WEBVTT

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I would trade everything that I have when I'm 40 to be 32 and so it's just like for

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mining myself.

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Enjoy this now.

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Right.

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Yeah.

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Because I would trade everything to be here when I'm 40.

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Welcome to the game where we talk about how to get more customers, how to make more

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per customer and how to keep them longer and the many failures and lessons we have learned

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along the way.

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I hope you enjoy and subscribe.

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You mentioned you'd always created something from a lack, but now it sounds like there's

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a different intention for why you're building something.

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What happens when people ship their intention from scarcity, lack mindset, to growth, impact,

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service, whatever it might be that you're coming from?

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I'm so excited for this question.

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So I think the biggest thing that changes is time horizon.

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Time horizon.

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What is time horizon?

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And I think the single greatest differentiator between the poor and the middle class, middle

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class and rich, rich and the truly wealthy is how they see time.

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And if you think about money as simply a condensed unit of time, right, that's all money

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is.

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I mean, you can trade time for money.

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So like it is thermos equivalent units and the people who know how to master their time

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the most mean that they know how to master their money the most, right?

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And so really, if you want to master to the original question of like how do wealthy

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people come off these because they master their time.

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And so time horizon is just like the perspective from which we see what we want to achieve.

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And so if I am doing, if I'm building a company from the place of like, I believe this company

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should exist.

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I believe this problem is worth solving.

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And that is where you start it from.

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Then you build it differently versus versus I need to make money, I need to make money

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this week and you make money tomorrow because what can I go and make money with?

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Exactly.

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And so I think like, I mean, you've built this amazing brand here.

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If if people were able to not ask for 12 months and just serve, dude, this is what I did

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when I launched this because I literally sold another company, I didn't make that much.

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But I had enough for like two years to live, but I was living pretty frugal.

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I wasn't like, I never bought anything fancy.

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It was like, you know, whatever food and travel maybe, right?

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Yeah.

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But I was still sleeping, I couched his back then, you know, just because I wanted to save

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I want to spend it on hotels and then start spending hotel rooms until about four or

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five years ago.

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I would always find a way, who do I know in that talent and crash on?

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Anyway, side note.

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But when I launched school of ratings 10 years ago, I remember saying, I'm going to do this

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for one year because I wish I had access to this.

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I wish this was a thing that I could go listen to in the world to teach me.

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Yeah.

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And I'm not going to try to make money.

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I'm going to do it for a year, all in, but I'm not going to try to make money.

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I don't want to make money.

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I mean, if the money came great, but it wasn't my intention.

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I was just, how can I create the best content to serve people on the things that I wish

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I would have learned in school growing up, school greatness, and after one year, I was

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like, man, this thing is really starting to take off, you know, but it wasn't based

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on how do I make as much money?

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Totally.

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It was, how do I create something that could really make a lasting change?

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Yeah.

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And my intention is what's made me sustainable for 10 years.

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Love in the process.

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Totally.

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So when people come from a place, when I'm here, you see when they come from a place

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of that intention of service or because this needs to be in the world, art exists not

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to do something.

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It exists to exist.

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Right.

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It's like, no one says, why did you paint that?

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It's like, I said, needed to come out.

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I needed to, exactly.

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Exactly.

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Exactly.

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Exactly.

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And so I think that if people chose their businesses that way, I think, and I don't

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be wrong.

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I'm all about making money.

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Like, by all means, go get your back.

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You don't have much to do care.

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Yeah.

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By all means.

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But I think that what it does is it ends up freeing you to then make your real impact

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because then you can start the, whatever the next thing and hopefully your first thing

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is that thing.

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But realistically, it probably isn't.

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And all I have to do is look at every entrepreneur that's really wealthy, the amount of graveyard

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businesses they have in their bag.

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Right.

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Right.

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Right.

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And so like, right now, if you're listening and you're like, I'm not sure if this is

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the perfect business idea.

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Let me just save you the time.

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It's not because look at every other person who has been ultra successful.

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They have 10 failed business ideas.

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So just like, just start.

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So you can just start notching off the bad businesses.

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But extending the time horizon, I think only happens if you do shift the intention through

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it, you're building it or you're just unbelievably self-disciplined.

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But I think it's easier to just like start at it with the right heart because it's

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small change, but I think it'll be worth it is that the reason that most people aren't

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successful in my opinion is that they sacrifice global benefit for local benefit.

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And that happens in all areas of life.

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You eat the piece of cake because you have an acute local benefit versus the global benefit

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of a six pack that lasts for a very long time or better health, et cetera, right?

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The instant gratification as opposed to delayed gratification.

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Exactly.

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And I just, I like saying global, I just like saying local versus global because it happens

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in an organization.

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For example, sales guys don't want to put the notes in the thing because it's a pain

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in the butt to put the notes in the CRM.

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But finance needs the notes, customer service needs the boats, success needs the note.

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Like all of these other departments need those notes for all the other things that we're

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going to do.

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And so it's a local cost but for a global benefit.

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And so I think if people were able to delay that immediate gratification, which is like,

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this is the nature of successes.

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I think there was plenty, man.

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There was this study that was done.

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I care, I remember it.

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Put it in the marshmallow test or the other.

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Okay.

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I can talk about the marshmallow test.

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Okay.

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So fun, fun one with that with the marshmallow test is measuring how long they delay for

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the marshmallow.

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So at what point does it not make sense if they say you can get one because it, because

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they like to, everyone simplifies the experiment, which is like, if I give you a marshmallow

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one now or you can get two later, right?

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But what if two is in a year?

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Yeah, you're like, I don't care.

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I'll take the one now.

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Right.

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So then the next question I would have is like, if you were to test kids and then say at

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what point the global versus local crosses would you then track the kids who had the longest

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marshmallow waiting period?

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Because then you could measure how long they're going to be successful probably a life.

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Yeah.

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Really interesting.

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Just total side note.

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But the three things that I think were in common of the ultra successful were inflated

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sense of self as in they thought that they like, they deserve big things.

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They wanted to go after big things.

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They believed in themselves, right?

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In theory already, never being good enough and impulse control.

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Those are the three factors of the most successful.

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They're like, when they did a common factors analysis, like these people think they believe

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that they can achieve all this amazing stuff.

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And then it, it's just, it's an amazing paradox because at the same time, they think they're

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not good enough and they are insecure about whether they, they can achieve it and they

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have impulse control.

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And so it's like, if you have plan, yeah, yeah.

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And they just, they, and they stay focused on the thing.

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And what I, like, I'd say the biggest breakthroughs that I've had, I think that will create a lot

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of the wealth that we will have in the future is, is really a deep understanding of how

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long, long is and shooting with the intention of like, I'm only bringing this up because

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my YouTube guy said it.

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He's like, I've never had somebody who actually started that.

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I was like, we'll see what we do in five years.

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I was like, we'll measure that.

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And he was like, no one has literally ever said that to me.

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I was like, as long as it's a progress, I'm good.

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Because I want to result in like two months.

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Yeah.

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Yeah.

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Yeah.

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I'm cool.

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I don't need to say like, that's good enough for most people if they could extend the time

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rising.

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Because like, I'll give you another hack.

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You can know how wealthy someone is based on the time horizons they speak.

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Give me an example.

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So if someone's talking about how they're trying to make, you know, make money this today,

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I hate let me hold 20 for today.

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You know how, you know how poor they are.

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I have to say poor.

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Like, you know how poor they are, right?

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If someone's talking about what they're going to make this week or this month or this

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quarter or this year or this decade, they're about different.

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The people are who are talking those time horizons.

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So I think that if we can shift the time horizon that we think in, then we gain more leverage

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over our time, which we then know we will compound into money.

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Because I think if you can master the time, you master them.

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Hmm.

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That's good.

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You've been married for how long?

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Five years.

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Five years in a relationship or six years or something.

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Six years of relationship.

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Five years married.

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This is something that I've been on curious about a different decades of my life, right?

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I'm 39 now.

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I just turned 39 in March.

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And in my 20s, I don't think it was, I was like, how is it possible to be of one human

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being for the rest of your life, right?

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Yeah.

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Like, there was so much adrenaline and testosterone and just, you know, desire.

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Yeah.

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I was thinking of a place of desire, not from a place of, I don't know, from a spiritual

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foundation.

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That's what you're right.

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More of a sexual desire.

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Hmm.

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And I would study these different men over the years.

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And the ones that I really respected were the ones who had amazing long-term relationships

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and who had healthy businesses that impacted people in positive ways and had, you know,

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semi-healthy families in general, right?

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I'm curious.

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Why did you decide to get married, I guess, at 25, six?

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I was, yeah.

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She was 24 and I was 26 or 27.

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Like, why?

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Why decided to get married in your 20s?

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Yeah.

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And how has that been beneficial towards your inner peace, your health and your wealth?

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Yeah.

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Getting married is a great hack for making money.

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I have a lot of thoughts on this.

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First one is because at least if you're anything like me, probably 80% of my attention

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went to chasing tail.

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And so getting all of that attention back automatically just makes you more money.

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Right.

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All your energy has sprouted.

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Oh, yeah.

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100% of you are doing that.

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The spread all over the place.

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And so that was, that's just like, honestly, just getting into a relationship accomplishes

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that.

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Hmm.

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Going from relationship to marriage though was really surprising to me because I was,

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I would say fairly against marriage for most of everything.

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And it's, by happenstays, Laila and I got married almost like as a dare and then we're

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still married.

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And it's been awesome.

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Like, total.

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We'll get it.

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Another time.

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But when I, when we did get married, it was actually really interesting.

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And maybe this is just my own personal experience, but I felt this very sincere shift of knowing

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it felt secure.

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Even the long term, I'm like, why do we need a government body?

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Why do we need someone?

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Why do we need an external party to validate that relationship?

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It's not a document.

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Exactly.

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Yeah.

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But there is some level of commitment that comes with it that makes it more stable.

250
00:09:29.040 --> 00:09:33.720
And knowing that it was like, oh, she's in it with me, just knowing the barrier to exit

251
00:09:33.720 --> 00:09:36.160
was significantly higher for both of us.

252
00:09:36.160 --> 00:09:38.400
I think increased our commitment to the relationship.

253
00:09:38.400 --> 00:09:43.160
But it gave me so much more stability for risk taking in a lot of ways, knowing that she

254
00:09:43.160 --> 00:09:45.440
was there, knowing she had my back.

255
00:09:45.440 --> 00:09:50.280
And, you know, I was texting a, um, a buddy of mine who was, who was living the fast

256
00:09:50.280 --> 00:09:51.280
life.

257
00:09:51.280 --> 00:09:52.280
Yes.

258
00:09:52.280 --> 00:09:53.280
Oh, girls every other night.

259
00:09:53.280 --> 00:09:54.280
Yeah.

260
00:09:54.280 --> 00:09:55.280
Yeah.

261
00:09:55.280 --> 00:09:56.560
And it was like, how do, you know, what do you, how do you think through this?

262
00:09:56.560 --> 00:09:57.720
And I thought about it.

263
00:09:57.720 --> 00:10:01.880
And, um, I think that when you get into the, into the committed relationship or marriage,

264
00:10:01.880 --> 00:10:04.200
you trade novelty for loyalty.

265
00:10:04.200 --> 00:10:05.200
Mm-hmm.

266
00:10:05.200 --> 00:10:09.920
And for me, that, to me, loyalty, I was trying to define this for myself, but like, for

267
00:10:09.920 --> 00:10:15.360
me, loyalty matters more than love or is a form of love or the one that I value the most.

268
00:10:15.360 --> 00:10:19.960
And then as a secondary, because I was trying to define like, what, like, whenever someone

269
00:10:19.960 --> 00:10:20.960
says like, what is love?

270
00:10:20.960 --> 00:10:21.960
Right?

271
00:10:21.960 --> 00:10:25.480
Like, if you actually like start trying to pull the word back, most people will just describe

272
00:10:25.480 --> 00:10:27.400
activities that people who are in love do.

273
00:10:27.400 --> 00:10:31.200
Well, it means, and then they use a laundry list of activities.

274
00:10:31.200 --> 00:10:35.280
And so the best definition I have, and I know this is, this made out there, is of how

275
00:10:35.280 --> 00:10:40.440
much like measuring love is, how much are you willing to endure to keep it?

276
00:10:40.440 --> 00:10:44.040
And so if you have a relationship with someone, and like, and I would say love and liking to

277
00:10:44.040 --> 00:10:47.320
me is the same thing because it's really difficult to differentiate between the two.

278
00:10:47.320 --> 00:10:50.320
If you have a relationship with someone, and you're not really willing to like, let's

279
00:10:50.320 --> 00:10:55.000
say, wait 30 minutes later to go to dinner with them, probably a very little liking in

280
00:10:55.000 --> 00:10:56.000
there.

281
00:10:56.000 --> 00:10:57.000
Right?

282
00:10:57.000 --> 00:11:00.080
If you have kids, you're probably willing to do a lot for them.

283
00:11:00.080 --> 00:11:04.960
And so like, I'll give you an example that a friend of mine said, he's like, man, he

284
00:11:04.960 --> 00:11:07.600
must love, he's like, if you have a car that you've been working on all the time, like

285
00:11:07.600 --> 00:11:08.600
a lot of guys like Tinker with.

286
00:11:08.600 --> 00:11:09.600
Must love that car, right?

287
00:11:09.600 --> 00:11:11.840
Must love that thing's a piece of crap.

288
00:11:11.840 --> 00:11:12.840
He must love that thing.

289
00:11:12.840 --> 00:11:16.200
It barely runs because of what he's willing to put up with.

290
00:11:16.200 --> 00:11:20.280
And so it's kind of interesting when you think like you can measure love by your willingness

291
00:11:20.280 --> 00:11:23.160
to sacrifice or endure in order to keep it.

292
00:11:23.160 --> 00:11:28.760
Do you think we should endure a toxic relationship though or something that's not adding value

293
00:11:28.760 --> 00:11:31.720
equally or putting forth a level of effort?

294
00:11:31.720 --> 00:11:35.960
To be fair, the toxic relationship, I'll use the quotes here because the defining toxic

295
00:11:35.960 --> 00:11:37.720
would be another call, right?

296
00:11:37.720 --> 00:11:42.280
I think that there are moments in relationships that are negative, but if you love someone

297
00:11:42.280 --> 00:11:47.120
a lot, because you had a lot of benefit, so going the other direction, right, like if

298
00:11:47.120 --> 00:11:49.920
it's more toxic than it is, then you wouldn't put up with it, right?

299
00:11:49.920 --> 00:11:54.040
So then is it worth putting up with anyone having a native experience?

300
00:11:54.040 --> 00:11:56.720
It depends on what you have to gain, right?

301
00:11:56.720 --> 00:12:01.560
And the more you love someone, the longer you're willing to wait for another positive reinforcement.

302
00:12:01.560 --> 00:12:05.400
So if I meet somebody and I have a negative experience immediately, I'm probably done,

303
00:12:05.400 --> 00:12:06.400
right?

304
00:12:06.400 --> 00:12:10.320
If I meet someone and I have positive, the next day, positive two days later, positive

305
00:12:10.320 --> 00:12:13.880
three days later, the next one I might be willing to wait two weeks and then four weeks.

306
00:12:13.880 --> 00:12:17.040
And this is really just becomes a question of human conditioning rather than love.

307
00:12:17.040 --> 00:12:22.200
Not to get like, I love this stuff, but anyway, I can get us back to marriage, but mirroring

308
00:12:22.200 --> 00:12:26.360
Layla gave me a lot of the security that I needed to make, take the big risks and knowing

309
00:12:26.360 --> 00:12:28.400
that she had my back.

310
00:12:28.400 --> 00:12:32.280
And Layla and I have very uncommon views on marriage.

311
00:12:32.280 --> 00:12:35.240
What's the, I guess, unique views on marriage you guys have?

312
00:12:35.240 --> 00:12:38.360
So most people get married because they feel a chemical attraction.

313
00:12:38.360 --> 00:12:39.360
Yes.

314
00:12:39.360 --> 00:12:44.680
And they're like, I guess we should get married, right?

315
00:12:44.680 --> 00:12:46.280
We had the first date.

316
00:12:46.280 --> 00:12:49.600
We talked for four hours about business, all business.

317
00:12:49.600 --> 00:12:51.840
And at the end of the day, I said, you should quit your job and work for me.

318
00:12:51.840 --> 00:12:56.160
I was like, what's your date or was this a, okay, it wasn't just like a casual encounter.

319
00:12:56.160 --> 00:12:57.160
It was 100% going out of date.

320
00:12:57.160 --> 00:12:58.960
It was a bumble, but it was a day.

321
00:12:58.960 --> 00:12:59.960
Bumble?

322
00:12:59.960 --> 00:13:00.960
A date.

323
00:13:00.960 --> 00:13:01.960
Yeah.

324
00:13:01.960 --> 00:13:02.960
And all business all night.

325
00:13:02.960 --> 00:13:03.960
The whole thing.

326
00:13:03.960 --> 00:13:04.960
We walked for four hours and talking about business.

327
00:13:04.960 --> 00:13:07.440
And the very end I said, you've got to like quit your job and work for me.

328
00:13:07.440 --> 00:13:09.040
She said, no, I just made it.

329
00:13:09.040 --> 00:13:12.320
Not for your job and date me, but it could be a job of work for me.

330
00:13:12.320 --> 00:13:15.960
And I said, listen, even if I don't come with a deal, like this needs to make sense for

331
00:13:15.960 --> 00:13:16.960
you.

332
00:13:16.960 --> 00:13:18.880
Like this is how much I pay, I was just like, does how much I pay you this, how much

333
00:13:18.880 --> 00:13:21.240
you'd make, like you should totally work for me.

334
00:13:21.240 --> 00:13:23.960
And she said, no, but I kept working on her and eventually three weeks later, she quit

335
00:13:23.960 --> 00:13:25.440
her job and she joined it.

336
00:13:25.440 --> 00:13:27.960
And we hung out every day after that one.

337
00:13:27.960 --> 00:13:33.520
And we did not have a super chemically romantic, not at all.

338
00:13:33.520 --> 00:13:35.400
We just liked doing the same stuff.

339
00:13:35.400 --> 00:13:37.000
And we both wanted the same outcome.

340
00:13:37.000 --> 00:13:40.720
And so at least as I see it, it's like, you have to have an aligned mission of what

341
00:13:40.720 --> 00:13:44.760
is a little corruption like values of how you want to get there.

342
00:13:44.760 --> 00:13:49.920
And then ideally, it's like bonus, bonus points for similar interests.

343
00:13:49.920 --> 00:13:53.920
Dude, it's so funny to say that because I say that, you know, from all the mistakes

344
00:13:53.920 --> 00:13:57.680
I've made in the previous relationships that are all my mistakes, it all comes to values,

345
00:13:57.680 --> 00:13:59.080
vision and lifestyle.

346
00:13:59.080 --> 00:14:03.400
And having shared alignment doesn't have to be 100%, but it's like an alignment and values

347
00:14:03.400 --> 00:14:08.280
of vision and lifestyle, not in, you know, if you have the sexual chemistry, which we

348
00:14:08.280 --> 00:14:13.920
do, which is great, but not using that as the main value of the sexual chemicals.

349
00:14:13.920 --> 00:14:16.960
Because in two, five, ten years, they may not be there.

350
00:14:16.960 --> 00:14:20.880
But if you don't have the values of vision and lifestyle, what you call values, mission,

351
00:14:20.880 --> 00:14:21.880
mission.

352
00:14:21.880 --> 00:14:22.880
Because it's all business.

353
00:14:22.880 --> 00:14:25.880
So like, mission is what we're trying to accomplish, values how we're going to get there.

354
00:14:25.880 --> 00:14:28.480
And then interests is like, what do we want to spend our time with?

355
00:14:28.480 --> 00:14:29.480
Exactly.

356
00:14:29.480 --> 00:14:30.480
Yeah, that's so funny.

357
00:14:30.560 --> 00:14:31.640
That's what I think.

358
00:14:31.640 --> 00:14:36.000
And if you have those things, you create a relationship, in my opinion, at least this

359
00:14:36.000 --> 00:14:40.040
has been my human experience, it becomes very difficult to get out of.

360
00:14:40.040 --> 00:14:44.080
And I say that intentionally in that, like, the best way to stay married is to figure

361
00:14:44.080 --> 00:14:46.160
out how to stay married.

362
00:14:46.160 --> 00:14:48.960
And so like, well, let's stack all the chips in our favors.

