WEBVTT 1 00:00:00.000 --> 00:00:02.160 Mozenation in this interview with Evan Carmichael, 2 00:00:02.160 --> 00:00:03.840 who's an amazing YouTube content creator. 3 00:00:03.840 --> 00:00:05.960 You guys can check out he's a YouTube channel that's got, 4 00:00:05.960 --> 00:00:07.880 I think a few million subscribers on it. 5 00:00:07.880 --> 00:00:09.800 He interviewed me to talk about content. 6 00:00:09.800 --> 00:00:12.080 And ironically, he's the guy who's the content king. 7 00:00:12.080 --> 00:00:13.800 But there's just a few things that we're unique. 8 00:00:13.800 --> 00:00:16.160 And he had done a lot of homework and asked really unique questions 9 00:00:16.160 --> 00:00:18.640 about how we think through content, how we think through leverage, 10 00:00:18.640 --> 00:00:21.520 how we think through doing more of the stuff that works. 11 00:00:21.520 --> 00:00:24.880 And what stuff doesn't work that I see a lot of people doing 12 00:00:24.880 --> 00:00:26.320 as entrepreneurs who are trying to build their brands, 13 00:00:26.320 --> 00:00:27.520 try to build their businesses. 14 00:00:27.520 --> 00:00:29.360 And so I think that you'll be able to take a lot of 15 00:00:29.360 --> 00:00:32.560 really tactical nuggets away from this short interview 16 00:00:32.560 --> 00:00:35.520 that we did as a live, enjoy. 17 00:00:35.520 --> 00:00:37.280 People will hate you for who you are, 18 00:00:37.280 --> 00:00:39.440 more so because of what it makes them feel about themselves. 19 00:00:39.440 --> 00:00:40.800 Just through Wyoming's securities, 20 00:00:40.800 --> 00:00:43.840 I wanted to create different pillars of my life 21 00:00:43.840 --> 00:00:47.680 that would be successful, quote, like beyond the approach. 22 00:00:47.680 --> 00:00:49.840 Welcome to the game where we talk about how to get more customers, 23 00:00:49.840 --> 00:00:51.840 how to make more customers, how to keep them longer, 24 00:00:51.840 --> 00:00:54.320 and the many failures and lessons we have learned along the way. 25 00:00:54.320 --> 00:00:55.600 I hope you enjoy and subscribe. 26 00:00:56.480 --> 00:00:58.480 Alex, you're most in the house. 27 00:00:58.480 --> 00:00:59.440 How you doing, man? 28 00:00:59.440 --> 00:01:04.480 Yeah, I'm in my closet, my world's greatest closet. 29 00:01:04.480 --> 00:01:05.680 The YouTube studio. 30 00:01:05.680 --> 00:01:07.280 Yeah, my YouTube studio. 31 00:01:07.280 --> 00:01:08.880 I love a lot of stuff about you, 32 00:01:08.880 --> 00:01:12.080 but the first one was, dude, this guy just gets up 33 00:01:12.080 --> 00:01:13.760 and he's proof that great content wins. 34 00:01:14.960 --> 00:01:16.320 Because you're sitting in the closet 35 00:01:16.320 --> 00:01:17.920 and with that, with like total respect, 36 00:01:17.920 --> 00:01:20.240 but it's not about like a high-end camera 37 00:01:20.240 --> 00:01:22.480 and editing and B-roll and it's like, 38 00:01:22.640 --> 00:01:23.680 here's a guy, 39 00:01:23.680 --> 00:01:27.440 assistant is closet and just speaks his truth into the camera. 40 00:01:27.440 --> 00:01:29.360 And I think that's what holds a lot of people back, man. 41 00:01:29.360 --> 00:01:31.600 It's like they're too afraid to get going 42 00:01:31.600 --> 00:01:34.480 because they don't have the perfect year and perfect microphone. 43 00:01:34.480 --> 00:01:36.800 And here's Alex with his no-strip and undershirt 44 00:01:36.800 --> 00:01:38.880 and his closet just making videos. 45 00:01:40.880 --> 00:01:44.080 You know, as a side note, a big part, 46 00:01:44.080 --> 00:01:45.680 so there's a handful of key things 47 00:01:45.680 --> 00:01:48.000 that made me decide to start making content 48 00:01:48.000 --> 00:01:50.800 and things like that, I guess now 18 months ago 49 00:01:50.800 --> 00:01:52.320 because before that I was kind of silent 50 00:01:52.320 --> 00:01:54.080 on social media by large. 51 00:01:54.080 --> 00:01:56.480 And it was actually an interview that you had done with Bradley, 52 00:01:57.680 --> 00:02:00.800 where you said there's this huge vacuum on YouTube, 53 00:02:01.680 --> 00:02:03.200 with regards to like, I think you said, 54 00:02:03.200 --> 00:02:04.400 like higher-level business stuff 55 00:02:04.400 --> 00:02:06.240 from people who were business people, 56 00:02:06.240 --> 00:02:08.800 but not YouTube influencers who were, 57 00:02:08.800 --> 00:02:10.400 who made their money, you know, 58 00:02:10.400 --> 00:02:11.520 doing YouTube stuff, 59 00:02:11.520 --> 00:02:12.800 but made their money elsewhere 60 00:02:12.800 --> 00:02:14.240 and could apply those principles. 61 00:02:14.240 --> 00:02:16.400 And I think you had said something to the extent of like, 62 00:02:16.400 --> 00:02:17.920 it doesn't need to be dolled up. 63 00:02:18.640 --> 00:02:20.400 You know, it's just, it's basically what you're saying. 64 00:02:20.400 --> 00:02:21.280 We're like, at the end of the day, 65 00:02:21.280 --> 00:02:23.760 if the content is good enough or valuable enough to the audience, 66 00:02:23.760 --> 00:02:26.160 people, if there's a big audience for it, 67 00:02:26.160 --> 00:02:27.360 that's not being served. 68 00:02:27.360 --> 00:02:30.560 And so that was actually one of the two or three things 69 00:02:30.560 --> 00:02:33.040 that pushed me over the edge to start making content. 70 00:02:33.760 --> 00:02:36.000 So I want to, I'll thank you for that 71 00:02:36.000 --> 00:02:37.440 because that was one of the podcasts 72 00:02:37.440 --> 00:02:41.280 that really maybe take a big step towards deciding to do it. 73 00:02:41.280 --> 00:02:42.640 Cool, man. Well, I'm glad that helped. 74 00:02:42.640 --> 00:02:44.160 It's a small world. 75 00:02:44.160 --> 00:02:46.640 And listen, a lot of people then who look like you, 76 00:02:46.640 --> 00:02:48.400 who've had a lot of success 77 00:02:48.480 --> 00:02:51.360 in the business world then come to make YouTube content. 78 00:02:51.920 --> 00:02:54.720 They're off building seven-figure studios. 79 00:02:54.720 --> 00:02:56.960 Like, I've helped a lot of these guys get their channels launched 80 00:02:56.960 --> 00:02:58.720 and they won't do it until it's perfect 81 00:02:58.720 --> 00:03:01.440 and they have a seven-figure like home studio 82 00:03:01.440 --> 00:03:03.840 spending six figures just on this one arm 83 00:03:03.840 --> 00:03:06.080 to move a camera around like legit. 84 00:03:06.080 --> 00:03:08.000 And then, and they're too afraid to get started 85 00:03:08.000 --> 00:03:10.080 because it hit success in one field 86 00:03:10.080 --> 00:03:11.440 and now they're coming to something new. 87 00:03:12.080 --> 00:03:13.680 And they don't want to get started 88 00:03:13.680 --> 00:03:14.880 looking bad from scratch. 89 00:03:15.680 --> 00:03:17.120 You on the other hand, not that you look bad, 90 00:03:17.280 --> 00:03:18.720 but it's like it's it's you. 91 00:03:18.720 --> 00:03:20.640 Like this, this is Alex is going to show up. 92 00:03:20.640 --> 00:03:22.080 He's going to share his wisdom. 93 00:03:22.080 --> 00:03:24.880 And so how did you, did you just never care 94 00:03:24.880 --> 00:03:26.160 or how did you get over the hurdles? 95 00:03:26.160 --> 00:03:27.440 Like, you know what, I'm just going to make it. 96 00:03:28.080 --> 00:03:30.080 I mean, we're big fans of imperfect action. 97 00:03:30.080 --> 00:03:32.320 And so, and I think that we're also, 98 00:03:32.320 --> 00:03:33.600 at least I'm the big student of 99 00:03:33.600 --> 00:03:36.560 what you learn through doing, not through preparing to do 100 00:03:37.120 --> 00:03:39.360 because I think a lot of times you learn as you're doing. 101 00:03:39.360 --> 00:03:41.520 What things you thought were important at the onset 102 00:03:41.520 --> 00:03:43.440 are significantly less important. 