WEBVTT 1 00:00:00.000 --> 00:00:02.520 You've read every email, you've seen every report. 2 00:00:02.520 --> 00:00:05.480 So if you were coaching you right now, 3 00:00:05.480 --> 00:00:07.120 what would you tell you to do? 4 00:00:07.120 --> 00:00:10.000 And what's crazy about this is that half the fucking time 5 00:00:10.000 --> 00:00:11.280 is not what I'm doing. 6 00:00:11.280 --> 00:00:12.760 Take your own advice. 7 00:00:12.760 --> 00:00:15.840 If you do that, I promise you'll make more money. 8 00:00:15.840 --> 00:00:17.880 Welcome to the game where we talk about how to sell more stuff 9 00:00:17.880 --> 00:00:20.880 to more people in more ways and build businesses worth owning. 10 00:00:20.880 --> 00:00:22.320 I'm trying to build a billion-dollar thing 11 00:00:22.320 --> 00:00:23.520 with acquisition.com. 12 00:00:23.520 --> 00:00:26.400 I always wish pesos, musk and buffet had documented their journey, 13 00:00:26.400 --> 00:00:27.680 so I'm doing it for the rest of us. 14 00:00:27.680 --> 00:00:28.800 Please share and enjoy. 15 00:00:30.520 --> 00:00:32.720 So I had a conversation with a different friend. 16 00:00:32.720 --> 00:00:35.240 He had a zillion businesses, like a zillion. 17 00:00:35.240 --> 00:00:37.440 I get a spreadsheet for how many businesses he had, 18 00:00:37.440 --> 00:00:38.800 and they were all bullshit businesses. 19 00:00:38.800 --> 00:00:39.920 They don't actually make any money, 20 00:00:39.920 --> 00:00:43.040 but he has like a logo on a website and like some VA, 21 00:00:43.040 --> 00:00:43.880 you know what I mean? 22 00:00:43.880 --> 00:00:45.640 Like, oh, it's a business. 23 00:00:45.640 --> 00:00:48.320 And he was believing the fallacy of, 24 00:00:48.320 --> 00:00:50.960 I'm just gonna wait to see the thing that takes off 25 00:00:50.960 --> 00:00:52.160 and then go island on that. 26 00:00:52.160 --> 00:00:53.920 Who here has thought this thought? 27 00:00:54.880 --> 00:00:56.680 I get it, I'm gonna focus. 28 00:00:56.680 --> 00:00:59.120 I'm just gonna wait, I'm gonna be patient. 29 00:00:59.120 --> 00:01:00.320 See, which one works out? 30 00:01:00.320 --> 00:01:03.800 And then, because I'm a good, you know, statistics guy, 31 00:01:03.800 --> 00:01:06.120 I'm gonna go with the winning horse, right? 32 00:01:07.240 --> 00:01:10.080 But the reality is that any of them could take off. 33 00:01:10.080 --> 00:01:11.880 You could have a billion-dollar roofing business, 34 00:01:11.880 --> 00:01:13.360 you could have a billion-dollar GC business, 35 00:01:13.360 --> 00:01:16.080 you could have a billion-dollar household business. 36 00:01:16.080 --> 00:01:18.560 But you can't have them all. 37 00:01:18.560 --> 00:01:20.040 So you gotta focus, you gotta pick one. 38 00:01:20.040 --> 00:01:21.440 And the nice thing is, it doesn't really matter 39 00:01:21.440 --> 00:01:23.880 which one you pick, but you do need to pick one. 40 00:01:23.880 --> 00:01:25.760 The picking is the thing that grows it. 41 00:01:25.760 --> 00:01:28.320 The ability to say no is the thing that grows it. 42 00:01:28.320 --> 00:01:31.560 Not the thing you pick, it's who you are 43 00:01:31.560 --> 00:01:33.360 as a consequence of the decision 44 00:01:33.360 --> 00:01:36.200 that changes the outcome, not the vehicle. 45 00:01:36.200 --> 00:01:37.040 Does that make sense? 46 00:01:38.560 --> 00:01:41.000 So how arrogant is it to think 47 00:01:41.000 --> 00:01:43.040 that we can do multiple things at once 48 00:01:43.040 --> 00:01:44.920 and compete with someone who's spending all their time 49 00:01:44.920 --> 00:01:46.280 on that one thing? 50 00:01:46.280 --> 00:01:48.840 It's ridiculous, and yet we still do it. 51 00:01:48.840 --> 00:01:51.000 And so this is, I love this little cartoon. 52 00:01:51.000 --> 00:01:53.040 This guy, you know, he's got all the spinning plates. 53 00:01:53.040 --> 00:01:57.320 And this is me with the red hair going to this guy 54 00:01:57.320 --> 00:01:59.200 who's hopefully my competitor 55 00:01:59.200 --> 00:02:00.120 and handing him more plates. 56 00:02:00.120 --> 00:02:01.560 He'll be like, oh, did you see all that shiny object 57 00:02:01.560 --> 00:02:02.400 over there? 58 00:02:02.400 --> 00:02:03.640 Here, more plates. 59 00:02:03.640 --> 00:02:05.480 Go, I'm just gonna do this one thing. 60 00:02:06.720 --> 00:02:07.760 It's my favorite thing in the world. 61 00:02:07.760 --> 00:02:09.600 Computing against somebody who's doing lots of things. 62 00:02:09.600 --> 00:02:11.120 It's very easy to win. 63 00:02:11.120 --> 00:02:12.240 You don't have to do much 64 00:02:13.400 --> 00:02:15.800 because you only have to do a ton, but what they do. 65 00:02:16.800 --> 00:02:19.400 So this is what focus really looks like. 66 00:02:19.400 --> 00:02:21.800 One thing, all it. 67 00:02:21.800 --> 00:02:24.040 You can write that down, you can circle it. 68 00:02:24.040 --> 00:02:26.120 One thing, all it. 69 00:02:26.160 --> 00:02:27.960 So I asked my friend of mine that had to excel 70 00:02:27.960 --> 00:02:29.360 sheet with all these zillions of questions, right? 71 00:02:29.360 --> 00:02:31.080 I said, if I had a magic wand 72 00:02:31.080 --> 00:02:33.840 and I ended all your side projects, except for one, 73 00:02:34.880 --> 00:02:35.720 just one. 74 00:02:35.720 --> 00:02:37.160 The one that you think has the most opportunity, 75 00:02:37.160 --> 00:02:38.800 the one that's probably making the most money right now 76 00:02:38.800 --> 00:02:39.800 that you're not paying attention to 77 00:02:39.800 --> 00:02:42.440 because it's boring because it's all going to be doing it well. 78 00:02:42.440 --> 00:02:44.280 It's like, yeah, I was like, do you know what business it is? 79 00:02:44.280 --> 00:02:46.640 He's like, yeah, like, okay. 80 00:02:46.640 --> 00:02:49.000 If you ended everything else, I have a magic wand. 81 00:02:49.000 --> 00:02:50.800 So I get to make the rules. 