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It is early, and Laila is like, you know, you have made any content about two weeks.

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All right, Laila. Laila wants to make content, then Alex will make some content.

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So, that being said, this is on my mind, and Danny, the man, the myth of legendiness,

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asked me to make this. So, Danny, this one is for you. So, it's too good to be true, right?

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And how to deal with the beliefs that literally ruin your life. And so, I wanted to make this

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because beliefs about things like, it's too good to be true, literally, do ruin your life.

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And so, one of the things that, and this obviously come up, so Danny works for us,

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he's one of our sales guys. And, but this is something that comes up also, you know, weight loss

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sale, where someone's like, I don't believe that I can achieve that result. I don't believe that

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XYZ, right? Like, I don't think I'll ever get back to my high school weight. I don't

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love, you know, whatever it is, right? And usually, it's a bulk at the price, right?

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And so, the first, the first, like, confrontation there is like, well, what would it look like?

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Like, if you were to imagine a program that was going to get you there, like, what would

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it involve, right? And then, and then usually, the prospect will come back to you. It's like,

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like, I don't know, I mean, like, and usually because they don't know, right? It's like, what do you

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think they'd have, like, you know, customer support that answers within three minutes? Do you think

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you'd have a personal coach to walk you through everything? Do you think you'd have a strategic

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coach that you can hop onto every single day? Do you think that you'd have 500 other people who

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are in exact same type of business in your style of market and went from where you are to where you

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want to be? We've all done it within the last 12 months to make sure that it's relevant. Do you

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think that would be something that would be there? Well, yeah, it's like, okay. So, and so you're

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using this in the weight loss sale, just like you'd use it in a B2B sale. Everything's the same,

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right? And so you're like, what, and like, in our sales training, we call this the Unicorn Clothes,

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it's like, what kind of Unicorn program are you looking for? Right? Because like, all of these things

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that you think would be required in order to get there are here, right? So what else is missing,

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right? And the reality is that there isn't anything missing. What's missing is the belief that it's

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possible, right? It's the conviction that it can actually happen. And that happens for two reasons.

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One is because I got burned in the past. I wanted to believe something. I did say yes. I did

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something like this and then it didn't happen, right? And so the mental overcome for that is don't

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let something bad burn you twice, right? If I went to middle school and I asked a girl to dance

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and then she said no, right? Do I now automatically assume that I should never go after girls ever

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again? I can never be married. Of course not, right? Because you wouldn't let that one mistake burn

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you more than once. Because if it did, then that one mistake will continue to haunt you forever,

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right? We make mistakes or people make false promises. It happens, right? But if you then

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cling to that and say forever, I will never let someone help me, it's done, right? Because the

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best way to get to where you want to go is to learn from people who've done it. Ask any billionaire,

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ask any, I mean, you might not ask it, but if you observe billionaires, you watch their interviews.

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The first thing they'll always say is I didn't get here alone, right? I tons of hot. I have tons of

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mentors. I have tons of, because like I have tons of coaches who've helped me through these

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different areas, these blocking points, because they had already done it, right? To try and figure it

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all out on your own is literally impossible. All we use human beings is stand on each other's

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backs and continue to move forward so that believe that you can do it on your own is unreasonable and

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prideful. Okay, that's just to cover that one scenario. The other scenario is that you truly don't

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believe it's possible. Now, that's from the limiting standpoint, which is this is like one of the most

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paralyzing and things that makes you unhappy in life, right? Is you're like, I want this huge change,

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I want this huge outcome, right? And yet, I don't believe it's possible.

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It's literally, it's cognitive dissonance. It's two equally powerful thoughts that sit there,

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and that's why a prosper can't make a decision, because they have both, and they believe both,

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but on some level, you can't believe both. So you have to pick which one you want to believe.

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Do I believe that I really, like, I really want to achieve this? I think it's impossible.

