WEBVTT

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The guys who are players at their age in 20s and they're in their maybe 30s, whatever,

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like right at that stage, like they're hungry, they're savages, and they're in the grind.

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And they're doing the work of giving first to as many people as they can over delivering

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knowing that that good will will compound.

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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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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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Dude, I feel like it's funny that you bring this up.

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I just had a couple of buddies over at my house a couple nights ago, and DJI was there,

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and we got to talking about this.

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These are two dudes that are pretty successful guys, and we started talking about, I have

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a theory about this, and this is my theory.

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It goes along with what your mentor said to you about doing the right thing.

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I feel like that, yes, when you do the right thing, I feel like you continue to win and

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you continue to grow, but that doesn't mean that all the things that happen during that

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don't hurt and don't fucking like fuck with you.

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In my case, in my life, my experience is that even when, because dude, usually what's

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weird in my experience is that it's been the people that I've done the most for, or

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the extra things for, that have come back to fuck me.

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That really hurts.

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I really fucks you up, dude, because when you're trying to do extra shit and you're trying

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to help people or you're trying to give people a hand or break or put people on a faster

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path, nearly a hundred percent of the time in my life, it's come back in some sort of

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way to hurt me, whether it be, you know, they try to drag my name through the mud or

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some bullshit, right?

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It's never them.

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It's fucking always, you know, everybody else, which is the reason they're in the situation,

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the need for help in the first place.

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This is why I've started to recognize that saving people from themselves is not actually

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the ethical move.

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The ethical move is to let them fucking learn their lesson so they don't repeat the lesson

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over and over and over.

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But I do believe that when you treat people right and you do the right things, that eventually

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you, I'm not eventually, I believe you consistently continue to win and those people do a shrink

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and they go away and you'll talk about them, you know, three or four years or five or

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ten years or whatever it is once in a while because they'll remind you of all the good

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shit that they actually taught you, you know, and that's something that a lot of you

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guys should really think about because a lot of people that are in business, you know,

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getting your, getting taken advantage of when you have financial means is a real thing.

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It's a real thing that happens and people target people like that.

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And when you have a big heart like you do and I do, it's easier to be taken advantage

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of because the pain that we have to feel to help them in a massive way is not very much.

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My relative, right?

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Like someone needs five grand, five grand doesn't hurt me, dude, and changes their life.

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But those people quickly forget what the fuck you did for them and then they expect it.

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And that seems to be the scenario in society these days.

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And we were just talking about, I was telling them about how we were just talking about

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this at the house the other night about like, I'm like, dude, you know, like for me where

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I'm at and this is real shit, like this is, I mean this.

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I'm not really interested anymore.

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And going through that process of like developing a, like more of a circle, like I think you

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and I were the ones talking like the six month probation period, right?

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You know that, you know, and what Alex and I were talking about, you tell him how you

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do it.

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We'll just like you, you're like, we'll see how things go.

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Yeah.

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Like six months, we were talking and it's like, dude, as long as no one like violates

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the trust or like ask you for shit, then they can like, you could start to build a friendship.

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Because dude, a lot of people come along and you know, they get, I guess, hot and heavy

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with friendship very quickly.

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And then you find out that there's a reason for it.

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And it's not because they want to be your friend.

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And unfortunately, this is a reality of becoming a successful person.

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But one of the things that I think you should understand, because a lot of you guys, you

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know, you get that first person that takes advantage of you or that first person that

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does you wrong, what I think you should realize is a, you know, you just heard Alex talk

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about how he got fucked over by multiple different people.

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But those things forced him to learn all of these skills and in the process of going

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down this with good faith, he was able to develop his sales skills.

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He was able to develop personal skills.

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He was able to develop his creative thinking skills and become much more successful because

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of it.

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So whoever, whatever it is, you're dealing with out there, remember, there's a lesson

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in it.

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And also remember that if you continue to do good and you continue to do, do right, I believe

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that those people win.

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Like all the people I know that I'm friends with that are big winners financially, they,

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are people who go above and beyond for people all the time and usually end up getting

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fucked over a lot, but they continue to do it.

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And I believe, I don't know if it's like karma or the universe or what it is, but somehow

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you keep being rewarded when you live like that, even though it's painful, it's a painful

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way to live because it would be easier to say, fuck everybody.

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I'm not giving you shit, you know, but dude, I still, even though I've been fucked over

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so many times, I still give when I see opportunities to fucking help.

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I've so many thoughts on this.

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Yeah.

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So like if you think about like people understand video games, so it's like if you were

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to make, if you're playing a video game and the way to win the game was to be, make the

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most successful character, right?

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You would have probably a really character driven human being in terms of like they'd

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be patient, you know, they'd be hardworking.

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Like you think about all these traits that they would have, right?

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They'd probably be tough emotionally, like, et cetera.

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All right.

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Cool.

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That's the character.

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That's the character that's successful.

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We can all probably agree on that.

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Okay.

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How do you create someone who's patient?

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How do you create someone who's tough?

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How do you create someone who, right?

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So all of a sudden, if we had to then engineer the game in order to boost those points, we'd

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have to get them beat up a lot so that they could get tough.

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That's right.

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We have to make them wait a long time so they could become patient.

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That's right.

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And so to the point that you made about like these people who become really successful have

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these traits and also share the fact that they've been through all this shit.

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It's like, well, they got the trait from the shit and then the trait was the ultimate

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output of the experience and that trait then made them super successful that they didn't

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have earlier because like, you know, it's crazy.

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If you really think about that and break down, every time you do get fucked over, you actually

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end up being the person that won.

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Yeah.

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On a long enough time, right?

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Yeah.

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You end up like the person with the highest character wins on the longer time horizon.

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But on game theory, they've studied this in terms of givers, givers, mattress takers.

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I don't know if you're familiar with that, but basically a mattress, somebody who's

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like tit for tat, you do something for me, I do something for you.

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You've got takers who just always want to take for everybody and you've got givers, right?

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And so they like basically like adjusted how much giving versus taking like a bot hat in

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exchange and just played it out.

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And the perfect amount of give to take is an eight out of 10 giving to take ratio.

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So like if 10 out of 10 giving is like your social worker, you get walked all over like

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you never, you never draw the line.

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The one at the one takers who just take for everybody, they win really quickly and then

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they lose because because they scrub everyone over, they can't create any long term.

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They don't get the compounding effect of doing business over and over and over again

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with people, the and the mattress and takers together never get the opportunities that

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the givers get because the givers give first.

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And so there's so many more doors that get open from an opportunity perspective by giving

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first.

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And so like a lot like in the tech world, they talk about surface area of luck.

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So like people were like, ah, like that guy got lucky.

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You can actively increase the surface area, the likelihood that you become lucky by giving

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to more people.

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And then all of a sudden more doors are open because you knocked first.

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Yeah, it's practical.

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Right.

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It's really practical.

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Yeah.

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And so like, yeah.

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I love that.

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Yeah.

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Well, you know, and it's an incredibly painful way to go through life, dude, because like

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I'd be real like at this point where I'm at, like I was, this is where I was getting

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at.

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It's like, I'm not interested in going through the, uh, I'm like, the new network of, and

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then trying to figure out like who the fuck is who, like who, who's, who's the giver,

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who's the taker, who's the piece of shit?

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Like, I don't want to do that anymore.

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Like, I'm not interested in it.

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And a lot of people get upset with me because I don't really let people around me, but

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dude, you got to understand I've been doing this for 24 years.

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This exact thing.

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You get my ass beat by motherfuckers that pretend to be my friend over and over and over

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and over again.

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And I'm just over it.

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Like now I just don't let people in.

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It's just what the fuck it is.

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Like if you're my friend now, you're my fucking friend.

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These dudes here, these are my fucking friends.

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You know what I'm saying?

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Like a couple dudes from the internet that I, you know, you and I know who they are.

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Those are my friends.

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Outside of that, it's my brother, it's my dad, it's my wife, and that's fucking it.

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That's fucking it, man.

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Logic has a famous clip where he was talking about how he stays out of trouble and he's

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like, here's it.

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I don't fuck with anybody.

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I don't fuck with anybody.

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And I mean it.

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I don't fuck with anybody.

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Like throw that shit in the show.

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It's a great clip.

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I actually have it.

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I'll send it to you, Joe, because I remember I watch it a lot and he's like, I'm not playing.

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I fucking stay at home.

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I play with my dog.

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I have my girl over and that's fucking it.

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I don't fuck with anybody.

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And I'm like, do you feel like it's getting, I don't say harder, but you have to work

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harder to stay, quote, unquote, normal as your head, no, no, because I don't fuck with

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nobody.

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Yeah, I don't fuck with nobody, like at all, nobody.

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So it's very simple.

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I stay at my house and just me and my homies and my fiance, my little puppy I just got.

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And I don't fuck with nobody.

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I don't go anywhere.

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I don't go to parties.

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I barely go outside.

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Like literally, I really don't go outside that much just because I don't, I don't

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fuck with nobody.

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That's smart dude right there.

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Yeah.

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It's a smart dude.

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And anyway, I love that whole, that whole take you have on it because that really helps

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me.

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That helps me to see that it is practical.

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It's not just this emotional beating that I take over and over.

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People give them as value when the most of the world is just that they have to go through.

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And like that's why there's those two theories kind of like coincide where it's like you've

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got the character traits that create the success, but the math behind it is like you just

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increase the surface area of your luck by giving them more people.

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Yeah.

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And in so doing, let's say if you give it to 10 and you get screwed by two, you get,

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let's say the, the mattress is going to get five of those opportunities.

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It's just that those extra three opportunities where you didn't get fucked, that over years

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and years and years, that's the thing that compounds and then just makes you unstoppable.

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Yeah.

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Absolutely.

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But people are afraid of getting taken advantage of for the first time they do it.

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They just quit.

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Yeah.

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Yeah.

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For sure.

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The first time it happens is it's a price.

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It's the cost of addition.

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Yeah.

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That's right dude.

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It really is.

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And also, the word of advice is that if you are one of these people that helps a lot of

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people and then you happen to get your name drug through the mud for any reason, don't

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expect them to stand up for you because they won't.

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And I've, I've yet, the only theory that I've been able to come up with on this because

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it happens to me once in a while.

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If I once a year, fucking once every two years, somebody fucking drags my name through

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the fucking mud and all the fucking cockroaches come out, but yeah, none of the fucking people

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that I've actually done good shit say a mother fucking word about it and I figured out why.

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The reason why is because they're embarrassed they needed the help in the first place and

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00:11:50.600 --> 00:11:54.720
they don't want to expose themselves for having needed the help that you actually offered

235
00:11:54.720 --> 00:11:55.720
them.

236
00:11:55.720 --> 00:11:56.720
Which I think is fucked up.

237
00:11:56.720 --> 00:11:57.720
I think that's fucked up.

238
00:11:57.720 --> 00:12:01.320
I think if people do good shit for you and you see people fucking dragging that person's

239
00:12:01.320 --> 00:12:04.640
name, you should fucking tell people what the fuck they did and be like, you know, you

240
00:12:04.640 --> 00:12:07.480
think whatever the fuck you want, but this is what actually happened.

241
00:12:07.480 --> 00:12:12.480
And that's just my two cents on that because it gets fucking annoying, but whatever dude,

242
00:12:12.480 --> 00:12:13.480
anyway, what's next?

243
00:12:13.480 --> 00:12:18.040
I'm just saying, like, dude, it's like doing the right thing like when people are good

244
00:12:18.040 --> 00:12:20.280
to you, tell people that they're good people.

245
00:12:20.280 --> 00:12:23.160
When people aren't good to you, you know, fucking it is what it is.

246
00:12:23.160 --> 00:12:27.400
Don't do shit with them anymore, but like the common decency, and I think a lot of it

247
00:12:27.400 --> 00:12:31.600
has to do with the internet, like everybody's protective of their brand now.

248
00:12:31.600 --> 00:12:35.120
Like most of you don't have a brand, like you really don't.

249
00:12:35.120 --> 00:12:38.480
You got a couple thousand followers, you think you got a personal brand.

250
00:12:38.480 --> 00:12:41.320
Nobody knows who the fuck you are and nobody cares who you are.

251
00:12:41.320 --> 00:12:44.880
So like, dude, do the right thing and actually stick up for people or tell people the truth

252
00:12:44.880 --> 00:12:45.880
or this or that.

253
00:12:45.880 --> 00:12:48.720
And the reality is those people continue to look out for you.

254
00:12:48.720 --> 00:12:50.680
Like it's, it's very simple.

255
00:12:50.680 --> 00:12:53.640
And most people will also forget, like let's say somebody got, came out of the woodwork

256
00:12:53.640 --> 00:12:56.680
and was like, no, man, Andy helped me out when I really, really needed it.

257
00:12:56.680 --> 00:12:57.680
Yeah.

258
00:12:57.680 --> 00:13:01.920
Andy will remember everyone else will forget about the instance anyways.

259
00:13:01.920 --> 00:13:02.920
Yeah.

260
00:13:02.920 --> 00:13:06.200
But you get, like it's like the evening of the score, like I don't like to owe people

261
00:13:06.200 --> 00:13:07.200
shit.

262
00:13:07.200 --> 00:13:08.200
Yeah.

263
00:13:08.200 --> 00:13:09.200
I don't either.

264
00:13:09.200 --> 00:13:10.200
Right.

265
00:13:10.200 --> 00:13:11.200
Yeah.

266
00:13:11.200 --> 00:13:12.200
I don't owe motherfucker anything.

267
00:13:12.200 --> 00:13:13.200
There's not a motherfucker listening to this fucking show.

268
00:13:13.200 --> 00:13:17.160
There's a fucking on this planet that couldn't be right now and say I owe them a shit

269
00:13:17.160 --> 00:13:18.160
of fucking anything.

270
00:13:18.160 --> 00:13:24.160
No, you have the one guy who said you, uh, who said you, uh, he gave you, uh, what, like

271
00:13:24.160 --> 00:13:25.160
60 grand or something.

272
00:13:25.160 --> 00:13:27.160
Can you elaborate over there guy?

273
00:13:27.160 --> 00:13:28.160
Oh, fuck.

274
00:13:28.160 --> 00:13:29.160
Yeah.

275
00:13:29.160 --> 00:13:30.160
Let's do it.

276
00:13:30.160 --> 00:13:31.160
Oh, dude.

277
00:13:31.160 --> 00:13:32.160
Yeah.

278
00:13:32.160 --> 00:13:36.360
I had a guy show up here who, uh, and by the way, I did, I felt bad for him too.

279
00:13:36.360 --> 00:13:42.480
Uh, hey dumbasses, uh, realized that I'm not soliciting you for fucking Bitcoin.

280
00:13:42.480 --> 00:13:45.640
Or I don't even do, I don't even do this shit.

281
00:13:45.640 --> 00:13:46.640
It was bad.

282
00:13:46.640 --> 00:13:50.160
I run real companies with real employees and we do real shit in real life.

283
00:13:50.160 --> 00:13:53.480
Like I will never solicit an investment from you.

284
00:13:53.480 --> 00:13:57.360
You will never get a DM from me asking you to fucking go in on this deal.

285
00:13:57.360 --> 00:13:59.280
I don't, that's not what I do.

286
00:13:59.280 --> 00:14:05.040
We had this guy, this poor guy, dude, he, he, dude, it made me feel terrible.

287
00:14:05.040 --> 00:14:06.040
Yeah.

288
00:14:06.040 --> 00:14:07.040
He shows up here one day, dude.

289
00:14:07.040 --> 00:14:10.880
And he's like, yeah, man, like somebody pretend he knew that at this point, like somebody

290
00:14:10.880 --> 00:14:11.880
scammed him.

291
00:14:11.880 --> 00:14:15.560
And he's like, somebody pretended to be you and took 80 grand from me, bro, it's all

292
00:14:15.560 --> 00:14:16.560
I fucking had.

293
00:14:16.560 --> 00:14:17.560
Yeah.

294
00:14:17.560 --> 00:14:22.040
And like, I, like, it was the most, it was the saddest, most awkward shit that I'd ever

295
00:14:22.040 --> 00:14:27.040
been a part of because I'm like, dude, like, do you really think, like, I'm, and we're

296
00:14:27.040 --> 00:14:28.040
standing in this building.

297
00:14:28.040 --> 00:14:29.040
Yeah.

298
00:14:29.040 --> 00:14:33.320
And I'm like, dude, do you really think, like, look around here, like, do you think I'm

299
00:14:33.320 --> 00:14:37.720
asking people for fucking money, dude, like, I'm not soliciting money, dude.

300
00:14:37.720 --> 00:14:42.240
And he's like, well, it makes sense now, but I just wanted to believe it.

301
00:14:42.240 --> 00:14:45.720
So like for all of you guys to get those messages, bro, no, those people are full of shit

302
00:14:45.720 --> 00:14:46.720
because I don't even do that.

303
00:14:46.720 --> 00:14:49.520
I don't even communicate with DMs outside of like five people.

