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And so many of you just do your virtue signaling, uh, we're, we're by far the best in the market.

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No, you're not. If you were the best in the market, you'd be the biggest in the market.

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This is like obvious stuff. I hear this all the time. You're not the best in the fucking industry.

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It's a $20 billion industry. You're not the best. There's no way you're the best.

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Like, and you have to confront that. You have, like, you have to be able to look at yourself in the mirror

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and stop deluding yourself. And I say this just because I want everyone to win long term.

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Not sure. I want you to win longer. And it's hard because it takes a while.

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And what you realize once you actually get into it is there's so many things you don't know.

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I think information marketers get a bad rap. And I think that that bad rap is justified.

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And the reason for that. And so like, if you think about career choices in life, it's like,

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you've got like, in terms of social rules. It's like, you've got porn, right? And then like,

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right above that, you've got info marketer. It's like just, and then like maybe like car sales.

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You know, I mean, then maybe like insurance and mortgage sale. Like, you know,

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you kind of work your way up the ladder until you're eventually at zero when you're doing manual

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labor. And so I would say all of those are below that. I say this somewhat ingest.

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But also somewhat seriously, which is that these industries, specifically information,

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tend to have a bad reputation. And I want to explain a way of thinking through this that I think

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may help you prevent you from falling into that trap. But at least I think understanding the

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landscape better will make everyone hear more money and doing it the right way. Number one is,

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let's imagine we have four cows. Okay. So cow number one is unmarked. And we would probably

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treat that cow like any other wild cow that we find, which if we were a rancher, for example,

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we might capture the cow. We might let the cow go. And what we would do would be predicated on

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our history of dealing with unmarked cows in the one. Our second cow that we encounter has a brand

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on it that we literally seared into the side of the cow that has some logo on it. Now,

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there's three permutations of what can occur once you see that logo. So permutation number one

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is that you notice that it has a brand, but you don't know who the brand belongs to.

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And so what would occur is that you would treat that cow the way you would treat any cow that is

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owned by any one. And so basically it would generalize how you treat other people's property

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is how you would treat that cow. It would be generalized to that series of rules and behavior.

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And if you're like, how does this have to do? Just hang on. The third cow is a cow that you do

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recognize the logo and you hate the person who owns the logo. Now, in this incidence,

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you would change what you did. You might steal the cow. You might kill the cow. You might

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purposely not take the cow back to the owner because you hate that guy, but it would change your

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behavior. And then finally, cow number four, let's say you love the owner. If you love the owner

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that represent that logo represents, then your history of dealing with that past owner and their

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belongings is how you would treat the cow. You would maybe just take it right back to them and

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you'd take it back to them and you'd clean it and you'd make it nice because you want to do good

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by that owner. There's four basically possible situations that can happen with brands. Now,

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many of you are in the situation where you're cow number two, which is that you have a brand.

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And the thing is that no one recognizes your brand. And so then they will treat you based on how

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they generically treat people who have your style of business. And so the way they treat you and

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perceive you will be related to their experience dealing with other businesses like yours.

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Sometimes you'll deal with people who have never bought anything in the information space in general.

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Now, I like to delineate information and education because I think many people are in the

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information space. And I think the information space by and large does a disservice to humanity.

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I think that the education space is a very good thing and it's fundamentally how humanity moves

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forward because the goal of education is to change people's behavior. And so if you get into this

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game with the hope of purely making money, you will probably fall into the information space and

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make greater and greater promises and deliver fewer and fewer results. And by consequence, you will

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proliferate, you will continue on the legacy of your forefathers that have bad reputations.

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And that bad reputation will catch up to you, but you will probably quack, walk, and talk like

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other people, that scam people. It's very difficult to get into the scamming conversation because

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fundamentally you have no one gets results, everyone gets results, everything in between is

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gray. And so what line do we decide this is a scam, this is not a scam, right? It's an interesting

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conversation. I have a hard time defining it. I think a lot of it comes down to a word that I hate

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which is intention. And the reason I hate intention is because you can never measure it.

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And so there are some people who are very well in tension that deliver very poor results.

