WEBVTT

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If you want to be a great deadlifter, then deadlift.

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If you want to be a great squatter, then squat.

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If you want big legs,

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then you need to take your legs to absolute failure.

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And so you basically want moves that isolate everything else

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except for the thing that you have

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that you can just absolutely take it to in your death.

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Welcome to the game where we talk about how to get more

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customers, how to make more customers,

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how to keep them longer, and the many failures

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and lessons we have learned along the way.

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Hope you enjoy and subscribe.

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Our our whole media team says like, maxed out.

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You know, as a result of us, or just peers.

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Oh, let's get it on the pod.

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Oh, we're rolling.

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Cool. Sorry, I really want people to know that.

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Oh, yeah, no, for sure.

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No, I saw that.

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Yeah, I saw that clip where you were like town hall.

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And I you guys do a bunch of clips at town.

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Is it town hall?

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Yeah, that's great.

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City council.

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Yeah.

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And we were just talking about how like the stoke

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was dying down in the community.

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And like there needed to be opportunities for maxed out.

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And I told Caleb, my director of brand.

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I was like, did we need more stoke?

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Did you think there's something?

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Because I think the stoke is always dying down in a way.

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It's like our human condition to believe that it used

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to be higher or could be higher in the future.

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But I think that's almost valuable, right?

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To like believe that it will go higher at all times.

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It's hope.

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It's hope.

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Yeah, we're chasing peak stoke.

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But like, you know, froth can only stay frothy.

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So long, the moment you stop frothing it, like the bubble.

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Froth's a little more ephemeral.

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While stoke is always there, we just got to reach it.

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It's an ideal that we always strive for, but never achieve.

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It's like, we kind of took it from Harvey Milk,

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because in the movie Milk at least, he says,

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you got to give him hope.

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It's like the last thing that comes out of the box, Pandora.

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And that's what we think was stoke.

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It's like, you got to give him stoke.

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But it's not like ever going to be top top.

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You're trying to get there.

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Yeah, it's not.

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It is, I mean, it's the ideal.

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It's the top of the mountain.

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What gets you stoked?

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Hard things worth doing.

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Well, dude, you are such a lucid speaker.

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It's freezing.

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Is that something you practice?

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Or is the brain just a clear highway?

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No traffic.

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Yeah, I think they're free of traffic, dude.

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I actually think it's super well lubricated.

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Oh, nice.

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Yeah, more than there's infrastructure.

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Yeah, right.

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Good, good, good guardrails.

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No, I took, I spent, I spent like a rocky cut scene of life

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that was like five years of me taking 20 plus 101

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consults a day selling gym memberships.

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And so like, I had to talk to everyone

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like all the time every day.

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And so like, I think you just learn how to say stuff better.

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So if you was coming to your gym

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and it was just you convincing them to get a membership

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and you just got so good at giving them the pitch

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that it just carried over into our thinking.

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Yeah.

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And then just like, I mean, I'm sure like,

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I've gotten better because like the topics

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have gotten wider than just like,

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so what brings you into that?

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Yeah.

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Would you have so far like, how'd you try that,

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like how that worked for you?

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Would you like about it?

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You know, like you go through the same scripting

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over and over again, but like the first five minutes

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it goes from like, you know, mic the cop

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to Lupita, the house cleaner to, you know, like it's-

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All different people.

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It is absolutely the masses.

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You know what I mean?

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Like I got to talk to every walk of earth.

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And a lot of us are in these bubbles,

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like friend groups or whatever communities

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we talk about Vanderbilt for a second,

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going from like the white collar world of Vanderbilt

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and then like a management consulting career

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to haggling over a $99 a month bootcamp membership

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was like, it was both humbling,

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but also just like eye opening in terms of like,

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how little I know about like the world

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and other people and et cetera.

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And was your gym, it wasn't like a boozy one, right?

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Like it was like price point wise,

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it had a wide demo.

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Yeah, because it was a service facility.

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So like even though it was $99 and then eventually like 150 a month,

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it was service space.

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So it wasn't like you wouldn't compare it to like an LA fitness

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because they would have 100 times more equipment

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and showers and all that stuff.

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I didn't have any of that stuff.

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I just had like me and I was going to train people together.

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Oh, okay.

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I see group training.

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It was like, oh nice.

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And how'd you come up with like the workout methodology

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that you used?

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I did the stuff that they wanted to do.

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Like I didn't train them the way I trained

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because they didn't want to look like me.

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So I tried to be jacked.

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I know.

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Actually, I'll say a funny story.

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I had a guy come in.

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It sounds cool, but I do come in once.

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And and he just started off the conversation.

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He said, I hate to be clear.

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He's like, I never want to look like you.

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I was like, and so like naturally as the say, you know,

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like I've got like ego, you know what I mean?

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And then I've got like closed the sale and just like take it.

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And so I went with ego.

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How did you resist the urge to like grapple him?

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Oh, what I did.

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I went with the ego response and I was like,

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I don't worry.

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You never will.

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And then I took a step back and I was like, no, because like,

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you don't overnight like sneeze and become jacked.

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I was like, there's like 100,000 days between where you are

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and where I am.

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And you can just like stop right now.

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And you don't have the determination to get there.

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I've weighed and measured you.

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And there's no way that you're sufficient.

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Yeah, nice to meet you.

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Were you naturally a people person

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before you got into entrepreneurship?

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I think so.

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I think so.

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I think so.

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Yeah.

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I was I was a fraternity president when I was a

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I was going to ask you for your fraternity president.

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I swear to God.

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Yeah, I was.

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Was it a tough election?

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Pike.

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Your putt, dude, I'm a pike.

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No one.

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Santa Clara.

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All right.

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Now it was it was a runaway election.

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It was a landslide.

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Did you feel bad for the other guy?

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No, one guy, only one guy ran against me.

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And like when we did the voting, he went to the other room

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and he just like shook my hand.

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And it was like, you're going to get it.

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I just promise myself that I would run no matter what.

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Oh, respect to me.

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And yeah, I was like, no, if you ended up becoming VP.

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So I was like, oh, good.

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Good VP, too.

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He wasn't like, you know, yeah, trying to upstage.

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Trying to betray you.

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Trying to organize a coup, a coup, right?

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Yeah.

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No, he was a, he was a good dude.

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Take the trip from Pizmo to Cabo.

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No, I had, because some of the older classmen,

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because like the older guys also want to make sure

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the house is in a good hands with.

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And so they start like thinking like, hey,

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like have you thought about, you know, right?

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And like I hadn't thought about it until

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one of the older guys was like, you should totally run.

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I was like, dude, that's the best.

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They asked you to do it to leave.

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Yeah.

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That's nice.

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It worked out.

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But it's funny because a lot of the,

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like the internet world, anybody who was not in that world,

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which is most people, assume that it's like chief part of your,

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and it's like not that.

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Because you like the guy that has to be able to be respected enough

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when he says like, I'm pulling away the punch bowl,

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like the cops are here, or the guy who has to talk to the cops,

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or like when a girl goes to the hospital,

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because she like drinks too much, like you want that guy,

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who's gonna have the conversation,

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who's gonna like, you know, negotiate on your behalf

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with Vanderbilt, with like, how much trouble you're gonna be in,

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because you brought liquor on campus and you're not supposed to.

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Just like the hard conversations,

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and that you want somebody who's gonna do that.

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So in some ways, it's like, you get the prestige because of the title,

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but the actual day to day is like, do we have enough cops?

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Do we have ICE?

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Do we have speakers?

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Like, where's the, where's the musician like that?

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Outside people underestimate that in like bro hierarchy,

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that they think the top bro is the one who parties the most,

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or gets laid the most.

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But it's actually the person who can do those things,

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but you still respect them ethically.

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You know that they'll do the right thing

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when it comes down to a party enabler, long term.

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So it's like, long term partying is all I was maximizing for.

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I even had this thing, I gave this like presentation on

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friedonomics to our fraternity as an argument,

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because it was really, it was actually a huge,

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I got so much life experience from this

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because I had to get 100 dudes in college to do stuff

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they didn't want to do with no hard authority.

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Like I could, like, there's not like punishment, you know what I mean?

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And so, and they're also like friends of mine.

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So it's like, how do I, you know,

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how do I get them to do community service?

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Because we have to do certain amount of hours,

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and they have to show up at the events.

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And like one of the things was we were notorious,

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like our house was notorious for showing up really late

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and partying really late.

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And I was trying to explain to them,

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I was like, guys, if we,

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if we all show up earlier to the parties,

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I was like, our parties aren't going to be like twice as big.

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That's like, it'll be like five times as big.

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And that's when I explained friedonomics.

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I was like, so if people, you know, like girls are walking

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on the, you know, the frat row or whatever,

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and they see all these parties.

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Well, if it's like 10, 30 or 11,

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that's like when people start walking to parties

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and you're going to look and you're going to see where the line is.

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Be like where the line is is where it's probably happening.

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If it's, there's no line, there's no real party.

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And so we're all getting there really late,

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but the guys who got a little bit earlier

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get the snowball effect.

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So then like they're all there, a line starts earlier,

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then more people go to the fraternity

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and then it just starts compounding.

260
00:08:19.160 --> 00:08:20.000
Right.

261
00:08:20.000 --> 00:08:21.200
And so I was like, we're not going to have twice as big.

262
00:08:21.200 --> 00:08:22.040
We'll have five times.

263
00:08:22.040 --> 00:08:23.480
People love spectacle.

264
00:08:23.480 --> 00:08:24.160
Oh, yeah.

265
00:08:24.160 --> 00:08:25.000
White noise.

266
00:08:25.000 --> 00:08:26.920
I negotiated a merger between our fraternity

267
00:08:26.920 --> 00:08:27.680
and another fraternity.

268
00:08:27.680 --> 00:08:28.520
Oh, wow.

269
00:08:28.520 --> 00:08:30.080
Is it a hostile takeover or a leverage buyer?

270
00:08:30.080 --> 00:08:30.840
Kind of.

271
00:08:30.840 --> 00:08:32.120
It was a hostile takeover.

272
00:08:32.280 --> 00:08:35.680
So we got a, so we got kicked off campus for whatever.

273
00:08:36.640 --> 00:08:39.320
And so we lost our house, whatever was whatever we got.

274
00:08:39.320 --> 00:08:44.120
Oh, actually it was, it was a legitimate, it wasn't actually.

275
00:08:44.120 --> 00:08:47.800
So we had apparently like 20 generations earlier

276
00:08:47.800 --> 00:08:51.840
taken a loan from the institution to, to totally frat out the house.

277
00:08:52.400 --> 00:08:54.440
But then we had never repaid the loan

278
00:08:54.440 --> 00:08:57.760
because whoever took out the loan was 20 alumna ago

279
00:08:57.760 --> 00:08:59.760
and had graduated and it didn't care.

280
00:09:00.120 --> 00:09:04.080
And so then the university, we had no interest payments

281
00:09:04.080 --> 00:09:05.760
and then just called the loan do.

282
00:09:05.760 --> 00:09:08.840
And so we would have had to pay all of us out of pocket

283
00:09:08.840 --> 00:09:12.560
for a house we didn't own, but the university did.

284
00:09:12.560 --> 00:09:16.960
So like we took a loan to improve the real estate

285
00:09:16.960 --> 00:09:21.520
that the university owned, but then they called us 20 generations

286
00:09:21.520 --> 00:09:24.240
later for the, it was basically like all the houses had loans.

287
00:09:24.240 --> 00:09:26.120
They chose to call ours because they wanted us off campus.

288
00:09:26.120 --> 00:09:26.640
Yeah.

289
00:09:26.640 --> 00:09:28.120
That was like what they had other reasons,

290
00:09:28.120 --> 00:09:29.720
but that was the thing they caught you on.

291
00:09:29.720 --> 00:09:32.920
Yeah, we got, we got, we got caught for a, for it's like an

292
00:09:32.920 --> 00:09:36.520
Al Pacino with like mail fraud or something like that was the mail fraud for us.

