WEBVTT

1
00:00:00.000 --> 00:00:13.000
If you don't have the perspective from which to get better at the skill because you already only have your baseline skill set because it's very difficult to self-appraise, that is where having coaches, mentor of people who are better at teaching the skill, comes into play.

2
00:00:14.000 --> 00:00:19.000
Welcome to the game where we talk about how to sell more stuff to more people in more ways and build businesses worth owning.

3
00:00:19.000 --> 00:00:27.000
I'm trying to build a billion dollar thing with acquisition.com. I always wish Bayzo's musk and Buffett had documented their journey, so I'm doing it for the rest of us. Please share and enjoy.

4
00:00:57.000 --> 00:01:02.000
Let me just say that you're on your newsfeed. Who here sees people shaking their finger in time than what they should do on their newsfeed all the time.

5
00:01:02.000 --> 00:01:10.000
How many times have you gotten seen that 18-year-old relationship coach who's on your newsfeed trying to sell coaching for relationships?

6
00:01:10.000 --> 00:01:20.000
The dating expert that's 21 years old, it's ridiculous. Why is it ridiculous? Because there's an unspoken question that must always be answered in my opinion.

7
00:01:20.000 --> 00:01:33.000
Why should I listen to you? I think the common reason that people are not experiencing the growth and the brand and the authority that they wish to build is because they're trying, they're putting their ladder against the wrong wall.

8
00:01:33.000 --> 00:01:38.000
They're trying to build something that they do not have the authority to presume.

9
00:01:38.000 --> 00:01:45.000
So, for example, if you wanted to build a business brand, if you look at the biggest influencers in the business space.

10
00:01:45.000 --> 00:01:51.000
So you look at Andy Priscilla, you look at Gary Vee, you look at Patrick Bitt David if you're a YouTuber. I look at Ed Mylett.

11
00:01:51.000 --> 00:02:00.000
You look at these guys, a really important question is how many of them needed the social media following they have in order to make the money they make? None.

12
00:02:00.000 --> 00:02:06.000
And so they have the authority to talk about business because of the shit they have already done.

13
00:02:06.000 --> 00:02:13.000
And so it's kind of like, and I hear this all the time, it's like, man, my content is so much better than that guys. I can't believe people share that guy's stuff.

14
00:02:13.000 --> 00:02:24.000
If Elon Musk tweets, I'm on the porcelain throne right now, it'll get 500,000 shares. And it's not because of the content, it's because of the frame and the brand that is wrapped around that message.

15
00:02:24.000 --> 00:02:38.000
It's because Elon said it that made it important, right? And so the idea is it's very difficult to deliver theoretical knowledge on business without having the proof or the evidence to substantiate the theoretical knowledge you're claiming to have.

16
00:02:38.000 --> 00:02:47.000
Because it doesn't pass the litmus test of like, why should I listen to you? Why should I listen to the $10,000 business country? Why wouldn't I listen to Tom Billion?

17
00:02:47.000 --> 00:02:56.000
Because people are like, well, I'm making the same stuff as Tom. And I'm like, yeah, you are. I was like, except you're missing the one thing where you've built a billion dollar bread, small thing that you're missing, right?

18
00:02:56.000 --> 00:03:05.000
Where you've got the stay-at-home wealth coach, right? That's talking about how you should dollar cost the average into the stock market. You're doing like, dude, I'm giving way better advice than Warren Buffett is.

19
00:03:05.000 --> 00:03:17.000
Maybe, maybe you're saying the exact same thing as Warren Buffett. It's not fair that Warren Buffett gets all this media and you don't, except for the fact that he's built $100 billion in that worth and made so many people wealthy through Berkshire Halfway.

20
00:03:17.000 --> 00:03:24.000
Like, there's just that, that little 80-billion vehicle. That's missing. And so if that sounds hopeless to you, there is good news.

21
00:03:25.000 --> 00:03:30.000
So the point is, is that first, identify if you're doing it. If you are, probably stop.

