WEBVTT 1 00:00:00.000 --> 00:00:01.340 Mozination, what's going on? 2 00:00:01.340 --> 00:00:03.000 This is the second half of the run, 3 00:00:03.000 --> 00:00:05.200 day in and moraine, capitalism.com interview, 4 00:00:05.200 --> 00:00:08.280 where we talk this part about creating flow, 5 00:00:08.280 --> 00:00:10.720 adding friction, how much friction to create, 6 00:00:10.720 --> 00:00:13.240 when to improve the customer experience, 7 00:00:13.240 --> 00:00:14.920 and one of the most interesting questions 8 00:00:14.920 --> 00:00:16.840 I've gotten on a podcast in a very long time, 9 00:00:16.840 --> 00:00:19.480 which is how do you reconcile the difference between 10 00:00:19.480 --> 00:00:21.920 an MVP and a grand slam offer? 11 00:00:21.920 --> 00:00:23.880 Aren't we supposed to start with a minimum viable product 12 00:00:23.880 --> 00:00:25.160 rather than something amazing? 13 00:00:25.160 --> 00:00:26.560 You'll want to tune in to hear the answer 14 00:00:26.560 --> 00:00:28.040 because I think it may surprise you 15 00:00:28.040 --> 00:00:30.400 and you will definitely give I from it. 16 00:00:30.400 --> 00:00:31.760 I hope you enjoy. 17 00:00:31.760 --> 00:00:34.120 If you sleep with your partner every single day, 18 00:00:34.120 --> 00:00:35.920 your desire will inherently be lower 19 00:00:35.920 --> 00:00:38.240 than somebody who hasn't slept with their partner in a week. 20 00:00:38.240 --> 00:00:39.080 Right? 21 00:00:39.080 --> 00:00:41.120 And so I don't want the aroused customer. 22 00:00:41.120 --> 00:00:43.000 I want the rider to discuss it. 23 00:00:43.000 --> 00:00:46.240 Welcome to the game where we talk about how to get more customers, 24 00:00:46.240 --> 00:00:47.320 how to make more per customer, 25 00:00:47.320 --> 00:00:48.240 and how to keep them longer, 26 00:00:48.240 --> 00:00:50.720 and the many failures and lessons we have learned along the way. 27 00:00:50.720 --> 00:00:52.320 I hope you enjoy and subscribe. 28 00:00:53.320 --> 00:00:58.280 Now, that question of if I only had one purchase 29 00:00:58.280 --> 00:01:03.760 that forces you to think about, like word of mouth referrals, 30 00:01:03.760 --> 00:01:07.760 and that forces you to make the experience so good 31 00:01:07.760 --> 00:01:09.840 that that person has to tell other people. 32 00:01:09.840 --> 00:01:11.520 So when you ask that question, 33 00:01:11.520 --> 00:01:15.760 where does your brain go when you're structuring the product 34 00:01:15.760 --> 00:01:17.600 and the offer? 35 00:01:17.600 --> 00:01:19.680 I believe in doing the unskable first 36 00:01:19.840 --> 00:01:22.640 and then being overwhelmed with the amount of business 37 00:01:22.640 --> 00:01:24.640 that you have, and then trying to make the things 38 00:01:24.640 --> 00:01:26.320 that you were doing unskable scalable 39 00:01:26.320 --> 00:01:29.640 with the added resources you know have from new sales. 40 00:01:29.640 --> 00:01:31.160 So I think a lot of people try and solve a problem 41 00:01:31.160 --> 00:01:32.000 that doesn't exist. 42 00:01:32.000 --> 00:01:33.440 They're like, why do I want to do something unskable? 43 00:01:33.440 --> 00:01:35.720 I'm like, dude, you don't even have any fucking clients. 44 00:01:35.720 --> 00:01:36.560 That's right. 45 00:01:36.560 --> 00:01:37.560 Like, what you're doing right now 46 00:01:37.560 --> 00:01:38.560 is ultimately scalable. 47 00:01:38.560 --> 00:01:39.920 You're doing nothing. 48 00:01:39.920 --> 00:01:42.720 Because this might be useful from a perspective standpoint. 49 00:01:42.720 --> 00:01:45.080 Is that like, before I started gym launch, 50 00:01:45.080 --> 00:01:46.640 which, you know, everyone in their mother 51 00:01:46.640 --> 00:01:48.920 tried to create some sort of gym coaching technique 52 00:01:48.960 --> 00:01:50.760 as Russell talked about, like, the numbers we were in today. 53 00:01:50.760 --> 00:01:51.760 Yeah. 54 00:01:51.760 --> 00:01:55.520 For two years, and this is after I had a chain of gyms 55 00:01:55.520 --> 00:01:58.600 of my own I had six, for two years, 56 00:01:58.600 --> 00:02:01.760 Leyla and I flew around the country living in motels 57 00:02:01.760 --> 00:02:03.840 and turned around 33 gyms. 58 00:02:03.840 --> 00:02:06.400 We did 21 to 24 days onsite. 59 00:02:06.400 --> 00:02:08.600 We would sell on average 100 new members. 60 00:02:08.600 --> 00:02:11.960 When Leyla and I went, we sell on average 190 new members 61 00:02:11.960 --> 00:02:13.720 in 21 days. 62 00:02:13.720 --> 00:02:18.760 And so before we made a product about how to do this, 63 00:02:18.760 --> 00:02:20.200 my solution people were like, well, 64 00:02:20.200 --> 00:02:22.040 what are you going to do fly out to your customers? 65 00:02:22.040 --> 00:02:24.360 I was like, I flew out to every one of my customers 66 00:02:24.360 --> 00:02:26.720 for two years to figure out everything 67 00:02:26.720 --> 00:02:28.840 that they were possibly struggling with. 68 00:02:28.840 --> 00:02:31.160 And then turn to every aspect of their business around. 69 00:02:31.160 --> 00:02:34.480 And so then we made the product. 70 00:02:34.480 --> 00:02:35.720 It solved all of the problems 71 00:02:35.720 --> 00:02:39.240 because we spent two years literally in the field making it. 72 00:02:39.240 --> 00:02:40.720 And it's just like, it's hard to comprehend 73 00:02:40.720 --> 00:02:44.360 because, you know, we went from nothing to, 74 00:02:44.360 --> 00:02:46.320 I think our first complete year, 75 00:02:46.320 --> 00:02:50.280 we did 28 million in revenue and 17 million in profit. 76 00:02:50.280 --> 00:02:52.400 When I was, you know, we were 28 years old. 77 00:02:52.400 --> 00:02:54.800 And so I bring this up because like, 78 00:02:54.800 --> 00:02:56.160 it wasn't the advertising. 79 00:02:56.160 --> 00:02:57.960 You know, I mean, we spent, I think I looked it up. 80 00:02:57.960 --> 00:03:00.120 I think we spent four or five hundred thousand dollars 81 00:03:00.120 --> 00:03:01.480 in advertising that year. 82 00:03:01.480 --> 00:03:02.800 Four hundred thousand? 83 00:03:02.800 --> 00:03:04.560 Yeah, four or five hundred thousand dollars in ads. 84 00:03:04.560 --> 00:03:05.400 That's a good return. 85 00:03:05.400 --> 00:03:06.520 That's a good return. 86 00:03:06.520 --> 00:03:07.680 Right. 87 00:03:07.680 --> 00:03:10.200 And so we get so much word of mouth. 88 00:03:10.200 --> 00:03:12.200 Is that as good as Bitcoin though? 89 00:03:12.200 --> 00:03:13.640 It's not better than Bitcoin. 90 00:03:13.840 --> 00:03:16.520 Doge definitely takes a little bit of promotion, 91 00:03:16.520 --> 00:03:19.520 just so you can figure out what's wrong with your product. 92 00:03:19.520 --> 00:03:20.360 Right. 93 00:03:20.360 --> 00:03:22.360 That's the essence of the product. 94 00:03:22.360 --> 00:03:25.360 And so I think that the way that people should, 95 00:03:25.360 --> 00:03:27.360 most, if I'm thinking about this now, 96 00:03:27.360 --> 00:03:29.680 I think about it in terms of promotion product 97 00:03:29.680 --> 00:03:30.760 and then people. 98 00:03:30.760 --> 00:03:33.240 And so, and that's like in stages, not all at once. 99 00:03:33.240 --> 00:03:35.480 Now you need all three, but which one's emphasized? 100 00:03:35.480 --> 00:03:37.240 So in the beginning, we need a little bit of promotion 101 00:03:37.240 --> 00:03:40.240 just so you can figure out what's wrong with your product. 102 00:03:40.240 --> 00:03:41.240 Right. 103 00:03:41.240 --> 00:03:42.240 That's the essence. 104 00:03:42.360 --> 00:03:43.360 Right. 105 00:03:43.360 --> 00:03:44.200 That's the idea. 106 00:03:44.200 --> 00:03:46.200 It's like you shouldn't be blasting, right? 107 00:03:46.200 --> 00:03:48.120 Because then you're like, you're going to literally just burn 108 00:03:48.120 --> 00:03:50.160 all the good will you have because no one's going to refer 109 00:03:50.160 --> 00:03:51.640 anybody else to your product and it sucks. 110 00:03:51.640 --> 00:03:54.000 They've already had a first bad experience. 111 00:03:54.000 --> 00:03:56.800 So it's like, all right, we need a little bit of promotion. 112 00:03:56.800 --> 00:03:59.680 Just so we have enough flow that we can fix this product. 113 00:03:59.680 --> 00:04:02.600 And you keep fixing it until the company can start growing 114 00:04:02.600 --> 00:04:04.840 on that same level of promotion. 115 00:04:04.840 --> 00:04:07.880 At that point, then you double down on the product 116 00:04:07.880 --> 00:04:10.200 and then you can bring and then you can gas the promotion. 117 00:04:10.200 --> 00:04:11.640 That's called getting product market fit. 118 00:04:11.640 --> 00:04:13.520 But everyone right now is like super excited 119 00:04:13.520 --> 00:04:14.840 by spending 100 grand a month on ads, 120 00:04:14.840 --> 00:04:18.000 making 120,000 in sales, and it's a miserable existence 121 00:04:18.000 --> 00:04:21.360 because at some point the CPMs do get too expensive. 