WEBVTT 1 00:00:00.000 --> 00:00:01.800 We got a two part of free today. 2 00:00:01.800 --> 00:00:03.920 This is part one of a podcast that I was invited 3 00:00:03.920 --> 00:00:07.200 on with Tanner Chetister, where we talked about one, 4 00:00:07.200 --> 00:00:09.720 how the role of having general business acumen 5 00:00:09.720 --> 00:00:12.480 can contribute to general business success, 6 00:00:12.480 --> 00:00:14.400 to how pain can be used to fuel success, 7 00:00:14.400 --> 00:00:16.160 and third, how to simplify your offers 8 00:00:16.160 --> 00:00:17.440 in such a way that they're both compelling, 9 00:00:17.440 --> 00:00:19.960 easy, valuable, and get people to buy them. 10 00:00:21.120 --> 00:00:23.000 I think humans experience pain, 11 00:00:23.000 --> 00:00:25.480 and then it just takes certain types of people, 12 00:00:25.480 --> 00:00:27.880 take the pain and let it beat the strength into them, 13 00:00:27.880 --> 00:00:30.680 and other people take the pain and let it beat the strength out of them. 14 00:00:30.680 --> 00:00:33.160 And they blame the person who caused that pain 15 00:00:33.160 --> 00:00:35.000 as the reason they are not successful, 16 00:00:35.000 --> 00:00:36.320 rather than saying, 17 00:00:36.320 --> 00:00:39.480 I will not give this person power anymore over my life. 18 00:00:39.480 --> 00:00:41.840 And so as a result of the pain that they beat into me, 19 00:00:41.840 --> 00:00:43.040 I will be in stronger. 20 00:00:44.560 --> 00:00:46.800 Welcome to the game where we talk about how to get more customers, 21 00:00:46.800 --> 00:00:47.880 how to make more per customer, 22 00:00:47.880 --> 00:00:48.800 and how to keep them longer, 23 00:00:48.800 --> 00:00:51.280 and the many failures and lessons we have learned along the way. 24 00:00:51.280 --> 00:00:52.840 I hope you enjoy and subscribe. 25 00:00:53.920 --> 00:00:56.000 All right, so guys, I'm coming with you 26 00:00:56.000 --> 00:01:00.040 with a man to meet the mustache, Alex Hermosi. 27 00:01:00.040 --> 00:01:02.520 I mean, Alex actually started talking a lot recently, 28 00:01:02.520 --> 00:01:04.000 and had some good conversations with them. 29 00:01:04.000 --> 00:01:07.800 It's actually been great to get a different perspective. 30 00:01:07.800 --> 00:01:10.640 I think one of Alex's strengths in my own opinion, 31 00:01:10.640 --> 00:01:14.520 is he just, well, you think a lot deeper than I thought, 32 00:01:14.520 --> 00:01:15.880 maybe you would, and maybe it, 33 00:01:15.880 --> 00:01:18.240 because we're both in the gym space, 34 00:01:18.240 --> 00:01:19.960 so people are like, 35 00:01:19.960 --> 00:01:21.760 oh, they probably don't think that deep or whatever, 36 00:01:21.760 --> 00:01:25.640 but actually learn a lot of valuable insight from you. 37 00:01:25.680 --> 00:01:29.160 But guys, what we want to talk about today is his book, 38 00:01:29.160 --> 00:01:30.800 $100 million offers, 39 00:01:30.800 --> 00:01:33.480 and yeah, right there, he's got the hard copy. 40 00:01:33.480 --> 00:01:34.800 You got a hard copy, you got them all, right? 41 00:01:34.800 --> 00:01:36.040 You got a hard copy. 42 00:01:36.040 --> 00:01:37.160 I've got every version of that. 43 00:01:37.160 --> 00:01:38.000 Thanks. 44 00:01:40.320 --> 00:01:42.920 How many years of knowledge would you say is packed into this? 45 00:01:44.920 --> 00:01:46.720 Thousands. 46 00:01:46.720 --> 00:01:49.440 I mean, it's just our knowledge scaling our business, 47 00:01:49.440 --> 00:01:52.560 our businesses, rather, you know, from one decade. 48 00:01:53.480 --> 00:01:56.320 And how many mistakes do you think you made along the way? 49 00:01:58.520 --> 00:01:59.520 A lot. 50 00:02:00.760 --> 00:02:03.880 I can directly attribute probably like $7 million 51 00:02:03.880 --> 00:02:06.720 in profit of mistakes that I did not make, 52 00:02:06.720 --> 00:02:10.360 just from just like one chapter of that book. 53 00:02:10.360 --> 00:02:11.360 Do you think that you, 54 00:02:11.360 --> 00:02:12.360 most of the mistakes you made, 55 00:02:12.360 --> 00:02:13.760 do you think it's from your own experience, 56 00:02:13.760 --> 00:02:16.240 or do you think it's from hiring other people 57 00:02:16.240 --> 00:02:18.080 and then doing what they say, 58 00:02:18.080 --> 00:02:20.160 but it doesn't work out the way you thought it would, 59 00:02:20.160 --> 00:02:21.920 or maybe it's a miss. 60 00:02:21.960 --> 00:02:23.640 It's a good question. 61 00:02:23.640 --> 00:02:25.680 I would say sure it's other people's stuff, 62 00:02:25.680 --> 00:02:28.000 but like I've also listened to other people. 63 00:02:28.000 --> 00:02:29.760 So it's not like I can like write other people off. 64 00:02:29.760 --> 00:02:31.920 It's just, you know, especially when you're starting out, 65 00:02:31.920 --> 00:02:33.720 you have mentors and coaches and things like that. 66 00:02:33.720 --> 00:02:35.840 And part of it is taking other people's experience, 67 00:02:35.840 --> 00:02:37.760 you know, at face value and going for it. 68 00:02:37.760 --> 00:02:40.040 And a lot of the things early on did work out for me. 69 00:02:40.040 --> 00:02:44.360 I think as we, as, as we got much bigger, 70 00:02:44.360 --> 00:02:46.360 you know, a lot, and I know that you found out later, 71 00:02:46.360 --> 00:02:48.120 you know, how much we were doing for a much longer, 72 00:02:48.120 --> 00:02:50.120 you know, period time that most people knew. 73 00:02:50.240 --> 00:02:52.520 The people who were giving advice hadn't even made 74 00:02:52.520 --> 00:02:53.480 the amount of money that we had made. 75 00:02:53.480 --> 00:02:55.360 And so it was just very difficult for me to find people 76 00:02:55.360 --> 00:02:57.800 who I could, whose perspective I could trust. 