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And there are some people who have poor intentions that deliver great results. And so this is where

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it gets tricky. But I think many of you lack skills and lack patience. And as a result,

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build bad brands because you make promises you know you can't keep. And so I think the intentionality,

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the one that I can measure that you can know about is whether you're lying or not. And I think

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it really comes down to that. The reason people hate marketers is because they lie. And I think that

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many of you have relegated to that. And it's hurt my reputation. It's hurt some I think it's

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hurt plenty of people's reputation. I think when you think about that cow example, the second cow,

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where you see a logo that you don't recognize. If that logo looks like logos that in the past

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have hurt you, you will assume that the person who owns this cow will also hurt you. And then

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you will steer clear. And so many of you rob people of their dreams and futures because you dissuade

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them from making purchases that would otherwise save their lives. There's a sales close that I like

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a lot, which I call Burn You Twice. And it goes like this. If a prospect says, you know, they're

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all the way at the finish line and then they think to themselves, you know what, I bought something

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like this in the past and it didn't work for me. And so what are you saying that situation?

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Well, what you would say is the only thing worse than buying a bad investment once is having that

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bad investment prevent you from making a good one. Because when that happens, it burns you twice.

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Once when you bought it and the second time when it prevented you from solving the problem to

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begin with. And then you tie it with a metaphor. You say, for example, who here has dated someone

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before the person that you're with them? I would assume that many of you have except for Kirby.

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It was this first, but we can assume that for most of you, you've dated more than one person.

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And so in this instance, that middle school boyfriend and girlfriend, that high school middle

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you know, a boyfriend and girlfriend, if you broke up with them and then swore off dating in general,

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that relationship would have burned you twice once because you had some bad experience. But

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secondly, for every single thing, all of the benefits you would have derived from getting the

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relationship that you would end up having when the right person is in front of you.

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And so I think many of you are preventing people from finding their second person because you're

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burning them so hard. And so the first rule of marketing and advertising in general is state the

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facts and tell the truth. And you need to use your brains to think about what is unique, about what

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I have. There's always something that's unique. First off, there's you. You're unique, right? And

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not in a special snowflake way, but just literally like there's one of you. And you live some set of

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unique experiences that hopefully should better position you to help somebody in the particular

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thing that you chose. Now, the reason that I emphasize proof over promise so hard, and I think

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this goes double for beginners, is that there's a lot of, a lot of, I think, health, is that what

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I want to say? I think that's the word I'm going for. Health sounds right. Basically, bad stuff

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being peddled by people who have poor intentions, which is they tell you things like you should never

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give your time away for free. People will value your time. Well, no shit, they shouldn't value your time

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because your time has no value now. And so what we have to do is earn the right to charge money.

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And the easiest way to do that is to fill up your calendar with people. So basically you force

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yourself into scarcity. So hear me out. You deliver services such that you cannot physically do

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anymore, which means that you have to keep seeking out people, keep giving stuff away for free,

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such that you can't give anymore to any more people, any way possible, because you're already maxed

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out. At that point, you will, you will have cut supply. And what happens when we cut supply

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if we have any amount of demand price goes up? That's why it's on the logo of acquisition.com.

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It's the strongest force in all of economics, applying demand. And so if you don't have a lot of

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demand, what do you do? You decrease the price to take people in. That then cuts your supply because

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you're meeting this demand. And so your remaining supply shrinks and shrinks. And if you deliver

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good services, what happens? You get word of mouth. But good word of mouth now goes to the much

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smaller amount of supply that you have remaining. And price raising occurs. Now until that happens,

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and this is the natural way of business. Like this is how it works. And the people who try to

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shortcut you do so because they want to make a promise to you that honestly, neither of you

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deserve to be making. Like I've started every business I have, every product line, I start for

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free. I always start for free. Because how can I know if it's any good? I got to get people to

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try it. Try the food. Try the cookies. Try them out. Let me know. And this is fundamentally what

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we do this with school of time. We watch what people are doing. It's a free trial for school

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as it is. It's always free. We get to see what happens. Many of you are lying. And that is how

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you're selling. You're making promises that you can't keep. And so there's one of two scenarios.

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You're either making promises you know you can't keep. In which case, it's unethical.