122 00:04:21.360 --> 00:04:23.800 If you have no back and you have no referrals. 123 00:04:23.800 --> 00:04:25.960 And so it's like, it's just this pure exercise 124 00:04:25.960 --> 00:04:27.800 and vanity that doesn't make you any money. 125 00:04:27.800 --> 00:04:29.400 And it's honestly just a big waste of time, 126 00:04:29.400 --> 00:04:31.840 but a lot of people do it because they get awards 127 00:04:31.840 --> 00:04:33.960 and they get recognized and they take the screenshots 128 00:04:33.960 --> 00:04:35.120 and it makes them feel good. 129 00:04:35.120 --> 00:04:36.240 And I get that. 130 00:04:36.240 --> 00:04:38.680 But like, I can tell you having now been 131 00:04:38.680 --> 00:04:42.200 on the other side of this, having it product 132 00:04:42.200 --> 00:04:44.040 just really makes life a lot easier 133 00:04:44.040 --> 00:04:45.760 because your margins are really good. 134 00:04:45.760 --> 00:04:48.440 You don't have to work nearly as hard in the acquisition. 135 00:04:48.440 --> 00:04:50.080 And you can sleep pretty well at night 136 00:04:50.080 --> 00:04:51.600 because you know the product you have is good. 137 00:04:51.600 --> 00:04:52.680 And I'll tell you one more benefit 138 00:04:52.680 --> 00:04:55.040 that no one talks about, which is, 139 00:04:55.040 --> 00:04:57.160 I think at a certain level you start like the pressure 140 00:04:57.160 --> 00:04:59.080 as an entrepreneur continues to increase 141 00:04:59.080 --> 00:05:00.600 the higher and higher levels. 142 00:05:00.600 --> 00:05:03.080 Like I'm sure Ryan has comments on YouTube 143 00:05:03.080 --> 00:05:04.240 that are negative. 144 00:05:04.240 --> 00:05:07.720 It's like not me. 145 00:05:07.720 --> 00:05:08.720 Not me. 146 00:05:08.720 --> 00:05:10.280 But the thing is is like if I were to say, 147 00:05:10.280 --> 00:05:13.480 hey Ryan, you have green hair, 148 00:05:13.480 --> 00:05:15.480 you probably wouldn't be bothered by that. 149 00:05:15.480 --> 00:05:19.000 Because he knows that there's 0% truth in that. 150 00:05:19.000 --> 00:05:21.360 But all of a sudden, if you start getting hateful comments 151 00:05:21.360 --> 00:05:22.960 and it starts really bugging you, 152 00:05:22.960 --> 00:05:25.000 it's because there's a certain degree, 153 00:05:25.000 --> 00:05:27.440 a lot of conviction that you know you could do better. 154 00:05:27.440 --> 00:05:28.280 That's right. 155 00:05:28.280 --> 00:05:30.160 Then what happens is you start slowing yourself down, 156 00:05:30.160 --> 00:05:31.440 it starts beating up your conscience, 157 00:05:31.440 --> 00:05:33.160 it starts beating up your free space. 158 00:05:33.240 --> 00:05:34.720 And I think the only way to get through that 159 00:05:34.720 --> 00:05:37.720 is to really go through it by improving the product 160 00:05:37.720 --> 00:05:39.200 to a degree that you literally cannot think of 161 00:05:39.200 --> 00:05:40.720 another way that it could be better. 162 00:05:40.720 --> 00:05:42.400 And that takes years, not months. 163 00:05:42.400 --> 00:05:43.400 And I think that's the other piece. 164 00:05:43.400 --> 00:05:46.920 It's like, dude, I worked on my product all week last week. 165 00:05:46.920 --> 00:05:48.160 That's cute. 166 00:05:50.400 --> 00:05:51.440 Yeah, that's amazing. 167 00:05:51.440 --> 00:05:54.240 So what are you gonna do for the next 51 weeks? 168 00:05:54.240 --> 00:05:56.680 And I think that just having that kind of perspective shift 169 00:05:56.680 --> 00:05:58.320 would serve a lot of people. 170 00:05:58.320 --> 00:06:00.720 I have nothing to add except the fact 171 00:06:00.880 --> 00:06:02.480 that the current comment on the screen 172 00:06:02.480 --> 00:06:04.840 is about Jarvis, a company that Alex and I 173 00:06:04.840 --> 00:06:07.520 were literally talking about last week. 174 00:06:07.520 --> 00:06:08.360 How big? 175 00:06:08.360 --> 00:06:10.000 Hey Dave, how are you, man? 176 00:06:10.000 --> 00:06:12.160 We are fans of your work 177 00:06:12.160 --> 00:06:15.560 because you followed this process, right? 178 00:06:15.560 --> 00:06:18.520 Of doubling down on creating great product 179 00:06:18.520 --> 00:06:22.480 and now like, did you have nine billion users now? 180 00:06:22.480 --> 00:06:26.920 I think in eight months, eight months, nine billion users? 181 00:06:26.920 --> 00:06:28.160 You can't have a market though. 182 00:06:28.160 --> 00:06:29.000 That's the thing. 183 00:06:29.000 --> 00:06:29.840 You can't do it. 184 00:06:29.840 --> 00:06:32.960 And like, Dave comes from the hardcore direct response world. 185 00:06:32.960 --> 00:06:35.880 I was in, you know, in the hardcore direct response world. 186 00:06:35.880 --> 00:06:39.200 And like, you need to have basics of marketing. 187 00:06:39.200 --> 00:06:43.520 But far less I think than most people think you need, right? 188 00:06:43.520 --> 00:06:44.360 And that's right. 189 00:06:44.360 --> 00:06:46.440 Talking heads don't actually have good product. 190 00:06:46.440 --> 00:06:47.760 And they're just really good marketers. 191 00:06:47.760 --> 00:06:49.760 And they say, you just need to have good marketing. 192 00:06:49.760 --> 00:06:51.400 And honestly, I don't think it's malicious of it. 193 00:06:51.400 --> 00:06:52.720 It's just don't think they've ever experienced 194 00:06:52.720 --> 00:06:54.840 what having exceptional product looks like. 195 00:06:54.840 --> 00:06:57.720 But it is the only way that you can have something 196 00:06:57.720 --> 00:07:00.440 that's unbelievably sustainable and grows virally. 197 00:07:00.440 --> 00:07:01.560 Like, if you have net negative dream, 198 00:07:01.560 --> 00:07:03.480 which Dave obviously does here with 25,000 199 00:07:03.480 --> 00:07:06.160 active users on software in eight months. 200 00:07:06.160 --> 00:07:08.240 But the only way you can do that is if the people 201 00:07:08.240 --> 00:07:10.120 who buy the product tell other people. 202 00:07:10.120 --> 00:07:12.320 And I think with the more digital world that we have, 203 00:07:12.320 --> 00:07:14.040 at a certain point, everyone will immediately know 204 00:07:14.040 --> 00:07:15.680 how good you are within seconds. 205 00:07:15.680 --> 00:07:17.520 And so we get ahead of the further. 206 00:07:17.520 --> 00:07:20.560 Here's an analogy that's coming in mind for me. 207 00:07:20.560 --> 00:07:24.400 The people that know the best pickup lines. 208 00:07:24.400 --> 00:07:27.240 The dudes that dive deep into pickup 209 00:07:27.240 --> 00:07:32.040 and study that world are the most insecure dudes. 210 00:07:32.040 --> 00:07:35.880 And now sometimes they can use that world 211 00:07:35.880 --> 00:07:38.920 as a way to gain confidence and improve themselves. 212 00:07:38.920 --> 00:07:40.520 That does happen. 213 00:07:40.520 --> 00:07:42.640 But for the most part, most of the guys 214 00:07:42.640 --> 00:07:45.760 who go deep into that world of pickup 215 00:07:45.760 --> 00:07:49.440 are compensating for a lack of confidence 216 00:07:49.440 --> 00:07:51.840 for where they are flawed. 217 00:07:51.840 --> 00:07:55.160 And they become masters at manipulation and persuasion 218 00:07:55.160 --> 00:07:57.760 to cover up for a feeling of lack. 219 00:07:57.760 --> 00:08:00.160 Marketers are the same way. 220 00:08:00.160 --> 00:08:05.160 Marketers become deeply involved with persuasion and sales 221 00:08:06.120 --> 00:08:10.480 and sometimes copy or having the best funnel or whatever it is 222 00:08:10.480 --> 00:08:14.160 to overcompensate for the fact that their product sucks, 223 00:08:14.160 --> 00:08:16.920 that their business sucks. 224 00:08:16.920 --> 00:08:18.640 But when you flip the whole thing, 225 00:08:18.640 --> 00:08:20.960 when the dude has absolute confidence 226 00:08:20.960 --> 00:08:23.560 because he just chooses to have it, 227 00:08:23.560 --> 00:08:26.320 he doesn't need to have the best pickup line 228 00:08:26.320 --> 00:08:29.120 in order for every girl to prefer him. 229 00:08:29.120 --> 00:08:31.000 And when you have the best product, 230 00:08:31.000 --> 00:08:33.600 you don't need to sell it that hard 231 00:08:33.600 --> 00:08:35.320 because you have the conviction 232 00:08:35.320 --> 00:08:38.560 that what you have is the best thing for the customer. 233 00:08:38.560 --> 00:08:40.080 People pick up on that. 234 00:08:40.080 --> 00:08:43.800 We are way smarter as human beings than we think we are. 235 00:08:43.800 --> 00:08:48.480 We are not nearly as persuaded by the words on a page 236 00:08:48.480 --> 00:08:52.480 for the words that you say as people think. 237 00:08:52.480 --> 00:08:57.480 We are persuaded by picking up on the emotions 238 00:08:57.480 --> 00:09:00.160 and the certainty that you are projecting 239 00:09:00.160 --> 00:09:02.200 and how you really feel about the experience 240 00:09:02.200 --> 00:09:03.800 that the person's about to have. 241 00:09:03.800 --> 00:09:07.040 So the most profitable thing that you can do 242 00:09:07.040 --> 00:09:10.000 is for you to operate from a place of certainty 243 00:09:10.000 --> 00:09:13.080 knowing that your product, your business and your service 244 00:09:13.080 --> 00:09:15.600 is actually the best thing for that customer. 