77 00:02:57.800 --> 00:02:59.840 And that was, that was a very difficult thing 78 00:02:59.840 --> 00:03:01.800 for probably like a two or three year period, 79 00:03:01.800 --> 00:03:03.720 which is, you know, why we started acquisition.com 80 00:03:03.720 --> 00:03:05.560 and whatnot to hopefully provide that for people 81 00:03:05.560 --> 00:03:08.720 who were going from 10 million to 30 million to 50 million, 82 00:03:08.720 --> 00:03:09.720 et cetera. 83 00:03:09.720 --> 00:03:11.720 Yeah, did, was it, I mean, was it hard to find those people? 84 00:03:11.720 --> 00:03:12.560 I'm genuinely curious. 85 00:03:12.560 --> 00:03:14.480 Like I've, I've had that same feeling 86 00:03:14.480 --> 00:03:15.480 and I'm at your level. 87 00:03:15.480 --> 00:03:18.680 So that's how I felt was when I was looking for people 88 00:03:18.680 --> 00:03:20.200 is trying to find those individuals 89 00:03:20.200 --> 00:03:21.280 who are truly at that level. 90 00:03:21.280 --> 00:03:23.800 Was it hard for you to find them? 91 00:03:23.800 --> 00:03:24.840 Yes. 92 00:03:24.840 --> 00:03:27.160 But I think you can get there as much as like, 93 00:03:27.160 --> 00:03:28.600 there's periods of time where you have to grind 94 00:03:28.600 --> 00:03:29.760 and like put your shutters on. 95 00:03:29.760 --> 00:03:32.040 I think there's like, I think you, you execute 96 00:03:32.040 --> 00:03:34.720 until like all of the things that you have wanted 97 00:03:34.720 --> 00:03:35.720 to execute are executed. 98 00:03:35.720 --> 00:03:37.000 And then I think you have to look back up again 99 00:03:37.000 --> 00:03:39.040 and look around and say like, okay, 100 00:03:39.040 --> 00:03:42.480 I need more information and new frames and new lenses 101 00:03:42.480 --> 00:03:44.280 to see what I can't see right now. 102 00:03:44.280 --> 00:03:46.080 Because like I always think like, 103 00:03:46.080 --> 00:03:47.440 if I were to talk to Elon Musk, 104 00:03:47.440 --> 00:03:48.800 like I wouldn't want to ask him questions. 105 00:03:48.800 --> 00:03:49.960 I would just say like, 106 00:03:49.960 --> 00:03:52.000 what do you see that I don't see from my perspective 107 00:03:52.000 --> 00:03:53.920 given my resources, skills and character traits 108 00:03:53.920 --> 00:03:57.400 that you would recommend I should do given what you see? 109 00:03:57.400 --> 00:03:59.080 Because I wouldn't want to ask, my questions are stupid. 110 00:03:59.080 --> 00:03:59.960 You know what I mean? 111 00:03:59.960 --> 00:04:02.440 It's, I mean, candidly, it's like, 112 00:04:02.440 --> 00:04:06.280 there was a, there was an acquaintance of mine 113 00:04:06.280 --> 00:04:09.000 who ended up sitting down with a guy who was a billionaire 114 00:04:09.000 --> 00:04:11.080 at the time and he was really fresh in his career 115 00:04:11.080 --> 00:04:12.720 and he was in the fitness space. 116 00:04:12.720 --> 00:04:15.280 And he ended up spending like the whole lunch 117 00:04:15.280 --> 00:04:17.400 asking about where to source equipment from. 118 00:04:17.440 --> 00:04:20.080 And he always looks back at how stupid it was 119 00:04:20.080 --> 00:04:22.240 that these are the questions that he was asking this man. 120 00:04:22.240 --> 00:04:24.040 But it's because he just didn't know anything, right? 121 00:04:24.040 --> 00:04:26.000 And I think that that's what I try to avoid 122 00:04:26.000 --> 00:04:27.760 when I'm talking to people who have, you know, 123 00:04:27.760 --> 00:04:29.360 experienced a different level. 124 00:04:29.360 --> 00:04:30.960 Is I trying to, I try and get them to ask 125 00:04:30.960 --> 00:04:32.720 the questions that I should be asking. 126 00:04:32.720 --> 00:04:33.800 Yeah, so that's a great point. 127 00:04:33.800 --> 00:04:36.960 I'm on the same mind frame where when I'm trying to ask 128 00:04:36.960 --> 00:04:39.520 someone, Edamie, is this a good question? 129 00:04:39.520 --> 00:04:41.560 Because you sit there, I sit there and debate. 130 00:04:41.560 --> 00:04:43.240 I'm like, this sounds like a good question. 131 00:04:43.240 --> 00:04:44.680 Like, no, that's a bum question. 132 00:04:44.680 --> 00:04:46.240 It's like stupid. 133 00:04:46.840 --> 00:04:48.120 How do you get better at that? 134 00:04:48.120 --> 00:04:50.800 Do you feel like it's a skill you've learned over time? 135 00:04:50.800 --> 00:04:52.160 100%. 136 00:04:52.160 --> 00:04:53.360 I think asking good questions 137 00:04:53.360 --> 00:04:54.760 is probably the single greatest skill 138 00:04:54.760 --> 00:04:56.400 that an entrepreneur can have. 139 00:04:56.400 --> 00:04:59.560 Because asking a good question shows depth of thought. 140 00:04:59.560 --> 00:05:02.480 Like you can, in my opinion, you can tell 141 00:05:02.480 --> 00:05:04.720 how intelligent and what level someone's at 142 00:05:04.720 --> 00:05:07.040 based on their questions, far more than the answers. 143 00:05:07.040 --> 00:05:09.200 And if you ask bad questions, you get bad answers. 144 00:05:09.200 --> 00:05:11.400 And if you have stupid questions, you get stupid answers. 145 00:05:11.400 --> 00:05:13.680 And so I think a lot of times, like even when we're looking 146 00:05:13.680 --> 00:05:15.680 at our business, right, there's a circumstance 147 00:05:15.760 --> 00:05:18.240 where a situation or a problem that arises, 148 00:05:18.240 --> 00:05:21.440 a lot of times it's like, they'll ask a quite, 149 00:05:21.440 --> 00:05:23.120 like even my team, we'll ask a question. 150 00:05:23.120 --> 00:05:24.560 I'm like, do you think that's the right question 151 00:05:24.560 --> 00:05:26.200 to be asking right now? 152 00:05:26.200 --> 00:05:27.040 Yeah. 153 00:05:27.040 --> 00:05:28.280 Because usually it's not important at all. 154 00:05:28.280 --> 00:05:30.240 It's a totally different question we should be asking. 155 00:05:30.240 --> 00:05:32.240 Like, I'll give you a fun example. 