WEBVTT

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So it's like I put all my effort whenever I start any business or any product line until

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like, why is this different?

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Like that's my full, like I don't even think about pricing, I don't think about anything

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until I answer that question and I have to at least be able to articulate it to them

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really simply, which is like, here's the five things that happen that suck.

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Here's how we don't have any of those five.

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My name is Ryan.

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I have a real estate law firm and we sell real estate closings to home buyers.

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We did $2.5 million last year and we're on pace to do $3.5 million.

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You're saying law firm?

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Yes.

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Okay.

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I want to be at $10 million in revenue and I also, myself, operate a marketing company.

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My wife operates the law firm.

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That's what's, I believe, stopping me.

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Okay.

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She's the lawyer.

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I do the marketing and business.

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Okay.

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How much does the agency make?

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450 top line, 200 EBITDA.

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And how much the law firm make?

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I don't know.

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You're on 25.

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25.

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What's the bottom line?

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About 500.

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Oh, interesting.

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Okay.

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This year it'll probably be closer to 750 with the 3.5.

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So do you not want to full-time market into your wife's law firm?

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She's a client of your marketing agency.

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Correct.

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That's smaller than her law firm.

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Correct.

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Why not join hands?

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It's tough to turn something, stop something that's making $200,000 in my pocket every

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year.

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How much time do you put towards the agency?

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30 to 35 hours a week.

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If you took 30 to 35 hours a week and put it towards the thing that's already making,

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you know, seven times as much money, do you think you'd be able to find a way to get

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the extra 200?

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Yes, because our constraint is to get more butts and seats.

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I guess my problem is like shutting it down.

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How do you, like how to shut something down like the right way, I guess.

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Yeah, no, it's a great question.

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So it's actually kind of like the example I gave with the price raise, which is I just

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give people ample time.

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So if I think that something's going to disrupt someone's business, you know, for your

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own reputation, I'd say, listen, you know, it's been an amazing time.

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I know that, you know, you guys have been loyal clients.

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I just want to let you know two things.

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Number one is we stopped accepting new customers.

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And number two, we're going to be facing basically facing this out over the next six

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months.

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And so I wanted to give you guys six months.

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We'll continue levels of service for this period of time.

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So I have three recommendations of people who I trust in this industry.

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I think we'll do a good job.

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And then you negotiate deals with those guys to give you kickbacks for all this book of

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business.

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And you'll probably be able to make 100 grand a year just from referring the business

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out to those guys, which they'll happily do.

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And then that's a very easy way for you to keep the money, get it to 100% passive and

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then move on and help help your, I mean, I don't want to help your wife.

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It's like you guys do your business together and crush it.

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Yeah.

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Would it be smart or dumb to hire an operator just to operate the marketing company instead?

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Yeah.

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I think that would be not smart.

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Cool.

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Thank you.

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Perfect.

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Cool.

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My name is Ricky.

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We have a bar cocktail mix that we sell to B2B country clubs, which was a word, you're

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partner with Ben Pots who was on the cash.

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Yeah.

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Yeah.

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We do 3.5 last year in revenue and our biggest thing that's stopping us was my father.

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He was the man salesman that he had a position, he's doing this full time as well as trying

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to focus on whether we should try to grow the business awareness, just because a lot of

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people don't know about it unless they know us or referrals or just try to just get more

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counts.

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Can you say a little bit more about the product?

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Yeah.

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So a peanut clout of strawberry daiquiri, margarita stuff like that.

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It's mainly, it's a frozen product, comes in frozen last two years once you've thought

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it lasts a week, but it's mainly for people who are high volume, so you can sped out

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a lot of things.

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Like through ships and things like that.

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Yeah.

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It mainly like a frozen drink machine or like a blender.

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Got it.

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Okay.

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And so the question is whether you should focus on awareness?

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Like growing the brand because it's like, it's not very public.

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It's only mainly people that know us.

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We talk about it or just people who guessed it like this is amazing.

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We currently all word a mouth.

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Yeah, basically.

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Okay.

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So you have, well, you have your father who's, who does sales.

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Yep.

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And how does he do sales?

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Previous relationships from being in the industry for over 20 years.

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So outbound.

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Yeah.

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Okay.

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So what stops you from mechanizing his existing outbound motion and then getting like

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10 guys to do it?

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We haven't done it.

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It's just, you know, probably a lot of.

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Yeah.

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So like, I mean, if I had to pick between more of that thing, right?

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And this brand new thing that you've never done, I definitely would mechanize the existing

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thing.

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Yeah.

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So, so yeah, it's going to be a conversation that you're going to have with your father.

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Obviously, we can help.

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But like breaking down like, okay, let's take this thing and break into 50 pieces because

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it's not like, hey, how do you do outbound?

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Like, that doesn't work.

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It's like, okay, what's initial contact look like?

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What's first message?

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What's that message?

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What's the script?

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What's the opener?

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What's the offer to get them kind of enticed?

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Once we have that conversation, what's the thing that we can increase the pain between

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where they're at and where they want to go so we can insert ourselves?

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Yeah.

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And one of the biggest things at least is with getting them to actually try the product

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because it's like, or it's like, oh, it's just, it's another mix.

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So once they taste it, it's different.

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But, you know, getting to that person of decision is, you know, the hardest thing.

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There are so many ways to do that.

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But yeah, I mean, you need an outbound motion.

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There's probably a combination of conference slash trade show that would work really well

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too, especially because you are at tight, like literally taste it.

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And it would probably crush in that setting.

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Okay.

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Probably be very easy to sell.

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Yeah.

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I don't think you should go brand now, especially since you built the whole business

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off B2B.

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Yeah.

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I would just do more of that for now.

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Just start.

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Okay.

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Thank you.

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Yeah.

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Of course.

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Thank you very much for the event.

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Yeah.

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Very well executed.

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Awesome.

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Thank you.

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I'm max nice to meet you.

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So we sell a variety of different, like lightweight home service contractor equipment to

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home service contractors.

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Cool.

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Industrial contractors.

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What is that?

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Family business.

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We've been doing it for a couple of generations now.

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Cool.

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We are.

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I was going to ask you a different question, but you got answered by your team earlier

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in the day.

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So I'm going to skip the revenue level question.

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Just say we have two PNLs that I have fought to very much focus our teams.

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We've divided and conquered one, one, one part of the team focused on one PNL, the other

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part of the team focused on the other PNL.

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Okay.

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And we're going very deep into the niche and really niching down to who the core avatars

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for each of those core product lines.

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Okay.

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In doing that, we have a fulfillment bottleneck that's on the horizon.

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Okay.

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That we have to make a core.

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For both or one.

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For one.

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We have a plan to relocate our production facility to a different state during COVID.

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Okay.

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You know, New York wasn't so friendly to manufacturing companies or business or business.

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It was ridiculous.

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So I moved to Texas and we moved the business to a different state.

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Right.

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And now we have to decide if we want to continue that plan and move the other 50% of the

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PNL and kind of make manufacturing a center of excellence that's based out of this new

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state.

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Okay.

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And recapture some of our EBITDA by consolidating the cost structure.

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Why not do it?

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Because it's a huge distraction for the team while we're while we're really sales and

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marketing constraints.

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So right now we need to like hack sales and marketing to take us to the next level.

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But we have this like over the next 24 to 36 months.

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We have this ticking time bomb of one of our production facilities are the buildings kind

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of dilapidated lease is going to expire.

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So you're going to have a constraint basically of an upcoming constraint in 24 to 36 months

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that will happen with basically manufacturing procurement, whatever, right?

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You have a today constraint of sales and marketing.

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Now is the constraint that you just like if you fix it, then the business will grow.

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But you are profitable today.

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What do you mean?

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So is it?

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So the one that's coming in 24 to 36 months is an existential threat, right?

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Because like if you if the building's falling apart and you have to find a new location

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anyways, that's an inevitable threat.

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Like if you don't solve that, you won't be able to continue that line of the business,

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right?

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The the constraint in terms of the short term is just I want to get bigger and the thing

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is limiting me getting bigger is sales and marketing, correct?

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This is definitely like Eisenhower matrix of non urgent and important.

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And so this actually feels like a project that can be done.

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I don't normally say this, but like in parallel, because I do think that you'll get a lot

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of improvements within the business if the whole team is centralized.

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And so I would I would definitely encourage that.

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You also have tax improvements and all that other stuff that comes with moving to Texas.

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And the thing the reason I lean towards saying like that's probably worth doing is that

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let's say that let's play out the other direction.

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Like if we crush marketing and sales in a good way, it's like we're just going to exacerbate

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how quickly that next constraint is going to come.

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And so I probably lean towards like let's pull the facility in, then we can crank the

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hell out of this.

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The reason I said concurrent is like a lot of times the leaders that are going to be in

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charge of one are going to be very different the leaders that are in charge of the other.

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So it might be something that you can do at the same time, which again, I don't normally

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say it, but like you're just finding, you know, basically managing the move between

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these two places, a pain, but not like to me, that's like a 12 week project.

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Okay.

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And if it in for capital constraint and doing both and each, there is a capital constraint.

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That's why that's about the problem.

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So well, we're profitable, but to like fund a move and like do it securely or not, what

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would that represent in terms of percentage of yearly cash flow from what do you mean?

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If you were to move, how much cash is that represent for you as a percentage of how

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much free cash the business generates per year, 45% okay.

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So about half your profit roughly about half your profit would go towards the move for

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one year, conservatively, okay conservatively.

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So if we were to increase marketing and sales, then we could get more cash flow.

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And would we be able to do that without incurring the supply constraint that the existing

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dilapidated location would cost us sooner?

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Yeah.

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So you're saying like max out these two facilities.

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Yes.

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Can we make more money faster so that we can do the move faster?

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Yeah, probably.

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Okay.

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Then it would be sales and marketing first, free of cash, deploy the cash as the reinvestment

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strategy.

254
00:10:12.920 --> 00:10:13.920
It's a good return to capital.

255
00:10:13.920 --> 00:10:15.000
So it totally makes sense.

