacky shit and I see that I'm like you're losing

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because you're constantly just like caching in in the short term and you're never going to get

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that long term you're never going to hit the long term goal you want and so I think it's if you

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can kind of ingrain that into your mindset you change your perspective on it right and I think

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that if you want to change if you want to achieve a goal you have to change either your perspective

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or your procedure right so it's how you do things and how you see things I tend to start with how I

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see things and so I see it as a weakness and I see it as something that I feel it is deterring you

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from your long term goal and you're almost putting off your long term success because of your

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lack of patience and so the more I train myself to think that way and see that way I think the more

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patient I become and the more I feel it's become a strategic advantage because I do see that

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most of those people when they're doing those things then end up never getting the goal that they

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really really want because they have these compulsions or these urges that they like can't resist

384
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in the short term right which you can't resist it's just you're telling yourself you can't right it's

385
00:33:33.360 --> 00:33:37.360
just a habit you have to break and so I think for me it's shifting the perspective and then

386
00:33:38.720 --> 00:33:42.480
Alex and probably talk more about procedure. I was just saying people will mistake activity

387
00:33:42.480 --> 00:33:48.400
for progress and so if you were to think you know I could have just put a hundred thousand dollars

388
00:33:48.400 --> 00:33:54.880
in Bitcoin for example 10 years ago and that would be it right one single just just as an extreme

389
00:33:54.880 --> 00:33:59.440
example right and then nothing else would literally nothing else I would have done from

390
00:33:59.440 --> 00:34:05.680
net worth standpoint would matter right and it doesn't feel fair but it's also reality and so 99

391
00:34:05.680 --> 00:34:09.200
percent of the decisions that we make are relevant for the ultimate outcome that we're looking at

392
00:34:09.200 --> 00:34:13.280
and I think it's really trying to figure out where do I have the most leverage and then being

393
00:34:13.280 --> 00:34:18.880
very patient on pulling that that one lever that one big move and most of the people that I see

394
00:34:18.880 --> 00:34:27.680
that are very far in life have very low activity but when they do take an action they go all in or

395
00:34:27.680 --> 00:34:31.840
they make a very significant bet on that on that action because they know that they have limited

396
00:34:31.840 --> 00:34:35.520
bandwidth and so they know that in order for that action to be successful and to yield them the

397
00:34:35.520 --> 00:34:40.080
result they're looking for they have to be very strategic with how they place the bet right so they

398
00:34:40.080 --> 00:34:44.880
put way more of their time in the thinking about the bet and so they can replace the activity with

399
00:34:44.880 --> 00:34:49.040
the thought process so rather than being frenetic thinking you know it's the sharpening the axe

400
00:34:49.040 --> 00:34:56.880
analogy but most people don't actually do that and so I think that that that fundamental shift

401
00:34:56.880 --> 00:35:02.960
because wealth is a is a relationship with time and so people who have tremendous wealth

402
00:35:02.960 --> 00:35:08.960
have a mastery of time because money is a transactional unit with time you can trade your time for

403
00:35:08.960 --> 00:35:15.760
money you can take money for time right and so at a micro level they know how to manage their day

404
00:35:15.760 --> 00:35:21.680
to day time and then on macro level they base their long term conclusion on assumptions that are

405
00:35:21.680 --> 00:35:29.120
very probable and so I'll give you an example you know with acquisition.com so acquisition.com

406
00:35:29.120 --> 00:35:33.760
is built on you know four or five foundational assumptions assumption one is that Layla and I

407
00:35:33.760 --> 00:35:41.120
will be more popular in the future than we are today number two is that we can grow businesses

408
00:35:41.760 --> 00:35:47.200
in the range that we are looking for in that period of time number three is that the marketplace

409
00:35:47.200 --> 00:35:52.400
for the businesses that we are serving grows and does not shrink for some reason like e-learning

410
00:35:52.400 --> 00:35:56.240
doesn't disappear overnight or service businesses don't magically disappear could happen there's

411
00:35:56.240 --> 00:36:04.000
COVID who knows right and so if if those things are true and the fourth one would be that

412
00:36:04.000 --> 00:36:09.440
us building a personal brand would correspond with companies that are the type that we'd want to

