WEBVTT 1 00:00:00.000 --> 00:00:03.440 People mistake making things simpler as making them dumber. 2 00:00:03.440 --> 00:00:07.680 I think that's a massive mistake that a lot of content creators make. 3 00:00:07.680 --> 00:00:10.520 They try and make things sound complicated to make themselves sound smart, 4 00:00:10.520 --> 00:00:12.720 but all they do is confuse people in the known listens. 5 00:00:16.560 --> 00:00:18.840 Welcome to the game where we talk about how to get more customers, 6 00:00:18.840 --> 00:00:20.840 how to make more per customer, and how to keep them longer. 7 00:00:20.840 --> 00:00:23.280 And the many failures and lessons we have learned along the way. 8 00:00:23.280 --> 00:00:24.600 I hope you enjoy and subscribe. 9 00:00:28.320 --> 00:00:29.800 There's a lot of people out there with misconceptions. 10 00:00:29.800 --> 00:00:32.640 They think designing a fancy logo, just getting a good name. 11 00:00:32.640 --> 00:00:35.360 It's the right color palette, this kind of stuff. 12 00:00:35.360 --> 00:00:37.800 And they kind of are just slap and lipstick on a pig. 13 00:00:37.800 --> 00:00:39.720 I'm curious, how do you view it? 14 00:00:39.720 --> 00:00:41.840 What's changed over the years that you're like, okay, 15 00:00:41.840 --> 00:00:45.920 now I kind of feel like I've got the ability to create a brand that gets good will. 16 00:00:45.920 --> 00:00:49.440 They can get to the billion dollar plus that you're looking for. 17 00:00:49.440 --> 00:00:51.720 I'm going to use different language than the audience is probably used to 18 00:00:51.720 --> 00:00:52.720 when talking about branding. 19 00:00:54.640 --> 00:00:57.280 But branding is teaching behavior at scale. 20 00:00:57.280 --> 00:01:00.760 And so if you think about the origins of the word, branding was branding cattle. 21 00:01:00.760 --> 00:01:04.920 So you had a cow and you would steer some sort of logo into it. 22 00:01:04.920 --> 00:01:08.560 And so then we have to ask, what was the objective of that action? 23 00:01:08.560 --> 00:01:13.880 Well, the idea would be that if someone saw the cow next to a cow that had no brand, 24 00:01:13.880 --> 00:01:15.600 they would behave differently, right? 25 00:01:15.600 --> 00:01:18.360 And so for a cow that had no brand, they might take it, they might kill it, 26 00:01:18.360 --> 00:01:21.960 they might leave it alone, whatever they would do with an unbranded cow. 27 00:01:21.960 --> 00:01:25.080 But with a brand of cow, they might return it to a specific owner 28 00:01:25.080 --> 00:01:27.000 or they might kill it because they hate the owner, right? 29 00:01:27.000 --> 00:01:31.440 So there are, it's still a brand and you might hate the person who's the owner. 30 00:01:31.440 --> 00:01:35.120 But the key difference is that it would change your behavior. 31 00:01:35.120 --> 00:01:40.480 And so if we kind of extrapolate onto that, what we did was like be by changing behavior, 32 00:01:40.480 --> 00:01:42.040 that's functionally teaching. 33 00:01:42.040 --> 00:01:46.400 And so when we teach things from babies, all the way to adults, 34 00:01:46.400 --> 00:01:49.720 it's associating things that people know with things that they don't know. 35 00:01:49.720 --> 00:01:55.600 And so the thing that they know should be the valuable thing. 36 00:01:55.720 --> 00:01:57.720 And the thing don't know is your brand. 37 00:01:57.720 --> 00:02:01.760 And so then you associate the thing that that audience deems valuable 38 00:02:01.760 --> 00:02:06.960 with this logo or this tagline or these colors or these shapes or this person. 39 00:02:06.960 --> 00:02:09.720 And then they say, oh, these are similar. 40 00:02:09.720 --> 00:02:12.360 And then you do it enough times that eventually they become one and the same. 41 00:02:12.360 --> 00:02:15.320 And then you can drop the thing and have the person and they will still behave 42 00:02:15.320 --> 00:02:18.000 the same way as though they were receiving this value. 43 00:02:18.000 --> 00:02:22.200 But that has now been disassociated or at least not paired in the same image. 44 00:02:22.200 --> 00:02:26.280 But then you can take that logo or brand and associate it with something new 45 00:02:26.280 --> 00:02:30.320 because now they do know this thing and put it onto a t-shirt. 46 00:02:30.320 --> 00:02:32.480 And then they will behave in the same way. 47 00:02:32.480 --> 00:02:36.200 And so fundamentally, that is what we were trying to do when we created brand 48 00:02:36.200 --> 00:02:39.680 is that we were trying to program behavior at scale, which is why brands 49 00:02:39.680 --> 00:02:41.560 are the most valuable thing that a company can have. 50 00:02:41.560 --> 00:02:46.120 Like if you look at Warren Buffett and the company city buys, he's begun, 51 00:02:46.120 --> 00:02:48.880 he's begun buying a lot of brands. 52 00:02:48.880 --> 00:02:51.560 Like Apple's not really even a technology company anymore. 53 00:02:51.600 --> 00:02:56.520 It's really just a brand and brand, you can measure the power of brand 54 00:02:56.520 --> 00:02:59.680 based on the difference between what you can charge for commodity 55 00:02:59.680 --> 00:03:02.200 and what you can charge for the branded version of the product. 56 00:03:02.200 --> 00:03:05.520 And so if you can continue to raise price on a product based on the brand, 57 00:03:05.520 --> 00:03:08.400 that is an indication of the power of the brand itself 58 00:03:08.400 --> 00:03:12.440 and how much it has been trained and associated with value for that audience. 59 00:03:12.440 --> 00:03:19.200 And so that is what we try to build because it's one thing to have a salesperson. 60 00:03:19.200 --> 00:03:21.760 It's another thing to be able to literally just imprint something on it 61 00:03:21.760 --> 00:03:25.560 and immediately buy, sell a shirt for $500 that costs you 10 bucks. 