363
00:14:48.960 --> 00:14:51.960
Like we like doing the same stuff, we like talking about the same things.

364
00:14:51.960 --> 00:14:55.960
And then I think in a very important way, if you, if those three things are aligned, you

365
00:14:55.960 --> 00:14:57.960
will get exposed to the same stimuli.

366
00:14:58.960 --> 00:15:01.960
And if you get exposed to the same stimuli, you'll have the same adaptations provided.

367
00:15:01.960 --> 00:15:03.600
You have the same values.

368
00:15:03.600 --> 00:15:07.560
So if we get this exposure, and we both of the same values will both grow in the same

369
00:15:07.560 --> 00:15:12.800
way, I think what happens for many people is their opposite sides, and they attract,

370
00:15:12.800 --> 00:15:13.800
right?

371
00:15:13.800 --> 00:15:16.000
And what happens is you get on this, you probably are estuperal.

372
00:15:16.000 --> 00:15:17.000
Of course.

373
00:15:17.000 --> 00:15:18.000
I just had a Ronald.

374
00:15:18.000 --> 00:15:19.000
I'll go.

375
00:15:19.000 --> 00:15:20.000
I'll just stop.

376
00:15:20.000 --> 00:15:21.000
I'll just stop.

377
00:15:21.000 --> 00:15:22.000
Go ahead.

378
00:15:22.000 --> 00:15:23.000
Well, now I feel silly.

379
00:15:23.000 --> 00:15:24.000
Quite hurt.

380
00:15:24.120 --> 00:15:27.600
My understanding of making activity is you've got familiarity, right?

381
00:15:27.600 --> 00:15:31.560
And you've got, say, variety and then familiarity, because that's how it is.

382
00:15:31.560 --> 00:15:34.800
And so in the beginning, everything's so new and exciting.

383
00:15:34.800 --> 00:15:35.800
There's all this variety, right?

384
00:15:35.800 --> 00:15:37.160
And then you get to know each other.

385
00:15:37.160 --> 00:15:38.160
And it gets better and better.

386
00:15:38.160 --> 00:15:39.160
You're like, oh, my God, this is amazing.

387
00:15:39.160 --> 00:15:40.160
This is amazing.

388
00:15:40.160 --> 00:15:41.160
This is amazing.

389
00:15:41.160 --> 00:15:44.160
But then all of a sudden, you keep going and then you're siblings and you're roommates,

390
00:15:44.160 --> 00:15:45.160
right?

391
00:15:45.160 --> 00:15:49.520
And so it's not like she says, you know, a problem to be solved, but a dichotomy to be

392
00:15:49.520 --> 00:15:52.080
managed between familiarity and variety.

393
00:15:52.080 --> 00:15:57.080
And one of the interesting things with our relationship is that we have so many ways to

394
00:15:57.080 --> 00:15:58.080
be familiar.

395
00:15:58.080 --> 00:16:00.960
So for us, based on that, like, so you need to create more variety.

396
00:16:00.960 --> 00:16:01.960
Yes.

397
00:16:01.960 --> 00:16:02.960
How do you guys do that?

398
00:16:02.960 --> 00:16:03.960
Because you talk about all the same things.

399
00:16:03.960 --> 00:16:04.960
You do the same thing all the time.

400
00:16:04.960 --> 00:16:05.960
How long?

401
00:16:05.960 --> 00:16:06.960
How do you create variety?

402
00:16:06.960 --> 00:16:07.960
It's a great question.

403
00:16:07.960 --> 00:16:13.400
Besides the multiple business boards, you're not doing the multiple people.

404
00:16:13.400 --> 00:16:14.400
Oh, no.

405
00:16:14.400 --> 00:16:15.400
We're not very right.

406
00:16:15.400 --> 00:16:16.400
No, no, no.

407
00:16:16.400 --> 00:16:18.400
I think Leo would stab him with.

408
00:16:18.400 --> 00:16:23.840
No, but I think the variety piece comes in through deliberate creation of room to be

409
00:16:23.840 --> 00:16:24.840
missed.

410
00:16:24.840 --> 00:16:25.840
Space.

411
00:16:25.840 --> 00:16:29.800
If you think about somebody for a week, yes, and you're going to yell with your friends

412
00:16:29.800 --> 00:16:31.560
or family, and I'm going to be there.

413
00:16:31.560 --> 00:16:34.160
You know how much you like someone more when you see them after not seeing them for a

414
00:16:34.160 --> 00:16:35.160
week?

415
00:16:35.160 --> 00:16:36.160
It's so good.

416
00:16:36.160 --> 00:16:37.160
It's not weird.

417
00:16:37.160 --> 00:16:38.160
That's feeling, right?

418
00:16:38.160 --> 00:16:39.160
Isn't that weird?

419
00:16:39.160 --> 00:16:40.160
Yeah.

420
00:16:40.160 --> 00:16:41.160
So it's like, we can create that deliberately.

421
00:16:41.160 --> 00:16:42.160
And so the longing.

422
00:16:42.160 --> 00:16:43.160
Exactly.

423
00:16:43.160 --> 00:16:44.640
And so it's like, if we can like physically separate ourselves in terms of when we work,

424
00:16:44.640 --> 00:16:49.120
that we work on separate sides of the house, we only come together for food.

425
00:16:49.120 --> 00:16:54.360
So we eat and then we go back and ideally, we're not on any of the same meetings because

426
00:16:54.360 --> 00:16:56.480
the last thing I want to do at the end of the day is sit down and say, like, how's your

427
00:16:56.480 --> 00:16:57.480
day?

428
00:16:57.480 --> 00:16:58.480
Just kidding.

429
00:16:58.480 --> 00:16:59.480
I was there the whole time, right?

430
00:16:59.480 --> 00:17:00.480
That's right.

431
00:17:00.480 --> 00:17:01.480
Yeah.

432
00:17:01.480 --> 00:17:02.480
So it's ideally.

433
00:17:02.480 --> 00:17:03.480
And you work together, but you don't.

434
00:17:03.480 --> 00:17:04.480
Yes.

435
00:17:04.480 --> 00:17:05.480
That's it.

436
00:17:05.480 --> 00:17:06.480
We work in the same company.

437
00:17:06.480 --> 00:17:07.480
But you're not on calls that belong together hand in hand.

438
00:17:07.480 --> 00:17:08.480
Right.

439
00:17:08.480 --> 00:17:09.480
And we can accomplish.

440
00:17:09.480 --> 00:17:11.440
And so that way, when we talk, it's like two business colleagues that are both after

441
00:17:11.440 --> 00:17:13.400
the same thing that both believe in getting there the same way.

442
00:17:13.400 --> 00:17:17.120
And we're talking about our unique things that are interesting for me that she might want

443
00:17:17.120 --> 00:17:18.440
my perspective on.

444
00:17:18.440 --> 00:17:21.080
And I'm like, Hey, I'm thinking about this hooker, this message or what do you think about

445
00:17:21.080 --> 00:17:22.080
this?

446
00:17:22.080 --> 00:17:23.080
Right.

447
00:17:23.080 --> 00:17:26.680
And we can bounce on it, but because we didn't share every moment of the day, it gives

448
00:17:26.680 --> 00:17:29.160
us that ability to have variety.

449
00:17:29.160 --> 00:17:31.440
But I think Esther said this so.

450
00:17:31.440 --> 00:17:37.360
But the couples that have that do start businesses together, they've been misquoting two research

451
00:17:37.360 --> 00:17:38.360
things.

452
00:17:39.000 --> 00:17:44.600
Couples that start businesses together have a 10% divorce rate.

453
00:17:44.600 --> 00:17:46.720
If you start and make a dollar in a business together.

454
00:17:46.720 --> 00:17:47.720
Wow.

455
00:17:47.720 --> 00:17:49.480
And I think it's like birthing a child.

456
00:17:49.480 --> 00:17:52.880
Except in order to do a business, I think it's harder than having kids.

457
00:17:52.880 --> 00:17:55.040
And people are like, you don't know that because you don't have kids.

458
00:17:55.040 --> 00:17:56.280
It's true.

459
00:17:56.280 --> 00:18:00.040
But I do know that there's a lot of people who have both.

460
00:18:00.040 --> 00:18:03.720
There's more people with kids than this is going to start together.

461
00:18:03.720 --> 00:18:07.400
And I think that there's some magic in that because it's like birthing an idea.

462
00:18:07.400 --> 00:18:09.960
But you both have to agree on what you're going to create.

463
00:18:09.960 --> 00:18:12.040
So you're not leaving up to biology or leaving up to choice.

464
00:18:12.040 --> 00:18:13.520
Do you guys ever fight or argue?

465
00:18:13.520 --> 00:18:14.520
Sure.

466
00:18:14.520 --> 00:18:18.320
I would say we don't have what I would consider real fights.

467
00:18:18.320 --> 00:18:19.320
Low observatory.

468
00:18:19.320 --> 00:18:20.320
Yeah.

469
00:18:20.320 --> 00:18:21.320
Yeah.

470
00:18:21.320 --> 00:18:25.240
I mean, my argument is that I'm sure that the many common miscommunications that can happen

471
00:18:25.240 --> 00:18:26.240
is humans.

472
00:18:26.240 --> 00:18:27.240
Sure.

473
00:18:27.240 --> 00:18:28.240
Hey, you said this?

474
00:18:28.240 --> 00:18:29.240
That?

475
00:18:29.240 --> 00:18:30.240
Is this what you meant?

476
00:18:30.240 --> 00:18:31.240
Exactly.

477
00:18:31.240 --> 00:18:32.240
Exactly.

478
00:18:32.240 --> 00:18:33.240
No, no.

479
00:18:33.240 --> 00:18:34.240
I was like, there's two ways to take it.

480
00:18:34.240 --> 00:18:35.240
And one way makes you really angry.

481
00:18:35.240 --> 00:18:36.240
The other one doesn't.

482
00:18:36.240 --> 00:18:37.240
I meant the other way.

483
00:18:37.240 --> 00:18:38.240
I mean, you're not angry about.

484
00:18:38.240 --> 00:18:39.240
I mean, we're not about.

485
00:18:39.240 --> 00:18:40.240
We're not about that.

486
00:18:40.240 --> 00:18:41.240
Just round up.

487
00:18:41.240 --> 00:18:42.240
Just round up for me.

488
00:18:42.240 --> 00:18:43.800
What's the thing you love about her the most?

489
00:18:43.800 --> 00:18:45.000
She's made a steal.

490
00:18:45.000 --> 00:18:48.000
She's a playlist just unbreakable.

491
00:18:48.000 --> 00:18:52.000
So I'll tell you the two moments in our marriage that we weren't married yet.

492
00:18:52.000 --> 00:18:55.160
But the two moments that defined her to me.

493
00:18:55.160 --> 00:19:01.920
So one was in, we were probably nine months in a dating, maybe six months in a dating.

494
00:19:01.920 --> 00:19:05.240
And I had lost everything again, standard Alex move, right?

495
00:19:05.240 --> 00:19:06.640
Just lose everything.

496
00:19:06.640 --> 00:19:09.840
And she had to go launch a gym and she had to absolutely crush it.

497
00:19:09.840 --> 00:19:11.040
And I was so stressed out.

498
00:19:11.040 --> 00:19:13.440
At this moment in time, I had the six gyms.

499
00:19:13.440 --> 00:19:17.160
I had a car practice agency, a dentist agency.

500
00:19:17.160 --> 00:19:20.560
And I had the launch business where we're actually like flying out and doing launches.

501
00:19:20.560 --> 00:19:22.520
I think I had one more thing I can't remember what it was.

502
00:19:22.520 --> 00:19:24.440
But so I was eight different businesses that I was owning.

503
00:19:24.440 --> 00:19:28.880
I made no money, obviously, because I had eight businesses, right?

504
00:19:28.880 --> 00:19:32.280
And I was just, I was too stressed to function.

505
00:19:32.560 --> 00:19:33.640
That was the only way I could describe it.

506
00:19:33.640 --> 00:19:36.040
It's like I was not present at all ever.

507
00:19:36.040 --> 00:19:37.600
I was just thin.

508
00:19:37.600 --> 00:19:40.440
I just, I was so stressed that she walked in the office one day.

509
00:19:40.440 --> 00:19:41.200
I didn't look up.

510
00:19:41.200 --> 00:19:42.920
And she was like, do you want me to be here?

511
00:19:42.920 --> 00:19:45.280
And I was like, you can do whatever you want.

512
00:19:45.280 --> 00:19:48.800
And she was like, well, are you, do you want to break up?

513
00:19:48.800 --> 00:19:50.360
And I was like, yeah, that's fine.

514
00:19:50.360 --> 00:19:51.360
Really?

515
00:19:51.360 --> 00:19:53.720
And so she said, okay, that's fine.

516
00:19:53.720 --> 00:19:56.880
You know, and she had quit her job to do this with me.

517
00:19:56.880 --> 00:19:59.200
So it had been five months, like you know, she'd quit everything.

518
00:19:59.200 --> 00:20:01.320
She'd build up a personal training business.

519
00:20:01.360 --> 00:20:02.440
It was done really well.

520
00:20:02.440 --> 00:20:04.000
And she got rid of all our clients

521
00:20:04.000 --> 00:20:07.240
so she could come do these launches while five months in.

522
00:20:07.240 --> 00:20:09.560
I was like, you know, I can't, whatever.

523
00:20:09.560 --> 00:20:13.000
And so she went to Hawaii to do this launch,

524
00:20:13.000 --> 00:20:14.240
which was gonna be a really big launch

525
00:20:14.240 --> 00:20:16.160
and I was betting big on this thing.

526
00:20:16.160 --> 00:20:17.400
So she was still working with you,

527
00:20:17.400 --> 00:20:18.600
but not in a relationship with you.

528
00:20:18.600 --> 00:20:20.240
Yeah, so we've actually, like work is,

529
00:20:20.240 --> 00:20:21.640
is the thing that is our first language.

530
00:20:21.640 --> 00:20:22.960
It came naturally to us.

531
00:20:22.960 --> 00:20:24.960
And so she went there and I had, I think,

532
00:20:24.960 --> 00:20:28.720
I'd lost all the money for the seventh reason in the row, right?

533
00:20:28.720 --> 00:20:30.240
And I had like 10 grand left

534
00:20:30.240 --> 00:20:33.280
and we needed to make like $100,000 in that month

535
00:20:33.280 --> 00:20:34.600
or I was gonna get behind.

536
00:20:34.600 --> 00:20:37.360
So it was 10 grand a getter there for 30 days in Hawaii

537
00:20:37.360 --> 00:20:38.880
because hotels are insane.

538
00:20:38.880 --> 00:20:41.440
And I was like, you need to crush this.

539
00:20:41.440 --> 00:20:42.920
Even though we just broke off.

540
00:20:42.920 --> 00:20:43.760
Oh my gosh.

541
00:20:43.760 --> 00:20:45.240
You need to crush this.

542
00:20:45.240 --> 00:20:46.880
Like, you need to crush this.

543
00:20:46.880 --> 00:20:48.040
That's like all I can say.

544
00:20:48.040 --> 00:20:50.880
And she flew there and she set every sales record

545
00:20:50.880 --> 00:20:52.880
that we had when she got there

546
00:20:52.880 --> 00:20:56.520
and did 170,000 and cash collected and she killed it.

547
00:20:56.520 --> 00:20:59.400
And when she came back, I had had a coach

548
00:20:59.400 --> 00:21:00.560
that I was like meeting with her

549
00:21:00.560 --> 00:21:01.840
and the time she was gone.

550
00:21:01.840 --> 00:21:04.080
And he was like, look at the stats of your life.

551
00:21:04.080 --> 00:21:05.960
He's like, are you a better shape now that she's here?

552
00:21:05.960 --> 00:21:07.800
He's like, are you making more money now that she's here?

553
00:21:07.800 --> 00:21:09.240
Are you like, and to be fair, like,

554
00:21:09.240 --> 00:21:10.720
in general, I was still doing better

555
00:21:10.720 --> 00:21:12.000
because I had started the launch business.

556
00:21:12.000 --> 00:21:15.320
Like I was, you know, I was like, yeah.

557
00:21:15.320 --> 00:21:18.400
And he was like, I think she's a very good thing in your life.

558
00:21:18.400 --> 00:21:19.240
And I was like, okay.

559
00:21:19.240 --> 00:21:21.440
And so anyways, she came back and she crushed it.

560
00:21:21.440 --> 00:21:23.840
When, virtually every other person that I know

561
00:21:23.840 --> 00:21:25.240
would have either not gone.

562
00:21:25.240 --> 00:21:26.520
Like, for you, I'm out of this.

563
00:21:26.520 --> 00:21:28.400
Or just wilted under the pressure.

564
00:21:28.400 --> 00:21:29.920
Cause I put a lot, I was like, you need,

565
00:21:29.920 --> 00:21:31.240
I was like, this is the last money I have.

566
00:21:31.240 --> 00:21:32.200
Like, you have to crush it.

567
00:21:32.200 --> 00:21:33.920
And I don't care about you anymore.

568
00:21:33.920 --> 00:21:34.920
It's perfect.

569
00:21:34.920 --> 00:21:36.160
And I know, okay.

570
00:21:36.160 --> 00:21:37.680
And so she killed it.

571
00:21:37.680 --> 00:21:40.120
And then she came back and then two or three months later,

572
00:21:40.120 --> 00:21:41.640
of course, I lost all that money again.

573
00:21:43.800 --> 00:21:44.560
Class.

574
00:21:44.560 --> 00:21:46.480
And then, and so then at this point,

575
00:21:46.480 --> 00:21:48.200
now we're sleeping at her parents house.

576
00:21:48.200 --> 00:21:49.360
And you're not on a relationship.

577
00:21:49.360 --> 00:21:50.520
No, we're, so we got back together.

578
00:21:50.520 --> 00:21:51.360
When she came back.

579
00:21:51.360 --> 00:21:52.360
So when she came back,

580
00:21:52.360 --> 00:21:54.000
I was like, you're awesome.

581
00:21:54.000 --> 00:21:56.200
Like, used to tall when everything else was crumbling.

582
00:21:56.200 --> 00:21:58.240
Like, let's keep doing this.

583
00:21:58.240 --> 00:21:59.080
Yeah.

584
00:21:59.080 --> 00:22:01.680
And so this leads me probably to probably the core point

585
00:22:01.680 --> 00:22:05.480
of Layla is that, and I don't know if it's all relationships,

586
00:22:05.480 --> 00:22:07.120
but at least the way this one is compared

587
00:22:07.120 --> 00:22:08.200
to every other relationship I've had,

588
00:22:08.200 --> 00:22:10.680
is that I respected her first.

589
00:22:10.680 --> 00:22:13.080
And I don't think I had, that's so key.

590
00:22:13.080 --> 00:22:15.920
Like, I don't, and I say this not as any,

591
00:22:15.920 --> 00:22:18.720
I've loved a lot of people in the past,

592
00:22:18.720 --> 00:22:21.040
but I don't think I respected them to the same degree.

593
00:22:21.040 --> 00:22:22.600
And I think part of that is because it was harder

594
00:22:22.600 --> 00:22:23.800
for me to respect them,

595
00:22:23.800 --> 00:22:27.360
because I didn't have a shared arena to witness it in.

596
00:22:27.360 --> 00:22:28.840
It would be like, maybe for me,

597
00:22:28.840 --> 00:22:30.520
I might not have made able to respect an athlete,

598
00:22:30.520 --> 00:22:33.320
maybe, maybe, because it's just not a game I understand

599
00:22:33.320 --> 00:22:34.840
as well as the business games.

600
00:22:34.840 --> 00:22:35.680
Sure.

601
00:22:35.680 --> 00:22:37.320
I'm maybe just saying that I can appreciate excellence

602
00:22:37.320 --> 00:22:41.920
in those, but I respected her and her opinion mattered to me.

603
00:22:41.920 --> 00:22:44.280
A lot of times I would feel like, someone's opinion like,

604
00:22:44.280 --> 00:22:45.600
like, yeah, it matters, but like,

605
00:22:45.600 --> 00:22:46.760
hey, I'm gonna do what I'm gonna do.

606
00:22:46.760 --> 00:22:47.600
You know what I mean?

607
00:22:47.600 --> 00:22:49.280
Like, my opinion matters more.

608
00:22:49.280 --> 00:22:51.880
Her opinion, I valued equally or even higher

609
00:22:51.880 --> 00:22:53.240
than mine in many occasions,

610
00:22:53.240 --> 00:22:55.400
because I trust her gut, she's an amazing instinct

611
00:22:55.400 --> 00:22:56.560
with people especially.

