WEBVTT

1
00:00:00.000 --> 00:00:03.560
For me, a very core belief that has been, I think, intrinsic to at least the material

2
00:00:03.560 --> 00:00:09.920
success that we've experienced has been a belief that meaning is self-ascribed.

3
00:00:09.920 --> 00:00:13.520
So that there is no inherent meaning in the things that we do, or the actions we take,

4
00:00:13.520 --> 00:00:19.440
or the outcomes that happen, but only that which we ascribe to it.

5
00:00:19.440 --> 00:00:21.760
The wealthiest people in the world see business as a game.

6
00:00:21.760 --> 00:00:24.920
This podcast, the game, is my attempt at documenting the lessons I've learned on my way to

7
00:00:24.920 --> 00:00:27.800
building acquisition.com into a billion dollar portfolio.

8
00:00:27.800 --> 00:00:30.640
I hope is that you use the lessons to grow your business and maybe someday soon partner

9
00:00:30.640 --> 00:00:32.280
with us to get to a hundred million dollars in beyond.

10
00:00:32.280 --> 00:00:35.320
I hope you share and enjoy.

11
00:00:35.320 --> 00:00:36.640
I want to dive right in.

12
00:00:36.640 --> 00:00:41.960
If somebody is starting from scratch, what are the traits, skill sets that they should

13
00:00:41.960 --> 00:00:45.960
be cultivating in order to up the odds of their success?

14
00:00:45.960 --> 00:00:50.240
They should focus on one thing in general, rather than lots of different things that you're

15
00:00:50.240 --> 00:00:51.240
not sure about.

16
00:00:51.240 --> 00:00:53.120
Because if you're starting out, everything looks like an opportunity.

17
00:00:53.120 --> 00:00:57.600
So the correct answer is all of them are opportunities, but all of them won't work unless

18
00:00:57.600 --> 00:00:58.600
you pick one.

19
00:00:58.600 --> 00:01:00.200
You have to see note all the other mistresses.

20
00:01:00.200 --> 00:01:01.920
So boom, you pick one.

21
00:01:01.920 --> 00:01:06.120
Then from there, I always say six figures sell something to someone.

22
00:01:06.120 --> 00:01:07.120
That's it.

23
00:01:07.120 --> 00:01:09.040
If you want more details, sell something to someone.

24
00:01:09.040 --> 00:01:11.680
It's one avatar, one product, one channel.

25
00:01:11.680 --> 00:01:14.400
You don't have to figure out, how do I create 20 pieces of content across?

26
00:01:14.400 --> 00:01:19.480
It's like, just pick one channel, one media source, whether it's Facebook Instagram, YouTube,

27
00:01:19.480 --> 00:01:23.520
whatever, Twitter, consistently start going on that, whether that's cold outbound, whether

28
00:01:23.520 --> 00:01:28.000
that's content, whether it's running paid ads, whether it's affiliates, word of mouth,

29
00:01:28.000 --> 00:01:29.000
whatever it is.

30
00:01:29.000 --> 00:01:31.520
And start reaching out to people there to start selling your stuff.

31
00:01:31.520 --> 00:01:36.040
And so if you can just do that consistently, and I use something, what's the skill set

32
00:01:36.040 --> 00:01:37.040
that's going to make somebody good?

33
00:01:37.040 --> 00:01:38.480
And this is six figures still.

34
00:01:38.480 --> 00:01:39.480
Yeah.

35
00:01:39.480 --> 00:01:40.640
So what's the skill set in that?

36
00:01:40.640 --> 00:01:45.280
Is it getting good at the outbound, is it getting good at saying no to the other stuff?

37
00:01:45.280 --> 00:01:47.560
How do we translate that into a skill set?

38
00:01:47.560 --> 00:01:52.280
You have to learn how to advertise, which I define as the process of making known.

39
00:01:52.280 --> 00:01:54.280
So how do you let other people know about the stuff you sell?

40
00:01:54.280 --> 00:01:55.280
So you have to advertise.

41
00:01:55.280 --> 00:01:56.280
There's six ways to do it.

42
00:01:56.280 --> 00:01:57.560
I covered five just now.

43
00:01:57.560 --> 00:01:59.400
So there's six ways you can do it.

44
00:01:59.400 --> 00:02:03.200
And then once people engage with whatever advertisement you have, you have to sell them.

45
00:02:03.200 --> 00:02:06.400
So advertising is the first skill, selling them is the second skill.

46
00:02:06.400 --> 00:02:09.600
And then product would be the third skill, which is the thing that you're ultimately advertising

47
00:02:09.600 --> 00:02:10.600
and selling.

48
00:02:10.600 --> 00:02:11.600
Okay.

49
00:02:11.600 --> 00:02:12.600
So that gets the six figures.

50
00:02:12.600 --> 00:02:15.680
Well, it gets the same thing consistently.

51
00:02:15.680 --> 00:02:19.400
So usually, once people do it in the beginning, they're sporadic, they're not consistent

52
00:02:19.400 --> 00:02:20.400
with it.

53
00:02:20.400 --> 00:02:24.720
Just the act of doing the same thing every day usually gets people to 100,000 a month,

54
00:02:24.720 --> 00:02:25.720
which sounds crazy.

55
00:02:25.720 --> 00:02:28.240
It's probably a people listening, but most people who think that's crazy also haven't

56
00:02:28.240 --> 00:02:30.600
done it consistently for an extended period of time.

57
00:02:30.600 --> 00:02:35.440
And so I use something that I call the rule 100, which is 100 primary actions, whether

58
00:02:35.440 --> 00:02:41.720
that's 100 minutes of concentration per day, 100 reach outs per day, $100 of ad spend

59
00:02:41.720 --> 00:02:42.720
per day.

60
00:02:42.720 --> 00:02:47.400
You have to pick one of them, but 100 per day, and you do that for 100 days, and I promise

61
00:02:47.400 --> 00:02:51.440
you'll have, you'll be making six figures to TV that.

62
00:02:51.440 --> 00:02:52.440
Most people won't.

63
00:02:52.440 --> 00:02:53.440
Yeah.

64
00:02:53.440 --> 00:02:54.440
I know you know that.

65
00:02:54.440 --> 00:02:55.440
Yeah.

66
00:02:55.440 --> 00:02:56.440
It will fail at something.

67
00:02:56.440 --> 00:02:57.440
Yeah.

68
00:02:57.440 --> 00:03:00.760
What is the most common thing that you see people fail?

69
00:03:00.760 --> 00:03:02.280
So you give them the blueprint.

70
00:03:02.280 --> 00:03:08.600
Your ability to articulate a blueprint to success is insane, legitimately insane, dude.

71
00:03:08.600 --> 00:03:12.840
When I, so I'm going to make a prediction right now, five years from now, in this space,

72
00:03:12.840 --> 00:03:16.440
you will be one of the biggest people on social media, 100 percent guaranteed YouTube

73
00:03:16.480 --> 00:03:19.400
podcast, whatever, because your advice is real.

74
00:03:19.400 --> 00:03:23.000
And I said, I was about to tell you something, and I said, I'm going to stay it on camera,

75
00:03:23.000 --> 00:03:27.680
and I will tell you right now, I judge everybody that comes on the show by when I'm doing

76
00:03:27.680 --> 00:03:30.960
the research to bring you on, which is a way bigger time investment than the interview

77
00:03:30.960 --> 00:03:32.200
itself.

78
00:03:32.200 --> 00:03:34.200
Did I actually learn something?

79
00:03:34.200 --> 00:03:35.200
Did I move forward?

80
00:03:35.200 --> 00:03:36.200
Did I enjoy myself?

81
00:03:36.200 --> 00:03:37.200
Dude, it was awesome.

82
00:03:37.200 --> 00:03:39.200
Researching you was awesome.

83
00:03:39.200 --> 00:03:40.800
It was good for the business.

84
00:03:40.800 --> 00:03:42.000
It was good for the soul.

85
00:03:42.000 --> 00:03:43.000
Good for the mindset.

86
00:03:43.000 --> 00:03:44.000
Everything.

87
00:03:44.000 --> 00:03:47.360
It's going to be incredible, but where do people fall down?

88
00:03:47.360 --> 00:03:52.600
Because most people, even knowing how articulate you are and know that people are still going

89
00:03:52.600 --> 00:03:57.480
to fail, is crazy, and I know that most people are going to fail.

90
00:03:57.480 --> 00:04:02.240
So where, where do people really struggle in that equation?

91
00:04:02.240 --> 00:04:07.240
I think it's fear, mostly, and that's not a skill, but I think it's a character trait.

92
00:04:07.240 --> 00:04:11.800
And so people are afraid of not getting validated, or they're afraid of judgment that they

93
00:04:11.800 --> 00:04:15.200
perceive from other people that exist or don't exist in their lives.

94
00:04:15.200 --> 00:04:20.040
And so for whatever reason, they have this second voice that criticizes everything they

95
00:04:20.040 --> 00:04:23.720
do that in reality isn't even there, but it's constantly present.

96
00:04:23.720 --> 00:04:24.720
It's like the...

97
00:04:24.720 --> 00:04:27.720
It's a synthesis of whatever the God figure is, but just the negative voice.

98
00:04:27.720 --> 00:04:30.920
And so I think that's the thing that stops most people from doing the stuff they know

99
00:04:30.920 --> 00:04:31.920
they need to do.

100
00:04:31.920 --> 00:04:34.800
Because if you think about whether it's going to get in shape, or I want to have a better

101
00:04:34.800 --> 00:04:38.680
marriage, or I want to make more money, most people on some level, at a basic level,

102
00:04:38.680 --> 00:04:39.680
they know what to do.

103
00:04:39.760 --> 00:04:44.440
My proof point of even making money, most of us have had a bill that came up that was

104
00:04:44.440 --> 00:04:49.240
unexpected, a tax bill, a car breaks down, a health thing, whatever it is, and we find

105
00:04:49.240 --> 00:04:50.320
a way.

106
00:04:50.320 --> 00:04:55.400
And so when it's for someone else, people use the actual resourcefulness that they have

107
00:04:55.400 --> 00:04:56.400
to make the money.

108
00:04:56.400 --> 00:04:59.600
But for whatever reason, they won't use that same resourcefulness to make it for themselves.

109
00:04:59.600 --> 00:05:04.240
And so I think that most people know if they want to work out to get in shape or to lose

110
00:05:04.240 --> 00:05:08.600
way at whatever, they know they need to eat fewer doughnuts and move more in general.

111
00:05:08.600 --> 00:05:09.600
But they don't.

112
00:05:09.600 --> 00:05:12.680
Because they're afraid of getting started, or they don't have the discipline to keep

113
00:05:12.680 --> 00:05:15.560
going, which is they can't make the short-term sacrifice for the long term achievement.

114
00:05:15.560 --> 00:05:19.760
So big picture, there's usually some fear that's preventing from doing it, and then how

115
00:05:19.760 --> 00:05:24.560
it looks from a behavioral standpoint is they do not make the short-term sacrifice that

116
00:05:24.560 --> 00:05:27.880
discomfort for the long term achievement independent of whatever path they're talking

117
00:05:27.880 --> 00:05:28.880
about.

118
00:05:28.880 --> 00:05:32.040
You guys are going to want to say to the end, I'm going to give you my favorite Alex

119
00:05:32.040 --> 00:05:33.040
quote.

120
00:05:33.040 --> 00:05:35.480
But now I'm going to give you one that I actually think pertains to this.

121
00:05:35.480 --> 00:05:39.800
So you said, how to stay poor, assume you're always right.

122
00:05:39.800 --> 00:05:44.440
And when I think about people failing, it's because, in fact, there's another quote, this

123
00:05:44.440 --> 00:05:47.680
one I didn't write down, but I'm going to get close.

124
00:05:47.680 --> 00:05:51.320
Marketing is just a fancy nine-letter word for test.

125
00:05:51.320 --> 00:05:55.800
And once people understand you're going to fail, and you're going to fail a lot, if you

126
00:05:55.800 --> 00:06:01.360
can't deal with that failure, if you think that failing makes you a failure, if you think

127
00:06:01.360 --> 00:06:04.640
that it's a permanent state of being and you're never going to get better, then you won't

128
00:06:04.640 --> 00:06:06.960
do the things you need to do to ultimately be successful.