293
00:09:37.960 --> 00:09:41.080
So we got kicked off campus and so that obviously is like a death,

294
00:09:41.080 --> 00:09:44.800
you know, like is everybody's on campus is going to have best access to talent.

295
00:09:44.800 --> 00:09:45.600
It's everything.

296
00:09:45.600 --> 00:09:49.320
And so there was this other fraternity that was like dying,

297
00:09:49.560 --> 00:09:52.240
but they had a really sick house, but like no bros.

298
00:09:52.240 --> 00:09:54.800
And I was like, dude, we have bros, but no house.

299
00:09:55.760 --> 00:09:59.120
And I was like, I feel like we could figure something out.

300
00:09:59.120 --> 00:10:00.960
And so they're big concern.

301
00:10:00.960 --> 00:10:03.360
And they were actually pretty okay with it because we had a ton of girl.

302
00:10:03.360 --> 00:10:05.200
And we had like a lot of good rep for that kind of.

303
00:10:05.200 --> 00:10:07.200
We had some cash, yeah, we had some cash.

304
00:10:07.200 --> 00:10:08.160
That's sick.

305
00:10:08.160 --> 00:10:11.440
And, but they were like, hey, and they were a Southern fraternity.

306
00:10:11.440 --> 00:10:12.640
And we were like a Northern fraternity.

307
00:10:12.640 --> 00:10:15.120
So they were like, what about the clash that was like literally

308
00:10:15.120 --> 00:10:18.320
something like the negotiations are like, how much country is going to be played

309
00:10:18.320 --> 00:10:19.840
versus like how much house music?

310
00:10:19.840 --> 00:10:22.320
And we had to go like, we had to like go like term by term, right?

311
00:10:22.320 --> 00:10:23.120
Yeah.

312
00:10:23.120 --> 00:10:25.600
And so I was explaining to them because some of their older guys were like,

313
00:10:25.600 --> 00:10:26.640
I don't want to change anything.

314
00:10:26.640 --> 00:10:29.200
And I was like, listen, we pull from different girl pools.

315
00:10:29.200 --> 00:10:30.240
Like you pull Southern girls.

316
00:10:30.240 --> 00:10:31.280
I was like, we pull Northern girls.

317
00:10:31.280 --> 00:10:32.320
I was like, so there's no overlap.

318
00:10:32.320 --> 00:10:35.040
We're just going to have bigger, better parties and a more diverse crowd.

319
00:10:35.040 --> 00:10:36.480
You're going to see checks you've never seen before.

320
00:10:36.480 --> 00:10:38.080
We're going to see checks we never seen before.

321
00:10:38.080 --> 00:10:41.520
And so the final term of the negotiation was how do voting rights work?

322
00:10:41.520 --> 00:10:43.040
Because everything gets voted on.

323
00:10:43.040 --> 00:10:46.080
And they were like, because you guys have like 120 guys.

324
00:10:46.080 --> 00:10:47.360
And they were like 30 guys.

325
00:10:48.720 --> 00:10:50.720
So we basically came up with the three fifths compromise.

326
00:10:51.680 --> 00:10:56.240
Just like, just like, you know, back in the day, like the forefathers.

327
00:10:56.240 --> 00:10:58.400
And so that's actually what we worked on.

328
00:10:58.400 --> 00:11:03.280
And so like every Pike vote was worth one quarter of every one of their votes.

329
00:11:03.280 --> 00:11:04.240
That makes sense, too.

330
00:11:04.240 --> 00:11:04.640
Yeah.

331
00:11:04.640 --> 00:11:08.000
And so, but the problem was that influence doesn't work that way.

332
00:11:08.000 --> 00:11:10.080
If three quarters of the guys want to do one thing,

333
00:11:10.080 --> 00:11:14.800
and a quarter of the guys don't, like the peer pressure is just insurmountable.

334
00:11:14.800 --> 00:11:15.120
Right.

335
00:11:15.120 --> 00:11:17.520
And so we ended up being able to, that's where like the hostile came up.

336
00:11:17.520 --> 00:11:19.760
You got most of your like agenda across.

337
00:11:20.080 --> 00:11:23.840
So then as soon as we did get, as soon as we infiltrated and merged,

338
00:11:24.960 --> 00:11:25.680
we became one.

339
00:11:25.680 --> 00:11:28.080
When you're playing chess like that, do you know it's going to work out that way?

340
00:11:28.080 --> 00:11:31.520
Or are you just playing one move at a time and hoping that if you do your best on that move,

341
00:11:31.520 --> 00:11:32.800
it'll work out the way you want?

342
00:11:35.600 --> 00:11:39.040
I take all the all the all the plays from the last thing that I want to have happened

343
00:11:39.040 --> 00:11:40.000
and try and work backwards.

344
00:11:40.720 --> 00:11:41.680
Explain that.

345
00:11:41.680 --> 00:11:45.600
So like, this this crosses like even like business stuff or whatever.

346
00:11:45.600 --> 00:11:50.880
But if I'm if we're if like decisions become more complex when you're trying to serve more than one master.

347
00:11:51.600 --> 00:11:56.320
And so if we're trying to get something to happen, then it's like, I don't want to also say,

348
00:11:56.320 --> 00:11:59.120
well, I also want that I also want to house that has great checks.

349
00:11:59.120 --> 00:12:01.840
I also want to house that it's like, I needed to keep our house on campus.

350
00:12:02.400 --> 00:12:03.520
That was the goal.

351
00:12:03.520 --> 00:12:07.200
And so everything back down to okay, of all the different places that I could do a deal,

352
00:12:07.200 --> 00:12:09.280
which one's most likely that that would accept a deal.

353
00:12:09.280 --> 00:12:10.560
Okay, where do we have the most leverage?

354
00:12:10.560 --> 00:12:14.160
Okay, well, you know, and then it's like, and it's like, okay, this is the highest likelihood target

355
00:12:14.160 --> 00:12:15.440
that we that I could go after.

356
00:12:15.440 --> 00:12:17.600
And then it just step by step from there.

357
00:12:17.600 --> 00:12:22.080
Yeah, because at the end of the day, they had the most leverage because they had the place.

358
00:12:22.080 --> 00:12:24.400
They had the they had the house, but I had bros.

359
00:12:24.400 --> 00:12:25.920
Yeah, it grows.

360
00:12:25.920 --> 00:12:26.880
Yeah, I had bros.

361
00:12:26.880 --> 00:12:28.080
But you guys were Romans.

362
00:12:28.080 --> 00:12:30.080
Yeah, we were, we were nomads at the time.

363
00:12:30.080 --> 00:12:31.120
We were bromads.

364
00:12:31.120 --> 00:12:32.160
We were bromads.

365
00:12:32.160 --> 00:12:34.320
Is there a legendary lore about your parties?

366
00:12:35.200 --> 00:12:41.200
Yeah, yeah, we had we had a Catalina Y mixer and I got a ice helicopter on the front yard.

367
00:12:41.200 --> 00:12:44.400
Yeah, everyone with like some of the seniors, like, you spend a thousand dollars on this.

368
00:12:44.400 --> 00:12:46.720
I was like, I know, I only spend a thousand dollars on this.

369
00:12:46.720 --> 00:12:47.600
Can you imagine?

370
00:12:47.600 --> 00:12:47.760
Yeah.

371
00:12:47.760 --> 00:12:50.480
But the friedonomics just took over because they quickly saw the line out.

372
00:12:50.480 --> 00:12:55.120
Because as soon as you see it, you know, a half to scale ice sculptor of a helicopter,

373
00:12:55.120 --> 00:12:56.640
like you know, they mean business.

374
00:12:56.640 --> 00:13:00.880
Is there the Alex Hormosi book of friedonomics at Vanderbilt?

375
00:13:00.880 --> 00:13:04.800
There are some moves that have been that have been patented and trademarked.

376
00:13:05.360 --> 00:13:09.040
I came back to campus five years later and I was in a cafeteria

377
00:13:09.680 --> 00:13:13.440
and two freshmen I didn't know were in front of me and I couldn't make this up.

378
00:13:14.240 --> 00:13:15.840
And they check out.

379
00:13:15.840 --> 00:13:19.840
And as I check out after them, I go to like the ketchup and whatever station.

380
00:13:19.840 --> 00:13:23.840
And one guy turns the other and says, dude, I just pulled a Hormosi.

381
00:13:24.880 --> 00:13:25.440
Really?

382
00:13:25.440 --> 00:13:26.640
Because he stole a chicken breast.

383
00:13:27.920 --> 00:13:32.080
And so the way that we, back in the day, you'd put a chicken breast underneath your salad

384
00:13:32.080 --> 00:13:33.680
and then you could also have a chicken breast on the side.

385
00:13:33.680 --> 00:13:36.320
So you could get two chicken breasts, but you'd have one meal credit.

386
00:13:36.320 --> 00:13:38.320
So like you couldn't have more than one you have to pay extras.

387
00:13:38.320 --> 00:13:40.320
I put one under my salad and that way I could get it through.

388
00:13:41.440 --> 00:13:43.680
That's cool on two levels because it's also a healthy meal.

389
00:13:43.680 --> 00:13:46.960
Like you're focused on just trying to get more jacked and old, but clean.

390
00:13:46.960 --> 00:13:49.360
Were you as jacked in college as you are now?

391
00:13:49.360 --> 00:13:51.360
As shredded, not as jacked.

392
00:13:51.360 --> 00:13:52.160
Smart.

393
00:13:52.160 --> 00:13:53.360
Yeah, I was lighter.

394
00:13:54.480 --> 00:13:55.840
I hadn't come into my man body yet.

395
00:13:56.480 --> 00:13:59.920
But the administration started catching on with this.

396
00:13:59.920 --> 00:14:04.960
So they started asking people to push their salad aside to show that there was nothing underneath.

397
00:14:04.960 --> 00:14:05.840
They got to do it.

398
00:14:05.920 --> 00:14:09.600
But we stayed, we, the royal, we stayed, you know, a step ahead.

399
00:14:09.600 --> 00:14:13.120
And so I started getting newspapers because they had newspapers in the cafeteria.

400
00:14:13.120 --> 00:14:16.000
And so I'd have my plate and I would have a newspaper like this.

401
00:14:16.000 --> 00:14:18.800
But then I threw chicken breast and then I could put like two or three chicken breasts

402
00:14:18.800 --> 00:14:20.320
lining the inside of the newspaper.

403
00:14:20.320 --> 00:14:23.120
Whoa, but now you're getting pigs get fat hogs get slaughtered.

404
00:14:23.120 --> 00:14:26.480
I mean, at what point are you like, I'm taking too much chicken.

405
00:14:28.320 --> 00:14:32.240
I felt like it was kind of like how Lindsay Lohan approached that issue in mean girls.

406
00:14:32.800 --> 00:14:33.840
Like the limit does not exist.

407
00:14:34.320 --> 00:14:38.000
Oh, yeah, I felt like you have said that.

408
00:14:38.000 --> 00:14:39.840
No, that's the first time.

409
00:14:39.840 --> 00:14:40.400
Naughty.

410
00:14:40.400 --> 00:14:41.280
Bro, you pulled it.

411
00:14:43.280 --> 00:14:45.760
Is there such a thing as too much protein?

412
00:14:46.800 --> 00:14:47.600
That's a good question.

413
00:14:47.600 --> 00:14:51.120
Spiritually or no, like metabolically.

414
00:14:52.320 --> 00:14:53.040
For what outcome?

415
00:14:53.040 --> 00:14:54.400
Like you could have as much protein as you want.

416
00:14:54.400 --> 00:14:57.760
It's just like how much of it is going to be like used to gain muscle.

417
00:14:58.320 --> 00:14:59.760
Like you max out from that perspective.

418
00:14:59.760 --> 00:15:00.480
That's pretty well studied.

419
00:15:00.480 --> 00:15:02.880
Like if you eat like more protein,

420
00:15:02.880 --> 00:15:05.520
gets you more muscle until it doesn't anymore.

421
00:15:05.520 --> 00:15:05.840
Right.