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And the other situation is that you're making promises that you have convinced yourself you can

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keep. And then you shift the blame to them, which is the more common one, which is like,

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well, they got to do something. And I'll give you a framework that Google talked about,

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which I really like. It's the user is never wrong. Now they obviously focus on users, but it's

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a different way of saying the customers never wrong, which is there's a famous story. And I'll tell

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to you. So when Sergey and Larry page of Google were thinking about selling Google to excite. So

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there was a period of time when they thought about selling Google in general. And so they're pitching

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the board of excite. And they had excite pulled up and they had Google pull up. And they typed in

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like university in both and then excite had like all these random universities. And Google had like

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Stanford Harvard and like it was ranked in an order that made sense, right? The executive from

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excite said, Oh, well, if you had you typed the query and wrong, if you typed it in this way,

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we would have had the same response. And it was like in that moment that they realized that like they

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had this competitive advantage that would continue to compound, which is like, you have to meet the

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user where they're at. You have to meet the student where they're at. You have to meet the customer

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where they're at. And so the businesses that meet people where they're out of the ones that are

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worth the most. And so what can I talk about the value equation, the bottom half the value equation,

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its speed, effort and sacrifice, right? How can we make things less risky? How can we make things

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faster? How can we make things easier? Many of you would be better served looking at the results

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that you have in the face and accepting the fact that you're probably not that good. And then

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upon realizing this, trying to get better. And I think that many of you are in such a rush to make

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money that the faster path than getting better is to lie about being better or to lie about the

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proof or to lie about the results. And as a consequence, you do yourself a long term to service

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because you will destroy your reputation. You do every person who buys your product into service

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and you do every other business in your space into service. You literally are a leech.

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You provide no value. It's like one degree above the people that literally pretend to be other people

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to get forex trading and crypto things and they make fake profiles. And it's a whole industry.

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One degree above that. And the main reason is just because you at least you don't pretend to be

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other people. Be pretentious about everything else. A lot of the tactics that I teach, a lot of

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the methods that I teach help people believe you. But if you use them to sell people bad products,

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you will ultimately hurt everyone. And so the way to prevent against this is state the facts and

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tell the truth. Say what only you can say. Show it only you can show. Begin working for free.

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Allow the demand to continue to increase based on how good you are. Allow that increase taking

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on of demand to decrease your supply. Once the supply of you is smaller than the demand for you,

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then a price above zero will become natural. And then you will be able to continue to raise those

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prices as more and more people will be willing to pay you. And some of the free people you'll say,

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hey, I have more demand and you're taking up a slot. And this guy wants to pay me and you don't.

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So either you can pay me or you can leave. If you're doing a good job, they will pay you and you

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go to the next guy in line and you say, hey, there's another guy who's willing to pay me and you're

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not willing to pay me. And you just keep going until eventually you've replaced your entire thing.

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And guess what happens now? You continue this cycle. You keep going because now the next wave of

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people, if you do a good job, these guys are paying you $100 a month. The next guy said he's willing

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to pay $200 a month. So then you replace one of your hundreds with a 200 and you keep working

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your way. And this is the beginning of things. Now, from a scalability perspective, all you're going

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to do is either raise prices, which is a wonderful way of living or you increase your capacity,

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which you either do by hiring people or you make a margin on their time or you change the service

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ratio from one on one to one to many. That's it. Those are the choices you have. You raise your

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prices or you sell the same amount, you know, more people, but you have more people helping you

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or you sell more people in there and people are getting a more fractionalized version of you.

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Now, if I had to make a bet for most of you, most of you would be better served doing a fractionalized

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version and basically bouncing back and forth between price increases and fractionalized versions

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of yourself. Main reason for that is that it just takes fewer operational chops to do that.

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Not to say there's anything wrong with having more people work for you. By doing it the way that

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I just outlined, you will incur more key man risk, you will be more involved in the business,

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you will not get further away from it, but it will make you more money. And so, from any of you,

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you're like, I don't want to sell a business. I don't care about creating an asset like I just

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want to make an income and this will help you do that. But to be clear, you will work as should you.

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You are a human being and we're meant to work. So, you know, welcome to reality. So, let's say we've

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got two glasses. All right. So, this is full of milk. All right. So, it's not actually full,

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which is bare with me. So, this one's full of milk. And let's say that I pour this one glass of

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milk. I pour a third, a third, a third and a third in here. Then I fill each of these up with water.