129
00:06:06.960 --> 00:06:10.880
You talk about consistency, but it isn't just consistency.

130
00:06:10.880 --> 00:06:15.000
Because if you do it wrong, consistently, you're still going to fail, right?

131
00:06:15.000 --> 00:06:20.880
So this is, you have to be in my own language willing to stare nakedly at your inadequacies.

132
00:06:20.880 --> 00:06:25.240
And if you can stare nakedly at your inadequacies, then you can actually get better if you're

133
00:06:25.240 --> 00:06:26.240
running the test.

134
00:06:26.240 --> 00:06:30.320
You're like, hey, looking at the data, did this work or did this not work, then you can

135
00:06:30.320 --> 00:06:32.160
actually improve.

136
00:06:32.160 --> 00:06:33.760
But you went through this.

137
00:06:33.760 --> 00:06:37.960
So in the beginning of your career, and this is one of the things I find most interesting

138
00:06:37.960 --> 00:06:40.400
about your story, is you failed.

139
00:06:40.400 --> 00:06:46.120
You actually pulled your now-wife aside and said, I'm a sinking ship.

140
00:06:46.120 --> 00:06:52.880
And if you wanted to leave, I would completely understand how did you go from that to, like,

141
00:06:52.880 --> 00:06:58.760
there was something you figured out, what is that thing you figured out?

142
00:06:58.760 --> 00:07:04.400
The reality of my situation was so bleak that I honestly didn't even process the reality

143
00:07:04.400 --> 00:07:08.000
of my situation, because the more I thought about it, like, the sadder, more hopeless

144
00:07:08.000 --> 00:07:09.280
I would feel.

145
00:07:09.280 --> 00:07:12.680
And so I focused on the few things that were under my control, which is like, I can do

146
00:07:12.680 --> 00:07:13.680
these things.

147
00:07:13.680 --> 00:07:17.200
And so when I talk about advertising, when I talk about selling, I talk about those things

148
00:07:17.200 --> 00:07:20.720
boiled down to the actual actions, because I had to think of it in that way, because it's

149
00:07:20.720 --> 00:07:22.040
the only way that it wasn't overwhelming.

150
00:07:22.040 --> 00:07:25.000
It's like, I just have to make a hundred reach outs.

151
00:07:25.000 --> 00:07:28.880
Or I just have to spend one hundred dollars a day, and I have to look at the ads, and

152
00:07:28.880 --> 00:07:33.040
I have to turn off the ones that are bad and do more of the stuff that starts to work.

153
00:07:33.040 --> 00:07:38.760
And that was the process of getting me from kind of, like, dark to a better outcome.

154
00:07:38.760 --> 00:07:42.120
But I mean, from that actual point, we did the only thing we knew how to do, which was

155
00:07:42.120 --> 00:07:43.120
it market itself.

156
00:07:43.120 --> 00:07:44.880
And that was how we got out of that.

157
00:07:44.880 --> 00:07:49.320
And honestly, that single skill of being able to generate leads independent of the industry

158
00:07:49.320 --> 00:07:52.640
has been like, might get out of jail of free card, which has allowed me to fail over

159
00:07:52.640 --> 00:07:53.640
and over and over again.

160
00:07:53.640 --> 00:07:55.240
And finally, I got it right.

161
00:07:55.240 --> 00:07:59.920
And even after that one, when we were at the rock bottom there, I had just, you know,

162
00:07:59.920 --> 00:08:05.200
90 days earlier, gotten to do why my mom was in the hospital, really bad shape.

163
00:08:05.200 --> 00:08:08.640
That's when I had just lost all the money, which is when I pulled her aside.

164
00:08:08.640 --> 00:08:13.400
But then, fast forward six months, basically repeated the cycle again, which is we had

165
00:08:13.400 --> 00:08:17.200
started doing these launches where we'd fly out and turn gyms around like bar rescue

166
00:08:17.200 --> 00:08:19.240
but for gyms.

167
00:08:19.240 --> 00:08:23.080
And when we were out there, all of a sudden we came back home, and we saw like two of

168
00:08:23.080 --> 00:08:26.200
the gyms refunded all of the transactions because they just told the people they could

169
00:08:26.200 --> 00:08:29.720
just sign up through them and just do it for half the rate after we had already spent

170
00:08:29.720 --> 00:08:32.880
the money for the hotels and flights and all the ads spent and everything, you know,

171
00:08:32.880 --> 00:08:34.520
a whole month of work.

172
00:08:34.520 --> 00:08:38.520
And so basically all the money that we had saved up in that, like, I think we're out of

173
00:08:38.520 --> 00:08:40.800
jail free, lost it all again.

174
00:08:40.800 --> 00:08:45.560
And only then did we accidentally pivot into the licensing model, which ended up becoming

175
00:08:45.560 --> 00:08:48.520
the thing that was like the first very big success that we had.

176
00:08:49.240 --> 00:08:53.720
That whole period of time was five years of basically not having anything, even though

177
00:08:53.720 --> 00:08:58.160
on paper, when I had the gyms, I materially looked successful because we had six locations,

178
00:08:58.160 --> 00:09:01.200
but I always just put all my money back into each, you know, each new location side very

179
00:09:01.200 --> 00:09:02.200
little actual cash.

180
00:09:02.200 --> 00:09:03.840
I was asset rich and cash poor.

181
00:09:03.840 --> 00:09:06.160
I know that's real.

182
00:09:06.160 --> 00:09:09.880
And so, but then when I lost everything after that because I sold them, took the money,

183
00:09:09.880 --> 00:09:14.320
put in the new venture and then lost it, I was like, wait, I just lost five years

184
00:09:14.320 --> 00:09:16.040
because I had nothing to show for it.

185
00:09:16.120 --> 00:09:20.120
And so that's probably what has created a lot of the hypothesis I have now around.

186
00:09:20.120 --> 00:09:21.760
I didn't lose the five years.

187
00:09:21.760 --> 00:09:26.800
I lost the assets which were not the most valuable thing that I had earned over that time.

188
00:09:26.800 --> 00:09:30.400
It was the skills, the experiences, the character traits, because I still had those.

189
00:09:30.400 --> 00:09:34.400
And then using those three things, I was able to do the next thing, fortunately.

190
00:09:34.400 --> 00:09:35.400
Yeah.

191
00:09:35.400 --> 00:09:36.400
Yeah.

192
00:09:36.400 --> 00:09:37.400
I'm obsessed with learning.

193
00:09:37.400 --> 00:09:38.400
Yeah.

194
00:09:38.400 --> 00:09:41.880
And it's interesting because I've had the level of success that I've had, and because

195
00:09:41.880 --> 00:09:46.000
I'm technically middle aged, it's just crazy to say, uh, I used to be the key.

196
00:09:46.000 --> 00:09:51.480
Kid, I swear to God, there's a gravitational center in my brain that wants me to think

197
00:09:51.480 --> 00:09:57.720
that I have crossed some line and that it's about looking backwards.

198
00:09:57.720 --> 00:09:59.960
And it's really dangerous.

199
00:09:59.960 --> 00:10:04.680
Like you have to be looking for, I mean, God willing, I've got, you know, another 40 plus

200
00:10:04.680 --> 00:10:07.360
years of life left.

201
00:10:07.360 --> 00:10:14.000
And every time that I get in that trap, it's, I just reank her around, whoa, I'm still

202
00:10:14.000 --> 00:10:15.000
learning.

203
00:10:15.000 --> 00:10:21.440
I've learned so much, I've failed so many times and I've acquired so much knowledge and

204
00:10:21.440 --> 00:10:23.760
skill set and all of that.

205
00:10:23.760 --> 00:10:27.400
And then you can think about, oh, cool, like as long as I've got the energy to keep

206
00:10:27.400 --> 00:10:32.040
pushing, to keep building, because I have to your earliest point about what makes you

207
00:10:32.040 --> 00:10:38.520
successful, it's though, that is literally my kryptonite is I have a very hard time accepting

208
00:10:38.520 --> 00:10:42.480
the fact that I can do anything I want with my life, but not everything.

209
00:10:42.480 --> 00:10:43.480
Yeah.

210
00:10:43.480 --> 00:10:47.280
And that I find deeply distressing.

211
00:10:47.280 --> 00:10:53.560
But like on a level that borders on mental illness, and by focusing, cutting out the other

212
00:10:53.560 --> 00:11:00.440
stuff and recognizing, okay, I've reinvented myself again, but a lot of that knowledge is

213
00:11:00.440 --> 00:11:01.440
going to transfer.

214
00:11:01.440 --> 00:11:06.040
It's going to be useful as I push forward, but getting obsessed with learning, like that

215
00:11:06.040 --> 00:11:10.160
would be the gift if I could give to people and say, okay, you, you want to be successful,

216
00:11:10.160 --> 00:11:16.560
I get it, everybody wants it right now, but if you can stack these skills, like then

217
00:11:16.560 --> 00:11:22.840
if you've got the skill set and the methodology that, you know, you and others can really lay

218
00:11:22.840 --> 00:11:26.960
out incredibly well, it's like now you can do something, but if you have the methodology

219
00:11:26.960 --> 00:11:32.440
but not the skills or you don't have the mindset and so you're broken by the failure or

220
00:11:32.440 --> 00:11:35.960
you don't have the methodology, if you're missing any one of those, then you end up in

221
00:11:35.960 --> 00:11:36.960
a desk spiral.

222
00:11:36.960 --> 00:11:37.960
Yeah.

223
00:11:37.960 --> 00:11:41.200
It's interesting when you're seeing with the learning thing because I think a lot of

224
00:11:41.200 --> 00:11:44.960
people is like the early, because I also, I feel like I feel like two parts of the audience

225
00:11:44.960 --> 00:11:48.520
that like follow my stuff, I've got the business owners who are trying to scale their business

226
00:11:48.520 --> 00:11:52.440
et cetera, and then I've got all the people want to start a business, and usually they're

227
00:11:52.440 --> 00:11:54.360
a little bit younger and whatnot.

228
00:11:54.360 --> 00:11:57.440
And I think there's a misnomer around like education.

229
00:11:57.440 --> 00:12:01.040
And so a lot of them, I don't know how explicit I can be, but like they mentally masturbate

230
00:12:01.040 --> 00:12:04.720
to watching lots and lots of videos, they, you know, want to pump up features, they buy

231
00:12:04.720 --> 00:12:09.200
the tickets to the things, and so they just learn.

232
00:12:09.200 --> 00:12:13.800
And I think that they think that exposure to information is learning, and I don't think

233
00:12:13.800 --> 00:12:16.760
that's true, or at least it hasn't been for me.

234
00:12:16.760 --> 00:12:18.000
That's definitely not true.

235
00:12:18.000 --> 00:12:21.080
So you know, because I, I'm sure you get asked all the time like what are the books that,

236
00:12:21.080 --> 00:12:24.600
you know, transform your life, and I've had a handful of books that have been useful

237
00:12:24.600 --> 00:12:29.080
to me, but I would say 99% of the things that I have learned I've learned they're doing.

238
00:12:29.080 --> 00:12:33.120
And so when I do the original rule of 100 and whatnot, it's because I think it's the

239
00:12:33.120 --> 00:12:37.760
most effective way to learn, which is you force yourself on the one controllable that

240
00:12:37.760 --> 00:12:39.720
you have, which is the activities that you can take.

241
00:12:39.720 --> 00:12:44.040
And then it goes with the underlying assumption that you go off feedback, and you're like,

242
00:12:44.040 --> 00:12:47.640
well, that opening message did not work, right?

243
00:12:47.640 --> 00:12:51.160
And then I think most people have a dramatic underestimation of how much volume it takes

244
00:12:51.160 --> 00:12:53.680
to be successful, independent of the thing, right?

245
00:12:53.680 --> 00:12:56.840
They're like, okay, I should go on five dates and then find the girl I'm going to marry.

246
00:12:56.840 --> 00:13:00.240
Like what if it was 500 to find the right girl you're going to marry?