156 00:05:32.240 --> 00:05:34.000 So I had a very close friend of mine. 157 00:05:34.000 --> 00:05:35.440 She does about 50 million a year, 158 00:05:35.440 --> 00:05:37.120 and she takes about 20 home. 159 00:05:38.080 --> 00:05:41.120 And she came to me and she was like, Alex, 160 00:05:41.120 --> 00:05:43.080 I need to bring, and I said, okay, what's up? 161 00:05:43.080 --> 00:05:46.680 And she said, I need you to show me 162 00:05:46.680 --> 00:05:49.280 how I can make $5 million an extra profit 163 00:05:49.280 --> 00:05:51.520 without doing anything extra. 164 00:05:51.520 --> 00:05:52.880 In the 60 minutes, we did it. 165 00:05:52.880 --> 00:05:54.280 And then she made an extra $5 million. 166 00:05:54.280 --> 00:05:55.720 She actually made an extra $4.5 million 167 00:05:55.720 --> 00:05:57.280 from one change in pricing. 168 00:05:57.280 --> 00:05:59.120 But like the thing is, it was so evident 169 00:05:59.120 --> 00:06:00.360 because she was like, she wasn't like, 170 00:06:00.360 --> 00:06:01.600 how can I grow a top line? 171 00:06:01.600 --> 00:06:02.440 It's like, well, duh. 172 00:06:02.440 --> 00:06:03.880 There's a million ways to grow a top line, right? 173 00:06:03.880 --> 00:06:04.840 But she was like, how can I, 174 00:06:04.840 --> 00:06:06.560 and she adds constraints to her questions. 175 00:06:06.560 --> 00:06:08.200 And so a lot of times now, 176 00:06:08.200 --> 00:06:09.680 the questions I have have constraints 177 00:06:09.680 --> 00:06:11.400 and the goals that I have have constraints. 178 00:06:11.400 --> 00:06:13.840 How can I get to 100 million working two days a week? 179 00:06:13.840 --> 00:06:15.000 Can you run her million? 180 00:06:15.000 --> 00:06:16.080 I know what I need to do. 181 00:06:16.080 --> 00:06:17.520 But how do I do a two days a week? 182 00:06:17.520 --> 00:06:18.640 You think differently? 183 00:06:18.640 --> 00:06:19.560 Yeah. 184 00:06:19.560 --> 00:06:20.560 No, I love that. 185 00:06:20.560 --> 00:06:21.800 I mean, that means total sense. 186 00:06:21.800 --> 00:06:24.120 Is there a, behind that, you just said two days a week. 187 00:06:24.120 --> 00:06:26.400 Like, is it more of the challenge for you? 188 00:06:26.400 --> 00:06:28.920 Or is there a reason you would do it like 189 00:06:28.920 --> 00:06:30.520 in two days a week is just an example? 190 00:06:30.520 --> 00:06:31.520 But is there a reason behind that? 191 00:06:31.520 --> 00:06:33.120 Or is it just more than half the challenge? 192 00:06:35.000 --> 00:06:37.640 So like many things, I think there's multiple reasons behind it. 193 00:06:37.640 --> 00:06:39.720 So one is, I think it would be a fun challenge. 194 00:06:39.720 --> 00:06:41.320 The second is, I know how to get, 195 00:06:41.320 --> 00:06:43.680 I know how to accomplish things through sacrifice. 196 00:06:43.680 --> 00:06:46.120 But I know that when I accomplish things through sacrifice, 197 00:06:46.120 --> 00:06:47.560 I end up presenting them a thing 198 00:06:47.560 --> 00:06:49.400 and I don't want to resent the thing. 199 00:06:49.400 --> 00:06:52.640 So to then shift the perspective outwards, 200 00:06:52.640 --> 00:06:54.320 the only games worth playing are games 201 00:06:54.320 --> 00:06:55.560 that you can continue to play. 202 00:06:55.560 --> 00:06:58.280 So it's like, if I'm helping Susie lose weight 203 00:06:58.280 --> 00:06:59.840 and I help her lose weight for six months 204 00:06:59.840 --> 00:07:02.240 and then she drops off and then gains all the way back, 205 00:07:02.240 --> 00:07:03.240 who cares? 206 00:07:04.320 --> 00:07:06.720 And so I'd rather have Susie just walk every day 207 00:07:06.720 --> 00:07:08.320 if she can absolutely keep walking 208 00:07:08.320 --> 00:07:09.800 and if she does that for the rest of her life, 209 00:07:09.800 --> 00:07:12.640 I've genuinely added 10, 20 years to her life 210 00:07:12.640 --> 00:07:14.520 and probably made her truly fit 211 00:07:14.520 --> 00:07:16.320 in a way that's reasonable and acceptable 212 00:07:16.320 --> 00:07:17.160 over the longer period of time, 213 00:07:17.160 --> 00:07:18.640 which is the only thing that matters. 214 00:07:18.640 --> 00:07:20.720 And so for the business component, it's like, 215 00:07:20.720 --> 00:07:25.120 I know that the person who can stay at it the longest, 216 00:07:25.120 --> 00:07:26.720 most of the time will win. 217 00:07:26.720 --> 00:07:28.160 Because this is just, I have, 218 00:07:28.160 --> 00:07:29.760 there's too much time under the bar, 219 00:07:29.760 --> 00:07:31.120 it would be unreasonable for me not to win 220 00:07:31.120 --> 00:07:32.320 because I just have too much more experience 221 00:07:32.320 --> 00:07:33.320 than everyone else. 222 00:07:33.320 --> 00:07:35.520 And so if that's the objective, 223 00:07:35.520 --> 00:07:37.600 it's like, how can I play this game the longest? 224 00:07:38.600 --> 00:07:40.520 Then the question is, how can I do that? 225 00:07:40.520 --> 00:07:42.120 And so for me, it's like, all right, 226 00:07:42.120 --> 00:07:44.520 well, if I spend two days a week in truly working, 227 00:07:44.520 --> 00:07:45.680 I'm gonna put quotes here 228 00:07:45.680 --> 00:07:47.200 because the other days I'm obviously doing stuff 229 00:07:47.200 --> 00:07:49.280 from writing the book and reporting videos and things like that, 230 00:07:49.280 --> 00:07:50.640 but those are things that are like, 231 00:07:50.640 --> 00:07:51.640 I love doing those things. 232 00:07:51.640 --> 00:07:53.040 Like those are, I genuinely enjoy it. 233 00:07:53.040 --> 00:07:56.200 And if I don't, I feel like doing it over the business. 234 00:07:56.200 --> 00:07:57.040 Was that? 235 00:07:57.040 --> 00:07:59.040 I was saying, not like actually inside the business, 236 00:07:59.040 --> 00:08:00.800 just other tasks. 237 00:08:00.800 --> 00:08:01.640 Yeah, exactly. 