WEBVTT

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work does expand to the amount of time that you allow it, but I deem work done when

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there is nothing else that I can do to make it better, that there's nothing else that

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I know of that I can make this better.

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Right.

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Welcome to the game where we talk about how to get more customers, how to make more

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per customer and how to keep them longer, and the many failures and lessons we have learned

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along the way.

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I hope you enjoy and subscribe.

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As you're talking, just for whatever reason, just start thinking about your Twitter workflow,

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which I think is probably the most interesting to you because you're right.

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So what do I do?

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Yeah.

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I don't know that I'm directly posting.

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You're taking a poop while you're doing it, or like what do you, actually, where do

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these thoughts come from?

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So the two places, one is I wake up with them.

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So I usually wake up with like three or four tweets in my head, and I won't usually

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even get out of bed until I put them in.

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That is nuts.

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And so yeah, so like you'll see all like a lot of my tweets are front loaded for the day

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because that's it.

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That's fine too.

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I think Twitter, low key is the single greatest tool for learning how to write.

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Yeah.

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Because it forces you to have word-consition and you get immediate feedback.

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And so you've like.

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The tip we mean hits feels so good.

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Like just the feedback on the language.

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Yeah.

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You know what I mean?

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You get to learn really quickly and it's based on your words.

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So I think there are two things that have improved my writing more than anything, Hemingway,

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the app, and Twitter, like the two things that have improved my writing the most.

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Use Hemingway to tweet?

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No, no, no.

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When I wrote like when I write the book.

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Yeah.

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That has helped me and Twitter.

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Got it.

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But you said so the so from the second place that I do it is when things come up naturally

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during the day.

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And so I'll say something on a meeting and like literally like the team will be like,

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that's tweet and then I'll just I'll just fire it off.

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Yeah.

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But there's no there's no cadence.

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There's no ghost writers.

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There's no like you'll also see two days in a row where I won't tweet at all.

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So like it's just whatever and some days I'll tweet like 11 times.

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Yeah.

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Makes sense.

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I think there's a lot of wisdom that I just I think there's a lot of beauty in the

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written word.

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And if you can articulate yourself that way, then it's like your next level.

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Well, dude, I had a guy, a really a really successful tech entrepreneur.

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So he had two unicorn exits.

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So like really successful hit me up on Twitter and we hopped on a Zoom call and he was

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like, dude, so what's your Twitter strategy?

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Are you like in one of these engagement groups?

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And I was like, no, dude, I won't tell anybody like just like what's the what's the what's the playbook?

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And I was like, I tweet shit as I think he asked like three or four times.

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Like he just wouldn't believe it.

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I'm like, yeah, that's what it is.

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And you'll notice because the tweets are usually like themed because it's just like top

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of mind.

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So if I'm feeling because usually I'm tweeting to myself and that's what people don't

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get.

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Like my tweets are me trying to bang myself in the head and be like, dude, like be fucking

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patient or like relax.

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Yeah.

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And so like they're so violent because I'm in the moment of discomfort and I write

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that to myself to get over the moment and move on with my day.

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Dude, that's so fat.

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It's like what we'll talk about in you, you're 80 or self mentoring you, but it's it's

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it's weird how we use it and are like you use it to beat yourself.

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Beat yourself up.

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Or no, sorry.

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I use it to beat myself up sometimes.

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Yeah.

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You're talking to yourself just like it's like reminders for yourself, right?

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And Gary is like to motivate people or so it's just interesting.

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Okay.

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So how does now the first book that you released $100 million offers, you sold what how

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many copies?

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I think it's about $500,000.

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500.

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That's a lot, right?

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Like what?

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I saw like 12,000 positive five star reviews or something.

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It's cross 16,000.

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16,000.

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Okay.

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That's great.

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Yeah.

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Yeah.

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No advertising.

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Right.

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This by the way, let me just rewind for a second.

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The guy that got on a Zoom call with you, he wouldn't believe it.

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It's like when you're shit's so good, you don't need to game the system.

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That is already the game.

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Too good to fail.

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That's the line.

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Too good to fail.

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I had a roommate of mine who said that.

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I was like, what?

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Because this is way back when I had my gyms and he only had one gyms like way back in

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the day.

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And he had an online business.

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I was like way early decade ago, right?

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Yeah.

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And I was like, so what's your strategy for?

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And he was like, he was doing like blogging SEO stuff back then.

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And he said that statement to me and he was like, I don't do anything else.

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He's like, I just make sure that my articles are so exceptional that people share them.

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And he would spend two weeks on one article, but then they would crush and get shared

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all over the place.

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And now he is a business probably worth like 60, 70 million now.

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Wow.

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And we were just like roommates in a house.

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Like just right.

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Great.

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Yeah.

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That's awesome.

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Okay.

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So back to the book.

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So you did the first one.

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What did you, I mean, it's a labor of love first.

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Anybody that's written a book before you know it's a labor of love.

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And plus you, you like 10X, 20X just to make sure it's damn good.

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First book was amazing, right?

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What made you so quickly want to go to the next one?

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What are you looking to get out of it?

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Man, writing books is like such not a good use of time.

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It's like, it's like, it's something it's, it's honestly like a guilty pleasure.

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Like I, it takes too much of my time and I enjoy it because a lot of people don't know

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this about my background, but like I was the vice as vice editor of the, um, of the

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newspaper.

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I was the editor in chief of the literary magazine.

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I got a writing scholarship going in college.

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Like I've been writing a long time and I enjoy writing.

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Um, and so this is the only thing that I get to marry my two loves where like I love writing

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and I love business.

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Yeah.

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And so it's like, it's my like chief form of expression.

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That's why Twitter is kind of like a microcosm of that.

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Um, but the point of $100 million leads us to answer one question and, uh, the first

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one, $100 million offers answered the question, what do I sell?

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Leads answers the question, who do I sell it to?

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And so most people, once they have something to sell, they're like, okay, now what?

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And this book pretty much walks you through how to get your, I mean, basically this book

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can get most people to a few million dollars a year.

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Um, that, I mean, that's it.

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And so I see this, like the books are my absolute long game because the amount of guys that

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I see every single day that stop me like when we're walking, who are like, dude, I'm 21,

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I've got my thing.

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I'm doing, you know, 70 grand a month and you're on my vision board as soon as I cross

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a million dollar profit, like, I'm heading you up.

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And so like there are so many of those guys right now who are like incubating that I know

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in three years, five years, 10 years are going to hit that.

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And I just want to be the first person they call, right?

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And that's it.

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And like that's a long, it's my longest game, like the, the books are my apps, which is

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why I spend so much time on them because if they're not going to be good enough to still

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be referred to and sold in a decade, there's no point in me writing it today.

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Yeah.

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The book launch money, like it costs me more money to put the event on that I'm probably

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going to make from the book, right?

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That you know what I mean?

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And the media team, my losing money media team, so you guys are awesome.

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Writing a book to make money off of book is possibly the worst monetization vehicle

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of all time.

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It's a physical product.

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You have a 16 week lead time, you have to manage inventory accounts, you make no money

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on it.

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You have to sell it on a platform that takes 80% of the money or you have to go to a publisher

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that also takes 80% of the money, like there's no winning from a money, like the percentage

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of like the offers is top, top 100, audible books, still on Amazon two years later.

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And top 1000 physical books.

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Wow.

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There's, there's like 60, there's I think 60 million titles, there's six or 60 million.

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That's a big difference, obviously, but a lot of books on Amazon.

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And so it's a point zero, zero, zero, one percent book and like it does, I mean, it makes

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money, but like it makes less than any of my portfolio companies to give like a reference

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of scale.

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I mean, you're not retiring from the book yet.

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I mean, if I spent no money, you know, I mean, like any of the companies we have makes

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more money in the book.

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Right.

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Yeah.

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Makes sense.

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I mean, but it's still it's like it lives on forever.

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And that's cool.

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And I think that's it.

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That's like though, like if I were to die tomorrow, the thing I'd be most proud of is the

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books, because I knew that that would be the thing that would outlive me the longest.

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Yeah.

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Which is interesting.

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We'll come back to the book in a second.

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But I think you talked about how you don't believe in the concept of legacy.

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Yeah.

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Right.

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Kind of is your legacy in the formal sense.

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Yeah.

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I don't believe in individual legacy.

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Yeah.

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I do.

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Yeah.

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So like I don't believe in your name being passed on for thousands of generations.

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I mean, like to prove the point, do you know what your great, great, great grandfather's

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name was?

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Probably not.

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Right.

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Even that many generations back.

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And so to have like the ego and the thinking that like you or some like your progeny are.

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And even if you somehow became king of the world, and you did have that, they wouldn't

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know who you were.

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You would just be like another historical figure that they could then trace their blood

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line back to.

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And then if you do the math on how related you are to them, like if you go, you know, point

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five to the eighth, I mean, you're you're not related.

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You're just another human.

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And in that to that degree, then it then relation generalizes to all of humanity.

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And then you just become a humanitarian in which case, I am a pro legacy from that perspective.

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And I think that the ultimate legacy is education because all of us here are sitting

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here in a house full of inventions that other people that we don't know invented and made

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our lives better.

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And that I think is like the ultimate legacy for humanity is that we just fall and someone

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picks up the baton where we left off and carries it.

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But like I think the ultimate wasted life is one where you learn lessons and pass it

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on to no one.

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And for someone that's quite truly reinvent the wheel.

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You know, the ball has, so the book he recommends the most is the, I think it's the beginning

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of infinity or something.

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You know that?

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Yeah.

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David Deutsche or whatever.

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So this dude, and it's like a super dense read, but like I haven't completed it.

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But this guy's like, you know, what is wealth and wealth is knowledge.

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To your point, you just said it's education, right?

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Like that is the thing that continues to compound beyond you and me.

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It lasts beyond money.

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Yeah.

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And like that is what should matter.

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Like how do we make people wealthy?

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We educate them.

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And if you think about the reverse of that too, if you had a lot of money and you gave

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it to someone, how would you guarantee that they lose the money?

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You have them completely uneducated and completely ignorant.

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And so there's a, there's, I think it's sans grits.

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It's a super old like ism.

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But it says, if you have a bad son, there's no point in saving money.

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If you have a good son, there's no point in saving money.

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Because if you have the good son, he'll take care of himself.

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If you have a bad son, he's going to squander everything you have, which basically means

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that at no point does it ever matter what you accumulate?

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Because either you passed on education in which case they never needed you to begin with,

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or you passed on no education and they're going to lose everything you had.

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That's so good.

259
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But this is the thing.

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You look at all the wealthy people.

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They can't help themselves.

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They have to give it to your kids and we don't have kids yet, right?

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But I suspect if we have kids, right, it's just like you probably have to give it to

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the kids, right?

265
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Well, I think I really like thinking of like, I mean, and I'll probably be different when

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I have children.

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But I don't know how different people will be surprised.

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If like if I wanted to create a human that had certain character traits, I would then

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think, okay, what are the experiences someone has to go through to have that happen?

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And I would try and reverse engineer as many of those as I could and like having Uber

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Wealth throughout your entire life and having a guaranteed ease of eating and living

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in whatever is a great way to guarantee not guarantee is a great way to increase the likelihood

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that someone does not try not good.

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And so I wouldn't want to spend the rest of my life after they're 20 with a bunch of

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people I didn't like.

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And so I would rather have them suffer to become the types of people that I'd want to spend

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the rest of my life with.

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I'm with you, man.

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It's a, I mean, let's rewind to our childhoods real quick because we, for me, Tiger Mom,

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right, it's difficult.

281
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You're never good enough, right?

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So I think similar kind of story for you, do you want to talk about maybe how your childhood

283
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shaped you into who you are because I feel like there's part of you that's really compassionate

284
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but then there's the other side that's really tough on yourself and someone that's tough

285
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on other people too.

286
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Well, as a quick side note on this, I think of, because I've had this question in different

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forms on a couple of podcasts about like the struggle growing up, et cetera and how

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that creates success now.

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But I really think it's people suffer during childhood.

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Some people are successful and some people aren't.

291
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Like there's just as many people are not even way more people who have terrible childhoods

292
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and then don't do anything out of it.

293
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And so I don't, so to point back to a terrible childhood and say, not that I had a terrible

294
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childhood, but like to tough times and say that that is why I am here.

295
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The why is really difficult.

296
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And I don't think anyone can answer the question.

297
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I just know that I do these things because I've been reinforced for doing them.

298
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And so that's like the only rule or law of humanity that I see is that you either rewarded

299
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or punished punished for doing the things that you've done and you either avoid things

300
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you've been punished for in the past and you're, and you keep doing things you're rewarded

301
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for.

302
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And so like I keep working harder and hard on things because my minimum standard continues

303
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to rise because the more I race that minimum standard, the better the things that I have

304
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are and the more reinforced I am for working hard on the things that I work on.

305
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Which brings me to a quote over here, most people keep fighting the same boss, but the boss

306
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is being able to stick with it.

307
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Yeah.

308
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And you have to learn that the hard way, right?

309
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Yeah.

310
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Yeah.

311
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And here I'll give you another one over here.

312
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I'll give you your, your mosaism.

313
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Is that a thing?

314
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Mosaisms?

315
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To do something epic, you have to convince yourself to do the same thing for a long period

316
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of time without telling yourself that you're smarter than you are.

317
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This talk that you did, I think the talk, I'm paraphrasing here is how this will change

318
00:13:11.040 --> 00:13:14.000
how you think about money or something like that, right?

319
00:13:14.000 --> 00:13:16.960
But this talk was really about focus at the end of the day.

320
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And you went to yogurt land and decided that you had to redo your talk and focus to talk

321
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on focus.

322
00:13:24.160 --> 00:13:25.160
What happened there?