247
00:13:00.240 --> 00:13:05.200
Or I want to start this new channel, I want to become an influencer, whatever it is,

248
00:13:05.200 --> 00:13:11.160
and they start doing one post a day for four weeks and they're like, why am I not famous

249
00:13:11.160 --> 00:13:12.160
yet?

250
00:13:12.160 --> 00:13:20.440
And they find out that we ended up doing 400 episodes before we made it to the top 10

251
00:13:20.440 --> 00:13:22.360
on the podcast thing.

252
00:13:22.360 --> 00:13:25.880
And now we start doing 100 plus pieces of content a week.

253
00:13:25.880 --> 00:13:31.680
And it's just this volume game that you get the skill from the volume, the feedback from

254
00:13:31.680 --> 00:13:32.680
the volume.

255
00:13:32.680 --> 00:13:35.200
And there's all these little things, I'm sure it's like from the exercise world because

256
00:13:35.200 --> 00:13:36.440
you come from that.

257
00:13:36.440 --> 00:13:40.400
Like when you squat, the first time you squat, you're orienting yourself to your environment,

258
00:13:40.400 --> 00:13:41.680
you're barely actually squatting.

259
00:13:41.680 --> 00:13:44.280
You're just looking like you have a bar on your back.

260
00:13:44.280 --> 00:13:48.280
But you learn so much between that first rep and your 10,000th rep of squats.

261
00:13:48.280 --> 00:13:51.840
And so I think for most people, it's like my goal with the learning is like, if I can

262
00:13:51.840 --> 00:13:56.400
just decrease the action threshold for people to begin and be okay with the fact that they're

263
00:13:56.400 --> 00:14:00.080
going to suck, and it is okay to suck, it is, you should expect to suck.

264
00:14:00.080 --> 00:14:03.920
And it would be unreasonable for you to be good if you haven't done it before.

265
00:14:03.920 --> 00:14:08.400
And so it's like, are you asking the universe to be unreasonable for you by expecting to

266
00:14:08.400 --> 00:14:09.960
be good on your first try?

267
00:14:09.960 --> 00:14:13.040
And I think that's where a lot of people to the expectation that destroys their ability

268
00:14:13.040 --> 00:14:15.800
to be successful because they expect to win on the first shot.

269
00:14:15.800 --> 00:14:16.800
And no one does.

270
00:14:16.800 --> 00:14:20.680
Do you worry at all about people wanting to be on camera right from the jump?

271
00:14:20.680 --> 00:14:26.160
That puts an expectation to be good that, oh, yeah, that's rough.

272
00:14:26.160 --> 00:14:27.520
So many feelings about this.

273
00:14:27.520 --> 00:14:29.560
So you've got this whole space, right?

274
00:14:29.560 --> 00:14:32.040
And you look at like, if you're like, I want to be a business influencer, right?

275
00:14:32.040 --> 00:14:34.720
Well, it's like, we look at the guys who actually do the top of the business game.

276
00:14:34.720 --> 00:14:41.640
And virtually everyone, you, Andy, Ed, Gary, all those guys have killed it in business.

277
00:14:41.640 --> 00:14:46.960
And most of them, even Gary had gone to 60 million a year before he made his first

278
00:14:46.960 --> 00:14:47.960
content.

279
00:14:47.960 --> 00:14:51.200
And so I think the issue is that people look at that and say, I should make content like

280
00:14:51.200 --> 00:14:54.800
them when you don't have, you can't answer the underlying question, which is, why should

281
00:14:54.800 --> 00:14:55.800
I listen to you?

282
00:14:55.800 --> 00:14:59.120
Which is always in the back of every audience's mind, in my opinion, at least that's what

283
00:14:59.120 --> 00:15:00.120
I think.

284
00:15:00.120 --> 00:15:01.960
Like when someone's like a relationship expert, and I find out they've been divorced

285
00:15:01.960 --> 00:15:04.480
three times, I'm like, yeah, you know, maybe not, right?

286
00:15:04.480 --> 00:15:07.240
I mean, and as herables it is, they might be giving amazing advice, but it doesn't pass

287
00:15:07.240 --> 00:15:11.240
the first filter, which is if I'm going to take military strategy from someone, I'd

288
00:15:11.240 --> 00:15:15.240
rather have a general that has a winning record, even if the other guy Napoleon said, I'd

289
00:15:15.240 --> 00:15:16.880
rather have lucky generals.

290
00:15:16.880 --> 00:15:19.120
So even if he had two there were even, he'd rather have the lucky one.

291
00:15:19.120 --> 00:15:22.080
And so to the same degree, I think people use that filter because it actually takes less

292
00:15:22.080 --> 00:15:24.360
effort to learn from someone that you trust.

293
00:15:24.360 --> 00:15:26.880
And so it's like, if you've got the, the basement teacher that's telling you to dollar

294
00:15:26.880 --> 00:15:30.640
cost average into the S&P, and you've got Warren Buffett who's telling people to dollar

295
00:15:30.640 --> 00:15:33.880
cost average in the S&P, they don't want to listen to the teacher, even if the teacher

296
00:15:33.880 --> 00:15:37.240
is better objectively from a constant standpoint, because they just don't know if they should

297
00:15:37.240 --> 00:15:38.240
trust them.

298
00:15:38.240 --> 00:15:39.240
So you have to have two filters.

299
00:15:39.240 --> 00:15:41.000
I'm hearing the thing, should I trust the thing?

300
00:15:41.000 --> 00:15:44.120
With Warren, you can just plug into whatever he's saying, just take it as truth, which takes

301
00:15:44.120 --> 00:15:45.120
less effort.

302
00:15:45.120 --> 00:15:47.920
And so I think most people don't get that point.

303
00:15:47.920 --> 00:15:51.320
And so I think you should advertise the stuff that you sell, let people know about what

304
00:15:51.320 --> 00:15:52.320
you're doing.

305
00:15:52.320 --> 00:15:55.840
But it should be about the true expertise that you have, which is oftentimes just talking

306
00:15:55.840 --> 00:16:00.560
about the stuff you're doing, rather than saying, you should be doing this, this is what

307
00:16:00.560 --> 00:16:01.560
I am doing.

308
00:16:01.560 --> 00:16:02.560
Hope you find it interesting.

309
00:16:02.560 --> 00:16:03.560
Hope you find it valuable.

310
00:16:03.560 --> 00:16:07.600
And I think that's a big dynamic, which at first is like, how to, it's how I, just that

311
00:16:07.600 --> 00:16:08.760
little shift.

312
00:16:08.760 --> 00:16:12.760
And I think a lot of people would get bigger, better audiences and actually make more money

313
00:16:12.760 --> 00:16:15.600
from the content that they're making, because everyone else is like, why should I listen

314
00:16:15.600 --> 00:16:16.600
to you?

315
00:16:16.600 --> 00:16:17.600
Yeah.

316
00:16:17.600 --> 00:16:18.600
Yeah.

317
00:16:18.600 --> 00:16:21.720
With content, like I'm, I'm open, anybody that wants to make it make it, people will watch

318
00:16:21.720 --> 00:16:22.720
it if it's adding value.

319
00:16:22.720 --> 00:16:26.400
Hopefully they don't do what you were describing earlier, which I'll call spiritual entertainment,

320
00:16:26.400 --> 00:16:29.040
where they're just learning, learning, learning, watching, watching, watching, getting

321
00:16:29.040 --> 00:16:31.680
motivated, and getting inspired, they're not doing anything with it.

322
00:16:31.680 --> 00:16:37.440
But my big concern with people creating content is that they will trap themselves because

323
00:16:37.440 --> 00:16:39.320
they're afraid to suck.

324
00:16:39.320 --> 00:16:45.080
Like when I got a camera, I was like, wow, I'm really rolling the dice now because my

325
00:16:45.080 --> 00:16:47.080
life has taught me one immutable truth.

326
00:16:47.080 --> 00:16:49.320
I'm going to fail a lot.

327
00:16:49.320 --> 00:16:53.360
And there's nothing that tells me that that period in my life is over.

328
00:16:53.360 --> 00:16:58.960
And it was never interesting to me to like ride into the sunset on, oh, I sold quests.

329
00:16:58.960 --> 00:17:00.320
So I sold quests.

330
00:17:00.320 --> 00:17:04.080
And then like fucking Babe Ruth, I said, I'm going to build the next Disney, right?

331
00:17:04.080 --> 00:17:07.200
But I went on camera and said, look, honestly, the odds are stacked against me.

332
00:17:07.200 --> 00:17:11.040
The odds that I fail are way higher than I, that I succeed, right?

333
00:17:11.040 --> 00:17:16.280
And so going into that, I did not want to back myself into a corner where I was afraid

334
00:17:16.280 --> 00:17:17.280
to try things.

335
00:17:17.280 --> 00:17:20.520
I was afraid to step into an area where I wasn't good because it's the only way that I

336
00:17:20.520 --> 00:17:21.520
know to get better, right?

337
00:17:21.520 --> 00:17:24.680
Which I call the physics of progress, I call it the physics for reasons.

338
00:17:24.680 --> 00:17:29.200
I think it is truly the only way to improve is basically the scientific method.

339
00:17:29.200 --> 00:17:33.440
You come up with an informed hypothesis, come up with a test that lets you actually try

340
00:17:33.440 --> 00:17:34.600
that out.

341
00:17:34.600 --> 00:17:35.680
You test it.

342
00:17:35.680 --> 00:17:39.880
You get results, you stay nakedly at those results, which will sting a little because

343
00:17:39.880 --> 00:17:42.680
it almost certainly did not work as well as you hoped.

344
00:17:42.680 --> 00:17:47.080
You will then get a little bit wiser, you will reformulate a hypothesis, you will retest,

345
00:17:47.080 --> 00:17:48.720
and you just, that's the loop, right?

346
00:17:48.720 --> 00:17:52.760
And you just go, go, go, and you see what works and you see what doesn't.

347
00:17:52.760 --> 00:18:00.280
But people are so interested in looking cool that the content becomes the trap that stops

348
00:18:00.280 --> 00:18:01.600
them from actually getting good.

349
00:18:01.600 --> 00:18:02.600
It's the posturing.

350
00:18:03.600 --> 00:18:06.720
It's the external validation that they need to feel like the success they're not having

351
00:18:06.720 --> 00:18:11.800
in reality can be made up for with likes and comments and perceived success.

352
00:18:11.800 --> 00:18:16.600
Talk to me about the, so you said that you wanted to vanquish your dad.

353
00:18:16.600 --> 00:18:21.280
So this to me is tied to that idea of like you, you need something that propels you, you

354
00:18:21.280 --> 00:18:27.880
need something that pushes you to go through all of this, but also trying, letting your

355
00:18:27.880 --> 00:18:32.640
dad control your actions is probably not the best move.

356
00:18:32.640 --> 00:18:33.640
Yeah.

357
00:18:33.640 --> 00:18:37.680
So like, how is it useful and then is there getting to the other side of that?

358
00:18:37.680 --> 00:18:38.680
Yeah.

359
00:18:38.680 --> 00:18:44.320
And, you know, to be clear, dad, I would say that the vanquishing thing is something that

360
00:18:44.320 --> 00:18:48.560
I was able to kind of recognize in retrospect, which was, it was all about beating my dad

361
00:18:48.560 --> 00:18:49.560
earlier on.

362
00:18:49.560 --> 00:18:53.120
So in a lot of that was because I felt like a lot of the respect was withheld from me.

363
00:18:53.120 --> 00:18:56.360
Earlier on and it was always like a moving target, which is, you know, you need to be this,

364
00:18:56.360 --> 00:18:57.360
you need to be that.

365
00:18:57.360 --> 00:18:58.360
You have to be in shape.

366
00:18:58.360 --> 00:18:59.360
You have to date, hot girls.

367
00:18:59.360 --> 00:19:00.360
You have to be top of your class.

368
00:19:00.360 --> 00:19:02.920
You have to play all the varsity sports like all those things, right?

369
00:19:02.920 --> 00:19:07.480
Be at energy of the newspaper, be at energy of the literary magazine, all those things

370
00:19:07.480 --> 00:19:08.480
at the same time.

371
00:19:08.480 --> 00:19:11.400
And still, if I got something wrong when I tested, it was like, what'd you get wrong?