304
00:14:49.520 --> 00:14:51.560
So I mean, it was sad, dude.

305
00:14:51.560 --> 00:14:56.400
And that goes double for anyone who's listening for my, yeah, 100% because we're, because we're,

306
00:14:56.400 --> 00:14:57.400
we invest.

307
00:14:57.400 --> 00:14:58.400
Yeah.

308
00:14:58.400 --> 00:15:01.440
And so it's like even, so we have hundreds of accounts that are like, I've got a deal

309
00:15:01.440 --> 00:15:06.000
or like, hey, I'm doing this crypto trade or this four X thing and I'm like, guys, like,

310
00:15:06.000 --> 00:15:07.120
so we get, we get it all the time.

311
00:15:07.120 --> 00:15:08.800
But I'm not DMing you just FYI.

312
00:15:08.800 --> 00:15:09.800
Yeah.

313
00:15:09.800 --> 00:15:10.800
I mean either.

314
00:15:10.800 --> 00:15:11.800
I'm not.

315
00:15:11.800 --> 00:15:14.000
If you get six Hormozies or six Andes that automatically follow you when you follow us,

316
00:15:14.000 --> 00:15:15.000
like, it's not us.

317
00:15:15.000 --> 00:15:16.000
Yeah.

318
00:15:16.000 --> 00:15:17.000
It's not, man.

319
00:15:17.000 --> 00:15:18.000
It's sad.

320
00:15:18.000 --> 00:15:20.680
Dude, it makes me, it made me sad as fuck because I could, this dude was like, really fucked

321
00:15:20.680 --> 00:15:21.680
up over it.

322
00:15:21.680 --> 00:15:26.960
Like you could tell it was like his whole, yeah, it made me, I still feel bad.

323
00:15:26.960 --> 00:15:31.800
It just makes me feel, dude, this is like, this is my whole bias against Instagram and

324
00:15:31.800 --> 00:15:37.080
Facebook and the internet as much as I love the tools that we have both used and utilized,

325
00:15:37.080 --> 00:15:39.680
the fucking dark side of it is just so shitty dude.

326
00:15:39.680 --> 00:15:40.680
Yeah.

327
00:15:40.680 --> 00:15:46.240
I'm just so fucking predatory and disgusting, but that's the whole other story.

328
00:15:46.240 --> 00:15:48.640
We could talk about that for a fucking day.

329
00:15:48.640 --> 00:15:51.640
But yeah, man, I like that.

330
00:15:51.640 --> 00:15:55.600
So how did you get, how did you get into where you're at now?

331
00:15:55.600 --> 00:15:56.600
Yeah.

332
00:15:56.600 --> 00:16:02.240
So, so after, you know, Jim Mochette, you know, started scaling up, then we started

333
00:16:02.240 --> 00:16:05.600
a supplement company, Prestige Labs and the exchange that I had with you, which I really

334
00:16:05.600 --> 00:16:08.800
do want to hit on even though your audience has probably heard it, I want to tell how

335
00:16:08.800 --> 00:16:09.800
it impacted me.

336
00:16:09.800 --> 00:16:10.800
Yeah.

337
00:16:10.800 --> 00:16:13.800
Prestige Labs was our supplement company that we sold through that distribution base of Jim.

338
00:16:13.800 --> 00:16:17.400
So at that point, I think we, I think at that point, I think we had just like, just

339
00:16:17.400 --> 00:16:19.640
under 2000 gyms that had licensed the stuff.

340
00:16:19.640 --> 00:16:23.760
Now it's like 5,000 plus, but at that point, we launched it in 2019.

341
00:16:23.760 --> 00:16:28.560
And then in 2020, we launched our software that basically just worked gyms for brick and

342
00:16:28.560 --> 00:16:29.560
mortar businesses.

343
00:16:29.560 --> 00:16:34.000
Originally, it was four gyms, but we realized it actually worked for any, any kind of service

344
00:16:34.000 --> 00:16:36.960
business like Kerasalon, whatever, any kind of foot traffic business.

345
00:16:36.960 --> 00:16:37.960
Yeah.

346
00:16:37.960 --> 00:16:42.520
And so that, that's kind of the, the two kind of spin-off businesses that we had from

347
00:16:42.520 --> 00:16:48.600
Jim Moch in 2021, we sold all three of those businesses.

348
00:16:48.600 --> 00:16:53.080
So Prestige Labs and Jim Moch, we sold together to American Pacific Group, which is a private

349
00:16:53.080 --> 00:16:55.680
equity firm out of San Francisco.

350
00:16:55.680 --> 00:17:03.200
And then, so that for 46.2 million, we still have to 33% of the company.

351
00:17:03.200 --> 00:17:07.320
And then the software, we didn't all stock deal with a much bigger strategic partner.

352
00:17:07.320 --> 00:17:09.800
We had a better monetization system than them, but they had a way bigger distribution

353
00:17:09.800 --> 00:17:10.800
base.

354
00:17:10.800 --> 00:17:13.240
And so they're fixing to sell it in like, you know, three or four, five years.

355
00:17:13.240 --> 00:17:14.240
Yeah.

356
00:17:14.240 --> 00:17:15.240
So you sold 33 on that?

357
00:17:15.240 --> 00:17:16.240
No, I, I have 33%.

358
00:17:16.240 --> 00:17:17.240
Yeah, that's what I'm saying.

359
00:17:17.240 --> 00:17:18.240
Yeah.

360
00:17:18.240 --> 00:17:19.240
Yeah.

361
00:17:19.240 --> 00:17:20.240
That's good though.

362
00:17:20.240 --> 00:17:21.240
Yeah.

363
00:17:21.240 --> 00:17:22.240
No, I mean, your second payouts would be more than a first one.

364
00:17:22.240 --> 00:17:25.720
Yeah, because they're putting a big tech, they're building a CRM out, and then they're

365
00:17:25.720 --> 00:17:28.720
going to own the payment processing for all the gyms and that's going to like, yeah,

366
00:17:28.720 --> 00:17:29.720
right?

367
00:17:29.720 --> 00:17:30.720
I fucking love it.

368
00:17:30.720 --> 00:17:35.480
And I was like, you know what, I'm, I'm not that guy.

369
00:17:35.480 --> 00:17:36.880
Maybe I am now, but I wasn't then.

370
00:17:36.880 --> 00:17:40.200
And so it was like, cool, run that, run that play.

371
00:17:40.200 --> 00:17:41.200
I want to do this thing.

372
00:17:41.200 --> 00:17:45.360
And that's one in 2020, we started, we did our first kind of like personal investment,

373
00:17:45.360 --> 00:17:46.760
which was that photography studio.

374
00:17:46.760 --> 00:17:50.000
I was a single location guy somehow made his way on my calendar.

375
00:17:50.000 --> 00:17:51.000
Don't do this.

376
00:17:51.000 --> 00:17:52.000
And yeah.

377
00:17:52.000 --> 00:17:57.960
And, but like, I could, like, you know, you're like, you can read a person really, like,

378
00:17:57.960 --> 00:18:00.880
I could tell how he was talking, the way he was carrying himself, like, all the stuff.

379
00:18:00.880 --> 00:18:02.480
I was like, this is the nice guy.

380
00:18:02.480 --> 00:18:04.320
I was like, I'm so sorry I did this.

381
00:18:04.320 --> 00:18:08.720
I did, like, he's like, blah, blah, blah, but I read your book, I did everything that

382
00:18:08.720 --> 00:18:09.720
was in the book.

383
00:18:09.720 --> 00:18:12.680
I took my photography studio from like four in a grand to 1.6 million a year, like,

384
00:18:12.680 --> 00:18:13.680
yeah.

385
00:18:13.680 --> 00:18:15.560
So you're willing to give a little bit for guys like that.

386
00:18:15.560 --> 00:18:16.560
Right.

387
00:18:16.560 --> 00:18:19.320
And like, I knew that he wasn't, he wasn't pulling it out of his ass.

388
00:18:19.320 --> 00:18:22.920
Like, I knew he, he, he, I recognize his name, he gave me a couple of times, I'm like,

389
00:18:22.920 --> 00:18:23.920
so much better.

390
00:18:23.920 --> 00:18:29.920
And so anyways, it turns out he has this photography studio, it's enchanted fairies.

391
00:18:29.920 --> 00:18:32.360
And I'll tell you the story because I think it's really cool.

392
00:18:32.360 --> 00:18:33.360
And enchanted fairies?

393
00:18:33.360 --> 00:18:34.360
Yeah.

394
00:18:34.360 --> 00:18:35.360
All right.

395
00:18:35.360 --> 00:18:36.360
That's a good one.

396
00:18:36.360 --> 00:18:37.360
enchanted fairies.

397
00:18:37.360 --> 00:18:38.360
What's up?

398
00:18:38.360 --> 00:18:42.880
He had a daughter who got told at school to shut up and she stopped talking for like

399
00:18:42.880 --> 00:18:43.880
months.

400
00:18:43.880 --> 00:18:44.880
Holy shit.

401
00:18:44.880 --> 00:18:45.880
Yeah.

402
00:18:45.880 --> 00:18:48.120
And so what ended up happening was like, they tried to, you know, all this different stuff

403
00:18:48.120 --> 00:18:49.600
trying to get her talk and do it.

404
00:18:49.600 --> 00:18:54.520
And so what they did was they set up these sets, because they're photographers, right,

405
00:18:54.520 --> 00:19:01.480
of how like of a storyline where she is the hero of own story and she finds her voice.

406
00:19:01.480 --> 00:19:04.920
That's like kind of like a, and so they made it to a picture book and read it to everything.

407
00:19:04.920 --> 00:19:07.080
She started talking again.

408
00:19:07.080 --> 00:19:11.640
And so I was like, wow, that's really cool because like kids, like everybody, stories

409
00:19:11.640 --> 00:19:13.280
are what influenced the way we see the world.

410
00:19:13.280 --> 00:19:15.400
And so they had a visual, but it was like not just any story.

411
00:19:15.400 --> 00:19:18.840
It was a story with her pictures of her being the hero.

412
00:19:18.840 --> 00:19:19.840
Yeah.

413
00:19:19.840 --> 00:19:20.840
And they don't have that.

414
00:19:20.840 --> 00:19:24.240
Third of their profit, the charity every year towards kids, like they're like good people.

415
00:19:24.240 --> 00:19:25.240
Yeah.

416
00:19:25.240 --> 00:19:28.240
And so anyways, you told me this whole thing and I was like, yeah, like I'm, yeah, I'm

417
00:19:28.240 --> 00:19:29.240
in.

418
00:19:29.240 --> 00:19:30.240
Like what, you know, how can I help?

419
00:19:30.240 --> 00:19:31.240
Right.

420
00:19:31.240 --> 00:19:33.680
And so we invested in the company and now we have 38 locations.

421
00:19:33.680 --> 00:19:36.520
That's the fucking, you know, 30 months later.

422
00:19:36.520 --> 00:19:37.520
And so yeah.

423
00:19:37.520 --> 00:19:38.920
So, so one location.

424
00:19:38.920 --> 00:19:39.920
Yeah.

425
00:19:39.920 --> 00:19:40.920
And how many months, 38 months?

426
00:19:40.920 --> 00:19:41.920
38 locations.

427
00:19:41.920 --> 00:19:43.920
I think it's been 30 months.

428
00:19:43.920 --> 00:19:44.920
There's June of 2020.

429
00:19:44.920 --> 00:19:46.920
So whatever that is until now.

430
00:19:46.920 --> 00:19:47.920
That's amazing.

431
00:19:47.920 --> 00:19:48.920
Yeah.

432
00:19:48.920 --> 00:19:49.920
And so like that was well.

433
00:19:49.920 --> 00:19:50.920
That was fucking hat.

434
00:19:50.920 --> 00:19:51.920
What?

435
00:19:51.920 --> 00:19:52.920
I said, he's holding on to his hat.

436
00:19:52.920 --> 00:19:53.920
Yeah.

437
00:19:53.920 --> 00:19:59.360
I mean, and it's been, it's like seeing building that with them has been so cool and awesome.

438
00:19:59.360 --> 00:20:01.960
And they were like, man, let's do another one of those.

439
00:20:01.960 --> 00:20:04.920
So we did, we did two more deals that year.

440
00:20:04.920 --> 00:20:09.000
And both of those went really, really well to the same degree of growth as kind of that

441
00:20:09.000 --> 00:20:10.000
one dead.

442
00:20:10.000 --> 00:20:13.640
And so that's why this is the topic I thought would be.

443
00:20:13.640 --> 00:20:14.640
There's two different ways.

444
00:20:14.640 --> 00:20:16.520
One, I want to talk about the prestige lab thing because I learned a ton from you about

445
00:20:16.520 --> 00:20:17.520
all the things I did wrong.

446
00:20:17.520 --> 00:20:20.080
And I think it'd be useful for the audience.

447
00:20:20.080 --> 00:20:26.800
But in terms of the reason we ended up selling was because I enjoyed that so much.

448
00:20:26.800 --> 00:20:31.080
And I, you probably, maybe you probably have more patients than I do because I felt like

449
00:20:31.080 --> 00:20:32.600
I'd been in the gym industry for a decade.

450
00:20:32.600 --> 00:20:35.040
And I was like, I'm just, I don't want to be the gym guy.

451
00:20:35.040 --> 00:20:36.040
No, I didn't.

452
00:20:36.040 --> 00:20:37.040
I don't want to be the gym guy.

453
00:20:37.040 --> 00:20:38.040
You know what keeps me here, dude?

454
00:20:38.040 --> 00:20:40.400
It's, it's the, it was the perspective switch.

455
00:20:40.400 --> 00:20:43.600
It was what, when I went from so like, dude, it's happened for me in two days.

456
00:20:43.600 --> 00:20:48.240
In 2014, when I went from someone who was trying to become wealthy, which at this point

457
00:20:48.240 --> 00:20:55.000
I was at, at that time, to someone who was trying to help our own team and our own people,

458
00:20:55.000 --> 00:20:57.080
like it became mission focus.

459
00:20:57.080 --> 00:20:59.880
That's where, like, dude, I love coming here, bro.

460
00:20:59.880 --> 00:21:04.440
Like I look, like do we have, we have, you know, 10, 12 people a week that walk through

461
00:21:04.440 --> 00:21:08.800
here that have lost 100, 200 pounds, changed their whole fucking life?

462
00:21:08.800 --> 00:21:10.680
I don't know anywhere else where you can do that.

463
00:21:10.680 --> 00:21:11.680
Yeah.

464
00:21:11.680 --> 00:21:15.960
I talk to these people and, dude, I'm here with all these people who, who care about that.

465
00:21:15.960 --> 00:21:16.960
Yeah.

466
00:21:16.960 --> 00:21:19.880
You know, it's just a cool environment to be, and I, I fucking love it, and that's what

467
00:21:19.880 --> 00:21:21.040
keeps me in it.

468
00:21:21.040 --> 00:21:27.760
But I do, I do also thoroughly enjoy the small business phase of growth.

469
00:21:27.760 --> 00:21:31.600
Like going from one to many, I fucking love that.

470
00:21:31.600 --> 00:21:32.600
Yeah, it's the rocket, right?

471
00:21:32.600 --> 00:21:33.600
I miss that shit, dude.

472
00:21:33.600 --> 00:21:34.600
Yeah, because that's, I mean, yeah.

473
00:21:34.600 --> 00:21:35.600
This is a different game than that.

474
00:21:35.600 --> 00:21:36.600
38S.

475
00:21:36.600 --> 00:21:37.600
Yeah.

476
00:21:37.600 --> 00:21:38.600
Now, like, I mean, yeah, yeah, over.

477
00:21:38.600 --> 00:21:39.600
It's not comparable.

478
00:21:39.600 --> 00:21:40.600
Yeah, right.

479
00:21:40.760 --> 00:21:44.960
This, that we went, we went through the small business, we went through the medium business.

480
00:21:44.960 --> 00:21:49.360
Now we're learning the large business, which is cool because I'm learning new, I'm learning

481
00:21:49.360 --> 00:21:50.800
new things, right?

482
00:21:50.800 --> 00:21:54.480
I never ran a fucking company this big.

483
00:21:54.480 --> 00:21:57.840
But dude, I'm telling you, man, like my sweet spot is right where you're talking about.

484
00:21:57.840 --> 00:21:59.120
I fucking love that shit.

485
00:21:59.120 --> 00:22:08.840
I love, I love the helping people go from like, I got a buddy of mine, Alex Spinozo, who,

486
00:22:08.840 --> 00:22:10.200
you may recognize him from the internet.

487
00:22:10.200 --> 00:22:11.200
He's all over the internet.

488
00:22:11.200 --> 00:22:14.840
He's got a good personal brand, too.

489
00:22:14.840 --> 00:22:21.520
He started with us in Aritae, you know, 2018 or 19 or we started.