103 00:03:43.440 --> 00:03:44.880 So it's like, you know, I think the thumbnails 104 00:03:44.960 --> 00:03:46.720 and the headlines and the first, you know, 105 00:03:46.720 --> 00:03:50.080 20 seconds matter a lot more than spending an hour 106 00:03:50.080 --> 00:03:51.680 setting up the lighting, you know what I mean? 107 00:03:51.680 --> 00:03:54.240 And so it's just like return on time and effort. 108 00:03:54.240 --> 00:03:56.480 And so yeah, so I mean, if we want to learn something new, 109 00:03:56.480 --> 00:03:57.680 at least in the companies that we have, 110 00:03:57.680 --> 00:03:58.960 it said we just start doing. 111 00:03:58.960 --> 00:04:01.440 We pull, we pull the thread that we can see. 112 00:04:01.440 --> 00:04:03.280 We just keep pulling and figure it out as we go. 113 00:04:03.280 --> 00:04:05.920 And I think we end up getting to where we're trying to go faster 114 00:04:06.640 --> 00:04:09.120 just through giving ourselves permission to start. 115 00:04:09.680 --> 00:04:10.160 I love it. 116 00:04:10.160 --> 00:04:11.920 Now, I've helped a lot of people kind of move 117 00:04:12.000 --> 00:04:15.280 from direct marketing world into YouTube land. 118 00:04:15.840 --> 00:04:18.240 And almost immediately, it's, okay, 119 00:04:18.240 --> 00:04:21.280 how do I get them on my free ebook and click and, you know, funnel them 120 00:04:21.280 --> 00:04:24.800 and retarget them and sell my coaching and up, so all this. 121 00:04:24.800 --> 00:04:27.600 Because it's like, that's just part of a grain mindset 122 00:04:27.600 --> 00:04:28.880 of direct marketing. 123 00:04:29.680 --> 00:04:31.840 I know, go, wait for the shoot to drop with Alex. 124 00:04:31.840 --> 00:04:33.520 Okay, where's Alex's thing? 125 00:04:33.520 --> 00:04:35.680 And just video after video to video, it's not there. 126 00:04:36.720 --> 00:04:37.840 Why isn't it there? 127 00:04:37.840 --> 00:04:40.800 Because in your gym business, you did it all yourself. 128 00:04:40.880 --> 00:04:43.840 And then you, you, you taught the trainings. 129 00:04:43.840 --> 00:04:44.640 Like, I don't want to do this. 130 00:04:44.640 --> 00:04:46.400 I mean, I'll teach you how to do it. 131 00:04:46.400 --> 00:04:48.320 Why, why did this not become? 132 00:04:48.320 --> 00:04:49.680 I'll teach you how to do this, too. 133 00:04:51.200 --> 00:04:53.680 I think, I think my view of businesses shifted over time. 134 00:04:53.680 --> 00:04:56.400 And so I think that if you have a longer time horizon 135 00:04:56.400 --> 00:04:58.880 and you have capital or you don't need the money 136 00:04:58.880 --> 00:05:01.040 from whatever, you know, promotion you're doing, 137 00:05:01.040 --> 00:05:04.320 I think that goodwill compounds faster than revenue. 138 00:05:05.040 --> 00:05:08.240 And so I think what you said is a really perfect example of like, 139 00:05:08.240 --> 00:05:09.920 I think a lot of people are always waiting for the other 140 00:05:09.920 --> 00:05:12.160 shoot to drop when people are receiving value. 141 00:05:12.160 --> 00:05:14.400 And so right at that point, whenever they're expecting that 142 00:05:14.400 --> 00:05:16.400 shoot to drop and then it doesn't, 143 00:05:16.400 --> 00:05:18.640 they do make a purchase, but they make a purchase of goodwill, 144 00:05:18.640 --> 00:05:20.400 which is all of a sudden they transition from, 145 00:05:20.400 --> 00:05:21.920 I really like this guy's stuff. 146 00:05:21.920 --> 00:05:23.200 Let's see what he sells me to. 147 00:05:23.200 --> 00:05:24.240 I really like this guy's stuff. 148 00:05:24.240 --> 00:05:26.080 I'm going to tell other people because he hasn't tried 149 00:05:26.080 --> 00:05:27.120 to sell anything. 150 00:05:27.120 --> 00:05:29.360 And so I think that's where you get like an additional component 151 00:05:29.360 --> 00:05:30.400 of my reality. 152 00:05:30.400 --> 00:05:32.560 Two stuff and I think it depends on the mission of the person. 153 00:05:32.560 --> 00:05:33.040 You know what I mean? 154 00:05:33.040 --> 00:05:35.680 Like, this is not how I make my money at all. 155 00:05:36.400 --> 00:05:40.560 And so, you know, and a lot of this stems from a rather 156 00:05:40.560 --> 00:05:41.920 contrary and worldview that I have, 157 00:05:41.920 --> 00:05:43.520 which is just like, I don't think many of the things 158 00:05:43.520 --> 00:05:45.360 that we do will amounts to anything in the long term. 159 00:05:45.360 --> 00:05:48.480 And so the things that I enjoy that I be meaningful 160 00:05:48.480 --> 00:05:50.480 are helping, you know, other entrepreneurs get started 161 00:05:50.480 --> 00:05:51.920 because I know that I was in a very dark place. 162 00:05:51.920 --> 00:05:54.960 And I started, you know, if the lessons that I had that 163 00:05:54.960 --> 00:05:57.120 caused me pain can help someone else 164 00:05:57.120 --> 00:05:59.200 than they won't have been in doing overall. 165 00:05:59.200 --> 00:06:02.560 And so that's kind of the catalyst behind doing all the stuff 166 00:06:02.560 --> 00:06:03.520 to begin with. 167 00:06:03.520 --> 00:06:06.320 But the reason I don't sell stuff is partially for goodwill, 168 00:06:06.320 --> 00:06:08.560 partially because I don't want to create a business around this. 169 00:06:09.360 --> 00:06:11.920 Now, we do, I mean, obviously we have our portfolio. 170 00:06:11.920 --> 00:06:15.120 So, you know, if somebody has a company that's doing 171 00:06:15.120 --> 00:06:17.360 $3 million, $5 million, $10 million, $20 million, 172 00:06:17.360 --> 00:06:20.800 you know, $40 million a year and they want help 173 00:06:20.800 --> 00:06:22.320 and they, you know, they found out in the stuff. 174 00:06:22.320 --> 00:06:24.800 And yeah, we'd love to, but we're buying. 175 00:06:24.800 --> 00:06:25.360 Not selling. 176 00:06:25.360 --> 00:06:28.480 It's slightly different conversation, 177 00:06:28.480 --> 00:06:31.040 but that's a different way of doing it 178 00:06:31.040 --> 00:06:32.080 and an old business model. 179 00:06:32.080 --> 00:06:34.720 It's, to be honest, like Warren Buffett and Charlie Munger, 180 00:06:34.720 --> 00:06:36.560 you know, having in the private equity world too, 181 00:06:36.560 --> 00:06:37.920 it's like creating what they call 182 00:06:37.920 --> 00:06:40.320 proprietary ideal flow is a very valuable thing. 183 00:06:40.320 --> 00:06:42.960 And so, I think the ball radical also said 184 00:06:42.960 --> 00:06:46.800 one of the best ways to monetize a brand is to monetize off 185 00:06:46.800 --> 00:06:50.400 like the .001% like if you just got shares in Facebook early on, 186 00:06:50.400 --> 00:06:52.960 you could do everything else you want in life for free 187 00:06:52.960 --> 00:06:55.840 and help everybody rather than trying to sell something 188 00:06:55.840 --> 00:06:56.640 to everyone. 189 00:06:56.640 --> 00:06:58.400 And there's just different strategies overall. 190 00:06:58.400 --> 00:06:59.440 It's just for me. 191 00:06:59.440 --> 00:07:01.280 I also prefer and feel like I can provide them 192 00:07:01.280 --> 00:07:03.440 the most value to a business that's very big and growing. 193 00:07:03.440 --> 00:07:05.920 And to everyone else, it's like I can help more people 194 00:07:05.920 --> 00:07:08.080 without introducing operational complexity 195 00:07:08.080 --> 00:07:11.520 or a lawsuit that will, by just providing this stuff for free. 196 00:07:12.240 --> 00:07:14.320 So you go from in your late teens and early 20s, 197 00:07:14.320 --> 00:07:16.560 kind of living your dad's life, going to school, 198 00:07:16.560 --> 00:07:18.160 being a management consultant, 199 00:07:18.160 --> 00:07:20.960 the whole kind of Iranian work ethic, 200 00:07:20.960 --> 00:07:23.040 become a doctor, all that stuff. 201 00:07:23.040 --> 00:07:24.400 And then a 22 you decide, 202 00:07:24.400 --> 00:07:27.360 no, peace out, I'm not doing this. 203 00:07:27.360 --> 00:07:31.200 And your dad feels you're making this giant mistake, 204 00:07:32.080 --> 00:07:34.400 but then what I loved about that story 205 00:07:34.400 --> 00:07:38.720 is that he comes back and gives you his only ever apology to you 206 00:07:39.680 --> 00:07:40.720 for saying it was a mistake. 