372
00:19:11.400 --> 00:19:13.000
You know, rather than this is cool.

373
00:19:13.000 --> 00:19:14.720
I'm not, you know, I'm not doing right.

374
00:19:14.720 --> 00:19:15.720
Yeah.

375
00:19:15.720 --> 00:19:16.720
I'm not behooving about it is what it is.

376
00:19:16.720 --> 00:19:19.000
It's made me who I am and I'm grateful for it.

377
00:19:19.000 --> 00:19:23.080
But that was kind of the, the earlier part was I wanted to win at the game that had been

378
00:19:23.080 --> 00:19:24.680
set up for me.

379
00:19:24.680 --> 00:19:29.360
And, you know, first it was make 100,000 a year and then it was make the same amount

380
00:19:29.360 --> 00:19:31.960
as my dad and then it was make more than my dad and then it was make more than my dad

381
00:19:31.960 --> 00:19:33.840
had ever made his entire life.

382
00:19:33.840 --> 00:19:39.120
And then once that happened, I looked around and I was like, I think I've been playing

383
00:19:39.120 --> 00:19:41.360
his game and not my game.

384
00:19:41.360 --> 00:19:43.520
And so I wasn't really setting any rules.

385
00:19:43.520 --> 00:19:45.760
I was just playing with the rules that were given to me.

386
00:19:45.760 --> 00:19:49.680
And so, and kind of thing like, is this even the game I want to play?

387
00:19:49.680 --> 00:19:52.720
And so that, you know, that took me, you know, a little bit of time to process.

388
00:19:52.720 --> 00:19:56.280
And I think that it ultimately, to your question, I think it did serve me a lot.

389
00:19:56.280 --> 00:20:00.000
And I don't know how much of these reinforced behaviors that I learned during that period

390
00:20:00.000 --> 00:20:02.960
of time still benefit me today, but they're not feel about the same thing.

391
00:20:02.960 --> 00:20:07.040
So I still have these habits of how I work and, you know, being dedicated towards goals,

392
00:20:07.040 --> 00:20:12.480
et cetera, that I think were born of that, but no longer are fueled from that now.

393
00:20:12.480 --> 00:20:15.800
You lay out three traits of ultra successful people.

394
00:20:15.800 --> 00:20:20.160
I don't know if they're yours or if you know them somewhere, this is not mine.

395
00:20:20.160 --> 00:20:21.160
So brilliant.

396
00:20:21.160 --> 00:20:25.880
And when you said it, you put words to something that I have felt for a very long time.

397
00:20:25.880 --> 00:20:26.880
Yeah.

398
00:20:26.880 --> 00:20:29.080
If you don't remember them, I have them here, but if you remember them.

399
00:20:29.080 --> 00:20:30.080
I remember them.

400
00:20:30.080 --> 00:20:31.080
Yes.

401
00:20:31.080 --> 00:20:34.840
And so it's, there's three traits that people, they looked at, because they were trying

402
00:20:34.840 --> 00:20:37.720
to find habits of highly successful people.

403
00:20:37.720 --> 00:20:41.640
And when they actually pulled apart, it's not, you know, and I hope I'm not contradicting

404
00:20:41.640 --> 00:20:42.640
anything.

405
00:20:42.640 --> 00:20:46.120
But there's people who are really rich who wake up really late and work really late.

406
00:20:46.120 --> 00:20:47.800
And there's people who are really rich who wake up really, really early.

407
00:20:47.800 --> 00:20:49.400
And there's people who are really rich who eat really healthy.

408
00:20:49.400 --> 00:20:52.720
And there's people who are really rich who drink coke and eat french fries every day.

409
00:20:52.720 --> 00:20:56.400
And so there's all these things that we want to make as truths, but there's easy examples

410
00:20:56.400 --> 00:20:57.400
that counter those things.

411
00:20:57.400 --> 00:20:59.720
So it's like, what are the few things that are true, or at least that seem to be present

412
00:20:59.720 --> 00:21:00.720
in all of the situations?

413
00:21:00.720 --> 00:21:03.400
And it seems as though they were surprisingly few.

414
00:21:03.400 --> 00:21:07.400
And so the three common traits that they had, that they had found were one that people

415
00:21:07.400 --> 00:21:08.720
have superiority complex.

416
00:21:08.720 --> 00:21:11.680
They believe that better than others, and they believe that they deserve more than everyone

417
00:21:11.680 --> 00:21:13.760
else does, and that they can accomplish big goals.

418
00:21:13.760 --> 00:21:14.760
Right?

419
00:21:14.760 --> 00:21:17.480
So they have a bigger vision because they believe they deserve it or whatever it is that they

420
00:21:17.480 --> 00:21:19.000
were able to identify that.

421
00:21:19.000 --> 00:21:22.280
The second thing that they were able to identify is that they had crippling insecurity,

422
00:21:22.280 --> 00:21:25.360
and which is a paradox of paradoxes.

423
00:21:25.360 --> 00:21:28.800
They feel they'll never be enough, and they'll always be measured against the things that

424
00:21:28.800 --> 00:21:29.800
they've achieved.

425
00:21:29.800 --> 00:21:33.360
And so you've got this crazy dynamic between, they think they're better than everyone.

426
00:21:33.360 --> 00:21:34.560
They think they deserve more.

427
00:21:34.560 --> 00:21:37.480
They want to go after this big hill, and at the same time, they fear they'll never be

428
00:21:37.480 --> 00:21:40.480
good enough, and they'll never actually achieve it, and they actually suck.

429
00:21:40.480 --> 00:21:45.400
And then the third piece, which kind of adds the beautiful mix of this, is impulse control.

430
00:21:45.400 --> 00:21:49.060
And so they're able to control their actions and focus on a single thing for an extended

431
00:21:49.060 --> 00:21:50.160
period of time.

432
00:21:50.160 --> 00:21:53.320
And so if you put those two things together, it's like you've got a big goal that's pulling

433
00:21:53.320 --> 00:21:54.320
you this way.

434
00:21:54.320 --> 00:21:57.920
You've got this big fear that you are running away from, and then you've got impulse control

435
00:21:57.920 --> 00:21:59.640
to keep you focused on the one thing that matters.

436
00:21:59.640 --> 00:22:00.640
Yes.

437
00:22:00.640 --> 00:22:03.920
And if you do that, if you are the type of person who has those traits, then you are very

438
00:22:03.920 --> 00:22:05.640
likely to be successful.

439
00:22:05.640 --> 00:22:08.080
You gave me the chills twice while you were explaining that.

440
00:22:08.080 --> 00:22:14.040
So this is, I'm often asked like, hey, you know, what does it take to be successful or

441
00:22:14.040 --> 00:22:15.040
how did I get successful?

442
00:22:15.040 --> 00:22:20.800
And I'm like, from the time I was a little kid, so I grew up lower middle class, and

443
00:22:20.800 --> 00:22:24.600
but from the time I was a kid, I told everybody, I am going to be rich.

444
00:22:24.600 --> 00:22:26.680
Like you don't understand, I'm going to be rich.

445
00:22:26.680 --> 00:22:31.840
I was so angered by not being able to get the things that I wanted as a kid, and I had

446
00:22:31.840 --> 00:22:33.280
a little problem with authority.

447
00:22:33.280 --> 00:22:36.880
And so I felt like I was being told that I had this box of stain, and I was like, no,

448
00:22:36.880 --> 00:22:37.880
no, no.

449
00:22:37.880 --> 00:22:43.160
I'd always had these crazy dreams, and I just believed I could make it come true, but

450
00:22:43.160 --> 00:22:48.760
I'm terrifyingly insecure, that I'm not smart enough to pull it off, and I have something

451
00:22:48.760 --> 00:22:54.080
I need to prove to myself, to my wife, my father-in-law, my own parents, like I just fuck,

452
00:22:54.080 --> 00:22:57.680
no matter how much I achieve, I still have this, right?

453
00:22:57.680 --> 00:23:04.520
So I have this crushing need to validate myself and to feel like, no, you really did have

454
00:23:04.520 --> 00:23:11.400
a kid, but I am psychotic at my ability to delay gratification.

455
00:23:11.400 --> 00:23:18.240
Like I can suffer and toil and grime, and just like, I don't need to eat the marshmallow

456
00:23:18.240 --> 00:23:19.880
for a hundred years, right?

457
00:23:19.880 --> 00:23:22.360
Which is stupid in some ways.

458
00:23:22.360 --> 00:23:28.400
But you put those three things together, and you just go and go and go.

459
00:23:28.400 --> 00:23:29.400
It's really game-match.

460
00:23:29.400 --> 00:23:30.400
I got you.

461
00:23:30.400 --> 00:23:31.400
So yeah.

462
00:23:31.400 --> 00:23:34.440
So to the marshmallow point, because I think this is really interesting, and I don't think

463
00:23:34.440 --> 00:23:38.520
it's talked about enough, which is they like to separate the kids into the two buckets,

464
00:23:38.520 --> 00:23:39.520
right?

465
00:23:39.520 --> 00:23:42.480
Like the kid who waits for two marshmallows and the kid who just says, I want the marshmallow

466
00:23:42.480 --> 00:23:43.480
now.

467
00:23:43.480 --> 00:23:47.440
But I feel like they should have a third bucket, which says, how long do they ask the

468
00:23:47.440 --> 00:23:49.840
kid to wait for the marshmallow, right?

469
00:23:49.840 --> 00:23:52.920
Because it's not, do you have, like, as I like to think of things, like a lot of times

470
00:23:52.920 --> 00:23:56.800
we have false dichotomies, or we have binaries, we're like good or bad, you know, discipline

471
00:23:56.800 --> 00:23:57.800
or undisciplined.

472
00:23:57.800 --> 00:23:58.800
I'm honest or dishonest, right?

473
00:23:58.800 --> 00:24:02.760
When I think more of reality is to what degree am I honest, to what extent am I disciplined,

474
00:24:02.760 --> 00:24:05.320
to what degree am I, you know, loyal, right?

475
00:24:05.320 --> 00:24:07.680
Oh god, there's a whole conversation there, yeah.

476
00:24:07.680 --> 00:24:12.800
And so I think that each of those three traits that we just went over, it's not, do I have

477
00:24:12.800 --> 00:24:14.400
them or not for the people who are listening?

478
00:24:14.400 --> 00:24:18.240
Because people are like, yes, I have it, or like, oh, well, I have all three of those.

479
00:24:18.240 --> 00:24:19.480
It's not having them.

480
00:24:19.480 --> 00:24:22.840
And I'm sure you've interviewed some of the most successful people on the planet.

481
00:24:22.840 --> 00:24:25.440
It's how much do you have, right?

482
00:24:25.440 --> 00:24:29.120
And so I think that like your ability to delay gratification, it's not just like, oh,

483
00:24:29.120 --> 00:24:33.480
I can wait a week, or I can wait a month, I made this tweet that went pretty viral.

484
00:24:33.480 --> 00:24:37.600
And it was like, if you can wait a year, you can make a ton of money.

485
00:24:37.600 --> 00:24:41.840
Like, if you can do something for 12 months, you can not need for financial goodness pretty

486
00:24:41.840 --> 00:24:42.840
much for the rest of your life.

487
00:24:42.840 --> 00:24:46.560
I'm not saying you're going to be hell rich, but you're not going to need for anything.

488
00:24:46.560 --> 00:24:53.000
If you can wait 12 months, if you can wait a decade, you're going to be above the 1%.

489
00:24:53.000 --> 00:24:57.880
If you can wait 10 years for an outcome, be able to do the doing without seeing the result

490
00:24:57.880 --> 00:25:03.360
for 10 years, you will be able to be above any most achievement of most people.

491
00:25:03.360 --> 00:25:08.600
And if you can wait a lifetime and you don't even need to see the result of your doing this,

492
00:25:08.600 --> 00:25:13.760
even while you are alive, but know that it may get done after you pass, that I believe

493
00:25:13.760 --> 00:25:15.480
that you can change the world.

494
00:25:15.480 --> 00:25:16.480
And I mean that.

495
00:25:16.480 --> 00:25:20.120
And so I think that if people can just extend the time horizon, that they're measuring

496
00:25:20.120 --> 00:25:22.640
themselves on, they can just do so much more.

