WEBVTT 1 00:00:00.000 --> 00:00:04.960 Whether you are a business owner, you are an employee, you are the owner of you and you have 2 00:00:04.960 --> 00:00:10.240 customers. If you're an employee, your customer is your boss and the business. And to be fair, 3 00:00:10.240 --> 00:00:13.760 if you're a business owner, you have two customers. You have the customers who pay you and the 4 00:00:13.760 --> 00:00:18.480 customers you pay. The wealthiest people in the world see business as a game. This podcast, 5 00:00:18.480 --> 00:00:22.320 the game is my attempt at documenting the lessons I've learned on my way to building acquisition.com 6 00:00:22.320 --> 00:00:26.000 into a billion dollar portfolio. My hope is that you use the lessons to grow your business and maybe 7 00:00:26.000 --> 00:00:29.200 someday soon partner with us to get to a hundred million dollars in beyond. I hope you share 8 00:00:29.200 --> 00:00:35.840 and enjoy. I was at Brooks House and she had like seven 20 to 23 year olds at her house. 9 00:00:35.840 --> 00:00:39.600 All right. And so they were working like kind of interns for the summer, like making social media 10 00:00:39.600 --> 00:00:44.320 for her. And so they asked me one morning, one of the guys was up early and he had a 11 00:00:44.320 --> 00:00:48.640 he had a job at like some financial thing. So he was doing like private wealth management calls 12 00:00:48.640 --> 00:00:52.960 trying to like build his book of business. And he was like, so you know, I've got my 401K and I've 13 00:00:53.040 --> 00:00:58.080 got, you know, whatever stuff and it was cute. And the thing is is like, I'm guessing he's making 14 00:00:58.880 --> 00:01:03.600 60 to 80 thousand dollars a year. That's my that's my guess. And he was like, Hey, you know, 15 00:01:03.600 --> 00:01:07.600 right now I've got a thousand extra dollars. Like, where do you think I should invest it? And 16 00:01:07.600 --> 00:01:11.440 it was so interesting to me because like the perspective from what she was asking, 17 00:01:11.440 --> 00:01:17.120 she was looking for an investment vehicle that was going to yield him a return. And I want to be 18 00:01:17.120 --> 00:01:22.800 very clear about this. If you invest in the S&P 500, you invest in, you know, real estate, 19 00:01:22.800 --> 00:01:27.200 things like that for, you know, you start really early and you do it for a long period of time, 20 00:01:27.200 --> 00:01:34.240 you absolutely will make money. And it is a very safe way to live life. But it's my belief 21 00:01:34.240 --> 00:01:40.400 that the moment you start investing in kind of the asset side of stuff, which is like the S&P 22 00:01:40.400 --> 00:01:44.080 or, you know, stocks in general. And you're not day trading or doing any of that stuff because that's 23 00:01:44.720 --> 00:01:48.480 but you're actually doing it because you want to have a long term investment. The moment you do 24 00:01:48.480 --> 00:01:53.920 that is actually the moment in my belief that you're actually seizing to want to make more income. 25 00:01:54.480 --> 00:01:59.520 Okay, hear me out. So I'll tell you a different example that I'll relate it back to to my man. 26 00:02:00.240 --> 00:02:08.800 So if you were 18 years old and you graduate high school tomorrow and you are now eligible on 27 00:02:08.800 --> 00:02:12.720 the marketplace because you have no skills besides your high school diploma. You did no jobs, 28 00:02:12.720 --> 00:02:16.400 you fucked off the whole time and you don't watch YouTube to learn stuff, which is not you, 29 00:02:16.400 --> 00:02:22.640 but just imagine. In two days, you could go and become certified as a philbotomist and go from 30 00:02:22.640 --> 00:02:29.760 making 750 or whatever the minimum wage is to a philbotomist make at $25 an hour. And if you had 31 00:02:29.760 --> 00:02:37.040 to save up $500 work in minimum wage over two months in order to afford the $500 certification 32 00:02:37.120 --> 00:02:43.920 and two days, you would triple your earning capacity after two days and spending $500. Now, 33 00:02:44.560 --> 00:02:49.920 if you can triple your income from having a weekend for the rest of your life, 34 00:02:49.920 --> 00:02:56.240 do you think