62 00:03:25.560 --> 00:03:29.640 And there's a reason that LVMH just prints money 63 00:03:29.640 --> 00:03:31.760 as a conglomerate because they understand brand. 64 00:03:31.760 --> 00:03:32.760 100%. 65 00:03:32.760 --> 00:03:35.960 Yeah, no, I talked to a lot of founders and they're confused around, 66 00:03:35.960 --> 00:03:38.560 I want to build this brand and much harder to get my content out there. 67 00:03:38.560 --> 00:03:42.080 And what I often talk to people about is when you're having that much difficulty, 68 00:03:42.080 --> 00:03:44.200 just remember the purpose of content, 69 00:03:44.200 --> 00:03:46.520 the purpose of your brand is to help people solve the problem 70 00:03:46.520 --> 00:03:48.600 and to drive value for them. 71 00:03:48.600 --> 00:03:51.840 And at the end of the day, your customer's problems can very much become 72 00:03:51.840 --> 00:03:54.160 your content strategy helping solve those. 73 00:03:54.160 --> 00:03:58.840 I'm curious when you're going and buying a company, investing in a company, 74 00:03:58.840 --> 00:04:02.080 and the brand's suffering and they're looking to kind of turn it around. 75 00:04:02.080 --> 00:04:05.760 What's your process then for developing that word cloud of things 76 00:04:05.760 --> 00:04:08.920 that you want to be associated with and then actually establishing that brand 77 00:04:08.920 --> 00:04:09.840 through the messaging? 78 00:04:09.840 --> 00:04:11.040 Yeah, it's inside out. 79 00:04:11.040 --> 00:04:12.840 And I actually think it's the same thing for personal brands. 80 00:04:12.840 --> 00:04:14.680 It's inside out. 81 00:04:14.680 --> 00:04:18.400 You have to have the evidence, you have to have the proof that you are who you say you are. 82 00:04:18.400 --> 00:04:23.280 And then add two, three years, add a thousand reps and iterations 83 00:04:23.280 --> 00:04:26.520 and continuous and consistent association. 84 00:04:26.520 --> 00:04:28.280 And then people will start to say it. 85 00:04:28.280 --> 00:04:30.960 Because like brand isn't what you say about you. 86 00:04:30.960 --> 00:04:32.600 It's what your customers say about you. 87 00:04:32.600 --> 00:04:38.680 And it's more that branding happens and you do things and then branding occurs. 88 00:04:38.680 --> 00:04:42.920 So like you do things and then your reputation happens and you try your best 89 00:04:42.920 --> 00:04:46.480 to associate with the things that you think the widest percentage of people 90 00:04:46.480 --> 00:04:49.280 will associate with a positive thing for a specific audience. 91 00:04:49.280 --> 00:04:51.280 You know, like what is it? 92 00:04:51.280 --> 00:04:55.240 Black rifle coffee has a very specific audience that it puts out stuff 93 00:04:55.240 --> 00:04:58.280 that that audience will find valuable, that other audiences would find despicable. 94 00:04:58.280 --> 00:04:59.280 Right. 95 00:04:59.280 --> 00:05:04.280 And so still also being okay with the idea that you're going to lose a percentage 96 00:05:04.280 --> 00:05:07.920 of an audience whenever you make any kind of any kind of polar stance, 97 00:05:07.920 --> 00:05:09.720 you will lose some and you'll gain some. 98 00:05:09.720 --> 00:05:12.560 And the idea is that you just want to gain more than you lose. 99 00:05:12.680 --> 00:05:21.120 Like Bud Light made a gamble by doing the Dylan Mulvaney Bud Light thing, right? 100 00:05:21.120 --> 00:05:26.960 And they lost more than they gained from that move. 101 00:05:26.960 --> 00:05:28.800 Yep. But they did gain. 102 00:05:28.800 --> 00:05:31.840 They gained some people who didn't drink Bud Light that were like, good for Bud Light. 103 00:05:31.840 --> 00:05:33.360 I'm going to drink that. 104 00:05:33.360 --> 00:05:38.520 But they lost way more people who were like, no, I will never drink Bud Light again. 105 00:05:38.560 --> 00:05:42.720 Now look at what they've done now is they made a massive partnership with UFC. 106 00:05:42.720 --> 00:05:46.280 So they were like, our bad, how do we do the opposite of Dylan Mulvaney? 107 00:05:46.280 --> 00:05:49.920 The UFC is probably, you know, the strongest brand in the opposite direction 108 00:05:49.920 --> 00:05:51.720 that they could associate with. 109 00:05:51.720 --> 00:05:55.600 And I'm sure Dana bent them over backwards for that, you know, endorsement 110 00:05:55.600 --> 00:06:00.480 to try and, you know, try and save them, save them, you know, a very iconic brand otherwise. 111 00:06:00.480 --> 00:06:06.160 And so whenever you make any change to a brand, you always risk. 112 00:06:06.160 --> 00:06:10.080 And you just want to make sure that you gain more than you lose. 113 00:06:10.080 --> 00:06:14.080 And so what are the words that you guys are trying to be associated with? 114 00:06:14.080 --> 00:06:16.840 Well, I would ask you what things do you think it's from the audience? 115 00:06:16.840 --> 00:06:18.760 So what do you think we're associated with? 116 00:06:18.760 --> 00:06:20.880 I think some of the things, I mean, 100 million, 117 00:06:20.880 --> 00:06:23.360 seems to be a moniker that you're already using and we'll be using a lot more. 118 00:06:23.360 --> 00:06:27.760 I mean, the marketing side of things, I think generosity is a big thing. 119 00:06:27.760 --> 00:06:32.760 Seems like, you know, the whole slogan there for a while was like, I'm not trying to sell you anything. 120 00:06:32.840 --> 00:06:36.560 And so when you guys are then going and architecting a YouTube content strategy off that, 121 00:06:36.560 --> 00:06:39.360 is it like how you're kind of like ideation sessions going on? 122 00:06:39.360 --> 00:06:42.920 Is that like the balance between kind of data, the brand, you know, 123 00:06:42.920 --> 00:06:44.520 stuff you want to be putting out there? 