497
00:25:22.640 --> 00:25:25.280
I mean, you've probably heard the Bill Gates quote where he says people overestimate what

498
00:25:25.280 --> 00:25:27.760
they can do in a year and underestimate what they can do in a decade.

499
00:25:27.760 --> 00:25:29.400
Just the same thing just continue to draw it out.

500
00:25:29.400 --> 00:25:34.600
And I think as we've been able to achieve more leverage and make more money, et cetera,

501
00:25:34.600 --> 00:25:36.400
my horizon has extended.

502
00:25:36.400 --> 00:25:41.000
And when I listen to the people who I want to emulate, I can almost tell by the measurement

503
00:25:41.000 --> 00:25:44.320
of money that they talk about and the measurement of time that they discuss how successful

504
00:25:44.320 --> 00:25:47.000
they are or how successful I think they're going to be.

505
00:25:47.000 --> 00:25:49.680
If I talk to a 25 year old and he's talking about what he wants to do in two decades

506
00:25:49.680 --> 00:25:53.080
and his whole plan of what he's going to do, as long as he's not just blowing smoke

507
00:25:53.080 --> 00:25:57.320
because he's heard an interview from me, that I'm like, this kid's got it.

508
00:25:57.320 --> 00:25:58.320
He gets it.

509
00:25:58.320 --> 00:25:59.320
He gets it.

510
00:25:59.320 --> 00:26:01.200
And most people just don't think they can't wait 90 days.

511
00:26:01.200 --> 00:26:02.880
They most people can't even wait a month, right?

512
00:26:02.880 --> 00:26:05.480
They started dieting 14 days later than I was six back and they can't wait.

513
00:26:05.480 --> 00:26:08.880
But like, if you do a year, you can look at whatever way you want for the most part,

514
00:26:08.880 --> 00:26:10.400
you know, by and large.

515
00:26:10.400 --> 00:26:13.640
And if you wait a year for the ability to learn how to sell, you wait a year for the

516
00:26:13.640 --> 00:26:17.560
ability to learn how to market, wait a year, just providing value to a group of people

517
00:26:17.560 --> 00:26:23.200
for free and then delaying your ask, you can do whatever you want.

518
00:26:23.200 --> 00:26:24.200
We'll go guys.

519
00:26:24.200 --> 00:26:27.720
We know that I don't run any ads on this and I don't sell anything.

520
00:26:27.720 --> 00:26:30.560
And so the only ask that I can ever have for you guys is that you help me spread the

521
00:26:30.560 --> 00:26:34.440
word so we can have more entrepreneurs, make more money, feed their families, make better

522
00:26:34.440 --> 00:26:37.920
products and have better experiences for their employees and customers.

523
00:26:37.920 --> 00:26:42.640
And the only way we do that is if you can rate and review and share this podcast.

524
00:26:42.640 --> 00:26:45.960
So the single thing that I have to do is you can just leave a review, but take 10 seconds

525
00:26:45.960 --> 00:26:46.960
or one type of the thumb.

526
00:26:46.960 --> 00:26:53.040
It means the absolute will to me and more importantly, it may change the world for someone else.

527
00:26:53.040 --> 00:26:55.840
Now, and I don't know how you can react to this.

528
00:26:55.840 --> 00:27:01.880
If we can separate that idea from being patient, so I made a shirt that said, fuck patients.

529
00:27:01.880 --> 00:27:02.880
Okay.

530
00:27:02.880 --> 00:27:07.000
But if you're not playing the long game, they're screwed.

531
00:27:07.000 --> 00:27:14.400
So my thing with patience is you have to go all out at a sprinter's pace and run a marathon

532
00:27:14.400 --> 00:27:18.200
at a sprinter's pace if you want to achieve something.

533
00:27:18.200 --> 00:27:19.200
That's where people fall down.

534
00:27:19.200 --> 00:27:23.880
They'll find people that can wait, but can they, and this is one of my all time favorite

535
00:27:23.880 --> 00:27:24.880
clothes.

536
00:27:24.880 --> 00:27:27.480
I'm pretty sure it's Winston Churchill, though, people often attribute things to him.

537
00:27:27.480 --> 00:27:28.480
Who knows?

538
00:27:28.480 --> 00:27:34.840
Success is the ability to go from failure to failure without a loss of enthusiasm.

539
00:27:34.840 --> 00:27:38.880
Now there are people that can go from failure to failure, but do they lose the enthusiasm?

540
00:27:38.880 --> 00:27:40.200
Can they attack it as hard?

541
00:27:40.200 --> 00:27:44.160
I was telling you, at the end of this year, we have a plastic table that I'm going to

542
00:27:44.160 --> 00:27:45.160
smash.

543
00:27:45.160 --> 00:27:49.360
And he says, because it has come to represent the hardest thing that I've built in my

544
00:27:49.360 --> 00:27:54.600
professional career, just all the fucking problems that have been associated with it.

545
00:27:54.600 --> 00:27:58.520
But I'm still going after it is hard every day.

546
00:27:58.520 --> 00:28:02.960
And when I think about, like, so because I've had success and I know how many people are

547
00:28:02.960 --> 00:28:06.240
chasing it, I can just say people a lot of time, it's not going to give you what you think

548
00:28:06.240 --> 00:28:07.240
it's going to give you.

549
00:28:07.240 --> 00:28:09.720
So like, don't bother chasing that kind of success.

550
00:28:09.720 --> 00:28:13.400
So an easy way to say it is, don't worry about winning a championship ring.

551
00:28:13.400 --> 00:28:17.840
Don't worry very much about becoming capable of a championship performance.

552
00:28:17.840 --> 00:28:22.200
That will be a far more interesting life because you really do want to get that good.

553
00:28:22.200 --> 00:28:27.680
But in the pursuit of that thing, in getting that good, it's like it is going to take

554
00:28:27.680 --> 00:28:34.320
an inhuman amount of concentration, willingness to fight through the pain and suffering, and

555
00:28:34.320 --> 00:28:39.600
an ability to attach enough meaning and purpose to it that you'll keep going when you're

556
00:28:39.600 --> 00:28:43.360
just getting kicked in the face over and over.

557
00:28:43.360 --> 00:28:44.960
Like, it's crazy.

558
00:28:44.960 --> 00:28:51.840
And so knowing how badly people want that, I want for them that thing, like how whatever

559
00:28:51.840 --> 00:28:55.200
it is, and I have a method that I can teach people how to do it, but most people still

560
00:28:55.200 --> 00:29:01.040
won't do it, which is to build the desire, to create an association between the doing

561
00:29:01.040 --> 00:29:06.880
that thing and the meaning and purpose that you want to have for your own life, and that

562
00:29:06.880 --> 00:29:08.400
it's not going to seem self-evident.

563
00:29:08.400 --> 00:29:09.400
You have to bolt it on.

564
00:29:09.400 --> 00:29:12.520
It feels kind of fake in the beginning, but if you really invest and it really is something

565
00:29:12.520 --> 00:29:16.280
that you care about, it can't be fake, but if it really is something that you care about

566
00:29:16.280 --> 00:29:21.200
and you build that intense association, then you can fight through that.

567
00:29:21.200 --> 00:29:27.520
But boredom kills more entrepreneurs than fear or failure ever will.

568
00:29:27.520 --> 00:29:31.040
When you say boredom, do you mean that they're starting something, it's starting to work,

569
00:29:31.040 --> 00:29:37.280
and then they just switch because they're ADD, or doing something where you don't get

570
00:29:37.280 --> 00:29:41.160
the result that you want, and it's 10 years out, and you're going to have to do what

571
00:29:41.160 --> 00:29:45.240
Jeff Bezos calls overhead, no matter how much you love your job, there's always overhead.

572
00:29:45.240 --> 00:29:47.240
There's boring shit.

573
00:29:47.240 --> 00:29:50.480
What I find is people, they can't stay on task.

574
00:29:50.480 --> 00:29:57.280
I find in myself a strong desire not to stay on task, because it is boring.

575
00:29:57.280 --> 00:30:04.120
It's just boring, or even worse, if it feels bad, and you have to keep doing it and you

576
00:30:04.120 --> 00:30:08.000
have to wake up every day and face that this is really going to be tough, and it's going

577
00:30:08.000 --> 00:30:12.120
to be tough for an undetermined amount of time.

578
00:30:12.120 --> 00:30:17.160
So it's not even like I know it's going to be a year, there is an unknown amount of

579
00:30:17.160 --> 00:30:22.240
suffering before me, and I have to somehow continue to muster the enthusiasm.

580
00:30:22.240 --> 00:30:26.760
And that faith, that this theory that I have is actually going to work out, or that I'll

581
00:30:26.760 --> 00:30:31.680
get better, that maybe this theory isn't the right theory, but I'll be able to figure

582
00:30:31.680 --> 00:30:32.680
it out.

583
00:30:32.680 --> 00:30:35.760
It's interesting to say that because we talk about need to believe when we're thinking

584
00:30:35.760 --> 00:30:39.520
about a company that we want to invest in, and so it's like, we try to have as few

585
00:30:39.520 --> 00:30:42.880
need to believe as possible for a growth thesis to happen.

586
00:30:42.880 --> 00:30:47.040
And then not only do we want to have as few as possible, need to believe like I need

587
00:30:47.040 --> 00:30:50.400
to believe that this is true for this outcome to be possible.

588
00:30:50.400 --> 00:30:51.400
Yeah.

589
00:30:51.400 --> 00:30:55.480
So how do we have as few of those as possible, and how do we have that those need to

590
00:30:55.480 --> 00:30:59.200
believe statements are as high likely as humanly possible, right?

591
00:30:59.200 --> 00:31:03.880
So it's like, if we had a business that was reliant on an inflationary period or something

592
00:31:03.880 --> 00:31:07.760
else, they're like, okay, well, I believe that that's, you know, it's high likely that

593
00:31:07.760 --> 00:31:08.760
it's going to occur.

594
00:31:08.760 --> 00:31:09.760
Okay.

595
00:31:09.760 --> 00:31:10.760
So I feel okay about that one.

596
00:31:10.760 --> 00:31:12.760
And if that was the only thing I need to believe for this whole business to be successful,

597
00:31:12.760 --> 00:31:14.000
we're like, where are we right to check?

598
00:31:14.000 --> 00:31:15.120
Because this is the only thing I need.

599
00:31:15.120 --> 00:31:17.520
So it's how many of these are there, right?

600
00:31:17.520 --> 00:31:20.640
And if there's a lot of them, then with each additional line, our likelihood of getting

601
00:31:20.640 --> 00:31:22.200
the outcome, we want to go down.

602
00:31:22.200 --> 00:31:26.000
And so I think that if reversing that for success for somebody who's coming along is like,

603
00:31:26.000 --> 00:31:29.160
what amount of action would it be unreasonable for me not to be successful?

604
00:31:29.160 --> 00:31:36.640
And so for me, it's like, I believe that if you do 10,000 cold calls, you'll get better.

605
00:31:36.640 --> 00:31:41.080
Like it would be unreasonable for you not to be good, like after that level of effort.

606
00:31:41.080 --> 00:31:45.400
If you run, you know, if you take half your paycheck every month or a 30 year paycheck

607
00:31:45.400 --> 00:31:49.000
every month and you say I'm going to advertising university, which is I'm going to spend

608
00:31:49.000 --> 00:31:52.480
money actually advertising, trying to get people to click on this thing and give me their

609
00:31:52.480 --> 00:31:53.840
name and phone number.

610
00:31:53.840 --> 00:31:58.160
If you go and you spend that amount of money on actually advertising after a year, after

611
00:31:58.160 --> 00:32:02.360
two years, you'll probably, you'll probably be pretty good, especially if you join a community

612
00:32:02.360 --> 00:32:04.640
to other people who are doing the same thing, right?

613
00:32:04.640 --> 00:32:07.760
You see got mentors who have done and give you frameworks that you can just work off

614
00:32:07.760 --> 00:32:10.080
so you can shortcut your path to success.

615
00:32:10.080 --> 00:32:13.720
It becomes unreasonable that you wouldn't be more successful in the future than you are

616
00:32:13.720 --> 00:32:14.720
today.