256
00:10:15.000 --> 00:10:17.960
Bring that in, recapture EBITDA, and then it makes sense.

257
00:10:17.960 --> 00:10:18.960
Okay.

258
00:10:18.960 --> 00:10:22.400
And take anyone who's like on the marketing and sales projects like totally off that and

259
00:10:22.400 --> 00:10:27.480
just haven't started planning for this move, like have someone own that now?

260
00:10:27.480 --> 00:10:28.480
No.

261
00:10:28.480 --> 00:10:29.800
I think marketing sales first.

262
00:10:29.800 --> 00:10:33.040
Marketing sales first, free of cash flow, bring somebody else in who can project manage

263
00:10:33.040 --> 00:10:34.040
the move.

264
00:10:34.040 --> 00:10:36.040
And if they're a good project manager, you'll want to keep them long term.

265
00:10:36.040 --> 00:10:37.040
Okay.

266
00:10:37.040 --> 00:10:38.040
Cool.

267
00:10:38.040 --> 00:10:39.040
Thank you.

268
00:10:39.040 --> 00:10:40.040
Appreciate it.

269
00:10:40.040 --> 00:10:41.040
That was a fun one.

270
00:10:41.040 --> 00:10:42.040
That was good.

271
00:10:42.040 --> 00:10:43.040
Thank you.

272
00:10:43.040 --> 00:10:44.040
My name is Sam Tearling.

273
00:10:44.040 --> 00:10:45.040
I don't.

274
00:10:45.040 --> 00:10:46.040
I sell a service.

275
00:10:46.040 --> 00:10:47.040
I own a transportation company.

276
00:10:47.040 --> 00:10:48.040
Cool.

277
00:10:48.040 --> 00:10:49.040
We deliver chemicals to fracking companies.

278
00:10:49.040 --> 00:10:50.040
Last mile transportation.

279
00:10:50.040 --> 00:10:51.040
I guess.

280
00:10:51.520 --> 00:10:56.960
Revenue wise, we did 10 million last year, year before that was seven, year before that

281
00:10:56.960 --> 00:10:59.600
was five, kind of just kept growing.

282
00:10:59.600 --> 00:11:05.600
And this year, decided to slow it down a little bit, not like, well, I guess, slow it down

283
00:11:05.600 --> 00:11:08.400
to get myself out of the day to day.

284
00:11:08.400 --> 00:11:09.400
Okay.

285
00:11:09.400 --> 00:11:10.400
And it's worked.

286
00:11:10.400 --> 00:11:11.400
Right.

287
00:11:11.400 --> 00:11:12.400
I'll do that.

288
00:11:12.400 --> 00:11:17.800
I realize that it can make more money taking and selling to customers that my customers

289
00:11:17.800 --> 00:11:22.600
don't sell to the same product that we're transporting to that last part again.

290
00:11:22.600 --> 00:11:23.600
All right.

291
00:11:23.600 --> 00:11:25.880
So I'm more of a specific type of person.

292
00:11:25.880 --> 00:11:30.080
I sell polymers or I transport polymers for turnducers.

293
00:11:30.080 --> 00:11:31.800
Last enough is one of the biggest.

294
00:11:31.800 --> 00:11:32.800
They make it.

295
00:11:32.800 --> 00:11:36.880
There's 40% of customers they won't deal with.

296
00:11:36.880 --> 00:11:40.280
That want to deal with me, that want to buy from us.

297
00:11:40.280 --> 00:11:45.080
My struggle is is I figured out how to continue to replicate the trucking industry like the trucks

298
00:11:45.080 --> 00:11:46.080
and grow that.

299
00:11:46.240 --> 00:11:50.400
So do I keep focusing on that, which is a very cash intensive business, like I have to

300
00:11:50.400 --> 00:11:57.840
put a lot of money up front, or do I use my trucks to sell the product to the end user.

301
00:11:57.840 --> 00:12:04.280
But I also struggle with that because how do I balance the two cash, like, sorry, how

302
00:12:04.280 --> 00:12:07.160
do I balance the two?

303
00:12:07.160 --> 00:12:12.520
So if I regularly floating a million and a half, two million receivables for BKT, and

304
00:12:12.520 --> 00:12:16.160
I want to start buying the product all I have to pay in 30 days, not going to get

305
00:12:16.160 --> 00:12:19.520
paid, kind of same thing as you're going to add another cash flow constraint to the

306
00:12:19.520 --> 00:12:20.520
business.

307
00:12:20.520 --> 00:12:26.760
So basically if you're buying the stuff that you're going to sell to the end users, like

308
00:12:26.760 --> 00:12:29.960
you're going to add cash constraint to the business, right?

309
00:12:29.960 --> 00:12:30.960
Yeah.

310
00:12:30.960 --> 00:12:35.920
So then they would further constrain, it would basically pile on these as you can strain.

311
00:12:35.920 --> 00:12:42.400
So said differently, why do it versus just doubling the existing business?

312
00:12:42.400 --> 00:12:45.080
I was like, I'll explain where my thinking is.

313
00:12:45.080 --> 00:12:49.040
So I had a good friend of mine from high school, actually, that's a strong statement, and

314
00:12:49.040 --> 00:12:53.720
a acquaintance of mine from high school, who had a general contracting business.

315
00:12:53.720 --> 00:12:57.720
And in his general contractor business, he realized he was pretty good at roofs, and

316
00:12:57.720 --> 00:12:59.120
so he started doing roofs.

317
00:12:59.120 --> 00:13:00.640
And I called him up and I was like, hey, how's the business going?

318
00:13:00.640 --> 00:13:01.640
He's like, oh, we're growing.

319
00:13:01.640 --> 00:13:02.640
It's great.

320
00:13:02.640 --> 00:13:03.640
And so he was explaining to me.

321
00:13:03.640 --> 00:13:04.640
So we do roofs primarily.

322
00:13:04.640 --> 00:13:05.640
And I was like, okay.

323
00:13:05.640 --> 00:13:11.040
And he's like, we also do some contracting work, and I was like, okay, that's another

324
00:13:11.040 --> 00:13:12.040
thing.

325
00:13:12.040 --> 00:13:16.520
And I also kind of buy and flip houses, I was like, okay, he's like, but that's, he's

326
00:13:16.520 --> 00:13:19.000
like, you know, I didn't want to leave money on the table, which is like my favorite

327
00:13:19.000 --> 00:13:20.160
entrepreneur statement ever.

328
00:13:20.160 --> 00:13:24.120
And I was like, so what stops you from being a billion dollar year roofing company?

329
00:13:24.120 --> 00:13:27.000
And the answer is the general contracting and the real estate flipping.

330
00:13:27.000 --> 00:13:30.000
I was like, well, what stops you from being a billion dollar year real estate flipper?

331
00:13:30.000 --> 00:13:32.680
The answer is the roofing and the general contracting.

332
00:13:32.680 --> 00:13:36.360
And so basically, if you already have a winning model, to me, I'm like, there's no

333
00:13:36.360 --> 00:13:39.440
reasons to not just become even better at the thing that you're currently doing and

334
00:13:39.440 --> 00:13:41.920
compound the competitive advantage that you have.

335
00:13:41.920 --> 00:13:42.920
There's always going to be better.

336
00:13:42.920 --> 00:13:44.320
Yeah, there's always going to be opportunities.

337
00:13:44.320 --> 00:13:50.160
I guess I looked at it as a more of a control thing like because there's real quick guys,

338
00:13:50.160 --> 00:13:56.240
I have a special, special gift for you for being loyal listeners of the podcast.

339
00:13:56.240 --> 00:14:01.720
Layla and I spent probably an entire quarter putting together our scaling roadmap.

340
00:14:01.720 --> 00:14:07.240
It's breaking scaling into 10 stages and across all eight functions of the business.

341
00:14:07.240 --> 00:14:10.400
So you've got marketing, you've got sales, you've got product, you got customer success,

342
00:14:10.400 --> 00:14:13.480
you've got IT, you've got recruiting, you've got HR, you've got finance.

343
00:14:13.480 --> 00:14:17.200
And we show the problems that emerged at every level of scale and how to graduate to the

344
00:14:17.200 --> 00:14:18.200
next level.

345
00:14:18.200 --> 00:14:23.000
It's all free and you can get it personalized to you since about 30-ish pages for each

346
00:14:23.000 --> 00:14:24.000
of the stages.

347
00:14:24.000 --> 00:14:27.880
Once you answer the questions, it will tell you exactly where you're at and what you need

348
00:14:27.880 --> 00:14:28.880
to do to grow.

349
00:14:28.880 --> 00:14:33.120
It's about 14 hours of stuff, but it's narrowed down so that you only have to watch the

350
00:14:33.120 --> 00:14:36.000
part that's relevant to you, which will probably be about 90 minutes.

351
00:14:36.000 --> 00:14:40.320
And so if that's at all interesting, you can go to acquisition.com forward slash roadmap.

352
00:14:40.320 --> 00:14:48.800
For most part, our customers we've started with, I've been with us for six or seven years.

353
00:14:48.800 --> 00:14:49.800
On the trucking side.

354
00:14:49.800 --> 00:14:50.800
Yes, on the truck side.

355
00:14:50.800 --> 00:14:52.600
But they also dictate the rates.

356
00:14:52.600 --> 00:14:57.920
I can continue to raise my prices and eliminate customers, which we have done, but they're

357
00:14:57.920 --> 00:15:02.360
only willing to pay so much and it's like, well, if I'm selling the chemical, I'm still

358
00:15:02.360 --> 00:15:05.920
going to get what I want for transporting it and then you're getting paid to sell it

359
00:15:05.920 --> 00:15:07.200
too.

360
00:15:07.200 --> 00:15:10.520
So I don't, it's just one of those things.

361
00:15:10.520 --> 00:15:16.560
The only reason I hesitate is it's adding, it adds complexity to the business.

362
00:15:16.560 --> 00:15:20.160
Again, given the limited context that I have of like five minutes of hearing about the

363
00:15:20.160 --> 00:15:23.040
business, it's a huge decision.