323
00:13:25.160 --> 00:13:29.040
Yeah, and all these guys who were coming up to, so I got, so I was supposed to speak at

324
00:13:29.040 --> 00:13:31.800
this event and I had already finished the, the presentation.

325
00:13:32.640 --> 00:13:36.440
Part of the reason that I don't speak very much is because on stages, one, I don't like

326
00:13:36.440 --> 00:13:40.000
how people use my face to promote because again, associations I don't want.

327
00:13:40.000 --> 00:13:45.240
But also because it means to just give this to everybody else, like a lot of people will

328
00:13:45.240 --> 00:13:48.760
promote with my face and then people will buy whatever the person who's at the event

329
00:13:48.760 --> 00:13:52.760
is selling and I have no association or anything and I've no way to, I don't have the time

330
00:13:52.760 --> 00:13:54.360
to do the due diligence and figure the person out.

331
00:13:54.360 --> 00:13:56.840
So like if I speak somewhere, it's not because I'm endorsing the person.

332
00:13:56.840 --> 00:14:03.520
But that being said, I went to the yogurt land and like eight or nine people were in the

333
00:14:03.520 --> 00:14:08.400
area for the next day and they sat around us and I spent like 60 minutes talking to all

334
00:14:08.400 --> 00:14:12.600
these guys and it became really clear that all of them were distracted.

335
00:14:12.600 --> 00:14:18.120
They were all doing multiple things, trying to, they, they, they, they subscribe to the

336
00:14:18.120 --> 00:14:22.560
single fallacy that I think is number one in New Entrepreneurs, which is the, I'll see

337
00:14:22.560 --> 00:14:23.560
which one works.

338
00:14:23.560 --> 00:14:24.560
Yeah.

339
00:14:25.000 --> 00:14:29.520
And the reality is that any of them could work, but the only one that will work is the

340
00:14:29.520 --> 00:14:30.400
one that you work on.

341
00:14:30.960 --> 00:14:35.280
And so you have to commit to one of them because it's just, it's arrogant to think that

342
00:14:35.280 --> 00:14:41.640
you going 25% in on four things is because you are competing in a real marketplace

343
00:14:41.640 --> 00:14:45.960
against somebody else that's in that space and to think that your 25% is going to do

344
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anything against someone's 100%.

345
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It's just arrogant.

346
00:14:49.040 --> 00:14:54.200
And so, um, and one of the definitions commitment that I like a lot is the elimination

347
00:14:54.200 --> 00:14:54.800
alternatives.

348
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And so if you want to be committed to something, then you have to eliminate alternatives.

349
00:14:58.880 --> 00:15:02.080
And some people use, you know, Diccadera, which is the Latin root of decide, which

350
00:15:02.080 --> 00:15:04.440
is means to kill off, which is like, what are we killing off?

351
00:15:04.880 --> 00:15:06.920
And I think, um, it's kind of like pruning a tree.

352
00:15:07.400 --> 00:15:10.600
Uh, and when I realized that it's like, you have, there's only so much nutrients in

353
00:15:10.600 --> 00:15:13.480
the soil, there are only so many minutes in the day, so much literal attention and

354
00:15:13.480 --> 00:15:14.520
focus that you can allocate.

355
00:15:15.240 --> 00:15:19.440
And if anyone's ever worked on one project for a long period of time, you realize that

356
00:15:19.440 --> 00:15:23.120
you start peeling back layers and getting adaptive understanding that you can never get

357
00:15:23.120 --> 00:15:24.960
when you're on the surface level, looking at multiple things.

358
00:15:25.120 --> 00:15:27.320
You're barely being reactive and setting up fires.

359
00:15:27.440 --> 00:15:30.200
You can never make progress and like drive.

360
00:15:30.480 --> 00:15:35.960
And I think that like, this is a warm, Buffett quote, to give the goat his, his

361
00:15:35.960 --> 00:15:38.920
due, um, he said, the difference between successful people and really successful

362
00:15:38.920 --> 00:15:41.480
people is that really because people say no to almost everything.

363
00:15:41.960 --> 00:15:45.640
Um, and I think that that's, it's just taking me a very long time to learn that.

364
00:15:45.680 --> 00:15:51.120
And I continue to repeat it in my tweets because it's still just as hard for me.

365
00:15:51.120 --> 00:15:54.400
You know, as it was then, it's because the thing is is that the opportunities I have to

366
00:15:54.400 --> 00:15:58.600
say no to now are things that I would have given my left nut for, you know, a decade ago.

367
00:15:59.120 --> 00:16:03.280
Uh, and so it's, it's just, it's continued like the bars continue to rise on what I have to

368
00:16:03.280 --> 00:16:06.040
say no to and it's hard the whole way through.

369
00:16:06.120 --> 00:16:11.400
And one of the big unlocks for me has been judging myself based on my actions and not

370
00:16:11.400 --> 00:16:16.520
my feelings, meaning I can feel impatient, but still do the patient thing.

371
00:16:16.840 --> 00:16:21.080
So I might still want this to go faster and be upset that it's not going fast.

372
00:16:21.240 --> 00:16:24.720
As long as they don't act on that impulse, I can still be a patient person.

373
00:16:25.160 --> 00:16:29.440
And so to the same degree with focus, I might be interested in love jamming with the

374
00:16:29.440 --> 00:16:30.760
guys on like, what if we did this?

375
00:16:30.760 --> 00:16:31.480
What if we did that?

376
00:16:31.480 --> 00:16:32.200
What if we did that?

377
00:16:32.360 --> 00:16:35.440
But as long as I don't say, all right, by the URL, let's get the bank outside up.

378
00:16:35.440 --> 00:16:36.040
Let's go.

379
00:16:36.320 --> 00:16:40.760
As long as they don't do that, then like we're still focused on the one thing that matters most.

380
00:16:41.280 --> 00:16:47.360
It must be tough because it's, you're, you're trying to educate people on the pain that

381
00:16:47.360 --> 00:16:48.640
you've been through, right?

382
00:16:48.800 --> 00:16:50.040
Again, be punched to gut.

383
00:16:50.080 --> 00:16:51.160
Nine things, right?

384
00:16:51.680 --> 00:16:55.280
But still, like, I don't know about you, but in my early 20s, I remember thinking of

385
00:16:55.280 --> 00:16:59.040
focus focus, I would read, you know, Warren Buffett, Steve, not Steve, just Warren Buffett,

386
00:16:59.840 --> 00:17:02.280
you know, Bill Gates, yeah, the one thing is focused, right?

387
00:17:02.280 --> 00:17:05.840
Like, you know, and but it's like, no, no, no, but like I'm better.

388
00:17:05.840 --> 00:17:06.880
I'm smarter than that, right?

389
00:17:06.880 --> 00:17:07.880
And that you have that quote in here.

390
00:17:07.880 --> 00:17:09.600
It's like thinking that you're smarter than you are.

391
00:17:09.600 --> 00:17:14.240
So I feel like it's as much as we try to teach people, sometimes it's like they just

392
00:17:14.240 --> 00:17:15.680
need to get punched themselves.

393
00:17:16.480 --> 00:17:20.000
I think there's the difference between knowing that and knowing how.

394
00:17:20.720 --> 00:17:25.920
So like, no, going through an experience, unfortunately, teaches you in a different way,

395
00:17:25.920 --> 00:17:30.720
then knowing that something happens or like, I know, I know, I know that this works this way.

396
00:17:31.200 --> 00:17:35.440
But if I said, like, I know how a business works, but it's like, but you know what to do,

397
00:17:35.440 --> 00:17:36.360
but you've never done it.

398
00:17:36.520 --> 00:17:40.600
And so until you've actually done it, you think you know what to do until you go through it.

399
00:17:40.600 --> 00:17:44.240
And so I think that's like that experiential knowledge, which is honestly, I think the

400
00:17:44.240 --> 00:17:48.320
base of the content, what makes the difference between Ken McElroy's and hopefully our content,

401
00:17:48.320 --> 00:17:51.600
which is like, people can see a depth of understanding that comes from experience.

402
00:17:51.600 --> 00:17:55.520
Like one of my favorite quotes from LH Hardwick is, no man within experience is ever at the

403
00:17:55.520 --> 00:17:57.480
mercy of a man with an opinion, right?

404
00:17:57.760 --> 00:18:00.640
And until someone's done it, all they have is an opinion.

405
00:18:00.720 --> 00:18:03.120
And if you have done it, they are irrelevant.

406
00:18:03.440 --> 00:18:05.000
Like someone's like, well, it doesn't work that way.

407
00:18:05.000 --> 00:18:05.600
I'm like, have you done it?

408
00:18:05.600 --> 00:18:09.120
And they're like, no, I'm like, your opinion does not matter.

409
00:18:09.800 --> 00:18:17.680
Dude, I just remember two, three years ago, one of the guys that, that was leading my marketing team,

410
00:18:17.680 --> 00:18:21.320
he's like, so we'd have this engagement tool called 15.5.

411
00:18:21.320 --> 00:18:22.840
And you could just, here's how the week went.

412
00:18:22.840 --> 00:18:24.120
You know, here's what I'm learning right now.

413
00:18:24.400 --> 00:18:27.600
And every week, it's like watching her mosey videos, watching her mosey videos.

414
00:18:27.600 --> 00:18:31.680
And this is when you had, this is when you were just like, maybe 20,000 subscribers or whatever, right?

415
00:18:32.040 --> 00:18:36.360
But it was because of the depth of the content that you have where it was just so.

416
00:18:36.360 --> 00:18:37.800
And then I started watching it.

417
00:18:37.800 --> 00:18:40.720
And it's like, then it's like all the thumbnails on YouTube started.

418
00:18:40.720 --> 00:18:42.400
The recommendations be coming, started becoming you.

419
00:18:42.760 --> 00:18:43.440
I was like, oh, shit.

420
00:18:43.440 --> 00:18:45.000
And that's how you started to compound, right?

421
00:18:45.200 --> 00:18:46.240
Because it's good stuff.

422
00:18:46.400 --> 00:18:47.240
Yeah, I appreciate it.

423
00:18:47.320 --> 00:18:47.600
Yeah.

424
00:18:47.920 --> 00:18:53.720
Yeah, it's, it's, um, it's, I think it, it's been, it's been really honest with yourself about, you know,

425
00:18:53.720 --> 00:18:55.960
we have the investor's circle of competence, right?

426
00:18:56.480 --> 00:18:59.760
I think there's a content circle of competence that you have to know.

427
00:19:00.160 --> 00:19:02.640
If it's not in this circle, I shouldn't talk about it.

428
00:19:02.880 --> 00:19:06.080
And that's not because of brand and that's not because of any of the fancy stuff.

429
00:19:06.080 --> 00:19:07.120
It's just because you don't know it.

430
00:19:07.680 --> 00:19:12.440
And like anything that you have to add that's outside of the circle of competence will often be

431
00:19:12.920 --> 00:19:15.400
a generalization that you heard from someone else, right?

432
00:19:15.400 --> 00:19:18.840
And if it's a generalization from someone else, then that's their opinion and not yours.

433
00:19:19.120 --> 00:19:22.880
And so we want first principles, first experience type content.

434
00:19:23.200 --> 00:19:24.840
And so any equals one, right?

435
00:19:24.960 --> 00:19:28.240
Or one of zero content, as we say, um, and that's the litmus test.

436
00:19:28.240 --> 00:19:31.600
It's like, is it in that, is it, is it something we know from experience?

437
00:19:32.120 --> 00:19:36.560
And I had this video, I think the, the, the long that I had right before this was my

438
00:19:36.560 --> 00:19:38.280
explanation of how to get to 10 million plus a month.

439
00:19:38.720 --> 00:19:42.840
Um, and I talked about, I was like, and I think this is how we get to a hundred million a month.

440
00:19:43.360 --> 00:19:46.440
Um, I don't know that because I haven't been there yet.

441
00:19:46.720 --> 00:19:48.800
But I'm, this is my current plan of how to get there.

442
00:19:48.800 --> 00:19:50.320
And somebody commented, something I can't remember what it was.

443
00:19:50.320 --> 00:19:52.920
But it's something like, uh, well, you have no idea.

444
00:19:52.920 --> 00:19:55.000
I can, I can coach you on it like, whatever.

445
00:19:55.240 --> 00:20:00.880
Uh, but the thing is, is like, it, I will only talk about retrospect.

446
00:20:01.520 --> 00:20:05.520
Like I will only talk about things that I have done because I can speak confidently on them.

447
00:20:05.520 --> 00:20:08.360
And if someone says, do you watch what's in a company?

448
00:20:08.480 --> 00:20:12.320
I doesn't bother me because it's, it's like saying like you didn't have a meal for breakfast.

449
00:20:12.320 --> 00:20:13.120
I'm like, I mean, I did.

450
00:20:13.120 --> 00:20:13.880
So okay.

451
00:20:14.120 --> 00:20:20.120
And that's, that's what in my opinion has allowed me to not suffer from the, the many

452
00:20:20.120 --> 00:20:26.240
inevitable, you know, comments, whatever you get from the, the, the masses of people who don't know

453
00:20:26.240 --> 00:20:29.520
you. Um, because if someone says, Hey, Alex, you're short.

454
00:20:30.360 --> 00:20:31.400
I know that's not true.

455
00:20:31.480 --> 00:20:34.120
And so it doesn't, it doesn't hit me.

456
00:20:34.320 --> 00:20:37.240
The only ones that hurt are the ones that you feel like have an element of truth.

457
00:20:37.240 --> 00:20:41.200
And so if there's an element of truth, it means that I probably stepped out of my circle

458
00:20:41.200 --> 00:20:46.080
of competence. And I think getting stung outside of my circle has really taught

459
00:20:46.080 --> 00:20:49.920
me, at least for me to stay in my world of like, these are the few things that I know.