207 00:07:42.480 --> 00:07:45.840 What did you have to do to then ultimately make him proud 208 00:07:45.840 --> 00:07:47.200 that he apologized to you? 209 00:07:48.320 --> 00:07:51.520 Well, I mean, there's probably layers to this. 210 00:07:51.520 --> 00:07:54.000 I mean, everyone's really super different. 211 00:07:54.000 --> 00:07:56.080 But for me, at least my dad, 212 00:07:57.120 --> 00:07:58.960 he was very much a material success guy. 213 00:07:59.920 --> 00:08:01.760 Like every time he introduced somebody, 214 00:08:01.760 --> 00:08:03.680 like before he got in the car, after he got in the car, 215 00:08:03.680 --> 00:08:06.000 they go, this is so-and-so, this is how much money he makes, right? 216 00:08:06.000 --> 00:08:08.800 And so it was very clear whether he said it consciously or unconsciously, 217 00:08:08.800 --> 00:08:10.800 like that money was what, to him, 218 00:08:10.800 --> 00:08:12.800 is what was most respectable about someone. 219 00:08:13.360 --> 00:08:15.600 He would probably not like me saying that, 220 00:08:15.600 --> 00:08:17.520 but not through his words, but through his actions, 221 00:08:17.520 --> 00:08:19.520 it became clear to me that that is what he valued. 222 00:08:19.520 --> 00:08:23.760 And so for me to gain the affirmation or the approval of my father, 223 00:08:24.240 --> 00:08:25.200 I had to make money. 224 00:08:25.200 --> 00:08:28.160 But he also has his own ego and his own pride and whatnot. 225 00:08:28.160 --> 00:08:31.200 And so it couldn't be like, I just have to match the amount of money that he makes. 226 00:08:31.200 --> 00:08:33.760 It's like, I had to make more money than I never made this entire life 227 00:08:33.760 --> 00:08:35.040 for that to really solidify. 228 00:08:35.040 --> 00:08:38.320 And we're both pretty domineering personalities. 229 00:08:38.320 --> 00:08:41.680 And so we had to, there was like a five-year period where we didn't talk too much. 230 00:08:43.040 --> 00:08:46.880 And I think there had to be a power shift that had to occur. 231 00:08:46.880 --> 00:08:51.680 And it only really occurred when the evidence was overwhelming. 232 00:08:52.240 --> 00:08:54.000 And so when I started making money, 233 00:08:54.960 --> 00:08:58.080 I mean, I think the first year that we made like $10 million, 234 00:08:59.600 --> 00:09:01.440 he was like, we'll see how long it lasts. 235 00:09:01.440 --> 00:09:05.760 Like it wasn't even, it means it wasn't just like you have to make more money. 236 00:09:05.760 --> 00:09:08.880 It had to be so insurmountable the evidence that it was undeniable. 237 00:09:08.880 --> 00:09:13.440 And so I think that that's also been a theme that I applied to a lot of the facets of my life 238 00:09:13.440 --> 00:09:18.320 is that just through my own insecurities, I wanted to create different pillars of my life 239 00:09:18.320 --> 00:09:21.520 that would be successful, quote, like beyond reproach. 240 00:09:21.520 --> 00:09:23.760 So that no one could say like, well, oxygen could shake. 241 00:09:23.760 --> 00:09:28.160 It's like, no, he's in such a crazy shape that no one can say that he's overweight, right? 242 00:09:28.160 --> 00:09:30.640 Or, you know, he's not just like doing okay, 243 00:09:30.640 --> 00:09:33.600 but he's making so much money that no one can say that he's not successful. 244 00:09:33.600 --> 00:09:35.760 I think honestly, that's just because of my own insecurities. 245 00:09:35.760 --> 00:09:38.560 I don't think that's a testament to anything besides that. 246 00:09:39.520 --> 00:09:40.720 I may still harbor those. 247 00:09:40.720 --> 00:09:44.080 And I just have evidence that allows me to function, you know, better, 248 00:09:45.360 --> 00:09:48.000 you know, and live a more normal lifestyle rather than 249 00:09:48.560 --> 00:09:52.960 continually suffer from those just because those that evidence acts as a crutch 250 00:09:52.960 --> 00:09:54.480 against the insecurities that I have. 251 00:09:54.480 --> 00:09:56.240 So hopefully that makes sense. 252 00:09:56.240 --> 00:09:56.960 I love it. 253 00:09:56.960 --> 00:09:59.680 So I've got a fun exercise that I wanted. 254 00:09:59.680 --> 00:10:03.520 As soon as I found that you're coming on, it's like, okay, here's what I want to ask Alex. 255 00:10:04.320 --> 00:10:05.200 Talking about growth. 256 00:10:05.200 --> 00:10:07.280 And most people watching, in my honest, you're honest, 257 00:10:07.280 --> 00:10:12.080 are probably nearly stage still into like, I'm even just trying to get, I'm getting started to get started. 258 00:10:12.080 --> 00:10:16.720 But you've also focused on a lot of the high-end strategies as well as what you can do to actually grow. 259 00:10:16.720 --> 00:10:21.520 So I'm wondering from your first 10,000 to then like, 260 00:10:21.520 --> 00:10:24.080 and not just you, like maybe prescriptive advice now. 261 00:10:24.080 --> 00:10:25.600 And then let's add a zero each time. 262 00:10:25.600 --> 00:10:30.320 So 10,000 to 100,000 a million, like, what's the mindset shift that I have to go 263 00:10:31.040 --> 00:10:34.000 by adding a zero to my revenue every step a little away? 264 00:10:34.000 --> 00:10:34.720 So don't get stuck. 265 00:10:35.680 --> 00:10:36.880 It's a really good question. 266 00:10:36.880 --> 00:10:40.320 So when you're adding zeros, you're adding an order of magnitude, right? 267 00:10:40.320 --> 00:10:43.520 So it's a multiple, you know, 10 that's happening with each of those scenarios. 268 00:10:43.520 --> 00:10:47.680 And the only way you can really add an order of magnitude is not by doing 10 times more work, 269 00:10:47.680 --> 00:10:49.520 but by adding leverage, right? 270 00:10:49.520 --> 00:10:51.840 And so we have to have leverage through the things that we do. 271 00:10:51.840 --> 00:10:53.360 And so, you know, in the beginning, 272 00:10:53.360 --> 00:10:55.920 you transition from being employed to being self-employed, right? 273 00:10:55.920 --> 00:10:57.600 And so that's like kind of the first transition. 274 00:10:57.600 --> 00:11:01.680 And then your limit is going to be your time and how much you can build per hour, right? 275 00:11:01.680 --> 00:11:05.280 From there, your next level is going to be building the core team, 276 00:11:05.280 --> 00:11:07.360 which is usually five, you know, five or so people, 277 00:11:07.360 --> 00:11:10.560 which will be representative of departments or functions within a company, right? 278 00:11:10.560 --> 00:11:13.440 You'll have some element of promotion, some element of selling, 279 00:11:13.440 --> 00:11:16.400 some element of customer service, some element of finance, 280 00:11:16.400 --> 00:11:17.840 and things like that. 281 00:11:17.840 --> 00:11:20.560 And then you are kind of managing in that. 282 00:11:20.560 --> 00:11:22.560 You're not really really leading yet. 283 00:11:22.560 --> 00:11:24.880 You're really just managing the people below you. 284 00:11:24.880 --> 00:11:29.360 And in that time, typically, you are better at the job at each of those roles 285 00:11:29.360 --> 00:11:33.360 than the people beneath you because you cannot afford people who will be better than you at those roles. 286 00:11:34.000 --> 00:11:35.840 From there, adding another level of leverage, 287 00:11:35.840 --> 00:11:38.240 you then add another layer of management that goes 288 00:11:38.240 --> 00:11:41.440 and then you really transition into being a leader because you can't pass it. 289 00:11:41.440 --> 00:11:43.760 So like each of those people now apply people underneath of them, right? 290 00:11:43.760 --> 00:11:46.800 Now you're at, you know, 25 or 30 people. 291 00:11:46.800 --> 00:11:52.880 And most of the, most of the stagnation points do happen around triplings. 