245 00:09:15.600 --> 00:09:18.240 And that requires you to take an honest look in the mirror 246 00:09:18.240 --> 00:09:20.280 and say is my product and my business 247 00:09:20.280 --> 00:09:22.000 the best thing for the customer. 248 00:09:22.000 --> 00:09:26.280 And when the answer is yes, you have $100 million businesses. 249 00:09:26.280 --> 00:09:29.800 That is the foundation, that is the mindset, 250 00:09:29.800 --> 00:09:34.800 that is the place from which Alex builds his $100 million 251 00:09:35.360 --> 00:09:37.400 empires and that's what he documents 252 00:09:37.400 --> 00:09:39.480 inside of $100 million offers. 253 00:09:39.480 --> 00:09:44.480 If you are still here, there's over 150 of you on here 254 00:09:44.800 --> 00:09:49.520 and you have not yet gone to Amazon.com 255 00:09:49.520 --> 00:09:52.280 and bought $100 million offers 256 00:09:52.280 --> 00:09:54.800 with the intent of leaving a review, 257 00:09:54.800 --> 00:09:59.480 you are hereby booted off of this life. 258 00:09:59.480 --> 00:10:03.960 We are not friends, we do not do business together. 259 00:10:03.960 --> 00:10:06.920 You cannot come to my house for whiskey. 260 00:10:06.920 --> 00:10:08.720 You are not invited. 261 00:10:08.720 --> 00:10:11.480 If you did go and buy the book, 262 00:10:11.480 --> 00:10:15.040 if you have done it, put it in the comments right now 263 00:10:15.040 --> 00:10:18.360 and let me know and I'll take it as a personal favor. 264 00:10:18.360 --> 00:10:21.280 Sean Voster says, by 10, they make great gifts. 265 00:10:22.800 --> 00:10:24.360 Is it their wonderful gifts? 266 00:10:24.360 --> 00:10:27.640 Now while people are saying, there we go, 267 00:10:27.640 --> 00:10:29.760 it just says, bought the book, stop drinking. 268 00:10:29.760 --> 00:10:30.840 While people are putting that, 269 00:10:30.840 --> 00:10:35.600 there's an excellent question from Clement One. 270 00:10:35.600 --> 00:10:40.120 Isn't this the antithesis of an MVP? 271 00:10:40.160 --> 00:10:41.960 That's a fantastic question. 272 00:10:41.960 --> 00:10:44.120 Alex, how would you answer that? 273 00:10:44.120 --> 00:10:46.480 So if you were saying earlier, tactically, 274 00:10:46.480 --> 00:10:48.880 I want to get a little bit of promotion 275 00:10:48.880 --> 00:10:50.520 so that I can get some flow, 276 00:10:50.520 --> 00:10:52.040 so that I can keep fixing the product, 277 00:10:52.040 --> 00:10:53.360 but I think what ends up happening though 278 00:10:53.360 --> 00:10:55.880 is that people mistake that initial flow 279 00:10:55.880 --> 00:10:59.760 and say, I'm making a sale, I should ramp this. 280 00:10:59.760 --> 00:11:00.600 That's what it is. 281 00:11:00.600 --> 00:11:01.680 The first dollar comes across 282 00:11:01.680 --> 00:11:04.320 and they see that first dollar is the sign 283 00:11:04.320 --> 00:11:05.480 or the indication that they now have 284 00:11:05.480 --> 00:11:07.240 a successful business one in reality. 285 00:11:07.240 --> 00:11:09.240 They have signaled that they are not 286 00:11:09.240 --> 00:11:13.040 to be small amount and sell a product. 287 00:11:13.040 --> 00:11:15.920 Not how do I build a business that I build brand 288 00:11:15.920 --> 00:11:17.680 and how do I build a product that we were worried about 289 00:11:17.680 --> 00:11:18.520 and remark about. 290 00:11:18.520 --> 00:11:21.920 And so we create flow, we monetize flow, 291 00:11:21.920 --> 00:11:23.120 we get the product to the point 292 00:11:23.120 --> 00:11:24.360 where it can spin on its own 293 00:11:24.360 --> 00:11:26.240 and then you can jack it. 294 00:11:26.240 --> 00:11:30.280 Now Alex, this was an important point 295 00:11:30.280 --> 00:11:34.040 that was not in the advanced copy that you gave me. 296 00:11:34.080 --> 00:11:38.120 In fact, Alex, would you hand me that box right over there? 297 00:11:38.120 --> 00:11:40.320 I actually wanna hold something up. 298 00:11:40.320 --> 00:11:42.440 You gave, where I'm gonna come back to this point, 299 00:11:42.440 --> 00:11:45.600 you gave me an advanced, this is my advanced copy. 300 00:11:45.600 --> 00:11:48.280 Look at this amazing packaging that came in. 301 00:11:48.280 --> 00:11:51.920 I got it from a place called The Max. 302 00:11:51.920 --> 00:11:54.880 I put it out at The Max over here. 303 00:11:54.880 --> 00:11:57.040 This is my advanced copy. 304 00:11:57.040 --> 00:12:02.040 My weathered advanced copy, so back in 2006, 305 00:12:02.040 --> 00:12:05.000 I bought my first ever e-book. 306 00:12:05.000 --> 00:12:07.600 It was called The Rich Jerk. 307 00:12:07.600 --> 00:12:09.800 And I was 18 years old and I was like, 308 00:12:09.800 --> 00:12:11.040 that's what I wanna be when I grew up. 309 00:12:11.040 --> 00:12:12.760 I wanna be a rich jerk. 310 00:12:12.760 --> 00:12:16.560 And I went to the library, printed it out. 311 00:12:16.560 --> 00:12:20.920 And I sat on my bed and I lived through it 312 00:12:20.920 --> 00:12:24.520 and I took furious notes and I just had this thought 313 00:12:24.520 --> 00:12:27.400 of if I read this book, this is gonna change my life. 314 00:12:27.400 --> 00:12:29.600 If I take this seriously, it's gonna change my life. 315 00:12:29.600 --> 00:12:31.240 And that was the first book I ever bought 316 00:12:31.240 --> 00:12:34.680 on internet marketing, which built the foundation 317 00:12:34.680 --> 00:12:36.720 for my first six-figure business. 318 00:12:36.720 --> 00:12:38.800 I learned about affiliate marketing, SEO, 319 00:12:38.800 --> 00:12:41.480 taking on clients, email copywriting, 320 00:12:41.480 --> 00:12:42.520 putting together products. 321 00:12:42.520 --> 00:12:44.280 That was the foundation for everything. 322 00:12:44.280 --> 00:12:48.520 I have not had that feeling again until I went to The Max 323 00:12:48.520 --> 00:12:51.320 and printed out $100 million offers. 324 00:12:51.320 --> 00:12:55.000 And this has gobs and gobs of notes about my business. 325 00:12:55.000 --> 00:12:57.320 I wanna do it this, which is why I say, 326 00:12:57.320 --> 00:13:01.200 the second chapter of my career started when I read Alex's book 327 00:13:01.200 --> 00:13:03.720 because it was the same experience that I had. 328 00:13:03.720 --> 00:13:04.760 It felt like the new start. 329 00:13:04.760 --> 00:13:08.360 It was like, I get it now, I get this now. 330 00:13:08.360 --> 00:13:13.360 And one of the biggest shifts happened after I read 331 00:13:14.640 --> 00:13:17.360 the advance copy because you told me about the section 332 00:13:17.360 --> 00:13:22.360 that you added, which was about flow before friction. 333 00:13:22.760 --> 00:13:26.080 And this was like, this was one of those moments 334 00:13:26.080 --> 00:13:28.080 where I had to step away and get another cigarette. 335 00:13:28.080 --> 00:13:29.920 By the way, I've never smoked my entire life. 336 00:13:29.920 --> 00:13:32.440 I should probably stop using that analogy. 337 00:13:32.440 --> 00:13:33.920 I should just stop. 338 00:13:33.920 --> 00:13:36.040 I should just start sick to whiskey. 339 00:13:36.040 --> 00:13:38.120 But please explain this concept 340 00:13:38.120 --> 00:13:40.600 because it's such a shift for so many people 341 00:13:40.600 --> 00:13:41.840 to flow before friction. 342 00:13:43.400 --> 00:13:46.840 So I pretty much come from the perspective 343 00:13:46.840 --> 00:13:49.880 of give everything you possibly can away for free 344 00:13:49.880 --> 00:13:52.520 so that you can generate demand, right? 345 00:13:52.520 --> 00:13:54.480 Like that's fundamentally the idea is, 346 00:13:54.480 --> 00:13:56.000 how can we just generate demand? 347 00:13:56.000 --> 00:13:57.160 How can we generate interest? 348 00:13:57.160 --> 00:13:58.200 How can we gather attention? 349 00:13:58.200 --> 00:14:01.000 And it starts by just giving a lot away. 350 00:14:01.000 --> 00:14:02.840 And that's where everyone's like, that's not scalable. 351 00:14:02.840 --> 00:14:05.320 I could never, well, I can't be money doing it. 352 00:14:05.320 --> 00:14:06.720 I'm like, right, that's the, 353 00:14:06.720 --> 00:14:09.320 like everyone just assumes that the entire business must be 354 00:14:09.320 --> 00:14:11.480 done and profitable at scale from day one, 355 00:14:11.480 --> 00:14:12.560 which it doesn't work that way. 356 00:14:12.560 --> 00:14:14.440 There's steps in their sequence. 357 00:14:14.440 --> 00:14:17.360 And so the idea is we generate flow first. 358 00:14:17.360 --> 00:14:18.960 And then once I have way more flow 359 00:14:18.960 --> 00:14:20.560 than I can possibly handle, 360 00:14:20.560 --> 00:14:24.320 then I start adding these levels of friction 361 00:14:24.320 --> 00:14:26.560 to increase the quality of the prospects. 