422
00:15:05.840 --> 00:15:09.040
And so then after that point, it's just calories the same as a carb would be.

423
00:15:09.040 --> 00:15:10.320
There's like a curve to it.

424
00:15:10.320 --> 00:15:11.040
Right.

425
00:15:11.040 --> 00:15:12.080
And everyone's different, right?

426
00:15:12.080 --> 00:15:13.520
Like I always, and I don't know anything,

427
00:15:13.520 --> 00:15:15.280
but I've always felt like diet like me neither.

428
00:15:15.280 --> 00:15:16.480
Every person's different, right?

429
00:15:16.480 --> 00:15:17.440
Like there might be a more,

430
00:15:17.440 --> 00:15:19.760
there might not be one diet that fits everyone.

431
00:15:19.760 --> 00:15:21.200
There's an ideal diet for every person,

432
00:15:21.200 --> 00:15:24.320
but it might not be an ideal diet for all people.

433
00:15:24.320 --> 00:15:26.560
So how do you find out what's the ideal diet for you?

434
00:15:27.360 --> 00:15:28.480
The thing you can stick to.

435
00:15:29.280 --> 00:15:29.600
Right.

436
00:15:29.600 --> 00:15:31.360
So it's just about like a real function.

437
00:15:31.360 --> 00:15:31.760
Yeah.

438
00:15:31.760 --> 00:15:33.280
Like if I, I mean,

439
00:15:33.280 --> 00:15:36.000
my, I had a lot of weight loss and fitness conversations in my life,

440
00:15:36.000 --> 00:15:38.320
but like I would have this talk a lot.

441
00:15:38.320 --> 00:15:39.760
And I had to have this talk of my trainers too,

442
00:15:39.760 --> 00:15:40.640
because they would want to,

443
00:15:40.640 --> 00:15:42.560
you know, a parallel, if you don't want to take a train every like a parallel,

444
00:15:42.560 --> 00:15:44.160
if you're bowed, you just want to train every like bodybuilders,

445
00:15:44.160 --> 00:15:46.000
kettlebell girls want to train every like kettlebell girls, whatever.

446
00:15:46.560 --> 00:15:50.000
I was like, if we get these people in shape for six months of their entire life,

447
00:15:50.000 --> 00:15:52.400
and then they go back, I was like, what did we accomplish?

448
00:15:53.280 --> 00:15:53.760
Nothing.

449
00:15:53.760 --> 00:15:57.040
I was like, if we get everyone to walk 10 minutes of a day for the rest of their lives,

450
00:15:57.040 --> 00:15:57.920
I was like, we won.

451
00:15:58.640 --> 00:16:00.640
Because like you can add 10 years of someone's life

452
00:16:00.640 --> 00:16:02.720
by just getting them to walk for 10 minutes a day.

453
00:16:02.720 --> 00:16:04.400
Like that's how little it takes.

454
00:16:04.400 --> 00:16:08.240
And so it's way more about, at least in my perspective of like,

455
00:16:08.240 --> 00:16:11.840
if you can't do it forever, don't do it for a day kind of thing.

456
00:16:11.840 --> 00:16:14.160
Because you're just going to stop eventually.

457
00:16:14.160 --> 00:16:16.080
Like if you're going to stop eventually, why start?

458
00:16:16.080 --> 00:16:18.400
So I want to think like, how little do I need to do,

459
00:16:18.400 --> 00:16:19.840
that I will actually be able to persist to do,

460
00:16:19.840 --> 00:16:22.160
that I'll get the most from for the least amount of work.

461
00:16:22.160 --> 00:16:23.760
That's a, I found that with diets,

462
00:16:23.760 --> 00:16:25.600
because I've dabbled and I did keto,

463
00:16:25.680 --> 00:16:27.520
I did carnivore for like two weeks.

464
00:16:27.520 --> 00:16:29.920
But I made the mistake of eating in and out patties.

465
00:16:30.880 --> 00:16:32.720
We were like, she in the video and I was like sick.

466
00:16:33.520 --> 00:16:34.640
He was a little tired that day.

467
00:16:34.640 --> 00:16:36.640
He has max energy most days in that day.

468
00:16:36.640 --> 00:16:38.160
I was like, you might need some broccoli dog.

469
00:16:39.680 --> 00:16:40.880
You have a flinster, buddy.

470
00:16:42.720 --> 00:16:44.560
Well, I was like, because I watch this guy,

471
00:16:44.560 --> 00:16:46.000
he's like, doesn't matter where it comes from,

472
00:16:46.000 --> 00:16:47.200
just as long as it's meat.

473
00:16:47.200 --> 00:16:47.440
Yeah.

474
00:16:48.000 --> 00:16:53.200
But then I found that just high quality food is the best.

475
00:16:53.200 --> 00:16:54.560
Because he just maintained that.

476
00:16:54.560 --> 00:16:55.520
Yeah, and you know what?

477
00:16:55.520 --> 00:16:58.080
Actually, that was like the best shape I had been in.

478
00:16:58.080 --> 00:17:00.880
It's just high quality food consistently.

479
00:17:00.880 --> 00:17:02.800
And then not even working out too hard,

480
00:17:02.800 --> 00:17:05.120
like I would just, you know, go max effort.

481
00:17:05.120 --> 00:17:06.400
And then just not even working out too hard,

482
00:17:06.400 --> 00:17:09.840
just like kind of listen to your body, I think.

483
00:17:09.840 --> 00:17:12.080
Yeah, whatever you stick with, what kind of like?

484
00:17:12.080 --> 00:17:13.680
Are you doing like hypertrophy?

485
00:17:13.680 --> 00:17:15.680
What's your, like, that's your main thing?

486
00:17:15.680 --> 00:17:16.880
Yeah, I just, I just drink train.

487
00:17:16.880 --> 00:17:17.680
Because that's what I like.

488
00:17:17.680 --> 00:17:18.720
What's your rep target?

489
00:17:19.440 --> 00:17:22.240
It's more, it's more, I mean, it's a range,

490
00:17:22.240 --> 00:17:23.680
you know what I mean, it depends on the exercise.

491
00:17:24.480 --> 00:17:25.440
It depends on the exercise.

492
00:17:25.440 --> 00:17:27.200
I'm talking to the main ones, the compound lifts.

493
00:17:27.200 --> 00:17:28.320
Even then, depends.

494
00:17:28.320 --> 00:17:29.920
So you'll do 20 reps on squat?

495
00:17:30.560 --> 00:17:31.840
I don't squat, but for like,

496
00:17:31.840 --> 00:17:32.800
I don't like this, for sure.

497
00:17:32.800 --> 00:17:33.840
Is it because you just don't want

498
00:17:34.400 --> 00:17:35.520
disc generation?

499
00:17:35.520 --> 00:17:38.080
For, so barbell lifts, like for the whole concept

500
00:17:38.080 --> 00:17:39.200
of like doing it for everything,

501
00:17:39.200 --> 00:17:41.360
like you don't see many eight-year-olds barbell squatting.

502
00:17:42.160 --> 00:17:44.320
And so I just see that it's like most people can't

503
00:17:44.320 --> 00:17:45.840
mechanically do it for a long period of time.

504
00:17:45.840 --> 00:17:47.920
It's a shame, I'm about to give it up right now.

505
00:17:47.920 --> 00:17:49.920
I'm sad to move over to like the leg press,

506
00:17:49.920 --> 00:17:52.000
but I'm doing Pilates, which is great for the lower half.

507
00:17:52.080 --> 00:17:53.600
I haven't done barbell lifts in years.

508
00:17:54.720 --> 00:17:55.520
How are your trunks?

509
00:17:55.520 --> 00:17:55.920
You big?

510
00:17:55.920 --> 00:17:56.480
They're solid.

511
00:17:57.120 --> 00:17:58.320
Yeah, those calves are nice.

512
00:17:58.320 --> 00:17:58.800
Oh, yeah.

513
00:17:58.800 --> 00:18:01.600
So how do you keep the, how do you keep the legs,

514
00:18:01.600 --> 00:18:03.760
how do you keep the legs big when you're not hitting the squats

515
00:18:03.760 --> 00:18:04.160
and the dead ones?

516
00:18:04.160 --> 00:18:05.520
You can get them figured without doing that.

517
00:18:05.520 --> 00:18:06.160
No way, bro.

518
00:18:06.160 --> 00:18:06.720
100%.

519
00:18:06.720 --> 00:18:07.520
Dude, come on, how?

520
00:18:07.520 --> 00:18:08.080
100%.

521
00:18:08.080 --> 00:18:08.560
We'll tell it.

522
00:18:08.560 --> 00:18:10.320
Well, think about the limiting factor.

523
00:18:10.320 --> 00:18:11.200
Unless it's like proprietary.

524
00:18:12.160 --> 00:18:13.680
I mean, it is, but...

525
00:18:13.680 --> 00:18:14.480
But you'll give it away?

526
00:18:14.480 --> 00:18:14.960
Yeah.

527
00:18:14.960 --> 00:18:16.480
All right, we'll put this one behind a paywall.

528
00:18:16.480 --> 00:18:18.000
Yeah, good call, sucks.

529
00:18:18.000 --> 00:18:20.640
Just make sure that now we're switching to only fence,

530
00:18:20.640 --> 00:18:21.120
only gains.

531
00:18:21.120 --> 00:18:21.760
Anyways, so...

532
00:18:25.360 --> 00:18:25.920
Real quick, guys.

533
00:18:25.920 --> 00:18:28.160
If you can think about how you found this podcast,

534
00:18:28.160 --> 00:18:30.640
somebody probably tweeted it, told you about it,

535
00:18:30.640 --> 00:18:32.800
shared it on Instagram, or something like that.

536
00:18:32.800 --> 00:18:35.280
The only way this grows is through word of mouth.

537
00:18:35.280 --> 00:18:36.480
And so I don't run ads.

538
00:18:36.480 --> 00:18:37.520
I don't do sponsorships.

539
00:18:37.520 --> 00:18:38.560
I don't sell anything.

540
00:18:38.560 --> 00:18:40.880
My only ask is that you continue to pay it forward.

541
00:18:40.880 --> 00:18:43.360
Whoever showed you or however you found out about this podcast

542
00:18:43.360 --> 00:18:44.880
that you do the exact same thing.

543
00:18:44.880 --> 00:18:47.360
So if it was a review, if it was a post,

544
00:18:47.360 --> 00:18:48.720
if you do that, it would mean the world to me

545
00:18:48.720 --> 00:18:49.920
and you'll throw some good karma out there

546
00:18:49.920 --> 00:18:50.880
for another entrepreneur.

547
00:18:51.920 --> 00:18:54.080
So if you think about the limiting,

548
00:18:54.080 --> 00:18:56.240
so you want the muscle that you're trying to train

549
00:18:56.240 --> 00:18:58.640
to be the mechanical limiter of the lift, right?

550
00:18:58.640 --> 00:19:00.640
So that that's the one that actually goes to true failure

551
00:19:00.640 --> 00:19:02.800
in order to be free to stop doing the reps.

552
00:19:02.800 --> 00:19:04.880
If you're squatting, most times when you feel squatting,

553
00:19:04.880 --> 00:19:05.680
you fall forward, right?

554
00:19:05.680 --> 00:19:07.280
The bark, like if you actually go to failure,

555
00:19:07.280 --> 00:19:08.000
you fall forward.

556
00:19:08.000 --> 00:19:10.320
And it's because your core gives out before your legs though.

557
00:19:10.320 --> 00:19:12.480
Like if you can leg press a thousand pounds,

558
00:19:12.480 --> 00:19:14.160
if your body were perfectly rigid,

559
00:19:14.160 --> 00:19:15.760
you'd be able to squat a thousand pounds.

560
00:19:15.760 --> 00:19:17.760
And so the best squatters have cores,

561
00:19:17.760 --> 00:19:19.520
core strength that are just like out of this world.

562
00:19:19.600 --> 00:19:20.880
They've turtle shell abs out to here.