292 00:11:52.880 --> 00:11:56.880 And that's usually because another whole layer of infrastructure needs to get built 293 00:11:56.880 --> 00:11:57.840 within a company. 294 00:11:57.840 --> 00:12:00.400 And so that's where people don't know what has to happen. 295 00:12:00.400 --> 00:12:02.880 And so that's when you go, you know, and once you're leader, 296 00:12:02.880 --> 00:12:05.200 you have to go into like kind of stepping into the visionary role 297 00:12:05.280 --> 00:12:07.520 and you're really hiring people who come with batteries, 298 00:12:07.520 --> 00:12:10.880 included solutions already having proven inside of them. 299 00:12:10.880 --> 00:12:14.080 Not, I have to go find some person, teach them how to manage a sales team, 300 00:12:14.080 --> 00:12:15.680 teach them how to recruit, like none of like, 301 00:12:15.680 --> 00:12:18.640 you're finding somebody's already built a 30 person sales team to help you build, 302 00:12:18.640 --> 00:12:21.360 take your, take your five person to a 30 person sales team, right? 303 00:12:21.360 --> 00:12:23.920 It's like you want to find somebody's already run the Olympic goal 304 00:12:23.920 --> 00:12:25.920 and then have them run it with you rather than like, 305 00:12:25.920 --> 00:12:26.720 oh, I'm a running coach. 306 00:12:26.720 --> 00:12:28.800 I've never run goal, but I'll try and do it with you. 307 00:12:28.800 --> 00:12:30.640 And the thing is is that when you're earlier on, 308 00:12:30.640 --> 00:12:33.600 the reason it's difficult is because you can't afford some of those people yet. 309 00:12:33.680 --> 00:12:35.440 And so that's why early on, 310 00:12:35.440 --> 00:12:39.200 you have to spend a disproportionate amount of time learning the skills, right? 311 00:12:39.200 --> 00:12:41.200 Rather than hiring people who already have their skills. 312 00:12:41.200 --> 00:12:44.400 So in the beginning, you're learning and your ability to learn is the bottom neck. 313 00:12:44.400 --> 00:12:47.440 And later, it's your ability to recruit people who have learned. 314 00:12:47.440 --> 00:12:50.720 And so it's just like in business where you can buy or you can build, 315 00:12:50.720 --> 00:12:52.960 like in terms of growing through mergers and acquisitions. 316 00:12:52.960 --> 00:12:56.880 So this is really going from top down at a medium level, 317 00:12:56.880 --> 00:12:58.640 you can buy or build talent. 318 00:12:58.640 --> 00:13:01.760 You can buy talent by paying premium dollar for the best people 319 00:13:01.760 --> 00:13:02.800 or you can build it. 320 00:13:02.800 --> 00:13:04.080 And both of those are strategies. 321 00:13:04.080 --> 00:13:07.920 You can build a system for designing and training salespeople. 322 00:13:07.920 --> 00:13:09.360 That was something that we were really good at. 323 00:13:09.360 --> 00:13:11.600 And so we could take people for less than top dollar 324 00:13:11.600 --> 00:13:14.080 and then make them into top dollar salespeople, right? 325 00:13:14.080 --> 00:13:15.760 Now, the risk that you have there 326 00:13:15.760 --> 00:13:17.760 is that some people then start recruiting your salespeople, 327 00:13:17.760 --> 00:13:19.760 because you did the building for that. 328 00:13:19.760 --> 00:13:23.440 But it just depends on the strategy of the business in terms of overall. 329 00:13:23.440 --> 00:13:27.600 And so in terms of going from 10k to 100k, 330 00:13:27.600 --> 00:13:29.360 to a million a month, to 10 million a month, 331 00:13:29.360 --> 00:13:32.400 each of those represents orders of magnitude 332 00:13:32.400 --> 00:13:34.880 on leverage that you can employ within the business. 333 00:13:34.880 --> 00:13:36.320 And I'll just finish with one little thing. 334 00:13:36.320 --> 00:13:37.840 I know I just read it a little bit. 335 00:13:37.840 --> 00:13:39.920 The leverage, and this is from the Ball Rob Conte, 336 00:13:39.920 --> 00:13:41.520 this isn't me, but I remember the four Cs. 337 00:13:41.520 --> 00:13:42.560 He doesn't say four Cs. 338 00:13:42.560 --> 00:13:44.480 I remember four Cs because otherwise I can't remember it. 339 00:13:44.480 --> 00:13:47.040 But it's like you've got code, you've got content, 340 00:13:47.040 --> 00:13:49.440 you've got collaboration, you've got capital, right? 341 00:13:49.440 --> 00:13:51.440 And so collaboration is the base of that pyramid 342 00:13:51.440 --> 00:13:52.960 just getting other people to do stuff for you. 343 00:13:52.960 --> 00:13:54.960 You should get time back by having other people 344 00:13:54.960 --> 00:13:57.120 give you their time and you pay them for it, right? 345 00:13:57.200 --> 00:13:58.640 The level above that is capital. 346 00:13:58.640 --> 00:14:00.800 Use other people's money to fuel growth, right? 347 00:14:00.800 --> 00:14:02.480 And if you know how to structure your business properly, 348 00:14:02.480 --> 00:14:04.480 you can also use your customers' money to fuel growth. 349 00:14:04.480 --> 00:14:08.320 If you profit, if you monetize, well, in that you can, 350 00:14:08.320 --> 00:14:10.480 if you can set up your marketing in your sales system 351 00:14:10.480 --> 00:14:14.240 such that you can make more money than it cost you acquire 352 00:14:14.240 --> 00:14:17.200 customer and the next customer within the first 30 days, 353 00:14:17.200 --> 00:14:18.640 you have a negative acquisition cost, 354 00:14:18.640 --> 00:14:20.960 which means you can use that money to then go get more customers. 355 00:14:20.960 --> 00:14:23.200 And you basically have a limitless acquisition cycle. 356 00:14:23.200 --> 00:14:24.720 Now, you'll still have bottlenecks, 357 00:14:24.720 --> 00:14:27.040 but there'll be infrastructure bottlenecks on the back end. 358 00:14:27.120 --> 00:14:28.080 So there's always a bottleneck, 359 00:14:28.080 --> 00:14:30.320 but it no longer becomes acquisition. 360 00:14:30.320 --> 00:14:33.200 So you have collaboration, then you have capital, 361 00:14:33.200 --> 00:14:35.880 and then the top two are content and code. 362 00:14:35.880 --> 00:14:37.920 So you have software, which has zero cost of application, 363 00:14:37.920 --> 00:14:39.280 which gives you a limitless leverage. 364 00:14:39.280 --> 00:14:41.680 And at the same degree, like what you've done with media, 365 00:14:41.680 --> 00:14:43.840 right, content, it doesn't cost more money 366 00:14:43.840 --> 00:14:44.800 for more people to see this. 367 00:14:44.800 --> 00:14:46.600 Like if you and I were on here with just one person 368 00:14:46.600 --> 00:14:48.120 or you and I are on here with a million people, 369 00:14:48.120 --> 00:14:49.720 it costs the same amount for us to do it, 370 00:14:49.720 --> 00:14:50.560 but we have leverage. 371 00:14:50.560 --> 00:14:52.800 And so most businesses, and this is like a fun 372 00:14:52.800 --> 00:14:54.240 rule of thumb for anybody who's looking. 373 00:14:54.240 --> 00:14:55.400 When you look at the biggest businesses 374 00:14:55.400 --> 00:14:56.720 that have been around the longest, 375 00:14:56.720 --> 00:14:59.360 they typically will have all four of those aspects 376 00:14:59.360 --> 00:15:00.880 of leverage built within the business. 377 00:15:00.880 --> 00:15:03.320 If you look at Facebook, they have lots of people, 378 00:15:03.320 --> 00:15:04.760 they have capital from the outside, 379 00:15:04.760 --> 00:15:06.800 they sell media based on code. 380 00:15:06.800 --> 00:15:08.960 And so as you're looking to scale the company, 381 00:15:08.960 --> 00:15:10.880 it's like how many boxes of these leverage can I check? 382 00:15:10.880 --> 00:15:12.200 And I would even look at my own life, 383 00:15:12.200 --> 00:15:13.960 and I would say right now we have three of the four. 384 00:15:13.960 --> 00:15:15.560 Like I don't have a big software component 385 00:15:15.560 --> 00:15:17.880 within my business, but we do have media, 386 00:15:17.880 --> 00:15:20.520 we do have collaboration, we do have capital. 