362 00:14:26.560 --> 00:14:28.360 And so I think fundamentally marketing, 363 00:14:28.360 --> 00:14:30.200 if we think about what it is from a big perspective 364 00:14:30.200 --> 00:14:32.640 is we're shifting the demand curve in our favor 365 00:14:32.640 --> 00:14:34.960 by adding artificially inflating the attention 366 00:14:34.960 --> 00:14:36.160 that we're putting on our products 367 00:14:36.160 --> 00:14:37.120 and making them more persuasive 368 00:14:37.120 --> 00:14:39.600 and adding bonuses on the other things we do, right? 369 00:14:39.600 --> 00:14:44.600 And through that, we can then add the perfect amount 370 00:14:45.040 --> 00:14:46.760 to get the output on the other side 371 00:14:46.760 --> 00:14:48.440 or the throughput of the system 372 00:14:48.440 --> 00:14:51.040 to be a qualified lead or a sale, 373 00:14:51.040 --> 00:14:53.120 depending on what business that you're running. 374 00:14:53.120 --> 00:14:56.160 And so for a mass consumer products company, 375 00:14:56.160 --> 00:14:59.120 it might just be ad purchase page, right? 376 00:14:59.120 --> 00:15:00.360 For a private equity company, 377 00:15:00.360 --> 00:15:05.360 it might be cold email, phone call, phone call, phone call, 378 00:15:05.640 --> 00:15:08.000 diligence, you know what I mean? 379 00:15:08.000 --> 00:15:10.640 Lawyers, lawyers, 90 days, men, 380 00:15:12.240 --> 00:15:15.000 and then escrow and then aside contract, right? 381 00:15:15.000 --> 00:15:18.000 And so the type of sale will depend typically 382 00:15:18.000 --> 00:15:20.760 the higher the price, the higher the friction, right? 383 00:15:20.760 --> 00:15:23.000 And the bigger the front end has to be in order to get that, 384 00:15:23.000 --> 00:15:25.080 that's justified by the higher price of the ticket. 385 00:15:25.080 --> 00:15:27.360 And so I think what most people don't know how to do 386 00:15:27.360 --> 00:15:29.640 is like there's these big pools of attention 387 00:15:29.640 --> 00:15:31.600 and then there's these sales that you wanna make. 388 00:15:31.600 --> 00:15:33.680 And so the best marketers know the right amount 389 00:15:33.680 --> 00:15:34.840 of friction to apply 390 00:15:34.840 --> 00:15:36.720 and I think the experience of the marketer says, 391 00:15:36.720 --> 00:15:39.400 this feels like a two step, this feels like a three step, 392 00:15:39.400 --> 00:15:40.760 this feels like a one step 393 00:15:40.760 --> 00:15:42.320 and they just can do that off of the fact 394 00:15:42.320 --> 00:15:43.440 that they have experience, 395 00:15:43.440 --> 00:15:44.840 but fundamentally the way I do it 396 00:15:44.840 --> 00:15:47.680 from approaching a new market is I want all the flow 397 00:15:47.680 --> 00:15:50.080 and then I will add one layer and see how we do. 398 00:15:50.080 --> 00:15:52.480 And then I'll add two layers and then see how we do 399 00:15:52.480 --> 00:15:54.840 until we get to a point where I'm like, that's just right. 400 00:15:56.440 --> 00:15:57.640 Real quick guys, you guys already know 401 00:15:57.640 --> 00:16:00.920 that I don't run any ads on this and I don't sell anything. 402 00:16:00.920 --> 00:16:02.760 And so the only ask that I can ever have 403 00:16:02.760 --> 00:16:04.120 if you guys say that you help me spread the word 404 00:16:04.120 --> 00:16:05.640 so we can have more entrepreneurs, 405 00:16:05.640 --> 00:16:07.360 make more money, feed their families, 406 00:16:07.360 --> 00:16:09.760 make better products and have better experiences 407 00:16:09.760 --> 00:16:11.360 for their employees and customers. 408 00:16:11.360 --> 00:16:13.560 And the only way we do that is if you can rate 409 00:16:13.560 --> 00:16:15.800 and review and share this podcast. 410 00:16:15.800 --> 00:16:17.120 So the single thing that I ask you to do 411 00:16:17.120 --> 00:16:18.360 is you can just leave a review, 412 00:16:18.360 --> 00:16:20.320 but take 10 seconds or one type of the thug 413 00:16:20.320 --> 00:16:22.480 so it means the absolute world to me and more importantly, 414 00:16:22.480 --> 00:16:24.360 it may change the world to someone else. 415 00:16:26.400 --> 00:16:30.920 So let me explain how we just use this in our business 416 00:16:30.920 --> 00:16:32.480 at capitalism.com. 417 00:16:32.480 --> 00:16:34.840 So I spent a few days with Alex last week 418 00:16:34.840 --> 00:16:37.040 and he talked about this exact concept, 419 00:16:37.040 --> 00:16:38.040 flow before friction. 420 00:16:38.040 --> 00:16:41.280 And I realized I've been guilty of this my entire career 421 00:16:41.280 --> 00:16:44.600 of like build the perfect funnel and launch it 422 00:16:44.600 --> 00:16:47.920 rather than just like get momentum and then approve. 423 00:16:47.920 --> 00:16:50.560 Oh, my goodness, I can't believe I made this mistake 424 00:16:50.560 --> 00:16:52.320 for 15 years in my career. 425 00:16:52.320 --> 00:16:56.200 So we went back and we've been talking about doing a book funnel 426 00:16:56.200 --> 00:17:00.200 for my book 12 months to 1 million for like, you know, 427 00:17:00.200 --> 00:17:03.040 since May 5th of last year when it launched 428 00:17:03.040 --> 00:17:05.520 and we've just never gotten it off the ground. 429 00:17:05.520 --> 00:17:07.360 And when we haven't, it was like, 430 00:17:07.360 --> 00:17:10.160 ah, it's not profitable, we'll just shut it down. 431 00:17:10.160 --> 00:17:15.000 So we just put together the simplest page possible 432 00:17:15.000 --> 00:17:18.240 and put together like the simplest bonus package possible, 433 00:17:18.240 --> 00:17:21.000 put a name your own price option on there. 434 00:17:21.000 --> 00:17:23.640 And we put three pricing options on there, 435 00:17:23.640 --> 00:17:25.400 one of them being a dollar, 436 00:17:25.400 --> 00:17:28.720 just pick one of these three prices. 437 00:17:28.720 --> 00:17:31.400 And let's see what happens, put up a few ads. 438 00:17:31.400 --> 00:17:34.320 And now we're going, okay, now we've got blood in the door. 439 00:17:34.320 --> 00:17:36.520 Like we've got momentum coming in. 440 00:17:37.440 --> 00:17:39.240 I don't know if blood in the door is a real term 441 00:17:39.240 --> 00:17:41.560 but you're all still trying to go with it. 442 00:17:41.560 --> 00:17:42.400 We'll go with it. 443 00:17:42.400 --> 00:17:44.480 There's lots of blood flowing in under the door. 444 00:17:44.480 --> 00:17:47.120 And we then said, all right, great, 445 00:17:47.120 --> 00:17:48.560 let's look at the numbers. 446 00:17:48.560 --> 00:17:50.880 And the numbers like we lose a little bit of money 447 00:17:50.880 --> 00:17:52.560 to acquire customers. 448 00:17:52.560 --> 00:17:55.080 And it's not nearly as bad as we thought. 449 00:17:55.080 --> 00:17:57.320 And now we're getting regular sales and customers 450 00:17:57.320 --> 00:18:00.400 add one upsell, oh, we're profitable. 451 00:18:00.400 --> 00:18:02.800 Way turn up the ad spend. 452 00:18:02.800 --> 00:18:06.480 And now we've got lots of flow, adding friction. 453 00:18:06.480 --> 00:18:09.160 And it's that simple idea of, 454 00:18:09.160 --> 00:18:12.960 let's just get sales or leads or opt-ins or views. 455 00:18:12.960 --> 00:18:15.480 And then we add in the layer of complexity. 456 00:18:15.480 --> 00:18:17.720 And that's how we build the machine. 457 00:18:17.720 --> 00:18:22.720 That, I don't know why I have not thought of that concept 458 00:18:23.160 --> 00:18:25.480 since I became a business owner. 459 00:18:25.480 --> 00:18:29.880 But that idea, it's like, oh yeah, lay layer one first. 460 00:18:29.880 --> 00:18:32.320 Then we will lay layer two. 461 00:18:32.320 --> 00:18:36.520 And then you end up moving incredibly fast. 462 00:18:36.520 --> 00:18:39.680 Alex, every business that you start 463 00:18:40.640 --> 00:18:42.800 or every personal brand you start, 464 00:18:42.800 --> 00:18:47.800 seems to grow incredibly quickly. 465 00:18:47.920 --> 00:18:51.280 Is it because you focus on flow? 466 00:18:51.280 --> 00:18:55.480 Is it like the $100 million model, 467 00:18:55.480 --> 00:18:57.120 like all-encompassing? 468 00:18:57.120 --> 00:18:59.680 Or is there like one primary lever 469 00:18:59.680 --> 00:19:03.680 that is the reason you seem to move so quickly? 470 00:19:03.680 --> 00:19:04.520 I don't know. 471 00:19:06.360 --> 00:19:07.240 Good job, bye. 472 00:19:07.240 --> 00:19:10.520 Thank you for being here, bye $100 million offers. 473 00:19:11.040 --> 00:19:17.040 We try to, I mean, we try to make the free stuff way better 474 00:19:17.040 --> 00:19:18.640 than everyone else's paid stuff. 475 00:19:18.640 --> 00:19:23.640 And that's been, I mean, I feel like there's a lot of truths 476 00:19:23.640 --> 00:19:27.000 that people say that they don't feel, you know what I mean? 477 00:19:27.000 --> 00:19:29.560 And so they say, like, make your free stuff 478 00:19:29.560 --> 00:19:31.240 better than other people's paid stuff. 479 00:19:31.240 --> 00:19:32.320 But they don't. 480 00:19:32.320 --> 00:19:34.200 They make it look like everyone else's content. 