413
00:36:09.440 --> 00:36:14.400
work with it would translate into that and so those four assumptions are true then it's simply a

414
00:36:14.400 --> 00:36:19.440
matter of time before we get to a billion and so I had a I'll give you this is like a real war

415
00:36:19.440 --> 00:36:25.200
example a very close friend of mine is a genius product developer best product I've ever met

416
00:36:25.920 --> 00:36:31.040
and he said I really think you should turn acquisition.com into a forum and you'd have tons and

417
00:36:31.040 --> 00:36:35.920
tons of SEO and that would build tons of traffic and you're already huge domain authority because

418
00:36:35.920 --> 00:36:40.720
we've got tons of great links and all that stuff and it would just totally blow up your traffic

419
00:36:40.720 --> 00:36:43.760
and it really took me a long time to think about it's going to be a big endeavor it's going to

420
00:36:43.760 --> 00:36:47.680
really turn into a software forum rather than use discord use the site to do that and so I

421
00:36:47.680 --> 00:36:53.360
thought about it for like two weeks like really like really it was almost all I talked about for

422
00:36:53.360 --> 00:36:58.160
like two weeks and then I ended up saying no I'm not going to do it and the reason for that was

423
00:36:58.160 --> 00:37:04.320
because the four assumptions that I based us getting to a billion on are true or I believe

424
00:37:04.320 --> 00:37:10.960
them to be true and I can not do this and still get there and so I think if we write down what are

425
00:37:10.960 --> 00:37:16.000
the assumptions we're basing this decision on and and if they if they are true do I believe

426
00:37:16.000 --> 00:37:20.320
that the high likelihood of them being true and then all I have to do is add the one recipe the

427
00:37:20.320 --> 00:37:24.640
one ingredient that no one else wants to add which is time then we can be patient because we're

428
00:37:24.640 --> 00:37:29.760
very dedicated to the high probability bet but it just it's difficult because every day new

429
00:37:29.760 --> 00:37:33.120
opportunities come up and I tell the story about the woman in the red dress and the matrix

430
00:37:33.120 --> 00:37:37.840
because the thing is is that you know everybody here knows how to if you're making $100,000 a year

431
00:37:37.840 --> 00:37:42.880
you know how to turn down a $10,000 opportunity it's really hard to turn down another $100,000

432
00:37:42.880 --> 00:37:48.000
opportunity and so the thing is is that as you level up the woman in the red dress becomes more

433
00:37:48.000 --> 00:37:52.320
more attractive because when you're a $10 million entrepreneur you get $10 million opportunities

434
00:37:52.320 --> 00:37:56.080
when you're a $100 million entrepreneur you get $100 million opportunities so your ability to

435
00:37:56.080 --> 00:38:00.640
turn things down also has to level up because you got used to saying no to 10k things but not 100k

436
00:38:00.640 --> 00:38:04.240
things and so that is a wall that entrepreneurs will continue to hit they they level up their

437
00:38:04.240 --> 00:38:07.040
business then all of a sudden they get distracted because they don't know how to see no to this girl

438
00:38:07.840 --> 00:38:14.160
as a journey object and so I see those as like the real world translations of what patience means

439
00:38:14.160 --> 00:38:20.560
in action awesome so I just want to thank you guys for coming I have one more question for you

440
00:38:22.080 --> 00:38:28.080
which is about personal branding obviously you guys really stepped into personal branding in the

441
00:38:28.080 --> 00:38:36.720
last year and like zero to you know all that it is now and so walk me through the

442
00:38:38.640 --> 00:38:44.640
that decision process because obviously you guys don't make decisions easily you don't take them

443
00:38:44.640 --> 00:38:50.880
lightly and you're very principled and how you go about making your decisions and so obviously

444
00:38:50.880 --> 00:38:56.880
this was a very big deal I know that you spoke with grants and you've invested a lot of time and

445
00:38:56.880 --> 00:39:00.880
energy and resources and understanding how to build your brand more and so just kind of walk me

446
00:39:00.880 --> 00:39:06.720
through what that process was like and what some of just some of the biggest things you've learned