364
00:15:23.040 --> 00:15:28.560
But from my personal experience, when I had gym launch and prestige labs, I basically

365
00:15:28.560 --> 00:15:34.800
said, oh, I've got this distribution base of gyms and so why don't I just sell supplements

366
00:15:34.800 --> 00:15:38.640
to my distribution base, which on the service level seemed like a smart idea.

367
00:15:38.640 --> 00:15:44.240
But what it ended up doing is that it completely slowed down the growth of my main business,

368
00:15:44.240 --> 00:15:46.360
which was the licensing business.

369
00:15:46.360 --> 00:15:49.040
And so it felt like, oh, there's this big pot of gold right here.

370
00:15:49.040 --> 00:15:53.840
But if I took all the attention that I put into starting this supplement company and

371
00:15:53.840 --> 00:15:58.320
manufacturing it and distributing it and testing it and the flavors and the marketing

372
00:15:58.320 --> 00:16:02.280
and all that stuff and the support team that I had to do for the product, I could have

373
00:16:02.280 --> 00:16:05.760
taken all of that energy and just gone double down into the thing that I should have done.

374
00:16:05.760 --> 00:16:08.240
And it was one of the bigger mistakes that I've made.

375
00:16:08.240 --> 00:16:12.160
And so if you already have a business that's gone from five to seven to ten, I'm like,

376
00:16:12.160 --> 00:16:15.560
well, maybe next year you're at 13, year after that, you're at 17.

377
00:16:15.560 --> 00:16:19.360
Like, that sounds like a pretty good business.

378
00:16:19.360 --> 00:16:26.080
And yeah, I guess, I guess there's more of what I wanted to do.

379
00:16:26.080 --> 00:16:29.440
Well, if you want to do it, that's a life question, more than a business question.

380
00:16:29.440 --> 00:16:30.440
Yeah.

381
00:16:30.760 --> 00:16:33.400
How do I make it make sense to not screw my first business up?

382
00:16:33.400 --> 00:16:36.600
Well, yeah, that's always the, I mean, like, there's always opportunities and the thing

383
00:16:36.600 --> 00:16:40.880
is that the bigger distribution base is, which it will continue to grow, the more enticing

384
00:16:40.880 --> 00:16:42.960
the other opportunity will be, right?

385
00:16:42.960 --> 00:16:46.160
The woman in the red dress, she just always is more and more attractive, the more distribution

386
00:16:46.160 --> 00:16:49.480
you build, the more skills you have, and the more opportunities to see.

387
00:16:49.480 --> 00:16:52.560
Like, believe me, the amount of opportunities that I have to turn down now is like sickening.

388
00:16:52.560 --> 00:16:57.720
But it's just like taking to the natural extreme, can I build a $100 million per year

389
00:16:57.720 --> 00:16:58.720
trucking business?

390
00:16:58.720 --> 00:17:04.240
If the answer is yes, then what risks that, everything that isn't that, that's true.

391
00:17:04.240 --> 00:17:09.240
I mean, it seems like a simplistic way of doing the world, but it's also really hard.

392
00:17:09.240 --> 00:17:10.840
But I also think it's probably the right call.

393
00:17:10.840 --> 00:17:15.840
I was more or less thinking of it in transportation, most of the time for hazmat companies, once

394
00:17:15.840 --> 00:17:21.520
you get to where you do 15 to 20 million revenue, you get bought out, like, Clontix, Hanif,

395
00:17:21.520 --> 00:17:22.520
Dana.

396
00:17:22.520 --> 00:17:24.000
Do you know what I want to get bought out?

397
00:17:24.000 --> 00:17:27.680
No, no, I started this because a lot of, you could always just keep up.

398
00:17:27.680 --> 00:17:30.560
You're not owning it because they can't force you to give, they can't force the money

399
00:17:30.560 --> 00:17:31.560
down your throat.

400
00:17:31.560 --> 00:17:34.920
Like, no, I'm just being real, like, I mean, a lot of people take the exit then because

401
00:17:34.920 --> 00:17:38.400
at that point they probably have, you know, between, I know what are margins?

402
00:17:38.400 --> 00:17:39.400
20%.

403
00:17:39.400 --> 00:17:40.400
Okay.

404
00:17:40.400 --> 00:17:41.400
Yeah.

405
00:17:41.400 --> 00:17:43.000
So 20 up four million in EBITDA, maybe five, right?

406
00:17:43.000 --> 00:17:45.960
And so at that point, they maybe give you eight or ten on it and so most people are like,

407
00:17:45.960 --> 00:17:49.040
okay, well, for 40 million bucks, I'll walk away.

408
00:17:49.040 --> 00:17:51.880
And that's why a lot of people, like usually, that's, I mean, I think part of the reason

409
00:17:51.880 --> 00:17:55.160
that institutional investors come in at that five-ish million is that at that point,

410
00:17:55.160 --> 00:17:59.200
it's where most business owners are like, okay, this is enough for me to be done forever.

411
00:17:59.200 --> 00:18:01.440
And that's probably why there's a ton of them in an activity.

412
00:18:01.440 --> 00:18:03.320
This is me just speaking speculatively.

413
00:18:03.320 --> 00:18:05.680
So I don't think there's anything inherently, like, okay, if a lot of people get bought

414
00:18:05.680 --> 00:18:08.760
out at 20, like fine, but there's also companies that get to 100.

415
00:18:08.760 --> 00:18:12.080
And it's usually just a more stubborn founder who does it for different reasons, so I actually

416
00:18:12.080 --> 00:18:13.080
think it's a good thing.

417
00:18:13.080 --> 00:18:14.080
Okay.

418
00:18:14.080 --> 00:18:15.080
No, it gives me peace of mind.

419
00:18:15.080 --> 00:18:16.080
Thank you.

420
00:18:16.080 --> 00:18:17.080
Yeah.

421
00:18:17.080 --> 00:18:18.080
You bet.

422
00:18:18.080 --> 00:18:19.080
My name's Chase.

423
00:18:19.080 --> 00:18:20.080
I'm an exhausted cleaning business in San Diego.

424
00:18:20.080 --> 00:18:22.080
So we sell like exhaustive?

425
00:18:22.080 --> 00:18:23.080
Exhaust hood cleaning.

426
00:18:23.080 --> 00:18:24.080
Exhaust hood cleaning.

427
00:18:24.080 --> 00:18:25.080
Yeah.

428
00:18:25.080 --> 00:18:27.920
So we're from ducks, fans, hoods, and restaurants in San Diego.

429
00:18:27.920 --> 00:18:28.920
Cool.

430
00:18:28.920 --> 00:18:29.920
We're right right now.

431
00:18:29.920 --> 00:18:30.920
Just hit month six.

432
00:18:30.920 --> 00:18:31.920
Is that like 18 wheelers?

433
00:18:31.920 --> 00:18:32.920
Like semis?

434
00:18:32.920 --> 00:18:33.920
They do that on?

435
00:18:33.920 --> 00:18:34.920
Mm-hmm.

436
00:18:34.920 --> 00:18:35.920
What is that?

437
00:18:35.920 --> 00:18:38.920
We just have like a van with a hot water pressure washing machine.

438
00:18:38.920 --> 00:18:40.920
We're rolling the restaurants.

439
00:18:40.920 --> 00:18:41.920
Guy with water and truck.

440
00:18:41.920 --> 00:18:42.920
Okay.

441
00:18:42.920 --> 00:18:43.920
Oh, so restaurants.

442
00:18:43.920 --> 00:18:44.920
Okay, got it.

443
00:18:44.920 --> 00:18:45.920
Yeah, yeah, yeah.

444
00:18:45.920 --> 00:18:47.920
So like in all the restaurants, there's a hood system above where they cook.

445
00:18:47.920 --> 00:18:48.920
Yeah, grease gets in there.

446
00:18:48.920 --> 00:18:49.920
It's like a fire hazard.

447
00:18:49.920 --> 00:18:50.920
Yeah.

448
00:18:50.920 --> 00:18:51.920
So everyone has to legally do it.

449
00:18:51.920 --> 00:18:52.920
Yeah.

450
00:18:52.920 --> 00:18:53.920
It's a great business.

451
00:18:53.920 --> 00:18:55.240
It's gonna be differently in a different setting.

452
00:18:55.240 --> 00:18:56.240
So yeah, it's good business.

453
00:18:56.240 --> 00:18:57.240
Okay.

454
00:18:57.240 --> 00:18:58.240
That's why I kind of like spun into it.

455
00:18:58.240 --> 00:18:59.720
Or else people are like, what the hell are you talking about?

456
00:18:59.720 --> 00:19:00.720
Yeah.

457
00:19:00.720 --> 00:19:01.720
So we just hit month six.

458
00:19:01.720 --> 00:19:04.040
We're doing like six K a month right now.

459
00:19:04.040 --> 00:19:05.040
Okay.

460
00:19:05.040 --> 00:19:07.280
But we have people on, it's a subscription based business.

461
00:19:07.280 --> 00:19:12.200
So our book right now for like yearly recurring revenue is like right around 100K.

462
00:19:12.200 --> 00:19:13.200
Cool.

463
00:19:13.200 --> 00:19:15.880
I think what's stopping us right now is just like not a clear offer.

464
00:19:15.880 --> 00:19:16.880
Right.

465
00:19:16.880 --> 00:19:20.480
Because I deal with restaurant owners who only care about their bottom line for the

466
00:19:20.480 --> 00:19:21.480
money thing.

467
00:19:21.480 --> 00:19:22.480
Those business owners.

468
00:19:22.480 --> 00:19:23.480
Yeah.

469
00:19:23.560 --> 00:19:25.560
They're like, well, if you can give me a better price, I'll give you a shot.

470
00:19:25.560 --> 00:19:28.280
And right now I'm just like the hungry kid that's like, yeah, I'll beat you price

471
00:19:28.280 --> 00:19:29.280
easy.

472
00:19:29.280 --> 00:19:30.280
Right.