460
00:20:49.920 --> 00:20:50.760
And that is what I'll talk.

461
00:20:51.080 --> 00:20:54.080
You know, interestingly enough, I'm speaking of circle of competence.

462
00:20:54.080 --> 00:20:56.120
I think there's also a circle of competence.

463
00:20:56.120 --> 00:20:58.760
When it comes to concentration, like you should stick to the format that you

464
00:20:58.760 --> 00:21:01.360
understand initially before expanding out, right?

465
00:21:01.360 --> 00:21:06.400
And so I really enjoy this, but maybe I'm not the best at, you know, uh,

466
00:21:06.600 --> 00:21:08.880
telling long form stories or something like that, right?

467
00:21:09.160 --> 00:21:11.840
Um, so I think it's like, it really do whatever works for you.

468
00:21:11.840 --> 00:21:16.640
Player cards. Yeah. Yeah. Um, so going back to the book, you got this big

469
00:21:16.640 --> 00:21:17.720
launch strategy happening.

470
00:21:17.720 --> 00:21:20.520
Now it's like the Super Bowl. Like, what, what can you tell us about that?

471
00:21:20.520 --> 00:21:22.520
What's going on? How much is spent? Yeah, let's go.

472
00:21:23.560 --> 00:21:27.080
So, um, $100 million offers the first book.

473
00:21:27.400 --> 00:21:32.840
I'm the goal with every book was to be a meta book, meaning I wanted to use

474
00:21:32.840 --> 00:21:36.960
the book to demonstrate the ideas in the book as proof that the ideas worked.

475
00:21:37.400 --> 00:21:41.640
And so when $100 million offers, how to make offers so good people feel stupid

476
00:21:41.640 --> 00:21:44.840
saying, no, was supposed to in and of itself being offered so good people feel

477
00:21:44.840 --> 00:21:48.440
stupid saying no. And so I made the book $2 on Kindle.

478
00:21:48.800 --> 00:21:55.080
And I, um, added in a course that most people would sell for one to $5,000 on

479
00:21:55.080 --> 00:21:58.560
top of it and made it for free on my site, not behind an opt-in wall.

480
00:21:58.720 --> 00:22:01.520
Just made it for free for everyone with downloads and everything.

481
00:22:01.840 --> 00:22:06.280
Um, and the idea was, if it is good enough, people will share it.

482
00:22:06.840 --> 00:22:09.440
And that's more or less what ended up happening.

483
00:22:09.480 --> 00:22:14.560
And so with $100 million leads, the meta concept is not about the offer.

484
00:22:14.920 --> 00:22:18.000
The meta concept within leads is advertising and how to get leads.

485
00:22:18.360 --> 00:22:22.960
And so the 24 months that I did post the offers book was all towards the leads

486
00:22:22.960 --> 00:22:27.320
book. And so the last 24 months was, well, if I'm going to talk about how to build

487
00:22:27.320 --> 00:22:29.240
an audience, then I have to build an audience.

488
00:22:29.480 --> 00:22:31.920
If I'm going to talk about how to run paid ads, I have to, I have to run paid ads.

489
00:22:31.920 --> 00:22:34.200
And we'll talk about having affiliates, I have to have affiliates.

490
00:22:34.480 --> 00:22:37.600
And so there's eight methods of advertising that I talk about in the book.

491
00:22:38.080 --> 00:22:42.840
And I use all eight specifically to promote the book to prove that all eight methods

492
00:22:42.840 --> 00:22:49.800
work. Ah. And so when we go live at the event, I will break down here was our affiliate

493
00:22:49.800 --> 00:22:51.760
strategy. This is how many affiliates we had.

494
00:22:52.000 --> 00:22:53.800
This is how many of you are here from affiliates.

495
00:22:54.160 --> 00:22:57.520
This is how this is our paid paid paid ad strategy.

496
00:22:57.840 --> 00:23:00.280
These are the scripts I use, which is directly from this page.

497
00:23:00.560 --> 00:23:02.960
This is the landing page I use, which is directly from this page.

498
00:23:03.080 --> 00:23:04.560
And it got this many of you guys here.

499
00:23:04.840 --> 00:23:08.000
I got this much content, which is how many we put out over this period of time.

500
00:23:08.200 --> 00:23:09.560
This is the resulting impressions.

501
00:23:09.720 --> 00:23:11.000
This is how many of you are here from that.

502
00:23:11.240 --> 00:23:15.440
And so I wanted to just give proof that these concept worked 10 years ago.

503
00:23:15.600 --> 00:23:18.720
And they work today and they'll work in 100 years because people won't change.

504
00:23:18.720 --> 00:23:20.640
The platforms will, but the principles remain the same.

505
00:23:20.680 --> 00:23:24.120
Yeah. So I mean, you're basically showing hate like I'm showing you this in the book.

506
00:23:24.120 --> 00:23:25.080
And I'm met out.

507
00:23:25.080 --> 00:23:26.160
This is how it works, right?

508
00:23:26.480 --> 00:23:28.640
But by the way, for the affiliates, what are they getting out of this?

509
00:23:28.640 --> 00:23:30.840
I mean, it's a $2 book like, well, what's in it for them?

510
00:23:30.920 --> 00:23:34.520
Yeah. And actually, the, the Kindle on this one is $10.

511
00:23:35.080 --> 00:23:37.960
Because the point was not to be an offer.

512
00:23:38.160 --> 00:23:40.280
The point was to be a leads thing, right?

513
00:23:40.280 --> 00:23:42.320
And the next book will be a meta concept on that.

514
00:23:42.360 --> 00:23:44.960
So every book will have its own unique thing anyways.

515
00:23:45.880 --> 00:23:49.000
So with the affiliates, I think of affiliates and kind of two tiers.

516
00:23:49.520 --> 00:23:52.560
Now, when I make a true affiliate strategy for a business, there's usually three.

517
00:23:52.560 --> 00:23:56.040
There's usually first level, which is the base level that everybody starts out.

518
00:23:56.360 --> 00:24:00.000
There's the next level, which is an activation point level, which is whatever activation point is for

519
00:24:00.000 --> 00:24:00.680
your new business.

520
00:24:00.680 --> 00:24:03.800
You make that the next kicker for their income or whatever the benefit is.

521
00:24:04.200 --> 00:24:06.800
And then you have your like top producer level.

522
00:24:07.080 --> 00:24:08.520
And so those are usually the best three.

523
00:24:08.520 --> 00:24:12.120
And we paid a gazillion dollars to consultants who just only set up affiliate

524
00:24:12.120 --> 00:24:13.600
structures. And that's what they use.

525
00:24:13.600 --> 00:24:15.560
They're like, always three, these are the three.

526
00:24:15.560 --> 00:24:16.560
And there you go.

527
00:24:16.560 --> 00:24:17.440
There's a nugget for you.

528
00:24:18.000 --> 00:24:19.000
Let me save you a hundred grand.

529
00:24:19.960 --> 00:24:21.040
That's how you set up a affiliate.

530
00:24:21.040 --> 00:24:23.240
So with this book, I have two levels.

531
00:24:23.280 --> 00:24:26.680
If you don't have a massive audience, bring 10 friends.

532
00:24:27.360 --> 00:24:27.840
That's it.

533
00:24:27.920 --> 00:24:33.080
So bring 10 10 people from your company, bring your family, bring your cousins, whatever it is.

534
00:24:33.080 --> 00:24:33.800
Bring 10 people.

535
00:24:33.800 --> 00:24:35.960
And I'll give you two chapters that I'm not releasing with the book.

536
00:24:36.160 --> 00:24:36.480
Okay.

537
00:24:36.640 --> 00:24:39.040
So that's the that's the benefit for that level.

538
00:24:39.560 --> 00:24:42.720
For the top level, those are me people who have audiences, right?

539
00:24:42.720 --> 00:24:45.200
Who have email lists, have subscribers, etc.

540
00:24:45.560 --> 00:24:47.760
And so for them, I wanted to be more competitive.

541
00:24:48.280 --> 00:24:52.280
And so for them at the top 10, I'm going to do an AMA live with their audience

542
00:24:52.280 --> 00:24:54.200
with them and they can ask whatever they want.

543
00:24:54.720 --> 00:24:59.920
And the reason I chose that specific benefit for them was that if I said,

544
00:24:59.920 --> 00:25:03.280
Hey, I'm giving a Lamborghini or I'm giving a car to the top 10 people, right?

545
00:25:03.600 --> 00:25:06.680
If they go to their audience and say, Hey, attend this thing so I can win this car,

546
00:25:07.000 --> 00:25:09.560
that's them extracting goodwill from the audience.

547
00:25:09.560 --> 00:25:10.760
And I don't want them to do that for me.

548
00:25:11.120 --> 00:25:16.800
And so I was like, how can I also use the concepts that I preach for them?

549
00:25:17.200 --> 00:25:22.440
And so I made it an AMA so that their audience clicking their affiliate link

550
00:25:22.480 --> 00:25:23.760
benefits their audience.

551
00:25:24.320 --> 00:25:30.120
Because if I click Johnny's link and we win, then we get the time to do the AMA.

552
00:25:30.320 --> 00:25:35.400
And so he doesn't Johnny or whoever the affiliate is, doesn't extract goodwill

553
00:25:35.880 --> 00:25:39.200
for or withdraw goodwill from their audience by by promoting my thing.

554
00:25:39.560 --> 00:25:42.760
And so that way I wanted it to be an easy thing for people to promote.

555
00:25:42.760 --> 00:25:44.160
So it would just be a net benefit.

556
00:25:44.160 --> 00:25:47.200
So it didn't have to like work into their promotion calendar or be like,

557
00:25:47.440 --> 00:25:48.880
like, how what kind of split them up?

558
00:25:48.880 --> 00:25:51.560
Because there's no financial incentive for the for this.

559
00:25:51.560 --> 00:25:55.440
And I also did that because operationally, you know, 12, 1099s is a pain.

560
00:25:55.960 --> 00:25:57.720
And so it was easy to do it that way.

561
00:25:57.880 --> 00:25:58.360
Interesting.

562
00:25:58.360 --> 00:26:02.040
And these people are willing to promote too because of all the goodwill that you've built up.

563
00:26:02.040 --> 00:26:03.000
And I think that's really interesting.

564
00:26:03.120 --> 00:26:06.920
And probably for people to understand and probably brand association.

565
00:26:06.960 --> 00:26:07.240
Yeah.

566
00:26:07.520 --> 00:26:12.600
Like you for sure, like real like that was the thing that I am still consistently learning

567
00:26:12.600 --> 00:26:15.920
and impressed by how branding works.

568
00:26:16.320 --> 00:26:18.320
But yeah, I think that was also an element of it.

569
00:26:18.320 --> 00:26:22.160
So and the AMAs that you're doing, you're doing basically 10 separate M&As,

570
00:26:22.160 --> 00:26:23.680
the AMAs of 10, everyone.

571
00:26:23.680 --> 00:26:25.760
So it's totally like their audience.

572
00:26:25.760 --> 00:26:25.960
Yeah.

573
00:26:26.880 --> 00:26:28.960
And so yeah, that's and I don't do a lot of these.

574
00:26:28.960 --> 00:26:29.200
Yeah.

575
00:26:30.480 --> 00:26:31.960
By percentage of requests.

576
00:26:31.960 --> 00:26:36.200
And so for many of them, this is like the only shot that they'll probably have to do that.

577
00:26:36.240 --> 00:26:38.520
And so I wanted to make it cool and awesome.

578
00:26:38.720 --> 00:26:39.040
Got it.

579
00:26:39.440 --> 00:26:41.560
How many hours do you think you put into this launch?

580
00:26:41.560 --> 00:26:42.720
How much do you spend so far?

581
00:26:43.920 --> 00:26:46.280
I've spent a million bucks in cash on the event.

582
00:26:47.840 --> 00:26:51.520
So far, yeah, probably more honestly, yeah, it's been probably.

583
00:26:53.240 --> 00:27:00.040
And then so right now we have like 400 and five or 10,000 people registered for the

584
00:27:00.040 --> 00:27:01.040
event, which is pretty nuts.

585
00:27:01.040 --> 00:27:03.440
It's like seven NFL stadiums.

586
00:27:03.560 --> 00:27:06.320
Dude, I imagine a 10, the attendance rate has to be pretty high too.

587
00:27:06.320 --> 00:27:07.080
I hope so.

588
00:27:07.080 --> 00:27:10.480
Well, you know, I, this is the first time that we've done anything like this big.

589
00:27:11.960 --> 00:27:13.560
So yeah, we spent, spent that much money.

590
00:27:13.560 --> 00:27:17.680
And then from a time perspective, this has been, if you include the writing of the book,

591
00:27:18.320 --> 00:27:20.120
I mean, it's, I've got 2,000 hours.

592
00:27:20.120 --> 00:27:20.600
Yeah.

593
00:27:20.680 --> 00:27:25.280
So if we don't include writing the book, the presentation that I'm giving,

594
00:27:26.280 --> 00:27:29.400
I've spent, I probably put 200 hours into it.

595
00:27:29.560 --> 00:27:30.120
Wow.

596
00:27:30.400 --> 00:27:30.880
Okay.

597
00:27:31.400 --> 00:27:35.040
So I, I will do the work.

598
00:27:35.200 --> 00:27:38.960
And so I made the presentation and this, and now I feel like I have the process down.

599
00:27:38.960 --> 00:27:40.000
So I will share this with you.

600
00:27:40.440 --> 00:27:45.040
So I'm a big fan of outworking yourself out, right?