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Then stop wanting to achieve that, you know what I mean? Or believe that it's possible. You have

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to part ways with one of them, right? And then the next thing that happens is how like, at what point

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does it become unreasonable to not believe? At what point does it become unreasonable? More

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reasonable to believe than not to believe, right? Like some people, like a lot of people believe in

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in laws of gravity, right? Like, you can't see it, but at what point, after demonstrating enough

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times, does it become believable? It would be unreasonable to not believe in gravity, right?

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So at what point, at what amount of data is it unreasonable? And so like, if it's a weight loss

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program, you can ask that question. At what point, how many testimonials do I need to show you

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for you to believe that it's reasonable? And if you still don't believe

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then at what point are you being unreasonable? And then what arbitrary bar have you set

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that is unattainable that you would say yes to? Right? Like you're saying, like, well, you know,

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if somebody who had my exact DNA had gone through this program at the same time literally just

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six weeks ago, then I wouldn't believe. It's like, well, do you believe that that is reasonable?

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And do you believe that having that standard is actually going to help you get to where you want to go?

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Right? For the gym owner who wouldn't believe? Be like, I mean, I don't even know it.

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Like, here's 800 testimonials in the last 12 months. Like, I don't know, like, here's 20 people

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you can talk to if you're doing it right now. Still, like, I don't know, it's like, you know, like

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in markets, just like yours, you're brand models, just like yours, you can switch them where exactly

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where you are to where you want to go. I don't know. At one point is it being unreasonable.

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That's up to you, you know what I mean? And so one of the other things is that I'm like using

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in one of these like a way lost situation is like, or like, it's just it's just the belief

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situation, right? It's like, if this were true, what else would be true? Right? So like, okay,

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you're not sure. So like if gravity exists, if I drop this thing, it should fall at the same

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rate as if I drop this, right, my gum, both should happen, right? Okay. So if, if, if, if gym

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launch, right, really did X really did help all of these gyms, right? In this short amount of time,

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what else would be true? Well, we probably go from, I don't know, 20 employees last year to 90

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in 12 months. That might be something that would also be true. Did it happen? Yes. Okay.

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Do we go from like five million in sales to a $50 million run rate in 12 months? Yes.

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Huh. Okay. So that happened too. Like, you don't say like, what else would happen? Well,

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we have the largest community of gyms that's out there that pays more than anyone else. Why? You

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don't mean like what else would need to be true in order for the postulate in order for the first

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statement to be true? Same thing with you at the gym. If you're like, okay, you're asking the

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prospect, what else would need to be true for you to believe? Like, would you, all of these testimonials?

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Okay. Sure. Forget those because that's not reasonable. Fine. No big deal. Like, what else would

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need to be true? Oh, all of these five therapies on you. Cool. Okay. Maybe those aren't true.

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All of these five therapies on, on Google. Those are probably fake too. All these five therapies on

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Facebook. Cool. And your interpersonal judgment of who I am as a person, right? You do need to

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trust your intuition as a point. Like, if there were a person who went through the trouble of trying

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to like think about this for like just for a moment. Like, let's just use our example because it's

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the internet and it's like more crazy. If there were a business owner that somehow paid all of these

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actors, right? To get on the phone with people. That's one. To all of the people that somehow

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anonymously comment on all all the stuff in all the groups. Okay. All of these people are fake accounts.

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Sure. That's a lot of effort. Okay. Next, all of the videos of all of these people again paid actors,

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all of these huge event menus which might do even renting an event that need that big cost half

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a million dollars. Like, no big deal. But like, so like now we're starting in a real money that

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to the real money and amount of effort to to make something that is fake, right? Like if that's

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really where you're coming from. It also comes from like a ridiculous amount of scarcity and like

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fear, like what you need to confront on your own time. If that's actually where you're operating from.

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That being said, if that's your belief set. At some level, I'd be like, I almost want to work with

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these people because they went through that much effort. It would be so ridiculous that like the

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amount of work I think that would be necessary to pull off a sham like that would almost be

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equivalent to the amount of skill that it would require to make a 50-million dollar business in 24

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months. And that skill would be translated into the products that we sell on how to scale a business.