22
00:03:30.000 --> 00:03:37.000
The second thing is that you change the way you speak, right? And so changing the way you speak comes in terms of how you talk and what you're talking about.

23
00:03:37.000 --> 00:03:48.000
So the what you're talking about, the way to be unfucked with the bull, so that people can't shoot you down, who can't give you hate, is by saying, listen, I don't know.

24
00:03:48.000 --> 00:03:54.000
This is just what I did, and this is what worked for me this time. I hope it serves you.

25
00:03:54.000 --> 00:04:01.000
Versus, this is what you need to do to get what I have, or this is what you need to do in order to do X.

26
00:04:01.000 --> 00:04:11.000
It's the difference between how to, to, how I. So you start a message with how I built a $13 million-month company.

27
00:04:11.000 --> 00:04:17.000
Not how you can build a $100 million-month company. It's minor, but it's huge, right?

28
00:04:17.000 --> 00:04:22.000
It's kind of the difference. It's almost like the difference of saying like, hey, do you want to buy my shit? Versus, hey, do you know anybody wants to buy my stuff?

29
00:04:22.000 --> 00:04:30.000
It's these tiny, tiny little pivots in language that have deep implications behind your intention of how you're speaking to them.

30
00:04:30.000 --> 00:04:36.000
When you say you should, or how to, you're presuming a place of authority that you may not hurt.

31
00:04:36.000 --> 00:04:42.000
Whereas if you're always coming from the place of like, I had oatmeal for breakfast, right? No one's going to object with you on me.

32
00:04:42.000 --> 00:04:50.000
Like, I had oatmeal for breakfast. But if you say you should have oatmeal for breakfast, if you want to look like me, how much more do you hate me now?

33
00:04:50.000 --> 00:04:57.000
A lot, and it's just a difference in language. And so the idea is that we change the way we talk and what we talk about.

34
00:04:58.000 --> 00:05:04.000
Hey, most of the nation, quick break, just to let you know that we've been starting to post on LinkedIn and want to connect with you.

35
00:05:04.000 --> 00:05:09.000
All right, so send me a connection request and let me know that you listen to the show and I will accept it.

36
00:05:09.000 --> 00:05:15.000
There's anyone you think that we should be connected with, tag them in one of my relay lists posts, and I will give you all the love in the world.

37
00:05:15.000 --> 00:05:17.000
All right, so let's get back to the show.

38
00:05:18.000 --> 00:05:37.000
And so rather than talking about the general ideas of an industry, which we probably don't have the authority to presume, because we don't have the experience, the depth of experience, to make sure that our assumptions are valid across the sizes of business, because you may make an assumption and you make a statement that works for a $10,000-month business.

39
00:05:37.000 --> 00:05:43.000
And then everyone else is like, well, I can think of a hundred ways this wrong. And then you look like an idiot.

40
00:05:43.000 --> 00:05:50.000
But if you say, hey, this is how I've gotten a $10,000-month, I hope this is helping for you. No one's like, fuck that guy.

41
00:05:50.000 --> 00:05:55.000
That's not how we got to $10,000-month, because they don't know they cannot challenge your experience.

42
00:05:55.000 --> 00:06:06.000
And if you want to make a pivot on that, you can say, hey, this is what I've been doing with John, and Jim, and Casey, and Sarah, to help them with their skincare condition, to help them with their home remodel, to help them with their ex-wife.

43
00:06:06.000 --> 00:06:13.000
So I hope it helped you out, because this is the framework we made for them, and they seem to think it was useful, so I just want to share it with you guys.

44
00:06:13.000 --> 00:06:17.000
If you speak from that perspective, it's speaking from experience rather than theory.

45
00:06:17.000 --> 00:06:34.000
And most people who are talking right now are just taking Gary Vee's content, taking other people's content, deluding it, watering it down, and then delivering it to a positional weakness, because you don't have the brand, and you don't have the authority, you don't have the expertise, or the experience real or imaginary, to make these claims.