601
00:27:45.880 --> 00:27:48.160
You're never nervous if you're fully prepared.

602
00:27:48.760 --> 00:27:51.840
And so I don't want to be nervous for this thing.

603
00:27:51.880 --> 00:27:53.680
And if anything, I just want to be excited about it, which I am.

604
00:27:55.040 --> 00:27:59.080
But the way I approached it was I made the first version of the presentation.

605
00:27:59.560 --> 00:28:01.760
And then I presented it and I recorded it.

606
00:28:02.160 --> 00:28:05.640
And then I watched the recording with the deck up and I pause it whenever time.

607
00:28:05.640 --> 00:28:10.040
There's a mess up and I fix the deck and I play, fix, play, fix, play, fix.

608
00:28:10.960 --> 00:28:13.760
And then once I have the new fixed one, I go top to bottom in my head.

609
00:28:14.160 --> 00:28:18.920
And then I go top to bottom, record it out loud, pause, fix, pause, fix, pause, fix.

610
00:28:18.920 --> 00:28:21.400
And so right now I do that.

611
00:28:21.400 --> 00:28:24.080
I do one full cycle of that every day.

612
00:28:24.880 --> 00:28:26.760
And I started preparing for that.

613
00:28:27.760 --> 00:28:29.360
Um, three weeks out.

614
00:28:30.040 --> 00:28:33.120
I don't know if people are, maybe they are seeing this, but from my observation here,

615
00:28:33.120 --> 00:28:34.680
as you just mentioned, I will do the work.

616
00:28:34.680 --> 00:28:37.280
And I think one of your other quotes was like the work needs doing, right?

617
00:28:37.640 --> 00:28:40.880
But then, and then you tied in with really not even a 10 except for,

618
00:28:40.920 --> 00:28:45.040
but to me, it seems like a hundred except for just people aren't willing to go that far, right?

619
00:28:45.360 --> 00:28:48.240
But what's interesting is that like if you work a hundred times harder,

620
00:28:48.240 --> 00:28:50.280
you can sometimes get like a million times the payout.

621
00:28:50.880 --> 00:28:55.160
And so like the, the top end of work still has disproportionate payoffs.

622
00:28:55.200 --> 00:28:58.720
And so I don't even, I don't even, like there are diminishing returns,

623
00:28:58.720 --> 00:29:01.680
but there's a point where you actually get like outsized returns for the effort

624
00:29:01.680 --> 00:29:04.280
because like if you think about it from like a Olympic racing perspective,

625
00:29:04.280 --> 00:29:07.560
like if I work, you know, 10 times more than everybody else does,

626
00:29:07.560 --> 00:29:08.560
but I get gold.

627
00:29:08.560 --> 00:29:10.200
And the next guy gets silver.

628
00:29:10.560 --> 00:29:12.960
The difference between gold and silver and running is everything,

629
00:29:13.280 --> 00:29:14.640
even though it's the 10th of a second.

630
00:29:14.920 --> 00:29:17.680
And so from an absolute perspective, there's diminishing returns.

631
00:29:17.680 --> 00:29:22.320
But from a relative perspective, I think you have exponential returns from being the best.

632
00:29:22.360 --> 00:29:25.000
For being number, the difference in number one and number two can be, you know,

633
00:29:25.000 --> 00:29:28.280
like Uber and Lyft, like the difference is 10x, the size.

634
00:29:28.280 --> 00:29:33.880
And so I, I have now been reinforced enough times of how much more work is required

635
00:29:33.880 --> 00:29:36.680
to do something excellent that now I understand it.

636
00:29:36.960 --> 00:29:39.880
And I think the one thing that has continued to level up over time for me,

637
00:29:40.080 --> 00:29:45.120
and this is also for the audience is that like you don't even know how much you can work.

638
00:29:45.480 --> 00:29:49.400
Like you think you know how much you can work until you like really, really work.

639
00:29:49.800 --> 00:29:53.440
And like with this presentation, I was like, I will not be the reason this is not good.

640
00:29:54.200 --> 00:29:58.680
What do you think change your perspective, like flipped you into working 100x harder?

641
00:30:00.440 --> 00:30:01.680
And just my standards have gone up.

642
00:30:02.040 --> 00:30:05.040
Like I looked at the first presentation I ever gave.

643
00:30:05.040 --> 00:30:06.360
And it's like, it's embarrassing.

644
00:30:06.640 --> 00:30:07.840
I mean, it's truly embarrassing.

645
00:30:07.840 --> 00:30:10.320
I think it has like 19 slides with like four bullets on each slide.

646
00:30:10.320 --> 00:30:13.760
And I remember being, I remember thinking, man, I spent a lot of time on this.

647
00:30:13.760 --> 00:30:18.680
And a lot of time to me back then was like, I spent it day on it, like a full day,

648
00:30:18.680 --> 00:30:26.760
like eight hours, and I think that a little moniker that I have is just count in hundreds.

649
00:30:27.480 --> 00:30:30.360
It's like, how many hundreds of hours did you spend on something?

650
00:30:30.840 --> 00:30:34.640
Because like when you start counting in hundreds, like the depth of understanding of something

651
00:30:34.640 --> 00:30:36.680
goes to such a such a large degree.

652
00:30:37.080 --> 00:30:40.160
And it's like if I were to tell someone to edit a video, right, like a short clip.

653
00:30:40.440 --> 00:30:45.360
And I said, hey, edit this clip in 30 minutes, right, and give it back to me.

654
00:30:45.480 --> 00:30:47.840
And I was like, and they give it back to me, I'm like, okay, I'm not going to edit it yet.

655
00:30:48.480 --> 00:30:51.080
If I give you another 30 minutes, could you make it better?

656
00:30:51.360 --> 00:30:53.000
And they're usually like, I can make it better, not in 30.

657
00:30:53.000 --> 00:30:54.960
So I give it back to me, like give it back to me another 30.

658
00:30:55.760 --> 00:30:56.800
It gives it back to me another 30.

659
00:30:57.280 --> 00:31:00.880
And I say, okay, if I give you two more hours, do you think you can make it better?

660
00:31:00.960 --> 00:31:01.640
There's a point to this.

661
00:31:01.640 --> 00:31:04.000
Yeah, he's like, yeah, I think I make it better.

662
00:31:04.400 --> 00:31:07.840
Comes back to me and I say, okay, what if I gave you two weeks?

663
00:31:09.240 --> 00:31:10.800
Like, well, then I would totally approach it differently.

664
00:31:10.800 --> 00:31:15.320
I'd probably restructure the whole thing like because the amount of time sure work

665
00:31:15.320 --> 00:31:17.600
does expand to the amount of time that you allow it, right?

666
00:31:17.760 --> 00:31:24.960
But I deem work done when there is nothing else that I can do to make it better.

667
00:31:25.040 --> 00:31:27.880
That there's nothing else that I know of that I can make this better, right?

668
00:31:28.680 --> 00:31:30.880
And that was the point that I got back with the book.

669
00:31:31.160 --> 00:31:33.520
I got it 19 drafts, I did four full rewrites.

670
00:31:33.520 --> 00:31:38.240
And the last version that has gone out when I read it front to back so many times now,

671
00:31:38.520 --> 00:31:42.880
like, there was I was like, I can't take anything else out and I can't add anything to it.

672
00:31:42.880 --> 00:31:45.920
And I can't make anything clear and I've written this whole thing in a third grade

673
00:31:45.920 --> 00:31:48.520
reading level and I added a hundred and six hand drawn images into this.

674
00:31:48.800 --> 00:31:49.920
There's nothing else I can do.

675
00:31:49.920 --> 00:31:52.160
And if it does not succeed, that's fine.

676
00:31:52.600 --> 00:31:54.000
But it will not be for lack of effort.

677
00:31:56.320 --> 00:31:58.560
Hey, guys, love that you're listening to the podcast.

678
00:31:58.680 --> 00:32:02.720
If you ever want to have the video version of this, which usually has more facts,

679
00:32:02.720 --> 00:32:07.600
more visuals, more graphs, you know, drawn out stuff, sometimes it can help hit the brain

680
00:32:07.600 --> 00:32:08.600
centers in different ways.

681
00:32:08.600 --> 00:32:09.640
You can check my YouTube channel.

682
00:32:09.640 --> 00:32:11.360
It's absolutely free to check that out.

683
00:32:11.360 --> 00:32:14.120
If that's what you are into and if not, keep enjoying the show.

684
00:32:16.400 --> 00:32:20.160
Let me ask you this, then what would be considered success for this book, Lodge?

685
00:32:21.240 --> 00:32:22.440
It'll be successful at the moment.

686
00:32:22.440 --> 00:32:23.280
I step on stage.

687
00:32:23.400 --> 00:32:28.160
I genuinely believe this, like truly, I'll have one by the time that happens

688
00:32:28.160 --> 00:32:35.120
because I know what I feel like when I walk on stage and I have done everything in my

689
00:32:35.120 --> 00:32:38.240
power, everything, not some of the things or most of the things,

690
00:32:38.280 --> 00:32:41.400
but there is nothing else that I can conceive of to make this better.

691
00:32:41.840 --> 00:32:46.520
And then at that point, if any, like, then the chips will fall where they are,

692
00:32:46.760 --> 00:32:48.160
and I will control the controls.

693
00:32:48.320 --> 00:32:52.720
And so that's, that has helped me get through like some of the anxieties and things

694
00:32:52.720 --> 00:32:55.480
like that that happened earlier on in my career around these types of things.

695
00:32:56.000 --> 00:32:58.760
But the whole, like the reason I have the outwork yourself that, like,

696
00:32:58.760 --> 00:33:00.920
give yourself a stack of an I will prove that you are who you say you are.

697
00:33:01.160 --> 00:33:05.680
Like, if I say that I will, I will do my job, then I will not make,

698
00:33:05.880 --> 00:33:07.560
I will make sure that I have done everything in my power,

699
00:33:07.560 --> 00:33:10.800
which also means, and this is the underlying thing, is that it means I can't do a lot of stuff.

700
00:33:11.360 --> 00:33:16.920
And that's the, that's the real cost of excellence is all the things that you

701
00:33:16.920 --> 00:33:21.200
want to try that you can't do because excellence has a huge price tag associated with it,

702
00:33:21.480 --> 00:33:23.800
which is how much time you have to put into one thing.

703
00:33:24.640 --> 00:33:24.960
Totally.

704
00:33:24.960 --> 00:33:30.560
And you actually gave this example when it comes to writing a world class book there.

705
00:33:31.400 --> 00:33:33.400
I think the analogy you shared was like, you know,

706
00:33:33.400 --> 00:33:36.920
there's a difference between like a 7.5 star and a 9.5 star book or whatever it is.

707
00:33:36.920 --> 00:33:39.040
It's like 100x more work, right?

708
00:33:39.040 --> 00:33:39.920
What was the analogy?

709
00:33:39.920 --> 00:33:41.360
Yeah, I mean, it's, it's exactly that.

710
00:33:41.360 --> 00:33:48.520
Like to go from a, you know, from a 5 to a 7 is like twice the work to go from a 7 to a 9 is like 100 times the work.

711
00:33:48.520 --> 00:33:49.800
It's so much more work.

712
00:33:49.800 --> 00:33:52.760
It's an asymptote when it comes to work and excellence, power loss.

713
00:33:52.760 --> 00:34:00.720
But, but the difference, like, but the difference between a 9.5 book and a 9.9 book on Amazon is the difference

714
00:34:00.720 --> 00:34:04.040
between you having one book that you can retire on for the rest of your life.

715
00:34:04.040 --> 00:34:11.320
Like the offers book in sales, I think does around 300,000 a month, which is crazy as a book.

716
00:34:11.320 --> 00:34:12.360
Yeah, that's a book.

717
00:34:12.360 --> 00:34:13.400
That's your take, right?

718
00:34:13.400 --> 00:34:13.680
Huh?

719
00:34:13.680 --> 00:34:14.200
That's your take.

720
00:34:14.200 --> 00:34:14.960
No, that's not my take.

721
00:34:14.960 --> 00:34:15.520
That's sales.

722
00:34:15.520 --> 00:34:16.440
That's revenue, right?

723
00:34:16.440 --> 00:34:20.200
Then Amazon has his, has his way with it and takes the vast majority of it.

724
00:34:20.200 --> 00:34:24.280
But point being is like for the vast majority, I think it is about a million bucks a year.

725
00:34:24.280 --> 00:34:25.080
Yeah, great.

726
00:34:26.360 --> 00:34:30.760
But for the vast majority of people, like that, I think is actually kind of encouraging is like,

727
00:34:30.760 --> 00:34:37.680
you can put an unbelievable amount of work into one thing and make it so good that it will pay you for the rest of your life.

728
00:34:37.680 --> 00:34:41.160
Like, you don't, like, you could work a job, you could have a career, you could do all these things,

729
00:34:41.160 --> 00:34:47.000
but like if you build one amazing product that people will consistently buy and tell their friends about,

730
00:34:47.000 --> 00:34:48.200
you don't have to work yet.

731
00:34:48.200 --> 00:34:51.080
And I think they're like understanding that I've now applied.

732
00:34:51.080 --> 00:34:55.120
And honestly, the offers book was the first, probably the biggest real life example I had,

733
00:34:55.120 --> 00:34:58.560
where I could control every variable, like in a business you can't control every variable.

734
00:34:58.600 --> 00:35:02.120
But in, and even in like a tech product, I'm not the coder or whatever, like, I was like,

735
00:35:02.120 --> 00:35:03.920
I can code every page of this.

736
00:35:03.920 --> 00:35:08.840
I did the drawings, I did the audible, I wrote the words, I designed the cover, like everything.