124 00:06:44.520 --> 00:06:47.040 You know, I think a lot of people get lost in the soup of like, 125 00:06:47.040 --> 00:06:48.360 how do they develop a content strategy? 126 00:06:48.360 --> 00:06:50.960 And I'm curious, you guys are doing it right. 127 00:06:50.960 --> 00:06:54.360 And I don't think you're following like, you know, the path that everyone else is telling you to. 128 00:06:54.360 --> 00:06:56.120 So what's what's the path that you guys are carving? 129 00:06:56.120 --> 00:06:58.160 Yeah, we don't have like our five pillars of content. 130 00:06:58.160 --> 00:06:59.640 And like, we have only done four. 131 00:07:00.440 --> 00:07:02.800 Just like laughing at this, like, you know, we're like, oh, we did four this week. 132 00:07:02.800 --> 00:07:04.120 You have to make sure we get the fifth one in. 133 00:07:04.120 --> 00:07:04.440 Yeah. 134 00:07:06.440 --> 00:07:12.440 We just try and reverse engineer from the consumer or from the audience member 135 00:07:12.440 --> 00:07:19.440 and reverse where they're currently at to where they want to go and see how much bridge we can build for them. 136 00:07:19.440 --> 00:07:21.440 And people have different problems. 137 00:07:21.440 --> 00:07:23.080 Some people are not in shape. 138 00:07:23.080 --> 00:07:24.040 Some people are not motivated. 139 00:07:24.040 --> 00:07:27.440 Some people are, you know, struggling to go from one million to 10 million. 140 00:07:27.640 --> 00:07:29.600 Some people are struggling with, you know, recruiting right people, 141 00:07:29.600 --> 00:07:32.080 some people struggling with co-founders and, you know, 142 00:07:32.080 --> 00:07:35.080 fortunately or unfortunately, I've had experiences with all those things. 143 00:07:35.080 --> 00:07:38.000 And so I share the things that have worked for me. 144 00:07:38.000 --> 00:07:39.640 And if they work for other people, awesome. 145 00:07:39.640 --> 00:07:40.880 And if they don't, that's what. 146 00:07:40.880 --> 00:07:44.040 And so I think that's really what we just try and focus on. 147 00:07:44.040 --> 00:07:45.680 To your point, like we try and solve problems. 148 00:07:45.680 --> 00:07:47.120 We try and provide value. 149 00:07:47.120 --> 00:07:52.240 And using that, you know, using the value equation in the offers book is still kind of the predominant. 150 00:07:53.280 --> 00:07:54.720 The North Star for what we do. 151 00:07:54.720 --> 00:07:56.320 It's like, what's the dream outcome? 152 00:07:56.360 --> 00:07:59.200 How can we increase their perceived likelihood of achieving that outcome? 153 00:07:59.200 --> 00:08:02.280 How can we decrease the time that it's going to take someone to get there? 154 00:08:02.280 --> 00:08:03.640 And then how can we decrease the pain? 155 00:08:03.640 --> 00:08:07.800 The effort and sacrifice associated with the actions of doing the thing to get the dream outcome? 156 00:08:07.800 --> 00:08:10.640 And so it's like, if we can maximize the dream outcome, 157 00:08:10.640 --> 00:08:13.560 the perceived likelihood minimized the time and minimized the pain, 158 00:08:13.560 --> 00:08:14.800 we will have a valuable thing. 159 00:08:14.800 --> 00:08:19.800 So you just released a $100 million leads, read the book, went to the exercises, 160 00:08:19.800 --> 00:08:22.200 listened to the audio book, while reading the book. 161 00:08:22.200 --> 00:08:24.480 I feel like I'd do it in my ear here for a couple weeks now. 162 00:08:24.480 --> 00:08:25.480 I'm sorry. 163 00:08:25.640 --> 00:08:26.840 No, it's great. It's great. 164 00:08:27.720 --> 00:08:32.840 You know, when you're going, I'm actually currently writing a book and I'm curious from you 165 00:08:32.840 --> 00:08:34.840 because you've been a bit of the maestro of this over the last little bit. 166 00:08:35.480 --> 00:08:37.480 How do you, what were the goals of this book? 167 00:08:37.480 --> 00:08:39.480 And how do you kind of approach the book writing process? 168 00:08:43.240 --> 00:08:44.800 I want the book to be exceptional. 169 00:08:44.800 --> 00:08:48.560 And I want the book to continue to be spread after I die. 170 00:08:49.080 --> 00:08:54.400 And so that's the bar is will it, will people talk about this book when I'm dead? 171 00:08:55.200 --> 00:08:56.960 And so that's, that's the bar, which is pretty high bore. 172 00:08:57.760 --> 00:09:02.800 It's very easy to just like ghost right, make a slogan, put a cover on it, 173 00:09:02.800 --> 00:09:05.440 do a marketing campaign and sell a book and then have no one ever buy it again. 174 00:09:06.240 --> 00:09:11.040 And that is what 99% of books, I mean, probably more than that, 99.99% of books are. 175 00:09:11.440 --> 00:09:13.440 And it really comes down to, I think, the intention of the author, 176 00:09:13.440 --> 00:09:17.040 because most authors write books to make money in one form or another. 177 00:09:18.000 --> 00:09:24.480 I would say writing is probably one of my true artistic expressions. 178 00:09:24.480 --> 00:09:27.200 Like if I happen, if I were, if I were a musician, I wouldn't make books outright 179 00:09:27.200 --> 00:09:29.520 albums that had like entrepreneurial motivation. It's just not me. 180 00:09:30.320 --> 00:09:31.360 So I write books about it. 181 00:09:32.640 --> 00:09:38.720 But like I was, you know, I was the editor in chief of the literary magazine in high school. 182 00:09:38.720 --> 00:09:40.480 I was vice editor of the newspaper. 183 00:09:42.000 --> 00:09:46.080 I got a full ride to Tufts for writing scholarship. 