it's worth the investment? Probably. And so the problem is that people think about 35 00:02:56.240 --> 00:03:00.800 the biggest investment as the stuff that they take their money and they put it into. And I'm going 36 00:03:00.800 --> 00:03:04.160 to be over, I'm going to be right right now, but I'm going to be really real. I'm trying to give 37 00:03:04.160 --> 00:03:09.440 examples here to really bring this home. Your ability to earn money to provide value to the 38 00:03:09.440 --> 00:03:14.800 marketplace and solve problems for other people is how you will be able to make money. So there's 39 00:03:14.800 --> 00:03:19.440 the value of the problem that you solve and what you charge for it. The bigger that number is, 40 00:03:19.440 --> 00:03:24.240 the more you can charge because that, that gap between their old problem and the solution, 41 00:03:24.240 --> 00:03:28.880 that value is the percentage that you can take and put in your pocket as something that you have 42 00:03:28.880 --> 00:03:32.800 now created in this. And it could be a service, it could be products, it could be whatever. 43 00:03:32.800 --> 00:03:37.760 The end of the day, your earning capacity is going to be the thing that generates you wealth, 44 00:03:37.760 --> 00:03:42.800 okay? Now, do you want to be smart with your money and save it? Absolutely, because that gives you 45 00:03:42.800 --> 00:03:48.400 way more that you can play with. But when you're 20, even when you're 30, and in my belief, 46 00:03:49.120 --> 00:03:53.760 whatever age you are, I believe that you should take all of the excess money. And this is me being 47 00:03:53.760 --> 00:03:59.200 really aggressive and I'm, I'm comfortable defending my position on this. Live us cheap as you can, 48 00:03:59.760 --> 00:04:06.320 take 100% of that excess money and invest it in education that increases your earning capacity. 49 00:04:07.200 --> 00:04:10.880 Because what happens is when you take that money, like that phlebotomy course, right? And you take 50 00:04:10.880 --> 00:04:17.040 500 bucks and a weekend, you triple for minimum wage to $25 an hour. Okay, $25 an hour times 51 00:04:17.040 --> 00:04:24.160 $2000, $2000 a year, you're now at $50,000 a year income. Okay, cool. Now we're at $50,000 a year. 52 00:04:24.160 --> 00:04:29.280 If I can live on 20, because I'm 20 years old and I can live with buddies and we can eat ramen 53 00:04:29.280 --> 00:04:35.280 soup and whatever. And I got 30 leftover after taxes, 25, whatever. I got $25,000 left over. 54 00:04:35.280 --> 00:04:41.920 25 grand can buy you a lot of education. All right, so hear me out. I would rather you, 55 00:04:42.640 --> 00:04:47.760 or I would rather me, or somebody who's 20 or somebody who's 30, take $2,000 a month because that's 56 00:04:47.760 --> 00:04:57.280 what 25 grand is $2000 a month and invest it in courses and coaching and mentorships and workshops 57 00:04:57.280 --> 00:05:01.840 and seminars. And you just say, every month, I'm putting that 2K. Now you could put 2K into one 58 00:05:01.840 --> 00:05:05.920 opportunity because you're like, dude, I think real estate is cool. Cool. We're not doing real estate 59 00:05:05.920 --> 00:05:10.240 as my passive income. We're doing real estate is I'm going to get into the real estate game and I'm 60 00:05:10.240 --> 00:05:13.600 going to make it my active income. And by the way, everybody who builds their wealth and real estate 61 00:05:13.600 --> 00:05:17.200 is in real estate. And they are actively spending their time in real estate. Don't leave what they're 62 00:05:17.200 --> 00:05:20.640 saying because they're like, dude, I did this deal and I made X amount of money. It's like, yeah, 63 00:05:20.640 --> 00:05:24.640 but how many, what was the process of finding deals? How many deals did you look at? How many 64 00:05:24.640 --> 00:05:28.720 conversations did you have? How many buildings did you walk? How many different general contractors 65 00:05:28.720 --> 00:05:32.640 did you talk to to negotiate each of your fix? Oh, wait, oh, yeah, we had to market to get tenants. 