481 00:19:34.200 --> 00:19:36.440 But it's like, what if you actually made it better 482 00:19:36.440 --> 00:19:37.800 than everyone else's paid stuff? 483 00:19:37.800 --> 00:19:40.400 And a lot of times I think people notice the intention 484 00:19:40.400 --> 00:19:43.440 with the spirit behind what you're creating. 485 00:19:43.440 --> 00:19:45.240 But anyone reads the book, they can probably tell 486 00:19:45.240 --> 00:19:46.760 that I could package it into a course. 487 00:19:46.760 --> 00:19:47.600 You know what I mean? 488 00:19:47.600 --> 00:19:50.200 And I put a course with the book. 489 00:19:50.200 --> 00:19:51.920 And you can probably tell that it's not a webinar 490 00:19:51.920 --> 00:19:53.680 that just got transcribed and put it into a book 491 00:19:53.680 --> 00:19:58.040 so that I could sell a thing, which is not how it is, right? 492 00:19:58.040 --> 00:20:01.880 And so the idea for me is to create such a high price 493 00:20:01.880 --> 00:20:04.400 to value discrepancy that I engender goodwill, 494 00:20:04.400 --> 00:20:06.200 which is candidly all I want right now 495 00:20:06.200 --> 00:20:07.400 at this point in my career. 496 00:20:07.400 --> 00:20:09.040 And that's the whole point. 497 00:20:09.040 --> 00:20:09.880 That's it. 498 00:20:09.880 --> 00:20:11.920 And there's six pages called the Delicate Dance of Desire, 499 00:20:11.920 --> 00:20:13.720 which is in the book, which is the last thing 500 00:20:13.720 --> 00:20:15.560 I added to the book before it. 501 00:20:15.560 --> 00:20:16.720 It got published. 502 00:20:16.720 --> 00:20:18.360 And it kind of talks to this concept a lot, 503 00:20:18.360 --> 00:20:20.880 which is like we're artificially stimulating 504 00:20:20.880 --> 00:20:22.640 demand with our marketing, right? 505 00:20:22.640 --> 00:20:24.880 And so you can also control your supply 506 00:20:24.880 --> 00:20:27.680 to increase prices by increasing scarcity, right? 507 00:20:27.680 --> 00:20:30.800 Like if Ryan, for example, sold one hour per month 508 00:20:30.800 --> 00:20:31.960 and it was open on the calendar 509 00:20:31.960 --> 00:20:34.120 and it was bidding your auction system, right? 510 00:20:34.120 --> 00:20:37.400 Or he only sold one, then he would probably be able 511 00:20:37.400 --> 00:20:38.960 to fetch a very good price for it. 512 00:20:38.960 --> 00:20:41.200 If you sold 10, you probably wouldn't be able 513 00:20:41.200 --> 00:20:43.880 to get nearly as good a price, right? 514 00:20:43.880 --> 00:20:46.800 And so the idea is how can we find the Delicate Dance 515 00:20:46.800 --> 00:20:49.120 between supply and demand that best serves us 516 00:20:49.120 --> 00:20:51.680 as business owners and best serves our clients? 517 00:20:51.680 --> 00:20:55.080 And so I say this to say, my goal is always 518 00:20:55.080 --> 00:20:58.200 to create far more demand than I have supplied. 519 00:20:58.200 --> 00:21:01.280 And to not try and immediately meet the demand, 520 00:21:01.280 --> 00:21:03.280 but always stay just behind it. 521 00:21:03.280 --> 00:21:07.360 And in so doing, create far more pricing power 522 00:21:07.360 --> 00:21:09.400 for my products, far more profit, 523 00:21:09.400 --> 00:21:11.920 and continue to keep a little bit of demand 524 00:21:11.920 --> 00:21:14.640 in that pool that's pent up, right? 525 00:21:14.640 --> 00:21:16.360 And so I think I use the analogy, 526 00:21:16.360 --> 00:21:19.440 like if you sleep with your partner every single day, 527 00:21:19.440 --> 00:21:21.240 your desire will inherently be lower 528 00:21:21.240 --> 00:21:23.880 than somebody who hasn't slept with their partner in a week, 529 00:21:23.880 --> 00:21:24.720 right? 530 00:21:24.720 --> 00:21:26.720 And so I don't want the aroused customer, 531 00:21:26.720 --> 00:21:28.520 I want the ravenous customer. 532 00:21:28.520 --> 00:21:33.520 And so the idea is we only want things that we cannot have, 533 00:21:33.520 --> 00:21:34.520 right? 534 00:21:34.520 --> 00:21:36.880 Desire is literally the wanting of something you do not have 535 00:21:37.240 --> 00:21:39.480 as soon as you have it, you are satisfied. 536 00:21:39.480 --> 00:21:41.440 And if we are saying that we are demand generators, 537 00:21:41.440 --> 00:21:43.080 then we are generators of desire 538 00:21:43.080 --> 00:21:45.400 or better stated we're channelers of the desire 539 00:21:45.400 --> 00:21:47.160 that already exists. 540 00:21:47.160 --> 00:21:50.560 And so if we're going to make stuff, right? 541 00:21:50.560 --> 00:21:54.120 We're going to make something, then we want to make it so good 542 00:21:54.120 --> 00:21:57.880 that that demand becomes so, so great 543 00:21:57.880 --> 00:22:00.480 and the supply's so small, right? 544 00:22:00.480 --> 00:22:02.760 That the profits that we get are breathtaking. 545 00:22:02.760 --> 00:22:03.640 And we keep it there. 546 00:22:03.640 --> 00:22:05.400 And then maybe next month we do this much. 547 00:22:05.440 --> 00:22:07.760 But now because of how good the product was 548 00:22:07.760 --> 00:22:10.080 and the word of mouth that happened on the back end, 549 00:22:10.080 --> 00:22:12.440 that pull of demand doubled, right? 550 00:22:12.440 --> 00:22:14.080 And then we open up a little bit more. 551 00:22:14.080 --> 00:22:15.560 And then that is how you never go hungry 552 00:22:15.560 --> 00:22:17.560 because you always have every time you open the door, 553 00:22:17.560 --> 00:22:20.800 it sells out and it sells at the price that you want to sell it. 554 00:22:20.800 --> 00:22:22.000 So that's Michael. 555 00:22:22.000 --> 00:22:24.320 And I think that's why we've been able to have tremendous 556 00:22:24.320 --> 00:22:26.440 uptake on the products and things that we've sold 557 00:22:26.440 --> 00:22:29.240 as we try and work in that minute. 558 00:22:29.240 --> 00:22:34.360 You tell a story in the book about being at Arnold's charity 559 00:22:34.520 --> 00:22:37.840 event where there was a lot of demand, more demand 560 00:22:37.840 --> 00:22:39.720 than there was supply. 561 00:22:39.720 --> 00:22:41.960 And the person that you met there said, 562 00:22:41.960 --> 00:22:45.360 when there's that much demand, you have the capacity 563 00:22:45.360 --> 00:22:47.080 or you create even more scarcity. 564 00:22:47.080 --> 00:22:47.920 Yeah. 565 00:22:47.920 --> 00:22:50.440 Explain to me why that's the case. 566 00:22:51.760 --> 00:22:56.840 So this guy was like an Eastern block guy, 567 00:22:56.840 --> 00:22:59.840 came here, definitely been through rough times, big dude. 568 00:22:59.840 --> 00:23:02.120 And he sold ultra high in jewelry. 569 00:23:02.120 --> 00:23:03.600 So I think the pieces we're talking about, 570 00:23:03.600 --> 00:23:06.320 seeing a $1 million, $5 million, $10 million pieces 571 00:23:06.320 --> 00:23:09.400 of like status, they weren't even jewelry at that point, right? 572 00:23:09.400 --> 00:23:11.320 And he figured out a way to do this. 573 00:23:11.320 --> 00:23:13.200 And this guy was a master and he told them 574 00:23:13.200 --> 00:23:15.200 at the fundraiser at Arnold's house, 575 00:23:15.200 --> 00:23:17.960 they had more demand for tickets from the year prior. 576 00:23:17.960 --> 00:23:22.080 They had sold 200 tickets, I think at 10 grand. 577 00:23:22.080 --> 00:23:25.720 And instead he told, or it might have been five grand. 578 00:23:25.720 --> 00:23:28.800 And instead he told them to cut it from 200 to 100 579 00:23:28.800 --> 00:23:32.160 and raise the price to 25,000 tickets. 580 00:23:32.160 --> 00:23:34.240 And he's like, and the charity fundraiser was like, 581 00:23:34.240 --> 00:23:35.600 dude, I don't know about this. 582 00:23:35.600 --> 00:23:36.880 Like, what if we don't sell any of the tickets? 583 00:23:36.880 --> 00:23:39.480 And he was like, fucking trust me. 584 00:23:39.480 --> 00:23:41.840 And so the demand went up and they cut the supply 585 00:23:41.840 --> 00:23:43.360 and they jacked the price. 586 00:23:43.360 --> 00:23:44.880 And he was like, we made more inside tickets 587 00:23:44.880 --> 00:23:47.440 than we ever have and we haven't even started the event yet. 588 00:23:47.440 --> 00:23:48.960 And so they had made more just selling tickets 589 00:23:48.960 --> 00:23:51.000 than from the auction than they had the year before 590 00:23:51.000 --> 00:23:54.600 because he had learned how to master supply and demand. 591 00:23:54.600 --> 00:23:56.960 And so I remember seeing him do that. 592 00:23:56.960 --> 00:23:58.440 And it was such like a pivotal moment for me. 593 00:23:58.440 --> 00:24:00.160 That's why I tell the story in the book is that, 594 00:24:00.160 --> 00:24:03.880 I truly think that the strong is the single strongest factor 595 00:24:03.880 --> 00:24:06.280 in all of pricing is supply and demand. 