490
00:22:21.520 --> 00:22:26.220
If we go to my house later on, I'll show you, but he sent me his million dollar that he

491
00:22:26.220 --> 00:22:27.220
made.

492
00:22:27.220 --> 00:22:31.320
So like, you know how most people will say, oh, I got my first dollar, he sent me his million

493
00:22:31.320 --> 00:22:32.320
dollar.

494
00:22:32.320 --> 00:22:33.320
Yeah.

495
00:22:33.320 --> 00:22:34.320
Yeah.

496
00:22:34.320 --> 00:22:38.720
And a note, and I framed it, I got it in my, in my lounger, my garage, which was where

497
00:22:38.720 --> 00:22:40.240
I spent a lot of my time.

498
00:22:40.240 --> 00:22:46.720
And then he sent me a, he sent me a video message just the other day, it was just so fucking

499
00:22:46.720 --> 00:22:47.720
cool, dude.

500
00:22:47.720 --> 00:22:51.560
Like, he sent me a dollar a while ago, this is a couple of years ago, sent me a message

501
00:22:51.560 --> 00:22:52.560
the other day.

502
00:22:52.560 --> 00:22:54.560
Now this guy, at this point in time, like, he's very conservative.

503
00:22:54.560 --> 00:22:58.720
He's not like a guy that makes million bucks, he goes to spend it, but he, you know, he's

504
00:22:58.720 --> 00:22:59.720
a car guy.

505
00:22:59.720 --> 00:23:00.720
I am.

506
00:23:00.720 --> 00:23:03.400
And I know you're not, but, but I am.

507
00:23:03.400 --> 00:23:08.960
And he sent me this video of this car that he built before that he built himself and

508
00:23:08.960 --> 00:23:09.960
he was talking about it.

509
00:23:09.960 --> 00:23:13.920
And then he's like, and dude, and then today I bought this and he bought a, a fucking brand

510
00:23:13.920 --> 00:23:14.920
new McLaren.

511
00:23:14.920 --> 00:23:19.760
Oh, and like, bro, I was just like, this is the fucking shit, like this is, this is the

512
00:23:19.760 --> 00:23:20.760
shit.

513
00:23:20.760 --> 00:23:21.760
This is what I love doing.

514
00:23:21.760 --> 00:23:25.440
And whether it's with, you know, changing their life with fitness or weight loss or

515
00:23:25.440 --> 00:23:28.560
whether it's economically with entrepreneurship, that's the shit I love.

516
00:23:28.560 --> 00:23:30.440
I love that shit.

517
00:23:30.440 --> 00:23:32.480
So I'm a little bit jealous about what you guys are doing.

518
00:23:32.480 --> 00:23:33.480
Yeah.

519
00:23:33.480 --> 00:23:36.520
Seeing, I mean, watching someone's perspective shift around the world, I think whether

520
00:23:36.520 --> 00:23:39.680
it, like you said, you know, weight loss, even some people were like, you know, religious

521
00:23:39.680 --> 00:23:44.240
and they get people into that or economically, like, when you see, like, I think at the

522
00:23:44.240 --> 00:23:47.920
end of the day, like, the reason that I fell in love with Leila was that she saw the

523
00:23:47.920 --> 00:23:48.920
world the same way as me.

524
00:23:48.920 --> 00:23:50.320
And I felt like that was really rare.

525
00:23:50.320 --> 00:23:52.320
Like, I was like, so you see that too, right?

526
00:23:52.320 --> 00:23:54.760
Like, this guy has a total, and she's like, yeah, yeah, total beast shit.

527
00:23:54.760 --> 00:23:55.760
Like, okay, cool.

528
00:23:55.760 --> 00:23:56.760
So you see that too.

529
00:23:56.760 --> 00:23:57.760
I was like, okay.

530
00:23:57.760 --> 00:23:58.760
Oh, yeah.

531
00:23:58.760 --> 00:23:59.760
They're only doing that.

532
00:23:59.760 --> 00:24:00.760
Not because they like you.

533
00:24:00.760 --> 00:24:01.760
They're trying to get this up.

534
00:24:01.760 --> 00:24:02.760
So I'm just like, yeah.

535
00:24:02.760 --> 00:24:03.760
I was like, I just like, I felt like this shit.

536
00:24:03.760 --> 00:24:04.760
I was like, wait, where I'm like, I felt old.

537
00:24:04.760 --> 00:24:06.760
You're not the only one that thinks like that.

538
00:24:06.760 --> 00:24:07.760
Yeah.

539
00:24:07.760 --> 00:24:11.400
That's a big, that's a big thing I'm thankful for for the people that listen to my show.

540
00:24:11.400 --> 00:24:14.960
Because I know, like, like, I know I'm not everybody's cup of tea.

541
00:24:14.960 --> 00:24:15.960
I'm very aware.

542
00:24:15.960 --> 00:24:16.960
Like, I'm very fucking aware.

543
00:24:16.960 --> 00:24:17.960
You guys don't have to remind me.

544
00:24:17.960 --> 00:24:18.960
I know.

545
00:24:18.960 --> 00:24:22.440
I live my life this way the whole time I've been alive.

546
00:24:22.440 --> 00:24:27.120
But the people who consistently listen to the show and don't like, like, they don't think

547
00:24:27.120 --> 00:24:28.120
I'm crazy.

548
00:24:28.120 --> 00:24:29.120
You know what I'm saying?

549
00:24:29.120 --> 00:24:30.120
I fucking love that.

550
00:24:30.120 --> 00:24:31.120
It's one of the things I'm most thankful for.

551
00:24:31.120 --> 00:24:33.600
That's why I continue to do the show honestly because like, some of the things aren't fun

552
00:24:33.600 --> 00:24:34.600
to talk about.

553
00:24:34.600 --> 00:24:35.600
Yeah.

554
00:24:35.600 --> 00:24:37.520
You know, coming on here every day and talking about what the fuck is going on with these

555
00:24:37.520 --> 00:24:38.760
crazy motherfuckers in the world.

556
00:24:38.760 --> 00:24:39.760
Yeah.

557
00:24:39.760 --> 00:24:40.760
It wears you out.

558
00:24:40.760 --> 00:24:41.760
Yeah.

559
00:24:41.760 --> 00:24:44.600
But finding people with that consistent world view, bro, and that perspective is fucking

560
00:24:44.600 --> 00:24:45.600
massive, dude.

561
00:24:45.600 --> 00:24:51.840
And to the audience, I mean, just to give you some confirmation, like, if you think

562
00:24:51.840 --> 00:24:55.960
differently, then you are a media family or your friends or whatever your hometown is,

563
00:24:55.960 --> 00:25:02.920
like, one, you probably don't want to be normal because if you take what normal means and

564
00:25:02.920 --> 00:25:06.120
put it across all aspects of life, it means that you're going to die at 74, you're probably

565
00:25:06.120 --> 00:25:09.920
going to be overweight, you're going to, you know, be divorced.

566
00:25:09.920 --> 00:25:13.560
You're going to not really achieve anything that you want like that's normal.

567
00:25:13.560 --> 00:25:17.680
And so it makes sense that you would be the odd man out because most people live that

568
00:25:17.680 --> 00:25:18.680
life.

569
00:25:18.680 --> 00:25:23.320
Like that was something that gave me a lot of permission to, like, be me, which was

570
00:25:23.320 --> 00:25:28.280
not normal in a lot of, and that's, okay, because I mean, like ordinary versus extra ordinary

571
00:25:28.280 --> 00:25:30.120
means that you are not.

572
00:25:30.120 --> 00:25:34.240
And so like if Andy sharing stuff on here that are different beliefs about the world, then

573
00:25:34.240 --> 00:25:38.720
it would make sense because like if he's in the point zero, zero, one percent of earning

574
00:25:38.720 --> 00:25:41.160
potential, then it means that he sees reality differently than you.

575
00:25:41.160 --> 00:25:44.680
And I think it's the same reason that people who are billionaires can lose it all and

576
00:25:44.680 --> 00:25:45.680
then get it right back.

577
00:25:45.680 --> 00:25:50.040
And the reason that you can't is because you don't see reality clearly.

578
00:25:50.040 --> 00:25:55.520
Hence the name of the show, you know, I didn't even like, yeah, it's about being a

579
00:25:55.520 --> 00:25:56.520
realist.

580
00:25:56.520 --> 00:25:57.520
It's distortion.

581
00:25:57.520 --> 00:26:01.320
Yeah, it's moving the emotion outside of the facts and making decisions based on the

582
00:26:01.320 --> 00:26:02.320
facts.

583
00:26:02.320 --> 00:26:07.600
And I feel like that's a tool that has become less and less and less common with more and

584
00:26:07.600 --> 00:26:15.200
more and more internet and more and more and more, you know, propaganda in terms of making

585
00:26:15.200 --> 00:26:19.400
people believe that their feelings are what actually matter and how you should make

586
00:26:19.400 --> 00:26:20.400
decisions.

587
00:26:20.400 --> 00:26:24.440
And reality, that's not, especially in business, that's not going to get you very far.

588
00:26:24.440 --> 00:26:25.840
It's going to get you broke.

589
00:26:25.840 --> 00:26:26.840
Yeah.

590
00:26:26.840 --> 00:26:35.080
So I appreciate that by the way, I just like is that feeling of loneliness makes you normal

591
00:26:35.080 --> 00:26:38.560
in the right rooms, rather than the room that you're in.

592
00:26:38.560 --> 00:26:39.880
That's exactly right.

593
00:26:39.880 --> 00:26:44.760
Like dude, you get around people, you know, you know, you know, you know, it is like like

594
00:26:44.760 --> 00:26:48.080
dude, and that's, that's something for a lot of you guys listening to, like you may

595
00:26:48.080 --> 00:26:52.040
never have been in those rooms, like ever, but I'm telling you, like when, when I go

596
00:26:52.040 --> 00:26:54.040
in a room, none of the motherfuckers think I'm crazy.

597
00:26:54.040 --> 00:26:55.040
Yeah, real talk.

598
00:26:55.040 --> 00:27:00.000
They might think I'm, I talk too much, but they don't think I'm crazy.

599
00:27:00.000 --> 00:27:02.840
Also the many losses that you're probably going through right now, if you're in your

600
00:27:02.840 --> 00:27:06.560
rocky cutscene, like if you remember that video game thing, it's like, well, then you're

601
00:27:06.560 --> 00:27:07.560
just, you're tinkering away.

602
00:27:07.560 --> 00:27:10.320
You're chiseling away at the character traits that are going to make you successful and

603
00:27:10.320 --> 00:27:14.680
in those rooms that Andy's referencing, like, I don't know, I'm trying to say this the

604
00:27:14.680 --> 00:27:17.960
right way, but like game recognized game, and I don't mean that in an egotistical way.

605
00:27:17.960 --> 00:27:22.840
But more so, like how the other people in that room see the world, the things that we're

606
00:27:22.840 --> 00:27:27.360
talking about giving earlier, like all the guys who I know are the wealthiest in the world

607
00:27:27.360 --> 00:27:31.160
will do, will bend over backwards for you, you know what I mean?

608
00:27:31.160 --> 00:27:32.160
Yeah.

609
00:27:32.160 --> 00:27:35.600
It's completely opposite of what the perception is.

610
00:27:35.600 --> 00:27:36.600
Yeah.

611
00:27:36.600 --> 00:27:40.040
The perception is everybody in this rich is a piece of shit.

612
00:27:40.040 --> 00:27:41.040
My perception of it.

613
00:27:41.040 --> 00:27:45.760
Now, that might be true for people that inherit the money, it could be, yeah, but my perception

614
00:27:45.760 --> 00:27:50.800
is people who have actually built their own wealth are usually these are the fucking

615
00:27:50.800 --> 00:27:56.720
nicest, best people, and that's the reason they became wealthy.

616
00:27:56.720 --> 00:28:01.120
They had to develop those ways of getting along with people over and over and over again,

617
00:28:01.120 --> 00:28:06.160
because if you don't have leverage in the beginning, which you don't, you have to overcompensate

618
00:28:06.160 --> 00:28:11.400
by being a great person, opening more doors by giving first and getting screwed.

619
00:28:11.400 --> 00:28:15.480
And if you think about it that way, where it's like, okay, I have to give to lots of

620
00:28:15.480 --> 00:28:19.280
people for an extended period of time, and I have to stomach the fact that I'm going

621
00:28:19.280 --> 00:28:20.280
to get screwed.

622
00:28:20.280 --> 00:28:21.280
Like you're going to get screwed.

623
00:28:21.280 --> 00:28:22.280
You have to stomach it.

624
00:28:22.280 --> 00:28:26.080
But if you realize that that's the necessary cost in order to develop the trait and open

625
00:28:26.080 --> 00:28:30.640
the doors that you don't get screwed, then you just have to see that as the as the ticket,

626
00:28:30.640 --> 00:28:31.640
right?

627
00:28:31.640 --> 00:28:34.720
And I think that for me, that was like a very big unlock for realizing it.

628
00:28:34.720 --> 00:28:37.320
When I got into those rooms, I was like, oh, it's the ticket.

629
00:28:37.320 --> 00:28:38.320
It's the ticket.

630
00:28:38.320 --> 00:28:39.320
Yeah.

631
00:28:39.320 --> 00:28:42.720
Getting your ass kicked and getting screwed over, over and over and over again, continuing

632
00:28:42.720 --> 00:28:47.880
to show up, continuing to push through, continuing to get creative and figure out the solution.

633
00:28:47.880 --> 00:28:52.720
That is the price of admission to that higher level that you're trying to build.

634
00:28:52.720 --> 00:28:54.320
It's not the abnormality.

635
00:28:54.320 --> 00:28:57.440
It is the norm for that level that you're going for.

636
00:28:57.440 --> 00:29:02.240
And while it may feel like it's abnormal, because it is, right, and the normal human being

637
00:29:02.240 --> 00:29:03.440
kind of keeps themselves.

638
00:29:03.840 --> 00:29:05.240
They're not overly generous.

639
00:29:05.240 --> 00:29:06.840
They're not overly greedy.

640
00:29:06.840 --> 00:29:08.320
They might give some to the church.

641
00:29:08.320 --> 00:29:11.680
They might give five bucks to the homeless guy or whatever.

642
00:29:11.680 --> 00:29:12.880
That's not what we're talking about.

643
00:29:12.880 --> 00:29:18.440
We're talking about when you have the means to make a difference and you continue to use

644
00:29:18.440 --> 00:29:24.600
your means to make a difference, there's going to be 80% of those people that don't appreciate

645
00:29:24.600 --> 00:29:25.600
it along the way.

646
00:29:25.600 --> 00:29:26.600
And that fucking sucks.

647
00:29:26.600 --> 00:29:27.600
It really does suck.

648
00:29:27.600 --> 00:29:30.400
And I'm not looking for a tinker tape parade or anything.

649
00:29:30.400 --> 00:29:34.440
But just like, I don't know, don't pile on, you know, like, don't make it fucking

650
00:29:34.440 --> 00:29:35.440
harder.

651
00:29:35.440 --> 00:29:41.700
I mean, and unfortunately, but fortunately, unfortunately, and fortunately, it fucking

652
00:29:41.700 --> 00:29:42.700
hurts.

653
00:29:42.700 --> 00:29:44.160
But fortunately, it teaches you a whole lot.

654
00:29:44.160 --> 00:29:49.680
And I truly am bought into that mindset, you know, because DJ asked me, you know, we're

655
00:29:49.680 --> 00:29:51.000
we're together all the time.

656
00:29:51.000 --> 00:29:53.000
And he, you know, he sees this a lot.

657
00:29:53.000 --> 00:29:57.880
Like he sees me do things, he knows all the secrets.

658
00:29:57.880 --> 00:30:02.360
Like he knows the things that I've done and then sees those people do those things that

659
00:30:02.360 --> 00:30:03.360
aren't good.

660
00:30:03.360 --> 00:30:05.000
And he's like, why did fuck do you do that, bro?

661
00:30:05.000 --> 00:30:06.400
And I'm like, well, look at my life, dude.

662
00:30:06.400 --> 00:30:07.400
Yeah.

663
00:30:07.400 --> 00:30:08.560
Like, I'm doing something right.

664
00:30:08.560 --> 00:30:10.400
So like, I really don't want to fuck with the recipe.

665
00:30:10.400 --> 00:30:11.800
Like it's going well.

666
00:30:11.800 --> 00:30:13.200
I want to give a tactical tip.

667
00:30:13.200 --> 00:30:14.200
Yeah.

668
00:30:14.200 --> 00:30:18.160
So when I, you know, join these networking groups and stuff early on like that gym owner

669
00:30:18.160 --> 00:30:24.200
group, things like that, um, this is how you can employ that like in the real world.

670
00:30:24.200 --> 00:30:27.480
What I did was I reached out to every single person that was in the network.

671
00:30:27.480 --> 00:30:31.840
And what I did was I pretended they were a client of mine.