82 00:02:50.800 --> 00:02:52.720 Magic wand, they all disappear. 83 00:02:52.720 --> 00:02:55.080 I said, how easy would it be to grow that thing? 84 00:02:55.080 --> 00:02:55.920 He just looked at me. 85 00:02:55.920 --> 00:02:58.560 He was like, really fucking easy. 86 00:02:58.560 --> 00:03:00.840 He's like, hmm, interesting. 87 00:03:00.840 --> 00:03:02.720 And so he's like, but that would be so hard 88 00:03:02.720 --> 00:03:06.560 because of insert real reason that no one gives a fuck about. 89 00:03:06.560 --> 00:03:07.800 No one cares. 90 00:03:07.800 --> 00:03:10.320 But I have to fire that, uh-huh. 91 00:03:10.320 --> 00:03:12.480 But I would have to shut them, uh-huh. 92 00:03:12.480 --> 00:03:14.320 But I would have to lay off, uh-huh. 93 00:03:15.560 --> 00:03:17.080 All the riches you want are on the other side 94 00:03:17.080 --> 00:03:18.560 of a few hard conversations. 95 00:03:19.560 --> 00:03:20.920 And most people spend the rest of their lives 96 00:03:20.920 --> 00:03:23.880 not having them and being corn wondering why. 97 00:03:23.880 --> 00:03:25.120 It's gonna suck. 98 00:03:25.120 --> 00:03:26.200 It's gonna be okay. 99 00:03:28.120 --> 00:03:31.080 That was my number three story, the magic wand. 100 00:03:31.080 --> 00:03:33.520 Number four, my favorite story. 101 00:03:33.520 --> 00:03:34.880 Who here has seen the matrix? 102 00:03:35.920 --> 00:03:36.760 Awesome. 103 00:03:37.880 --> 00:03:39.800 You need to become the person who can say no 104 00:03:39.800 --> 00:03:42.080 to the woman in the red dress. 105 00:03:42.080 --> 00:03:44.000 The woman in the red dress is the representation 106 00:03:44.000 --> 00:03:45.440 of everything that a shiny object 107 00:03:45.440 --> 00:03:46.840 and beautiful and wonderful in the world. 108 00:03:46.840 --> 00:03:49.280 Whatever your flavor of woman in the red dress is. 109 00:03:50.280 --> 00:03:51.680 And the thing is, and this is something 110 00:03:51.720 --> 00:03:53.920 that I have now learned painstakingly 111 00:03:53.920 --> 00:03:56.400 is that being able to say no to the woman in the red dress 112 00:03:56.400 --> 00:03:58.200 changes at levels. 113 00:03:59.240 --> 00:04:01.120 You can say no to the woman in the red dress 114 00:04:01.120 --> 00:04:03.440 who's a crack head on the corner, right? 115 00:04:03.440 --> 00:04:04.360 Thousand bucks a month. 116 00:04:04.360 --> 00:04:06.400 You're like, nah, I can say no to her. 117 00:04:06.400 --> 00:04:07.400 No worries. 118 00:04:07.400 --> 00:04:09.680 Well, I got something better, right? 119 00:04:09.680 --> 00:04:12.600 But then the $10,000 month girl, you're like, huh? 120 00:04:12.600 --> 00:04:14.280 Okay, interesting. 121 00:04:14.280 --> 00:04:15.960 And if you're making $10,000 a month, 122 00:04:15.960 --> 00:04:18.200 it's hard to say no to that girl. 123 00:04:18.200 --> 00:04:20.640 But let's say that you're a hard working 124 00:04:20.640 --> 00:04:22.240 disciplined motherfucker. 125 00:04:22.240 --> 00:04:24.200 You get to $100,000 a month. 126 00:04:24.200 --> 00:04:26.000 There's a $100,000 a month girl 127 00:04:26.000 --> 00:04:27.720 that's an opportunity that is much bigger 128 00:04:27.720 --> 00:04:29.400 than the one that you said no to before. 129 00:04:29.400 --> 00:04:32.400 And you have to learn to flex the muscle at every level. 130 00:04:32.400 --> 00:04:35.400 This is a lesson that I learned the hard way. 131 00:04:35.400 --> 00:04:37.480 I started a supplement company 132 00:04:37.480 --> 00:04:39.800 when Jim launch was doing 26 million a year. 133 00:04:39.800 --> 00:04:41.440 And rather than say, oh, why don't I just take 134 00:04:41.440 --> 00:04:45.760 Jim launch to 40 next year, I'll start another thing. 135 00:04:45.760 --> 00:04:47.520 Jim launch stayed the same. 136 00:04:47.520 --> 00:04:49.240 And then I added another source of revenue 137 00:04:49.240 --> 00:04:50.400 that got us to 37. 138 00:04:50.400 --> 00:04:52.520 But it was a mistake strategically. 139 00:04:52.520 --> 00:04:53.360 I can tell the story. 140 00:04:53.360 --> 00:04:54.360 It sounds great on paper. 141 00:04:54.360 --> 00:04:56.320 We sold the company lots of money, whatever. 142 00:04:56.320 --> 00:04:58.240 But like, it was not the right move. 143 00:04:59.400 --> 00:05:01.960 And so I had learned how to say no 144 00:05:01.960 --> 00:05:05.640 to a million dollar opportunity, a $5 million, a $10 million. 145 00:05:05.640 --> 00:05:06.960 But I hadn't learned how to say no 146 00:05:06.960 --> 00:05:10.080 to a $20 million opportunity when I was making $20 million. 147 00:05:10.080 --> 00:05:12.920 And so like the woman of the red dress becomes more seductive, 148 00:05:12.920 --> 00:05:15.440 more attractive, the better you get. 149 00:05:15.440 --> 00:05:19.120 More status you get, the hotter the girl you attract, right? 150 00:05:19.120 --> 00:05:20.960 And I'm saying this figuratively for entrepreneurs. 151 00:05:20.960 --> 00:05:22.360 Does that make sense for everybody who's not 152 00:05:22.360 --> 00:05:24.040 into women with red dresses? 153 00:05:24.040 --> 00:05:25.840 OK. 154 00:05:25.840 --> 00:05:28.880 Because this is what the woman in the red dress really looks like. 155 00:05:28.880 --> 00:05:33.280 Just ready to smash your shit and distract you 156 00:05:33.280 --> 00:05:37.360 and spread you thin so that you can't keep your eye on the ball. 157 00:05:37.360 --> 00:05:40.120 And then eventually she spreads you so thin 158 00:05:40.120 --> 00:05:41.520 that you don't know how to get out. 159 00:05:41.520 --> 00:05:42.520 And it feels like quick things. 160 00:05:42.520 --> 00:05:45.040 As soon as you put out fires here, there's fires here. 161 00:05:45.640 --> 00:05:46.640 Fire's here. 162 00:05:46.640 --> 00:05:47.440 I need more talent. 163 00:05:47.440 --> 00:05:49.720 You take the best person from over here to fix that problem. 