447
00:39:06.720 --> 00:39:13.520
throughout that process so I saw Kylie Jenner become a billionaire at age 20 and I felt like I

448
00:39:13.520 --> 00:39:18.320
sucked and I was literally depressed for like a day and I was like what why do I suck so much

449
00:39:19.920 --> 00:39:23.680
and they say comparison thief of joy it's also the fuel for greatness

450
00:39:27.280 --> 00:39:31.760
I agree but I saw that and as I quit I'm just going to do a quick tangent and then I think I

451
00:39:31.760 --> 00:39:38.320
won't give a good answer but when we're talking earlier about patience if you thought a personal

452
00:39:38.320 --> 00:39:43.680
brand if you could wait five years and just did nothing but build the personal brand would then

453
00:39:43.680 --> 00:39:47.600
yield you an audience that would make you a millionaire or a Decker millionaire since a millionaire

454
00:39:47.600 --> 00:39:52.080
would you do it most people would say yes but their actions don't match that and it's because

455
00:39:52.080 --> 00:39:56.320
it's just too easy to all city something else and so they just detract themselves and I go

456
00:39:56.320 --> 00:40:00.480
rather than saying if this assumption is true if I would if do I believe it's a high probability

457
00:40:00.480 --> 00:40:05.840
that it would be unreasonable if I did these activities for five straight years that I would not

458
00:40:05.840 --> 00:40:10.400
achieve X it would be unreasonable that if I did this level of activity this level of volume

459
00:40:10.400 --> 00:40:14.320
because I have all these evidence that supports that this level of activity and this level of volume

460
00:40:14.320 --> 00:40:18.640
with this level of skill would yield this result if I did this for five years I could achieve far

461
00:40:18.640 --> 00:40:21.680
more than everybody else who's going to be switching back and forth and having short-term

462
00:40:21.680 --> 00:40:25.600
pops that are ahead of me but long-term slot and so I think that if we can if we can make

463
00:40:25.600 --> 00:40:32.160
decisions like that it makes patience a little easier circling back to why we did the personal brand

464
00:40:33.760 --> 00:40:39.680
so Kylie was a big influence Conor McGregor was a big influence the rock was a big influence

465
00:40:39.680 --> 00:40:43.120
I saw these people build these huge brands and then overnight have a billion dollar company

466
00:40:43.840 --> 00:40:48.160
and you know for me I think okay if someone is making more money than me than they are better

467
00:40:48.640 --> 00:40:53.520
better at business than I am in some way and I need to learn what it is and the common theme for

468
00:40:53.520 --> 00:40:58.240
them was that they just built a massive media channel that had it's free you know I mean it was

469
00:40:58.240 --> 00:41:03.120
just free it's insane to me even when I really think about it still like we get paid to build

470
00:41:03.680 --> 00:41:07.440
a company right now which is since I still it's insane you get to get the equivalent of two

471
00:41:07.440 --> 00:41:10.960
million dollars in that spend right right now we get and it's still continuing to grow it's like

472
00:41:10.960 --> 00:41:15.200
80 million impressions a month at 25 dollars a cpm which we paid twice that when we you know we're

473
00:41:15.200 --> 00:41:19.200
running ads like two million dollars a month for free and then we get paid by the platforms

474
00:41:19.200 --> 00:41:24.080
we're doing it which is like again ludicrous and so I handled that but I still do want to be famous

475
00:41:24.080 --> 00:41:29.600
I talked to Dean Gracioci and he said if the price that I have to pay to make the impact that I want

476
00:41:29.600 --> 00:41:33.520
to have is fame and these downsides he said I'd pay that price every day and that really hit

477
00:41:33.520 --> 00:41:37.360
me and so like shit okay and then I did know if it worked be to be and then I found out about no

478
00:41:37.360 --> 00:41:41.600
made capitalist and I found out about Neil Patel and if they had built these brands that drove

479
00:41:41.680 --> 00:41:45.280
you to be stuff and said that kind of checked off all the boxes from me I was like okay

480
00:41:46.560 --> 00:41:50.320
we really want to do this because our life's going to change a lot because you know we went from