672
00:30:31.840 --> 00:30:34.640
And I had certain skills, like for me at the time when I was starting out, the only thing

673
00:30:34.640 --> 00:30:37.280
I knew how to do was write sales scripts, build sales processes.

674
00:30:37.280 --> 00:30:41.280
So I offered every single person to go review all of their sales scripts, review their

675
00:30:41.280 --> 00:30:42.280
sales processes.

676
00:30:42.280 --> 00:30:45.480
And I did it like it was an actual project that I got paid for.

677
00:30:45.480 --> 00:30:50.600
And so I'd hop on the phone and I would have pages of notes, how I'd rewrite everything.

678
00:30:50.600 --> 00:30:54.080
And they were like, whoa, dude, like I thought you're just going to give me a couple to like,

679
00:30:54.080 --> 00:30:57.040
dude, what you want them to say is this is too much.

680
00:30:57.160 --> 00:30:58.160
Dude, this is too much.

681
00:31:01.240 --> 00:31:04.960
Amos and Asian quick break just to let you know that we've been starting to post on LinkedIn

682
00:31:04.960 --> 00:31:06.120
and want to connect with you.

683
00:31:06.440 --> 00:31:06.640
All right.

684
00:31:06.640 --> 00:31:09.560
So send me a connection request and note letting me know that you listened to the show.

685
00:31:09.560 --> 00:31:10.600
And I will accept it.

686
00:31:10.800 --> 00:31:14.040
There's anyone you think that we should be connected with, tag them in one of my

687
00:31:14.040 --> 00:31:17.120
or Laila's posts and I will give you all the love in the world.

688
00:31:17.240 --> 00:31:17.560
All right.

689
00:31:17.560 --> 00:31:18.360
So let's get back to the show.

690
00:31:21.480 --> 00:31:26.320
Because what happens is you stack something, you get an IOU, which is incredibly valuable.

691
00:31:26.440 --> 00:31:30.240
And it's one sided like you now gave them something and that can come in handy

692
00:31:30.240 --> 00:31:31.160
later down the road.

693
00:31:31.160 --> 00:31:34.680
And for me, those are the things that I cashed in when I didn't know how to run Facebook ads.

694
00:31:34.680 --> 00:31:36.480
I felt like I learned something from that guy.

695
00:31:36.800 --> 00:31:41.160
But later on, I needed a way deeper understanding of the one we can workshop that I did.

696
00:31:41.520 --> 00:31:45.720
And I hopped on with a person and I had hopped on with plenty of others who've never

697
00:31:45.720 --> 00:31:46.760
given me anything back.

698
00:31:47.520 --> 00:31:48.760
Comment and that's okay.

699
00:31:48.920 --> 00:31:52.480
Because when I did need something, I did have somebody in my phone.

700
00:31:52.480 --> 00:31:54.040
I was like, Oh, I did that thing.

701
00:31:54.040 --> 00:31:56.440
I wonder if I could hit, I wonder if they'd help me out with this thing.

702
00:31:56.720 --> 00:32:00.800
And so what happens is you basically plug into everyone else's network and skills by giving

703
00:32:00.800 --> 00:32:05.280
first. Now, some of them are going to return the favor, but your net positive on everything.

704
00:32:05.280 --> 00:32:07.640
Because if they don't return the favor, one, that's fine.

705
00:32:07.800 --> 00:32:09.480
Two, they're not going to be bad to say about you.

706
00:32:09.640 --> 00:32:13.520
Now, obviously, there's pieces of shit for sure, but it is okay.

707
00:32:13.880 --> 00:32:15.480
It is okay if they never get back.

708
00:32:15.680 --> 00:32:16.000
Right.

709
00:32:16.000 --> 00:32:18.160
Like, because dude, keep going.

710
00:32:18.160 --> 00:32:18.680
I don't I'm sorry.

711
00:32:18.680 --> 00:32:19.640
I know what you're doing.

712
00:32:19.640 --> 00:32:24.000
Yeah, because like most entrepreneurs, we say we want to make an impact and help people.

713
00:32:24.000 --> 00:32:25.480
It's like, well, that's what that looks like.

714
00:32:25.480 --> 00:32:28.200
If you give something to someone and they don't give anything back,

715
00:32:28.200 --> 00:32:29.520
then it means you just gave to someone.

716
00:32:29.520 --> 00:32:30.000
That's it.

717
00:32:30.160 --> 00:32:30.600
Great.

718
00:32:30.600 --> 00:32:31.120
Yeah.

719
00:32:31.120 --> 00:32:32.000
But congratulations.

720
00:32:32.000 --> 00:32:35.160
And if you talk about personal brand, wouldn't that be the brand that you'd want to build

721
00:32:35.160 --> 00:32:35.720
anyways?

722
00:32:35.720 --> 00:32:36.160
Yes.

723
00:32:36.480 --> 00:32:40.520
And so I got into this other networking group and they invented an award for me,

724
00:32:41.240 --> 00:32:43.200
which was a member of the year.

725
00:32:43.200 --> 00:32:45.680
They never did it, but they were like, dude, we just want everyone to do what you did,

726
00:32:45.680 --> 00:32:49.240
which is like, I hopped on every single person and I took every single call and I

727
00:32:49.240 --> 00:32:50.240
treated it.

728
00:32:50.240 --> 00:32:54.920
And this is the big point here is like, you don't go on and show up at the call and then

729
00:32:54.920 --> 00:32:57.000
start thinking about their problem.

730
00:32:57.000 --> 00:32:58.880
You do homework before the call.

731
00:32:58.880 --> 00:32:59.880
Like it's amazing.

732
00:32:59.880 --> 00:33:00.880
Well, you just tweeted this.

733
00:33:00.880 --> 00:33:01.880
Yeah.

734
00:33:01.880 --> 00:33:02.880
You just tweeted this yesterday.

735
00:33:02.880 --> 00:33:03.880
Yeah.

736
00:33:03.880 --> 00:33:09.760
It was, it was, you could become incredibly, you've become infinitely more smart by just

737
00:33:09.760 --> 00:33:12.320
20 minutes per preparation before the call or something like that.

738
00:33:12.320 --> 00:33:13.320
Yes.

739
00:33:13.320 --> 00:33:14.320
It's a truth.

740
00:33:14.320 --> 00:33:15.320
It'd be amazing how much.

741
00:33:15.320 --> 00:33:16.320
Yeah.

742
00:33:16.320 --> 00:33:17.320
Yeah.

743
00:33:17.320 --> 00:33:20.600
Like how much more intelligent you can seem with 20 minutes of practice.

744
00:33:20.600 --> 00:33:21.600
Yeah, dude.

745
00:33:21.600 --> 00:33:22.600
That was cool.

746
00:33:22.600 --> 00:33:23.600
That's it.

747
00:33:23.600 --> 00:33:24.600
Yeah.

748
00:33:24.600 --> 00:33:25.600
Because you've done it.

749
00:33:25.600 --> 00:33:26.600
Right.

750
00:33:26.600 --> 00:33:28.080
I had a call with somebody and like a lot of you guys probably ask, and I get this question

751
00:33:28.080 --> 00:33:30.640
all the time, they're like, how do I network with people who are above me?

752
00:33:30.640 --> 00:33:31.640
Yes.

753
00:33:31.640 --> 00:33:32.640
Right.

754
00:33:32.640 --> 00:33:33.640
It's a hard question.

755
00:33:33.640 --> 00:33:36.240
So number one is you don't ask them what value can I provide you?

756
00:33:36.240 --> 00:33:38.920
Because now you're asking me to do homework to figure out what you can do for me.

757
00:33:38.920 --> 00:33:42.000
That's me doing work, which I can just keep living my life.

758
00:33:42.000 --> 00:33:46.400
What you do is you do the hard work of figuring out what can you provide to me that you

759
00:33:46.400 --> 00:33:47.400
have.

760
00:33:47.400 --> 00:33:51.680
And then instead of offering it, you do it and then give it to me, and I'm not telling

761
00:33:51.680 --> 00:33:52.680
you to do that for me.

762
00:33:52.680 --> 00:33:53.880
I'm telling you, this is how I did it.

763
00:33:53.880 --> 00:33:54.880
This is how it works.

764
00:33:54.880 --> 00:33:55.880
Yeah.

765
00:33:55.880 --> 00:33:56.880
Yeah.

766
00:33:56.880 --> 00:33:59.160
And so if you have someone's ahead of you, do whatever your niche skill, if you're a fucking

767
00:33:59.160 --> 00:34:05.320
carpenter, then build the most amazing table of all time and send it to somebody.

768
00:34:05.320 --> 00:34:06.320
And you know what they're going to do?

769
00:34:06.320 --> 00:34:08.560
They're going to get it and be like, this is too much.

770
00:34:08.560 --> 00:34:10.240
I can't believe somebody did this.

771
00:34:10.240 --> 00:34:11.240
And then what happens?

772
00:34:11.240 --> 00:34:12.240
Hey.

773
00:34:12.240 --> 00:34:13.240
Sound familiar?

774
00:34:13.240 --> 00:34:14.240
That doesn't it.

775
00:34:14.240 --> 00:34:15.480
That's how he's here.

776
00:34:16.120 --> 00:34:18.120
You're explaining how he got here.

777
00:34:18.120 --> 00:34:19.120
That's the game.

778
00:34:19.120 --> 00:34:22.600
Half the editors I have, they're like, hey, I went through all of your old clips that

779
00:34:22.600 --> 00:34:23.600
are on YouTube.

780
00:34:23.600 --> 00:34:25.960
I clip 20 of these short reels.

781
00:34:25.960 --> 00:34:26.960
This is what I did.

782
00:34:26.960 --> 00:34:30.720
And they sent them all to my creative director and he was like, oh, this kid's good.

783
00:34:30.720 --> 00:34:34.000
Now mind you, if you're not good, that's also good feedback.

784
00:34:34.000 --> 00:34:38.280
And I will tell you this, that guy and most people would give you at least the time to

785
00:34:38.280 --> 00:34:42.200
tell you what you could do better because anyone will help someone who starts helping

786
00:34:42.200 --> 00:34:43.200
themselves.

787
00:34:43.200 --> 00:34:44.800
That helps someone who takes initiative.

788
00:34:44.800 --> 00:34:47.680
And if you over deliver it, and I'll tell you this, because when we're talking about

789
00:34:47.680 --> 00:34:52.000
that little room, that private room, the players recognize one another.

790
00:34:52.000 --> 00:34:56.560
And so like, when I see the young guys coming up, the guys with the blue check mark and

791
00:34:56.560 --> 00:35:02.000
the Rolex and like, this isn't, I'm not posing in front of the lamp, but they rented for

792
00:35:02.000 --> 00:35:03.000
the day, right?

793
00:35:03.000 --> 00:35:04.000
Yeah.

794
00:35:04.000 --> 00:35:05.000
Or whatever.

795
00:35:05.000 --> 00:35:06.000
I stopped doing that a few years ago.

796
00:35:06.000 --> 00:35:07.000
No.

797
00:35:07.000 --> 00:35:08.000
No.

798
00:35:08.000 --> 00:35:09.000
No.

799
00:35:09.000 --> 00:35:10.000
No.

800
00:35:10.000 --> 00:35:11.000
No.

801
00:35:11.000 --> 00:35:12.000
No.

802
00:35:12.000 --> 00:35:17.360
Like, those people only impress people who don't know what players look like.

803
00:35:17.360 --> 00:35:18.360
Yeah.

804
00:35:18.360 --> 00:35:22.160
Like, we all know that that guy is not a player because the guys who are players at their

805
00:35:22.160 --> 00:35:26.160
age and 20s and they're in their maybe 30s, whatever, like right at that stage, like

806
00:35:26.160 --> 00:35:30.280
they're hungry, they're, they're savages and they're in the grind.

807
00:35:30.280 --> 00:35:34.880
And they're doing the work of giving first to as many people as they can over delivering

808
00:35:34.880 --> 00:35:37.800
knowing that that good will, will compound.

809
00:35:37.800 --> 00:35:42.040
And like, it's just like that, that single skill has served me so well because that's

810
00:35:42.040 --> 00:35:46.200
how I've been able to get into rooms that I didn't deserve to be in, was by just saying,

811
00:35:46.200 --> 00:35:48.760
like, okay, what am I good at that I can help the sky out with?

812
00:35:48.760 --> 00:35:54.000
Well, there's, you've broken it down masterfully, by the way, to make it practical.

813
00:35:54.000 --> 00:35:57.480
But I also do believe that there's an energy aspect to this, dude.

814
00:35:57.480 --> 00:36:00.080
I believe, because like, I live like that.

815
00:36:00.080 --> 00:36:01.080
Real talk.

816
00:36:01.080 --> 00:36:03.000
I live, I live that way.

817
00:36:03.000 --> 00:36:05.400
I know you live that way too.

818
00:36:05.400 --> 00:36:06.960
Some of the things I can't explain though.

819
00:36:06.960 --> 00:36:09.840
Like some of the good shit that's come back to me, I'm just like, this has to be for

820
00:36:09.840 --> 00:36:12.880
me consistently just doing this.

821
00:36:12.880 --> 00:36:19.040
This is the word of mouth thing that I think is like, wild, like, I, I continue to be inspired

822
00:36:19.040 --> 00:36:21.600
by how much word of mouth actually matters.

823
00:36:21.600 --> 00:36:25.040
Like it just every year, I feel like it sets a new record in my mind for how important

824
00:36:25.040 --> 00:36:27.920
it is because people right now, like, I see this all the time, people are like, it's

825
00:36:27.920 --> 00:36:32.320
all about influencers and whatever, like, and sure, like the tactics of ads and all the

826
00:36:32.320 --> 00:36:34.040
stuff like that's great.

827
00:36:34.040 --> 00:36:39.680
But the only thing that is still viral is word of mouth, like everything else is linear

828
00:36:39.680 --> 00:36:40.680
in terms of the relationship.

829
00:36:40.680 --> 00:36:42.480
Like if you spend a dollar and ads, you get X back.

830
00:36:42.480 --> 00:36:44.120
If you do a cold reach out, you get X back.

831
00:36:44.120 --> 00:36:47.200
If you do 100, you triple it, you a thousand it, it's a thousand to a thousand.

832
00:36:47.200 --> 00:36:51.400
Like whatever that relationship is, that ratio, it's fixed.

833
00:36:51.400 --> 00:36:53.880
Word of mouth is the only one that is exponential in nature.

834
00:36:53.880 --> 00:36:55.600
One tells two, two, two, four, four, four, eight.

835
00:36:55.600 --> 00:36:59.320
And so if you want to have an enduring business, you have to have the monster of word of mouth

836
00:36:59.320 --> 00:37:02.280
working for you rather than against you, who's building your reputation rather than

837
00:37:02.320 --> 00:37:04.280
eating it from underneath of your feet.

838
00:37:04.280 --> 00:37:07.160
And I think that like that stuff that you were talking about earlier, where you're like,

839
00:37:07.160 --> 00:37:10.480
you're doing this good will and it's coming back to me, I just see that as like the invisible

840
00:37:10.480 --> 00:37:14.080
hand of the word of mouth that just like, I mean, you've had to happen a hundred times,

841
00:37:14.080 --> 00:37:18.600
I'm sure, which is like, you go and you meet somebody like, dude, my buddy saw you in

842
00:37:18.600 --> 00:37:22.080
the airport and you like stopped and answered his questions and whatever.

843
00:37:22.080 --> 00:37:23.080
Yeah.

844
00:37:23.080 --> 00:37:24.080
And and mind you to be fair.

845
00:37:24.080 --> 00:37:27.440
If I'm like somewhere and I can't, it's the thing that bothers me the absolute move

846
00:37:27.440 --> 00:37:28.440
is sometimes I have to be placed.

847
00:37:28.440 --> 00:37:29.440
Me too, bro.

848
00:37:29.440 --> 00:37:30.440
I hate it.

849
00:37:30.440 --> 00:37:31.440
I hate it.

850
00:37:31.440 --> 00:37:32.440
I'm like, I do too.

851
00:37:32.440 --> 00:37:36.200
I feel like like, dude, I, one time and actually I became really good friends with this guy

852
00:37:36.200 --> 00:37:40.320
because of that exact scenario, dude, I had a guy, his name was Roman, I'm still friends

853
00:37:40.320 --> 00:37:41.320
of them.

854
00:37:41.320 --> 00:37:43.320
Good fucking, dude.

855
00:37:43.320 --> 00:37:46.920
Came up to me as speaking event and I was like, I, he's like, hey man, you got time

856
00:37:46.920 --> 00:37:49.840
and I didn't and I'm like, no, I can't, I can't.

857
00:37:49.840 --> 00:37:54.280
And uh, and dude, he was like, he had been going through all this crazy, like really bad

858
00:37:54.280 --> 00:37:55.280
stuff.

859
00:37:55.280 --> 00:37:56.280
Yeah.

860
00:37:56.280 --> 00:37:58.760
Um, and then I do it with bothering me.