164 00:05:49.720 --> 00:05:51.440 Then this thing goes to shit. 165 00:05:51.440 --> 00:05:52.440 How do you get out? 166 00:05:52.440 --> 00:05:53.280 You've got to cut shit. 167 00:05:53.280 --> 00:05:55.200 You've got to eat your ego. 168 00:05:55.200 --> 00:05:56.520 You've got to watch your revenue go down 169 00:05:56.520 --> 00:06:00.160 so that you can refocus, reconsolidate, bring the troop set. 170 00:06:00.160 --> 00:06:02.240 I'm saying this because someone here needs to do this. 171 00:06:02.240 --> 00:06:06.200 And I wish I had fucking heard this from somebody else. 172 00:06:06.200 --> 00:06:08.120 I would avoid a lot of pain. 173 00:06:08.120 --> 00:06:10.520 So how do you become that person who can say no 174 00:06:10.520 --> 00:06:12.000 to the woman in the red dress? 175 00:06:12.000 --> 00:06:14.200 You do the activities someone with those character traits 176 00:06:14.200 --> 00:06:17.440 would do despite not feeling good about it. 177 00:06:17.440 --> 00:06:19.560 So I'll tell you a story that I'll drive this home. 178 00:06:19.560 --> 00:06:22.400 So Layla and I were on this walk, not that long ago. 179 00:06:22.400 --> 00:06:25.840 And I said, you know, I was like, I'm so impatient. 180 00:06:25.840 --> 00:06:26.680 I'm so impatient. 181 00:06:26.680 --> 00:06:28.440 I need to be more patient, right? 182 00:06:28.440 --> 00:06:30.920 And she was like, I don't think you're impatient. 183 00:06:30.920 --> 00:06:31.880 I was like, yeah, I am. 184 00:06:31.880 --> 00:06:32.880 I fucking hate this. 185 00:06:32.880 --> 00:06:33.800 I want this to be faster. 186 00:06:33.800 --> 00:06:35.800 I want everything to be bigger, faster, stronger. 187 00:06:35.800 --> 00:06:38.600 Just like yeah, but you're not changing your behavior 188 00:06:39.600 --> 00:06:41.200 like you feel that way. 189 00:06:41.200 --> 00:06:43.400 But you haven't done anything that's not aligned 190 00:06:43.400 --> 00:06:45.280 with the long-term strategic vision. 191 00:06:45.280 --> 00:06:47.000 I was like, yeah, but I feel fucking terrible. 192 00:06:47.000 --> 00:06:48.760 I want to be like Zen about it. 193 00:06:48.760 --> 00:06:51.040 Just like, yeah, but that's not how it works. 194 00:06:51.040 --> 00:06:53.440 She's like, patience is about the behaviors we do, 195 00:06:53.440 --> 00:06:55.520 not how we feel about behaviors. 196 00:06:55.520 --> 00:06:57.080 So who here has heard the quote, 197 00:06:57.080 --> 00:06:58.480 courage is not the absence of fear, 198 00:06:58.480 --> 00:07:00.880 but it's action to spite fear, right? 199 00:07:01.720 --> 00:07:04.400 Patience is not feeling impatient and feeling terrible 200 00:07:04.400 --> 00:07:08.120 about waiting about not jumping on these opportunities. 201 00:07:08.120 --> 00:07:09.840 It's about not jumping on the opportunities 202 00:07:09.840 --> 00:07:13.120 despite feeling like shit about it and wanting to, right? 203 00:07:13.120 --> 00:07:15.480 Loyalty is not necessarily about the fact that your eye 204 00:07:15.480 --> 00:07:18.280 doesn't get caught every once in a while, right? 205 00:07:18.280 --> 00:07:20.920 Or maybe even feel a desire that you wish you didn't feel. 206 00:07:20.920 --> 00:07:22.720 It's about what do you act on it? 207 00:07:22.720 --> 00:07:24.120 Because who here would rather have somebody, 208 00:07:24.120 --> 00:07:26.600 I think you already know where I'm going with this, right? 209 00:07:26.600 --> 00:07:28.680 In terms of loyalty, how would you rather, right? 210 00:07:28.680 --> 00:07:31.480 You'd rather the person not act on the thought. 211 00:07:31.480 --> 00:07:32.720 That is how you gain the trait. 212 00:07:32.720 --> 00:07:35.400 And then over time, this is my belief. 213 00:07:35.400 --> 00:07:39.320 If you do that enough times, those feelings go away 214 00:07:39.320 --> 00:07:41.200 through exposure therapy. 215 00:07:41.200 --> 00:07:43.440 Like you get exposed to this condition over and over again. 216 00:07:43.440 --> 00:07:46.280 And eventually, you know that you don't die 217 00:07:46.280 --> 00:07:48.360 because that's what it feels like. 218 00:07:48.360 --> 00:07:50.840 And so whether it's a loyalty issue, an integrity issue, 219 00:07:50.840 --> 00:07:52.360 a courage issue, a focus issue, 220 00:07:52.360 --> 00:07:55.000 which is the point of this message today. 221 00:07:55.000 --> 00:07:57.800 To become that person, you just start acting like the person 222 00:07:57.800 --> 00:08:00.640 who has those beliefs and you behave in that way. 223 00:08:00.640 --> 00:08:02.760 And then it will stink in. 224 00:08:02.760 --> 00:08:04.000 Moment of the right dress. 225 00:08:04.000 --> 00:08:06.800 So, new distraction, kill, leverage, and keep you poor. 226 00:08:06.800 --> 00:08:08.560 Focus multiplies it. 227 00:08:08.560 --> 00:08:09.880 I said three things. 228 00:08:09.880 --> 00:08:11.920 Number one, how making money really works. 229 00:08:11.920 --> 00:08:13.200 It all comes down to leverage. 230 00:08:13.200 --> 00:08:16.680 Number two, why making new stuff is making you poor. 231 00:08:16.680 --> 00:08:18.040 Which means you have to focus. 232 00:08:18.040 --> 00:08:22.040 And number three is why better is leverage. 233 00:08:22.040 --> 00:08:24.160 This is the make money part. 234 00:08:24.160 --> 00:08:25.400 Here's a simple approach to growth 235 00:08:25.400 --> 00:08:28.000 that we use with our portfolio companies. 236 00:08:28.000 --> 00:08:30.440 Better is better than new. 237 00:08:30.440 --> 00:08:32.000 Better is leverage. 238 00:08:32.000 --> 00:08:33.880 Because remember, leverage is how we get more 239 00:08:33.880 --> 00:08:35.320 from what we put in. 240 00:08:35.320 --> 00:08:38.280 If you do it better, you get more for what you put in. 241 00:08:38.280 --> 00:08:39.920 That is leverage. 