46
00:06:35.000 --> 00:06:44.000
And so I think the heart of the issue is not, I mean, sure, there's the blocking and tackling of the volume, the distribution, and contextualize the content, and all that kind of stuff, right?

47
00:06:44.000 --> 00:06:47.000
There's all of that, and for sure, you have to do the doing. It has to get stuck.

48
00:06:47.000 --> 00:06:58.000
But the heart of it comes down to talking about things that you have the authority to speak of, and it reminds me of speech from Morpheus from the Matrix, where he stands up, and I think it's in the second or third, I can't remember.

49
00:06:58.000 --> 00:07:06.000
And he stands up and he says, I stand here truthfully, I'm afraid. He said, not because of the path that lies before me, because of the path that lies behind me.

50
00:07:06.000 --> 00:07:13.000
Because no one can question the things that you have already done, no one can question the experience that you've immersed, even if it's this big.

51
00:07:13.000 --> 00:07:22.000
And the thing is, it's about doing the first step, and then talking about what you just did and what you just learned, and then taking the next step, and then talking about what you did and what you just learned.

52
00:07:22.000 --> 00:07:31.000
Now, the maximized version of that is having a Kayla behind the camera, and Mike's up all the time, so we can catch him, that's going to be making more stuff for you guys over there.

53
00:07:31.000 --> 00:07:34.000
But that takes time, and it costs money to do that, so I get that.

54
00:07:35.000 --> 00:07:45.000
And so I think that just doing the doing, and then talking about what you did, is one of the simplest way to document the lessons, learn how you progress and grow over time, and as a total side note, if you want to check this out.

55
00:07:45.000 --> 00:07:58.000
If you go on my podcast, which is actually the oldest platform I've been on, by the way, I have almost 400 episodes on there, you can go back six years ago, and listen to the difference in terms of what I was talking about then, and what I'm talking about now.

56
00:07:59.000 --> 00:08:07.000
And part of the reason that we document all this stuff, and the mission of the business prep, is there's not problems to document and share the best practices of building more class companies, is that how shitty is it?

57
00:08:07.000 --> 00:08:18.000
That Jeff Bezos doesn't have a vlog of him being like day 37 at Amazon, trying to get these books shipped out, had some shipping issues today, but going to get after tomorrow.

58
00:08:18.000 --> 00:08:29.000
How invaluable would it be if we could look back at Jeff Bezos, you know, library of content, and see him build one of the biggest companies of all time, same with Steve Jobs, same with Elon Musk, right?

59
00:08:29.000 --> 00:08:38.000
And so my hope is that, you know, we get to a billion and beyond, and I hope that because I want to have the journey documented with the lessons that I learned along the way.

60
00:08:38.000 --> 00:08:48.000
And the shifts in belief, like earlier today, I got asked by somebody who's listed on my podcast, they're like, hey, in podcast 86, which by the way is four and a half years ago, they're like, you said this thing.

61
00:08:48.000 --> 00:08:53.000
And I was like, you know, I think I've shifted my understanding of that, and so I was like, there's more nuance to it.

62
00:08:53.000 --> 00:09:07.000
And so it's really cool for yourself to document these things, and when you do do it from that perspective, which is to do it for yourself, to do it because you believe it should be made, because you want to add to the body of knowledge rather than preach to somebody, to do it not because you want to feature ego, because you want to feed the audience.

63
00:09:07.000 --> 00:09:21.000
If you can do it from that perspective, then I think the audience can feel the intention. And so that kind of leads to what I would consider to be like probably one of the other points, which is the whole concept around giving, which is first off, humans are exceptionally good at sniffing out intention.

64
00:09:21.000 --> 00:09:28.000
And I think that's evolutionary and deeply wired in us, because we have to know when we're getting double crossed, we have to know and try and be able to guess some flying to us.

65
00:09:28.000 --> 00:09:41.000
And so we're actually very, very good. Like even people who have like necessarily like low right cues or lower processing power still can have exceptionally good ability at sniffing out, lying, can sniffing out intention, just sniffing out ill will.