861
00:37:58.760 --> 00:37:59.760
Yeah.

862
00:37:59.760 --> 00:38:04.760
Like I thought the whole time I was speaking the whole time afterwards, I'm like, fuck,

863
00:38:04.760 --> 00:38:09.960
I got to find that dude because I got time now, when weirdly enough, um, I was at another

864
00:38:09.960 --> 00:38:12.880
event and I fucking ran into the guy.

865
00:38:12.880 --> 00:38:17.480
And I was able to apologize and say, dude, I'm like, and he was like, you know what, dude,

866
00:38:17.480 --> 00:38:20.200
I actually, that really like really made me mad.

867
00:38:20.200 --> 00:38:23.080
I'm like, I'm like, bro, I, I get it.

868
00:38:23.080 --> 00:38:26.840
I, I would feel bad about it, you know, but that shit bothers me too, brother.

869
00:38:26.840 --> 00:38:30.640
And I think that for the audience, I think that the bigger take, like sure, the tactics

870
00:38:30.640 --> 00:38:33.200
that we're sharing right now are like useful, but I think the biggest thing is like the

871
00:38:33.200 --> 00:38:37.320
perspective of, there was that person that bothered Andy enough that it kept, kept

872
00:38:37.320 --> 00:38:38.320
him up at night.

873
00:38:38.320 --> 00:38:43.320
And I think that if you, if you can develop whatever that is where it's a splinter because

874
00:38:43.320 --> 00:38:46.520
it's those thousand splinters that become the bundle that becomes very, a very strong

875
00:38:46.520 --> 00:38:51.920
sick that you can wield or it's wielded against you, um, and like for me, like, I think about

876
00:38:51.920 --> 00:38:53.520
the products we built, right?

877
00:38:53.520 --> 00:38:59.120
In the same way where the only way to build an enduring company is either to sell stuff

878
00:38:59.120 --> 00:39:04.040
that people never stop buying from you or to build a company where people never stop

879
00:39:04.040 --> 00:39:05.640
selling for you.

880
00:39:05.640 --> 00:39:08.920
Those are the only two ways to build an enduring business that just continues to thrive over

881
00:39:08.920 --> 00:39:09.920
and ever again.

882
00:39:09.920 --> 00:39:12.280
And if you're one of these guys who is, and like, I get the, because I actually came from

883
00:39:12.280 --> 00:39:15.680
the direct response world of like understanding how the arbitrage of like ads and all this

884
00:39:15.680 --> 00:39:16.680
sort of thing, bro.

885
00:39:16.680 --> 00:39:18.360
That's where I started when I was 18.

886
00:39:18.360 --> 00:39:19.360
Right.

887
00:39:19.360 --> 00:39:20.360
Right.

888
00:39:20.360 --> 00:39:24.240
I was writing fucking classified ads for a credit booklet that I wrote, credit repair

889
00:39:24.240 --> 00:39:25.240
booklet.

890
00:39:25.240 --> 00:39:26.240
Yeah.

891
00:39:26.240 --> 00:39:29.000
I was writing classified ads to put in fucking news papers.

892
00:39:29.000 --> 00:39:30.000
Yeah.

893
00:39:30.000 --> 00:39:31.000
Like we don't have the internet.

894
00:39:31.000 --> 00:39:32.000
Yeah.

895
00:39:32.000 --> 00:39:33.000
I'm older.

896
00:39:33.000 --> 00:39:38.600
Um, but the, uh, what happens is as you scale your, because I'm going to get a little

897
00:39:38.600 --> 00:39:41.640
bit of higher level business, but hopefully you'll guys will ride with me.

898
00:39:41.640 --> 00:39:42.640
Yeah.

899
00:39:42.640 --> 00:39:43.640
Look at it.

900
00:39:43.640 --> 00:39:47.680
So as you scale advertising spend, you go to colder and colder audiences, meaning

901
00:39:47.680 --> 00:39:51.520
there's people who have less trust and they're honestly less of a fit than the warmest.

902
00:39:51.520 --> 00:39:54.360
Like if I, if I was like, I'm going to only market a vegan parallel to women who are

903
00:39:54.360 --> 00:39:57.440
moms over whatever and I had a part, a product that was just for them, I'm probably going

904
00:39:57.440 --> 00:39:58.440
to do okay.

905
00:39:58.440 --> 00:40:01.600
But if on a market of the nation, there's just a less of a fit with my product.

906
00:40:01.600 --> 00:40:06.480
And so what happens is your cost to acquire customer goes up because ad costs will only

907
00:40:06.480 --> 00:40:07.720
go one way for the rest of time.

908
00:40:07.720 --> 00:40:08.720
They will go up.

909
00:40:08.720 --> 00:40:12.440
And your conversion on future audiences that are colder will only go one way, which is

910
00:40:12.440 --> 00:40:13.440
down.

911
00:40:13.440 --> 00:40:17.440
So how do you compare two things that are inevitably going against you?

912
00:40:17.440 --> 00:40:21.600
You have to have one thing that is non-linear in nature that fights that fight, which is

913
00:40:21.600 --> 00:40:25.640
word of mouth because that when that one customer comes in and tells five people, it allows

914
00:40:25.640 --> 00:40:29.000
you to continue to scale because you have decreased cost of acquisition.

915
00:40:29.000 --> 00:40:31.760
I'm getting a little bit like, no, no, keep business stuff here.

916
00:40:31.760 --> 00:40:35.760
But like, it's the only way that it gets big.

917
00:40:35.760 --> 00:40:39.960
If what you want, if you want to grow something big, then having the strong word of mouth

918
00:40:39.960 --> 00:40:42.760
face, which is why like you can get into transactional sales stuff.

919
00:40:42.760 --> 00:40:43.760
Sure.

920
00:40:43.760 --> 00:40:45.040
If you know how to market, you know what I said, you can become a millionaire.

921
00:40:45.040 --> 00:40:48.720
Like you can absolutely, you can probably become a decimulator just by like learning how

922
00:40:48.720 --> 00:40:49.720
to sell shit.

923
00:40:49.720 --> 00:40:54.440
And I'm using shit in the true poop word like terrible, terrible stuff that doesn't, doesn't

924
00:40:54.440 --> 00:40:56.040
matter, right?

925
00:40:56.040 --> 00:41:00.360
But if you want to achieve a certain level of scale, my recommendation is to continue

926
00:41:00.360 --> 00:41:05.960
to do the thing at a scale way below your friends until you figure out a way to get everybody

927
00:41:05.960 --> 00:41:08.760
who buys stuff from you to tell a friend.

928
00:41:08.760 --> 00:41:13.760
Like if this is a mental exercise, I like putting people like our portfolio CEOs through.

929
00:41:13.760 --> 00:41:20.480
I said, okay, the marketing gods have decided that you are no longer allowed to market anything.

930
00:41:20.480 --> 00:41:24.240
And they eliminate all of your customers except for one.

931
00:41:24.240 --> 00:41:29.040
And every single customer from this point going forward has to come from that one customer.

932
00:41:29.040 --> 00:41:31.520
How do you treat that customer?

933
00:41:31.520 --> 00:41:34.440
And what happens is you start thinking like, well, shit, I would do this differently.

934
00:41:34.440 --> 00:41:37.360
It's like, well, then do that stuff.

935
00:41:37.360 --> 00:41:41.600
And then what you'll see is that the result you get from the remaining, the remaining

936
00:41:41.600 --> 00:41:46.920
efforts of your advertising will compound rather than continue to go linearly in the wrong

937
00:41:46.920 --> 00:41:47.920
direction.

938
00:41:47.920 --> 00:41:49.880
They compound in the right direction.

939
00:41:49.880 --> 00:41:52.920
And so like, this has been something that's taken me too long to learn.

940
00:41:52.920 --> 00:41:56.560
And I'm trying to like ram this right now because I, because the biggest mistake that

941
00:41:56.560 --> 00:42:00.920
I made with Prestige Lab, just my sub and company, I'm glad we wrapped around, was that

942
00:42:00.920 --> 00:42:04.400
I treated the supplement business, surely transactionally.

943
00:42:04.400 --> 00:42:07.040
I did everything that I'm telling you that I, not to do.

944
00:42:07.040 --> 00:42:08.040
I did it.

945
00:42:08.040 --> 00:42:09.560
That's why I'm telling you that it didn't work.

946
00:42:09.560 --> 00:42:10.560
Is that?

947
00:42:10.800 --> 00:42:12.640
That's the norm for the supplement industry.

948
00:42:12.640 --> 00:42:13.640
Right.

949
00:42:13.640 --> 00:42:14.640
100%.

950
00:42:14.640 --> 00:42:15.720
So it's not like you were doing something abnormal.

951
00:42:15.720 --> 00:42:16.720
That's the norm.

952
00:42:16.720 --> 00:42:17.720
Yeah.

953
00:42:17.720 --> 00:42:18.720
Yeah.

954
00:42:18.720 --> 00:42:20.200
Another normal example of like, hey, if everyone else is doing it, it's probably not

955
00:42:20.200 --> 00:42:21.200
the best idea.

956
00:42:21.200 --> 00:42:22.200
But anyways.

957
00:42:22.200 --> 00:42:27.560
Um, and so I, I basically built the whole brand off of transactional sales and teaching

958
00:42:27.560 --> 00:42:30.240
how to hardcore close, because that was the skill I had.

959
00:42:30.240 --> 00:42:33.160
So I was like, okay, I'm going to hit it with my sales hammer because that's like everything

960
00:42:33.160 --> 00:42:34.840
looks like a sales hammer when you're good at sales.

961
00:42:34.840 --> 00:42:39.080
And so I taught all the scripts, all the processes, how to set up the lobbies, how to, like,

962
00:42:39.080 --> 00:42:42.720
how to get assumed closes and how to get people on subscriptions, all that stuff, right?

963
00:42:42.720 --> 00:42:45.320
But the thing is, is that I like, it actually happened with first form.

964
00:42:45.320 --> 00:42:46.920
So this is a plug for you.

965
00:42:46.920 --> 00:42:51.800
A close friend of mine was a first form athlete, right?

966
00:42:51.800 --> 00:42:54.040
And I was like, dude, sell prestige laps.

967
00:42:54.040 --> 00:42:56.760
It wasn't because I was, you know, it's like, we didn't know each other.

968
00:42:56.760 --> 00:42:57.760
Yeah.

969
00:42:57.760 --> 00:42:58.760
Yeah.

970
00:42:58.760 --> 00:42:59.760
And I was like, dude, sell my stuff.

971
00:42:59.760 --> 00:43:02.880
And, and, and, and the commission that I was paying was significantly higher.

972
00:43:02.880 --> 00:43:05.760
And I was like, and I'll give you the special homie to, like, I just, like, come on.

973
00:43:05.760 --> 00:43:07.320
Like, we're going to dinner.

974
00:43:07.320 --> 00:43:08.320
Let's be on the same team.

975
00:43:08.320 --> 00:43:09.320
You know what I mean?

976
00:43:09.320 --> 00:43:10.320
All the time.

977
00:43:10.320 --> 00:43:11.320
Yeah.

978
00:43:11.320 --> 00:43:13.480
And the thing is, is that he continued to, he and Hall, and to this day, he still sells

979
00:43:13.480 --> 00:43:14.480
first form.

980
00:43:14.480 --> 00:43:17.960
And I was like, I don't get it because I knew, because I did have this really super doctor,

981
00:43:17.960 --> 00:43:21.160
like, make all the products and like, make them accept, like, that part I felt very strong

982
00:43:21.160 --> 00:43:22.160
about.

983
00:43:22.160 --> 00:43:23.160
And I knew my commissions were higher.

984
00:43:23.160 --> 00:43:26.680
So I was like, the products are very good.

985
00:43:26.680 --> 00:43:27.960
And the, you get paid more.

986
00:43:27.960 --> 00:43:32.840
And I just like, I couldn't compute, which meant that I had a distortion of reality.

987
00:43:32.840 --> 00:43:36.360
I saw the world in a way that it wasn't.

988
00:43:36.360 --> 00:43:38.480
And that hurt my business.

989
00:43:38.480 --> 00:43:42.400
And so when you're taking these lenses off and like, Andy's squeegeeing your eyeballs,

990
00:43:42.400 --> 00:43:43.400
right?

991
00:43:43.400 --> 00:43:44.400
Yeah.

992
00:43:44.400 --> 00:43:45.400
So you can see things more clearly.

993
00:43:45.400 --> 00:43:47.040
The thing that I missed was actually the soft stuff.

994
00:43:47.040 --> 00:43:48.040
It was the brand stuff.

995
00:43:48.040 --> 00:43:51.920
I actually, my, my creative director sent me a podcast, my eighth podcast of all time.

996
00:43:51.920 --> 00:43:53.880
I'll tell you the title.

997
00:43:53.880 --> 00:43:56.040
Stop branding.

998
00:43:56.040 --> 00:43:59.120
Because I felt so confident about the fact that I was like, you don't need a brand.

999
00:43:59.120 --> 00:44:00.120
I was like, you need to run ads.

1000
00:44:00.120 --> 00:44:01.920
You need to code and code, code outreach.

1001
00:44:01.920 --> 00:44:02.760
Yeah.

1002
00:44:02.760 --> 00:44:09.800
I'm talking to you, the dude I'm talking to saying, hey, use those skills to build a brand.

1003
00:44:09.800 --> 00:44:10.800
Yeah.

1004
00:44:10.800 --> 00:44:11.800
Yeah, dude.

1005
00:44:11.800 --> 00:44:12.800
And I didn't get it.

1006
00:44:12.800 --> 00:44:16.280
And the, like, and what's happened is it's like brick by brick, my belief in this first

1007
00:44:16.280 --> 00:44:20.000
was like, okay, brand and the direct response stuff and knowing the hand to hand are equally

1008
00:44:20.000 --> 00:44:21.000
important.

1009
00:44:21.000 --> 00:44:24.120
But the longer I've been doing this and you've been doing it longer than me, the more

1010
00:44:24.120 --> 00:44:26.080
I'm just like, it's just brand over everything.

1011
00:44:26.080 --> 00:44:29.440
Because if the brand's right, everything else follows.

1012
00:44:29.440 --> 00:44:33.240
And the reason that he didn't come over to quote my team was because like, I had no brand

1013
00:44:33.240 --> 00:44:35.920
or I had a negative brand, whatever we want to say, but like, I didn't have a brand that

1014
00:44:35.920 --> 00:44:36.920
was as strong as first one.

1015
00:44:36.920 --> 00:44:40.320
He didn't want to associate his brand with my brand.

1016
00:44:40.320 --> 00:44:41.320
Got it.

1017
00:44:41.320 --> 00:44:43.560
And that was the thing that I, that I, I just missed.

1018
00:44:43.560 --> 00:44:44.560
I didn't get it.

1019
00:44:44.560 --> 00:44:48.040
And so as soon as I learned that lesson and it took me selling the companies and doing all

1020
00:44:48.040 --> 00:44:50.400
the stuff, so like, really reflect, like, what could I have done better?

1021
00:44:50.400 --> 00:44:55.240
Like, that's why we built acquisition.com and I was like, I've, so if you think about

1022
00:44:55.240 --> 00:44:56.240
getting customers, right?

1023
00:44:56.240 --> 00:44:57.240
There's like eight ways you can do it.

1024
00:44:57.240 --> 00:45:00.160
You can reach out to your friends and family individually.

1025
00:45:00.160 --> 00:45:02.120
You can reach out to strangers individually.

1026
00:45:02.120 --> 00:45:04.640
You can post content or you can run paid ads.

1027
00:45:04.640 --> 00:45:07.240
Those are the four things that one person can do.

1028
00:45:07.240 --> 00:45:08.720
Leveraging other people, you can get referrals.

1029
00:45:08.720 --> 00:45:10.760
So you get customers to tell people, you get affiliates.

1030
00:45:10.760 --> 00:45:13.720
So you get other people who have businesses to refer their customers to you.

1031
00:45:13.720 --> 00:45:18.160
You can hire agencies to go get your customers or you can hire employees to do the first four.

1032
00:45:18.160 --> 00:45:19.160
Right.

1033
00:45:19.160 --> 00:45:22.000
Those are the only ways that like, you can get new new customers.

1034
00:45:22.000 --> 00:45:25.880
And I had built a business off of every one of them except for off of content.

1035
00:45:25.880 --> 00:45:28.400
So I was like, with acquisition.com, I'm going to build it off context.

1036
00:45:28.400 --> 00:45:29.400
I don't know how to do it.

1037
00:45:29.400 --> 00:45:30.560
So I'm going to figure it out.

1038
00:45:30.560 --> 00:45:34.440
And it was only through building content that I understand that it was all about brand.