242 00:08:39.920 --> 00:08:44.320 Examples, if you have call scripts, if you make content, 243 00:08:44.320 --> 00:08:46.120 if you have websites that you're building, 244 00:08:46.120 --> 00:08:49.440 if you have follow up sequences, if you have offers, 245 00:08:49.440 --> 00:08:52.480 if you do the current thing, you get what you currently have. 246 00:08:52.480 --> 00:08:57.160 If you make it better, you will get more from the activities. 247 00:08:57.160 --> 00:09:02.200 You can create leverage in your business by being better. 248 00:09:02.200 --> 00:09:04.440 And better comes from boring. 249 00:09:04.440 --> 00:09:07.000 Most of us solved an emotional need by quitting whatever we were 250 00:09:07.000 --> 00:09:09.240 doing to start to become an entrepreneur. 251 00:09:09.240 --> 00:09:12.640 And then we had a positive reinforcement from that behavior. 252 00:09:12.640 --> 00:09:15.400 And so then we learned that as a way of life. 253 00:09:15.400 --> 00:09:17.960 But the problem is that the thing that forced you 254 00:09:17.960 --> 00:09:20.560 or gave you that emotional, that decreased 255 00:09:20.560 --> 00:09:24.760 your action threshold, thus that you would jump into the next thing 256 00:09:24.760 --> 00:09:27.200 is the very thing that will make you jump out of the opportunity 257 00:09:27.200 --> 00:09:29.800 that could become your billion dollar thing. 258 00:09:29.800 --> 00:09:30.920 Does that make sense? 259 00:09:30.920 --> 00:09:33.080 You felt uncomfortable in your job, quit your job, 260 00:09:33.080 --> 00:09:33.920 you got rewarded. 261 00:09:33.920 --> 00:09:35.240 And so you think, oh, when I quit things, 262 00:09:35.240 --> 00:09:36.200 I'll get rewarded. 263 00:09:36.200 --> 00:09:37.560 But that's the wrong lesson. 264 00:09:37.560 --> 00:09:39.160 It only works once. 265 00:09:39.160 --> 00:09:40.560 And then you have to unlearn it. 266 00:09:40.560 --> 00:09:41.840 And with each level of entrepreneurship, 267 00:09:41.840 --> 00:09:43.920 there are lessons like that that you have to unlearn 268 00:09:43.920 --> 00:09:45.960 the thing that got you there. 269 00:09:45.960 --> 00:09:47.800 Better comes from boring. 270 00:09:47.800 --> 00:09:51.160 It is not exciting to run your 38th split test 271 00:09:51.160 --> 00:09:52.280 on a landing page. 272 00:09:52.280 --> 00:09:55.080 It does make you more money. 273 00:09:55.080 --> 00:09:56.760 It comes from doing all the shit that you know you should 274 00:09:56.760 --> 00:09:58.160 be doing but aren't. 275 00:09:58.160 --> 00:09:59.560 And so right now, this is an activity. 276 00:09:59.560 --> 00:10:01.640 So this is an active part. 277 00:10:01.640 --> 00:10:04.760 Imagine a list of all the stuff you know you should be doing 278 00:10:04.760 --> 00:10:08.600 but aren't doing right now within your existing business. 279 00:10:08.600 --> 00:10:10.400 Like right now, like top of your head, 280 00:10:10.400 --> 00:10:12.280 you know there's some shit that you should be doing 281 00:10:12.280 --> 00:10:13.880 in your business. 282 00:10:13.880 --> 00:10:15.480 I'm going to give you 15 seconds. 283 00:10:18.480 --> 00:10:20.520 The reason that stuff is so important 284 00:10:20.520 --> 00:10:22.880 is because you already know what you need to do. 285 00:10:22.880 --> 00:10:27.400 And we come here, get raw rod, et cetera. 286 00:10:27.400 --> 00:10:30.600 But the shit is on your desk at home. 287 00:10:30.600 --> 00:10:32.560 That is the work that must be done. 288 00:10:32.560 --> 00:10:34.680 It needs doing. 289 00:10:34.680 --> 00:10:36.560 And most of us know what to do and we don't want to confront it 290 00:10:36.560 --> 00:10:37.920 because we want to do something more stimulating 291 00:10:37.920 --> 00:10:40.160 and exciting that makes us feel alive. 292 00:10:40.160 --> 00:10:41.960 And your business doesn't give a fuck. 293 00:10:41.960 --> 00:10:46.320 Better is boring and better gets you more for what you put in. 294 00:10:46.320 --> 00:10:47.720 Better is leverage. 295 00:10:47.720 --> 00:10:50.920 Now, imagine who here has a few businesses. 296 00:10:51.920 --> 00:10:53.920 You're really fucking hard to make that list, wouldn't it? 297 00:10:53.920 --> 00:10:55.440 There's too much shit. 298 00:10:55.440 --> 00:10:59.120 There's too much, too much stuff to make the business. 299 00:10:59.120 --> 00:11:02.360 Which means, you come as a possible. 300 00:11:02.360 --> 00:11:03.840 Which means that's why you have to pick one 301 00:11:03.840 --> 00:11:06.080 because there is so much stuff that has to be done 302 00:11:06.080 --> 00:11:07.680 to do one business right. 303 00:11:08.760 --> 00:11:09.720 Just do it right. 304 00:11:10.600 --> 00:11:13.800 If you do it right, you grow by default. 305 00:11:13.800 --> 00:11:14.920 There's a promise. 306 00:11:17.800 --> 00:11:19.920 Who here is like, I know I should be doing more email follow. 307 00:11:19.920 --> 00:11:22.440 I know I should be calling my leads within five minutes. 308 00:11:22.440 --> 00:11:23.920 Who here thinks that, right now? 309 00:11:24.920 --> 00:11:26.120 Okay, let me ask a different question. 310 00:11:26.120 --> 00:11:28.080 And many of you did raise your hand. 311 00:11:28.080 --> 00:11:30.320 Who here calls other leads within five minutes? 312 00:11:31.400 --> 00:11:33.080 Okay, like two hands. 313 00:11:33.080 --> 00:11:35.120 You will triple your sales. 314 00:11:35.120 --> 00:11:37.840 Triple, triple. 315 00:11:37.840 --> 00:11:39.400 Who wants to triple the fucking business? 316 00:11:39.400 --> 00:11:40.520 Triple. 317 00:11:40.520 --> 00:11:42.960 But that sounds boring. 318 00:11:42.960 --> 00:11:44.080 Sure is. 319 00:11:44.080 --> 00:11:45.320 Got to implement the CRM. 320 00:11:45.320 --> 00:11:47.240 Got to get round robbing setup. 321 00:11:47.240 --> 00:11:48.160 Leads got to come in. 322 00:11:48.160 --> 00:11:49.920 Got to figure out how call prioritization works 323 00:11:49.920 --> 00:11:51.320 between the team. 324 00:11:51.320 --> 00:11:52.680 That's boring. 325 00:11:52.680 --> 00:11:53.800 Makes you shitload of money. 