387 00:15:20.520 --> 00:15:22.080 And so I think that for us, 388 00:15:22.080 --> 00:15:23.160 and I made a presentation about this, 389 00:15:23.160 --> 00:15:24.720 like I think for us going from 10 million a month 390 00:15:24.720 --> 00:15:25.880 to maybe 100 million a month, 391 00:15:25.880 --> 00:15:30.160 I'll probably have to figure out some sort of code thing. 392 00:15:30.160 --> 00:15:34.200 But at current, we're able to still determine a month 393 00:15:34.200 --> 00:15:35.480 with the stuff that we're doing. 394 00:15:38.840 --> 00:15:39.840 Most of the nation real quick, 395 00:15:39.840 --> 00:15:42.880 if you are a business owner that has a big old business 396 00:15:42.880 --> 00:15:44.960 and wants to get to a much bigger business, 397 00:15:44.960 --> 00:15:48.440 going to $50 million plus we would love to talk to you. 398 00:15:48.440 --> 00:15:49.640 And if you like that, 399 00:15:49.640 --> 00:15:50.640 and would like to hear more about it, 400 00:15:50.640 --> 00:15:53.320 go to acquisition.com and you can plan anywhere on the page 401 00:15:53.320 --> 00:15:55.360 and talk to one of our team and see 402 00:15:55.360 --> 00:15:56.440 if we can help you get there. 403 00:15:58.960 --> 00:16:00.440 You've made some videos talking though, 404 00:16:00.440 --> 00:16:02.960 you basically get your championship through the draft. 405 00:16:02.960 --> 00:16:03.800 Right? 406 00:16:03.800 --> 00:16:05.080 It's like you're picking the right person, right? 407 00:16:05.080 --> 00:16:06.240 And you're picking them on the draft 408 00:16:06.240 --> 00:16:08.240 and Leila's got the gut instinct 409 00:16:08.240 --> 00:16:09.960 and she's the best at doing it. 410 00:16:09.960 --> 00:16:11.600 But in free agency, 411 00:16:11.600 --> 00:16:13.920 so the draft is you're picking somebody out of college 412 00:16:13.920 --> 00:16:16.040 and they're young and hungry and but they're really good 413 00:16:16.040 --> 00:16:17.240 and you're making it better. 414 00:16:17.240 --> 00:16:19.840 Versus free agency, you're getting already the best, 415 00:16:19.840 --> 00:16:21.840 they may not be with you for too long. 416 00:16:21.840 --> 00:16:23.000 Like you think about the Yankees, 417 00:16:23.000 --> 00:16:24.800 just constantly buying the best players, 418 00:16:24.800 --> 00:16:27.000 but maybe not having the best farm system. 419 00:16:27.000 --> 00:16:27.840 Interesting. 420 00:16:27.840 --> 00:16:29.440 So the question is buying or building, 421 00:16:29.440 --> 00:16:30.640 kind of what we were referencing earlier, 422 00:16:30.640 --> 00:16:33.480 like would I prefer to buy the talent or build the talent? 423 00:16:33.480 --> 00:16:34.320 I mean, the building, 424 00:16:34.320 --> 00:16:37.480 you're already still going for the upper echelon, right? 425 00:16:37.480 --> 00:16:38.840 Like you're recruiting out of Harvard 426 00:16:38.840 --> 00:16:40.800 instead of just recruiting anybody. 427 00:16:40.800 --> 00:16:41.640 It's one on the pick. 428 00:16:41.640 --> 00:16:44.520 And I think one of those is like it gets more nuanced 429 00:16:44.520 --> 00:16:46.320 but like you can see raw potential 430 00:16:47.480 --> 00:16:49.000 and say like, okay, 431 00:16:49.000 --> 00:16:50.360 like the people coming out of Harvard 432 00:16:50.360 --> 00:16:51.520 have raw potential. 433 00:16:51.520 --> 00:16:54.120 They usually don't have a tremendous amount of experience, right? 434 00:16:54.120 --> 00:16:55.600 And so you're still just taking somebody 435 00:16:55.600 --> 00:16:59.400 who's at a higher echelon of processing power, work ethic, 436 00:16:59.400 --> 00:17:01.520 because they had to to get to that point. 437 00:17:01.520 --> 00:17:03.920 So they've proven all of these base characteristics 438 00:17:03.920 --> 00:17:07.320 and then we can equip them with kind of the more niche skills. 439 00:17:07.320 --> 00:17:09.000 But I think it's probably a combination of both. 440 00:17:09.000 --> 00:17:09.840 And if Laila were here, 441 00:17:09.840 --> 00:17:11.800 she'd give you probably a sexier answer. 442 00:17:11.800 --> 00:17:13.640 I think that what she would normally say 443 00:17:13.640 --> 00:17:15.480 because this is definitely her realm, 444 00:17:15.480 --> 00:17:16.520 is the 80, 20 split, 445 00:17:16.520 --> 00:17:18.480 is that you want 20% of the people that are in your team 446 00:17:18.480 --> 00:17:20.280 to already have been there done that. 447 00:17:20.280 --> 00:17:22.800 And then the 80% to be kind of building 448 00:17:23.040 --> 00:17:23.880 their arsenal skill set. 449 00:17:23.880 --> 00:17:26.640 And that also balances usually where the compensation does. 450 00:17:26.640 --> 00:17:27.480 You know what I mean? 451 00:17:27.480 --> 00:17:29.360 Because you're paying for the roadmap 452 00:17:29.360 --> 00:17:31.240 with the people who are in the 20% 453 00:17:31.240 --> 00:17:33.200 and then the 80% are learning from the 20% 454 00:17:33.200 --> 00:17:34.360 and then in their next chapter, 455 00:17:34.360 --> 00:17:35.520 they might be in the 20% 456 00:17:35.520 --> 00:17:38.200 because they did it with you and your company. 457 00:17:38.200 --> 00:17:40.640 I think the goal is always to keep people, 458 00:17:40.640 --> 00:17:43.600 as long as we can provide meaningful opportunity to them. 459 00:17:43.600 --> 00:17:46.560 And I think to go back to the original leverage thing, 460 00:17:46.560 --> 00:17:48.640 you will attract much better talent 461 00:17:48.640 --> 00:17:51.320 having a better opportunity vehicle overall. 462 00:17:51.320 --> 00:17:52.360 So people will be, 463 00:17:52.360 --> 00:17:55.240 the best people are attracted to the best opportunities. 464 00:17:55.240 --> 00:17:57.440 And so if you want to start a dry cleaning business 465 00:17:57.440 --> 00:17:58.480 and brick and mortar business, 466 00:17:58.480 --> 00:18:00.560 you probably won't get, you know, 467 00:18:00.560 --> 00:18:01.720 a hardware business graduate. 468 00:18:01.720 --> 00:18:02.800 This is probably not going to be, 469 00:18:02.800 --> 00:18:04.320 you probably can't pay them. 470 00:18:04.320 --> 00:18:06.320 It's probably just not overwhelmingly interesting to them. 471 00:18:06.320 --> 00:18:07.160 Right? 472 00:18:07.160 --> 00:18:08.680 And so is there a way that we can transform that? 473 00:18:08.680 --> 00:18:10.280 Well, probably, you know, if you, 474 00:18:10.280 --> 00:18:12.320 if all of a sudden you worked with a thousand dry cleaners 475 00:18:12.320 --> 00:18:14.080 because you're in a licensing system or a franchise, 476 00:18:14.080 --> 00:18:15.400 well, then you might be able to track that portion 477 00:18:15.400 --> 00:18:16.760 because the opportunity is superior. 478 00:18:16.760 --> 00:18:18.760 And so I think it is one in the draft, 479 00:18:18.760 --> 00:18:19.960 but part of winning in the draft 480 00:18:19.960 --> 00:18:22.280 is having, is being the rankings. 481 00:18:22.280 --> 00:18:24.400 And you can get talent for less if you're the Patriots 482 00:18:24.400 --> 00:18:26.520 because they want to be on a championship team, right? 483 00:18:26.520 --> 00:18:27.840 And so it's kind of the, 484 00:18:27.840 --> 00:18:29.280 it goes back and forth on both sides. 485 00:18:29.280 --> 00:18:30.320 Like you can pick better people 486 00:18:30.320 --> 00:18:31.600 which create championship teams, 487 00:18:31.600 --> 00:18:33.920 but championship teams attract better people. 488 00:18:33.920 --> 00:18:34.760 I love it. 489 00:18:34.760 --> 00:18:36.840 Listen, everybody's commenting about your nose trip. 490 00:18:36.840 --> 00:18:37.840 When do we get, 491 00:18:37.840 --> 00:18:41.000 when do we get the Mosey Nation nose trips? 492 00:18:41.000 --> 00:18:42.400 Mosey Nation spots that. 493 00:18:42.400 --> 00:18:44.960 Yeah, that's the product to sell. 494 00:18:44.960 --> 00:18:45.920 Yeah, right? 495 00:18:45.920 --> 00:18:47.640 Yeah, that and beaters, you know, 496 00:18:47.640 --> 00:18:50.320 my proprietary white feeder. 