563
00:19:20.880 --> 00:19:22.080
And it actually doesn't even look that good

564
00:19:22.080 --> 00:19:23.600
because there's so much high-purchase

565
00:19:23.600 --> 00:19:25.280
for you in the literal sense of their abs

566
00:19:25.280 --> 00:19:26.880
that it almost looks like it's called power gut.

567
00:19:26.880 --> 00:19:28.880
It's like you have this really strong gut.

568
00:19:28.880 --> 00:19:31.200
Which I think a lot of people maybe then misinterpret

569
00:19:31.200 --> 00:19:34.240
as being a result of HGH or some kind of supplementation.

570
00:19:34.240 --> 00:19:35.280
Yeah, I'm sure some people have.

571
00:19:35.280 --> 00:19:37.120
But oftentimes that's just from what you're saying.

572
00:19:37.120 --> 00:19:37.520
Just being strong.

573
00:19:37.520 --> 00:19:38.160
Just training.

574
00:19:38.160 --> 00:19:39.120
But I'm sorry, I knocked you off.

575
00:19:39.120 --> 00:19:39.360
Keep going.

576
00:19:39.360 --> 00:19:40.000
No, you're good.

577
00:19:40.000 --> 00:19:42.000
And so like, you know, same thing with like dead lifts,

578
00:19:42.000 --> 00:19:43.440
it's like, well, if you want to,

579
00:19:43.440 --> 00:19:45.200
if you want to be a great dead lifter,

580
00:19:45.200 --> 00:19:45.760
then deadlift.

581
00:19:45.920 --> 00:19:47.680
If you want to be a great squatter, then squat.

582
00:19:47.680 --> 00:19:51.200
If you want big legs, then you need to take your legs

583
00:19:51.200 --> 00:19:52.240
to absolute failure.

584
00:19:52.240 --> 00:19:56.320
And so you basically want moves that isolate everything else

585
00:19:56.320 --> 00:19:58.080
except for the thing that you have

586
00:19:58.080 --> 00:20:00.880
that you can just absolutely take it to your death.

587
00:20:00.880 --> 00:20:02.880
And so that's like hack squats come into place

588
00:20:02.880 --> 00:20:04.160
where you have full range of motion

589
00:20:04.160 --> 00:20:05.200
on the joint that you're trying to work.

590
00:20:05.200 --> 00:20:06.640
Like you can hit like with a hack squat,

591
00:20:06.640 --> 00:20:08.960
you can go all the way astagrass or, you know, hamstrings

592
00:20:08.960 --> 00:20:11.440
to calves and go full stretch, full squeeze.

593
00:20:11.440 --> 00:20:13.360
Anything that's best, astagrass?

594
00:20:13.360 --> 00:20:17.840
For in a hack squat because of the way that a well designed

595
00:20:17.840 --> 00:20:20.480
hack squat will allow you to do that with limited mobility.

596
00:20:20.480 --> 00:20:22.240
Like most people don't even have the mobility to deadlift

597
00:20:22.240 --> 00:20:24.080
properly without rounding their backs.

598
00:20:24.080 --> 00:20:25.200
How do you feel about the hex bar?

599
00:20:26.080 --> 00:20:28.560
So more people have the mobility to do a trap bar,

600
00:20:28.560 --> 00:20:30.720
deadlift than a straight bar deadlift.

601
00:20:30.720 --> 00:20:32.400
And so what ends up happening with that is that,

602
00:20:33.120 --> 00:20:35.440
like a trap bar deadlift is a great overall body lift

603
00:20:35.440 --> 00:20:37.440
because like it works your grip, it works your back,

604
00:20:37.440 --> 00:20:39.040
it works your traps, it works your glutes,

605
00:20:39.040 --> 00:20:39.840
it works everything.

606
00:20:39.840 --> 00:20:41.040
And there's nothing, again, I'm not saying

607
00:20:41.040 --> 00:20:42.080
there's anything wrong with it.

608
00:20:42.160 --> 00:20:44.640
I'm saying, if you're going to train,

609
00:20:44.640 --> 00:20:46.800
if your goal is like, I want to train this muscle,

610
00:20:47.360 --> 00:20:50.400
then I want to have the exercise that is going to get me

611
00:20:50.400 --> 00:20:52.640
the fullest range of motion on the joint,

612
00:20:52.640 --> 00:20:54.560
that I can do the most volume on,

613
00:20:54.560 --> 00:20:56.320
that I can load in a way that's incremental,

614
00:20:57.120 --> 00:20:59.040
that is safe for everything else that I do.

615
00:20:59.600 --> 00:21:01.280
And so if I check all those boxes,

616
00:21:01.280 --> 00:21:03.840
and that's pretty much how I look at the exercises

617
00:21:03.840 --> 00:21:06.000
that I select, there are ones that I know

618
00:21:06.000 --> 00:21:08.560
that I can do a ton of volume on without hurting my joints.

619
00:21:08.560 --> 00:21:10.240
Because I get a certain, like I'm almost 20 years

620
00:21:10.400 --> 00:21:12.400
in a training, like competitively,

621
00:21:12.400 --> 00:21:14.400
or at like a real training level.

622
00:21:14.400 --> 00:21:17.040
And so it's not even like, I can squat right now,

623
00:21:17.040 --> 00:21:20.800
but I can't hit the same volume on squats as I can on

624
00:21:20.800 --> 00:21:22.880
banded leg press or hack squats or,

625
00:21:24.720 --> 00:21:27.120
you know, a Smith press, you know, whatever.

626
00:21:27.120 --> 00:21:28.080
Lunges?

627
00:21:28.080 --> 00:21:29.520
Lunges are brutal, but yes.

628
00:21:29.520 --> 00:21:30.400
You throw those in?

629
00:21:30.400 --> 00:21:31.840
I would, I would, so with lunges,

630
00:21:31.840 --> 00:21:33.280
I would probably do like a Bulgarian split squat

631
00:21:33.280 --> 00:21:34.480
if I wanted to like isolate glutes.

632
00:21:34.480 --> 00:21:36.480
So you throw a foot up on the bench and come forward like that?

633
00:21:36.480 --> 00:21:37.760
Yeah, because then your glute is the,

634
00:21:37.760 --> 00:21:38.480
is the mechanical number.

635
00:21:39.040 --> 00:21:41.040
So you're really trying to maximize the focus on it.

636
00:21:41.040 --> 00:21:42.240
And so with compound lifts,

637
00:21:42.240 --> 00:21:44.480
do you almost avoid those because you want to focus so much more?

638
00:21:44.480 --> 00:21:45.840
Like a hack squat still compound lift.

639
00:21:45.840 --> 00:21:46.320
Right.

640
00:21:46.320 --> 00:21:47.680
Like it's still a multi-joint movement.

641
00:21:47.680 --> 00:21:49.200
But it's just offering a bit more focus

642
00:21:49.200 --> 00:21:50.240
and a bit more sustainability.

643
00:21:50.240 --> 00:21:51.680
You get stability on the things

644
00:21:51.680 --> 00:21:53.680
that are not core to the left.

645
00:21:53.680 --> 00:21:55.520
So that they have become limiters.

646
00:21:55.520 --> 00:21:56.160
Right.

647
00:21:56.160 --> 00:21:58.080
Again, my hip flexors will get in the way of my squats.

648
00:21:58.080 --> 00:21:58.320
Totally.

649
00:21:58.320 --> 00:21:58.960
Totally.

650
00:21:58.960 --> 00:21:59.520
Yeah.

651
00:21:59.520 --> 00:22:00.800
So you have mobility limiters

652
00:22:00.800 --> 00:22:03.040
and then you just have like strength limiters.

653
00:22:03.040 --> 00:22:04.880
So like your core might be a strength limiter for squat.

654
00:22:04.880 --> 00:22:06.000
You might also have hip,

655
00:22:06.000 --> 00:22:09.120
hip flexibility limitations,

656
00:22:09.120 --> 00:22:09.840
like on the movement.

657
00:22:09.840 --> 00:22:11.280
So you actually can't even do it properly

658
00:22:11.280 --> 00:22:12.800
to feel the muscle that you want to

659
00:22:12.800 --> 00:22:14.960
because your mobility won't allow you

660
00:22:14.960 --> 00:22:16.560
to get the muscle in the position

661
00:22:16.560 --> 00:22:18.240
that it would be the limiter.

662
00:22:18.240 --> 00:22:20.320
When you were, when you were starting

663
00:22:20.320 --> 00:22:21.680
on entrepreneurship like deep.

664
00:22:21.680 --> 00:22:22.960
This is the most I've talked about fitness

665
00:22:22.960 --> 00:22:24.080
in probably like seven years.

666
00:22:24.080 --> 00:22:24.560
Good.

667
00:22:24.560 --> 00:22:25.120
Like legit.

668
00:22:25.120 --> 00:22:25.920
No, like cubes.

669
00:22:25.920 --> 00:22:27.520
Like I have not been asked about fitness like seven years.

670
00:22:27.520 --> 00:22:28.320
I'm glad.

671
00:22:28.320 --> 00:22:29.520
All right.

672
00:22:29.520 --> 00:22:30.560
Yeah, I think I am glad.

673
00:22:30.560 --> 00:22:31.600
Yeah.

674
00:22:31.600 --> 00:22:33.360
When you were like starting an entrepreneurship

675
00:22:33.360 --> 00:22:35.280
like deep into lifting

676
00:22:35.360 --> 00:22:36.560
as much as you are now.

677
00:22:36.560 --> 00:22:38.080
Were you able to maintain that lift?

678
00:22:38.080 --> 00:22:39.600
Yeah, I've lifted pretty much the whole time.

679
00:22:39.600 --> 00:22:39.920
Yeah.

680
00:22:39.920 --> 00:22:40.720
Do you lift with bros?

681
00:22:42.080 --> 00:22:43.520
I go brolo for the most time.

682
00:22:44.960 --> 00:22:48.000
But and it's sorry, is that a single bro or no bro?

683
00:22:48.000 --> 00:22:49.680
That's I'm the solo bro.

684
00:22:49.680 --> 00:22:51.440
Oh, I said bro low.

685
00:22:51.440 --> 00:22:52.080
I am bro low.

686
00:22:53.120 --> 00:22:53.840
I lift bro low.

687
00:22:54.560 --> 00:22:57.360
I think you're thinking like bro like low bro.

688
00:22:57.360 --> 00:22:58.960
But he's solo bro.

689
00:22:58.960 --> 00:22:59.440
Yeah.

690
00:22:59.440 --> 00:23:01.440
Oh, like solo bro low is me.

691
00:23:02.080 --> 00:23:02.720
Copy.

692
00:23:02.720 --> 00:23:03.680
I should have known that.

693
00:23:03.680 --> 00:23:04.400
No, it's all good.

694
00:23:04.400 --> 00:23:04.880
It's all good.

695
00:23:04.960 --> 00:23:06.480
And I'm Jay cut that.

696
00:23:09.280 --> 00:23:11.040
No, keep it because people might be confused.

697
00:23:11.040 --> 00:23:11.760
Yeah, they might not know.

698
00:23:11.760 --> 00:23:12.400
They might not know.

699
00:23:12.400 --> 00:23:13.600
Yeah, it's good if I'm vulnerable.

700
00:23:13.600 --> 00:23:14.560
Yeah, it's good.

701
00:23:14.560 --> 00:23:15.200
It's good.

702
00:23:15.200 --> 00:23:15.920
It's authentic.

703
00:23:17.760 --> 00:23:20.240
No, it's so I prefer to train with training partners.

704
00:23:20.240 --> 00:23:23.840
I just happen to train brolo for the most part.

705
00:23:23.840 --> 00:23:26.080
Same, but it's hard to hit those same.

706
00:23:26.080 --> 00:23:28.160
You're going to push yourself harder if you have some friends with you,

707
00:23:28.160 --> 00:23:29.200
especially if they're stronger than you.

708
00:23:29.200 --> 00:23:30.000
Totally.

709
00:23:30.000 --> 00:23:30.960
And I have trouble.

710
00:23:30.960 --> 00:23:31.760
I work out by myself.