473
00:19:30.280 --> 00:19:36.760
So I think what's stopping us is figuring out pricing and offer with a service that more

474
00:19:36.760 --> 00:19:38.600
or less is the same no matter who you go with.

475
00:19:38.600 --> 00:19:44.280
But we have added value adders with like customer portal, streamlining, back in support,

476
00:19:44.280 --> 00:19:46.120
things like that.

477
00:19:46.120 --> 00:19:49.480
If that makes sense.

478
00:19:49.480 --> 00:19:51.960
So you say that to the business owner.

479
00:19:52.960 --> 00:19:53.960
How so?

480
00:19:53.960 --> 00:19:54.960
Keep it.

481
00:19:54.960 --> 00:19:55.960
There's good fast cheap.

482
00:19:55.960 --> 00:19:56.960
Pick two.

483
00:19:56.960 --> 00:19:57.960
Hmm.

484
00:19:57.960 --> 00:20:02.000
And so the problem is you can have somebody else who can do this like to your point, like

485
00:20:02.000 --> 00:20:05.280
you started with the premise that this is a commoditized service.

486
00:20:05.280 --> 00:20:06.280
I would just break.

487
00:20:06.280 --> 00:20:10.240
I would just erase that from your memory because at the end of the day, like you have to

488
00:20:10.240 --> 00:20:14.200
believe you have to believe before anybody else that it's not a commoditized service.

489
00:20:14.200 --> 00:20:18.480
And so I would say what are all the reasons that somebody who sucks at this sucks?

490
00:20:18.480 --> 00:20:19.480
Hmm.

491
00:20:19.480 --> 00:20:21.280
And let's fix all of those things.

492
00:20:21.680 --> 00:20:25.760
And so what's really interesting about good, or like what does good even mean, right?

493
00:20:25.760 --> 00:20:30.440
So good is basically the absence of hard, right?

494
00:20:30.440 --> 00:20:32.640
And so I think about this when I'm creating a product or service.

495
00:20:32.640 --> 00:20:35.040
And this has actually been really helpful for me in terms of like how you operationalize

496
00:20:35.040 --> 00:20:40.040
value in terms of quality is you think what are all the things that suck about the existing

497
00:20:40.040 --> 00:20:41.040
services?

498
00:20:41.040 --> 00:20:42.440
What what makes it hard?

499
00:20:42.440 --> 00:20:45.120
And so a lot of people use the term friction, right?

500
00:20:45.120 --> 00:20:49.000
And so something that is easy, you can't make something easy, you can only make it not

501
00:20:49.000 --> 00:20:50.000
hard.

502
00:20:50.800 --> 00:20:51.000
Right?

503
00:20:51.000 --> 00:20:52.080
Like I said, make it easy.

504
00:20:52.080 --> 00:20:56.440
It's like when something's easy, all the hard vanishes and all this left is the outcome,

505
00:20:56.440 --> 00:20:57.440
right?

506
00:20:57.440 --> 00:21:01.520
And so if we want to make our products to services easier, which then means more valuable,

507
00:21:01.520 --> 00:21:04.360
we have to remove all of the elements that make it sucky.

508
00:21:04.360 --> 00:21:07.600
And so if we're thinking about the competition that you're competing against, like maybe a

509
00:21:07.600 --> 00:21:09.960
lot of them are, you know, not that personable.

510
00:21:09.960 --> 00:21:11.600
They maybe have terrible service.

511
00:21:11.600 --> 00:21:12.600
Maybe they don't do a complete job.

512
00:21:12.600 --> 00:21:14.800
Maybe they're not willing to come back if something happens.

513
00:21:14.800 --> 00:21:18.840
Like is there like what risks does the restaurant incur if it's a shoddy job?

514
00:21:18.840 --> 00:21:22.440
Is there a cadence that they have to, like maybe we can treat it in a way that allows

515
00:21:22.440 --> 00:21:24.480
us to come half as frequently.

516
00:21:24.480 --> 00:21:30.480
So we're more per, more per cleaning, but they, they don't have to pay it as often, right?

517
00:21:30.480 --> 00:21:32.400
So we have higher gross margins.

518
00:21:32.400 --> 00:21:34.320
And that actually works fine for us and it's less for them.

519
00:21:34.320 --> 00:21:35.880
Like you're I'm going with this.

520
00:21:35.880 --> 00:21:36.880
Yeah.

521
00:21:36.880 --> 00:21:40.160
And then from, uh, from an economies of scale perspective, it's like how can we increase,

522
00:21:40.160 --> 00:21:43.000
now you're super early on this, but like over time, it'll be how can we increase route

523
00:21:43.000 --> 00:21:44.000
density?

524
00:21:44.000 --> 00:21:47.320
So that like we don't waste as much time and so we get more efficient with the routes.

525
00:21:47.320 --> 00:21:50.520
And then we can ultimately make more than our competitors or release increase our gross

526
00:21:50.520 --> 00:21:51.520
margins.

527
00:21:51.520 --> 00:21:52.520
Even we keep our price fixed.

528
00:21:52.520 --> 00:21:53.520
Right.

529
00:21:53.520 --> 00:21:54.520
That makes sense.

530
00:21:54.520 --> 00:21:55.520
One more question.

531
00:21:55.520 --> 00:21:56.520
Yeah.

532
00:21:56.520 --> 00:21:57.520
So everybody has to get down at least twice a year.

533
00:21:57.520 --> 00:22:00.760
So we're signing people a year agreement anywhere from twice a year.

534
00:22:00.760 --> 00:22:01.760
Some people do quarterly.

535
00:22:01.760 --> 00:22:03.960
Some people do like three times a year.

536
00:22:03.960 --> 00:22:07.960
So based on what you just said, would you recommend potentially going more towards just

537
00:22:07.960 --> 00:22:12.440
pushing semi annually, but keeping price higher so that they feel like they're paying

538
00:22:12.440 --> 00:22:13.440
less over the year?

539
00:22:13.440 --> 00:22:14.440
Yeah.

540
00:22:14.440 --> 00:22:15.440
I would look at my gross margin.

541
00:22:15.440 --> 00:22:20.680
I'd rather sell someone more, yeah, start at four, down sell to two, if you can, and

542
00:22:20.680 --> 00:22:24.920
then probably play with payment terms, which is like, can I stack more of that cash up

543
00:22:24.920 --> 00:22:27.520
front versus getting paid quarterly?

544
00:22:27.520 --> 00:22:28.520
Pay and slow up front.

545
00:22:28.520 --> 00:22:29.520
Yeah.

546
00:22:29.520 --> 00:22:30.520
Okay.

547
00:22:30.520 --> 00:22:31.520
Yeah.

548
00:22:31.520 --> 00:22:32.520
Cool.

549
00:22:32.520 --> 00:22:33.520
A big picture.

550
00:22:33.520 --> 00:22:35.120
I mean, I would like if I'm you, I'm putting all my effort into trying to figure out how

551
00:22:35.120 --> 00:22:39.920
to decommodify my service, um, because it is probably the most important thing.

552
00:22:39.920 --> 00:22:41.000
Otherwise, you're right.

553
00:22:41.000 --> 00:22:46.360
You will just consistently be dealing with if you are the same to the customers, the first

554
00:22:46.360 --> 00:22:47.360
chapter of offers, right?

555
00:22:47.360 --> 00:22:50.400
Like, if you're the same thing to the customer, these two things are about the same all by

556
00:22:50.400 --> 00:22:51.400
the cheaper one.

557
00:22:51.400 --> 00:22:52.400
It's the worst comparison.

558
00:22:52.400 --> 00:22:53.400
It's not the fight you want to fight.

559
00:22:53.400 --> 00:22:57.360
So it's like, I put all my effort whenever I start any business or any product line until

560
00:22:57.360 --> 00:22:59.800
like, why is this different?

561
00:22:59.800 --> 00:23:00.800
Like that's my full foot.

562
00:23:00.800 --> 00:23:03.920
Like, I don't even think about pricing, I don't think about anything until I answer that

563
00:23:03.920 --> 00:23:04.920
question.

564
00:23:04.920 --> 00:23:08.800
And I have to at least be able to articulate it to them really simply, which is like,

565
00:23:08.800 --> 00:23:10.960
here's the five things that happen that suck.

566
00:23:10.960 --> 00:23:13.240
Here's how we don't have any of those five.

567
00:23:13.240 --> 00:23:17.880
And for that in exchange, instead of paying this, you pay this, but this is why it's worth

568
00:23:17.880 --> 00:23:18.880
it, right?

569
00:23:18.880 --> 00:23:19.880
Right.

570
00:23:19.880 --> 00:23:23.480
And then in that, our only form of outbar, and I was just like door door knocking restaurants

571
00:23:23.480 --> 00:23:24.760
and then a cold email.

572
00:23:24.760 --> 00:23:29.760
So then building that offer out with the decommodded, desized, that's the decommodded

573
00:23:29.760 --> 00:23:30.760
thing.

574
00:23:30.760 --> 00:23:35.640
And then put that into the offers, the emails, the text, the cold outreach basically, and

575
00:23:35.640 --> 00:23:38.960
just sell the shit out of that, sell the shit out of it.

576
00:23:38.960 --> 00:23:39.960
Heck yeah.

577
00:23:39.960 --> 00:23:40.960
Yeah.

578
00:23:40.960 --> 00:23:41.960
Yeah.

579
00:23:41.960 --> 00:23:42.960
Yeah.

580
00:23:42.960 --> 00:23:43.960
Yeah.

581
00:23:43.960 --> 00:23:46.480
Kyle, I sell outdoor lighting to homeowners.

582
00:23:46.480 --> 00:23:48.320
We do eight hundred and eighty thousand revenue.

583
00:23:48.320 --> 00:23:52.400
About 40% is in the holiday season, new and Christmas lights.

584
00:23:52.400 --> 00:23:56.880
The problem is we don't have enough leads in the not holiday light time of year.

585
00:23:56.880 --> 00:23:57.880
Yeah.