66 00:05:32.640 --> 00:05:36.720 How did you like, oh, wait, there is an other stuff that has to happen, right? Point is that 67 00:05:37.360 --> 00:05:39.920 just because people build wealth in that thing doesn't mean that the people who are building the 68 00:05:39.920 --> 00:05:46.000 most wealth aren't active in the game. Now, back to the point. Let's say that you take that $2000 69 00:05:46.480 --> 00:05:51.440 a month and you do that for four years, okay? And you spend $2,000 every month and you do it on 70 00:05:51.440 --> 00:05:55.360 spending on education that you think will make you money. And I'm not saying do the four-year degree, 71 00:05:55.360 --> 00:05:58.880 I think that is a play if you want to. I don't necessarily agree with it anymore in the marketplace 72 00:05:58.880 --> 00:06:04.080 that currently exists if you want to be an entrepreneur. And so if you took $2,000 a month for four years 73 00:06:04.400 --> 00:06:08.320 and you measured yourself the same way colleges ask you to measure yourself, which is that you 74 00:06:08.320 --> 00:06:12.880 spend $2,000 a month for four years, which is what they ask you to do for a college degree. 75 00:06:12.960 --> 00:06:18.960 And four years later, I fucking guarantee you that you will be making more than people who have 76 00:06:18.960 --> 00:06:24.080 four-year degrees do. Honestly, you'll probably start making money by the end of the first year, 77 00:06:24.080 --> 00:06:30.640 right? If you do, I'm telling you, the amount of like copywriting courses and books and programs 78 00:06:30.640 --> 00:06:35.760 and mentorships and even one-on-one coaching, like I think one-on-one coaching is in a phenomenal way 79 00:06:35.760 --> 00:06:41.040 to learn a new skill. If you're like, hey, I need to know how to buy media. I need to know how to run 80 00:06:41.040 --> 00:06:46.960 an ad on Facebook or on YouTube. Go pay someone who runs ads or teaches people how to run ads. 81 00:06:47.680 --> 00:06:52.560 The difference is when you make that payment, you're seeing it as one class in your entrepreneurial 82 00:06:52.560 --> 00:07:00.720 degree. Rather than this $1,12,000 investment has to make me rich. If you can make that shift, 83 00:07:00.720 --> 00:07:04.960 it's like, this is my course. Like, when you get your degree in college, you're not like, oh, 84 00:07:04.960 --> 00:07:10.720 I'm going to take one class in Spanish and then I'm going to be able to graduate and get whatever 85 00:07:10.720 --> 00:07:15.840 job I want. No one thinks that way. But for some reason, to think about that when it comes to 86 00:07:15.840 --> 00:07:19.520 entrepreneurial stuff, which is ridiculous. And I'll tell you why they think that. It's because the 87 00:07:19.520 --> 00:07:23.760 people who are selling it feel like they have to promise that in order to get someone to buy. And I 88 00:07:23.760 --> 00:07:28.080 get it, I understand both sides of it. But if I'm talking to the students, I'm talking to the 89 00:07:28.080 --> 00:07:32.160 entrepreneurs who are trying to increase their wealth. The first step is save as much money as you 90 00:07:32.160 --> 00:07:37.120 can. The second step is that you take the access between what you earn and what you need to live on 91 00:07:37.120 --> 00:07:41.120 and you invest that in increasing your earning capacity. And you do that over an extended time 92 00:07:41.120 --> 00:07:45.760 horizon. And if you do that, what will happen is all of a sudden, let's say after a year of spending 93 00:07:45.760 --> 00:07:51.440 $25,000 on like tutoring and coaching around specific things, now you're making $80,000 a year. 94 00:07:52.080 --> 00:07:58.160 Well, now we've got $4,000 a month that we can spend on coaching and mentorships and learnings 95 00:07:58.160 --> 00:08:02.320 and courses and whatnot. And guess what happens? The more money you spend on it, the faster it's going 96 00:08:02.320 --> 00:08:08.480 to happen for you. Because it makes complete sense to borrow money from your future self to acquire 97 00:08:08.480 --> 00:08:12.720 skills today. Like for example, that I gave earlier for the for the person who's working in McDonald's 98 00:08:12.720 --> 00:08:19.440 and then goes to do the providing thing, it makes sense that she borrows $500 from her parents 99 00:08:19.440 --> 00:08:26.240 that day and