711
00:23:31.760 --> 00:23:33.280
Typically at the end of the day, I'm very tired.

712
00:23:33.280 --> 00:23:34.560
I don't go to failure on every set.

713
00:23:34.640 --> 00:23:37.360
Because I don't have like the horse power internally to get there.

714
00:23:37.360 --> 00:23:39.600
But I know if my dogs were there, I'd probably hit it.

715
00:23:39.600 --> 00:23:40.000
Oh, yeah.

716
00:23:40.000 --> 00:23:41.040
But then I might get hurt too.

717
00:23:41.040 --> 00:23:42.720
I mean, there's a downside to it as well.

718
00:23:42.720 --> 00:23:46.000
And that's where I think the exercise selection is so like key with that stuff.

719
00:23:46.000 --> 00:23:47.520
Like it's really tough to get.

720
00:23:47.520 --> 00:23:49.360
I mean, you can get hurt on a hack swap,

721
00:23:49.360 --> 00:23:51.200
but it's like a lot less likely.

722
00:23:51.200 --> 00:23:52.960
Like you can't take squats to failure.

723
00:23:52.960 --> 00:23:54.400
There's fundamentally you can't do it.

724
00:23:54.400 --> 00:23:58.080
Because you just like it's massively risky to take squats like barbell squats.

725
00:23:58.800 --> 00:24:00.080
But taking a hot squat to failure.

726
00:24:00.880 --> 00:24:01.840
Fine, you know what I mean?

727
00:24:01.840 --> 00:24:03.920
Yeah, when you watch football players hit in their max in college,

728
00:24:03.920 --> 00:24:05.280
they've got 20 guys around them.

729
00:24:05.280 --> 00:24:06.880
There's like three guys watching the board.

730
00:24:06.880 --> 00:24:08.160
Everything's shaking.

731
00:24:08.160 --> 00:24:09.280
It's a big event.

732
00:24:09.280 --> 00:24:11.440
You can't just do that in your garage.

733
00:24:11.440 --> 00:24:13.120
No, and that's how my friend Teddy

734
00:24:14.960 --> 00:24:15.840
stopped being Teddy.

735
00:24:15.840 --> 00:24:20.000
Yes, but like even then like from a hypertrophy perspective,

736
00:24:20.000 --> 00:24:21.920
everything comes down to just volume times intensity.

737
00:24:21.920 --> 00:24:25.920
And so those kinds of lifts, if you like get super jacked up and do that thing,

738
00:24:25.920 --> 00:24:28.080
like you end up having more central nervous fatigue.

739
00:24:28.080 --> 00:24:31.200
So that actually impacts your future volume and intensity for the rest of the week.

740
00:24:31.200 --> 00:24:34.560
And so there's a trade-off that happens where like it makes sense to do those lifts

741
00:24:34.560 --> 00:24:37.680
if you're getting close to a competition or you need to have a peak event of some sort.

742
00:24:37.680 --> 00:24:38.880
Yeah, you need max performance.

743
00:24:38.880 --> 00:24:40.080
Right, but for the most part,

744
00:24:40.080 --> 00:24:43.600
you're really just trying to accumulate volume and fatigue on the muscle so that you adapt to it.

745
00:24:43.600 --> 00:24:46.000
So do you think guys who get super hyped up before a set

746
00:24:46.000 --> 00:24:48.400
are actually doing themselves kind of a physical disservice?

747
00:24:48.400 --> 00:24:51.280
Because that's just more like pump,

748
00:24:51.280 --> 00:24:52.640
but it's not really helping their body.

749
00:24:55.200 --> 00:24:56.720
It's about how much you,

750
00:24:56.720 --> 00:24:59.200
not to be like really nilly answers here.

751
00:24:59.200 --> 00:25:02.960
But like, if you do it every once in a while, then it's like then it can serve you.

752
00:25:02.960 --> 00:25:04.240
It's just like intensity techniques.

753
00:25:04.240 --> 00:25:07.040
Like if you do drop sets or you do one and a half reps or you do slow eccentric

754
00:25:07.040 --> 00:25:09.440
or anything like that, that's like make a set more intense.

755
00:25:10.480 --> 00:25:11.200
You can do that.

756
00:25:11.200 --> 00:25:15.440
If you do it on every set, then you'll end up fatiguing in the wrong way.

757
00:25:15.440 --> 00:25:16.320
Right.

758
00:25:16.320 --> 00:25:17.760
What's your favorite thing to talk about?

759
00:25:18.800 --> 00:25:21.760
I almost exclusively talk about making money in business, which is great.

760
00:25:21.760 --> 00:25:22.960
I'm loving this.

761
00:25:22.960 --> 00:25:24.640
So this is like a breath of a share.

762
00:25:24.640 --> 00:25:25.520
So I'm right.

763
00:25:25.520 --> 00:25:25.920
Yeah, I was wondering.

764
00:25:25.920 --> 00:25:27.440
I was like, well, was he tired of talking about,

765
00:25:27.440 --> 00:25:29.520
we're lifting or this is more of like a detour for you.

766
00:25:29.520 --> 00:25:30.080
This is fun.

767
00:25:30.080 --> 00:25:31.120
This is a side quest.

768
00:25:31.120 --> 00:25:31.760
Oh, nice.

769
00:25:31.760 --> 00:25:33.040
But like a worthwhile side quest.

770
00:25:33.040 --> 00:25:34.000
Do you believe in cheat days?

771
00:25:35.040 --> 00:25:36.160
I believe in cheat life.

772
00:25:36.160 --> 00:25:36.800
Cheat life.

773
00:25:36.800 --> 00:25:37.520
What's that mean?

774
00:25:37.520 --> 00:25:41.920
So I just want to, so like I eat pretty much fruit, meat, and dessert.

775
00:25:41.920 --> 00:25:42.960
Nice animal based.

776
00:25:43.840 --> 00:25:44.960
It that works for me based.

777
00:25:44.960 --> 00:25:48.400
So I just get all my protein in really easily before I go to dinner.

778
00:25:48.400 --> 00:25:52.320
And then when I go to dinner, I eat whatever you don't know me.

779
00:25:52.320 --> 00:25:54.320
And that way, so basically I just back in from,

780
00:25:54.320 --> 00:25:57.760
so all the people that I know have been incredibly fit for a very long time

781
00:25:57.760 --> 00:26:00.160
have a much more simplified version of how they stay fit.

782
00:26:00.160 --> 00:26:03.120
Because anybody who's like adhering to any kind of strict anything,

783
00:26:03.120 --> 00:26:04.320
they're not going to do it until they're 80.

784
00:26:04.320 --> 00:26:05.120
So like, don't care.

785
00:26:05.120 --> 00:26:06.400
Are you friends with any fat people?

786
00:26:07.520 --> 00:26:08.880
Well, they're friends with me.

787
00:26:10.480 --> 00:26:11.360
Right.

788
00:26:11.360 --> 00:26:12.000
Right.

789
00:26:12.000 --> 00:26:13.040
And you don't say anything.

790
00:26:13.760 --> 00:26:15.360
But there's a you harbor.

791
00:26:15.360 --> 00:26:17.920
I just do present some detachment.

792
00:26:17.920 --> 00:26:18.400
No, not at all.

793
00:26:18.400 --> 00:26:21.200
Because you know, you can't count on them if a fire starts.

794
00:26:21.200 --> 00:26:22.160
No, I'm being ridiculous.

795
00:26:22.160 --> 00:26:24.720
No, of course, yeah.

796
00:26:24.720 --> 00:26:25.440
No, of course I do.

797
00:26:26.320 --> 00:26:28.400
What people choose to do with their bodies is their choice.

798
00:26:29.360 --> 00:26:31.360
But as far as I'm concerned from the food perspective,

799
00:26:32.400 --> 00:26:34.080
I know what my calorie intake needs to be.

800
00:26:34.080 --> 00:26:37.520
And I've been, you know, I count calories for years of my life to the point now,

801
00:26:37.520 --> 00:26:40.400
like I know it's in everything, ballpark enough.

802
00:26:40.400 --> 00:26:42.800
And since I also don't have a tremendous amount of food variety,

803
00:26:43.520 --> 00:26:44.560
I know what all my meals are.

804
00:26:44.560 --> 00:26:47.440
And so like the easiest hack in the world for anyone who's trying to like get back in shape is like,

805
00:26:48.400 --> 00:26:51.200
most humans 90% of their meals are the same 10 meals.

806
00:26:51.280 --> 00:26:53.200
Like if you think back over the last week,

807
00:26:53.200 --> 00:26:56.080
you probably have the same like two or three things you rotate for dinner,

808
00:26:56.080 --> 00:26:59.120
two or three things you rotate for lunch and maybe two or three things you rotate for breakfast.

809
00:26:59.120 --> 00:26:59.600
If that.

810
00:27:00.240 --> 00:27:02.000
And so if you want to change your entire life,

811
00:27:02.000 --> 00:27:04.000
all you have to do is just change what those 10 meals are.

812
00:27:04.000 --> 00:27:06.800
And it makes it way easier for people to like, you don't have to change everything.

813
00:27:06.800 --> 00:27:09.200
It's like you just need to find like two or three breakfast that you like

814
00:27:09.200 --> 00:27:11.120
that actually help you rather than hurt you or whatever.

815
00:27:11.120 --> 00:27:11.680
And so.

816
00:27:12.480 --> 00:27:16.160
And so for me, I have the same breakfast in the same lunch every day.

817
00:27:16.160 --> 00:27:19.840
And then that knocks out almost all my protein macros for the day.

818
00:27:19.840 --> 00:27:23.280
And then when I go to dinner because that's when I usually have social things, business dinners,

819
00:27:23.280 --> 00:27:25.040
whatever, I can be way more flexed.

820
00:27:25.040 --> 00:27:26.720
And I just know what my rough calorie intake is.

821
00:27:26.720 --> 00:27:27.920
So I can have dessert.

822
00:27:27.920 --> 00:27:28.880
I can have drinks.

823
00:27:28.880 --> 00:27:29.840
I can do whatever.

824
00:27:29.840 --> 00:27:34.320
And so like I've drank for almost the entirety of being shredded and jacked.

825
00:27:34.320 --> 00:27:39.440
I've basically stopped drinking for like three years just because the business was like blowing up.

826
00:27:39.440 --> 00:27:41.920
And I was like, I'm not going to be the reason something gets fucked up.

827
00:27:41.920 --> 00:27:46.480
But since then, I've been drinking for the last four years and I drank for my whole life

828
00:27:46.480 --> 00:27:50.320
before that from the time I was a toddler and I was shredded the whole time.

829
00:27:50.320 --> 00:27:54.960
Meaning if you just get the, if you just know at the end of the day, it's just again,

830
00:27:54.960 --> 00:27:57.280
this is apparently controversial, which is ridiculous.

831
00:27:57.280 --> 00:27:59.200
But like you burn a certain amount of calories.

832
00:27:59.200 --> 00:28:00.480
You take in a certain amount of calories.

833
00:28:00.480 --> 00:28:02.000
The difference is what you gain or you lose.

834
00:28:02.000 --> 00:28:02.800
Right.

835
00:28:02.800 --> 00:28:07.120
So was the choice to keep your dinner option to keep your dinner open,

836
00:28:07.120 --> 00:28:11.440
diet wise, also to optimize business because the social aspect would be better?

837
00:28:11.440 --> 00:28:12.800
I think it's just often with life.

838
00:28:12.800 --> 00:28:13.040
Right.

839
00:28:13.040 --> 00:28:14.000
You need to have some fun.

840
00:28:14.000 --> 00:28:14.480
Yeah.

841
00:28:14.480 --> 00:28:17.760
And just like not be the guy who's going to bring Tupperware or be a pain in the end.

842
00:28:17.760 --> 00:28:19.040
Because that can kill the vibe.

843
00:28:19.040 --> 00:28:19.680
Yeah.

844
00:28:19.680 --> 00:28:21.520
The stoke would definitely be diminished.

845
00:28:21.520 --> 00:28:24.320
And then when you're drinking, like, are you able to,

846
00:28:24.320 --> 00:28:25.760
do you ever like just let loose?