238 00:08:01.640 --> 00:08:03.880 And those are fun creative flow tasks for me, 239 00:08:03.880 --> 00:08:04.800 like those are fun. 240 00:08:04.800 --> 00:08:06.040 And so that was the idea is like, 241 00:08:06.040 --> 00:08:09.400 if I can create the structure under which, 242 00:08:09.400 --> 00:08:11.640 or circumstances under which I could continue to do this 243 00:08:11.640 --> 00:08:16.720 for perpetuity, then I will win because I won't quit 244 00:08:16.720 --> 00:08:18.240 or switch gears because that's usually, 245 00:08:18.240 --> 00:08:19.680 I mean, entrepreneurs don't really quit. 246 00:08:19.680 --> 00:08:22.160 They just change shit because they just can't stay there. 247 00:08:22.160 --> 00:08:23.000 Right. 248 00:08:23.000 --> 00:08:25.520 I was gonna ask you, do you think part of your fitness background 249 00:08:25.520 --> 00:08:26.600 is why you're so successful? 250 00:08:26.600 --> 00:08:28.920 Do you see that trend among people 251 00:08:28.920 --> 00:08:30.520 who have a strong fitness background 252 00:08:30.520 --> 00:08:32.720 and maybe business success? 253 00:08:32.720 --> 00:08:34.520 I actually don't think so at all. 254 00:08:34.520 --> 00:08:35.680 I don't think they're related. 255 00:08:35.680 --> 00:08:37.640 I think that people who have work ethic 256 00:08:37.640 --> 00:08:39.240 then can learn fitness, 257 00:08:39.240 --> 00:08:42.400 but most people who are really into fitness, 258 00:08:42.400 --> 00:08:44.240 this is what I think's kind of interesting. 259 00:08:44.240 --> 00:08:45.600 I think people who are really into fitness 260 00:08:45.600 --> 00:08:47.120 actually are really into fitness 261 00:08:47.120 --> 00:08:49.520 and never really developed the work ethic. 262 00:08:49.520 --> 00:08:51.240 They actually just do it because they like it. 263 00:08:51.240 --> 00:08:53.440 And so then they expect and they preach that. 264 00:08:53.440 --> 00:08:54.640 They're like, I have just split a weekend 265 00:08:54.640 --> 00:08:56.240 of a five, I'm like, you love taking pictures 266 00:08:56.240 --> 00:08:57.080 with your shirt off. 267 00:08:57.080 --> 00:08:58.080 You love going on. 268 00:08:58.080 --> 00:09:00.360 This is not, this is not you showing it, 269 00:09:00.360 --> 00:09:02.360 because here's the thing, that same person 270 00:09:02.360 --> 00:09:04.720 won't fucking do 100 messages every day. 271 00:09:04.720 --> 00:09:07.640 Right, right, they won't, they won't call call, 272 00:09:07.640 --> 00:09:09.600 they won't, they won't message, they won't run ads, 273 00:09:09.600 --> 00:09:11.800 they won't do the stuff that they're supposed to do 274 00:09:11.800 --> 00:09:13.200 because it's hard. 275 00:09:13.200 --> 00:09:15.400 And so they think that because it's hard 276 00:09:15.400 --> 00:09:17.440 for other people to do fitness, 277 00:09:17.440 --> 00:09:18.640 that because they do fitness, 278 00:09:18.640 --> 00:09:20.720 they are hardcore or disciplined. 279 00:09:20.720 --> 00:09:22.760 When in reality, they just have a preference 280 00:09:22.760 --> 00:09:24.560 or a proclivity to doing something 281 00:09:24.560 --> 00:09:26.520 that other people just tend not to, not to do. 282 00:09:26.520 --> 00:09:29.080 But if you find me an entrepreneur who's a winner 283 00:09:29.080 --> 00:09:31.720 and who has the work ethic and then you say, 284 00:09:31.720 --> 00:09:33.600 hey, go into fitness, that person will be successful. 285 00:09:33.600 --> 00:09:34.440 They might not become a body, 286 00:09:34.480 --> 00:09:36.200 but because they're not super passionate about it, 287 00:09:36.200 --> 00:09:37.240 but they'll get fit. 288 00:09:39.880 --> 00:09:41.080 Real quick guys, you guys already know 289 00:09:41.080 --> 00:09:43.040 that I don't run any ads on this 290 00:09:43.040 --> 00:09:44.360 and I don't sell anything. 291 00:09:44.360 --> 00:09:46.200 And so the only ask that I can ever have 292 00:09:46.200 --> 00:09:47.600 if you guys said that you helped me spread the words 293 00:09:47.600 --> 00:09:49.080 we could not more entrepreneurs, 294 00:09:49.080 --> 00:09:50.800 make more money, feed their families, 295 00:09:50.800 --> 00:09:53.200 make better products, and have better experiences 296 00:09:53.200 --> 00:09:54.800 for their employees and customers. 297 00:09:54.800 --> 00:09:57.040 And the only way we do that is if you can rate 298 00:09:57.040 --> 00:09:59.240 and review and share this podcast. 299 00:09:59.240 --> 00:10:00.600 So the single thing that I asked you to do, 300 00:10:00.600 --> 00:10:01.840 is you can just leave a review, 301 00:10:01.840 --> 00:10:03.760 but take 10 seconds or one type of the thumb, 302 00:10:03.760 --> 00:10:05.000 it means the absolute world to me, 303 00:10:05.000 --> 00:10:07.760 and more importantly, it may change the world to someone else. 304 00:10:10.280 --> 00:10:14.000 What do you think has been the scariest moment 305 00:10:14.000 --> 00:10:15.120 along your journey so far? 306 00:10:15.120 --> 00:10:18.200 I have a guess what it might be for me and your foot. 307 00:10:18.200 --> 00:10:20.720 The worst and most painful period was 308 00:10:20.720 --> 00:10:22.120 when I started the first gym. 309 00:10:22.120 --> 00:10:24.440 That was by far emotionally the hardest 310 00:10:24.440 --> 00:10:26.880 and I think it was because I was the most alone. 311 00:10:26.880 --> 00:10:29.920 Like I traveled to a new area, I didn't know anyone. 312 00:10:29.920 --> 00:10:31.920 Like when people left it, it was just me, 313 00:10:31.920 --> 00:10:33.320 I had no friends, I had no family, 314 00:10:33.360 --> 00:10:34.680 I had no nothing. 315 00:10:34.680 --> 00:10:36.400 And so I was sit there in an empty gym, 316 00:10:36.400 --> 00:10:38.440 be like, what the fuck am I gonna do? 317 00:10:38.440 --> 00:10:40.280 And so, and it was terrifying. 