doesn't wait two months to save the $500 because here's what happens. She takes the 100 00:08:26.240 --> 00:08:33.280 loan for $500. She buys the new the new skill set in two days and then she has two months minus two 101 00:08:33.280 --> 00:08:40.240 days to go earn $500 with her new three times higher income capacity and she can pay the $500 102 00:08:40.240 --> 00:08:47.920 off in a week. And then now she netted seven weeks of life at higher income. And that trade is 103 00:08:47.920 --> 00:08:53.600 fundamentally what you need to do as an entrepreneur. And so one is you have to make that decision that 104 00:08:53.600 --> 00:08:57.040 you're not going to spend all your money on stupid stuff. The second is that you are going to spend 105 00:08:57.040 --> 00:09:07.680 your money not on the S&P, but on the S&Me. What? They have it. Clip that shit. 106 00:09:10.800 --> 00:09:15.120 Is that you're going to spend it on you, right? Because that thing is going to compound a hell 107 00:09:15.120 --> 00:09:19.680 of a lot faster than 10% a year, right? Like you can stack skills that's so much faster. And the 108 00:09:19.680 --> 00:09:23.360 thing is is that you can double triple 10x your earning capacity. The people who are the richest 109 00:09:23.360 --> 00:09:28.800 people in the world don't make 2x, 4x, they make a thousand times more. And it's hard to comprehend 110 00:09:28.800 --> 00:09:33.040 when you're like, what is a thousand times more? Jeff Bezos made $40 million an hour last year. 111 00:09:34.000 --> 00:09:39.600 It's a lot. And it's because he's playing a different game. He's playing with leverage. And so 112 00:09:39.600 --> 00:09:46.160 we have to take the excess cash we have that we're trading our time for by time with it, by buying 113 00:09:46.160 --> 00:09:50.640 the skill so that we can compress the time rise into getting the where we want to go, right? 114 00:09:50.640 --> 00:09:54.880 And so instead of going for the S&P, go for the S&Me. If you do that, I promise you'll beat the 115 00:09:54.880 --> 00:10:00.960 stock market every time. Real quick, guys, you guys already know that I don't run any ads on this 116 00:10:00.960 --> 00:10:04.800 and I don't sell anything. And so the only ask that I can ever have are you guys that you help 117 00:10:04.800 --> 00:10:09.200 me spread the words so we can have more entrepreneurs, make more money, feed their families, make better 118 00:10:09.200 --> 00:10:13.760 products and have better experiences for their employees and customers. And the only way we do that 119 00:10:13.760 --> 00:10:18.560 is if you can rate and review and share this podcast. So the single thing that I have to do is 120 00:10:18.560 --> 00:10:22.480 you can just leave a review, take 10 seconds or one type of the thug that it means the absolute 121 00:10:22.480 --> 00:10:25.360 will to me and more importantly, it may change the world for someone else. 122 00:10:27.520 --> 00:10:30.480 So if you're trying to figure out who is the trustworthy source of information, 123 00:10:30.480 --> 00:10:34.480 like who should I go to, who I can listen to and learn from, how things can be credible? 124 00:10:35.200 --> 00:10:38.880 One is easy thing to do is look at the people who've been there the longest to have the most 125 00:10:38.880 --> 00:10:43.680 reviews. And honestly, you're the biggest. And that may sound crazy because like a lot of times 126 00:10:43.680 --> 00:10:48.640 really big companies have older stuff, but they had fundamentals that are there. And so I would say 127 00:10:48.640 --> 00:10:53.040 the safest bet is to go for the thing that's been there the longest because they have still universally 128 00:10:53.040 --> 00:10:57.360 shown that they provide value, right? Now we'll be the most cutting edge of the most amazing thing, 129 00:10:57.360 --> 00:11:02.560 maybe not, but from a risk adjusted basis, the likelihood that it sucks is low, right? Now, 130 00:11:02.560 --> 00:11:06.160 some new hot kid might be coming out and have 10 people and want to help you out or something 131 00:11:06.240 --> 00:11:09.200 like that. You might be really, really good, but there's also a really high chance that he's not 132 00:11:09.200 --> 00:11:13.600 really good, right? And so it's on a risk adjusted basis. I'd rather say like this is 70% 133 00:11:13.600 --> 00:11:18.640 job that this is a good thing. And so I'd rather take a seven, you know, then have the risk 134 00:11:19.360 --> 00:11:24.320 of getting a zero or a 10, right? And so one is I go to the established, go to the Coca-Cola, 135 00:11:24.320 --> 00:11:27.920 go to the Coca-Cola classic, keep watching videos like this for people who have nothing to 136 00:11:27.920 --> 00:11:31.840 sell you, things like that. The next one is that you have to shift your expectations around it. 137 00:11:31.840 --> 00:11:35.600 And this is the biggest piece here is that you're not paying someone to think that they're going to 138 00:11:35.600 --> 00:11:39.840 be your savior. They're not going to save you from your life. They're not going to do everything 139 00:11:39.840 --> 00:11:45.600 for you. And you have something to learn from everyone. The worst courses that I have taken, 140 00:11:45.600 --> 00:11:51.440 I have learned what not to do. I have learned how to do things better by seeing a negative example. 141 00:11:51.440 --> 00:11:54.240 And so it's just like people who have parents who fight all the time and you're like, 142 00:11:54.240 --> 00:11:59.520 I fucking don't want that, you can still learn from that. It's still lessons. And so a lot of people, 143 00:11:59.520 --> 00:12:04.480 you know, want to put their little, you know, sissy hat on and be like, man, you know, like, 144 00:12:04.640 --> 00:12:08.640 that wasn't the value that I thought I was just like, just don't get in that headspace. 145 00:12:08.640 --> 00:12:12.080 Now, if you're the business owner, by all means, fix your shit. But if you're the person who's 146 00:12:12.080 --> 00:12:16.640 going through it, you can always think to like, my belief for myself when I go through courses, 147 00:12:16.640 --> 00:12:20.400 mentorship, masterminds, whatever it is, I always think of myself like, I'm going to be the 148 00:12:20.400 --> 00:12:26.080 number one student here, always. And the way that I'll do that is by out executing. I'll just do 149 00:12:26.080 --> 00:12:30.320 whatever they say. And then I'll see what happens. And I'll do whatever they say. I'll see what happens. 150 00:12:30.320 --> 00:12:33.840 And so one of the key points here is that you want to replicate before you iterate. 151 00:12:34.480 --> 00:12:38.640 All right. And so when someone teaches you, hey, I've got this thing for buying YouTube ads. 152 00:12:38.640 --> 00:12:41.920 I got this way to build landing pages. I got this way to do sales calls, whatever it is, 153 00:12:41.920 --> 00:12:47.760 right? Something that they're teaching you. Try and copy what they're doing first, duplicate, 154 00:12:47.760 --> 00:12:51.840 replicate what they're doing before you iterate. Before you say, I'm going to put my Alex sauce on. 155 00:12:51.840 --> 00:12:56.400 I'm going to put my Caleb sauce on it. Before you do that, just make sure that you can duplicate 156 00:12:56.400 --> 00:13:00.000 what they're doing because then you earn the right to make the iterations. If you can't get zero 157 00:13:00.000 --> 00:13:03.280 to one yet, you shouldn't be trying to get sexy because you don't even know how to make it work. 158 00:13:03.280 --> 00:13:09.040 So just copy it. Even if it's not perfectly your style, copy it first, duplicate, replicate 159 00:13:09.040 --> 00:13:13.600 before you make the iterations. And if you can make that switch it mentally and think I will 160 00:13:13.600 --> 00:13:17.920 learn from everyone, I will be everyone's best student. And I will copy what they're doing before 161 00:13:17.920 --> 00:13:23.760 I make it my own, then you will be on the right path to being a good student of the person that we 162 00:13:23.760 --> 00:13:28.000 just picked for where you're going to get your source of information. The next piece is also like, 163 00:13:28.000 --> 00:13:32.240 don't expect, like I said, anyone to be your savior. No, no one person is going to teach you everything, 164 00:13:32.240 --> 00:13:36.240 right? I'll do my best on this channel to teach the stuff I know. But if you come in with