586
00:23:57.880 --> 00:24:00.840
So the first half until basically now, I've fixed this business so many times to when

587
00:24:00.840 --> 00:24:01.840
I was walking through it.

588
00:24:01.840 --> 00:24:02.840
Yeah.

589
00:24:02.840 --> 00:24:03.840
Okay.

590
00:24:03.840 --> 00:24:04.840
Cool.

591
00:24:04.840 --> 00:24:06.120
So basically you have, you have one kind of existential decision that you need to make,

592
00:24:06.120 --> 00:24:07.920
which is, are we going to be full time lighting?

593
00:24:07.920 --> 00:24:08.920
There's nothing wrong with that.

594
00:24:08.920 --> 00:24:12.680
Look at the Halloween store, like they're open two months a year and they just murder it

595
00:24:12.680 --> 00:24:14.560
and that's all they do, right?

596
00:24:14.560 --> 00:24:20.400
The alternative is that you basically have a home team that goes from lawn care and other

597
00:24:20.400 --> 00:24:25.800
home services to lighting because the lawn care guys have the equal opposite issue.

598
00:24:25.800 --> 00:24:27.920
They're like, okay, well, there's grass that's growing nine months of the year and then

599
00:24:27.920 --> 00:24:28.920
it's holiday season.

600
00:24:28.920 --> 00:24:31.720
And what do my guys do for three months or four months depending on whatever geographic

601
00:24:31.720 --> 00:24:33.040
area you're in, right?

602
00:24:33.040 --> 00:24:35.480
And so I tell you which one I prefer.

603
00:24:35.480 --> 00:24:41.600
I prefer the keeping the holiday season business year round and I'll explain why, but either

604
00:24:41.600 --> 00:24:42.600
option works.

605
00:24:42.600 --> 00:24:44.320
That's going to be really clear about that.

606
00:24:44.320 --> 00:24:45.320
I like thinking about it.

607
00:24:45.320 --> 00:24:47.480
How many months of the year are you doing the lights three?

608
00:24:47.480 --> 00:24:48.480
Yeah.

609
00:24:48.480 --> 00:24:49.480
45 days.

610
00:24:49.480 --> 00:24:50.480
Perfect.

611
00:24:50.480 --> 00:24:51.480
Yeah.

612
00:24:51.480 --> 00:24:54.600
So instead, so the way I think about it is how can I take, how can I equip my existing

613
00:24:54.600 --> 00:24:59.320
team with as many skills as possible so that the other 10 months of the year, all they're

614
00:24:59.320 --> 00:25:03.240
doing is getting business and so like the perfect business in the world is you sell all

615
00:25:03.240 --> 00:25:05.560
a year and then you'll have to deliver for this much.

616
00:25:05.560 --> 00:25:07.320
It's an amazing business.

617
00:25:07.320 --> 00:25:10.360
You just collect cash all day long, collect cash, collect commitments, collect cash, collect

618
00:25:10.360 --> 00:25:14.960
commitments all year round and then you boom and you basically earn the living over the

619
00:25:14.960 --> 00:25:18.440
next 45 or 60 days and then you go back into the sale cycle.

620
00:25:18.440 --> 00:25:19.800
And so that's one way of doing it.

621
00:25:19.800 --> 00:25:23.680
I like that because it's such a simple like you just have to think about one thing for

622
00:25:23.680 --> 00:25:25.440
10 months, which is marketing and sales.

623
00:25:25.440 --> 00:25:26.440
Yeah.

624
00:25:26.440 --> 00:25:28.680
And that gets pretty nasty and the cash flow is really good.

625
00:25:28.680 --> 00:25:32.640
The alternative obviously is you're like, okay, well, these guys don't have these skills,

626
00:25:32.640 --> 00:25:36.360
which then begs the next question is what type of talent would I need to facilitate model

627
00:25:36.360 --> 00:25:37.360
A versus model B?

628
00:25:37.360 --> 00:25:38.360
Right.

629
00:25:38.360 --> 00:25:42.560
If you have model B, which is maybe a lower skilled people who work for you right now.

630
00:25:42.560 --> 00:25:44.760
I think it's like, okay, can I buy some lawn mowers?

631
00:25:44.760 --> 00:25:48.200
Can I buy some landscaping stuff so that I can give them something to do for the other

632
00:25:48.200 --> 00:25:49.560
nine months of the year?

633
00:25:49.560 --> 00:25:50.560
Yeah.

634
00:25:50.560 --> 00:25:54.440
So we were doing lawn care and picked up Christmas lights to fill that gap.

635
00:25:54.440 --> 00:25:56.960
Well, where I live in October, you have to do both.

636
00:25:56.960 --> 00:25:57.960
Yeah.

637
00:25:57.960 --> 00:25:58.960
So I got rid of the lawn care.

638
00:25:58.960 --> 00:25:59.960
Okay.

639
00:25:59.960 --> 00:26:00.960
That's Christmas.

640
00:26:00.960 --> 00:26:01.960
And you made better margins and all that.

641
00:26:01.960 --> 00:26:02.960
Yeah.

642
00:26:02.960 --> 00:26:03.960
Yeah.

643
00:26:03.960 --> 00:26:04.960
Yeah.

644
00:26:04.960 --> 00:26:05.960
So that was awesome.

645
00:26:05.960 --> 00:26:08.800
So what we're doing now is project-based permanent lighting jobs with the exact same team.

646
00:26:08.800 --> 00:26:09.800
Okay.

647
00:26:09.800 --> 00:26:12.360
So we can literally just shut it down as soon as Christmas time starts.

648
00:26:12.360 --> 00:26:13.360
Cool.

649
00:26:13.360 --> 00:26:19.800
So I guess what you're saying would be just sell Christmas all year, which is like really

650
00:26:19.800 --> 00:26:23.960
hard to sell this time of year, really like super easy to get leads in Christmas.

651
00:26:23.960 --> 00:26:24.960
Yeah.

652
00:26:24.960 --> 00:26:29.440
So my thought was sell permanent lights and then also 50% of them still get Christmas

653
00:26:30.440 --> 00:26:31.440
lights.

654
00:26:31.440 --> 00:26:32.440
But why not do that?

655
00:26:32.440 --> 00:26:33.440
That is what I'm doing.

656
00:26:33.440 --> 00:26:34.440
Well, great.

657
00:26:34.440 --> 00:26:35.440
Well, so the problem is the leads problem.

658
00:26:35.440 --> 00:26:36.440
Okay.

659
00:26:36.440 --> 00:26:39.440
So I'm running out of Christmas like customers to sell landscape lights to because that was

660
00:26:39.440 --> 00:26:41.440
the natural first like easy to get them.

661
00:26:41.440 --> 00:26:43.440
Well, I'm running meta ads.

662
00:26:43.440 --> 00:26:44.440
Uh-huh.

663
00:26:44.440 --> 00:26:45.440
So lead in for permanent lights?

664
00:26:45.440 --> 00:26:46.440
Yeah.

665
00:26:46.440 --> 00:26:47.440
Exactly.

666
00:26:47.440 --> 00:26:48.440
Is the problem.

667
00:26:48.440 --> 00:26:52.440
So well, I'm trying to figure out if is the problem like lead magnet issues or landing pages

668
00:26:52.440 --> 00:26:53.440
issues where I'm at.

669
00:26:53.440 --> 00:26:54.440
All right.

670
00:26:54.440 --> 00:26:55.440
So now we're in the need of it.

671
00:26:55.440 --> 00:26:56.440
Yeah.

672
00:26:56.440 --> 00:26:57.440
Yeah.

673
00:26:57.440 --> 00:26:58.440
Yeah.

674
00:26:58.440 --> 00:26:59.440
I think it's a pretty easy thing to sell.

675
00:26:59.440 --> 00:27:00.440
Yeah.

676
00:27:00.440 --> 00:27:04.440
The permanent lighting like you show a house before and after to the dark more and after

677
00:27:04.440 --> 00:27:05.440
it like.

678
00:27:05.440 --> 00:27:06.440
Oh, look, lights.

679
00:27:06.440 --> 00:27:07.440
Yeah.

680
00:27:07.440 --> 00:27:08.440
Nice thing is very visual.

681
00:27:08.440 --> 00:27:09.440
Yeah.

682
00:27:09.440 --> 00:27:11.440
So I actually think that I actually think that the ads is probably the issue.

683
00:27:11.440 --> 00:27:12.440
What's the lead man you're offering right now?

684
00:27:12.440 --> 00:27:13.440
We come to your house to a free demo.

685
00:27:13.440 --> 00:27:14.440
So you can see how it looks.

686
00:27:14.440 --> 00:27:15.440
Yeah.

687
00:27:15.440 --> 00:27:16.440
Yeah.

688
00:27:16.440 --> 00:27:17.440
I've probably tried and enhanced that offer.

689
00:27:17.440 --> 00:27:18.440
The nice thing is in local markets.

690
00:27:18.440 --> 00:27:20.440
It's very offer driven.

691
00:27:20.440 --> 00:27:21.440
Uh-huh.

692
00:27:21.440 --> 00:27:24.440
And so I'd have to think more than three minute, you know, two seconds about it.

693
00:27:24.440 --> 00:27:26.440
Because it'll be the front end of the whole business.

694
00:27:26.440 --> 00:27:27.440
Yeah.

695
00:27:27.440 --> 00:27:32.440
But it would probably be some element of like some amount of lights that come for free.

696
00:27:32.440 --> 00:27:37.440
So like, like, I think something that would murder would be like, can I light someone's

697
00:27:37.440 --> 00:27:42.440
like, not their deck, but like maybe they're the side like from the sidewalk to the house.

698
00:27:42.440 --> 00:27:46.440
Or can I just light the driveway like some small element.

699
00:27:46.440 --> 00:27:50.440
So we talk about in the in the leads book, a lead man can either be a trial of something.

700
00:27:50.440 --> 00:27:53.440
It can be one part of a multi-step process.

701
00:27:53.440 --> 00:27:54.440
Uh-huh.