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All right. So, it's like kind of like slightly, it's pretty diluted milk. Now, when I do that,

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this is basically how I see you hiring somebody, training them over the weekend and saying,

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okay, you can now do the delivery for the customers. Well, if you're charging a lot of money for

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something and you can teach someone how to do it in a day, then maybe you're not that good or

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you're now selling somebody who's way worse than you. And so, it's more likely that they didn't

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recreate your entire life in a weekend when you train them. And so, what ends up happening is that

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when your customer has tried this now diluted milk, it tastes pretty bad, which is why I have a

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big fan of instead of doing this, here's the alternative. So, you have your big glass of milk,

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this cold, refreshing milk. And instead of having glasses that are the same size as this,

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we pour it into a much smaller container. So, we pour it into three-shot glasses, but it fills

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the bread, but it's a smaller container. To me, if I were to ask you, would you rather have this

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diluted full glass of milk, or would you rather have a shot glass of perfectly diluted milk,

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or perfectly, you know, the same amount of milk, which ones you rather have? Probably the shot

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glass. And so, that is basically the difference of a fractionalized version, you're going one to

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many, you're going one on four, one on six, one on eight, is a you, and this is where the two

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or one version of this is that you just have to keep getting better, so that when you get fractionalized

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more and more, it's still valuable. And so, I think for many of you, you would be best served,

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not trying to hire tons of team. Of course, there's a time for that, but I think for many of you,

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it's not right now. And you would be better served just getting better. And when you, when you're

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demand exceeds your supply of your time, you raise your price. And when it continues to exceed

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the supply of your time, by the way, when this occurs, you're already, you're already in the top

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one percent. It's like getting in the top one percent is rare, not difficult. Like, it's very simple.

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And the reason that people can't do it is literally because they lack patience. You can trace

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very clearly how successful someone can be based on how long they can delay gratification.

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Like, the reason people think that writing a book is an accomplishment is because it's basically

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pure punishment for a year. And then you get $18 for a book. It's like the most punishing experience

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you could possibly imagine, right? Most people can't do it. Not because writing that many words is

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somehow complex. It's just that people can't stick with things. And so, I will give you two rules

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that I think that the majority of human beings can live their life by.

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Number one, do what you said you were going to do before it became inconvenient.

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Number two, leave it better than you found it. And that goes for everything. It goes for customers,

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it goes for employees, it goes for the marketplace, goes for the environment, goes for your family,

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goes for your kids, it goes for the buildings you walk in, goes for the restaurants you eat at.

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Leave it better than you found it. It's a very simple, these are two very simple rules that are worth

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worth living by. And I think that if you just use those two rules, you could probably fix most

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of these marketing issues because many of you are not leaving people better than you found them.

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They're worse. They have less money and now they have bad taste in their room.

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And now you've disweighted them from buying education stuff in the future or rather information

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that would eventually become education if it was broken down more. Many of you are teaching

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things you have not done, which means you're lying to other people or yourself, which sucks.

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It really sucks. I think one of the big issues is that people have realized that the fast,

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the things that you can sell for the most amount of money tend to be things that help other people

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make money, right? The largest of those being investment opportunities. That's the biggest

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version of that. Underneath of that would be business improvement things. Underneath of that

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might be income opportunities. That's kind of on the how much money you can charge for

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something sphere, right? Some of them don't pass the obvious sniff test, which is like if you were

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so good at crypto trading, why don't you just trade crypto? If you were so good at day trading,

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why don't you just fucking day trade? And I get the silliest answers from the people who say

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that who are doing this. They're like, why just wanted to impact people? It's like, I need

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to stop. If you want to impact people, go day trade and beat Wall Street, actually, and then

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take all that money and build a fucking city. And so it's just like these obvious things. I want to

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make this because I could try and get into like specifics of like obviously don't like. I could

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talk about this from a compliance angle. I don't think it matters. Like I mean, obviously it

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matters. Basically, if compliance is the reason that you're not doing it, you've already lost.

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And you're never going to win long term. The truth is like the sun. Like it always comes back out.

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Like you will get discovered. And it's going to be painful. And then you know what really is going

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to happen? Because I've been around this world for a while. You'll just fade into nothing. It's

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rare that you get like truly cracked down on. More often, you just ruin your reputation.

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And because you're not that good, you don't know how to advertise more. And so you just

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basically burn the people you know. And then everyone who knows you know zebra. And they tell

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everyone else. And then you have a lot of false smiles when you shop to places and people kind of

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like, you know, and then when you walk out, they'll say shit behind your back. And it's kind of a

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tough way to live. I say this is a cautionary tale. You can win if you just focus on providing value.