326 00:11:55.040 --> 00:11:56.120 That's how it works. 327 00:11:56.120 --> 00:11:58.120 Who's gonna win two different businesses? 328 00:11:58.120 --> 00:12:00.320 The guys who got the shit dialed. 329 00:12:00.320 --> 00:12:02.840 Better gets you more for what you put in. 330 00:12:06.360 --> 00:12:07.720 And when you do get home, 331 00:12:07.720 --> 00:12:10.640 order it from the amount you have to put in 332 00:12:10.640 --> 00:12:14.040 to get the thing done that will result in the most output. 333 00:12:14.040 --> 00:12:15.120 And start taking them off. 334 00:12:16.120 --> 00:12:17.560 And you continue to ignore the new things 335 00:12:17.560 --> 00:12:19.200 that sound really exciting. 336 00:12:19.200 --> 00:12:20.640 And you become the person who's able to do that 337 00:12:20.640 --> 00:12:23.080 by pretending to be the person who's able to do that. 338 00:12:24.080 --> 00:12:25.720 Because you already know what to do. 339 00:12:25.720 --> 00:12:27.920 So this is a mental model I really like a lot. 340 00:12:28.920 --> 00:12:31.440 Who here has ever had a coach or a mentor? 341 00:12:31.440 --> 00:12:34.000 Has anyone ever coach or mentor to other people? 342 00:12:34.000 --> 00:12:36.080 Does anyone feel like they're a better mentor 343 00:12:36.080 --> 00:12:39.520 than they are a person who does shit all the time? 344 00:12:39.520 --> 00:12:41.440 And so the thing is, 345 00:12:41.440 --> 00:12:42.680 I asked myself this question. 346 00:12:42.680 --> 00:12:44.560 It's actually been one of the most profound, 347 00:12:44.560 --> 00:12:45.720 most helpful questions I've had, 348 00:12:45.720 --> 00:12:47.960 which is if I were coaching me, 349 00:12:47.960 --> 00:12:49.360 and the beautiful thing about this is that 350 00:12:49.360 --> 00:12:51.800 when you coach you, you have no other agenda. 351 00:12:51.800 --> 00:12:53.320 You're just trying to help you. 352 00:12:53.320 --> 00:12:56.200 And you also have more information than anyone else has. 353 00:12:56.560 --> 00:12:58.200 You've been on every conversation. 354 00:12:58.200 --> 00:12:59.720 You've read every email. 355 00:12:59.720 --> 00:13:01.440 You've seen every report. 356 00:13:01.440 --> 00:13:03.400 So if you were coaching you right now, 357 00:13:04.360 --> 00:13:05.600 what would you tell you to do? 358 00:13:06.600 --> 00:13:09.440 And what's crazy about this is that half the fucking time 359 00:13:09.440 --> 00:13:10.400 is not what I'm doing. 360 00:13:11.840 --> 00:13:13.760 Coach me much smarter than me, man. 361 00:13:14.920 --> 00:13:15.760 Right? 362 00:13:16.960 --> 00:13:17.960 Moomo, okay. 363 00:13:19.720 --> 00:13:21.640 Take your own advice. 364 00:13:21.640 --> 00:13:23.880 If you do that, I promise you'll make more money. 365 00:13:23.880 --> 00:13:25.560 Be like, ah, I'm a special snowflake. 366 00:13:26.840 --> 00:13:28.160 You're just convincing yourself that you're smarter 367 00:13:28.160 --> 00:13:29.240 than you are and giving yourself reasons 368 00:13:29.240 --> 00:13:30.840 that reality does not apply to you. 369 00:13:31.800 --> 00:13:32.680 It does. 370 00:13:32.680 --> 00:13:33.840 And this is just a boss level. 371 00:13:33.840 --> 00:13:36.000 You might need to keep going against the snowflake 372 00:13:36.000 --> 00:13:37.680 until eventually you figure out that 373 00:13:37.680 --> 00:13:40.280 you just got to melt it by being there and hang it in. 374 00:13:43.280 --> 00:13:44.280 Most of the nation real quick, 375 00:13:44.280 --> 00:13:47.320 if you are a business owner that has a big old business 376 00:13:47.320 --> 00:13:49.400 then wants to get to a much bigger business, 377 00:13:49.400 --> 00:13:52.880 going to $50, $100 million plus we would love to talk to you. 378 00:13:52.880 --> 00:13:54.080 And if you like that, 379 00:13:54.080 --> 00:13:55.080 you would like to hear more about it. 380 00:13:55.080 --> 00:13:57.760 Go to acquisition.com and you can plan anywhere on the page 381 00:13:57.760 --> 00:14:00.880 and talk to one of our team and see if we can help you get there. 382 00:14:03.520 --> 00:14:05.160 And so in my entrepreneurial career, 383 00:14:05.160 --> 00:14:08.120 there's two periods, very clear definitions 384 00:14:08.120 --> 00:14:09.840 of periods of time in my life. 385 00:14:09.840 --> 00:14:12.120 The first period was when I was distracted. 386 00:14:12.120 --> 00:14:13.800 This is when I did not make money. 387 00:14:13.800 --> 00:14:15.800 I had six gyms. 388 00:14:15.800 --> 00:14:19.240 I had a launch business where we do gym turn rounds in person. 389 00:14:19.240 --> 00:14:20.720 That's where I actually physically was, 390 00:14:20.720 --> 00:14:22.040 not at my gyms. 391 00:14:22.080 --> 00:14:25.240 I had a dentist, a dental agency, 392 00:14:25.240 --> 00:14:26.840 I had a car practice agency. 393 00:14:27.880 --> 00:14:29.600 I think I had something else. 394 00:14:29.600 --> 00:14:31.520 More lots of fingers, right? 395 00:14:31.520 --> 00:14:34.760 And I was 26-ish. 396 00:14:34.760 --> 00:14:38.600 And I would love to tell people I own nine companies, right? 397 00:14:39.680 --> 00:14:40.960 I'm poor, but. 398 00:14:43.600 --> 00:14:46.040 But it felt really good, struck my ego, 399 00:14:46.040 --> 00:14:47.280 not my bank account. 400 00:14:47.280 --> 00:14:49.360 So it was only one, 401 00:14:49.360 --> 00:14:50.800 lay out the angel of my life. 402 00:14:50.800 --> 00:14:53.200 I was like, hey, you know, 403 00:14:53.200 --> 00:14:54.360 this one makes us the most money 404 00:14:54.360 --> 00:14:56.200 and you spend the least amount of time on it. 405 00:14:56.200 --> 00:14:58.520 That gym one's thing actually works. 406 00:14:58.520 --> 00:15:00.120 But I have to like, 407 00:15:00.120 --> 00:15:01.560 I would have to like sell all those gyms. 408 00:15:01.560 --> 00:15:02.720 I'd have to end partnerships. 