702
00:27:54.440 --> 00:27:57.440
Or it can be a third thing.

703
00:27:57.440 --> 00:27:59.440
But for yours, I think the, thank you.

704
00:27:59.440 --> 00:28:00.440
One step at a multi-step process.

705
00:28:00.440 --> 00:28:01.440
That's why I wrote it down.

706
00:28:01.440 --> 00:28:02.440
So I don't have to remember it.

707
00:28:02.440 --> 00:28:06.440
But I think like, if I can, if I wanted it because like, I'll, I'll prefer to start with a

708
00:28:06.440 --> 00:28:09.440
banger offer and then add friction.

709
00:28:09.440 --> 00:28:13.440
Because the thing is just like, you can say I'm going to give this away, but you don't have to give it away to everybody.

710
00:28:13.440 --> 00:28:16.440
You can say, I only give it away to houses that are over X.

711
00:28:16.440 --> 00:28:21.440
And you can have people put their address in and then run an API to Zillow, look at home value.

712
00:28:21.440 --> 00:28:24.440
And then rank order the leads based on value of home.

713
00:28:24.440 --> 00:28:26.440
And then basically prioritize those leads ahead of time.

714
00:28:26.440 --> 00:28:31.440
And so you can go to those, you know, those houses first and probably so much bigger, bigger packages overall.

715
00:28:31.440 --> 00:28:37.440
But I think that like, if I'm struggling to get leads, I just need them to say they want lighting.

716
00:28:37.440 --> 00:28:39.440
I don't really care how they say they want lighting.

717
00:28:39.440 --> 00:28:40.440
Yeah.

718
00:28:40.440 --> 00:28:41.440
I just need them to say they want it.

719
00:28:41.440 --> 00:28:44.440
And then the sales process takes care of the rest.

720
00:28:44.440 --> 00:28:45.440
Cool.

721
00:28:45.440 --> 00:28:47.440
Do you like that?

722
00:28:47.440 --> 00:28:48.440
I'm just trying to process.

723
00:28:48.440 --> 00:28:49.440
Yeah.

724
00:28:49.440 --> 00:28:50.440
Like how that will go.

725
00:28:50.440 --> 00:28:51.440
I mean, you're 100% right.

726
00:28:51.440 --> 00:28:54.440
That's the problem is people once they say they want lighting, selling it is easy.

727
00:28:54.440 --> 00:28:55.440
Yeah.

728
00:28:55.440 --> 00:28:56.440
So I just got to give them to say it and put their phone number.

729
00:28:56.440 --> 00:28:57.440
Exactly.

730
00:28:57.440 --> 00:28:59.440
So give them a crazy, so give them a much better offer than I'll give you a free sales pitch.

731
00:28:59.440 --> 00:29:00.440
Yeah.

732
00:29:00.440 --> 00:29:01.440
Yeah.

733
00:29:01.440 --> 00:29:02.440
Yeah.

734
00:29:02.440 --> 00:29:03.440
No, I'm just being real like that's so fundamentally that's it.

735
00:29:03.440 --> 00:29:07.440
So I think you're saying like, we will, we'll do the install for free.

736
00:29:07.440 --> 00:29:10.440
You just cover the cost of the lights for this tiny amount.

737
00:29:10.440 --> 00:29:11.440
See how I'm developing it.

738
00:29:11.440 --> 00:29:12.440
Yeah.

739
00:29:13.440 --> 00:29:14.440
All right.

740
00:29:14.440 --> 00:29:15.440
Now you put the markup on the lights and put zero on the labor.

741
00:29:15.440 --> 00:29:16.440
It doesn't matter either way.

742
00:29:16.440 --> 00:29:19.440
You just basically mix and match how you're showing the money.

743
00:29:19.440 --> 00:29:21.440
And that way you'll still break even on that first thing.

744
00:29:21.440 --> 00:29:23.440
And you'll just know that one out of two or whatever it is.

745
00:29:23.440 --> 00:29:26.440
Who buy the first thing by the 10 times bigger package.

746
00:29:26.440 --> 00:29:27.440
And then that's just math.

747
00:29:27.440 --> 00:29:28.440
Cool.

748
00:29:28.440 --> 00:29:29.440
That's it.

749
00:29:29.440 --> 00:29:30.440
I like it.

750
00:29:30.440 --> 00:29:31.440
I like that.

751
00:29:31.440 --> 00:29:32.440
Awesome.

752
00:29:32.440 --> 00:29:33.440
Thanks.

753
00:29:33.440 --> 00:29:34.440
I like the business though.

754
00:29:34.440 --> 00:29:35.440
Congrats.

755
00:29:35.440 --> 00:29:36.440
So my name is Karen Brinton.

756
00:29:36.440 --> 00:29:37.440
We brace myself.

757
00:29:37.440 --> 00:29:38.440
We're like going to clean out my closet for a minute.

758
00:29:38.440 --> 00:29:39.440
Okay.

759
00:29:39.440 --> 00:29:44.440
So last year, my company made a million, I've already made a million this year.

760
00:29:44.440 --> 00:29:48.440
So I think I'm on track for four, but I hope to hit 10.

761
00:29:48.440 --> 00:29:49.440
So here's the deal.

762
00:29:49.440 --> 00:29:50.440
Okay.

763
00:29:50.440 --> 00:29:51.440
Is that I get really bored.

764
00:29:51.440 --> 00:29:52.440
Okay.

765
00:29:52.440 --> 00:29:55.440
And so I'm also really amazing visionary.

766
00:29:55.440 --> 00:29:57.440
And so I've built a lot of different things.

767
00:29:57.440 --> 00:30:01.440
And what I'm needing right now is I need clarity.

768
00:30:01.440 --> 00:30:02.440
Okay.

769
00:30:02.440 --> 00:30:06.440
And I need you to, I would love for you to help me focus.

770
00:30:06.440 --> 00:30:07.440
Okay.

771
00:30:07.440 --> 00:30:08.440
So I'm going to share with you.

772
00:30:08.440 --> 00:30:09.440
I'm going to share with you what I've done.

773
00:30:09.440 --> 00:30:11.440
I'm going to share with you what I have.

774
00:30:11.440 --> 00:30:14.440
And then what I would love for you to show me is how do I get clarity?

775
00:30:14.440 --> 00:30:15.440
Okay.

776
00:30:15.440 --> 00:30:16.440
Would you sell?

777
00:30:16.440 --> 00:30:17.440
Yeah.

778
00:30:17.440 --> 00:30:18.440
So I have a publishing house.

779
00:30:18.440 --> 00:30:19.440
Okay.

780
00:30:19.440 --> 00:30:23.440
But really what I've sold is that I take people on these five day adventures, like luxury adventures.

781
00:30:23.440 --> 00:30:26.440
And I can help people channel their books in five days.

782
00:30:26.440 --> 00:30:27.440
Okay.

783
00:30:27.440 --> 00:30:28.440
And that's what's filled my pocket.

784
00:30:28.440 --> 00:30:29.440
Cool.

785
00:30:29.440 --> 00:30:31.440
But it's also just not scalable.

786
00:30:31.440 --> 00:30:32.440
And so.

787
00:30:32.440 --> 00:30:33.440
Why is it not scalable?

788
00:30:33.440 --> 00:30:38.440
Well, because one week a month, I'm on these adventures.

789
00:30:38.440 --> 00:30:39.440
And I love it.

790
00:30:39.440 --> 00:30:41.440
But it's like, there's like a ceiling.

791
00:30:41.440 --> 00:30:44.440
And so then I like rented this island in the middle of the British Virgin Islands.

792
00:30:44.440 --> 00:30:45.440
I took 15 people there.

793
00:30:45.440 --> 00:30:47.440
We all write their books for five days.

794
00:30:47.440 --> 00:30:50.440
And so that was like scalable, which that landed me a TV show.

795
00:30:50.440 --> 00:30:52.440
So now I have like this TV show.

796
00:30:52.440 --> 00:30:54.440
But then I have like like publishing house.

797
00:30:54.440 --> 00:30:57.440
And then like I have this business school for women.

798
00:30:57.440 --> 00:30:58.440
Yeah.

799
00:30:58.440 --> 00:30:59.440
And then like.

800
00:30:59.440 --> 00:31:02.440
I'm also like a single mom of five kids.

801
00:31:02.440 --> 00:31:05.440
Also, I like a riot books on the corner.

802
00:31:05.440 --> 00:31:12.440
Also, I did a live event in January and closed 1.25 million in five minutes to a crowd of 30.

803
00:31:12.440 --> 00:31:14.440
So I was like, I have all these things.

804
00:31:14.440 --> 00:31:16.440
I just like.

805
00:31:16.440 --> 00:31:18.440
I just need some.

806
00:31:18.440 --> 00:31:20.440
Yeah, you got to pick.

807
00:31:20.440 --> 00:31:23.440
You got to pick one of your five kids.

808
00:31:23.440 --> 00:31:25.440
The 10 year old all day.

809
00:31:25.440 --> 00:31:26.440
There you go.

810
00:31:26.440 --> 00:31:30.440
So you just got to you got to think about which one's the 10 year old of your businesses.

811
00:31:30.440 --> 00:31:36.440
It's just like the the roofing thing that I said like the thing is is the more talented you are.

812
00:31:36.440 --> 00:31:39.440
The more opportunities you know, you could crush.

813
00:31:39.440 --> 00:31:42.440
Which just means more things you have to say no to.

814
00:31:42.440 --> 00:31:44.440
And it's just like it's the reality of it.

815
00:31:44.440 --> 00:31:49.440
I mean, the thing is is there's a price to that, which is if you continue to do what you're currently doing.

816
00:31:49.440 --> 00:31:51.440
You pay a price on either side.

817
00:31:51.440 --> 00:31:56.440
On if you continue, you pay the price of how big the impact you want to have and how big of a business you ultimately built.

818
00:31:56.440 --> 00:31:57.440
That's the price.