the 165 00:13:36.240 --> 00:13:39.680 expectation that this person is going to teach me everything I know, I don't think that's wise. 166 00:13:39.680 --> 00:13:44.880 I think it's like this, if you see it as a bridge that has many bricks on it, you have to lay 167 00:13:44.880 --> 00:13:49.200 all the bricks. And here's the bad part is that let's say you've got 30 bricks on this bridge to 168 00:13:49.200 --> 00:13:53.600 make your first dollar. The first dollar has to walk across the bridge. When you're 28 bricks in, 169 00:13:53.600 --> 00:13:59.040 you might not have made the brick the first the first dollar yet. But you're 90% of the way there. 170 00:13:59.040 --> 00:14:02.480 And so you have to start measuring progress in terms of skills before you can measure it in 171 00:14:02.480 --> 00:14:07.520 terms of dollars. And so that's where a lot of people get disheartened is that they will start 172 00:14:07.520 --> 00:14:11.120 building new bridges and get two, three bricks. And then they'll start building a new bridge, 173 00:14:11.120 --> 00:14:14.880 two, three bricks. And they have lots of half-built bridges and they never make it all the way across. 174 00:14:14.880 --> 00:14:18.000 And so if you can shift your perspective in terms of like, I'm going to acquire these skills, 175 00:14:18.000 --> 00:14:20.320 which is going to build the bridge to get me from where I am to where I want to go. 176 00:14:21.680 --> 00:14:26.240 Then when you when you learn a new skill like copywriting, you can say, okay, well now I know how 177 00:14:26.240 --> 00:14:30.160 to do this part. And if you can think about your education in terms of a sequence or a pipeline, 178 00:14:30.160 --> 00:14:33.840 which is what I would encourage you to do, you have to think from the top down, which is like, 179 00:14:33.840 --> 00:14:37.360 if you want to make money, you've got to sell stuff, right? Which means you've got to find people 180 00:14:37.360 --> 00:14:40.960 to sell too. And before that, you've got to have something to sell. So it's like, all right, 181 00:14:40.960 --> 00:14:43.600 the first thing you're going to do, have an offer, it's what we have in the book, I don't know 182 00:14:43.600 --> 00:14:47.280 what it all offers. Figure out the thing you want to sell. After you've got the thing you're 183 00:14:47.280 --> 00:14:51.760 going to sell, then you figure out how to get people to find out about it. You advertise it. 184 00:14:51.760 --> 00:14:55.200 Make it known to the public. Lots of ways to do that. And if you don't know how, then that's what you 185 00:14:55.200 --> 00:14:58.000 have to solve for. Once you make it known to the public, you're going to have people raise your hand 186 00:14:58.000 --> 00:15:01.200 and say, hey, I'm kind of interested. And at that point, you're going to have to figure out a way 187 00:15:01.200 --> 00:15:05.280 to sell them. And so then that's where you'd start going through sales courses and things like that. 188 00:15:05.280 --> 00:15:07.920 And then after you sell them, you're like, oh crap, I don't know how to fulfill. And then you go 189 00:15:07.920 --> 00:15:12.000 through things that go towards product and customer service, customer success, et cetera. And so 190 00:15:12.000 --> 00:15:15.360 when you do this, think about it like a pipeline. The first thing you have to do is know what you're 191 00:15:15.360 --> 00:15:18.480 going to sell. The second thing you have to do is get people to know about it. And so if you don't 192 00:15:18.480 --> 00:15:21.360 know how to get people to know about it, then that's where you focus. And so if you're on that bridge, 193 00:15:21.360 --> 00:15:26.400 you look at the brick and the speed with which people are able to traverse or cross that bridge 194 00:15:26.400 --> 00:15:31.920 is how well they identify which brick is missing and where they put their attention. Because this 195 00:15:31.920 --> 00:15:38.160 is what happens a lot of times. Someone likes copywriting. They start writing copy and then they buy 196 00:15:38.160 --> 00:15:41.440 more copywriting stuff. And there's nothing wrong with that. If you want to like be a copywriter, 197 00:15:41.440 --> 00:15:45.440 that's