596 00:24:06.280 --> 00:24:08.320 And I think a lot of people don't take into account 597 00:24:08.320 --> 00:24:10.960 and that you can manipulate it. 598 00:24:10.960 --> 00:24:12.600 And that's fundamentally what we're supposed to be doing here. 599 00:24:12.600 --> 00:24:15.280 We're manipulators of demand, we're marketing, 600 00:24:15.280 --> 00:24:17.360 we're stimulating, we're artificially inflating it 601 00:24:17.360 --> 00:24:19.480 so that we can sell what we want to sell. 602 00:24:19.480 --> 00:24:20.840 And so if we can play that dance, 603 00:24:20.840 --> 00:24:22.080 then we can get the outcome that we want. 604 00:24:22.080 --> 00:24:23.760 And I think that I talk about that stuff in the book 605 00:24:23.760 --> 00:24:27.200 and I think when I was there it was impactful. 606 00:24:27.200 --> 00:24:30.760 You know, it's interesting because there's still questions 607 00:24:30.760 --> 00:24:34.840 coming in on the chat about how this applies to e-commerce. 608 00:24:34.840 --> 00:24:39.840 And it's this idea of where you take the sale 609 00:24:40.240 --> 00:24:43.480 is like where your business ends. 610 00:24:43.480 --> 00:24:46.360 And because if you're selling on Amazon 611 00:24:46.360 --> 00:24:47.720 or even if you're selling on shop, 612 00:24:47.720 --> 00:24:49.720 if you're selling any stuff, 613 00:24:49.720 --> 00:24:53.480 the idea of limiting the amount that is available 614 00:24:53.480 --> 00:24:55.080 is a little bit of a foreign concept. 615 00:24:55.080 --> 00:24:58.920 Unless you're watching them in connection with an NFT 616 00:24:58.920 --> 00:25:01.120 which I kind of think might be around the corner. 617 00:25:01.120 --> 00:25:03.360 You can do flavor drops, you could do. 618 00:25:03.360 --> 00:25:06.240 Sure, but even beyond that, Alex, 619 00:25:06.240 --> 00:25:10.280 what you said earlier about taking the conversation 620 00:25:10.280 --> 00:25:13.080 off of that primary sales channel 621 00:25:13.080 --> 00:25:16.080 where now your platform like Amazon 622 00:25:16.080 --> 00:25:18.600 is really just a place where you're collecting leads 623 00:25:18.600 --> 00:25:21.880 at break even because you're having all these buyers 624 00:25:21.880 --> 00:25:26.240 flood in but the entire business is constructed 625 00:25:26.240 --> 00:25:30.040 to give the customer an unbelievable experience 626 00:25:30.040 --> 00:25:32.880 that gets them to their dream outcome. 627 00:25:32.880 --> 00:25:35.720 The business is actually the backbone. 628 00:25:35.720 --> 00:25:38.320 It's not the front, right? 629 00:25:38.320 --> 00:25:41.480 It is everything else that overcomes their challenges. 630 00:25:41.480 --> 00:25:45.120 Like you mentioned those partnerships with outside vendors. 631 00:25:45.120 --> 00:25:48.200 It is the memberships on the back end. 632 00:25:48.200 --> 00:25:50.560 It is the offers that you send them 633 00:25:50.600 --> 00:25:52.560 in the customer follow-up process. 634 00:25:52.560 --> 00:25:55.200 It is that entire structure 635 00:25:55.200 --> 00:25:57.640 and all of those can be limited. 636 00:25:57.640 --> 00:26:02.160 All of those can have an amazing amount of scarcity. 637 00:26:02.160 --> 00:26:04.520 And I think so many people in our circle, 638 00:26:04.520 --> 00:26:07.000 specifically like e-commerce circle, 639 00:26:07.000 --> 00:26:12.000 they don't think in terms of scarcity in a positive sense 640 00:26:12.680 --> 00:26:14.680 meaning limited the amount that is available 641 00:26:14.680 --> 00:26:18.280 because they're just thinking about selling the next widget. 642 00:26:18.280 --> 00:26:21.880 And the beautiful thing about what you just suggested 643 00:26:21.880 --> 00:26:24.960 is that when you're able to have that flip 644 00:26:24.960 --> 00:26:28.120 and realize that you can generate demand, 645 00:26:28.120 --> 00:26:32.520 you can pull levers in your business all day long. 646 00:26:32.520 --> 00:26:35.120 And that's when it gets fun 647 00:26:35.120 --> 00:26:38.400 because you're literally liberated to just do whatever you want 648 00:26:38.400 --> 00:26:41.360 in the business that isn't the best service to the customer. 649 00:26:42.360 --> 00:26:43.360 Yeah. 650 00:26:43.360 --> 00:26:47.720 You're getting like thousands of subs a day 651 00:26:47.760 --> 00:26:49.040 on your YouTube channel. 652 00:26:50.160 --> 00:26:51.680 I love and hate you for it. 653 00:26:53.200 --> 00:26:56.840 Because you're the one YouTube business channel 654 00:26:56.840 --> 00:26:58.160 that's better than me. 655 00:26:58.160 --> 00:27:00.960 It's not the only one, the only one. 656 00:27:00.960 --> 00:27:04.120 Gary Vee and Gary Vee's got nothing on me. 657 00:27:04.120 --> 00:27:06.840 But Alex Hormoz, he's better than me. 658 00:27:06.840 --> 00:27:11.040 And so the market has spoken, you're doing great. 659 00:27:11.040 --> 00:27:13.480 What is the reason you think that that, 660 00:27:13.480 --> 00:27:16.720 which is like, it's just a passion project for you. 661 00:27:17.800 --> 00:27:20.360 What, why is that growing so quickly? 662 00:27:20.360 --> 00:27:23.560 And why did you even write the book 663 00:27:23.560 --> 00:27:26.720 besides the fact that you need the 99 cents? 664 00:27:26.720 --> 00:27:28.440 It's mostly the 99 cents. 665 00:27:28.440 --> 00:27:29.680 So just I just need to get that out of the way. 666 00:27:29.680 --> 00:27:30.920 Obviously, capitalism. 667 00:27:30.920 --> 00:27:33.120 Yeah, I mean, cash to a capital, so. 668 00:27:33.120 --> 00:27:35.000 So yeah, I mean, Laylin and I, 669 00:27:35.000 --> 00:27:36.440 we have a portfolio of companies 670 00:27:36.440 --> 00:27:38.800 under the umbrella acquisition.com. 671 00:27:38.800 --> 00:27:42.200 And so the book is kind of the launch of that. 672 00:27:42.200 --> 00:27:47.080 And so we take companies between three and 15-ish million 673 00:27:47.080 --> 00:27:50.400 and we're with the goal of taking them to 50 to 100. 674 00:27:50.400 --> 00:27:53.000 And so we've got three companies that are in there. 675 00:27:53.000 --> 00:27:54.680 We started this about a year ago. 676 00:27:54.680 --> 00:27:57.440 I've wanted to take on one company as your quarter. 677 00:27:57.440 --> 00:27:59.000 That's kind of a penciled in goal. 678 00:27:59.000 --> 00:28:00.480 We started a year ago with three. 679 00:28:00.480 --> 00:28:03.120 And so we're four months in and we have three. 680 00:28:03.120 --> 00:28:05.400 And we turned down probably 150 companies. 681 00:28:05.400 --> 00:28:07.920 And it's really just like this is just a way for us 682 00:28:07.920 --> 00:28:13.160 to help 99% of people for free. 683 00:28:13.160 --> 00:28:16.040 And for the 1% that are hyper-executors 684 00:28:16.040 --> 00:28:18.280 who can take something and implement it immediately 685 00:28:18.280 --> 00:28:20.920 and see their business go from 500 grand to 3 million 686 00:28:20.920 --> 00:28:26.200 or 1 million to 5 million and then want to allow us 687 00:28:26.200 --> 00:28:28.360 to participate in the growth with them. 688 00:28:28.360 --> 00:28:30.760 We can invest alongside and crush it together. 689 00:28:30.760 --> 00:28:32.840 And so that's kind of the idea is like, 690 00:28:32.840 --> 00:28:35.800 is there a way that we could create a business model 691 00:28:35.800 --> 00:28:37.480 where we could just help everyone 692 00:28:37.480 --> 00:28:40.480 and still have the people who need a more customized 693 00:28:40.480 --> 00:28:43.240 like when you're going from 50 million, 694 00:28:43.240 --> 00:28:47.920 like it's like by my course on. 695 00:28:47.920 --> 00:28:51.280 It doesn't really lend itself to that type of solution. 696 00:28:51.280 --> 00:28:52.880 And so it's like, OK, well, how do I work with the people 697 00:28:52.880 --> 00:28:54.200 that I only want to work with? 698 00:28:54.200 --> 00:28:56.000 And then how can I give everyone else 699 00:28:56.000 --> 00:29:00.040 what they normally are paying $5,000, $10,000, $20,000 for? 700 00:29:00.040 --> 00:29:00.880 And give it for free. 701 00:29:00.880 --> 00:29:02.200 And I can do it from the perspective of someone 702 00:29:02.200 --> 00:29:04.160 who's not made their money selling a market, 703 00:29:04.160 --> 00:29:05.960 but actually market. 704 00:29:05.960 --> 00:29:06.800 Yeah, I can take an example. 705 00:29:06.800 --> 00:29:10.320 I'm thinking of I'm comparing you to Taylor Swift. 706 00:29:10.320 --> 00:29:14.520 For 99% of people, Taylor Swift music is free. 707 00:29:14.520 --> 00:29:15.960 You can get it. 708 00:29:15.960 --> 00:29:17.760 Actually, she might not be on Spotify, 709 00:29:17.760 --> 00:29:19.400 but just go with me. 710 00:29:19.400 --> 00:29:20.960 All the music is free. 711 00:29:20.960 --> 00:29:22.680 You can listen to it anytime you want. 712 00:29:22.680 --> 00:29:24.920 And for a small fraction of people, 713 00:29:24.920 --> 00:29:29.280 they pay $1 million to come sing somewhere. 714 00:29:29.280 --> 00:29:31.120 You're kind of similar. 