847
00:28:25.760 --> 00:28:26.480
Yeah.

848
00:28:26.480 --> 00:28:28.080
Like, like, loose loose.

849
00:28:28.080 --> 00:28:29.280
On special occasions.

850
00:28:29.280 --> 00:28:29.760
Yeah.

851
00:28:29.760 --> 00:28:31.360
How many times per year?

852
00:28:31.360 --> 00:28:31.920
Once.

853
00:28:31.920 --> 00:28:32.400
Once a year.

854
00:28:32.400 --> 00:28:33.200
Maybe twice.

855
00:28:33.200 --> 00:28:35.360
How do you know the day is coming or is it surprising?

856
00:28:35.360 --> 00:28:36.000
You feel it.

857
00:28:36.000 --> 00:28:38.560
Yeah, you're just halfway through the day and you're like, I think I'm getting fucked up today.

858
00:28:38.560 --> 00:28:38.880
Oh, I know.

859
00:28:38.880 --> 00:28:40.000
I think it's before I even start drinking.

860
00:28:40.000 --> 00:28:40.720
I'm like, oh my god.

861
00:28:40.720 --> 00:28:42.000
You can feel that burning.

862
00:28:42.240 --> 00:28:44.560
The demon needs to come out.

863
00:28:44.560 --> 00:28:46.320
So you don't put that in your schedule.

864
00:28:46.320 --> 00:28:47.360
The demon coming out.

865
00:28:47.360 --> 00:28:48.400
You're like, yeah, yeah, yeah.

866
00:28:48.400 --> 00:28:49.360
Like this demon day.

867
00:28:49.360 --> 00:28:51.840
So my birthday, my birthday, uh,

868
00:28:51.840 --> 00:28:53.840
corresponded with the book launch that I just did.

869
00:28:53.840 --> 00:28:54.080
Uh-huh.

870
00:28:54.080 --> 00:28:57.600
And so like after the book launch was over, uh,

871
00:28:57.600 --> 00:29:01.840
the team came and I was like, there's a time for work and there's a time for play.

872
00:29:01.840 --> 00:29:03.760
I was like, it is now time for play.

873
00:29:03.760 --> 00:29:07.120
And like, Laila came to pick me up from the pool cabana, like six hours later.

874
00:29:07.120 --> 00:29:07.440
Yeah.

875
00:29:07.440 --> 00:29:08.880
And she was like, I knew.

876
00:29:09.440 --> 00:29:11.040
Yeah, you just finished a book, bro.

877
00:29:11.040 --> 00:29:12.080
You get to rage.

878
00:29:12.080 --> 00:29:12.480
Yeah.

879
00:29:12.480 --> 00:29:14.480
That's the truth throughout all of history.

880
00:29:14.480 --> 00:29:14.800
Yeah.

881
00:29:14.800 --> 00:29:18.800
I mean, even BC, like 2000 BC, like Santa Cruz was chocketing.

882
00:29:18.800 --> 00:29:20.080
Yeah, all the grades, dude.

883
00:29:20.080 --> 00:29:21.520
When they finished one of them plays,

884
00:29:21.520 --> 00:29:23.120
they were like, bring on the wine.

885
00:29:23.120 --> 00:29:23.600
Yeah.

886
00:29:23.600 --> 00:29:25.120
Suckling from the epic Titus.

887
00:29:25.120 --> 00:29:25.920
For sure.

888
00:29:25.920 --> 00:29:26.240
Yeah.

889
00:29:26.240 --> 00:29:26.960
So far, crazy.

890
00:29:26.960 --> 00:29:27.680
You got after it, dude.

891
00:29:27.680 --> 00:29:27.920
Yeah.

892
00:29:29.120 --> 00:29:31.040
Are you a big, uh, do you like literature a lot?

893
00:29:31.040 --> 00:29:32.000
Do you read a lot?

894
00:29:32.000 --> 00:29:33.040
Not a ton.

895
00:29:33.040 --> 00:29:33.680
What do you read?

896
00:29:34.560 --> 00:29:35.440
Not a ton.

897
00:29:35.440 --> 00:29:36.160
Oh, that's interesting.

898
00:29:36.160 --> 00:29:37.360
So how do you get information,

899
00:29:37.360 --> 00:29:39.840
mostly from communications, uh,

900
00:29:39.840 --> 00:29:41.200
like how do you learn about business?

901
00:29:41.200 --> 00:29:43.360
Just through doing doing for the most part, honestly.

902
00:29:43.360 --> 00:29:44.880
So you don't read like barbarians at the gates

903
00:29:44.880 --> 00:29:46.240
or shoe dog or any of that stuff?

904
00:29:46.240 --> 00:29:46.640
Not a ton.

905
00:29:46.640 --> 00:29:48.240
Laila does more reading than than I do.

906
00:29:48.240 --> 00:29:49.600
And then she just like tells me what you read.

907
00:29:49.600 --> 00:29:50.640
I'm like, that's good.

908
00:29:50.640 --> 00:29:50.880
What?

909
00:29:50.880 --> 00:29:51.600
Through Osmosis.

910
00:29:51.600 --> 00:29:52.640
She picked Osmosis for sure.

911
00:29:52.640 --> 00:29:53.840
Yeah, I do.

912
00:29:53.840 --> 00:29:56.160
So my learning, so everyone learns differently.

913
00:29:56.160 --> 00:29:58.800
But for me, when I want to like go into a new category

914
00:29:58.800 --> 00:30:01.040
or learn about something, um, I'll,

915
00:30:01.040 --> 00:30:03.120
I'll usually read a ton of books on a very narrow topic.

916
00:30:03.120 --> 00:30:04.880
So I would like it's, it's really unlikely for me

917
00:30:04.880 --> 00:30:06.080
to read a big mass market book.

918
00:30:06.160 --> 00:30:08.160
But like when we started getting into like doing deals

919
00:30:08.160 --> 00:30:09.680
with that, it was not comrade like eight books

920
00:30:09.680 --> 00:30:10.880
on deal making in a week.

921
00:30:10.880 --> 00:30:12.800
And then I called everybody I knew

922
00:30:12.800 --> 00:30:15.520
who does deals for a living in as an investor.

923
00:30:15.520 --> 00:30:17.840
And I just asked every question I could possibly think of

924
00:30:17.840 --> 00:30:18.960
and then compiled all their answers

925
00:30:18.960 --> 00:30:20.000
with all the notes I have in the book.

926
00:30:20.000 --> 00:30:21.680
And then had some sort of working thesis

927
00:30:21.680 --> 00:30:22.880
of like, okay, I think that's what I wanted to do.

928
00:30:22.880 --> 00:30:24.880
Was the book helpful or was it more just the,

929
00:30:24.880 --> 00:30:26.400
that you put in the effort to read the book

930
00:30:26.400 --> 00:30:28.800
that you think kind of fortified you in the deal making?

931
00:30:30.080 --> 00:30:31.040
No, the books were helpful.

932
00:30:31.040 --> 00:30:31.840
As they do work.

933
00:30:31.840 --> 00:30:32.640
Yeah, okay.

934
00:30:32.640 --> 00:30:34.080
I think books definitely work.

935
00:30:34.080 --> 00:30:37.120
I've already talked about before that that you view

936
00:30:37.120 --> 00:30:38.560
because I feel like a lot of people though

937
00:30:38.560 --> 00:30:40.560
that they have these motivational things where it's like

938
00:30:40.560 --> 00:30:42.320
you got to read a book a week or whatever.

939
00:30:42.320 --> 00:30:44.400
And you're like, that's just an excuse.

940
00:30:44.400 --> 00:30:45.360
That's just like a waste of time.

941
00:30:45.360 --> 00:30:48.080
Well, like if you boil everything down to like brass tax,

942
00:30:48.080 --> 00:30:49.520
it's like you need to do the things

943
00:30:49.520 --> 00:30:50.960
that will make you successful.

944
00:30:50.960 --> 00:30:52.640
And the book is not one of those things.

945
00:30:52.640 --> 00:30:54.480
Be the person that someone writes the book about.

946
00:30:54.480 --> 00:30:56.560
Sure. I mean, that's like Benjamin Franklin said

947
00:30:57.600 --> 00:31:00.640
to be remembered, you either have to do something

948
00:31:00.640 --> 00:31:03.280
that people write books about or write books worth reading.

949
00:31:03.440 --> 00:31:04.800
Like just the only thing that can like live on.

950
00:31:05.680 --> 00:31:07.440
But for my perspective,

951
00:31:08.800 --> 00:31:10.000
totally lost my train of thought.

952
00:31:10.000 --> 00:31:11.520
Yeah, I was going to ask if you ever wrestled a book

953
00:31:11.520 --> 00:31:12.560
because I lost my train of thought.

954
00:31:12.560 --> 00:31:13.120
Okay, perfect.

955
00:31:13.120 --> 00:31:13.920
Have I wrestled one?

956
00:31:13.920 --> 00:31:14.880
Yeah, I don't know.

957
00:31:14.880 --> 00:31:15.920
My brain went scrambly.

958
00:31:15.920 --> 00:31:16.880
No.

959
00:31:16.880 --> 00:31:18.080
Dude, I'm right there with you.

960
00:31:18.080 --> 00:31:21.600
I think we had a natural kind of time to set up again.

961
00:31:21.600 --> 00:31:22.480
Yeah.

962
00:31:22.480 --> 00:31:24.640
Just chill, relax, figure it out.

963
00:31:24.640 --> 00:31:25.680
Yeah, we had a refraction period.

964
00:31:25.680 --> 00:31:26.160
That happens.

965
00:31:26.160 --> 00:31:27.520
Yeah, I feel like all three of our brains

966
00:31:27.520 --> 00:31:28.800
were just on a collision course

967
00:31:28.800 --> 00:31:30.400
and it just hit fusion.

968
00:31:30.400 --> 00:31:32.480
Yeah, new energy.

969
00:31:33.280 --> 00:31:33.920
Yeah, what do we,

970
00:31:33.920 --> 00:31:34.720
I mean,

971
00:31:34.720 --> 00:31:35.600
what do we go from here?

972
00:31:35.600 --> 00:31:36.320
That's crazy.

973
00:31:36.320 --> 00:31:36.960
I don't know.

974
00:31:36.960 --> 00:31:38.880
And I know like we got our hands on the wheel.

975
00:31:38.880 --> 00:31:40.320
But I feel like it's just,

976
00:31:40.320 --> 00:31:42.160
what do you really have about our brain?

977
00:31:42.160 --> 00:31:42.640
How do we,

978
00:31:43.600 --> 00:31:45.280
how do we turn stoke into a business?

979
00:31:45.760 --> 00:31:46.080
Stoke.

980
00:31:50.240 --> 00:31:51.120
Is stoke?

981
00:31:51.840 --> 00:31:55.360
Stoke is a brand is for fucking sure,

982
00:31:55.360 --> 00:31:56.160
like a brand.

983
00:31:56.160 --> 00:31:57.680
And so I think can we call it something else

984
00:31:57.680 --> 00:31:58.880
or do it have to be a brand?

985
00:31:58.880 --> 00:32:00.480
And I love stoke as a brand.

986
00:32:00.480 --> 00:32:01.040
Okay.

987
00:32:01.040 --> 00:32:02.400
But if it, but if stoke,

988
00:32:02.400 --> 00:32:04.960
but if stoke feels like it can't be a brand, right?

989
00:32:04.960 --> 00:32:06.000
Why wouldn't it be?

990
00:32:06.000 --> 00:32:07.280
I know because then I,

991
00:32:07.280 --> 00:32:08.720
I guess I'm wary of commodifying it.

992
00:32:08.720 --> 00:32:10.320
But we have to because I want to have a good life.

993
00:32:10.320 --> 00:32:11.920
So, so, so I think,

994
00:32:11.920 --> 00:32:13.520
so the stoke is an ideal, right?

995
00:32:13.520 --> 00:32:14.160
Mm-hmm.