617
00:32:14.720 --> 00:32:17.720
And so I like thinking about things in terms of directionally correct rather than will

618
00:32:17.720 --> 00:32:19.040
I hit it or not, right?

619
00:32:19.040 --> 00:32:22.720
I think there's so many binaries because it's easy psychologically for us to say yes,

620
00:32:22.720 --> 00:32:27.080
no, honest, dishonest, et cetera, successful, not successful, but it makes making decisions

621
00:32:27.080 --> 00:32:30.680
really hard because you're like, is this the path for me?

622
00:32:30.680 --> 00:32:36.000
Is this the product or the business I'm going to start where I was like, well, if I started

623
00:32:36.000 --> 00:32:41.200
something, I would be more likely to be successful than if I did not start anything.

624
00:32:41.200 --> 00:32:45.080
And from there, I will gain experience and perspective to then make the next iteration

625
00:32:45.080 --> 00:32:46.080
on the main thing.

626
00:32:46.080 --> 00:32:51.080
And I was clustered first thing ever, first successful thing, but you'd done other stuff

627
00:32:51.080 --> 00:32:52.400
before that and failed.

628
00:32:52.400 --> 00:32:56.120
And I still, I was, I was like, I hope Quest wasn't his first thing.

629
00:32:56.120 --> 00:32:58.960
Most people had, they got it, wasn't it?

630
00:32:58.960 --> 00:33:03.880
Most people had a graveyard of failures before they had their actual first success.

631
00:33:03.880 --> 00:33:07.280
And so most people spent all this time at a different tweet that went viral, it said,

632
00:33:07.280 --> 00:33:11.800
like with 20 hours of focused effort, most people can be pretty decent at something, whether

633
00:33:11.800 --> 00:33:16.400
it's guitar, it's singing, even cold calling, if you actually cold call it for 20 hours,

634
00:33:16.400 --> 00:33:18.920
focused effort, you'd be decent.

635
00:33:18.920 --> 00:33:22.800
But most people spend years waiting to do the first hour.

636
00:33:22.800 --> 00:33:27.800
And so it's like, how can I decrease that action threshold and get someone to just just

637
00:33:27.800 --> 00:33:28.800
embrace the suck?

638
00:33:28.800 --> 00:33:31.240
And so it's like, how can I normalize nose?

639
00:33:31.240 --> 00:33:34.120
So it's like, if I'm teaching so many sales, like, dude, I need to get a hundred nose.

640
00:33:34.120 --> 00:33:35.120
All right.

641
00:33:35.120 --> 00:33:36.120
It's got a hundred nose for me.

642
00:33:36.120 --> 00:33:37.120
I'll cover the ass.

643
00:33:37.120 --> 00:33:38.120
Just get a hundred nose.

644
00:33:38.120 --> 00:33:40.840
And the thing is all of a sudden, if the, if the no becomes the goal, then they realize

645
00:33:40.840 --> 00:33:42.520
that it's about the process and not the outcome.

646
00:33:42.520 --> 00:33:45.160
And then they will become better salespeople because they stop being afraid of it.

647
00:33:45.160 --> 00:33:48.520
The same thing, like for training salesperson, I want them to hear the gas, right?

648
00:33:48.520 --> 00:33:51.120
Which is like, you say a price out of the fund, everyone's afraid of saying the price.

649
00:33:51.480 --> 00:33:53.760
It's like, dude, if you didn't get a gasp, you didn't go high enough.

650
00:33:53.760 --> 00:33:54.760
Right.

651
00:33:54.760 --> 00:33:55.760
They're like, what?

652
00:33:55.760 --> 00:33:56.760
I'm like, oh, you failed.

653
00:33:56.760 --> 00:33:57.760
Terrible sale.

654
00:33:57.760 --> 00:33:58.760
They didn't gasp.

655
00:33:58.760 --> 00:33:59.760
They're like, really?

656
00:33:59.760 --> 00:34:01.240
And so then it becomes, it flips it and it becomes a point of pride.

657
00:34:01.240 --> 00:34:02.240
It's like, oh, I got it.

658
00:34:02.240 --> 00:34:03.400
You should hear the gasp on this one.

659
00:34:03.400 --> 00:34:04.800
And so all of a sudden, they stop being afraid.

660
00:34:04.800 --> 00:34:05.800
We normalize.

661
00:34:05.800 --> 00:34:08.080
We do like exposure therapy and the things that people are most afraid of.

662
00:34:08.080 --> 00:34:11.120
And I hope that with all the stuff that we do, that we can do that in a microwave for

663
00:34:11.120 --> 00:34:12.360
at least the handful of people.

664
00:34:12.360 --> 00:34:16.360
So they just start doing and realize that they're going to gain perspective and the light

665
00:34:16.360 --> 00:34:18.440
of their knowledge will give them the next foot.

666
00:34:18.440 --> 00:34:20.800
The thing is, they're stuck on the first one trying to pick the first path when they

667
00:34:20.800 --> 00:34:22.680
have no idea what they're doing.

668
00:34:22.680 --> 00:34:24.200
Was selling ever hard for you?

669
00:34:24.200 --> 00:34:28.120
Like the idea of selling, not that I'm sure you were bad at it at one point, but was

670
00:34:28.120 --> 00:34:31.480
the idea of trying to convince somebody to buy something.

671
00:34:31.480 --> 00:34:32.480
Yeah.

672
00:34:32.480 --> 00:34:37.320
So when I quit my job, my dad's body was in private welfare management in Maryland.

673
00:34:37.320 --> 00:34:40.600
And so he called me up and was like, hey, you should sell for me.

674
00:34:40.600 --> 00:34:43.480
And I, to this day, he jokes about it now with me.

675
00:34:43.480 --> 00:34:44.720
I said, oh, sales.

676
00:34:44.720 --> 00:34:46.600
I was like, I'm not a salesman.

677
00:34:46.600 --> 00:34:48.360
I was like, I'm an academic.

678
00:34:48.360 --> 00:34:52.200
I mean, I just come from, you know, on the builds and I thought, you know, whatever.

679
00:34:52.200 --> 00:34:56.080
And then lo and behold, I signed my lease, I stopped on the floor and I was like, how

680
00:34:56.080 --> 00:34:57.400
am I a parent?

681
00:34:57.400 --> 00:35:00.880
And woman walks in the door and I was like, I need to get her to give me money.

682
00:35:00.880 --> 00:35:01.880
So I can pay rent.

683
00:35:01.880 --> 00:35:04.760
And I was like, oh, this is sales.

684
00:35:04.760 --> 00:35:05.760
And I didn't know.

685
00:35:05.760 --> 00:35:07.960
So for me, it was just begging people to give me money in the beginning.

686
00:35:07.960 --> 00:35:10.800
I was like, I promise I'm going to give you the best results ever.

687
00:35:10.800 --> 00:35:13.640
But the idea of sales was very, I thought it was beneath me.

688
00:35:13.640 --> 00:35:15.040
I thought it was scammy.

689
00:35:15.040 --> 00:35:16.440
I thought it was.

690
00:35:16.440 --> 00:35:17.440
Use car sales.

691
00:35:17.520 --> 00:35:20.480
Just like the abhorrent flag, you know, that'd be the right word.

692
00:35:20.480 --> 00:35:21.480
But yeah.

693
00:35:21.480 --> 00:35:26.200
And then through exposure, I realized that it was, and I ended up in life's irony, being

694
00:35:26.200 --> 00:35:28.560
something that I've really fallen in love with.

695
00:35:28.560 --> 00:35:32.400
There are people on the internet, I will let them remain nameless, that they give me the

696
00:35:32.400 --> 00:35:33.400
PBGBs.

697
00:35:33.400 --> 00:35:37.040
I am deeply uncomfortable with something in the way that they sell.

698
00:35:37.040 --> 00:35:39.640
And I've actually never taken the time to figure out what it is.

699
00:35:39.640 --> 00:35:40.640
And I probably should.

700
00:35:40.640 --> 00:35:42.240
I'd make a lot more money.

701
00:35:42.240 --> 00:35:44.760
But there are people that make me deeply uncomfortable.

702
00:35:44.760 --> 00:35:46.000
And then there's something about you.

703
00:35:46.000 --> 00:35:47.000
So I'd never heard of you.

704
00:35:47.000 --> 00:35:49.880
Somebody peeing me was like, yo, you need to check this guy out.

705
00:35:49.880 --> 00:35:52.600
And I looked at your stuff, and I'm like, there's something about the way that you talk

706
00:35:52.600 --> 00:35:55.040
that is super matter of fact.

707
00:35:55.040 --> 00:35:59.680
It isn't that I have nothing to sell you, because you're an incredible salesperson.

708
00:35:59.680 --> 00:36:05.960
So even when I interface with the way that you sell, it doesn't creep me out.

709
00:36:05.960 --> 00:36:08.160
I've not thought about it enough to know why.

710
00:36:08.160 --> 00:36:13.520
But I bet you have, what is it that makes a salesperson creepy and why aren't you creepy?

711
00:36:13.520 --> 00:36:18.800
The best interview question I ever had.

712
00:36:18.800 --> 00:36:22.320
So I think a lot about this, because I'm outlining the next book, which is, so the next

713
00:36:22.320 --> 00:36:24.840
book is leads that I'm already done the draft and you know how that is, where I'm like,

714
00:36:24.840 --> 00:36:28.120
oh, I'm not done that book, but like I'm like, I can't wait for the next book.

715
00:36:28.120 --> 00:36:31.520
And so I'm thinking through like, what is it that sales is overall, right?

716
00:36:31.520 --> 00:36:33.760
It's structuring a conversation to increase the likelihood that the person who's on the

717
00:36:33.760 --> 00:36:35.120
other side gives you money.

718
00:36:35.120 --> 00:36:36.120
That's what it is.

719
00:36:36.120 --> 00:36:37.720
It's structuring that conversation that way.

720
00:36:37.720 --> 00:36:40.000
And structuring that conversation.

721
00:36:40.000 --> 00:36:44.880
I heard you mention something that you call and I am so only vaguely aware of like proper

722
00:36:44.880 --> 00:36:45.880
sales.

723
00:36:45.880 --> 00:36:47.360
You said holding the frame.

724
00:36:47.360 --> 00:36:48.360
Oh, yeah.

725
00:36:48.360 --> 00:36:49.360
It's not about the words you say.

726
00:36:49.360 --> 00:36:52.680
It's how you say them, whether you can hold the frame, is that what you mean by structure

727
00:36:52.680 --> 00:36:53.680
of the call?

728
00:36:53.680 --> 00:36:54.680
All of it.

729
00:36:54.680 --> 00:36:55.680
Yes.

730
00:36:55.680 --> 00:36:56.680
So what is the structure?

731
00:36:56.680 --> 00:36:57.680
What is holding the frame?

732
00:36:57.680 --> 00:36:58.680
Like, what does that mean?

733
00:36:58.680 --> 00:37:02.000
So I've like a lot of sales.

734
00:37:02.000 --> 00:37:06.520
So when you're, when you're, when two people interact in general, no matter what, man,

735
00:37:06.520 --> 00:37:10.200
woman, child, whatever, two frames collide.

736
00:37:10.200 --> 00:37:13.440
And I believe it's animalistic, whatever it is, there is, there's a, there's a decision

737
00:37:13.440 --> 00:37:14.440
of who's alpha.

738
00:37:14.440 --> 00:37:17.400
Now the alpha is also contextual.

739
00:37:17.400 --> 00:37:21.600
And so you can be alpha in like the president of the United States is alpha everywhere until

740
00:37:21.600 --> 00:37:26.560
he goes into a doctor's office, he tells the pool is asking to explain right frame, right?

741
00:37:26.560 --> 00:37:29.600
In that room, doctor is king, right?

742
00:37:29.600 --> 00:37:32.600
He is the alpha in that setting, in that context.

743
00:37:32.600 --> 00:37:37.680
And so the ability to hold the frame for most, for most sales people is really having a

744
00:37:37.680 --> 00:37:43.040
clear, it sounds crazy, having a clear agenda and controlling the conversation, which is,

745
00:37:43.040 --> 00:37:44.520
why are we here, right?