612
00:22:56.560 --> 00:22:57.760
And so I respected her first,

613
00:22:57.760 --> 00:22:59.040
and the second time that happened was

614
00:22:59.040 --> 00:23:01.080
I'm sleeping in her parents' house,

615
00:23:01.080 --> 00:23:02.120
winner than I am.

616
00:23:03.200 --> 00:23:04.760
She's 24, 25, 26.

617
00:23:04.760 --> 00:23:07.960
No, I'm 27, 26, 27.

618
00:23:07.960 --> 00:23:10.120
Sleeping in her brown, she's 23, 24.

619
00:23:10.120 --> 00:23:12.960
And they gave me like the spare kids bedroom.

620
00:23:12.960 --> 00:23:14.680
So I'm like, in this little desk,

621
00:23:14.680 --> 00:23:15.520
you know what I mean?

622
00:23:15.520 --> 00:23:17.640
Like the little chair, like, crept up,

623
00:23:17.640 --> 00:23:19.400
and I'm like, this is, like, make believe

624
00:23:19.400 --> 00:23:20.880
except it's a real business.

625
00:23:21.880 --> 00:23:23.640
And we had this horrible day

626
00:23:23.640 --> 00:23:26.040
where we lost like $150,000.

627
00:23:26.040 --> 00:23:28.560
And I just saved, like, everything was turning around.

628
00:23:28.560 --> 00:23:30.240
Everything was turning around for us.

629
00:23:30.240 --> 00:23:32.360
We lived there just to like, kind of save some money.

630
00:23:32.360 --> 00:23:33.200
Yeah, yeah.

631
00:23:33.200 --> 00:23:34.560
But the first month of getting rid of all

632
00:23:34.560 --> 00:23:35.640
of all those businesses that I had

633
00:23:35.640 --> 00:23:37.000
and just smoking just on gym launch,

634
00:23:37.000 --> 00:23:39.240
we did 100,000, we did 200,000, 300,000.

635
00:23:39.240 --> 00:23:40.440
So like, things were turning around.

636
00:23:40.440 --> 00:23:42.280
And I was like, okay, this is happening.

637
00:23:42.280 --> 00:23:43.920
And then we got 100,000 refunds,

638
00:23:43.920 --> 00:23:45.480
which was pretty much all the profit I had made.

639
00:23:45.480 --> 00:23:47.920
And it was because a couple of the gyms

640
00:23:47.920 --> 00:23:50.080
that we had launched basically told all the customers

641
00:23:50.120 --> 00:23:51.640
to refund and then sign back up through them

642
00:23:51.640 --> 00:23:52.480
for half the price.

643
00:23:52.480 --> 00:23:53.320
Oh my God.

644
00:23:53.320 --> 00:23:54.320
So it's like, I go to a gym,

645
00:23:54.320 --> 00:23:55.960
that's where we pay for everything, the hotels,

646
00:23:55.960 --> 00:23:58.880
the flights, the marketing, the sales guy.

647
00:23:58.880 --> 00:24:00.800
And let's say we saw 100 people at $500,000,

648
00:24:00.800 --> 00:24:02.000
we make $50,000, right?

649
00:24:02.000 --> 00:24:03.920
Just for example, they would say,

650
00:24:03.920 --> 00:24:05.960
hey, 100 people, now that they're going.

651
00:24:05.960 --> 00:24:06.960
That's annoying.

652
00:24:08.000 --> 00:24:09.000
That's massive.

653
00:24:09.000 --> 00:24:09.920
It was a flawed model.

654
00:24:09.920 --> 00:24:10.760
You know what I mean?

655
00:24:10.760 --> 00:24:11.600
And I could lament it,

656
00:24:11.600 --> 00:24:13.400
but I was not operating within the context

657
00:24:13.400 --> 00:24:15.160
of like human incentive.

658
00:24:15.160 --> 00:24:17.560
There was a huge incentive to not be ethical.

659
00:24:17.560 --> 00:24:18.400
Right.

660
00:24:19.080 --> 00:24:21.680
We lost $100,000, which was all my savings again.

661
00:24:21.680 --> 00:24:23.000
And at that moment,

662
00:24:23.000 --> 00:24:24.920
I had already lost everything like three times

663
00:24:24.920 --> 00:24:25.760
since I'd been with her.

664
00:24:25.760 --> 00:24:28.280
It had been like 11 months at this point.

665
00:24:28.280 --> 00:24:29.280
I think it that went 10 months

666
00:24:29.280 --> 00:24:30.080
because we got married in May,

667
00:24:30.080 --> 00:24:31.560
and it was 13 months since we had met.

668
00:24:31.560 --> 00:24:32.840
And so I just looked at her

669
00:24:32.840 --> 00:24:36.000
and I'm like, inner parents, you know, room or whatever.

670
00:24:36.000 --> 00:24:38.640
And I said, listen, I'm a sink and ship.

671
00:24:38.640 --> 00:24:40.440
And if you want to get out,

672
00:24:40.440 --> 00:24:43.040
I was like, I will have absolute respect for you.

673
00:24:43.040 --> 00:24:44.840
We will be like, we're cool.

674
00:24:44.840 --> 00:24:46.800
Like I will hold nothing against you

675
00:24:46.800 --> 00:24:50.840
because I like, I clearly have not good at this.

676
00:24:50.840 --> 00:24:52.200
And that's where she was like,

677
00:24:52.200 --> 00:24:54.120
I would sleep with you under a bridge if it came to that.

678
00:24:54.120 --> 00:24:56.200
And so that was when...

679
00:24:56.200 --> 00:24:57.040
Oh, before you're married?

680
00:24:57.040 --> 00:24:58.360
Yeah, it was before we were married.

681
00:24:58.360 --> 00:25:00.320
And so that was when, and like, you know,

682
00:25:00.320 --> 00:25:02.400
I think the dedication in that book

683
00:25:02.400 --> 00:25:05.440
says, or actually, well, I might be spoiling it,

684
00:25:05.440 --> 00:25:06.760
but then I think the next book says,

685
00:25:06.760 --> 00:25:08.240
you saw the light in me.

686
00:25:08.240 --> 00:25:10.080
It's a strong, it's my writer,

687
00:25:10.080 --> 00:25:12.320
I come to this without you, yeah.

688
00:25:12.320 --> 00:25:14.040
It's great.

689
00:25:14.040 --> 00:25:15.240
It's a very meaningful thing,

690
00:25:15.760 --> 00:25:17.640
but I don't know if I would have done it without her.

691
00:25:17.640 --> 00:25:18.480
You know what I mean?

692
00:25:18.480 --> 00:25:20.760
And so it was all that to say,

693
00:25:20.760 --> 00:25:22.600
she stood tall when everything else

694
00:25:22.600 --> 00:25:23.800
was crumbling around me.

695
00:25:23.800 --> 00:25:25.720
And for that, she has my eternal respect.

696
00:25:25.720 --> 00:25:26.560
Wow.

697
00:25:26.560 --> 00:25:28.240
And so as a result of that,

698
00:25:28.240 --> 00:25:30.600
that security knowing that she,

699
00:25:30.600 --> 00:25:33.440
even when she didn't have to, she was there.

700
00:25:33.440 --> 00:25:34.880
And she chose to be there,

701
00:25:34.880 --> 00:25:38.920
alongside me because she believed that we could do this.

702
00:25:38.920 --> 00:25:41.320
Even when I ran out of belief.

703
00:25:41.320 --> 00:25:44.240
I think for that, and to be fair,

704
00:25:44.240 --> 00:25:47.120
that was the first 11 months of our relationships.

705
00:25:47.120 --> 00:25:48.600
And so like, since we got married,

706
00:25:48.600 --> 00:25:49.640
it's been super easy.

707
00:25:49.640 --> 00:25:50.360
Yeah, really easy.

708
00:25:50.360 --> 00:25:51.360
It has been,

709
00:25:51.360 --> 00:25:53.000
literally nothing was harder than the first year

710
00:25:53.000 --> 00:25:54.400
of our relationship.

711
00:25:54.400 --> 00:25:55.760
I mean, sorry.

712
00:25:55.760 --> 00:25:56.600
That's great.

713
00:25:56.600 --> 00:25:58.760
I'm assuming you want to tell yourself

714
00:25:58.760 --> 00:26:00.160
a marriage expert by any means,

715
00:26:00.160 --> 00:26:01.440
but you've been married five years.

716
00:26:01.440 --> 00:26:04.440
You've also know, you know,

717
00:26:04.440 --> 00:26:06.880
you have a lot of respect for older men

718
00:26:06.880 --> 00:26:08.080
who've been married for a long time.

719
00:26:08.080 --> 00:26:09.400
You've, I'm sure, interviewed them

720
00:26:09.400 --> 00:26:11.320
and have mentors in that space.

721
00:26:12.160 --> 00:26:17.160
What do you think makes a strong marriage last more?

722
00:26:17.160 --> 00:26:19.240
Respect or love?

723
00:26:19.240 --> 00:26:21.880
I mean, you know where I'm going with this one?

724
00:26:21.880 --> 00:26:23.800
Respect, because I think that respect

725
00:26:23.800 --> 00:26:24.960
is based on logic.

726
00:26:24.960 --> 00:26:26.240
Love less so.

727
00:26:26.240 --> 00:26:28.440
And so I'll say it differently.

728
00:26:28.440 --> 00:26:29.520
I think that love has a lot,

729
00:26:29.520 --> 00:26:30.640
a strong emotional component.

730
00:26:30.640 --> 00:26:32.160
Some days, like, some days you feel like

731
00:26:32.160 --> 00:26:34.840
you love someone more than that, right?

732
00:26:34.840 --> 00:26:39.520
But respect doesn't change as much as it's based on facts.

733
00:26:39.520 --> 00:26:40.400
It's based on evidence.

734
00:26:40.400 --> 00:26:41.840
It's based on, I, the story I just told you

735
00:26:41.840 --> 00:26:42.680
will not change.

736
00:26:42.680 --> 00:26:44.240
That happened, right?

737
00:26:44.240 --> 00:26:48.160
And so when emotions fade, logic remains,

738
00:26:48.160 --> 00:26:50.520
which is why I'm a big fan of logical selling,

739
00:26:50.520 --> 00:26:53.400
which is when someone is trying to make a decision,

740
00:26:53.400 --> 00:26:55.080
I do want to give them the logical reasons

741
00:26:55.080 --> 00:26:55.920
for why they should do that.

742
00:26:55.920 --> 00:26:57.360
Because when the emotions do fade,

743
00:26:57.360 --> 00:26:59.120
which they inevitably do about the decision

744
00:26:59.120 --> 00:27:01.840
that they made, what will remain is the logic

745
00:27:01.840 --> 00:27:04.520
and the logical carry you through the dips.

746
00:27:04.520 --> 00:27:07.000
But if you don't have a logical reason to be together,

747
00:27:07.000 --> 00:27:08.600
then when the emotions fade,

748
00:27:08.600 --> 00:27:10.520
that's when you have no reason to be together.

749
00:27:10.520 --> 00:27:13.320
Because the emotions are on and there's no logic, right?

750
00:27:13.320 --> 00:27:15.840
And so I think that for the long-term relationship,

751
00:27:15.840 --> 00:27:18.800
that's why the mission, the values and the interests,

752
00:27:18.800 --> 00:27:21.600
there's a lot of logical reasons for us to stay together.

753
00:27:21.600 --> 00:27:23.200
We have a million logical reasons to be together,

754
00:27:23.200 --> 00:27:24.320
we're partners in business,

755
00:27:24.320 --> 00:27:25.480
we love the same lifestyle,

756
00:27:25.480 --> 00:27:27.400
we're both in a fit in it, like the end.

757
00:27:27.400 --> 00:27:30.800
And so we have all these huge stack of reasons

758
00:27:30.800 --> 00:27:31.880
for why we should stay together.

759
00:27:31.880 --> 00:27:33.560
And I think that if we can stack the reasons

760
00:27:33.560 --> 00:27:36.280
and as a funny side note with the length of marriage,

761
00:27:36.280 --> 00:27:41.280
the average married person spends two hours a day together,

762
00:27:41.320 --> 00:27:43.560
45 of that is watching television,

763
00:27:43.560 --> 00:27:47.640
average marriage, 24 minutes of that is housework.

764
00:27:47.640 --> 00:27:52.640
And then 35 minutes, oh, sorry, 35 minutes is eating.

765
00:27:52.840 --> 00:27:55.920
And so 45 is 25, so there's like 20 minutes

766
00:27:55.920 --> 00:27:58.000
that's not that of the two hours,

767
00:27:58.000 --> 00:27:59.960
that is just being with someone.

768
00:27:59.960 --> 00:28:03.120
And so we have spent every hour of everyday together

769
00:28:03.120 --> 00:28:04.360
for six years.

770
00:28:04.360 --> 00:28:06.520
And so I feel like in that way,

771
00:28:06.520 --> 00:28:08.480
we've had a 50 year marriage.

772
00:28:08.480 --> 00:28:11.520
Right, from a time perspective.

773
00:28:11.520 --> 00:28:12.320
But anyways, just...

774
00:28:12.320 --> 00:28:14.960
And where do you think you'd be without her

775
00:28:14.960 --> 00:28:18.600
or a marriage like hers that has supported you

776
00:28:18.600 --> 00:28:21.520
and thrived, do you think it'd be as financially successful?

777
00:28:21.520 --> 00:28:22.720
Do you think it'd be,

778
00:28:22.720 --> 00:28:24.440
we'd have more time to build your businesses,

779
00:28:24.440 --> 00:28:26.280
or do you feel like you'd have scattered energy

780
00:28:26.280 --> 00:28:28.960
with lifestyle choices?

781
00:28:28.960 --> 00:28:29.960
I don't know.

782
00:28:29.960 --> 00:28:32.320
I don't know if I would have learned the lessons

783
00:28:32.320 --> 00:28:34.040
that she's taught me.

784
00:28:35.040 --> 00:28:37.960
So if I had a similar marriage to the one that I have,

785
00:28:37.960 --> 00:28:39.280
I think it would be the same.

786
00:28:39.280 --> 00:28:42.920
If I didn't have a similar marriage to this one,

787
00:28:42.920 --> 00:28:44.960
I think I would have figured out

788
00:28:44.960 --> 00:28:46.320
that the money thing was too important to me

789
00:28:46.320 --> 00:28:47.640
for me not to figure it out.

790
00:28:47.640 --> 00:28:50.840
I think it was too important to me.

791
00:28:50.840 --> 00:28:51.760
Because you had the discipline.

792
00:28:51.760 --> 00:28:52.600
Yeah.

793
00:28:52.600 --> 00:28:55.080
And the fitness thing, that was always on lock.

794
00:28:55.080 --> 00:28:57.000
And so like the missing piece,

795
00:28:57.000 --> 00:28:58.840
I still probably would have had that longing to figure out.

796
00:28:58.840 --> 00:29:00.320
Because to your point,

797
00:29:00.320 --> 00:29:02.120
like all the people that I respect

798
00:29:02.120 --> 00:29:05.600
had been in 20 or 30 or 40 or 50 year marriages.

799
00:29:05.600 --> 00:29:08.240
And I think there's something about character.

800
00:29:08.240 --> 00:29:09.640
It speaks to someone's character

801
00:29:09.640 --> 00:29:11.240
when they've done something like that.

802
00:29:11.240 --> 00:29:13.400
And I think that was something that I wanted to have.

803
00:29:13.400 --> 00:29:14.240
Yeah.

804
00:29:14.240 --> 00:29:15.680
What do you think, you're 32 now?

805
00:29:15.680 --> 00:29:16.520
Yeah.

806
00:29:16.520 --> 00:29:18.480
What do you think when you had 40,

807
00:29:18.480 --> 00:29:20.080
the three biggest lessons will be

808
00:29:20.080 --> 00:29:21.560
that you will have learned,

809
00:29:21.560 --> 00:29:22.600
or that you,

810
00:29:22.600 --> 00:29:23.840
if you could go into the future

811
00:29:23.840 --> 00:29:24.640
because you're really good at things

812
00:29:24.640 --> 00:29:26.240
that you can try yourself.

813
00:29:26.240 --> 00:29:29.000
And your 40 yourself was looking at you right now

814
00:29:29.000 --> 00:29:30.440
or in a room with you talking to you.

815
00:29:30.440 --> 00:29:31.280
Yeah.

816
00:29:31.280 --> 00:29:32.640
And I said, here are the three things

817
00:29:32.640 --> 00:29:34.160
you're really going to need to learn.

818
00:29:34.160 --> 00:29:35.000
Yeah.

819
00:29:35.000 --> 00:29:36.160
And try not to make these mistakes.

820
00:29:36.160 --> 00:29:37.320
What would those three lessons be

821
00:29:37.320 --> 00:29:39.080
if you think if you could go into the future?

822
00:29:39.080 --> 00:29:41.880
Well, the first one that jumps out at me was patience works.

823
00:29:41.880 --> 00:29:43.280
So that would be the first,

824
00:29:43.280 --> 00:29:45.920
I think I would have continuous reinforcement

825
00:29:45.920 --> 00:29:47.000
on the fact that the longer I wait

826
00:29:47.000 --> 00:29:48.720
for things that better they are.

827
00:29:48.720 --> 00:29:51.680
The second one would be define your terms.

828
00:29:51.680 --> 00:29:52.480
Socrates says,

829
00:29:52.480 --> 00:29:54.200
wisdom begins with the definition of terms.

830
00:29:54.200 --> 00:29:55.480
And so a lot of people make these goals,

831
00:29:55.480 --> 00:29:57.320
but they don't know what the goal means.

832
00:29:57.320 --> 00:29:58.160
And so they're like,

833
00:29:58.160 --> 00:29:59.000
I want to be healthy.

834
00:29:59.000 --> 00:29:59.840
What does that mean?

835
00:29:59.840 --> 00:30:00.680
I want to be happy.

836
00:30:01.040 --> 00:30:03.400
Like we have to define our terms before we start

837
00:30:03.400 --> 00:30:04.800
trying to attack them or breaking them down,

838
00:30:04.800 --> 00:30:06.360
which is why I've already in my stuff,

839
00:30:06.360 --> 00:30:08.760
I tend to define terms a lot.

840
00:30:08.760 --> 00:30:10.160
So I think a definition of terms

841
00:30:10.160 --> 00:30:12.960
is have to define your terms.

842
00:30:12.960 --> 00:30:16.040
And then third one of lessons that I think

843
00:30:16.040 --> 00:30:17.520
would probably still be,

844
00:30:17.520 --> 00:30:19.080
because whenever I talk to my 85 roads off

845
00:30:19.080 --> 00:30:21.040
in my therapy sessions with myself,

846
00:30:21.040 --> 00:30:24.360
it's always just remembering to small hours more.

847
00:30:24.360 --> 00:30:28.840
Because if I'm 20 years old and are 30 years old

848
00:30:28.840 --> 00:30:31.800
and I would trade all the millions I have to be 20 again,

849
00:30:31.800 --> 00:30:33.160
then that is the lesson.

850
00:30:33.160 --> 00:30:35.440
So I would trade everything that I have

851
00:30:35.440 --> 00:30:37.000
when I'm 40 to be 32.

852
00:30:37.880 --> 00:30:39.600
And so it's just like reminding myself of that.

853
00:30:39.600 --> 00:30:40.920
Enjoy this now, the moment.

854
00:30:40.920 --> 00:30:41.760
Yeah.

855
00:30:41.760 --> 00:30:44.160
Because I would trade everything to be here when I'm 40.

856
00:30:44.160 --> 00:30:45.000
Right.

857
00:30:45.000 --> 00:30:46.480
So like if I can just,

858
00:30:46.480 --> 00:30:49.880
if I can just even get a tenth of that awareness

859
00:30:49.880 --> 00:30:50.720
in the present moment,

860
00:30:50.720 --> 00:30:52.480
I can bring 10% of that future awareness

861
00:30:52.480 --> 00:30:53.320
to the present moment,

862
00:30:53.320 --> 00:30:55.440
that would be a success for me.

863
00:30:55.440 --> 00:30:58.600
Can you break down really how to sell someone

864
00:30:58.600 --> 00:31:01.560
or how to enroll someone in your product or service

865
00:31:01.560 --> 00:31:04.720
who has a reason why they don't want to sign up?

866
00:31:04.720 --> 00:31:05.680
Yes.