481
00:41:50.320 --> 00:41:54.160
pretty much being unrecognized which I really wanted to be rich and anonymous and that was

482
00:41:54.160 --> 00:42:00.080
you know that was the goal and we achieved that and we was a conscious decision because it's

483
00:42:00.080 --> 00:42:06.080
one thing that you can't go back from like once you become famous enough or whatever you can't go

484
00:42:06.560 --> 00:42:12.080
back like people don't forget you and so it was an irreversible decision and so we did think

485
00:42:12.080 --> 00:42:17.520
about it a lot and then and we started yep we want to do it because the impact that we want to have

486
00:42:17.520 --> 00:42:20.720
at the end of the day is like we want to document each other best practices building world class

487
00:42:20.720 --> 00:42:26.560
companies and I wish that Bezos had made a vlog from 1997 until today documenting everything that

488
00:42:26.560 --> 00:42:31.440
he had done and so I thought like wouldn't it be cool wouldn't it be a fun life to go for something

489
00:42:31.520 --> 00:42:37.440
like that and document the whole thing and so that's kind of like the big epic shit that Laila and I

490
00:42:37.440 --> 00:42:40.480
were like that's a mission we can both get behind these are the values that we're going to use to

491
00:42:40.480 --> 00:42:42.960
get there and this is the lifestyle that we want to live along the way.

492
00:42:43.840 --> 00:42:48.720
Very cool as we were growing the businesses there was just a really big gap in the kind of

493
00:42:48.720 --> 00:42:55.120
content that I wish had been there and so for myself like as we were growing demolition after we

494
00:42:55.120 --> 00:42:59.680
were actually exiting it I kept thinking myself like I have put together so many things for our

495
00:42:59.680 --> 00:43:04.560
internal teams and what I realized is that if we wanted to build acquisition.com we wanted to

496
00:43:04.560 --> 00:43:09.120
actually really have an impact I wanted to balance out and I wanted to make content on what I did

497
00:43:09.120 --> 00:43:12.640
because Alex will always say you know I would say well I don't really understand the stuff's

498
00:43:12.640 --> 00:43:17.520
important he's like look you don't make any fucking content on that shit like how would they know

499
00:43:17.520 --> 00:43:22.000
they only consume my stuff and so I think for me I actually and maybe speaking to people that

500
00:43:22.000 --> 00:43:26.720
aren't necessarily as much on the marketing or on sales side maybe the other sides of business

501
00:43:26.720 --> 00:43:34.640
which are probably far and between at this conference Heather you know I think I just see that

502
00:43:34.640 --> 00:43:39.200
there's a gap in terms of understanding other pieces of the business that maybe aren't a sexy

503
00:43:39.200 --> 00:43:44.960
and they're very important in terms of how you can scale the business and continue to grow it and

504
00:43:44.960 --> 00:43:49.200
so for me I personally wanted to put content out there because I wish I had had that when we were

505
00:43:49.200 --> 00:43:55.600
growing demolition and just going back to Alex at the end I think it's you know you get to a point

506
00:43:55.600 --> 00:43:59.840
where you say what's the kind of impact I want to have at the end of my life and what do I need to

507
00:43:59.840 --> 00:44:06.880
do now to get there and the people that I look up to the most put things out there because they

508
00:44:06.880 --> 00:44:12.240
think the world should have it and they think it should exist and so I know for myself and for Alex

509
00:44:12.240 --> 00:44:18.880
too a lot of it is like we're making things that we wish that we had had and that we think should be

510
00:44:18.880 --> 00:44:23.280
out there in the world and I know that some of the stuff I make is not going to hit and it's not

511
00:44:23.280 --> 00:44:28.480
going to be massive but like I make it for myself and for the 20 or 30,000 people that see it

512
00:44:28.480 --> 00:44:34.160
and it like completely changes the game to them and so I think that there has to be an element of it

513
00:44:34.160 --> 00:44:39.360
that is important to you outside of the business for the money because I think that it would feel

514
00:44:39.360 --> 00:44:45.280
very empty if there wasn't so many sense yeah awesome thank you so much guys everybody go

515
00:44:45.280 --> 00:44:55.280
to get up for Alex and Layla and Mosey