184 00:09:46.160 --> 00:09:48.000 I didn't go. I didn't know that. 185 00:09:48.000 --> 00:09:51.280 Yeah. I enjoy writing a lot. 186 00:09:51.840 --> 00:09:55.520 And it's getting the books is actually giving me a really nice thing to do 187 00:09:57.200 --> 00:09:59.120 that I haven't been doing in a long time. 188 00:09:59.120 --> 00:10:00.880 And I really love it a lot. 189 00:10:00.880 --> 00:10:04.480 And so I think people can see the amount of time and effort that goes into the books. 190 00:10:05.280 --> 00:10:08.320 They are really an inefficient monetization vehicle. 191 00:10:09.520 --> 00:10:11.280 It has none of the things that I talk about. 192 00:10:12.160 --> 00:10:14.240 But I do think that there's an element of brand, which is what 193 00:10:15.120 --> 00:10:17.200 I give myself as my excuse for why I write them. 194 00:10:18.080 --> 00:10:22.160 But instead of doing it and writing it from that perspective, technically, 195 00:10:22.800 --> 00:10:29.200 I'm like a 0.001 percent author based on book volume and book sales. 196 00:10:29.200 --> 00:10:32.080 Like we're almost at a million copy sold between both of them. 197 00:10:32.080 --> 00:10:33.440 Nice. Congrats. There we go. 198 00:10:33.440 --> 00:10:37.600 Yeah, without any like paid ad campaigns to the book, you know, with the exception of the 199 00:10:37.600 --> 00:10:40.880 launch ride. Purposefully we're showing that to show that paid ads work for stuff. 200 00:10:40.880 --> 00:10:41.440 Nice. 201 00:10:42.640 --> 00:10:46.080 But I think it's really like always thinking how can I make the simpler, 202 00:10:46.080 --> 00:10:48.000 how can I make the shorter, how can I make this easier? 203 00:10:48.000 --> 00:10:49.600 And I really do write to a fifth grader. 204 00:10:50.240 --> 00:10:53.760 Yeah, because if you can write to a fifth grader, then everyone else will understand. 205 00:10:53.760 --> 00:10:58.080 But people mistake making things simpler as making them dumber. 206 00:10:58.080 --> 00:10:58.480 Yeah. 207 00:10:58.480 --> 00:11:03.520 And I think that's a massive mistake that a lot of content creators make specifically 208 00:11:04.080 --> 00:11:08.560 within what I would consider high brow industries, you know, in the investing world or 209 00:11:08.560 --> 00:11:12.240 finance or even business is that they try and make things sound complicated to make 210 00:11:12.240 --> 00:11:15.200 themselves sound smart. But all they do is confuse people and then no one listens. 211 00:11:15.840 --> 00:11:20.000 Yeah, well, I like that a couple of things about you, you know, like unbelievably generous. 212 00:11:20.000 --> 00:11:23.760 I like the framing too of like, I'm going to write this book and it's got to live 213 00:11:24.400 --> 00:11:29.760 beyond when I die, you know, I was talking to Travis actually and he was saying, you know, 214 00:11:29.760 --> 00:11:33.120 Travis, when you're involved with the book, right? 215 00:11:33.120 --> 00:11:34.080 Trevor, Trevor, sorry. 216 00:11:34.080 --> 00:11:35.280 Yeah, yeah, yeah, Trevor. 217 00:11:35.840 --> 00:11:39.600 So that by my mind, yeah, Trevor was talking about, yeah, that was one of your guys' goals, 218 00:11:39.600 --> 00:11:43.440 when writing it was just like simple language, doing over-compicate things, no jargon, 219 00:11:43.440 --> 00:11:45.520 you know, people should understand this stuff in a hundred years. 220 00:11:45.520 --> 00:11:50.080 So you don't see a lot of talk around algorithms or platforms or fancy language unnecessarily. 221 00:11:51.840 --> 00:11:56.000 Most books written before the 1950s were written because people would end their career 222 00:11:56.000 --> 00:11:57.680 and that would be their contribution to the field. 223 00:11:57.680 --> 00:12:02.320 They would say like, this is my 30 years of work and I've put into a book to move the field forward. 224 00:12:02.960 --> 00:12:04.400 That then started to come with status. 225 00:12:05.040 --> 00:12:08.320 Then people were like, maybe I can just write a book and get status and then they started 226 00:12:08.320 --> 00:12:11.680 short-cutting it and then the barrier to entry to getting a book published got lower and lower 227 00:12:11.680 --> 00:12:13.520 and then oneself publishing started, anybody could publish a book. 228 00:12:14.480 --> 00:12:19.680 And so I think books overall have decreased in value trip tremendously since they were written 229 00:12:19.680 --> 00:12:21.040 the old way with the old intentions. 230 00:12:22.080 --> 00:12:27.040 But from, if you think about a book as a product, Argo has always been one that it lives on 231 00:12:27.040 --> 00:12:30.640 for a very long time and the way to achieve that is that if one person reads a book, 232 00:12:30.640 --> 00:12:32.240 they refer it to more than one person. 233 00:12:32.960 --> 00:12:36.560 And by doing that, it will continue to live on, proliferate. 234 00:12:36.560 --> 00:12:40.000 And from a monetary perspective, if you work for two years to write a book and then it 235 00:12:40.000 --> 00:12:43.600 works, it continues to get spread for 200 years, that's a high leverage activity. 236 00:12:43.600 --> 00:12:46.000 But you really, really have to index on the fact that it's good. 237 00:12:46.000 --> 00:12:50.240 And so that's where it's like, if I spend six months on a book and it's pretty good, 238 00:12:52.080 --> 00:12:56.480 I might get two years of sales, but if I spend two years on the book, I might get 239 00:12:56.480 --> 00:13:00.640 two hundred years of sales. And so it's like the difference between a nine out of 10 240 00:13:01.200 --> 00:13:03.440 and a nine and a half out of 10 is probably five times the work. 241 00:13:03.440 --> 00:13:07.520 And there's only a nine and a half and a nine point seven is another is ten times the work. 242 00:13:07.520 --> 00:13:10.480 You know what I mean? And so the orders of magnitude in terms of the effort that are required 243 00:13:10.480 --> 00:13:15.840 to get to squeeze out those distilled, the really distilled the knowledge down into what does 244 00:13:15.840 --> 00:13:21.280 someone do at the most basic level allows it to be accessible to more people in more places, 245 00:13:21.280 --> 00:13:26.160 in more contexts. And that's where from a third frame that we use is validity and utility. 