867
00:31:05.680 --> 00:31:10.160
So the baseline assumption is this person wants what you have.

868
00:31:10.160 --> 00:31:12.320
And so that's why like in the beginning of every sale,

869
00:31:12.320 --> 00:31:13.960
you're always asking what problem we saw.

870
00:31:13.960 --> 00:31:15.520
And I like, why are you here?

871
00:31:15.520 --> 00:31:16.920
What do you want?

872
00:31:16.920 --> 00:31:19.000
And sometimes you have to like ask that question a lot

873
00:31:19.000 --> 00:31:20.360
of different ways to get someone to actually answer it.

874
00:31:20.360 --> 00:31:21.200
Because like if someone says,

875
00:31:21.200 --> 00:31:22.040
well, I just want to find out more.

876
00:31:22.040 --> 00:31:23.560
It's like, they're not actually here to find out more.

877
00:31:23.560 --> 00:31:24.960
They're green because they want to solve a problem.

878
00:31:24.960 --> 00:31:27.440
So some just saying, well, we'll solve it.

879
00:31:27.480 --> 00:31:29.240
It's an easier way to get to the core of the matter.

880
00:31:29.240 --> 00:31:31.000
And so once they admit they have a problem, then we can,

881
00:31:31.000 --> 00:31:32.880
so we'll give you the approach.

882
00:31:32.880 --> 00:31:34.040
Then we'll give you the back of,

883
00:31:34.040 --> 00:31:35.080
I'll give you the back of napkin

884
00:31:35.080 --> 00:31:36.680
before I give you the one that we're talking about earlier.

885
00:31:36.680 --> 00:31:37.520
So.

886
00:31:37.520 --> 00:31:41.400
Hey guys, real quick, if you're new to the podcast,

887
00:31:41.400 --> 00:31:44.640
I have a book on Amazon called 100 million dollar offers

888
00:31:44.640 --> 00:31:46.600
that over 8,000 five star reviews

889
00:31:46.600 --> 00:31:47.760
and it has almost a perfect score.

890
00:31:47.760 --> 00:31:49.640
You can get it for 99 cents on Kindle.

891
00:31:49.640 --> 00:31:51.800
The reason I bring it up is that I put over a thousand hours

892
00:31:51.800 --> 00:31:53.120
into writing that book.

893
00:31:53.120 --> 00:31:54.840
And it's my biggest gift to our community.

894
00:31:54.840 --> 00:31:56.960
So it's my very shameless way of trying

895
00:31:56.960 --> 00:31:58.600
to get to you to like me more

896
00:31:58.600 --> 00:32:01.000
and ultimately make more dollars to that later

897
00:32:01.000 --> 00:32:02.040
on in your business career.

898
00:32:02.040 --> 00:32:03.040
I can finish the part with you.

899
00:32:03.040 --> 00:32:04.200
So that's my gift.

900
00:32:04.200 --> 00:32:05.040
Go check it out.

901
00:32:05.040 --> 00:32:06.880
Amazon and back to the show.

902
00:32:08.320 --> 00:32:10.880
The back of napkin sales scripting process

903
00:32:10.880 --> 00:32:12.240
that I have is called closer.

904
00:32:12.240 --> 00:32:13.640
And so it's an acronym, it's easier to remember.

905
00:32:13.640 --> 00:32:16.000
So the first thing C is clarify why they're there.

906
00:32:16.000 --> 00:32:16.840
All right, gotta clarify.

907
00:32:16.840 --> 00:32:18.200
Why are you here, right?

908
00:32:18.200 --> 00:32:19.040
We'll brought you in today.

909
00:32:19.040 --> 00:32:19.880
Why did you respond to the ad?

910
00:32:19.880 --> 00:32:20.720
Why did you take time to take this call?

911
00:32:20.720 --> 00:32:21.560
Whatever it is, right?

912
00:32:21.560 --> 00:32:22.520
Clarify where they're there.

913
00:32:22.520 --> 00:32:23.880
And keep asking so you get the right answer.

914
00:32:23.880 --> 00:32:25.480
If it's just information, it's like you're not

915
00:32:25.480 --> 00:32:27.080
popping on 20 calls a day, taking information, right?

916
00:32:27.080 --> 00:32:27.920
No, of course not.

917
00:32:27.920 --> 00:32:29.840
Okay, whatever we saw, cool, got that.

918
00:32:29.840 --> 00:32:32.240
Then L is labeled them with a problem, right?

919
00:32:32.240 --> 00:32:33.760
So that's where you're really repeating back to them.

920
00:32:33.760 --> 00:32:34.680
So let me just get this straight.

921
00:32:34.680 --> 00:32:37.440
So you're here because you're trying to lose weight

922
00:32:37.440 --> 00:32:39.720
and you are struggling to do so at current.

923
00:32:39.720 --> 00:32:40.760
Is that correct?

924
00:32:40.760 --> 00:32:41.600
Awesome.

925
00:32:41.600 --> 00:32:42.440
Okay, great.

926
00:32:42.440 --> 00:32:43.280
Then I think you're gonna like what we have.

927
00:32:43.280 --> 00:32:44.520
So tell me, so then we go to O.

928
00:32:44.520 --> 00:32:46.640
So C-L-O, closer.

929
00:32:46.640 --> 00:32:49.040
O is overview their past experiences or past pains.

930
00:32:49.040 --> 00:32:50.040
So it's like, well tell me what you've done

931
00:32:50.040 --> 00:32:51.000
so far to try to accomplish this.

932
00:32:51.000 --> 00:32:52.760
I'm assuming that's not the first person you've talked to them.

933
00:32:52.760 --> 00:32:53.880
I'm assuming this isn't the first moment

934
00:32:53.880 --> 00:32:54.920
you realize you wanted to lose weight

935
00:32:54.920 --> 00:32:56.720
or you wanted to XYZ, right?

936
00:32:56.720 --> 00:32:59.600
And so then we go through what I call a pain cycle,

937
00:32:59.600 --> 00:33:01.040
which is like, okay, what did you do?

938
00:33:01.040 --> 00:33:03.240
I'll try this, and that's where I'm at.

939
00:33:03.240 --> 00:33:05.440
What was good about it, what was bad about it?

940
00:33:05.440 --> 00:33:06.520
Great, what else have you done?

941
00:33:06.520 --> 00:33:07.840
And you go back through, and each time it's like,

942
00:33:07.840 --> 00:33:09.240
and each time you affirm the person,

943
00:33:09.240 --> 00:33:10.640
you're like, that must have been hard.

944
00:33:10.640 --> 00:33:12.760
Appreciate you showing that, just affirming

945
00:33:12.760 --> 00:33:14.000
and giving them positive reinforcement

946
00:33:14.000 --> 00:33:15.080
throughout the conversation.

947
00:33:15.080 --> 00:33:17.480
And that's just building rapport 101, right?

948
00:33:17.480 --> 00:33:18.320
I understand how you feel.

949
00:33:18.320 --> 00:33:19.880
I felt the same way I had my sister was like that too.

950
00:33:19.880 --> 00:33:20.840
I totally get where you're coming from.

951
00:33:20.840 --> 00:33:22.840
I know how that's difficult, blah, blah, blah.

952
00:33:23.680 --> 00:33:25.040
S is then we saw the vacation.

953
00:33:25.040 --> 00:33:26.680
So now that we've exhausted all the pain,

954
00:33:26.680 --> 00:33:28.080
they're in the thick of the pain

955
00:33:28.080 --> 00:33:29.680
of remembering all the times I feel like,

956
00:33:29.680 --> 00:33:31.240
you know what, given everything you just said,

957
00:33:31.240 --> 00:33:33.360
I think you're gonna be perfect for what we have.

958
00:33:33.360 --> 00:33:34.960
Can I tell you about it?

959
00:33:34.960 --> 00:33:36.640
So then you get permission to sell, right?

960
00:33:36.640 --> 00:33:38.560
And then we sell, I like to have three main points

961
00:33:38.560 --> 00:33:40.960
that I hit, and I think it's because people remember

962
00:33:40.960 --> 00:33:44.280
threes very well, and I know you've seen Russell's stuff

963
00:33:44.280 --> 00:33:47.160
with Webinar, like threes are remembered well.

964
00:33:47.160 --> 00:33:49.120
For same thing with values in a company,

965
00:33:49.120 --> 00:33:50.760
I think three people remember,

966
00:33:50.760 --> 00:33:53.320
it's easy to triangulate ideas, right?

967
00:33:53.320 --> 00:33:55.000
And so when we sell the points,

968
00:33:55.000 --> 00:33:58.640
a big part of this is not actually explaining the features,

969
00:33:58.640 --> 00:34:02.400
this is obvious, but I like giving short anecdotes

970
00:34:02.400 --> 00:34:03.560
that are easy to remember.

971
00:34:03.560 --> 00:34:06.920
So if I would say a word like we offer accountability

972
00:34:06.920 --> 00:34:09.320
for whatever programs, right?

973
00:34:09.320 --> 00:34:11.360
And that doesn't mean anything to anyone.

974
00:34:11.360 --> 00:34:13.360
So I wanna give a quick story or anecdote

975
00:34:13.360 --> 00:34:14.600
to explain the concepts.

976
00:34:14.600 --> 00:34:16.840
All right, well we have three types of accountability.

977
00:34:16.840 --> 00:34:18.440
We've got peer to peer accountability,

978
00:34:18.440 --> 00:34:19.880
which is people are gonna be walking with you

979
00:34:19.880 --> 00:34:21.080
shoulder to shoulder.

980
00:34:21.080 --> 00:34:24.320
You're gonna have alumni accountability,

981
00:34:24.320 --> 00:34:25.920
which people have already finished,

982
00:34:25.920 --> 00:34:28.080
but they're just 12 weeks or 12 months ahead of you,

983
00:34:28.080 --> 00:34:29.760
and they're cheering you on from the finish line.

984
00:34:29.760 --> 00:34:31.120
And then you have expert accountability.

985
00:34:31.120 --> 00:34:32.560
You have people who've helped a thousand people

986
00:34:32.560 --> 00:34:34.080
just like you get to where you wanna go.

987
00:34:34.080 --> 00:34:35.920
All right, so those are the three levels of accountability.

988
00:34:35.920 --> 00:34:37.280
If that doesn't make any sense,

989
00:34:37.280 --> 00:34:40.600
do you have a, do you have a kid or were you ever a child

990
00:34:40.600 --> 00:34:41.440
that always gets a laugh?

991
00:34:41.440 --> 00:34:42.440
They're like, I was a kid.

992
00:34:42.440 --> 00:34:43.480
You're like, well, do you remember when your parents

993
00:34:43.480 --> 00:34:44.320
just tell you to brush your teeth,

994
00:34:44.320 --> 00:34:45.480
and you don't wanna brush your teeth?

995
00:34:45.480 --> 00:34:46.960
I don't wanna brush my teeth, right?

996
00:34:47.000 --> 00:34:48.000
Like of course, but then every night

997
00:34:48.000 --> 00:34:49.000
you'd still go brush your teeth

998
00:34:49.000 --> 00:34:50.960
even though you moaned about it.

999
00:34:50.960 --> 00:34:51.960
Do you brush your teeth now?

1000
00:34:51.960 --> 00:34:52.880
And they're like, yeah.

1001
00:34:52.880 --> 00:34:56.360
Well, that's an example of external accountability

1002
00:34:56.360 --> 00:34:58.760
turning into internal habit.

1003
00:34:58.760 --> 00:35:00.920
And so what we're gonna do is we're gonna be the initial

1004
00:35:00.920 --> 00:35:02.520
parents that will tell you brush your teeth,

1005
00:35:02.520 --> 00:35:03.520
but we're gonna be able to transition

1006
00:35:03.520 --> 00:35:05.560
to getting that internal combustion engine going

1007
00:35:05.560 --> 00:35:07.480
by the end of this so that you're brushing your own teeth.

1008
00:35:07.480 --> 00:35:08.320
Right.

1009
00:35:08.320 --> 00:35:09.320
You can use the same thing with the seatbelt.

1010
00:35:09.320 --> 00:35:10.760
There's only an example as you can use.

1011
00:35:10.760 --> 00:35:12.680
And so that would be a quick, whatever that was,

1012
00:35:12.680 --> 00:35:15.480
90 second anecdote to explain point one.

1013
00:35:15.480 --> 00:35:17.040
And you same thing for point two, point three

1014
00:35:17.040 --> 00:35:18.800
that you have of like it's kind of like

1015
00:35:18.800 --> 00:35:20.240
and then you explain a little piphany bridge

1016
00:35:20.240 --> 00:35:22.920
or the story of how you realize it's important.

1017
00:35:22.920 --> 00:35:24.800
And then they would say, like, that makes sense?

1018
00:35:24.800 --> 00:35:26.680
Yes, boom, you move to the second point.

1019
00:35:26.680 --> 00:35:27.520
Makes sense?

1020
00:35:27.520 --> 00:35:28.520
Yes, move to the third point.

1021
00:35:28.520 --> 00:35:30.920
And then it's, then you go over the clothes like,

1022
00:35:30.920 --> 00:35:33.480
well, given X, Y, and Z, I will tell you

1023
00:35:33.480 --> 00:35:35.280
this is extremely expensive.

1024
00:35:35.280 --> 00:35:36.920
And the reason we say that is because

1025
00:35:36.920 --> 00:35:39.120
it's even better than a price anchor.

1026
00:35:39.120 --> 00:35:42.440
Because extremely expensive for everyone is expensive.

1027
00:35:42.440 --> 00:35:46.200
If I said, hey, Lewis, it's $500,

1028
00:35:46.200 --> 00:35:47.400
just kidding, it's $100.

1029
00:35:47.400 --> 00:35:49.800
You might have thought 500 and 100 were both cheap.

1030
00:35:49.800 --> 00:35:50.800
Right.

1031
00:35:50.800 --> 00:35:53.080
But if I said it's really expensive,

1032
00:35:53.080 --> 00:35:55.920
whatever I say next is going to either be

1033
00:35:55.920 --> 00:35:57.240
actually expensive for you,

1034
00:35:57.240 --> 00:35:59.080
in which case I braced you,

1035
00:35:59.080 --> 00:36:01.280
which is actually more likely to close the sale,

1036
00:36:01.280 --> 00:36:03.360
or it will be less than what you perceive as expensive.

1037
00:36:03.360 --> 00:36:05.000
And you're like, ah, great.

1038
00:36:05.000 --> 00:36:06.520
Because the problem that most people try and do

1039
00:36:06.520 --> 00:36:08.040
when they sell is they try and minimize the thing

1040
00:36:08.040 --> 00:36:11.080
they say next, but it actually has a counter active effect.

1041
00:36:11.080 --> 00:36:12.360
You say, it's actually not that much.

1042
00:36:12.360 --> 00:36:13.960
It's only, right?

1043
00:36:13.960 --> 00:36:15.280
But what do you say next?

1044
00:36:15.280 --> 00:36:17.400
We say only that all of a sudden people expect low

1045
00:36:17.400 --> 00:36:21.080
and then you rip their expectations into it's much better

1046
00:36:21.080 --> 00:36:22.360
to set expectations here,

1047
00:36:22.360 --> 00:36:23.720
but people are afraid of doing that.

1048
00:36:23.720 --> 00:36:25.280
That's not how psychology works.

1049
00:36:25.280 --> 00:36:28.320
She set expectations sky high, you anchor,

1050
00:36:28.320 --> 00:36:32.080
and then we say reality it either matches the braced person,

1051
00:36:32.080 --> 00:36:34.080
or it's much lower, which most cases it is.

1052
00:36:34.080 --> 00:36:34.920
Right, and interesting.

1053
00:36:34.920 --> 00:36:38.920
Does that work for webinar sales to mass,

1054
00:36:38.920 --> 00:36:41.360
or is that only better with one-to-one sales calls?

1055
00:36:41.360 --> 00:36:43.120
I haven't tested it on webinars.

1056
00:36:43.120 --> 00:36:43.960
Interesting.

1057
00:36:43.960 --> 00:36:44.800
But one-to-one.

1058
00:36:44.800 --> 00:36:45.800
Yeah, let me know.

1059
00:36:45.800 --> 00:36:47.320
I'm curious if that also converts.

1060
00:36:47.320 --> 00:36:49.080
Well, I do know that from the informal world,

1061
00:36:49.080 --> 00:36:50.080
you price anchor high.

1062
00:36:50.080 --> 00:36:52.520
So it would make sense to me that I would imagine

1063
00:36:52.520 --> 00:36:53.520
it would still work the same way.

1064
00:36:53.520 --> 00:36:55.320
It's like guys are super expensive for guys.

1065
00:36:55.320 --> 00:36:58.440
It's not $5,000 when you work your way down, right?

1066
00:36:58.440 --> 00:37:00.840
And then when we do end up saying, hey, it's expensive,

1067
00:37:00.840 --> 00:37:02.920
we want to make sure that we're selling to goal.

1068
00:37:02.920 --> 00:37:05.520
And the point there is that some people sell a program,

1069
00:37:05.520 --> 00:37:06.840
but people don't buy programs by results.

1070
00:37:06.840 --> 00:37:10.080
And so the idea is we want it as closely as possible,

1071
00:37:10.080 --> 00:37:12.160
sell the outcome that someone desires.

1072
00:37:12.160 --> 00:37:15.200
And let's say it sounds obvious, but people don't do it.

1073
00:37:15.200 --> 00:37:16.040
You know what I mean?

1074
00:37:16.040 --> 00:37:18.880
A lot of these, like, well, duh, but no one does it, right?

1075
00:37:18.880 --> 00:37:20.800
And so in the weight loss example,

1076
00:37:20.800 --> 00:37:22.480
I realized that people didn't want to buy memberships.

1077
00:37:22.480 --> 00:37:23.920
No one's like, I want to buy a membership.

1078
00:37:23.920 --> 00:37:24.760
Of course not.

1079
00:37:24.760 --> 00:37:25.600
They want to lose weight.

1080
00:37:25.600 --> 00:37:27.280
And so what we did was we shifted our selling style

1081
00:37:27.280 --> 00:37:28.560
in the gyms and the fitness programs

1082
00:37:28.560 --> 00:37:30.600
to how many pounds they needed to lose.

1083
00:37:30.600 --> 00:37:31.640
So we'd say, okay, cool.

1084
00:37:31.640 --> 00:37:33.160
You need to lose 36 pounds.

1085
00:37:33.160 --> 00:37:34.160
Based on our calculations,

1086
00:37:34.160 --> 00:37:36.520
it's going to take 36 weeks for us to get there,

1087
00:37:36.520 --> 00:37:38.720
and it'll take another 50% of that time

1088
00:37:38.720 --> 00:37:41.000
to basically restabilize you, get your metabolism back up,

1089
00:37:41.000 --> 00:37:42.600
and now you're eating the same amount at a lower weight.

1090
00:37:42.600 --> 00:37:43.440
That's so cool.

1091
00:37:43.440 --> 00:37:44.280
Great.

1092
00:37:44.280 --> 00:37:46.080
And so now it's going to be a 52 week program.

1093
00:37:46.080 --> 00:37:47.880
It's, I will tell you, it's very expensive,

1094
00:37:47.880 --> 00:37:50.000
but it's normally, you know, whatever,

1095
00:37:50.000 --> 00:37:52.560
$500 a week, but instead it's only 150 a week.

1096
00:37:53.480 --> 00:37:54.320
Interesting.

1097
00:37:54.320 --> 00:37:55.160
Fair enough.

1098
00:37:55.160 --> 00:37:56.360
And then when we get into closing questions,

1099
00:37:56.360 --> 00:37:59.360
I always prefer neutral or negative questions,

1100
00:37:59.360 --> 00:38:01.640
because if I said, sounds amazing,

1101
00:38:01.640 --> 00:38:03.800
a lot of people would be like, what does sound amazing?

1102
00:38:03.800 --> 00:38:05.600
But if I said fair enough,

1103
00:38:05.600 --> 00:38:07.200
then it's much easier to get someone say,

1104
00:38:07.200 --> 00:38:08.480
well, yeah, it's fair.

1105
00:38:08.480 --> 00:38:11.200
So it's like, how low can I make the thing that they're agreeing to?

1106
00:38:11.200 --> 00:38:12.520
And then the negative version of that,

1107
00:38:12.520 --> 00:38:15.560
which Chris Voss talks about in the negotiations,

1108
00:38:15.560 --> 00:38:17.440
is no base questions.

1109
00:38:17.440 --> 00:38:19.400
Or it's just like, that's not so bad, isn't it?