819
00:31:57.440 --> 00:32:04.440
What you get for that trade is you get to have the novelty and the excitement of new things happening all the time.

820
00:32:04.440 --> 00:32:10.440
On the other side, you build something really big that has teams and systems and it just grows really large.

821
00:32:10.440 --> 00:32:14.440
Probably maybe maybe not bigger than your vision, but large, much larger than what you have right now.

822
00:32:14.440 --> 00:32:20.440
And what you give up for that is all of the novelty that's associated with doing new things.

823
00:32:20.440 --> 00:32:21.440
Yeah.

824
00:32:21.440 --> 00:32:23.440
So which one.

825
00:32:23.440 --> 00:32:28.440
Well, it sounds like you know which one you should do and you want to do something different.

826
00:32:28.440 --> 00:32:33.440
I feel like when I when I've been looking out like, well, what has brought people to me?

827
00:32:33.440 --> 00:32:35.440
It's always the books.

828
00:32:35.440 --> 00:32:41.440
And I keep trying to get out of it because there's so many people and there's so many things and all these systems in publishing.

829
00:32:41.440 --> 00:32:48.440
And I'm like, but if I just ran the business school, like I don't have to have all these like editors and formatters and book covers and right.

830
00:32:48.440 --> 00:32:53.440
But then I look at like, well, what do people always come to me for? It's always books.

831
00:32:57.440 --> 00:32:58.440
Yeah.

832
00:32:58.440 --> 00:33:00.440
So you run the business school, right?

833
00:33:00.440 --> 00:33:01.440
Yeah.

834
00:33:01.440 --> 00:33:05.440
So imagine I come to you and I'm saying, hey, I've got this business that everybody wants to buy for me.

835
00:33:05.440 --> 00:33:06.440
It has good margins.

836
00:33:06.440 --> 00:33:09.440
I sell it like crazy, but I have like four other businesses that I want to start.

837
00:33:09.440 --> 00:33:11.440
They don't grow as quickly as this other one.

838
00:33:11.440 --> 00:33:13.440
What should I do?

839
00:33:14.440 --> 00:33:15.440
Weird.

840
00:33:15.440 --> 00:33:17.440
Sounds so easy, wouldn't you say?

841
00:33:17.440 --> 00:33:18.440
Yeah.

842
00:33:18.440 --> 00:33:19.440
Obviously.

843
00:33:19.440 --> 00:33:20.440
Right, right, right.

844
00:33:20.440 --> 00:33:21.440
Yeah.

845
00:33:21.440 --> 00:33:23.440
Yeah, okay.

846
00:33:23.440 --> 00:33:29.440
No, I mean, like that's the, I mean, the thing that you're encountering is a problem.

847
00:33:29.440 --> 00:33:33.440
I think everybody in this room has dealt with, right?

848
00:33:33.440 --> 00:33:34.440
It sucks.

849
00:33:34.440 --> 00:33:37.440
It's like, and I was crude earlier and I apologize to women in the room.

850
00:33:37.440 --> 00:33:42.440
But like, it's like you have to realize that like you can't pursue every opportunity.

851
00:33:42.440 --> 00:33:45.440
Not only can you not pursue every opportunity, you basically have to say no to every opportunity

852
00:33:45.440 --> 00:33:48.440
to be able to make one opportunity worth pursuing.

853
00:33:48.440 --> 00:33:50.440
And if that's not a good.

854
00:33:50.440 --> 00:33:52.440
Yeah, that was really good.

855
00:33:52.440 --> 00:33:58.440
If, if my TV show is on Amazon Prime and I'm helping people write books,

856
00:33:58.440 --> 00:34:03.440
and then I'm like, but I'm pushing my business school, like that doesn't even make sense.

857
00:34:03.440 --> 00:34:08.440
I wouldn't push the business school, just have the media asset of prime that pushes you writing books

858
00:34:08.440 --> 00:34:12.440
and then help people write more books and then have a second season of Amazon Prime

859
00:34:12.440 --> 00:34:16.440
and helping you, you know, people writing books and then some more people writing books.

860
00:34:16.440 --> 00:34:17.440
Yeah.

861
00:34:17.440 --> 00:34:18.440
All right.

862
00:34:18.440 --> 00:34:21.440
That's my financial advisor in the front shaking her head.

863
00:34:21.440 --> 00:34:22.440
We got this, Julie.

864
00:34:22.440 --> 00:34:23.440
Yeah.

865
00:34:23.440 --> 00:34:27.440
Yeah, Julie is like, I've seen the financials on the book when we'll do more of that, right?

866
00:34:27.440 --> 00:34:31.440
No, but like, I want to hit on this one because I think I'm not really talking to you.

867
00:34:31.440 --> 00:34:34.440
I'm talking to you and everybody else.

868
00:34:34.440 --> 00:34:40.440
Like, I stayed, I stayed, I had these massive multi-year plateaus

869
00:34:40.440 --> 00:34:44.440
where I just stayed stuck because I wanted to pursue every single thing.

870
00:34:44.440 --> 00:34:45.440
Yeah.

871
00:34:45.440 --> 00:34:48.440
And so you have to trade novelty for loyalty.

872
00:34:48.440 --> 00:34:50.440
And so it's like, you become loyal to the business.

873
00:34:50.440 --> 00:34:52.440
I also think that it occurs with relationships.

874
00:34:52.440 --> 00:34:55.440
Like you make the trade, the new person every week, every month, every whatever,

875
00:34:55.440 --> 00:34:59.440
for somebody that you know that you've built something meaningful.

876
00:34:59.440 --> 00:35:00.440
It's deeper, right?

877
00:35:00.440 --> 00:35:04.440
And I think that you, it's kind of like, I think business in a lot of ways is like a fine wine where like

878
00:35:04.440 --> 00:35:06.440
you understand it at a different level.

879
00:35:06.440 --> 00:35:08.440
As the years go by and you go through different seasons.

880
00:35:08.440 --> 00:35:10.440
And I think that you miss out on that opportunity.

881
00:35:10.440 --> 00:35:14.440
If you're going after, you know, one night stands in flings from a business perspective.

882
00:35:14.440 --> 00:35:16.440
Do you know my life?

883
00:35:16.440 --> 00:35:17.440
I was kidding.

884
00:35:17.440 --> 00:35:19.440
I was just kidding.

885
00:35:19.440 --> 00:35:20.440
I know the wife earlier.

886
00:35:20.440 --> 00:35:22.440
That actually came out way wrong.

887
00:35:22.440 --> 00:35:26.440
But no, but like, I'm keeping you up here because I just know that.

888
00:35:26.440 --> 00:35:27.440
This is helpful.

889
00:35:27.440 --> 00:35:28.440
Thank you.

890
00:35:28.440 --> 00:35:29.440
Yeah, you have to.

891
00:35:29.440 --> 00:35:30.440
But it's okay.

892
00:35:30.440 --> 00:35:33.440
Like, life will not give you what you want if you want everything.

893
00:35:33.440 --> 00:35:34.440
Oh, damn.

894
00:35:34.440 --> 00:35:39.440
Like we have to make trades or we get nothing.

895
00:35:39.440 --> 00:35:40.440
And it's tough.

896
00:35:40.440 --> 00:35:43.440
And I think there's a big, at a big realization, I want to say a few years back,

897
00:35:43.440 --> 00:35:48.440
where once I realized how much work it takes to make something truly great and something big,

898
00:35:48.440 --> 00:35:53.440
I had this moment of like deep sadness where I realized that I could only do a few things

899
00:35:53.440 --> 00:35:54.440
throughout the rest of my life.

900
00:35:54.440 --> 00:35:59.440
I was like, oh, I only have like two, maybe three entrepreneurial seasons left in me,

901
00:35:59.440 --> 00:36:01.440
which is kind of like crazy to think of.

902
00:36:01.440 --> 00:36:03.440
It's like, I only get two or three more big swings.

903
00:36:03.440 --> 00:36:04.440
That's it.

904
00:36:04.440 --> 00:36:08.440
And the real real is that if the swing just keeps going, which is what I plan on doing acquisition.com,

905
00:36:08.440 --> 00:36:10.440
it's like, this is it.

906
00:36:10.440 --> 00:36:12.440
I'm going to do this until I get too old to do it.

907
00:36:12.440 --> 00:36:13.440
And that's it.

908
00:36:13.440 --> 00:36:14.440
That's all it is.

909
00:36:14.440 --> 00:36:16.440
Now, what I want to do is give you something tactical.

910
00:36:16.440 --> 00:36:19.440
All right, because this is, we're all the way up here.

911
00:36:19.440 --> 00:36:22.440
So I'm going to make a video on this because I think it's really helpful.

912
00:36:22.440 --> 00:36:26.440
Which is that you have to take your creative energy and I have a lot of that too.

913
00:36:26.440 --> 00:36:29.440
And you have to channel it into something that is accretive to the business,

914
00:36:29.440 --> 00:36:32.440
something that adds value rather than something that attracts value.

915
00:36:32.440 --> 00:36:36.440
And so what are the components of the business that need novelty on a regular basis?

916
00:36:36.440 --> 00:36:37.440
I think.

917
00:36:37.440 --> 00:36:38.440
I can give you a hint.

918
00:36:38.440 --> 00:36:39.440
What?

919
00:36:39.440 --> 00:36:40.440
Marketing.

920
00:36:40.440 --> 00:36:41.440
Marketing.

921
00:36:41.440 --> 00:36:42.440
I was just going to say sell marketing.

922
00:36:42.440 --> 00:36:43.440
Lead magnets.

923
00:36:43.440 --> 00:36:44.440
Yeah, like.

924
00:36:44.440 --> 00:36:46.440
So if you want to build and you want to create, I have the same itch.

925
00:36:46.440 --> 00:36:47.440
Yeah.

926
00:36:47.440 --> 00:36:50.440
I put all of my ADD into content.

927
00:36:50.440 --> 00:36:55.440
I've become a significantly better entrepreneur by making content because it distracts me from

928
00:36:55.440 --> 00:36:56.440
fucking up my business.