737
00:35:09.520 --> 00:35:13.200
And so I can make sure that it's excellent from my perspective.

738
00:35:13.400 --> 00:35:15.600
And then hopefully they, the audience will agree.

739
00:35:16.000 --> 00:35:16.400
I love it.

740
00:35:16.400 --> 00:35:22.480
And that acquisition.com slash leads, is that going to be an evergreen page or is it going to disappear at some point?

741
00:35:22.480 --> 00:35:25.120
Oh, I mean, it'll always be about to probably something about the books.

742
00:35:25.120 --> 00:35:27.480
So yeah, acquisition.com forward slash leads got it.

743
00:35:27.520 --> 00:35:32.280
Let me ask you this, I think for $100 million offers, that book is very lindy.

744
00:35:32.280 --> 00:35:35.080
And what I mean by that for the audience is that, you know, it's that, like,

745
00:35:35.160 --> 00:35:36.360
how to win friends and influence people.

746
00:35:36.360 --> 00:35:37.600
It's been around for over 100 years.

747
00:35:37.600 --> 00:35:38.920
It's going to be around for another 100 years.

748
00:35:39.200 --> 00:35:41.120
I think your book is written that way for that one.

749
00:35:41.440 --> 00:35:45.120
I think leads might be a little more difficult because you might be talking about, no,

750
00:35:45.120 --> 00:35:46.000
you read that lindy.

751
00:35:46.000 --> 00:35:47.200
That's why it was so hard.

752
00:35:47.240 --> 00:35:47.680
There you go.

753
00:35:47.680 --> 00:35:57.240
Think about, I mean, like I had to, so to give context leads has been probably 10 times the work of offers.

754
00:35:57.800 --> 00:36:00.840
Like, and it was because I had to rewrite it so many times.

755
00:36:00.840 --> 00:36:04.800
And in thinking about what topics I was going to get into and what topics I wasn't going to get into.

756
00:36:04.800 --> 00:36:11.040
And then how at what level do I chunk up or chunk down from tactics around advertising, right?

757
00:36:11.680 --> 00:36:18.120
So explaining the concepts, like I call it the core four, but there's only four things you can do to let

758
00:36:18.120 --> 00:36:19.080
other people know about your stuff.

759
00:36:19.080 --> 00:36:21.720
You can mess with people one-on-one who you know, so it's warm reach outs.

760
00:36:22.080 --> 00:36:23.600
You can mess with people one-on-one who you don't know.

761
00:36:23.600 --> 00:36:24.400
That's cold reach outs.

762
00:36:24.760 --> 00:36:28.560
You can post one to many to people who know you, which is posting content.

763
00:36:28.960 --> 00:36:31.760
And you can post one to many to people who don't know you, which is running paid ads.

764
00:36:32.240 --> 00:36:33.400
That's it. That's all you can do.

765
00:36:33.800 --> 00:36:34.440
There's nothing else.

766
00:36:34.440 --> 00:36:37.680
And if you're not doing this things, then people won't find out about your stuff.

767
00:36:38.320 --> 00:36:40.120
And so the platforms change.

768
00:36:40.120 --> 00:36:41.320
The principles remain the same.

769
00:36:41.520 --> 00:36:48.240
And so that was the, but like I had to cover platforms, media, formats, placements, targeting,

770
00:36:49.040 --> 00:36:55.280
cold emails, cold calls, DMs, like there were so many things that I had to cover in one book.

771
00:36:55.280 --> 00:37:01.760
I will, I will probably never bite off so much again in terms of narrowing the scope of the book.

772
00:37:02.280 --> 00:37:09.960
But now that I did for this, it really, the problem set that this book answers is literally just one step in the funnel,

773
00:37:09.960 --> 00:37:13.040
which is a lead is a person that you can contact.

774
00:37:13.680 --> 00:37:15.640
That is the definition of as I define it.

775
00:37:16.280 --> 00:37:20.320
And engage lead is a person you can contact who has shown interest in the stuff you sell.

776
00:37:20.880 --> 00:37:25.560
And the entire point of this book is to get someone from a person you can contact to get them engaged.

777
00:37:26.080 --> 00:37:28.160
That is it. That is the whole problem of the entire book.

778
00:37:28.160 --> 00:37:30.080
And they're like, and that's it in self-destructs.

779
00:37:31.040 --> 00:37:31.960
Self-destructs.

780
00:37:32.320 --> 00:37:33.080
You got offers.

781
00:37:33.080 --> 00:37:33.760
You got leads.

782
00:37:33.760 --> 00:37:34.920
Can you talk about the next one?

783
00:37:34.920 --> 00:37:38.560
It's the name yet, but it's green, it's green.

784
00:37:38.560 --> 00:37:38.800
All right.

785
00:37:38.800 --> 00:37:43.120
You got to be a green book purple, purple, wait, blue, purple, green, purple, blue.

786
00:37:43.320 --> 00:37:43.720
Purple, purple.

787
00:37:43.720 --> 00:37:44.400
Okay, got it, got it.

788
00:37:45.360 --> 00:37:49.040
I just really audience to know it's typically when you write a book,

789
00:37:49.040 --> 00:37:50.640
it's usually five to seven drafts, right?

790
00:37:50.640 --> 00:37:54.440
And when my editor first told me that it's like, come on, I'll be done in one draft, right?

791
00:37:54.760 --> 00:37:56.320
No, it's seven on mine.

792
00:37:56.640 --> 00:37:57.320
You did 19.

793
00:37:57.320 --> 00:38:00.760
That's way more, it sounds like you rewrote a couple of times too.

794
00:38:00.760 --> 00:38:02.720
Four four writes, like end to end, rewrote.

795
00:38:02.720 --> 00:38:03.320
That's crazy.

796
00:38:03.320 --> 00:38:04.160
I think I just give up.

797
00:38:05.160 --> 00:38:07.480
It was really hard, but the work needs doing.

798
00:38:08.840 --> 00:38:11.640
And I'll tell you what my editor said when I would get to these points,

799
00:38:11.640 --> 00:38:13.400
where I would just like throw out my hands and be like, dude,

800
00:38:13.400 --> 00:38:14.960
I don't need to make the money.

801
00:38:14.960 --> 00:38:17.680
I don't like whatever, you know, you're close to giving up a couple of times.

802
00:38:17.680 --> 00:38:18.320
Oh, for sure.

803
00:38:18.320 --> 00:38:21.080
I mean, like, you know, everybody has bad days.

804
00:38:21.080 --> 00:38:21.600
Yeah.

805
00:38:21.600 --> 00:38:25.640
And he said that he gave me this visual that like just like seared into my mind.

806
00:38:25.640 --> 00:38:29.000
He was like, there's a 17 year old kid in Pakistan who has a goat who's going to be

807
00:38:29.000 --> 00:38:30.880
sleeping with this book under his pillow.

808
00:38:31.080 --> 00:38:32.440
He's like, do it for him.

809
00:38:32.920 --> 00:38:33.240
Wow.

810
00:38:33.240 --> 00:38:38.000
And I was like, look, all right, we get back and we, and we, you know, I was like,

811
00:38:38.120 --> 00:38:39.440
dude, they can figure this part out.

812
00:38:39.440 --> 00:38:40.440
And he's like, no, they can't.

813
00:38:40.600 --> 00:38:41.080
Yeah.

814
00:38:41.320 --> 00:38:42.680
He's like, you'll sell the book no matter what.

815
00:38:42.680 --> 00:38:46.840
He's like, but they won't get it and then so then it's like back to the drawing

816
00:38:46.840 --> 00:38:51.440
where how can I rethink through this framework so that I can make it easy and then

817
00:38:51.440 --> 00:38:54.280
make the visual match, the words and make it under third grade.

818
00:38:54.280 --> 00:38:56.120
And all the way through was tough.

819
00:38:56.480 --> 00:38:57.800
Dude, I mean, that just goes to show you too.

820
00:38:57.800 --> 00:39:01.040
Because earlier you talked about your mission around the education piece, right?

821
00:39:01.360 --> 00:39:04.920
And sometimes no matter how strong your mission is, you'll start to waver a little

822
00:39:04.920 --> 00:39:05.280
bit, right?

823
00:39:05.600 --> 00:39:09.240
And you need heroes like your editor to come and recalibrate.

824
00:39:09.440 --> 00:39:09.960
Yeah.

825
00:39:10.120 --> 00:39:10.400
Yeah.

826
00:39:10.400 --> 00:39:11.040
This one's interesting.

827
00:39:11.040 --> 00:39:15.440
So the guy I had lunch with today, um, we had been in these masterminds before and in

828
00:39:15.440 --> 00:39:17.280
our mid 20s or so, it's like, yeah, tactics.

829
00:39:17.280 --> 00:39:18.360
You need to dope and mean history.

830
00:39:18.360 --> 00:39:19.120
Oh, that's good.

831
00:39:19.120 --> 00:39:19.360
Right?

832
00:39:19.360 --> 00:39:19.880
Split.

833
00:39:19.880 --> 00:39:21.120
Uh, yes, split test.

834
00:39:21.120 --> 00:39:22.320
You know, there's this new channel over here.

835
00:39:22.320 --> 00:39:23.280
You got to talk this person.

836
00:39:23.720 --> 00:39:27.080
But then as we get older, it's like, no, no, no, it's not about the tactics.

837
00:39:27.480 --> 00:39:29.120
It's just about hiring good people, right?

838
00:39:29.120 --> 00:39:33.320
Like is there anything you want to, I mean, I thought it'd be good to chat about

839
00:39:33.320 --> 00:39:38.040
with you here because after they read the books, sure, they'll pick up the strategies

840
00:39:38.040 --> 00:39:40.480
tactics, but really wants to get a certain level.

841
00:39:40.480 --> 00:39:43.480
It's like, yeah, I mean, it's all about who, you know, I mean, there's that,

842
00:39:43.480 --> 00:39:45.000
the type was that book, who, not how?

843
00:39:45.000 --> 00:39:45.480
Yeah.

844
00:39:45.720 --> 00:39:48.440
I mean, it kind of summarizes the entire concept in the title.

845
00:39:48.840 --> 00:39:52.440
Um, you, I think you and I've had this discussion, but like you can, you can

846
00:39:52.440 --> 00:39:56.760
sit in on a group of entrepreneurs, listen to the discussion for 60 seconds and know

847
00:39:56.760 --> 00:40:00.360
how much money they make within a rough, a rough estimate or what level of the

848
00:40:00.360 --> 00:40:02.680
business that they're working if their employees, like where they, where they sit

849
00:40:02.680 --> 00:40:06.080
on the org chart, um, because of what level of conversation they're having.

850
00:40:06.160 --> 00:40:10.000
And so at the highest level, you're talking about allocation of resources, it's

851
00:40:10.000 --> 00:40:10.360
all it is.

852
00:40:10.360 --> 00:40:12.120
It's just capital and human allocation.

853
00:40:12.320 --> 00:40:12.520
Yeah.

854
00:40:13.520 --> 00:40:18.640
And, you know, one level maybe below that would be, uh, human, like human

855
00:40:18.640 --> 00:40:20.520
capital, which is how are we going to attract talent?

856
00:40:20.520 --> 00:40:21.480
How are we going to train talent?

857
00:40:21.720 --> 00:40:23.440
How are we going to get compounding returns on talent?

858
00:40:23.840 --> 00:40:26.920
Uh, because, you know, I, I like the saying, but, um, you're just one great

859
00:40:26.920 --> 00:40:29.000
higher away from all of the money that you want.

860
00:40:29.280 --> 00:40:32.720
Uh, but the thing is, is that I think the catch of that, that,

861
00:40:32.880 --> 00:40:36.800
is, um, is that you have to become the type of person that that person wants to work

862
00:40:36.800 --> 00:40:37.640
for totally.

863
00:40:38.000 --> 00:40:39.400
And that's, that's the hard part.

864
00:40:39.440 --> 00:40:40.400
Yeah, that's like sure.

865
00:40:40.400 --> 00:40:40.880
Yeah, yeah.

866
00:40:40.880 --> 00:40:41.120
Yeah.

867
00:40:41.120 --> 00:40:42.920
Of course, uh, what's his name?

868
00:40:43.440 --> 00:40:45.040
Tim Cook, right of Apple.

869
00:40:45.880 --> 00:40:49.480
He could, he could probably grow your business, but he wouldn't work for you.

870
00:40:50.960 --> 00:40:53.720
And so like that has been always at the forefront of Laila and I's minus.

871
00:40:53.920 --> 00:40:58.440
And that's part of what we do with the brand stuff, which is we want the brand

872
00:40:58.440 --> 00:41:03.120
to stand for things that, because we're, we're just as aggressively advertising

873
00:41:04.280 --> 00:41:08.160
at a tactical level, more aggressively advertising from a transaction's perspective

874
00:41:08.360 --> 00:41:10.200
for the talent we put in portfolio companies.

875
00:41:10.520 --> 00:41:12.160
So we place talent.

876
00:41:12.880 --> 00:41:16.480
I mean, a few times a week, I mean, we have three, four leadership positions

877
00:41:16.480 --> 00:41:19.480
a week that we fill in our portfolio companies compared to how many deals we do

878
00:41:19.480 --> 00:41:20.480
at the portfolio level.

879
00:41:20.960 --> 00:41:24.800
Um, and so, and that's the, that's the highest return on capital that we have

880
00:41:25.240 --> 00:41:31.560
is by someone, and I say, by just in the capital term, um, by talent for 200,000

881
00:41:31.560 --> 00:41:33.640
a year, make 20 million year.

882
00:41:33.720 --> 00:41:33.960
Yeah.

883
00:41:34.520 --> 00:41:34.920
No right.

884
00:41:34.920 --> 00:41:35.720
Great trade, right?