409 00:15:02.720 --> 00:15:04.320 I'd have to let go of people in the agency 410 00:15:04.320 --> 00:15:05.960 and choose like, yeah, 411 00:15:05.960 --> 00:15:06.720 or you could just, you know, 412 00:15:06.720 --> 00:15:07.560 keep doing what you're doing, 413 00:15:07.560 --> 00:15:08.560 just clearly working. 414 00:15:11.040 --> 00:15:12.400 Point taken, you know? 415 00:15:13.200 --> 00:15:14.800 And so over the next 90 days, 416 00:15:14.800 --> 00:15:17.520 I sold five gyms, shut one down, 417 00:15:17.520 --> 00:15:20.200 shut down both agencies 418 00:15:20.200 --> 00:15:21.840 and got rid of everything. 419 00:15:21.840 --> 00:15:25.640 And 12 months later from that moment, 420 00:15:25.640 --> 00:15:29.080 we were doing one and a half million a month, from zero. 421 00:15:29.080 --> 00:15:29.920 12 months after that, 422 00:15:29.920 --> 00:15:31.800 we were at four and a half million a month. 423 00:15:31.800 --> 00:15:33.000 One thing. 424 00:15:33.000 --> 00:15:35.080 And so this was the second period. 425 00:15:35.080 --> 00:15:35.920 Just focus. 426 00:15:35.920 --> 00:15:37.600 It's so much easier to stack the deck in your favor 427 00:15:37.600 --> 00:15:38.680 if you just do one thing. 428 00:15:39.680 --> 00:15:40.760 Because when you focus on one thing, 429 00:15:40.760 --> 00:15:41.760 you make it unreasonable to fail. 430 00:15:41.760 --> 00:15:43.320 If you do one thing for an extended period of time, 431 00:15:43.320 --> 00:15:44.960 it becomes unreasonable to suck. 432 00:15:44.960 --> 00:15:46.640 If you do it more than anyone else has done it, 433 00:15:46.640 --> 00:15:48.240 you'll be better than that. 434 00:15:48.240 --> 00:15:49.200 Just as what it is. 435 00:15:49.200 --> 00:15:51.160 You're like, hey, how'd you get so good at sales? 436 00:15:51.160 --> 00:15:52.520 Let's suck 4,000 fucking sales calls. 437 00:15:52.520 --> 00:15:53.440 That's how I did it. 438 00:15:53.440 --> 00:15:54.280 So I did it. 439 00:15:54.280 --> 00:15:55.560 I'd even go through a sales training. 440 00:15:55.560 --> 00:15:56.800 I had 4,000 fucking conversations. 441 00:15:56.800 --> 00:15:58.320 That's how I did it. 442 00:15:58.320 --> 00:16:00.960 And so if you wanted to be the best salesman in the world, 443 00:16:00.960 --> 00:16:03.320 then have more sales conversations than anyone else has. 444 00:16:03.320 --> 00:16:05.000 If you want to be the best real estate investor, 445 00:16:05.000 --> 00:16:06.720 then do more deals than anyone else has. 446 00:16:06.720 --> 00:16:08.480 And like the subscript before that 447 00:16:08.480 --> 00:16:10.280 is send out more mailers than anyone else has. 448 00:16:10.280 --> 00:16:11.800 Have more cold colors than anyone else has. 449 00:16:11.800 --> 00:16:14.400 Send more cold DMs than anyone else has. 450 00:16:14.400 --> 00:16:15.960 And you'll become the best. 451 00:16:15.960 --> 00:16:17.160 And if you put that as the output, 452 00:16:17.160 --> 00:16:18.760 the thing that you're looking at, 453 00:16:18.760 --> 00:16:22.360 it becomes unreasonable that you would be not the best, right? 454 00:16:22.360 --> 00:16:24.600 Like you're at least going to be top 10. 455 00:16:24.600 --> 00:16:26.280 And if who here would be top 10 in real estate 456 00:16:26.280 --> 00:16:28.320 in the US, would you be OK with that? 457 00:16:28.320 --> 00:16:30.520 All right, it wouldn't be bad. 458 00:16:30.520 --> 00:16:31.600 And the thing is that everyone fails 459 00:16:31.600 --> 00:16:33.040 because they want to move fast. 460 00:16:33.040 --> 00:16:34.720 Like this is the number one issue. 461 00:16:34.720 --> 00:16:37.440 So they don't have a solid foundation. 462 00:16:37.440 --> 00:16:38.880 They draw the dotted line. 463 00:16:38.880 --> 00:16:40.760 They think I'm going to try and shortcut it. 464 00:16:40.760 --> 00:16:42.000 I'm not going to fix my product. 465 00:16:42.000 --> 00:16:43.040 I'm not going to make it really good 466 00:16:43.040 --> 00:16:45.160 because I want to go fast because I want to show to my friends 467 00:16:45.160 --> 00:16:46.200 that I'm growing every month. 468 00:16:46.200 --> 00:16:48.040 I want to show how good I am. 469 00:16:48.040 --> 00:16:50.080 The thing is, it's a short game. 470 00:16:50.080 --> 00:16:55.080 Like how many times it's like, the restaurant example is so simple. 471 00:16:55.080 --> 00:16:56.920 So many people start a restaurant, 472 00:16:56.920 --> 00:16:58.480 slap two pieces of wonder bread together, 473 00:16:58.480 --> 00:16:59.960 put a slice of baloney in there, 474 00:16:59.960 --> 00:17:01.680 and then market it like fucking crazy. 475 00:17:01.680 --> 00:17:04.000 And they're like, dude, I don't get why my business isn't growing. 476 00:17:04.000 --> 00:17:05.360 I'm like, because everyone who has your food 477 00:17:05.360 --> 00:17:07.000 literally tells everyone that it fucking sucks 478 00:17:07.000 --> 00:17:09.600 and never come back. 479 00:17:09.600 --> 00:17:12.280 So there's this invisible hand that works against people, 480 00:17:12.280 --> 00:17:17.680 which is who knows about the power of word of mouth, right? 481 00:17:17.680 --> 00:17:19.360 The invisible hand, who here runs ads? 482 00:17:19.360 --> 00:17:20.200 Let me ask that question. 483 00:17:20.200 --> 00:17:21.200 Who here runs ads for guys? 484 00:17:21.200 --> 00:17:22.640 OK. 485 00:17:22.640 --> 00:17:24.920 If you run ads, and it has become more expensive for you, 486 00:17:24.920 --> 00:17:27.560 disproportionate to the increase in CPMs, 487 00:17:27.560 --> 00:17:29.120 just cost for impression or eyeballs, 488 00:17:29.120 --> 00:17:31.120 in that period of time that you've been in business, 489 00:17:31.120 --> 00:17:35.160 then it means that you have negative word of mouth. 490 00:17:35.160 --> 00:17:36.640 So if you're like, why don't get them any referrals? 491 00:17:36.640 --> 00:17:38.840 Oh, are you sure you get a whole bunch of people 492 00:17:38.840 --> 00:17:39.960 who you get negative referrals? 