497 00:18:50.320 --> 00:18:51.480 You know, I will say this, 498 00:18:51.480 --> 00:18:53.120 I've had a lot of people do it. 499 00:18:53.120 --> 00:18:54.240 If you released a nose trip, 500 00:18:54.240 --> 00:18:56.040 I'm like, it's not my business. 501 00:18:56.040 --> 00:18:56.880 You know what I mean? 502 00:18:56.880 --> 00:18:57.960 And so I think a lot of people, 503 00:18:57.960 --> 00:19:00.240 what happens is they are so afraid of leaving money 504 00:19:00.240 --> 00:19:01.200 on the table. 505 00:19:01.200 --> 00:19:02.680 They leave the biggest money on the table 506 00:19:02.680 --> 00:19:03.480 because they're trying to, 507 00:19:03.480 --> 00:19:04.840 you don't want to sacrifice an empire 508 00:19:04.840 --> 00:19:07.000 to pick up a pot of gold, right? 509 00:19:07.000 --> 00:19:09.080 And so we risk our empire. 510 00:19:09.080 --> 00:19:11.000 We risk the big thing, the main thing 511 00:19:11.000 --> 00:19:11.920 by getting distracted 512 00:19:11.920 --> 00:19:13.840 because it's not core to the strategy, right? 513 00:19:13.840 --> 00:19:16.880 The strategy of what I do is 514 00:19:16.880 --> 00:19:19.040 make stuff that is really valuable to people 515 00:19:19.040 --> 00:19:20.280 from in the trenches experience 516 00:19:20.280 --> 00:19:21.720 that is happening in real time right now 517 00:19:21.720 --> 00:19:23.480 that they can use and make money with. 518 00:19:23.480 --> 00:19:25.360 And if they then use it and make money 519 00:19:25.360 --> 00:19:27.800 and never work with me, I sleep fine. 520 00:19:27.800 --> 00:19:29.640 If they do end up becoming, you know, 521 00:19:29.640 --> 00:19:31.200 they cross the $3 million, $5 million, 522 00:19:31.200 --> 00:19:32.440 $10 million dollar threshold 523 00:19:32.440 --> 00:19:33.600 and then they want to work with us 524 00:19:33.600 --> 00:19:35.560 because they know the stuff that we did work. 525 00:19:35.560 --> 00:19:36.400 Awesome. 526 00:19:36.400 --> 00:19:38.080 And then we're buying and not selling, right? 527 00:19:38.080 --> 00:19:39.080 In the same situation. 528 00:19:39.080 --> 00:19:39.920 And that's the strategy. 529 00:19:39.920 --> 00:19:41.720 Now, if so, you don't even be like, 530 00:19:41.720 --> 00:19:43.480 what am I really gonna make with a, 531 00:19:43.480 --> 00:19:45.080 with a, with a nose trip, right? 532 00:19:45.080 --> 00:19:46.760 Like, let's say even, you know, 533 00:19:46.760 --> 00:19:49.160 10,000 people buying nose trips for what, 20 bucks. 534 00:19:49.160 --> 00:19:50.000 You know what I mean? 535 00:19:50.000 --> 00:19:51.520 Like, 200, 200, 200 bucks a month. 536 00:19:51.520 --> 00:19:53.840 It's not worth the brand equity. 537 00:19:53.840 --> 00:19:54.680 You know what I mean? 538 00:19:54.680 --> 00:19:57.280 It's the short cash grab that just doesn't make sense. 539 00:19:57.280 --> 00:19:59.400 At least for me, for the big picture 540 00:19:59.400 --> 00:20:00.240 of what we're trying to go. 541 00:20:00.240 --> 00:20:02.280 That's why we don't pick up that stuff. 542 00:20:02.280 --> 00:20:03.960 I'd even give it away for free. 543 00:20:03.960 --> 00:20:05.360 Like, it's just branding. 544 00:20:05.360 --> 00:20:06.200 Yeah. 545 00:20:06.200 --> 00:20:07.040 No, no, that would work too. 546 00:20:07.040 --> 00:20:10.600 You know, I honestly, like, I think what you represent 547 00:20:10.600 --> 00:20:13.000 is, is even bigger than the message 548 00:20:13.000 --> 00:20:15.680 in that, here's the guy who's just willing 549 00:20:15.680 --> 00:20:17.120 to show up as he is. 550 00:20:17.120 --> 00:20:18.800 Like, who else is on kid? 551 00:20:18.800 --> 00:20:21.120 Most guys who look like you who've done what you've done 552 00:20:21.120 --> 00:20:23.040 would be super like, I have to be, 553 00:20:23.040 --> 00:20:25.240 I got my suit on, I need to have it perfect. 554 00:20:25.240 --> 00:20:28.000 And you're in an undershirt and the nose trips. 555 00:20:28.000 --> 00:20:30.520 And it just represents the, the willingness 556 00:20:30.520 --> 00:20:33.480 to just be unapologetically you, 557 00:20:33.480 --> 00:20:35.080 because most people are still living 558 00:20:35.080 --> 00:20:37.080 under their father's thumb and say, 559 00:20:37.080 --> 00:20:38.440 no, I'm gonna go stick being a man 560 00:20:38.440 --> 00:20:39.960 and drink consulting because I'm afraid to be me. 561 00:20:39.960 --> 00:20:42.400 It's like, that's what a nose represents to me. 562 00:20:42.400 --> 00:20:46.640 It's like the courage to go off and be you and not hide. 563 00:20:46.640 --> 00:20:47.480 No, I appreciate it. 564 00:20:47.480 --> 00:20:48.600 And one of the things that Layla said, 565 00:20:48.600 --> 00:20:50.280 one of her biggest fears was, you know, 566 00:20:50.280 --> 00:20:51.520 is because we had to consciously say, 567 00:20:51.520 --> 00:20:53.960 like, do we want to gain fame? 568 00:20:53.960 --> 00:20:54.800 You know what I mean? 569 00:20:54.800 --> 00:20:55.960 Because like, we think if we're gonna do it, 570 00:20:55.960 --> 00:20:56.960 we're gonna try and do our best. 571 00:20:56.960 --> 00:20:57.960 And we think people, you know, 572 00:20:57.960 --> 00:20:59.000 it'll gain no deriding. 573 00:20:59.000 --> 00:21:00.520 I think the last, you know, 12 to 18 months 574 00:21:00.520 --> 00:21:01.520 have been, has been proof of that. 575 00:21:01.520 --> 00:21:02.680 But like, you give up some stuff. 576 00:21:02.680 --> 00:21:04.640 Like, you give up the ability to walk out 577 00:21:04.640 --> 00:21:07.000 and not have people recognize you and things like that. 578 00:21:07.000 --> 00:21:09.240 And one of the things that she said she was afraid of, 579 00:21:09.240 --> 00:21:10.880 she's like, I never want someone to meet me 580 00:21:10.880 --> 00:21:14.480 and be like, you're so different in person, you know what I mean? 581 00:21:14.480 --> 00:21:18.080 And so I think a lot of that is, you brought up, you know, 582 00:21:18.080 --> 00:21:20.240 the word, you know, on a project, if yourself, you know, 583 00:21:20.240 --> 00:21:22.880 we like to define authenticity in terms of like, 584 00:21:22.880 --> 00:21:24.800 what you truly believe deep down 585 00:21:24.800 --> 00:21:26.760 is aligned with what you actually say. 586 00:21:26.760 --> 00:21:28.960 And what you say is aligned with what you actually do. 587 00:21:28.960 --> 00:21:30.480 And if all three of those things are aligned, 588 00:21:30.480 --> 00:21:32.480 then you are an alignment. 589 00:21:32.480 --> 00:21:35.000 And I think people can feel that. 590 00:21:35.000 --> 00:21:37.880 And I think a lot of people are really afraid 591 00:21:37.880 --> 00:21:39.520 to tell people what they really think. 592 00:21:40.480 --> 00:21:43.000 And then they're definitely afraid to act in accordance with that. 593 00:21:43.000 --> 00:21:45.840 And so I think, I guess it's, it's courage to be made it 594 00:21:45.840 --> 00:21:48.160 because people will hate you for who you are 595 00:21:48.160 --> 00:21:50.840 more so because of what it makes them feel about themselves. 596 00:21:50.840 --> 00:21:54.320 And so, but that's, but like being able to separate that heat 597 00:21:54.320 --> 00:21:58.720 from how I quantify my own self worth 598 00:21:58.720 --> 00:22:03.200 or how much I respect myself is something that you have to separate. 599 00:22:03.200 --> 00:22:04.960 I think at some point, I know it was a little bit of a tangent there, 600 00:22:04.960 --> 00:22:06.640 but it's just, you know, top of mind. 601 00:22:06.640 --> 00:22:07.480 No, it's great. 602 00:22:07.480 --> 00:22:09.320 I mean, you're, I think what's fun with you 603 00:22:09.320 --> 00:22:13.680 is your equal part like pragmatist and strategies and philosopher. 