WEBVTT 1 00:00:00.000 --> 00:00:04.000 I'm telling you this right now. It has everything to do what's going on in your head. 2 00:00:04.000 --> 00:00:08.160 You have to go through the shit and you have to figure out the stuff that they aren't figuring 3 00:00:08.160 --> 00:00:13.120 up. Every problem that you encounter, instead of running away from it, which is exactly what 4 00:00:13.120 --> 00:00:17.520 niche hopping is, exactly what new opportunity hopping is, you have to confund. 5 00:00:18.560 --> 00:00:22.000 I want to tell you a story that will hopefully break some of your beliefs and I think will be 6 00:00:22.000 --> 00:00:25.600 one of the reasons that you, like, if you can internalize the story, this may be the way that you 7 00:00:25.600 --> 00:00:31.520 could save figures or seven figures if that is your goal. When I started in the information 8 00:00:31.520 --> 00:00:41.120 marketing agency world, Leyla and I were dating. At that time, I had six gyms that I owned. 9 00:00:41.840 --> 00:00:47.760 I had gym locks, which was a done for you sales and marketing system where we'd fly out and 10 00:00:47.760 --> 00:00:56.160 launch other people's gyms. I had a dentist agency where I would generate leads for dentists 11 00:00:56.800 --> 00:01:04.960 and I had a chiropractic agency where I generated leads for chiropractors. Guess what? I made no money. 12 00:01:06.080 --> 00:01:13.760 The reason I made no money is because I could not focus on anything. What happened there was I 13 00:01:13.760 --> 00:01:18.640 developed an initial set of skills sales and marketing and then immediately saw this whole new 14 00:01:18.640 --> 00:01:23.520 role of opportunity that was in front of me. But what I had not developed yet was the character 15 00:01:23.520 --> 00:01:29.360 trade to associate with the skill which was discipline and focus. And because of that, my lack of 16 00:01:29.360 --> 00:01:35.680 character, I was not able to reap the rewards or the fruits of the skill set that I had acquired. 17 00:01:36.560 --> 00:01:40.720 And so what ended up happening was probably one of the hardest year and a half of my life. 18 00:01:41.280 --> 00:01:45.840 All right. I ended up having I sold five of the six gyms. I just shut one of them down. 19 00:01:45.840 --> 00:01:50.960 A partner stole all the money from the sale of those gyms. I had the gym launch that started 20 00:01:50.960 --> 00:01:54.720 happening was working and then all of a sudden we had chargebacks from one of the gyms that I 21 00:01:54.720 --> 00:02:00.720 shut down, which then wiped that account clean again. All right. The dentist that I sold did not 22 00:02:00.720 --> 00:02:05.040 get results because I did not have a system for them put together. I just generated leads on a 23 00:02:05.040 --> 00:02:08.960 sheet and just told them all calls what they needed to do and they didn't do it. Obviously. 24 00:02:09.680 --> 00:02:15.760 And so I had two dentists that had paid me $10,000 each. I had car pratches that had paid me $10,000. 25 00:02:16.720 --> 00:02:20.320 And all that was left is that all of the money that I had used that I'd gotten from that was 26 00:02:20.320 --> 00:02:26.960 literally just to pay my bills and eat and do whatever. All right. And the issue was that I had no 27 00:02:26.960 --> 00:02:33.600 focus. As soon as I see an entrepreneur that comes into my world and they say I have a couple 28 00:02:33.600 --> 00:02:39.040 companies. I immediately know that they are a new. That they are a new. And some of you may be 29 00:02:39.040 --> 00:02:43.440 hearing this right now and be like, well, I have a couple of companies. Cool. You're probably a new. 30 00:02:43.440 --> 00:02:49.280 All right. It's very unlikely that you have the ability at this point to have multiple entities. 31 00:02:49.280 --> 00:02:56.720 All right. Like I'm telling you this right now. And so the issue is there are five stages that 32 00:02:56.720 --> 00:03:03.120 you go through when you are a new. All right. And I'm saying this. And if this affects you, 33 00:03:03.120 --> 00:03:09.680 I'm purposely doing it this way because I am not going to help you unless we break some beliefs. 