746
00:37:44.520 --> 00:37:47.760
Because a lot of sales is clear communication.

747
00:37:47.760 --> 00:37:51.120
Because if you clearly communicate, because the biggest advantage that a salesman has is

748
00:37:51.120 --> 00:37:53.800
that the person has already said they have a problem most times, right?

749
00:37:53.800 --> 00:37:57.480
So if someone responds to a content piece and says, hey, can you help me?

750
00:37:57.480 --> 00:37:59.800
They've already enunciated they have an issue.

751
00:37:59.800 --> 00:38:00.800
They have a problem.

752
00:38:00.800 --> 00:38:04.600
And so you already have the inherent advantage of the frame, which is you said you needed

753
00:38:04.600 --> 00:38:05.600
help.

754
00:38:05.600 --> 00:38:06.600
I'm here.

755
00:38:06.600 --> 00:38:07.600
How can I help you?

756
00:38:07.600 --> 00:38:08.600
Right?

757
00:38:08.600 --> 00:38:09.640
And so it starts with that, right?

758
00:38:09.640 --> 00:38:11.600
It's being clear about why we're here.

759
00:38:11.600 --> 00:38:16.200
And then we get agreement that we understood the problem that they said they had next.

760
00:38:16.200 --> 00:38:20.560
And then from that point, we have to turn the desire into a decision, which is, okay, you

761
00:38:20.560 --> 00:38:25.080
say you want these things, here's the frame that I want to give you to analyze the decision.

762
00:38:25.080 --> 00:38:27.440
Can we agree to this frame, right?

763
00:38:27.440 --> 00:38:32.000
And so for example, if I were selling marketing services, we rework a sales script with any

764
00:38:32.000 --> 00:38:35.600
of the portfolio companies, which is one of the things that we do to make them grow.

765
00:38:35.600 --> 00:38:38.080
A lot of times they have all this gobbly decook, right?

766
00:38:38.080 --> 00:38:43.680
And so I like the shortest possible scripts we can, because a lot of communication is wasted,

767
00:38:43.680 --> 00:38:44.680
right?

768
00:38:44.680 --> 00:38:47.320
So what happens a lot of times on a sales call is they say hello, build rapport, talk

769
00:38:47.320 --> 00:38:50.360
for 30 minutes, see that there's time that's running out, and then realize they have

770
00:38:50.360 --> 00:38:51.360
to pitch, right?

771
00:38:51.360 --> 00:38:54.800
And so then they motor mouth and then just awkwardly ask, right?

772
00:38:54.960 --> 00:38:58.080
It is, so your point about it, seeming icky, right?

773
00:38:58.080 --> 00:39:03.360
Or sucking, is that it's not normal human communication, and you're not providing value

774
00:39:03.360 --> 00:39:05.360
to the other person.

775
00:39:05.360 --> 00:39:09.360
And so giving clarity to someone on a decision is tremendous value.

776
00:39:09.360 --> 00:39:13.320
And so if you can sell in a way that clarifies a decision, my objective always when I teach

777
00:39:13.320 --> 00:39:18.240
sales, goal is not to get the person to buy, goal is to get the person to decide.

778
00:39:18.240 --> 00:39:21.600
And I believe that people don't decide for only three reasons, and this comes from Albert

779
00:39:21.600 --> 00:39:22.880
Ellis, this is not me.

780
00:39:22.880 --> 00:39:30.760
But people blame all the woes of their lives on circumstances, other people, and then ultimately

781
00:39:30.760 --> 00:39:32.120
themselves.

782
00:39:32.120 --> 00:39:36.760
And so when we're overcoming obstacles in a sale, we have to make sure that we are accounting

783
00:39:36.760 --> 00:39:40.960
for the circumstances, which is taking away time as a reason they can't do it, taking away

784
00:39:40.960 --> 00:39:44.560
money as a reason they can't do it, taking away particular aspects of the product, there's

785
00:39:44.560 --> 00:39:45.920
a reason they can't do it.

786
00:39:45.920 --> 00:39:50.320
We have to make sure that they don't cast their power to other people and saying, I can't

787
00:39:50.320 --> 00:39:51.320
make this decision.

788
00:39:51.320 --> 00:39:52.320
Someone else has to make it.

789
00:39:52.320 --> 00:39:55.120
And then finally, when they're with themselves, they want to avoid the decision.

790
00:39:55.120 --> 00:39:56.120
They want to delay it.

791
00:39:56.120 --> 00:39:57.120
They want to not make it.

792
00:39:57.120 --> 00:39:58.120
I'm not going to think about it.

793
00:39:58.120 --> 00:39:59.120
Right?

794
00:39:59.120 --> 00:40:02.800
And so the idea is that I believe that if you sell properly, you can talk to an empowered

795
00:40:02.800 --> 00:40:06.440
person, and you have to basically sift through the crap that they're telling themselves

796
00:40:06.440 --> 00:40:10.920
about why they can't decide, why they have to talk to their husband, why the circumstances

797
00:40:10.920 --> 00:40:12.760
of their situation matter.

798
00:40:12.760 --> 00:40:16.600
And so I think that if you can do that and you communicate that in conversation, you

799
00:40:16.600 --> 00:40:20.600
have made someone feel powerful and you've given them the tools to make a decision.

800
00:40:20.600 --> 00:40:24.120
And then in making that decision, they take a step towards the life they want to have.

801
00:40:24.120 --> 00:40:26.200
And so if you can structure a conversation that way, it's not Ikea.

802
00:40:26.200 --> 00:40:27.200
It's value additive.

803
00:40:27.200 --> 00:40:29.680
And then ultimately, you do make more money, but you're not focused on that because you're

804
00:40:29.680 --> 00:40:32.480
focused on helping them make the call.

805
00:40:32.480 --> 00:40:35.320
And if we can do that, you can sell it every moment.

806
00:40:35.320 --> 00:40:37.080
And I think that's like, that's what I try and structure.

807
00:40:37.080 --> 00:40:40.360
And that's what I'm so excited for the sales book when it finally comes out, but most

808
00:40:40.360 --> 00:40:41.360
of it's clear communication.

809
00:40:41.360 --> 00:40:43.920
When I listen to sales calls, because I still kind of do it because I like it.

810
00:40:44.640 --> 00:40:46.680
It's like therapeutic, you know what I mean?

811
00:40:46.680 --> 00:40:48.160
There's so much waste.

812
00:40:48.160 --> 00:40:49.360
People aren't direct.

813
00:40:49.360 --> 00:40:51.040
It's like, why are we here?

814
00:40:51.040 --> 00:40:52.760
And someone's like, I just want to get more information.

815
00:40:52.760 --> 00:40:53.760
That's an obstacle.

816
00:40:53.760 --> 00:40:54.600
No, you didn't.

817
00:40:54.600 --> 00:40:56.240
Not here because you want more information.

818
00:40:56.240 --> 00:40:57.600
You're here because you're suffering from a problem.

819
00:40:57.600 --> 00:40:59.440
You don't just hop on sales calls all day to get information.

820
00:40:59.440 --> 00:41:01.080
No, you're trying to solve something, right?

821
00:41:01.080 --> 00:41:02.000
What are you trying to solve?

822
00:41:02.000 --> 00:41:03.560
What are you in pain from?

823
00:41:03.560 --> 00:41:04.240
Got it.

824
00:41:04.240 --> 00:41:06.600
So let me make sure I understand this, label the problem, right?

825
00:41:06.600 --> 00:41:09.760
So it's like a lot of people just don't know how to talk and they just make face noise

826
00:41:09.760 --> 00:41:11.440
at each other. And no one's listening and no one's talking.

827
00:41:11.440 --> 00:41:12.440
They ping pong back and forth.

828
00:41:12.440 --> 00:41:13.200
No one actually listens.

829
00:41:13.880 --> 00:41:15.960
Yeah, they're not communicating at all, right?

830
00:41:15.960 --> 00:41:16.640
They say a statement.

831
00:41:16.640 --> 00:41:19.680
I mean, someone says, I literally just listened,

832
00:41:19.680 --> 00:41:21.520
a review to sales call yesterday.

833
00:41:21.520 --> 00:41:24.120
Guy says, I'm not sure now is a good time.

834
00:41:24.120 --> 00:41:28.520
Salesman then responds with, well, I'm not sure if you're a good fit,

835
00:41:28.520 --> 00:41:31.880
if you're not sure because it just goes off on this,

836
00:41:31.880 --> 00:41:34.600
we're tangent and then there's a pause.

837
00:41:34.600 --> 00:41:36.240
And then guy just asks another question.

838
00:41:36.240 --> 00:41:37.520
No communication happened.

839
00:41:37.520 --> 00:41:38.640
It was like, I have a question.

840
00:41:38.640 --> 00:41:39.640
You just said a bunch of words.

841
00:41:39.640 --> 00:41:42.360
And I guess it's normal for me to say something else now.

842
00:41:42.360 --> 00:41:45.040
And so then he just asked another question, right?

843
00:41:45.040 --> 00:41:48.280
When you overcome these obstacles with somebody, it's like, I don't have time, right?

844
00:41:48.280 --> 00:41:51.640
I'll just give you a simple one because this is one, this is for everybody who's listening.

845
00:41:51.640 --> 00:41:54.400
Because right now you're probably not doing something because you're like, I'm too busy.

846
00:41:54.400 --> 00:41:57.240
I'll start when it's convenient, whatever.

847
00:41:57.240 --> 00:41:59.600
If you say that is the excuse for not doing something,

848
00:41:59.600 --> 00:42:04.280
then there's an assumption underlying that that says that if I get busy again in the future,

849
00:42:04.280 --> 00:42:05.520
I will stop.

850
00:42:05.520 --> 00:42:08.640
And so do you want the success that you want to be long term?

851
00:42:08.640 --> 00:42:11.960
Yes, then do you believe that you'll never be busy again for the rest of your life?

852
00:42:11.960 --> 00:42:12.960
No.

853
00:42:12.960 --> 00:42:13.960
So the admissible start when you're busy.

854
00:42:13.960 --> 00:42:14.960
So that you have the most support.

855
00:42:14.960 --> 00:42:18.040
Because if you learn how to do it when you're busy, when it gets quiet, you'll succeed

856
00:42:18.040 --> 00:42:19.040
even more.

857
00:42:19.040 --> 00:42:22.040
And when it gets busy again, you know how to do it because that's how you start it.

858
00:42:22.040 --> 00:42:23.040
Right?

859
00:42:23.040 --> 00:42:24.560
Obstacle overcome.

860
00:42:24.560 --> 00:42:26.920
And then one step closer to making a decision.

861
00:42:26.920 --> 00:42:30.600
And so what happens is in the optical process when people are trying to self-stuff, people

862
00:42:30.600 --> 00:42:31.600
start from the outside in.

863
00:42:31.600 --> 00:42:33.120
So it's so easy to say I don't have time.

864
00:42:33.120 --> 00:42:34.120
It's the easiest thing.

865
00:42:34.120 --> 00:42:35.640
It's I don't have time, I don't have money, right?

866
00:42:35.640 --> 00:42:37.760
And then once you peel, you show them how that's a fallacy.

867
00:42:37.760 --> 00:42:38.760
It's a logical fail.

868
00:42:38.760 --> 00:42:39.760
It's a distortion of reality.

869
00:42:39.760 --> 00:42:40.760
You peel that back.

870
00:42:40.760 --> 00:42:43.440
So one layer closer to them, my wife won't let me.

871
00:42:43.440 --> 00:42:44.640
My partner won't let me.

872
00:42:44.640 --> 00:42:45.640
My kids.

873
00:42:45.640 --> 00:42:47.560
So you can feel like it's close to you, right?

874
00:42:47.560 --> 00:42:50.040
And you peel that out because how do you overcome that?

875
00:42:50.040 --> 00:42:54.520
Well, five years from now, if you didn't do the things that you wanted to do with your

876
00:42:54.520 --> 00:43:00.440
life and you blamed your wife the whole time because she wouldn't let you do it, you

877
00:43:00.440 --> 00:43:02.480
are going to blame her.

878
00:43:02.480 --> 00:43:05.840
Is that fair for your marriage, for your relationship?