1110
00:38:19.400 --> 00:38:20.240
Right.

1111
00:38:20.240 --> 00:38:22.040
Or yeah, you wouldn't be opposed to moving forward, right?

1112
00:38:22.040 --> 00:38:23.880
Would it be totally crazy if we move forward today?

1113
00:38:23.880 --> 00:38:26.200
Would it be totally crazy if we started Joe Monday?

1114
00:38:26.200 --> 00:38:27.480
Like, all those, well, it's not crazy.

1115
00:38:27.480 --> 00:38:28.560
Okay, cool, let's say.

1116
00:38:28.560 --> 00:38:30.600
And so, and then at that point, let's say,

1117
00:38:30.600 --> 00:38:33.720
Lucy says no, whatever the thing we're selling.

1118
00:38:33.720 --> 00:38:36.560
Now we begin the E of closer,

1119
00:38:36.600 --> 00:38:38.600
which is explain away their concerns.

1120
00:38:38.600 --> 00:38:42.520
So C, clarify L label, O, overview their past experiences,

1121
00:38:42.520 --> 00:38:45.400
S cell, which is the three anecdotes that you're going to tell,

1122
00:38:45.400 --> 00:38:46.920
and then you present the price.

1123
00:38:46.920 --> 00:38:49.240
And then at that point, hopefully they say yes.

1124
00:38:49.240 --> 00:38:52.720
But in the world of sales, no is the job.

1125
00:38:52.720 --> 00:38:54.040
No is the job.

1126
00:38:54.040 --> 00:38:55.920
They say yes, then you wouldn't be necessary, right?

1127
00:38:55.920 --> 00:38:59.840
And so no, like selling is everything that you do

1128
00:38:59.840 --> 00:39:01.680
before you present price.

1129
00:39:01.680 --> 00:39:03.640
Closing is what you do after.

1130
00:39:03.640 --> 00:39:08.640
And obstacles are what come up before you present price.

1131
00:39:09.360 --> 00:39:12.720
That's when you disagree with the prospect, objections,

1132
00:39:12.720 --> 00:39:14.040
or what happened after you present price

1133
00:39:14.040 --> 00:39:15.600
when they disagree with you.

1134
00:39:15.600 --> 00:39:17.400
Well, the money out of the time,

1135
00:39:17.400 --> 00:39:20.120
I don't have, let me check with my spouse, et cetera.

1136
00:39:20.120 --> 00:39:22.440
And so obstacles, you want to, you want to resolve

1137
00:39:22.440 --> 00:39:24.720
as many of those as you can before,

1138
00:39:24.720 --> 00:39:28.480
because they become bigger, scarier monsters of objections

1139
00:39:28.480 --> 00:39:31.040
after you present the price, right?

1140
00:39:31.040 --> 00:39:34.200
And so that example I gave earlier with the information,

1141
00:39:34.200 --> 00:39:35.280
when someone says, well, I just want to find out

1142
00:39:35.280 --> 00:39:37.040
a little bit more information, that's an obstacle.

1143
00:39:37.040 --> 00:39:39.040
Like someone's presenting the first five seconds,

1144
00:39:39.040 --> 00:39:40.000
they're already telling you an obstacle,

1145
00:39:40.000 --> 00:39:41.280
like you have to confront it.

1146
00:39:41.280 --> 00:39:43.080
And so a lot of people are like, well, you know,

1147
00:39:43.080 --> 00:39:44.760
I think it's my metabolism slow, right?

1148
00:39:44.760 --> 00:39:47.440
You're like, is it though?

1149
00:39:47.440 --> 00:39:49.960
Because like, you know, there's a lot of people in Africa

1150
00:39:49.960 --> 00:39:51.480
and none of them have separate body fat.

1151
00:39:51.480 --> 00:39:52.320
Right, right.

1152
00:39:52.320 --> 00:39:53.160
Because they're actually starving.

1153
00:39:53.160 --> 00:39:54.000
Right.

1154
00:39:54.000 --> 00:39:56.240
But so you would think that they have true starvation mode,

1155
00:39:56.240 --> 00:39:58.360
but they're, but they look like they're starving.

1156
00:39:58.360 --> 00:39:59.200
So what do you think it is?

1157
00:39:59.200 --> 00:40:00.680
You know, like, and then you can get into it.

1158
00:40:00.680 --> 00:40:01.840
Most people really offend about that.

1159
00:40:01.840 --> 00:40:03.840
But you get, is an extreme example.

1160
00:40:03.840 --> 00:40:06.000
So once we get to that point, they say, no,

1161
00:40:06.000 --> 00:40:06.840
where I have to think about it.

1162
00:40:06.840 --> 00:40:08.800
So there's three circles, and this took me

1163
00:40:08.800 --> 00:40:11.160
actually a really long time to think through,

1164
00:40:11.160 --> 00:40:13.160
because I've gone through a zillion different, you know,

1165
00:40:13.160 --> 00:40:15.120
books and things on sales.

1166
00:40:15.120 --> 00:40:17.080
Ironically, after I already knew how to sell,

1167
00:40:17.080 --> 00:40:18.880
not before, which is just kind of funny,

1168
00:40:18.880 --> 00:40:20.360
but different people had different, like,

1169
00:40:20.360 --> 00:40:23.600
great head, I think, decision maker, stall, money.

1170
00:40:23.600 --> 00:40:25.000
Those are the, he's like, those are three

1171
00:40:25.000 --> 00:40:26.000
that you always have to overcome,

1172
00:40:26.000 --> 00:40:27.640
which is like, I need to think about it.

1173
00:40:27.640 --> 00:40:29.480
I need to talk to my spouse, or it's money, right?

1174
00:40:29.480 --> 00:40:30.840
That was, those were his three.

1175
00:40:30.840 --> 00:40:32.760
Barry from Sage, she has five.

1176
00:40:32.760 --> 00:40:37.760
She has time, money, time, money, spouse, fear shame.

1177
00:40:39.520 --> 00:40:40.360
Interesting.

1178
00:40:40.360 --> 00:40:41.360
I was like, that's cool.

1179
00:40:41.360 --> 00:40:42.600
Noted.

1180
00:40:42.600 --> 00:40:44.480
And then Balford has his, the three tens,

1181
00:40:44.480 --> 00:40:46.320
and like, there's a number of different ones.

1182
00:40:46.320 --> 00:40:48.120
And I was like, there has to be,

1183
00:40:48.120 --> 00:40:49.200
and they may all disagree with me on this.

1184
00:40:49.200 --> 00:40:50.040
So who knows?

1185
00:40:50.040 --> 00:40:52.160
But there has to be a unifying truth here, right?

1186
00:40:52.160 --> 00:40:53.280
Because everybody has their own buckets,

1187
00:40:53.280 --> 00:40:55.720
and there's obviously some elements of each of these.

1188
00:40:55.760 --> 00:40:59.000
And so I pulled back from Albert Ellis,

1189
00:40:59.000 --> 00:41:00.600
who is one of the fathers of CBT,

1190
00:41:00.600 --> 00:41:02.000
Cardinal B. Roltharpie.

1191
00:41:02.000 --> 00:41:04.120
He said, and originally he had like 17,

1192
00:41:04.120 --> 00:41:05.400
and he had 11, and he had nine,

1193
00:41:05.400 --> 00:41:06.920
and he had seven, and he had three reasons

1194
00:41:06.920 --> 00:41:07.760
that people upset themselves.

1195
00:41:07.760 --> 00:41:10.120
He just kept boiling it down.

1196
00:41:10.120 --> 00:41:11.680
And the three that he came up with

1197
00:41:11.680 --> 00:41:14.320
are that people blame their circumstances,

1198
00:41:14.320 --> 00:41:16.480
they blame other people for their unhappiness,

1199
00:41:16.480 --> 00:41:17.880
and then they blame themselves.

1200
00:41:17.880 --> 00:41:22.480
And so when we are confronted with an objection,

1201
00:41:22.480 --> 00:41:24.680
underneath the pretense that the person has already admitted

1202
00:41:24.680 --> 00:41:26.240
if they want the thing that you have,

1203
00:41:26.240 --> 00:41:27.640
and the thing you have would solve their problem.

1204
00:41:27.640 --> 00:41:28.880
So that has to be there.

1205
00:41:28.880 --> 00:41:31.520
If we have that, then we have to walk through

1206
00:41:31.520 --> 00:41:33.440
three concentric rings of power.

1207
00:41:33.440 --> 00:41:35.240
And so the first thing that people do

1208
00:41:35.240 --> 00:41:36.520
is they blame their circumstances.

1209
00:41:36.520 --> 00:41:38.880
So they're casting their power to something else.

1210
00:41:38.880 --> 00:41:41.440
They're saying, it's because of time,

1211
00:41:41.440 --> 00:41:43.360
the money, or the money, right?

1212
00:41:43.360 --> 00:41:44.720
And then, you know, with the money,

1213
00:41:44.720 --> 00:41:46.280
if you were selling a B2B thing, I would say,

1214
00:41:46.280 --> 00:41:48.560
well, what's the difference between a self-made billionaire

1215
00:41:48.560 --> 00:41:49.920
that starts at zero in you?

1216
00:41:49.920 --> 00:41:53.040
It's not resources, it's resourcefulness, right?

1217
00:41:53.040 --> 00:41:54.760
Then you can tell a story if you want to reinforce the point.

1218
00:41:54.760 --> 00:41:56.440
But the end of the day, like if you were resourceful,

1219
00:41:56.440 --> 00:41:57.280
you can make it.

1220
00:41:57.280 --> 00:41:58.800
The question is, if you were to die tomorrow,

1221
00:41:58.800 --> 00:42:00.280
and you needed to come up with the amount of money

1222
00:42:00.280 --> 00:42:01.520
for this thing, how do you know it?

1223
00:42:01.520 --> 00:42:02.360
You figured out.

1224
00:42:02.360 --> 00:42:03.200
Exactly.

1225
00:42:03.200 --> 00:42:04.480
So what we need to do is figure out how to tap

1226
00:42:04.480 --> 00:42:05.520
into those resources, right?

1227
00:42:05.520 --> 00:42:06.840
So the bubble, you go into that thing.

1228
00:42:06.840 --> 00:42:07.680
Right.

1229
00:42:07.680 --> 00:42:09.160
So each of these kinds of securities,

1230
00:42:09.160 --> 00:42:10.440
your fears, your awareness.

1231
00:42:10.440 --> 00:42:11.920
People say, no, judging you,

1232
00:42:11.920 --> 00:42:15.000
when you're just taking action and risking.

1233
00:42:15.000 --> 00:42:16.520
And so underneath the circumstances,

1234
00:42:16.520 --> 00:42:18.560
I have three big buckets, so it's you've got time,

1235
00:42:18.560 --> 00:42:20.760
you've got money, and you've got what I call fit,

1236
00:42:20.760 --> 00:42:23.240
which is actually an association with identity.

1237
00:42:23.240 --> 00:42:24.240
So usually it might be like,

1238
00:42:24.240 --> 00:42:27.200
well, I use weight loss because everybody understands it.

1239
00:42:27.200 --> 00:42:29.000
I want to lose, I don't, I want to lose weight,

1240
00:42:29.000 --> 00:42:30.000
but I don't, I don't eat broccoli.

1241
00:42:30.000 --> 00:42:31.160
Your pride has broccoli on it.

1242
00:42:31.160 --> 00:42:32.000
But like, you know what?

1243
00:42:32.000 --> 00:42:32.840
I don't like cardio though.

1244
00:42:32.840 --> 00:42:34.720
And so that is, that's where you just go through,

1245
00:42:34.720 --> 00:42:36.440
like you got to change the change, right?

1246
00:42:36.440 --> 00:42:37.640
And there's a little script around it, yeah.

1247
00:42:37.640 --> 00:42:40.120
It's like, you can't, you cannot change any of the variables.

1248
00:42:40.120 --> 00:42:41.320
Because at the end of the day, like, you know,

1249
00:42:41.320 --> 00:42:43.600
I used to have weight loss clients who would say, like,

1250
00:42:43.600 --> 00:42:45.200
well, can we make this, this the breakfast?

1251
00:42:45.200 --> 00:42:46.480
Because this is what I already,

1252
00:42:46.480 --> 00:42:48.000
I'm like, well, that breakfast got you that body.

1253
00:42:48.040 --> 00:42:49.520
We've never changed something, right?

1254
00:42:49.520 --> 00:42:50.520
Right, right, right, right.

1255
00:42:50.520 --> 00:42:51.360
Now change change, right?

1256
00:42:51.360 --> 00:42:52.360
And so we walk through it and like,

1257
00:42:52.360 --> 00:42:53.680
maybe you're, maybe you're not heavy enough.

1258
00:42:53.680 --> 00:42:55.200
Maybe this isn't enough pain for you.

1259
00:42:55.200 --> 00:42:56.040
Right.

1260
00:42:56.040 --> 00:42:57.040
And then they're like,

1261
00:42:57.040 --> 00:42:58.040
why don't you put on 50 more pounds

1262
00:42:58.040 --> 00:42:59.040
and then you'll finally make the exact same.

1263
00:42:59.040 --> 00:42:59.880
Exactly, yeah.

1264
00:42:59.880 --> 00:43:00.880
And all of a sudden they're like, no, no, no,

1265
00:43:00.880 --> 00:43:02.640
I'm like, all right, well, then maybe today is the day, right?

1266
00:43:02.640 --> 00:43:06.200
So time, money, and each of those has three,

1267
00:43:06.200 --> 00:43:09.760
so like time is three, which I go macro micro, when then,

1268
00:43:09.760 --> 00:43:11.960
which is this, right, right, yeah.

1269
00:43:11.960 --> 00:43:12.800
Yes.

1270
00:43:12.800 --> 00:43:14.920
And then, you know, money, I could go through.

1271
00:43:14.920 --> 00:43:15.760
When do you take that?

1272
00:43:15.760 --> 00:43:16.600
Yeah, yeah, yeah, yeah.

1273
00:43:16.600 --> 00:43:17.440
Through too many of them.

1274
00:43:17.440 --> 00:43:18.280
Sure, sure.

1275
00:43:18.280 --> 00:43:20.040
But that's circumstances, right?

1276
00:43:20.040 --> 00:43:22.760
The next level, and this is peeling back in on you.

1277
00:43:22.760 --> 00:43:24.360
So if you're a sales person or you're selling someone

1278
00:43:24.360 --> 00:43:26.000
and they blame money or they blame time

1279
00:43:26.000 --> 00:43:28.080
or they blame the fit of your specific program,

1280
00:43:28.080 --> 00:43:30.080
understand that you're actually talking someone

1281
00:43:30.080 --> 00:43:31.880
two steps away from being in power.

1282
00:43:31.880 --> 00:43:32.720
Mm.

1283
00:43:32.720 --> 00:43:33.840
And so making the decision.

1284
00:43:33.840 --> 00:43:34.680
Yes.

1285
00:43:34.680 --> 00:43:36.480
And so if we believe ourselves, the salespeople

1286
00:43:36.480 --> 00:43:39.040
to be coaches first, because that's what we're really

1287
00:43:39.040 --> 00:43:40.680
insurving the customer,

1288
00:43:40.680 --> 00:43:42.960
the goal of the sale is not to get the person a buck.

1289
00:43:42.960 --> 00:43:44.920
And this is a huge thing for most sales people,

1290
00:43:44.920 --> 00:43:46.040
everyone has to understand.

1291
00:43:46.040 --> 00:43:47.760
The goal is not to get the person a buck.

1292
00:43:47.760 --> 00:43:49.320
The goal is to get them to decide.

1293
00:43:49.320 --> 00:43:50.880
If you get someone to decide,

1294
00:43:50.880 --> 00:43:52.400
then you have already given them power.

1295
00:43:52.400 --> 00:43:54.840
More power than they've ever had in a very long time, probably.

1296
00:43:54.840 --> 00:43:56.560
And I guarantee you that you will make more money

1297
00:43:56.560 --> 00:43:58.960
and you will also disassociate success and selling

1298
00:43:58.960 --> 00:44:00.360
from purchases.

1299
00:44:00.360 --> 00:44:02.360
You will also get more purchases.

1300
00:44:02.360 --> 00:44:03.400
But if you do it this way,

1301
00:44:03.400 --> 00:44:07.080
then you won't have an ego that's invested in being right.

1302
00:44:07.080 --> 00:44:09.440
Because it's not about you, it's about them, right?

1303
00:44:09.440 --> 00:44:12.400
We get them to admit that it's never been about

1304
00:44:12.400 --> 00:44:14.160
having enough time because it's about priorities.

1305
00:44:14.160 --> 00:44:15.240
We all have the same 24 hours.

1306
00:44:15.240 --> 00:44:16.520
And you know, if you're really busy now,

1307
00:44:16.520 --> 00:44:18.200
do you think you're ever going to be busy in the future?

1308
00:44:18.200 --> 00:44:19.040
Well, yes, I do.

1309
00:44:19.040 --> 00:44:19.880
Well, do you want it to be permanent?

1310
00:44:19.880 --> 00:44:20.720
Well, I do want it to be heard.

1311
00:44:20.720 --> 00:44:21.640
Well, if you're going to be busy in the future

1312
00:44:21.640 --> 00:44:22.480
and you're busy today,

1313
00:44:22.480 --> 00:44:23.920
then you might as well start now when you get the most support

1314
00:44:23.920 --> 00:44:25.200
because you're already busy, right?

1315
00:44:25.200 --> 00:44:26.600
And if you learn how to do it when you're busy,

1316
00:44:26.600 --> 00:44:28.320
you'll know how to do it again when you're busy in the future.

1317
00:44:28.320 --> 00:44:29.240
That way you'll stick with it.

1318
00:44:29.240 --> 00:44:30.280
Makes sense, great.

1319
00:44:30.280 --> 00:44:31.360
Time's over, right?

1320
00:44:31.360 --> 00:44:33.480
And so each it, that's one of the three for time, right?

1321
00:44:33.480 --> 00:44:34.480
Sure.

1322
00:44:34.480 --> 00:44:36.720
You've drilled a lot of things in that.

1323
00:44:36.720 --> 00:44:39.280
And so the next one is other people.

1324
00:44:39.280 --> 00:44:42.760
With other people, a lot of times it's spouse often, right?

1325
00:44:42.760 --> 00:44:45.240
And so, you know, I kind of walk through a process

1326
00:44:45.240 --> 00:44:47.800
which is, you know, are they aware of the fact

1327
00:44:47.800 --> 00:44:49.400
that you're struggling with this?

1328
00:44:49.400 --> 00:44:50.320
Yes.

1329
00:44:50.320 --> 00:44:52.320
Do they approve of the struggle?

1330
00:44:52.320 --> 00:44:53.320
Well, you know, I mean, they're like,

1331
00:44:53.320 --> 00:44:55.280
well, I mean, no, they're not proving of the struggle.

1332
00:44:55.280 --> 00:44:56.280
So, well, then why would they be against

1333
00:44:56.280 --> 00:44:58.400
and then they already don't approve of, right?

1334
00:44:58.400 --> 00:45:00.000
Well, and if the roles were reversed,

1335
00:45:00.000 --> 00:45:02.960
would you be supportive and supportive of them?

1336
00:45:02.960 --> 00:45:05.440
And usually they'll say yes to that most times.

1337
00:45:05.440 --> 00:45:06.800
Like, well, then why would they be against you?

1338
00:45:06.800 --> 00:45:08.440
And if there's anything like my wife,

1339
00:45:08.480 --> 00:45:10.360
I would do everything I possibly could to support her.

1340
00:45:10.360 --> 00:45:11.360
And I think she would do the same.

1341
00:45:11.360 --> 00:45:14.560
Is that the same that you have there with your relationship?

1342
00:45:14.560 --> 00:45:15.680
Yes or no, cool.

1343
00:45:15.680 --> 00:45:17.360
Finally, I'll walk through.

1344
00:45:17.360 --> 00:45:20.360
It's like, honestly, just listen to you, you know, Tom,

1345
00:45:20.360 --> 00:45:22.880
I think you're asking for permission

1346
00:45:22.880 --> 00:45:24.320
when you should be asking for support.

1347
00:45:24.320 --> 00:45:26.120
And the reality is, let's play this out, right?

1348
00:45:26.120 --> 00:45:26.960
Let's play this out.

1349
00:45:26.960 --> 00:45:29.960
Let's say that you don't do this part in whatever it is, right?