34 00:03:09.680 --> 00:03:14.560 All right. And that's what has to happen. And for some reason, I'll just make another sheet. 35 00:03:15.120 --> 00:03:20.400 All right. Here's the five stages. You've got one. You got a little up. You got a down. And then 36 00:03:20.400 --> 00:03:26.720 then you go up higher at the end. All right. One in the beginning is called uninformed optimism. 37 00:03:26.720 --> 00:03:30.480 That means you're optimistic about something that's going to happen. You're excited about the 38 00:03:30.480 --> 00:03:34.480 opportunity that's in front of you because you see with your skill set, you will imagine how much 39 00:03:34.480 --> 00:03:37.920 one of you can make. And you start doing this math in your head and you put it on the excel sheet 40 00:03:37.920 --> 00:03:41.520 and you get excel rich and you sell yourself and you talk to your partner and you talk to your 41 00:03:41.520 --> 00:03:45.600 parents and you talk to your friends. And all you do is get excited, right? Your dopamine starts 42 00:03:45.600 --> 00:03:50.080 sprang. Oh my god. This is going to be amazing to make so much money, right? Then what happens? 43 00:03:50.880 --> 00:03:55.600 You get into it and then you go to here, right? And right here is called 44 00:03:56.240 --> 00:04:01.440 informs pessimism. You now know that it's not as good as you thought because now you have more 45 00:04:01.440 --> 00:04:05.040 information. You find out that just like every other niche, there's going to be issues. There's 46 00:04:05.040 --> 00:04:09.200 going to be constraints. There's going to be problems, right? Because guess what? They all have 47 00:04:09.200 --> 00:04:14.880 problems. And then you go to here. This is called the value of despair. This is where you're in the 48 00:04:14.880 --> 00:04:19.280 thick of it. You can't figure it out or like you're figured out there's tons of hair all over it. 49 00:04:19.280 --> 00:04:28.720 And so what do you do? You jump to the next niche and you start all over again and you do the dance. 50 00:04:28.720 --> 00:04:35.760 You say fun informed optimism, informed pessimism, value of despair. And you never make it past 51 00:04:35.760 --> 00:04:43.200 step three. Step three is where you have to go through the shit, right? And the only way to get 52 00:04:43.200 --> 00:04:48.560 through the shit is to focus. When you keep going into new niches, you never put your roots deep 53 00:04:48.560 --> 00:04:55.360 enough to learn the game, right? There's a reason it's not Kyra Lodge, you know, dental Lodge, 54 00:04:55.360 --> 00:05:01.600 and you know, PT Lodge and whatever Lodge, right? There's a reason that we chose not to do that. 55 00:05:01.600 --> 00:05:07.600 Because you can have it worth 100 million dollar dental agency. You can have 100 million dollar 56 00:05:07.600 --> 00:05:12.960 Kyra locations. You give 100 million dollar PT agency. What you probably can't have is three of 57 00:05:12.960 --> 00:05:18.320 them. And so you have to ask yourself, what is the reason that I think I need to do more niches? 58 00:05:19.120 --> 00:05:24.640 What's the reason? Is it because I think that's going to make me more money now? Why? Why would it 59 00:05:24.640 --> 00:05:29.120 make you more money? Because wouldn't it be easier to just get more of the customers you already have 60 00:05:29.120 --> 00:05:37.280 and can demonstrate results for? Right. And so the next two steps of this are now informed optimism. 61 00:05:37.280 --> 00:05:43.440 It's step four. What that means is at this point, you've gone through the shit and you've 62 00:05:43.440 --> 00:05:48.480 figured out the solution, right? And it's starting to work and you're starting to get into a rhythm. 