318 00:10:40.280 --> 00:10:41.280 You know what I mean, I just, 319 00:10:41.280 --> 00:10:44.840 but I was so insecure of having a fearing failure 320 00:10:44.840 --> 00:10:46.280 and feeling the judgment of what I thought 321 00:10:46.280 --> 00:10:47.920 other people would say about me, 322 00:10:47.920 --> 00:10:50.200 that that was like the only thing that really compelled me. 323 00:10:50.200 --> 00:10:51.320 And so it was kind of that pain 324 00:10:51.320 --> 00:10:52.720 that I was running away from. 325 00:10:52.720 --> 00:10:54.640 The second probably hardest time was the one 326 00:10:54.640 --> 00:10:58.200 that I talked about in the book where we basically lost everything. 327 00:10:59.240 --> 00:11:01.760 That was, that was pretty shouldn't it? 328 00:11:01.840 --> 00:11:04.280 When I read from the book and I have a later question on it, 329 00:11:04.280 --> 00:11:08.680 but I feel like my parents had similar feelings 330 00:11:08.680 --> 00:11:11.600 about business and so forth as yours did 331 00:11:11.600 --> 00:11:13.560 and I didn't feel a lot of support. 332 00:11:13.560 --> 00:11:14.400 Do you think there's, 333 00:11:14.400 --> 00:11:16.360 do you see it trend among successful people 334 00:11:16.360 --> 00:11:20.280 who almost like they're running from not being a loser 335 00:11:20.280 --> 00:11:22.800 or not being disapproved of in a sense? 336 00:11:22.800 --> 00:11:24.640 Cause I know how you said that. 337 00:11:24.640 --> 00:11:27.000 That was 100% my motivation. 338 00:11:27.000 --> 00:11:29.280 Yeah, you know, like do look at Michael Jordan, 339 00:11:29.280 --> 00:11:31.480 and for him it was the comparison to his brother. 340 00:11:31.480 --> 00:11:32.920 I'll rewind real quick. 341 00:11:32.920 --> 00:11:34.800 I think humans experience pain. 342 00:11:34.800 --> 00:11:37.280 And then it just takes certain types of people, 343 00:11:37.280 --> 00:11:39.680 take the pain and let it beat the strength into them 344 00:11:39.680 --> 00:11:40.920 and other people take the pain 345 00:11:40.920 --> 00:11:42.480 and let it beat the strength out of them. 346 00:11:42.480 --> 00:11:45.000 And they blame the person who caused that pain 347 00:11:45.000 --> 00:11:46.800 as the reason they are not successful 348 00:11:46.800 --> 00:11:48.120 rather than saying, 349 00:11:48.120 --> 00:11:51.280 I will not give this person power anymore over my life. 350 00:11:51.280 --> 00:11:53.640 And so as a result of the pain that they beat into me, 351 00:11:53.640 --> 00:11:56.120 I will become stronger and I will prove them wrong 352 00:11:56.120 --> 00:11:56.960 or whatever it is. 353 00:11:56.960 --> 00:11:58.640 And I think that most people though, 354 00:11:58.640 --> 00:12:01.520 the level of success I think in some way, 355 00:12:01.520 --> 00:12:03.080 in the beginning is proportional to the pain 356 00:12:03.080 --> 00:12:04.640 that you experienced. 357 00:12:04.640 --> 00:12:07.040 But then I do think that there is a switching point 358 00:12:07.040 --> 00:12:08.720 because once you have satisfied, 359 00:12:08.720 --> 00:12:10.520 and I think that you're rubbing into this like right now 360 00:12:10.520 --> 00:12:12.600 and some of the conversation we've had is like, 361 00:12:12.600 --> 00:12:14.120 there comes a point where you're like, 362 00:12:14.120 --> 00:12:15.360 it's not really reasonable for anyone 363 00:12:15.360 --> 00:12:17.000 to say that I'm not successful anymore. 364 00:12:17.000 --> 00:12:18.840 There's no more marginal utility for money. 365 00:12:18.840 --> 00:12:20.320 Like another million dollars 366 00:12:20.320 --> 00:12:22.840 or another 10 million dollars truly changes nothing 367 00:12:22.840 --> 00:12:24.000 about my life. 368 00:12:24.000 --> 00:12:27.000 And so then I think that the motivation has to change 369 00:12:27.000 --> 00:12:28.280 and I don't think it happens overnight, 370 00:12:28.280 --> 00:12:32.240 but I think that it does switch from a fear-based drive 371 00:12:32.240 --> 00:12:35.080 to a pull-based drive. 372 00:12:35.080 --> 00:12:37.960 And as a fun quote that I like a lot, 373 00:12:37.960 --> 00:12:39.520 is that most people don't know the difference 374 00:12:39.520 --> 00:12:41.400 between fear and motivation. 375 00:12:41.400 --> 00:12:43.120 Most people they conflate the two. 376 00:12:43.120 --> 00:12:45.160 They assume the feeling they have right now, 377 00:12:45.160 --> 00:12:46.560 maybe some people are listing this, 378 00:12:46.560 --> 00:12:48.840 that drive, they might think it's motivation, 379 00:12:48.840 --> 00:12:50.320 but it's actually fear. 380 00:12:50.320 --> 00:12:51.920 And then when fear is gone 381 00:12:51.920 --> 00:12:54.000 because you've satisfied all of your needs, 382 00:12:54.000 --> 00:12:56.600 then they don't know what motivation actually feels like 383 00:12:56.600 --> 00:12:58.200 because it feels different. 384 00:12:58.200 --> 00:12:59.640 That's a good point. 385 00:12:59.640 --> 00:13:02.160 I see even on a YouTube channel, 386 00:13:02.160 --> 00:13:05.240 that thing's got like a rocket ship, bro. 387 00:13:05.240 --> 00:13:08.000 I think the thing that resonates with people 388 00:13:08.000 --> 00:13:10.160 is just your thoughts. 389 00:13:10.160 --> 00:13:12.320 It's almost like where did you get this perspective? 390 00:13:12.320 --> 00:13:15.200 Do you feel that a lot of your thoughts now come from just, 391 00:13:15.200 --> 00:13:17.640 I mean, obviously, building a business to your size, 392 00:13:17.640 --> 00:13:18.840 you have to gain perspective, 393 00:13:18.840 --> 00:13:20.720 but is it more the people you've been around 394 00:13:20.720 --> 00:13:22.240 is it the books you've read 395 00:13:22.240 --> 00:13:25.240 or is it just literally just the experience of doing it? 396 00:13:25.240 --> 00:13:27.560 I think I spent a lot of time not doing much. 397 00:13:27.560 --> 00:13:30.040 So counter to the grind culture, 398 00:13:30.040 --> 00:13:31.680 most of my day is empty. 