1039
00:45:34.440 --> 00:45:39.120
And what's weird is that when you do start building a brand or a personal brand, you realize

1040
00:45:39.120 --> 00:45:42.240
if you do, in my opinion, if you do it the quote, right way, which is just give and you

1041
00:45:42.240 --> 00:45:45.240
give and you give and you give and you give and then you take a breath and you give and

1042
00:45:45.240 --> 00:45:47.200
you give and you give and you give and you give and you're like, wait, should I?

1043
00:45:47.200 --> 00:45:48.200
Nope.

1044
00:45:48.200 --> 00:45:49.200
You keep giving and you keep giving.

1045
00:45:49.200 --> 00:45:53.360
And there's a, there's a popular saying that Gary has just like give, give, give.

1046
00:45:53.360 --> 00:45:54.360
So he says.

1047
00:45:54.360 --> 00:45:55.360
Jackee, Jackee.

1048
00:45:55.360 --> 00:45:56.360
Yeah.

1049
00:45:56.360 --> 00:45:57.360
Yeah.

1050
00:45:57.360 --> 00:45:58.360
That's what it is.

1051
00:45:58.360 --> 00:45:59.360
Jackee, Jackee, right hook, right?

1052
00:45:59.360 --> 00:46:01.560
I think that that's actually the perfect ratio for a mature platform.

1053
00:46:01.560 --> 00:46:06.180
So if you actually look at television, the, uh, add to, uh, give ratio, which is the

1054
00:46:06.180 --> 00:46:09.680
content, the actual shows is 47 minutes to 13 minutes.

1055
00:46:09.680 --> 00:46:10.680
It's it's Jack, Jackee.

1056
00:46:10.680 --> 00:46:11.680
It's right hook.

1057
00:46:11.680 --> 00:46:15.920
If you look at Facebook, which is a mature platform, it's three news, newsfeed, uh, like

1058
00:46:15.920 --> 00:46:17.600
from your friends and family, whatever.

1059
00:46:17.600 --> 00:46:22.520
And then it adds so that is the ratio for when you're maintaining your current level.

1060
00:46:22.520 --> 00:46:25.000
If you look at the platforms that are trying to grow,

1061
00:46:25.000 --> 00:46:26.640
what is TikTok, or when they were growing,

1062
00:46:26.640 --> 00:46:27.520
they didn't have any ads.

1063
00:46:27.520 --> 00:46:32.320
They just, it was all give, and so the nuance,

1064
00:46:32.320 --> 00:46:33.960
at least how I understand it for that strategy,

1065
00:46:33.960 --> 00:46:35.160
if you're trying to build a brand,

1066
00:46:35.160 --> 00:46:38.640
is give, give, give, until they ask,

1067
00:46:38.640 --> 00:46:40.040
which means that you just keep giving.

1068
00:46:40.040 --> 00:46:42.200
And if no one's asking you, just keep fucking giving.

1069
00:46:42.200 --> 00:46:43.600
And in my opinion,

1070
00:46:43.600 --> 00:46:44.600
that's my whole strategy.

1071
00:46:44.600 --> 00:46:45.800
Yeah, as a person.

1072
00:46:45.800 --> 00:46:46.640
All the players.

1073
00:46:46.640 --> 00:46:47.640
Yeah.

1074
00:46:47.640 --> 00:46:50.400
We're telling, like, so there's,

1075
00:46:50.400 --> 00:46:51.720
you've seen these ads in the drug response

1076
00:46:51.720 --> 00:46:53.320
where they're like, the, the secret,

1077
00:46:53.320 --> 00:46:55.160
the one percent don't want you to know.

1078
00:46:55.160 --> 00:46:56.880
It's horseshit, there is no secret,

1079
00:46:56.880 --> 00:46:59.720
but there are things that the 99% refuse to believe.

1080
00:46:59.720 --> 00:47:03.920
Yeah, dude, dude, big facts on that.

1081
00:47:03.920 --> 00:47:04.920
That's fucking gold.

1082
00:47:04.920 --> 00:47:07.320
And so, like, and I say this stuff,

1083
00:47:07.320 --> 00:47:09.280
because it, because it, I went,

1084
00:47:09.280 --> 00:47:11.960
like you, I felt so much pain for such a long time,

1085
00:47:11.960 --> 00:47:14.000
because I just didn't understand the way the world work,

1086
00:47:14.000 --> 00:47:15.600
especially as it related to business.

1087
00:47:15.600 --> 00:47:17.240
And so, like, if you can build the brand,

1088
00:47:17.240 --> 00:47:19.200
when you actually do it, as I've now, you know,

1089
00:47:19.200 --> 00:47:21.360
been doing it, like,

1090
00:47:21.360 --> 00:47:23.680
you realize that you were wrong before.

1091
00:47:23.680 --> 00:47:24.640
Like, I can just tell you,

1092
00:47:24.640 --> 00:47:28.040
clear as day, you know that this is the right way to do it.

1093
00:47:28.040 --> 00:47:31.560
And it's slower, and you eat shit for a year,

1094
00:47:31.560 --> 00:47:33.040
or two years, or three years,

1095
00:47:33.040 --> 00:47:33.880
of you building it.

1096
00:47:33.880 --> 00:47:35.120
And what you're doing is you're finding your voice,

1097
00:47:35.120 --> 00:47:36.280
you're figuring out your values,

1098
00:47:36.280 --> 00:47:38.080
and you're learning how to actually,

1099
00:47:38.080 --> 00:47:39.880
because if every person who comes to you

1100
00:47:39.880 --> 00:47:42.640
only came from just consuming value from you ahead of time,

1101
00:47:42.640 --> 00:47:44.640
the type of the customer's different, how bought in they are,

1102
00:47:44.640 --> 00:47:45.920
they share your values.

1103
00:47:45.920 --> 00:47:49.280
And so, it actually builds this base that becomes a pillar

1104
00:47:49.280 --> 00:47:51.000
that you just keep, that just keeps expanding

1105
00:47:51.120 --> 00:47:51.960
your path.

1106
00:47:51.960 --> 00:47:53.440
And it becomes, it's so little,

1107
00:47:53.440 --> 00:47:54.560
it's too little for you to notice

1108
00:47:54.560 --> 00:47:56.480
until it becomes too big for you to ignore, right?

1109
00:47:56.480 --> 00:47:58.000
Like, that's how compounding works.

1110
00:47:58.000 --> 00:47:59.720
If you start, you know, you invest in the S&P 500

1111
00:47:59.720 --> 00:48:01.480
or $100 every month, it becomes tiny,

1112
00:48:01.480 --> 00:48:03.040
and then all of a sudden, if you become unstoppable.

1113
00:48:03.040 --> 00:48:05.360
You know what's crazy, dude, is, you know,

1114
00:48:05.360 --> 00:48:08.160
I don't run ads on this show, not even in my own shit,

1115
00:48:08.160 --> 00:48:12.920
you know, and when we pull people as to why they come

1116
00:48:12.920 --> 00:48:16.040
by our products, it's one of the highest fucking polling things.

1117
00:48:16.040 --> 00:48:16.880
You know what I'm saying?

1118
00:48:16.880 --> 00:48:17.880
They listen to the show.

1119
00:48:17.880 --> 00:48:19.520
I don't ever talk about first form.

1120
00:48:19.520 --> 00:48:22.240
I don't ever talk about any of the other things I do,

1121
00:48:22.240 --> 00:48:26.440
except in passing, but I give my shit away for free.

1122
00:48:26.440 --> 00:48:29.360
Like, it's like, dude, you and I share that opinion.

1123
00:48:29.360 --> 00:48:31.120
Give your best shit away for free.

1124
00:48:31.120 --> 00:48:32.240
I fucking do it.

1125
00:48:32.240 --> 00:48:33.080
You know what I mean?

1126
00:48:33.080 --> 00:48:34.400
I mean, just give away all the secrets.

1127
00:48:34.400 --> 00:48:36.040
So like, there's more tactical stuff

1128
00:48:36.040 --> 00:48:37.080
that I can't really talk.

1129
00:48:37.080 --> 00:48:40.080
Like, like, like, when you start saying,

1130
00:48:40.080 --> 00:48:41.400
like, dude, this is higher level.

1131
00:48:41.400 --> 00:48:42.240
Yeah.

1132
00:48:42.240 --> 00:48:44.320
You know, there's level, level, level, right?

1133
00:48:44.320 --> 00:48:46.240
And like, I'm not gonna have podcasts about that

1134
00:48:46.240 --> 00:48:47.920
or I'm talking to this many people,

1135
00:48:47.920 --> 00:48:51.080
but dude, that's how I live, man.

1136
00:48:51.080 --> 00:48:51.920
It really is.

1137
00:48:51.920 --> 00:48:54.000
People are like, why don't you take ads?

1138
00:48:54.000 --> 00:48:54.920
Why don't you do this?

1139
00:48:54.920 --> 00:48:55.760
Why don't you do that?

1140
00:48:55.760 --> 00:48:58.440
Because like, dude, that's like, I know that if I come on

1141
00:48:58.440 --> 00:49:00.560
and share with you guys and help you guys,

1142
00:49:00.560 --> 00:49:02.000
you guys help me back.

1143
00:49:02.000 --> 00:49:02.840
And I think it's cool.

1144
00:49:02.840 --> 00:49:05.080
I think it's a, it's a, it's human nature.

1145
00:49:05.080 --> 00:49:06.440
There's actually science behind it.

1146
00:49:06.440 --> 00:49:07.440
I'm sure you know it too.

1147
00:49:07.440 --> 00:49:08.280
Yeah.

1148
00:49:08.280 --> 00:49:09.160
One of the interesting things

1149
00:49:09.160 --> 00:49:12.560
that was a big belief breaker for me was I was actually really

1150
00:49:12.560 --> 00:49:14.680
against making content for a long time.

1151
00:49:14.680 --> 00:49:17.640
And it was because I actually saw the content as temporary.

1152
00:49:17.680 --> 00:49:19.040
And I'm big on like long-term stuff.

1153
00:49:19.040 --> 00:49:21.120
And so I was like, well, why would I make a short video

1154
00:49:21.120 --> 00:49:22.400
that's gonna disappear in the newsfeed

1155
00:49:22.400 --> 00:49:23.240
and never get seen again?

1156
00:49:23.240 --> 00:49:25.280
Like it just felt like a complete waste of time.

1157
00:49:25.280 --> 00:49:28.640
But what I realized was that the media

1158
00:49:28.640 --> 00:49:30.560
is not the compounding asset.

1159
00:49:30.560 --> 00:49:32.800
The audience is the compounding asset.

1160
00:49:32.800 --> 00:49:35.600
And so you feed the content to the thing

1161
00:49:35.600 --> 00:49:37.320
that compounds over the long run.

1162
00:49:37.320 --> 00:49:39.240
And that was like, it sounds so stupid that like,

1163
00:49:39.240 --> 00:49:41.200
or so simple, whatever, painfully obvious.

1164
00:49:41.200 --> 00:49:42.160
I didn't get it.

1165
00:49:42.160 --> 00:49:43.720
So that was why for years I never made it.

1166
00:49:43.720 --> 00:49:45.160
Because I was like, why would I make content?

1167
00:49:45.160 --> 00:49:46.560
Because it's gonna disappear.

1168
00:49:46.560 --> 00:49:48.240
It's like, but the audience doesn't.

1169
00:49:48.240 --> 00:49:49.960
And they're the people who tell two people

1170
00:49:49.960 --> 00:49:50.800
or four people, et cetera.

1171
00:49:50.800 --> 00:49:51.840
And then that becomes the base.

1172
00:49:51.840 --> 00:49:53.840
And like, I'm sharing this right now

1173
00:49:53.840 --> 00:49:56.640
because it took me too long to figure it out.

1174
00:49:56.640 --> 00:49:58.400
Dude, I think it's everything.

1175
00:49:58.400 --> 00:50:00.840
And I talk to a lot of business owners too

1176
00:50:02.560 --> 00:50:04.440
who have an existing business, right?

1177
00:50:04.440 --> 00:50:09.240
They have, see, here's the thing.

1178
00:50:09.240 --> 00:50:12.080
This is what I'm thankful for in my own journey.

1179
00:50:12.080 --> 00:50:14.760
Is that I did start before the internet was around.

1180
00:50:14.760 --> 00:50:17.520
I did start before social media was even a thing.

1181
00:50:18.480 --> 00:50:20.240
And that lesson that you talked about,

1182
00:50:20.240 --> 00:50:22.560
where you say, okay, you only have one person,

1183
00:50:22.560 --> 00:50:25.320
that was literally how I did it.

1184
00:50:25.320 --> 00:50:27.640
Like, and I'm not exaggerating, that was literally.

1185
00:50:27.640 --> 00:50:29.160
Like the first day of fucking business,

1186
00:50:29.160 --> 00:50:32.080
I saw one person, second day I saw zero,

1187
00:50:32.080 --> 00:50:35.360
third day I saw another person, that person bought $23.

1188
00:50:35.360 --> 00:50:38.800
Took me eight fucking months to have a day of $200.

1189
00:50:38.800 --> 00:50:41.080
Recently had a buddy who started his own business.

1190
00:50:41.080 --> 00:50:42.960
He did $1,000 this first day.

1191
00:50:42.960 --> 00:50:44.040
He's like, is that good?

1192
00:50:44.040 --> 00:50:46.920
I'm like, bro, fuck yeah, that's good.

1193
00:50:46.920 --> 00:50:51.920
Like, but before the internet, that was the real thing.

1194
00:50:53.240 --> 00:50:54.800
That was the really how you did it.

1195
00:50:54.800 --> 00:50:56.520
Like, that's how you do it.

1196
00:50:56.520 --> 00:51:00.480
And so I try to communicate consistently and have over

1197
00:51:00.480 --> 00:51:05.480
the greater scale or course of my content over the years

1198
00:51:05.760 --> 00:51:07.640
to make people understand that concept.

1199
00:51:07.640 --> 00:51:12.640
And that how amazing our opportunity is now

1200
00:51:13.160 --> 00:51:16.400
with technology, if you can grasp that concept

1201
00:51:16.400 --> 00:51:21.400
and you can translate it to this, dude, you're fucking on it.

1202
00:51:22.280 --> 00:51:27.000
And like these people, they get so greedy

1203
00:51:27.000 --> 00:51:30.720
with the idea of I can gain 100 customers

1204
00:51:30.720 --> 00:51:34.680
or 500 customers or 1,000 customers off a post

1205
00:51:34.680 --> 00:51:36.640
or a sale or this or that.

1206
00:51:36.640 --> 00:51:38.400
My fuck you're missing the boat.

1207
00:51:38.400 --> 00:51:39.760
You only need one.

1208
00:51:39.760 --> 00:51:41.680
And you should pour everything into that one

1209
00:51:41.680 --> 00:51:43.560
as if it's the only one.

1210
00:51:43.560 --> 00:51:46.400
And if you do that across the spectrum of your entire,

1211
00:51:46.400 --> 00:51:50.360
now you have a machine that is compounding

1212
00:51:50.360 --> 00:51:53.560
excellent story about you, a legend, word of mouth.

1213
00:51:53.560 --> 00:51:55.360
However the fuck you wanna call it,

1214
00:51:55.360 --> 00:51:57.000
that's gonna grow your business.

1215
00:51:57.000 --> 00:51:58.680
And dude, so many of these people

1216
00:51:58.680 --> 00:52:01.360
that have these smaller businesses, they're like, fuck,

1217
00:52:01.360 --> 00:52:04.320
that sounds like a lot of work, bro, blah, blah, blah.

1218
00:52:04.320 --> 00:52:08.320
Dude, you're seeing, you see 50 people a day.

1219
00:52:08.320 --> 00:52:10.240
Do you know what you can do with 50 people a day

1220
00:52:10.240 --> 00:52:11.960
if you actually pour into them?

1221
00:52:11.960 --> 00:52:14.720
Like it's insane and I've lived it so I know.

1222
00:52:14.720 --> 00:52:17.840
Like I remember, like I went from one customer

1223
00:52:17.840 --> 00:52:19.280
to zero customers.

1224
00:52:19.280 --> 00:52:21.760
And dude, 10 years into our business,

1225
00:52:21.760 --> 00:52:24.440
we still had days where we would have stores

1226
00:52:24.440 --> 00:52:25.840
that wouldn't see anybody.

1227
00:52:25.840 --> 00:52:27.440
You know what I'm saying?

1228
00:52:27.440 --> 00:52:29.320
But once we figured this out,

1229
00:52:29.320 --> 00:52:32.880
like truly figured this out, everything fucking changed.

1230
00:52:32.880 --> 00:52:37.800
Everything, we went in the worst economy up until 2020

1231
00:52:37.800 --> 00:52:40.920
that it ever existed between 2008, 2012.

1232
00:52:40.920 --> 00:52:43.960
And it's all on the simple concept

1233
00:52:43.960 --> 00:52:45.280
of what we're talking about, dude.

1234
00:52:45.280 --> 00:52:50.040
It's giving first, it's creating experience for people

1235
00:52:50.040 --> 00:52:53.160
that is worth sharing, you know,

1236
00:52:53.160 --> 00:52:57.040
unloading value, overvalue, overvalue, overvalue

1237
00:52:57.040 --> 00:53:01.200
to the point where they feel obligated to use you, right?