cool. But if you want to be a business owner, you kind of need to be a jack of all trades 198 00:15:45.440 --> 00:15:50.880 master of none, right? And so you want to be good enough to get yourself across the bridge and 199 00:15:50.880 --> 00:15:54.320 to recognize what's good and what's bad. You don't necessarily need to be a 10 out of 10 on all of 200 00:15:54.320 --> 00:16:00.000 them. You need to be good enough to get it to work. So whether you are a business owner or you're 201 00:16:00.000 --> 00:16:06.160 an employee, you are the owner of you and you have customers. If you're an employee, your customer is 202 00:16:06.160 --> 00:16:10.960 your boss and the business. And to be fair, if you're a business owner, you have two customers. You 203 00:16:10.960 --> 00:16:15.440 have the customers who pay you and the customers you pay. So you have the customers you got to treat 204 00:16:15.440 --> 00:16:18.960 the and it's the same thing. You have to have acquisition channels for recruiting talent, 205 00:16:18.960 --> 00:16:22.800 just like you have acquisition channels for recruiting customers, right? And the process is the same 206 00:16:22.800 --> 00:16:28.480 application generation, lead generation, application nurture, lead nurture, sales versus interviews, 207 00:16:28.480 --> 00:16:34.640 onboarding for both, ascension and retention for both, right? It's the same thing. It's just parallel 208 00:16:34.640 --> 00:16:38.960 things. So you have two customers. And so to the same degree, if you were an employee, your customers 209 00:16:38.960 --> 00:16:43.920 going to be your boss and the company overall. And so the only difference will be that your 210 00:16:43.920 --> 00:16:48.160 sphere of problems that you're solving will be more narrow, but what will allow you to do is you 211 00:16:48.160 --> 00:16:53.840 can go deeper. And so you can get, let's say you're a videographer or you like video stuff. Well, 212 00:16:53.840 --> 00:16:58.080 you got to learn how to, I would say, like you want to learn all the ancillary stuff around it, 213 00:16:58.080 --> 00:17:01.200 because what do you think happens when you move up in an organization? You actually get broader. 214 00:17:02.000 --> 00:17:06.880 So think about this. When you're an employee, what happens is a business is going to limit the 215 00:17:06.880 --> 00:17:11.920 amount of stuff you have to focus on so that you can focus on that one piece. And companies are 216 00:17:12.560 --> 00:17:17.360 comprised of individual contributors who then get managed by people who are a little bit broader 217 00:17:17.360 --> 00:17:21.120 and more general, managed by people who are a little bit broader and more general. And typically, 218 00:17:21.120 --> 00:17:27.600 those people have multiple very deep understandings of those things. And so let's say you're that 219 00:17:27.600 --> 00:17:32.240 videographer. So now you're shooting video. Well, the next thing is that you probably want to understand 220 00:17:32.240 --> 00:17:36.720 editing. Okay, cool. Well, that's an adjacent skill and skill stacks. And you become far more 221 00:17:36.720 --> 00:17:42.720 valuable if you can do both things than one individually. So think about this. Skills stack 222 00:17:42.720 --> 00:17:48.320 exponentially. And so imagine the human being. You got a video skill. Now you got an editing skill. 223 00:17:49.200 --> 00:17:56.720 Now you understand social media. Now you understand messaging and copywriting and branding. 224 00:17:58.560 --> 00:18:03.760 Wait, now we understand management and operations and leadership. See how that person starts to 225 00:18:03.760 --> 00:18:08.720 expand. You can imagine how their pay and their compensation is going to dramatically increase 226 00:18:08.720 --> 00:18:14.480 because now you're a CMO, right? And on top of that, we got to say like, do you understand how to 227 00:18:14.480 --> 00:18:19.760 buy media? Do you understand how to optimize and convert traffic? And so what started with 228 00:18:19.760 --> 00:18:25.360 a videographer ends up becoming a marketer. And then from there, that person says, huh, I wonder if I 229 00:18:25.360 --> 00:18:29.600 can start learning about this product stuff. I wonder if I can start learning about customer success. 