604 00:22:15.200 --> 00:22:17.360 This is, this is beautiful little mix. 605 00:22:17.360 --> 00:22:20.360 I someone me who struggled with fame and ego 606 00:22:20.360 --> 00:22:21.680 when they didn't want to be about me 607 00:22:21.680 --> 00:22:24.080 and just hide behind the people I was profiling. 608 00:22:24.080 --> 00:22:26.120 I fought with my agent for years on this. 609 00:22:26.120 --> 00:22:28.880 And he eventually worked it in that, 610 00:22:28.880 --> 00:22:31.320 hey, the more people know you, the more people 611 00:22:31.320 --> 00:22:33.600 will hear the message and will then take action. 612 00:22:33.600 --> 00:22:35.960 That like your story actually has a ton of power. 613 00:22:35.960 --> 00:22:38.000 And one of the greatest components I got of all time 614 00:22:38.000 --> 00:22:40.040 was that an event I was doing and the guy came up to me 615 00:22:40.040 --> 00:22:41.400 in Minnesota afterwards and said, 616 00:22:41.400 --> 00:22:45.400 hey, you're even better in person than what I thought, right? 617 00:22:45.400 --> 00:22:47.440 And says like it doesn't have to go the other way 618 00:22:47.440 --> 00:22:49.840 to in terms of lealist fears that you're totally different. 619 00:22:49.840 --> 00:22:51.240 It could be even better in person. 620 00:22:51.240 --> 00:22:53.560 If that's how you decide to show up. 621 00:22:53.560 --> 00:22:56.480 Yeah, and that's hopefully the, hopefully the goal. 622 00:22:56.480 --> 00:22:58.040 Let's just close up on, on frameworks. 623 00:22:58.040 --> 00:23:02.480 So you have so many frameworks for decision making 624 00:23:02.480 --> 00:23:05.600 or algorithms like internal Alex algorithms. 625 00:23:05.600 --> 00:23:08.960 What are some of the most important frameworks for you 626 00:23:08.960 --> 00:23:12.240 that allow you to make decisions a lot faster? 627 00:23:12.240 --> 00:23:13.720 They kind of get generated on demand. 628 00:23:13.720 --> 00:23:15.520 You know, it depends on the problem that we're trying to solve. 629 00:23:15.520 --> 00:23:17.120 And so it's like if we're trying to grow business 630 00:23:17.120 --> 00:23:18.040 and they're going to be certain frameworks 631 00:23:18.040 --> 00:23:20.480 that we're going to look at it for if it's a framework 632 00:23:20.480 --> 00:23:22.640 where I'm like, how do I feel about a certain situation? 633 00:23:22.640 --> 00:23:24.160 Like there's a stimulus, there's a circumstance 634 00:23:24.160 --> 00:23:26.000 that arises like how am I going to react? 635 00:23:26.000 --> 00:23:27.680 You know, you have frameworks around that. 636 00:23:27.680 --> 00:23:29.520 There's frameworks that you use in marriage, right? 637 00:23:29.520 --> 00:23:30.960 And so I think it would depend on the frameworks 638 00:23:30.960 --> 00:23:32.960 that you use in how you train your body. 639 00:23:32.960 --> 00:23:33.960 How do I eat? 640 00:23:34.320 --> 00:23:35.720 Like all of those are different frameworks. 641 00:23:35.720 --> 00:23:38.040 And I think for the big picture of a lot of people, 642 00:23:38.040 --> 00:23:41.800 like frameworks are just shortcuts for decision making. 643 00:23:41.800 --> 00:23:44.840 And so what we're doing is just codifying the variables 644 00:23:44.840 --> 00:23:47.520 that we use to make a decision deliberately 645 00:23:47.520 --> 00:23:49.520 so that the next time we're confronted with the decision, 646 00:23:49.520 --> 00:23:53.240 we don't need to remake and re-walk through that process 647 00:23:53.240 --> 00:23:54.640 so that we can save the time and energy. 648 00:23:54.640 --> 00:23:56.080 And so, you know, if you're confronted 649 00:23:56.080 --> 00:23:58.320 with thousands of decisions every day, 650 00:23:58.320 --> 00:24:01.200 if you have to remake all of these decisions over and over again, 651 00:24:01.200 --> 00:24:03.320 you waste a tremendous amount of time and attention, 652 00:24:03.320 --> 00:24:06.720 whereas once you've made the decision once, 653 00:24:06.720 --> 00:24:09.680 it's made forever because you have the process documented, 654 00:24:09.680 --> 00:24:11.600 then you just are able to have a lot more leverage 655 00:24:11.600 --> 00:24:15.400 on your time and then make a higher number of decisions 656 00:24:15.400 --> 00:24:18.080 and quality of decisions because quantity, 657 00:24:18.080 --> 00:24:19.560 based on the fact that you're using a framework 658 00:24:19.560 --> 00:24:22.000 that's shorthand for good decision making. 659 00:24:22.000 --> 00:24:24.200 And then the quality, based on the fact 660 00:24:24.200 --> 00:24:26.080 that you have so much access attention now 661 00:24:26.080 --> 00:24:28.440 from what you've gained back on these prior decisions 662 00:24:28.440 --> 00:24:30.200 that you don't have to remake, 663 00:24:30.200 --> 00:24:32.240 to then apply them to the ones that are more complex, 664 00:24:32.240 --> 00:24:34.120 that are more strategic, that have higher leverage, 665 00:24:34.120 --> 00:24:36.280 and will yield outsized returns in your business, 666 00:24:36.280 --> 00:24:39.000 your life, your marriage, your body, whatever. 667 00:24:39.000 --> 00:24:40.600 I know legacy doesn't matter you, 668 00:24:40.600 --> 00:24:42.600 and I don't focus on it either. 669 00:24:42.600 --> 00:24:46.200 And I'm also curious, and if you know any of your 800 cousin, 670 00:24:46.200 --> 00:24:50.080 or her mosey cousins from around the world, 671 00:24:50.080 --> 00:24:53.400 I'm wondering what keeps you on the good side? 672 00:24:53.400 --> 00:24:56.320 Because a lot of people, they stay good 673 00:24:56.320 --> 00:25:00.480 because of legacy or because of faith or God or whatever. 674 00:25:00.480 --> 00:25:03.960 You have so many skills that could very easily be turned 675 00:25:03.960 --> 00:25:06.000 to the negative if you look at sales and persuasions 676 00:25:06.000 --> 00:25:07.880 and easily ripping people off if you wanted to, 677 00:25:07.880 --> 00:25:09.800 when you have all those skills that's to do it, 678 00:25:09.800 --> 00:25:12.000 and make short-term arbitrage and screw people 679 00:25:12.000 --> 00:25:13.320 if you wanted to, right? 680 00:25:13.320 --> 00:25:16.800 What keeps you on the good side of life 681 00:25:16.800 --> 00:25:21.120 if it's not faith and it's not legacy? 682 00:25:21.120 --> 00:25:22.800 So really, this is a really interesting question 683 00:25:22.800 --> 00:25:24.040 we'll probably go over. 684 00:25:24.040 --> 00:25:26.040 I'll say, right, a gut instinct, 685 00:25:26.040 --> 00:25:28.880 I would initially reject the good versus bad. 686 00:25:28.880 --> 00:25:31.560 And I think that it's just a difference in time horizon. 687 00:25:31.560 --> 00:25:33.680 And so I would make the argument 688 00:25:33.680 --> 00:25:35.040 that I am better at being selfish 689 00:25:35.040 --> 00:25:37.720 than the person who is short-sighted. 690 00:25:37.720 --> 00:25:39.120 So they are also being selfish. 691 00:25:39.120 --> 00:25:40.120 I am being selfish. 692 00:25:40.120 --> 00:25:41.520 I'm just being selfish long. 693 00:25:41.520 --> 00:25:43.040 They are being selfish short. 694 00:25:43.040 --> 00:25:46.200 And so it's like, if you have the patience 695 00:25:46.200 --> 00:25:48.240 to just wait for a long period of time, 696 00:25:48.240 --> 00:25:49.400 and I think I've made some content around this, 697 00:25:49.400 --> 00:25:52.520 which is like, you can just give, give, give, give, 698 00:25:52.520 --> 00:25:53.600 and you never need to ask. 699 00:25:53.600 --> 00:25:56.200 And at a certain point, you just start getting, right? 700 00:25:56.200 --> 00:25:58.960 And so it would be like a kind of me trying to, 701 00:25:58.960 --> 00:26:02.240 in the very beginning, I had no followers, no nothing, 702 00:26:02.240 --> 00:26:04.400 and being like, hey, Evan, let's hop on a thing together. 703 00:26:04.400 --> 00:26:05.600 It would be like, I don't know, man. 704 00:26:05.600 --> 00:26:07.280 But if you build enough on your own, 705 00:26:07.280 --> 00:26:09.040 then someone reaches out, right? 