246 00:13:26.480 --> 00:13:32.400 Which is how useful is this thing? And then how true is it? Which would be how many 247 00:13:32.400 --> 00:13:37.920 contexts is this framework true? And so to give a really simplified example, if I were to say 248 00:13:38.880 --> 00:13:42.400 some things work and some things don't, that is valid. It is not useful. 249 00:13:43.840 --> 00:13:52.480 Now if I say here's my 21 step sales framework for gyms, that might be incredibly useful. 250 00:13:52.480 --> 00:13:57.040 But if I apply it to salons, it might not be valid. It might be something entirely different. 251 00:13:57.040 --> 00:14:00.960 And so trying to find the intersection of those things, which is what is true all the time 252 00:14:00.960 --> 00:14:05.440 and what is still also useful in every one of those contexts. And that's the kind of the 253 00:14:05.440 --> 00:14:09.200 Venn diagram or the cross point. And then how do we communicate that in a way that fifth grader 254 00:14:09.200 --> 00:14:13.360 can understand it with pictures and words below fifth grade? And how can we define terms that 255 00:14:13.360 --> 00:14:17.440 makes sense rather than just taking dictionary terms? Because at least my opinion and Trevor 256 00:14:17.440 --> 00:14:21.840 shares this with me is that most dictionary definitions are not useful. Like half the time they use 257 00:14:21.840 --> 00:14:29.120 the actual word in the definition. And so we try to define words by behavior. And that has helped 258 00:14:29.120 --> 00:14:35.120 me personally. And I think a lot of the audience. Real quick guys, if you can think about how you found 259 00:14:35.120 --> 00:14:40.080 this podcast, somebody probably tweeted it, told you about it, shared it on Instagram or something 260 00:14:40.080 --> 00:14:44.880 like that. The only way this grows is through word of mouth. And so I don't run ads. I don't do 261 00:14:44.880 --> 00:14:49.120 sponsorships. I don't sell anything. My only ask is that you continue to pay it forward. Do 262 00:14:49.120 --> 00:14:52.880 whoever showed you or however you found out about this podcast that you do the exact same thing. 263 00:14:52.880 --> 00:14:56.960 So if it was a review, if it was a post, if you do that, it would mean the world to me and you'll 264 00:14:56.960 --> 00:15:01.920 throw some good comment out there for another entrepreneur. And you're also someone that I think 265 00:15:01.920 --> 00:15:06.800 practices what you preach, like, you know, it's almost like a religion, you know, with the, 266 00:15:06.800 --> 00:15:11.440 you know, Webinar book launch that you had there, you know, is a perfect example of, you know, 267 00:15:11.440 --> 00:15:15.280 $100 million offer. And, you know, what you've been doing. Yeah, it leads, right? So 268 00:15:15.360 --> 00:15:19.120 wait for the next one. It'll be all three. Okay. There we go. I can't wait. So break it down 269 00:15:19.120 --> 00:15:24.640 for me because, you know, for those that don't know, like, randomly, you know, about a year and a 270 00:15:24.640 --> 00:15:28.240 half ago, I just started doing workshops on about a monthly basis, just helping out, giving back to 271 00:15:28.240 --> 00:15:33.120 people, enjoying these. And it's actually become a great monetization source for founder OS. 272 00:15:33.120 --> 00:15:36.480 I'm providing value on a consistent basis of people. What a crazy idea. Yeah, exactly. 273 00:15:38.320 --> 00:15:44.480 But I was blown away by your execution of that book launch. And I know your team in yourself. 274 00:15:44.480 --> 00:15:49.200 Like, you know, Kudos, like, you guys put in a hell of a lot of work into that. Yeah. You know, 275 00:15:50.080 --> 00:15:55.040 what for you is like the perfect sort of, like, book launch slash, like Webinar. Like, can you 276 00:15:55.040 --> 00:15:59.040 break down maybe some of the principles that went into that? Well, um, 277 00:16:01.120 --> 00:16:05.200 well, let's talk. So let's, let's, let's go, let's go for four components that are different. 278 00:16:05.200 --> 00:16:08.400 Right. So component number one is the product itself is the thing that we're launching is it 279 00:16:08.400 --> 00:16:12.480 exceptional. And after we launch it, we'll continue to grow in sales on an ongoing basis. 280 00:16:12.480 --> 00:16:15.760 Well, people who buy it wants to tell their friends about it. And then they buy it too. 281 00:16:16.640 --> 00:16:20.560 That is, that is thing number one, by far, most important. Because otherwise, in my opinion, 282 00:16:20.560 --> 00:16:24.400 it's just, it's just a transaction. Now you're just promoting something. You're, 283 00:16:24.400 --> 00:16:27.840 it's basically a movie promo. Yeah. You're just, you promote for opening weekend. And then 284 00:16:27.840 --> 00:16:31.360 you just, that's it. You know, and I mean, hey, there's, there's, there's a play there. But 285 00:16:31.680 --> 00:16:35.440 that's not the type of business you really, you do a launch, you make a movie. You're not, 286 00:16:35.440 --> 00:16:38.640 you're not building a business. So number one is the product and the quality of it and will 287 00:16:38.640 --> 00:16:44.880 people who get it tell their friends. Number two is the promotion itself. And so with our stuff, 288 00:16:44.880 --> 00:16:48.240 we talk about, at least in the leads book, I tell you the eight different ways you can advertise. 