879
00:43:05.840 --> 00:43:06.840
What do you think?

880
00:43:06.840 --> 00:43:07.840
No.

881
00:43:07.840 --> 00:43:10.320
So I think what you're doing is you're asking for permission instead of support.

882
00:43:10.320 --> 00:43:12.560
And they say you have that conversation with your wife.

883
00:43:12.560 --> 00:43:13.560
Right?

884
00:43:13.560 --> 00:43:15.880
So now we're sliding to the other side of the table and we're like, let's play this out.

885
00:43:15.880 --> 00:43:16.880
Right?

886
00:43:16.880 --> 00:43:17.880
It's not going to go the way you think it's going to go.

887
00:43:17.880 --> 00:43:19.880
Because if you keep repeating this habit, you're going to end up five years from now.

888
00:43:19.880 --> 00:43:22.520
You're going to look at your life the same way you were looking at it now and hating

889
00:43:22.520 --> 00:43:23.520
it.

890
00:43:23.520 --> 00:43:24.520
And you're going to blame now.

891
00:43:24.520 --> 00:43:25.520
You're five years in.

892
00:43:25.520 --> 00:43:26.520
You still kind of like your wife.

893
00:43:26.520 --> 00:43:27.520
Five years from now.

894
00:43:27.520 --> 00:43:29.520
You might not so much because you've had 10 more times you tried to do something she said

895
00:43:29.520 --> 00:43:30.520
no.

896
00:43:30.520 --> 00:43:32.000
So it's today the day, right?

897
00:43:32.000 --> 00:43:34.200
And so we peel one layer.

898
00:43:34.200 --> 00:43:36.800
And then finally, you're either a person who's squirming there, right?

899
00:43:36.800 --> 00:43:38.680
Because you force them to confront reality.

900
00:43:38.680 --> 00:43:41.120
Which is now they don't want to make the decision, right?

901
00:43:41.120 --> 00:43:42.360
Because they're like, I'm just going to avoid it.

902
00:43:42.360 --> 00:43:43.360
I'm not sure, et cetera, et cetera.

903
00:43:43.360 --> 00:43:44.640
And you're like, hold on.

904
00:43:44.640 --> 00:43:45.640
Like I've got you.

905
00:43:45.640 --> 00:43:46.640
You know what I mean?

906
00:43:46.640 --> 00:43:49.080
Like we're going to get through this because you're just waiting through this shit that

907
00:43:49.080 --> 00:43:50.960
people tell themselves, right?

908
00:43:50.960 --> 00:43:54.240
And so finally, when they're in the avoidance part, the biggest fear they have is making

909
00:43:54.240 --> 00:43:55.240
mistake.

910
00:43:55.240 --> 00:43:56.240
Right?

911
00:43:56.240 --> 00:43:57.240
They don't want to be seen stupid.

912
00:43:57.240 --> 00:43:59.480
They don't want to lose status as a result of this decision.

913
00:43:59.480 --> 00:44:03.840
And so when we're dealing with that, it's making them understand that you don't need

914
00:44:03.840 --> 00:44:04.840
time to make a decision.

915
00:44:04.840 --> 00:44:05.840
You need information.

916
00:44:05.840 --> 00:44:09.640
And if the only source of the information you have is may, well, let's talk.

917
00:44:09.640 --> 00:44:12.040
What are the variables that you can use to make the decision?

918
00:44:12.040 --> 00:44:13.600
And a lot of people haven't even thought through that.

919
00:44:13.600 --> 00:44:16.440
It's like, well, if you don't know what they are, why don't I walk you through four that

920
00:44:16.440 --> 00:44:18.840
might be useful?

921
00:44:18.840 --> 00:44:21.480
Does this thing solve the problem the way you want it to be solved?

922
00:44:21.480 --> 00:44:22.480
Yes or no?

923
00:44:22.480 --> 00:44:23.480
Yes.

924
00:44:23.480 --> 00:44:25.080
Do you want to work with us?

925
00:44:25.080 --> 00:44:26.480
Yes or no?

926
00:44:26.480 --> 00:44:27.480
Yes.

927
00:44:27.480 --> 00:44:30.320
Do you know someone who you have access, the amount of money to get started with this

928
00:44:30.320 --> 00:44:31.320
program?

929
00:44:31.320 --> 00:44:32.320
Yes or no?

930
00:44:32.320 --> 00:44:33.320
Yes.

931
00:44:33.320 --> 00:44:34.320
Right?

932
00:44:34.320 --> 00:44:35.320
Let's do it.

933
00:44:35.320 --> 00:44:40.040
You can walk someone through it and it's like, oh, wow, like, and like, you feel like

934
00:44:40.040 --> 00:44:43.640
just one of this magical journey of like all these things of why the reason they haven't,

935
00:44:43.640 --> 00:44:45.160
they decided not to make decisions.

936
00:44:45.160 --> 00:44:49.520
But so many people are stuck in that same spot for why they're not taking action, whether

937
00:44:49.520 --> 00:44:51.360
it's selling a product or selling themselves.

938
00:44:51.360 --> 00:44:54.600
And I think that those frameworks of thinking through each of those problems and there's

939
00:44:54.600 --> 00:44:59.800
I have a zillion of them for each of those things, I had to develop because I use those

940
00:44:59.800 --> 00:45:00.800
on myself.

941
00:45:00.800 --> 00:45:05.000
So I was like, I have to give myself a compelling reason to start doing stuff.

942
00:45:05.000 --> 00:45:08.520
I have to give myself a compelling reason to make decisions when I don't want to.

943
00:45:08.520 --> 00:45:12.360
I have to give myself a compelling reason that I can explain to a partner why I made

944
00:45:12.360 --> 00:45:15.040
this decision right later.

945
00:45:15.040 --> 00:45:19.760
And so by doing that, it decreased the time between me getting information and acting and

946
00:45:19.760 --> 00:45:22.400
then it sped up my decision with my life in general.

947
00:45:22.400 --> 00:45:25.600
And then obviously I applied that to sales, but I've applied it to everything.

948
00:45:25.600 --> 00:45:29.440
When I say these beliefs, I don't say these as an affront to anyone who shares different

949
00:45:29.440 --> 00:45:31.400
beliefs to be clear.

950
00:45:31.400 --> 00:45:34.960
But for me, a very core belief that has been, I think, intrinsic to at least the material

951
00:45:34.960 --> 00:45:41.360
success that we've experienced has been a belief that meaning is self-escribed.

952
00:45:41.360 --> 00:45:44.920
So that there is no inherent meaning in the things that we do or the actions we take

953
00:45:44.920 --> 00:45:49.400
or the outcomes that happen, but only that which we ascribe to it.

954
00:45:49.400 --> 00:45:53.200
And so because of that, I feel like it's allowed me to the point of what you were saying about

955
00:45:53.200 --> 00:45:57.000
the amount of pain and the amount of suffering that you have to go through in order to achieve

956
00:45:57.000 --> 00:45:58.000
the things on the other side.

957
00:45:58.000 --> 00:46:03.120
I think it's been able to allow me to reframe a lot of the discomfort into what if this

958
00:46:03.120 --> 00:46:08.520
just is how it always has been or what if this is actually amazing and what if this is

959
00:46:08.520 --> 00:46:09.920
exactly what it should look like.

960
00:46:09.920 --> 00:46:14.800
And so I think a lot of times it's the discrepancy between our expectations and reality that shape

961
00:46:14.800 --> 00:46:21.280
the emotions that we have in response to any given situation, bad, good, etc.

962
00:46:21.280 --> 00:46:24.760
And so I think a lot of people can't control their state and we deal with this with a lot

963
00:46:24.760 --> 00:46:28.680
of the portfolio companies is it's funny because I don't even necessarily want to get

964
00:46:28.680 --> 00:46:29.680
in this.

965
00:46:29.680 --> 00:46:31.160
I want to talk about the business and what's the strategy and how we're going to execute

966
00:46:31.160 --> 00:46:32.160
this stuff.

967
00:46:32.160 --> 00:46:36.240
But there's a big percentage of time where they are stressed and they think there's

968
00:46:36.240 --> 00:46:37.960
something wrong with that.

969
00:46:37.960 --> 00:46:42.880
And so I feel like a lot of people feel like there's something wrong with experiencing

970
00:46:42.880 --> 00:46:44.520
human emotions.

971
00:46:44.520 --> 00:46:48.920
And so they are stressed and then think there's something wrong with them or they are

972
00:46:48.920 --> 00:46:49.920
sad.

973
00:46:49.920 --> 00:46:53.280
And I know that this is the thing that the keyboards or the fingers are right on top of

974
00:46:53.280 --> 00:46:54.520
it.

975
00:46:54.520 --> 00:46:57.880
It's my belief, it is contrary and accept that.

976
00:46:57.880 --> 00:47:03.640
That it's the beliefs we have about our emotions that are the things that drive us mad, facts.

977
00:47:03.640 --> 00:47:08.240
And so somebody is sad and then they tell themselves that they're bad because they're sad

978
00:47:08.240 --> 00:47:12.280
or they're wrong to be sad or they're a piece of shit because they're sad rather than

979
00:47:12.280 --> 00:47:15.400
saying isn't this a beautiful thought about the human existence?

980
00:47:15.400 --> 00:47:19.600
Like if I could not be sad then I would not experience joy.

981
00:47:19.600 --> 00:47:22.360
So like if I say that I don't want to be sad anymore then I would also have to give

982
00:47:22.360 --> 00:47:23.360
up joy.

983
00:47:23.360 --> 00:47:24.360
Am I willing to do that?

984
00:47:24.360 --> 00:47:26.040
Well then this is just a part.

985
00:47:26.040 --> 00:47:28.880
Like I can't say that I want sunny days if there are no rainy days.

986
00:47:28.880 --> 00:47:31.400
Like we don't say whether is good or bad it just is.

987
00:47:31.400 --> 00:47:34.600
And so I think to the same degree the human experience is also that way too, at least

988
00:47:34.600 --> 00:47:35.960
how I define it.

989
00:47:35.960 --> 00:47:40.120
And so I think having that as my backbone frame in terms of my worldview although Contrarian

990
00:47:40.120 --> 00:47:45.380
has helped me a lot in dealing with the things that often derail entrepreneurs on their

991
00:47:45.380 --> 00:47:47.080
path to getting what they want.

992
00:47:47.080 --> 00:47:48.520
And so for me that's been very helpful.

993
00:47:48.520 --> 00:47:52.200
So from a Contrarian standpoint of like believe you know Peter feels question like what closely

994
00:47:52.200 --> 00:47:55.080
hopefully do you have that most people don't agree with that's one of them.

995
00:47:55.080 --> 00:48:00.120
I'm scandalized by the way that that one is something that people don't hold.

996
00:48:00.120 --> 00:48:05.160
I think that people get themselves in trouble because they believe the opposite of the

997
00:48:05.160 --> 00:48:09.040
following quote there is nothing either good or bad but thinking makes it so.

998
00:48:09.040 --> 00:48:10.040
Yeah.

999
00:48:10.040 --> 00:48:13.480
And they think that no there are things that are objectively good and bad and I'm simply

1000
00:48:13.480 --> 00:48:15.040
recognizing the truth.

1001
00:48:15.040 --> 00:48:18.400
That is that that's certainly what I struggle with the most of my own life.

1002
00:48:18.400 --> 00:48:22.480
And I was simply when I had a negative view of myself or anything else that I was simply

1003
00:48:22.480 --> 00:48:27.360
recognizing the truth of the situation, not understanding how the belief I had about

1004
00:48:27.360 --> 00:48:33.280
the thing was influencing my behaviors and my behaviors entirely determined my outcome.

1005
00:48:33.280 --> 00:48:38.880
And so then I was like well hold on if my behaviors are predicated on my beliefs and my outcomes

1006
00:48:38.880 --> 00:48:43.760
are predicated on my behaviors and my outcomes are actually linked to my beliefs.

1007
00:48:43.760 --> 00:48:48.000
And so I've got to go in and make sure that I'm believing things that are effective.

1008
00:48:48.000 --> 00:48:52.160
And so my whole thing is I only do and believe that which moves me towards my goals.