706 00:26:09.040 --> 00:26:13.040 And so I don't think it's good or evil. 707 00:26:13.040 --> 00:26:15.440 I think it's just long versus short. 708 00:26:15.440 --> 00:26:17.440 And so I would say that that's really the issue. 709 00:26:17.440 --> 00:26:21.000 And as a quick tie into what you had mentioned earlier 710 00:26:21.000 --> 00:26:23.480 about direct response marketers, 711 00:26:23.480 --> 00:26:25.440 I think the difference is between direct response 712 00:26:25.440 --> 00:26:26.400 and branding. 713 00:26:26.400 --> 00:26:31.360 And in my opinion, branding has a significantly higher return 714 00:26:31.360 --> 00:26:33.840 on advertising spend and effort measured 715 00:26:33.840 --> 00:26:35.720 over a longer time horizon. 716 00:26:35.720 --> 00:26:37.960 Direct response has a much higher row as you know, 717 00:26:37.960 --> 00:26:40.960 return on spend on a short time horizon. 718 00:26:40.960 --> 00:26:44.720 And so if you can wait for the longer time horizon to compound, 719 00:26:44.720 --> 00:26:47.720 then like Louis Vuitton just has a picture of a model 720 00:26:47.720 --> 00:26:48.800 next to a purse. 721 00:26:48.800 --> 00:26:50.720 They don't need to say two bags for, you know, 722 00:26:50.720 --> 00:26:51.840 two bags 50% off. 723 00:26:51.840 --> 00:26:54.880 They don't need to do two upsells immediately after that 724 00:26:54.880 --> 00:26:57.720 because they know that they can sell a bag for $5,000 725 00:26:57.720 --> 00:27:00.240 that cost them $100 to make, right? 726 00:27:00.240 --> 00:27:01.440 Because of the brand. 727 00:27:01.440 --> 00:27:02.640 But you don't get that overnight. 728 00:27:02.640 --> 00:27:04.400 You get that over years and over decades. 729 00:27:04.400 --> 00:27:07.360 And if you want that kind of power, it takes time. 730 00:27:07.360 --> 00:27:09.520 And so it's still very selfish to do it that way. 731 00:27:09.520 --> 00:27:11.120 You're just patient. 732 00:27:11.120 --> 00:27:12.440 He's a philosopher. 733 00:27:12.440 --> 00:27:14.080 I love it. 734 00:27:14.080 --> 00:27:15.800 Listen, final, final question. 735 00:27:15.800 --> 00:27:19.920 For people who you give so much to everybody now. 736 00:27:19.920 --> 00:27:21.320 And as you're famous to say, 737 00:27:21.400 --> 00:27:22.280 you got nothing to sell. 738 00:27:22.280 --> 00:27:23.920 You're just here trying to help and serve 739 00:27:23.920 --> 00:27:25.320 when your book is 99 cents. 740 00:27:25.320 --> 00:27:27.640 But if people wanted to, like you've given 741 00:27:27.640 --> 00:27:29.080 so much importance to them, 742 00:27:29.080 --> 00:27:32.200 if they were going to think about you today, 743 00:27:32.200 --> 00:27:34.480 and whether that's just holding you in their thoughts 744 00:27:34.480 --> 00:27:36.040 or taking some kind of action in their life, 745 00:27:36.040 --> 00:27:37.800 like what would you have them do 746 00:27:37.800 --> 00:27:39.680 if they wanted to repay you somehow 747 00:27:39.680 --> 00:27:41.600 through their thoughts or actions? 748 00:27:41.600 --> 00:27:42.440 I mean, share it. 749 00:27:42.440 --> 00:27:44.160 Share this stuff, help other people out. 750 00:27:44.160 --> 00:27:45.320 If somebody was like, what can I do for you? 751 00:27:45.320 --> 00:27:46.480 I'm like, he's successful. 752 00:27:46.480 --> 00:27:48.520 Like that's like, just don't be, you know, 753 00:27:48.520 --> 00:27:50.240 don't be in your parents' basement 754 00:27:50.240 --> 00:27:51.280 not doing something. 755 00:27:51.280 --> 00:27:52.280 Like that's what you can do. 756 00:27:52.280 --> 00:27:53.120 Like for me, like you said, 757 00:27:53.120 --> 00:27:54.000 I know I'm going to die 758 00:27:54.000 --> 00:27:55.600 and people will forget about me in 500 years 759 00:27:55.600 --> 00:27:56.680 as a matter, right? 760 00:27:56.680 --> 00:27:59.160 And so, like do something for you 761 00:27:59.160 --> 00:28:01.240 and that makes me happy. 762 00:28:01.240 --> 00:28:03.880 And, you know, from a monetary perspective, 763 00:28:03.880 --> 00:28:05.920 if you crush it and you cross three million, ten million, 764 00:28:05.920 --> 00:28:07.920 whatever, and you want to still like participate 765 00:28:07.920 --> 00:28:10.080 and help you go further, we'd love to invest. 766 00:28:10.080 --> 00:28:10.920 We'd love to talk. 767 00:28:10.920 --> 00:28:12.000 That's what actors are talking about. 768 00:28:12.000 --> 00:28:13.920 So like, that's, you know, that's our play. 769 00:28:13.920 --> 00:28:15.360 But for everybody else, we're just here to help. 770 00:28:15.360 --> 00:28:18.280 And, you know, if you just go from 10,000 to 100,000 771 00:28:18.440 --> 00:28:20.280 and you never get past that, love you. 772 00:28:20.280 --> 00:28:21.120 You know what I mean? 773 00:28:21.120 --> 00:28:22.280 Like you did it, you took action. 774 00:28:22.280 --> 00:28:25.080 You're already probably in the 1% of Americans 775 00:28:25.080 --> 00:28:27.640 and you need to be recognized for that, recognize yourself. 776 00:28:27.640 --> 00:28:28.800 That's all, I mean, that's it. 777 00:28:28.800 --> 00:28:29.640 What else is there? 778 00:28:29.640 --> 00:28:31.800 You know, I'm like, I think this might be 779 00:28:31.800 --> 00:28:33.320 a good statement to close with. 780 00:28:33.320 --> 00:28:36.560 But like Leon shoot LLB and Leon, 781 00:28:36.560 --> 00:28:38.520 I think it's the last name is Leon Wood. 782 00:28:38.520 --> 00:28:42.160 We started LLB and asked why he didn't make LLB 783 00:28:42.160 --> 00:28:44.520 more profitable or more aggressively, you know, 784 00:28:44.520 --> 00:28:45.360 do stuff. 785 00:28:45.360 --> 00:28:46.760 He says, I already three meals a day. 786 00:28:46.760 --> 00:28:48.240 He's like, what would I do with a four? 787 00:28:48.280 --> 00:28:50.400 Right. And I think that that's a lot of the perspective 788 00:28:50.400 --> 00:28:52.520 with it, which is like a lot of people want to start businesses 789 00:28:52.520 --> 00:28:54.000 because they want to work with people they care about 790 00:28:54.000 --> 00:28:56.280 to do something they find meaningful, to help people. 791 00:28:56.280 --> 00:28:58.960 And it's like, well, then, I mean, that's what we do. 792 00:28:58.960 --> 00:29:01.000 And so if you were like, you're helping people, 793 00:29:01.000 --> 00:29:02.000 what do you want back? 794 00:29:02.000 --> 00:29:03.680 That's what people say they want to do to begin with. 795 00:29:03.680 --> 00:29:06.040 So it's like, well, that's I'm doing the thing. 796 00:29:06.040 --> 00:29:08.200 I don't, you know, I'm doing the thing. 797 00:29:08.200 --> 00:29:09.680 Leon, Leon would be. 798 00:29:09.680 --> 00:29:11.920 That was a really obscure reference, but I love it. 799 00:29:11.920 --> 00:29:12.920 Yeah. 800 00:29:12.920 --> 00:29:14.040 Alex, I'm always in the house. 801 00:29:14.040 --> 00:29:14.880 Appreciate you, man. 802 00:29:14.880 --> 00:29:16.600 Thank you for the love, the energy, the time, 803 00:29:16.600 --> 00:29:18.480 all the content you're making for showing up 804 00:29:18.480 --> 00:29:19.320 and do it. 805 00:29:19.320 --> 00:29:21.640 I'm super excited to see everything else 806 00:29:21.640 --> 00:29:23.160 you're going to be making, especially the content. 807 00:29:23.160 --> 00:29:24.560 I really love where you put it out in the world 808 00:29:24.560 --> 00:29:26.240 and I really appreciate you. 809 00:29:26.240 --> 00:29:27.080 Appreciate you too. 810 00:29:27.080 --> 00:29:28.320 Thank you for taking the time and your audience. 811 00:29:28.320 --> 00:29:29.160 You know, very nice to meet you. 812 00:29:29.160 --> 00:29:31.040 Thank you for giving us your attention. 813 00:29:31.040 --> 00:29:33.280 I hope you got a good return on it. 814 00:29:33.280 --> 00:29:34.120 Thank you, man. 815 00:29:34.120 --> 00:29:35.120 Take care. 816 00:29:35.120 --> 00:29:35.960 See you soon.