1238
00:53:01.200 --> 00:53:03.040
Which is what you're saying when they ask, right?

1239
00:53:03.040 --> 00:53:04.720
Like when they say, dude, like when you're...

1240
00:53:04.720 --> 00:53:05.560
What can I support you?

1241
00:53:05.560 --> 00:53:06.400
Yeah, dude.

1242
00:53:06.400 --> 00:53:08.320
Hey, run my card for five grand.

1243
00:53:08.320 --> 00:53:11.880
Like that's, dude, I have so many people that hit me up

1244
00:53:11.880 --> 00:53:13.600
and I appreciate the fuck out of all you guys.

1245
00:53:13.600 --> 00:53:14.400
They're like, what can I do?

1246
00:53:14.400 --> 00:53:15.240
What can I do?

1247
00:53:15.240 --> 00:53:16.640
Dude, just support my shit.

1248
00:53:16.640 --> 00:53:17.600
Like that's all I ask.

1249
00:53:17.600 --> 00:53:20.520
Like if you're gonna get in shape, use our shit.

1250
00:53:20.520 --> 00:53:24.160
If you're gonna, you know, whatever business, you know,

1251
00:53:24.160 --> 00:53:26.160
like just support the people that give.

1252
00:53:26.160 --> 00:53:30.760
And I think it's, I don't know, man, it's very,

1253
00:53:30.800 --> 00:53:33.120
once you figure that out and it clicks, it's real simple.

1254
00:53:33.120 --> 00:53:35.760
And it actually gets fun, too, because it's fun.

1255
00:53:35.760 --> 00:53:36.600
Feels good.

1256
00:53:36.600 --> 00:53:39.280
Yeah, dude, it feels fucking great.

1257
00:53:39.280 --> 00:53:43.320
One of my favorite things about business

1258
00:53:43.320 --> 00:53:44.960
is not the big business.

1259
00:53:44.960 --> 00:53:46.200
It's not the money, dude.

1260
00:53:46.200 --> 00:53:49.160
It's not like once you start, once you have enough money,

1261
00:53:49.160 --> 00:53:50.760
it's like there's a, there's a,

1262
00:53:50.760 --> 00:53:53.520
there's diminishing returns to have more.

1263
00:53:53.520 --> 00:53:56.240
For me, that was when I could go to a restaurant

1264
00:53:56.240 --> 00:53:58.320
and not look at the bill, okay?

1265
00:53:58.320 --> 00:53:59.520
See, I would order appetizers.

1266
00:53:59.520 --> 00:54:01.960
Yeah, dude, really?

1267
00:54:01.960 --> 00:54:02.800
You being serious?

1268
00:54:02.800 --> 00:54:03.640
A hundred percent.

1269
00:54:03.640 --> 00:54:06.440
Bro, this, this moment, I explain this on the show.

1270
00:54:06.440 --> 00:54:08.000
So you guys are listening, you know this is true,

1271
00:54:08.000 --> 00:54:09.880
because I said this a hundred times.

1272
00:54:09.880 --> 00:54:14.760
My point to where it became diminishing returns,

1273
00:54:14.760 --> 00:54:16.760
like people think it's like my car collection, right?

1274
00:54:16.760 --> 00:54:19.480
Because I'm a huge car guy, I have a great collection.

1275
00:54:20.480 --> 00:54:22.160
That's just my hot wheels, bro.

1276
00:54:22.160 --> 00:54:26.120
Like that's just me as a kid living out my, you know,

1277
00:54:26.120 --> 00:54:28.160
we're in a hot wheels, it's cool.

1278
00:54:28.160 --> 00:54:29.000
I fucking like it.

1279
00:54:29.040 --> 00:54:30.040
If you don't get it, that's fine.

1280
00:54:30.040 --> 00:54:30.800
You don't get it.

1281
00:54:30.800 --> 00:54:32.920
So my best friends in the world is great for networking.

1282
00:54:32.920 --> 00:54:34.680
You meet some of these people that you would never meet

1283
00:54:34.680 --> 00:54:35.600
otherwise.

1284
00:54:35.600 --> 00:54:37.320
There's lots of pluses, very little minuses.

1285
00:54:37.320 --> 00:54:40.360
It's cool as fuck to roll up and some badass shit, all right?

1286
00:54:41.400 --> 00:54:46.200
But the point is, is that when you start to like consider

1287
00:54:46.200 --> 00:54:50.520
how much joy you get back for making more money.

1288
00:54:50.520 --> 00:54:52.240
For me, dude, it was very simple.

1289
00:54:52.240 --> 00:54:55.720
It was being able to go to dinner with whether it just be

1290
00:54:55.720 --> 00:54:57.720
a menu, or whether it be this whole room,

1291
00:54:57.720 --> 00:55:00.400
or whether it be this whole company, it didn't fucking matter.

1292
00:55:00.400 --> 00:55:03.440
We go to dinner, you go order whatever the fuck you want.

1293
00:55:03.440 --> 00:55:05.240
And I don't have to look at the bill to pay it.

1294
00:55:05.240 --> 00:55:09.120
That's after that, like to me, it made no difference.

1295
00:55:09.120 --> 00:55:11.240
Like it doesn't as long as I can do that.

1296
00:55:11.240 --> 00:55:14.720
Dude, it was, now after that it was diminishing returns.

1297
00:55:14.720 --> 00:55:15.760
I mean, didn't make a difference.

1298
00:55:15.760 --> 00:55:16.760
Yeah, fuck it makes a difference.

1299
00:55:16.760 --> 00:55:18.760
Like I can fly private shit like that.

1300
00:55:18.760 --> 00:55:19.600
That's cool.

1301
00:55:19.600 --> 00:55:20.360
That's like a time machine.

1302
00:55:20.360 --> 00:55:21.600
I know you enjoy that too.

1303
00:55:22.280 --> 00:55:25.920
But, you know, and there's something to be said for that.

1304
00:55:25.920 --> 00:55:27.440
Like, dude, I can stay in my living room

1305
00:55:27.440 --> 00:55:29.280
in two hours later, being Manhattan.

1306
00:55:29.280 --> 00:55:31.200
You can't fucking do that without the means to do it.

1307
00:55:31.200 --> 00:55:33.000
Like it's an incredible thing.

1308
00:55:33.000 --> 00:55:35.840
You've experienced it quite a bit, you know?

1309
00:55:35.840 --> 00:55:36.680
Not bad.

1310
00:55:36.680 --> 00:55:38.200
Pretty good one.

1311
00:55:38.200 --> 00:55:39.200
Commercial stuff, haven't you?

1312
00:55:39.200 --> 00:55:40.520
Yeah, yeah, it's not bad.

1313
00:55:40.520 --> 00:55:42.240
Yeah, it is tough.

1314
00:55:42.240 --> 00:55:43.080
Yeah.

1315
00:55:43.080 --> 00:55:47.040
Because the disparity between the two is, it's, yeah.

1316
00:55:47.040 --> 00:55:48.520
It's worth, it's worth the effort.

1317
00:55:48.520 --> 00:55:49.360
Get there.

1318
00:55:49.360 --> 00:55:51.160
The reason it's priced that way is because it's worth it.

1319
00:55:51.200 --> 00:55:53.200
But dude, yeah, no shit.

1320
00:55:53.200 --> 00:55:55.880
Dude, the funny thing is, is like, it's,

1321
00:55:57.040 --> 00:55:59.960
after that man, it becomes more like,

1322
00:55:59.960 --> 00:56:02.160
what do you really enjoy doing?

1323
00:56:02.160 --> 00:56:03.000
You know what I mean?

1324
00:56:03.000 --> 00:56:04.960
Like, then it becomes a little bit more

1325
00:56:04.960 --> 00:56:06.240
about the passion part of it.

1326
00:56:06.240 --> 00:56:08.360
Like when you have the means,

1327
00:56:08.360 --> 00:56:10.200
then you can be a little bit more luxurious

1328
00:56:10.200 --> 00:56:12.000
with your decision making about passions.

1329
00:56:12.000 --> 00:56:12.840
Yeah.

1330
00:56:12.840 --> 00:56:13.840
Can you get some cushion on the stakes?

1331
00:56:13.840 --> 00:56:14.680
Yeah, for sure.

1332
00:56:14.680 --> 00:56:15.680
I want to hard close the audience on something.

1333
00:56:15.680 --> 00:56:16.520
Yeah, yeah.

1334
00:56:16.520 --> 00:56:18.280
So we were talking about, you know, giving,

1335
00:56:18.280 --> 00:56:21.400
making sure that the product is exceptional.

1336
00:56:21.400 --> 00:56:24.840
Like, because we, so, those are, those are fucking,

1337
00:56:24.840 --> 00:56:26.320
that's, those are automatics.

1338
00:56:26.320 --> 00:56:27.560
You have to do that.

1339
00:56:27.560 --> 00:56:29.560
Like everything we're saying here guys,

1340
00:56:29.560 --> 00:56:33.160
like, there's certain prerequisites that have to be met.

1341
00:56:33.160 --> 00:56:35.760
Like your product has to be fucking good.

1342
00:56:35.760 --> 00:56:37.520
It has to be what you say it is.

1343
00:56:37.520 --> 00:56:39.080
It has to wow people.

1344
00:56:39.080 --> 00:56:41.840
When they open up this motherfucking first form energy can,

1345
00:56:41.840 --> 00:56:43.480
which I'm not about to do an ad for.

1346
00:56:43.480 --> 00:56:47.360
But if I was, it would probably look something like this.

1347
00:56:47.880 --> 00:56:48.720
Right.

1348
00:56:48.720 --> 00:56:50.840
But the point is when they pop that shit open,

1349
00:56:50.840 --> 00:56:52.240
they drink it, it has to be fucking good.

1350
00:56:52.240 --> 00:56:54.480
If it's shit, it doesn't matter how nice you are.

1351
00:56:54.480 --> 00:56:57.440
And I'm going to tell you on why it's probably not,

1352
00:56:57.440 --> 00:56:59.760
because some people were like, well, yeah, my thing is that good.

1353
00:56:59.760 --> 00:57:02.520
If it were that good, they'd be talking about it.

1354
00:57:02.520 --> 00:57:04.480
And you, you wouldn't have an issue getting customer.

1355
00:57:04.480 --> 00:57:05.840
Yeah, that's my point.

1356
00:57:05.840 --> 00:57:07.760
Because like, I used to, I used to not, like,

1357
00:57:07.760 --> 00:57:09.640
I used to hear these speeches and these talks

1358
00:57:09.640 --> 00:57:10.480
and people were way ahead of me.

1359
00:57:10.480 --> 00:57:11.320
And I was like, yeah, yeah, yeah.

1360
00:57:11.320 --> 00:57:12.160
My stuff's good.

1361
00:57:12.160 --> 00:57:13.000
My stuff's great.

1362
00:57:13.000 --> 00:57:13.840
I just need more customers.

1363
00:57:13.840 --> 00:57:14.680
Right.

1364
00:57:14.680 --> 00:57:17.960
Like every guy who's like the best lawyers,

1365
00:57:17.960 --> 00:57:19.640
they don't need to market.

1366
00:57:19.640 --> 00:57:20.720
In fact, they have a waiting list

1367
00:57:20.720 --> 00:57:23.080
and it's impossible to get into their best investment advisors.

1368
00:57:23.080 --> 00:57:24.840
They have a waiting list, it's impossible to get into them.

1369
00:57:24.840 --> 00:57:27.080
Like if you're very, very, very good,

1370
00:57:27.080 --> 00:57:28.560
you don't have a lack of customers.

1371
00:57:28.560 --> 00:57:31.240
Charlie Mugger said, the next customer is on your desk.

1372
00:57:31.240 --> 00:57:32.840
It's the work in front of you.

1373
00:57:32.840 --> 00:57:34.680
And so like, I love that because it's like,

1374
00:57:34.680 --> 00:57:35.920
that's where the next customer is.

1375
00:57:35.920 --> 00:57:37.760
He's like, it's doing the work that's in front of you

1376
00:57:37.760 --> 00:57:38.880
and they will always come.

1377
00:57:38.880 --> 00:57:41.920
But the hard clothes that I wanted to have on this with product

1378
00:57:41.920 --> 00:57:43.880
is if you actually, so we look at buying businesses.

1379
00:57:43.880 --> 00:57:44.880
That's what we do, right?

1380
00:57:44.880 --> 00:57:47.600
And so we have to analyze the value of a business all the time.

1381
00:57:47.600 --> 00:57:50.560
And so you want something that compounds, all right?

1382
00:57:50.560 --> 00:57:52.880
Because if you're trying to create wealth,

1383
00:57:52.880 --> 00:57:54.800
everything comes down to inputs to outputs,

1384
00:57:54.800 --> 00:57:56.000
which is what do you put into a system

1385
00:57:56.000 --> 00:57:56.840
and how much do you get out?

1386
00:57:56.840 --> 00:57:57.960
And so the wealth that you get,

1387
00:57:57.960 --> 00:57:59.560
you put less in and you get more out.

1388
00:57:59.560 --> 00:58:01.160
And the one thing that all of us have is time.

1389
00:58:01.160 --> 00:58:02.880
And so it's really like how much more do you get back

1390
00:58:02.880 --> 00:58:03.760
for your time.

1391
00:58:03.760 --> 00:58:06.480
And so if you have to sell,

1392
00:58:06.480 --> 00:58:09.080
let's say 50 customers every single month,

1393
00:58:09.080 --> 00:58:12.080
then as soon as you're selling that many customers,

1394
00:58:12.080 --> 00:58:14.600
if you have a super transactional relationship, right?

1395
00:58:14.600 --> 00:58:16.400
If you do the same amount of marketing

1396
00:58:16.400 --> 00:58:18.000
and every month you sell 50,

1397
00:58:18.000 --> 00:58:19.880
it means that tomorrow or next month,

1398
00:58:19.880 --> 00:58:22.840
the day you stop marketing, your company dies.

1399
00:58:22.840 --> 00:58:24.920
That is not a very valuable business.

1400
00:58:24.920 --> 00:58:29.200
And so if you sell 50 and then next month,

1401
00:58:29.200 --> 00:58:30.760
you sell 50 with the same marketing effort,

1402
00:58:30.760 --> 00:58:33.600
but the other 50 come back, you now have 100.

1403
00:58:33.600 --> 00:58:34.440
If you sell the same,

1404
00:58:34.440 --> 00:58:35.800
and the thing is is that the marketing effort

1405
00:58:35.800 --> 00:58:37.920
can be linear in nature, meaning you do the same level

1406
00:58:37.920 --> 00:58:39.080
of marketing.

1407
00:58:39.080 --> 00:58:41.560
But every month you get more and more customers

1408
00:58:41.560 --> 00:58:43.880
because you treated the first ones right.

1409
00:58:43.880 --> 00:58:46.000
If you aren't growing,

1410
00:58:46.000 --> 00:58:47.360
and you're doing the same level of marketing,

1411
00:58:47.360 --> 00:58:49.000
it means the product's not good enough.

1412
00:58:49.000 --> 00:58:50.000
I'm trying to sell you on this

1413
00:58:50.000 --> 00:58:52.880
because like I nodded along with so many times,

1414
00:58:52.880 --> 00:58:53.720
I'd listen to these things,

1415
00:58:53.720 --> 00:58:56.000
and I'd be like, no, my product's good enough.

1416
00:58:56.000 --> 00:58:57.400
The reality is that you're just not as good

1417
00:58:57.400 --> 00:58:58.400
as you think you are.

1418
00:58:59.680 --> 00:59:00.840
The market tells you.

1419
00:59:00.840 --> 00:59:01.680
Yeah.

1420
00:59:01.680 --> 00:59:04.160
The market tells you it's what you said a minute ago.

1421
00:59:05.520 --> 00:59:08.200
99% of people, what did you say they won't believe?

1422
00:59:08.200 --> 00:59:09.600
They've chosen not to believe it.

1423
00:59:09.720 --> 00:59:11.720
The market fucking tells you, dude.

1424
00:59:11.720 --> 00:59:14.560
And if you do have a business,

1425
00:59:14.560 --> 00:59:16.760
and you do have customers right now,

1426
00:59:16.760 --> 00:59:21.120
and you have the fucking blessing

1427
00:59:21.120 --> 00:59:22.800
of having people that are interested

1428
00:59:22.800 --> 00:59:25.120
in your mediocre company right now,

1429
00:59:25.120 --> 00:59:26.840
you should fucking understand

1430
00:59:26.840 --> 00:59:28.640
that the way to really compound that

1431
00:59:28.640 --> 00:59:30.440
is to improve your product,

1432
00:59:30.440 --> 00:59:32.480
and then improve the fucking story

1433
00:59:32.480 --> 00:59:33.800
that they're gonna tell about you

1434
00:59:33.800 --> 00:59:36.360
by overwhelming them with good will,

1435
00:59:36.360 --> 00:59:39.200
and positive resources around what it is

1436
00:59:39.320 --> 00:59:40.520
that they're trying to solve.