63 00:05:48.480 --> 00:05:54.000 And then all we have here, number five, is achievement, all right? And that is where you realize the 64 00:05:54.000 --> 00:06:01.840 potential of this new opportunity. Most people never make it past here, ever. And depending on the 65 00:06:01.840 --> 00:06:11.920 entrepreneur, they can continue to repeat this cycle for years, years. And they cannot figure it out. 66 00:06:11.920 --> 00:06:18.800 It's like the guy that you know who continues to date the same girl, identical, different 67 00:06:18.800 --> 00:06:23.680 check every time, but it's the same check, right? And they keep going and they keep doing the same 68 00:06:23.680 --> 00:06:26.720 mistake over here. They fall in love. They're really excited and they actually realize they have 69 00:06:26.720 --> 00:06:30.400 the relationship and they bail, right? And they do the same thing over and over again. They never 70 00:06:30.880 --> 00:06:34.960 get to the part where they can achieve the potential of the relationship. It's the same thing in 71 00:06:34.960 --> 00:06:40.080 business. And until you learn the skill, you will never get to any figures. I'm telling you this 72 00:06:40.080 --> 00:06:44.800 right now, it has everything to do with going on in your head. You have to go through the shit 73 00:06:44.800 --> 00:06:49.920 and you have to figure out the stuff that they aren't figuring out. Every problem that you encounter, 74 00:06:49.920 --> 00:06:54.560 instead of running away from it, which is exactly what niche hopping is, exactly what new 75 00:06:54.560 --> 00:06:59.920 opportunity hopping is, you have to confund. You have to face it head on and you have to figure it 76 00:06:59.920 --> 00:07:04.720 out, right? If they can't sell over the phone, you have to figure it out. You have to make a better 77 00:07:04.720 --> 00:07:08.320 script. You have to make a better training. You have to do daily calls with them. You have to 78 00:07:08.320 --> 00:07:12.720 do a team train their team. You have to think how many ways can I solve this problem, right? 79 00:07:12.720 --> 00:07:16.000 If they're not making enough money, it's because you did not create a mouse trap that was valuable 80 00:07:16.000 --> 00:07:20.160 enough for them to extract value from. And who's bold is that? It's yours, right? 81 00:07:20.640 --> 00:07:26.400 Aimos and Asian, quick break just to let you know that we've been starting to post on LinkedIn 82 00:07:26.400 --> 00:07:30.160 and want to connect with you. All right, so send me a connection request and note letting me know 83 00:07:30.160 --> 00:07:33.680 that you listened to the show and I will accept it. There's anyone you think that we should be 84 00:07:33.680 --> 00:07:38.720 connected with, tag them in one of my or Layless posts and I will give you all the love in the world. 85 00:07:38.720 --> 00:07:39.840 All right, so let's get back to the show. 86 00:07:39.840 --> 00:07:48.080 And so just like I'm putting this out there because the number one thing I'm seeing right now, 87 00:07:48.080 --> 00:07:53.200 and if Asian has worked on my on my presentation yesterday, the third, the third framework that I 88 00:07:53.200 --> 00:07:56.880 introduced was the niche duplication framework, which is how you can repeat this in as many 89 00:07:56.880 --> 00:08:02.240 niches as possible. And I put that in there because I know who I'm talking to, right? In their 90 00:08:02.240 --> 00:08:08.480 minds, an experienced mind, they think, oh my God, I made $10,000 in one niche. I could do $10,000 91 00:08:08.480 --> 00:08:12.160 in another niche because they don't even have the belief yet that you can make a million dollars 92 00:08:12.160 --> 00:08:17.280 a month in a niche. You can make $10 million a month in a niche, right? You just have to have 93 00:08:17.280 --> 00:08:22.560 that belief, all right? And so getting to another niche, tell me what problem it solves to double 94 00:08:22.560 --> 00:08:28.000 your operational issues, double the types and number of problems that you have to solve in real time. 95 00:08:28.000 --> 00:08:33.360 Tell me how that's going to make your life easier. Explain it to me, making argument to me, right? 96 00:08:33.360 --> 00:08:37.280 Because if the question is, I don't, you know, my mind is just super saturated. Welcome to the 97 00:08:37.280 --> 00:08:43.120 fucking world, right? It's all saturated. 