996
00:32:14.160 --> 00:32:16.160
And so like Nike is victory.

997
00:32:16.160 --> 00:32:17.680
It's an ideal that everyone strives to work.

998
00:32:17.680 --> 00:32:19.520
And so stoke is also an ideal,

999
00:32:19.520 --> 00:32:20.400
different.

1000
00:32:20.400 --> 00:32:21.520
And to build stoke,

1001
00:32:22.240 --> 00:32:25.120
you associate stoke with as many stoke like things

1002
00:32:25.120 --> 00:32:27.360
that you guys determine it is.

1003
00:32:27.440 --> 00:32:29.600
And so the more associations you say like,

1004
00:32:29.600 --> 00:32:31.920
you see like this epic wave and you're like,

1005
00:32:31.920 --> 00:32:32.480
that's stoke.

1006
00:32:32.480 --> 00:32:32.800
For sure.

1007
00:32:32.800 --> 00:32:33.600
And then everyone's like,

1008
00:32:33.600 --> 00:32:34.400
Oh, cosine of wave.

1009
00:32:34.400 --> 00:32:36.320
They're like, yeah, of course, right?

1010
00:32:36.320 --> 00:32:37.280
Hancock all over it.

1011
00:32:37.280 --> 00:32:39.520
And you're like, okay, that is stoke.

1012
00:32:39.520 --> 00:32:41.840
And people are like, oh, so epic wave stoke.

1013
00:32:41.840 --> 00:32:43.440
So charge five bucks to ride the wave?

1014
00:32:44.080 --> 00:32:46.960
No, what you do is you basically show pictures

1015
00:32:46.960 --> 00:32:50.400
and have discussions about stoke next to

1016
00:32:50.400 --> 00:32:52.480
and about things that you agree on

1017
00:32:52.480 --> 00:32:54.400
that you cosine are also stoke.

1018
00:32:54.400 --> 00:32:55.440
That you just be like,

1019
00:32:55.520 --> 00:32:57.680
if stoke were a bucket of ideas,

1020
00:32:57.680 --> 00:32:59.440
you'd be like, that's like, you know,

1021
00:32:59.440 --> 00:33:01.200
what's the shoot?

1022
00:33:01.200 --> 00:33:02.720
It was like the the Wilder berries.

1023
00:33:03.680 --> 00:33:04.560
Traveling Wilder berries?

1024
00:33:04.560 --> 00:33:05.600
No, there was a there's the

1025
00:33:07.440 --> 00:33:08.560
okay, so there was this band

1026
00:33:08.560 --> 00:33:10.320
and they had like an in crew and they called them

1027
00:33:10.320 --> 00:33:12.000
as like Tom Petty, you're talking about the super group?

1028
00:33:12.720 --> 00:33:16.400
No, there's a it's basically just called cool kids, right?

1029
00:33:16.400 --> 00:33:18.560
And so it's it's like,

1030
00:33:18.560 --> 00:33:20.640
if you were to say like, what about Sarah?

1031
00:33:20.640 --> 00:33:21.280
Is she a cool kid?

1032
00:33:21.280 --> 00:33:22.800
You're like, nah, she's not a cool kid, right?

1033
00:33:22.800 --> 00:33:23.760
And then you're like, what about John?

1034
00:33:23.760 --> 00:33:25.040
Is like definitely a cool kid.

1035
00:33:25.040 --> 00:33:26.400
Whatever that is, it's like,

1036
00:33:26.400 --> 00:33:28.240
you basically do that, yes or no,

1037
00:33:28.240 --> 00:33:29.920
hot or not, but for a brand.

1038
00:33:29.920 --> 00:33:31.840
So there's way more things that would be not stoke

1039
00:33:31.840 --> 00:33:32.480
than stoke.

1040
00:33:32.480 --> 00:33:33.600
Yeah, you have to be selective.

1041
00:33:33.600 --> 00:33:34.880
Of course, otherwise then it's everything.

1042
00:33:34.880 --> 00:33:36.000
Because I got to hurt people's feelings,

1043
00:33:36.000 --> 00:33:37.520
but hey, there's we got to protect it.

1044
00:33:37.520 --> 00:33:38.320
It's up here.

1045
00:33:38.320 --> 00:33:39.600
It's an ideal, right?

1046
00:33:39.600 --> 00:33:42.000
And so basically once you make enough associations

1047
00:33:42.000 --> 00:33:44.560
of stoke with other stoke like things,

1048
00:33:44.560 --> 00:33:46.640
then eventually stoke in and of itself,

1049
00:33:46.640 --> 00:33:47.840
everyone will have a shared context

1050
00:33:47.840 --> 00:33:50.160
of what stoke means and what it means to them.

1051
00:33:50.160 --> 00:33:52.960
And then you say, this t-shirt is stoke.

1052
00:33:53.040 --> 00:33:54.800
Because now you've associated the wave

1053
00:33:54.800 --> 00:33:57.680
and other epic things with this icon, this brand,

1054
00:33:57.680 --> 00:33:58.800
this logo, this ideal.

1055
00:33:58.800 --> 00:34:00.400
And then you put it on a white t-shirt,

1056
00:34:00.400 --> 00:34:02.720
and it goes from being a $5 t-shirt

1057
00:34:02.720 --> 00:34:04.240
to a $500 t-shirt.

1058
00:34:04.240 --> 00:34:05.920
Because like, if you think like Louis Vuitton,

1059
00:34:05.920 --> 00:34:07.920
t-shirt versus Old Navy t-shirt,

1060
00:34:07.920 --> 00:34:09.680
same t-shirt, different logo.

1061
00:34:09.680 --> 00:34:11.760
The meaning, the perception of the meaning.

1062
00:34:11.760 --> 00:34:13.280
So if you think about what brand is,

1063
00:34:13.280 --> 00:34:14.560
I'm going to get a little on this.

1064
00:34:14.560 --> 00:34:17.920
But so if you go back to what brand originally was,

1065
00:34:17.920 --> 00:34:20.800
brand was like what you seared onto a cattle, right?

1066
00:34:20.800 --> 00:34:21.520
It was a brand.

1067
00:34:21.920 --> 00:34:23.120
And so if you have two cows,

1068
00:34:23.120 --> 00:34:25.120
and one of them has a brand and the other one does it,

1069
00:34:25.120 --> 00:34:25.840
why do we do that?

1070
00:34:25.840 --> 00:34:27.360
They did that because it would change the person

1071
00:34:27.360 --> 00:34:28.880
who was looking at its behavior.

1072
00:34:28.880 --> 00:34:30.240
And so if I look at a cow that doesn't have a brand,

1073
00:34:30.240 --> 00:34:31.280
I'm like, I might have that cow,

1074
00:34:31.280 --> 00:34:32.000
that might be my cow.

1075
00:34:32.000 --> 00:34:33.280
I might take that cow for myself.

1076
00:34:33.280 --> 00:34:35.600
But if you see a brand that's got, you know,

1077
00:34:35.600 --> 00:34:37.040
Tom's thing on it, you might.

1078
00:34:37.040 --> 00:34:37.920
It's a sad, a certain thing.

1079
00:34:37.920 --> 00:34:39.040
It lived a certain place.

1080
00:34:39.040 --> 00:34:40.080
Or you might return it.

1081
00:34:40.080 --> 00:34:41.680
You're like, oh, this is Tom's cow.

1082
00:34:41.680 --> 00:34:43.360
I'm not going to mess with it because it's Tom's cow.

1083
00:34:43.360 --> 00:34:44.640
It has his brand on it.

1084
00:34:44.640 --> 00:34:47.600
And so the point of brand is to change behavior at scale.

1085
00:34:47.680 --> 00:34:49.680
And so if I have no brand on a T-shirt,

1086
00:34:49.680 --> 00:34:51.120
the likelihood someone buys it is low.

1087
00:34:51.120 --> 00:34:52.320
If I put a Nike swoosh on it,

1088
00:34:52.320 --> 00:34:53.760
the likelihood someone buys it is high.

1089
00:34:53.760 --> 00:34:58.320
And so that brand over lots of time of branding

1090
00:34:58.320 --> 00:35:00.720
has changed the behavior of zillions of people.

1091
00:35:00.720 --> 00:35:02.000
And so when you are branding,

1092
00:35:02.000 --> 00:35:03.520
you're just associating an idea

1093
00:35:03.520 --> 00:35:05.440
that people don't know about stoke.

1094
00:35:05.440 --> 00:35:06.720
Now, some people know about it,

1095
00:35:06.720 --> 00:35:08.400
but not enough people know about it.

1096
00:35:08.400 --> 00:35:11.240
And then we have to teach the masses what stoke really is.

1097
00:35:11.240 --> 00:35:12.200
And see if to teach them.

1098
00:35:12.200 --> 00:35:14.000
So like branding is really just a teaching process

1099
00:35:14.000 --> 00:35:15.240
of associating things they don't know,

1100
00:35:15.240 --> 00:35:16.120
with things they do know.

1101
00:35:16.160 --> 00:35:18.920
So who's an artist that you've seen well integrate their ideal

1102
00:35:18.920 --> 00:35:19.920
into a brand?

1103
00:35:23.240 --> 00:35:24.080
An artist.

1104
00:35:24.080 --> 00:35:24.960
So you're talking about like an individual?

1105
00:35:24.960 --> 00:35:27.480
Yeah, or like a content creator.

1106
00:35:27.480 --> 00:35:29.600
I mean, I think what like Rihanna did with Fenty

1107
00:35:29.600 --> 00:35:31.920
is like a really elegant example of that.

1108
00:35:31.920 --> 00:35:34.200
Like she can, and that's just a single person with a brand.

1109
00:35:34.200 --> 00:35:37.160
Most times it's the opposite is that brands are going after

1110
00:35:37.160 --> 00:35:40.360
artists and creatives that all embody similar values

1111
00:35:40.360 --> 00:35:42.320
that they want to associate with.

1112
00:35:42.320 --> 00:35:45.560
So our work is basically to be stoke soltons.

1113
00:35:46.560 --> 00:35:47.720
Too.

1114
00:35:47.720 --> 00:35:49.920
I feel like you need a stoke bell.

1115
00:35:49.920 --> 00:35:51.960
I've been hanging on to that word for like three minutes.

1116
00:35:51.960 --> 00:35:53.800
So you're like, I've been a way just to just

1117
00:35:53.800 --> 00:35:54.560
just repeating my head.

1118
00:35:54.560 --> 00:35:55.400
That's good.

1119
00:35:57.160 --> 00:35:59.000
And then so we need to teach.

1120
00:35:59.000 --> 00:36:02.200
I feel like we're kind of, we've kind of been doing that.

1121
00:36:02.200 --> 00:36:03.040
Like I can speak.

1122
00:36:03.040 --> 00:36:04.840
You need to be stoke bassiters, stoke bassiters, yeah.

1123
00:36:04.840 --> 00:36:05.680
Right.

1124
00:36:05.680 --> 00:36:06.480
And spread the message.

1125
00:36:06.480 --> 00:36:07.320
Spread the good news.

1126
00:36:07.320 --> 00:36:10.960
This is what it is, because stoke baders, debaters of stoke.

1127
00:36:10.960 --> 00:36:13.200
Oh, dude, I thought you said another word.

1128
00:36:15.560 --> 00:36:21.560
Um, uh, so we need to really sort of like, cause we say the word, yeah, but we don't

1129
00:36:21.560 --> 00:36:26.000
really say what it is enough, but I think there's power in not saying what it is to like,

1130
00:36:26.000 --> 00:36:28.520
you don't want to clear, you don't want it to clearly define the ideal.

1131
00:36:28.520 --> 00:36:29.520
Do you?

1132
00:36:29.520 --> 00:36:30.520
We give you contextual.

1133
00:36:30.520 --> 00:36:31.520
Well, you're giving contextual.

1134
00:36:31.520 --> 00:36:32.520
Right.

1135
00:36:32.520 --> 00:36:33.520
You point into direct.

1136
00:36:33.520 --> 00:36:34.520
You just say not.