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So how can we how can we how could how could we make the argument that we can't scale a gym,

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right? If we can sell something that's bigger and more complex at a faster rate, right? Like it has

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like if this is true, what else also must be true? And if all of those other things are also true

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that must be true for the primary argument, then it would be unreasonable for you not to believe,

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right? And so one of the things that I made my last point, I'm getting I'm getting I'm getting

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winded. So here's the damage you can mission. So if I wanted to gain your trust, right? What I would

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do is a lot of people like the next question is like would you prefer if we had worse results?

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Would you prefer would it make you more comfortable if we had fewer testimonials?

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Well, well, of course, that's unreasonable. So like but but like if you have to ask the question and

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it's like it's it's it's really like it's just the belief of is it possible? And if it is possible,

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like the person's like I don't I don't think I can do that. Okay, well then that's a you belief

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that I can try and help you break, but it has nothing to do with the business and you're just

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projecting that, right? But if you need a damaging admission, read anything and this would be

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from the gyms too. Like if you're if you're talking to a weight loss prospect, like there is no one

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in this gym right now who has lost 100 pounds who lost 60 pounds who will tell you that it will

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happen overnight. There is no one that will tell you that it was easy. There's no one that will tell

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you that it was not emotionally difficult to go through this and the amount of growth that they

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hadn't have through that period of time was not taxing, right? Read any of the testimonials we have,

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read any of the testimonials we have for the weight loss testimony. So same same stuff. No one says

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wow this was really easy, right? Of course not. They say this is more work than I have ever done

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in my life, right? But it worked the way it said it was going to, right? Like if you drink from a

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fire hose, everyone wants like everyone wants to lose weight until they actually have to do the

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things that make them lose weight until they have to give up the foods that they like until they

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have to be sore the next day until they have to come into the gym when they're still sore and go

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until the time that they have to wake up early six days in a row until it's not like there's all

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of these things that they they come along with the thing that they wanted, right? And so the

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damage and commission that I have for you is that like if you were I want to change my gym, cool.

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There's going to be a million hard conversations that you're going to need to have in order to get

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there what you're going to have to you're going to have to break your own employees books because

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believe it or not if you have these limiting beliefs you hired other people who probably have them to

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right which means we can successfully help you break your belief and there's a million gyms

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who we help who we have we can break the gym owners believe they they come to our summit they

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see all these gyms getting on stage hitting a million dollar run rates right like ironically I'm

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going to be speaking in an event in a little bit in a few months and one of the people is going to

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be getting on stage as a gym owner who like they're they're they're they're they're claimed is that

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they have a gym that does six and a dozen years and they're going to be on stage and

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mind you they came to our brother um

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Hey guys love that you're listening to the podcast if you ever want to have the video version

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of this which usually has more facts more visuals more graphs you know drawn out stuff

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sometimes it can help hit the brain centers in different ways you can check out my YouTube channel

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it's absolutely free to check that out if that's what you are into and if not keep enjoying the show

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I didn't let them in the legs um they requested it twice and I said no I wasn't a good fit

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that is average for legacy we've got 500 gyms you average that you know what I mean and so like

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but like when you get into a room full of people who who who who are doing that and you're like

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they're no different than I am they just executed these things then you all of a sudden believe

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it's true for you right but what happens now is all the conversations that have to have an after

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that point are the hardship right that's the hard stuff you go there and then you're like trainers

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like team we're going to do it and they're like no one's no one's going to pay that price no one's

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going to let us drop our our membership from unlimited to three days a week no one is going to

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like everyone's going to revolt if we take away barbells blah blah blah like limiting belief limiting

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belief like let me tell you why it can't work cool that you might not be the ones to help me get

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but I believe that I can go there right and so like the biggest value that we really provide being

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super like transparent with everyone here is that we can help you believe because of the amount

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of people who have already achieved what you desire right and when you see that happen and you

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have it happen again and again and again and again to the point of nausea at some point something

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breaks inside of you it's the thing that said I can't do this and you're like holy shit what if