289 00:16:48.240 --> 00:16:50.960 So there's four things you can do, four things other people can do. I'll just say I'm really 290 00:16:50.960 --> 00:16:54.160 faster at the audience. But you can reach out to people you know, one-on-one. You can reach out 291 00:16:54.160 --> 00:16:58.480 to strangers, one-on-one. You can post content publicly, which is the stuff that we've talked 292 00:16:58.480 --> 00:17:04.000 about at this point. You can run ads publicly. So that's one to many to strangers. You can use 293 00:17:04.000 --> 00:17:08.160 those four to then get you customers who then use those same four to get you other customers through 294 00:17:08.160 --> 00:17:10.960 referrals. So person can post or they can leave a review or they can reach out to a friend or 295 00:17:10.960 --> 00:17:14.640 they can reach out to a stranger, all those things. They can even make it just one of the use in 296 00:17:14.640 --> 00:17:19.280 an ad. All those things, the customer, you can use to get more customers. You can have affiliates, 297 00:17:19.280 --> 00:17:23.680 which are other businesses who have your customers. And you can make deals with them to send you 298 00:17:23.680 --> 00:17:26.960 their customers in a way that benefits both of you. And so that's where you can kind of tap into 299 00:17:26.960 --> 00:17:29.600 a network of people who've already done the advertising on your behalf. And then you can just get 300 00:17:29.600 --> 00:17:33.200 leverage, right? You put less in than you get out. So if I get a hundred people who already have 301 00:17:33.200 --> 00:17:36.800 a hundred person audience, then I have a 10,000 person audience that can show up to my thing. 302 00:17:36.800 --> 00:17:40.160 And I might not have an audience at all. So if you're starting out, making affiliate relationships 303 00:17:40.160 --> 00:17:44.960 is a great way to get going quickly. You can have agencies who can help you in, you know, 304 00:17:44.960 --> 00:17:48.560 I would say specifics around platforms. So if you if you don't know how to execute, let's say 305 00:17:48.560 --> 00:17:52.160 TikTok ads. And you don't have that skill set on the team and you have a shorter timeline. 306 00:17:52.160 --> 00:17:58.160 Sometimes it helps to have an agency who has experience doing that. Make, you know, make those 307 00:17:58.160 --> 00:18:03.840 promotions and ads with you or for you. And then finally, you have employees who, you know, 308 00:18:03.920 --> 00:18:07.520 they knew they have to do the core four for you, which is they have to reach out to people. 309 00:18:07.520 --> 00:18:11.520 They have to post-conjourn. They have to run the ads on your behalf so that you don't have to 310 00:18:11.520 --> 00:18:16.000 do any of those things in order to get more people to find out about your stuff. And so, you know, 311 00:18:16.480 --> 00:18:22.800 part two of the perfect book launch would be you use as many or all of those promotional methods 312 00:18:22.800 --> 00:18:26.400 to get people to find out about it. The next one would be, 313 00:18:26.560 --> 00:18:35.280 basically, is there a bigger picture goal that it ladders up to? So that can either be 314 00:18:36.880 --> 00:18:41.680 a brand play of some sort. It can be some sort of monetization play. But I think that 315 00:18:42.720 --> 00:18:48.080 I think it's worthwhile to have because with just some thought, you can get even more 316 00:18:48.080 --> 00:18:53.200 leverage on the launch by having another reason for the book to exist. And so I think a lot of 317 00:18:53.600 --> 00:18:57.600 especially very good authors, like real authors, not, you know, people who write books, but like 318 00:18:57.600 --> 00:19:01.840 authors who do this as the main profession, I think they miss out on this a lot. It's just having 319 00:19:01.840 --> 00:19:06.160 like, is there a goal beyond the goal? Is there something beyond the book? And so I think that's 320 00:19:06.160 --> 00:19:11.600 probably number three in terms of the perfect book launch. And then the fourth one is, you know, 321 00:19:11.600 --> 00:19:17.920 my first book, The Offer Itself, which is, is there a way that I can enhance the book so that 322 00:19:17.920 --> 00:19:25.200 it's not just a book. It's, it's a solution. And the more I can transform written words on pages 323 00:19:25.200 --> 00:19:32.560 into a better life for someone and make that fast, easy, cheap, pain free, then the more people 324 00:19:32.560 --> 00:19:36.160 who will buy it and ultimately experience the benefit. And then hopefully that ladders up to 325 00:19:36.160 --> 00:19:40.240 0.3, whatever my, my, my next thing is. And so those are probably the four components that I would 326 00:19:40.240 --> 00:19:43.920 break down for like the perfect, not just book launch, but just launch of anything. 327 00:19:44.400 --> 00:19:47.360 Yeah, me and friend were actually just talking about, you know, $100 million leads, 328 00:19:47.360 --> 00:19:51.440 $100 million offers all your content the other day. And it's interesting, like one thing that 329 00:19:51.440 --> 00:19:55.600 doesn't get lost in all it is the importance of an exceptional product. No, you hear a lot of like 330 00:19:55.600 --> 00:19:59.200 marketers or people out there kind of like breeze over that aspect, but really it's the foundation 331 00:19:59.760 --> 00:20:05.360 of it all. You know, there's a lot of people out there too, though on the other side of it, 332 00:20:05.360 --> 00:20:09.440 struggle with like perfectionism, you know, just like not launching, building some beautiful 333 00:20:09.440 --> 00:20:14.480 most travel and never gets out to the, to the world. No, how do you kind of find that balance 334 00:20:14.480 --> 00:20:20.800 between, you know, it's a 9.5 out of 10, it's a 9.7, 9.8, okay, it's 9.85, you know, okay, 335 00:20:20.800 --> 00:20:25.680 now we're going to launch this thing. You know, what's that point for you? Like as an example, 336 00:20:25.680 --> 00:20:29.600 you're writing $100 million leads, you could give it another revision and another, like what's 337 00:20:29.600 --> 00:20:33.680 the point you're like, no, no, no, it's time to ship this thing. Really good question. So I say 338 00:20:33.680 --> 00:20:37.680 there's three eternal questions that every entrepreneur has no right answer to. Maybe four. 339 00:20:38.800 --> 00:20:42.960 One is risk, which is how much risk are you willing to tolerate? That's 100% personal. 