100% of it's saturated, right? And the only way to win 98 00:08:43.200 --> 00:08:47.760 is to be better. And the way to be better is to stick through the shit. It's to go through the 99 00:08:47.760 --> 00:08:53.360 third step where everyone bails, right? And on the other side of that is where all of the green 100 00:08:53.360 --> 00:08:57.520 grasses, the green grass is not only other niches, not on the other side of the fence, it's not in 101 00:08:57.520 --> 00:09:02.080 the new opportunity. It's going through going through the manure and digging down and then letting 102 00:09:02.080 --> 00:09:07.440 it grow, right? You got to work the field. That's how it works. All right? And I'm telling you this 103 00:09:07.440 --> 00:09:13.600 because I lived it. All right? I had six gyms, one done for you agency, and then I had three 104 00:09:13.600 --> 00:09:19.760 niches I was serving. It was impossible. Same guy. All right. Six months later, I cut everything out 105 00:09:19.760 --> 00:09:24.320 and just said, I'm going all in on gyms. And why did I do that? Because my wife was like, if you 106 00:09:24.320 --> 00:09:29.120 don't pick something, she's like, I'm not going to be with you. And I was like, fuck. All right? And so 107 00:09:29.120 --> 00:09:34.640 maybe some of you need someone. Maybe you don't have a stop of culprits. Maybe you don't have 108 00:09:34.640 --> 00:09:40.880 no idea whatever, right? And so hopefully this can just be a voice to you from your past. All right? 109 00:09:40.880 --> 00:09:44.720 Because I feel like as I'm talking to some of you guys, I just feel like I'm talking to myself, 110 00:09:44.720 --> 00:09:50.000 right? And so I don't want you to make this mistake. And some of you will keep going around this 111 00:09:50.000 --> 00:09:56.480 merry ground over and over and over and over again. And you will not beat the level until you learn 112 00:09:56.480 --> 00:10:01.600 how to unlock the boss, right? And to put him on his ass. And the way to put him on his ass is not 113 00:10:01.600 --> 00:10:08.400 to do more different things is to do more of the same thing is to get better. And every entrepreneur 114 00:10:08.400 --> 00:10:13.520 wants something that's new. The marketplace wants new, but the business world wants better. And that's 115 00:10:13.520 --> 00:10:19.920 how you win, right? There's no shortcut. And so you have to put in the work. You have to run beta tests, 116 00:10:19.920 --> 00:10:23.520 right? You got to say, okay, we're going to try this new script. We're going to take four of our 117 00:10:23.520 --> 00:10:27.440 facilities and have them test this new script off. You're going to make a little training for them, 118 00:10:27.520 --> 00:10:31.840 present it. Get them to give you stats every day and focus on it. And then what happens if an 119 00:10:31.840 --> 00:10:35.600 improve straight roll it out to everyone. If it doesn't improve, learn from it. Try something 120 00:10:35.600 --> 00:10:40.960 else, right? And like the reason Jim wants through to where it was is because every single step 121 00:10:40.960 --> 00:10:45.760 of the process we tested and tested and tested, right? Even in this online model that we've been 122 00:10:45.760 --> 00:10:51.920 pushing right now, right? We have we've already changed and tweaked and improved each part of that 123 00:10:51.920 --> 00:10:57.760 process. Like it wasn't like, all right, let's do car practice. You know what? Jim's, Jim's 124 00:10:57.760 --> 00:11:01.840 don't work them, right? Jim's don't work. Let's do car practice. No, right? We just stick through the 125 00:11:01.840 --> 00:11:06.960 shit. And so I say this with like a lot of love and I'm trying to say this because some of you 126 00:11:06.960 --> 00:11:10.400 guys I feel like I could be a big brother to. They're like, I want to give you like a new year 127 00:11:10.400 --> 00:11:13.920 sometime. But I'm saying this with love because I need you to get through this. I need you to get 128 00:11:13.920 --> 00:11:18.560 through this like creepy best and fates of new entrepreneurship of I want to do everything. 