1350
00:45:29.960 --> 00:45:31.000
Let's play it out.

1351
00:45:31.000 --> 00:45:34.280
And 12 months from now, you're more negative situation

1352
00:45:34.280 --> 00:45:36.600
currently or more of a way, more poor, whatever.

1353
00:45:37.560 --> 00:45:41.320
And if you keep doing that, who are you going to blame

1354
00:45:41.320 --> 00:45:43.360
for is it going to be you?

1355
00:45:43.360 --> 00:45:44.720
Is it going to be her?

1356
00:45:44.720 --> 00:45:46.000
It's going to be her.

1357
00:45:46.000 --> 00:45:47.120
So is that fair to her?

1358
00:45:47.120 --> 00:45:48.560
Is that fair to your marriage?

1359
00:45:48.560 --> 00:45:49.080
No.

1360
00:45:49.080 --> 00:45:50.600
So I think what we need to be looking for is support

1361
00:45:50.600 --> 00:45:51.440
and not permission.

1362
00:45:51.440 --> 00:45:54.120
And so what we're going to do, then we tone comes up

1363
00:45:54.120 --> 00:45:55.680
and we're like, so we're going to do,

1364
00:45:55.680 --> 00:45:57.840
is we're going to take control, we're going to take the power.

1365
00:45:57.840 --> 00:45:59.600
You have to make the decision for you

1366
00:45:59.600 --> 00:46:00.880
and then she will support you.

1367
00:46:00.880 --> 00:46:02.320
And what we have to do is when you shove with her,

1368
00:46:02.320 --> 00:46:04.400
you're like, listen, I've wanted to be an entrepreneur

1369
00:46:04.400 --> 00:46:07.400
on my life, who knew that there wasn't an entrepreneur school

1370
00:46:07.400 --> 00:46:09.400
and you go through the, you know, like just like doctors

1371
00:46:09.400 --> 00:46:10.600
go to school, but no one did three.

1372
00:46:10.600 --> 00:46:12.760
And instead of being $100,000, there's only $10,000.

1373
00:46:12.760 --> 00:46:14.520
Other people, and I'm not going to be known

1374
00:46:14.520 --> 00:46:15.960
about how I'm not making money

1375
00:46:15.960 --> 00:46:17.320
because I'm actually supported with other people.

1376
00:46:17.320 --> 00:46:18.920
And I'm committing to be more present here

1377
00:46:18.920 --> 00:46:20.560
to be a better wife or be a better husband,

1378
00:46:20.560 --> 00:46:23.480
be better, you know, a spastic to be better mother

1379
00:46:23.480 --> 00:46:24.440
to our kids.

1380
00:46:24.440 --> 00:46:27.000
And you give them the script to tell the other person.

1381
00:46:27.000 --> 00:46:28.600
And at the very end, you say that at the end of the day,

1382
00:46:28.600 --> 00:46:30.880
sometimes, like I said, we have our three day

1383
00:46:30.880 --> 00:46:32.040
no sweat guarantee.

1384
00:46:32.040 --> 00:46:34.400
So for some reason, you go home and your husband says,

1385
00:46:34.400 --> 00:46:37.200
listen, sweetie, I want you to, I don't want you to be healthy.

1386
00:46:37.200 --> 00:46:38.640
I want you to keep the extra weight on.

1387
00:46:38.640 --> 00:46:40.200
I want you to live 10 years shorter.

1388
00:46:40.200 --> 00:46:41.760
I want you to pull up those sweatpants

1389
00:46:41.760 --> 00:46:43.520
and reach your bag into those cheetos

1390
00:46:43.520 --> 00:46:44.880
and get them all orange and fingering

1391
00:46:44.880 --> 00:46:46.680
and spread it over there and teach our kids

1392
00:46:46.680 --> 00:46:48.360
not generational health.

1393
00:46:48.360 --> 00:46:50.440
And if, and have, you know, early diabetes,

1394
00:46:50.440 --> 00:46:52.680
if your husband says that to me, by all means,

1395
00:46:52.680 --> 00:46:53.680
we're ready to refund it.

1396
00:46:53.680 --> 00:46:55.000
Yeah, we're ready to refund it.

1397
00:46:55.000 --> 00:46:56.520
And usually at this point, they're cracking up.

1398
00:46:56.520 --> 00:46:57.360
You know what I mean?

1399
00:46:57.360 --> 00:46:59.440
And that's why report matters a lot with selling

1400
00:46:59.440 --> 00:47:01.680
in the upfront, which the whole goal is there

1401
00:47:01.680 --> 00:47:03.280
is to find some similar ground.

1402
00:47:03.280 --> 00:47:05.160
Because if you're in Paris and you find out

1403
00:47:05.160 --> 00:47:07.120
somebody else is from the same city as you,

1404
00:47:07.120 --> 00:47:07.920
you think they're amazing.

1405
00:47:07.920 --> 00:47:09.520
If you're in the same city, you don't care

1406
00:47:09.520 --> 00:47:10.520
that all.

1407
00:47:10.520 --> 00:47:12.440
So it's just like, how can we find some similarities?

1408
00:47:12.440 --> 00:47:13.800
Because people really are persuaded more

1409
00:47:13.800 --> 00:47:15.800
by people that they find similarities with.

1410
00:47:15.800 --> 00:47:17.200
And so the idea is how can we find those?

1411
00:47:17.200 --> 00:47:19.840
But anyways, all that to say, when you are selling,

1412
00:47:19.840 --> 00:47:23.200
first people will confront you with time, money, or fit.

1413
00:47:24.080 --> 00:47:25.360
And you have to be prepared to know

1414
00:47:25.360 --> 00:47:28.080
that you might have two more layers you have to go through.

1415
00:47:28.160 --> 00:47:29.600
You might have to peel back that first layer

1416
00:47:29.600 --> 00:47:31.080
and then they hit you with the spouse,

1417
00:47:31.080 --> 00:47:35.440
which is, do they approve if the roles are reversed?

1418
00:47:35.440 --> 00:47:38.480
And then you're asking for a sport not permission, right?

1419
00:47:38.480 --> 00:47:40.520
And then you go three day knows what guarantee.

1420
00:47:40.520 --> 00:47:44.840
And then the last level here is self, right?

1421
00:47:44.840 --> 00:47:46.920
And what people do here is they avoid.

1422
00:47:46.920 --> 00:47:48.760
So we're trying to conquer as avoidance.

1423
00:47:48.760 --> 00:47:50.640
So now, and here's the good news, is that when someone says,

1424
00:47:50.640 --> 00:47:52.640
I need to think about it on a much sure,

1425
00:47:52.640 --> 00:47:54.680
we're talking to the decision maker.

1426
00:47:54.680 --> 00:47:55.520
That's amazing.

1427
00:47:55.520 --> 00:47:56.360
Yes, that's it.

1428
00:47:56.360 --> 00:47:57.360
You're the decision maker.

1429
00:47:57.360 --> 00:47:58.400
Yes, this is amazing.

1430
00:47:58.400 --> 00:47:59.760
This is great news for salespeople

1431
00:47:59.760 --> 00:48:00.880
because they should be like, oh my God,

1432
00:48:00.880 --> 00:48:02.680
they're not giving me a money, they're not giving me time,

1433
00:48:02.680 --> 00:48:03.640
they're not giving me a spouse,

1434
00:48:03.640 --> 00:48:06.680
they're just saying they don't need to think about it.

1435
00:48:06.680 --> 00:48:09.200
Well, what's your main concern, right?

1436
00:48:09.200 --> 00:48:11.040
Tell me what you're thinking about.

1437
00:48:11.040 --> 00:48:12.120
What are the variables that you're going to use

1438
00:48:12.120 --> 00:48:13.640
to make the decision?

1439
00:48:13.640 --> 00:48:14.720
Let's walk out together.

1440
00:48:14.720 --> 00:48:15.560
Because at the end of the day,

1441
00:48:15.560 --> 00:48:17.800
you don't need time to make decisions you need information.

1442
00:48:17.800 --> 00:48:19.040
I'm the only source of information you got.

1443
00:48:19.040 --> 00:48:21.640
So what are your questions about, right?

1444
00:48:21.640 --> 00:48:22.480
And you keep going.

1445
00:48:22.480 --> 00:48:23.880
And then from here, all we're trying to do

1446
00:48:23.880 --> 00:48:25.320
is understanding the variables

1447
00:48:25.320 --> 00:48:26.720
that they use to make the decision.

1448
00:48:26.720 --> 00:48:27.680
And then if they don't know them,

1449
00:48:27.680 --> 00:48:29.000
which they usually don't,

1450
00:48:29.000 --> 00:48:30.320
we say, do you know what it takes

1451
00:48:30.320 --> 00:48:32.000
to make the decision about this?

1452
00:48:32.000 --> 00:48:33.640
And then you actually physically walk them

1453
00:48:33.640 --> 00:48:35.080
through confronting the decision.

1454
00:48:35.080 --> 00:48:36.360
If they're not sure about it, you're like, listen,

1455
00:48:36.360 --> 00:48:37.360
I use this all the time.

1456
00:48:37.360 --> 00:48:38.560
It's called the rocking chair close.

1457
00:48:38.560 --> 00:48:39.960
It's like, let's be real.

1458
00:48:39.960 --> 00:48:41.400
You're not going to go and actually like

1459
00:48:41.400 --> 00:48:43.320
sit on your rocking chair on the balcony.

1460
00:48:43.320 --> 00:48:45.960
You're like, hmm, am I going to do this program?

1461
00:48:45.960 --> 00:48:46.800
Of course not, right?

1462
00:48:46.800 --> 00:48:47.600
You're going to get in your car

1463
00:48:47.600 --> 00:48:49.120
and your mom's going to call you and your kids

1464
00:48:49.120 --> 00:48:51.000
and you got the laundry and you got dinner

1465
00:48:51.000 --> 00:48:53.000
and you got all these other things you got to do.

1466
00:48:53.000 --> 00:48:54.960
And then five days from now,

1467
00:48:54.960 --> 00:48:55.960
you're going to have some moment

1468
00:48:55.960 --> 00:48:56.960
where you either put your pants on

1469
00:48:56.960 --> 00:48:57.880
or you check your bag count,

1470
00:48:57.880 --> 00:48:59.720
whatever the thing is that we're selling.

1471
00:48:59.720 --> 00:49:01.360
And you're going to be like, shoot.

1472
00:49:01.360 --> 00:49:02.640
I really should have done that then.

1473
00:49:02.640 --> 00:49:05.200
And in that moment, you will have made the decision.

1474
00:49:05.200 --> 00:49:06.560
So it might as well do it today.

1475
00:49:06.560 --> 00:49:07.560
And you have all the information.

1476
00:49:07.560 --> 00:49:08.280
You've got all the moments

1477
00:49:08.280 --> 00:49:10.080
because you're six inches from gold, right?

1478
00:49:10.080 --> 00:49:11.240
And you don't want to be the guy who,

1479
00:49:11.240 --> 00:49:12.520
because like, let's think about what you've already done.

1480
00:49:12.520 --> 00:49:14.000
I know you want to do it because you're already here.

1481
00:49:14.000 --> 00:49:16.120
Right? You saw the ad, you put in your number,

1482
00:49:16.120 --> 00:49:17.520
you set a time, you scheduled it,

1483
00:49:17.520 --> 00:49:18.720
you drove in your car or if it was here

1484
00:49:18.720 --> 00:49:19.600
or you showed up on Zoom,

1485
00:49:19.600 --> 00:49:21.160
even when you're in the middle of a work week,

1486
00:49:21.160 --> 00:49:22.600
you did all this stuff and you spent an hour

1487
00:49:22.600 --> 00:49:23.760
on the phone with me up to this point.

1488
00:49:23.760 --> 00:49:24.760
You're this far.

1489
00:49:24.760 --> 00:49:26.040
And do you think that maybe the reason

1490
00:49:26.040 --> 00:49:27.840
that you have that you're on this call of days

1491
00:49:27.840 --> 00:49:29.840
because you haven't been able to pull the trigger in the past?

1492
00:49:29.840 --> 00:49:30.680
Mm.

1493
00:49:30.680 --> 00:49:32.720
And then usually they'll come up with something like,

1494
00:49:32.720 --> 00:49:34.520
well, you know what, I tried a program like this before

1495
00:49:34.520 --> 00:49:36.200
and I failed and I don't want to fail again,

1496
00:49:36.200 --> 00:49:37.600
which then you go into like, burn you twice,

1497
00:49:37.600 --> 00:49:39.720
which is, well, totally makes sense and I understand

1498
00:49:39.720 --> 00:49:40.920
and I'm really sorry they had to go through that.

1499
00:49:40.920 --> 00:49:42.840
Well, did you ever date anybody in middle school

1500
00:49:42.840 --> 00:49:43.680
or high school?

1501
00:49:43.680 --> 00:49:44.520
Well, yeah.

1502
00:49:44.520 --> 00:49:45.560
Are you married to that person?

1503
00:49:45.560 --> 00:49:46.920
If you are, they are, then you can still,

1504
00:49:46.920 --> 00:49:47.760
but it's never.

1505
00:49:47.760 --> 00:49:48.920
Yeah, yeah.

1506
00:49:48.920 --> 00:49:49.720
They're like, no, I'm like,

1507
00:49:49.720 --> 00:49:52.120
imagine if you would go on your first six grade boyfriend

1508
00:49:52.120 --> 00:49:53.280
or girlfriend and after that,

1509
00:49:53.280 --> 00:49:56.360
you swore off men or women after that one break up.

1510
00:49:56.360 --> 00:49:58.000
That'd be ridiculous, right?

1511
00:49:58.000 --> 00:49:59.520
What's the same thing here because the thing is,

1512
00:49:59.520 --> 00:50:00.880
is if you had a bad experience,

1513
00:50:00.880 --> 00:50:02.560
you're gonna let that person burn you twice.

1514
00:50:02.560 --> 00:50:03.960
First time when they were with you

1515
00:50:03.960 --> 00:50:05.000
and now when they're preventing you

1516
00:50:05.000 --> 00:50:06.760
from doing the thing you really do need to do

1517
00:50:06.760 --> 00:50:08.360
or for preventing you from meeting the person

1518
00:50:08.360 --> 00:50:09.680
you need to meet, right?

1519
00:50:09.680 --> 00:50:11.000
And so don't give that situation

1520
00:50:11.000 --> 00:50:12.440
more power that Ari's had.

1521
00:50:12.440 --> 00:50:14.840
Only let it burn you once, not twice, right?

1522
00:50:14.840 --> 00:50:16.080
And so then we walk through,

1523
00:50:16.080 --> 00:50:17.800
we just have to confront the decision.

1524
00:50:17.800 --> 00:50:19.200
And so at the end of the day,

1525
00:50:19.480 --> 00:50:21.600
do you believe that the product is going to get you

1526
00:50:21.600 --> 00:50:24.040
to where you want to go the way you want to get there?

1527
00:50:24.040 --> 00:50:25.840
Because that's the second part that I learned later in sales.

1528
00:50:25.840 --> 00:50:28.280
Is that some people want to lose weight,

1529
00:50:28.280 --> 00:50:31.040
but they want to lose weight their way.

1530
00:50:31.040 --> 00:50:32.440
And I'll tell you what, we learned it another time.

1531
00:50:32.440 --> 00:50:34.920
But like we found that out because we would get people

1532
00:50:34.920 --> 00:50:36.040
who didn't want to sign up for memberships

1533
00:50:36.040 --> 00:50:38.360
and we didn't invite them to a free nutrition consultation.

1534
00:50:38.360 --> 00:50:39.920
And they would spend four times as much money

1535
00:50:39.920 --> 00:50:42.200
on supplements as they would on the membership.

1536
00:50:42.200 --> 00:50:43.160
Do they still want to be eaten

1537
00:50:43.160 --> 00:50:44.920
or they don't want to try anything or wait?

1538
00:50:44.920 --> 00:50:46.760
They just want to lose weight their way.

1539
00:50:46.760 --> 00:50:48.720
So the first thing that we need to learn

1540
00:50:48.720 --> 00:50:51.080
is these are the yeses that we need from them.

1541
00:50:51.080 --> 00:50:52.320
It's like, listen, if you don't want to make the decision,

1542
00:50:52.320 --> 00:50:53.720
I'll tell you what the variables are right now.

1543
00:50:53.720 --> 00:50:55.200
You're more, do you believe the product or service

1544
00:50:55.200 --> 00:50:56.520
that we have is you can get you to where you want to go

1545
00:50:56.520 --> 00:50:57.360
the way you want to get there?

1546
00:50:57.360 --> 00:50:58.680
Yes, okay.

1547
00:50:58.680 --> 00:51:00.600
Do you want to work with me or us?

1548
00:51:00.600 --> 00:51:01.440
Yes.

1549
00:51:01.440 --> 00:51:02.760
We're like, yes, okay.

1550
00:51:02.760 --> 00:51:05.160
Do you know someone who has or do you have access

1551
00:51:05.160 --> 00:51:07.200
to the amount of money to start the program?

1552
00:51:07.200 --> 00:51:08.040
Yes or no?

1553
00:51:08.040 --> 00:51:08.880
If it's yes, then let's go.

1554
00:51:08.880 --> 00:51:10.560
We just made the decision together.

1555
00:51:10.560 --> 00:51:12.040
How much better do you feel?

1556
00:51:12.040 --> 00:51:14.840
You just like, wow, okay, I feel about it better.

1557
00:51:14.840 --> 00:51:15.760
Awesome.

1558
00:51:15.760 --> 00:51:16.960
I'm a part of what I'm using.

1559
00:51:16.960 --> 00:51:19.280
So a lot of it is this the ability to get them to decide.

1560
00:51:19.280 --> 00:51:20.120
Confront.

1561
00:51:20.120 --> 00:51:20.960
Yes.

1562
00:51:20.960 --> 00:51:21.960
Exactly.

1563
00:51:21.960 --> 00:51:22.960
Confronted the decision.

1564
00:51:22.960 --> 00:51:24.320
And then if someone's like, still wish you wash your own it,

1565
00:51:24.320 --> 00:51:25.880
the easiest and best questions and sales

1566
00:51:25.880 --> 00:51:27.760
in my opinion are what are you afraid of?

1567
00:51:27.760 --> 00:51:29.600
If you sign up, what are you afraid of having it?

1568
00:51:29.600 --> 00:51:30.440
Right.

1569
00:51:30.440 --> 00:51:31.680
There's my money or I don't know, there's the money.

1570
00:51:31.680 --> 00:51:32.680
Right.

1571
00:51:32.680 --> 00:51:33.680
Exactly.

1572
00:51:33.680 --> 00:51:34.680
Well, then what do you think would have to happen

1573
00:51:34.680 --> 00:51:35.680
in order for that to happen?

1574
00:51:35.680 --> 00:51:36.680
Right.

1575
00:51:36.680 --> 00:51:37.680
Well, I don't show up, but I'll do the work.

1576
00:51:37.680 --> 00:51:38.680
Right.

1577
00:51:38.680 --> 00:51:40.640
Well, then what would you need to see in order to feel

1578
00:51:40.640 --> 00:51:41.640
like that wasn't gonna happen?

1579
00:51:41.640 --> 00:51:43.120
Because at the end of the day, you do know you need to work

1580
00:51:43.120 --> 00:51:44.600
out and do all the stuff to lose weight, right?

1581
00:51:44.600 --> 00:51:45.600
Right.

1582
00:51:45.600 --> 00:51:46.440
Okay, so that's fixed.

1583
00:51:46.440 --> 00:51:48.160
So then what would you need to see from us to make sure

1584
00:51:48.160 --> 00:51:50.040
that you feel good about taking the decision?

1585
00:51:50.040 --> 00:51:52.560
Because like you can just always just take it apart

1586
00:51:52.560 --> 00:51:53.680
and get to the point where we're like, you know what?

1587
00:51:53.680 --> 00:51:54.840
If someone just texted me, it's like, well,

1588
00:51:54.840 --> 00:51:56.280
that's part of the program.

1589
00:51:56.280 --> 00:51:57.120
Right.

1590
00:51:57.120 --> 00:51:58.160
There's just a weekly check-in.

1591
00:51:58.160 --> 00:51:59.000
Yeah.

1592
00:51:59.000 --> 00:51:59.840
Totally.

1593
00:51:59.840 --> 00:52:00.680
And we do have that.

1594
00:52:00.680 --> 00:52:01.520
What do you know?

1595
00:52:01.520 --> 00:52:02.360
Oh, I didn't know that.