340 00:20:44.400 --> 00:20:47.360 Consumption versus investment. How much are you going to consume of your income today versus 341 00:20:47.360 --> 00:20:51.600 what you're going to invest for later? That's again, completely personal. When do you push through 342 00:20:51.600 --> 00:20:55.200 and when do you pivot on a hard challenge? Because there are definitely times where it's right to pivot 343 00:20:55.200 --> 00:20:59.360 and it's right to push and you need to have some level of wisdom to discern between the two. 344 00:20:59.360 --> 00:21:02.320 And I think the fourth one is what your point is right now, which is, you know, when is something 345 00:21:02.320 --> 00:21:07.440 good enough? Because these all exist on continuums and that's why they're so hard. Like neither none of 346 00:21:07.440 --> 00:21:11.760 those are buying their false binaries. So people perceive them as binaries and they try to make 347 00:21:11.760 --> 00:21:16.080 decisions around them as binaries, but they are not. Like taking to the extreme, if you invest 348 00:21:16.080 --> 00:21:18.560 every dollar for the rest of your life and you never consume anything, you die with a big pile of 349 00:21:18.560 --> 00:21:23.120 money and what a great life. If you push through everything, you'll probably run into a wall at 350 00:21:23.120 --> 00:21:26.160 some point that you can't push through because of something outside of your control. If you pivot 351 00:21:26.160 --> 00:21:30.320 all the time, you'll also never stick with anything long enough to see any traction. So like the 352 00:21:30.320 --> 00:21:34.560 extremes on here are hard. So it's really about the nuance of which of these, which, what amount 353 00:21:34.560 --> 00:21:42.320 right now is best? And so for when is something good enough? I've done a decent amount of writing 354 00:21:42.320 --> 00:21:47.040 kind of in my life now that my litmus test for that is there's nothing else I can do this to 355 00:21:47.040 --> 00:21:51.120 make this better. And so, you know, for the first, I think for offers is probably five drafts. 356 00:21:52.080 --> 00:21:56.160 It was a shorter, narrower concept and it was easier to do. I mean, when I look at 357 00:21:56.160 --> 00:22:00.400 the offers now, there's a bunch of things I would tweak and cut out and replace. That's the nature 358 00:22:00.400 --> 00:22:05.120 of that. But as of right now, there is really not a lot I would change the leads. Now it's only been 359 00:22:05.120 --> 00:22:12.000 four months or five months or whatever it's been. But when I finished that book, I was like, 360 00:22:12.000 --> 00:22:17.120 one, I'm sick of this. And two, there's nothing else that I can do. Like anything I would do to 361 00:22:17.120 --> 00:22:21.920 this book would make it worse based on my current skill set. And so that is that is how I saw it. 362 00:22:21.920 --> 00:22:26.400 Now, if you're developing a software product, then this probably doesn't necessarily apply to you. 363 00:22:26.400 --> 00:22:30.880 What you have to do is just narrow the scope of the problem. And so I think that you absolutely 364 00:22:30.880 --> 00:22:37.040 still want to ship a product that's exceptional. You just narrowly define the problem. And then 365 00:22:37.040 --> 00:22:41.360 over time, you will expand the scope of the problem. And so like if you ship a product or like it's 366 00:22:41.360 --> 00:22:46.560 done is better than perfect, right? And it doesn't solve the problem that you're going out for. You will 367 00:22:46.560 --> 00:22:53.280 fail. Now, if you it's better to really narrowly define it and then solve it really well and let 368 00:22:53.280 --> 00:22:59.040 that the narrow definition of the scope allow you to say, I have 100% solved this very narrow problem. 369 00:22:59.040 --> 00:23:03.680 And then expand it rather than say, I'm going to solve this big problem on my first go round. 370 00:23:03.680 --> 00:23:08.000 And that's really unlikely. And then that is where you get into the problem of like, I'm a 371 00:23:08.000 --> 00:23:12.320 quote perfectionist and whatnot. Now, I've never had an issue shipping things. And so that's just 372 00:23:12.320 --> 00:23:18.480 not been a struggle for me. I just I have a pretty good feeling for when it is good enough. 