230 00:18:29.600 --> 00:18:33.440 Oh, you know what? There's a lot of parallels between that and marketing, right? And you start 231 00:18:33.440 --> 00:18:36.960 broadening your horizon and going deep in these other silos and then all of a sudden, 232 00:18:36.960 --> 00:18:41.440 you're an entrepreneur. And so like the end of the day is like, you start narrow, you go deep and 233 00:18:41.440 --> 00:18:44.720 then you start stacking the skills on top of each other. And then that's where you'll get the 234 00:18:44.720 --> 00:18:49.440 disproportionate return because each of the skills multiply the others. Some is greater than the whole. 235 00:18:49.440 --> 00:18:53.840 And just like Elon, the reason he's got so many big companies is because he's an expert at so 236 00:18:53.840 --> 00:18:58.960 many different things that he can draw across departmentally into his head to create new ideas and 237 00:18:58.960 --> 00:19:04.240 new innovations. And you can also flip this advice if you're the person who's selling education 238 00:19:04.240 --> 00:19:08.480 and things like that is that you want to go to the person who's providing the most value for free. 239 00:19:08.480 --> 00:19:14.720 All right. And so it's the easiest way for you to decrease your risk of purchase. So think about this. 240 00:19:14.720 --> 00:19:18.240 If someone, if you follow someone's Instagram, you follow their YouTube, you follow their whatever, 241 00:19:18.240 --> 00:19:22.240 right? And you see the stuff they put out and you're like, dude, this is really good. Like this is 242 00:19:22.240 --> 00:19:26.400 a lot of new information that I didn't know. And it's like very tactical and I understand like, 243 00:19:26.400 --> 00:19:30.880 and I see what they're doing and how this works and how I can apply it. Then A, you already know 244 00:19:30.880 --> 00:19:34.000 that you like the person. B, you already know that you're getting value from the person from the 245 00:19:34.000 --> 00:19:39.120 content they have. And so the likelihood that the thing that they have that's paid is going to be 246 00:19:39.120 --> 00:19:42.880 worse than that is low. You know, I mean, they're probably a bit more attention to that. But even if 247 00:19:42.880 --> 00:19:46.720 they didn't just making the financial investment, I guarantee you will make you consume all their free 248 00:19:46.720 --> 00:19:51.920 content and probably still benefit you. And so the easiest thing to do is follow lots of people 249 00:19:51.920 --> 00:19:56.960 in a particular space, follow their content, see the one that you jive with the most. You like 250 00:19:56.960 --> 00:20:01.040 their teaching style and you think the stuff that they have is valuable. And the cool thing is, 251 00:20:01.040 --> 00:20:04.320 and this is also flipping the table if you're the guy who's like, oh, there's all these competitors. 252 00:20:04.960 --> 00:20:08.960 People have different values. They have different vibes. They have different psychographics they 253 00:20:08.960 --> 00:20:13.680 appeal to. And so you might appeal, even if you're in real estate, right? You might appeal to a 254 00:20:13.680 --> 00:20:17.840 different demo or your style of real estate. Like you might like wholesale like versus doing like 255 00:20:17.840 --> 00:20:23.280 multi tenant apartment buildings or you might like, you know, the Airbnb side of it versus the, 256 00:20:23.280 --> 00:20:27.040 you know, whatever rental arbitrage. It doesn't matter. The point is is that like there's different 257 00:20:27.040 --> 00:20:30.560 flavors in all of these spaces and find the flavor that you like the most. The easiest thing to do 258 00:20:30.560 --> 00:20:35.360 is consume the content. But I would, if I, if it were me, I would say give yourself seven days. 259 00:20:36.000 --> 00:20:40.880 Like you don't need to follow this stuff forever to like belabor the decision because you know 260 00:20:40.880 --> 00:20:45.520 it's really even cooler than buying one person's, buy them all. And then you'll know what everyone 261 00:20:45.520 --> 00:20:56.480 knows. And then guess what happens? You become just as good or bad.