66
00:09:41.000 --> 00:09:47.000
And so because it's evolutionary, if you weren't able to do that, get double crossed, you get your coconut stolen, right.

67
00:09:47.000 --> 00:09:54.000
And so we have this really innate very tuned instrument inside of us that can hear intention in tonality and micro expressions.

68
00:09:54.000 --> 00:10:09.000
And so I don't think you can fake it. I think you just have to truly shift your perspective so that you can live in that way authentically, which is to actually believe that if you give to your audience over a long and a period of time, you will reap higher rewards.

69
00:10:09.000 --> 00:10:19.000
And so I want to be clear, since day one, I've always been in to make money. But I think that the vehicle that we use to make money is a longer game.

70
00:10:19.000 --> 00:10:27.000
And I got asked on, I think, Carmichael, the only other time I've been on Instagram life was like, hey man, why are you one of the good guys who be like, why haven't you like sold out or whatever.

71
00:10:27.000 --> 00:10:33.000
And I was like, well, first off, I want to be clear, we're equating selling with that, which I would never do. Number one.

72
00:10:33.000 --> 00:10:51.000
Number two is that I'm absolutely a capitalist and long term greedy. It's just that I think that me working with companies thinking about my unique skills of getting someone from three to 30, three to 50 million is more valuable for me to work with a handful of people, just everyone else stuff for free so that they can get to the level that I can then work with them.

73
00:10:51.000 --> 00:11:07.000
But rather than trying to build a massive infrastructure around, you know, having tens of thousands of people trying to consume the content when I can just give it to him for free, right, which leads to another big point that I have around this release of belief that I have, which is give away the secrets, sell the implementation.

74
00:11:07.000 --> 00:11:19.000
And so a lot of people have info behind walls and that's fine. I'm not saying there's anything wrong with that, but the real value add for the service is the implementation, the accountability, the troubleshooting and the perspective from which to solve the problem. So I'll give you an example.

75
00:11:19.000 --> 00:11:27.000
So let's say you want to get better at sales, right. So I could make tons of sales content if I wanted to and the people be like, wow, this guy's really good at sales because I give away all the secrets, right.

76
00:11:27.000 --> 00:11:36.000
But they might consume it and be a little better, but they would be even better if they had a coach who was like listening to their calls and seeing like, see right here, you paused and then she lost trust with you.

77
00:11:36.000 --> 00:11:44.000
Or hey, see how here you should have made this into a question rather than making a command. And if you did that, you could have sold more off your back, but then you're front.

78
00:11:44.000 --> 00:11:54.000
You're like, dude, you missed rapport in the first two seconds because you said this instead of this, right. And then the whole calls been off since then or she said this objection early on and then you didn't catch it.

79
00:11:54.000 --> 00:12:03.000
So she just detonated it in the sale and you should have confronted that earlier. Right. And so if you if you don't have the perspective from which to get better at the skills, because you already only have your baseline skills.

80
00:12:03.000 --> 00:12:11.000
It's very difficult to sell the praise. That is where having coaches, mentors, people who are better at teaching the skill comes into play.

81
00:12:11.000 --> 00:12:21.000
And so you give away the secrets to prove you are good because here's the here's the flip side. People were like, well, what if what if I what if I give away all these secrets and everyone consumes them?

82
00:12:21.000 --> 00:12:27.000
Right. What if you give away a whole bunch of shit and everyone consumes it? Which one do you think you're going to make more money on?

83
00:12:27.000 --> 00:12:33.000
People make their purchasing decisions based on the value they've already received, not the value that they're going to receive.

84
00:12:33.000 --> 00:12:37.000
Like it's a really big point that took me way too long to learn.

85
00:12:37.000 --> 00:12:45.000
So most nation love you guys. I don't deserve you, but I love you for being as awesome as you are. And I'll see you in the next one.

86
00:12:45.000 --> 00:12:46.000
Bye!