1596
00:52:02.360 --> 00:52:03.200
Okay, fantastic.

1597
00:52:03.200 --> 00:52:04.040
Let's get you, because sometimes you can't mention

1598
00:52:04.040 --> 00:52:05.040
every single feature you possibly have,

1599
00:52:05.040 --> 00:52:06.040
but I don't every say, which is one of the benefits

1600
00:52:06.040 --> 00:52:07.240
of what I want and one of the drawbacks.

1601
00:52:07.240 --> 00:52:08.080
Right.

1602
00:52:08.080 --> 00:52:09.080
You can cater it, but at the same time,

1603
00:52:09.080 --> 00:52:10.760
you don't want to take the whole show time.

1604
00:52:10.760 --> 00:52:12.040
And I'll give you, I'll give everybody the audience

1605
00:52:12.040 --> 00:52:14.080
two really easy ones if you're starting your business.

1606
00:52:14.080 --> 00:52:14.920
Yeah.

1607
00:52:14.920 --> 00:52:17.280
Number one is the reason close, which I use all the time,

1608
00:52:17.280 --> 00:52:18.560
which is whatever reason they tell you

1609
00:52:18.560 --> 00:52:20.200
that they don't want to do it is the very reason they should do it.

1610
00:52:20.200 --> 00:52:21.600
Like, I don't want to do it because like,

1611
00:52:21.600 --> 00:52:23.760
I think my, you know, my spouse is really controlling.

1612
00:52:23.760 --> 00:52:25.280
I think the reason that you should do it

1613
00:52:25.280 --> 00:52:26.280
is because your spouse is really controlling,

1614
00:52:26.280 --> 00:52:27.720
because you need to control your life.

1615
00:52:27.720 --> 00:52:28.560
Wow.

1616
00:52:28.560 --> 00:52:29.400
I think that I don't have time to do it.

1617
00:52:29.400 --> 00:52:30.720
I think that that's the very reason

1618
00:52:30.720 --> 00:52:32.720
that you should be doing it is you need to get your time back,

1619
00:52:32.720 --> 00:52:33.560
right?

1620
00:52:33.560 --> 00:52:34.960
This business program, right?

1621
00:52:34.960 --> 00:52:36.360
And currently, are you working all day?

1622
00:52:36.360 --> 00:52:37.200
They're going to say yes,

1623
00:52:37.200 --> 00:52:38.680
because everyone thinks they're working all day.

1624
00:52:38.680 --> 00:52:39.800
They're like, you're working all day?

1625
00:52:39.800 --> 00:52:40.640
Okay.

1626
00:52:40.640 --> 00:52:42.280
Well, then obviously what you're doing now,

1627
00:52:42.280 --> 00:52:43.120
isn't working.

1628
00:52:43.120 --> 00:52:43.960
Right.

1629
00:52:43.960 --> 00:52:45.600
So the first thing we're going to do is cut out all the stuff

1630
00:52:45.600 --> 00:52:47.280
that's not working, and then you're going to have all this time

1631
00:52:47.280 --> 00:52:48.600
to do the program.

1632
00:52:48.600 --> 00:52:49.440
That's micro.

1633
00:52:49.440 --> 00:52:50.560
So the macro is the one I said earlier.

1634
00:52:50.560 --> 00:52:52.960
Micro is the second one for time.

1635
00:52:52.960 --> 00:52:53.800
There you go.

1636
00:52:53.800 --> 00:52:54.800
Yeah.

1637
00:52:54.800 --> 00:52:56.440
For everyone in the audience.

1638
00:52:56.440 --> 00:52:57.480
And so with the reason close,

1639
00:52:57.480 --> 00:52:58.720
it's just whatever reason they present with,

1640
00:52:58.720 --> 00:53:00.200
just say totally understanding, you don't have money.

1641
00:53:00.200 --> 00:53:02.200
That's the, how long do you want that to be an excuse

1642
00:53:02.200 --> 00:53:03.400
of why you can't do things in your life?

1643
00:53:03.400 --> 00:53:05.120
That's the very reason you should be doing this.

1644
00:53:05.120 --> 00:53:06.760
More than anyone, right?

1645
00:53:06.760 --> 00:53:07.800
It's like when someone says,

1646
00:53:07.800 --> 00:53:10.800
this is a lot of money to me, right?

1647
00:53:10.800 --> 00:53:11.720
This is really expensive.

1648
00:53:11.720 --> 00:53:12.720
And then you would normally say like,

1649
00:53:12.720 --> 00:53:13.560
this is a lot to you, right?

1650
00:53:13.560 --> 00:53:15.440
And they say, yeah, like, well, you know what?

1651
00:53:15.440 --> 00:53:16.560
That's the perfect reason to do it,

1652
00:53:16.560 --> 00:53:19.040
because there's people every single day who come in here,

1653
00:53:19.040 --> 00:53:19.880
and they buy this thing,

1654
00:53:19.880 --> 00:53:21.880
and the money means nothing to them.

1655
00:53:21.880 --> 00:53:24.600
But the thing that makes you successful

1656
00:53:24.600 --> 00:53:26.680
is that this is a lot of money to you.

1657
00:53:26.680 --> 00:53:28.160
And the only reason that this will work

1658
00:53:28.160 --> 00:53:29.560
is if you don't do the work.

1659
00:53:29.560 --> 00:53:31.000
And if this means a lot to you,

1660
00:53:31.000 --> 00:53:32.280
then you're more likely to be successful

1661
00:53:32.280 --> 00:53:33.600
than anyone else here.

1662
00:53:33.600 --> 00:53:34.440
Wow.

1663
00:53:34.440 --> 00:53:36.640
And so when you say that, it's true.

1664
00:53:36.640 --> 00:53:37.480
Yeah.

1665
00:53:37.480 --> 00:53:38.480
And it helps overcome the people,

1666
00:53:38.480 --> 00:53:39.640
because a lot of times I was like,

1667
00:53:39.640 --> 00:53:41.360
I spent a lot of money early on

1668
00:53:41.360 --> 00:53:43.680
by presenting my net worth on skills

1669
00:53:43.680 --> 00:53:45.720
and acquisition education, and it is scary.

1670
00:53:45.720 --> 00:53:48.240
But it's 100% what you need to do when you're starting out.

1671
00:53:48.240 --> 00:53:49.960
It's the fastest route to getting to where you want to go,

1672
00:53:49.960 --> 00:53:52.440
is buying the lessons from people ahead of you.

1673
00:53:52.440 --> 00:53:54.280
And so that's the reason close

1674
00:53:54.280 --> 00:53:55.880
that you can use in all those different situations.

1675
00:53:55.880 --> 00:53:57.640
And the other one is one that I'm working on.

1676
00:53:57.640 --> 00:53:59.640
I'm trying to figure out like a skeleton key for closing,

1677
00:53:59.640 --> 00:54:01.240
because it's something that I just love the stuff.

1678
00:54:01.240 --> 00:54:03.080
But it's like a hypothetical close.

1679
00:54:03.080 --> 00:54:04.400
So whatever they present with,

1680
00:54:04.400 --> 00:54:05.440
you get a hypothetical yes,

1681
00:54:05.440 --> 00:54:06.920
and then you walk backwards.

1682
00:54:06.920 --> 00:54:09.560
So if someone's like, I'm just not sure,

1683
00:54:09.560 --> 00:54:11.680
you just say, well, if the program were perfect,

1684
00:54:11.680 --> 00:54:12.520
would you do it?

1685
00:54:12.520 --> 00:54:15.120
And they're like, well, yeah, I would do it for a perfect.

1686
00:54:15.120 --> 00:54:15.960
They're like, cool.

1687
00:54:15.960 --> 00:54:17.600
What's the difference between what we've gotten perfect?

1688
00:54:17.600 --> 00:54:18.560
Right.

1689
00:54:18.560 --> 00:54:20.720
And usually they can't generate many ideas anyways.

1690
00:54:20.720 --> 00:54:22.080
And they're like, a lot of times they're like,

1691
00:54:22.080 --> 00:54:22.920
well, I don't know.

1692
00:54:22.920 --> 00:54:24.800
And you're like, right, so then it's not that.

1693
00:54:24.800 --> 00:54:27.280
So let's talk about what's really like worrying you.

1694
00:54:27.280 --> 00:54:28.120
What are you afraid of?

1695
00:54:28.120 --> 00:54:30.600
And then we can confront the real stuff, right?

1696
00:54:30.600 --> 00:54:32.560
The fears, the insecurities, the doubt.

1697
00:54:32.560 --> 00:54:34.240
Same thing with, but like, you can use that for any of them.

1698
00:54:34.240 --> 00:54:35.080
It's like, I don't have time.

1699
00:54:35.080 --> 00:54:36.400
Well, if you did have time, would you do it?

1700
00:54:36.400 --> 00:54:37.360
Okay, well, how much time would,

1701
00:54:37.360 --> 00:54:39.480
so if you did have, so they get the yes,

1702
00:54:39.480 --> 00:54:41.000
it's like, well, how much time do you think you need?

1703
00:54:41.000 --> 00:54:41.920
And then they're going to say something.

1704
00:54:41.920 --> 00:54:43.680
You're like, did you know that it's actually one tenth of that?

1705
00:54:43.680 --> 00:54:44.880
Is what you're actually going to need?

1706
00:54:44.880 --> 00:54:45.720
Oh, I didn't know that.

1707
00:54:45.720 --> 00:54:47.560
And we already got the yes.

1708
00:54:47.560 --> 00:54:49.920
So they're already committed with commitment and consistency.

1709
00:54:49.920 --> 00:54:51.800
They're already committed to the yes that they just said.

1710
00:54:51.800 --> 00:54:53.280
And so it's really hard that if they,

1711
00:54:53.280 --> 00:54:54.760
it's like, cool, if you had the time, would you do it?

1712
00:54:54.760 --> 00:54:55.600
Yes, cool.

1713
00:54:55.600 --> 00:54:58.000
Now, now they gave us one problem to solve it.

1714
00:54:58.000 --> 00:54:59.800
All we have to do, especially if you sell services.

1715
00:54:59.800 --> 00:55:00.640
Yeah.

1716
00:55:00.640 --> 00:55:01.840
It's like, cool that all,

1717
00:55:01.840 --> 00:55:04.920
so all I have to do is solve this one problem for you,

1718
00:55:04.920 --> 00:55:06.040
because I just got you to say yes,

1719
00:55:06.040 --> 00:55:07.400
because that also ties them down

1720
00:55:07.400 --> 00:55:09.520
to not any other objections, right?

1721
00:55:09.520 --> 00:55:13.120
They still might, but it's much harder for them to go back on it.

1722
00:55:13.120 --> 00:55:14.120
To a no, yeah.

1723
00:55:14.120 --> 00:55:14.960
Yeah.

1724
00:55:14.960 --> 00:55:17.640
Now, one of the things that I've heard you talk about a lot,

1725
00:55:17.640 --> 00:55:20.480
and also you just share right here is developing skills,

1726
00:55:20.480 --> 00:55:23.800
acquiring skills over over the last decade.

1727
00:55:23.800 --> 00:55:25.920
That's something that I've been obsessed with

1728
00:55:25.920 --> 00:55:27.680
inside of the teenager's acquiring skills.

1729
00:55:27.680 --> 00:55:29.360
So that I feel like I wasn't out enough,

1730
00:55:29.360 --> 00:55:31.320
I wasn't smart enough, talented enough, those things.

1731
00:55:31.320 --> 00:55:33.040
So I wanted to become those things

1732
00:55:33.040 --> 00:55:35.520
by acquiring those skills and investing in them.

1733
00:55:35.520 --> 00:55:37.800
What would you say are the three main skills?

1734
00:55:37.800 --> 00:55:41.160
If you could only learn three to reach your first million.

1735
00:55:41.160 --> 00:55:42.360
What would those be?

1736
00:55:42.360 --> 00:55:43.840
Well, the reason, I mean, the reason the first moment is

1737
00:55:43.840 --> 00:55:46.200
you just have to sell something to someone.

1738
00:55:46.200 --> 00:55:47.440
So it's just sales.

1739
00:55:47.440 --> 00:55:48.800
Sales, it's just sales.

1740
00:55:48.800 --> 00:55:50.480
You can just make a million just doing sales.

1741
00:55:50.480 --> 00:55:51.680
Like, you don't even have to sell your own products,

1742
00:55:51.680 --> 00:55:53.840
so you can just do a million just selling, right?

1743
00:55:53.840 --> 00:55:55.400
And in order to make more in sales,

1744
00:55:55.400 --> 00:55:56.640
you sell stuff that's more expensive.

1745
00:55:56.640 --> 00:55:57.640
That's it.

1746
00:55:57.640 --> 00:55:59.440
Like, what does it say?

1747
00:55:59.440 --> 00:56:00.840
Like learn how to sell

1748
00:56:00.840 --> 00:56:03.360
and then find the most expensive thing you possibly can to sell.

1749
00:56:03.360 --> 00:56:04.360
I'm gonna sell that.

1750
00:56:04.360 --> 00:56:05.200
That's how you sell it.

1751
00:56:05.200 --> 00:56:06.040
That's it.

1752
00:56:06.040 --> 00:56:08.360
And I'll tell this to everybody who's not sure.

1753
00:56:08.360 --> 00:56:10.360
The more expensive it is, the easier it is to sell.

1754
00:56:10.360 --> 00:56:11.440
Really, why is that?

1755
00:56:11.440 --> 00:56:12.880
Because you're dealing with better people.

1756
00:56:12.880 --> 00:56:14.720
Like, you've probably had a consulting client

1757
00:56:14.720 --> 00:56:16.560
that pays you 50 grand is like, oh yeah, by the way,

1758
00:56:16.560 --> 00:56:17.880
I said the wire yesterday.

1759
00:56:17.880 --> 00:56:19.920
Whereas the $50 person's like, well, what exactly

1760
00:56:19.920 --> 00:56:22.000
am I gonna be getting with this program?

1761
00:56:22.000 --> 00:56:22.840
You know what I mean?

1762
00:56:22.840 --> 00:56:23.760
It's just, it's a different person.

1763
00:56:23.760 --> 00:56:24.600
You know what I mean?

1764
00:56:24.600 --> 00:56:25.600
You're dealing with a different avatar.

1765
00:56:25.600 --> 00:56:28.080
And from an actual selling perspective,

1766
00:56:28.080 --> 00:56:29.480
almost every sales the same regardless.

1767
00:56:29.480 --> 00:56:30.720
So you might as well just do the sales

1768
00:56:30.720 --> 00:56:32.720
that you're getting paid $5,000 for rather than sales

1769
00:56:32.720 --> 00:56:34.640
you're getting $20 for.

1770
00:56:34.640 --> 00:56:37.600
Like I learned, and the one thing that I will say is that

1771
00:56:37.600 --> 00:56:39.000
if you're starting out with the intention

1772
00:56:39.000 --> 00:56:41.600
to develop the skill of sales,

1773
00:56:41.600 --> 00:56:44.480
selling the highest volume environment possible.

1774
00:56:44.480 --> 00:56:47.000
That's why a lot of I think some of the best sales people

1775
00:56:47.000 --> 00:56:48.040
are fitness people.

1776
00:56:48.040 --> 00:56:49.840
Because so many people, you know,

1777
00:56:49.840 --> 00:56:51.000
you work at a LA fitness,

1778
00:56:51.000 --> 00:56:53.280
you get 25 memberships a day that you're,

1779
00:56:53.280 --> 00:56:55.520
I mean, you're sitting out 25 consults a day.

1780
00:56:55.520 --> 00:56:57.840
And I did that for five, you know, four years.

1781
00:56:57.840 --> 00:56:59.680
Every, not 20 plus consults.

1782
00:56:59.680 --> 00:57:01.000
Every, I was an LA fitness at my engine,

1783
00:57:01.000 --> 00:57:03.400
but like, so like, you get,

1784
00:57:03.400 --> 00:57:05.240
there's just so much unconscious competence

1785
00:57:05.240 --> 00:57:06.480
that you develop at that point.

1786
00:57:06.480 --> 00:57:09.400
Like, and those, those the time and the money,

1787
00:57:09.400 --> 00:57:11.240
like those things become so ingrained

1788
00:57:11.240 --> 00:57:12.240
in the second nature.

1789
00:57:12.240 --> 00:57:14.520
Yeah, and your language patterns that,

1790
00:57:14.800 --> 00:57:17.960
and it gives you power in all, all different areas of your life.

1791
00:57:17.960 --> 00:57:19.840
So sales is number one.

1792
00:57:19.840 --> 00:57:20.960
You might want to develop the skill

1793
00:57:20.960 --> 00:57:21.960
in a high volume environment,

1794
00:57:21.960 --> 00:57:23.360
but understand that that's not,

1795
00:57:23.360 --> 00:57:25.080
you might make some money doing that,

1796
00:57:25.080 --> 00:57:29.280
but the goal will then be to sell massive buildings,

1797
00:57:29.280 --> 00:57:33.080
sell super expensive cars, sell yachts, sell jets, sell,

1798
00:57:33.080 --> 00:57:33.920
you know what I mean?

1799
00:57:33.920 --> 00:57:37.120
Like, so huge software packages to enterprise software.

1800
00:57:37.120 --> 00:57:38.560
Like, all of these are roles

1801
00:57:38.560 --> 00:57:41.480
that you can make $400 a million a year doing.

1802
00:57:41.480 --> 00:57:43.240
So that's where you, you know,

1803
00:57:44.000 --> 00:57:45.800
and that's a million income, not even gross.

1804
00:57:45.800 --> 00:57:46.800
That's a million income.

1805
00:57:47.760 --> 00:57:50.360
But if you just want to like make a million dollars,

1806
00:57:50.360 --> 00:57:51.760
just reverse out a million dollars

1807
00:57:51.760 --> 00:57:53.440
and just do it looking at daily.

1808
00:57:53.440 --> 00:57:56.680
So it's, you know, $3,300 a day, whatever, roughly.

1809
00:57:56.680 --> 00:57:58.240
And so at that point, it's like, okay,

1810
00:57:58.240 --> 00:58:00.960
well, I can sell $3,500 things, you know,

1811
00:58:00.960 --> 00:58:01.800
and I'll be over it.

1812
00:58:01.800 --> 00:58:04.320
I can sell $15,000 a thing.

1813
00:58:04.320 --> 00:58:05.160
Sure.

1814
00:58:05.160 --> 00:58:06.000
I can sell, you know what I mean?

1815
00:58:06.000 --> 00:58:08.400
Or you can sell $3,300 things.

1816
00:58:08.400 --> 00:58:10.000
And it's just which of those sounds easier.

1817
00:58:10.000 --> 00:58:11.000
They're different, you know?

1818
00:58:11.000 --> 00:58:14.160
And I will say that I have this desire maybe in the future

1819
00:58:14.160 --> 00:58:16.520
to like look at some sort of entrepreneurial personality type

1820
00:58:16.520 --> 00:58:18.400
where like, I do believe the businesses

1821
00:58:18.400 --> 00:58:19.920
in our extension of the entrepreneur

1822
00:58:19.920 --> 00:58:21.080
in terms of like their personality,

1823
00:58:21.080 --> 00:58:22.280
their thumbprint is on it,

1824
00:58:22.280 --> 00:58:24.000
based on just how it works.

1825
00:58:24.000 --> 00:58:26.080
And so like, I've met guys who do super high volume

1826
00:58:26.080 --> 00:58:28.120
really low ticket transaction.

1827
00:58:28.960 --> 00:58:30.600
And they, they're a little different

1828
00:58:30.600 --> 00:58:32.640
than the guys who sell ultra high ticket

1829
00:58:32.640 --> 00:58:33.920
like service-based stuff.

1830
00:58:33.920 --> 00:58:35.080
And so, yeah.

1831
00:58:35.080 --> 00:58:37.080
And so I think, and I've seen people

1832
00:58:37.080 --> 00:58:38.960
really successful on both sides.

1833
00:58:38.960 --> 00:58:41.800
But I do think that the more expensive the ticket in general

1834
00:58:41.800 --> 00:58:44.240
that the less operational complexity there is,

1835
00:58:44.240 --> 00:58:45.000
you still have to take,

1836
00:58:45.000 --> 00:58:46.240
if you're gonna take 10 sales calls,

1837
00:58:46.240 --> 00:58:47.920
you might as well make them worth all.

1838
00:58:47.920 --> 00:58:48.920
Exactly.

1839
00:58:48.920 --> 00:58:49.760
You know what I'm saying?