399 00:13:31.680 --> 00:13:32.840 I don't have anything after this. 400 00:13:32.840 --> 00:13:34.560 I didn't have anything until noon today. 401 00:13:34.560 --> 00:13:36.440 Three days a week, I have nothing on my calendar. 402 00:13:36.440 --> 00:13:39.200 So, you know, and so a lot of time, 403 00:13:39.200 --> 00:13:42.160 you know, I occupy my time just reading stuff 404 00:13:42.160 --> 00:13:43.520 that, you know, that seems interesting 405 00:13:43.520 --> 00:13:45.200 and they're usually totally disparate books 406 00:13:45.200 --> 00:13:47.120 and it could be anything from like religious stuff 407 00:13:47.120 --> 00:13:49.280 to pricing to whatever. 408 00:13:49.280 --> 00:13:51.320 And I also think that my closest friend, Dr. Kashy, 409 00:13:51.320 --> 00:13:52.600 is basically a philosopher 410 00:13:52.600 --> 00:13:55.680 and he and I spent a long time talking about ideas. 411 00:13:55.680 --> 00:13:58.880 And I think a lot of that comes into the context of death, 412 00:13:58.880 --> 00:14:00.600 honestly, so we talk about death a lot 413 00:14:00.600 --> 00:14:02.560 because I think a lot of people don't like talking about death. 414 00:14:02.560 --> 00:14:05.000 But in doing that, I think we get a lot of perspective 415 00:14:05.000 --> 00:14:06.640 on what is important and why. 416 00:14:06.640 --> 00:14:09.120 And so that's been helpful for me. 417 00:14:09.120 --> 00:14:10.600 When putting together offers, 418 00:14:10.600 --> 00:14:12.880 getting back to your chapter in your book, 419 00:14:12.880 --> 00:14:15.520 do you think people have a natural tendency 420 00:14:15.520 --> 00:14:17.920 to make them complicated or not to listen? 421 00:14:17.920 --> 00:14:21.400 Like when I read it, it just seems so clear 422 00:14:21.400 --> 00:14:23.320 but do you still have people who fight you on 423 00:14:23.320 --> 00:14:25.480 and try to overcomplicate it? 424 00:14:25.600 --> 00:14:27.040 Like really almost no one's following on the book. 425 00:14:27.040 --> 00:14:28.800 Like every person is like, 426 00:14:28.800 --> 00:14:31.840 I mean, we've got a lot of good feedback from the book. 427 00:14:31.840 --> 00:14:36.400 And so not really, I haven't had any negative feedback 428 00:14:36.400 --> 00:14:37.800 from the book, so I'm like waiting for that. 429 00:14:37.800 --> 00:14:40.920 But no, I think it's a fairly clear structure 430 00:14:40.920 --> 00:14:43.800 and most people just see at least two or three elements 431 00:14:43.800 --> 00:14:44.880 that they could include in their offer 432 00:14:44.880 --> 00:14:46.120 to make it more valuable. 433 00:14:46.120 --> 00:14:48.240 And most times when people, like as a thought experiment, 434 00:14:48.240 --> 00:14:49.840 for everybody who's listening to this, 435 00:14:49.840 --> 00:14:51.120 the offer in my opinion, 436 00:14:51.120 --> 00:14:52.960 besides the marketplace you are selling to, 437 00:14:52.960 --> 00:14:54.480 is the most powerful lever you have 438 00:14:54.480 --> 00:14:56.120 on how much money you're going to make, right? 439 00:14:56.120 --> 00:14:58.320 At least on the ability to sell stuff, 440 00:14:58.320 --> 00:15:00.240 which obviously is a skill in them itself. 441 00:15:00.240 --> 00:15:01.200 But if you have a really good offer, 442 00:15:01.200 --> 00:15:02.360 it's much easier to sell, right? 443 00:15:02.360 --> 00:15:03.520 It makes your job easier. 444 00:15:03.520 --> 00:15:05.000 And so if I were to say, for example, 445 00:15:05.000 --> 00:15:07.840 that anyone here, hey, I will double your business 446 00:15:07.840 --> 00:15:11.320 in the next 30 days, guaranteed, 447 00:15:11.320 --> 00:15:14.480 or I'll pay you twice what you paid me, right? 448 00:15:14.480 --> 00:15:15.320 That's it. 449 00:15:15.320 --> 00:15:16.320 That is an offer structure. 450 00:15:16.320 --> 00:15:17.840 There's an outcome, there's a timeline, 451 00:15:17.840 --> 00:15:19.240 there's a guarantee, right? 452 00:15:19.240 --> 00:15:21.600 And I'm only taking two people, right? 453 00:15:21.600 --> 00:15:22.760 There's some scarcity for you. 454 00:15:23.600 --> 00:15:26.120 And so just like that, that would probably be, 455 00:15:26.120 --> 00:15:29.880 right now, a compelling offer to most people here, right? 456 00:15:29.880 --> 00:15:31.120 And depending on the price, 457 00:15:31.120 --> 00:15:33.440 they just have to factor it into what doubling the profit 458 00:15:33.440 --> 00:15:35.160 or doubling their business would value to them. 459 00:15:35.160 --> 00:15:36.280 You know, if you're making 10 grand a month 460 00:15:36.280 --> 00:15:38.000 and I charge a million dollars for that, 461 00:15:38.000 --> 00:15:38.840 then it might not make sense. 462 00:15:38.840 --> 00:15:40.520 But if you're making a million a month, 463 00:15:40.520 --> 00:15:42.120 then it totally makes sense, right? 464 00:15:42.120 --> 00:15:44.040 And so then it's a very easy decision for the prospect. 465 00:15:44.040 --> 00:15:45.320 It doesn't take a lot of salesmanship. 466 00:15:45.320 --> 00:15:46.600 It's just a simple decision, right? 467 00:15:46.600 --> 00:15:48.400 Best case worst case here it is, right? 468 00:15:48.400 --> 00:15:52.040 And so if that's the extreme example, 469 00:15:52.040 --> 00:15:54.200 then if we take that extreme and just say, 470 00:15:54.200 --> 00:15:55.880 how many steps backwards do we need to take 471 00:15:55.880 --> 00:15:58.200 until we arrive at something that's reasonable? 472 00:15:58.200 --> 00:15:59.720 Scalable. 473 00:15:59.720 --> 00:16:01.800 Yeah, I would say reasonable first 474 00:16:01.800 --> 00:16:02.800 and then scalable second, 475 00:16:02.800 --> 00:16:04.480 because maybe a certain percentage of people 476 00:16:04.480 --> 00:16:06.160 listening to this, it's so funny. 