929
00:36:56.440 --> 00:36:57.440
Yeah.

930
00:36:57.440 --> 00:36:58.440
This is legit.

931
00:36:58.440 --> 00:37:00.440
I just wrote a book about.

932
00:37:00.440 --> 00:37:04.440
I just wrote a book about when leaders get bored.

933
00:37:04.440 --> 00:37:05.440
They just fuck it all up.

934
00:37:05.440 --> 00:37:06.440
Yeah, they show the city.

935
00:37:06.440 --> 00:37:07.440
Yeah.

936
00:37:07.440 --> 00:37:08.440
And I just keep doing it over and over.

937
00:37:08.440 --> 00:37:10.440
So instead, just like, just paint the city.

938
00:37:10.440 --> 00:37:11.440
Okay.

939
00:37:11.440 --> 00:37:12.440
Just paint it.

940
00:37:12.440 --> 00:37:13.440
Don't destroy it.

941
00:37:13.440 --> 00:37:14.440
Just paint it over color.

942
00:37:14.440 --> 00:37:15.440
Got it.

943
00:37:15.440 --> 00:37:17.440
Not like in that goes for everyone.

944
00:37:17.440 --> 00:37:19.440
Like my ADD, like I put it into ads.

945
00:37:19.440 --> 00:37:22.440
I put it into like the reason I write books is mostly for me.

946
00:37:22.440 --> 00:37:24.440
Like Layla's like, can you just write another book?

947
00:37:24.440 --> 00:37:28.440
Because she's like, you're just getting into all of these things that you should just knock it into.

948
00:37:28.440 --> 00:37:29.440
Right.

949
00:37:29.440 --> 00:37:30.440
Yeah.

950
00:37:30.440 --> 00:37:33.440
And so the thing is, is that when I am in writing mode, the business does exceptionally well because I do so little.

951
00:37:33.440 --> 00:37:34.440
Yeah.

952
00:37:34.440 --> 00:37:35.440
Right.

953
00:37:35.440 --> 00:37:36.440
Fill this.

954
00:37:36.440 --> 00:37:37.440
Yeah.

955
00:37:37.440 --> 00:37:41.440
I don't normally talk about this, but I think this feels incredibly relevant.

956
00:37:41.440 --> 00:37:46.440
So this is going to feel real for you and everyone else.

957
00:37:46.440 --> 00:37:52.440
So let's imagine the business, like everyone's revenue here represents this, like this, this line, your revenue, not aggregate.

958
00:37:52.440 --> 00:37:53.440
Like they'll say that's your business.

959
00:37:53.440 --> 00:37:54.440
That's normal business.

960
00:37:54.440 --> 00:37:55.440
It's happening.

961
00:37:55.440 --> 00:37:57.440
What I realized, this is me.

962
00:37:57.440 --> 00:37:58.440
So this is anecdotal.

963
00:37:58.440 --> 00:38:06.440
Is that whenever I decide to make a change in the business, I see about a 20% decrement or decrease in performance from whatever that changes.

964
00:38:06.440 --> 00:38:07.440
So I change a sales process.

965
00:38:07.440 --> 00:38:08.440
I change a leader process.

966
00:38:08.440 --> 00:38:09.440
I change an onboarding process.

967
00:38:09.440 --> 00:38:12.440
I change something that I have to train people up on something new.

968
00:38:12.440 --> 00:38:18.440
Now, even if that change is something that I think is superior, I'm still going to have an immediate decrease in performance.

969
00:38:18.440 --> 00:38:24.440
Now, what, what, if I, if I assume this to be true, which in my experience, it's been about 20%.

970
00:38:24.440 --> 00:38:26.440
So if you're like, what's the data research behind it?

971
00:38:26.440 --> 00:38:27.440
It's Alex doing this.

972
00:38:27.440 --> 00:38:28.440
All right.

973
00:38:28.440 --> 00:38:34.440
Now, if I think that this improvement is going to make, let's say, a 5% improvement in the business.

974
00:38:34.440 --> 00:38:39.440
Like I think it's a little, you know, improve our, our closing rate by 5% or something like that.

975
00:38:39.440 --> 00:38:45.440
Then I'm going to take a guaranteed 20% loss for a potential 5% increase.

976
00:38:45.440 --> 00:38:46.440
That trade.

977
00:38:46.440 --> 00:38:50.440
Now, how many months is it going to take me in order to make up for the 20%, you know, 20%.

978
00:38:50.440 --> 00:38:52.440
It's going to take four or five months, right?

979
00:38:52.440 --> 00:38:57.440
And it's going to, now here's the really fun thing is that on an alternate timeline, you have this thing.

980
00:38:57.440 --> 00:39:03.440
But when you leave people alone, they tend to just get better at their jobs.

981
00:39:03.440 --> 00:39:05.440
So you'll get the 5% improvement.

982
00:39:05.440 --> 00:39:13.440
And so what's happened is that I've actually created this rule, which is that if I don't see an adjusted or risk adjusted 20% improvement.

983
00:39:13.440 --> 00:39:21.440
So let me explain what I mean by that, which is I need to see a 40% improvement that I think has a 50, 50 shot at happening for me to make any change at all.

984
00:39:22.440 --> 00:39:24.440
And so I have a list right now.

985
00:39:24.440 --> 00:39:27.440
It's Alex's big list of ideas, which I encourage you to have.

986
00:39:27.440 --> 00:39:28.440
Okay.

987
00:39:28.440 --> 00:39:32.440
And I have it. It's on my phone where every time I think of something else that we could do to improve this business.

988
00:39:32.440 --> 00:39:39.440
Instead of messaging the team and saying, hey, guys, emergency meeting, we're going to do this with this such a great idea.

989
00:39:42.440 --> 00:39:44.440
I just write it down.

990
00:39:44.440 --> 00:39:45.440
Yeah.

991
00:39:45.440 --> 00:39:46.440
And I just keep living my life.

992
00:39:46.440 --> 00:39:47.440
Okay.

993
00:39:48.440 --> 00:39:55.440
And every once in a while, I'll have one where I'm like, this is actually a 40, 50% potential move.

994
00:39:55.440 --> 00:40:00.440
Then I'll go to the team and say, here's my reasoning behind this.

995
00:40:00.440 --> 00:40:06.440
And then they'll say, cool, you have four other 50% return moves that you've told us about in the last 30 days.

996
00:40:06.440 --> 00:40:08.440
Is this better than those ones?

997
00:40:08.440 --> 00:40:11.440
And then I'll look at it and be like, that's not better than those ones.

998
00:40:11.440 --> 00:40:13.440
And so then I'll keep it on my list.

999
00:40:13.440 --> 00:40:21.440
And in the event that the entire team has bandwidth and they're all breathing a little too easy, then I can go destroy their worlds.

1000
00:40:21.440 --> 00:40:30.440
But what's ended up happening is that my businesses have improved so dramatically by me just saying, let's just let people do their jobs.

1001
00:40:30.440 --> 00:40:39.440
And so I'm going to be crude yet again just to emphasize this point, which is that I have grown to accept that some shit stays fucked.

1002
00:40:39.440 --> 00:40:43.440
And so there are tons of things about the experience that you guys went through today.

1003
00:40:43.440 --> 00:40:45.440
Hopefully it's been really positive between yesterday and today.

1004
00:40:45.440 --> 00:40:47.440
I hope it has been the team was great.

1005
00:40:47.440 --> 00:40:50.440
But there's probably a hundred things that I want to improve about it.

1006
00:40:50.440 --> 00:40:54.440
But every time I want to go improve one of those things for others drop.

1007
00:40:54.440 --> 00:40:57.440
And it's not worth the cost of change.

1008
00:40:57.440 --> 00:41:06.440
And so most of us just don't factor in the guaranteed 20% decrease for the potential, which we're usually overly optimistic on.

1009
00:41:06.440 --> 00:41:09.440
I think this will be 40% but then after it's all said and done, it's five.

1010
00:41:09.440 --> 00:41:11.440
Was that worth it? No.

1011
00:41:11.440 --> 00:41:15.440
And so hopefully this is not, you know, I'm not just talking to you.

1012
00:41:15.440 --> 00:41:17.440
I see a lot of heads nodding.

1013
00:41:17.440 --> 00:41:23.440
This has been one of the most useful razors that I've used as an entrepreneur and it has made all of my business significantly better.

1014
00:41:23.440 --> 00:41:31.440
And so tactical takeaway for you is number one, channel your ADD into the stuff that benefits the business by being creative.

1015
00:41:31.440 --> 00:41:36.440
Number two, make a list of all your crazy ideas when they come up and don't tell anyone about them.

1016
00:41:36.440 --> 00:41:42.440
And if it seasons for two or four weeks and you still think about it, it's like maybe when you go to the store, you're like, maybe I'll buy this dress.

1017
00:41:42.440 --> 00:41:44.440
I don't know, I'm just pretending to be a girl for a second.

1018
00:41:44.440 --> 00:41:48.440
And then you decide not to and it's like if you still think about the dress a month later, then go back and buy it.

1019
00:41:48.440 --> 00:41:51.440
But in the moment, if you buy it, then it's usually a terrible decision.

1020
00:41:51.440 --> 00:41:53.440
And so it's the same thing with this.

1021
00:41:53.440 --> 00:41:55.440
Put the list down, sleep on it.

1022
00:41:55.440 --> 00:41:58.440
If you're still thinking about that idea a month later, it probably has some legs.

1023
00:41:58.440 --> 00:42:05.440
And then number three, if I am going to pull something off of my big list of crazy ideas, it better be worth it.

1024
00:42:05.440 --> 00:42:10.440
Because I'm going to absolutely detonate a bomb in my business and it better be worth what's going to happen when the dust settles.

1025
00:42:10.440 --> 00:42:14.440
This was hard for me to hear.

1026
00:42:14.440 --> 00:42:17.440
And like everything I needed.

1027
00:42:17.440 --> 00:42:18.440
Thank you.

1028
00:42:18.440 --> 00:42:19.440
Cool.