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it actually is real what if this could actually be true and then at that point your mind starts

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racing because you're like holy shit this could be it this could be what I was looking for and

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news flash what would the thing that you are looking for actually look like if it did what you

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want it to do if you wanted something to transform your gym and it really did transform gyms what

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would it look like it would probably have an insanely fast growth rate if it did what it said

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these people do right like if you were if you were talking to a quote guru right or whatever right

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and they said this thing's gonna turn your gym around it's gonna double your profit if it did that

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then why wouldn't their business be growing faster I see people who have been in this like we've

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only been in the space for 22 months you know like literally nothing right I've seen people in

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this space have been here for 10 years their business is the exact same size how how can you be a

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master of scaling things and your business is the same size if it did what you said it was going to

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do then why isn't everyone telling everyone about it right if this is true what else has to be true

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and you can use that reasoning to make logical decisions when you're confronted with things that you

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don't understand or know or have enough data about and that's not a matter of stupidity it's a matter

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of ignorance it's you don't have data if I give if I go to the African jungle and I give a kid an

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orange and he eats it like an apple it's not because he's dumb it's because he doesn't know right and

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so you don't know so what else has to be true in order to make a decision that makes sense right

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and so if what I'm saying is true what else needs to be true but we have the fastest growing

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company yes what we have revenue levels where they are yes what evolved happened almost overnight

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yes if the person says that they can scale and then they're actually scaling that's probably

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something else if you connect with all these other gyms and they almost seem impetuous that your

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questions like you really don't believe yet seriously you've been in this group for nine months

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you've been in this group for nine months like holy cow and so what happens is there's actually a bell

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curve and this is for everyone if you're curious about like how how like like product distribution

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actually works is you have your innovators your first two percent right and then you have your

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early adopters which is the next three to 15% and then there's this big chasm right this big gap

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that goes from the early majority sorry early adopters to early majority right which is the big the

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first big chunk in this bell curve right it's 35% so it's two two time more than two times as big

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as the first two segments of the market the thing is is that those people tend to have more

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living beliefs and that's okay because most people have living beliefs but the reason they have those

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right is because the amount of effort they're willing to expend is lower they want to see 10 other

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penguins jump in the water before they're like I'm gonna jump in the water the innovators the first

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two percent want to be first in line they wait six hours in line to get a $40,000 flat screen

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right when six months later it's going to be a quarter of the price and they can go in without waiting

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in line but that type of person tends to meet the more entrepreneurial like the the highest

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like entrepreneurs people tend to just they want the edge right they want like if there's something

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I want it right they want the competitive edge but we fear that's only two percent of the marketplace

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the rest of the market needs to see more people the early adopters just want to see the first one

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like nothing blew up nothing exploded cool matured right they're like right there and right now

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we as a business are crossing our own cast into the early majority and so it's fun for us because

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we're actually learning a very different type of buyer meeting right which is cool it's interesting

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but it's funny because like those types of buyers tend to be less emotional about the purchase

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which is fine and so when presented with data can make sound logical decisions which which is

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why we don't have a rush sales process which is why we don't try and pressure close people in the

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first call because like it is a big deal you know it's a huge investment so anyways I say all this

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to say if you're on the fence about weight loss what would it look like if it did what I am saying

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it does right would it have a meal playing grocery with through preparation instructions eating

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out guide recipe book online portals a coach to follow up with you every day coach with you in

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the gym like what would it look like for you to actually transform your body like and if it's not

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this program what's missing the reality is that no one can answer that portion because there isn't

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anything missing because all the programs are like that everyone's laying out here like has every

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component of what someone needs right right and so to the same degree like we've tried to do the

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same thing with gym launch which is what would it look like if it actually did what you think it should

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do right it would probably have customer service that's available all the time right the response

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within three minutes right I remember a guru most of you guys probably know his name message me

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was like how do you get these people to stop thinking that you're going to worth like respond to

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their emails within an hour and I was like we do in less than three minutes and he was like what

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I was like yeah I was like have a great day he was like I was like totally like Mindblown right but