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Just help someone to see what they want faster risk free and easier. That's it. Those are your

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vectors. How do I get easier for them? How to make it less risky? How do I make it happen faster?

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And the easy way to make something less risky is charge less for it or charge nothing for in the

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beginning. And that's okay. Like a lot of you just need to charge zero for a minute. Like I think as

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much as like we talk about the you know, MRI and we're going to change some of the incentives

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around the games because we want to we want to make sure that we push back against this.

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Having a free community is a wonderful way to make money. Like there's lots of things that you

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like building goodwill can happen in those situations. And so like you just give yourself,

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and I do think that having a free community trains you on it's kind of like content creators.

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I think do a better job in general. Don't give me wrong. There's bad ones. But in general,

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the direct response ads guys versus content creators, content creators tend to do a better job

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with their communities because they have lived their entire life is based on their reputation.

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They they have slowly compounded an audience over time by setting promises, delivering a promises

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and over over time kind of letting that audience compound. And so when they make a product,

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they care about the product being good. They care about their reputation.

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Direct response guys should learn ads first. In general tend to not be that way because they

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can always go back to the bucket of like the nameless masses and bring them in. Although I think

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you know scaling ads is a wonderful way to scale. Just like you know building a brand and making

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content or outreach. Like they're all fine ways to scale. They're fine ways to advertise.

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Like people know about about your stuff. Many of you need to just look at yourselves in the mirror

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and think is it worth making this money from someone else when I know I'm being disliked?

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And that's a you question because there's nothing that we can do that's going to like there's

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not like there's nothing we can do like your reputation is going to be your reputation.

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In all honesty it's very low likelihood that this my little talk right now it's going to change

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but I have this here more so so I can say I told with that being said I think this is the reason

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marketers get a bad rap and I do my very best to try and reverse at least part of that trend by

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being a better marketer and not marketing you guys. So that I can say like no education is

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at a very important thing and you know it's tough for me because I'm a product of this space.

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I bought lots of courses. I bought lots of of conferences you know masterminds things like

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that I bought a lot of them. I say this because like it's it's a space that's near and

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near to it in my heart because it's how I learned what I what I know. Obviously reality is the other

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teacher that I learned a lot from and a lot of times these little things were things I would fill

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in the gaps but I think part of it for me is that I never had big expectations of people.

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Some of the people that you sell to are naive are naive. Here's a really good test. If you're a

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grandmother or someone who you care about was in your in your marketplace would you sell them?

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Like I refer everyone I know to school because I think it's a great fun for me. That's why I did

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it. That's why I made the investment. That's why I'm here. Right? Like I think it's a great product.

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But the thing is it's a tool. It can't change who you are. And so we'll just amplify your ability

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to help people or her. It's a platform. It would just mean a lot to me if if the reputation of

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school was based on people who really helped a lot of people and price their services according

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to value. And if you are if like the thing that you're actually good at is like you know how to

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like pick old Mason jars and like store food then guess what? Couple options. Option one is you can

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make your group free and then just sell jars and stuff. Like you don't have to you don't have to

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monetize the group. Like you can just sell you can make money other ways besides the actual media

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and the community within. So point one. The other point is that you might have a group that's like

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five bucks or eight bucks a month and that's fine. Is it going to be the same as getting to

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a hundred thousand dollars a month or a million dollars a month? No. Those are the skills you have

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and it's an honest living because you're doing what you actually can provide value to someone for

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whereas if you let's say you are good at the jar making thing but you find out that people will

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pay more for someone to help them run Facebook ads but you've never run Facebook ads before and

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then you pretend to be able to run Facebook ads so you can charge someone a thousand dollars a month.

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Well sure you'll make money pretty quickly. You'll also stop making money pretty quickly too.

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And so like if some of you have a little bit of this guilt as you're listening to this right now

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what I would like you to do is go to your about page look at the promises you make ask yourself if

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those are actually true and if they're not delete them and if the price that you charge does not

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reflect the value that you actually provide on average not the not the one person you one time helped

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but the average amount of value that you create then you should probably adjust your price and make

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it reflective of what the average value you create is because let me let me explain to you why I

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think some of your some I already know your rationalization I'll tell you what it is you sell a hundred

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people one of them is successful and then you take that one success story and then you market the

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hell out of that one success here's the thing if I flip a coin all right I flip a coin 50 50 heads

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tails I'm gonna get heads or tails now if I flip the coin again I'm gonna get heads or tails again