129 00:11:18.560 --> 00:11:22.960 You got pick one. You can win at any of them, but you can't win at all of them. 130 00:11:23.920 --> 00:11:28.480 And that's that's the reason, right? Some of you have so much skill, right? You guys are so 131 00:11:28.480 --> 00:11:32.880 good at promoting. You're so good at selling, right? Some of you guys are great marketers. You just 132 00:11:32.880 --> 00:11:37.520 have to use that and channel it into one channel. Otherwise, you're spread too thin. And that's 133 00:11:37.520 --> 00:11:41.280 what you feel like you're working all day. You're putting up fires all day and you can't move forward, 134 00:11:41.280 --> 00:11:45.920 right? If you imagine right now, if all you had to do was get one person to be successful, 135 00:11:45.920 --> 00:11:50.640 and then all you use duplicate that one person and just clone them and do it again and do it 136 00:11:50.640 --> 00:11:55.280 again and do it again. And I'll tell you, like right now, we're learning on the agency side, 137 00:11:55.280 --> 00:11:59.440 how to make you guys successful. One of the mistakes that I made early on, like with Alan 138 00:11:59.440 --> 00:12:02.640 right now is that in the beginning, a lot of the messaging that I have about parts of me, 139 00:12:02.640 --> 00:12:06.800 guys, was that Alan is a platform that you can run your agency on and make more money. 140 00:12:07.440 --> 00:12:13.600 In reality, Alan is a platform that supports the business model that I'm telling, right? 141 00:12:13.600 --> 00:12:19.280 It's more switched to my model and you will make more, we just so happen to use out to extract 142 00:12:19.280 --> 00:12:25.040 the value. It is a piece, but the model is the thing that's going to make you the money, right? 143 00:12:25.040 --> 00:12:30.400 That's the game. And so some of you are not following instructions. You're half in, you're half out. 144 00:12:30.400 --> 00:12:33.920 You're like, I want to do half of things one way, half things in other ways, not going to work, 145 00:12:34.480 --> 00:12:37.120 right? It's like the girl who's trying to lose weight. She's like, well, I'm going to do 146 00:12:37.120 --> 00:12:42.320 Kito on Monday, Wednesday, Friday. I'm going to do a high card Tuesday, Thursday, Saturday. 147 00:12:42.320 --> 00:12:46.560 You can't mix shit. It doesn't work that way, right? Got to follow the sequence. The guys who 148 00:12:46.560 --> 00:12:51.360 are doing the best are just following the play, right? Are following the play. Some of you guys got 149 00:12:51.360 --> 00:12:57.440 slower fucking egos, right? You're not hot shit. Myself included, right? But I'm saying like, 150 00:12:57.440 --> 00:13:01.680 like, I don't know how, like, and I'm just so you guys know, well, I'll leave there. I'm going to 151 00:13:01.760 --> 00:13:07.680 reach out to a couple of you guys, but you have to just, so I want you guys to win. And I don't want 152 00:13:07.680 --> 00:13:11.280 you to make the same mistakes I did. And I want you to level up. And the way to level up is not by 153 00:13:11.280 --> 00:13:16.480 doing more things. It's by doing the same thing better. And it's not sexy. And that's the character 154 00:13:16.480 --> 00:13:21.200 you have to develop to get to the next level. So anyways, I hope that made sense for some of you 155 00:13:21.200 --> 00:13:24.880 guys. And if maybe you made sense for, hopefully it made sense for one of you guys. And hopefully 156 00:13:24.880 --> 00:13:28.800 that's a turning point that you can say, you know what? I'm not going to do six niches. I'm going to 157 00:13:28.800 --> 00:13:32.560 pick one and I'm going to get really good at. And that's what I'm going to do. When he gets hard, 158 00:13:32.560 --> 00:13:37.040 I'm going to stick with it because I know that every other person who's gone and tried this niche 159 00:13:37.040 --> 00:13:42.160 gets to this point in bales. And that's why they can't move forward. They all do a mediocre job 160 00:13:42.160 --> 00:13:46.000 and then try to spread themselves too thin. But I'm not going to do that. I'm going to be better than 161 00:13:46.000 --> 00:13:49.920 them because I'm going to win. And I'm going to get through this piece because what it took to get 162 00:13:49.920 --> 00:13:53.520 you to here, which is learning how to sell promote is not the thing that's going to get you to 163 00:13:53.520 --> 00:14:03.520 there, which is learning to be disciplined with your focus, with your attention.