885
00:41:35.720 --> 00:41:39.080
And one of the big, one of the big misnomers, I think one of the biggest mistake

886
00:41:39.080 --> 00:41:42.160
entrepreneurs, like myself included when I was earlier on is that I didn't

887
00:41:42.160 --> 00:41:43.640
understand the difference in A and B talent.

888
00:41:44.280 --> 00:41:48.960
You can pay a talent 30% above market and get 10x the output.

889
00:41:49.560 --> 00:41:54.280
And like there's no sense in ever paying below market in my opinion, because

890
00:41:54.280 --> 00:41:58.480
you just don't get, you can get so much more for the, for the extra premium that

891
00:41:58.480 --> 00:42:01.640
you pay, that it's one of the best, it's like the best, best bet in Vegas.

892
00:42:01.720 --> 00:42:01.920
Yeah.

893
00:42:01.920 --> 00:42:04.960
You know what I mean, the best trade you can make is that premium to bring the,

894
00:42:05.000 --> 00:42:07.160
the right person in that's 10 times more effective.

895
00:42:07.760 --> 00:42:11.640
You know, have you heard of the, the Keith Roboy, um, he has this expression

896
00:42:11.640 --> 00:42:13.600
about barrels versus bullets.

897
00:42:13.600 --> 00:42:14.120
Hmm.

898
00:42:14.200 --> 00:42:20.480
So the concept here, this guy was, um, I think he was like a COO of, of square or

899
00:42:20.480 --> 00:42:22.440
block, whatever you want to call his high up at PayPal.

900
00:42:22.760 --> 00:42:26.440
But anyway, so what he said was like, look, in an organization, you need

901
00:42:26.440 --> 00:42:29.480
barrels, these are going to be the ones that you give him a problem or like

902
00:42:29.480 --> 00:42:30.600
something, and they'll just solve it, right?

903
00:42:31.040 --> 00:42:34.480
And then the bullets, like they will do what you tell them to do, but you

904
00:42:34.480 --> 00:42:36.560
should always hire a barrel whenever you meet a barrel.

905
00:42:36.600 --> 00:42:37.560
And that's kind of what you're saying here.

906
00:42:37.560 --> 00:42:40.520
And then to me, like I, I love playing poker, right?

907
00:42:40.520 --> 00:42:45.640
Like I'm a gambler at heart, but in like, in business, it's like unfair.

908
00:42:45.640 --> 00:42:46.680
It's like, you make this higher.

909
00:42:46.680 --> 00:42:49.440
It's like upside is unlimited.

910
00:42:49.720 --> 00:42:52.280
Well, I mean, it's got a point now where we will, like we interview,

911
00:42:52.280 --> 00:42:53.800
we basically have open interviews.

912
00:42:54.160 --> 00:42:58.320
So if we see someone who's incredibly talented, we will hire them without

913
00:42:58.360 --> 00:43:01.440
really having a clear position for them yet.

914
00:43:01.480 --> 00:43:05.360
And like, I'm saying, that's a bit, that's if we have an incredibly talented

915
00:43:05.360 --> 00:43:09.320
person, like we had someone recently, um, who is an exceptional sales director at

916
00:43:09.320 --> 00:43:10.160
huge experience.

917
00:43:10.160 --> 00:43:13.200
Was an ex CEO, like all this great stuff, great value fit.

918
00:43:13.600 --> 00:43:17.360
Um, and one of our portfolio companies, we're about to, you know, make the

919
00:43:17.360 --> 00:43:19.000
recommendation that you should take this person.

920
00:43:19.400 --> 00:43:22.360
Um, and they were like, we don't, we don't think we want to do it.

921
00:43:22.720 --> 00:43:26.080
Um, and so we hopped on the phone and we're like, you're wrong.

922
00:43:26.480 --> 00:43:29.560
Um, like we have a lot more context on this.

923
00:43:29.560 --> 00:43:32.560
You should do it and it ended up somebody from like their outside.

924
00:43:32.560 --> 00:43:34.040
It said, you shouldn't do it.

925
00:43:34.040 --> 00:43:36.040
And they had that person had no context.

926
00:43:36.040 --> 00:43:37.360
And they were like, we actually wanted to hire him.

927
00:43:37.360 --> 00:43:40.280
But we didn't trust ourselves, which by the way is huge part for entrepreneurs

928
00:43:40.280 --> 00:43:41.440
is like, you make one bad hire.

929
00:43:41.440 --> 00:43:43.200
And then you think, I can't hire people.

930
00:43:43.200 --> 00:43:44.640
Like you're going to make mistakes.

931
00:43:44.840 --> 00:43:45.600
It's part of the game.

932
00:43:45.600 --> 00:43:47.240
You get better and better pattern recognition.

933
00:43:47.440 --> 00:43:48.480
And so this person had talent.

934
00:43:48.480 --> 00:43:48.960
It was clear.

935
00:43:49.320 --> 00:43:52.800
And so we were like, just so you know, we're hiring him no matter what.

936
00:43:53.000 --> 00:43:55.320
And so we're either going to put him in your company or putting him with somebody

937
00:43:55.320 --> 00:43:57.240
else that they're like, okay, yeah, no, we want him.

938
00:43:57.360 --> 00:44:00.040
And so it's like, I think that's the level of talent is like, you should feel

939
00:44:00.040 --> 00:44:02.120
phomo when you're talking to the person.

940
00:44:02.360 --> 00:44:03.880
And here's the other litmus test that I love.

941
00:44:03.880 --> 00:44:04.560
I got this from Leila.

942
00:44:05.080 --> 00:44:10.480
If you were not learning on the interview from the candidate about the thing

943
00:44:10.480 --> 00:44:13.840
that they're supposed to take over, you shouldn't hire them because it means

944
00:44:13.840 --> 00:44:16.440
that you know more than them, which means that you're required for them to be

945
00:44:16.440 --> 00:44:18.560
successful, which means that they need you.

946
00:44:18.560 --> 00:44:19.960
And you know, you don't get leverage.

947
00:44:20.120 --> 00:44:20.360
Yeah.

948
00:44:20.880 --> 00:44:21.840
That dude, that's way better.

949
00:44:21.840 --> 00:44:24.120
So I used to use this Larry Page proxy.

950
00:44:24.120 --> 00:44:27.840
Um, so he would just get bored on all these interviews.

951
00:44:27.840 --> 00:44:28.080
Right?

952
00:44:28.080 --> 00:44:30.960
I was like, you know, one of the founders of Google, and he would be like, yeah,

953
00:44:30.960 --> 00:44:32.520
so like, tell me about something you're passionate about.

954
00:44:32.520 --> 00:44:33.120
Okay, great.

955
00:44:33.120 --> 00:44:34.400
You're going to teach me for seven minutes.

956
00:44:34.400 --> 00:44:35.480
So you can learn something.

957
00:44:35.480 --> 00:44:35.920
Yeah.

958
00:44:36.240 --> 00:44:37.440
Leila's is even better.

959
00:44:37.520 --> 00:44:38.040
Yeah.

960
00:44:38.240 --> 00:44:42.320
Cause if you think about from a, from a chunked up example, an organization

961
00:44:42.320 --> 00:44:46.280
grows if the not, if the cumulative knowledge base of the company grows.

962
00:44:46.800 --> 00:44:51.120
And so if you bring somebody in who you have the complete, you have their

963
00:44:51.120 --> 00:44:54.720
entire complete knowledge set about whatever the subject matter is, then the

964
00:44:54.720 --> 00:44:58.200
organization doesn't grow just as simple as that.

965
00:44:58.920 --> 00:45:03.640
And if you were the smartest person in your business, then it means that

966
00:45:03.640 --> 00:45:05.440
the business will be capped by your brain.

967
00:45:05.960 --> 00:45:11.600
If you have four other people who have huge, uh, trench knowledge, then I see

968
00:45:11.600 --> 00:45:13.640
it as this like in my head, I see it as this Christmas tree.

969
00:45:13.640 --> 00:45:16.600
We're like, if you have four like this, the peak goes way above.

970
00:45:16.600 --> 00:45:18.440
Cause you have this wider, wider top.

971
00:45:18.600 --> 00:45:19.840
So the peak is way, way higher.

972
00:45:19.960 --> 00:45:23.240
Whereas if you're the single brain at the top, the peak is the top of your head.

973
00:45:23.280 --> 00:45:23.560
Yeah.

974
00:45:24.400 --> 00:45:26.480
That's like how I visual very small Christmas tree.

975
00:45:26.640 --> 00:45:27.920
Yeah, very small Christmas tree.

976
00:45:27.920 --> 00:45:28.480
Exactly.

977
00:45:29.000 --> 00:45:29.720
No presence.

978
00:45:29.720 --> 00:45:30.520
That's, that's good.

979
00:45:30.880 --> 00:45:35.200
So actually we have a couple of minutes left here, but the Leila conversation is

980
00:45:35.200 --> 00:45:37.320
going to be really focused on talent acquisition.

981
00:45:37.320 --> 00:45:38.640
Cause that, that is the game.

982
00:45:38.960 --> 00:45:41.440
So she's, she's a savage.

983
00:45:41.440 --> 00:45:42.600
I mean, speaking of savages.

984
00:45:43.200 --> 00:45:46.960
So a yes, both of your savages in a good way.

985
00:45:46.960 --> 00:45:49.640
Obviously, but B, when you find this talent, right?

986
00:45:49.640 --> 00:45:53.680
Like I tell people, I tell my staff, it's like, dude, you know, and if you have

987
00:45:53.680 --> 00:45:57.080
that feeling, that little gut feeling, you pull the trader.

988
00:45:57.080 --> 00:45:58.920
You don't, you don't wait that long.

989
00:45:58.960 --> 00:45:59.120
Yeah.

990
00:45:59.120 --> 00:46:01.760
Cause the next person to interview with a hire, yeah, totally.

991
00:46:01.800 --> 00:46:03.320
So you, you'll do it on the spot sometimes.

992
00:46:03.480 --> 00:46:06.720
We don't do, I mean, we don't, we still follow a process, but we, we do 24 hour

993
00:46:06.720 --> 00:46:07.840
turn around to move things forward.

994
00:46:07.840 --> 00:46:08.240
There you go.

995
00:46:08.280 --> 00:46:08.480
Yeah.

996
00:46:08.680 --> 00:46:12.200
But usually your turn around like, we try and do, we try and do everything one day

997
00:46:12.280 --> 00:46:14.280
apart. If we, like we always try to do that.

998
00:46:14.280 --> 00:46:18.120
Like we have really good metrics around HR, like our cost to fill is way

999
00:46:18.120 --> 00:46:19.240
below industry average.

1000
00:46:19.240 --> 00:46:23.440
Our time to fill roles is like 22 days versus industry averages, much higher.

1001
00:46:23.960 --> 00:46:27.840
Our two-sided fit at 90 days, which is one of our key metrics is that the

1002
00:46:27.840 --> 00:46:31.360
person above the person and the person both say that it was a perfect match.

1003
00:46:31.920 --> 00:46:33.600
90 days later, two-sided fit.

1004
00:46:33.600 --> 00:46:34.080
I like that.

1005
00:46:34.080 --> 00:46:35.040
You guys came up with that one too.

1006
00:46:35.400 --> 00:46:39.640
What director of HR did, and that was because she came from Audex, private

1007
00:46:39.640 --> 00:46:40.160
equity firm.

1008
00:46:40.160 --> 00:46:41.760
And so she was director of people there.

1009
00:46:41.800 --> 00:46:46.240
And so on the interview, she was teaching at, she gave all these metrics that I

1010
00:46:46.240 --> 00:46:47.400
didn't, like, time to fill.

1011
00:46:47.400 --> 00:46:49.960
And I was like, I should, why have I never tracked this?

1012
00:46:49.960 --> 00:46:50.960
Like that's so smart.

1013
00:46:50.960 --> 00:46:52.200
And she's like, what's the cost to fill?

1014
00:46:52.480 --> 00:46:54.800
And here I am thinking, I was like, oh, yeah, I'm this big metric shy.

1015
00:46:55.000 --> 00:46:57.280
I know the cost of our customer or CPF, CPF, all these things.

1016
00:46:57.600 --> 00:46:59.880
And she's like, oh, you don't know what your cost to fill was.

1017
00:46:59.880 --> 00:47:03.120
And I was like, wow, like such an idiot myself.

1018
00:47:03.520 --> 00:47:07.000
And so that's why, like that's why you need really smart people around you

1019
00:47:07.000 --> 00:47:09.280
because like I learned from her all the time.

1020
00:47:09.800 --> 00:47:13.880
You should feel like an idiot when you're talking to high caliber

1021
00:47:13.880 --> 00:47:15.280
prospect about their subject.

1022
00:47:15.280 --> 00:47:15.600
Yeah.

1023
00:47:16.080 --> 00:47:16.840
Yeah, I love it.

1024
00:47:17.080 --> 00:47:17.440
Cool.

1025
00:47:17.720 --> 00:47:21.120
You know, so I'm going to go back to a story here because because I have a guest

1026
00:47:21.120 --> 00:47:24.240
question here, but we were eating lunch one time.

1027
00:47:24.240 --> 00:47:26.720
And your order was, give me four chicken breasts.

1028
00:47:27.800 --> 00:47:31.680
Tell us about the, I've seen the video you had with ice cream and all that.

1029
00:47:31.960 --> 00:47:32.880
How is your diet?

1030
00:47:32.880 --> 00:47:37.200
Like what is the question here from my buddy is, what is Alex's fitness routine

1031
00:47:37.200 --> 00:47:38.520
aside from what he has said?

1032
00:47:38.760 --> 00:47:40.320
And I was diet as well.