1137
00:36:34.520 --> 00:36:35.520
Yes.

1138
00:36:35.520 --> 00:36:36.520
Not.

1139
00:36:36.520 --> 00:36:37.520
Yes.

1140
00:36:37.520 --> 00:36:38.520
But you don't ever give the websters.

1141
00:36:38.520 --> 00:36:39.520
You don't want it to be too prescriptive.

1142
00:36:39.520 --> 00:36:41.000
So the way that I think about brand of it from a visual perspective is like, imagine a bouquet

1143
00:36:41.000 --> 00:36:42.000
of flowers, right?

1144
00:36:42.200 --> 00:36:44.440
So you have all these different flowers inside of it.

1145
00:36:44.440 --> 00:36:48.960
If we were to break the vase and scatter all the flowers, it's all the same components,

1146
00:36:48.960 --> 00:36:50.720
but now it's not a bouquet anymore.

1147
00:36:50.720 --> 00:36:52.560
So did the bouquet ever exist to begin with?

1148
00:36:52.560 --> 00:36:56.880
Oh, this is kind of like the pirate ship wood plank thing.

1149
00:36:56.880 --> 00:36:59.120
Not sure, but I think I do.

1150
00:36:59.120 --> 00:37:02.360
The philosophical ideal if you replace all the same wood plank of the boat, is it the

1151
00:37:02.360 --> 00:37:03.360
same boat?

1152
00:37:03.360 --> 00:37:05.520
Uh, yes and no.

1153
00:37:05.520 --> 00:37:09.600
And so if you have all the flowers there, right?

1154
00:37:09.600 --> 00:37:12.480
So when you put all of them together, the bouquet has an identity, right?

1155
00:37:12.480 --> 00:37:17.640
Because it's association between all the flowers is basically amalgamizes into one concept.

1156
00:37:17.640 --> 00:37:21.120
Now if you take out one flower and put it in different flower, it does shift it a little

1157
00:37:21.120 --> 00:37:22.120
bit.

1158
00:37:22.120 --> 00:37:24.680
Now if I break one of the flowers or make it rotten, it really shifts it, which is why

1159
00:37:24.680 --> 00:37:29.000
if you get a DUI or you rape a girl as a really good guy, all of a sudden it completely

1160
00:37:29.000 --> 00:37:32.680
shifts the bouquet despite all the other flowers that you've done and associated with.

1161
00:37:32.680 --> 00:37:33.680
Yeah.

1162
00:37:33.680 --> 00:37:34.680
Those flowers are bad now.

1163
00:37:34.680 --> 00:37:35.680
Right.

1164
00:37:35.680 --> 00:37:36.680
Exactly.

1165
00:37:36.680 --> 00:37:37.680
You can't hand your girlfriend just one flower that's rotten.

1166
00:37:37.680 --> 00:37:38.680
Yeah.

1167
00:37:38.680 --> 00:37:40.480
Even though the rest of the flowers are really fine.

1168
00:37:40.480 --> 00:37:44.920
And so brand works a lot the same way, which is like you're assembling a bouquet of like

1169
00:37:44.920 --> 00:37:48.640
sure you're like a wave is one of the flowers, but it's not all waves.

1170
00:37:48.640 --> 00:37:51.800
That's just an example of something that is stoked, right?

1171
00:37:51.800 --> 00:37:53.120
And then you put another one in another one.

1172
00:37:53.120 --> 00:37:57.640
And then eventually people get a conglomerized idea of what stoke really is.

1173
00:37:57.640 --> 00:38:03.600
And it has to be a very careful, like, thought out arrangement, 100% like each one has to

1174
00:38:03.600 --> 00:38:07.640
fit perfect with one another or because people can suss that out if they see any kind of

1175
00:38:07.640 --> 00:38:08.640
like congruent.

1176
00:38:08.640 --> 00:38:10.000
They're like, oh, those petals are bad.

1177
00:38:10.000 --> 00:38:11.000
Off brand.

1178
00:38:11.000 --> 00:38:12.000
Yeah.

1179
00:38:12.000 --> 00:38:13.000
It doesn't look like it goes with the rest of it.

1180
00:38:13.000 --> 00:38:14.000
Oh, sorry.

1181
00:38:14.000 --> 00:38:15.000
No, yeah, you're good.

1182
00:38:15.000 --> 00:38:19.200
I was like, if we made videos where we're like at the beach thrown over like this is stoke.

1183
00:38:19.200 --> 00:38:20.200
Yeah.

1184
00:38:20.200 --> 00:38:21.200
And then you go to like a crime scene.

1185
00:38:21.200 --> 00:38:22.200
You're like, that's not stoke.

1186
00:38:22.200 --> 00:38:23.200
Yeah.

1187
00:38:23.200 --> 00:38:24.200
They do things.

1188
00:38:24.200 --> 00:38:25.200
They do things that would totally work.

1189
00:38:25.200 --> 00:38:26.200
Yeah, just keep doing that.

1190
00:38:26.200 --> 00:38:27.200
That would totally work.

1191
00:38:27.200 --> 00:38:28.200
You need to know what it is.

1192
00:38:28.200 --> 00:38:29.200
You need to know what it's not.

1193
00:38:29.200 --> 00:38:30.200
Yeah.

1194
00:38:30.200 --> 00:38:31.200
Because people throw things and like, this is stoke too.

1195
00:38:31.200 --> 00:38:32.200
You're like, yeah, it's not stoke.

1196
00:38:32.200 --> 00:38:33.200
Yeah, like we did a sports move.

1197
00:38:33.600 --> 00:38:36.960
We were drafting the best sports movies last night and people were thrown in like airbud

1198
00:38:36.960 --> 00:38:37.960
and like snatch.

1199
00:38:37.960 --> 00:38:41.680
And I was like, they're in Jay McGuire, but I think that was better than what these people

1200
00:38:41.680 --> 00:38:42.680
were thrown in.

1201
00:38:42.680 --> 00:38:43.680
And it's more to your heart.

1202
00:38:43.680 --> 00:38:44.680
Yeah.

1203
00:38:44.680 --> 00:38:45.680
You're romantic.

1204
00:38:45.680 --> 00:38:48.920
That's part of your stoke is the romance of sports, but literally romance.

1205
00:38:48.920 --> 00:38:49.920
Yeah.

1206
00:38:49.920 --> 00:38:50.920
I'll say it.

1207
00:38:50.920 --> 00:38:55.240
So what is your cruise is timeless, which is also stoke.

1208
00:38:55.240 --> 00:38:58.320
So what's your primary business now?

1209
00:38:58.320 --> 00:38:59.320
Stoke.

1210
00:38:59.320 --> 00:39:00.320
Oh, fuck.

1211
00:39:00.400 --> 00:39:02.760
Well, you're getting from my lawyers, dude.

1212
00:39:02.760 --> 00:39:03.760
Yeah.

1213
00:39:03.760 --> 00:39:07.600
Oh, so acquisition.com is the primary business.

1214
00:39:07.600 --> 00:39:09.640
And what do y'all do?

1215
00:39:09.640 --> 00:39:10.640
We buy companies.

1216
00:39:10.640 --> 00:39:11.640
Okay.

1217
00:39:11.640 --> 00:39:14.240
So do you help other people buy companies or you buy companies?

1218
00:39:14.240 --> 00:39:18.240
And so how do you, what makes a company like a peeling?

1219
00:39:18.240 --> 00:39:19.240
Yeah.

1220
00:39:19.240 --> 00:39:24.240
A lot of things, but the biggest, the first and biggest one is, is it a company that

1221
00:39:24.240 --> 00:39:26.120
we feel like we can add a lot of value to?

1222
00:39:26.120 --> 00:39:28.960
And so a lot of it just comes from like, what's our expertise, what's our experience

1223
00:39:28.960 --> 00:39:33.560
in and so for us, our biggest successes in what we continually double down on is just

1224
00:39:33.560 --> 00:39:35.000
brick and mortar chains.

1225
00:39:35.000 --> 00:39:39.400
So small businesses, you know, like a photography studio chain or a teeth whitening chain

1226
00:39:39.400 --> 00:39:42.320
or a nail salon chain, like those are, you know, gym chain.

1227
00:39:42.320 --> 00:39:46.360
These are all like brick and mortar service businesses that are simple operating units.

1228
00:39:46.360 --> 00:39:47.360
And tactile experiences.

1229
00:39:47.360 --> 00:39:48.360
You got to be in there to do it.

1230
00:39:48.360 --> 00:39:51.360
I like services, personally, like I don't do retail.

1231
00:39:51.360 --> 00:39:55.000
I like services because it gives lots of people jobs.

1232
00:39:55.000 --> 00:39:56.360
We're pretty good at training and teaching.

1233
00:39:56.360 --> 00:40:01.320
So that's what allows you to scale service-based business.

1234
00:40:01.320 --> 00:40:05.440
We're really big on culture and being able to scale culture, which is really just a set

1235
00:40:05.440 --> 00:40:06.960
of rules of how we behave.

1236
00:40:06.960 --> 00:40:12.120
And so being able to explain that to the masses allows everyone to act in the same way on

1237
00:40:12.120 --> 00:40:15.360
brand, and that's what allows you to scale like a service-based business, which can be

1238
00:40:15.360 --> 00:40:16.360
really profitable.

1239
00:40:16.360 --> 00:40:18.360
And so we like those types of businesses.

1240
00:40:18.360 --> 00:40:20.160
So number one is, can we add value to it?

1241
00:40:20.160 --> 00:40:24.080
The second is, you know, how big is it big enough for us to get into, you know, if someone

1242
00:40:24.080 --> 00:40:27.480
has just one location, it's really, it's hard to say that they have a good model or

1243
00:40:27.480 --> 00:40:28.480
they're just a good operator.

1244
00:40:28.480 --> 00:40:31.280
And they're like, well, I have a lot of razzle dazzle, which is totally fine.

1245
00:40:31.280 --> 00:40:33.080
You don't know if you can reproduce that.

1246
00:40:33.080 --> 00:40:34.080
Exactly.

1247
00:40:34.080 --> 00:40:35.080
It's not a system.

1248
00:40:35.080 --> 00:40:37.680
It's really just a really charismatic founder, which is fine, but it is not what we would

1249
00:40:37.680 --> 00:40:38.680
probably invest in.

1250
00:40:38.680 --> 00:40:43.600
We want to see at least three arguably, you know, ideally five or more locations with good,

1251
00:40:43.600 --> 00:40:47.920
with good unit economics, meaning each individual box makes money, and it makes sense in terms

1252
00:40:47.920 --> 00:40:49.680
of how it makes money.

1253
00:40:49.680 --> 00:40:53.080
And then for us, like, how big is the overall market that we're going after?

1254
00:40:53.080 --> 00:40:57.640
Like, if someone has a tiny little weird grocery store thing, then I might not be super

1255
00:40:57.640 --> 00:40:58.640
interested in that.

1256
00:40:58.640 --> 00:40:59.640
Again, that's not service.

1257
00:40:59.640 --> 00:41:02.200
But I'll just give you the last one, which is the founder itself.

1258
00:41:02.200 --> 00:41:09.680
And I would say that most of the time, we, DQ founders more than businesses.

1259
00:41:09.680 --> 00:41:11.120
It's like, man, I love that business.

1260
00:41:11.120 --> 00:41:12.120
Didn't like the founder.

1261
00:41:12.120 --> 00:41:13.120
No, Stoke.

1262
00:41:13.120 --> 00:41:14.120
Interesting.

1263
00:41:14.120 --> 00:41:15.120
And what DQ is the person?

1264
00:41:15.120 --> 00:41:16.120
They just don't have the charisma.

1265
00:41:16.120 --> 00:41:18.120
They're ethics or it could be a multi-tool thing.

1266
00:41:18.120 --> 00:41:19.120
Honestly, biggest one is ego.

1267
00:41:19.120 --> 00:41:20.120
That's the most.

1268
00:41:20.120 --> 00:41:21.120
That's the majority time.

1269
00:41:21.120 --> 00:41:22.120
Interesting.