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flip it again heads or tails again now here's where it gets nasty let's say I've got a list of

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a thousand people and I sent half the list uh that the the result of this coin is going to be heads

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the other half the result is going to be tails all right now 500 people after my first flip think that

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I'm I'm a god and I pick this but they're like but that could have happened anytime so then I flip

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the quarter again and with the remaining 250 250 I send half heads half tails and I'll be right on

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one of them and now I've got 250 that so let me get it right twice and then I'll flip the coin again

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with 125 125 and then this group saw me do three times in a row and I say would you like me to tell

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you what the next stockpicks gonna be and of course they're willing to pay me and so I just marketed

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that 125 people that is a fucking lie were you right or was it chance if I randomly segmented

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a hundred people who are all trying to make money online and I just tracked them and did nothing

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for a year one of them would be in the top 1% and fundamentally the vast majority of people

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that I bought products from I am that person for them and so if they were good all of their people

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would have seen success but because they are not it's up to the person to have created their success

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not you and then you just lucked out because you picked them and so I think appropriately

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attributing where success came from for many of you would get you out of the delusion that you

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somehow are helping lots of people track your average results track the percentage of people

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who make a dollar track the percentage of people who actually pickle their jars track the

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percentage of people who actually finish their first painting track the percentage of people who

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do a kickflip in your community whatever it is just track it because it will tell you the truth

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like the data won't lie to you oh I'm actually only 10% of people are doing it okay geez well

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guess what you can also say that 10% of people are able to do a kickflip in my program but it's

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five bucks you got a one edits in shot not bad right now I've got a more advanced program where it's

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one out of three where I help and I watch the videos now it's reasonable and that's why my favorite

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way of advertising a state the facts tell the truth when you see the ads for school I'm like here's

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the median it's one thousand three hundred sixty dollars it's not not going to make it the

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richest man in the world you're not going to the Forbes list you're not going to be the richest

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man in neighborhood right but I'll get started that's the median when you when you when you like

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just track results and then say what they were and then that way you don't have to promise anything

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you just say this is what has happened I make no promises for you and so for those of you who are

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curious I'll give you the the the 80-20 of compliance promise nothing that's the 80-20 say what

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has occurred and say that these are the things you will do and they can take the shot on the

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run so if I said I built three companies to a hundred million dollar plus enterprise value right

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if I built three companies to that and this is what I plan to do with your business would you like

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to do with me I make no promise that you're going to do that I say what I have done what has happened

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and the people who we work with let's say the founders on average get a 13 extra ton of equity

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just what it is right that's what has happened I'm not saying it will happen for you I'm saying

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that's what has happened and if those feel like if that feels like a chance you're willing to take

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and let's rock and roll if not no worries because if you expect me to promise you that this is

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going to happen you're expecting me to guarantee something I cannot control which I won't do because

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it hurts my reputation for many of you like this is what you need to double click into

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you need to actually look at the results that you're getting you need to actually talk about

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what they are in terms of percentages and if they're embarrassing guess what you get to learn

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how to be better and some of you don't even want to track it because you know the numbers are terrible

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but I can promise you that literally just by tracking it they will improve because one of that

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one of the little isms that I have in my sales team is if you don't track you don't care and I think

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many of you are in that boat you say you can because it's very easy to say you care it's very hard to

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show you care saying you care takes five seconds I just said it actually showing you care it takes

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hours and hours of work and so many of you just do your virtually signaling and saying they're like

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oh man we're by far the best in the market no you're not if you were the best in the market you'd

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be the biggest in the market this is like this is like obvious stuff I hear I hear this all the time

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at the school that we're way better than everyone else I'm like dude you're making 20 grand a month

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you're not the best in the fucking industry you're not there it's a 20 billion dollar industry

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you're not the best there's no way you're the best like and you have to confront that you have

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like you have to be able to look yourself in the mirror and stop deluding yourself and I say this

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just because I want I want I want everyone to win long term not short term I want you to win

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longer and it's hard because it takes a while and there's and when you realize once you actually

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get into it is there's so many things you don't know and it's just there's such a steep learning curve

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state the facts tell the truth save it only you can say show it only you can show

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track like you mean it because you should show that you care don't say that you care look at the

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results of your customers talk about what has happened don't promise what will happen and at the

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end of the day the thing you're building the real asset is who you become not your emerald