1033
00:47:40.600 --> 00:47:41.000
Yeah.

1034
00:47:42.400 --> 00:47:46.200
Like right now I haven't worked out in like three or four weeks, which is not as

1035
00:47:46.200 --> 00:47:46.800
common for me.

1036
00:47:46.800 --> 00:47:51.600
But I go through seasons, I would say like I didn't, I didn't miss more than a

1037
00:47:51.600 --> 00:47:53.600
week of working out for like 16 years.

1038
00:47:53.800 --> 00:47:54.200
Wow.

1039
00:47:55.200 --> 00:48:00.400
And then I in my old age, you know, I'm crossing 19 years of training now.

1040
00:48:01.200 --> 00:48:04.080
So I've like, for everyone who's like the entrepreneurs who like all of a sudden

1041
00:48:04.080 --> 00:48:06.360
aside to like start getting into fitness and then they start lecturing people

1042
00:48:06.360 --> 00:48:08.040
and they've only been doing working out for like two years.

1043
00:48:08.040 --> 00:48:10.400
Like I read the book and the article and I know the guy who wrote it.

1044
00:48:10.400 --> 00:48:13.280
I know how he makes his money and you're not seeing the whole truth.

1045
00:48:13.320 --> 00:48:14.520
But that's okay.

1046
00:48:15.480 --> 00:48:16.200
We're charted glory.

1047
00:48:16.520 --> 00:48:19.840
Oh, I'm just saying like in general, like whatever that thing is that you're like

1048
00:48:19.840 --> 00:48:21.920
really obsessed about right now, it's because you understand it very.

1049
00:48:21.920 --> 00:48:23.160
Like I'm all keto.

1050
00:48:23.160 --> 00:48:24.200
I'm intermittent fasting.

1051
00:48:24.200 --> 00:48:28.080
I do high carb, you know, high carb or I only do vegan or I like whatever

1052
00:48:28.080 --> 00:48:28.800
make believe thing.

1053
00:48:29.200 --> 00:48:33.040
Like there's a few things that matter and everything else is just preference.

1054
00:48:33.080 --> 00:48:33.640
You know what I mean?

1055
00:48:33.640 --> 00:48:35.600
And so I don't know if this is an evalism.

1056
00:48:35.600 --> 00:48:38.360
But like if you can't do it for a decade, don't do it for a day.

1057
00:48:39.640 --> 00:48:42.160
And so there's definitely been seasons when I'll train harder.

1058
00:48:43.000 --> 00:48:48.200
But overall, I do resistance training because it's the number one thing for,

1059
00:48:48.480 --> 00:48:51.520
you know, longevity, maintaining bone mass, et cetera.

1060
00:48:52.440 --> 00:48:55.800
And then from a health perspective, it just comes down to calorie intake from

1061
00:48:55.800 --> 00:48:58.920
a body aesthetics and then making sure that you have the vitamins that you need

1062
00:48:58.920 --> 00:48:59.680
in micro nutrients.

1063
00:48:59.680 --> 00:49:03.440
But like for most people in the developed world, we don't normally have

1064
00:49:03.440 --> 00:49:06.160
vitamin deficiencies and we usually don't have mineral deficiencies.

1065
00:49:07.160 --> 00:49:11.600
Again, that clinic that you go to where they do the blood work and they can

1066
00:49:11.600 --> 00:49:14.560
have you chew on something and then spit it out and it does pink.

1067
00:49:14.560 --> 00:49:15.880
And then you take a supplement, then it's blue.

1068
00:49:15.880 --> 00:49:18.400
Like you have to understand these are also businesses.

1069
00:49:18.400 --> 00:49:19.560
Like I come from the health of fitness world.

1070
00:49:19.560 --> 00:49:21.880
Like I think there's, there's games behind these things.

1071
00:49:22.400 --> 00:49:25.600
And so I try to keep things as simple as possible.

1072
00:49:25.600 --> 00:49:26.880
I eat two pounds of me today.

1073
00:49:27.160 --> 00:49:30.440
That's how I get my 200 grams of protein in that is very easy for me to do.

1074
00:49:30.880 --> 00:49:33.920
And then I have dessert in excess of my calories to hit my goal.

1075
00:49:33.920 --> 00:49:35.760
If I want to lose weight, I eat less dessert.

1076
00:49:36.320 --> 00:49:38.000
If I want to maintain weight, I eat the same amount.

1077
00:49:38.320 --> 00:49:41.880
If I want to gain weight, I'll add other calories to my other meals that have

1078
00:49:41.880 --> 00:49:42.400
meat in them.

1079
00:49:42.400 --> 00:49:45.760
So rather than just meat off meat and pasta or meat and rice, whatever.

1080
00:49:46.680 --> 00:49:49.040
But training has been progressive overload on resistance training,

1081
00:49:49.040 --> 00:49:53.240
meaning weights and machines and play loaded machines for almost two decades.

1082
00:49:53.960 --> 00:49:55.000
Is there anything else?

1083
00:49:55.320 --> 00:50:00.400
It's I think you probably, my guess here is that you started out and then

1084
00:50:00.400 --> 00:50:03.080
you tried all the things and it's like, no, let's just simplify it to these and

1085
00:50:03.160 --> 00:50:03.760
these work.

1086
00:50:04.880 --> 00:50:07.680
Do you do anything around anything else that's strange?

1087
00:50:07.680 --> 00:50:10.680
Like preventative healthcare people like, oh, yeah, the MRI scans, all this type of

1088
00:50:10.680 --> 00:50:13.400
stuff. I don't, maybe I will later, but right now I don't.

1089
00:50:13.400 --> 00:50:16.480
I've, I've focused, I mean, all the things that I just mentioned.

1090
00:50:16.480 --> 00:50:18.120
So like I did kettlebell only training.

1091
00:50:18.120 --> 00:50:19.160
I did barefoot training.

1092
00:50:19.160 --> 00:50:21.600
I did exclusively swim sprint training.

1093
00:50:22.400 --> 00:50:24.000
I've done high intensity interval training.

1094
00:50:24.000 --> 00:50:27.120
I've done like all strong man style training.

1095
00:50:27.120 --> 00:50:29.720
I've, I was a competitive power lifter for five years.

1096
00:50:30.560 --> 00:50:32.880
And now people would probably consider me more like a bodybuilder,

1097
00:50:32.880 --> 00:50:35.000
ask in terms of training style and aesthetics.

1098
00:50:35.280 --> 00:50:38.320
And so like I have done a lot of different styles of training.

1099
00:50:38.320 --> 00:50:41.000
And when it comes to diet, I did the warrior diet.

1100
00:50:41.000 --> 00:50:43.600
When you ate one big meal at night, I've done intermittent fasting.

1101
00:50:43.600 --> 00:50:44.800
I've done alternate day fasting.

1102
00:50:44.800 --> 00:50:47.200
I've done, I've done keto.

1103
00:50:47.200 --> 00:50:51.320
I've done all the obstetive keto.

1104
00:50:51.320 --> 00:50:54.640
So like high carbs, super low fat, high protein.

1105
00:50:54.840 --> 00:50:55.840
I've done zone.

1106
00:50:55.840 --> 00:50:57.720
I've, like, I have done them.

1107
00:50:57.720 --> 00:51:00.640
And it was because in my first decade of fitness,

1108
00:51:01.160 --> 00:51:04.720
you hop on all of these trains because part of it is like you want to experiment,

1109
00:51:04.720 --> 00:51:05.880
you want to learn, you want to see how you react.

1110
00:51:05.880 --> 00:51:07.760
And part of it is because you believe the magic, right?

1111
00:51:07.760 --> 00:51:08.560
There's something different.

1112
00:51:09.040 --> 00:51:12.240
But there's a few fundamental truths and they all come down to physics,

1113
00:51:12.240 --> 00:51:14.280
which is just like law of thermodynamics.

1114
00:51:14.280 --> 00:51:16.320
Like there's a certain amount of energy that you consume.

1115
00:51:16.480 --> 00:51:18.480
And if you have less than that, you will lose fat.

1116
00:51:18.800 --> 00:51:19.200
Period.

1117
00:51:19.200 --> 00:51:20.560
It will get taken from energy stores.

1118
00:51:20.800 --> 00:51:23.480
Like, well, what about starvation mode and things like that?

1119
00:51:23.480 --> 00:51:24.920
Like there was a Minnesota starvation study

1120
00:51:24.920 --> 00:51:28.400
where they had starved people for like months, no food.

1121
00:51:28.880 --> 00:51:32.200
And the biggest document they saw in basal metabolic rate was 30%.

1122
00:51:32.720 --> 00:51:37.240
And so that means that when you're truly starving, your BMR goes to 70%,

1123
00:51:37.720 --> 00:51:42.400
which I mean is significant, but it's also not like like the women that I

1124
00:51:42.400 --> 00:51:44.960
used to have in my gym, like I think I'm in starvation mode.

1125
00:51:44.960 --> 00:51:46.400
I was like, I think you just snack.

1126
00:51:47.400 --> 00:51:50.000
You know, like, I was like, if you want to see starvation mode, go to Africa.

1127
00:51:50.520 --> 00:51:53.360
Like none of them have cellulite because they are starving.

1128
00:51:54.360 --> 00:51:58.640
Like, you know, we use these words, but like in order to truly get that level

1129
00:51:58.640 --> 00:52:03.040
of decrement and decrease in your, you know, BMR, you have to really be

1130
00:52:03.040 --> 00:52:05.120
restricting for a very long period of time.

1131
00:52:05.120 --> 00:52:07.200
And most people don't even track what they eat.

1132
00:52:07.400 --> 00:52:10.920
And so like, if you don't track what you eat, it's kind of like the guy with

1133
00:52:10.920 --> 00:52:12.680
the opinion, like I don't, I don't care.

1134
00:52:12.840 --> 00:52:14.080
Like you don't even have data.

1135
00:52:14.080 --> 00:52:19.280
So and the thing with any of these, these, you know, diets or at least approaches

1136
00:52:19.280 --> 00:52:22.560
is you have a certain calorie intake that you maintain your body weight at.

1137
00:52:22.880 --> 00:52:25.320
The thing that fudges this is that people are very bad at measuring what they

1138
00:52:25.320 --> 00:52:27.840
take in, like what they eat.

1139
00:52:28.240 --> 00:52:32.400
And there, but that's even, uh, that's still easier than measuring what your

1140
00:52:32.400 --> 00:52:36.040
output is because you have non-exercise activity that really still like, if I'm,

1141
00:52:36.040 --> 00:52:39.760
if I'm bobbing my foot or I'm chewing more gum or I'm taking the stairs more,

1142
00:52:39.760 --> 00:52:44.400
I'm cleaning the house, like those few hundred calories a day over a week,

1143
00:52:44.400 --> 00:52:46.120
over a month, add up a lot.

1144
00:52:46.640 --> 00:52:50.720
Um, and so usually what happens is when you get older, your,

1145
00:52:50.720 --> 00:52:53.680
your metabolism doesn't necessarily decrease nearly as much as people's activity

1146
00:52:53.680 --> 00:52:54.280
decreases.

1147
00:52:54.520 --> 00:52:57.720
And so they think that their metabolism is really slow, but it's like when you

1148
00:52:57.720 --> 00:53:02.160
were 20, you were in two rec leagues and you had to walk cross campus, uh,

1149
00:53:02.200 --> 00:53:05.600
at college and you were walking three miles a day and you'd even notice it, right?

1150
00:53:05.600 --> 00:53:08.080
With a backpack on, that was like 25 pounds, right?

1151
00:53:08.080 --> 00:53:11.360
Like it was rocking now, but like you just had a backpack as you were a student.

1152
00:53:11.560 --> 00:53:13.840
And so it's just like we have these perspectiveships that have to happen,

1153
00:53:13.840 --> 00:53:15.480
but there's a few things that happen.

1154
00:53:15.520 --> 00:53:18.760
Progressive overload, meaning you lift more weight over time works.

1155
00:53:18.800 --> 00:53:20.360
That builds muscle, right?

1156
00:53:20.760 --> 00:53:25.880
Protein increase builds and maintains muscle hormones, build and maintain muscle.

1157
00:53:26.800 --> 00:53:30.560
Calorie surpluses help maintain anabolic states.

1158
00:53:30.960 --> 00:53:34.960
Calorie deficits, you lose tissue, you go into catabolic states period.

1159
00:53:35.400 --> 00:53:35.760
That's it.

1160
00:53:35.760 --> 00:53:37.520
The rest of it is preference.

1161
00:53:37.600 --> 00:53:37.880
Yeah.

1162
00:53:38.200 --> 00:53:41.960
Look, I think this all wraps well together because it's the reason I bring this up

1163
00:53:41.960 --> 00:53:43.640
to is because you simplified it.

1164
00:53:43.960 --> 00:53:46.880
And just like business, it's comes down to people, right?

1165
00:53:47.480 --> 00:53:50.200
A lot of blocking and tackling, same thing with this, the health stuff too.

1166
00:53:50.200 --> 00:53:52.360
It's like where there's a lot of distractions.

1167
00:53:52.360 --> 00:53:53.440
Oh, there's this new diet over here.

1168
00:53:53.440 --> 00:53:56.120
Oh, should we like cold plunge or should we like infrared sauna?

1169
00:53:56.120 --> 00:53:59.000
Like should we, I don't know, blue light blocking, whatever, right?

1170
00:54:00.160 --> 00:54:02.760
But it just comes down to the simple stuff.

1171
00:54:02.960 --> 00:54:04.880
And I talk about this just for context.

1172
00:54:04.880 --> 00:54:06.520
So this is for you guys, you can add it back in.

1173
00:54:07.360 --> 00:54:10.560
Is this is purely from the perspective of aesthetics.