477 00:16:06.160 --> 00:16:08.520 There was a guy who went to high school with, 478 00:16:08.520 --> 00:16:11.160 he got furloughed because he was a car tractor. 479 00:16:11.160 --> 00:16:13.680 So he graduated from car tractor as a doctor, car tractor. 480 00:16:13.680 --> 00:16:16.040 And then got furloughed like the next month after COVID 481 00:16:16.040 --> 00:16:17.720 and was like, bro, I need to make money. 482 00:16:17.720 --> 00:16:19.880 And I was like, do you want to make money being a car tractor 483 00:16:19.880 --> 00:16:20.880 or do you want to make money? 484 00:16:20.880 --> 00:16:22.440 And he was like, I'd rather just make money. 485 00:16:22.440 --> 00:16:23.280 And I was like, okay. 486 00:16:23.280 --> 00:16:24.320 So we just put him in Jamal and I said, 487 00:16:24.320 --> 00:16:26.720 just sell weight loss if I enter it. 488 00:16:26.720 --> 00:16:27.560 Where do you got it? 489 00:16:27.560 --> 00:16:29.600 And so he's selling and literally 90 days later 490 00:16:29.600 --> 00:16:32.280 he's doing 20 grand a month and he's stoked, right? 491 00:16:32.280 --> 00:16:35.080 So, but the reason that I brought this up was that 492 00:16:35.080 --> 00:16:36.960 before he started making the money, 493 00:16:36.960 --> 00:16:38.360 he was like, hey, here's my offer. 494 00:16:38.360 --> 00:16:40.160 I'm trying to put these pieces together. 495 00:16:40.160 --> 00:16:42.080 You know, I'm afraid that, you know, 496 00:16:42.080 --> 00:16:43.800 if I give away too much, it's not scalable. 497 00:16:43.800 --> 00:16:45.880 And I was like, bro, you don't have any clients. 498 00:16:45.880 --> 00:16:46.880 Yeah. 499 00:16:46.880 --> 00:16:49.880 I was like, what scale issues are you worried about right now? 500 00:16:49.880 --> 00:16:51.680 You have no clients. 501 00:16:51.680 --> 00:16:54.080 So it's like, worry about scale later 502 00:16:54.080 --> 00:16:55.440 once you have cash flow. 503 00:16:55.440 --> 00:16:58.040 And to prove the point of how much I believe in this, 504 00:16:58.040 --> 00:17:00.560 I spent two years launching gyms. 505 00:17:00.560 --> 00:17:01.720 So people were like, Alex, 506 00:17:01.720 --> 00:17:03.600 how did you build such a big coaching business in gyms? 507 00:17:03.600 --> 00:17:06.640 It's like, because I launched gyms for two years. 508 00:17:06.640 --> 00:17:09.520 I flew out, I showed up at the front desk 509 00:17:09.520 --> 00:17:11.560 and I sold membership for 24 days. 510 00:17:11.560 --> 00:17:14.320 And then I flew out and did it again. 511 00:17:14.320 --> 00:17:16.440 And then I flew out and then I did it again, right? 512 00:17:16.440 --> 00:17:18.160 And then I had other guys that were flying out with me. 513 00:17:18.160 --> 00:17:19.760 So I was running a sales team and doing that. 514 00:17:19.760 --> 00:17:20.880 And I was like, are you so good at it? 515 00:17:20.880 --> 00:17:23.000 It's like, did as many fucking times, right? 516 00:17:23.000 --> 00:17:25.000 And so I think so many people aren't that good 517 00:17:25.000 --> 00:17:26.320 at the thing that they think they're good at, 518 00:17:26.320 --> 00:17:28.480 which is why they don't make me fucking money, right? 519 00:17:28.480 --> 00:17:29.880 And so anyways, great over. 520 00:17:29.880 --> 00:17:31.040 But in terms of scalability, 521 00:17:31.040 --> 00:17:33.520 I think it is far better to get good at the thing 522 00:17:33.520 --> 00:17:35.240 and think, how can I provide so much value 523 00:17:35.240 --> 00:17:36.800 that this person wouldn't say no? 524 00:17:36.800 --> 00:17:38.600 Get the guesses, get the cash flow, 525 00:17:38.600 --> 00:17:40.920 and then determine what people find valuable 526 00:17:40.920 --> 00:17:42.000 when they don't find valuable. 527 00:17:42.000 --> 00:17:43.920 And then peel back the offer 528 00:17:43.920 --> 00:17:46.240 until you still have the ultra valuable stuff, 529 00:17:46.240 --> 00:17:47.960 but you can pull back some of the things 530 00:17:47.960 --> 00:17:49.280 to make a little more scale. 531 00:17:49.280 --> 00:17:50.280 That's a good perspective. 532 00:17:50.280 --> 00:17:52.440 In fact, I mean, I didn't do the gyms, 533 00:17:52.440 --> 00:17:54.200 but I did do the online. 534 00:17:54.200 --> 00:17:56.520 And that's kind of what made it. 535 00:17:56.520 --> 00:17:58.160 And in fact, I got to that point 536 00:17:58.160 --> 00:18:01.600 where I had to start deciding am I gonna go low ticket fitness, 537 00:18:01.600 --> 00:18:03.440 or am I gonna go or high ticket? 538 00:18:03.440 --> 00:18:06.120 And I had like trainers lined up out the door 539 00:18:06.120 --> 00:18:07.520 that were like, hey, can you do this for me? 540 00:18:07.520 --> 00:18:08.920 That's actually how I got into this. 541 00:18:08.920 --> 00:18:11.520 I never thought I get into this. 542 00:18:11.520 --> 00:18:13.360 Back to your point in what you just said, 543 00:18:13.360 --> 00:18:14.480 something I found interesting 544 00:18:14.480 --> 00:18:17.160 that you keep bringing up is when you talk about scaling 545 00:18:17.440 --> 00:18:21.240 to the next level is not doing too much, right? 546 00:18:21.240 --> 00:18:22.640 So not having too many offers, 547 00:18:22.640 --> 00:18:24.360 not getting too convoluted. 548 00:18:24.360 --> 00:18:28.360 So is there a litmus test to know 549 00:18:28.360 --> 00:18:30.760 when you're adding in too much share offer? 550 00:18:30.760 --> 00:18:32.480 So let's say you have a coaching offer 551 00:18:32.480 --> 00:18:33.680 and then you throw in the agency 552 00:18:33.680 --> 00:18:35.160 and then you do this done for you that, 553 00:18:35.160 --> 00:18:36.800 and then emails, and all of a sudden, 554 00:18:36.800 --> 00:18:38.280 you have all these offers. 