1437
00:59:40.520 --> 00:59:44.040
I got criticized by, I'll just leave the name list.

1438
00:59:44.040 --> 00:59:45.560
I got criticized because I spent

1439
00:59:45.560 --> 00:59:47.320
3,500 hours in my editor in total.

1440
00:59:47.320 --> 00:59:49.200
His hours first plus my hours for the book

1441
00:59:49.200 --> 00:59:50.880
that's coming out.

1442
00:59:50.880 --> 00:59:51.720
Yeah.

1443
00:59:51.720 --> 00:59:52.560
And they're like,

1444
00:59:52.560 --> 00:59:53.400
What's the name of it?

1445
00:59:53.400 --> 00:59:55.280
$100 million leads to coming out in a few months.

1446
00:59:55.280 --> 00:59:56.120
All right.

1447
00:59:56.120 --> 00:59:56.960
It's 99 cents.

1448
00:59:56.960 --> 00:59:59.080
So if there's my, there's my get rich quick plug.

1449
00:59:59.080 --> 00:59:59.920
Yeah.

1450
01:00:02.080 --> 01:00:04.720
And I saw this with the first book

1451
01:00:04.720 --> 01:00:06.320
because I spent a year writing that one too,

1452
01:00:06.320 --> 01:00:07.400
and it was just me.

1453
01:00:07.400 --> 01:00:08.800
And it made no sense that this is like,

1454
01:00:08.800 --> 01:00:10.160
I had gym launch, I had prestige labs,

1455
01:00:10.160 --> 01:00:12.600
I had Allen, we had the deals on the line.

1456
01:00:12.600 --> 01:00:14.320
Like, I didn't believe it.

1457
01:00:14.320 --> 01:00:15.160
You don't make money on books.

1458
01:00:15.160 --> 01:00:16.680
It's like, just throw it out there.

1459
01:00:16.680 --> 01:00:17.960
But what happened was,

1460
01:00:18.920 --> 01:00:22.280
you can spend a year writing an exception book.

1461
01:00:22.280 --> 01:00:23.680
And I'm talking like six hours every day,

1462
01:00:23.680 --> 01:00:25.680
is the first six hours of my day when I'm freshest, et cetera,

1463
01:00:25.680 --> 01:00:29.440
reworking only 160 pages, which is the first book, right?

1464
01:00:29.440 --> 01:00:33.320
And my launch for the book was a post

1465
01:00:33.320 --> 01:00:34.760
when I had 10,000 followers,

1466
01:00:34.760 --> 01:00:36.040
which is not a lot of followers.

1467
01:00:36.040 --> 01:00:37.280
I just was like, hey, I wrote this book.

1468
01:00:37.280 --> 01:00:38.280
Layla told me I should post it

1469
01:00:38.280 --> 01:00:40.400
because I was actually gonna make it an internal like document.

1470
01:00:40.400 --> 01:00:42.000
Like this is how we think about making offers

1471
01:00:42.000 --> 01:00:44.320
for all the companies.

1472
01:00:44.320 --> 01:00:45.880
And she was like, no, like published it.

1473
01:00:45.880 --> 01:00:47.880
And I was like, fine, so I published it.

1474
01:00:47.880 --> 01:00:50.920
And from that day on, we have no ads,

1475
01:00:50.920 --> 01:00:54.360
we have no anything to like promote the book specifically.

1476
01:00:54.360 --> 01:00:59.440
And it sells more each next month than it did the month before,

1477
01:00:59.440 --> 01:01:00.720
every month.

1478
01:01:00.720 --> 01:01:02.160
And it's now been 20 months,

1479
01:01:02.160 --> 01:01:04.040
I think since $100 dollar offers came out.

1480
01:01:04.040 --> 01:01:07.560
And now it sells 25 to 28,000 copies every month.

1481
01:01:08.560 --> 01:01:09.400
Word of mouth.

1482
01:01:09.400 --> 01:01:10.960
Sounds like a book I wrote.

1483
01:01:10.960 --> 01:01:12.080
It's called 75 Heart.

1484
01:01:12.080 --> 01:01:14.920
But it's exactly that.

1485
01:01:14.920 --> 01:01:17.400
And so you can actually fucking helps people guess what?

1486
01:01:17.400 --> 01:01:18.640
They're gonna buy it.

1487
01:01:18.640 --> 01:01:23.000
And so you can either spend a year or two years

1488
01:01:23.000 --> 01:01:25.640
building an exceptional product service experience software,

1489
01:01:25.640 --> 01:01:27.880
whatever you want to think, right?

1490
01:01:27.880 --> 01:01:30.360
And then let your customers market it

1491
01:01:30.360 --> 01:01:31.960
for the rest of your life.

1492
01:01:31.960 --> 01:01:35.640
Or you can spend a month building a mediocre product

1493
01:01:35.640 --> 01:01:38.480
or service and then spend the rest of your life

1494
01:01:38.480 --> 01:01:40.320
trying to get people to buy it.

1495
01:01:40.320 --> 01:01:41.640
Dude, I did this shit.

1496
01:01:41.640 --> 01:01:43.800
Like people don't understand.

1497
01:01:43.800 --> 01:01:46.160
Before first form, there was other shit I sold.

1498
01:01:46.160 --> 01:01:47.160
Right?

1499
01:01:47.160 --> 01:01:48.560
It just wasn't good.

1500
01:01:48.560 --> 01:01:49.800
It just wasn't good.

1501
01:01:49.800 --> 01:01:53.760
It, you know, people weren't gonna buy it twice, you know?

1502
01:01:53.760 --> 01:01:56.200
And I think that's a big mistake most people make.

1503
01:01:56.200 --> 01:01:57.560
And it's the inputs to outputs.

1504
01:01:57.560 --> 01:02:00.160
Because everyone sees the year for the book that you wrote,

1505
01:02:00.160 --> 01:02:01.160
right? They see the year.

1506
01:02:01.160 --> 01:02:03.520
They see all the time you put into 75 hard, right?

1507
01:02:03.520 --> 01:02:06.160
They're like, that doesn't make any sense.

1508
01:02:06.160 --> 01:02:08.040
But if you think about how long life is,

1509
01:02:08.040 --> 01:02:12.000
if the rest of time people are spreading that,

1510
01:02:12.000 --> 01:02:14.720
the input to output of how much work it takes to spread

1511
01:02:14.720 --> 01:02:16.680
the message and wider than you'd ever be able to do it

1512
01:02:16.680 --> 01:02:18.720
if it was just you on your own,

1513
01:02:18.720 --> 01:02:20.720
you get the highest leverage from thinking about it

1514
01:02:20.720 --> 01:02:21.800
from that perspective.

1515
01:02:21.800 --> 01:02:24.480
If you spent a month on it and it was mediocre,

1516
01:02:24.480 --> 01:02:26.640
you would have to pump it on every single podcast

1517
01:02:26.640 --> 01:02:28.680
and it still wouldn't sell as many copies as it does.

1518
01:02:28.680 --> 01:02:30.480
And you'd have to do it until you died.

1519
01:02:30.720 --> 01:02:33.000
And so if you're thinking about having high leverage

1520
01:02:33.000 --> 01:02:34.400
or high return on your time,

1521
01:02:34.400 --> 01:02:37.440
it makes more sense to spend more time

1522
01:02:37.440 --> 01:02:39.840
making the thing you have actually exceptional.

1523
01:02:39.840 --> 01:02:42.280
Keep doing it until people keep coming back

1524
01:02:42.280 --> 01:02:44.160
and then the scale will happen.

1525
01:02:44.160 --> 01:02:46.960
But it's a math equation.

1526
01:02:46.960 --> 01:02:48.200
How much of this do you,

1527
01:02:48.200 --> 01:02:49.840
because I have my opinion on this,

1528
01:02:49.840 --> 01:02:52.520
but how much of this do you feel like

1529
01:02:54.920 --> 01:02:56.360
struggling businesses?

1530
01:02:56.360 --> 01:02:59.400
This one idea that we're talking about right here,

1531
01:02:59.440 --> 01:03:02.120
to me and my personal opinion, bro,

1532
01:03:02.120 --> 01:03:06.360
this would fix 97% I'm making this up.

1533
01:03:06.360 --> 01:03:08.360
But the vast, vast,

1534
01:03:08.360 --> 01:03:12.640
that up or 95% of businesses could be fixed

1535
01:03:12.640 --> 01:03:14.880
by just this thing we're talking about.

1536
01:03:14.880 --> 01:03:15.840
In the Congress of that,

1537
01:03:15.840 --> 01:03:18.000
how many businesses that have exceptional,

1538
01:03:18.000 --> 01:03:19.760
the only thing that would drown a business

1539
01:03:19.760 --> 01:03:22.560
that has an exceptional product is they'd be mispriced.

1540
01:03:22.560 --> 01:03:24.480
It's the only thing like they're cost,

1541
01:03:24.480 --> 01:03:26.640
like the economics of the business don't work.

1542
01:03:26.640 --> 01:03:27.480
That would mean that's the,

1543
01:03:27.480 --> 01:03:29.440
and you know how easy it is to fix that,

1544
01:03:29.440 --> 01:03:30.800
you change the fucking price tag.

1545
01:03:30.800 --> 01:03:31.640
That's how he's that is.

1546
01:03:31.640 --> 01:03:33.560
It's two seconds, right?

1547
01:03:33.560 --> 01:03:36.320
So if you wanna have the like guarantee the insurance,

1548
01:03:36.320 --> 01:03:38.120
like you want success insurance,

1549
01:03:38.120 --> 01:03:39.760
like what do I have to pay in order to make sure

1550
01:03:39.760 --> 01:03:41.880
that like I'm always covered,

1551
01:03:41.880 --> 01:03:43.040
it's make the thing exceptional.

1552
01:03:43.040 --> 01:03:43.880
Yeah.

1553
01:03:43.880 --> 01:03:44.880
And that's the thing is that most people...

1554
01:03:44.880 --> 01:03:47.040
Undeniably fucking great.

1555
01:03:47.040 --> 01:03:48.640
Is that most people don't understand how much

1556
01:03:48.640 --> 01:03:51.320
actual effort it takes to make something exceptional.

1557
01:03:51.320 --> 01:03:54.560
Like, you know, I look at some of the old presentations

1558
01:03:54.560 --> 01:03:55.560
that I would make for my company,

1559
01:03:55.560 --> 01:03:57.120
and I'm like embarrassed to that.

1560
01:03:57.120 --> 01:03:59.720
The thing is, I remember thinking when I looked at it,

1561
01:03:59.720 --> 01:04:01.280
I was like, this is exceptional.

1562
01:04:01.280 --> 01:04:03.400
Well, at the time that was probably the best you could do.

1563
01:04:03.400 --> 01:04:04.240
Yeah.

1564
01:04:04.240 --> 01:04:05.640
And the thing is, at the end of the day,

1565
01:04:05.640 --> 01:04:07.520
the market's the one who makes that decision, not you.

1566
01:04:07.520 --> 01:04:08.760
So I might have, and I think is,

1567
01:04:08.760 --> 01:04:09.760
I probably was listening to...

1568
01:04:09.760 --> 01:04:12.120
That's where the fucking disconnect happens, bro.

1569
01:04:12.120 --> 01:04:14.320
Because you think, you think,

1570
01:04:14.320 --> 01:04:16.040
because it's the best that you did,

1571
01:04:16.040 --> 01:04:17.600
that it's fucking great.

1572
01:04:17.600 --> 01:04:19.080
But in reality, the market says,

1573
01:04:19.080 --> 01:04:21.640
no, it's not as good as everybody else's shit.

1574
01:04:21.640 --> 01:04:23.400
I heard some motivations.

1575
01:04:23.400 --> 01:04:24.240
That's real shit, man.

1576
01:04:24.280 --> 01:04:25.080
Dude, it's huge.

1577
01:04:25.080 --> 01:04:25.920
Yeah.

1578
01:04:25.920 --> 01:04:26.760
It's...

1579
01:04:26.760 --> 01:04:28.960
I never thought about that until we just start talking about it.

1580
01:04:28.960 --> 01:04:30.640
Like, you, like, you, because that's what it's gonna do.

1581
01:04:30.640 --> 01:04:31.480
That's what it's gonna do.

1582
01:04:31.480 --> 01:04:32.480
That's what it's gonna do.

1583
01:04:32.480 --> 01:04:33.320
Because that's what it's gonna do.

1584
01:04:33.320 --> 01:04:34.160
That's what it's gonna do.

1585
01:04:34.160 --> 01:04:35.440
You say it is the best, because it's your best.

1586
01:04:35.440 --> 01:04:36.280
Yes.

1587
01:04:36.280 --> 01:04:38.560
Man, fuck, that's some powerful shit.

1588
01:04:38.560 --> 01:04:39.880
I heard this guy say this, and I just,

1589
01:04:39.880 --> 01:04:42.880
like, it's been like engraving my head so much so that,

1590
01:04:42.880 --> 01:04:44.120
whenever I don't want to do something,

1591
01:04:44.120 --> 01:04:46.280
this is the actual phrase that comes in my head.

1592
01:04:46.280 --> 01:04:49.400
Is that he says, he said, two sayings that I love.

1593
01:04:49.400 --> 01:04:52.600
One was that he's like, boys are confident,

1594
01:04:52.600 --> 01:04:54.440
men are certain.

1595
01:04:54.440 --> 01:04:56.560
I just wanted to share that because I just love that saying.

1596
01:04:56.560 --> 01:04:57.560
The other thing is he's like,

1597
01:04:57.560 --> 01:04:58.720
it's not about doing your best,

1598
01:04:58.720 --> 01:05:00.880
it's about doing what's required.

1599
01:05:00.880 --> 01:05:02.160
And whenever I have a hard thing, like,

1600
01:05:02.160 --> 01:05:04.040
I'm like, I can make more videos for content,

1601
01:05:04.040 --> 01:05:05.320
or whatever, I don't want to do this podcast,

1602
01:05:05.320 --> 01:05:07.880
or whatever it is, like, literally my immediate thought

1603
01:05:07.880 --> 01:05:09.760
that's like my subconscious is like,

1604
01:05:09.760 --> 01:05:11.200
I will do what's required.

1605
01:05:11.200 --> 01:05:12.840
Like, that's always my initial thought.

1606
01:05:12.840 --> 01:05:14.120
And so right now, if the thing is,

1607
01:05:14.120 --> 01:05:16.040
if the thing's not as good as you think it is, right?

1608
01:05:16.040 --> 01:05:17.120
And people aren't coming back.

1609
01:05:17.120 --> 01:05:19.040
Like, you made a, you might have given it your best,

1610
01:05:19.040 --> 01:05:21.280
but you didn't do what was required.

1611
01:05:21.960 --> 01:05:24.080
Dude, I'm sitting here thinking,

1612
01:05:24.080 --> 01:05:26.560
because like, I'm going through this phase right now,

1613
01:05:26.560 --> 01:05:28.120
that's very helpful to me personally.

1614
01:05:28.120 --> 01:05:29.440
Thank you for setting that.

1615
01:05:29.440 --> 01:05:31.760
Because I'm going through this phase right now,

1616
01:05:31.760 --> 01:05:34.640
where I'm very financially comfortable,

1617
01:05:34.640 --> 01:05:36.640
like forever, it is what it is.

1618
01:05:39.440 --> 01:05:43.080
And like, some of the shit that is required,

1619
01:05:43.080 --> 01:05:45.240
it's not really required, right?

1620
01:05:45.240 --> 01:05:46.560
Yeah.

1621
01:05:46.560 --> 01:05:48.400
Fuck, that's some powerful shit,

1622
01:05:48.400 --> 01:05:50.520
because now I'm like, fuck dude, it is kind of required.

1623
01:05:50.520 --> 01:05:52.400
It's not required because of you, mother fucker.

1624
01:05:52.400 --> 01:05:54.400
It's required because other motherfuckers depend on you.

1625
01:05:54.400 --> 01:05:55.920
Yeah.

1626
01:05:55.920 --> 01:05:57.960
I guess the internal comp, yeah.

1627
01:05:57.960 --> 01:06:00.640
So like, because like, dude, my purpose is not me.

1628
01:06:00.640 --> 01:06:01.560
My purpose is not me.

1629
01:06:01.560 --> 01:06:04.000
It's these dudes, it's these people out here.

1630
01:06:04.000 --> 01:06:06.200
It's, yeah, it's these people listening.

1631
01:06:06.200 --> 01:06:10.720
Right, it's, it's fucking, man, that's some good shit.

1632
01:06:10.720 --> 01:06:11.760
You're smart, dude.

1633
01:06:11.760 --> 01:06:17.760
Yeah, bro, I thought you were talking about that.