493 00:17:39.960 --> 00:17:41.040 You get negative sales. 494 00:17:41.040 --> 00:17:42.480 You've spent twice as much of a car customer 495 00:17:42.480 --> 00:17:44.240 because every other customer that you would have acquired 496 00:17:44.240 --> 00:17:46.920 was told by someone else not to buy from you. 497 00:17:46.920 --> 00:17:48.120 It's invisible hand. 498 00:17:48.120 --> 00:17:50.760 When you shortcut it, promote, promote, promote, promote. 499 00:17:50.760 --> 00:17:53.840 And then flatline, and then dissolve, 500 00:17:53.840 --> 00:17:55.880 and then you come up with new shit. 501 00:17:55.880 --> 00:17:59.160 And who here has seen the people in the internet doing this game? 502 00:17:59.160 --> 00:18:00.160 Over and over and over again. 503 00:18:00.160 --> 00:18:01.680 They don't get the product right. 504 00:18:01.680 --> 00:18:03.680 They put two pieces of, of, of Bloney, 505 00:18:03.680 --> 00:18:04.800 you know, of saying it much together 506 00:18:04.800 --> 00:18:06.600 with a Bloney slice in the middle, and they call it a product, 507 00:18:06.600 --> 00:18:09.440 and then we have ham with one slice in the middle, 508 00:18:09.440 --> 00:18:11.440 and it's still shit. 509 00:18:11.440 --> 00:18:13.000 Because they don't want to take the 12 months 510 00:18:13.000 --> 00:18:15.640 to actually get the fucking product right. 511 00:18:15.640 --> 00:18:18.200 But on the long game, 10 years from now, 512 00:18:18.200 --> 00:18:21.320 the guy who takes a first year, takes a break even on that year 513 00:18:21.320 --> 00:18:23.840 just to get the product right, makes everything easy. 514 00:18:23.840 --> 00:18:26.800 But no one can wait 12 months. 515 00:18:26.800 --> 00:18:28.400 Because they can't see the big picture. 516 00:18:28.400 --> 00:18:30.280 They keep trying to string three of these little shortcuts 517 00:18:30.280 --> 00:18:33.320 together rather than build a foundation. 518 00:18:33.320 --> 00:18:35.080 Better is leverage. 519 00:18:35.080 --> 00:18:38.360 Better gets you more for what you put in. 520 00:18:38.360 --> 00:18:40.760 This is what small businesses look like. 521 00:18:40.760 --> 00:18:43.000 This is what big businesses look like. 522 00:18:43.000 --> 00:18:45.000 The amount of activities actually not that different. 523 00:18:45.040 --> 00:18:46.360 It's just a line. 524 00:18:46.360 --> 00:18:47.960 It's just on the same direction. 525 00:18:47.960 --> 00:18:48.800 It's all this. 526 00:18:48.800 --> 00:18:50.680 It's really not, I promise you, a bit in both. 527 00:18:50.680 --> 00:18:51.520 It's all this. 528 00:18:51.520 --> 00:18:53.040 There's no magic. 529 00:18:53.040 --> 00:18:54.520 It's just a wind. 530 00:18:54.520 --> 00:18:55.800 Same one put. 531 00:18:55.800 --> 00:18:56.600 More output. 532 00:18:58.040 --> 00:19:00.440 What boring, but better looks like. 533 00:19:00.440 --> 00:19:03.400 I mean, split testing landing pages not once, but weekly. 534 00:19:03.400 --> 00:19:04.800 Not just one time when you come here, 535 00:19:04.800 --> 00:19:07.160 you put the process in place to do it every fucking week. 536 00:19:07.160 --> 00:19:09.240 Split testing emails, not once, but weekly. 537 00:19:10.280 --> 00:19:11.440 Making new ads and creative. 538 00:19:11.440 --> 00:19:12.640 Not when you have to. 539 00:19:13.640 --> 00:19:17.960 But before you need them, role playing with the sales team. 540 00:19:17.960 --> 00:19:19.400 Not once, but daily. 541 00:19:20.440 --> 00:19:22.160 Role playing with customer success. 542 00:19:22.160 --> 00:19:23.720 Hey, I want to refund. 543 00:19:23.720 --> 00:19:25.120 Hey, I hated this. 544 00:19:25.120 --> 00:19:26.760 Hey, it wasn't fast enough. 545 00:19:26.760 --> 00:19:28.040 What did they say? 546 00:19:28.040 --> 00:19:28.920 Role play. 547 00:19:28.920 --> 00:19:30.280 If you have amazing customer success, 548 00:19:30.280 --> 00:19:31.760 if you role play every day, we'll get fucking good. 549 00:19:31.760 --> 00:19:32.600 I promise. 550 00:19:33.480 --> 00:19:34.960 How exciting is that? 551 00:19:34.960 --> 00:19:35.920 Not at all. 552 00:19:36.880 --> 00:19:37.920 Not at all. 553 00:19:37.920 --> 00:19:38.760 But you know what it does? 554 00:19:38.760 --> 00:19:40.280 Makes you more money. 555 00:19:40.280 --> 00:19:42.080 Taking 10 more interviews for the same role. 556 00:19:42.080 --> 00:19:43.200 Socks. 557 00:19:43.200 --> 00:19:45.400 Socks to talk to 10 more people for no reason. 558 00:19:45.400 --> 00:19:46.360 But there is a reason. 559 00:19:46.360 --> 00:19:47.640 Because you're trying to find the one person 560 00:19:47.640 --> 00:19:49.600 that's going to give you 10 times the leverage 561 00:19:49.600 --> 00:19:50.800 on that time you got back. 562 00:19:52.240 --> 00:19:53.600 Think about this. 563 00:19:53.600 --> 00:19:54.840 But if you didn't take those interviews, 564 00:19:54.840 --> 00:19:56.080 you hire someone wait six months 565 00:19:56.080 --> 00:19:57.080 and they have to do the whole thing again 566 00:19:57.080 --> 00:19:58.760 and you lost the six months. 567 00:19:58.760 --> 00:20:01.160 That's what Layla was talking about. 568 00:20:01.160 --> 00:20:03.560 Taking more time to make your lead magnet better. 569 00:20:04.560 --> 00:20:05.800 Make your offer better and better. 570 00:20:05.800 --> 00:20:08.840 All these things are boring, but make you more money. 571 00:20:08.840 --> 00:20:10.560 And so this is my promise. 572 00:20:10.560 --> 00:20:11.920 Is that doing all the unsticks you shit 573 00:20:11.920 --> 00:20:14.560 that you aren't doing, but know you should? 574 00:20:14.560 --> 00:20:16.600 Is the secret to the success? 575 00:20:16.600 --> 00:20:18.800 My promise is if you do nothing new, 576 00:20:18.800 --> 00:20:21.200 but only what you already know you should be doing 577 00:20:21.200 --> 00:20:23.160 that your self-coach tells you to, 578 00:20:23.160 --> 00:20:24.520 you will make more money in the next 12 months 579 00:20:24.520 --> 00:20:26.000 and you can imagine. 