1174
00:54:10.880 --> 00:54:13.960
If you want to maintain a certain amount of body mass with a certain percentage

1175
00:54:13.960 --> 00:54:16.200
of fat and certain percentage muscle, those are the only things that matter.

1176
00:54:17.880 --> 00:54:24.320
The other stuff, it gets into magic and all the stuff that I don't partake in.

1177
00:54:24.320 --> 00:54:26.920
And what's interesting is like, I don't talk about fitness much.

1178
00:54:27.760 --> 00:54:31.760
And it's mostly because I am so, I mean, it's been 20 years.

1179
00:54:31.760 --> 00:54:35.520
So like I'm, I've been in, I've been knowing about fitness for a longer than

1180
00:54:35.520 --> 00:54:37.000
a note about business for a context.

1181
00:54:38.000 --> 00:54:40.720
And so I also did that professionally for a very long time.

1182
00:54:40.720 --> 00:54:43.920
And a lot of like the, the YouTube world and like the influencer world are

1183
00:54:43.920 --> 00:54:46.920
people that follow me don't know, like they see that I'm, quote, jacked.

1184
00:54:47.280 --> 00:54:51.080
But like, I wrote the plans that 4,000 gyms use.

1185
00:54:51.080 --> 00:54:52.880
Like you've probably used my stuff.

1186
00:54:53.360 --> 00:54:57.040
And so, you know, people are like, oh, this guy has such great thinking.

1187
00:54:57.040 --> 00:55:00.280
But then if I make a comment about food, then everyone feels entitled to an

1188
00:55:00.280 --> 00:55:01.880
opinion because they have a body, right?

1189
00:55:01.880 --> 00:55:03.720
Yeah, yeah, right.

1190
00:55:03.720 --> 00:55:08.680
So they, but like they, how many people have you helped change, like their

1191
00:55:08.680 --> 00:55:12.080
physiques, probably not many, and you probably can't even change your own.

1192
00:55:12.240 --> 00:55:16.400
So like it's kind of like in business where like no one wealthier than you

1193
00:55:16.400 --> 00:55:17.280
will take shots at you.

1194
00:55:17.440 --> 00:55:22.200
Yeah, no guy who's ever been more jacked than me has ever said anything

1195
00:55:22.200 --> 00:55:24.120
negative totally about fitness stuff.

1196
00:55:24.440 --> 00:55:26.960
It's only like laptop workers and whatnot.

1197
00:55:26.960 --> 00:55:31.160
And so like, again, my, my level of care is so much more passionate about helping

1198
00:55:31.160 --> 00:55:33.520
people make money to like sustain their families and whatnot.

1199
00:55:34.360 --> 00:55:36.680
And it's, I don't have a lot of passion anymore around fitness.

1200
00:55:36.680 --> 00:55:38.400
And maybe it's been two decades and maybe that's why.

1201
00:55:39.400 --> 00:55:41.920
But yeah, to me, it's the, the equation's been simplified.

1202
00:55:42.120 --> 00:55:45.320
And the thing is, is that business, I remember this, there was a moment when

1203
00:55:45.320 --> 00:55:48.400
I stopped reading T Nation, it might do that's not where I got my source of

1204
00:55:48.400 --> 00:55:51.040
content. But I'm just saying, like, T Nation, it was like back in, I mean,

1205
00:55:51.040 --> 00:55:53.400
back in the, like the early 2000s.

1206
00:55:53.400 --> 00:55:56.480
Okay, there's like all these articles for like lifting and nutrition and stuff.

1207
00:55:56.960 --> 00:56:00.000
And I remember there was a day when I was like, I think I get it.

1208
00:56:00.720 --> 00:56:03.920
Like I, I, human bodies haven't changed.

1209
00:56:04.480 --> 00:56:09.560
And so I, I have a sufficient amount of knowledge to do all the things that I

1210
00:56:09.560 --> 00:56:11.440
need to do and to help other people do what they need to do.

1211
00:56:11.960 --> 00:56:15.080
And so my consumption of new stuff dropped dramatically because everything at

1212
00:56:15.080 --> 00:56:19.000
this point is such a small increment in terms of changes in physique and

1213
00:56:19.000 --> 00:56:24.120
performance and all that stuff that like sleeping well, eating your protein and

1214
00:56:24.120 --> 00:56:27.600
working out are still so big compared to everything else that it just doesn't

1215
00:56:27.600 --> 00:56:32.360
matter. And the reason I think I got into, to business and I've stayed and I

1216
00:56:32.360 --> 00:56:35.360
think I will continue to be interested in business, whereas my, my love of

1217
00:56:35.360 --> 00:56:38.400
fitness started to wane is because business changes all the time.

1218
00:56:38.440 --> 00:56:43.280
Yep. So like bodies haven't changed, but business and the market changes

1219
00:56:43.280 --> 00:56:46.040
all the time. And I think that's why I love best game ever.

1220
00:56:46.040 --> 00:56:47.280
All right. Last question for you.

1221
00:56:47.360 --> 00:56:49.240
Your coach is 80 year old Alex.

1222
00:56:49.240 --> 00:56:50.240
Yeah. Not mistaken.

1223
00:56:50.600 --> 00:56:54.760
What are some things that 80 year old Alex has told you recently?

1224
00:56:57.680 --> 00:56:59.080
Sometimes you have to give time time.

1225
00:56:59.360 --> 00:57:03.760
I mean, most of the themes of my 85 year old self, like if there was like a handful

1226
00:57:03.760 --> 00:57:09.000
of themes that are conversations lead toward one is like, this doesn't matter.

1227
00:57:09.720 --> 00:57:11.000
Like it's going to work out either way.

1228
00:57:11.520 --> 00:57:13.680
And since it's me, it's like basically just zoom out.

1229
00:57:14.040 --> 00:57:15.000
So that's probably one.

1230
00:57:16.040 --> 00:57:19.160
A second theme is just around patients, which is like, I think you just need

1231
00:57:19.160 --> 00:57:22.200
to stay busy. I don't think you need to do anything about this.

1232
00:57:22.840 --> 00:57:23.680
So that's the second one.

1233
00:57:23.880 --> 00:57:26.760
I think redefining problems is not problems.

1234
00:57:26.920 --> 00:57:29.920
Like my, my undefeated heavyweight champion of the world solution is to

1235
00:57:29.920 --> 00:57:31.040
side something is in a problem.

1236
00:57:31.720 --> 00:57:32.040
Okay.

1237
00:57:33.080 --> 00:57:34.600
Like how do I solve this?

1238
00:57:34.600 --> 00:57:37.520
It's like, what if I just decided it wasn't a problem to begin with and kept

1239
00:57:37.520 --> 00:57:38.160
living my life?

1240
00:57:38.160 --> 00:57:41.160
And that a lot of times when you're 85, I feel like you have more of that

1241
00:57:41.160 --> 00:57:43.960
perspective. It's like, that's just not, I'm just not, I'm going to side.

1242
00:57:43.960 --> 00:57:44.560
That's not a problem.

1243
00:57:44.840 --> 00:57:45.800
Yeah. No fuck's given.

1244
00:57:45.800 --> 00:57:46.320
Right. Yeah.

1245
00:57:47.120 --> 00:57:52.960
And so I would say those are three, but dude, patients is by far the biggest

1246
00:57:52.960 --> 00:57:59.040
one. Um, and, and, and I'll give the fourth, um, embracing uncertainty.

1247
00:57:59.840 --> 00:58:06.560
Because I, and many of us want a guarantee from a world that doesn't give

1248
00:58:06.560 --> 00:58:10.400
them. It's like, I want to know that this is going to work, which is such a

1249
00:58:10.400 --> 00:58:14.480
fallacious thought at the onset, because if I actually knew beyond a

1250
00:58:14.480 --> 00:58:16.960
shadow of a doubt that something would happen, I would lose all interest

1251
00:58:16.960 --> 00:58:17.960
because then it would be boring.

1252
00:58:18.080 --> 00:58:19.840
Yeah. It's like having the cheat codes and playing a video game.

1253
00:58:19.840 --> 00:58:22.160
It's good for like five seconds and then you realize it's not a challenge at

1254
00:58:22.640 --> 00:58:26.480
all. And so like, I have this desire that if it actually were met, would be

1255
00:58:26.480 --> 00:58:28.080
the ultimate undoing of my desire.

1256
00:58:28.280 --> 00:58:32.240
So it's just a complete smoke screen that I've made up in my head.

1257
00:58:32.240 --> 00:58:36.200
And so my 85 real self just, I would say, like most of the time, it just

1258
00:58:36.200 --> 00:58:37.480
points. It doesn't have to say anything.

1259
00:58:37.480 --> 00:58:42.080
He's just like, you know, like, yeah, but it's crazy, though, how powerful it

1260
00:58:42.080 --> 00:58:44.760
is because I don't have, like, if I had a therapist or a coach or something,

1261
00:58:45.000 --> 00:58:49.160
I'd have to spend 90% of my time trying to give context to the problem that I

1262
00:58:49.240 --> 00:58:50.280
know the answer to.

1263
00:58:50.960 --> 00:58:51.920
And I'm just not doing it.

1264
00:58:51.920 --> 00:58:56.080
Like we give significantly better advice to other people than we adhere to ourselves.

1265
00:58:56.080 --> 00:58:56.840
That's the paradox here.

1266
00:58:57.360 --> 00:58:58.320
Solomon's paradox. Yeah.

1267
00:58:58.320 --> 00:59:03.200
Yeah. And so if we can harness our own ability to give better advice with the

1268
00:59:03.200 --> 00:59:06.320
absolute context that we have on our situation and the align incentives that we

1269
00:59:06.320 --> 00:59:09.360
have that no one else can have as aligned incentives for us as we are, then I

1270
00:59:09.360 --> 00:59:13.960
think it unlocks at another level of quote coaching that's been tremendously

1271
00:59:13.960 --> 00:59:14.440
helpful for me.

1272
00:59:14.440 --> 00:59:18.760
And I would say that I haven't like my sessions with Solomon, even though it's

1273
00:59:18.800 --> 00:59:21.760
me, but I just call it Solomon in my head.

1274
00:59:22.800 --> 00:59:26.400
Sometimes they're really long and sometimes they're short because sometimes

1275
00:59:26.400 --> 00:59:27.960
like things are working and I'm good.

1276
00:59:28.040 --> 00:59:32.880
And so I kind of see it as like the the therapist or the performance coach that

1277
00:59:33.480 --> 00:59:34.280
is on demand.

1278
00:59:34.480 --> 00:59:37.320
Like if I need him, he's there and I have a blocked, you know, hour in my

1279
00:59:37.320 --> 00:59:38.120
calendar every Monday.

1280
00:59:38.120 --> 00:59:39.360
It's the first thing I do every Monday.

1281
00:59:40.200 --> 00:59:41.320
It's have my time with Solomon.

1282
00:59:41.320 --> 00:59:43.720
But it's rare that I take the full hour.

1283
00:59:44.640 --> 00:59:48.160
It's usually between five minutes and 30 minutes is usually what

1284
00:59:48.160 --> 00:59:49.520
are you sitting around you walk in?

1285
00:59:50.040 --> 00:59:51.240
Oh, no, I'm on my computer.

1286
00:59:51.280 --> 00:59:54.760
So I actually do a chat back and forth and I go from him to me, him to me, him

1287
00:59:54.760 --> 00:59:58.320
to me. And I type out all the responses because I think even typing out what

1288
00:59:58.320 --> 01:00:02.800
my question is, even like, like many problems, if you can probably ask the right

1289
01:00:02.800 --> 01:00:05.760
question, that's 90% of the solution is asking the right question.

1290
01:00:05.800 --> 01:00:08.080
Yeah, or precisely stating the problem you're trying to solve.

1291
01:00:08.200 --> 01:00:09.000
Yeah.

1292
01:00:09.000 --> 01:00:13.480
And so that process helps me solve most of the issues that come up that aren't

1293
01:00:13.480 --> 01:00:14.440
really issues to be anyone.

1294
01:00:14.560 --> 01:00:15.000
I love it.

1295
01:00:15.040 --> 01:00:16.480
Well, I know we can go on forever.

1296
01:00:16.480 --> 01:00:18.320
But what we're going to end it right here.

1297
01:00:18.320 --> 01:00:23.640
So what is the best way for people to find the book and, I mean, just Google

1298
01:00:24.200 --> 01:00:25.080
Alex Amosie, right?

1299
01:00:25.680 --> 01:00:26.360
How do you find the book?

1300
01:00:26.400 --> 01:00:29.160
Yeah, you can go to, I mean, you can go to Amazon.

1301
01:00:29.160 --> 01:00:33.280
But if you want to go to acquisition.com for slash leads, and we also have

1302
01:00:33.560 --> 01:00:37.120
training and courses and other materials that are all free, no opt in on the

1303
01:00:37.120 --> 01:00:38.360
site at acquisition.com.

1304
01:00:39.120 --> 01:00:42.120
And if you are a company and you have, you know, an EBITDA of a million, two

1305
01:00:42.120 --> 01:00:45.280
million, five million, eight million, hit us up.

1306
01:00:45.280 --> 01:00:46.800
You know, we're always looking for great founders.

1307
01:00:46.800 --> 01:00:47.920
So we're looking for growth partners.

1308
01:00:47.920 --> 01:00:49.880
And because that's, that's, that's what our day job is.

1309
01:00:50.200 --> 01:00:50.600
All right.

1310
01:00:50.920 --> 01:00:51.320
I love it.

1311
01:00:51.320 --> 01:00:52.480
Alex, thanks so much for this.

1312
01:00:52.480 --> 01:00:52.880
Thanks for having me.