373 00:23:18.960 --> 00:23:22.880 And, you know, I think my fifth draft I sent out to a bunch of people and they're like, oh, this 374 00:23:22.880 --> 00:23:28.960 is awesome. I was like, no, I'm going to rewrite it again. And it was way better. You know, I just like 375 00:23:28.960 --> 00:23:32.880 and that's where I think to some degree, like you have to trust you in terms of your 376 00:23:33.600 --> 00:23:39.840 your bar for excellence. Like the most successful people I know have the lowest tolerance for 377 00:23:39.840 --> 00:23:44.160 mediocrity. And I think that you just have to have that for you. So when you go about launching it, 378 00:23:44.160 --> 00:23:47.520 I'm curious like what's going on. You're like your brain, your body. Like is this something that you're 379 00:23:47.520 --> 00:23:50.800 excited to launch it? You feel really good about it. And you're like, okay, I got this. Like I 380 00:23:50.800 --> 00:23:54.880 put in the reps. This has been through the ringer. This thing's a banger. Or is it something that, 381 00:23:54.880 --> 00:23:58.560 you know, like a lot of people, you know, it's like you're nervous to the last sign like hoping it's 382 00:23:58.560 --> 00:24:02.320 being received. You're also kind of following up and we all know how sequels go. Yeah. You know, 383 00:24:02.320 --> 00:24:05.840 a lot of pressure. And so, you know, curious how you're feeling like going into launching something like 384 00:24:05.840 --> 00:24:11.440 that. Well, the sequel thing for sure, in terms of I set a bar with the first book that was 385 00:24:11.440 --> 00:24:22.240 unexpectedly well received. Yeah. And so I worked, I worked probably five times, maybe seven times 386 00:24:22.240 --> 00:24:26.800 more hours on leads than I did on offers. I also made a massive mistake with leads, which is 387 00:24:26.800 --> 00:24:31.840 that I did not nearly define the problem. So I made it. It was such a hard book to write because 388 00:24:31.920 --> 00:24:36.240 the book was the, I mean, I literally just, I did lead generation. Like I did, I literally made 389 00:24:36.240 --> 00:24:42.720 a book on advertising that I don't think left anything out, which is insane. The first book was 390 00:24:42.720 --> 00:24:46.160 on how to make an offer, which is literally just such a tiny, I mean, it's super important, 391 00:24:46.160 --> 00:24:49.120 very high leverage, which is why such a valuable book, you can read the book immediately make 10 times 392 00:24:49.120 --> 00:24:54.320 the money, which is, which is great. But other other components of the business aren't, aren't, 393 00:24:54.320 --> 00:24:58.160 don't have necessarily that level of leverage. And so to help someone get leads, it's like, well, 394 00:24:58.240 --> 00:25:02.480 I had to cover different platforms, media types, consumption types, I had to cover lead magnets, 395 00:25:02.480 --> 00:25:06.880 I had to cover actually like doing this, I had to make content, content across different 396 00:25:06.880 --> 00:25:11.280 like audio versus video versus video. Yeah, like there's so many things, but I think that I think 397 00:25:11.280 --> 00:25:16.880 we did a pretty good job tackling those problems after, you know, thousand plus pages of actual writing 398 00:25:16.880 --> 00:25:21.360 to just distill everything down. But to let her back to the point that you were asking earlier, 399 00:25:22.400 --> 00:25:27.920 I felt truthfully very confident about the product when it came to the launch. And so I just 400 00:25:27.920 --> 00:25:36.160 wanted to get in people's hands. I felt truthfully incredibly prepared for the launch. I had done 401 00:25:36.960 --> 00:25:44.640 that presentation three times a day for an entire month. Wow. And so every morning, I would 402 00:25:44.640 --> 00:25:50.400 do the presentation in my head. So I'd go through the slides, saying it. And then I would do one 403 00:25:50.400 --> 00:25:55.920 live and record it. And then I would play the recording back to myself with the slides in front of 404 00:25:55.920 --> 00:26:01.840 me. And I would pause it and make edits or add slides or takeaway slides or smooth over language 405 00:26:01.840 --> 00:26:09.520 where I felt it needed help. And so when I got there that day, I had done this before. And I knew 406 00:26:10.160 --> 00:26:15.120 what I was going to say. And I could probably do the whole thing by heart without the slides. And so 407 00:26:16.640 --> 00:26:23.360 I tend to go into high stakes situations that way, which is the higher the stakes, the greater my 408 00:26:23.360 --> 00:26:30.080 preparation is, because I can eliminate my anxiety by preparing. And I know that if I have no 409 00:26:30.080 --> 00:26:34.640 anxiety on the day of, I will do well. And so I can control that to a great degree. So I do. 410 00:26:34.640 --> 00:26:38.080 Yeah, we're seeing that way. You know, just put in the reps, put in the practice, and then that 411 00:26:38.080 --> 00:26:43.120 anxiety has a way of just working itself out, kind of channeling the anxiety into just some action. 412 00:26:43.120 --> 00:26:48.080 And, you know, delivering the evidence to conquer the self-doubt. Well, I think a lot of people go 413 00:26:48.080 --> 00:26:53.600 into things under prepared. And so I think it's reasonable that they have anxiety. Like it is good, 414 00:26:53.600 --> 00:26:58.080 it is right that you have anxiety. You're not prepared. You know, because the flip side is, 415 00:26:58.720 --> 00:27:04.640 if I went in and I, it's just like the book where I said, like, I could not have prepared more for 416 00:27:04.640 --> 00:27:10.240 this. And so if something goes wrong, I have done the level of effort that I am satisfied with. 417 00:27:10.240 --> 00:27:14.240 You can look yourself in the mirror. Right. And I think that if you can actually do that, like for 418 00:27:14.240 --> 00:27:17.840 real for real, not for the podcast, not for the Instagram post where you cry and say, 419 00:27:17.840 --> 00:27:22.560 hopefully, you are. But like if you can really, when known's there, look yourself in the mirror and say, 420 00:27:23.520 --> 00:27:29.680 I did enough. And I'm satisfied. I think if you do that, you become variable-approved. And there's 421 00:27:29.680 --> 00:27:34.560 not much that can faze you because you go into it having one already. And so now you're just exercising it. 422 00:27:44.240 --> 00:27:45.280 you