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like what would it look like so any who's dudes and if you need another damaging mission if you were

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on the fence about anything here's a good one for you to choose not everyone who does gym launch is

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successful okay there you go what we have is we have a category that we call legacy eligible which means

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that if there is somebody like to be legacy eligible you need to have made more money than it cost

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you to do gym launch so if someone makes $16,000 over the time duration that they're in in launch we

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do not consider them legacy eligible because it means if you could not if you could not execute with

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what little was given how can I trust you to execute what I could do right and so it's not best

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serving them and it's not going to serve us then that's why legacy has the reputation does which is

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why when people get in there within months their gyms double their nutrition cuts all these things

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because there's more things to do than just solve acquisition right so many acquisition simply

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exposes the rest of the problems in your business but if I have someone who is limited conviction

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right it doesn't go all in then how would I expect them to do going all in with things that are

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potentially less sent to like establishing a cadence of communication with all of your team hugely

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important not at all sexy right thank you how can I have if I like make sure that they put

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themselves on payroll and budget things accordingly is that sexy not at all is it important hell yeah

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right how do I make sure that they're going to reach out to all the customers within a 14-day cycle

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right how do I know that they're going to reach out to other customers by Wednesday they haven't

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shown up that right that's not sexy but doubling lifetime value is tripling lifetime value is right but

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a lot of the things that actually take to make money aren't sexy they're boring right but

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boring but rich boring but consistent right so anyways if you're facing someone in their

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prospects who's like I just don't believe I can hit the goal I don't believe I can achieve

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what you're saying I can achieve then just run them through like why do you believe that

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is it because you had a past failure or is it because you literally never believe that you could do

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both of those things this one will burn you twice you don't want to let the mistake burn you twice

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and this one will literally never serve you because if you want this thing then how can you

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also believe that you cannot achieve right and then we can put those aside what things would you

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need to see in order for it to be true how many testimonies would you need to see for this to do

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for that's a creative leave and if you still don't believe then at what point are you being more

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unreasonable than I like at what point is your disbelief unreasonable and then push that aside

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and like well then let's just walk in this like magical fairy ground for a moment if this

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were true if I said I could transform your life and that six months or now you'll be in a

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bikini right and you've never been in a bikini in your life or whatever it is right what else

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about this program that I am telling you would also have to be true well if that was actually

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that then you probably have to have all these testimonies well I mean it's not just the workout

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right it's the food well but I don't know how to cook the food well how do you make it taste good

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but what if I go on vacation right and then they start running out you're like right so what

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else would need to be true for this to be true for you and then at what point is you not believing

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more unreasonable than believing and once you reach that point and you realize it's like you just

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need to choose to believe because this is a little bit pulling from those of you who go to church

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but if you listen to any pastor talk about marriage they will say love is a action right it's not

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a feeling it's an action you choose to love someone you love on your wife right you love on your

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husband right face is a action right you choose to have faith you walk in faith you choose to

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believe and you walk in that right and so one of the things that actually think that people who

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have faith have an advantage over people who don't and this is no offense to anyone is that

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those people believe that big things can happen they believe in a big God and so what happens is

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believing in a big God frees you from a lot of limiting beliefs inherently because you believe

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in something much bigger right and you believe that that person can move parents you believe that

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that person can walk on a lot do you believe that that person can come back from that and so it's

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like if that God that I that I believe in brought someone back from the dead why can't my business

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double why can't my business quadruple why can't I massively transform an industry why can't I

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massively transform my community so anyway but then when I get on like the point is is that belief

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in and of itself is a competitive advantage if you can choose to believe that anything really will

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be open for you but most people just don't believe and that's their problem and they believe

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that belief is an after effect and not an action so anyways thanks for tuning in but I hope you

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enjoyed it and nothing's ever too good to be true actually tons of things are too good to be true

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but if the other things that should be there are there then you need to confront that it might

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just be you who's limiting yourself so lots of love and an amazing day and I'll talk to you guys

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soon