715 00:29:31.120 --> 00:29:33.280 You're like, for a small percentage people, 716 00:29:33.280 --> 00:29:37.440 you're coming in and taking a nice swathe business 717 00:29:37.440 --> 00:29:40.560 and helping them grow from $5,000 to $50,000. 718 00:29:40.560 --> 00:29:42.120 I freaking love this. 719 00:29:42.120 --> 00:29:43.480 Is this the Taylor Swift business? 720 00:29:43.480 --> 00:29:44.800 This is the business Taylor Swift, 721 00:29:44.800 --> 00:29:46.080 is I would have had a lot of fun. 722 00:29:46.080 --> 00:29:50.800 You're the Taylor Swift of online business, Alex. 723 00:29:50.800 --> 00:29:53.800 Alex, I am proud to call you my friend. 724 00:29:53.800 --> 00:29:56.080 I am thankful for your friendship. 725 00:29:56.080 --> 00:30:00.520 And I told somebody, I'm so glad I was friends with you 726 00:30:00.520 --> 00:30:03.840 before you wrote this book, because I would have been 727 00:30:03.840 --> 00:30:05.800 fan-boying like a mad man. 728 00:30:05.920 --> 00:30:08.600 I'd be like, this person's the smartest man 729 00:30:08.600 --> 00:30:11.440 I've ever met in my entire life. 730 00:30:11.440 --> 00:30:12.680 The book is that good. 731 00:30:12.680 --> 00:30:14.720 Like, it's kind of weird. 732 00:30:14.720 --> 00:30:19.200 I only ever had this experience with one other person. 733 00:30:19.200 --> 00:30:24.200 I became a friend with a guy named Dan 734 00:30:24.640 --> 00:30:28.160 who had won the TV show Big Brother. 735 00:30:28.160 --> 00:30:30.760 And I don't watch Big Brother. 736 00:30:30.760 --> 00:30:32.520 But after I became friends with Dan, 737 00:30:32.520 --> 00:30:33.760 I was like, oh, that's so cool. 738 00:30:33.760 --> 00:30:35.680 Like, I'm gonna go back and watch your seasons. 739 00:30:35.680 --> 00:30:38.320 Turns out he was the greatest Big Brother player 740 00:30:38.320 --> 00:30:39.560 of all time. 741 00:30:39.560 --> 00:30:40.400 And I had no idea. 742 00:30:40.400 --> 00:30:43.240 And I was like, I'm really glad we're friends before, 743 00:30:43.240 --> 00:30:47.360 because I didn't know you were the Dan. 744 00:30:47.360 --> 00:30:49.720 And that's how I felt about you. 745 00:30:49.720 --> 00:30:52.880 After he was like, this is the smartest person alive. 746 00:30:52.880 --> 00:30:55.080 Like, this is my homey. 747 00:30:55.080 --> 00:30:56.840 Like, he lives up to street. 748 00:30:56.840 --> 00:31:00.240 Like, I can't believe this. 749 00:31:00.240 --> 00:31:03.520 And so, my daughter even likes this guy. 750 00:31:03.520 --> 00:31:04.520 She doesn't like me. 751 00:31:05.360 --> 00:31:08.000 It's like $100 million offers to Ed. 752 00:31:08.000 --> 00:31:12.400 I don't feel like we've got enough affiliate offers 753 00:31:12.400 --> 00:31:13.240 in here. 754 00:31:14.240 --> 00:31:17.760 So, I did, I'm not just saying this as your friend, 755 00:31:17.760 --> 00:31:20.680 but this is probably the best business book I've ever read. 756 00:31:20.680 --> 00:31:23.680 It gets really, really freaking good. 757 00:31:23.680 --> 00:31:25.560 So, well done. 758 00:31:25.560 --> 00:31:26.760 My friends were watching. 759 00:31:26.760 --> 00:31:30.320 They're still over 150 of you watching. 760 00:31:30.320 --> 00:31:31.880 Go on Amazon. 761 00:31:32.840 --> 00:31:34.840 Buy this book. 762 00:31:34.840 --> 00:31:39.200 It's called $100 million offers. 763 00:31:39.200 --> 00:31:43.360 It's by Alex Ordemozzi. 764 00:31:43.360 --> 00:31:46.880 Click right a review when you're done. 765 00:31:46.880 --> 00:31:49.080 Because it's 99 cents. 766 00:31:49.080 --> 00:31:51.240 And if you don't make a million dollars 767 00:31:51.240 --> 00:31:54.680 from reading this book, you read it wrong. 768 00:31:54.680 --> 00:31:57.440 You read it wrong. 769 00:31:57.440 --> 00:31:58.320 Well, it looks just good. 770 00:31:58.320 --> 00:31:59.320 Right? 771 00:31:59.440 --> 00:32:02.880 You don't like $100 then, you know, what it is, right? 772 00:32:02.880 --> 00:32:06.480 That is, that's not a legally binding guarantee. 773 00:32:06.480 --> 00:32:09.040 I have no affiliation with this book, 774 00:32:09.040 --> 00:32:14.440 but like, if this does not radically change your business, 775 00:32:14.440 --> 00:32:16.160 we're doing something wrong. 776 00:32:16.160 --> 00:32:17.640 You misunderstood. 777 00:32:17.640 --> 00:32:18.800 I was going to call it a million dollars 778 00:32:18.800 --> 00:32:21.160 in 12 months, but it was already taken. 779 00:32:21.160 --> 00:32:23.160 My second favorite name. 780 00:32:23.160 --> 00:32:24.600 We should have called it a hundred million. 781 00:32:24.600 --> 00:32:26.000 A hundred million dollars. 782 00:32:26.000 --> 00:32:27.000 One month. 783 00:32:27.160 --> 00:32:28.600 11 months. 784 00:32:28.600 --> 00:32:32.360 So Tim Demasters says, I just bought a million copies. 785 00:32:32.360 --> 00:32:33.360 Did I do it right? 786 00:32:33.360 --> 00:32:34.200 You did it perfectly. 787 00:32:34.200 --> 00:32:35.040 Thank you, Tim. 788 00:32:35.040 --> 00:32:37.240 I'd say it's a good start. 789 00:32:37.240 --> 00:32:38.440 It's a good start. 790 00:32:38.440 --> 00:32:41.880 Just for a little bit of context for everyone else here, 791 00:32:41.880 --> 00:32:43.960 the book's broken into probably like three main sections. 792 00:32:43.960 --> 00:32:45.840 So you've got the primary section, 793 00:32:45.840 --> 00:32:48.240 which is picking the right market to go after, 794 00:32:48.240 --> 00:32:50.440 which I think Brian and I had a lot of conversations about. 795 00:32:50.440 --> 00:32:52.760 But like, there are ways to pick the right markets 796 00:32:52.760 --> 00:32:55.560 that are probably counter-intuitive. 797 00:32:55.560 --> 00:32:58.520 So this is how we pick niches that we think are going to do well. 798 00:32:58.520 --> 00:32:59.600 And it's not complicated. 799 00:32:59.600 --> 00:33:00.680 It's just different. 800 00:33:00.680 --> 00:33:03.040 And that is what unlocks the pricing power, 801 00:33:03.040 --> 00:33:04.400 the purchase power of price, things 802 00:33:04.400 --> 00:33:05.760 that we talked about charging what it's worth, 803 00:33:05.760 --> 00:33:08.200 getting a premium, over-delivering all that kind of stuff. 804 00:33:08.200 --> 00:33:10.880 The second kind of chunk of it is the actual product itself, 805 00:33:10.880 --> 00:33:12.600 which is kind of the entire ideation. 806 00:33:12.600 --> 00:33:14.160 The different lenses and perspective through it. 807 00:33:14.160 --> 00:33:15.480 My favorite part. 808 00:33:15.480 --> 00:33:18.200 Yeah, and that's, and candidly, that's the meat of the book. 809 00:33:18.200 --> 00:33:19.840 I mean, because that's, it should be. 810 00:33:19.840 --> 00:33:20.880 It's about the products. 811 00:33:20.880 --> 00:33:22.360 You know what I mean? 812 00:33:22.360 --> 00:33:23.880 That's where we talk about the value equation 813 00:33:23.880 --> 00:33:25.800 we talk about, how we can solve problems, 814 00:33:25.800 --> 00:33:27.680 the six different parts of the cube 815 00:33:27.680 --> 00:33:30.280 in terms of delivering on the product. 816 00:33:30.280 --> 00:33:33.120 And then the third main section is what we call, 817 00:33:33.120 --> 00:33:34.800 or what I call enhancers. 818 00:33:34.800 --> 00:33:36.600 And so that's the bonuses. 819 00:33:36.600 --> 00:33:37.800 That's the scarcity. 820 00:33:37.800 --> 00:33:40.720 That's the urgency and fun factor everyone. 821 00:33:40.720 --> 00:33:42.360 Most people can flate the two. 822 00:33:42.360 --> 00:33:44.440 Like, scarcity is a function of quantity. 823 00:33:44.440 --> 00:33:46.280 Urgency is a function of time. 824 00:33:46.280 --> 00:33:48.640 And so you can have just urgency. 825 00:33:48.640 --> 00:33:50.320 And you can have just scarcity. 826 00:33:50.320 --> 00:33:53.120 Or you can have urgency applied to bonuses. 827 00:33:53.120 --> 00:33:54.680 Scarcity applied to bonuses. 828 00:33:54.680 --> 00:33:56.600 You can have a scarcity applied to a guarantee. 829 00:33:56.600 --> 00:33:58.800 Like, there's different ways you can combine these things. 830 00:33:58.800 --> 00:34:01.160 Guarantees, there's four different types of guarantees 831 00:34:01.160 --> 00:34:02.760 that exist, a lot of people won't know that. 832 00:34:02.760 --> 00:34:04.160 You can also combine guarantees. 833 00:34:04.160 --> 00:34:06.280 You can have like a 30-day unconditional 834 00:34:06.280 --> 00:34:08.000 with a 60-day conditional. 835 00:34:08.000 --> 00:34:09.080 You can have an anti-guarante. 836 00:34:09.080 --> 00:34:10.320 You can have an applied guarantee, 837 00:34:10.320 --> 00:34:11.920 which is the fourth type of guarantee. 838 00:34:11.920 --> 00:34:13.160 And so I talk about the different guarantees, 839 00:34:13.160 --> 00:34:14.000 the pros and cons. 840 00:34:14.000 --> 00:34:16.080 I've used all of the guarantees in that book. 841 00:34:16.080 --> 00:34:17.480 And I pulled out my 13 favorite 842 00:34:17.480 --> 00:34:19.200 that are where the highest converting press. 843 00:34:19.200 --> 00:34:20.440 So I have those in there. 