1840
00:58:49.760 --> 00:58:50.600
Exactly.

1841
00:58:50.600 --> 00:58:52.320
I have two final questions for you,

1842
00:58:52.320 --> 00:58:53.160
but before I ask them,

1843
00:58:53.160 --> 00:58:54.520
I want people to get your book.

1844
00:58:54.520 --> 00:58:55.440
It's really inspiring.

1845
00:58:55.440 --> 00:58:57.480
$100 million offers.

1846
00:58:57.480 --> 00:58:59.200
How to make offers so good,

1847
00:58:59.200 --> 00:59:01.280
people feel stupid saying no.

1848
00:59:01.280 --> 00:59:02.840
It's a great tagline as well.

1849
00:59:02.840 --> 00:59:04.920
So make sure you guys get a few copies of this.

1850
00:59:05.920 --> 00:59:08.920
And also go to acquisition.com, right?

1851
00:59:08.920 --> 00:59:10.760
Which is the main business that you're running right now,

1852
00:59:10.760 --> 00:59:12.040
acquisition.com.

1853
00:59:12.040 --> 00:59:13.800
So when's the right time to acquire a business,

1854
00:59:13.800 --> 00:59:14.640
if you're a small...

1855
00:59:14.640 --> 00:59:17.560
It depends on whether you're going for majority or minority.

1856
00:59:17.560 --> 00:59:19.680
That's the huge, that's the huge lever here.

1857
00:59:19.680 --> 00:59:21.920
So there's the, what you're trying to buy,

1858
00:59:21.920 --> 00:59:23.800
and then there's the life cycle of the business.

1859
00:59:23.800 --> 00:59:25.840
So it's like, if you were trying to buy a majority,

1860
00:59:25.840 --> 00:59:27.800
then you would get it before it's peak, right?

1861
00:59:27.800 --> 00:59:29.440
And you want to have it when it's already established,

1862
00:59:29.440 --> 00:59:30.280
the good leadership team,

1863
00:59:30.280 --> 00:59:32.120
and you want to make sure that you can pull the entrepreneur out

1864
00:59:32.120 --> 00:59:32.960
and still function.

1865
00:59:32.960 --> 00:59:34.560
That's how we're selling companies that we have.

1866
00:59:34.600 --> 00:59:37.200
And that's what we do with acquisition.com companies that we actually,

1867
00:59:37.200 --> 00:59:38.560
so we buy minority.

1868
00:59:38.560 --> 00:59:39.560
Minority.

1869
00:59:39.560 --> 00:59:40.400
Yeah, exactly.

1870
00:59:40.400 --> 00:59:41.400
So we buy the minority.

1871
00:59:41.400 --> 00:59:42.480
10, 20, 30%.

1872
00:59:42.480 --> 00:59:44.920
20, 30 is usually the, is the stakes that,

1873
00:59:44.920 --> 00:59:47.560
like we need to be invested enough to care.

1874
00:59:47.560 --> 00:59:49.400
And usually the companies are between three,

1875
00:59:49.400 --> 00:59:51.920
and I think 36 million is the biggest one.

1876
00:59:51.920 --> 00:59:53.880
So three, we don't really have any threes.

1877
00:59:53.880 --> 00:59:55.320
I think the smallest one we have right now is six.

1878
00:59:55.320 --> 00:59:58.040
But six million to 35-ish million is the,

1879
00:59:58.040 --> 00:59:58.800
it's kind of the range,

1880
00:59:58.800 --> 01:00:00.560
and we have seven companies in the portfolio.

1881
01:00:00.560 --> 01:00:03.240
And so for those companies,

1882
01:00:04.080 --> 01:00:06.000
we buy them because we think they can get better,

1883
01:00:06.000 --> 01:00:07.080
we think that we can grow them,

1884
01:00:07.080 --> 01:00:09.080
and we think that we can put a team in place,

1885
01:00:09.080 --> 01:00:12.480
and we can transition from face-based branding

1886
01:00:12.480 --> 01:00:14.680
to a brand-based business,

1887
01:00:14.680 --> 01:00:15.880
so that it is sellable.

1888
01:00:15.880 --> 01:00:18.200
And then what happens is interesting there is that we might

1889
01:00:18.200 --> 01:00:19.400
triple the revenue of the business,

1890
01:00:19.400 --> 01:00:21.240
but we might 30X the enterprise value,

1891
01:00:21.240 --> 01:00:23.760
because it's not valuable if you're just,

1892
01:00:23.760 --> 01:00:26.120
you know, Johnny, Johnny teacher, or whatever,

1893
01:00:26.120 --> 01:00:28.400
which we do mostly internet businesses,

1894
01:00:28.400 --> 01:00:31.280
because we know how to transition from being the personality brand,

1895
01:00:31.280 --> 01:00:32.520
we teach us some sort of niche skill,

1896
01:00:32.520 --> 01:00:33.880
like we talked about earlier,

1897
01:00:33.880 --> 01:00:35.680
into teaching the same thing,

1898
01:00:35.680 --> 01:00:37.520
but being like salon university,

1899
01:00:37.520 --> 01:00:40.520
or being plumber you, or gym launch, you know,

1900
01:00:40.520 --> 01:00:43.440
like those are all, like very specific niche skills

1901
01:00:43.440 --> 01:00:46.000
that provide real value to people.

1902
01:00:46.000 --> 01:00:47.920
So we're almost, the entire portfolio,

1903
01:00:47.920 --> 01:00:49.320
so for one is e-learning,

1904
01:00:49.320 --> 01:00:51.640
and that's because we're huge education people.

1905
01:00:51.640 --> 01:00:53.800
I like the business, I also like the impact.

1906
01:00:53.800 --> 01:00:55.000
The margins, yeah, yeah.

1907
01:00:55.000 --> 01:00:56.280
Yeah, I love the cash flow.

1908
01:00:56.280 --> 01:00:57.560
It's a low cap ex business.

1909
01:00:57.560 --> 01:00:59.560
It's very inflation-responsive

1910
01:00:59.560 --> 01:01:01.800
and that like we can always adjust prices very easily.

1911
01:01:01.800 --> 01:01:04.320
It has, there's real impact on people's lives

1912
01:01:04.320 --> 01:01:05.640
compared to like a four-year degree.

1913
01:01:05.640 --> 01:01:07.640
You've got a great price anchor and alternative,

1914
01:01:07.640 --> 01:01:10.000
and I think the education, my thesis is that education

1915
01:01:10.000 --> 01:01:11.240
is becoming increasingly fragmented,

1916
01:01:11.240 --> 01:01:13.440
just like media has, and it's just catching up.

1917
01:01:13.440 --> 01:01:15.840
The fact that all of these quote-gourers exist,

1918
01:01:15.840 --> 01:01:18.280
is a tell-tale sign that more and more people

1919
01:01:18.280 --> 01:01:19.120
are not going to college,

1920
01:01:19.120 --> 01:01:19.960
because they don't see the value,

1921
01:01:19.960 --> 01:01:22.000
and I think they're right in that assessment.

1922
01:01:22.000 --> 01:01:24.400
And so rather than spend $100,000, $200,000,

1923
01:01:24.400 --> 01:01:26.640
or $4,000, or $50,000, or $4,000,

1924
01:01:26.640 --> 01:01:29.040
you could spend a quarter of that,

1925
01:01:29.040 --> 01:01:31.920
and get a way more, yeah, a way more tactical training

1926
01:01:31.920 --> 01:01:34.040
that can replace your entire income.

1927
01:01:34.040 --> 01:01:36.000
And so in terms of for us,

1928
01:01:36.000 --> 01:01:37.880
we look for companies that are growing,

1929
01:01:37.880 --> 01:01:38.880
that are cash flow positive,

1930
01:01:38.880 --> 01:01:40.680
that are typically e-learning or internet businesses,

1931
01:01:40.680 --> 01:01:42.520
that have really good products.

1932
01:01:42.520 --> 01:01:44.480
So ideally somebody who really knows

1933
01:01:44.480 --> 01:01:45.920
who is good at the thing that they teach,

1934
01:01:45.920 --> 01:01:47.960
which is silly, but you also know

1935
01:01:47.960 --> 01:01:49.840
that there's lots of people who don't have that.

1936
01:01:49.840 --> 01:01:51.400
And if we have those things,

1937
01:01:51.400 --> 01:01:53.000
we don't average triple the profit of the business

1938
01:01:53.000 --> 01:01:54.120
within a year, anyways.

1939
01:01:54.120 --> 01:01:58.120
So we're very, like when we have our very narrowly defined

1940
01:01:58.120 --> 01:01:59.600
avatar, which is doing three million or more

1941
01:01:59.600 --> 01:02:01.200
so 250 a month or higher,

1942
01:02:01.200 --> 01:02:02.120
that's just to be considered.

1943
01:02:02.120 --> 01:02:03.360
Usually they're at like the,

1944
01:02:03.360 --> 01:02:05.240
usually like five to a million a month,

1945
01:02:05.240 --> 01:02:07.320
500,000 a month is usually when we take them on.

1946
01:02:08.360 --> 01:02:11.520
That's our sweet spot, and then we can ramp up.

1947
01:02:11.520 --> 01:02:13.280
And then with regards to majority,

1948
01:02:13.280 --> 01:02:14.400
it kind of goes back to like,

1949
01:02:14.400 --> 01:02:16.360
I personally, I think long-term,

1950
01:02:16.360 --> 01:02:18.920
we're gonna try and figure out a way to maybe raise a fund,

1951
01:02:18.920 --> 01:02:21.000
so I can help all of the founders,

1952
01:02:21.000 --> 01:02:22.240
take some cash on the table,

1953
01:02:22.240 --> 01:02:24.960
and maybe do some sort of conglomeration thing,

1954
01:02:24.960 --> 01:02:27.000
because it's all e-learning, which would be cool.

1955
01:02:27.520 --> 01:02:29.680
You know, we might have them sell off individually,

1956
01:02:29.680 --> 01:02:31.800
it's really up to the founder,

1957
01:02:31.800 --> 01:02:33.200
because we're, and this is kind of cool for me,

1958
01:02:33.200 --> 01:02:35.280
because like, I'm really just there to support them.

1959
01:02:35.280 --> 01:02:37.560
And we recruit the key players for them,

1960
01:02:37.560 --> 01:02:39.160
and because we have the reputation we have,

1961
01:02:39.160 --> 01:02:41.200
and we have so much more recent leverage,

1962
01:02:41.200 --> 01:02:43.400
we can find the people that will help them

1963
01:02:43.400 --> 01:02:44.600
so much easier than they can.

1964
01:02:44.600 --> 01:02:46.120
And so that's how we can build these things

1965
01:02:46.120 --> 01:02:47.840
into enterprises so quickly,

1966
01:02:47.840 --> 01:02:49.200
and we can get outsized returns.

1967
01:02:49.200 --> 01:02:50.560
And so that's what we do.

1968
01:02:50.560 --> 01:02:51.400
That's cool.

1969
01:02:51.400 --> 01:02:54.000
And do you guys teach also how people can acquire

1970
01:02:54.000 --> 01:02:55.840
a company on your site as well?

1971
01:02:56.360 --> 01:02:59.800
No, the courses on the site correspond with the books.

1972
01:02:59.800 --> 01:03:02.080
So the book has a free course that comes with it.

1973
01:03:02.080 --> 01:03:02.920
It's on the site.

1974
01:03:02.920 --> 01:03:04.760
You can go through it as all the downloads, everything.

1975
01:03:04.760 --> 01:03:07.640
The book, the e-book, is 99 cents on Kindle.

1976
01:03:07.640 --> 01:03:09.920
I think it has 5,000, I think,

1977
01:03:09.920 --> 01:03:11.600
five to reviews on Amazon.

1978
01:03:11.600 --> 01:03:12.440
Who's count?

1979
01:03:12.440 --> 01:03:14.280
Who's count?

1980
01:03:14.280 --> 01:03:15.840
And so, but it's not in the United States.

1981
01:03:15.840 --> 01:03:17.200
I wanted to make it exactly for anyone.

1982
01:03:17.200 --> 01:03:19.920
I think that the hard copy's a little more,

1983
01:03:19.920 --> 01:03:23.160
but I wanted to, like, I've got people from Nigeria,

1984
01:03:23.160 --> 01:03:24.000
and I knew you'd be like,

1985
01:03:24.000 --> 01:03:25.480
I could afford this thing somewhere.

1986
01:03:26.320 --> 01:03:27.560
And I know they're probably never going to be home

1987
01:03:27.560 --> 01:03:28.560
back with their stock up.

1988
01:03:28.560 --> 01:03:29.920
Right, right, right.

1989
01:03:29.920 --> 01:03:31.160
But yeah, if you're a UAS based company

1990
01:03:31.160 --> 01:03:33.600
and you're e-learning, we're always happy to see how we can go.

1991
01:03:33.600 --> 01:03:35.560
We'll have to have you come on next another time.

1992
01:03:35.560 --> 01:03:37.600
If you guys wanted to come back on to talk about

1993
01:03:37.600 --> 01:03:41.600
how to acquire a smaller company and teach that process,

1994
01:03:41.600 --> 01:03:42.720
if you're interested in learning that,

1995
01:03:42.720 --> 01:03:44.560
but acquisition.com,

1996
01:03:44.560 --> 01:03:49.560
I wish for MoZ on Instagram, Twitter, and YouTube.

1997
01:03:50.080 --> 01:03:53.000
YouTube is blown up, your Facebook as well.

1998
01:03:53.000 --> 01:03:55.680
But you're doing what daily, almost daily YouTube now?

1999
01:03:55.680 --> 01:03:56.520
You shorts.

2000
01:03:56.520 --> 01:03:57.360
Shorts.

2001
01:03:57.360 --> 01:04:01.960
Yeah, we do the shorts daily on Instagram, TikTok, YouTube,

2002
01:04:01.960 --> 01:04:02.960
or on Twitter.

2003
01:04:02.960 --> 01:04:05.480
We have a podcast that's actually grown a lot.

2004
01:04:05.480 --> 01:04:06.320
Oh wow.

2005
01:04:06.320 --> 01:04:08.040
Yeah, it's, what's the podcast called?

2006
01:04:08.040 --> 01:04:09.040
I didn't know the game.

2007
01:04:09.040 --> 01:04:09.880
The game.

2008
01:04:09.880 --> 01:04:11.040
I see more of your YouTube stuff.

2009
01:04:11.040 --> 01:04:12.040
Yeah, it's the game.

2010
01:04:12.040 --> 01:04:13.600
Yeah, the game is the podcast.

2011
01:04:13.600 --> 01:04:14.440
It's just me.

2012
01:04:14.440 --> 01:04:15.800
Just want to just talk about whatever.

2013
01:04:15.800 --> 01:04:16.640
Check it out.

2014
01:04:16.640 --> 01:04:18.880
There are same styles of YouTube in terms of short.

2015
01:04:18.880 --> 01:04:19.720
Sure, sure.

2016
01:04:19.720 --> 01:04:21.400
Okay, a minute stuff here exactly.

2017
01:04:21.400 --> 01:04:22.760
And yeah, then we also have the LinkedIn.

2018
01:04:22.760 --> 01:04:23.760
We're everywhere.

2019
01:04:23.760 --> 01:04:24.760
We're trying to be lose house.

2020
01:04:24.760 --> 01:04:25.760
Twitter is everywhere.

2021
01:04:25.760 --> 01:04:26.760
You're the Twitter's.

2022
01:04:26.760 --> 01:04:27.760
Yeah, the Twitter's and the metaverse.

2023
01:04:27.760 --> 01:04:28.760
I love it.

2024
01:04:28.760 --> 01:04:30.040
Yeah, so make sure you follow you everywhere.

2025
01:04:30.040 --> 01:04:31.640
Well, I would all linked up.

2026
01:04:31.640 --> 01:04:32.640
This is a question asked.

2027
01:04:32.640 --> 01:04:34.440
You have one at the end called the Three Truths.

2028
01:04:34.440 --> 01:04:38.200
So imagine it is your last day and maybe you surpassed 85,

2029
01:04:38.200 --> 01:04:42.680
maybe 120 or something, extended the life as long as you can.

2030
01:04:42.680 --> 01:04:44.440
And you've lived your life.

2031
01:04:44.440 --> 01:04:45.800
You've accomplished the things you want to,

2032
01:04:45.800 --> 01:04:47.800
even though they don't matter anymore.

2033
01:04:47.800 --> 01:04:49.920
You've made all the money, you've given it all away,

2034
01:04:49.920 --> 01:04:52.640
because it doesn't matter anymore.

2035
01:04:52.640 --> 01:04:55.960
And no one has access to your content or information.

2036
01:04:55.960 --> 01:04:58.960
For whatever reason, it goes with you, everything.

2037
01:04:58.960 --> 01:05:00.960
The books, the videos, all this stuff goes with you,

2038
01:05:00.960 --> 01:05:02.600
this interview, gone.

2039
01:05:02.600 --> 01:05:04.720
And you can only share three things with the world,

2040
01:05:04.720 --> 01:05:07.080
three lessons that you've learned from your entire life.

2041
01:05:07.080 --> 01:05:07.920
Yeah.

2042
01:05:07.920 --> 01:05:08.800
What would be those three lessons

2043
01:05:08.800 --> 01:05:10.920
or three truths that you would share?

2044
01:05:10.920 --> 01:05:12.880
Give first and without expectation.

2045
01:05:12.880 --> 01:05:14.440
And you'll get more than you can imagine

2046
01:05:14.440 --> 01:05:16.680
in all aspects of life.

2047
01:05:16.680 --> 01:05:19.160
One, if you can't do it forever,

2048
01:05:19.160 --> 01:05:20.480
you don't do it for a day.

2049
01:05:20.480 --> 01:05:22.320
And probably something to the extent of,

2050
01:05:22.320 --> 01:05:25.720
if nothing matters, then you get to decide what matters.

2051
01:05:25.720 --> 01:05:27.080
So you use the power wisely.

2052
01:05:27.080 --> 01:05:28.920
Mm-hmm, that's good, man.

2053
01:05:28.920 --> 01:05:32.520
I want to acknowledge you, Alex, for your growth

2054
01:05:32.520 --> 01:05:37.000
and your ego desks and the constant journey of that desks.

2055
01:05:37.000 --> 01:05:39.880
I'm trying, you know, I'm on the same journey.

2056
01:05:39.880 --> 01:05:42.040
And it's a, but your acknowledgement of it,

2057
01:05:42.040 --> 01:05:44.120
your ability to look yourself on the mirror

2058
01:05:44.120 --> 01:05:46.760
and see, okay, here what's working was not working

2059
01:05:46.760 --> 01:05:48.880
and how do I continue to develop that.

2060
01:05:48.880 --> 01:05:51.560
And now you're this stage where it really feels like

2061
01:05:51.560 --> 01:05:53.920
you're trying to create to add as much value as possible

2062
01:05:53.920 --> 01:05:55.640
to as many people as possible.

2063
01:05:55.640 --> 01:05:57.960
Through your books, your content and your information.

2064
01:05:57.960 --> 01:06:01.720
So I really acknowledge it for the example you're creating

2065
01:06:01.720 --> 01:06:03.840
for your, you're really uniqueness.

2066
01:06:03.840 --> 01:06:05.440
You're being 100% of who you are.

2067
01:06:05.440 --> 01:06:07.000
I mean, you're in like the basement

2068
01:06:07.000 --> 01:06:08.720
with your wife needed and with like just like,

2069
01:06:08.720 --> 01:06:11.960
you don't care necessarily about what you look

2070
01:06:11.960 --> 01:06:14.320
or whatever, you know, you just want to add the value.

2071
01:06:14.320 --> 01:06:16.360
And not think about what are people saying about me,

2072
01:06:16.360 --> 01:06:18.160
but how can I make it about others?

2073
01:06:18.160 --> 01:06:20.520
I think it's really inspiring example

2074
01:06:20.520 --> 01:06:21.400
that you're leaning from.

2075
01:06:21.400 --> 01:06:23.360
So I want to acknowledge it for that, man.

2076
01:06:23.360 --> 01:06:26.480
And hopefully we'll have you back on for more times.

2077
01:06:26.480 --> 01:06:29.360
But final question, what's your definition of greatness?

2078
01:06:29.360 --> 01:06:31.720
Reality exceeds expectations.

2079
01:06:31.720 --> 01:06:33.240
I mean, Alex, thank you.

2080
01:06:33.240 --> 01:06:34.080
Good stuff.