580 00:20:26.000 --> 00:20:27.400 You just got to do it right. 581 00:20:29.120 --> 00:20:31.960 So this is actually a text I got yesterday. 582 00:20:31.960 --> 00:20:33.200 Yeah, it was yesterday. 583 00:20:33.200 --> 00:20:35.320 This guy had lost everything 584 00:20:35.320 --> 00:20:38.120 and he had set a goal down for himself 585 00:20:38.120 --> 00:20:41.000 and he said, hey, last day of 2021, 586 00:20:41.000 --> 00:20:42.440 set a business goal that I thought was 587 00:20:42.440 --> 00:20:45.200 quite honestly unrealistic and possible to hit. 588 00:20:45.200 --> 00:20:48.120 Well, I'm gonna surpassed in Q3. 589 00:20:48.120 --> 00:20:50.400 And so the only thing that I told him to do 590 00:20:50.400 --> 00:20:52.480 was to commit to the activities. 591 00:20:52.480 --> 00:20:54.160 I was like, just do the same thing every day, 592 00:20:54.160 --> 00:20:56.280 rain or shine, it was prospect. 593 00:20:56.280 --> 00:20:57.840 I was like, prospect every day. 594 00:20:57.840 --> 00:20:59.400 He's like, and the first few months, 595 00:20:59.400 --> 00:21:00.560 he actually had a couple good months 596 00:21:00.560 --> 00:21:01.480 and then he slowed down. 597 00:21:02.480 --> 00:21:03.960 He's like, how do I stick, how do I stick committed? 598 00:21:03.960 --> 00:21:05.400 I was like, because you felt successful 599 00:21:05.400 --> 00:21:07.040 for fucking getting an outcome. 600 00:21:07.040 --> 00:21:10.240 It's irrelevant for who you are. 601 00:21:10.240 --> 00:21:11.240 Some of you guys have heard this quote, 602 00:21:11.240 --> 00:21:13.360 but your work works on you more than you work on it. 603 00:21:13.360 --> 00:21:14.400 I was like, you need to become the person 604 00:21:14.400 --> 00:21:16.640 who isn't satisfied with whatever that outcome was. 605 00:21:16.640 --> 00:21:18.640 But only by the commitment that you made yourself 606 00:21:18.640 --> 00:21:20.680 about the activity that you were going to do. 607 00:21:20.680 --> 00:21:22.360 And so whether it was up or it was down, 608 00:21:22.360 --> 00:21:25.720 it divorces the actions from the outcome. 609 00:21:25.720 --> 00:21:28.200 Not to say that the outcome is not the work, it is. 610 00:21:28.200 --> 00:21:31.000 But in terms of who you are, who you are 611 00:21:31.000 --> 00:21:33.840 is forged in the repetitive act. 612 00:21:33.840 --> 00:21:34.800 And so I just said this last thing. 613 00:21:35.320 --> 00:21:37.320 Once you feel whatever, it doesn't matter. 614 00:21:37.320 --> 00:21:38.000 Final point. 615 00:21:39.120 --> 00:21:41.440 Who here knows the difference between a seven out of 10 book 616 00:21:41.440 --> 00:21:43.880 and a nine and a half out of 10 book? 617 00:21:43.880 --> 00:21:47.240 About 20 times the work, realistically. 618 00:21:47.240 --> 00:21:48.440 Who here knows the difference in sales 619 00:21:48.440 --> 00:21:51.360 between a seven and a half book and a nine and a half book? 620 00:21:51.360 --> 00:21:52.920 About a thousand times the sales. 621 00:21:54.600 --> 00:21:57.160 And so if you do 20 times the work, 622 00:21:57.160 --> 00:21:58.400 you can get a thousand times the effort. 623 00:21:58.400 --> 00:22:02.240 That's a 50x increase per unit of input. 624 00:22:02.240 --> 00:22:04.200 It's a lot, it's worth it. 625 00:22:04.320 --> 00:22:06.160 You do have to do 20 times more work. 626 00:22:07.160 --> 00:22:08.040 That is leverage. 627 00:22:09.600 --> 00:22:11.000 An opportunity is missed by most 628 00:22:11.000 --> 00:22:13.600 because it is dressed in overalls and looks like work. 629 00:22:13.600 --> 00:22:14.880 So I said I was going to cover three things. 630 00:22:14.880 --> 00:22:16.000 I want to make sure I filled my promise. 631 00:22:16.000 --> 00:22:18.440 Number one is how making money really works leverage. 632 00:22:18.440 --> 00:22:19.760 Everybody feel good with that? 633 00:22:19.760 --> 00:22:20.520 Does that make sense? 634 00:22:20.520 --> 00:22:21.360 All right. 635 00:22:21.360 --> 00:22:25.160 Number two, why making new shit is making you poor 636 00:22:25.160 --> 00:22:27.200 and why you have to focus. 637 00:22:27.200 --> 00:22:30.000 Number three is why better is leverage. 638 00:22:31.080 --> 00:22:32.040 Awesome. 639 00:22:32.040 --> 00:22:34.000 Output comes from volume times leverage. 640 00:22:34.000 --> 00:22:36.520 You must do more and get more from what you do. 641 00:22:36.520 --> 00:22:39.640 The way you get more from what you do is you first, 642 00:22:39.640 --> 00:22:41.880 do everything that you know you should be doing better. 643 00:22:41.880 --> 00:22:44.120 The way you do that is to focus on one thing 644 00:22:44.120 --> 00:22:46.320 for a long time without distraction. 645 00:22:46.320 --> 00:22:48.280 Anything can become big with time. 646 00:22:48.280 --> 00:22:50.560 When you line all actions to a single outcome 647 00:22:50.560 --> 00:22:51.560 and you keep working at it, 648 00:22:51.560 --> 00:22:54.440 your success will look effortless and obvious from the outside. 649 00:22:54.440 --> 00:22:55.960 But you will know that it came from years 650 00:22:55.960 --> 00:22:58.920 of saying no to everything except that which mattered most. 651 00:22:58.920 --> 00:23:01.200 This is how we grow companies at acquisition.com 652 00:23:01.200 --> 00:23:02.040 through leverage. 653 00:23:03.040 --> 00:23:05.200 Most entrepreneurs lack the who, the what and the how to scale. 654 00:23:05.200 --> 00:23:06.600 At acquisition.com, we recruit the who, 655 00:23:06.600 --> 00:23:08.480 we give them the what and we show them the how. 656 00:23:08.480 --> 00:23:10.200 Once an entrepreneur has all three, 657 00:23:10.200 --> 00:23:11.640 the business scale is by default. 658 00:23:11.640 --> 00:23:12.480 And that's it. 659 00:23:12.480 --> 00:23:14.480 Thank you guys so much, I appreciate it.