844 00:34:20.440 --> 00:34:22.200 And then finally, one of the sections I think 845 00:34:22.280 --> 00:34:25.160 is underrated is just naming. 846 00:34:25.160 --> 00:34:27.360 So how do I go about naming a promotion? 847 00:34:27.360 --> 00:34:28.760 Or how do I go about naming a product? 848 00:34:28.760 --> 00:34:30.040 And it's more about promotions. 849 00:34:30.040 --> 00:34:34.000 It's kind of the least how the naming session is set up. 850 00:34:34.000 --> 00:34:36.160 But it's more about promotions and bonuses. 851 00:34:36.160 --> 00:34:37.920 This is how to name those things. 852 00:34:37.920 --> 00:34:40.920 And there's some interesting things on how to rhyme the names, 853 00:34:40.920 --> 00:34:43.120 how to eliterate the names, and things that make names 854 00:34:43.120 --> 00:34:45.320 catchy and stick that have just been things 855 00:34:45.320 --> 00:34:47.240 that I've found over time that I think a lot of people 856 00:34:47.240 --> 00:34:49.320 find value because a lot of times, 857 00:34:49.320 --> 00:34:51.880 simply by changing the name of the promotion, 858 00:34:51.880 --> 00:34:54.080 you can through 4x, the conversion, 859 00:34:54.080 --> 00:34:56.400 even though you haven't even changed the product. 860 00:34:56.400 --> 00:34:57.720 And so that's what's crazy, right? 861 00:34:57.720 --> 00:35:00.160 And so it's like sometimes people just miss the most basic thing. 862 00:35:00.160 --> 00:35:01.960 It's like you're six inches away. 863 00:35:01.960 --> 00:35:03.080 And you just need this last push. 864 00:35:03.080 --> 00:35:04.960 And that's why I think I pulled out the naming 865 00:35:04.960 --> 00:35:06.360 because I thought it was an important component 866 00:35:06.360 --> 00:35:07.880 to wrap the whole journey up. 867 00:35:07.880 --> 00:35:10.760 So that's the book in a nutshell. 868 00:35:10.760 --> 00:35:12.680 I think that's why we've had such a high return 869 00:35:12.680 --> 00:35:13.720 on advertising. 870 00:35:13.720 --> 00:35:16.480 It wasn't as much as people enjoy ourselves content 871 00:35:16.480 --> 00:35:18.880 and the pricing stuff that we talk about and all that. 872 00:35:18.880 --> 00:35:20.640 I think that at the end of the day, 873 00:35:20.640 --> 00:35:23.480 getting the product to be so good that people 874 00:35:23.480 --> 00:35:26.680 can't help but line up and buy it, that's the goal. 875 00:35:26.680 --> 00:35:31.520 And let me wrap with one thing that is early on in the book 876 00:35:31.520 --> 00:35:34.880 that is so motivating and inspiring 877 00:35:34.880 --> 00:35:40.600 and uses the best analogy possible, baseball. 878 00:35:40.600 --> 00:35:47.520 The best thing, the biggest win that you can have in baseball 879 00:35:47.520 --> 00:35:50.800 is to score four points. 880 00:35:50.800 --> 00:35:55.320 The absolute best case scenario is to walk up to the plate 881 00:35:55.320 --> 00:35:58.040 with the bases loaded and to hit a home run. 882 00:35:58.040 --> 00:36:00.280 We call that a grand slam. 883 00:36:00.280 --> 00:36:02.720 That is literally the best play that 884 00:36:02.720 --> 00:36:05.800 can happen in the entire sport. 885 00:36:05.800 --> 00:36:10.640 But in business, the great game of business, 886 00:36:10.640 --> 00:36:14.600 you get to take as many swings as you want. 887 00:36:14.600 --> 00:36:18.880 And just hitting one grand slam in business 888 00:36:18.880 --> 00:36:22.280 can make hundreds of millions of dollars. 889 00:36:22.280 --> 00:36:27.880 And so often, we get caught up in getting it just right 890 00:36:27.880 --> 00:36:31.040 and making the one thing that we have going, 891 00:36:31.040 --> 00:36:33.560 I call it the golden turd, 892 00:36:33.560 --> 00:36:36.760 and you're polishing it until it's perfect 893 00:36:36.760 --> 00:36:40.160 and hoping that it becomes something one day. 894 00:36:40.160 --> 00:36:43.440 Instead of just swinging and swinging and swinging 895 00:36:43.440 --> 00:36:45.960 until we have the grand slam, 896 00:36:45.960 --> 00:36:50.640 this book gives you the loaded bases, right? 897 00:36:50.640 --> 00:36:53.360 It can't help you connect. 898 00:36:53.360 --> 00:36:54.800 It's not going to do pushups for you 899 00:36:54.800 --> 00:36:58.480 so that you're stronger, but it loads the bases for you. 900 00:36:58.480 --> 00:37:00.720 And you get unlimited swings in business 901 00:37:00.720 --> 00:37:02.960 until you die, you can keep swinging 902 00:37:02.960 --> 00:37:06.280 and you can keep trying different experiments. 903 00:37:06.280 --> 00:37:08.560 And eventually, you're going to connect. 904 00:37:08.560 --> 00:37:12.600 And what this book did for me is make me feel like 905 00:37:12.600 --> 00:37:17.000 I was coming up to the plate with loaded bases. 906 00:37:17.000 --> 00:37:21.000 And now it's up to me to become the person 907 00:37:21.000 --> 00:37:24.840 who has the skills and habits and the mindsets 908 00:37:24.840 --> 00:37:29.360 and the beliefs and the right approach 909 00:37:29.360 --> 00:37:32.960 for me to be able to swing and connect and hit a home run. 910 00:37:32.960 --> 00:37:34.840 And when you've got the bases loaded, 911 00:37:34.840 --> 00:37:36.800 it's a grand slam offer. 912 00:37:36.800 --> 00:37:41.800 So my friends, as someone who cares, go get this book. 913 00:37:42.280 --> 00:37:46.560 And go through it and let it impact your business 914 00:37:46.560 --> 00:37:51.560 because this world is filled with business owners, 915 00:37:51.560 --> 00:37:56.560 entrepreneurs, marketers that are in it 916 00:37:57.040 --> 00:37:59.280 because they want to do something for themselves, 917 00:37:59.280 --> 00:38:00.640 which is a great start. 918 00:38:00.640 --> 00:38:02.280 They start a business because they want to have 919 00:38:02.280 --> 00:38:03.680 a different life. 920 00:38:03.680 --> 00:38:08.680 But you have real freedom and control and upside and value 921 00:38:09.440 --> 00:38:13.800 and freedom and peace of mind when your business 922 00:38:13.800 --> 00:38:16.880 is completely in service to the customer. 923 00:38:16.880 --> 00:38:20.200 The beautiful irony of entrepreneurship 924 00:38:20.200 --> 00:38:23.560 is that you get everything that you want 925 00:38:23.560 --> 00:38:25.920 as soon as you build the business 926 00:38:25.920 --> 00:38:29.760 that is completely in service to everyone else. 927 00:38:30.800 --> 00:38:33.680 That is the beautiful irony of it 928 00:38:33.680 --> 00:38:38.160 is that entrepreneurship is learned selflessness. 929 00:38:38.160 --> 00:38:40.560 And people on the outside see rich people 930 00:38:40.560 --> 00:38:42.760 and they think it's all about selfishness, 931 00:38:42.760 --> 00:38:45.640 which brings more people into the game. 932 00:38:45.640 --> 00:38:49.480 And they slowly discover that the more that it's about them, 933 00:38:49.480 --> 00:38:51.040 the more they lose. 934 00:38:51.040 --> 00:38:53.400 And the more that it's about other people, 935 00:38:53.400 --> 00:38:55.720 the more they win in the process. 936 00:38:55.720 --> 00:38:58.120 It's a beautiful virtuous cycle. 937 00:38:58.120 --> 00:39:01.720 And this is a playbook, $100 million offers, 938 00:39:01.720 --> 00:39:04.960 how to make offers so good people feel stupid for saying no, 939 00:39:04.960 --> 00:39:08.400 is a playbook for actually building the business 940 00:39:08.400 --> 00:39:12.040 that has the foundation to be completely in service 941 00:39:12.040 --> 00:39:14.880 to other people and help you get everything 942 00:39:14.880 --> 00:39:16.320 that you want in the process. 943 00:39:16.320 --> 00:39:19.520 Please give some hashtags and some thank yous to Alex 944 00:39:19.520 --> 00:39:21.760 or Mosey for hanging out with us tonight. 945 00:39:21.760 --> 00:39:23.760 Alex, I appreciate you. 946 00:39:23.760 --> 00:39:25.800 I look up to you and I want to be you when I grow up. 947 00:39:25.800 --> 00:39:27.280 Thanks for hanging out with me, buddy. 948 00:39:27.280 --> 00:39:29.200 All right, thank you so much, Ryan. 949 00:39:29.200 --> 00:39:33.320 You guys are lucky to have those like a phenomenal synopsis 950 00:39:33.320 --> 00:39:35.760 by the way, that was like such a beautiful 951 00:39:35.760 --> 00:39:37.440 solute way about entrepreneurship. 952 00:39:37.440 --> 00:39:38.840 Thank you guys all for giving me, 953 00:39:38.840 --> 00:39:39.840 giving both of us your attention 954 00:39:39.840 --> 00:39:40.840 or lending it to us tonight. 955 00:39:40.840 --> 00:39:42.080 I hope you got a positive return on it. 956 00:39:42.080 --> 00:39:43.640 That's always, everyone's was valuable. 957 00:39:43.640 --> 00:39:45.800 I said, and I appreciate you investing it with us. 958 00:39:45.800 --> 00:39:47.600 Thanks everybody, go get the book. 959 00:39:47.600 --> 00:39:50.920 Leave it a review or else. 960 00:39:50.920 --> 00:39:51.920 Good night, everybody. 961 00:39:51.920 --> 00:39:52.760 See ya.