555 00:18:38.280 --> 00:18:40.120 Is there a litmus test to that to know 556 00:18:40.120 --> 00:18:43.040 when it's a good idea and when it's not a good idea? 557 00:18:43.040 --> 00:18:44.640 It's a good question. 558 00:18:44.640 --> 00:18:46.000 I wish I gave you a perfect answer, 559 00:18:46.040 --> 00:18:47.760 but I don't know if I have one. 560 00:18:47.760 --> 00:18:49.160 Yeah, I don't want to give a false answer. 561 00:18:49.160 --> 00:18:50.000 I don't know. 562 00:18:50.000 --> 00:18:52.440 I mean, I know when I see it, you know what I mean? 563 00:18:52.440 --> 00:18:54.360 But in terms of like what framework would I use to say 564 00:18:54.360 --> 00:18:56.080 this is too much or too little? 565 00:18:56.080 --> 00:18:57.840 The easiest litmus test that I was like from, 566 00:18:57.840 --> 00:18:59.000 if we're going big picture, 567 00:18:59.000 --> 00:19:00.840 the easiest litmus test that I would think of is 568 00:19:00.840 --> 00:19:02.720 are we changing avatars? 569 00:19:02.720 --> 00:19:05.480 That'd be the first litmus test. 570 00:19:05.480 --> 00:19:08.240 The second would be are we changing place in the market? 571 00:19:08.240 --> 00:19:11.200 And so there's four major strategic positions 572 00:19:11.200 --> 00:19:12.040 in any marketplace. 573 00:19:12.040 --> 00:19:14.160 You've got ultra low, which is like what you can, 574 00:19:14.160 --> 00:19:17.160 like VA's for $400 is ultra low price, right? 575 00:19:17.160 --> 00:19:20.000 Then you've got your low price, which is Walmart, right? 576 00:19:20.000 --> 00:19:21.320 And then you've got premium, 577 00:19:21.320 --> 00:19:23.800 which is more expensive than the average stuff. 578 00:19:23.800 --> 00:19:25.360 And then you've got luxury, right? 579 00:19:25.360 --> 00:19:28.640 Which where demand increases as a result of status in price, 580 00:19:28.640 --> 00:19:29.480 where the higher the price is, 581 00:19:29.480 --> 00:19:31.200 the more the status that's associated with it. 582 00:19:31.200 --> 00:19:32.680 Now, people who might be listening to this 583 00:19:32.680 --> 00:19:33.800 might think they're in luxury. 584 00:19:33.800 --> 00:19:34.920 They probably are. 585 00:19:34.920 --> 00:19:35.920 They're probably in premium, 586 00:19:35.920 --> 00:19:37.840 which like your program, my program, 587 00:19:37.840 --> 00:19:38.840 they are premium products. 588 00:19:38.840 --> 00:19:40.400 They're not luxury products. 589 00:19:40.400 --> 00:19:43.520 No one has status associated with how much they paid you. 590 00:19:44.240 --> 00:19:48.600 And so if I were changing where I sit on that graph, 591 00:19:48.600 --> 00:19:50.040 then that would be another thing where I'd say, 592 00:19:50.040 --> 00:19:53.680 okay, we still want to occupy one position, number one, 593 00:19:53.680 --> 00:19:55.920 number two, we want to serve one avatar. 594 00:19:55.920 --> 00:19:58.880 And I think that to, I think part of the reason 595 00:19:58.880 --> 00:20:00.880 that the question is so difficult to answer is that 596 00:20:02.080 --> 00:20:03.520 there has to be context behind it. 597 00:20:03.520 --> 00:20:05.200 So like right now, we have six businesses 598 00:20:05.200 --> 00:20:08.080 that we're in, like, heavily in, right? 599 00:20:08.080 --> 00:20:10.160 And so you're like, people might hear that 600 00:20:10.160 --> 00:20:11.320 and be like, well, Alex, I thought you told me 601 00:20:11.320 --> 00:20:12.480 to focus on the thing. 602 00:20:12.480 --> 00:20:15.040 And the answer is yes, but it's also, 603 00:20:15.040 --> 00:20:17.080 at what point do I have the skill set in character traits 604 00:20:17.080 --> 00:20:18.880 that would allow me to do these other things? 605 00:20:18.880 --> 00:20:20.600 And so I think like when I started my second business 606 00:20:20.600 --> 00:20:23.240 which is Prestige Labs, I did that out of sequence. 607 00:20:23.240 --> 00:20:25.400 I should not have done it as soon as I did it. 608 00:20:25.400 --> 00:20:27.960 Now that I have it now, it took me a long time 609 00:20:27.960 --> 00:20:30.520 of failure and suffering during that period of time, 610 00:20:30.520 --> 00:20:32.560 of transition of being CEO of two companies 611 00:20:32.560 --> 00:20:34.280 that I can now see that in retrospect, 612 00:20:34.280 --> 00:20:36.000 I don't know how things would have turned out differently, 613 00:20:36.000 --> 00:20:38.560 et cetera, but I think that there's a skill set thing. 614 00:20:38.560 --> 00:20:39.880 Could you have multiple offerings 615 00:20:39.920 --> 00:20:42.800 if you have champions for each of those product lines? 616 00:20:42.800 --> 00:20:44.480 Yes, I think so, because if you can run multiple companies, 617 00:20:44.480 --> 00:20:45.680 you can run multiple product lines, 618 00:20:45.680 --> 00:20:47.360 but most people don't have the skill set to do it. 619 00:20:47.360 --> 00:20:50.360 So as a broad statement, for most entrepreneurs 620 00:20:50.360 --> 00:20:52.160 who are under $10 million a year, 621 00:20:52.160 --> 00:20:54.880 I say, focused on selling one product on one channel, 622 00:20:54.880 --> 00:20:56.320 and then the second going from, you know, 623 00:20:56.320 --> 00:20:58.080 three to 10 million is just increasing 624 00:20:58.080 --> 00:21:00.600 the back-end lifetime growth profit per customer. 625 00:21:00.600 --> 00:21:02.480 I hope you guys enjoyed that 626 00:21:02.480 --> 00:21:04.200 as much as I enjoyed making it for you. 627 00:21:04.200 --> 00:21:06.800 And part two, we talk about how to acquire customers properly 628 00:21:06.800 --> 00:21:11.000 and the formula that I used to approach this problem 629 00:21:11.000 --> 00:21:13.400 in every business that we have scaled to date. 630 00:21:13.400 --> 00:21:14.680 I think you guys will enjoy it.